Publicis, Lausanne, advertises Expo.02

. The advertising agency for the Expo.02 national exhibition is Publicis, Lausanne. The agency prevailed in a three-stage bidding process. McCann-Erickson, Geneva, Weber Hodel Schmid and Wirz also made it into the final pitch round. A budget of 5 million Swiss francs is available for Expo.02's public advertising. "What will start when and how, I can't reveal yet," Cornelia Harder, managing director of Publicis, told WerbeWoche. NEW FRONT. "Newspaper boxes and colporteurs with a new look!" is the headline leaked to us by Diagonal advertising agency. Starting in mid-February, the new blue-and-red styled boxes of the commuter newspaper ZürichExpress are to attract readers as magically as blossoms attract bees. The newspaper will no longer have to be choked out with a lever pull. Together with the equally new look of the colporteurs, this appearance is, according to Marco Gloor, Managing Director of Diagonal, "a perfect form of communication.
HOLD Flavia ON COOKING. It is not yet certain that Flavia Schlittler's recipes in the cult magazine Kult will one day be made into a bound cookbook. Bound sauces, however, are guaranteed, because according to page 27 of the February issue of the "hippest magazine in the hippest city in the world" (self-advertisement), Flavia, as the "hottest cook in Switzerland," will write a recipe every month for "the hottest 100,000 readers in the world" (self-advertisement). Cheers!
Interbrand Zintzmeyer & Lux gains. The brand consulting agency Interbrand Zintzmeyer & Lux (IBZ&L) is benefiting from the boom in mergers and renaming: In the past fiscal year, fee revenues increased by about 20 percent to 39.1 million Swiss francs. The number of employees rose from 135 to 178, of which 123 work in Zurich and 55 in the German branches. In the last five years, IBZ&L doubled its sales. The renaming of Oerlikon Bührle to Unaxis and the slogan "Zurich Downtown Switzerland" are among the agency's achievements.
TRANSLATE DOES NOT MEAN SURPLANTER. With the literal translation of advertising texts, it has its affair. It gets even worse when images are shifted into a higher gear, or translated. "Der Foifer und sWeggli" is a proverb in German-speaking Switzerland. In French-speaking Switzerland, however, the egalized folk wisdom is called "le beurre et l'argent du beurre" - translated, it should therefore read: "The butter and the silver of the butter". Voices in the ad, to which Constant Pochen of Publicitas Léman drew our attention, therefore do above all the headline: "Difficile de faire mieux." Broke this charge for Amag the agency Moritzi.
Radio Top advertises bread. The Eastern Switzerland Top Group (Radio Top, Radio Top Two and Tele Top) is launching Top Bread together with the Eastern Switzerland Association of Master Bakers and Confectioners. The 400-gram multigrain bread is to be offered in bakeries in the cantons of Thurgau, St. Gallen, Appenzell and Schaffhausen.
KORNHAUSFORUM SHOWS POSTERS. An exhibition of the most beautiful posters by Stephan Bundi and Claude Kuhn will open this Thursday at the Kornhaus in Bern. The vernissage is also for a book of works by the two graphic designers (Stämpfli Verlag, ISBN 3-7272-1020-6). Kuhn works freelance and as an exhibition designer at the Natural History Museum in Bern. Bundi works in Niederwangen in all areas of graphic design.
Y&R Switzerland grows by 27 percent. The Swiss companies of the Young & Rubicam advertising group increased their fee income by 27 percent to CHF 73.9 million in fiscal 2000. The advertising agency Advico Young & Rubicam accounted for the lion's share of revenues (CHF 31.3 million). The Web agency Futurecom Interactive grew the most, by 58 percent to 12.5 million francs. The media agency The Media Edge increased its fees by 45 percent to 1.6 million francs, and its billings by as much as around 65 percent. The number of employees in the Group rose from 264 to 338.
STRANGE POSTERS. In 1961, "strange-worthy" posters, which contained no commercial message, were hung at various official poster sites in Zurich. Karl Gerstner, organizer of the quietly planned action, wanted to present "art in the garb of the working day". Since then, this happening of the Zurich Concrete movement has experienced various new editions under the heading of "artistic poster interventions in public space". The Zurich Museum of Design is now presenting the results in a striking chronicle. The vernissage in the poster room at Limmatstrasse 55 will take place on February 26, 6 pm.

Advertising partnership between Blick and "täglich ran". Sat 1 (Switzerland) and Blick have entered into an advertising partnership. Blick will be the new co-sponsor of the soccer show "täglich ran" on Sat 1's Swiss programming window (alongside Feldschlösschen Schlossgold). Blick has a billboard presence on the show; in addition, the daily Blick TV spot will now also run on Sat 1. In return, "täglich ran" will receive advertising space in Blick.
Editorial

Trust is good, control is better
The image of a company is shaped by many factors, by products and services, employees, advertising ... There are people responsible for each area: for research and development, human resources, marketing. Each job requires a certain profile of requirements. This is not necessarily the case with public relations, which is still taken far too little seriously by many companies. Often, management is not even aware of the direct or indirect damage that dilettantism in communication can cause. Good products and good service alone are no longer enough for a company's image. Many public companies have recognized the importance of efficient PR work and have created the necessary structures. Many small and medium-sized companies still have a lot of catching up to do.
Nevertheless, the PR industry is doing business on golden ground. There are many reasons for this: Internet start-ups are striving to become known quickly, IPOs have to be accompanied by publicity, and company acquisitions and mergers have to be explained. In addition, there is a growing awareness of crisis PR: When problems arise, professional PR support is sought more quickly today.
PR in its own right is also becoming an issue for advertising agencies themselves.
Increasingly, they are using this communication tool for their own purposes and are beginning to understand PR in terms of issue management. Setting issues helps to be perceived publicly as a brand.
The 50th anniversary of Public Relations + Werbe AG PRW shows how PR and advertising can be successfully reconciled (p. 12). Klaus J. Stöhlker also expects fat years for the communications industry, and this spring he is coming up with a new publication: "Wer richtig kommuniziert, wird reich.
In the interview on page 37
the PR professional about the
area of tension between advertising and corporate communications. He advises all clients to build up communications competence so that they can control their own consultants and agencies.
Samuel Helbling