In terms of awareness, the BMW ad by the advertising agency Draftfcb/Lowe ranks first, followed by the ad for 20 Minuten Friday by the advertising agency Rod and the Hakle ad by JWT+H+F. The Hakle ad also takes first place in the “Uniqueness” category, ahead of the “Schweizer Familie” ad by the agency Festland and the “Outdoor SportXX” ad for Migros by the agency Inhalt & Form. In the “Brand Fit” category, “20 Minuten Friday” takes the top spot ahead of Hakle and BMW. In the “Likeability” category, the Hakle ad comes out on top, with the “20 Minuten Friday” campaign in second place and the Migros “Outdoor SportXX” ad in third.

> Results at a Glance (PDF)
> To the detailed results

Several Swiss agencies are also in the running for the "Pencils". Advico is nominated with its campaign for the SonntagsZeitung. The subject "Uno" is on the list of one-show finalists once, "Merkel" even twice. The outdoor advertising for Citterio is also included. The Walker advertising agency has also been nominated four times. Twice with the small ad campaign "Human Rights" for Amnesty International, twice with the campaign for Greenpeace against nuclear power. The "Zonenplan" is on the list once for the One Show Award and once for the One Show Interactive. Contexta is also nominated for the latter with "Lost in Val Sinestra" for Swisscom and the campaign by Jung von Matt/Limmat "One Minute of Silence" for Caritas - Contexta three times in total. Also among the finalists for the One Show Award is Publicis with "Cars" for Renault. Scholz & Friends is the only Swiss agency nominated for the One Show Design. This is with their work "Lightshow" for Emmi.

 

One aim of the rejuvenation of Conzzeta's employee magazine was to make it more attractive, more modern and easier to read. The other was to make it easy to read and understand for employees and managers working in seven different business units around the world. Due to its broad diversification, the Conzzeta Group is complex. This posed a particular challenge for the preparation of the magazine's structure and content, the agency writes in a press release. The employee magazine is published twice a year in three languages (German, English, Chinese).

Conzzeta is an internationally active Swiss holding company with around 3,300 employees. Its activities focus on mechanical and plant engineering, foam materials, sporting goods, graphic coatings and real estate. The seven business units serve customers in over 100 countries and are represented by their own companies in a total of 25 countries.

Responsible at Conzzeta Management: Carlo Menotti (Head of Corporate Services). Responsible at Prime Communications, Zurich: Philipp Metzler (client manager), Martina Peyer, Sylvie Ruppli (consultants), Basil Hangarter (creative director), Marcello Koch (art director), Stefanie Huber, Erwin Lötscher (DTP).

 

The Pope is (always) Catholic, and what's more, he's German (this time). But I think he's great. Honestly. The way he stood majestically in the Benediction loggia of St. Peter's Basilica on Easter Sunday and poured out his "urbi et orbi" over the faithful masses in St. Peter's Square and in front of the screens was simply stunning. "Bauer sucht Frau" simply can't compete in terms of entertainment value. After all, the special papal blessing dates back to the 13th century, it is only available at Easter and Christmas, it can only be given by Papa himself and it guarantees all those who want it a remission of sins like in the Middle Ages. And it's even free of charge - at least for those standing on St. Peter's Square. Do you remember? "When the money rings in the box, the soul leaps out of purgatory." Urbi et orbi. To the city and the world. For that alone, it would be worthwhile to be Pope one day. Or just a pope.

But the Vatican is not as holy and tidy as the Pope makes it seem at Easter. It's all a bluff. The truth is that the holy lords under the velvet and brocade are all washed up. They are making plans to take money out of their sheep's pockets: L'Osservatore Romano, the Vatican newspaper, for example, wants to erect a paywall for its newly launched website. Until now, everyone has been able to enjoy the newspaper's spiritual and intellectual outpourings every day free of charge, but from September 1, users of www.osservatoreromano.va will have to reach for their wallets if they want to read the holy lines. Editor-in-chief Giovanni Maria Vian has decided this, reports the Guardian. After all, something has to pay for polishing the pope's ring and inspecting the papamobile. Because as the number of churchgoers dwindles, the collection is no longer so generous.

The planned online fee for the Osservatore is actually nothing more than an indulgence: if you pay, you can read and are therefore free from sin. A great package. In any case, the Schaffhauser Nachrichten does not offer its subscribers forgiveness included. The holy paywall benefits orbi et urbi - the world and, above all, Vatican City. It was not possible to find out whether the Pope has already given his blessing.
 

The monthly women's magazine, Edelweiss, was launched by Ringier Romandie in 1998. The magazine got off to an extremely successful start, now has 96,000 readers (Mach Basic 2011-1) and is the market leader in its segment in French-speaking Switzerland in terms of readership and advertisers. Now the design studio Schaffter Sahli, headquartered in Geneva, has been commissioned to tailor a new dress for Edelweiss. It should be simple and elegant, but dynamic and modern at the same time, according to a Ringier release.

Under the leadership of Laurence Desbordes, editor-in-chief since 2005, the editorial team designed new sections, new forms of presentation and information on fashion, beauty, culture and design. The magazine's leading sections, such as "Les lieux qui comptent," fashion trends, innovations in cosmetics and wellness, literary and musical discoveries, and events, can still be found in the magazine.

The new Edelweiss will be published this Friday, April 29, at every newsstand in Switzerland.
 

The communications company Orange does not focus primarily on technical matters such as networks and price plans, but on humanity. Consequently, it also places its employees at the forefront of its communications - the people who fulfill the Orange promise every day and whose passion it is to give something back to their customers from person to person and make their lives easier with small acts of kindness. This attitude is summarized in the claim: "Care changes with Orange. Today changes with Orange." To prove how serious Orange is about this promise, the campaign created by Publicis does not use actors, but real Orange employees, as CD Sacha Moser and strategist Achill Prakash explain.

Internal communication and brand campaign

In an initial phase, Publicis launched an internal campaign to recruit these employees. Under the motto "How orange are you?", CEO Thomas Sieber and three members of management called on people to recommend themselves for a role as a brand ambassador with an individual passion. The call was disseminated via the intranet with online films
and banners, but also with elevator posters and text messages. In parks and squares in Zurich, the selected employees then "gifted" their customers with magical light drawings as symbols of effective extra services and added value, such as the Orange Cine Day. The delicate works of art were created with the support of light artist Michael Bosanko. A TV commercial was created by Simon Cracknell, the photos by George Kavanagh. pan

 

The PR agencies that are members of the BPRA generated fee income of CHF 67.1 million in the 2010 financial year (previous year: CHF 67.7 million). While turnover fell by 0.9%, the number of employees in the association's member agencies rose by 2% to 309. The industry is cautiously optimistic for the current financial year.

There were revenue winners and losers in all provider categories. Providers that specialize in certain sectors or offerings tended to perform better, according to the BPRA. Smaller agencies are under pressure. The market trends show an increased demand for full service. The project business continues to grow and demand remains volatile. Demand is rising, particularly in the areas of digital communication, traditional reputation management and dealing with public transparency requirements and more active stakeholder groups.

Thomson Reuters generated a turnover of 3.2 billion dollars in its ongoing business in the first quarter. On a comparable basis, profit rose by one percent. The margin was 17.2 percent. This was announced by the group on Thursday according to SDA. For the year as a whole, Thomson Reuters expects sales growth in the mid-single-digit range.

The large increase was driven by the Legal division. There was an increase of ten percent, mainly due to the Westlaw Next database, which has been sold more than 18,500 times since its launch in February 2010. The business with financial market clients, companies and media increased its turnover by two percent to 1.87 billion dollars. Thomson Reuters competes in this segment primarily with Bloomberg and the News Corp subsidiary Dow Jones. The news and data provider was formed in 2008 from the merger of the Canadian media group Thomson with the British news provider Reuters.
 

The Hesskisssulzersutter agency has created a new logo for Dark-Sky. Founded in 1996, Dark-Sky Switzerland is a non-profit organization with several hundred members that is committed to reducing light pollution.

The organization draws the attention of the federal government, cantons, municipalities, companies and private individuals to light pollution, provides advice on lighting issues and offers assistance in implementing solutions. The active DSS team consists mainly of lighting experts, architects, environmental and electrical engineers, economists, lawyers, scientists and media representatives. All team members work exclusively on a voluntary basis.

When PubliGroupe held its annual press conference on March 18, CEO Hanspeter Rohner and the new Publicitas Director Beat Roeschlin reported that Publicitas (P) had adapted its business model and "extended almost all of its partnerships with Swiss publishers on this basis as of January 1, 2011". Specifically, they mentioned the agency agreements with Ringier, Tamedia, Edipresse and Axel Springer as well as the management contracts with the NZZ Media Group, Corriere del Ticino, Le Temps and Hersant. Rohner then doubled down in the Advertising Week of April 1: P had concluded "cooperation agreements with all major publishers on the new commercial basis", he said.

But Rohner and Roeschlin were obviously piling high. Because the P was unable to reach an agreement with two publishers - W. Gassmann in Biel (Bieler Tagblatt/Journal du Jura) and Mengis Druck und Verlag in Visp (Walliser Bote). In addition, a Werbewoche survey revealed that at least six other independent newspaper publishers have not yet entered into a cooperation with the P under the new model (see box). "Does Mr. Rohner consider the majority of newspapers to be insignificant?" asks Marcel Geissbühler, Head of Media at Gassmann. "What Mr. Rohner said is not true," agrees Kurt Hasen, Director of Mengis Druck und Verlag. "He may have signed a few contracts based on the new model, but he also seems to be meeting with resistance."

New basic fee as an obstacle

The reason for the resistance is the price model that P is basing the new brokerage agreement on. Previously, P charged a turnover-based commission for the placement of advertisements with in-house publishers. Now, P still wants a percentage of sales, but combines it with a minimum fee per ad placement. This reportedly ranges between 30 and 65 francs, depending on the publisher and title portfolio. If the same advertisement is placed several times, the fee is charged accordingly. However, if the revenue share per placement exceeds the fee, the latter is waived. "For us, the commission under the new model would cost 60 percent more than before - without any additional service!" criticizes Hasen. For the Visper publishing house, this is unacceptable. Originally, P had even demanded a price increase of 110 percent, more than twice as much as before. The situation was similar for the Gassmann publishing house, which switched from leasing from P to marketing itself only a year ago. "Our new commission would cost almost as much as the full direction at the time - although P would now only act as an agent for us and no longer take over the entire direction services," says Geissbühler. In addition, the fee for small classified ads would be higher than their insertion price - completely unthinkable for Geissbühler. "With the new model, we would have to increase prices, but that's impossible. We have to make our products more attractive and not more expensive," he says. Gassmann had therefore made a compromise proposal to P, but the latter had not accepted it.

Now Gassmann and Mengis are on their own

The fact is that the products of the two publishers are no longer being brokered by P. "We have heard from some customers that P is now refusing bookings in our titles," reports Hasen. "Publicitas is thus saying goodbye to neutral universal brokerage. It can no longer fully advise its customers," says Martin Bürki, Managing Director at Gassmann Media. When asked about this, Beat Werder, Head of Communications at PubliGroupe, responds with a standard answer. "Publicitas works with all media as long as a contractual basis for cooperation can be found. Unfortunately, this is no longer the case with the Gassmann AG media, because after intensive negotiations the parties were unable to agree on economically sensible commissions for the placement of advertising orders," writes Werder. He does not respond to other questions. He also does not comment on the dismissal of Mengis. What does this mean for the future of the two independent publishers? After all, around 25 percent of Gassmann's advertising revenue has so far come from the P, compared to around 10 percent for Mengis. Although both have signaled to P that they are still willing to talk, they are primarily adapting to the new situation. "We informed all our customers that they can book our products online or with Gassmann Media, our marketing company - where we also accept advertisements for all other Swiss print titles," says Bürki. Hasen also wants to "go on the offensive". He is primarily thinking of a coordinated approach with the partners Bieler Tagblatt and Freiburger Nachrichten, with whom the Walliser Bote is linked in the newspaper pool. Markus Knöpfli

P MUST EXPECT FURTHER RESISTANCE

When asked by Werbewoche whether a contract based on the new P model already exists, AZ Medien did not provide any information. However, as it only switched to its own management a year ago, it is probably currently in the middle of negotiations with P. This probably also applies to Basler Zeitung Medien (BZM), where publishing director Paul Herzog says that there are "still some uncertainties regarding the new P business model". The answer from Schaffhauser Nachrichten (SN) is unclear but confident: as it is involved in advertising combinations with both Tamedia titles and those of the NZZ, "we have a fundamentally different starting position", wrote publisher Norbert Neininger. Which probably means: Our situation is comfortable. We are so well integrated and bookable via several channels that the P cannot make any demands on us. However, the situation is clear at the Zofinger Tagblatt, Freiburger Nachrichten (FN) and Südostschweiz Mediengruppe: here they are still cooperating with P as before. At FN, however, renegotiations are imminent, says deputy director Gilbert Jenny, who is already defining the boundaries: he points out that FN also places advertisements with third parties, for example on a large scale with La Liberté and La Gruyère, which are under P management. "If P were to impose its new model on us, we would also apply it to the P titles," warns Jenny. Susanne Lebrument, member of the management team at Südostschweiz Medien, has a similar reaction. "The P has already presented the new model to us - we would be crazy to go along with it," she says. She has already made contact with W. Gassmann AG. "We are looking to see if we can somehow support the Bielers and work more intensively with them," says Lebrument, whose advertising organization also places advertisements for third parties and even has its own office in Zurich. - It is therefore quite possible that some publishers, who from P's point of view are obviously no longer "essential", will now join forces to form a kind of "second publicitas". (mk)

The site will feature articles "by Germans for Germans". In an interview with the Tages-Anzeiger on Thursday, Tagblatt editor-in-chief Markus Hegglin said that the editorial team is keen to offer a platform in Zurich to citizens from the neighboring country to the north. At the same time, he said, this would give Swiss readers an insight into the feelings of Germans living here. The aim is for the German authors themselves to decide what goes on the page. The paper is working together with the German Club Zurich to select topics.

Hegglin emphasized that it is the paper's task to ensure that "the various population groups can find each other on our pages". The "German page" builds on an existing tradition of the paper. For example, there used to be a "Pagina italiana". According to Hegglin, the page, which will be published for the first time on May 5, is not only intended to be serious, but also to dismantle prejudices with relish.