In the three-day special module, participants deal with the significance of a brand for corporate communication, the essence of a brand and a corporate personality. Questions relating to positioning and brand architecture are addressed, as is the interplay between image and identity. There will also be a presentation of the biggest rebranding in recent Swiss economic history: the creation of Alpiq from Atel and EOS will be examined in detail. Martin Bahnmüller, Head of Corporate Communications at Alpiq, will spend half a day providing insights into this major merger and the resulting challenges for communications. The module will be led by Bruno Schmidt, Managing Partner of the international branding agency MetaDesign Suisse from Zurich.

Postgraduate course: April 15 to October 30, 2010
Special module: April 29 to May 1, 2010

The centerpiece is the new website with information on carpentry apprenticeships and internships. Interested parties can test online whether they are suitable for the profession. There are also matching cell phone ringtones and a newly created Facebook site. In addition to the online presence, the agency has conceived and designed new image brochures, a trade fair stand and other communication tools. This also includes the promotion of the professional championships. A new image film will follow in mid-April.

Responsible at the VSSM: Christian Roth (Head of Marketing & Communication), Barbara Burger (Project Manager).

The new "click & click & win" competition starts on February 23. Ringier writes in a press release on Monday that the images to be searched for have been deliberately made a little bolder in order to appeal more to young creatives. The prizes are a trip of your choice worth CHF 2,500 and four excursions worth CHF 500 each.

> To the competition

The annual report is not to appear as a simple PDF solution on the Migros website, but as an edited Internet version. Under the strategic direction of Hirzel. Neef. Schmid Konsulenten, the design studio A-b.ch Brügger und Schmid was commissioned in a selection process. A-b.ch has joined forces with the agency Phorbis, which specializes in annual reports, and the Internet agency Orange8 Interactive, according to an agency press release. The annual report will go online at the end of March 2010.
The large corporation also relies on video contributions. For example, the President's message will not simply be a text, but a video message, as Naef told the SF business magazine "Eco". Various other topics will also be implemented with a video. Patrick Rohr has been hired to produce a video of the Chairman of the Board of Directors and a video of the Chairman of the Executive Board, as media spokesman Urs Peter Naef told Werbewoche when asked.
Migros does not justify the change with the pressure to save money, as the Internet solution is not cheaper than the printed annual report, Naef continues. Rather, the Group wants to move with the times and make consistent use of the Internet. In the long term, once the high initial investment has been made, Migros will probably also have financial advantages with an online-only annual report.

There are changes from last year, for example, in the household cleaners and dairy products categories. Migros overtook both Meister Proper and Emmi with its private-label brands. In the pain relievers category, Dafalgan displaced Aspirin from the top spot. Much remains the same, however: Kellogg’s has been named the most trusted muesli brand for five years running. Once again, Raiffeisenbank ranks ahead of the major and cantonal banks, and Nokia remains in first place for cell phones. In the skincare category, Nivea ranks first—just as it does in all other European countries.

• Automobiles: Volkswagen
• Banks/financial service providers: Raiffeisen
• Clothing: Charles Vögele
• Candies: Ricola
• Decorative Cosmetics: NIVEA
• Cold Remedies: NeoCitran
• Photo devices: Canon
• Fruit juices: Granini
• Breakfast cereals: Kellogg’s /li>
  
• Hair Care Products: L’Oréal
• Household/kitchen appliances: Miele
• Household cleaners: Migros
• Skin Care Products: NIVEA
• Homeopathic remedies: Similasan
• Internet Service Provider: Swisscom/Bluewin
• TV/Cable Network Provider: Cablecom
• Coffee: Nespresso
• Health insurance companies: Helsana
• Credit cards: Visa
• Life insurance: SwissLife
• Dairy Products: Migros
• Furniture/Interior Design: IKEA
• Mobile phone manufacturer: Nokia
• Mobile network provider: Swisscom
• Personal Computer: Dell
• Tour operator: Kuoni
• Property insurance: The Mobiliar
• Pain reliever: Dafalgan
• Chocolate: Lindt & Sprüngli
• Writing Instruments: Caran d’Ache
• Fuel/Gasoline: Migrol
• Watches: Swatch
• Vitamin Products/Nutritional Supplements: Burgerstein
• Detergent: Total
• Toothpaste/mouth care: Elmex

The actor in the commercial is Laurin Tschohl, a 4th-year machine mechanic at Grass, who, as an ambassador for the company, dares to bungee jump from the Verzasca dam wall and sprays the company logo on the wall. The film was directed by 23-year-old Patrick Karpiczenko. Gregor Rosenberger from Jingle Jungle is responsible for the sound design. Brian Goff was in charge of the camera. The new apprentice commercial can be seen in cinemas in Vorarlberg.

> To the spot

Archithema Verlag publishes the magazine "Ideales Heim", among others. First published in 1928, this special magazine for design and architecture is published ten times a year with a circulation of 27,200 copies and 144,000 readers (Mach Basic 2009/2). The program also includes the title "Umbauen + Renovieren", which is published six times a year (circulation 19,500 copies), as well as the annual themed specials "Küchen", "Bäder", "Garten", "Einfamilienhäuser" and "Wärme". For over 20 years, the publishing house has also published "Atrium", which is produced for the German market and appears six times a year with a circulation of 63,000 copies and reaches 560,000 readers (AWA 2009). Kretz is also responsible for the worldwide marketing of this magazine and the associated themed specials, excluding Germany and Italy.

The "Print" media group recorded a decline of just under 11% (-16 million francs) in January compared to the same month last year. By contrast, the "TV", "Internet" and "Poster" media groups performed positively. These all increased by around 14% compared to the same month last year. Developments in the "Consumer electronics + photo", "IT + office", "Household articles/appliances" and "Food" sectors were extremely positive.
The Industry "Consumer electronics + photo" increased by a whopping 134.7 percent compared to the same month last year. The growth of over CHF 8 million in January 2010 is largely attributable to Media Markt's image campaign (15 years of Media Markt). In addition to this company effect, the product groups "Video / audio media" (+74.8 percent; +1.2 million Swiss francs), "Televisions" (+169.7 percent; +768,000 Swiss francs) and "Photo" (+90.0 percent; +482,000 Swiss francs) also showed a clearly positive development.
With an increase of around CHF 1.2 million (+37.3 percent) compared to the same month last year, the "EDP + Office" were among the industry winners. The most heavily advertised segment in this sector in January was "Computers (Portable)" (+243%; +2.1 million francs compared to the previous year). This is also reflected in the top 5 most advertised products in the sector. Four out of five products are laptops or netbooks. The most advertised product is the "M-Budget Netbook".
At 28.9 percent (+719,000 Swiss francs), the sector "Household articles/appliances" significantly in January 2010. Almost all of this growth came from the "large electrical appliances" product group (+124%; +822,000 francs). The frontrunners within this product group are the two segments "washing machines" (+197%; +509,000 Swiss francs) and "vacuum cleaners/accessories" (+413%; +173,000 Swiss francs).
In January 2010, food advertising appealed to health and well-being. At CHF 1.4 million, the most intensively advertised product in the entire industry "Food" was Danone Activia yogurt. The "Fruit + Vegetables" product segment increased by 322% year-on-year (+1.4 million Swiss francs). Overall, the food sector generated around 32.8% more gross advertising pressure in January 2010 (+6.9 million Swiss francs) than in the previous year.

(Graphics: Media Focus)

The two SF productions "La Bohème im Hochhaus" and "Das goldene Rüebli" are also nominated in this category. Star TV will broadcast the 36th Prix Walo live from the Seedamm Plaza in Pfäffikon on April 18.
The music magazine has been officially supported by the Swiss Phono Association since the beginning of the year. In addition to current music clips and tips on legal music downloads, the editorial team has broadcast around 100 artist portraits in the "Local Heroes" section. On March 4, Star TV will also be showing the third Swiss Music Awards as a "Lautstark Special".

The TV commercial featuring Roger Federer, who has been a brand ambassador for the Basel-based insurance company for four years, is based on the motto "white winds". The color white, a core element of Nationale Suisse's branding, is intended to demonstrate purity and cleanliness - complemented by the theme of air as a synonym for breathing, lightness and movement. Under the slogan "breathtakingly safe", the tennis star walks confidently and carefree on the edge of a high-rise building.

> To the spot

Responsible at Nationale Suisse: Claudia Giorgetti (Head Group Marketing), Adrian Lichtin (Head Marketing Switzerland). Production: Twin Productions. Photography: Marc Gysin. Sound: Tonstudios Z.

The agency, which is part of the Y&R Group, is now working for SportXX, Melectronics, Do it + Garden Migros and Micasa. Ben Proske, Head of Internet and Intranet Migros, was quoted in a press release as saying that Futurecom was convincing on a professional level and also impressed with its holistic approach.

In 1971/1972, Dieter Roth placed a series of advertisements in the Lucerne city gazette amidst everyday ads for bus trips, hairdressing offers and constipation remedies that left many perplexed. He called his poetic miniatures "Tears". Taken together, these were intended to form a poem over 220 pages. Overall, the whole thing reads like a free variation on a limited range of motifs: tears, stone, sea, ship, words, language, wisdom, weeping. These are the words of an SDA press release. The sentences were not concerned with conventional logic and also betrayed a wild freedom in the context of the free advertisement. Under an advertisement for the Zürcher Kreditbank for help with money needs, Roth's advertisement reads "The sea of tears".
As Roth himself noted, his advertisement pages were "a big pile of junk". Even if they almost drowned in the sea of advertisements, they would certainly confuse readers in their search for cheap offers. However, the Stadtanzeiger stopped the advertisements of its own accord after 130 episodes. Readers are said to have protested because they felt disturbed or perceived the poetic sentences as aggression. Advertising today is creative, relaxed and open-minded - but an advertisement message that advertises nothing would probably still be irritating.