On Thursday, the best commercial moving image formats in the German-speaking world (Germany, Austria and Switzerland) were awarded the Die Klappe trophy for the 44th time in the historic setting of Hamburg's Speicherstadt warehouse district.

The jury, chaired by Christine Wolburg, Head of Sales/Marketing at Berliner Verkehrsbetriebe (BVG) and Christian Rätsch, CEO of Team BBDO The Marketing Group from Düsseldorf, presented a total of 60 of these awards (in 2023, there were 48). She awarded gold eleven times, silver 20 times and bronze 29 times.

The biggest winner of the evening was Heimat TBWA from Berlin with the campaign "Every square meter deserves to be the best in the world" for long-standing client Hornbach. It won gold four times, silver three times and bronze once. Gold laudator was Dörte Spengler-Ahrens, Non-Executive Creative Chairwoman of Jung von Matt in Hamburg, who duly paid tribute to the winner of the evening.

The other seven golden trophies were presented by the judges Kristine Holzhausen, CCO Leo Burnett Germany and Katja Metz, Teamlead Global Marketing at E.ON.

The Managing Director of Markenfilm, Oliver Hack, was delighted as the laudator with the 20 winners of the silver flap. Other jury members presented the bronze trophies to great applause.

245 submissions this year

Stefan Schulte, Creative Director of Thjnk in Berlin, once again honored Tony Petersen Film, also from Berlin, as Production Company of the Year. It was also the production company behind the Hornbach campaign that won the award. In total, the agencies submitted 245 entries for Die Klappe this year. In addition to the 60 awards, there were also nine shortlist placings for them.

In total, Die Klappe was awarded in eleven categories. A new category is "Future Ready", which recognizes the pioneering use of new technologies in commercial film formats. The first winner is now Jung von Matt from Hamburg with "The most inclusive Christmas speech" for Offen für Vielfalt - Geschlossen gegen Ausgrenzung e.V..

After all the prizes had been distributed, the jury chairpersons Christine Wolburg, Marianne Heiß and their successor Christian Rätsch were bid farewell by Florian Möckel at the end of the award show after three years in office in accordance with the regulations of the Bundesverband Markting Club.

Edi. the Swiss Commissioned and Commercial Film Award is under the patronage of the Federal Department of Home Affairs and is organized by the SWISSFILM ASSOCIATION.

Once again this year, outstanding works were submitted, 38 of which were nominated for the shortlist and 14 of which were awarded an Edi.

You can find the winning films here.

The parent company Audienzz focuses on the marketing of digital advertising environments and its specific advertising technologies such as adconsole, semantIQ and Yaleo. The programmatic buying unit AdFact will be integrated into the subsidiary Attackera, which specializes in this business area. This step will strengthen the core competencies of both companies.

A key component of the strategic acquisition is the synergy effects in the technology sector. The development expertise of audienzz's 40-strong software engineering team will also support Attackera's digital agency business in the future. This will enable Attackera to establish a leading role in the technology-driven digital advertising market, which will undergo lasting change, particularly as a result of developments in the field of artificial intelligence. This will create a clear perspective for sustainable growth and innovation for Attackera. Attackera will continue to operate independently on the market and provide services in its core competencies of digital advertising, data analytics and strategic consulting.

Remo Baumeler, CEO of Audienzz, says: "By acquiring Attackera and focusing on the respective core competencies of audienzz and Attackera, we are ensuring that we make optimal use of our resources to achieve our strategic goals. We have been working successfully with Attackera for a long time and value their professional work. We are very pleased to welcome our colleagues as part of the audienzz family."

Stephan Frey, founder, former majority shareholder and CEO of Attackera, will remain in his management role. He says: "In Audienzz, we have found the ideal new owner for Attackera. Our long-standing business relationship works very well on both a professional and personal level. I look forward to continuing our collaboration and am convinced that the agency is in good hands with audienzz. Together we will continue to exploit the potential of digital advertising and contribute to the success of our clients."

Audienzz is one of the leading specialists in the field of digital advertising. A team of over 100 international experts ensures the success of advertisers and publishers with an effective combination of technology and marketing know-how. audienzz was founded in 2016. Attackera is a digital agency based in Zurich. It specializes in digital advertising, data analytics and strategic consulting and is one of the Swiss pioneers in programmatic advertising.

The busy city center is located directly above Bern railroad station, where numerous companies are based. PostParc is a central component of urban development thanks to its excellent connections to various means of transportation.

Livesystems is installing digital screens in the PostParc as part of the digitization process. The outdoor advertising provider is relying on a combination of landscape format screens (F12D) and portrait format screens (Cityscreen) to achieve maximum visibility.

Connection between busy zones

"It's brilliant that our DOOH screens are located directly in the new city center. The pedestrian zone forms the perfect link between various busy areas, from the train station to the Postbus station, from Grosse Schanze to Hirschengraben and from Schanzenstrasse to Laupenstrasse. Thanks to the attractive mix of offices, stores and restaurants, we expect a high footfall and look forward to offering our customers a platform where their advertising message will be seen," says Christian Imhof, COO of Livesystems.

A total of 10 F12D screens and 4 Cityscreens will be installed around the short-stay parking lot, on the parking terrace and in front of the Schanzenpost. Livesystems is thus significantly expanding its digital network in the capital. Recently, Livesystems has already installed several digital advertising spaces at the Käfigturm. The Käfigturm is located directly in Bern's old town, which is a UNESCO World Heritage Site and a popular meeting place for locals and visitors alike. The numerous public transport services that pass by every day ensure optimal connections to the rest of the city and guarantee maximum visibility for advertising campaigns.

The Livesystems inventory comprises 65 city screens in the canton of Bern, 24 of which are in urban areas, 15 in the agglomerations and 26 in the extended area of the canton. For the F12D large format, there are a total of 28 screens in the canton, 7 of which are in urban areas (including the 4 new screens in the Postparc), 3 in the agglomerations and 18 in the extended cantonal area. Together, these locations generate over 3.5 million gross contacts and 672,000 net contacts in absolute terms with 5.2 average contacts (OTS) within 2 weeks.

As a partner of Aletsch Bahnen AG, Feratel Schweiz AG markets a diverse and interesting range of high-quality advertising spaces (Big Poster, F12P, Entry Poster at the turnstiles, Big Flags branding and floor branding). In addition, individual special implementations at highly frequented locations round off the offer.

Valentin König, CEO of Aletsch Bahnen AG, says: "We have a friendly, loyal, professional and successful partnership with Feratel Schweiz AG. We look forward to continuing to realize interesting and innovative advertising projects together with Feratel Schweiz AG."

The analysis of user behavior on a single website often only offers a limited perspective, as interactions across different domains are not linked. For example, if a customer reaches a landing page via an advertisement, fills out a form there and is then redirected to another domain to complete a purchase, this user is recorded as a separate person in conventional analysis methods. If such journeys can be viewed in a coherent manner, campaigns can be optimized in a more targeted manner by focusing on and improving effective channels and measures. Cross-domain tracking is a particularly valuable tool for the e-commerce sector and for companies that operate multiple brands: it makes it possible to ensure a consistent customer experience throughout the entire sales process, even when users switch between different platforms in their own ecosystem.

If a personalized approach is sought across the entire customer journey, a comprehensive view of a user's behaviour and preferences across all touchpoints is essential. The personalized approach thus becomes a differentiating feature that increases customer satisfaction and customer loyalty.

Server side tagging in the context of cross-domain tracking

Server side tagging plays a central role in the context of cross-domain tracking. It enables a more reliable and data protection-compliant collection of user data. By moving the bundling of data to the server instead of the browser (server side tagging), user data is also collected consistently and securely across different domains and ultimately allows an extended assignment of user interactions to the actual origin of the journey, as well as to relevant data points in between.

Thanks to its specialized technology, fusedeck can offer a comprehensive solution that not only minimizes the hurdles of technical implementation, but also represents a data protection-compliant approach to cross-domain tracking. In addition to the consistent recording and aggregation of user interactions across different domains, the tool also supports server-side tagging and ensures that all relevant data points are connected across the entire customer journey and can be used for personalization.

Conclusion

The combination of cross-domain tracking and server-side tagging forms an ideal basis for the implementation of effective personalization goals, especially in conjunction with user segments in third-party systems - even for advertisers who do not yet pursue a first-party data strategy.

If you want to learn more about the benefits of these technologies and how you can use them effectively to achieve your goals, you shouldn't miss the Crack The Code event organized by fusedeck on November 12 in Zurich. Experts from various industries will discuss the practical benefits from their perspective in an exciting discussion.

Click here to register for free: https://fusedeck.com/de/crack-the-code-anmeldung/

The word "statement" is itself a statement. A public announcement, proclamation or declaration. About something. For something. Against something. The word is derived from the Latin statuere, meaning to establish, to set down, it found its way into English via French and from there into American.

Many statements are currently circulating on the political stage across the Atlantic. Perhaps this is why the word has found its way back into the old world and into German. Here, too, we are hearing and reading many statements about what is going on over there. But more on that later. In the colloquial language of our industry, the word has secretly developed into a verbal bestseller. Everything is suddenly a statement, albeit sometimes unintentionally: one-word headlines, color gradients or motion blur for creatives, the abolition of the home office, reframing advertising agencies as creative business partners or the reintroduction of short-time work and the conversion of employment contracts into freelance agreements for agency bosses. Unfortunately, these are often statements of helplessness and helplessness. Everything outside the advertising bubble is also a statement: white sneakers, oat milk, the gender star and much more.

Why we need fewer statements

Social media ensures that we can share and communicate everything. That's not a bad thing in principle, because it's for everyone, in solidarity and liberal. But if, after 20 years of Facebook (yes, it's been around that long), this solidarity has long since turned into manipulation and egoism, narcissism and individualism dominate, then something seems to have gone wrong. Why is it that people today can hardly wear, eat or visit anything without having to tell everyone else?

In the past, this was only reserved for a few, often very special characters. They were called chatterboxes, chatterboxes or chatterboxes and were often ostracized. Particularly in rural areas, where people tended to be quiet. And now it is precisely these areas that tipped the scales in the US presidential election. Often an anonymous statement made at the polling station, which may not be congruent with those on social media. But one with a major impact on their own country and the world.

Unfortunately, politics today is characterized by statements instead of the state. This is the entity that originally had the task of ensuring the permanent and orderly coexistence of people living in a certain defined territory. Preferably in a democratic way. Currently, however, the autocratic idea seems to be gaining the upper hand everywhere. This is achieved through simple and catchy statements that often follow three rules that Trump also uses: always attack, never admit wrongdoing and always claim victory. At least that's how the new president is quoted in Ali Abbasi's film The Apprentice. That could be fun. It seems as if someone who everyone in this country (except perhaps Roger Köppel) shakes their heads in disbelief at has become the biggest influencer in the world. Let's just hope that not all statements lead to actions.

* Benno Maggi is co-founder and CEO of Partner & Partner. He has been eavesdropping on the industry for over 30 years, discovering words and terms for us that can either be used for small talk, pomposity, excitement, playing Scrabble, or just because.

The Effie Awards Switzerland stand for excellent and effective communication, organized by the association of Switzerland's leading communication agencies, Leading Swiss Agencies. The highlight of this year's awards is the Grand Effie, which goes to the most convincing campaign of the last two years. The selection is made by a renowned jury made up of industry leaders such as jury president Peter Felser and other high-caliber representatives:

• Martin Baumüller, CMO, Geberit
• Roger Harlacher, President SWA-ASA
• Andreas Hugi, President of Leading Swiss Agencies
• Angelika Leemann, Co-CMO, Rivella Group
• Jeannine Micheli, Head of Digital Marketing & Media, AMAG Import AG
• Joy Müller, Head of Market Department, SWICA Healthcare Organization
• Torsten Tomczak, Director IMO-HSG
• Saskia von Moos, Head of Marketing, Intelligentfood

The Award Night, at which the winners will be celebrated, will take place on November 13 in Zurich. Tickets are available at www.effie.ch available.

TikTok is committed to positive social change and is now bringing the "TikTok For Good Launchpad" to the DACH region. The initiative, which has already proven its worth in Australia, as TikTok writes, gives brands and creative agencies the opportunity to develop charitable campaigns that are designed to make socially important issues visible. From representing people with disabilities to raising awareness of the gender pay gap, TikTok combines creative energy with social engagement.

From November 4, creative and media agencies, production companies and marketing teams in the non-profit sector can apply for the program. A jury of industry experts will select the most compelling ideas, which TikTok will support with $1 million in ad credits to increase their reach and maximize their desired impact.

"With the TikTok For Good Launchpad, we are offering a platform for creative projects with added social value in the DACH region," explains Thomas Wlazik, General Manager at TikTok. "Non-profit organizations and agencies can implement innovative campaigns here that initiate sustainable change and inspire a rethink."

The magazine was to deal with the topic of reflection in terms of design and content - that was Christ's brief. In a collaborative process, the abstract topic was turned into a tangible concept within a short space of time. On this basis, a comprehensive shoot with models was planned and carried out within one day. The Christ and Valencia team was responsible for the organization and creative direction on set. In addition to the people images, product images were also realized for the first time.

The agency then merged the images from the shoot with the layout, atmospheric and informative texts and a modern typography concept. The end result is a magazine that represents the freshness and high quality of the Christ brand and its products. The magazine was sent to over 400,000 households, is available in the 61 Christ stores and can be read as an e-paper. Valencia created POS advertising material, online banners and a mailing with flyers to match the magazine's new look.

"Our Christ Magazine 15 is the first issue that we were able to realize with Valencia. Together, we were not only able to take the look and feel of our magazine to a new level, but also make the processes behind it more efficient. We are already looking forward to No. 16!" - Nadia Mouzo, Head of Advertising Christ Watches & Jewelry.

Transparent collaboration and well thought-out processes

To successfully implement the relaunch of the Christ magazine, the agency relied on a structured and collaborative approach. Various members of the creative team were involved in the layout phase and in preparing the model shoot in order to develop a wide range of ideas and approaches. The collected concepts and design drafts were organized in a shared miro board. This way of working enabled CHRIST to view the progress of the project at any time and provide direct feedback. Regular meetings ensured efficiency and transparency in the process. The client and agency are now using the same method to renew the corporate design.

Responsibilities at Christ Patrik Steiger (Company Manager), Nadia Mouzo (Head of Advertising), Laura Zimmermann (Project Manager CHRIST Magazine), Karin Willi (Head of CM Jewelry), Ruth Poleschuk (Senior Product Manager), Myriam Maier (Head of Visual Merchandising), Luis Valentin (Head of CM Watches), Petra Kompasova (Product Manager Watches), Bryan Bolliger (Product Manager Watches), Nicole Bamberger (Content Manager Online Shop) Responsibilities at Valencia Communications Tommy Schilling (Chief Creative Officer), Rahel Schneuwly (Creative Director), Fabienne Weiss (Consultant), Jasmin Marty (Consultant), Madeleine Knorzer (Senior Art Director), Paula Estepa Garcia (Junior Art Director), Nionela Katselko (Polygraphy), Joëlle Puglisi (Polygraphy), Sebastian Refardt (Text) Responsibilities Photography Franco Tettamanti, Ralph Lehner.

Starting signal for the Goldbach Crossmedia Award 2025: Outstanding Swiss campaigns that are characterized by the intelligent and innovative use of different media are once again being sought.

Cross-media campaigns that were carried out in Switzerland in 2024 can qualify. In addition to cross-media networking and the choice of media, the creative central idea and its degree of innovation will also be assessed. There is also a focus on the success of the overall campaign.

"I am very excited to see how this year's cases effectively combine creation and media and am particularly looking forward to experiencing the Crossmedia Award for the first time as Goldbach CEO," says Christoph Marty, Managing Director of the Goldbach Group since July 2024.

Submission phase now open

Campaigns can be submitted for the Goldbach Crossmedia Award until January 23, 2025. The evaluation will be carried out by an independent jury of experts from creative and media agencies as well as corporate advertisers. The submission tool and all important information for participants can be found on the dedicated Landing page.

The Goldbach Crossmedia Award has been promoting cross-media communication in the Swiss media and advertising industry for over two decades and will be presented for the 21st time next year. The winning teams will be honored at the Best Swiss of Web Award Night on April 3, 2025 at THE HALL in Zurich.