After Westside had become the center of communication in the first two years since its opening in 2008, the
experience between shopping and leisure activities, the third year of the close collaboration between Westside and Republica now focuses specifically on the products - representing product categories - and the versatility of the leisure and shopping center. For the current campaign, the agency has focused on one of the shopping center's core values: "At Westside, consumers and visitors get everything under one roof". Republica's visual solution can be described as a "trendsetting box", which figuratively shows a cross-section of the Westside range - formally based on the architecture of Daniel Libeskind. The individual boxes within the large whole provide space for everything Westside has to offer. The boxes generically communicate Westside's five product areas: shopping, gastronomy, cinemas, bathrooms and hotel.

In addition to the primary means of communication such as posters and advertisements, the trend-setting box can also be seen in the Westside magazine and, in stages, on the web. The new appearance was celebrated at Westside during the 2011 spring campaign: Under the campaign title "Fashionation", the focus was specifically on Westside's fashion expertise. Numerous events and promotions, from color and style advice to special make-up tips and tricks as well as smaller and larger fashion shows, will take place at Westside. The core promotion is the "Ticket to Catwalk": customers receive this ticket with every purchase, with which they can walk along the specially constructed catwalk and, with a bit of luck, win prizes. For the main fashion show on the first weekend of "Fashionation", Detlef D! Soost put the finishing touches to the models at a public rehearsal and, together with his partner Kate Hall and ex-misses Amanda Ammann and Whitney Toyloy, provided the high glamor factor
at the start of "Fashionation", which runs until April 2.

Just a few days later, the trend-setting boxes will be trimmed for Easter and Westside will be all about families. The fashionation has been running since March 7 and ends on April 2, 2011. In addition to posters, online measures and advertisements in the Westside magazine, streetcar hangers and in-house decor and lettering will also be used.

Responsible at Neue Brünnen, Westside: Ludwig Nehls (Center Manager). Responsible at Republica: Roger Keller (overall responsibility), Stéphanie Schneuwly (consultant),
Rahel Bühler (Junior Consultant), Re Wilk, Chris Morgan (CD), Youri Laubscher (AD), Tugba Kirac, Simon Matz (Graphics), Bruno Böhlen (Magazine Editor). Photography: Eliane Clerc, (7pictures Bern), Décor: Metazona,
 

Directing talents from the fields of feature film, short film, documentary, animation, video clip, 3D, and advertising - who have not yet worked professionally in advertising for more than 2 years - can submit their work and present it to a top-class jury. The winners make it to the showcase and are presented to the public. A stepping stone into the international business, which has already served Frederik Bond, Chris Cunningham, Jonathan Glazer, Michael Gondry, Spike Jonze, David LaChapelle, Ivan Zacharias, Tarsem and other directing talents well at the beginning of their advertising film careers, as proven. Examples are on the New Director's Showcases Youtube Channel to see.

Registration go to Edward Müller [email protected] or by mail to Saatchi & Saatchi London, 80 Charlotte St, London, W1A 1AQ, United Kingdom.
 

It's been a while since we heard from Julian Assange. But there are also dispatches from Wikileaks on the nuclear disaster in Japan. And it's not just Facebook that is working in the Arab revolutions.

France's former foreign minister Védrine spoke of a "digital Big Brother", psychoanalyst Elisabeth Roudinesco feared the "tyranny of transparency". And former ambassador Elie Barnevi said that international relations would never be the same again. In the meantime, the outrage has largely subsided and Wikileaks has at least temporarily disappeared from the headlines - displaced by events in Japan and North Africa.

At the outbreak of the revolutions, the Christian Science Monitor mocked the idealization - in the West - of surfers in totalitarian countries: "They are stylized as the new Sakharovs, while the vast majority are content to consume moronic videos on YouTube." Nevertheless, it should not be forgotten that Facebook allowed the fire ignited by a self-immolation in Tunisia to spread. The spark also spread beyond the borders. And in Tunisia, as in Egypt, the uprising was, if not triggered, at least spurred on by the news: Thanks to Wikileaks and its dispatches, the insurgents knew about the Americans' assessment of the regimes, who considered Mubarak's son to be incapable as a successor and would not necessarily support Ben Ali's mafia regime. Even though they are friendly states, bastions against Islamization.

Even before Wikileaks was nominated for the Nobel Prize, Jean-Christophe Rufin had already compared the organization to his "Doctors Without Borders", who had actually received it. Rufin was one of its founders thirty years ago. At that time, French intellectuals turned away from Marxism, founded the anti-totalitarian Enlightenment and developed the "duty to intervene", in the name of which the French have now become the avant-garde of the military operation against Libya. Today, the writer Rufin is a member of the Académie Française, and until recently he was the French embassy in Senegal.

"Doctors Without Borders" arose against the Red Cross: its neutrality and its advocacy of a right within war had made it an accomplice to barbarism in totalitarian societies. "Without borders" means: regardless of national borders and ideologies, victims have a right to help. Free citizens, informed by the press, must help. This concept prevailed and changed the face of war: "The world learned of the fate of the murdered" - Rufin recalls Cambodia, Afghanistan, Ethiopia.

With the success of the movement came the crisis. The humanitarians are now well organized and wealthy. The problem of independence also arises for them in view of the donors. They now base themselves on the law, whose transgression they had pursued. The concept of the duty to intervene has been instru¬mentalized by the United States to legitimize wars. Nowhere have the new humanitarians brought peace, overcome misery or prevented a climate catastrophe - the results are depressing.

Rufin speaks of a third generation of civil revolts. He includes radical ecology with animal liberation and the "virtual militantism" of Wikileaks. Transgression is becoming the rule. The use of violence, theft, systematic provocation, life in illegality - everything is justified by the cause. "Recognizing the context of developments does not mean condoning them," writes Jean-Christophe Rufin.

In totalitarian states, these civil revolts are welcome and legitimate. In Western societies, they have become the fifth estate in the state. They make governance impossible. They make reforms more difficult. But the justified publication of the Wikileaks leaks about the omerta in the Japanese nuclear industry shows that the boundaries are not so easy to draw. They will also fall. Jacques Attali, once a diplomatic advisor to Mitterrand and now a theorist of the virtual society, believes in freedom of thought as the last legitimate secret that can and must be defended: "No one should be forced to say what they think."

The prize is awarded in the categories Digital Performance Campaigns, Digital Branding Campaigns, Technology, Innovation, Creation, Business Efficiency, Online Marketing, Usability and Public Affairs as well as the special category 2011 "Digital Natives". In this category, projects were sought for the Internet generation, for people born after 1983 who were born with cell phones and computers.

This year's highlight will once again be the election of the "Master of Swiss Web". The jury has nominated 12 projects from the 306 entries for the Master award. 2011 is all about the big brands: including Ex-Libris, Migros made it to the final twelve five times. Post Finance is in the running with two projects and Swisscom, SRF and SBB with one each. After the jury, the readers of Netzwoche, the Swiss ICT magazine for business decision-makers, and the readers of the ICT Journal, the opinion of the audience is now being sought.

The honorary award winners
Marc Bürki, Chief Executive Officer (CEO) of Swissquote Group Holding, and Paolo Buzzi, Chief Technology Officer (CTO) of Swissquote Group Holding and Swissquote Bank, have been selected as Best of Swiss Web honorary award winners for 2011. Born in 1961, Bürki and Buzzi definitely no longer belong to the much-vaunted category of "digital natives", as the Best of Swiss Web press release from Thursday states. However, looking back on their work to date, it is clear that their knowledge and affinity for the WWW is in no way inferior to that of a "digital native": Together, Bürki and Buzzi founded Swissquote - the largest online broker in Switzerland, according to their own statements. With Swissquote, Marc Bürki and Paolo Buzzi have left a lasting mark on the Internet business, which is why they are being awarded the 2011 honorary prize, the press release continues.

Marc Bürki was born in 1961. He graduated as an electrical engineer from the Swiss Federal Institute of Technology Lausanne (EPFL) in 1987. Until 1990, Bürki worked as a telecommunications specialist at the European Space Agency in Nordweijk (NL). Paolo Buzzi, born in 1961, graduated from the EPFL in 1988 with a degree in microtechnology. From 1988 to 1990, he worked for Rolm Systems in Santa Clara, USA, first as a software engineer and then as a new technology integration engineer.

In 1990, Bürki and Buzzi took the plunge into self-employment: together they founded Marvel Communications and went on to develop financial information software. This laid the foundation for Swissquote. Seven years later, the real-time trader of SWX shares went online under the name we know today. In May 2000, the company went public. Today, Swissquote is a fully-fledged online financial services provider and a member of the Swiss Bankers Association (SBA). In 2010, the company posted a net profit of CHF 21.2 million. Thanks to a 19.2 percent increase in customers to 172,091 and the associated inflow of new money of CHF 1.477 billion, assets under custody exceeded CHF 8 billion for the first time. In 2011, Swissquote aims to increase income by around 50 percent and assets under custody by CHF 2 billion, as well as growing outside Switzerland for the first time with a branch in Dubai.

Best of Swiss Web Honorary Award
The Best of Swiss Web Honorary Award is presented annually at the Award Night to an exponent of the Internet industry whose work has had a lasting impact on the Internet business. Previous winners are:

Honorary award winner 2010: Robert Cailliau. Together with Tim Berners-Lee, he is one of the pioneers and inventors of the World Wide Web.
Honorary award winner 2009: Christian Wanner. As co-founder and Managing Director of LeShop, he is one of the pioneers of Swiss e-commerce.
Honorary award winner 2008: David Nüscheler. As the founder of Day and developer of internationally standardized software, he has proven that it is possible to successfully position oneself internationally from Switzerland.
Honorary award winner 2007: Fulvio Caccia. As former President of institutions such as Comcom and former Vice President of ICT Switzerland and SATW, he has had a lasting impact on the ICT landscape in Switzerland.

Best of Swiss Web
Best of Swiss Web is an initiative of Simsa - Swiss Interactive Media & Software Association - the Swiss industry association for new media and business software, and Netzwoche, the Swiss ICT magazine for business decision-makers. The aim of Best of Swiss Web is to promote transparency and quality standards in the Swiss web and ICT industry and to offer attractive networking opportunities. The core topic of Best of Swiss Web is the use of web and mobile technologies.
 

No wonder, image/text ads can now also be placed in Google Image Search via AdWords: In a Sistrix study at the end of 2010, around half of the search results included a map, videos or images in addition to text. Images were clicked on most frequently in these universal search results.

I believe that image/text ads are particularly effective for offers that are searched for and evaluated by eye. Another big advantage is that the ads in Google Image Search can also be placed under the brand names of competitors (observe Google's guidelines). This can further increase your own visibility. Image/text ads are booked on a CPC basis. First movers benefit from a high level of attention and little competitive pressure.

Longer title lines

Google is aligning the appearance of the text ads with the organic search results. With good reason: the organic search results enjoy more trust and are clicked on more often. If a text ad appears above the organic search results (top 3 AdWords results), Google automatically includes the description line 1 in the title (recognizable by the hyphen between the two sentences).

The consequence for advertisers: For any AdWords campaign aimed at ranking in the top 3 results, ensure that the second line of text forms a complete sentence.

Orientation guide

The provider's address and a link to Google Maps can now be integrated into a text ad. When searching for an offer in connection with a location, for example "dentist Zurich", a map of the provider is displayed to the right of the search results. Advertisers who use the location information in Google AdWords are shown in blue.

If you don't have a Google Places entry yet, you should do so as soon as possible and make sure that every branch is entered. And don't forget the telephone number!
Faster and more direct with sitelinks Google makes it possible to insert up to ten direct links into an AdWords ad. Such sitelinks are displayed if Google believes that the ad provides qualified answers to a search query and the ad appears in first place.

I recommend using the option for AdWords campaigns with generic keywords to suggest a quick, direct route to specific offers for search engine users. Example: For the keyword "insurance", sitelinks are set to "home insurance", "car insurance", "travel insurance", etc.

In addition to these innovations, Google has also expanded the possibilities of geo-targeting. It is definitely worth checking out these new features, as they further increase the efficiency of advertising in search engines. Imre Sinka
 

Federal councilors even advise abstinence from the media: "My advice to people is: don't even look at the newspapers, throw them away! You quickly forget what's in them anyway." Original statement by our Defense Minister Ueli Maurer to the magazine Klartext.

The situation seems so serious that even the full Federal Council will have to discuss the state of the Swiss press in June. This was triggered by a postulate from Hans-Jürg Fehr, an SP National Councilor from Schaffhausen. Entitled "Securing press diversity," it said: "The Federal Council shall report to the Federal Councils within one year on the situation of the press in Switzerland and its prospects for the future." The Federal Office of Communications (Bakom) was quickly given the task of investigating the matter. The report is now available. We can't wait to see what comes of it.

The quality discussion among media researchers in their ivory tower will not stop, and the critical reactions from the press will not be long in coming. Especially because the research report is not beyond all doubt. Norbert Neiniger, the Schaffhausen publisher and editor-in-chief of the Schaffhauser Nachrichten, made this point excellently in an article in the NZZ of March 29. Another point of criticism is that those actually affected, i.e. the newspapers or their industry association Schweizer Medien, were only marginally involved. The definition of journalistic quality is not as simple as some critics imagine.

Or is it? Medienspiegel.ch reported on an ad on Ron Orp in which the company Adastra Medien, which produces thematic supplements for Blick and Tagi, among others, is looking for "typists". The requirement profile in brief: People who are willing to write, who are not too good for anything. And so the ad reads: "Are you able to present even rather boring topics in a lively manner? Are you not too shy to include 'surreptitious advertising' in your text? Are you a sports/outdoor afin (please note the spelling ...)? Dare to write a travelogue without having done the trip yourself?"

At least they are looking for typists and not journalists.

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

The redesign of the magazine des has been geared towards the description "entertainment with high utility value". Ringier wrote this in a press release on Thursday. An editorial concept and creative team led by Sonntagsblick editor-in-chief Karsten Witzmann has been busy over the past few months designing a new, appealing, modern magazine for the Sonntagszeitung.

The new magazine will focus on people from Switzerland. According to the press release, the magazine will regularly focus on health, food, fashion, beauty, science, travel, living, TV and puzzles. With its varied, family-friendly mix of topics, the magazine is intended to complement Sonntagsblick.

At the same time as the launch of the new website, the magazine is also getting new management. Janine Urech and her team will have editorial responsibility from this issue onwards. As far as the layout is concerned, the magazine will not only be published on new paper and with new fonts, but will also have a new look in general. The magazine will mostly comprise 64 pages, with a circulation of 238,178 copies and a readership of 497,000 according to WEMF aktuell (MACH-Basic 2011-1).
 

There is a change of course in the prevention strategy. In addition to HIV/Aids, other sexually transmitted diseases are increasingly being addressed. The reason: gonorrhea, syphilis and chlamydia are on the rise everywhere. Last year, 1255 people in Switzerland alone were infected with gonorrhea. Against this backdrop, the new cross-media campaign was created with the core message: Does it itch? Then please see a doctor.

Euro RSCG is convinced that a good strategic guiding principle does not have to consist of many words. "Love Life, Stop Aids" has characterized the prevention campaign from this agency since 2005.

Slogan is refocused

With the addition of "Love Life", the campaign no longer wanted to be off-putting, but rather life-affirming, fun and motivating. This increases the chance that the condom will actually be used during sex. The tone of the new campaign should also be humorous. However, the strategy has been realigned and the slogan now focuses solely on "Love Life". The condom icon familiar from previous campaigns remains a central component. The new campaign is also reflected in the safer sex rules. In addition to the existing two rules "Always have sex with a condom" and "Never put blood or semen in your mouth", there is also the request "If you experience itching, burning or discharge, please see a doctor". This means that the focus is no longer exclusively on AIDS, but on all sexually transmitted diseases.

Combat symptoms

The campaign is primarily aimed at people who have already contracted sexually transmitted diseases. This is because one of the symptoms is itching in the genital area. The call to consult a doctor gives those infected clear instructions and is intended to prevent the spread of STIs. The idea with the explicitly depicted "itching" is of course also intended to encourage passers-by to perhaps "interactively" scratch the posters. Desirable side effects are also "scandal reports" about the subjects in the media. SF has already bitten the bullet here by only allowing three of the four commercials to be shown late in the evening. Doctors are also annoyed by the simplified symptoms shown. However, these reactions will ultimately stimulate discussion as desired. Pan

In order to be able to continue publishing the magazine in the future, publisher Reda El Arbi is now founding an association in which all existing subscribers will automatically become members. The satirical magazine Hauptstadt thus becomes a club magazine. The next issue will not be published until the beginning of May instead of April, as it will take some time to set up the association and capitalize it.

The lack of advertisements is the magazine's main problem. In order to still be able to generate revenue, the publisher is now offering its content to other media. Anyone who wants to "publish something nasty" can buy articles from him and publish them under the Hauptstadt brand, El Arbi writes on the website. With this offer, he is primarily targeting serious media. The satirical magazine was launched on October 1, 2010 with a circulation of 10,000 copies.
 

Pictures on Facebook convey the image of an ideal world without frustration and anger. All of this can lead to depression in young users, warn American pediatricians according to 20 Minuten on Tuesday. The American Academy of Pediatrics has therefore published a media guide. This is because the photos of supposedly happy people convey a distorted picture of the truth, as the author of the guide, Gwenn O'Keefe, explained. Harassment on the internet, including bullying, can have far-reaching psychosocial consequences, the author continued. The guide therefore calls on pediatricians to encourage parents to talk to their children about Facebook depression or cyberbullying. According to 20 Minuten, however, O'Keefe does not want to overlook the advantages of the websites, as all teenagers today meet on Facebook. Much of what happens there is also very healthy. After all, the aim of the guide is not to create a wave of Facebook panic bans in America. Megan Moreno from the University of Wisconsin also emphasizes that parents need not fear that their children could contract depression on Facebook. However, this does not change the fact that, according to O'Keefe, an already lonely child feels even lonelier after looking at the mostly positively connoted pictures and comments.