The Art Directors Club Switzerland (ADC) has judged the advertising of the past year. Under jury president Frank Bodin, a total of nine gold awards were presented. The winners include Jung von Matt/Limmat, SFLB, Ruf Lanz, Euro RSCG Zurich, the Y&R Group and Wire. Out of a total of 758 entries, 189 were awarded: 9 gold, 16 silver, 46 bronze and 118 shortlisted. A total of 28 agencies and their clients or submitters can look forward to at least one shortlist.

The gold winners in the categories are:
Digital: Caritas One Minute of Silence by Jung von Matt/Limmat.
Film: Sunrise SMS dialogs by Spillmann/Felser/Leo Burnett.
Advertisements: VBZ Mörgeli/Jositsch by Ruf Lanz, Zurich Chamber Orchestra instruments by Euro RSCG Zurich.
Posters: Citterio Hauchdünn geschnitten by Y&R Group, VBZ Mörgeli/Jositsch by Ruf Lanz.
Direct marketing and promotion: Caritas One Minute of Silence by Jung von Matt/Limmat.
Design: Phonak Spice by Y&R Group.

With Adaptive Brake Assist, Mercedes-Benz has an assistant in its range that can do quite a lot: Sensors are used to take a close look at the current driving situation. Even before the driver can recognize a dangerous situation, the vehicle has already adjusted to it. The agency dramatizes the resulting, shortened reaction time with drivers consisting only of head and foot.

Responsible at Mercedes-Benz: Doris Lengwiler (Head of Marketing Communications PW). Responsible for Jung von Matt/Limmat: Alexander Jaggy (ECD), Livio Dainese, Fernando Perez (CD), Laura Grümann (graphics), Deborah Herzig, Ilonka Galliard (art buying) , Hannes Kutzler (photography/image editing), Thomas Hinderling, Urte Krause (consulting).

As demand for search engine optimization for websites rises, service providers are emerging in the market who are out to make a quick buck using dubious methods and harsh contracts. A German trade journal has just exposed such companies. The Swiss Online Marketing Report also addresses the debate surrounding quality and reliability (http://bit.ly/hAULN8).
When it comes to acquiring new customers, unscrupulous providers often employ door-to-door sales teams—which is actually unusual, since reputable providers are generally well-booked through word-of-mouth referrals. According to statements from dissatisfied customers, unscrupulous providers pitch their services in a convincing manner. When the contract is signed, they take advantage of the customer’s lack of knowledge: The selection of keywords is neither well-founded nor relevant. They equate top rankings on Google with those on other search engines. Ultimately, the customer is locked into a multi-year contract from which they can no longer opt out.
How do you separate the wheat from the chaff? If you keep the following key points in mind when evaluating providers, you should be able to find a reputable service provider for your search engine optimization.

Are promises being made?
No one can guarantee top rankings in search results. A good service provider creates the conditions necessary to achieve top positions.

Are any special relationships with Google mentioned?
Google does not provide any service providers with insider tips, nor does it give any company preferential treatment in search engine rankings.

Are the goals specific and measurable?
It is not the top positions in search results that determine success, but rather the performance of the keywords in terms of bounce rate, time on site, depth of visit, and ultimately conversion. Are these metrics tracked and analyzed?

Is the choice of search terms reasonable?
A reputable service provider backs up its choice of keywords for search engine optimization with data.

Will an action plan be presented?
Are the measures intended to achieve the goals presented in a clear and transparent manner? “Black boxes” are a sign of unprofessional practices.

Are references provided?
A reference helps you get a better idea of how the search engine optimization provider works.
These are just a few of the most important criteria for evaluating providers. They’re enough to start with to separate the wheat from the chaff. You can find additional, more in-depth criteria through search engines.

Imre Sinka, dotpulse web agency

Last Sunday, not only the work of experienced advertisers was honored at the ADC Festival. The students of the ADC/BSW Creative School also received cubes. In mid-January, the 26 students of the ADC/BSW Creative School 2010/11 presented their final projects to the jury, consisting of Peter Brönnimann, Livio Dainese, Matthias Freuler, Walter Merz, Dominik Oberwiler, Urs Schrepfer and Philipp Skrabal.

The work was done in groups of two and the task was to create a campaign to introduce the Segway scooter in Switzerland.

Gold goes to Adrian Merz and Christian Stüdi for their campaign "Free time for your feet".
Andrea Bolliger and Fabian Windhager win silver with the "Segway City Messenger".
A bronze cube each goes to Mike Surovka and Fabian Zahner for their work "This is so 2010" and to Andrea Duttweiler and Wanda Michel for "Segway - lieber länger unterwegs". All the works of the young creatives can be viewed online: Kreativschule.ch/
work.

 

One of Sonova's latest pilot tests is designed to make it easier for people with a mild hearing loss to take the step toward their first hearing aid. The new hearing aid "Seven" does not require any software adjustment. It is intended to reduce existing inhibitions when buying the first hearing aid. In the best case, the Seven "understanding device" leads to an immediate improvement in the hearing situation at the point of sale at the hearing aid acoustician's, thus creating an initial positive experience in dealing with hearing aids. Wunderman was able to provide strategic and communications support for the project from the very beginning. The close collaboration of the interdisciplinary team resulted in a fully integrated dialog marketing campaign that included everything from online ads to DRTV commercials, print and POS. At the center are a website and numerous call center measures. Based on the idea of "Avoid Misunderstandings", the target group learns how to deal with the problem of hearing loss in a relaxed and successful manner. Florida, where many retirees live, was chosen as the pilot market. The campaign works in English. Wunderman Zurich acted as lead agency, while the network office in Chicago took care of the local roll-out of the advertising materials created.

Andreas Panzeri
 

For 100 years, the Denzler houses on Bellevue have been part of Zurich's cityscape. To mark the anniversary, the corporate publishing agency Medianovis has produced a book for Denzlerhäuser AG about the characteristic houses at Rämistrasse 5/7 and Torgasse 6/8. The book, richly illustrated with historical pictures, describes the history of the Denzler families who built the houses and the structural development of the distinctive properties. An appreciation of the preservation of historical monuments and a portrait of the architect duo Bischoff and Weideli round off the book about a piece of Zurich's urban history.

Responsible at Denzlerhäuser: Ulrich Bühler. Responsible at Medianovis: Ute Grossenbacher-Radicke (Project Management), Dana Berkovits (Art Direction), Joachim Klar (Text).

Contact: Ute Grossenbacher-Radicke, [email protected]. www.medianovis.com

Read more about corporate publishing in this issue of Werbewoche:

Innovative Inflight Publishing: New Concept at Helvetic Airways

Japanese magazine: Primafila in Japan.

Corporate Films

Denon presents corporate media

Medianovis realizes Corporate Book

At home in the world

Future instead of cat music
 

 

In addition to actresses such as Cosma Shiva Hagen, the campaign also repeatedly features older celebrities. For example, the agency brought bestselling author Frank Schätzing or Rudolf Schenker, guitarist of the Scorpions, in front of the camera - or Jean Remy von Matt, who is 58 years old himself. But according to Wuv.de, the "casual and athletic" CEO and founder of the Jung von Matt agency looks "20 years younger". But the pose looks a little cramped. The subject is therefore less reminiscent of advertising for underwear and more of a testimonial in relation to the fashion industry: modeling also needs to be learned.

The Advertising Personality of the Year award is one of the social highlights on the Swiss agency scene's agenda. The creatives chose their "king" for the first time back in 1977. This year marks the 34th time the title has been awarded. The industry leader of the year is chosen by the subscribers of Werbewoche. A final round of nominees is put forward by a kind of "Academy" of all previous advertisers of the year. For the first time, the editorial team has also sent two advertisers from the new online generation into the race with a "wild card". Pierre C. Meier, Editor-in-Chief of Werbewoche, is delighted that the Advertiser of the Year is increasingly being taken seriously by the public and the media as an "ambassador for the industry". "The media acceptance of our choice shows that the readers of Werbewoche represent Swiss advertising as opinion leaders."

The new advertiser of the year is awarded the "Egon" trophy. The little man with an oversized mouth as a megaphone was designed by Swiss artist Max Grüter. The trophy is a small nod to the fact that advertisers are often said to have (too) big a mouth. The "Egon" will be presented at a gala dinner at Lake-Side Zurich. The "Campaign of the Year" is also honored on this evening in the presence of many personalities from the communications industry.

Here, the subscribers of Werbewoche and the viewers of Star TV jointly chose Sunrise's SMS campaign as the winner. It was created by the agency Spillmann Felser Leo Burnett. The Pralinato commercials for Frisco by Publicis were voted into second place. The cross-media campaign by Nadine Borter's Contexta with SBB's "leisure testers" came third. The commercials by ViznerBorel for Migrolino with comedian Kaya Yanar won an audience award because they received the most votes on Star TV.

Read more in the interview with Nadine Borter

former advertiser of the year.pdf

The job platform Jobwinner.ch underwent a complete relaunch in September 2010. One thing, however, has remained the same: Wirz is still responsible for the advertising, even after the pitch. In return, the agency is now offering support to others who want to make a career change—with a wide range of helpful tips. After all, given the wide range of high-quality opportunities on Jobwinner.ch, it’s almost harder to leave your old job than to find a new one. This idea is playfully explored across the entire media spectrum. It ranges from two TV and movie theater spots—in which Wirz, together with Markenfilm Schweiz and director Benjamin Brettschneider, is responsible for destroying a Bentley—to typographic banners and filler ads. The campaign is complemented by the website developed by coUNDco www.stelle-loswerden.ch.

Read more: Wirz offers «Tips for Quitting Your Job» for Jobwinner.ch and Jobup.ch.
 

Helvetic Airways is not only pursuing an innovative, flexible and personalized concept in terms of nonstop destinations, VIP charters and service (www.helvetic.com), but also in terms of publishing. The in-flight magazine concept, which has been pursued for four years, is now being replaced by exclusive booklets, each tailored to a selected Helvetic Airways destination. Primafila AG remains Helvetic Airways' publishing partner. In concrete terms, four booklets will be published in (early) spring, namely on Puglia, Wales, the Baltic Sea and Zurich/Bern. Each destination issue will be co-written by a literary protagonist, a connoisseur of the respective region. The conception is accordingly held very personally, exclusive and valuable. The travel tips for the destinations will continue to be updated online. The new destination booklets will be distributed on board and via Helvetic Airways business partners in the travel industry. The booklets can be ordered from March from: [email protected].

Read more about corporate publishing in this issue of Werbewoche:

Innovative Inflight Publishing: New Concept at Helvetic Airways

Japanese magazine: Primafila in Japan.

Corporate Films

Denon presents corporate media

Medianovis realizes Corporate Book

At home in the world

Future instead of cat music

Feldschlösschen, the leading brewery and the largest beverage distributor in Switzerland, informs its customers in the catering sector with the customer magazine "Durst", which is published monthly in German and French. This publication has been managed by Denon since the January issue. The agency, which specializes in allmedia corporate communications and employs around 30 people in Rapperswil for print, online and film, produces the customer newspaper with its in-house editorial team and layout department. The Denon team is also responsible for preparing the online version www.durstzeitung.ch.

The Feldschlösschen employee magazine will also be managed by Denon in the future. The publication "Drinks" appears quarterly in German and French and informs the approximately 1,300 employees who work for Feldschlösschen throughout Switzerland. Both Feldschlösschen corporate media will be editorially supervised by Gery Nievergelt, who has strengthened Denon's editorial team since fall 2010. Previously, Nievergelt was Editor-in-Chief of the trade magazine "Der Arbeitsmarkt" and Head of the Culture Department of the SonntagsZeitung.
www.denon.ch

Read more about corporate publishing in this issue of Werbewoche:

Innovative Inflight Publishing: New Concept at Helvetic Airways

Japanese magazine: Primafila in Japan.

Corporate Films

Denon presents corporate media

Medianovis realizes Corporate Book

At home in the world

Future instead of cat music

Primafila AG is publishing a Japanese magazine titled «German Champions» in May 2011 to mark 150 years of relations and friendship between Japan and Germany. The project is sponsored by the German Chamber of Industry and Commerce in Tokyo. A dozen well-known companies—including major German multinational corporations with branches in Japan—are participating.
«German Champions,» with a circulation of 80,000, is distributed in conjunction with the renowned Japanese business magazine «President» and in collaboration with Japan's two leading business associations. The concept, editorial content, production, and advertising acquisition are handled by Primafila Zurich and a new Primafila «offshoot» in Tokyo, while Horst Moser of Primafila Munich is responsible for the design. «German Champions» is based—like the Primafila project «Swiss Brands» in China—on Primafila AG’s many years of expertise in Asia.

Read more about corporate publishing in this issue of Werbewoche:

Innovative Inflight Publishing: New Concept at Helvetic Airways

Japanese magazine: Primafila in Japan.

Corporate Films

Denon presents corporate media

Medianovis realizes Corporate Book

At home in the world

Future instead of cat music