Like his predecessor Lawrence, Wöhr serves as IGEM's representative on the AGFS Executive Board. He brings with him over two decades of experience in the media industry and valuable perspectives from an agency perspective. Over the past 24 years, the 44-year-old has held various management positions at major network agencies, where he has headed up the TV departments in particular. He has also gained in-depth experience on the marketing side at Goldbach Media.

"TV is my passion and I am looking forward to contributing my knowledge and experience to AGFS," says Wöhr about his new role. "In my career to date, I have supported numerous tools and their introduction on the Swiss market and contributed to their further development. It is important to me to drive continuous optimization together with agencies, broadcasters and marketers."

The agency sees the new account win as confirmation of its innovative approach to total video planning: "Our agency's own tool, the Meaningful Reach Calculator, which enables a comprehensive and targeted video strategy, convinced the client. We are proud to continue working with Perfetti van Melle and further strengthen their brand presence in the digital and traditional media landscape," said Samia Montaque, Managing Director of Havas Media, in a press release.

Havas Play's concepts, which were specially developed to activate fans, played a key role in Perfetti van Melle's decision to work with the agency again. "We always include the client in our considerations and integrate all relevant aspects into our strategic planning. We are delighted that we were able to convince Perfetti van Melle with our considerations, which go beyond the pure media framework, and we look forward to continuing our successful collaboration," says Yvonne Hefti, Client Service Director at Havas.

Aroma Creative is bringing Marion Marxer, Senior Brand Consultant, onto the team to further strengthen the agency's holistic approach. She brings with her extensive experience in brand strategy and brand management as well as in-depth knowledge of target group analysis, trend research and touchpoint architecture.

Ondrej Kolacek, head of the photography and moving image team, has many years of experience in the fields of photography, video production and motion design. He has acquired extensive knowledge and valuable practical experience, particularly in event and sports photography.

Christian Egger, Senior Photographer & Video Producer, complements the team with his expertise in studio, portrait, product and architectural photography.

And Alex Ryser, Head of Business Development, is joining the Aroma management team. He has over 20 years of experience in project management, customer experience, sales, business development and marketing. Most recently, he was Head of Sales & Markets at the live marketing company MCH Messe Schweiz in Basel and Zurich. With his comprehensive expertise and extensive network, Ryser will open up new areas of business and strengthen customer support in the long term.

This interview with Dominique Hufschmid (Kingfluencers) and Fabian Plüss (Swiss Creator Academy) sheds light on the current importance of influencer and digital influence marketing. The two experts will provide insights into the dynamics and challenges of this constantly growing market in Switzerland, which now generates revenues of up to CHF 100 million. The focus will be on the Swiss Influence Marketing Forum (SIMF) 2023, which will take place in combination with the Smile Swiss Influence Award on October 25, 2024. These events promote the exchange and further development of the industry, supported by the swissinfluence.ch platform, which connects influencers, brands and creators. The interview is available in written form and as a video cast.

m&k: How did you find your way into influencer marketing?

Fabian Plüss: I come from the medical sector. Opinion leader marketing is deeply rooted there. Back then, we developed a referral program with dentists, pharmacists and chemists and integrated dental products. The recommendation by opinion leaders, such as dentists, meant that price hardly played a role any more - trust was the be-all and end-all. Within six years, we were able to expand into over 100 countries.

Dominique Hufschmid: I have worked as a designer and creator, worked in many agencies and built up brands. My work for Energy and FC Basel in particular brought me into close contact with influencers and creators. It's exciting to see how you can reach a community through them and place strong brand messages.

m&k: So, was the journey worth it?

Fabian Plüss: Absolutely. Influencer marketing has grown enormously over the last ten years. We are seeing annual growth rates of around 40 to 45 percent in Switzerland. Overall, turnover in this area is between CHF 50 and 100 million per year, depending on how you look at the market - be it through agencies such as Kingfluencers or brands that run influencer marketing in-house.

Why are brands increasingly shifting their budgets to influencer marketing?

Dominique Hufschmid: Influencer marketing is dynamic, authentic and, above all, entertaining. People tell the brand's stories in their own way and integrate them into their lives. It feels more natural to the target group when the brand is told by someone they trust than when they see traditional advertising.

Which platforms are currently particularly strong in Switzerland?

Dominique Hufschmid: Instagram and TikTok dominate in Switzerland. Instagram offers very measurable results for brands and is easier to control. TikTok, on the other hand, is more unpredictable, as content can go viral quickly, but it is difficult to predict what will work. Many brands are therefore still hesitant to get fully involved in TikTok because they need to relinquish control.

During the presentation of the IGM Digimonitor, it became clear that LinkedIn now ranks third among social media platforms in Switzerland and continues to grow. How do you rate the role of LinkedIn in the B2B sector?

Fabian Plüss: LinkedIn is definitely on the rise, especially in the B2B sector. The platform has developed strongly and is increasingly reminiscent of classic social media feeds. It is exciting to see how business content creators are becoming increasingly important and what opportunities are opening up in B2B influencer marketing.

Which formats perform best on social media?

Dominique Hufschmid: Short videos that are entertaining and humorous work very well. At the same time, content that conveys in-depth knowledge is very successful. The decisive factor is not the format itself, but the authenticity, creativity and originality of the content that appeals to the target group.

Where do you find out about the latest trends in influencer marketing?

Fabian Plüss: We are strongly oriented towards markets such as Germany, the USA and the UK. These markets are often two to three years ahead. Asia is also very exciting, but not always transferable one-to-one due to cultural differences.

Dominique Hufschmid: I immerse myself deeply in the digital culture on TikTok and observe what happens there. You have to be very close to it to recognize the relevant trends and formats and understand how they can be integrated into a marketing strategy.

An example of a successful influencer campaign in Switzerland?

Dominique Hufschmid: A great example is On's collaboration with influencer Aditotoro. ON faces the challenge that their brand and products are mainly popular with older target groups in the Swiss market, but do not yet have strong access to the younger generations, especially Gen Z. To reach this target group, ON decided to involve creators and ambassadors. Aditotoro documented on Instagram how he went from being an unathletic person to a marathon runner. The On brand was subtly integrated into his story and storytelling was used to appeal to the running community. An authentic and humorous campaign that was particularly well received by young people.

What about campaigns that are aimed more at older target groups?

Fabian Plüss: A new format that is strongly aimed at older target groups is the Digital Influence Program on LinkedIn. Here, C-level executives become brand ambassadors who share their expertise on LinkedIn and thus strengthen the employer brand. These programs are in-depth and encompass a variety of objectives.

What is important for an ideal influencer campaign?

Dominique Hufschmid: It is important that brands understand their identity and target groups before selecting influencers. The creators need to fit the brand, and the brands need to give the creators creative freedom to develop authentic and exciting content. Letting go of control is crucial here.

A term that is increasingly finding its way into the everyday lives of marketers and advertisers: "digital influence". What does this term mean and how does it fit into the overall spectrum of marketing?

Dominique Hufschmid: With the rise of social media and the increasing influence of digital platforms, the environment for brands has become more complex. In the past, brands could decide for themselves what messages they wanted to send and media companies acted as gatekeepers. Today, communities decide for themselves what they want to consume and from whom. This is a massive change. We have entered a new marketing zeitgeist. Brands no longer just have to inform, but actively participate in shaping communication.

This means that it is no longer just about pure advertising, but about building a genuine connection with communities. The term "digital influence" describes exactly this development: brands need to participate in conversations, recognize the relevance of the topics that people are concerned about and engage authentically. It's a multi-layered concept that ranges from working with influencers to internal communication, such as through corporate influencers.

Fabian Plüss: Influencer marketing is just one part of the whole. Digital Influence encompasses much more. Brands need to understand that today it's not just about working with external influencers, but also about building their own employees as brand ambassadors. Topic leadership must not only depend on individuals, but the brand itself must also express its passion and expertise on social channels. A huge amount can be achieved with holistic digital influence strategies - be it in building customer trust or directly in sales.

Are you anticipating this development, especially the growing importance of influencer marketing, with the platform you have built?

Fabian Plüss: We have the platform "Swiss Influence" to map the further development of influence marketing in Switzerland. This platform is a hub for everything to do with digital influence. It consists of the Smile Swiss Influence Award, the Swiss Influence Marketing Forum and the Swiss Creator Academy. These three areas cover the entire spectrum of influence marketing, from honoring the best influencers to networking, knowledge sharing and training the next generation of creators.

What exactly does the Swiss Creator Academy offer?

Fabian Plüss: The Swiss Creator Academy is a continuing education program aimed at content creators. In collaboration with the HWZ (Zurich University of Applied Sciences) and various professors, experts and the creators themselves, we offer courses and training. The aim is to further develop the skills of creators and show them how to design their content professionally and sustainably. It covers topics such as storytelling, community management and the development of a clear brand identity. The Creator Academy is an investment in the future of the creator economy in Switzerland.

The next Swiss Influence Marketing Forum will take place on October 25 at "The Hall" in Dübendorf. What can we expect there?

Dominique Hufschmid: At the Swiss Influence Marketing Forum, we decode the facets of brand influence and offer insights into how it can be successfully cultivated and used. Keynotes, panel discussions and workshops will be presented to the specialist audience. The event presents insights, trends and projects in the areas of social media, influencer marketing, digital culture, content creation, AI, community building and brand influence.

What is the significance of the Smile Swiss Influencer Award?

Fabian Plüss: The Smile Swiss Influence Award has a special significance because it honors the best digital opinion leaders in Switzerland. It puts the spotlight on influencers and creators who have a real impact on their communities through their work. At the same time, the award raises awareness of the growing importance of influencer marketing in Switzerland.

We are particularly proud of the fact that we have further expanded the award this year. We have grown from 10 to 18 categories to better reflect the broader market. In addition to the classic influencer categories, we have also integrated topics such as "Brands of Influence" and "B2B Influencers". We want to show that influencer marketing is much more than just working with famous faces. It's about how brands can successfully place their messages in a digitalized environment and make an impact.

What has changed in the awarding of prizes compared to previous years?

Fabian Plüss: The most important aspect is that we take a much more holistic view of influencer marketing. It's no longer just about the classic influencer as we know them, but also about "brands of influence" and "media of influence". We want to map the entire spectrum of digital influence. If you understand how to use this influence on social media, you can build customer trust and ultimately have a positive impact on sales.

Before joining Vitamin 2, Hagen shaped the development of innovative web platforms and digital solutions as a consultant and head of the digital unit at Dachcom.Digital. During this time, he successfully led a team that created customized solutions for clients - from complex web platforms and eCommerce systems with CRM, ERP and PIM integrations to sophisticated customer journeys and UX designs. His ability to communicate even sophisticated technological concepts clearly at C-level, as well as his flair for digital trends, make him a real asset to Vitamin 2, the agency writes in a press release.

"With Sandro, we have someone on board who not only thinks strategically, but also actively shapes the digital landscape," says the management of Vitamin 2. "His vision and commitment will help us to take digital projects to the next level."

From insight to impact: a new approach to brand strategy

Companies today are faced with the challenge of not only being visible, but also creating trust and maintaining long-term customer relationships. The self-image of a brand and the perception of the target group often diverge. The Zurich agency Standing Ovation has developed an innovative process that solves this problem. "From Insight to Impact" combines customer insights and neurobranding with large-language technologies to optimize brand experiences. "We link in-depth target group analyses and subconscious decision-making motives directly with our creative processes," explains Etienne Ruppen, CEO of the agency.

Neurobranding: understanding decisions on a subconscious level

Around 90 percent of all purchasing decisions are made unconsciously. This is where Standing Ovation's neurobranding comes in. "We use this knowledge and combine it with in-depth interviews, content analysis and social listening tools," says Laura Eberspächer, Head of Creation. This comprehensive analysis forms the basis for all creative implementations and ensures that brand messages are placed in an emotionally appealing and effective way. This approach enables target groups to be understood in greater depth and creative campaigns to be developed with a precise fit.

Technology meets creativity: the motif compass is the key

A central element of the new process is the specially developed Motive Compass. This tailor-made software solution integrates lifestyles, motive profiles and personas to make subconscious needs and associations visible. With the help of large language technologies, brand experiences can now be tested and optimized in real time. "Our customers have the opportunity to test brand assets and interact with personas to make their brand communication more efficient," emphasizes Thomas Volprecht, Head of Strategy.

Measurable results: More impact through data-based decisions

The "From Insight to Impact" process not only offers deeper insights into the needs of the target group, but also measurable results. Initial projects show significant improvements in ROI and brand loyalty. "We create experiences that have a long-term impact and deliver measurable value for the brand," says Michael Dancsecs, responsible for Business Development at Standing Ovation. Claudia Gambini, COO, adds: "Our new approach marks a turning point for us in the development of brand experiences and has significantly increased the creative potential of our work."

Rebranding and new online presence

The innovative process also led to a rebranding and a new website for Standing Ovation. This reflects the new approach and features a fresh design that reflects the agency's values. The implementation was largely driven by Thomas Volprecht and Laura Eberspächer, who successfully implemented the process in July 2024 after 18 months of development.

m&k: What were the main reasons for the merger of Digital go with NMQ Digital?

Marco Kohler, Country Head Nmq Switzerland: The merger was strategically crucial to accelerate our growth and position us to benefit both locally and globally. By having access to a global, owner-managed agency like NMQ, we now have the opportunity to access internationally proven solutions at any time. Another reason was that we not only wanted to operate globally, but also needed to strengthen our local proximity to our clients in the DACH region. Our customers expect tailor-made solutions that are both internationally sound and locally relevant.

How will being part of an international network affect the way NMQ Switzerland works?

Marco Kohler: By integrating into the NMQ network, we can manage our projects seamlessly across different time zones. This brings us enormous efficiency gains. At the same time, it opens up opportunities for us to benefit from technological innovations such as artificial intelligence or data analytics platforms that are being developed globally. We can adapt these technologies at an early stage and offer them to our customers in Switzerland on a customized basis.

What is NMQ Switzerland's growth strategy, particularly with regard to global expansion?

Pascal Käser, Head of Growth Nmq Switzerland: We see our growth as two-pronged. On the one hand, we are strengthening our position in the Swiss market in order to continue to be perceived as a local partner. The DACH countries and the USA, where we have already taken our first steps, are particularly exciting. Our strategy is to expand with existing partners and customers and to use our international expertise in a targeted manner to support local companies in their global expansion.

What new synergies will result from integration into the global network?

Pascal Käser: One of the biggest synergies is the technological support we now receive. Whether it's digital marketing platforms or cloud-based solutions, we have immediate access to cutting-edge technologies and experts to help us integrate them into customer projects. A second synergy is scalability. Thanks to our international presence, we can complete projects much faster and more efficiently and adapt the results to local needs.

How do you ensure that local trends and needs are not lost in the global approach?

Pascal Käser: Our Swiss identity remains the core of our work. We understand local needs and trends very well. We are firmly rooted in the local corporate culture, but at the same time open to global developments. This means that we adapt global best practices to local markets to provide the best possible service. In the Swiss market in particular, our customers attach great importance to customized solutions that set them apart from their global competitors.

What technological changes and innovations do you expect from the integration of NMQ Digital?

David Müller-Omachlik, CTO Nmq Switzerland: There are many technological innovations that are now available to us. One of the most exciting fields is the automation of processes using AI-supported platforms. This allows us to make repetitive tasks more efficient and significantly increase the quality of our projects. Another major topic is the strengthening of the Data & Analytics division. We now have tools that allow us to gain deeper insights into customer needs and develop personalized marketing strategies based on them.

Which global technological trends do you see as particularly relevant for NMQ Switzerland and its customers?

David Müller-Omachlik: Artificial intelligence and automation are key topics, but social commerce, the co-cieless future and voice search are also becoming increasingly important. These trends make marketing more complex as they require new platforms and tools. Our aim is to use the right technologies for our clients to increase efficiency and at the same time overcome the increasing fragmentation in marketing.

How do you integrate the global 24/7 working method into the existing processes of the Swiss teams?

David Müller-Omachlik: Our biggest challenge, and at the same time our advantage, is to integrate the global teams seamlessly into our existing processes. Thanks to 24/7 availability, we can pass on tasks that end here in Switzerland directly to international teams. This speeds up the entire workflow enormously. At the same time, we ensure that our Swiss teams continue to act as personal contacts for customers on site and ensure local quality.

What role do artificial intelligence and modern marketing technologies play at NMQ Switzerland?

David Müller-OmachlikAI has become an integral part of the marketing world. We use it in many areas, for example to automate campaigns and analyze large volumes of data. However, we do not see AI as a replacement, but as an extension of human potential. Humans remain the driving force behind every decision, technology just helps us to make them faster and more accurately.

What made you decide to join NMQ Switzerland?

Martin Radelfinger, Advisor and Partner Nmq Switzerland: For me, it was a combination of trust and inspiration. I have known the founders for many years and appreciate their uncompromising focus on the customer. The merger with NMQ has made it possible to scale this business further without losing the personal touch. I have also learned in my career that it is essential to work with people who inspire and share the same values. The team at NMQ Switzerland fulfills all of these criteria.

What challenges do you see in scaling an agency business?

Martin Radelfinger: The biggest factor is the management of people. Agency business is always people business. It is not easy to scale the culture and quality that make an agency successful without cutting corners. However, NMQ Switzerland has all the prerequisites to master this. They bring a combination of local values and global professionalism that is rare.

There is a bakery in your agency. How did that come about?

Master baker: The idea arose from the desire to combine the digital dialog that we live every day in our work with an analog meeting place. For us, agency work is about creating connections - between brands and people, between ideas and their implementation. The bakery is the physical place where this exchange can take place on a personal level. Many of our business meetings start with a coffee or a piece of sourdough bread. This combination makes us truly unique.

What is your specialty?

Master baker: Our specialty is our traditionally made sourdough bread. It stands for quality, patience and craftsmanship - values that are also reflected in our work as an agency. Then there is our handmade coffee, which is not just a drink, but an invitation to dialog. We consciously encourage exchanges between people, be it for an informal chat or a creative meeting.

What do bakeries and agencies have in common?

Master baker: It's about the same thing in both areas: bringing people together. In the digital world, we do this through creative campaigns and platforms, in the analog world through the encounters that take place in our bakery. Quality, sustainability and genuine craftsmanship are core values that guide us in both areas. Whether it's a piece of bread or a digital campaign - both are based on the conviction that genuine connections are crucial to success.

On September 18, 2024, 88 experts and interested parties gathered in the large hall of the National Museum Zurich to address one of the central topics of modern corporate management: Commitment. Heads Corporate Branding organized the event under the auspices of Perikom, the professional association for HR management and internal communication.

For branding agencies such as Heads, employee commitment is a basic prerequisite for the success of repositioning or redesigns. But what about commitment in Swiss companies? Simone Raubach and Sina Frank from Heads explained that there is still a lot of potential here, although Swiss companies are not doing so badly in an international comparison.

Ralph Hermann, owner of Heads Corporate Branding, used practical examples to describe the challenges that need to be overcome if employees are to be inspired to go the extra mile. Dr Judith Muster, sociologist and partner at Metaplan, added: "Commitment can only be developed if the organizational framework conditions are right." Sven Bühler, psychologist and owner of icommit, used the "commitment house" model to illustrate how important it is to first ensure employee satisfaction before commitment is even possible.

The event not only offered well-founded insights, but also led to lively discussions and inspiring conversations at the concluding drinks reception.

The Female Innovation Forum is aimed at female founders and young entrepreneurs and connects the startup world in Switzerland and abroad. According to the EY Startup Barometer (2023), only 5 percent of startups founded by women received venture capital. The forum has set itself the goal of continuously increasing this proportion and promoting and networking young female entrepreneurs in order to ultimately strengthen Switzerland as a business location in the long term.

For the seventh time, the Female Innovation Forum presented awards in various categories to innovative women. With the "Female Innovator of the Year" and the "Recognition Award", two jury awards were presented again this year. In addition, four other female founders were honored together with various Collab partners in the areas of "Social Innovation", "Digital Innovation", "Diversity & Inclusion Innovation" and "Design Innovation". Founder and jury president Sandra-Stella Triebl emphasizes: "The economy also has a female face. We show and celebrate that."

Daily program with keynotes and workshops

Once again this year, the Female Innovation Forum offered various networking opportunities. In guided workshops with five female founders from different sectors, the 260 participants were able to exchange experiences and ideas and make valuable contacts.

Marion Fogli from the digital private bank Alpian spoke about financial knowledge as a driver for innovation, and social entrepreneurship expert Katherin Milligan showed the path to becoming a social change leader. BMW Vice President Brand Portfolio, Dr. Larissa Huisgen, explained how transformation is made possible through innovation, while Siemens Sustainability Lead Pina Schlombs presented innovation as a turbo for sustainable industries. And Sarah Harbarth from start-up Kuori presented solutions for the circular economy with innovative upcycling technology.

The day was crowned by the Award Night in the form of a gala dinner, which was accompanied by another keynote speech by Larisa B. Miller, CEO Phoenix Global Group Holdings.

"Female Innovator of the Year" award for Nicole Kleger

The main award of the Female Innovation Forum 2024, which is presented in cooperation with BMW Switzerland, went to the ETH spin-off "Sallea" and honored co-founder Nicole Kleger. The start-up has developed a novel process for the production of biomaterials to create three-dimensional structures on which flesh tissue can grow. Their 3D printing can be used, for example, as a basis for cultivating meat in the laboratory.

"Recognition Award" for Margaux Peltier

The spin-off from the Swiss Federal Institute of Technology Lausanne EPFL has developed an innovative solution for the use of heat and cold from existing underground infrastructure. To this end, "Enerdrape" has constructed geothermal panels that can be installed in tunnels, parking garages or subway stations. Several layers of pipes run through them, through which water circulates and which thus become heat exchangers. In this way, the energy from existing buildings is used directly underground.

The engineer Margaux Peltier is CEO and co-founder of "Enerdrape" and is responsible for the development of the corporate strategy and its implementation. She received the "Recognition Award" for this, which was presented to her by the digital private bank Alpian.

Four awards for exceptional women

In addition to BMW and the digital private bank Alpian, the Female Innovation Forum is also supported by DQSolutions, Siemens, USM and the Canton of Zurich. They each presented an award.

The Social Innovation Award in cooperation with the Office of Labor of the Canton of Zurich was presented to Sarah Taubman for her app and empowerment with "Tara & Pipps": Children's stories as preparation for medical interventions.

This year, the Digital Innovation Award from DQ Solutions went to Olga Miler, who "Smart Purse" for more financial knowledge as the basis for prosperity.

Siemens presented its Diversity & Inclusion Award to Lisa Stähli, founder of "hello world 50:50" for their commitment and a "better together".

And the Design Award from USM Modular Furniture went to Ramona Schwarz from "Rayne Care" for their menstruation Disc.

Arcidiacono, 58, who is independent, will take up his post on October 1, as the Federal Chancellery announced on Friday. He will remain director of the Arcidiacono Consulting Partners agency until the end of September, but will relinquish this post and his shareholding in the company. He lives in Bern.

Arcidiacono was proposed for election by Federal Chancellor Viktor Rossi. The designated new Vice-Chancellor knows the Federal Parliament, federal politics and the tasks of the federal media, Rossi told the media in Bern. Arcidiacono is a native Italian speaker and speaks German, French and English.

"Different roles"

He is convinced that Arcidiacono will ensure continuity. Arcidiacono started his career as a journalist. He then worked for the Federal Administration, Presence Switzerland, Curafutura, the University of Italian-speaking Switzerland in Ticino and the Federal Administrative Court.

Arcidiacono expressed his thanks for the election in the four national languages. He said it was a great honor and responsibility for him to take on this important role. "Mutual trust is the starting point for carrying out my exciting and difficult task in the best possible way."

Arcidiacono assured the journalists that he was looking forward to working with the media representatives, "even if we will have different roles".

He said that he wanted to ensure continuity in the first phase of his work. In a second phase, he wants to analyze where strengths and weaknesses lie and examine where and what can be further developed and how.

"The entire Federal Council will be a party"

When asked about his party affiliation, Arcidiacono said: "I stand for solidarity, personal responsibility and equal opportunities. My party will be the Federal Council as a whole. I don't belong to any party." He has already worked for members of the Federal Council from various parties.

Arcidiacono began his career in journalism. He worked as a journalist and parliamentary correspondent for the newspaper Corriere del Ticino and the television station of Italian-speaking Switzerland RSI. From 2007 to 2009, he was head of the Italian-language editorial team at Swissinfo.

He then gained experience in communications within and outside the Federal Administration. He was deputy head of information for Federal Councillors Ruth Dreifuss and Pascal Couchepin. In 2017 and 2018, he was media spokesperson at the Federal Office of Public Health FOPH.

At the Presence Switzerland image agency of the Federal Department of Foreign Affairs (FDFA), he managed the "Gotthard 2016", "Italy/Expo Milano 2015" and "Verso Expo Milano 2015" programs. He was also responsible for public relations at the Università della Svizzera italiana and for the health insurance association Curafutura. From 2009 to 2011, he was responsible for communications at the Federal Administrative Court.

Accordion, jogging, traveling

Arcidiacono lists playing the accordion, jogging and traveling as his hobbies. His predecessor André Simonazzi (SP) died in May at the age of 55 during a hike. He had held the office for 15 years. Until Arcidiacono takes up office, Simonazzi's closest colleague Ursula Eggenberger will perform his functions ad interim.

She heads the Communications Section in the Federal Chancellery. She will return to this role when the new Vice-Chancellor takes office. Rachel Salzmann (center) has held the second Vice-Chancellor position since July 1. (SDA/swi)

That too! What a ...! CAC is suddenly relevant. In written form: Customer Acquisition Cost. In other words, it refers to the financial outlay required to acquire customers. Not that the term is new, but the frequency with which it is used and the many managers who ask about CAC are causing marketing departments and agencies alike to be alarmed. Now what? Why should we also divide the spend at the end of a campaign by the number of customers acquired? You might ask yourself this question. But the answer is: it's justified.

Marketing often has a tough time in companies. When the going gets tough, depending on the industry, finance, IT, operations, distribution, sales and recently even HR set the pace in management. Marketing often takes a back seat with its role.

There are few marketing-driven companies in Switzerland. On is one of them and always has to make do. It's often said: "We're not On." That's true, but you could be. But it doesn't, or doesn't allow itself to become one because a) in bad times, it saves on marketing instead of investing, and b) because marketing managers flatly refuse to raise the CAC. Nobody should be surprised if the killer question "Do we really need this?" is followed by "What are our customer acquisition costs?".

When every franc counts

There are various methods for calculating the CAC value. A simple version is: CAC = total costs for marketing and sales / number of newly acquired customers. And that's where the struggle begins. What exactly was booked to which cost center? Sales and marketing are not only enemies in funny TikTok videos. There are also numerous other jokes and comics in the style of "What's the difference between marketing and sales...?" The old star among cartoonists in the business world, Scott Adams, with his character Dilbert, delivers them by the page.

The total cost of marketing and sales usually includes every franc a company spends on acquiring new customers. This includes the cost of staff in the bloated marketing departments (which usually pay higher salaries than the agencies), sales staff (who are motivated by high commissions but cannot use the marketing material), the production of marketing materials, events, exhibitions, stores, campaigns and everything else that is done to acquire customers. This is compared with the number of new customers acquired within a certain period of time. The result is then two, three or four-digit figures, depending on the situation. Once you have the cash figure in front of you, you should be allowed to ask: "Is it worth it?" And this question can be asked by everyone. Instead of grumbling "that too", please go and do the math and analyze. Otherwise you'll soon be out of luck.

* 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.

Every year, the "Swiss Out of Home Award" honors analogue, digital and innovative outdoor advertising in Switzerland. A total of 163 entries were submitted in 2024 - 30 of which were nominated by the jury. The award ceremony took place on Thursday as part of the industry event Woohw!, which was organized by the Swiss Outdoor Advertising Association AWS and supported by APG|SGA, Goldbach Neo and Horizon.

The independent expert jury of 14 personalities from advertising, culture and design announced and awarded the 15 winning campaigns of the Swiss Out of Home Awards in gold, silver and bronze during the Award Night at the Stage One Event & Convention Hall in Zurich.

The gold winners operate in very different areas of application for OOH media: From the personnel campaign for over 50s (category Public Service) of VBZ to the summer campaign "Cool down in the Museum" (category Culture) for the Museum Haus Konstruktiv to the subscription campaign (category Commercial Local & Regional) for the weekly newspaper Woz.

Bank Cler's "Werbung naja, Zins gut." campaign received the main "Campaign of the Year" award and also won gold in the Commercial National and Digital Out of Home categories. The bar was set particularly high in the Out of Home Innovations category: "Unfortunately, no project in this category was deemed worthy of an award by the jury in the current year," says Christian Brändle, jury president and director of the Museum für Gestaltung Zürich.

Supporting program with keynote and panel

The Woohw! industry event was preceded by the conference. The technical part started in the afternoon with keynotes from the Neuromarketing expert Gesa Lischka and neuropsychologist Prof. Dr. Lutz Jäncke from the University of Zurich. The subsequent panel discussion featured Antonia Lepore (CMO, Axa Switzerland), Oliver Schönfeld (Managing Director TWmedia, The Whole Media), Stefan Vogler (Lecturer and Head of CAS Marketing Communications, HWZ) and Gesa Lischka. The panel was moderated by Johannes Hapig, co-editor-in-chief of m&k.

The sponsors Setaprint, Richnerstutz, Burri Public Elements and Media Focus were present with interactive presentations. HP3, a mobile trio with saxophone, double bass and minimal drum set, provided the sound for the dinner and party. The more than 350 invited guests partied in high spirits until late into the night.

m&k is media partner of the industry event Woohw!