New Head of Communications and Marketing at Digitalswitzerland

Ottavia Masserini will take up her post as Head of Communications and Marketing at Digitalswitzerland on October 1.

Ottavia MasseriniOttavia Masserini has experience as a media spokesperson and communications expert at Swiss Federal Railways (SBB), where she worked in corporate communications and public relations in the three major language regions from 2017 to 2021. For the past three years, she has been Chief of Staff of SBB's Real Estate department, where she was able to deepen her strategic, regulatory and procedural knowledge.

Ottavia Masserini will take over the communications and marketing department at Digitalswitzerland under the current CEO Stefan Metzger and will provide communications support to the designated CEO Franziska Barmettler, who will take up her post on November 1. The 36-year-old is looking forward to her new role: "Digitalization issues are occupying society, politics and the economy like never before. I am looking forward to supporting Switzerland's digital development in terms of communication with a professionally strong team".

CEO Stefan Metzger and President Andreas Meyer would like to thank the outgoing Head of Communications and Marketing, Thomas Weidmann, for his great commitment to Digitalswitzerland.

What does... "check-in" actually mean?

In his column "What does... actually mean?", Benno Maggi looks at terms from the marketing and communications sector. This time he deals with the term "check-in".

Check-in in everyday working life

Yes, it's almost vacation time. And despite widespread flight shame, airports will once again be overcrowded. The queues, which are supposed to be controlled with barrier belts, will, as always, blur into uncontrolled masses of people and suitcases far beyond the designated rows, resembling an overeaten anaconda, sluggishly barely moving.

Queues at check-in, security or passport control are a nuisance. Fortunately, we no longer have to go to the airport for check-ins if we are still flying. We can do this conveniently online and via our cell phone. But not only that, we no longer even have to go on vacation for check-ins, we can do it every day or every week in our everyday working lives. The term has become so popular that we no longer even know where we originally wanted to go because of all the check-ins.

The use of the word check-in began after the pandemic. After employees around the world were supposed to return to their workplaces, employers were astonished to discover that this was not happening. The overpaid office spaces remained empty and the underpaid people continued to stay at home. The personal encounters, the informal conversations or the brief eye contact when passing by remained absent and complicated everyday working life enormously. They were all small check-ins with colleagues in the workplace, long before the term had made it from airports and hotels to the common office space.

Important for cooperation with and without luggage

The term "check-in" comes from the English language and is used in various contexts to describe the process of registering, booking or checking in a stranger to a travel group or accommodation. The term originally comes from the hotel and aviation industry, but has since spread to many other areas.

When checking in at a hotel, guests report to reception to register as arrivals, receive their room keys and complete the necessary formalities such as identity checks. When checking in at an airport, passengers register for their flight, check in any luggage and receive a boarding pass in return, which entitles them to change airside at the airport, i.e. to go to where the perfumes and spirits are cheaper and the planes are ready for departure. The boarding pass also entitles them to board such a plane and travel in a predetermined seat.

Check-ins also exist in the leisure sector for cruises and conferences, whereby the latter is a hybrid between leisure and business. Quite the opposite of the application in technology and software. Nothing is leisure there, even if the offices at Google imply otherwise. There, a check-in can describe the process by which developers enter their code into a central repository after they have made changes. Or in editorial offices, where the fun factor at work has also long since shrunk to a minimum. There, articles are checked in and out and raised to the next status so that the next worker, be it designers, proofreaders, picture editors or whoever, can do their work.

Check-ins are therefore omnipresent and have recently also become necessary in employee management when those who have stayed at home suddenly turn up at the office again and are irritated when HR managers and colleagues ask: "How are you?" In real life, or IRL for short, it's always easier to tell how a person is feeling. That's why there are free check-ins every day at the coffee machine, in the corridor, in front of the meeting rooms, in the canteen, in the toilet or while smoking. And usually without a queue, but with a lot of empathy. Such encounters are nice and sometimes almost feel like a little vacation.


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.

Swiss Marketing celebrates 515 new marketing and sales professionals

On June 29, the graduation ceremony for the Marketing and Sales Specialists 2024 graduates took place at the Volkshaus Zurich.

Marketing and sales experts

Under the moderation of young musical talent Cachita, the newly graduated students were honored for their outstanding achievements. Special recognition was given to the best of the year in the various parts of the examination and the overall examination.

Swiss Music Award winner Andryy provided the musical accompaniment, adding an emotional touch with his extraordinary voice.

A total of 301 marketing specialists and 214 sales specialists passed the federal examination to become a marketing or sales specialist. The failure rate for both specializations was around 30 percent.

Process with a new brand identity for the municipality of Regensdorf

The new brand identity makes the municipality's sharpened positioning tangible and is intended to strengthen Regensdorf's role as one of the most modern and attractive municipalities in the canton of Zurich in the long term. Process is responsible for the implementation.

Regensdorf

Over the next few years, the municipality of Regensdorf will develop into one of the most modern municipalities in the canton of Zurich. In addition to major infrastructure projects, such as the north railroad station, over 2,000 apartments are planned or already under construction. In addition, businesses are moving in and extensive investments are being made in the quality of life within the municipality.

In order to do justice to all these changes in terms of communication and to convey the attractiveness of the municipality to the outside world in a targeted manner over the next few years, the Regensdorf brand was strategically realigned, developed and implemented in close cooperation with the Process agency.

As part of the realignment of the brand, the entire brand architecture within the municipality was sharpened, reorganized and prioritized in terms of communication. The old figurative mark was completely renewed and the entire corporate design was redesigned and redefined across all channels.

This included developing and implementing templates for all communication channels and media, including official documents and templates that are implemented and rolled out within the municipality.

"In times of change and major growth, in which Regensdorf finds itself, it is crucial that our communication is clear, uniform and consistent," says Sandrine Rickli, Head of Communications. "Our new image enables us to meet the communication requirements and convey our messages in an appealing and understandable way."


Responsible at Regensdorf: Sandrine Rickli (Project Lead, Communications Manager), Marco Renggli (Head of Innovation and Development), Fabienne Pfyl (Deputy Head of Innovation and Development), Stefan Pfyl (Municipal Clerk), Sanida Hasani (Executive Assistant Municipal Clerk). Responsible at Process:
Markus Hammer (overall responsibility), Martin Kessler (Martin Kessler Consulting) and Manuela Marty (strategy and consulting), Jasmina Seelig (consulting), Thomas Rütti (design), Pascal Hegemann (design), Timon Gschwind (motion design) Clau Isenring (text) and Wanda Honegger (digital design).

New President and new Board of Directors for Swiss Marketing

Following a new Managing Director, the professional and trade association Swiss Marketing now also has new faces on its Central Board (ZV). Marco Ancora and Ubaldo Piccone have joined the Central Board, and Chris Pozzoli has been elected as the new President of the Central Board.

Swiss Marketing Board 2024
(Image: zVg.)

A breath of fresh air for Swiss Marketing: three new members and four existing members will be elected to head the professional and trade association at the 2024 Delegates' Assembly. Marco Ancora and Ubaldo Piccone were elected as members of the Board of Directors and Chris Pozzoli as the new President of the Board of Directors. Simon Albisser, Katharina Mäder, Dietger Löffler and Beat Schlumpf were re-elected.

The new elections will see a new management combination at the top of the association. Together, the newly constituted CC, the new CC President Chris Pozzoli and the new Managing Director Jan Maurer will drive forward the implementation of the association's new strategy.

The main aim over the next few years is to standardize the organization of the association and create a range of products and services that are tailored to the needs of the market. This also means increased cooperation with the various regions, with the ZV assuming an important bridging function.

Close cooperation between all stakeholders is therefore the central pillar of the association's long-term focus. The aim is to create a profitable ecosystem between clubs, schools, companies, sponsors and members in which synergies can be created and utilized. This is important so that Swiss Marketing can remain agile and provide its members with a relevant and attractive offering, explains Chris Pozzoli, the new President of Swiss Marketing.

Swiss Marketing's Board of Directors now consists of the following members: Simon Albisser (re-elected), Marco Ancora (new), Dietger Löffler (re-elected), Katharina Mäder (re-elected), Ubaldo Piccone (new) and Beat Schlumpf (re-elected). Chris Pozzoli (new) will act as President of the Board of Directors. The Board of Directors will work closely with Jan Maurer, who heads up Swiss Marketing's operational activities as Managing Director.

Jung von Matt Brand Identity develops brand identity for CISB

Jung von Matt Brand Identity accompanied the establishment of the Center for Innovation and Sustainability in Business Foundation (CISB) and implemented it visually. The appearance emphasizes the mission, values and research mandate of the foundation.

CISB

The CISB aims to establish an interdisciplinary platform that promotes research into sustainability and innovation in companies and facilitates a pioneering dialog between academia and business. The CISB aims to bring about tangible change in business and society by turning visionary ideas into practical solutions.

Jung von Matt Brand Identity was involved in the foundation's development process from the very beginning. This ensured a close link between the foundation's design and identity.

The result is a clear, modern and fresh appearance that stands out in the Swiss foundation environment. The targeted reduction and the simple approach put the focus on the topics and the researchers. Relevant ideas and innovations are given a clear presence on the platform and can be constructively promoted.

"When creating the brand design, our aim was to create a visual identity that not only gives the foundation a distinctive face, but also provides a worthy stage for research," says Micha Niederhäuser, Brand Designer at Jung von Matt Brand Identity.

The characteristic lime-green yellow next to the neutral, reduced gray tones lends the appearance freshness and character. In addition, AI-generated images - which show abstract shapes in a white and neutral color scheme - underline the focus on innovation and modernity. "The use of AI-generated images made it possible to reflect and specifically develop the abstract idea of the visual world," says Loraine Olalia, Digital Designer at Jung von Matt Brand Identity.

Jung von Matt Brand Identity implemented the design concept consistently across various touchpoints. This ensures a uniform appearance, including on the website, which serves as a central point of contact and provides comprehensive information about the foundation and the initiatives it supports.


Responsible at CISB: Alexander Bischoff (Chairman of the Board of Trustees), Stefano Bianchi (Member of the Board of Trustees). Responsible at Jung von Matt Brand Identity: Nathalie Weiss (project management), Loraine Olalia (design), Micha Niederhäuser (design).

Refinement creates a new look for Crescenda

Crescenda helps women with migration experience to enter working life. Feinheit has developed a new corporate identity for the non-profit organization from Basel, which brings out its identity even better visually and textually.

Crescenda Corporate

Just in time for its 20th anniversary, the non-profit association Crescenda from Basel has a new corporate identity. It was not intended to be a radical change, but rather a further development. And above all, the target groups should be able to recognize it quickly and clearly. This was the brief given to Feinheit, who developed the new look.

Reaching the goal with human-centered design

To meet the objectives, the agency combined its expertise in visual design with its experience in human-centered design and decided to work with people from the target groups. It quickly became clear that one target group was by far the most important: women with migration experience who attend business start-up courses or vocational training at Crescenda. In workshops with representatives of this target group, Feinheit was able to capture and convey the impact of Crescenda.

This showed that Crescenda focuses on a sense of belonging and cheerful togetherness. This is reflected in the new appearance, which is characterized by loud colors, playful fonts and authentic imagery.

Corporate design manual as a basis

The end product is a corporate design manual. Visually, it brings the identity to life with completely refreshed elements - such as the logo, typography, colors, imagery and layout principles. The text also gets to the heart of who Crescenda is. In particular, the logo byline "This is where women arrive. This is where women get ahead."

Among other things, the corporate design manual was the basis for the new website of Crescendawhich has recently gone online.


Responsible at Crescenda: Nicole Lützelschwab, Isabelle Groeli, Katharina Stöckli, Corinna Zuckermann, Nathalie Storer, Adelina Arendarska, Linh Lam, Beatrice Speiser. Responsible for fineness: Moritz Friess (project management & consulting), Catriona Paffhausen (visual design), Stephanie Auderset (text).

The ambassadors for Stadtwerke Gossau: "Really well supplied"

Together with the agency "Die Botschafter", Stadtwerke Gossau has further developed its brand identity. This is intended to reinforce its positioning as an innovative, secure, economical and sustainable energy supplier and employer.

Stadtwerke Gossau brand identity

Stadtwerke Gossau offers a wide range of services and products that appeal to very different target groups. In order to create a progressive and customer-centric profile, Stadtwerke launched a new brand identity in summer 2024. Stadtwerke has thus made itself communicatively fit for the future in a changing market environment with increasing liberalization.

Really well supplied

The new brand identity of Stadtwerke Gossau, developed by Die Botschafter, is based on the three central service promises "securely supplied", "comprehensively supplied" and "simply supplied", which are united in the claim "Really well supplied".

The further development of the brand focuses on the customers and the services of Stadtwerke Gossau that suit them, which go far beyond the triumvirate of electricity, water and gas. The logo is the "common thread" of the visual identity and is designed to be highly recognizable in its variants and color scheme. The shape symbolizes dynamism, innovation and human emotion. The catchy claim "Really well supplied" is intended to summarize this value proposition succinctly.

Equipped for the energy future

The ambassadors sharpened the positioning for Stadtwerke Gossau and derived core messages and the claim from this. The agency also created the new website, refreshed the social media channels and the newsletter, designed a launch campaign and revised the existing brochures and flyers. In fall 2024, a new trade fair presence and communication tools to support consulting will follow.


Responsible at Stadtwerke Gossau: Rafael Mittelholzer (Head of Market and Energy), Daniela Schwitter-Meister (Head of Marketing). Responsible at Die Botschafter Kommunikationsagentur: Axel Thoma (strategy and concept), Carmen Fraefel (project management), Tammy Kissling (design), Jessica Obrist (digital).

Four books that might interest you

In collaboration with GetAbstract, we present four books from the marketing and communications sector. This time: "Gekränkte Freiheit", "Gibt's das auch in Grün?", "Lass die Angst ziehen" and "Speak Up and Shine".

Restricted freedom

Restricted freedom

Aspects of libertarian authoritarianism.

  • Authors:inside: Oliver Nachtwey and Carolin Amlinger
  • Publisher: Suhrkamp Verlag, 2022
  • Pages: 480
  • ISBN: 9783518430712

Rainbow flags waving next to Reichstag flags; anti-authoritarian-minded educated citizens demonstrating with a Jewish star on their chest against a supposed dictatorship of opinion or defaming the wearing of a mask as the "new Hitler salute": You can dismiss this as absurd theater. Or you can analyze why people from the progressive center drift into authoritarian, conspiracy-theoretical thought patterns. Carolin Amlinger and Oliver Nachtwey expose the concept of freedom in current protest movements without presenting their protagonists as freaks. Definitely worth reading.

Does it also come in green?

See through industry tricks, buy sustainably.

  • Authors: Kerstin Scheidecker and Katja Tölle
  • Publisher: Campus Verlag, 2024
  • Pages: 256
  • ISBN: 9783593518374

"Climate-neutral", "regional", "natural cosmetics" - what is supposed to make us feel good when shopping is often not much more than hot air. The authors know this better than most. At Öko-Test, they have been scrutinizing the industry for years and have compiled their concentrated knowledge in this book. With meticulous research, they explain clearly and thoroughly what the problem is with the tomatoes on our ready-made pizza and the pictures of happy cows on the milk carton. Terrifying, but extremely worth reading.

Let the fear go

Break the cycle of worry and live free of fear.

  • Author: Pia Callesen
  • Publisher: Beltz Publishing Group, 2021
  • Pages: 286
  • ISBN: 9783407866202

Anxiety disorders are usually treated with cognitive behavioral therapy. This involves those affected analyzing their worries and fears with psychotherapeutic support and thinking about their causes. This is the wrong approach, says Pia Callesen. In her opinion, excessive thinking and analysis creates or reinforces the anxiety disorder. She recommends passively observing your own fears and simply letting them pass by. In her book, which is rich in exercises and examples from her own practice, she offers an alternative view of anxiety and obsessive-compulsive disorders.

Speak Up and Shine

Vocal empowerment for more presence and assertiveness.

  • Author: Monika Hein
  • Publisher: Campus Verlag, 2024
  • Pages: 256
  • ISBN: 9783593518497

At work, women tend to play down, speak quietly or keep their mouths shut more than men. This is partly due to traditional role models, says Monika Hein. Speech training is therefore not enough: if you want to speak louder, you first have to learn to set boundaries, endure conflicts and stand up for yourself. In addition to psychological advice, the coach also has more specific tips for intonation, expression and pronunciation. Anyone who wants to improve their own presentations or speeches in meetings will be well served by this guide.

Wirz designs the Zollikerberg world of health

Viewing people in their entirety and providing comprehensive help - that is the core of the Stiftung Diakoniewerk Neumünster - Schweizerische Pflegerinnenschule. With a Group-wide communication strategy, new brand identity and new umbrella brand, Wirz is placing this attitude of the foundation at the center of its identity.

Zollikerberg World of Health

165 years ago, courageous women joined forces to professionalize care and improve the healthcare system. Today, the healthcare organization comprises over 1,600 employees in eight companies - including Zollikerberg Hospital.

Together with Wirz, the foundation launched a comprehensive project for the future. The aim was to make its identity more tangible both internally and externally and to position itself even more clearly. "Our human values combined with high-quality healthcare services set us apart in the market. We want to focus on these strengths and make them more visible to people," explains Regine Strittmatter, Director of the Foundation.

Value-oriented transformation

The agency developed the new image step by step together with the foundation and the companies. In the first phase, a group-wide communication strategy was developed based on the foundation's objectives. This was followed by the translation into a brand identity that focuses on values and attitude and enables a differentiating market positioning for all companies. This was followed by implementation and translation into specific tools and measures. The focus here was on the conception and development of the Group-wide website.

"The shared values are firmly anchored and drive this organization forward. We have used this strength to sharpen the profile and make it tangible. The new appearance inspires, creates closeness and opens up new perspectives for the future," says Pascal Künzli, Director Brand Consulting at Wirz.

Setting off into the future of healthcare

In order to communicate the wide range of services more clearly to people, the "Zollikerberg World of Health" was created in addition to the new website. It summarizes under one name what the foundation and its eight facilities do on a daily basis. The umbrella brand gets to the heart of the holistic approach to health and creates clarity and a sense of belonging. The umbrella brand also positions the world of health among potential employees and highlights the wide range of career opportunities.

With the Launch of the new website A decisive milestone was reached at the end of March 2024. Wirz supported the foundation in all project phases and provided strategic advice, creation and implementation in branding and communication. The result is a fundamentally enhanced image that creates more visibility and relevance and focuses on what is important at Gesundheitswelt Zollikerberg: being there for people - in every situation.


Responsible at Gesundheitswelt Zollikerberg: Lic. oec. HSG Katharina Kull-Benz (President of the Foundation Board), Dr. Regine Strittmatter (Foundation Director), Annika Perrozzi (Head of Communications & Marketing, Diakoniewerk Neumünster Foundation), Daniela Thier (Head of Marketing & Communications, Zollikerberg Hospital). Responsible at Wirz Group: Pascal Künzli, Timo Lorch, Ann-Iris Weinblum, Bastian Heer, Louise Chanton.

Rosarot introduces what Saicon is not

Too many people still don't know Saicon. The owner-managed real estate agency for Zurich would like to change that. That's why Saicon is working with the Rosarot agency on a fresh rebranding and a campaign that focuses on the company name.

Saicon Real Estate Marketing

Saicon has been selling and marketing real estate in Zurich since 2011, specializing professionally in apartment buildings. The team, led by Moreno Pinelli, has so far taken care of marketing independently. Now Saicon has decided to take the next step and reach a new level of awareness with the advertising expertise of Rosarot.

The Zurich agency was commissioned with the comprehensive redesign of the Saicon brand, starting with an in-depth target group analysis and strategic development through to branding and final implementation. The result of the new look is a tidy appearance that reflects Saicon's structure and care. The choice of a solid, timeless font with a strong character underlines Saicon's professionalism, while large headlines and the cheerful, fresh yellow emphasize the company's openness and accessibility.

Arouse curiosity with name associations

The campaign developed at the same time plays self-deprecatingly with the unfamiliarity of the name Saicon among the general public. The name Saicon is to be anchored in the minds of the target group through associations from outside the industry and their correct resolution, inviting potential customers to turn to Saicon for real estate matters.

The implementation of Saicon's new brand identity is based on various channels such as print posters, video ads, direct mailings, the revised website and increased online marketing measures such as SEO and SEA.


Responsible at Saicon: Moreno Pinelli (owner), Aline Pinelli (owner), Mara Schiavone (back office project manager). Responsible at Rosarot: René Karrer, Michael Schmidt (Creative Direction), Corinna Kost, Laura Weinhofer (Art Direction), Carmen Stähelin (Text, Concept), Noel Mühlberg, Claire Hulla (DTP), Bettina Walder (Consulting), Moreno Carroccia, Mauro Zoffoli (Performance, SEA, SEO).

What does... "sprint" actually mean?

In his column "What does... actually mean?", Benno Maggi looks at terms from the marketing and communications sector. This time he deals with the term "sprint".

Swiss track and field athletes

Gold. Gold. Gold. The Swiss track and field athletes sprinted from one gold medal to the next at the European Championships in Rome. It used to be different. There were hardly any medals won in athletics - and if there were, then certainly not in sprinting. And back then, the word was not used as much as it is today. Anyone who can estimate how much strength, energy and time someone like Mujinga Kambundji or Timothé Mumenthaler invests in order to produce a best performance for 20 seconds should be a little more economical with the use of this word. After all, it has evolved from its origins in fast running and jumping into a versatile metaphor for intensive, focused efforts in various areas. And that's annoying.

Scrum is to blame for the fact that we now have to call everything a sprint. When our industry had to say goodbye to the idyllic waterfall models at the end of the 1990s and Scrum was introduced, the pace accelerated and by the mid-noughties, strolling or strolling was a thing of the past.

The ideal world of the project managers suddenly became rough, fast and forward-moving. Like a bunch of dirty rugby players, they have been gaining meter by meter ever since and call it sprinting. Or an agile approach. Today, people are sprinting all the time, interacting in dailies and weeklies and placing user- or client-defined alignments and adjustments in any order, so that the projects end up looking like trampled rugby pitches and are not completed on time despite all the running around.

Not all that glitters is gold

In the context of agile project management and Scrum, sprints are used to describe a short, focused period of work aimed at making progress quickly and delivering frequently. That's the theory. In practice, however, it's more like the coaches of Mujinga Kambundji or Timothé Mumenthaler would have them run up and down the 200 meters the whole time in training and then think that they still had the necessary strength to win gold at the European Championship final.

Sprint is therefore not the golden egg of project management and developers. But it is many other things. Sprint, for example, is also the name of a low-cost airline in the USA that some people are afraid to book with because it is always late or flights are canceled without good reason. But it is cheap, just like the DIY websites that are never finished. Sprint was also the name of the telecommunications company in the same country, which was founded in 1987 and sold to T-Mobile, this extremely successful subsidiary of Deutsche Telekom, in 2020. The local company Swisscom also dreams of such success. Its efforts to assert itself on the domestic market are already being hamstrung by confusing and annoying its customers with cryptic subscription renewals. But this year, like the track and field athletes, it has also scored a coup in Italy. A binding agreement was reached with Vodafone Group Plc to take over 100% from Vodafone Italia for a purchase price of 8 billion euros. Whether this is also a gold medal remains to be seen.


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.

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