Last Thursday, the winner of "Only an ad can do that 2010" was announced: Manuel Rohrer from the Bern-based advertising agency Contexta was named the best Swiss creative under the age of 28 at the award ceremony in Zurich's Basilika bar-lounge club. Rohrer presented himself with the idea "Great things begin with an advertisement" - a message that naturally appealed to the jury members from the advertising industry. Rohrer shows, for example, a seed that will one day grow into a tree, or an egg containing a dinosaur. The big thing that develops from the small thing can be viewed on the Internet or on a cell phone according to the winner's idea. The advertisement explains exactly how this works. "A lively, modern campaign that opens up new dimensions and dovetails print and online," was the jury's verdict.
Rohrer will receive 10,000 francs in cash as prize money as well as the contract to realize his idea. He will also receive up to 30,000 francs for the implementation. The campaign will be advertised in 100 Swiss newspapers and magazines for a year from May. Rohrer will also be able to travel to Belgium in May to take part in the Best-YET competition for young creatives from all over Europe. If he wins there, he will also take part in the 57th International Advertising Festival "Cannes Lions" in June. Filip Wolfensberger and Dominic Zach from Maxomedia Bern will also be flying to the Best-YET competition. The participating team from "Das kann nur ein Inserat" made it onto the shortlist and was selected by lot as the second Best YET team at the awards ceremony.
Difficult choice, clear decision
For this year's "Only an ad can do that", 35 teams submitted 83 campaigns with a total of 382 subjects - significantly more than last year. A lot to do for the five-member jury headed by jury president Andreas Prokesch. Three days before the award ceremony, the six of them met at Publicitas in Zurich-Altstetten to select the best of the 83 campaigns within three hours.
In the first step, each jury member marked their favorites with colorful post-its. The six experts then worked with each other to narrow down a shortlist of twenty subjects, from which they selected another seven works for the shortlist. After intensive discussions about the seven ideas, Manuel Rohrer's campaign finally emerged as the best. Unanimous: first place. It will now be interesting to see whether Rohrer will also be crowned the most creative youngster at European level in Brussels in May. Werbewoche will be reporting on the competition in print, online and live on Twitter.
Anne-Friederike Wilhelm

Manuel Rohrer in conversation with jury president Andreas Prokesch.

Filip Wolfensberger and Dominic Zach in a celebratory mood.

The jury (from left to right): Axel Eckstein, CD Euro RSCG; Isabelle Hauser, AD Advico Young & Rubicam; Thomas Städeli, Managing Director Wirz; Andreas Prokesch, copywriter and text trainer, jury president; Patrick Suter, CD Spillman/Felser/Leo Burnett and Sandro Rüegger, Tamedia AG and Managing Director of Weltwoche from March 1.

If you want to achieve something, you always have to be available. This applies to bankers and CEOs, and even more so to advertisers and journalists. It would be unthinkable to miss out on a big deal, an important budget or the story of the century. Just because the iPhone was switched off. A representative survey in August last year revealed that three quarters of working people can always be reached by colleagues, customers and the boss, even after the office closes. 36 percent of those surveyed can be called and emailed for work purposes at any time from Monday to Friday, four percent even at the weekend. They are probably only not always available for their wife or husband.
Carli Hirschmann, our shining example, can't do without his thing either: his favorite object is his Blackberry, he told Bilanz. And so he has already made his first million, "a million thoughts about women, love, sex and passion". That's nice. Really: All those who would like to be reached everywhere and feel good and successful as a result should be granted this pleasure. With two exceptions: Not on my ski lift, and not in my mountain pub: "Grüezi Mrs. Hürlimann! ... what? ... No, on the slopes ... yes, exactly, send the documents to Mr. Merz-Schneider and tell him I'll call him from the hotel tonight ..." Mr. Merz-Schneider probably already knows anyway, as loud as the ever-available Monsieur next to me is shouting into his cell phone. I hope I have at least witnessed a mega deal. Although I suspect that someone who manages their job from the ski lift only thinks about skiing when they're working.
Between telephoneitis and telephone terror
Even worse than those who are constantly reachable are the iPhonists with contact mania: while I try to enjoy the panorama and my meatloaf, this species swipes, drags and taps on their little device and ends up ringing through their entire phone list: "Hi, how are you? I'm in Lenzerheide ... in that case: see you then." I have already realized: This conversation was really important and a far cry from acoustic pollution. Particularly dangerous: phoneitis is contagious. The lady next to me is already nervously scrolling through her phone list and I'm already feeling sick.
I readily admit that having a cell phone on the slopes can definitely be an advantage. In "emergencies", if your best colleague hasn't turned up at the z Morge, if you or the ski group get lost, and of course if you end up under an avalanche. Locating your cell phone can save lives. But if Aunt Käthe, the boss and the worried neighbor call - just don't answer. I'm sure your people won't be angry if they don't know whether you have a platter or goulash soup in your stomach. Your fellow eaters and lifters will be grateful, as will your nerves.
During my skiing vacation, about ten people tried to reach me. Several of them several times. All in vain. I've never recovered so well.

The Tamedia share held up quite well on Friday in a weak market. The media stock is receiving support from a new buy recommendation from the Geneva-based research company Helvea. It now recommends Tamedia as a buy with a price target of CHF 90, as Cash online writes. In the short term, the media company is facing a difficult advertising market. However, there are initial signs of improvement, Helvea is quoted as saying. In addition, several cost-cutting programs are underway. And Tamedia is the most profitable and best-managed media company in Switzerland, writes Helvea in Friday's research report. Thanks to its strong position, Tamedia will be one of the winners of the next wave of consolidation. According to the report, the most obvious target would be Basler Zeitung or one of the medium-sized regional newspapers in the Zurich region. According to reports, the Zurich newspaper in question is the Zürichsee-Zeitung, as Investnews.ch writes according to Cash.ch. Although Tamedia is currently busy with the integration of Edipresse Schweiz, the Zurich media house will use every expansion opportunity to strengthen its market position, according to Helvea analysts.

With the two reservoirs Valle die Lei and Sufers as well as the three control centers, Kraftwerke Hinterrhein (KHR) operates the largest combination of power plants in Graubünden, according to a press release. However, after more than 45 years of operation, the technical service life of many plant components has been reached - now a "major service" is required, so to speak. Construction work is scheduled to begin in winter 2011 and be completed in 2017.
In the first year of the project, Prime will design a project visual for CHR, develop the website Khr.ch and implement an internal newsletter as well as a range of other measures in the areas of PR and public affairs.
Responsible at Prime Communications, Zurich: Philipp Metzler (Head of Mandate), Jan-Jesse Müller (Senior Consultant), Sylvie Ruppli, Martina Peyer (Consultant), Basil Hangarter (CD), Sven Christinger, Mascha Müller (AD), Erwin Lötscher (DTP).

Of these, 1,006, or 87.4 percent, obtained the certificate required for admission to the Markom professional examinations. The names of all certificate holders can be found on Markom.org published. The next exam will take place from August 2 to 6, 2010. The registration portal will be open from May 3, 2010 and the closing date is June 25, 2010.
Since the introduction of this joint examination of basic subjects on the Internet platform, 5,046 certificates have been issued.

The Swiss national with Indonesian roots studied agronomy at ETH Zurich and has many years of experience in senior positions in the publishing industry with a focus on publishing management and management, as detailed in a press release on Thursday. She has been Publishing Director of the Health Unit (Gesundheit Sprechstunde) at Ringier since 2008. She was previously head of magazine publishing at Edition Plus Sàrl, Zurich, which publishes the French-speaking Swiss consumer magazine "Bon à Savoir" and the financial title "Tout Compte Fait". In 2000 and 2001, she was Publishing Director and Head of Marketing, Printing and Sales at KI Konsumenteninfo AG, publisher of "KTipp", "KSpezial", "KGeld" and "PulsTipp". As a partner and managing director of Specter GmbH, Zurich, she gained experience in setting up and managing a company from 1992 to 2000. The company, which specialized in digital publishing and prepress services, was sold to Ringier Print Zofingen AG in December 2000. Prior to this, Ratna Irzan was responsible for advertising, PR, direct marketing and trade fairs at Tegum AG in Zurich.
At AZ Medien's magazine publishing house, she will be responsible for the publishing activities of the special interest magazines Kochen, natürlich leben, Fit for Life and Wiir Eltern as well as the trade magazines Technica, Bâtitech, Megalink, Elektrotechnik ET, HK-Gebäudetechnik, CHemie plus, Chemische Rundschau and Swiss Plastics and will report directly to Dietrich Berg, Managing Director of Anzeiger, Zeitschriften, Bücher.

The campaigns of the year have been chosen. These are the winners:

The specific aim of the collaboration: under the leadership of Dr. Leschnikowski and Dr. Malär, a measurement tool will be developed over the next few months that can be used to measure the authenticity of a brand. This will soon provide a well-founded tool that can serve as an optimal basis for concrete implementation proposals. In the long term, Rolando Baron is also planning to hold lectures and workshops as part of courses at the IMU Bern.

In his role, he coordinates tasks and deadlines and ensures that customers, suppliers, employees and the management are informed in a timely manner, as the agency writes in a press release. Roland Hunziker specializes in communication and new media. After studying to become an interaction manager, he gained a wide range of work experience in these areas. Previous positions include the SDC in Belarus, a PR agency in Basel and the UN in Niger in West Africa. In his last position, he worked for the Max Havelaar Foundation as PR project manager in media and public relations.

Objectively assess advertising success
Advertising success is when advertising objectives are achieved. For a subject to be effective, the target group must perceive its message quickly and accurately. Every month, advertising effectiveness researcher Patrik Zwahlen evaluates the persuasive potential and visualization quality of five selected advertising subjects exclusively for Werbewoche - and thus provides an objective assessment of their advertising success.
Analysis with method
This brief analysis assesses the communication performance of advertisements with the help of the two metrics "persuasive potential" and "visualization quality". To determine the persuasive potential, Zwahlen first formulates measurable goals such as "sell more," "become better known," or "reduce the frequency of accidents. In order to achieve such goals, the subject needs a credible reason for impact that corresponds to the message. After defining a plausible goal for each ad, the message is unencrypted and written down. A green arrow means that the subject is convincing; a red arrow means that it is not.
With the visualization quality, Zwahlen provides an assessment of whether the message is perceived quickly and without wasted coverage. A green arrow indicates that the ad communicates quickly and without errors. If the subject is marked with a red arrow, misunderstandings and misinterpretations are to be expected.
> Analyses at a glance
> Detailed analyses

Contact
Dr. Patrik Zwahlen
Managing Director BildKom GmbH
Research Institute for Visual Communication
Phone: 044 380 78 88
Internet: www.bildkom.com

Going to work sick? Not if you are insured with ÖKK: ÖKK's daily sickness benefits and accident insurance policies protect companies in the event of absence from work and thus prevent the rampant "abolitionism".
The subjects developed by the Y&R Group can now be seen in target group-specific print media.
Responsible at ÖKK: Mario Theus (Market Private and Corporate Clients, Member of the Executive Board), Venanzi Vincenz (Head of Marketing Communications). Responsible at the Y&R Group: Dominik Oberwiler (CD/AD), Martin Stulz (text), Laurie Morard (graphics), Daniel Ganahl (illustration), Pablo Koerfer, Manuela Wettstein (consulting), Caspar Coppetti (overall responsibility).

According to the agency, the campaign is intended to encourage people to take a second look at Teva and discover its qualities and services beyond generics production. With advertisements, an image brochure, a new website as well as product ads and mailings, the campaign has been in use throughout Switzerland since the end of last year.
Responsible at Teva Pharma: Christoph Stoller (General Manager), Teodora Varkonyi (Head of Business Unit Retail), Frank Giger (Head of Business Unit Hospital/Oncology). Agency: Spillmann/Felser/Leo Burnett. Online: Update.