Everyone knows Weight Watchers. But what the success of the company, which has been active in Switzerland since 1974, is based on is less well known. It is losing weight in a group. According to Weight Watchers, working on your body together is three times more efficient than trying to do it yourself.
Weight Watchers is not an actual diet, but a modern, comprehensive nutrition program. The aim is not fasting and abstinence, but a permanent change in diet that leads to a new feel-good weight. Weight Watchers is based on the medically undisputed benefits of a healthy, varied diet combined with physical exercise.
With the strategic consolidation of these insights and the campaign developed from them, Euro RSCG won over the new client in a pitch. The campaign subjects show people who have decided to lose weight together. However, the individual desired weight as a personal goal is always emphasized.
Just in time for the start of the high-calorie fall and winter season, new participants have been recruited for the nationwide meetings since the end of August. Weight Watchers is also using above-the-line measures for the first time. In western and German-speaking Switzerland, advertisements are placed in Annabelle, Femina and SI-Style, among others. Multi-stage direct mailings complete the cross-media offensive.
Andreas Panzeri

When Federal Councillor Moritz Leuenberger took a swipe at the jubilant local radio scene at Radio Day at the WTC in Zurich, scourging its monotony and its squinting for ratings and licence fee money, the grandees of the industry were shocked by the magisterial shower. But the media minister also railed against state radio. The weather talks on DRS 1 and 3 were "garrulous" and peppered with "suggestive pseudo-questions", a "real babble". The private radio representatives laughed maliciously.
But no sooner had Leuenberger finished his speech than he received an electronic weather station as a greeting from DRS Director Walter Rüegg. "So that you never have to listen to the DRS weather talks again," Rüegg told him. And now he had the laughs on his side.
But how was the weather station so quickly at hand? Quite simply: the DRS press office had informed Rüegg in advance about the passage in Leuenberger's speech - thanks to AP and SDA, who had received the magisterial speech in advance and sent out a résumé with an embargo period. Shortly before Leuenberger's appearance, Rüegg therefore asked an employee of the Zurich radio studio to buy a weather station and bring it to him at the WTC. "We only had about 25 minutes," says DRS spokesperson Andreas Notter. But the teamwork worked.

In contrast to travel brands, which are primarily sold through travel agencies, direct sellers lack active references from travel consultants. For a direct seller such as Vögele-Reisen, the image of security and reliability is therefore very important. To mark its 20th anniversary, the Vögele-Reisen logo and catalogs were given a striking makeover. This was accompanied by the launch of an image campaign with the aim of strengthening confidence in the brand and gently rejuvenating the existing audience. The simple message is based on the well-known mnemonic for the alphabet from early school days - the "Vögele-V". It is simply claimed that at Vögele, "Verien" has been written with Vögele-V for 20 years, like "trust" and "reliability". With a wink, this is a reference to the current anniversary and the company's many years of experience as a reliable tour operator.
For once, the main medium is local radio, with funny, short episodes from loyal Vögele customers who have been persistently writing "Verien" with a "V" for 20 years. The campaign is accompanied by posters, e-boards and cinema spots.
The Zurich ASW agency Polytrop, based in Adliswil, is responsible for the redesign, concept and realization. Having served Imholz-Reisen for many years, it is no longer an unknown quantity in the travel industry.
It remains to be seen whether "Verien" will be found under "V" in the dictionary after the anniversary year or whether it will take a few more years.

Andreas Panzeri

There were many nostalgic looks back at Radio Day, which took place last week in Zurich. It celebrated 25 years of local radio in Switzerland. The glorious times, when everyone was still a pioneer and one was even a pirate, were already a topic of conversation over coffee in the morning. People reminisced, and as always at such anniversary events, they remembered the old days, when so much was better and simpler. Well, that's what one means in retrospect.
Today, the industry is unsettled and impatiently awaits the outstanding concession decisions. After all, 21 of them have not yet been decided. They are controversial because there is more than one applicant in the queue. The impatience is understandable, since a lot of money is at stake: fee money beckons. But it is also about the future of those stations that will not receive a license. What will happen? A distinction must be made between local radio stations and local television stations. While the latter can continue broadcasting without a license, without collecting license fees and without the must-carry rule of the cable network operators, the radio stations are concerned with survival. Without a license, there is no frequency, and without a frequency, there can be no broadcasting. So the losers have only two options: either to stop broadcasting or to switch to the Internet. DAB is not yet an alternative.
Anyone who had hoped that the first appearance of Media Minister Moritz Leuenberger at a Radio Day could be a signal that he would announce the coveted licenses on this day was certainly naïve. One cannot blame Leuenberger for not doing so, since the orderly course of Radio Day would have been over the moment the winners in the concession tussle were announced. Because, as has often been said, the spat is programmed. No matter what the media minister decides, no matter how meticulous and careful the preparatory work of the Federal Office of Communications (Bakom), the losers will lodge a protest. According to Matthias Ramsauer, Bakom's vice-director of radio/TV, the outstanding licenses should be granted before the winter session, i.e., by the end of November. There will be a press conference, but so that radio broadcasters don't have to find out from their own media who the winners and losers are, they will be informed directly in the morning before the media conference. How tactful.
After Moritz Leuenberger's speech, who wished for "the fresh, flexible and cheeky spirit of the pirate era" to return, Radio Day saw a beaming Roger Schawinski. For him, Leuenberger's words were a "clear rejection of radios that have more marketing people than editors." Let's wait and see.
Pierre C. Meier, Editor-in-Chief
[email protected]

Coop stands for unparalleled variety, Coop stands for its pioneering role in sustainability - and the longer, the more it is recognized that Coop also stands for low prices. Especially with Coop's own brand Coop Qualité & Prix. With 500 items, Coop's own brand Qualité & Prix is of course the basis of the Coop range. And with the emphasis in the claim on "For 500 times cheaper & better", the aspect of absolute value for money is brought to the point.
Krieg Schlupp Bürge/Springer & Jacoby communicates this price leadership for Coop in a current campaign that is as charming as it is appealing.
KSB/SJ's "For the price-conscious" campaign, which has been appearing on advertisements and posters throughout Switzerland for some time now, is a competitive sales pitch without the subjects losing their humor.
The campaign makes people smile - and also encourages discussion and commentary up and down the country. (pan)

Football is about emotions, the self-esteem of a region, role models for young people, entertainment for adults, sponsorship platforms for marketing, appearance opportunities for the top echelons of society, sport - and ultimately also a bit of money. FC Basel can look forward to a large financial boost after the victory against Guimaraes and thus a return to the Champions League.
Just qualifying for the group stage brings in 8.5 million francs. Another million for a win and half a million for a draw. In addition, there are 2 to 2.5 million francs for each of at least three home matches and around 3 million francs in TV money. Ultimately, the income of at least 27.5 million francs will account for more than half of Basel's budget of 50 million francs. This makes FCB an economic factor. And the economy relies on brands.
Objective Creating identity
All major football clubs have long employed a marketing manager. More and more ambitious clubs are now also working with an external advertising agency. FC Zurich plays with Hesskiss. Opponents FC Basel are already in their eighth year with Favo. The Basel agency led by CD Hinrik Wachsmuth sees it as its mission to create an "identity-creating brand" for FC Basel, which in the case of the city club "can lead to myth". The FCB's banner reads: "We are number 1." This basic attitude is to be clearly communicated with various ideas, campaigns and effects in the stadium.
A first step is the new visual language with which the players are presented. Emotions are an important element here, because "FCB is an emotional thing that goes far beyond sport," says Hinrik Wachsmuth. The city on the Rhine is proud of its club because, in addition to entertainment and excitement, it also offers reliable success time and time again.
Through advertising and communication, various target groups from fans to the people of Basel and sponsors should be able to experience this top performance. Thanks to the great potential for identification, they themselves should become part of the emotional events. These ideas are visible in the new match posters, where the focus is not on the match date, but on the emotions expressed by the game and the commitment of each fan. We no longer see the red and blue flag, but a headline around "Number 1". Especially for the Champions League, the stars take center stage. Favo focuses on emotionally charged portraits that are useful in the long term, rather than the familiar match scenes.
The website has also been styled by Favo in such a way that FCB can credibly proclaim: "We are number 1." The site was voted number 1 in the industry press Eurosoccer. Favo based its design on the sites of rivals such as Schalke, Barcelona and Manchester. How do sponsors come into their own on the site? How do we create topicality? These are two of the important questions. Technically, the site was based on the Playstation world.
Andreas Panzeri

Once again, publisher president Hanspeter Lebrument caused a furor at the Publishers' Congress. He fired a broadside against the "Declaration of Duties and Rights of Journalists". It is unacceptable that journalists are not also obliged to their employers, the president implored the dismayed audience and announced that now that the publishers were also on the Press Council, he wanted to amend the declaration. They, who had already been ignored when the paper was written in the early 1980s, were to be granted more rights. Hardly anyone in the room really understood what the President was actually talking about.
The preamble to the declaration already contains the sweaty sentence: "The responsibility of journalists to the public takes precedence over any other, in particular their responsibility to their employers and to state bodies." It is clear that entrepreneur Lebrument does not like such independence. And it makes him (and many of his publishing colleagues) red in the face when he realizes that the expensive print journalism with quality standards, which is the main focus of the declaration, is selling less and less.
Radio, television, the internet and even the free press are more relaxed and seem to be less blocked by ethical concerns. It is somehow understandable that someone, in sheer desperation over the declining reach of the daily press, wants to assert his entrepreneurial influence so that journalism can be sold more easily again. But at the latest when editorial staff and publishers (i.e. sales) plan articles together at the round table, journalistic thinking is destabilized to such an extent that no one will be interested in such content, let alone pay for it.

Details of the new product from 20 Minuten are slowly becoming known. The "20 Minuten Friday" magazine, created in collaboration with Annabelle, will be published for the first time on October 31. The Zurich graphic design studio Raffinerie is responsible for the visual appearance. The creative minds have made a name for themselves with the design of the Swiss-Onboard magazine and the now discontinued Word magazine. The Zurich agency Rod Kommunikation was commissioned to develop the advertising measures.
The first issue of the magazine has already been produced. Actress Scarlett Johannson is emblazoned on the cover. A star is to take center stage each time. The music section has been reduced to one page compared to its predecessor, the nightlife magazine "20 Minuten Week". In terms of budget and circulation, however, the magazine will be doing things in a big way: The initial print run is expected to be 137,000 copies.
The paper's advisor will be outgoing Züritipp editor-in-chief Thomas Speich. Like Annabelle editor-in-chief Lisa Feldmann, he will support the work of the 20-strong editorial team. As previously announced, this will be led by Kerstin Netsch and Sabine Eva Wittwer.

The English-language magazine Gatsby for is produced and distributed starting from in the middle of September again at the Zurich lake. It will be available at newsstands, in various boutiques and bookstores, as well as in good hotels, writes the agency Paroli in a press release on Wednesday. The first issue on September 18 will have the motto "Swiss Bits Issue".
With content on fashion, travel, features, art, design and architecture, Gatsby is aimed at men and women between 30 and 55. Published four times a year, the lifestyle magazine has a circulation of 40,000 copies. Gatsby is published in Europe and in over 40 other countries.
As publisher and editor-in-chief, Stefan Hottinger-Behmer publishes the magazine together with Lynda Real as advertising director and art director Raimond Henning Radtke.

New faces at Web2com: The service company for online, mobile and search engine marketing, which belongs to Publicitas, has increased its sales staff. Sabrina Brown and Patrick Stüssi joined the team on September 1.
With the expansion of its staff, Web2com aims to increase the level of service and intensify its presence on the market.
26-year-old Sabrina Brown is the new head of the Sales Services team. With a degree in business administration, she has worked for major mail order companies in Germany and abroad. Most recently, she worked as a project manager at digital marketing provider Nemuk.

As the new Account Executive, 22-year-old Patrick Stüssi looks after clients and agencies in online marketing. The business graduate most recently worked at OMD Switzerland as a planner for TV advertising and built up the platform Zuerichbynight.ch.

The press release issued by Mediasense on September 11, just in time for Radio Day, was brief: It stated that the 15 private radio stations in the Swiss Radio Pool (SRP), which was founded just over a year ago, would soon take over the majority of shares in the radio marketer. The SRG subsidiary Publisuisse will take second place. At the same time, Mediasense will open its shareholder base to other private radio stations, i.e. to all those that are currently excluded from the SRP. Mediasense will thus become the national marketing and processing organization for all private radio stations in the shareholder base. The company will also focus "on the development of products that allow national advertising clients more flexibility in the design of radio advertising" and thus make it more attractive overall. The aim is still to promote radio as an advertising medium.
Mutual control is becoming stricter
There is quite a lot of pepper in this short communication. The radios not only assume the majority, but also the main responsibility. This strengthens mutual control and the willingness to impose sanctions. Until now, SRP members who did not adhere to the pool agreements and rules and thus offered a hand to undermine the pool and its partners faced few consequences. At least as important: if Mediasense opens up, the SRP must also open up. Martin Schneider, CEO of Publisuisse and also Chairman of the Board of Directors of Mediasense, confirms: "We are moving towards the RMS model in Germany." This model is quickly explained: RMS in Hamburg is the largest German audio marketer and is wholly owned by private radio stations. Its portfolio includes advertising time, webcasts and podcasts from 146 private radio stations. However, RMS does not offer pools, but usually lets customers choose which stations they want to book themselves. The more stations they book, the more discount they receive.
Such a model would be a revolution for the Swiss radio scene. With one major difference: unlike RMS, Mediasense will stop actively selling to advertising clients in future - "in the spirit of constructive cooperation with existing agents", says Schneider. And he specifies: "We will end active sales by the end of the year at the latest." In future, this task will be left to other intermediaries such as IP Multimedia, RadioEmotion, Publicitas Radiotele or Cover Media and SpotPromotion. Incidentally, the model generally provides for a division of labor and thus also a division of interests between these and Mediasense: Mediasense, as the radios' company, focuses on the design of new, flexible products, processing using Publiplan and generic marketing. "The participating radios are transferring extensive competencies to Mediasense in the development and design of future products for the national market, as well as in pricing," says Schneider. In this respect, the company will be more than just a processing center. The agents, on the other hand, bring these products to the market with concrete offers and receive an agent's commission in return.

More private radio stations get a slice of Mediasense

It remains to be seen whether the Mediasense shareholders' calculation will work out. On Radioday, the reactions of non-SRP members were still muted (see Box 2). Nevertheless, the SRP radio stations will increase their shareholding to 51% over the next two weeks, while Publisuisse will reduce its stake to 49%. Previously, the ratio was reversed.
By the end of the year, Publisuisse wants to "substantially" reduce its stake once again and also relinquish the chairmanship, says Schneider. A complete Publi¬suisse exit is also not taboo. A change of domicile for Mediasense has also already been considered. Today, the company is in the immediate vicinity of Publisuisse in Zurich. Nothing has been decided yet. The timetable depends largely on the response from non-SRP radio stations. They and the intermediaries will be contacted in the near future.
Markus Knöpfli
Voices on the new Mediasense modelJürg Bachmann, President of the Swiss Private Radio Association and involved in radio and digital projects at Goldbach Media and Ringier:
"It cannot be the responsibility of the SRG to sell radio advertising for private radio stations. The fact that this regulatory error is now being corrected confirms what I have previously argued: The private broadcasters must sell their advertising time themselves."
Martin Muerner, Head of Radio BeO:
"I still have to familiarize myself in detail with the new situation at Me-
diasense, but it seems to me to be a step in the right direction. I have always been of the opinion that it is not good for SRG to be the main shareholder in a private marketing company. Whether Radio BeO will now take a stake in Mediasense, on the other hand, is still open."
Roger Schawinski, owner of Radio 1:
"The announcement by SRG marketer Publisuisse that it is giving up its majority stake in Mediasense is the right move, but it is too slow. It has no business in private radio marketing and has shown that it can't do it. One thing is also clear: as long as the SRG is part of Mediasense, Radio 1 will not participate."
Claude Défago, President of RRR (Union Romande de Radio Régionals) and Director of Radio Chablais:
"It would actually be good to have two or three radio marketers. But the fact that Mediasense is now withdrawing from private radio marketing is tricky. We hope that this will not lead to a monopoly. But in fact, the only marketer left now is IP Multimedia, which is already dictating the conditions as the market leader." (mk)

For the first time in the history of car newspaper supplements, consumers can use a specific type to find the car that suits them best. With these words, Remy Fabrikant, who has overall responsibility, is delighted with his current work for Mazda. This communicates the exceptional design of the new cars. In Paris, the Mazda design studios under the direction of chief designer Laurens van den Acker won the coveted Grand Prix du Design at the Festival International de l'Automobile. Reason enough for JWT+H+F to develop a complete communication package on the subject of design for the upcoming Mazda dealer exhibitions in the fall.
The centerpiece is a newspaper supplement that not only explains the new "Nagare" design language, but also takes the viewer into the world of Mazda drivers. A study was necessary in the run-up to the conception. JWT+H+F's strategic planning assigned each Mazda model a driver type and their world. The creative team implemented the specifications from the strategy in images and text. "A Sisyphean task that was well worth it," says CD Mike Krüll. The Mazda design supplement is published in three languages and was included in the major Sunday titles and magazines.
The communication package is completed by the attractive competition "Win the Mazda that suits you", dealer invitation cards, teaser ads, exhibition ads and garage decorations.
Andreas Panzeri