Advertising for M-Budget products is driving with a new strategy. M-Budget is moving away from single-product advertising "towards events tailored to the target group," explains Alexander Jaggy, Executive CD at Jung von Matt/Limmat. That's why the subjects of the campaign just launched feature objects that are each composed of a wide variety of M-Budget products. However, there is a meaningful use for all of the products integrated into the collage around themes such as a party, a TV night out or an excursion. "Every product that appears in the posters is not available anywhere cheaper in Switzerland," is the low price guarantee here. If there is, you can report it via a contact form on M-budget.ch - then the prices will be adjusted immediately. There are currently over 500 items in the range. According to the Brand Asset Valuator, M-Budget has been "the biggest up-and-coming brand" in Switzerland since 1995 and is one of the top twenty Swiss brands. From milk chocolate and low-fat curd cheese at the beginning, the product range has now expanded beyond food to cell phones, bicycles or Mobility cars. "M-Budget is successful because the line is not a quick fix. It was launched when not so many people were thinking about saving money and there were no foreign low-cost providers entering the country. The range therefore had time to grow slowly," says M. pan

APG published its annual environmental report in June 2011. The report shows that energy efficiency is steadily increasing and the environmental balance sheet is improving from year to year. APG writes this in a press release. Improvements in the areas of electricity and transportation contributed to the good result. The environmental impact caused by electricity consumption has decreased by 50 percent since 2006 and by 20 percent for transportation.

Overall, the company once again achieved a better environmental balance in 2010 than in previous years. Environmentally conscious purchasing of energy for illuminated advertising also contributed to the more positive eco-balance. According to APG, the reduction in the area of transportation is due to the consistent procurement and use of natural gas and hybrid cars. With 160 vehicles, the company has one of the largest eco-fleets in Switzerland.

The aim is to cover 100 percent of electricity consumption with renewable energy, says René Fanchini, APG environmental manager. This has already been achieved for the advertising spaces. Just under 50 percent is still missing for the buildings. From 2012 at the latest, however, the buildings will also switch to electricity from hydropower.
 

The German PR Council determines. This principle states that the sender of a PR message must be recognizable. Online campaigns are no exception. According to Wuv.de, the German Council for Public Relations (DRPR), the PR industry's self-regulatory body, is currently looking into the Mercedes case "Tramp a Benz" by Jung von Matt. In this case, the blog of hitchhiker and performance artist Stefan Gbureck was only "unmasked" after identification by the web community and the intervention of bloggers. In order to reach the Mercedes agency Jung von Matt, which had registered the website, it is necessary to query the Internet domain. A hearing of the agency regarding Case "Tramp a Benz" had already taken place on February 14, i.e. before the Cannes deadline, as Wuv.de further writes. A statement from Mercedes Benz on the case is still pending, confirms DRPR President Richard Gaul.

The Lusso play activities, under the patronage of Lion Max, are adventure games in which Max receives the support of many children. In order to defeat evil, the children learn the four "skills of light" in exciting games: speed, concentration, strength and team spirit - for example with the Max dance, which consists of simple Kung Fu elements and is easy for all children to imitate, the agency said in a statement.

The games start at 11 a.m. and last until 6 or 7 p.m., depending on the opening times of the pools.
 

The controversial poster had initially been displayed at several locations in the main train station in March 2009 on behalf of a member of Aktion Palästina-Solidarität. After three days, SBB arranged for its removal after being made aware of the politically explosive content.

The poster is directed against Israel's settlement policy and contains the sentence "Israel: built by force on the soil of the Palestinians" and the call "Injustice demands resistance! Last March, the Federal Administrative Court ordered the SBB to approve the poster following an appeal by the initiator. SBB appealed this ruling to the Federal Supreme Court. The judges in Lausanne have now granted the appeal suspensive effect. This means that SBB will not have to put up the disputed poster until it is definitively defeated.

According to the court, SBB has an overriding interest in being able to proceed according to its previous regulations until the legal situation regarding the commercial use of station walls is finally clarified. In contrast, the posting of the controversial Israel poster does not concern a short-term daily event. (sda)
 

As a young girl, Nadine Geissbühler still resisted following in the professional footsteps of her father Domenic Geissbühler. During her time at high school, however, her interest in art and design grew. "My best grades were always in the area of booklet making. Drawing titles, embellishing photos ..." Finally, Nadine secretly went to the entrance exam at the "Kunschti", completed the preliminary course and was then sure: "On this path I want to continue." Today, she works as an independent designer in the Corso House at Zurich Bellevue and employs two staff members. During her training at the HGKZ at the time, Nadine Geissbühler was also able to do an internship in New York at Graphis Verlag and Massimo Vignelli Associates. It was there that she met Swiss designer Peter Vetter. "That was a very important time. It was only through these insights that I really understood what graphics, advertising and design meant. And above all: what it means to me personally."

Year of teaching and traveling in Barcelona

Because the mood among the young students in the specialist class was rather "anti-advertising" at the time, Nadine Geissbühler wanted to know a little more after school and decided to take on a year of permanent employment at Publicis. The planned one year eventually turned into five and the Assi eventually became the AD. What would be a fulfillment for others, however, did not make Nadine Geissbühler particularly happy. "As an AD in a large agency, I was allowed to write many concepts and also learned to think really big sometimes, but I also had to organize a lot of the work of others and, above all, delegate it." She, on the other hand, preferred to hide behind the computer and "grümschelen" in silence.

After a few months in the new responsibility, she therefore wanted to leave. However, there was still no concrete alternative. "To really detach myself and clear my head, I then went to Barcelona for a year." There, it could have been "something completely new." But when learning the language as an occupation was no longer challenging, Geissbühler bought a computer again after a few weeks. The Mascotte in Zurich wanted a new face and to have her design the programs, flyers, concert posters, and so on.

"This job was a great way to get started. I had time and could try out a lot of things. Because life in Barcelona was very cheap at the time, I was able to live off this single client. It was also fun to work very intensively for days on just one task. Sometimes I didn't get out of the house for days," she recalls.

Moreover, working alone in a foreign city was a good school of life. "At the agency, everyone had their precisely defined job. Now I had to organize myself and all my suppliers myself. But I could learn to do that completely stress-free, because there was no big team waiting for new budgets." Because she wanted to remain independent, she decided to return home. "As an unknown foreigner in Spain, it would have been a very rocky road. I probably would have ended up back as an employee in an agency sooner or later."

In Zurich, she was able to rent a room in her father's office. Directly above the Club Mascotte at Bellevue, she has continued to look after this first client ever since - "now at close quarters, but with much higher fixed costs," she laughs. Thanks to her contacts in advertising, she met Hans Beer, now CEO of Kern & Sammet, at the Walker agency. The two hit it off right away, and Beer knew he wanted to work with Geiss on his marketing strategy for Kern & Sammet. So the two developed various new products over the past few years and gave the hitherto very deep-frozen world a warm, charming and flirtatious face. The small chocolate cake is called "Chocolate Kiss" and the filled pretzel "Kaiser-Brezel" and has a moustache. The company is also quite playful with languages, and so you'll find names like "La petite Fraise classique," "Panino Power," and "Spicy Buns" in the German-language catalog. "Products that are made with so much love should be packaged and eaten with just as much heart," says Geissbühler. That's why the packaging and products are hand-illustrated, turning the once frozen brand into a love brand. After all, you can't eat without love and you can't love without food. Or can you? In any case, ADC Switzerland also liked the creations, honoring them with a bronze award in 2010 and a shortlist this year.

Use for special tasks

The initial lean period as a one-woman business was soon overcome when word of mouth brought Nadine Geissbühler a steady stream of new orders. Thanks to contacts from earlier years, she is often requested as a freelancer. To her delight, however, not as a "fire extinguisher" or temp, but for tasks that agencies don't want to design themselves. "Special jobs that require a slightly different approach. That's a very comfortable position for me."

One such request recently came from Spillmann Felser Leo Burnett. Their client Emmentaler is sponsoring the upcoming musical "Käserei in der Vehfreude". The subject of the image had to be a "silhouette" on a large wheel of cheese depicting the most important scenes of the story by Jeremias Gotthelf. A job that really deserves the term "dream job" was the request from Publicis to paint an airplane. To promote Swiss' newly added Zurich-San Francisco route, the creative team at Publicis suggested styling an Airbus in the style of an old hippie VW bus. CD Peter Rettinghausen remembered a cover that Nadine Geissbühler had designed in a similar style for the artist book "Claude Martin" - a farewell gift for the Publicis CD.

"I have never returned from a briefing with so much awe," Geissbühler recalls of the lofty assignment. No one really dared to believe that the people in charge at Swiss would actually sign off on the idea. During the research, it quickly became clear that it was not a matter of painting a surface, but of responding to the shape of the vehicle. So a window becomes a flower, the headlight an eye, the door a mouth, and finally the cargo door became a giant udder of a cow, which of course also flies Swiss.

Stay on the ground with Swiss

The 3M film, which will shuttle across the Atlantic until September, now weighs 400 kilograms. According to the first drafts, the hull would have been quite a bit heavier. "But I quickly realized that, in addition to the colored painting, I also had to leave enough room for the typical white of Swiss. It was also important to realize that the many details must not be too small. The plane is only seen from a great distance. "

After accepting the playful work and an ADC cube in silver, Nadine Geissbühler even thought about taking off for a brief moment. "You can't top an order like that!" In the meantime, she has come back down to earth, still hasn't redeemed the voucher for a Swiss flight of her choice, and continues to hide behind her computer. "Although my father uses completely different ways of working, we certainly have one thing in common: we still do a lot of work by hand. There's a lot of snipping, pasting, copying, painting and tearing in our studio. The computer is certainly my best helper, but it can't think. Unfortunately!" And on one line the daughter follows her father quite consistently. "I also train apprentices. It's an old family tradition. I want to give something back. That's my good deed. At least one ..." she says. But Beluga the dog under the desk shakes her head in denial. The good animal knows: There are also a few other things. Andreas Panzeri
 

In no other country in the first world are so many female star journalists married to politicians as in France. On the left side of the political spectrum, this form of marriage is even more widespread than in the bourgeois camp due to ideological affinities. After his divorce from Cecilia, Nicolas Sarkozy was only briefly in a relationship with a journalist from the conservative Figaro. Sarkozy's turbulence cost the editor-in-chief of Paris Match his job: he had put Cecilia on the front page with her new partner. The cuckold - then still Minister of the Interior - won the election because Cecilia had returned home to keep up appearances. Sarkozy then consoled himself with Carla Bruni. The singer with the many left-wing and intellectual ex-lovers has become a faithful and loving presidential wife in the Elysée and has bid farewell to the left-wing cake and the mainstream. Now the First Lady, who was given a supporting role in Woody Allen's magnificent homage to Paris, is making sure that the Elysée is expecting children for the first time since the Fourth and Fifth Republics.

While the most dangerous rival in the election campaign is on trial in New York: accused of raping a black chambermaid. DSK is also married to a prominent former TV journalist. It happened when she visited him at home for Europe's largest private broadcaster Tf1. Unlike most TV wives, Anne Sinclair withdrew - others have also interviewed her husband or his colleagues in the cabinet. She now stands by her husband, whose defence she is organizing, just as firmly. Le Monde has estimated the fortune of the heiress of an art dealer at "a few million euros".

Sex, money, power: DSK's arrest has plunged France into a prolonged frenzy. Nothing remains as it was, a correspondent has just reported. And he was referring to the French judiciary: Sarkozy - the most American of all presidents since the Second World War - wanted to model it more on the United States. He had to withdraw the reform - in the meantime, the French are getting daily lessons from New York. And it's like television.

And not at all superfluous. The actions of the American police against DSK were criticized in harsh tones. For days, the French elite defended their star with a class solidarity that went far beyond the presumption of innocence. Only the feminists turned the discourse around. They even proclaimed the "end of the sexual exception" - the French macho culture - with the "master's right" of politicians voluntarily granted by women. But the French still take DSK's house in New York - a monthly rent of 50,000 dollars - worse than the crime he is accused of.

DSK will also be the subject of the summer theater - next hearing: July 18. The French media no longer have any regard for the privacy of the man they celebrated as the future president. Not only in his case was their protection misused as an alibi to conceal abuses and crimes. Part of the frenzy in which the country still finds itself are the many concrete cases that are finally coming to light. The media are accusing themselves of being involved in an "omerta" by the elites.

Now the dams are breaking - and philosopher Alain Finkielkraut already fears a "totalitarianism of transparency". It would not be that difficult to define the boundaries between privacy and politics. But for the French media, it's all about a cultural revolution. After the incidents in Manhattan, they have expanded their national navel-gazing a little and discovered a case that they ignored for months: Kachelmann

"Mobile has taken off" was the headline in the last Advertising Week. In it, Christoph J. Walther describes how advertising on cell phones is slowly taking off. Although the growth figures are impressive (as always in the start-up phase of a successful offering), the absolute figures are still modest. Or in the words of Stefano Buzzi, Head of Advertising Market at Tamedia's Newsnetz: "We expect growth of 50 percent this year compared to 2010. Overall, however, the share of mobile advertising in total advertising sales is still in the single-digit percentage range."

> To the article, part 1 (PDF)
> To the article, part 2 (PDF)
 

Clientis Bezirkssparkasse Uster has been part of the client portfolio of the Walder advertising agency in Uster for several years. One particularly rewarding task was the communication support for the 175th anniversary of Clientis for a whole year. The bank commissioned Sandro and Reini Walder's agency with the strategic concept for the anniversary communication back in spring 2010. The result was a comprehensive package of measures with various activities throughout the year. These culminated in May with an eventful month of events. Walder, Werber was responsible for the comprehensive communication - from brainstorming, planning, realization and implementation of all measures to media planning and event organization.

The anniversary year first made its presence felt in January 2011 with an anniversary logo and buttons for all employees.

Regular column on history

Things really got going in March with the launch of the microsite and a retrospective by Prof. Dr. Maximilian Wirr, a fake professor who wrote a weekly column in the regional newspapers about the history of Clientis Bezirkssparkasse Uster. Casting for the anniversary stage also began in March. A jury selected 23 artists from the region for a later performance in the event month of May. Even before that, a special edition of the Annual General Meeting was held in April. Around 400 members of the bank's cooperative as well as important customers and authorities were invited to attend. The "Journey through time", an exhibition on the history of the bank, was also inaugurated around this AGM.

Show acts and anniversary book

Walder, Werber has created a 140-page anniversary book in collaboration with historians, current and former employees of the bank and freelance authors as a lasting reminder. In addition to the bank's history, the book also covers many other regional, national and international events from the last 175 years. During the event month of May, 23 cultural acts were presented on the "anniversary stage" in the Zellweger Pavilion in Uster over 12 days. A small festival area with a bar invited visitors to linger and enjoy. In addition to the main measures, Walder, Werber also took care of the entire framework communication from flyers, wild posters, PR articles, an anniversary supplement in the regional newspapers to mailings to customers as well as the exterior design of the bank buildings. The "Journey through time" will be on tour as a traveling exhibition until the end of the year, and a competition on the microsite will also continue. Andreas Panzeri

 

The EU's eastward expansion came into force on May 1. Employees from Eastern Europe no longer need a visa to work in Switzerland or other European countries. This could give Swiss agencies a real creative boost - because workers from Eastern Europe are known for their excellent artistic training, perfect illustrations and, above all, extensive digital skills, which are still lacking in Switzerland. What's more, they are usually younger than their Swiss competitors when they enter the job market. And not as expensive.

Werbewoche wanted to know whether the new free movement of workers has already had an impact on Swiss agencies, whether it is an opportunity or - with regard to wage dumping - perhaps even a risk. We asked whether Swiss agencies are specifically recruiting Eastern European staff or whether they have received more applications from Estonia, Latvia, Lithuania, Poland, Slovakia, Slovenia, the Czech Republic or Hungary since May 1. We also wanted to know which areas are being recruited for and how satisfied the agencies are with the qualifications of their Eastern European employees.

Of 21 agencies contacted, 15 answered our questions, 3 abstained from participating for reasons of content or time and 3 agencies did not respond to our request at all.

The results: No run on new talent

For 6 of the 15 agencies surveyed, workers from Eastern Europe do not play a major role today and will presumably continue to do so in the future. 8 agencies do not rule out that the topic could become relevant for them in the future, and one agency considers it likely that it will hire workers from Eastern Europe: "We can very well imagine acquiring staff from Eastern Europe in the future," says Annina Stettler from Contexta. Some of the agencies surveyed point out that it is still too early for them to make well-founded statements about whether the acquisition of workers from Eastern Europe will become relevant for them in the future.

Six of the agencies that took part in our survey already employ staff from Eastern Europe. However, they did not come to Switzerland as part of the EU's eastward expansion, but have been living and working in the country for some time. Four of these six agencies explicitly emphasize that they are very satisfied with the performance of their Eastern European employees. Word of the high level of qualifications that creative professionals and consultants from Eastern Europe can demonstrate has already spread to agencies that do not yet employ Eastern Europeans: "Those people over there are damn good! An opportunity for our agency world," says Silvan Metzger from Metzgerlehner, for example. Frank Bodin from Euro RSCG emphasizes: "Especially in network agencies, in the IT and programming sector, you can find excellent people there, even in key positions. In creation, too, especially in design, people often come from Eastern Europe. I think this is absolutely legitimate in this area, there are many very good portfolios." René Schwarz from Maxomedia disagrees: "So far, we haven't received any really good applications."

Three of the agencies surveyed employ the specialists required for projects - primarily programmers - locally, predominantly in Poland, but also in other Eastern European countries. No problem in times of global networking. Andy Hostettler from TBWA: "They can do something that we can't, or they do it faster or cheaper. That's why we are very satisfied with them. We always have teams from these countries (Poland, Germany, France; editor's note) when it comes to international campaigns. Or we send our people there." Euro RSCG and Goldbach do something similar. "We use networks to award contracts to Eastern Europe or India, especially programming work," says Frank Bodin from Euro RSCG. And Bramwell Kaltenrieder from Goldbach Interactive emphasizes: "In connection with the development of new markets and the establishment of corresponding units, for example in Poland, we have already had the opportunity for some time to have selected work and sub-projects carried out locally. The interactive, global media world opens up new marketing opportunities for us and the Swiss advertising industry in general."

Wage dumping not to be feared

Eight of the agencies that took part in the survey had not yet recruited any workers from Eastern Europe and had not received any applications from this region. The other seven agencies already had dossiers from Eastern Europeans to sift through. In all cases, however, this was before the EU's eastward expansion on May 1. Frank Bodin: "We receive many inquiries from the former Balkan countries. They have increased over the last few years because well-educated people from Eastern Europe earn a lot more in Austria, Germany, Switzerland or Italy than in their home country." The fact that hardly any Swiss agencies are specifically recruiting Eastern Europeans is probably due to the fact that there is still a sufficient selection of qualified employees from Switzerland and the surrounding countries.

Three of the agencies surveyed explicitly mentioned that they consider a lack of language skills, namely in German, English and Swiss German, to be a significant barrier to hiring employees from Eastern Europe. However, a lack of German and English language skills is a handicap primarily for consultants working in Switzerland, less so for creative professionals or IT specialists.

All the agencies surveyed consider it unlikely that Swiss employees will be threatened with wage dumping if workers from Eastern Europe come to Switzerland - especially as it is not expected that the Swiss labor market will be overrun by Eastern European creatives, IT specialists and strategists. However, Daniel Hünebeck from Adisfaction points out: "With comparable or even higher professional expertise and lower wages, Eastern European designers could become serious competition for Swiss jobs.
local specialists."

Surprising differences to Germany What our survey clearly reveals are the sometimes striking differences to Germany: while the eastward expansion of the EU does not bring any major changes for Swiss agencies according to their own assessment, the German agency landscape is already benefiting from the permeability of the borders to the east. Werben&Verkaufen Online" was able to prove this at the beginning of May with a similar survey of large German agencies (survey: http://bit.ly/mjkTOX). The trade magazine surveyed the recruiting heads of nine agencies. The tenor of all responses is similar: German agencies have been acquiring employees in Eastern Europe since the abolition of the work visa requirement and are also receiving applications from this region - albeit not in large numbers. German employers are consistently satisfied with the performance of Eastern European copywriters, creatives and digital specialists: Eastern European employees are seen as an absolute asset for creative work, as they are very ambitious and technically advanced, although there is still no training for agency staff and communication professions in Eastern Europe.

In addition, these workers could help to overcome the shortage of skilled workers, particularly in the digital sector. Although the HR managers surveyed at the German agencies also pointed out possible language problems that could make working with Eastern Europeans more difficult, as an agency you have to invest in talent, according to Wunderman, for example. Eastern Europeans who speak English very well are deployed on international accounts. Some of the interviewees expect that the eastward expansion of the EU will increase competition among creative professionals in Germany. However, wage dumping is just as little expected by German agencies as it is by the Swiss agencies surveyed by Werbewoche. Anne-Friederike Heinrich

> To the complete answers of the agency representatives

Your opinion on the topic: Send an e-mail to [email protected].

 

The new image is intended to appeal to both members and future professionals and position the organization as an innovative, competent and versatile interface between education and practice. The OdA GS Aargau will continue to be supported with advertisements, a professional magazine and a trade fair presence.
 

The Zattoo vision is: "Internet TV is everywhere. Zattoo is driving and leading it." Television has been available on notebooks for five years now. Zattoo celebrated this last week with a birthday party at the Enge lakeside resort. Zattoo has been available on cell phones for 18 months. What the pioneer is still missing is the step onto the big screen via boxes and smart TVs. The challenge here is the inevitably different user interaction. Instead of a mouse or touchscreen, all that remains is the remote control. Viewers want to be able to zap from their couch. "We now have the first prototype in the office," says Managing Director Niklas Brambring of Zattoo International in the "City of the Future" in Oerlikon. The new development should not be launched with a "big bang". "But the technology has potential," says Head of Sales Switzerland Martin Schlenker. Incidentally, the market is set to take place here and in Germany in the future. "In the USA and many other countries, the problem with broadcasting rights has proven to be too complicated."

With the possibility of now being able to offer TV on a large screen, Zattoo is entering into even more direct competition with cable providers. "Our picture quality on the big screen will be the same as with Swisscom TV," promises Niklas Brambring.

In order to keep up with the latest developments, Zattoo has just brought a third content distribution network on board. With three systems working in parallel, you can switch to the best available quality at any time from the control center. It is also important that the flat screen does not remain dark for too long when zapping. Zattoo has now reached 1.5 seconds instead of the previous 5.
pan