The Zurich-based web agency Idealizer launched the social media news platform Blognews.ch to mark Friday's "IT Day". This marks the beginning of the democratization of news under the heading of "Citizen Journalism", writes Idealizer in a press release.
Swiss Internet users can submit news items to blognews.ch, rate them and other texts by voting and recommend them to other users. After reaching a certain number of votes, the messages become "popular news" and appear directly on the homepage. This means that the content of the news portal is controlled and monitored directly by the users.
"With Blognews.ch, we are creating the first genuine citizen journalism platform for Switzerland in which anyone interested can participate directly," explains Patrick C. Price, Managing Director of Idealizer. In the USA, numerous websites already achieve more traffic via social media websites than via conventional search engines, according to the Idealizer press release. However, Blognews.ch is currently still in beta status.

Two years after its foundation, Le Temps launched a campaign to raise its profile by depicting great symbolic personalities such as Hillary Clinton, the Dalai Lama, Nelson Mandela and Daniel Cohn-Bendit with the promise: "Un jour ou l'autre, le temps vous donnera raison."
A decade later, Le Temps has a clear positioning and has been able to consolidate its market position. The new campaign moves into the present and occupies the territory at the heart of current affairs. The new signature "Le Temps fait son travail" addresses society, life and the major challenges of our time. This is the message of the new communication, which was designed by the Grey agency in Geneva.

The five partner papers of the MittellandZeitung (MZ) association have different titles, but the same logo, the same jacket and the same layout. Only the Basellandschaftliche Zeitung (bz) has so far been different. Since 27 August, it has been recognizable as part of the MZ family. This prompted the publishing house in Liestal to commission the CR Basel agency with an advertising campaign. The agency prepared a strong appearance. "The new appearance of the bz gives it the opportunity to position itself as a cosmopolitan, full-service newspaper. At the same time, it is strongly connected to the region and its tradition. Our campaign should therefore show both sides," says Thomas Fux, consultant at CR Basel.
Even the claim "bz. the region in all its glory" expresses this. It demonstrates foresight instead of provincialism. The visual part of the campaign also features a touch of Basel humor. CR Basel plays with an oversized bz newspaper roll, which serves as a placeholder on the various subjects. Sometimes the roll stands for the planned Roche office tower in the middle of the Basel cityscape, then it is mounted as a tunnel for the H2 bypass in the Basel countryside. In the TV commercial shown on TeleBasel, the reel also represents a train arriving at Basel's SBB station. "It's pulling in," says the voiceover. This is meant quite ambiguously: because the bz really does want to enter Basel more intensively, i.e. expand its reporting on the city and its agglomeration. And in doing so, it wants to get in the way of its competitor Basler Zeitung. (mk)

The Swica health organization can base its success above all on a very reputable image. In service as well as in advertising. But for their new fall campaign, the creatives at Adcom have for once succumbed to the rather forbidden allure of poker for an insurance company. "Which sport will cause the biggest sensation in Beijing?", Eric Hasler speculated. Then the Chief Communication Officer placed a cool bet on Michael Phelps. The poker game paid off and the prodigy swimmer won eight gold medals. At this point, the posters for the fall campaign for Swica had already been printed. One motif now shows a swimmer in dolphin style - exactly as Phelps caused a sensation in the media worldwide.

"A sports theme like this was part of the concept for our new campaign. The fact that we are now advertising with a winner who triggers associations with the greatest Olympian of all time in many people is a happy side effect," says Eric Hasler happily together with Richard Lüdi, Director Private Customers at Swica. The motif with the swimmer is an exception in the overall harmony of the campaign. Lüdi and the creative team at Adcom see harmonious images of the "family as the core target group" as the even more important elements for Swica's image.
Mothers as decision-makersThe focus is always on the mother. This is because it has been proven that when it comes to insurance issues, women are not only the most grateful contacts for advertising, but also the decision-makers within the family when it comes to taking out insurance. Statistical evidence also supports the fact that subjects with "mother and child" never fail to have an impact in this area.
Adcom has succeeded here in stylishly differentiating its Muki ad from the "Jöh" images that keep popping up for baby food. "The message is not the mother and the baby, but their mutual relationship," explains Hasler. With this in mind, all Swica subjects have a carefully designed and high-quality style. This is carried through all media. "We want stringent brand management with consistent recognition right down to the last piece of paper," says Lüdi. This is why the protagonists on all advertising media are the same, from the new billboard on TV before "10 to 10" to the print motifs and brochures.
Couples are a second target group alongside families. In the current campaign, Swica has been a little more "well-behaved" here. Last year's motif with a discreetly naked couple led to 600 orders for these posters. However, this image was "positioned too young".
An ongoing presence in the minds of the insured are the elementary pillars for promoting customer loyalty. Added to this are sustainable advertising messages and a service that ensures that Swica is seen by its customers as the "image leader" and "goodwill leader". With its brand management, Swica has been able to create an image as "the most innovative insurance company". Swica has been working with the claim "Tut uns gut" for four years. Previously, the insurance company communicated with "We are Swica".
Andreas Panzeri

The health organization
Adcom won Swica in a pitch five years ago. Swica generates an annual premium volume of CHF 2.5 billion, CHF 2 billion of which comes from private customers. In addition to Migros and Coop, its 22,000 corporate customers also include Novartis and ZKB, for example. The health insurance company describes itself as a health organization and has 1,200 employees.
The most important advertising message is: "Over 1 million people trust Swica."
Richard Lüdi has been Director Private Clients since 2000. During this time, he has generated over 100,000 new customers as part of the Adcom team in Baar.
Swica does not attract customers as a low-cost insurer, but appeals to families who are "looking for a valuable relationship with their health insurer". Swica is thus positioning itself as a "partner" in its brand management.

Companies that sponsor sporting and cultural events often don't know whether they are backing the right horse. Are they really addressing the intended target group? Are there other events that would better reach their audience? Or would a conventional advertising campaign be more efficient?
Conversely, advertising and media agencies have so far been unable to give them much advice, as there are no independent planning and control figures. "Today, sponsorship decisions are often gut decisions," says Wemf Managing Director Marco Bernasconi.
But this is no longer enough for sponsors and advertising clients. "It would be very important for advertising clients to also receive planning data for sponsorship," says Jürg Siegrist, Director of the Swiss Association of Advertising Clients (SWA). The reason is clear: around 15 percent of all marketing spending in Switzerland today goes towards sponsoring cultural or sporting events. It therefore plays a similarly important role in the marketing mix as outdoor advertising. Customers therefore also want to know what return on investment they can expect from this "medium".
Wemf listened to the wishes of the Sponsoring Association (FASPO) and the SWA. Bernasconi, Wemf Managing Director for one and a half years, ensured that the September 2009 edition of Mach Consumer will include planning data for sponsorship as a "marketing medium" in addition to print and cinema. The survey was supplemented with the additional areas of culture and sport. There was not much time for this. The survey, which is only conducted every two years, started in April 2008. There was one more problem to solve: The additional expenditure had to be pre-financed - as is usual with Wemf. Coop, Axpo and Orange took advantage of this opportunity: they were able to include questions about their current sponsorship commitments (e.g. Axpo Super League). The pilot study was also supported by the Federal Office of Sport in an advisory capacity.
The largest consumer study in SwitzerlandThe Mach Consumer is the largest consumer study in Switzerland (see box): It shows how many people buy a particular product, use a service and which stores they visit (reach). It also reveals the profile of consumers: from leisure time and investments to clothing, computers and pets - the survey provides information on the consumer behavior, attitudes and brand loyalty of the Swiss population in a total of 20 consumer areas and 33 areas of interest. From fall 2009, it will also include information on which sports or cultural events respondents watch live and which they watch on television, radio, in the newspaper or on the Internet. At least in the area of sport, specific events such as the Davidoff Swiss Indoors (tennis), the Swiss Gymnastics Festival, the Tour de Suisse or the Engadin Ski Marathon will also be asked about. The image of sports and events is also surveyed (likeable - high-tech - dynamic - popular - innovative - exclusive - ecological).
The integration of the sponsoring question catalog into Mach Consumer makes it possible to cross data and information from Mach Basic and Mach Radar (psychographics). In future, Wemf will offer this complete package as MA Sponsoring, although the existing products Mach Basic, Mach Consumer and Mach Radar will continue to be available separately. Bernasconi uses the following fictitious example to illustrate the specific benefits of MA Sponsoring for planners:
The telecommunications company Orange would like to address 14 to 20-year-olds who are not (yet) its customers through cultural sponsorship. Thanks to the future MA Sponsoring, the company can find out which cultural platform is the most ideal for this. What's more, the costs per person can also be estimated. At this level, in turn, the evaluated cultural platform can be compared with other or existing commitments. The new evaluation options are "unique worldwide" in this depth, says Bernasconi.
However, the MA Sponsoring is only a first step. In a next phase, Wemf plans to provide control data, similar to that in Germany, by collecting visitor figures for cultural and sporting events, for example, and also including them in the study. For the time being, however, it will be launching the MA Sponsoring, i.e. the Mach Consumer extended to include sponsorship issues, in October and offering it in five different modules.
Markus Knöpfli

Mach Basic, Mach Consumer, MA Sponsoring
Every year, Wemf conducts around 24,000 interviews on the use of print media and cinema for Mach Basic. Socio-demographic data is also collected. In addition, 11,000 of these interviewees (aged 14 and over) complete an extensive questionnaire in which they are asked about their preferences, attitudes and consumption habits. The combination of Mach Basic and the results of the questionnaire forms the data basis for the Mach Consumer study. Supplemented with additional questions on culture and sport, the MA Sponsoring is then created. "The single-source approach makes the MA Sponsoring a unique instrument worldwide," praises Jean-Baptiste Felten, Vice President of FASPO. (mk)

The cooperation agreement between Presse TV (PTV), Swiss Television and SRG announced in May stipulates, among other things, that although less broadcasting time will be available to publishers' television from 2009, most PTV programs will now be placed on SF1 and therefore more prominently. This will have an impact on the content of some PTV channels. For example, the fortnightly Ringier program "Gesundheit Sprechstunde" (GES) will be reduced from 50 to 25 minutes, but will be broadcast weekly from 2009. Ringier TV is currently in the process of adapting the program accordingly.
However, the changes also affect the biweekly magazine of the same name, which supplements and deepens the programs with additional information and services. Ringier was initially faced with the question of whether the publication rhythm of the magazine should also be changed to once a week. However, this was decided against. "Gesundheit Sprechstunde will continue to be published fortnightly for the time being - for budgetary reasons: The editorial team would have to be doubled for a weekly publication," says Fibo Deutsch, Head of Ringier's Health Unit. However, he does not rule out the possibility that GES-Print could be adapted to the cadence of the GES program at a later date.
However, one thing is clear: the magazine, which has a stable reach of 589,000 readers, will be given a new look at the start of the new year, as will the program. "GES wants to remain the clear number one for all things health in the future. We want to achieve this with relevance, competence and credibility," says Publishing Director Ratna Irzan.
A study and an agency pitch have already been carried out. "The market research has largely confirmed our content strategy: Competent information on medical problems is well received," says Deutsch. And Irzan adds: "Readers are satisfied with the mix of topics, and the inclusion of complementary medicine is particularly appreciated." The only thing readers wanted was more tips on nutrition and prevention.
What really surprised the editors and publishers, however, was that the GES booklets are often kept for up to three years. That's why they want to increase the collection value with registers and storage boxes. Deutsch also wants to strengthen the marketing for the magazine and program. GES has often featured a primeur, but it only met with a positive response when other media picked it up. In future, he therefore wants to promote the original source - GES - more clearly.
Markus Knöpfli

Less time and money
The new contract between Presse TV, SF and SRG applies from 2009 and reduces PTV's broadcasting time from around 14,500 minutes to 8,500 minutes per year. The remuneration PTV received from SRG for advertising and production will also shrink from CHF 12 million per year to less than half. As a result, PTV will have to cut three out of twelve programs: 100 Minuten, Konsum.tv and Fussballtalk. Presse TV was founded in 1995. The current shareholders are Ringier and NZZ (30 percent each), the German publishing consortium DCTP (20 percent) as well as Basler Zeitung Medien and Axel Springer Schweiz (10 percent each). (mk)

It was written in a management magazine: Employment references should be read from bottom to top; the codes are built in at the end. But: codes don't actually exist, because they are bad, say political correctness and labor law in chorus. But there are certainly plenty of codes at the opposite end of the employment process, namely in the application and advertising of jobs. It is simply unbelievable how shamelessly even the most important companies - self-advertisers and personnel consultants alike - make public their lack of clarity of thought, their need for concealment and their inner mendacity.
Samples from "Alpha" from August 23, 2008 and adequate attempts to translate the codes into German:

• Senior Project Manager Pharma: "You interact with foresight and pragmatism at the interfaces." (= "In the daily chaos, you muddle through as it comes or as your boss prefers.")
• IT Interface Manager Securities and Trading: "You are the link between the product or process manager in the specialist area and our internal ICT organization. You are responsible for incident/problem management." (= "We need someone we can blame if something goes wrong.")
• Asset Manager Real Estate m/f: "You recognize opportunities and risks holistically and propose the necessary measures to sustainably optimize returns and performance." (= "You are a disgusting bean counter and drive up rents wherever you can to make our shareholders even richer.")

But even when it comes to management positions in public administration, there is a lot of waffling:

• Head of the Cantonal Office for Culture: "Together with the specialist managers, you develop concepts and perspectives for the cantonal cultural policy, implement corresponding projects consistently and pragmatically and are responsible for the smooth and transparent coordination of the diverse aspects of the individual cultural institutions of the office." (= "You are the tamer in a predator's cage and should keep the whole greedy gang of museum directors, conductors, art prize winners and other subsidy recipients in check so that there are as few political lambasts as possible.")

But often what is not said is also important:

• Secretary General 80 %-100 % of the Cantonal Administration of Justice: "You can look forward to a varied and interesting role with plenty of scope for development. You will be able to follow justice policy developments in the Canton of Bern at close quarters."
  (= "... but you have nothing to say about it. There's just a lot of work to do, but we don't yet know what it looks like in detail; after all, it's a new job.")

High-end buzzwords also prevail in the claims that precede the respective search messages:

• "Your focus - our goal" (= "We don't know exactly what we want to say either, but focus is always good.")
• "Navigator wanted" (= "... because we are constantly flying blind.")
• "Reliability and care have a future."
  (= "... we just had the opposite." A Liechtenstein bank is looking for a "Corporate Actions/Income Specialist", whatever that may be).

And there is constant traffic on the linguistic commonplaces:

• "You want to develop?"
• "Shape the future with us!"
• "Expanding possibilities!"
• "In the future - you!"
• "For new perspectives" (at least five times)
• "Shaping things to come"

I find it really refreshing when someone (on closer inspection, it's a ...) tries the emotional route:

• "Does your heart beat for the claims world?"

As we all know, every dog has a name. But what the jobs are called today ...! "Key account managers" are being sought by the dozen. But what does that mean?

• Middle Marketing Targeting Advisor
• Senior Rollout Manager
• Manager Consumer Insights
• Head of Workplace Consulting

I praise the modest advertisement at the bottom right of page 88.

• "Kinderkrippe Bergdietikon is looking for a Nursery Nurse (60-100%) from September 1/October 1, 2008. (...) Very nice nursery, good development opportunities, nice parents, good earnings." All clear, all said - and in a space-saving and friendly tone.

And to all the other formulation artists, the verbiage virtuosos and the glossy talkers among the advertisement copywriters, let us once again burn good old Ludwig Wittgenstein into our hard drives: "What you can't talk about, you should keep quiet about."

Around 100,000 book titles are published on the German-language market every year - and the trend is rising. This includes not only new hardback publications, but also paperbacks, translations and the like. In short, the choice is overwhelming.
In this extremely competitive environment, it is important to stand out - at all costs. When you enter a large bookshop, you often find entire landscapes of tomes, books and rinds rising up into mountains on display tables. In the valleys in between, the clientele wanders and, often disoriented, seeks out the information stand only to have to wait in line.
It is at times like these that traditional bookshops can play to their strengths against gigantic competitors from the Internet and large bookstore chains: Advice. "I often miss the advisory skills in the big chains," says David Hauptmann, head of the advertising agency Hauptmann & Kompanie, which specializes in book marketing. "In smaller stores, there are booksellers with passion. They can recommend books."

But not all customers want advice right from the start. They love to stand in front of the displays and let their eyes wander over the new products and recommendations. If, at this moment, the eye catches an edgy lettering or glides over the glossy finish, the most important part of the battle of persuasion has probably been won: The potential buyer picks up the book and starts leafing through it.
David Hauptmann and his experienced team are masters at profiting from such moments. The covers of Hauptmann & Kompanie have shaped the German-language book world like no other. Anyone looking at the covers of the bestseller lists will inevitably come across works by the agency: Henning Mankell, Stephen King or the book about Annemarie Schwarzenbach - they all benefit from Hauptmann's artwork: "We focus on establishing the cover as our own brand as early as the conception stage of a top title," he explains. A special typeface was developed for the current King novel "Wahn". In addition, the production of the hardcover edition is extremely elaborate. In addition to the darkly unusual font, a brand was developed for the author's line. The aim is to create uniqueness and atmosphere.
The world in 14 cm × 20 cm formatAs befits a true marketing professional, Hauptmann always keeps his eyes open: "It's about reducing the world to 14 cm × 20 cm format." On a walk, the landscape is sorted through for potential motifs as a matter of course. A rusty garden hedge whispers a promise. A leaf by the wayside suddenly exudes a magical attraction. In the case of Mankell's last bestseller, "The Chinese", it was the jacket of the chef at Hauptmann's favorite restaurant, Zen. "When I was eating my won ton soup, I had the idea of putting a chef's jacket on the cover," recalls the book designer. No sooner said than done. He borrowed the jacket, photographed it at the agency, edited it and sold it internationally. Of course, this is doubly gratifying when the "German" artwork is also sold in countries such as Sweden, Finland, China and Spain. "And that also brings some money into the coffers," grins Hauptmann.

A license for an international bestseller title costs 12 to 14 million euros and requires correspondingly uncompromising marketing: the hardcover editions range from 100,000 to 200,000 copies, followed by around half a million softcover books. Special licenses for publishing houses such as Weltbild or paperback campaigns are negotiated separately.
Under these conditions, the marketing budget is usually no longer huge, so innovation and originality are all the more important. Instead of producing glossy brochures, Hauptmann once opted for recycled paper and saved over 20,000 euros for a large-scale campaign for the Heyne publishing house. "I always try to create something new," says the book marketing specialist. "But publishers are very conservative, so a lot of persuasion is required."
Marc Bodmer

Le Temps, the NZZ of French-speaking Switzerland, is lowering the floodgates. The publisher is now also publishing all content from the printed edition on the web. And even more content than in the printed edition is to be offered on the Internet. Does so-called quality journalism really have to be available to the masses for free? Quite apart from how quality should be defined in this case: prominent figures in the business say that giving content away for free was the biggest mistake ever. But the Internet is a low-threshold communication tool and would not be where it is today if people had to pay for every piece of content.
But why should material that has been researched and polished for days and often weeks simply be given away for free? (And continue to cultivate the free mentality?) One reason is the race of publishers on the Internet, the hunt for advertising-relevant clicks and page impressions. But quality journalism in particular is in a bad position here. The coveted page impressions are not generated by interesting articles, but by endless and superfluous picture galleries or even games and crossword puzzles.
That cannot be Le Temps' idea. So the question arises as to whether there is a "market" for quality journalism online. However, there is currently practically no functioning business model for this on the Internet and the elaborately produced content cannot be financed by meagre online revenues, but only by advertisements in the paper. It remains to be seen whether the Internet will slow down sales of the printed edition or not. At any rate, those responsible are optimistic so far.
From René Worni

The Basellandschaftliche Zeitung has been part of the Mittelland-Zeitung (MZ) association for two years and has been wholly owned by AZ Medien of publisher Peter Wanner for eight months. On August 27, its appearance was also completely adapted to the MZ appearance. The previous logo in Gothic script, with the red abbreviation bz in the middle, was dropped. Instead, the paper has a red bar across the entire front page: "Basellandschaftliche Zeitung" is written there in negative letters and "bz" in a cube to the right. Below this, a gray bar states that the paper belongs to MZ. The bz is thus dressed in the style of all MZ partners, whose logo is also red - except for that of the flagship Aargauer Zeitung (blue).
The red - corresponding to the red crosier in the canton's coat of arms - will also be the dominant color in the bz in the future, although it cannot be printed in four colors throughout. Otherwise, little will change graphically, as the bz has already been sourcing its cover pages from Baden. Only the regional pages will be adapted to the MZ layout. In terms of content, however, editor-in-chief Thomas Dähler will focus more on the city of Basel and above all on the large surrounding Basel municipalities: Allschwil, Binningen, Muttenz, Reinach, Münchenstein and Birsfelden (Arlesheim district). The bz had previously served this so-called "bacon belt" rather cautiously, and its competitor Basler Zeitung had an even stronger presence there. However, since BaZ made inroads into bz's home region of Oberbaselbiet with a large print run, there has been no mercy in Liestal either. "We are now expanding our reporting on the Basel agglomeration. We also want to provide more in-house coverage and become more up-to-date. We're not writing less about the rest of the region, but at least we're writing less about village events," says Dähler. Publishing director Sabine Galindo will also be strengthening marketing in the same area. "Many people haven't even realized that the bz is a real all-in-one newspaper that doesn't need to shy away from comparison with the BaZ," she says.self-confident, cosmopolitan, dynamicThe new appearance is therefore also being used in Liestal as a prelude to a broader advertising campaign, with which the CR Basel advertising agency has been commissioned. Self-confident, cosmopolitan, dynamic and modern - these were the keywords in the briefing. In short: bz was to be positioned as an alternative to BaZ. The CR Basel team created the claim "bz. the region in all its glory". This is visualized by subjects in which a bz newspaper roll is placed oversized in the landscape - sometimes as the players' entrance to the St. Jakob stadium, sometimes as the tunnel of the H2 bypass currently under construction. A third motif is particularly topical: in the cityscape of Basel, the rolled bz symbolizes the planned 154-metre-high office tower of the pharmaceutical company Roche, which was approved by the Basel government just last week. The seventh issue of Sonntag, which will also be available as a single subscription in future, will also be promoted with a Zolli motif. In addition to advertisements and posters, the campaign includes TV and radio spots, public transport advertising and perimeter advertising at events.
Like most subscription newspapers, the bz is slowly but steadily losing reach. It currently has around 53,000 readers, compared to 5,000 more just two years ago. According to Galindo, it is not so much the large circulation of the BaZ as the free newspapers that have led to this decline. "But we don't want to lose any more," she adds immediately. She expects a positive trend - due to the successful campaign, increased marketing and also due to the new customer loyalty tool bz bonus, with which she wants to offer bz readers a discount or an event once or twice a month in future.
Markus Knöpfli

Sunday - Saving thanks to synergies
Sonntag, the seventh edition of the Mittelland-Zeitung, costs money. That's why the MZ partners have to make savings. According to reports, bz will have to reduce its expenditure by one million francs this year and cut six jobs. "That's not quite true," says editor-in-chief Thomas Dähler. Three jobs have been relocated to Aarau, one person has taken early retirement, one position has not been filled and only one redundancy has been announced. And the savings could largely be achieved thanks to synergies with MZ in the back office area. The editorial team will not feel the effects. The bz publishing house and editorial office in Liestal currently have 42 full-time positions. (mk)

More than 800 T-shirts were sold in just two days and a 30-metre-long queue of people gathered in front of the Libero store, where tickets for the fare network are sold: The initial results of this advertising campaign for the Bernmobil are "very positive", as CD André Benker is pleased to report.
With the current campaign, the Neue LGK agency is positioning the Bernmobil concept as an environmentally friendly alternative to private transportation. And rightly so: traveling by public transport consumes around 30 times less energy than traveling alone in your own car, says Roman Gattlen, Head of Marketing at Bernmobil.
Posters, advertisements and other creative ideas were used to encourage people to pick up a Bernmobil T-shirt. With this T-shirt, you can travel by streetcar and bus free of charge for a month - as long as you wear it visibly. Bernmobil thus rewards customers for their environmentally friendly behavior and for their commitment as an advertising medium.
Without exception, the media coverage was positive, ranging from "Schweiz aktuell" to the Bund and 20 Minuten to the "Rose of the Week" in Schweizer Illustrierte. Only the Bernese SVP took exception to the T-shirt slogan "Green drives red" and recognized it as party advertising financed by taxpayers' money.
The campaign runs until September 12. Advertising materials include T-shirts, textile streetcar hangers, buttons, posters, advertisements, flyers, stands and - importantly, because it is sustainable - a follow-up mailing.
Andreas Panzeri

Paul Kehl is the most interesting newcomer in Swiss fashion this fall. The internationally oriented label with Swiss roots has big plans. It is launching three different collections: With "Paul" (trendy-young), with "Paul Kehl" (aimed at the modern man) and "Paul Kehl 1881" (exclusive). But how do you want to stand out in the highly competitive fashion market?
Urban, self-confident and masculineThe advertising agency By Heart took on this task. The agency developed the CI, look and advertising concept for the new brand. Paul Kehl was consistently geared towards the urban, self-confident and very masculine man, a "whole guy". The campaign shows this man in all his glory and also the - equally beautiful - woman who admires him. "What a man!", that is the typical Paul Kehl customer.
CD Hans Siegwart once again used his good contacts with top photographer Rankin to realize the campaign. Such a photographer also makes it easier to always get the best models on set. David Gandy is one of the most sought-after male models in the world today (with corresponding salaries). And Rianne ten Haken, the Dutch supermodel who has also been seen smiling from the cover of Vogue, is the female equivalent of the mega-beau Gandy.
The campaign starts with print and online as well as DM at the beginning of September 2008.
Andreas Panzeri