For the first GP novel, author and columnist Patrick C. Frey could be won for the first family doctor novel. He penned the dramatic story of the life of Zurich family doctor Dr. Bolliger. The novel is recommended by the leading family doctors in the city of Zurich. The work is available now in the office of your family doctor in the city of Zurich or on Family doctor.ch.
On October 4^there will be a reading at the Restaurant Falcone with Patrick C. Frey and his fellow actors Sabina Schneebeli and Bernhard Bettermann.
Responsible at VHZ: Andres Schneider, Kaspar von Blarer, Pietro Somaini and Thomas Walser. Responsible at Spillmann/Felser/Leo Burnett: Patrick Suter, Martin Spillmann (CD), Natasha La Marca (AD), Marius Becker (graphics), Sabine Bechtel (art buying), Pam Hügli, Charlotte Gut, Fabian Schiltknecht (consulting). Author: Patrick C. Frey.

The journalist and advertising copywriter with a flair for jazz and modern dance has a degree from Concordia University in Montreal.
Etextera is one of the largest Swiss copywriting agencies based in Schmitten FR. With over 20 editors and copywriters, the company has set itself the goal of offering high-quality texts at affordable prices. On request, etextera can take on entire projects: Conception, graphics, translation, proofreading or production included.

Opels are driven by grandpas in hats, with a toilet paper roll on the hat rack. "Opel-Popel" used to be our image slogan. At most, those who could only get to the party in Mommy's Opel Corsa thought Opel was cool. At some point, however, even they bowed to peer pressure, left the vehicle with the flash just before the destination and walked the last few meters. Not everyone has to see it. Traumatized by this youthful experience, they tragically missed the only really cool Opel wave: the Opel Manta, with a foxtail on the antenna, a blonde on the passenger seat and rust stains on the driver's door. The latter from underarm sweat.
Now the grandpa-with-a-hat car wants to become a trendy vehicle. And it's doing so with, of all people, this year's winner of the trendiest of all competitions, the Eurovision Song Contest. "Lena's freshness is a perfect match for our cars," hopes an Opel spokesperson. I wish. Her freshness just doesn't fit Opel. The only thing about Lena Meyer-Landrut that fits Opel is her stiff family name. The 19-year-old didn't pass her driving test until the second attempt. That's perhaps likeable and definitely better than Mister Switzerland Jan Bühlmann, who as a testimonial for main sponsor Seat doesn't even have a driving license - but nevertheless has a clenched left hand in the slack
Stomach of the brand creators. So the brand ambassador smiles sweetly but a bit helplessly from a sky-blue Opel, as if to ask in the next moment: "And where's the steering wheel now?"
From dust and spaghetti
"Opel is not yet the number one hip, youthful brand," the brand ambassador recognizes crystal clear. "But you can make it so." To that end, she drags an Opel logo behind her on another subject, as if she'd stolen it from the junkyard. If that ever works out! Opel has already tried it twice: In the 1980s, Steffi Graf lolling on the Corsa hood, in the 1990s swimmer Franziska von Almsick on a sports car model. Franzi and Steffi were still halfway credible - a tennis player who uses her racket as a spaghetti strainer can also be trusted with an Opel Corsa.
Opel Switzerland had a better hand: They snatched up the newly crowned wrestling king Kilian Wenger as a rural brand hero. Wenger goes much better with dust, hat and toilet roll than Meyer-Landrut, even if he has sent Muni Arnold home again. With Wenger, the Opel image even shifts a bit in the direction of the peasant premium class Mercedes, simply because of the muscles. On top of that, the wrestling king admits without shame that his family has always driven Opels. That's what I'm saying.
For Opel, this advertising medium is a stroke of luck, but not in the service of a new image. When Wenger praises the "premium driver's seat with AGR seal of approval," "which relieves the back and spine on long journeys," nausea sets in. Kilian, is that you? Dear Opels, just give us back the Manta. The message would be clear, you wouldn't have a flat tire on the open road, and we could be groupies again.

The miracle occurred in the middle of the summer slump, but even this did not help it to receive the media coverage it deserved: a group of researchers led by Zurich media sociologist Kurt Imhof has published the first "Quality of the Media" yearbook for Switzerland. On 373 pages, it meticulously documents how journalism and the media are developing.
According to the authors, the outlook is bleak: the internet is increasingly absorbing the attention of young people - at the expense of traditional media, i.e. the press, radio and television. Online and offline, a "free culture has established itself that is driving the cross-media multiple use of media content and is tantamount to the self-cannibalization of paid media in the press sector". In terms of content, soft news, all-round journalism and low-quality media are on the rise. Of all things, "in the age of globalization, world observation is dwindling", the national and, above all, the regional are being revalued, "aspects of life, advice and entertainment" are coming to the fore.
Of course, we already suspected this beforehand. But now it has been confirmed with facts and figures: Switzerland is no longer the "island of the blessed". A lot of it reads as if the researchers were describing the decline of the media in the USA - and not here on our own doorstep.
The research group wants to make the "decline in quality" of the information media transparent and help ensure that the "competition for advertisements leads to a competition for journalistic quality again". Above all, however, it wants to finally create a platform for an "empirically based debate on quality". This is an important first step. We need to continuously record how the media are changing, what hype they are generating and what damage and benefits they are causing. Without such an annual description of the state of affairs, based on the model of the American "Project for Excellence in Journalism", journalists and media managers will be groping in the fog when it comes to self-observation.
It is exemplary that the research team has so far financed its work from a variety of civil society sources. Among the donors that Imhof highlights at the beginning of the book, however, there are no media companies - which shows how little interest the industry has in seriously addressing its own quality problems.
What is needed now is an independent analysis of this kind for the entire German-speaking world. It is alarming that, according to Imhof, the usual funds for university research funding cannot be tapped for such a vital project. It would be time for these funding institutions (SNF in Switzerland, DFG in Germany, FwF in Austria), but also the scientific academies or the Max Planck Society, to address the issue.
What is also alarming with regard to the state of public opinion is how the study was discussed in the reader comments even on "serious" websites, such as Nzz.ch: There it was hardly about findings, but rather politicized and polemicized about where and how Imhof should be classified in the political spectrum. The intention is clear: if he is pigeonholed sufficiently far to the left, there is no need to deal with the findings of the researchers. This is also more reminiscent of the polarizing American talk (un)culture than of the rule-free discourse among reasoning (educational) citizens that Habermas once wished for and which was at least partially successful for a long time in Switzerland, a country characterized by concordance.
The quality of this debate also shows that it is already five past twelve. Ultimately, the future of journalism is also about the future of our democracy and society.
The study is available on the Internet: http://jahrbuch.foeg.uzh.ch/Seiten/default.aspx

After seven years as Driven Graphics, the two managing directors Denise Grandjean and Vanessa Savarè have decided to expand their services to include communications consulting. The agency will thus be able to provide existing and future clients with even more comprehensive support for their communication needs. The Driven design team will also be strengthened by the addition of Caterina Meier-Pfister.
Caterina Meier-Pfister has been in the communications industry for ten years. A lawyer and mediator, she was head of communications at the Max Havelaar Foundation for many years. Since 2008, she has worked as a communications consultant, first at Waldburger Consulting and later at Business Campaigning Switzerland. She gained further professional experience at IBM, Switzerland Tourism and Ernst & Young.
The new range of consulting services includes workshops, analyses, and external and internal communication concepts through to their implementation, depending on requirements. In addition to visual design, the solutions integrate effective communication instruments from the entire range.

Every third product on the shelves of Aldi Suisse is a Swiss product. "Would you have known that?" asks the Hesskisssulzersutter agency. "Exactly!" - And this is precisely why the advertisers are now presenting a "Swissness campaign" for the third time. With clear image statements as impressions of local production sites, consumers are shown that they can benefit from a wide range of natural and high-quality Swiss products at Aldi. For the wide-ranging campaign, CD Oliver Schneider and his team sent photographer Claude Stahel across Helvetia to portray nine typical producers in their daily work. The campaign can be seen throughout Switzerland on posters and in the main daily and Sunday newspapers. It is accompanied by a large-scale distribution campaign of Swiss apples at all major railroad stations.
With such a campaign, Aldi is able to attack the established retailers head-on. A necessary strategy, because: "Freshness, Swissness and sustainability are conceded to the two major distributors", according to an industry study "Retail Switzerland". But both Aldi and Lidl are determined to change this. The appeal factor is too important to the newcomers when it comes to conquering the Swiss market. Aldi and Lidl are primarily known as "low-cost providers", confirms an online survey by the market research institute GfK. Migros, Coop and Volg stand for freshness, in that order. So far, only 9% of respondents believe Aldi to be fresh, with Lidl at 8%. However, the new discounters have already been able to correct their image as "price squeezers". "Aldi and Lidl don't necessarily buy cheaper from our producers," explains the Association of Swiss Vegetable Producers. However, Aldi and Lidl often waive the margin on promotions in order to be able to offer the vegetables at a lower price.
Andreas Panzeri

Dominic Hersperger is a young marketing crack with principles: "In marketing specialist training," says the Zurich native, "my goal was never to miss out. Because that's the only way to keep up." The 26-year-old is also a true practitioner: "Interaction with lecturers and fellow students was always more important to me than just swotting up on theory endlessly." The reward for adherence to principle, practicality and a healthy sense of a life outside of work: in June, the sales force professional was able to accept his federal certificate as a marketing specialist in the Kursaal in Bern. Hersperger graduated with an overall grade of 5.0; in the subject of presentation and communication techniques, he even achieved a 5.5. And something else was and is clear to the junior employee, who still has around 40 professional years ahead of him: "Today, it is important to be able to present oneself internationally. So it was logical that I ordered my European certificate right after the graduation ceremony."
Great benefit - internationally and nationally
Hersperger is not yet thinking specifically about working abroad. "Never say never," is his motto. In any case, he says, it is clear that the Swiss Federal Certificate of Competence, which is quite appreciated in Switzerland, could never be so clearly classified and interpreted abroad. "With the European certificate, you can of course present yourself much better internationally; which is probably tantamount to a milestone for all marketing professionals." What's more, the European certificate can also serve well in Switzerland.
If, for example, a German or a US-American sits at the controls of human resources, it is quite possible that this person is not too familiar with local qualifications, but is much more oriented towards international standards. Here, too, the European certificate signals that you are dealing with a proven specialist.
In any case, Hersperger did well to act as a Euro-turbo when it came to the international certificate. If it were up to him, everything could have gone even a little faster: "I think we could have been made aware of this opportunity a lot sooner; in our class, we only learned about the possibility of a European certificate in the final phase of our training.
Early bird catches the Europe worm
Hersperger was well advised to become active in the matter of the European certificate immediately after the graduation ceremony. In fact, you have to be one of the "early birds" to get the coveted paper. This is because initial regulations, which gave graduates the right to the European certificate for years to come, were abolished about a year after Swiss recognition. A brief history: In the fall of 2009, after about two years of preparatory work, Swiss Marketing was able to achieve the first Europe-wide recognition of the relevant degrees from the organization - marketing specialists, marketing managers, sales specialists and sales managers - via the European Marketing Confederation (EMC). By means of a certificate that gives Swiss professionals a standing that is understood throughout Europe. After an introductory phase of one year, however, the conditions for obtaining the European certificate have now changed. Swiss Marketing President Uwe Tännler explains why the motto "early bird catches the worm" is quite essential in this matter: "In fact, we were able to achieve an exemption for the first twelve months, which even went beyond the original offer from EMC. During this exceptional period, successful graduates of the four training courses could apply for their European certificate back to five years." A regulation that thus applied to all those who received their professional certificate or diploma in the years 2004 to 2009.
Take action until the end of September
However, this exemption has now expired. The new rule is that the European certificate must be ordered within five months of the date of issue of the specialist certificate or diploma. This change has a very concrete effect on the 604 marketing specialists who were able to receive their Federal Certificate of Competence in June in the Kursaal Bern. To obtain the coveted European-compatible title of "Junior Marketing Manager" (see also box), they must order their European certificate by September 30 at the latest. "Better yet," says Swiss Marketing President Uwe Tännler, "do it immediately, right now." Anyone who doesn't arrive until October 1 or October 6 can't hope for mercy for late clunker. For this very reason, Swiss Marketing is sending out a letter these days, once again pointing out the new conditions to those entitled to purchase, a "last call," so to speak, before the counter finally closes for the 2010 vintage. Of course, Tännler would have preferred the exemption to last longer. But in this respect, one had to bow to the regulations from Brussels for the time being. The president of Swiss Marketing is counting on the ability to anticipate, career intelligence and decisiveness of this year's graduates: "It's quite reasonable that you can decide on the European certificate within five months." What hasn't changed are the many good reasons to take the paper, then and now. "Europe is moving ever closer, and Switzerland, as a landlocked country with an international network, must have every interest in ensuring that our diplomas are recognized throughout Europe."
This is also how Dominic Hersperger sees it. In the very near future, the practitioner, who has continued to work one hundred percent while training as a marketing specialist, should receive his Europa certificate. Even if he doesn't have the paper yet, his opinion is composed: "For people who really live marketing, the Europe certificate is a good deal. And together with the Swiss Marketing membership, it opens up other exciting opportunities and fields of use." A good 600 Europa Certificates, says Swiss Marketing President Uwe Tännler, have been ordered and issued to Swiss graduates since their launch last fall. A strong number. It's even nicer when many freshly graduated marketing professionals now think about how proud such a certificate can make them. The only thing that's really better is when they don't just think about it, but order one right away. Because even if people in this country are used to an extra little train now and then, the European express train will no longer make an extra stop for Switzerland after the end of September.

The path to becoming a Junior Marketing Manager
How to get it and what it brings: All the details on the European Certificate for Marketing Professionals.
For whom is the Europe Certificate suitable?
For Swiss marketing and sales professionals with a federal certificate, for dipl. marketing managers HF, for dipl. sales and marketing managers.
What are the benefits of the European Certificate?
A first-time comparability within the European framework. And thus more job opportunities at home and abroad.
Why rush now for marketers?
Because the five-month deadline for ordering ends at the end of September 2010.
With which title do Swiss marketing professionals rank on the European Qualification Framework (EQF) table?
As Junior Marketing Manager.
What do these EQF levels mean anyway?
This assigns educational qualifications to an international value in a European grid.
How long is the European certificate valid?
Indefinite.
How much does the Europe Certificate cost?
For marketing specialists with federal diploma and sales specialists with federal diploma: 240 francs. For dipl. marketing manager HF: 350 francs. For certified sales managers: 480 francs. For dipl. marketing manager: 560 francs.
Is this some kind of membership fee that is annual?
No. It is a one-time fee for an unlimited period of validity of the European certificate.
How do I get one?
The European certificate can only be ordered online. Address: www.marketingplus.ch. To be paid either by credit card or by invoice (surcharge of 20 francs).
Do I have to be a member of Swiss Marketing to get a European certificate?
Recipients must either be a member of Swiss Marketing or of another professional association that is one of the sponsoring organizations of the corresponding examination. Thus: Society for Marketing GfM, Sales Switzerland, Swiss Advertising, Swiss Direct Marketing Association SDV or KV Switzerland.
But I am not a member anywhere.
You can also apply for membership at the same time as you order the European Certificate.
How long does it take from receipt of payment to receive my Europe Certificate? Four to six weeks.
And if I have more questions now? Then call. During office hours, to the secretariat of Swiss Marketing in Olten, phone 062 207 07 70.

The producer and director has children of his own. The concept developers met a nutritionist at another job. One day, the idea inevitably came to their plate: instead of watching young people being fobbed off with junk food in front of the TV every day, they could develop the recipe for a tasty series themselves. The idea is to satisfy the ravenous appetite of today's kids for great TV entertainment with healthy home cooking. The concept was put on the stove around a year ago at Katakult in Aarau. Michel Erismann, currently program director at Tele M1, works in this "factory for project culture" together with writer Andreas Neeser, who also runs the Aargau literature house "Müllerhaus" in Lenzburg.
From September, "Schnitz & Schwatz" will be broadcast weekly on the regional channels Tele M1, Tele 1, Tele Top and Tele Ostschweiz, serving up tips, entertainment and exciting information on the topics of nutrition and exercise. What's new about this menu: "The local station show, which is recorded outside in a small village, is intended to meet the standards of a public television program," says director Tello Frutiger. He and his Video One are responsible for the production and the entire styling. The result is indeed impressive, as a glance at the website www.schnitzundschwatz.ch shows. There you will not only find an archive with all previous episodes. With the aim of creating a community, the portal also offers background information for teachers and parents, the recipes cooked on TV can be printed out and the kids involved in the filming post their making-of photos online.
So far, topics such as eggs, potatoes, carrots and must are planned for the 12-part season. The first episode is all about tomatoes. Five children each from the fifth primary school class in Hirschthal (AG) and Uznach (SG) visited a tomato plantation where 40 tons of paradise apples are harvested every week. The schoolchildren were allowed to help pick the apples, ask questions and then compete in a quiz to test their newly acquired knowledge. Anyone who loses can make up the points in the following sports competition. Later, the tomatoes are used to bake a delicious pizza. Lea Guidon from Optiweight, a holistic nutrition consultancy, gives the right tips as editor and presenter of the show. The prize-giving ceremony follows the meal. The winning class wins a trampoline including a workshop to introduce the new Bouncolin technique. The manufacturer of this medically recommended soft trampoline is a sponsor of the show. As is Boris Becker's Cleven Becker Foundation, which provides the losing class with a "Fit 4 future" game box.
It took the creators around a year to get Suisse Balance and the health promotion organizations of nine cantons interested in "Schnitz & Schmatz" in addition to such sponsors. The project is now also supported by the Swiss Farmers' Association, the Fruit Association and the milk producers, as well as the SV Foundation, Ernst Göhner Foundation, Cookuk, Wisa Gloria and Migros Culture Percentage. The edutainment format is to be continued next year with a further season and, if there is interest, with other TV stations.
Andreas Panzeri
Catacult
The "Fabrik für Projektkultur" in Aarau develops customized concepts for cultural events, concepts for TV formats, literary events as well as advertising appearances and campaigns for companies and institutions. Partner Michel Erismann founded the "first Swiss ideas office" back in the 1980s and headed the PR department at Keystone. He was later program director of Radio Argovia and is currently still program director of Tele M1. Partner Andreas Neeser is a multi-award-winning writer, built up the Literaturhaus in Lenzburg and has just won a Berlin scholarship from the Zug cultural foundation Landis & Gyr.

The campaign is intended to "encourage young people to choose their own lifestyle", writes a fan on Facebook. And they understood the idea perfectly. Young Rod Kommunikation was commissioned by Manor to develop a campaign for the company's own fashion label Yes or No. The result is a package of measures under the motto "Against normal", which consists of numerous activities from print subjects to social media applications. Fashionable courage and individuality are to be celebrated here. Anyone who joins the newly launched Facebook page in time will definitely be part of the fashion scene and take part in the big competition. pan

The classic communication is supported by a competition campaign, which is carried out in particular at the POS of the partners Coop, Pfister and ZKB. Here, participants are asked to change their consumer behavior and make a "pledge for the planet". To make sustainable living as easy as possible for the Swiss, the WWF has also had smartphone applications developed. These provide tips on recommended fish products, seasonal produce and sustainable restaurants. To ensure that they are used, the apps are advertised through print ads, Facebook ads, Google ads and in the iPhone apps of various newspapers.
Responsible at WWF: Gian-Reto Raselli (Marketing Manager), Léonie Van de Vijfeijken (Project Manager). Responsible at Spinas|Gemperle: Lorenz Spinas (CD), Tom Malecha (concept/text), Miriam Fischer (concept/AD), Alexander Moltzen (graphics), Tullio Tomasini (consulting). Smartphone applications: Getunik.

Martin Stoll will take over the management. The 47-year-old has been working for the SonntagsZeitung since 1995 and has been deputy head of the news department since June 2008. Stoll will continue to perform his previous function in addition to his new role, as Tamedia announced this week. He is a graduate of the Swiss School of Journalism MAZ and was awarded the Zurich Journalism Prize in 2009 for his research into the "Nef case". From October 1, 2010, Oliver Zihlmann will head the news department of SonntagsZeitung. He takes over from Simon Bärtschi, who has been appointed deputy editor-in-chief. At the end of the 1990s, 38-year-old Zihlmann was already working for various departments of the SonntagsZeitung and spent five years as a permanent contributor from Berlin before the doctor of history and mathematics returned to Fokus-Bund in 2007. Two additional editors, Guido Schätti and Nicole Kircher, have joined the business section.

The series of advertisements for Haecky Drink & Wine is intended to show how a continuous presence and thus a strong advertising impact can be achieved with a smaller budget. The advertisements are created under the supervision of the Federal Alcohol Board and require their approval.
Responsible at Haecky Drink & Wine, Reinach: Mike Boehler (overall responsibility). Responsible at BSSM Werbeagentur, Basel: Urs Schneider (CD), Daniel Bard (AD), Hannes Müller (text), Markus Binggeli (consulting). Photos: Archive.