The guiding idea was the statement: "Italy, as beautiful as a movie". The main objective of the direct mailing was, on the one hand, to manage and update the database and, on the other hand, to convey the message that the company has over 2,600 vacation homes and apartments in Italy. As a response element, a reply card was also sent.
The campaign was also supported with images by the Italian National Tourist Board ENIT, among others. The Wettingen agency Profeta Kommunikation staged Italy as a vacation destination, but also as a film backdrop. "La vita è bella" - Life is beautiful - from the melodramatic, Oscar-winning film by Roberto Benigni also served as the title claim.
Responsible at Profeta Communication: Eugen Profeta (concept and consulting and texts), Othmar Gübeli (layout/image editing), Albin Girardet (translations),Henri Lohner (data management and aggregation), Dr. Thomas Conrad (editing; Studiotextart). Responsible at Novasol: Michael Kypreos (Market Manager Novasol Switzerland), Jeannette Schade, Corina Eberhard (Novasol Switzerland), Vito D'Elia (ENIT Switzerland).

The Federal Department of Justice and Police and subsequently the Federal Administrative Court had previously opposed the publication of the document in question. They took the view that the application to the full Federal Council for approval of the severance agreement qualified as a co-reporting procedure. However, according to the Public Access Act, there is no right to public access to documents from these proceedings. The Federal Supreme Court has now overturned this decision at its hearing on Wednesday and upheld the appeal of the journalist who had requested access.
According to the judges in Lausanne, the departure regulation itself is not part of the co-reporting procedure. This only begins with the application to the Federal Council as a whole. As the departure regulation had already been drawn up beforehand, it should therefore be released. The court reached its decision by three votes to two.

The Lötschberg excursion region between Bern, Brig and Zweisimmen has a lot to offer. Since last year, Erdmannpeisker has been demonstrating for BLS (Bern Lötschberg Simplon Bahn) just how great the variety of excursion and leisure opportunities is with illustrations in the likeable "Tintin" style. A magnifying glass is now used on the posters and advertisements for the coming summer season. It directs the eye specifically to the most beautiful vantage points, the most popular hiking trails, and the most exciting family excursions in the region.
At the same time, the Biel-based creatives are following up for BLS with an updated version of the popular travel guide and the matching panoramic map. The entertaining reading fodder for on the road is conceived as "the ideal complement to the central marketing platform www.loetschberger.ch," as CD Gabriel Peisker says. The successfully typified illustrations are by Felix Reidenbach and Arne Rohweder.
Increased promotion of the region and its excursion destinations has become an issue after more and more travelers began racing by train through the Lötschberg's 4.3 billion base tunnel in December 2007, missing out on the scenic beauty of the old line altogether. For the original Lötschberg line, the campaign has also created the brand name "Lötschberger" for the Regio-Express over the mountain. pan

Manuel Rohrer* (Contexta (4)) and Samuel Huber* (Miami Ad School (1)) competed as Team 1, Filip Wolfensberger* (Maxomedia (3)) and Dominic Zach* (until April Maxomedia (5)) as Team 2. The four were accompanied by juror and team coach Andreas Prokesch (6), owner of Andreas Prokesch Konzepte & Texte, delegate Toni Vetterli ?from the Swiss Press Association, Marco Hendriks (7) from Publicitas, which sponsored the event for the Swiss, and Werbewoche as media partner. One of the two Swiss designs was shortlisted, but unfortunately did not make the podium. In the ninth Best Yet, it was the British team - Julia Earthrowl (Grey) and Gavin Johnson (BMB) - that came out on top. The best young creative minds in Europe also include Yannick Pringels and Antoine de Bellefroid from the College of Advertising and Design Brussels and Emmanuel Guillon and Alban Gallée from TBWA Paris. As Best Yet has already been hosted in England and Belgium, the 2011 event will take place in the home country of the third-place winners, France.
Anne-Friederike Wilhelm
* see also "Heads of the week" in this issue

Four days of rock-folk, reggae, electro and world music are on the program at Festi'neuch. The festival in Neuchâtel runs from June 3 to 6 and is celebrating its 10th anniversary this year. The event started in an ice rink and later developed into a real open-air event. The festival site is located directly on the lake and promises a unique atmosphere for hopefully hot summer nights. Last year, 30,000 visitors came to the Festi'neuch to find out about the latest trends in music. The festival is organized by around 70 volunteers and implemented by the Festi Concept association. Around 1,000 helpers are needed for the four concert stages over four days. The target audience is people between the ages of 18 and 35, mainly from the canton of Neuchâtel. In this anniversary year, however, the event will also be publicized more widely throughout the country. The Cosmic Romandie agency has been entrusted with this comprehensive advertising and the new overall image. Suzanne Scherer from Cosmic in Neuchâtel is delighted that the collaboration is set to last at least three years. The communication concept with a new visual identity won over the festival organizers in a pitch. Posters, advertisements, the concert program as well as flyers and many other advertising materials from T-shirts to sticker tattoos and drinking cups were developed.
Andreas Panzeri

Urs Meier is still a well-known football referee in Switzerland. When he officially ended his refereeing career at the end of 2004, he had officiated 883 matches in 27 years. He was also voted the second best referee in the world by a panel of experts. A FIFA referee since 1994, he has officiated at several World Cup matches since 1998. Today, Urs Meier is an entrepreneur, speaker, football expert, author and ambassador for Kindernothilfe. During the planning phase of the new website, the agency's main task was to emphasize his commitment with a fresh design and friendly usability, the agency said in a press release.
Online press work, search engine advertising and referral marketing are intended to sustainably increase the brand awareness of Urs Meier Management. The search engine-friendly website is always at the center of the advertising measures.
Responsible at Design Labor: Zoran Bozanic (concept and web design), Ivan Stokic (technology). Responsible at Urs Meier Management: Andrea Kratzer (project manager).

Anyone who purchases a new Ford Transit can pay 4,500 francs in the form of a voucher for goods and services from their company. These contributions are then forwarded by Ford to charitable, ZEWO-certified institutions.
At the center of the communication is the key image in the form of a child's drawing. It shows the process and conveys the positive benefits of the campaign. The cross-media campaign is supported throughout Switzerland with advertisements in the daily and trade press, PR articles and a website.
Responsible at Ford Motor Company (Switzerland) SADanijel Dzihic (Marketing Director), Giselle Vaugne (Head of Communications), Raphael Schneider (Senior Brand Manager CV). Responsible at Ogilvy & Mather: Thomas Bolliger (Creative Direction), Priska Meyer (Art Direction), Stephanie van Ophuisen (Graphics), Marc Schwitter (Text), Dominik Abt, Theresa Wagner (Consulting).

Speakers included social media marketer Alexander Wunschel and Felix Mendes, Vice President of Xing. Patrick Meininger, Head of Strategy and Development at Adconion, showed how commercial communication is increasingly making use of push technology. Ulrich Tilgner, Middle East correspondent for Swiss television, reported on the importance of the Internet in the war-torn Orient. Throughout the event, OnEmotion operated a specially developed iPhone application (iVote), which conference participants could use to continuously vote on whether and how they liked what was on offer. Goldbach Media has been presenting the Cross Media Award for several years now. CEO Klaus Kappeler also announced the presentation of a Social Media Award next year. Goldbach Media wants to show the importance of using social networks and how diverse social media networking can be.

You can count on experienced consultants who, thanks to their many years of expertise, know what is important when it comes to selecting print media that is appropriate for your image and specific to your company. Thanks to this experience, Sihl + Eika has also further developed the unique PaperIdentity® service concept.
In addition to the three quality levels "Premium", "Excellence" and "Royal", Sihl + Eika now also offers the new PaperIdentity® set "Balance". With "Balance", CI-compliant print products can be produced that do justice to corporate sustainability and ideally meet the need to take ecological responsibility. Whether for your printed matter, envelopes or as copy paper!
Within the "Premium" and "Excellence" quality levels, you can choose between three sets in the shades Highwhite, White and Ivory. The "Royal" quality deliberately includes only one set in classic white. The "Balance" set, which is composed of recycled paper, surprises with its high whiteness, which is practically in no way inferior to virgin fiber paper.
The PaperIdentity® sets are the ideal tool when it comes to putting a corporate design on paper. Not just any paper, of course. You can select the quality and color nuance to match your corporate image and obtain a consistent range, thereby adding significant value to your communication.
The expanded PaperIdentity® range is supported by the globally unique online platform www.paperidentity.com, which is also designed under the guidelines "Simple. Consistent. Consistent." was designed.

"Compared to Berlin, Frankfurt is a village," grumbled some creatives from the German capital. But the village had a lot to offer with its contemporary exhibition center, the Museum of Applied Arts, an ADC ship, Greentowers and the Schauspiel Frankfurt as centers of the event. Shuttle buses ran between them. Figures 6,700 works were assessed. 8 were awarded gold, 56 silver, 123 bronze and 242 a distinction. Achievements Six of the eight Gold Nails awarded went to campaigns in the traditional media category. Four of these were "out of home". The agencies that received the most awards were Heimat, Jung von Matt and Scholz & Friends. Patriotic Two Swiss agencies were among the winners. Euro RSCG Zurich won a bronze nail in the film campaign category for the funny short film "Too fast" for the Federal Office of Public Health. Jung von Matt/Limmat also won an award in the film category in the individual spot category for "Migros, Farm of Animals". Jung von Matt/Limmat also picked up a second award in the Digital Media/Banner category for Pro Senectute and "No Friends". Confusing The poster for the summit was the subject of heated debate in the Frankfurt media. People wondered: why did the man with the friendly greeting in his bowler hat have three nails hammered into his head? One woman said it was probably an alien with antennae and fresh "ideas not of this world". Trends "The Internet is the television of the future," said Jochen Rädeker, spokesman of the ADC Germany board. He is also convinced that traditional advertising is on the retreat and with it the traditional advertising agencies that offer everything from a single source. The new ideas lie where forms are broken and new approaches are used. It is therefore no coincidence that the exhibition area at the Frankfurt trade fair grounds was designed in the style of a construction site. It is clear that we are in a time of transition. Minimized It was noted in a presentation that Google has the most clicked website in the world. And also the simplest site. Just a white space and a square of lines to enter the search query. Tips Boxer Wladimir Klitschko talked about how to knock out an opponent. He said: Don't be like the others, stand out from the crowd. Believe in yourself. Believe in your cause. Being cheeky, not being afraid. Don't let the pressure drive you crazy. "I love pressure, it has a positive effect on me," said Klitschko. This was also confirmed by Armin Jochum, Managing Director Creation at Jung von Matt/Alster. One of his tactics for success: "Wait until the day before the presentation to start brainstorming." Statistics Today, there is less money available for a campaign and at the same time much more media. One question at the congress was therefore: Where do you invest what? If you rethink, you rethink media and leave the old pigeonholes behind. This is because clients have become "dramatically different". They demand that all ideas work faster. We are expected to be able to arouse desire from one moment to the next. In addition, controlling is constantly breathing down the necks of creative professionals. Challenges Consumers have emancipated themselves and are no longer interested in advertising that does not provide them with relevant information. Consumers do the communication for their favorite brands themselves. Comparison Where once a dirt road led us to our destination, today we travel on an eight-lane highway. Or: Is classic advertising as obsolete as the old long-playing record? Acceptance The means of communication that are still new to us will be taken for granted tomorrow. We already say "I spoke to him" today and no longer make a distinction as to whether it was face-to-face or just over the phone. The Internet will be just as much a part of the next generation's everyday life. A young boy once asked: "How did people get on the Internet when they didn't have computers?" However, tweeting has not yet been widely accepted in Frankfurt. On the first day of the congress, only 11 people passed on anything to do with the ADC in a "shameful 46 tweets", as scene guru Sacha Lobo angrily put it in an "advertisers' insult". Business model Why just invent the advertising when you can invent the product at the same time? This was asked in a presentation about an idea from the Brand Lab. Crossmedia It is no longer enough for an ad to work on TV. It also has to trigger a movement beyond the commercial break. The film, its actors or the way it is made must be discussed in the media. This was demonstrated by the Katjes yoghurt commercial with Reiner Calmund, which made it onto the shows of Stefan Raab and Harald Schmidt. Loosening up The Internet is like a car market. You have to set up bouncy stalls and bratwurst stands - virtually and in new forms, of course. Links On YouTube, we recommend a movie on the subject of "new ideas" entitled "Deadline Express Courier Exploding" or "Greatest Ad Campaign Ever".
Andreas Panzeri
> To the pictures

"Be curious and see an opportunity in everything".
Manuel Rohrer, 26, graphic designer at Contexta in Bern
Manuel Rohrer was born in Bremgarten (AG). After completing his graphic design apprenticeship at DDB Bern, he worked at Denon Publizistik in Rapperswil (SG) and Euro RSCG Zurich before joining Contexta two years ago. With his augmented reality ad, which is currently placed in around 100 Swiss media, Rohrer won the "Only an ad can do that" competition of the Swiss Press Association at the beginning of the year. His win hasn't yet earned him an executive parking spot, but it has earned him participation in Best YET 2010 in Leuven. "Drawing is not my strong point," Rohrer admits.
"To practice it, I always carried a pencil and sketchbook around with me a few weeks before the competition." Although he and his teammate Samuel Huber did not succeed in Leuven with their creative pencil work - but because Rohrer sees an opportunity in everything and is firmly convinced that you can always learn something, he did not return to Switzerland empty-handed.
Rohrer and Huber have known each other for a long time. "In addition to our passion for good advertising, what we have in common above all is our enjoyment of beer and table soccer," says Rohrer. With their love of barley juice, the two were in good hands in the brewing city of Leuven. "The nice thing about my job is that you never run the risk of falling into the daily grind. What I find annoying, however, is when you have to please everyone with a campaign, making it interchangeable and boring," says Rohrer, outlining the weal and woe of being a graphic designer. Rohrer is married and has a son who is just under one and a half years old. Louis is his favorite pastime. At least playing with him. As a young boy, Rohrer wanted to be a professional soccer player and a racing driver at the same time. Consistent as he is, he still dreams of racing in a Formula One car.

"Wherever you go - there you are".
Filip Wolfensberger, 27, graphic designer at Maxomedia in Bern
Filip Wolfensberger promised himself "a few types of Belgian beer and a trophy" from his participation in Best YET 2010. His hopes for various types of beer were fulfilled, but unfortunately the plan to bring home the coveted tickets for Cannes was not. But at least Wolfensberger and his teammate Dominic Zach's campaign idea made it onto the international jury's shortlist.
Wolfensberger was born in Basel. As a young boy, he first wanted to become an actor, then a policeman, and finally a stationmaster. Because he liked the cap and the red ladle so much. Today Wolfens-
berger is a trained designer as well as a teacher of drawing and handicrafts: from 2000 to 2004 he completed the preliminary course and the course in design at the Basel School of Design. He then studied teaching design and art at the Zurich University of the Arts. "During this time I worked on various art projects and played music at quite a few concert events," says the passionate drummer.
Wolfensberger has been working as a graphic designer at Maxomedia for two years. And nothing works for him without music. What does he have in common with his teammate Dominic Zach? "Fun creating and a healthy dose of self-irony," says Wolfensberger.
He enjoys his job most when he has enough freedom to make decisions and the team and environment are right - like at Best YET in Leuven. In his work, Wolfensberger swears by innovation, exchange and reduction. Because: "If too many ideas have to be reconciled in projects, they can't impress as a fitting message."

"When I'm down, down is up".
Samuel Huber, 27, student at Miami Ad School Europe in Hamburg, Germany
To keep himself amazed - that is Samuel Huber's greatest dream. To achieve it, he needs above all perseverance, enthusiasm and the talent to think what others don't think. Until mid-June, Huber will be learning the art of idea generation at the Miami Ad School Europe in Hamburg. After that, he is eagerly awaiting what the future will bring. After all, Huber's favorite (leisure) activity is "discovering life in all its diversity.
Huber was born in Munich and grew up in Bern. After school, he tried his hand at business school. But: "After just a few weeks, it was clear to me that bookkeeping and a copy machine didn't suit my daydreams. I wanted to be a graphic designer." Huber worked as a pizza courier until 2002, when he began his preliminary course in Basel. He completed his graphic design apprenticeship at Erdmannpeisker in Biel, then worked for a year and a half at Euro RSCG Zurich. Since the summer of 2008, Huber has been studying art direction at Miami Ad School. "As part of my education, I've had the opportunity to travel cities and get to know various agencies for the last nine months," he says. "I've been to Ogilvy in Paris, Lowe's in New York and Saatchi & Saatchi in Stockholm." And now, Leuven. Being at Best YET 2010 means a lot to Huber: "Switzerland is a piece of home for me. It has offered me many opportunities and forgiven some sins. I was happy to represent it." Huber traveled to Belgium well-prepared: "For two years I've been batting around concepts and ideas intensively. Preparation enough to intuitively do the right thing at the given moment."
Huber loves the playfulness of his job. And he hates it when he has to be compulsively creative. But that doesn't mean he doesn't enjoy pushing himself: "What I enjoy most is creating concepts and looking for ideas, always pushing myself to achieve unique results." That fits with Huber's motto in life: He's always up. And when he's down, down is up. Sometimes it doesn't hurt to see the world from the other side.

"I hate compromise"
Dominic Zach, 27, preparation for self-employment
Shaolin kung fu is Dominic Zach's favorite hobby. Zach also likes to go straight at work: "Any compromise that waters down the vision so that the final product is still mediocre and boring at best is a failure," he says. "I hate those miserable compromises." Even as a boy, Zach dreamed of becoming an assistant to Michael Knight or a ninja fighter. He retains that combative nature to this day.
Zach simply expected to win the Best YET. Unfortunately, it wasn't enough. But since Zach's main concern is to have fun in his job, his visit to Leuven was certainly worthwhile: "I always enjoy it when I have the opportunity to entertain people and contribute my own ideas."
Zach was born in Wengi bei Büren. He studied media sciences at the University of Fribourg and then slid into the advertising industry through a competition for an internship at Maxomedia. From February 2008 to April 2010, Zach worked at the Bern-based agency as a concept developer, producer and digital consultant. Now he plans to set up his own business in the online sector.
In Leuven, Zach competed together with Filip Wolfensberger. "Filip and I served side by side at Maxomedia, planning and executing various advertising campaigns," Zach says. That's what welds us together.
Zach's role model is a mix of Spongebob, Super Mario, Jerry Seinfeld and Gary Larson. Which raises the question of what an adventurous sponge, an Italian plumber from a video game, an actor and comedian and a cartoonist have in common. At the very least, the talent for not taking the world too seriously and meeting it with a pinch of irony. Humor and a relaxed approach to life's serpentines have still proven to be good advisors.

Anne-Friederike Wilhelm

Now it's official: Swiss Marketing is relaunching its website together with the Swiss company Webgearing. "In the fall of this year," says President Uwe Tännler, "the redesigned site will go online." The website will be much more than just an internet shop window. Together with the partner company Webgearing, the aim is to create an individual platform for knowledge transfer. Users should be able to set up their own cockpit, so to speak. Tännler explains: "Anyone who constantly needs the Swiss flight schedule or the latest stock market prices, for example, can feed this information to their personal version of the Swiss marketing website." The fact that the company's own website is the main focus of online communication is systematic. Just as Internet experts usually demand, Swiss Marketing wants to position its homepage as the nucleus of its web activities, as a kind of mother ship. This is where the content is centered, where the knowledge is located and where the community meets. Swiss Marketing's new web presence should therefore offer all the advantages of a typical entry page to the Internet.
Swiss Marketing Day again via Xing
Of course, Swiss Marketing wants to use social media - but not in a watering can approach, but in a very targeted manner. For the Swiss Marketing Day, for example, says Tännler, the activities on the business contact platform Xing have been very worthwhile: "Within a very short time, we were able to build up 700 members there. The valuable thing about it is that we use this platform for almost twelve months a year and can therefore keep our members constantly up to date. This has also enabled us to effectively acquire participants via this Xing presence." Tännler does not envisage any activities on the booming Facebook network, however: "We are a professional association that stands for business-to-business topics and promotes education and training. At least from a current perspective, that doesn't fit perfectly with a platform that is still more about the fun factor."
Despite the great interest in web activities on all sides - according to Tännler, an online marketing club is also being planned - the Swiss Marketing President draws a sharp dividing line between the real and virtual worlds: "All these new tools offer many opportunities, and it is a good idea to follow developments as closely as possible. On the other hand, it must also be said that no virtual tool can replace person-to-person contact." The successful events organized by the regional groups are a constant reminder of this, as the Swiss Marketing Day at the KKL demonstrated once again this year. And the Americans say the same thing. The nice saying on the other side of the Atlantic is: "You can't email a handshake" - a handshake cannot be sent by email." Fortunately not.