The MA Sponsoring is based on the existing Wemf study Mach Consumer, for which 11,000 people are surveyed every two years about their preferences, attitudes, consumer habits and brand loyalty. In cooperation with the Swiss Advertisers Association (SWA, ASA Association Suisse des Annonceurs) and the Sponsorship Association (Faspo) as well as the early movers Axpo, Coop and Orange, Wemf supplemented the questionnaire for the consumer study a year ago with questions on 21 cultural topics, 33 types of sport, 12 sports associations and institutions as well as the 24 leading sporting events in Switzerland. Respondents were asked which major sporting or cultural events they follow live or via the media. This resulted in the MA Sponsoring. What makes it so impressive is the single-source approach and the opportunities it offers for sponsors and media agencies. This is because the data can be linked with that from Mach Consumer, Mach Basic and Mach Radar (psychographics). This allows sponsors to check whether their current sponsorship activities appeal to the desired target audience or whether another major cultural or sporting event would be more ideal. They can find out what else their target group is interested in and which media channels are best suited to reach them. Furthermore, planning reach can be calculated for the first time, on the basis of which a sponsor can compare the cost efficiency of different sponsorship platforms. The study could also open up a new field of activity for media agencies. And last but not least, the MA Sponsoring can also be used by sponsorship recipients for their own marketing.
For the distribution of the study, Wemf is entering into a partnership for the first time with the consulting firm Felten & Compagnie in Winterthur, which specializes in sponsorship. The latter is responsible for marketing and consulting. The MA Sponsoring will be available in three modules: Module 1 (for SMEs) includes sponsorship data and socio-demographic information (CHF 15,000). Module 2 also contains the data on interests and consumption from MACH Consumer and the psychographics from Mach Radar (CHF 22,000). Finally, Module 3 also enables links to be made with MA Strategy and the data from Mach Basic (CHF 28,000).
Felten & Compagnie also offers sponsorship recipients and sponsors analyses of their own platforms or sponsorship portfolios - based on evaluations from MA Sponsoring, among other things. Sponsorship recipients who base their marketing on such data can also have this confirmed by means of a seal of approval from Wemf and SWA. This is intended to ensure more professional marketing in the industry and, of course, to anchor the credibility of Wemf. A specially established Advisory Board, which includes SWA, FASPO, Felten & Compagnie, the consulting firm of former Publipresse director Otto Meier, as well as various study users, will ensure that the MA Sponsoring is optimized and anchored in the market. It is planned to update the MA Sponsoring every two years.
Markus Knöpfli

With immediate effect, the Zurich PR agency Paroli has a new addition to its management team. Tanja Hollenstein and Diego Oppenheim will support the current management trio of Claudio Rotter, Oliver Suter and Claudia Spiller.
The Paroli agency was founded in 2004 by Claudio Rotter and Oliver Suter. Today, 23 specialists work for the agency in all classic PR disciplines. Clients include Swiss companies from the retail, financial and healthcare sectors, as well as associations and non-profit organizations.
Tanja Hollenstein has acquired expertise in business communication, product PR and media communication in various Zurich PR agencies, with a focus on the consumer goods and tourism sectors. She also gained experience in internal communications and event management on the corporate side.
Diego Oppenheim worked at the Zurich University of Applied Sciences Winterthur (ZHAW) in a Zurich PR agency with a focus on political communication and consumer electronics. He later worked in marketing and corporate communications at SR Technics, where he was responsible for media relations as well as the customer and employee magazine. Diego Oppenheim also has experience in TV productions in the field of sport.

www.agenturparoli.ch

Internet service provider Unic and Varien, the manufacturer of the open source e-commerce platform Magento, have entered into a strategic partnership. Unic is Varien's first Enterprise Partner in Switzerland. The Enterprise Partnership is the highest level of a strategic partnership at Varien. Based on Magento, Unic has already designed and implemented e-shops for Wander, Finkid and Cornèr Banca, with products such as Ovomaltine and Isostar, Finnish children's fashion and CDs by Riccardo Muti.
Varien is an e-commerce platform provider that was founded in 2001. Varien's product is Magento, the fastest growing open source e-commerce platform on the market with 1,000,000+ downloads. Enterprise and Professional Partners are those partners who are authorized to sell the Magento Enterprise Edition and have certified Magento experts. The Magento Enterprise Edition license offers numerous additional features, such as physical and virtual gift vouchers, store credits for customers, content staging and merging and private (club) sales.
Unic designs, develops and operates Internet-based solutions for e-business and enterprise content management. Unic is a leading Internet service provider in Switzerland with offices in Amsterdam, Berne, Vienna and Zurich. Its customers include Arbonia-Forster-Holding, BKW FMB Energie AG, Coca-Cola, Credit Suisse, Swiss Post, Hewlett-Packard, JURA, Canton of Berne, Mammut, Mövenpick, SBB, Swiss Television, Suva, Swisscom and Zürcher Kantonalbank.
http://www.unic.com
www.magentocommerce.com

Most seniors today are in good health and have enough money at their disposal to fulfill small to large wishes. They are also very interested in new media. Exchange platforms such as Seniorweb.ch, Senioren.ch or 50plus-treff.ch as well as various statistics and surveys show: The 50-plus generation informs and entertains itself on the Internet, searches there for a suitable life partner, arranges financial transactions - and shops online. One in three German seniors surfs the Internet regularly, in Switzerland even one in two. And the number of older people with an affinity for the Internet is growing: for all those who will be in the 50-plus generation in the next few years, using the Internet is already part of everyday life. Despite this, most companies and service providers ignore seniors with purchasing power and thus forego one or two sales millions every year.
"Surfing Seniors" in view
The French mail order company Damart has been focusing its eyes and its range on the older generation since 1953: with fashion for people in their prime. Its Swiss subsidiary Damart Swiss has been operating an online store for a year, but has so far only advertised its range offline. "We have so far advertised in Switzerland and Germany using traditional media such as addressed mailings, direct mail and parcel inserts," says Christine Ziegler, Country Manager Switzerland & Germany at Damart Swiss. "In addition, we have gained experience with press inserts and friendship advertising. But first and foremost, we rely on catalogs that we send to our regular customers every two to three weeks. They are accompanied by attractive gifts and sweepstakes." Now Damart has entered the age of online marketing: "E-commerce is an important driver of future growth. So Damart Swiss definitely can't do without it," says Ziegler. "That's why we are launching several online marketing measures this summer." In this way, Damart wants to raise its profile and attract new customers, especially those in the middle age group of 40 and over, as well as younger seniors. In addition, the fashion mail order company hopes that online marketing will increase the effect of its print advertising. However, advertising on the Internet is not intended to displace the catalogs, but to complement them.
Professionals at work
Damart is supported in its online marketing by the Zurich digital marketing agency Adisfaction. The heart of the campaign designed by Adisfaction is search engine marketing: "For us, Google AdWords are the basic building block of every campaign," says Daniel Hünebeck, Managing Director of Adisfaction. "For Damart, we booked, among others, the names of sought-after, partly exclusive premium brands from the Damart range as keywords. In addition, we have agreed cost-per-lead deals to directly increase sales for Damart and are placing online banners that advertise various Damart offers and draw attention to the catalogs and website." After all, there's no point in putting a well-designed site with a wide-ranging offer on the Internet if no one knows it exists.
Direct response possible
The advertising banners are provided by the French parent company of the mail order company, fully designed and translated into German. Adisfaction advises Damart on the design of the banner and landing page and takes care of the animation of the banners as well as their interlocking with the matching landing page and the existing Damart website. Adisfaction also ensures that the banners enable an immediate call-to-action. This means that the recipient is prompted to respond to the advertising offer, for example, by providing a phone number, a mail address, or backing the banner with an order form. "In the case of online marketing for Damart Switzerland, the concept and marketing came from Adisfaction," specifies Hünebeck. "The programming was done by Damart itself." Damart Swiss also plans to place the banners on senior websites. "Unfortunately, there are not so many platforms for seniors in Switzerland that tolerate advertising," Christine Ziegler regrets. "We are happy to work with all the others."
Advertising with borders
A particular challenge for Adisfaction is to tie in the online marketing measures for Damart Swiss with those of the French parent company without being able to transfer them directly to the Swiss market. "The market is completely different, you can't transfer the benchmarks that apply to France to Switzerland," explains Hünebeck. "In Switzerland, there is no CPM of 30 euro cents, that's unrealistic. A click here costs at least one franc." Adisfaction knows this problem very well from online projects in various European countries. To keep the costs of online marketing for Damart under control, Adisfaction permanently controls and optimizes the campaign. "This is the only way we can identify the most productive advertising media for Damart," says Hünebeck.
The sound makes the music
One of the key issues in online marketing for older people is how to address them correctly, because the target group is very heterogeneous: it includes people ranging from older employees to young retirees to frail old people. These people cannot be lumped together. The young don't want to be portrayed as old, possibly geriatric or senile, while the elderly don't feel addressed by testimonials that are too young or funky advertising language. For Damart's online marketing, however, the diversified target group does not pose a major problem, says Daniel Hünebeck: "The seniors who use the Internet are predominantly the younger ones in the target group. We don't need to address them with a special language. What is important is that the goods on offer and the operation of banners and order forms meet the needs of these younger seniors. We had that in mind when designing the layout, selecting the font size and designing the controls." For example, interested parties who click on one of the advertising banners are immediately taken to the meaningful landing page that matches the offer and do not have to search for the offer on the Damart website.
Adisfaction knows its stuff. After all, Hünebeck and his Digital Marketing Manager Alexander Tysl look after high-profile clients such as Bank Vontobel, Christoffel Blindenmission, J. P. Morgan, and Zurich Airport. Christine Ziegler also feels comfortable in the hands of Adisfaction: "The young team quickly convinced us with their expertise. They know the market and the technology so well that we immediately felt well looked after." It will be interesting to see how the surfing seniors react to the approach in the global shopping network.
Anne-Friederike Wilhelm

In a nutshell
Damart Swiss
Damart Swiss is the Swiss subsidiary of the French fashion and retail brand Damart. The history of the company began in 1953 with the development of the synthetic fiber Thermolactyl and the fashionable creations made from it. In addition to its Swiss subsidiary, Damart has branches in Belgium, England, the Netherlands and Germany. The company aims to become a leader in the European senior market.
Adisfaction
The owner-managed digital marketing agency Adisfaction was founded in Germany in 2002 as an online media agency. Today, Adisfaction offers its customers the full range of digital marketing services. The agency has twelve employees working at its locations in Zurich and Meerbusch near Düsseldorf for well-known national and international clients such as Bank Vontobel, Schober, Künzler-Bachmann-Verlag and the Royal Bank of Scotland.

The Andermatt Alpine Destination Company AADC has a new Managing Director and a new Head of Communications. From 1.
Gérard Jenni will gradually take over the management of the company from September 2009. Among other things, Jenni was Managing Director of AG Hallenstadion Zürich and in this function was responsible for its repositioning and reorganization as well as for the preparation, planning and realization of the "Hallenstadion Arena".
On October 5, 2009, Ursi Ineichen will take over as Head of Communications at AADC. Ineichen was most recently Head of Executive Communications at Swiss Post.
AADC is a subsidiary of Orascom Development Holding, Altdorf. It is developing and realizing the vacation resort in Andermatt.

www.presseportal.ch

The third SuisseEmex opened its doors at Messe Zürich yesterday. Switzerland's largest trade fair for marketing, communication, events and promotion offers everything that falls under communication in the broadest sense: Halls 3 and 4 are home to publishing houses, small and large advertising and event agencies as well as various printing companies that have mastered all kinds of finishing tricks. Really all of them. There will be free Twitter training in the E-Business Park in Hall 4. A worthwhile 30 minutes for all Twitter newcomers.
Halls 5 and 6 are home to hotels, tourism associations, event and promotion providers as well as specialists, for example for corporate music or room fragrancing. The naked poses of the Samba-Brasil chicas walking around between the stands are pretty to look at. After all, we are all people of the eye. Weird things like self-playing musical instruments also entertain visitors. Perhaps you could use this at some point, for example at the next company event with the motto "Oktoberfest".
100 specialist lectures for every knowledge gap
All of these offerings are framed by a specialist congress with around 100 presentations on six stages. A new feature was yesterday's CEO Day in the Emex Forum, where CEOs and decision-makers spoke and discussed key industry topics. On another stage, Andreas Rode, Industry Head of Google Switzerland, spoke about future strategies for online services. As part of the SDV Direct Marketing Day, Dr. Carol Franklin Engler, formerly of Swiss Re and WWF Switzerland and now a partner at "Vorausdenken", reflected on ethics in advertising. The numerous presentations were moderated by top industry figures such as Stephan Klapproth, presenter of 10vor10, and Pierre C. Meier, Editor-in-Chief of Werbewoche and Publishing Director of Springer Business Media Schweiz AG.
Today's and tomorrow's highlights are likely to be the presentations on the media of the future (speaker: Martin Schneider, Director Publisuisse), marketing in the crisis (speaker: Prof. Dr. Stefan Michel, Professor Marketing IMD International) and target-oriented social media marketing (speaker: Peter Hogenkamp, Blogwerk). On Thursday, the last day of the fair, the first results of the Emex Trend Report 2010 will also be presented. The trade fair runs until Thursday, August 27, 2009.
Anne-Friederike Wilhelm

A new free guide for parents has been published. In the new free guidebook "Baby&Kleinkind", expectant and new parents can find answers from experts to questions that concern them in the first five years of their child's life. "Baby&Kleinkind" contains information about pregnancy and birth as well as the health, nutrition, development and upbringing of babies and toddlers. For example, parents can find out how to give their child the best possible support, what to bear in mind when caring for their baby, how vaccinations work, what helps when dealing with a crying baby, how to protect their child from burns and scalds, when the first visit to the dentist makes sense, how the child learns to tidy up or what to bear in mind so that it doesn't get fat.
"Baby&Kleinkind" is an independent follow-up magazine to "Mein Baby", which journalist Susanna Steimer Miller designed and produced for Migros over several years. The guide comprises 68 pages and is published in A5 format. Experts from various specialist areas contributed to the first edition of the independent guide.
An exclusive interview with the creator of the new guide, Susanna Steimer Mille, will be published in the September 24 print edition of Werbewoche.

www.baby-und-kleinkind.ch

Copywriters and writers enjoy playing with words, verses, proverbs and poems. It's in their genes. We are simply fascinated by the fact that you can write a new sentence, three lale Gamratimkeregln imssachett, trodstem lense knan. Last winter, Ruf Lanz scored points with language-loving skiers with painfully twisted Kienglenek, Kruebzand and Oebrshcneekl. I thought it was great - at least linguistically.
Even words that make no sense according to the dictionary can conjure up the most vivid images in our minds: "It was a mess, and the big cows / were roaring gorkicht in the Gemank. / The Pluckerwank was even more elump, / and the big sweat was shivering. / 'Beware of the Zipferlak, my child! / His mouth is biting, his grip is drilling. / Beware of the Fliegelflagel, / the munching chattering cattle." My Zipferlake has needle-sharp teeth, a chameleon-long tongue and razor-sharp claws. He comes out of the thicket drooling in the fog and goes hunting. Yours too? We have Christian Enzensberger to thank for this fantastic translation of Lewis Carroll's "Jabberwocky". It proves how elastic our understanding of language is. Rhyme, meter and the odd "real" word allow us to understand a text that consists mainly of fantasy concepts.
A poem generator on the Internet recently aroused my curiosity. Simply enter a person, a noun, a verb and an adjective - and the poem is ready. Areas of application: surprise your loved one, make a bridal couple happy, do something nice for your grandma. I just had to try it out. With the wordsmith Rilke in mind, I fed the tool with "panther, sticks, passing, tired". The result showed that there are differences between nonsense poems and nonsense poems. Violent: "Sticks in the universe / In the universe the grimace is private! / What unspeakable suffering! / Panther / Inheritance in inner hatred! / In the universe! / Yes wands, passing and sounding / Is wise, / So consuming and private!" Well, the desperate, resigned mood of Rilke's panther is somewhat apt, but the gloomy apocalyptic mood is laid on a little too thick. And the many punctuation marks cause spontaneous nausea. The pupil's curtain closes quickly.
I was probably just reaching too high with Rilke. So I'll try again, loosely based on Caroll: "Zipferlake, Gemank, frieben, bohr". The poem becomes a weight: "The weight / What mocking happiness! / Weight and boss, yes boss / The boss - shred and die! / The weight - cloudy and eternal! / Cloudy! You too, Zipferlake, be cloudy! / Why the germs forever?" Why the germs? In times of swine flu, you really do ask yourself that. In this respect, the result reflects the spirit of the times. But what does my boss have to do with the whole thing? How did he get into my poem? Do I have a weight problem? And where is my "bohr"? I am left cloudy. In future, I'd rather germinate inside myself and get lost in the doodle tree.
Anne-Friederike Wilhelm

The online advertising broker Admazing is founding the new Adservices unit, which will take over the entire campaign handling for online advertising placements in future. The new unit, headed by Philipp Hasenfratz, CTO of admazing, will make the technical handling of online advertising placements independent of planning and purchasing. The agencies can take over the purchase of advertising space themselves. This is because "agencies have more and more online expertise and some want to book advertising space themselves, for example", explains Leonardo Kopp from Admazing on request.
The new unit is primarily aimed at agencies that have a high level of online expertise and want to plan and book individual offers or campaigns directly - without having to handle the technical implementation themselves, Kopp continued. This need is growing rapidly, as online expertise in the media sector is also growing quickly. The new unit thus offers agencies greater independence in campaign planning and implementation. At the same time, Admazing continues to offer agencies the opportunity to take over the technical handling, implementation and optimization. Customers can book Admazing technicians for this themselves. In the new Adservices unit, the service is therefore cost-based. The Admazing advertising agency will continue to exist alongside the new Adservices unit, so that agencies can also take advantage of overall planning and implementation of their campaign.
Publishers can also outsource the entire traffic management. Both self-marketing and cooperation with intermediaries are possible to the full extent. The costs incurred for technical support are based on time and effort. This service has been offered since the end of 2008, but due to demand and for administrative reasons, Admazing is now forming an independent unit with Adservices.
Admazing has been established in the Swiss online market since 2002 and currently employs 13 people. The online advertising agency focuses on display, video, interaction and performance campaigns as well as the comprehensive use of special formats.

www.admazing.ch

Klaus W. Wellershoff, former chief economist at the major bank UBS, will in future be working as an economic commentator for the Handelszeitung. He will analyze and comment on economic and economic policy issues in a major monthly essay for Axel Springer's business newspaper. His first contribution will appear in the September 2, 2009 issue. As Springer writes in a press release, the 45-year-old German was the figurehead of UBS for many years and previously worked as Chief Economist at the former Bankverein. In addition to his role as Chief Economist at UBS, he was also Head of Research and the Investment Committee of the major Swiss bank, which he will leave at the end of August.

www.handelszeitung.ch

The presenter team for Radio 105 has now been finalized. The new Zurich youth radio station will focus primarily on voices that have not previously been heard on the Zurich airwaves. The day begins at 06.00 with the daily morning show "Knallwach". In the afternoon, from 14.00 to 17.00, various voices that polarize and provoke can be heard in the Supreme shows, according to Radio 105 in a communiqué. This is followed by the daily after-work show Prime Time.
Radio 105 also sees itself as a training radio station and trains young trainees to become presenters or editors in cooperation with the Institute for Applied Media Studies at the Zurich University of Applied Sciences IAM.

www.105.ch

How cruelly the media portray scenes of violence and how they are discussed has not changed since ancient times. This is the conclusion reached by historian Martin Zimmermann from the University of Munich in a recently published anthology. According to the author, discussions about whether or not extreme forms of violence, such as the torture of execution victims, should be addressed have been going on throughout the history of the West. Just as it was discussed in Greece or Rome, the question is still relevant today and will always remain so in the future. In general, skepticism is appropriate when it comes to the depiction of extreme violence, as it primarily appeals to emotions rather than conveying information. This has often been used as a political tool throughout history.
According to the Munich historian, extreme violence is just as present in the media today as it was in the past. However, the portrayal of acts of war is more controlled and mechanical than in the past. This is due to a change in the function of the media. In contrast to the bloodlust of victory, legitimate self-defense is now at the forefront of the narrative. The historian sees today's idea of just war as constitutive in many states in the 20th and 21st centuries. Even if this hardly corresponds to reality.
Reading sample of the book "Extreme forms of violence in ancient images and texts" at www.utzverlag.de

www.pressetext.de