With starting numbers to the VIP aperitif. A Nike department, Adidas department, bikes, outdoor, skis and snowboards, fashion and trends await you on 1312 square meters in the new Tower Sports in Rapperswil.
Publicis promoted the grand opening with a large bag designed for bulk shopping, which naturally set the bar quite high for the opening reception. In the end, 500 race numbers with the «number» 0.8 were mailed out on the Bru
Publicis advertised the opening with a matching big bag for bulk purchases, naturally setting the bar pretty high for the opening aperitif. In the end, 500 starting numbers were sent out with the "number" 0.8 on the chest and the corresponding resolution on the back, namely: "We cordially invite you to raise a glass with us." The Tower Sports staff were also "numbered" accordingly, for example with a starting number (or rather a little number) 69 and the resolution: "Many a sports exercise begins with a drink." CD Daniel Krieg, Uwe Schlupp, text Tom Zürcher, AD Flo Wacker, graphics Corinne Stadelmann and advice Caroline Peter. Unfair occultism? The self-regulatory body of the advertising industry, the Swiss Commission for Fair Trading, dealt with 196 complaints in 2001 - the same number as in 2000. Most of the complaints concerned the mail order business, although the trend is downwards. However, there was a significant increase - from 9.1 to 20.7 percent of all cases - in the area of occultism.
Optimedia and Bemberg Gedenk with new domicile. The two Publicis media agencies have moved. Optimedia and its team are moving to premises at Helenastrasse 3, while Bemberg Gedenk Media is setting up camp practically opposite at Korneliusstrasse 9. Both sub-brands remain in place.
Cat out of the bag. As a leading provider of outdoor advertising, APG also wants to be ahead of the game when it comes to consulting, service and the associated tools. The result: maximum transparency for media planners and clients. This is now visualized in a double-page ad with the proverbial pig in a poke and the claim "Not with us". Publicis CD Markus Gut, AD Flavio Meroni, copywriter Markus Tränkle, graphic designer Nadine Geissbühler, consultants Sylvia Sandi and Claude Fischer, art buyer Ines Rimmele and photographer Mathias Zuppiger are all on hand to ensure that the new APG mascot didn't get any hairs pulled during the shoot.
Boasting with self-promotion. Everyone knows that the abbreviation B,H stands for the Zurich communications agency run by Marc Bohnenblust and Joseph Haas. Twelve creative minds have now come up with a postcard campaign with a twinkle in the eye to show that this idea can also be achieved via an eye-catching detour. The appealing self-promotion with the promise: "B,H supports and shapes brands" was created by Joseph Haas (art) and André Benker (text).
Wirz wins gold from ADC New York. At the 81st Annual Awards of the Art Directors Club New York, the TV spot www.fight-violence.ch was awarded gold. The film was created by Wirz Werbung and the production company Blood Sweat & Tears for the Foundation Against Racism and Anti-Semitism. It shows the helpless reactions of passers-by to a (staged) brawl on Zurich's Paradeplatz.
Pretzel for Sweden. The Volvo logo, supplemented with a pretzel, can be found in an advertisement for the new common rail diesel generation from Volvo. Does this have anything to do with safety considerations surrounding the pretzel swallowed by US President George W. Bush? No, says Philip Welti at the responsible agency Dorland in Zurich: "Since 1892, the development of the diesel has been worked on with German thoroughness. "So it's high time for a little Swedish imagination." BMW is not called Bretzel with a joke. Despite Volvo's successes, the Bavarian pastry will not be made from crispbread dough in the future either.
Muted optimistic trends. The advertising climate remains subdued in the first half of the year. However, clients and agencies expect a warm front in the second half of the year. These are the findings of the Advertising Trends 2002 study conducted by the Media Research Group on behalf of HandelsZeitung. 41.1 percent of the clients surveyed expect an increase in advertising volume from July; among agencies, 59.4 percent even expect better times. For the first time, the study asked directly about the assessment of market development, as the forecast based on budgets proved to be unreliable last year. Among other things, the question about the lead medium yielded interesting results: while 32.4 percent of clients consider the daily newspaper to be the most important advertising medium in their strategy, 40.6 percent of agencies believe that TV is preferred by their clients. Posters and the Sunday press (28.1 percent each) are also ahead of daily newspapers for the agencies. The Advertising Trends 2002 study is available for CHF 20 from the Media Research Group on 01 491 80 55.
Editorial Learning from Shell - and Greenpeace
With the battle cry "To hell with Shell", Greenpeace boarded the Brent Spar oil rig in the summer of 1995 after it became known that the oil multinational was planning to sink it in the North Sea. It was only under massive public pressure that the company decided to dismantle the platform instead of sinking it. The tabloid Bild also celebrated Shell's decision to give in with the headline "Victory!
Months later, the Brent Spar victory was nothing but embarrassing. For Greenpeace: independent experts came to the conclusion that there were no toxic barrels stored on the Brent Spar and that the oil platform had never posed an environmental threat. Shell had to experience that it is not facts but opinions about facts that determine our coexistence. The case was therefore instructive not only for Shell, but also for the public. It proves that the most important function of organizations such as Greenpeace and other system-critical NGOs (non-governmental organizations) is to keep our society capable of learning. Shell is now regarded as a role model when it comes to ecology.
The Brent Spar case also shows that the order in which we live is not the result of human reason, but the result of cultural evolution. Ultimately, politics and economics are based on the individual ability of people to constantly adapt to changing processes without ever being able to recognize or plan them in their entirety. Find out what else companies can learn from the rainbow campaigners in the interview with campaigner Peter Metzinger on pages 37 and 38. Samuel Helbling, Editor-in-Chief
Optimedia and Bemberg Gedenk with new domicile. The two Publicis media agencies have moved. Optimedia and its team are moving to premises at Helenastrasse 3, while Bemberg Gedenk Media is setting up camp practically opposite at Korneliusstrasse 9. Both sub-brands remain in place.
Cat out of the bag. As a leading provider of outdoor advertising, APG also wants to be ahead of the game when it comes to consulting, service and the associated tools. The result: maximum transparency for media planners and clients. This is now visualized in a double-page ad with the proverbial pig in a poke and the claim "Not with us". Publicis CD Markus Gut, AD Flavio Meroni, copywriter Markus Tränkle, graphic designer Nadine Geissbühler, consultants Sylvia Sandi and Claude Fischer, art buyer Ines Rimmele and photographer Mathias Zuppiger are all on hand to ensure that the new APG mascot didn't get any hairs pulled during the shoot.
Boasting with self-promotion. Everyone knows that the abbreviation B,H stands for the Zurich communications agency run by Marc Bohnenblust and Joseph Haas. Twelve creative minds have now come up with a postcard campaign with a twinkle in the eye to show that this idea can also be achieved via an eye-catching detour. The appealing self-promotion with the promise: "B,H supports and shapes brands" was created by Joseph Haas (art) and André Benker (text).
Wirz wins gold from ADC New York. At the 81st Annual Awards of the Art Directors Club New York, the TV spot www.fight-violence.ch was awarded gold. The film was created by Wirz Werbung and the production company Blood Sweat & Tears for the Foundation Against Racism and Anti-Semitism. It shows the helpless reactions of passers-by to a (staged) brawl on Zurich's Paradeplatz.
Pretzel for Sweden. The Volvo logo, supplemented with a pretzel, can be found in an advertisement for the new common rail diesel generation from Volvo. Does this have anything to do with safety considerations surrounding the pretzel swallowed by US President George W. Bush? No, says Philip Welti at the responsible agency Dorland in Zurich: "Since 1892, the development of the diesel has been worked on with German thoroughness. "So it's high time for a little Swedish imagination." BMW is not called Bretzel with a joke. Despite Volvo's successes, the Bavarian pastry will not be made from crispbread dough in the future either.
Muted optimistic trends. The advertising climate remains subdued in the first half of the year. However, clients and agencies expect a warm front in the second half of the year. These are the findings of the Advertising Trends 2002 study conducted by the Media Research Group on behalf of HandelsZeitung. 41.1 percent of the clients surveyed expect an increase in advertising volume from July; among agencies, 59.4 percent even expect better times. For the first time, the study asked directly about the assessment of market development, as the forecast based on budgets proved to be unreliable last year. Among other things, the question about the lead medium yielded interesting results: while 32.4 percent of clients consider the daily newspaper to be the most important advertising medium in their strategy, 40.6 percent of agencies believe that TV is preferred by their clients. Posters and the Sunday press (28.1 percent each) are also ahead of daily newspapers for the agencies. The Advertising Trends 2002 study is available for CHF 20 from the Media Research Group on 01 491 80 55.
Editorial Learning from Shell - and Greenpeace
With the battle cry "To hell with Shell", Greenpeace boarded the Brent Spar oil rig in the summer of 1995 after it became known that the oil multinational was planning to sink it in the North Sea. It was only under massive public pressure that the company decided to dismantle the platform instead of sinking it. The tabloid Bild also celebrated Shell's decision to give in with the headline "Victory!
Months later, the Brent Spar victory was nothing but embarrassing. For Greenpeace: independent experts came to the conclusion that there were no toxic barrels stored on the Brent Spar and that the oil platform had never posed an environmental threat. Shell had to experience that it is not facts but opinions about facts that determine our coexistence. The case was therefore instructive not only for Shell, but also for the public. It proves that the most important function of organizations such as Greenpeace and other system-critical NGOs (non-governmental organizations) is to keep our society capable of learning. Shell is now regarded as a role model when it comes to ecology.
The Brent Spar case also shows that the order in which we live is not the result of human reason, but the result of cultural evolution. Ultimately, politics and economics are based on the individual ability of people to constantly adapt to changing processes without ever being able to recognize or plan them in their entirety. Find out what else companies can learn from the rainbow campaigners in the interview with campaigner Peter Metzinger on pages 37 and 38. Samuel Helbling, Editor-in-Chief
