What it's all about: After Massimo Rocchi, ex-rapper, ex-lead singer and actor Carlos Leal is now promoting upc Cablecom after only one year and demonstrating with a lot of wind that Cablecom offers a 6 times faster network than Swisscom.

My thesis: This claim is clearly comparative advertising and probably not provable and possibly illegal. In other words, a lie to the consumer. Cablecom has had a distribution box on the outside of my house for quite some time. Until some time ago, it was still labeled "Rediffusion". If there is a defect somewhere and no one is at home, nothing works there and the network certainly does not run 6 times faster, but no longer at all, unless the technicians climb over my fence.

But now back to my thesis: Cablecom not only built the worst image, it deserved it. The way this company dealt with customers was a disaster. Now CEO Eric Tveter wants to turn things around with Carlos Leal. Who offers me a faster and cheaper service is not clear from the advertising. The latter would have to prove to me that Cablecom is not 6 times faster than Swisscom. But they prefer to transport hearts over lake, forest and meadow. The whole Internet provider service is a black box and a consumer rip-off. Have you seen Cablecom's latest commercial? The template for this idea comes from the 70s for Maxell Electronics (see picture). Even Massimo Rocchi would have managed this acting performance. But no, now we need a new one. He tells us on TV how much more wind cablecom has. Breathtaking. But no customer believes this news.

Cablecom spends too much energy to finally tell the customer what Cablecom does better. I think everything is the same crap. How can you expect the consumer to go through so much concept changes. They just don't believe it anymore. I've always preached that the most important communication tool is continuity, see Apple. So now, though, that's the end of it. My put up this week was that my insurance will pay for the consequences of water damage to 100% without any big ifs and buts.

Theophil Butz, once a star advertiser (quote Ringier), now an inspirer and, as of now, a mothballer. "Not an easy role, but a necessary one, which I perform here every fortnight." Please send any relevant information to [email protected].

 

So what many social media sceptics fear can actually happen - friends and followers on social networks can suddenly act as critics and unleash a storm of protest that a company can hardly escape and find it difficult to get away without damaging its reputation. We call this phenomenon a ≪hitstorm≫ and in a Werbewoche survey, social media practitioners agreed that it will happen more frequently in future. The first such case occurred in our country at the end of August, which was campaigned for and picked up on by the mass media. Sportswear manufacturer Mammut, Sunrise and other companies were attacked because they had signed up to the Economiesuisse business association's list of opponents of the CO₂ Act. They all retreated, albeit with varying degrees of speed, and the list has since been taken down.

Mammut has over 60,000 fans on Facebook and some of them disliked the commitment against the CO₂ law because it contradicted the super-ecological corporate philosophy that was actively communicated to the outside world. After a day, the situation was reassessed and classified as critical due to the growing number of comments, as PR manager Harald Schreiber recalls. In consultation with the management, it was decided to withdraw from the list, whereupon the mood of the users turned positive. Anyone looking for traces of the storm today and scrolling through the public entries on the Mammut Facebook page must be careful not to overlook the few relevant posts. Schreiber confirms that it was around fifty commenters who forced the mammoth to make a U-turn. So did they capitulate too early? Schreiber says no, because it was not possible to estimate whether the ≪Shitstorm≫ would spread and possibly last for weeks, which is why he opted for early damage limitation.

Over a dozen social media practitioners took part in the Werbewoche survey and around half of them were able to report examples of criticism that had been heaped on their fans on Facebook. These were spontaneous expressions of displeasure that soon died down and therefore did not cause any major waves. However, when a campaign is conducted in a targeted and professional manner, different rules apply. This becomes clear when talking to the creator of the CO₂ campaign: Andreas Freimuller, a campaign consultant, manages such campaigns professionally, but in the case of Mammut ≪he spent five hours≫acting out of his own interests. ≪That's the joke of social media≫, he tells Werbewoche, ≪you have to mobilize very few people to achieve a big impact≫. Otherwise, to build up a comparable momentum, you really had to put manpower into it and commission two or three people to do it professionally. Social media is much more effective, so you can also do it as a hobby. However, social media is overrated for campaign management and campaigns could not only be successfully managed via this channel. ≪Social media is important for drawing attention to an issue and getting into the mass media, after that it is no longer of much value, because a thousand people clicking a button is worth less than ten people calling the company and raising the issue in person. As with a classic campaign strategy, relationships with politicians, associations and journalists are also needed, as well as other supporting messages such as videos that can be distributed virally. This reveals a mindset and approach that not all communication professionals are familiar with. Anyone who tries to ride out a ≪hitstorm≫ using traditional methods (such as appeasing press releases) or hopes to get rid of it by flooding their pinboard with their own messages, for example, is playing into the hands of the opposing camp: such a clumsily stubborn approach is perceived as an insult by the activists, as points of criticism are not addressed seriously and individually. This provides ammunition to prolong the campaign.

When asked what tips he would give his opponents, Freimuller outlines these three points:

1. planning: In order to avoid counterproductive knee-jerk reactions, such as deleting posts or blocking the pinboard, preparations for crisis communication must also include social media. It is best to run through various scenarios and, above all, the management team must be familiar with social media so that decisions can be made quickly and reactions can be swift.

2. powers: Social media supervisors need more authority than they typically have today. In order to be able to react quickly, they must be able to comment independently on the content of critical issues. Because even if there is disagreement, it is important to communicate with each other in a dialog and not stubbornly stonewall with standard statements.

3. company management: Communication managers should be involved in company decisions so that they can point out potential areas of attack at an early stage and take precautions to eliminate or minimize them.

These points relate to the strategic/tactical level and therefore differ from much of the advice on the topic of ≪shitstorms≫, which focuses on the operational level. This is because the often recommended prompt, honest and direct dialog, including on critical aspects of business policy, is not possible at the push of a button in the event of a crisis if the company is not fundamentally prepared for this and has aligned its corporate culture accordingly. Simon Marquard from Kuoni, for example, concludes: "It is important that the company remains true to itself and can always keep the promise of its own brand to its stakeholders, on social media and in all other areas." This is because social media offers a large target area, which is why such campaigns could be repeated in the future. Marcel Hartlein, Head of Online Properties at KPMG in Zurich, shares this view: ≪In principle, most companies are vulnerable.≫ He points to the particular challenges of reputation protection and risk management, which he sees in the sheer degree of dissemination and electronic memory on the internet. And Oliver Kneier, Project Manager at Valora Retail, says: ≪We often find that attacks are indeed staged. The community is getting stronger and you have to expect a loss of communication control≫. This is because dealing with a community is ≪continually different than via traditional communication channels, especially more direct≫. Christoph J.
Walther

> More on the topic of shitstorms (PDF)

 

This year not only marked the tenth anniversary of the grounding of Swissair. It was just as prominently featured in the media: The new national airline Swiss has adjusted its positioning and brand profile. And it has done so at an altitude that is already proving to be quite comfortable. The trend at Swiss has been on a reliable upward trajectory in recent years. In the first nine months of 2011, the airline carried 11.6 million passengers, 9.5 percent more than in the same period last year. Swiss has flourished above all in its European business and in cargo. "We were one of the few airlines to come through the financial crisis in the black," confirms Markus Binkert, Managing Director and Head of Marketing at Swiss. This also has an impact on advertising.

In recent years, Swiss has focused heavily on the turnaround. This could be said to have been accomplished by the financial crisis at the latest. Therefore, there was now time for a new fundamental discussion: Where do we want to go with Swiss? What should the brand stand for?

"It could no longer be a turnaround," says Markus Binkert, summarizing the conclusion of a broad-based analysis. This project resulted in a new strategy: "We continue to rely on our business expertise. We have our Group theme, in which we actively participate. But we also have the Swiss brand, which we need to focus on even more." In the new phase, the topic of quality and customer proximity should therefore be addressed much more consistently than before. The management sees the fact that Swiss is a manageable size compared to other airlines as an advantage that they want to make greater use of. "It enables us to be closer to our customers and to respond even better and more individually to their wishes and needs," explained Chief Commercial Officer Holger Hätty at an orientation on August 18 this year.

This media conference was accompanied by huge hype. The communications industry speculated that "our national airline" could reanimate the old Swissair name. The fact that "only" the logo was being redesigned caused some of the euphoric reporting in the run-up to the event to turn around. Why spend so much money on graphic cosmetics? What has been lost in this hasty look at the new logo is that this change is only the end of a long process.

The figurative mark was designed by the Nose agency, which has been advising Swiss on brand management since 2007. This has now led to more than just a comprehensive new campaign. "Now, for the first time, we have something completely new. We have changed the focus and switched from individual campaigns to a campaign platform," explains Marcel Benz, Senior Manager and Head of Marketing Communications at Swiss. The discussion about the new logo only came after the basic brand concept had been discussed.

"It was to be expected that the media would love the logo and speculate about a revival of Swissair. However, the emotions of Switzerland are less of an issue abroad," adds Binkert. With 70 destinations worldwide, Swiss has to address just as many potential customers around the world to fill its planes.

From the individual idea to the platform

When Swiss began working with Publicis in 2008, they more or less adopted the flight paths of the advertising that had already been launched. At that time, it was about an evolution from the basic principle of communication. "During this phase, we had more individual campaigns that were very successful in themselves," acknowledges Markus Binkert. The "LX forty" video by Oscar-winner Marc Forster, for example. Nadine Geissbühler's San Francisco plane, styled with flower power, also stood out in terms of advertising. "People all over the world have been talking about it, but Flowerpower does not represent the Swiss and Swiss brand," summarizes Binkert.

"As a company of our size with a manageable advertising budget, it is very important that everything we do always pays off in the same direction," calculates the Head of Marketing. This is why Swiss advertising should be very consistent in future. The new appearance with the platform now presented for the first time is designed to run for five years. It is designed in such a way that the same platform can be used to cover a wide variety of topics over the entire period: Product advertising, price advertising, destination advertising, image advertising, tactical advertising.

From now on, all measures will focus on the principle: "We are the airline of Switzerland. "As an airline, market power and size are a clear advantage - because of the economies of scale. We don't have that. So we have to use our manageable size to our advantage," explains Markus Binkert. This is communicated with three values: authenticity, the Swiss understanding of quality and customer proximity. "The chocolate on board, the captain who says goodbye to people at the door. Lots of little things where customers are already telling us: this is what Swiss stands for."

The Swiss cross on the tail fin is the symbolic guarantor of all these promises. The claim: "Our sign is a promise."

In order to be able to dramatize this new approach in correspondingly different images, the communications specialists at Swiss worked closely with Tim Hoppin's team at Publicis to take a close look at the worlds of the various airlines. All these competitors advertise "mostly very similarly" either with images of their destinations, the smiles of their crews or - soon to be the norm - with super-cheap fares. It is astonishing to note from this analysis that hardly any airline bases its advertising on the fascination of flying. Every boy wants to become a pilot, every adult who flies is surprised why the heavy bird still takes off into the air. Time and again, Swiss employees have noticed this: Almost all passengers experience their emotions and enjoy it high up above the clouds, "where freedom is probably limitless". The airplane as an instrument of transport for wishes, dreams and experiences thus became the main visual element of the new platform.

The airplane as a brand ambassador

"We stage the aircraft and show it graphically and carefully composed from interesting perspectives. Almost like cars in car advertising," describes Marcel Benz. Publicis was able to recruit Tom Nagy for this special look. The airplanes he photographed, each with the distinctive Swiss cross on the tail fin, will now play a central role in all subjects. The new platform thus becomes a stage for the aircraft as a brand ambassador.

"We used to differentiate between brand advertising, product advertising and promotion. That no longer exists in this sense. Everything can run side by side on the platform: Image, attitude, price," Markus Binkert goes into detail. Swiss has a promise and this can be found as the main message in the headline. This can be underpinned by an offer. For example, the price-performance ratio. But it can also be a reference to small things where Swiss is good, for example the business class seats with air cushion upholstery or the chocolate on board. "We also use Swiss clichés in the headlines, but with a wink," says Marcel Benz. Consequently, with this concept there will no longer be pure price communication, but all topics will be communicated at the attitude level.

For the current wave, there are currently five ads in use throughout Switzerland. So far, posters, e-boards, online advertising, a 20-minute cover and various advertisements in the most important newspapers have been seen. Some of these are double-sided. The campaign is complemented by thematic subjects in the Geneva and Basel catchment regions. In total, over 20 subjects have been designed.

They were photographed in great weather during the few dry days in August at Zurich Airport. "We were really lucky." Internationally, the campaign is being launched in 12 markets. The subjects there specifically address the situation in these areas, for example in the greater Lyon area, Stuttgart and Milan, where the region and its similarities with Switzerland are referred to with a sympathetic mischievousness. The platform is also used intercontinentally with individual ideas. In Hong Kong, a streetcar will soon be running in the look of Swiss aircraft.

And the costs? In order to keep these within reasonable limits, the rebranding is being rolled out in four phases. First of all, the most frequent customer contacts have already been changed: Internet, tickets and boarding passes. The in-flight magazine is also already appearing in the new look.

The next step is to convert the Swiss airports. Start in Zurich in mid-November. All Swiss offices in Switzerland will be converted by the end of the year, and all stations and offices worldwide by the end of 2012. In many airports, it is only the screens where the software with the logo needs to be adapted. The utensils at the stations, from suitcase labels to pens and dispensers, will be changed gradually. "We made a conscious decision to make the change gradually and not from one day to the next. That would have been too expensive. The effort involved is manageable," reveals Binkert.

Aircraft also have to be re-sprayed, but not on a large scale. This would not only incur technical costs, but also the expensive downtime of the aircraft on the ground. However, the new concept means that only minor elements need to be changed. The old logo with the red double cubes on the engine is sprayed over in white. In the lettering, only the dotted i has to be removed so that the letters are perceived as capital letters. Switzerland in four national languages, including Romansh, no longer makes sense. This addition was only added to the aircraft. "There were a few inconsistent elements in the old design," marvel Marcel Benz and Markus Binkert. It is an iron rule in aviation that the logo corresponds to the symbol on the tail. In the case of the old Swiss, Tyler Brûlé pepped it up on the engine as a one-off special case. By moving the logo to the tail fin, Swiss has now visibly given this old course the most effective place for some counter-steering - combined with the claim: "Our sign is a promise."
Andreas Panzeri

Markus Binkert (left), Head of Marketing, has his roots in the hotel industry and joined Swiss in 2005 as a strategy consultant with a focus on consumer goods and transportation. As Head of Business and Global Sales, he oversaw the integration with Lufthansa. From 2007, he was Head of Product and Services at Swiss before becoming Head of Marketing at the end of 2010.

Marcel Benz, Head of Marketing Communications, has broad experience on the agency and client side. Helped shape the launch of Orange in Switzerland. Head of New Business Energy Zurich. Trained as a communications manager.

 

During a post run, interested people have the opportunity to experience first-hand what it is like to have little or no sight. Under the motto "See and be seen", Radio Blind Power will be providing information about the various eye diseases and giving people with different visual impairments the chance to have their say on the air for five days from 2pm to 6pm. Various Swiss organizations for the blind and visually impaired will also be presented in more detail. This provides interested parties with detailed and important information, including how to deal with visually impaired people. Sighted people are also included through street surveys and studio guests.

The special broadcasts are presented by the visually impaired presenters Jonas Pauchard and Daniel Schlosser, as well as the sighted presenter Anja Mäder. The programs are broadcast from the Radio Blind Power studio, which is located in the Bern Center for the Blind and Disabled. The aim is to show sighted people how blind and visually impaired people manage their lives and that they can do many things just as well, if not better, than sighted people, says project manager Anja Mäder.

Radio Blind Power
Radio Blind Power is a web radio station produced by visually impaired and sighted young people and the young at heart. The educational radio station is committed to the integration of blind and sighted people. It was founded in 1997 as a school project at the Zollikofen School for the Blind and has been an independent association for five years.
 

He has been a personal assistant to department head Ueli Maurer for over a year and has only managed communications on an interim basis since then. Minder will take up the post on February 1, 2012. This was announced by the DDPS on Thursday, according to SDA.

Peter Minder can look back on a 26-year career as a sports journalist at Schweizer Fernsehen SF. He is currently production manager and live commentator for athletics, cross-country skiing and tennis. As a professional athlete, Minder took part in four world championships and the 1984 Olympic Games in the sport of modern pentathlon. He became Swiss champion in 1983. Minder is a colonel in the infantry and is assigned to the communications section of the army staff.

 

This year, the volume of the work has increased massively. This year's work contains 568 pages of analysis and criticism. Imhof complains above all about the increasing tabloidization, personalization and emotionalization of the media. This is especially true of online, free and tabloid media. Last year, there were already heated discussions about the sociologist's findings. The same this year. With the difference that this year's discussions were even a tad more spiteful. There were nasty articles on the one hand and harsh counterstatements on the other.

This Tuesday around 3 pm I made a field test. Unscientific and simple. After all, I'm not a sociologist, just a journalist. I wanted to know which five stories were read the most and commented on the most. The online pages of the NZZ, Tagesanzeiger, Berner Zeitung, Bund, Basler Zeitung, Blick and 20 Minuten.

Let's start with NZZ.ch. As expected, no tabloid topics among the most-read stories. But what do we find in 4th place of the most commented stories? "Zottel is gone" moves the NZZ online reader. At Tagesanzeiger.ch. no tabloid topics among the top 5 and also "SVP-Geissbock Zottel verunstaltet und ausgesetzt" brings it only on place 8 of the most commented stories. At the Berner Zeitung, "Bauer, ledig, sucht ...: Hans sends Trudi away from the farm" is ranked 3rd in the top news. But no tabloid among the most commented. "Die nackte Wahrheit" (The Naked Truth) - a story about the daily Blick girls - made it to 5th place in the top news for the federal government. Among the most commented, "Die nackte Wahrheit" made it to rank 6 and "Geissbock Zottel wieder aufaucht" to rank 9. At the Basler Zeitung, no tabloid topics made it to the top ranks at all. Clear thing at Blick: "They stole his Maserati - CS top banker injured in robbery" and "'Star of the year'-choice number 12: Ana (22) from Rorschacherberg SG" (She is one of the naked facts!) on the ranks 2 and 3. On rank 4 with the most commented then "Back in the stable - So SVP-Zottel was found". And finally 20 Minuten: "Vögel(n) im Fallen - Beifang aus dem Internetz" - a story about the first free fall porn - on rank 2 at the top news and "Labrador überleben dank Mund-zu- Hund-Beatmung" on rank 4 at the comments. The bait has to suit the fish and not the fisheries supervisor (loosely based on RTL-Thoma).

Pierre C. Meier, Editor-in-Chief
[email protected]
 

My bad word of the last decade was already decided at the end of 2007. All the worse that it still dominates the headlines today. The attributes "systemically relevant" and the new German synonym "too big to fail" continue to serve as rhetorical smoke screens and argumentative all-purpose weapons in parliamentary debates, regulars' round tables and editorial conferences. Luckily, the occupiers from Wall Street to Paradeplatz are currently setting the record straight: "If anything is systemically relevant, it's us humans." And it's no coincidence that the New York Times also described the movement critical of capitalism as "too big to ignore".

The big Swiss banks and the financial center have been monitored by the Berne Declaration (EvB) for over 20 years. However, one sector that has a much more direct and therefore undisputed "systemically relevant" impact has only been on our radar as a Swiss "corporate watchdog" from time to time: the commodities companies based mainly on Lake Geneva and Lake Zug. The notoriously discreet trading companies and mine operators only briefly came into the crosshairs when an oil pipeline exploded in Africa or the residents of a South American coal mine were brutally evicted. Scandals like these occasionally made it into the margins of newspapers and were regularly shortlisted for awards critical of corporations, such as the Public Eye Awards.

By contrast, the global structures, Swiss headquarters and business strategies of Glencore, Vitol, Trafigura & Co, which often exploit legal gray areas, have remained an explosive black box - both in the media and politically. The fact that the Swiss companies with the highest turnover, which supply the global economy with their lifeblood of energy, metals and agricultural goods, have hardly been covered by the media casts a harsh light on the laws of the current media and attention economy. The combination of a lack of CEO prominence and hyper-complex structures deliberately created by the companies has a paralyzing rather than inspiring effect on Swiss business journalism. The concerted silence within the industry is usually excused by a lack of research resources and (resulting) ignorance of the dossier.

If any evidence were needed for Kurt Imhof's thesis of the influence of corporate PR on journalism as a threat to democracy, the non-reporting on the raw materials industry provides it. Admittedly with the opposite sign: Corporate intransparency and refusal to communicate produce journalistic ignorance and discretion. The EvB identified this information vacuum years ago, but only received the means to remedy the situation in 2008 with a bequest. And it did so thoroughly, namely in book form. In order not to block its own campaign crew, the project was outsourced - to a renowned business journalist who had already worked on the subject. However, the result was useless, so we had to get into our pants ourselves.

Our internal team of five quickly came to the basic conclusion that the history, structure and functioning of the Swiss commodities hub could certainly be researched. Dutch commercial registers, Luxembourg stock exchange listings and other economic databases contain many subtle clues about the activities of the main players. These pieces of the puzzle, supplemented by a few valuable industry contacts, could be put together to form an overall picture of over 400 pages, which is currently being read in many editorial offices.

At least that is what the number of requested review copies and the initial media response suggest. Of course, "Rohstoff: das gefährlichste Geschäft der Schweiz" cannot close the information gap on this increasingly important economic sector, but at least it outlines its dimensions and risks for the first time. And hopefully inspires many colleagues to take a closer look at this overdue issue. In any case, there are no more excuses.
 

The name change is a direct result of the collaboration with the partners in French-speaking Switzerland. The name, which is entirely in English, is understood in both German and French-speaking countries. Tamedia wrote this in a press release on Thursday. With around 3.2 million unique clients per month (Net Metrix Audit June 2011), Newsnet will become the news network with the widest reach in Switzerland.

Along with the new name, the new Newsnet.ch website is also being launched today, Thursday. At the heart of the site is a new type of rate calculator. Interested advertising customers can enter the desired formats for their online campaign as well as the frequency and receive an overview with just a few clicks. The site also offers general information about Newsnet as well as examples of selected campaigns. All content can also be accessed in optimized form via tablet devices and smartphones.

The name change is accompanied by an advertising campaign. Newsnet is welcoming its new customers in French-speaking Switzerland with "Bonjour in Switzerland's largest news network" and informing them about the new name in German-speaking Switzerland with "Ohne Z noch besser".

Newsnetz was launched in 2008 as a network of the partners Basler Zeitung, Berner Zeitung, Der Bund and Tages-Anzeiger. Since the launch, the number of users of the news portals Baz.ch, Bernerzeitung.ch, Derbund.ch and Tagesanzeiger.ch has grown continuously, Tamedia continued. In addition to close links with social networks, the gradual expansion of the editorial team in particular has led to significant growth.
 

Cleverly used tagging enables instrument-specific, relevant interaction and dialog processes. Here is a conceptual guide for process-oriented communication experts:

Speed and location-based processes as key factors
The most profitable use of visual tagging is in process-based communication workflows. When multimedia content, interactions and dialog processes need to be accessible on site and without detours, there is hardly anything more effective. Specifically, multimedia content and interactions can be usefully integrated into physical, but also site-specific layouts in the form of exhibitions or large building complexes, but also in packaging or operating instructions.

Bridge to physical content carriers
Smart packaging, interactive posters or direct mailings - with optical taggs, all web-based functions can be called up in a matter of seconds. Even in offline mode, optical taggs can take over management and process control functions and synchronize automatically when connected to the network.

Integrated understanding versus isolated gimmick
The process-specific understanding turns packaging into communication tools that provide direct access to specifications, recipes, ordering processes and instruction videos. In exhibitions, interactive and multimedia content such as films, documents, but also dialog platforms, surveys and voting are possible from objects via pads.

Sales promotion with added value
Taggs can be counted and analyzed according to other criteria. Functions, promotions or access can thus be perfectly controlled geographically and in terms of time. Interesting functions for clever advertising ideas.

Evaluation scenarios as underestimated values
Customer behavior in the form of geographical, temporal and user-specific behavior provides precise feedback that reflects the use and handling of users. Never before has it been possible to better understand visitor behavior in exhibitions or map process behavior from the product in more detail than with optical tags.

Technology as a supposed linchpin
There are few to no technical stumbling blocks. Which visual tag is used depends almost entirely on taste - technically, there are clear arguments as to why which tag should be used when. Optical tagging knows neither platform problems nor software-specific uniqueness.

Web-based content can be realized via common CMS as well as more complex device-specific functions such as camera functions or sensor controls. Specialists such as connvision in Zurich have been demonstrating a high level of process understanding for years and have realized B2B applications with impressive value parameters (www.connvision. com, www.beetagg.com).

Contactless taggs as a future extension
Whether contactless or optical, little to nothing changes systemically in the background. The focus is increasingly on RFID and NFC applications, which make content available on mobile devices in controllable radii (e.g. from 3 to 50 cm). However, these cases also primarily present communication concept requirements rather than technical challenges. Understanding taggs conceptually as accelerators, target guides and door openers has useful applications in almost all communication processes - especially in the B2B environment. Hansres Emchechtsberatung for only Fr. 99.-

- Individual legal advice for all employees on legal issues,
concerning your company. By phone and e-mail
- Private legal advice for the managing director
 

Job ads fell particularly sharply in September to 12.8 million Swiss francs. This corresponds to a decrease of 13.7 percent. Real estate ads declined with a minus of 11.4 percent to 5.1 million francs. This writes the Wemf for Advertising Media Research in the current advertising statistics on Thursday.

In the case of commercial ads, which also include election ads, the decrease was 0.4 percent to 128.3 million Swiss francs. However, according to Wemf, the share of election ads in this category is not surveyed. Brochure inserts recorded an increase of just under 13 percent in September with 15.1 million Swiss francs.

Significantly more advertisements were published in the regional weekly press, with an increase of 9.3 percent. Likewise, the number of advertisements published in the Sunday press (+7 percent) and in the trade press (+2.5 percent) increased. Fewer advertisements appeared in the daily press (-1.7 percent), the general press (-5 percent), the special press (-2.3 percent) and the financial and business press (-0.2 percent).
 

The first snow should soon be falling in the lowlands. This puts everyone who is still on the road with summer tires or only has worn rubber in the garage in a tight spot. Because once the snow arrives, everyone will be rushing to the garages and workshops at the same time and in droves. This makes it difficult to get the right tires and an appointment within a reasonable period of time. A new Swiss online store for tires now aims to remedy this situation:Pneujoe.ch.

On the Zurich-based company's web platform, you can easily order tires online from one of around 80 fitting partners. The fitting appointment can also be easily arranged online. All tires that can be ordered are guaranteed to be delivered within three working days. The fitting partners are Pneu- Egger and Adam Touring companies. You can also rely on Joe's prices: the amount stated in the web store always shows the final cost including delivery and fitting. "Pneu Joe personally guarantees quality," promises the agency at the airport. The agency has already been involved in finding Joe's name and has now developed various measures from posters to ambient advertising and online. For example, the latest tire test results can always be found on Joe's website. pan

In the process, you could win pre-packs of the limited edition. In the second phase, fans will be asked to rate the spiciness of the Hot Onion Rings. The campaign created by Advico Y&R has been running since October 10.

Responsible at Zweifel Pomy-Chips: Roger Harlacher, Christoph Ernst, Stefan Märki, Andrea Scherer, Philip Honegger. Vresponsible at Advico Y&R: Dominik Oberwiler, Martin Stulz (CD), Lukas Wietlisbach (AD), Milan Pavic (CGI/compositing), Annik Weber, Alexandra Rapeaud (graphics), Marietta Mügge, Marion Lim (text), Marcin Kolonko (flash), Roberto Eichin, Oliver Läubli (programming), Pascal Trütsch, Kerstin Schnyder (consulting).