The award has been presented since 1968 and recognizes achievement, innovation and leadership by companies whose direct marketing activities are of the highest quality. Recipients of the Marketer of the Year award must make a significant impact on the marketing world by demonstrating leadership within the industry through the introduction of new products, services, processes or personal commitment.
Zurich Help Point was launched in September 2008 and is one of the largest global marketing initiatives implemented. The campaign is present in over 140 countries and is communicated in several hundred different executions across more than six media channels. The campaign is based on extensive market research to provide an accurate understanding of the wants and needs of insurance customers. The market research involved a total of over 39,000 customers in 12 countries. The marketing and communication measures aim to change Zurich's image, perception and brand. Through an easy-to-understand approach with high recognition value, the term "Zurich Help Point" stands for the company's promise to be there when it matters.
As part of this 360-degree marketing initiative, Arun Sinha's team is also running a global, internal Help Point information campaign to show all employees the individual role they play in delivering services to customers when it matters most. This internal campaign includes several initiatives, including measures such as a tool kit to help managers engage teams, take active steps, and act in the best interest of the customer. In line with the technical and innovative aspects of the campaign, an interactive 20-minute Help Point e-learning module was also created for employees, which has already been completed by more than 30,000 employees. In addition, Zurich recently hosted a customer appreciation month internally to help employees further understand and respect customers.

www.the-dma.org

From a total of 12 submitted application dossiers, the expert committee of the Bern Foundation has awarded five project ideas by professional Bernese designers with the 2009 project contributions of the Canton of Bern for design and creation totaling 32,500 Swiss francs. Awarded. Glass designer Thomas Blank receives a contribution of 10,000 francs. 7,500 francs go to jewelry designer Linda Pieri. Product designers Kathrin Eggimann/Yi Salomo and fashion designers Beatrice Bührer and Elif Gedik will each receive 5,000 francs. The five project contributions will be presented on January 14, 2010 at the vernissage of the BESTFORM 10 exhibition in the Stadtsaal of the Berner Kornhaus.
- The 36-year-old glass designer Thomas Blank from Bern is awarded for the project idea "Lapidosus". When making glass bowls, he experiments with innovative surface structures that are reminiscent of ceramics or metal. The result is vessels with a smooth, shiny interior that contrast with a fascinating matte, rough exterior.
- The jewelry designer Linda Pieri from Biel receives a contribution to transform illustrative elements into wearable jewelry and to create a special interaction between the image, the piece of jewelry and the person wearing it. Pieri uses screen printing on linoleum, among other techniques.
- The design duo Kathrin Eggimann and Yi Salomo from Bern, deal with the honeycomb structure of paper in combination with light. The goal of their project is the production of a small series of paper lamps, which is created by analyzing different papers, illuminants and color.
- Beatrice Bührer completed her training as a fashion designer in 2008 at the University of Applied Sciences Northwestern Switzerland in Basel. The project contribution will support her first collection, the leitmotif of which is the sailor's frock. Bührer experiments with modeling on the bust and with hand-printed fabrics.
- The 24-year-old fashion designer Elif Gedik from Aarberg receives a project contribution for the continuation of her collection "Marais Girl". She attaches particular importance to the style mix of Parisian "chic" and the simplicity of her feminine cuts.
The handover of the five project contributions will take place on Thursday, January 14, 2010 at 6 p.m. during the vernissage of the Bestform 10 exhibition in the Stadtsaal of the Berner Kornhaus. In this exhibition the foundation presents the best in design and creation from the canton of Bern. In addition to the five project ideas of the 2009 award winners, the implemented projects of last year's award winners as well as the current acquisitions of the Canton of Bern will be exhibited. In addition, a graphic panopticon of the Bernese graphic collectives Büro Destruct and BlackYard, which were awarded the Bernese Design Prize 2009, will be on display.

www.angewandtekunst.ch

Edition Renteria SA specializes in the search and publication of editorial data from Swiss media as well as information on corporate communications. Every year it publishes the "Swiss PR and Media Directory", "Top 150 Swiss Media" and the "Handbook for Corporate Communications". All data can also be downloaded in digital form from the web platform www.renteria.ch can be obtained. This merger is particularly beneficial for communications professionals: From now on, they can obtain all publishing and editorial data as well as the key figures for corporate communications from the same place at more favorable conditions.

www.media-daten.ch

The Kunsthaus conducted a survey among members of the Zürcher Kunstgesellschaft to determine the needs of its readers. The magazine character is reinforced by the generous use of images, lots of white space and new fonts.
Crafft has already designed and implemented various works for the Kunsthaus Zürich, such as the corporate website, the annual program and, since 2003, exhibition posters. We can now look forward to the first issue of the new Kunsthaus magazine in the first quarter of 2010, which will continue to be published four times a year with a print run of around 18,000 copies. Members of the Kunstgesellschaft receive it free of charge, non-members can purchase it in the Kunsthaus store.

www. crafft.ch

In view of the advertising slump, turnover fell again by twelve percent to just under 1.6 billion dollars, as Yahoo announced on Tuesday after the US stock exchange closed. Since its peak a year ago, the Internet company has cut around 2,000 jobs to around 13,200. However, according to CFO Tim Morse, around 200 people have recently been hired again as announced.
Yahoo exceeded market estimates with its figures. In particular, profits and the forecast for the coming months were clearly higher. The share price rose by a good six percent in US after-hours trading. Since the beginning of the year, it has risen by around 40 percent to 17.17 dollars.
Yahoo has allied itself with Microsoft in the battle against the clear search engine market leader Google. Arch-rival Google has just posted another quarter of impressive growth during the crisis. Yahoo wants to use Microsoft's search technology. The alliance still has to be approved by the competition authorities. Microsoft had previously tried unsuccessfully to swallow Yahoo whole.
The internet company Yahoo now expects sales of between 1.6 and 1.7 billion dollars for the current fourth quarter. The operating result is expected to be between 135 and 155 million dollars.

www.sda.ch

The 10th Direct Day - the largest direct marketing event in Switzerland - is just around the corner. On November 24, 2009, Stephan Klapproth will lead through the anniversary program at the Forum Fribourg. Under the motto "The future is now!", they will explain the demands that tomorrow's world will place on us.
The price per person is 275 francs. Further information on DirectDay and registration at www.post.ch/directday.

For the sake of the environment, Ruckstuhl is scrapping old vehicles and rewarding their owners with a bonus. To draw the attention of the interested public to the campaign, the advertisers from Zurich Seefeld have made the scrapping bonus visible without further ado. With monumental containers containing real cars waiting to be scrapped.
The idea can be seen in Affoltern, Winterthur, Zurich and Rapperswil. In each case at the Ruckstuhl garages. The campaign will be accompanied by spots on local television and radio, as well as direct marketing measures.
Responsible at Marti & Partner: Peter Marti (Concept), Anita Kittel (Consulting&Media), Mia Marti (Assistance).

www.marti-partner.com

Self-promotion is the order of the day
Everyone does what they can. An advertising agency, for example, runs ads. However, of the roughly 180 studios in the greater Bern area, only the most prominent ones continue to participate in the Berner Werbezeitung. This special industry publication appears as a supplement in the Berner Zeitung (BZ) and Der Bund with a circulation of 130,091 copies, as well as in some issues of Werbewoche. In cooperation with the Bern Advertising Club, a special issue providing background on current trends and news has been produced, which will also be distributed specifically at the Bern Marketing Day on October 27.

A prolonged high in the Engadin
The Zurich-based agency Prime was commissioned by Bergbahnen Engadin St. Moritz to develop a poster design that is quick and easy to understand and promotes the three areas—Corviglia, Diavolezza, and Muottas Muragl—along the drive to St. Moritz. The roadside posters create a new visual landscape and, in the headline «Thrill to the Power of Three,» bring together the mountain panoramas of all three areas.

As TDC Chairman of the Board of Directors Vagn Sörensen said on Tuesday at the eighth Communications Days in Biel, there is a senseless duplication of basic infrastructures in Swiss mobile communications. Every provider has to build its own cell phone network. The main problem was the high initial investment in antenna sites, without this promoting competition. There is great resistance to new antennas. Each new antenna requires a lead time of three years. According to SDA, the majority of investment in mobile radio goes into the acquisition of new sites, masts, concrete foundations, buildings and costly administration. It would be better to invest in electronics and services instead.
The current situation does not lead to more competition. The hurdle for new competitors to enter the market is becoming far too high. The high investments are not worthwhile for alternative providers. Switzerland is a special case in Europe. Nowhere else has the former monopolist remained as strong after the liberalization of the market as in this country, with the exception of the Czech Republic. Swisscom already had over 2 million cell phone customers when Sunrise and Orange started out. Today, Swisscom has a market share of around 60 percent, while Sunrise and Orange have around 20 percent. According to Sörensen, it is no longer possible to catch up on this lead. With identical
networks at the same cost, Sunrise and Orange would have 300 percent higher costs per customer than Swisscom.
Sunrise will only invest 500 million in network expansion over the next three years due to the increasing demand for bandwidth. Investments amounted to 35 percent of pre-tax profit in the first half of 2009. This high ratio is not sustainable in the long term, said Sörensen. It would be difficult to introduce a new generation of mobile communications (LTE) under the current circumstances. If common masts are erected across all three mobile networks and each provider retains its own electronics, a few thousand antennas can be saved, as Sunrise CEO Christoph Brand said in an interview with the news agency AWP.
There are the same problems with the fixed network as with mobile telephony, said Sörensen. Here, too, the expensive duplication of the basic infrastructure required high investments without bringing additional competition. In the case of the fiber optic network, 80 percent of investments were made in cables and ducts. Only Swisscom and the electricity companies, the majority of which are owned by the state, invested here.
Sunrise has gained market share in all segments in recent months. The TDC President said in an interview with the news agency AWP that there was therefore no direct consideration of separating from Sunrise.

www.sda.ch

The daily press lost 70,000 copies compared to the previous year and over 295,000 compared to 2005. The Sunday press only made gains thanks to new titles. By Ueli Custer.
> To the article as PDF

Edi is the Swiss film award for advertising, industrial and corporate films. The competition is run under the patronage of the Federal Department of Home Affairs. It is the only competition in Switzerland that evaluates and awards commercial film productions in terms of their professional quality. An Edi win can also count towards Werbewoche's creative ranking among the newly defined, freely selectable awards. Commissioned productions that were produced by a Swiss production company or realized by Swiss filmmakers in the twelve months prior to the closing date for entries are eligible for the Edi. The jury is made up of experts from the film, commissioning and advertising sectors and rotates within the individual categories. The public vote, which was held for the first time this year in cooperation with 20 Minuten, has no influence on the decisions already made by the jury. However, the additional popular opinion is intended to enrich the competition and promote public interest in local advertising films. Voting is open from October 26 to November 1. Voting is possible at www.edinet.ch/shortlist, where the films can be viewed in full screen thanks to a microsite developed by Publisuisse. Anyone who can predict a correct Edi winner has a chance of winning movie tickets and five nano iPods with integrated video camera. Pan
> To the shortlist

First things first: the results of the new Mach Cinema reach study published by Wemf on September 9 are no longer comparable with Wemf's previous cinema reach figures. The new study leads to a currency break in Wemf's cinema audience research.
To illustrate the progress made by the new study, it is worth taking a look back: In the 2007 calendar year, ProCinema counted a total of 13.8 million movie admissions. Wemf, on the other hand, which published its most recent cinema admissions figures as part of Mach Basic 2008-2 (survey period April 2007 to March 2008), extrapolated to 17.5 million moviegoers, a difference of 26.8 percent. The difference was neither an isolated case nor comprehensible. It was methodological. For the cinema industry and in particular for the cinema advertising marketer Publicitas Cinecom, however, this was a nuisance, also because the Wemf reach has fallen steadily since 2004, while ProCinema has shown annual fluctuations.
However, the climate has changed since the change of management at Wemf in March 2007. Marco Bernasconi initiated the new study just a few months after taking office as Wemf Director - also because Publicitas Cinecom expressed the intention of launching its own reach study.
The new Mach Cinema study is essentially a mix of survey and ticket sales data. In other words, it combines the strengths of the two methodologically different surveys and leaves aside their weaknesses. Nina Bender, Mach Cinema project manager, explains it this way: "The ProCinema statistics by calendar year provide the benchmarks, while the Wemf surveys, with their staggered but also 12-month survey period, provide the target group structures."
The admission statistics from ProCinema, which are considered reliable and can be analyzed by screen, film and week, now serve as the basis for the absolute reach. However, as these statistics also include children under the age of 14 and people not resident in Switzerland, they must be "adjusted" accordingly. For the latter, Wemf conducts random surveys in the border regions of Basel and Geneva. What is also excluded: the attendance figures of those (few) cinemas that are not under contract with Publicitas Cinecom, because as the client of the study, the advertising marketer is, as before, only interested in "its" reach. The adjusted reach figures are 16.3% lower overall than those of the ProCinema admission count (which, incidentally, will continue to be published).
However, as the ProCinema statistics do not contain any socio-demographic data, the information on a person's frequency of cinema attendance, their socio-demographics and consumer characteristics is derived from the 23,500 annual Wemf surveys of people aged 14 and over. "The structural data of the previous Wemf cinema studies were never disputed, only the result of the reach extrapolation," explains Wemf Head of Research Harald Amschler.
The consequences of the combination of methods: the new cinema reach figures fall to the level of the (adjusted) ProCinema figures. Individual reach figures for the 52 cinema weeks and the reach of an average week are now available for each of the 13 Cinecom cinema pools. For the first time, the placement of cinema advertising can now be planned on a seasonal basis. Another change: Cinema advertising will become more expensive, even if secondary rates remain the same. This is because the thousand contact price (CPM) is rising due to the lower reach.
Markus Knöpfli