Weighty facts

Euro RSCG gives the news magazine Facts an image makeoverClearly aligned with the relaunch of Weltwoche, the new Facts image campaign is launched after a change of agency and a long break. What Frank Bodin's Euro-RSCG team designed for the weekly magazine is also aimed at Köppel's magazine in terms of content. The Zurich agency is implementing its advertising idea - the concise formula "Facts = breadth ¥ depth ¥ emotion" - in a stringent print and poster campaign. This is based on a consumer insight. According to this, Facts achieved high scores for variety of topics and emotions, but low scores for the quality factor analysis. Editor-in-chief Hannes Britschgi and publishing director Christoph Marty saw a need for action in this area. page 6