m&k Issue 11-12/2023

Receive the German-language trade journal "m&k" issue 11-12/2023 as a PDF download with the following table of contents:

Big Picture

  • "My favorite word? Freedom!" Tennis icon Billie Jean King and her fight for lived equality.
  • Seen from above ... ISS commander Chris Hadfield on sustainability from a space perspective.
  • Daring to do more justice Nobel Prize winner Sir Angus Deaton explains how social inequality can be reduced.
  • For an economy that serves A critical essay by communications and ethics expert Dr. Stephan Feldhaus.

MarKom

  • "They don't give a shit" Consumers don't care about advertising theory - they want entertainment.
  • The dark side of Black Friday HSG professor Johanna Gollnhofer on the negative aspects of the day of action.
  • Go big - or go home?! Why large-format advertising will be one of the advertising trends for 2024.
  • Blue Glass: Behind the scenes m&k visits Zurich's specialists for SEO, SEA and social media.
  • Live communication 2.0 How new technology is revolutionizing the experience industry.
  • When less is more; where does the trend towards minimalism come from? And what does it mean for the economy?
  • The genesis of an idea; Dr. Alexander Haldemann on openness to the world as a source of inspiration.
  • Profit, purpose - or both? When marketing with a "good purpose" makes sense - and when it becomes a risk.
  • "Many people know too little about money"; an exclusive portrait of Smartpurse founder Olga Miler.
  • Link becomes You Gov - and now? What the merger means for opinion research in Switzerland: an interview.

Creativity

  • Good roar, lion! Cinema marketer Moritz Weischer notes Cannes learnings that will still be relevant in 2024.
  • Sir Mary x Myty; One of Switzerland's most successful agencies joins the Myty network. We ask why.
  • Is disruption still disruptive? IAA President and TBWA CEO Matthias Kiess on the genesis of an industry buzzword.
  • Audrey Arnold takes over; The new LSA Managing Director reveals how she wants to shape the agency association.

Media

  • 20 years of the Crossmedia Award; The big special for the anniversary of the popular Goldbach Award.
  • "What a year!"; It wasn't easy: media and media professionals look back on 2023.

Sustainability

  • From pilot to climate protector; Daniel Lüscher sees the fragile beauty of the earth - and founds "My Blue Planet".
  • The plastic-glass paradox; The Scopes Report shows: Sustainability cannot be "simply communicated".
  • In the green labyrinth; Wirz and the HSG give tips for sustainable corporate messages.
  • Marketing as an energy guzzler? If you want to protect the environment, you can't ignore the digital space.
  • The environmental dividend; How ZKB checks its financial transactions for sustainability.

Friends

  • Association articles: The latest from the control centers of our partner associations

Rubrics

  • Meetingpoints
  • Imprint
Category: Single issues

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