Werbewoche: You have successfully built up several companies. Do you have two golden hands - or can anyone do it?
Hermann Scherer: No, I don't have golden hands. Anyone can do that. I believe that the world is made up of many problems and that every problem is actually a potential company. Because every problem can be solved and therein lies the idea for a company. For example, I once wanted to experience good speakers. So I organized a lecture event, which turned into a company that now has a turnover of seven million euros. The difficulty is that we don't get to develop good ideas from our problems because we all work too much in the company and too little on the company. We all have good ideas, the best one on Saturday evening - and come back to the company on Monday and say: "We won't do that either." I have an assistant with whom I talk about my dreams and ideas for two hours every Monday if possible. She then checks which of them could actually be implemented and whether there is a market for these ideas. Because I don't have time to dwell on my ideas.

Do you have an outsourced brain?
Yes, that's a wonderful term. This lady goes for a week-long walk with my idea, I also say that she goes for a walk in my head. What she does is actually the job of the managing director and, strictly speaking, she is still above the management. She develops my idea further, I also develop it a little further and it then becomes a new company relatively quickly, which we start with little money, maybe 5000 euros. We just get started. A few companies have already flopped, some have turned out great. There's always something going on.
 

>To the complete interview and pictures (PDF)

The tenant is entitled to an object that is fit for use - that's what tenancy law says. If, for example, the heating does not work properly, there is a defect. And as long as the landlord does not remedy a defect, even though he knows about it, the rental property is not fit for use without restrictions, and the tenant can demand a rent reduction.

But what applies if it is not yet clear what the rooms will be used for one day, because the tenants have to be found first? The law does not say a word about this special case. Thus, the legal practice had to find a way to satisfy the need for raw rent. Result:

The agreed use of the object includes the removal of the same - which means that it is already considered fit for use in the shell. What remains is the otherwise rather untypical yawning void of regulations in the law. This makes it particularly important in the case of a shell lease to draw up the lease agreement in as much detail as possible.

Zurich lawyer Carmen Wettstein regularly deals with unfinished building leases. She explains: "The contract must state that and what exactly the tenant is allowed to build out or convert. It's also important that the specific shell condition is precisely documented at the start of the lease - in writing or with photos - preferably as part of a takeover protocol at the start of the lease." The contract should also specify the parties' obligations as precisely as possible: For example, who has to obtain any official permits and who is responsible for the maintenance of the leasehold improvements - usually the tenants. The rent for the building shell should be more favorable than the rent for a fully equipped rental property. Otherwise, the landlord would be circumventing his obligation to hand over and maintain the premises in a usable condition.

"It is also important that future developments are already taken into account in the contract, as far as that is at all possible," says Wettstein. As an example, she cites the legal introduction of the smoking ban, which in individual cases led to problems between the parties when the tenants of catering establishments wanted to retrofit a fumoir - and had to rely on the landlord's consent.

The dismantling of the leasehold improvements at the end of the contract should also be anticipated in as much detail as possible. Because lease agreements often stipulate an obligation to dismantle or transfer the leasehold improvements without compensation, the tenant must calculate from the outset and insist on the longest possible term for the agreement. "In the case of a mere five-year contract, the tenant must be able to depreciate the investments over five years so that the investment pays off," says the expert. "And contracts without a minimum term are hardly ever an option."

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The Weiss+Appetito Group has decided to sell its civil engineering and road construction division this year. Weiss+Appetito invited three agencies to pitch in order to anchor the change in communication. The task was to redesign the brand. The agency impressed with an unusual campaign appearance for the construction industry, according to a statement from the agency.

The first works by Republica for Weiss+Appetito will be on display in fall 2011.
 

After a slow start, advertising revenues have risen sharply in recent months, according to a press release. The Board of Directors of ONZ is confident that the young media company will be profitable in two years' time. ONZ closed its first financial year on December 31, 2010 with a loss of CHF 1,478,000, the press release continues. This result is around CHF 70,000 better than originally budgeted. This was because printing and distribution costs were lower than expected and personnel expenses were also lower than budgeted. The lower expenditure was also significantly influenced by the shorter operational activity of ONZ, which lasted eight months in the first financial year instead of the twelve months budgeted. Advertising income showed a clear upward trend. At the end of the first financial year, they were lower than expected at CHF 70,000. In the first four months of the current year, the targets have already been achieved with CHF 49,000.
 

In the pitch process against three other agencies, Yjoo convinced the Schaffhausen-based watchmaker with its many years of communications experience, according to a statement. In addition to managing the media office in the Swiss market, Yjoo will design and implement IWC events in Switzerland in close cooperation with the company's in-house PR specialists.
 

The 40-page brochure brings together all Canon consumer laser systems for the home and small office sector, as Pixeldisko writes in a press release. The simplest home office solutions were to be presented and introduced to the buyer group in just as descriptive an environment as the most sophisticated business systems. This was a graphic tightrope walk with an extensive concept and design phase in the run-up, according to the agency.

Responsible at Canon (Switzerland): Donat Morgenegg (Product Marketing Manager OIP), Fabian Goedri (PM Laser), Oliver Henzi (Corporate & Marketing Communication). Responsible at Pixeldisko: Corinne Wyssen, Pia Fleischmann (graphics) Othmar Küng (consulting & art direction). Print: Lutz Print Shop, Speicher.

 

The agency designs and implements interdisciplinary marketing campaigns and mobilizes teenagers and young adults throughout Switzerland, according to a statement on Wednesday. The respective campaigns are aimed specifically at the needs of young people and include print and online marketing as well as social media, guerrilla marketing and promotions. Within a short time, the agency has already built up a considerable customer base, it continues. Since its founding, brands such as Trojka Energy, Nokia, Tally Weijl, Data Quest and Burger King have relied on the agency's expertise in youth marketing. "Our specific know-how regarding the information and decision-making behavior of young people enables us to design our clients' actions and campaigns in such a way that they reach the target group directly without wastage and their success can also be precisely measured. This gives us a decisive competitive advantage over conventional marketing agencies," explains Fabio Emch (pictured), Managing Partner at Jim & Jim.

They have already proven their pioneering spirit with their young company Jaywalker, they write. Jaywalker has been managing the Stucard student Maestro card for all German-speaking cantonal banks in Switzerland for several years and supports and advises the banks in their youth and student marketing.

The House Agency has convinced with a concept that extends the classic press work by a communication on and offline including social media elements and includes a new interactive website in addition to an upgrade of the existing CI/CD, writes the agency in a statement. Further elements of consulting and support around the brand Fashion Days Zurich 2011 are to be added within the overall concept in the course of the preparation for the event until November 2011.

The second edition of Fashion Days Zurich will take place from November 09 to 12, 2011 with designers such as Roberto Cavalli and the charity event "Fashion Rocks" known from New York and is already starting its preparation phase.
 

Josef Nietlispach has been working in the media industry for over 20 years, as detailed in a press release on Wednesday. During this time, he has worked at Berner Zeitung, Aargauer Zeitung and Migros Presse, among others. He also acquired extensive know-how in the field of online marketing in his role as Sales Director at Search.ch.

Josef Nietlispach is now available to advise on and sell Swiss TXT's cross-media communication solutions.
 

The leadership team Petar Dakovic, Juerg Aemmer and Pascal Schaub are delighted, the agency writes in a statement. They are particularly proud to work for a brand that embodies Swiss values like no other.

"The intensive exchange over the last few months has convinced us. Saatchi & Saatchi has demonstrated strategic understanding and creative competence - that's what tipped the scales," says Olivier Quillet, Head of Brand Management, Swisscom.

The new mandate will be managed from the Zurich office. Petar Dakovic, Mangaging Director, is convinced: "Swisscom has the potential to become a very big brand. We want to fully exploit this potential."

 

Bel Epok develops a brand and communication concept for the online store for fashion and accessories in Switzerland and revises Stromberg's corporate design.
 

46-year-old Christine Maier, editorial director and presenter of "Club", is taking over the position of presenter and editor at the news magazine "10vor10". She is taking up the position left vacant by Susanne Wille's move to the "10vor10" reporting team. Christine Maier has been the presenter of "Club" since 2001 and has headed the editorial team for five years. In 2005, she also worked as a presenter on "10vor10" for six months. She will take over her role at "10vor10" in the course of the summer, but will continue to perform her functions at the "Club" until her successor has been appointed. The position of editorial director and presenter of the "Club" will be advertised.

Cornelia Boesch, presenter and editor of the "Tagesschau" editions "Mittag", "18 Uhr" and "Nacht" since 2004, will join the four-person "Tagesschau" team from next September. The 36-year-old has been working for SRF since 2003, first as a reporter at DRS 1 for two years, and since 2004 in the editorial department of "Tagesschau". In the fall of 2005 and in the fall of 2007, Cornelia Boesch took over for Susanne Wille on "10vor10" for longer periods.