The word "detergent advertising" does not immediately evoke associations with art and creativity. This makes it all the more impressive when an agency is not only able to present a good idea for such an assignment, but also allows its detergent advertising to play in the world of artists. Total has already attracted attention with the attractive muscleman as a visualization for a strong detergent. Packaging mutated into a socket communicated energy saving with Total. Now Exxtra Kommunikation is working with a whole palette of color ideas to advertise the luminosity of colored laundry.
The new Total Color Protect Liquid is now available to ensure that colored laundry retains its brightness and does not become more colorful during washing. It is the "world's first liquid detergent with the exclusive Color Protect Formula in the patented double-chamber bottle". This technology provides a powerful color and dirt trap. For the househusband in Aargau, for example, this means that he no longer has to separate colored laundry and his white socks will still not turn pink if he washes them together with a red Ferrari T-shirt.
This is because the Color Protect Formula reliably filters washed-out color and dirt particles out of the water so that they are not transferred to other items of clothing. "This saves time and preserves the brightness of the colored laundry," says Migros. And for the Zurich househusband from the banking industry, the new Total Color Protect Liquid also ensures that garments retain their shape even after frequent washing thanks to its integrated shape protection. Finally, for women, Total Color Protect Liquid also works at low temperatures and in the economy program and does not contain bleaching agents or optical brighteners, so washing is extremely environmentally friendly.
Exxtra Kommunikation advertises all these benefits with an appearance that matches the innovative product. On posters and advertisements, the product benefits are dramatized as a paint box with a snappy headline: "Mix colors however you want."
Andreas Panzeri

Twenty-three years is enough, and Robert Ménard himself has just turned 55. He co-founded Reporters sans frontières in 1985. Following the example of Médecins Sans Frontières, which had emerged from the anti-ideological enlightenment against left-wing and right-wing totalitarianism. The purified left and revolution replaced the hope of ideologies to improve the world with a concrete humanitarian commitment to the victims. Médecins Sans Frontières achieved a great deal and accomplished a great deal. Bernard Kouchner, who was one of its founders, is now Foreign Minister.
Reporters Without Borders remained in their shadow for a long time. They stood up for persecuted journalists. In the beginning, there were four of them and they operated in the provinces, in Montpellier. Of the quartet of founders, only Robert Ménard remains. The more Ménard ran his organization as a one-man show, the better known Reporters Without Borders became. The breakthrough came when French journalists were kidnapped in Iraq. The commitment to the Libération star reporter Florence Aubenas was Ménard's masterpiece.
Robert Ménard also practically single-handedly embodied the fight against the suppression of freedom of expression in China. Before and during the Olympic Games, he was constantly in the public spotlight. He disrupted the triumphal procession of the Olympic flame and was arrested in Greece. He was often criticized for this. The milk scandal shows that media freedom in China is unfortunately as bad as Ménard said. It had already broken out before the Games and was known to the authorities. They managed to cover it up with their censorship and the propaganda show. Has this policy caused a greater number of deaths? The Chinese dissidents were shocked to learn of Menard's resignation.
He wants to start "something new". Like Bernard Kouchner, he is flirting with politics. And founding a newspaper. Or working in an editorial office. He said all this in the countless interviews that were conducted on his departure. He has already founded his own publishing house. And his book will be published this month: "Freiheiten und andere Chinoiserien" is the title. It is also the answer to the accusation that Reporters Without Borders has never really dared to criticize the French media and politics - even if it is out of consideration for the financial backers and sponsors, which include the major publishing houses: "My organization is primarily concerned with the countries where press freedom is at its worst. I comment on the French media in my book. Of course I see the role that Sarkozy plays. I have good relations with him. I have praised him when it seemed right to do so. Today I don't think his actions can be considered good. He has done damage in the field of human rights. Sarkozy does not keep his promises."
Reporters Without Borders has never been as well off as it is now. Its finances are in order and the organization is now quoted much more often than Médecins Sans Frontières. Even if hardly anyone knows that, in addition to Robert Ménard, it has forty permanent employees, fifteen of whom work abroad. Every year, Reporters Without Borders produces a report on the state of press freedom in the world. The new boss has been appointed. His name is Jean-François Julliard and he is 35 years old, but no newspaper is interested in him yet. Reporters Without Borders will function "more collectively" under Julliard, promises Ménard on behalf of his successor. He himself wants to remain a "grassroots member". We will be hearing a lot more from him in this and other contexts. But Robert Ménard doesn't want to be media minister after all.

There is a ray of hope in the generally ailing newspaper business in the USA: the news of the success of a newly founded newspaper that is not only intelligently produced, but is dedicated exclusively to a supposedly boring topic: politics. Politico concentrates entirely on reporting on the political machinery in Washington with its parties, interest groups, lobbyists and non-governmental organizations.
The two founders, two former journalists from the Washington Post, were able to hire respected reporters from quality media such as the Post or the Wall Street Journal, who already have good contacts in the capital and deliver first-class content. The reputation of these journalistic professionals also helps them get numerous TV appearances where their knowledge is associated with the Politico name, which in turn has the desired PR effect. The focus on politics attracts a very specific readership: Men from every age group, a demographic that is otherwise primarily targeted by sports channels.
The US election campaign brings readers
Politico was founded in January 2007 and gets most of its readers through its website Politico.com, which is read throughout the USA, especially during the current election campaign. In addition, a print edition with a circulation of 27,000 copies is also published in the capital. The publication gained prominence primarily through its coverage of the presidential campaign in the US election campaign and currently has between three and four million unique visitors per month, which at times catapulted it to tenth place among the most-read newspapers. "I am sure that Politico will continue to be successful after the elections, although perhaps not quite as widely read. The need for information from Washington is great enough to keep it afloat between elections," says Alex Halavais, professor of interactive communication at Quinnipiac University.
One advantage for the new publication could be that many American newspapers are gradually withdrawing staff from the capital and closing their correspondent offices there in order to save costs. "Politico fulfills an important role that other media have abandoned, perhaps even as a new model for a new niche journalism," says Halavais.
Although Politico, whose main investor is the media company Allbritton Communications, does not publish any figures, the managing directors say they expect to be in the black as early as next year. This is to be made possible by an advertising alliance with currently 30 other US newspapers and political organizations. The cooperation works like this: Politico makes the content of its publication available to its partners for reprinting and at the same time enables them to sell advertising space in their online editions. The advertisers are mainly political interest groups in Washington that want to reach a regional audience. The largest advertiser to date is the Obama campaign, which has spent around half a million dollars on online ads with Politico and its partners this year.
The model already proved its worth this summer when Politico partnered with the Denver Post and St. Paul Pioneer-Press, the two local newspapers that dominate the cities where the Democratic and Republican conventions were held, respectively. In return for Politico's content, the Washington media company received the right to sell advertising space from the Post and the Pioneer-Press online to advertisers such as the two parties. Politico received a share of around 75 percent of the sales price for arranging these ad placements.
Industry observers believe that this model could also increase the appeal of regional newspapers. "It gives newspapers national content that is different from other sources," says Joel Woldfogel, professor of economics at Wharton Business School. "In this respect, regional newspapers can also benefit."
Gerti Schön, New York

Focus on the White House: Politico concentrates its reporting on the political machinery in Washington.

Bread Is the World – Swiss Cartoonist Designs Poster for World Bread Day
A Grand Showcase for Swiss Design. On October 16, 2008, the international World Bread Day will be celebrated for the seventh time. The official poster for this event was designed by Walter Hollenstein, a cartoonist and graphic designer from Winterthur. It depicts a globe in the shape of a loaf of bread. With this design, Hollenstein highlights the central importance of bread in the global food supply. The project was commissioned by the International Union of Bakers and Bakers-Confectioners (UIB) and managed by the Schlieren-based communications agency Karl F. Schneider AG.

Bluespirit is looking for the 2008 Miss Watsons
Once again, someone gets to be a star for 15 minutes. Following up on last year’s successful launch of Watsons in Switzerland, the Bluespirit agency is currently running a cross-media campaign for the Miss Watsons 2008 pageant. The campaign is being promoted through online banners, the new website www.misswatsons.ch, partnerships with Radio 105 and Tilllate, and numerous promotional materials in over 100 Marionnaud perfume stores. The registration and voting phase will last a total of eight weeks. Watsons is the natural skincare line for Marionnaud’s younger target audience, which focuses on beauty solutions featuring natural essences.

Now it’s getting personal—even in Switzerland. In its latest issue, *Werbewoche* quoted a self-promotional statement from AlphaPicture i-clue describing its technology as the «world’s only» of its kind. The article referred to individually personalized images. However, such images can certainly be produced in Switzerland as well, as the company Kasimir Meyer in Wohlen has informed us. So there is no global exclusivity in this regard. Using Photoshop and the DirectType personalization software, Meyer can also personalize individual images. For example, the cover of the trade journal *Publisher*, Issue 1/08, was personalized with images on both sides by the company in Wohlen. The company also handled the image composition for the personalized cover of the trade journal *viscom*, Issue
No. 10 held this company responsible.
Image customization requires specialized technical expertise. «That’s why early contact between the customer and the specialist is very helpful for a successful implementation,» says Kasimir Meyer. For more information, visit www.kasi.ch

As of now, works can be sent to ADC Switzerland for the judging that will take place in January next year. The deadline for entries is November 21, 2008. This year, the Art Directors Club is placing special emphasis on avoiding fake or pre-scripted work. "Long live honesty," it writes in Wednesday's announcement. ADC Switzerland only judges submissions that appear in the form in which they were submitted. Again and again, however, attempts are made to foist other works on the jury. This is contrary to the spirit of sport. As a measure against forgeries, ADC now requires a confirmation of use and a client reference with the submission.
Once again this year, judging will take place in a total of eleven categories: Ads, Posters, Film, Radio, Direct Mail (and POS and Events), Ambient Media, Design, Photos & Illus, Digital, Low'n'no-Budget and Overall Campaign. The works will be judged by around 100 jurors from ADC's membership, although they have not yet been appointed. As in previous years, ADC expects to receive around 1000 entries from Swiss advertising agencies. All submissions can be viewed on January 26, 2009, as last year, at the WTC in Zurich-Oerlikon from 6:00 to 9:00 pm. The judging will take place on January 27 and 28, the award ceremony with gala on February 2. All about the call for entries and registration: www.adc.ch/ausschreibung.

New direction, new products, new packaging, new design, new logo, new image - and not least the new, impressive brand image: Coop took a giant step into the future with Naturaplan in the spring. This is also evidenced by the recent increase in sales of over ten percent compared to the previous year.
And this growth is taking place at the highest level: "As we all know, Coop is by far the market leader in the organic segment with a market share of well over 50 percent," say the creative minds at Krieg Schlupp Bürge/Springer & Jacoby. In concrete figures: Today, Coop sells over 1600 organic products under the Naturaplan brand, all of which have been awarded the well-known Bud label.
Rapidly growing need
This allows Coop to impressively demonstrate why the new claim "For organic without compromise" is not just an empty slogan. And the three new motifs for the autumn wave also take up the organic lifestyle, i.e. the rapidly growing need for healthy, fair but also enjoyable consumption, as impressively as the motifs for the campaign launch in spring.
As in the previous subjects, organic products are artfully arranged into "organic molecules" and the headline "Flavor enhancer: nature" is brought to the point.
And once again, the pictures were created in Hamburg under the "masterful direction" of master Reinhard Hunger, as CD Flo Wacker is obviously pleased to report. The new motifs will appear in the national press. There are also posters and large posters and, of course, POS material.
Andreas Panzeri

The Golden Ear radio spot competition is extending its submission deadline. Advertising agencies can still send in their radio spots and audiovisual contributions until Wednesday, October 15. The organizers are thus responding to the wishes of many entrants after having opened the submission window for just three weeks.
The Golden Ear jury will meet in Zurich on Friday, October 17. The award ceremony will then take place in Zurich's Limmat Hall on October 31.

In a few years' time, communication partners may be able to transmit their data securely over a network. A corresponding encryption technology was tested on Wednesday.
Quantum physicists in Vienna claim to have made the first ever phone call via a completely tap-proof network. With the help of a technology known as quantum cryptography, any information such as emails or video conferences can be sent securely.
Eavesdropping is not possible for physical reasons. According to the physicists, an eavesdropper cannot, in principle, obtain any information. Anyone attempting to access the transmission will be noticed by the communication partners.
This technology for encrypting data is not new, but until now it has not been possible to connect more than two points directly with each other. In Vienna, 6 points have now been linked together for the first time.
However, the transmission is still significantly slower than the internet, as quantum physicist Anton Zeilinger from the University of Vienna reported. And the data can only be sent over a maximum distance of 100 kilometers. Zeilinger does not see any fundamental problems with this; he believes that these are just technical challenges.
Siemens is already thinking about potential customers. Potential customers include the military, banks, governments and companies. According to Siemens CEO Brigitte Ederer, the system should be available to customers in three to four years.
Swiss researchers from the Universities of Geneva and Lausanne played a part in setting up the network. According to an SDA press release on Wednesday, they helped to set up several of the systems used.

With a future market share of around ten percent, Randstad is moving up into the top league of Swiss recruitment agencies," calculates Simone Nijsen, Managing Director of Randstad (Switzerland). The merger of Randstad Holding and Vedior was formally completed in the summer of 2008 after the competition authorities had given their approval. This paved the way for the operational merger of the two companies in the individual markets. The merger took effect on October 1, 2008. In future, the two Dutch-based personnel service providers Randstad and Vedior will only operate under the Randstad brand. This lays the foundation for a leading market position in Switzerland. The future appearance of the brand will be supported by Freiburghaus und Partner with integrated and creative communication solutions.
Following the merger, the new company, headquartered in Zurich, will have 40 locations and around 280 employees in Switzerland. "The new size gives us more weight in the market, creates stability and enables growth," explains Simone Nijsen. Thanks to its stronger presence in the market, Randstad aims to be even closer to its customers and employees in future, thereby strengthening its position as an attractive employer.
In order to communicate this union between the two Dutchmen, Freiburghaus und Partner drew on images that are still fondly remembered by many. As early as the summer of 2008, the Dutch had already attracted enormous attention in Switzerland and generated a great deal of public sympathy. With their support for the "Elftal", their national football team, which made four appearances in Switzerland, the Oranjes caused a worldwide sensation.
"So what could be more obvious than to recall this happy memory of the merger of the two Dutch companies in Switzerland," says Simon Freiburghaus, CD of the integration campaign that has now been launched, explaining the idea. It is intended to draw maximum attention to the Randstad brand in order to build a bridge to public perception for the "new" company.
Andreas Panzeri

The St. Gallen advertising agency Ammarkt has been commissioned by Léman Combi to boost advertising by nationally active companies in free newspapers in French-speaking Switzerland. The new market presence is intended to attract 30 selected companies from German-speaking Switzerland to advertise in Léman Combi's two free titles (Lausanne Cités and GHI Genève).
This is done in a very brash and humorous way: advertisements and posters show the face of a trusting but deeply saddened great ape. The advertising message is "Many media decision-makers still see the French-speaking Swiss like this. And you?"
The agency sent out a mailing to the CEOs and marketing managers of various companies at the same time as the billboard. The mailing, in the form of a fold-out banana, is intended to reinforce the message that the French-speaking Swiss are not living on trees at all. On the contrary: they have a consumer-friendly lifestyle and are very interested in topics such as lifestyle, cars and consumer electronics, writes the agency.
The campaign has been featured in Media Trend Journal, Werbewoche and Persönlich since mid-September and will continue with poster displays until mid-October.
Responsible at Léman Combi: Jean-Marc Vellemann (Directeur Général GHI & Léman Combi), Pascal Fleury (Directeur Lausanne Cités). Responsible at the Ammarkt agency: Michael Schmid (overall responsibility), Heinz Frischknecht, Lucia Burtscher (consulting), Axel Hinnen (creative direction), Severino Clerici (art direction), Angelina Camichel (graphics/DTP), Felix Schregenberger (composing), Michael Frey (text), Mäggie Widmer (media).

Under the watchful eyes of many, the free press has continued to establish itself in the country since the middle of last year and, in some cases, has repositioned itself. Today finally became *Blick am Abend*, *News* appeared in the “golden media triangle” and made inroads into the Mittelland, and *20 Minuten* continued its success story, one that still collectively brings the industry to its knees.
In this struggle for survival and self-discovery—in which the reader takes a back seat to ad sales—the publication .ch, dubbed the «little NZZ of the free press,» seemed to have the worst odds; it had hardly any ads and a distribution concept that was as bold and original as it was reckless—one that inspired little confidence among advertisers. This stood in stark contrast to the assurances of its founder, Sacha Wigdorovits, that things weren’t half as bad as they seemed and would soon fall into place.
The PR consultant and media personality is known for his tenacity and won’t give up until his opponents are dead as a doornail. And when photos of piles of newspaper stands appeared in the SonntagsBlick, he sued Ringier for defamation. But it was all to no avail, and many of those half-height stands have since served as music stands for guitarists in rehearsal rooms.
The commuter newspaper may only be able to find its footing once it’s in direct competition with 20 Minuten. The rest remains to be seen. A rival publication has already lost out to 20 Minuten once before…

The Swiss websites of Sat.1, ProSieben and Kabel 1 now offer current episodes of selected programs as full-length streams. The videos are available to users free of charge for a week immediately after they are broadcast on television. Of interest in this context are the new pre- and mid-roll video ads, i.e. commercials that run immediately before the content or as an interruption within the content.
The aim is to appeal to people who have missed their favorite show and want to watch it online afterwards. According to experience in Germany, young women and men between the ages of 14 and 29 already watch entire programs on the Internet several times a week. The resulting placement opportunities for online video advertising are also characterized by a high level of viewer attention.
At ProSieben.ch the following programs are already available: "Popstars - Just 4 Girls", "It's my sexy life", "Galileo", "Jana Ina & Giovanni", "Lebe Deinen Traum", "Quatsch Comedy Club", "Sexreport", "Singing Bee", "Switch Reloaded" and "Taff". At Sat1.chAnna und die Liebe", "K11", "Geheime Helfer", "Jugendcops", "Lenssen und Partner" and "Zieh mich an". And finally with Kabeleins.chFast Food Duell", "Hagen hilft" and "Mein neues Leben".