Danone produces TV campaigns for functional food, which are then accompanied by promotions in various target markets. Before this happens, the commercials are adapted to the country-specific characteristics by being recut and set to music.
Advico Y&R has already adapted seven films for the Swiss market this year for the Actimel drink and Activia yogurt. And the advertising campaign is proving effective, according to a press release from the agency: sales of Actimel have increased by 6.5 percent and Activia by as much as 69.8 percent.
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Responsible at Danone: David Willems (Marketing Director), Regina Schläpfer (Brand Manager Activia), Juliane Lindner (Brand Manager, Actimel). Responsible at Advico Y&R: Dominik Oberwiler (CD), Andi Portmann (text), Manuela Wettstein (consulting).

The Faspo Sponsoring Association is organizing the 17th International Sponsoring Award 2009. The award, which will be presented in February 2010, honors the best sponsoring projects of 2009. The award is presented in the categories of sport, culture, media and public sponsorship. There is also a special prize for innovative solutions and approaches in sponsoring. This year, for the first time, projects from the field of corporate social responsibility that are linked to sponsorship commitments can also be submitted.
In the media sponsoring category, sponsoring in TV, print, radio and the Internet is evaluated; public sponsoring includes social, environmental and educational sponsoring. Sponsorship projects from Germany, Austria and Switzerland are honored.
Registration deadline is 27.11.2009. Details of the competition can be found on the Internet at www.faspo.de. The award-winning sponsorships will be presented at a public event in Hamburg on February 24, 2010.

Formaxis is a Zurich clinic for aesthetic surgery, in particular hair transplants. The aim is to make this service even better known in Zurich and on the right bank of Lake Zurich. To this end, the clinic consulted the Ruf Lanz creative agency. The result: a striking metaphor for a head plagued by hair loss. It can be seen on advertisements, bus posters and postcards. In addition, the easy-to-remember URL Haarverpflanzung.ch was reserved, which links directly to Formaxis.ch. Here, interested heads can obtain all the necessary in-depth information.
Responsible at Formaxis.ch: Dr. med. Beatrice Banholzer (overall responsibility). Responsible at Ruf Lanz: Danielle Lanz, Markus Ruf (CD), Andreas Hornung (text), Lorenz Clormann (AD), Michael Gassler (consulting). Photography: Oliver Nanzig.

The Engelberg association Keineken launched a beer called Keineken to mark the anniversary of the takeover of the Lucerne beer Eichhof by Heineken. Naturally, Heineken did not like this at all - without further ado, they responded with a super-provisional injunction and had the 1,200 bottles confiscated. Infringement of trademark law, was the accusation. But the association will not be intimidated by the beer giant: it has now formally submitted the name to the Swiss Federal Institute of Intellectual Property. And even if the Keineken beer brand may never conquer the world, it has already achieved a certain degree of fame thanks to the dwarf-versus-giant battle. And many a citizen is likely to side with the dwarf - in case of doubt, for the weak. Will the beer giant Heineken suffer a little damage to its image? Perhaps he would have been better off smiling coolly and letting the 1,200 bottles of Keineken be Keineken...

Namics was chosen for the redesign of the Deutsche Bahn portal with the IF Communication Design Award 2009. The award ceremony took place on August 28 at BMW Welt in Munich.
The agency is responsible for both the concept and design of the redesign. According to the press release, the aim was to offer rail customers more convenience and to make the query and booking processes faster and more pleasant.

Various pre- and post-tests supposedly measure how advertising works. But what do the percentages behind awareness, uniqueness, brand fit and likeability tell us? Little to nothing. "The impact of advertising has not yet been measurable," says Dr. Patrick Zwahlen, Managing Director of BildKom. That is now changing: Because Zwahlen has spent the last nine years working on a test with which he can now determine valid results on the impact of advertising measures for the first time - and within one to three weeks.
"Our service consists of accompanying the creation process of an advertising campaign so that the published version is perceived exactly as agreed in the briefing," explains Zwahlen in a press release on Monday. "We completely replace pre- and post-testing with analysis and quality control." Zwahlen uses various instruments to examine the actual perception of advertising media such as commercials, advertisements, posters and brochures and thus determine their communication performance. Based on his results, it is possible to improve the final design variant of a subject so that it meets the target specifications one hundred percent - and thus also to control and optimize the effectiveness of the communication strategy.
Blind advertisers and companies
According to Zwahlen, a major stumbling block to date has been the operational blindness of those involved, who are unable to assess their own performance. That is why it makes sense to commission an independent institute to review the effectiveness. Zwahlen's tools do not require market research support and were developed specifically for communication specialists in everyday advertising. They are therefore simple, inexpensive, fast and robust, according to the press release issued on Monday.
Zwahlen has tested the new advertising impact test on 450 subjects. He is now presenting his service to the public for the first time. If the test delivers what Zwahlen promises, it could revolutionize the world of advertising.

What does Zwahlen's test really do?
You can read an exclusive background article on Zwahlen's new test procedure in the next print edition of Werbewoche, which will be published on September 10.

Free test for Werbewoche readers
You will also find the access data for a free self-test, which BildKom is making available exclusively to readers of Werbewoche, in the next print edition of Werbewoche on September 10.

Anne-Friederike Wilhelm

On September 1, Roland Kühne, currently Head of Reader Market, will take over the management of the Services division from Andreas Schaffner. At the same time as the change of division head, adjustments will also be made to the organization of the division. According to a press release issued on Monday, the division will now consist of the following departments: Reader Market Services, Advertising Market Services, Editorial Services, Production Services and Facility Management.
Ringier Print Adligenswil will be spun off from the Services division and will now report directly to the Managing Director of Ringier Switzerland, Marc Walder. The previous Head of Services, Andreas Schaffner, will take over as Head of Services at Tamedia at the beginning of 2010.

After Swisscom launched a fixed price for private customers a few weeks ago, there is now also a fixed price subscription for business customers with "Natel Business One". For SMEs, this means making calls to all Swiss networks at a fixed price, including unlimited data downloads - and plenty of relaxation.
And just as private customers have implemented relaxation in the key visual, the business motif realized by the Erdmannpeisker agency is also very relaxed. The campaign includes advertisements in the daily and business press as well as internet banners.
Responsible at Swisscom SME: Giuseppe Luciano (Head of Communication SME). Responsible at Erdmannpeisker: Gabriel Peisker (CD), Daniel Hesse (AD), Michael Dängeli (consultant), Caspar Martig (photographer).

The Bertelsmann media group continues to suffer from the economic crisis. Due to high write-downs, it slipped even further into the red in the second quarter. The largest cost-cutting program in the company's history is intended to remedy the situation.
The company posted a loss of 333 million euros in the first half of 2009 due to special items, Bertelsmann announced on Monday according to SDA. In the same period last year, the media group had made a profit of 372 million euros. Revenues amounted to 7.2 billion euros, compared to 7.7 billion euros in the previous year. The operating result fell by almost a third to 475 million euros.
Savings of over 900 million euros planned
Europe's largest media group is responding to the red figures with an extensive savings program, with Group CEO Hartmut Ostrowski publicly specifying the savings target for the first time on Monday: savings of more than 900 million euros are planned this year alone through strict cost discipline. The savings program already underway will also cost jobs: Bertelsmann already had 3700 fewer employees at the end of the first half of the year than at the end of 2008, but there are no targets for job cuts, a spokesperson explained.
Bertelsmann hopes to be able to cushion the impact of the recession with the savings, which should take full effect in the second half of the year. In the second quarter, the declines in revenues and operating profit were already less severe than at the beginning of the year. Nevertheless, Bertelsmann continues to expect weaker results for the year as a whole than in 2008. The management has so far left open the question of whether the company will be able to close the year with a profit.

Media entrepreneur Leo Kirch has won another stage victory against Deutsche Bank. According to SDA, the Frankfurt Regional Court ruled in favor of a lawsuit filed by Kirch and several other shareholders. In its ruling, the court declared seven resolutions passed at Deutsche Bank's Annual General Meeting in May 2008 null and void. The reasons given were that the invitation to the Annual General Meeting was formally incorrect. Kirch has been involved in a legal dispute with Germany's largest bank for years because he holds it partly responsible for the decline of his media empire.

The agency +söhne Werbung is pleased to welcome a new addition to its portfolio. Sparkasse Wiesendangen SKW—formerly part of the Clientis network—has chosen the Winterthur-based agency to help develop its new communications strategy. +söhne Werbung is advising SKW on the development of its new brand strategy and will handle both the creative design and implementation of its future visual identity. The finished logo can already be seen on SKW’s Maestro cards. Additional CI elements are expected following the completion of the branding process in late fall 2009.

Scout24 Switzerland's marketplaces have been relaunched today with a new design and a new look. The central element of the new design is the redesigned logo family, which unites all marketplaces.
The focus of the further development of the corporate design of Scout24 Schweiz AG was on the user-friendliness of the AutoScout24, ImmoScout24, JobScout24 and FriendScout24 marketplaces, according to a press release. Reducing the design elements to the essentials makes it easier for users to find their way around the marketplaces and consistently focuses on user needs without compromising the proven functionality of the various online presences.
In addition to the online presence, all marketing materials and office communications were also converted to the new corporate design.