Radio 24 expands in the areas of entertainment and music. In the course of the smooth repositioning and the shift of competencies within the editorial team, the co-head of editorial staff is dissolved. Co-editorial director Helen Hürlimann leaves the station after two years.

Also settled is the succession for outgoing morning show producer Michael Schweizer, who is moving to his family's company. At the beginning of May Nicole Schärer, the current morning show editor, took over the vacant position of morning show producer. She moved from DRS 3 to Radio 24's morning show "Ufsteller" in 2009. To succeed Pea Weber as "FridayNite" presenter, she was able to find Jonas Wirz who had already hosted the show as a deputy. Jonas Wirz joined Radio 24 in 2004 from the youth station Virus.

 

 

 

Since 2005, the members of the Fairness Commission and the technical experts have had to deal with a steadily increasing number of cases. In 2010, too, there were more than in the previous year. The number of proceedings has increased regularly and continuously since 2005 from 234 to 382, as the commission announced on Monday.

In parallel with the increase in the number of proceedings, the number of cases involving "aggressive sales methods" has once again risen sharply. Already in the previous year, 34% of all submissions concerned this procedure. And in 2010, a further increase to 52.8% had to be registered. In other words, more than half of the cases that had to be dealt with by the Fair Trading Commission in 2010 concerned "aggressive sales methods". A comparison with previous years is interesting: As recently as 2004, only 10.5% of the proceedings concerned "aggressive sales methods".

The telephone/fax medium accounts for the largest proportion of proceedings (53.9%) among the communication media. Since 2008, however, there has been a marked decrease in the percentage of media used for proceedings against posters (5.3%) and direct marketing (12.6%).

Once again, the number of cases involving "sexist advertising" declined. The proportion fell from 12.9% in 2006 to 4.1% in 2010. "It is possible that the discussion about sexism in advertising, which has received a great deal of attention in the media, has sensitized the advertising industry," the Commission comments.

The activity report (German and French) can be ordered from Fair-advertising.ch can be downloaded or ordered in printed form from the Foundation Secretariat on +41 44 211 40 11.

According to the study, 62% of Swiss companies actively maintain Facebook, YouTube, Twitter, blogs or other platforms. In most cases, this high level of engagement is done off the cuff: only 22% have a social media strategy; 58% of those surveyed are planning a corresponding document. Success is also improvised: at 30 percent, only just under a third of active companies evaluate their engagement, while 38 percent plan to measure it.

45% of the largest Swiss companies are active on Facebook - putting this platform well ahead of YouTube and Twitter (28% each) and blogs (25%). Facebook is by far the most important channel, and it is also where content is posted most intensively: 40% are active daily or weekly, ahead of Twitter (27%), blogs (22%) and YouTube (13%). According to the authors of the study, this means that a platform that had no relevance in a comparable survey four years ago has risen to the top of the corporate agenda. Engagements on YouTube and blogs have more than doubled in the same period (YouTube from 10 to 28 percent; blogs from 12 to 25 percent). The MAZ-Bernet study Web 2.0 from 2007 still showed 7 percent of the Swiss companies and organizations surveyed with a presence on Second Life.

High expectations, clear fears

The three most frequently mentioned hopes for success are dialog with target groups (64%), building an employer brand (59%) and maintaining image and reputation (52%). In seventh place in this ranking is the desire not to miss out on a trend. Loss of control (62 percent of multiple responses) and high costs (57 percent) are clearly at the top of the list of weaknesses attributed to social media. Fear of indiscretions by employees and public criticism are in third place with 12% each. These assessments are also reflected in cost estimates: The majority of the largest Swiss companies see more expense than benefit in social media (35 percent), a quarter see a balanced bill (24 percent), and only just under a fifth (17 percent) hope for a positive bill.

In concrete terms, the current commitment of the largest Swiss companies is expressed in jobs: A high 39 percent already have human resources for social media work, 13 percent are planning this step and 5 percent are relying on external resources. Companies are also stepping on the gas when it comes to monitoring: 73% state that they monitor social media channels or are planning to do so (54% yes, 19% planned). Four years ago, 60 percent had a general online monitoring system in operation or planned (44 percent yes, 15 percent planned; MAZ-Bernet study Web 2.0 study from 2007).

The study is freely available at Bernet.ch/socialmediastudy and is based on an online survey of the 142 largest Swiss companies. 56 companies answered all questions; the survey was conducted in October 2010.

 

Brigitte Naschberger-Kastenhuber can look back on over 16 years of international advertising agency experience, during which she looked after around 50 national and international brands. She started her career as a consultant at Serviceplan in Munich, then moved to Fahrnholz Junghanns & Raetzel (Munich). After moving to Switzerland, Brigitte Naschberger worked as Senior Account Director for the advertising agencies TBWA Switzerland and Euro RSCG Zurich, where she looked after clients such as Swiss Post International, M-Electronics, SBB and Masterfoods. Most recently, she worked as a marketing representative for a large HR and outsourcing service provider in Frankfurt/Main. As part of the planned realignment of Lobster Studios, Brigitte Naschberger is primarily responsible for strategic business development and marketing and communication measures, as the production company announced on Monday.

Lobster Studios with a new look
Lobster Studios: Mario Aldrovandi resigns

 

In the last few months Ebookers.ch has optimized its website. A mobile website shortens and simplifies the booking process for the user, true to the claim "book easier, travel happier". The TV campaign conveys this claim in moving images, says Matthias Thürer, Head of Marketing for Ebookers Switzerland, Germany and Austria. For 20 seconds, the viewer follows a couple through the booking process and their experiences during the trip. The commercials, produced by the London agency Watermill, will be shown for several weeks until the end of May in German-speaking Switzerland on the channels SF1, SF zwei, 3+, RTL, kabel eins, ProSieben, Sat.1 and VOX. In French-speaking Switzerland, viewers of TSR1 and TSR2, M6 and RTL9 will be able to enjoy the colorful mini-movies.

Responsible at Watermill: Bertie Miller and Dave Waters.

 

DKNY invites all lovers to be part of the NYC campaign. Couples capture their passion via photo, upload it to Facebook and share it with friends to participate and vote. Whoever has the most votes will win a trip to New York. The House Agency was commissioned with the concept and its implementation for Switzerland. To launch the online contest and put the first pictures in the gallery, an outdoor shoot with photographer Christian Dietrich was held in Zurich with volunteer couples. Further kiss shoots in Zurich clubs will follow. The online campaign will be specifically advertised in selected blogs, forums, websites and perfumeries and will last until the end of April.

(Photos: Christian Dietrich)

 

The zero-percent discount motif can be seen on advertisements, posters, and newspaper inserts. A radio spot also promotes the campaign. 

Go to Radio spot.

Medimax's zero-percent discount campaign is already being hotly debated in Germany's popular press and in consumer blogs on the Internet, advertisers are pleased to report.

Client wins for Ruf Lanz and Schneiter Meier Külling

Responsible at Medimax: Martin C. Rusterholz (CEO), Thorsten Rabanus (Head of Marketing), Valeria Roese (Head of Advertising/Creation). Responsible at Ruf Lanz: Danielle Lanz, Markus Ruf (Creative Direction), Maren Beck (Text), Marcel Schläfle (Art Direction), Michael Gassler, Markus Brink (Consulting), Florian Fleischmann (Graphic Design).

 

The Tuesday edition of 20 Minuten is wrapped in a large advertisement from La Redoute. It says: "It's spring, get out your glasses!". On the back is also a link to the website 3d.laredoute.ch on which a selection of the best pieces from this year's spring/summer collection will be shown - also in three dimensions. The unusual advertising campaign is intended to celebrate the brand's playful image, Augustin Mettler from Compresso Primeur told Werbewoche.

On March 9, the ads already appeared in the French-speaking Swiss equivalent 20 Minutes. The photos below show how commuters reacted to the advertising campaign.
 

Both advertisements and TV commercials are being launched this week under the new claim "Mastro Lorenzo - Ti amo". In them, representatives of "Italianità" have their say: baristas explain how much Mediterranean passion there is in a cup of Mastro Lorenzo. Their statements are accompanied by a striking sound logo. In keeping with the concept, a cover of Umberto Tozzi's hit Ti amo was created.

Away from the traditional media, the baristas are making direct contact with consumers: For several weeks now, a mobile piazza with a coffee bar has been touring the country and making stops at trade fairs in major cities. Visitors to Fespo and Muba, for example, were able to enjoy a freshly prepared espresso or caffè crème. The campaign is rounded off with various POS activities.

As part of a brand analysis, it was determined that Mastro Lorenzo contains everything that the Swiss appreciate about Italy, the advertisers said in a press release. The passion for the finer things in life is expressed in the use of the best raw materials as well as in the time that is taken for production and enjoyment. Mastro Lorenzo not only guarantees excellent coffee, but is also a perfect ambassador for the Italian way of life.

Responsible at Kraft Foods Europe/Switzerland: Marco Gottschalk (Marketing Manager Coffee), Daniel Kessler (Brand Manager Coffee). Responsible at JWT+H+F: Remy Fabrikant (overall responsibility), Enrico Bachmann (concept), Roger Dobmann (art direction), Nina Treml, Mathias Bart (text), Vanessa Lehmann-Spalleck (consulting), Rainer Bühler (strategy), David Guntern (image processing/DTP), Constantine Wrage, Lamar Hawkins (FFF). Composition: Moritz Schneider. Music mix: Jingle Jungle. Responsible at Manifesto Film: Reto Salimbeni (Director), Filip Zumbrunn (DOP), Shannon Mildon (Director Producer), Daniela Berther (Producer), Michael Graf (Post Production). Photography: Jonathan Heyer. 

The agency's idea couples a story with seasonal offer expertise and sales and is thus intended to generate more movement at the checkouts. The campaign is running immediately on TV, as print subjects, banners, and in the form of a Microsite with specially set up competition.

SportXX Season Hit from Content&Shape on Vimeo.

Responsible at SportXX: Felix Kubat (Store Manager), Silvia Girtanner (Project Manager Market Development). Responsible for content&form: Serge Riedener (CD), Karin Estermann (AD), Fabian Zahner (text), Simon Wick (AD Multimedia), Matthias Städeli and Andrea Melileo (consulting). Film production: Solid&Haller Film, Tibor Glage (director), Michael Saxer (camera), Rudi Haller, Nicole Schroeder (production); set design: Delighted, Peter Scherz; sound design: Adelphoi Music; product animation: Ultra Image; sound: Jingle-Jungle.

The ZVV and the SBB have agreed that the ZVV trains may be decorated with advertising, said ZVV spokesman Thomas Kellenberger at the request of the SDA. He was confirming an article in the Tages-Anzeiger newspaper on Saturday. The extent to which marketing is possible is currently being examined, said the media spokesman. The ZVV is proactively trying to find interested companies on the market. Larger companies are being approached, as advertising is a major investment from a financial point of view, Kellenberger told SDA. For example, cooperation with companies from the consumer goods sector or the financial sector is conceivable.

How much the advertising on the trains will cost remains to be seen. A business plan is now being drawn up. A fixed price is also part of this, said the media spokesperson. The business should be implemented as quickly as possible, as it offers an additional source of income for the ZVV. The revenue could be used to reduce deficit contributions from the canton and municipalities.

As part of the project, ZVV is continuing to examine whether other means of transport in the network are suitable for advertising. According to Kellenberger, it is conceivable, for example, to extend the advertising space on Cobra streetcars in the city of Zurich. Strips are already available for advertising on the roofs of these vehicles.
 

The Facebook group "Da kotzt das Texterherz" was created one day. On March 12, the group celebrated its first anniversary and now has over 7,000 members. Wuv.de celebrated the occasion with an interview with the founder. The group is well worth a visit. The well over 1,000 photos are not only amusing, but in some cases also highly revealing with regard to absolute no-goes. Here are a few examples: