Glasson is the former director of Publicitas Fribourg. The new branch of the St. Paul Group will be dedicated to all activities associated with the marketing of advertising in the newspapers La Liberté, La Gruyère, Le Messager and other media from January 1, 2013, according to a statement from the group. A new company was founded for this purpose during the first half of 2012. The main task of this company will be to promote and market advertising products and services to companies or private individuals from the canton of Fribourg and the Vaud Broye (economic zone 15).

Romain Glasson began his professional career in the advertising department of Vibro-Meter (now Meggit) in Villars-sur-Glâne after completing a commercial apprenticeship. In 1988, he was employed by the Swiss company Publicitas, mainly in the Fribourg branch. He then started as a customer consultant in sales. From 1994, Glasson was responsible for advertising in all the titles managed by the Fribourg branch and in 1999 became assistant to the director and right-hand man to the regional director for French-speaking Switzerland. At the end of 2005, Glasson was appointed Director of Publicitas Fribourg. For five years, he was in charge of operations within a structure of 25 employees, mainly active in the canton of Fribourg and the Vaud Broye. In total, he worked for the major Swiss advertising management company for almost 25 years.

(Photo by Alain Wicht, La Liberté)
 

As in the previous month, Adscreen is the fastest-growing electronic offline medium with an increase of 9 index points, reaching 456 (447) index points in March 2012, according to a press release issued on Thursday. TV increased its advertising pressure by 6 points with 600 (594) index points and radio by 5 points with 350 (345) index points. Teletext was the only electronic offline medium to suffer a loss of 2 points with 99 (101) index points. The Internet as an electronic online medium also lost a further 7 points with 666 (673) index points.

With 591 (586) index points, the electronic media are therefore experiencing an upswing overall, increasing by 5 points in March 2012. By contrast, the overall market developed modestly at 236 (235) index points.
 

The online presence is a company's most important business card and often the first source of information for potential customers, the two companies announced on Thursday, according to SDA. It is therefore important to know the effectiveness of your own website.

Media Watch is one of the leading companies for quantitative and qualitative media response analyses. It produces analyses for PR professionals from business and politics to monitor the success of PR and for media image building.

Arg You, based in Baar ZG, specializes in digital market and web research. Its analyses are based on scientifically neutral and external measurements.
 

The social media agency smly formed the foundation and was seamlessly integrated into the newly founded public limited company of the four equal partners. The result is a creative agency with a focus on social media and branded entertainment, according to a statement from the founders. Shortcuts combines creation, technology and production to create digital and classic advertising from a single source. The name says it all. All processes are reduced to the essentials. Shortcuts is a "one-stop store": agency and production company in one.

The two internet entrepreneurs Patrick Mueller and Marc Leuzinger, founders of the social media agency smly, have caused a stir in the Swiss advertising world on several occasions - most recently with the controversial and successful "Holidays without the internet" campaign for Switzerland Tourism, with which they won the Grand Prix at Eurobest, among others. Advertiser Bene Abegglen can look back on over 30 years of experience in advertising and more than 150 TV commercials. Together with his former partners, he built up the Contexta agency. The quartet is rounded off by Peter Lehner. The Swiss filmmaker has been working as a producer in Switzerland, Germany and the United States for 30 years. Lehner has directed and produced feature films and television series for studios and broadcasters such as MGM, CBS, RTL, SAT1 and SRF. He has also founded and managed several film, advertising and entertainment companies.

The agency is launching with a client portfolio that includes Allianz Suisse, Swiss Post, Switzerland Tourism, Swiss Television, Lindt and Swisscom.
 

Komet has designed the advertisements for the casting call. These are currently being used to find the new faces of the campaign. Candidates can apply for the pre-selection by posting pictures on Facebook. The winners of the casting will be photographed personally by Julia Saner at the subsequent shoot.

In addition to the advertisements, a catalog and other print measures are also being planned

Responsible at Coiff your Success: Pino Zinna (Owner). Responsible at Komet: Thom Pfister (CD), Roland Zenger (AD), Marc Zenhäusern (graphics), Antonia Bekiaris (text), Simon Schatzmann (head of consulting), Emma Isolini (consulting). Photography: Julia Saner.
 

It is designed to promote reader-friendliness and dialog with employees through a flexible and contemporary design concept. The design concept is characterized by the prominent use of headlines, shorter texts, a generous use of images and informative graphics, the agency said in a statement. Thanks to the orientation towards a contemporary magazine design, the new medium should appear more airy and clearly structured. The color scheme is also fresher than before, in line with the brand design, and yellow is used to a reduced extent.

In the near future, an online version of the employee newspaper is also to be realized, which will be geared even more directly to the dynamics and interaction of the new media. Swiss Post's employee newspaper is published twelve times a year in three different languages, with a total circulation of 75,000 copies per issue.

Responsible at Swiss Post: Emmanuelle Brossin (Editor-in-Chief), Marie-Aldine Béguin (Editor), Lea Freiburghaus (Editor), Sandra Gonseth (Editor), Claudia Grasso (Editor), Diana Guido (Proofreader). Responsible at Branders: Edwin Schmidheiny (Creative Director), Regula Looser (Senior Brand Consultant), Nadine Pachoud (Brand Consultant), Tina Braun (Brand Designer), Christian Dick (Brand Designer).
 

Marketing has to be eye-catching and appealing. That's what we're doing in 2012 with the theme of water," explains Jürg Schmid, Director of Switzerland Tourism, on the concept for advertising in summer 2012. A whole bunch of ideas will be implemented on how Switzerland intends to remain an attractive country for vacations and excursions in the coming months despite the strong Swiss franc. 18 billion francs in turnover are generated in Switzerland from tourism. 48.5 million is the marketing budget of Switzerland Tourism. With increased measures and new ideas, Switzerland Tourism wants to ensure that the hotel industry does not suffer even more than the experts are forecasting. They estimate a further decline of 1.4 percent for 2012. Things should then pick up again. It is also estimated that 16.7 percent of all hotel bookings in Switzerland are attributable to Switzerland Tourism's marketing activities.

Sebi and Paul in the land of water

Switzerland is the water castle of Europe. Nowhere else are the opportunities for water-related vacations so unique and varied. "Summer 2012 in Switzerland is an invitation to splash around, go river rafting and take a steamboat trip," explains Daniela Bär, Head of International Media Relations and Corporate Communications at Switzerland Tourism. Guests can spend the night right by the water, swim in a crystal-clear mountain lake or float down a river or lake while visiting a city. Switzerland Tourism proclaims this enticing message to its guests all over the world and packs it into a lively variety of activities and ideas.

There are numerous opportunities to enjoy the diversity of water in Switzerland: Around 7000 lakes, over 120 glaciers, countless waterfalls, gorges, caves, grottos, thousands of kilometers of rivers and the starting point of four major rivers that flow into the world's oceans in all directions. And so Switzerland Tourism does everything it can to make it possible to experience the precious water in all its facets. MySwitzerland.com/summer features over 200 ideas for vacations in, around and on the water as part of the new campaign. Potential guests are drawn to the website with a new film by Sebi and Paul. The commercial by Spillmann Felser Leo Burnett will be used worldwide. Motto: "We do everything for perfect summer vacations on the water." A wide variety of brochures are available, for example one with 100 "intoxicating accommodation options by the water".

5.9 billion media contacts

100 international TV teams are expected to attend various media events on Swiss waters. In the USA, a three-part 90-minute film about water in Switzerland is expected to reach 10 million viewers via the PBS TV network.

UBS, which has just contractually extended its partnership with Switzerland Tourism, is also publishing the magazine "Top 150 Water Experiences" in its branches worldwide. The bank, which is celebrating its 150th anniversary on June 25, will also be offering a day ticket for Swiss shipping at the symbolic price of a five-franc coin in all its branches in Switzerland as a "birthday present for Switzerland".

Gastro Suisse, another partner of Switzerland Tourism, offers promotions with a particularly attractive price-performance ratio in 222 selected hotels.

In keeping with the trend of the times, Switzerland Tourism is also focusing even more on digital media. For the first time, the summer brochures "Mountains & Lakes", "Cities" and "Top 100 Experiences" are being published as iPad apps, all in at least four languages. They inspire with their variety of experiences and individual usage options, but above all with animations and interactivity. The iPad app "MySwitzerland " from Switzerland Tourism is available free of charge from the Apple App Store. It is expected to be downloaded 100,000 times by the end of the year.

Input from Spillmann Felser Leo Burnett and special campaigns

Peter Brönnimann, Executive CD at Spillmann Felser Leo Burnett, on his agency's involvement in the "Summer Holidays in Switzerland's Waterland" campaign.

WW: What ideas and to what extent is Spillmann Felser Leo Burnett involved in the "Water" summer campaign?
Peter Brönnimann: We are the lead agency for Switzerland Tourism, which means that we are active at a strategic level on the one hand, and on the other hand we conceive the basic ideas and realize them - sometimes with external partners.

Was the "Land of Water" theme suggested by the advertising agency or who developed it?
The respective summer theme - last year it was cities, for example, and this year it is water - is developed by Switzerland Tourism. This serves as the basis for various ideas. Switzerland is not only the land of water, but also the land of service quality. We have been supporting this in our various advertising measures for years with the claim "We do everything for perfect vacations".

Which and how many films did SFLB realize for this campaign?
We designed and realized the big summer spot with Sebi and Paul. We also realized the water spots with Sebi and Paul for UBS via Switzerland Tourism.

What is SFLB's job in the "Blue Wonder" campaign with the Rhine swimmer? The campaign is accompanied by video reports and many events.
The concept "The Blue Wonder - Rhine 2012" was conceived jointly by Ernst Bromeis and Switzerland Tourism. The idea of swimming from the source to the North Sea comes from Ernst Bromeis, the video contributions are realized by S-Emotions.

What can you tell us about SFLB's workload in connection with the Swiss Tourism budget, such as the logistics of campaigns abroad and the UBS anniversary campaign?
We are responsible for all of Switzerland Tourism's products, including business meetings and conferences - a very important area for tourism - wellness, design & lifestyle hotels and others. The job is correspondingly intensive. But we see it as a privilege to be able to promote Switzerland and - in keeping with the motto of our campaigns - we do everything we can to ensure that advertising for Switzerland is just as great as a vacation in Switzerland.

The blue wonder - Rhine 2012
Another highlight of the summer campaign is entitled "The blue wonder": In May, water ambassador and swimmer Ernst Bromeis swims the Rhine from its source to its mouth. That's "1230 kilometers of public attention", as the adventure promises. Switzerland Tourism is presenting a spectacular river show with numerous media and public events along the Rhine. The campaign will be documented on MySwitzerland.com/ blue with a blog as well as current videos and photos.
Switzerland Tourism intends to promote the adventure through international media channels on the occasion of three attractive invitations: on 2 May after the first day's stage in Disentis, on 8 May with a "VIP orientation" in Constance and on 18 May in Basel, where the swimmer will leave Switzerland and cover a further 50 kilometers a day before arriving in Hoek van Holland at the mouth of the North Sea at the end of May.

In a nutshell
Switzerland Tourism is investing CHF 48.5 million in the 2012 summer/city campaign. The target markets are worldwide. Further foreign offices will soon be set up in Mumbai, India, and Singapore. There are also plans to become particularly active in Brazil. With all its measures, Switzerland Tourism is expecting 5.9 billion media contacts worldwide. In addition, 28 million brochures and printed materials will be distributed. 100,000 downloads are expected for the first iPad app "MySwitzerland" by the end of the year, and 11.9 million visitors to the multilingual website www.MySwitzerland.com.

Advertising is exhausting: good-looking, wealthy, young, happy people everywhere who want us to want to be like them. But how nice is advertising with Dr. Best, the Trigema monkey, Mr. Fischer from Fischer's bedding factory in "Wädenschwil" or the I-recommend-Perlweiss dentist's wife. Because compared to these characters, I finally look better than the ones in the adverts (apart from the dentist's wife, perhaps), I don't have bleeding gums, nor do I need a shirt guaranteed to be made in Germany (by a monkey), let alone a personalized comforter. Happy, without needs and a smile in the corner of my mouth - life can be so beautiful! Unfortunately, there is far too little advertising of this kind.

Now, finally, comes the Dr. Best revival. The reincarnation of the dental good guy is called Dr. Klenk, comes from Bielefeld in North Rhine-Westphalia and advertises the fantastic effect of caffeine. As "doping for the hair". In the form of a shampoo. For the cosmetics brand Alpecin.

The "jut und jünstisch" TV commercial shows laboratory head Dr. Adolf Klenk in the Alpecin laboratory in Bielefeld. As the camera moves towards the caffeine expert, the voiceover raises the question of whether Alpecin's caffeine shampoo can prevent the growth phases of the hair roots from shortening - because it is precisely these shortened phases that cause ageing men's hair to fall out. Dr. Klenk, dressed in a freshly ironed white coat, turns from his computer to the camera and answers with a stretched "in der Taaaaat!" ("indeeeeed" in the English version). He backs up his statement with an absurd growth curve. Wonderful. Hilarious. Wonderful.

Ridiculous? Nonsense? That's not how advertising works? But it does. The hand-turned commercial has made a huge impact: Alpecin's caffeine shampoo is selling like hot cakes, Dr. Klenk, who really is called that and is actually the head of the laboratory, can no longer step out of the front door in his home town of Verl without someone wanting to tousle his full, silver-grey hair, there are loads of Klenk fans and friends on Facebook and Twitter and "in der Taaaaat!" has caused a viral sensation as a ringtone. Apparently the world has had enough of advertising faces that are too young, too beautiful, too slick or currently bearded. What is the expansive wasteland of flawless beauty against the security and warmth that the somewhat angular Dr. Klenk radiates? The title and coat provide a bit of stability in the midst of the widespread bling bling.

Dr. Best and Dr. Klenk are not only good for our perfection-stressed eyes and tussled hair. You should also introduce the two doctors to each other. Because Dr. Best urgently needs some hair in the right place (I've seen caffeine in a commercial), and Dr. Best should take a closer look at Dr. Klenk's lower jaw. For a better, duvet-soft world. In the taaaaat.

The spots
Dr. Klenk: http://www.youtube.com/watch?v=o8W0CxWYkbo
Dr. Best: http://www.youtube.com/watch?v=qkugFArSlqE
Trigema: http://www.youtube.com/watch?v=SLdWn_0zEEE
Fischer bedding: http://www.youtube.com/watch?v=9RMvEmvOb-o