m&k issue 5/2022

Marketing

• The "World Enlightener" Crisis talk with Moíses Naím, one of the leading intellectuals of our time.
• Sustainability as a maxim: How the Polestar brand is positioning itself - and wants to become climate-neutral.
• Half pulled, half dropped Push or pull marketing as the key to success? We are looking for answers.
• Digital ethics as a strategy: Ethically controversial projects are also part of everyday life in Switzerland. This must change.
• Performance marketing: These pitfalls lurk when investing in the trend discipline.
• Excellent sponsoring: A brief portrait of the winners of the Sponsoring Excellence Award.

Communication

• On a delicate mission: Agon, the "communications law firm," takes action when the going gets tough.
• Does regulation kill innovation? If we regulate AI out of prudence, are we blocking pathways to newness?
• There's life in the old dog yet... ... says the popular saying. But does that also apply to the print industry?

Creativity

• Why are we doing this to ourselves? Pitches are the industry standard. But it is questionable whether this is in keeping with the times.
• "Switzerland, stand by us!" Our illustrator lives in Ukraine - and sends Switzerland an open letter.
• A new tune: Accenture Interactive becomes "Accenture Song". What's behind this rebranding?
• In the web of art: An exclusive portrait of Art Deal founder Sarah Schlagenhauf.
• Gifts that make people happy Promotional items are often considered old-fashioned. Wrongly so, says our author.

Media

• And yet it moves! Screenforce Day 2022: TV is a more popular and flexible medium than we thought.
• Reach: Winners and Losers; The MACH-Basic study brings new insights into the Swiss media market.

Work&Life

• Together to the goal: How coaching is changing and expanding the continuing education scene.
• Resilience against the storm Publicis Group CEO Alexander Haldemann on proactive resilience in times of crisis.
• Expertise on the Metaverse: The metaverse is coming - but how to get started? New training courses provide assistance.

Friends

• Association contributions: News from the control centers of our partner associations.