In your pleasing report on the new Publicis advertising campaign and cultural marketing at the Schauspielhaus, two important partners of our theater were unfortunately not mentioned:Thanks also to the WoZ and APG We also maintain a very good and intensive media partnership with the WoZ, which in addition to advertising also manifests itself in joint events, such as the speech by Ignacio Ramonet, the director of "Le Monde diplomatique" in the Schiffbau. APG should also be mentioned, thanks to whose great commitment the Schauspielhaus achieves a strong visual presence in Zurich and the surrounding area. In good times and in difficult times, the Schauspielhaus Zürich has always been able to count on its partners. Un grand merci!
Barbara Higgs, Schauspielhaus Zürich, on the article "Theater hilft bei Pickel" in WW 20/21, 2003.
Industry-standard schizophreniaI read your comment with some irritation, as most of the publishers mentioned have the option of enclosing all kinds of brochures with their newspapers. Although this form of direct mailing is hardly used today, it would be interesting for publishers in several ways. Firstly, these inserts could be tailored to specific target groups (from regions to
to neighborhoods) can be distributed. Secondly, the newspaper can be used to elegantly transport advertising messages past the "stop" sticker to readers and customers. Thirdly, the loss of advertisements can be compensated for in this way. Fourthly, as in other countries, this type of advertising will soon be considered desirable by the majority of readers. It is therefore reasonable to assume that these people are deliberately shutting themselves off from traditional direct mailing so that they can soon offer advertising customers a new vehicle with the advertising messages enclosed with the newspaper. So it's not schizophrenia, but tactics? Advertising sales and profits would be grateful.
Nicolas Böhmer, Frauenfeld, on the commentary "Industry-standard schizophrenia" in WW 16, 2003.
No subsidiesBravo - I fully agree with you, Mr. Seifert! And what do you think of the proven state subsidization of Blick to the tune of five million francs a year? Incidentally, the state coffers also give a little less each year to the Coop and Migros newspapers mentioned in the same WW... Great, eh? Before Finance Minister Villiger definitely wants to introduce the inheritance tax again to partially cover our now hefty 230 billion national, cantonal and communal debts, we should definitely remember this in advance, shouldn't we?
Jean-Pierre E. Reinle, Managing Director of Communication Executive AG, Zurich, on the column "Mediale Ruheräume" in WW 20/21, 2003.

This year, the three festivals under the "Lucerne" umbrella brand are being advertised with key visuals that are unusual for an event of this caliber.
However, your article gives the impression that the umbrella brand has only just been developed and positioned as part of the current campaign. But that is not correct. The new "Lucerne Festival" umbrella brand was already launched in 2001 in line with the new strategy. It was developed by MetaDesign. At the time, our agency developed the umbrella brand in order to create consistency in the appearance of the three festivals and thus the prerequisite for the desired synergies. Our colleagues picked up the ball with their current campaign and played on it. However, I don't think they need to adorn themselves with other people's feathers - and they themselves have an interest in ensuring that corporate identity and advertising are not lumped together.
Bruno Schmidt, Managing Director of MetaDesign, on the article "Wirz Sonata for the Lucerne Festival" in WW 11/03
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What cynicism?
The work I submitted to the Cannes Open for the client Xenix is described as cynical in Advertising Week. In it, Palestinians carry a sofa back to their house in East Jerusalem, which has been partially destroyed by Israeli bulldozers.
Is it dishonorable to use this alienated keystone photo to draw attention to the suffering and injustice of the Palestinian people? The image communicates the basic attitude of Xenix: political cinema that depicts reality. If you want to talk about cynicism in this context, then at least it should be openly displayed. Evil cynicism, on the other hand, is to be found where beautiful people smile for products that are unable to fulfill their promise. Shouldn't the author rather make an effort to discuss this covert cynicism in advertising?
Dominic Suter, freelancer looking for a job, on the article "Freshly coiffed cord" in WW 11/03

"I care!"I care very much about the future of our media! Their task and impact are too important to allow them to be treated or allowed to act like Masonic lodges. If, for example, Ingrid Deltenre's blood group had an influence on her understanding of her job, even such intimate information would be relevant for the interested public.
Tek Berhe, initiator and operator of the website faires-rtvg.ch, on the commentary "Who cares?" in WW 06/03
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More creativity
The "Attractive advertising" conference you discussed did indeed offer more questions than answers. And yet it gave me a lot: proof that apportioning blame only polarizes and makes the creative search for alternatives more difficult. Next year, Script wants to tackle this important topic in a non-polemical and goal-oriented way. We want to look for new answers rather than raise familiar questions. With the help of other associations, which we hereby invite to participate, this could also succeed.
Stephanie Hugentobler, board member of the copywriters' association Script, on the article "Professionals instead of pin-ups" in WW 04/03
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Ignorant review
I am not, as the reviewer claims, a "simple" editor of a single publication, but deputy editor-in-chief of the trade journals New Management and Schweizer Versicherung and was previously editor-in-chief of io management. Francis Müller's slam, garnished with many false assertions, does not defend the honor of the PR guild - to which the reviewer himself seems to belong - but only shows that he has not understood my picaresque novel one bit. For example, he has not understood that the (ironically meant) industry wisdom and sayings he criticizes are original quotes from writers of his ilk. There is no better proof of Müller's ignorance and the topicality of "The Bluff".
Robert Jakob, journalist and author of "The Bluff", on the review of his book in WW 03/03