Breweries Just in time for the takeover of the Eichhof brewery by Heineken, Adcom has launched an initiative for local beer from Baar. 
The "sell-out of the homeland" is taking place in various areas. One aspect is certainly the concentration process in the Swiss beer market. The traditional and very successful Eichhof brewery in Lucerne is currently being taken under the wing of the international Heineken Group. This means that one of the last major independent breweries is disappearing. Eichhof still has an 8 percent market share in Switzerland. Heineken now wants to take over Eichhof for 290 million Swiss francs in order to strengthen its position as number 2 in the Swiss beer market. Eight years after their merger, the Carlsberg-Feldschlösschen Group is thus to be attacked even more broadly. When "the incorporation" of Eichhof in Central Switzerland became known, the advertising agency Adcom in Baar reacted immediately and launched an initiative with its long-standing client Brauerei Baar. "The sometimes violent waves and reactions in Central Switzerland from the public, innkeepers and, above all, retailers show that the public is having a hard time with this development and this takeover," explains Gide Kuhn, who has overall responsibility at Adcom. Eichhof belongs to Central Switzerland like the Rigi or the Matterhorn belong to Switzerland. This is why the traditional, independent and innovative brewery in Baar, owned by Kurt Uster, has decided to show that there is still a "real piece of home" in the beer market.
Together with the client and marketing manager Martin Uster, Adcom has now addressed the "sell-out of the homeland" and developed a combative campaign. The posters are now on display in the Lucerne-Nidwalden-Zug-Knonauer Amt region. The concept of the campaign is tongue-in-cheek, sympathetic, confident and funny, but not aggressive and also "not a slam dunk", as Kuhn says, with a view to the "Eichhof" situation. The message on the poster is intended as a small consolation for the badly battered Eichhof beer drinkers - with the clear indication that there is still a real alternative to Eichhof beer. "The message on the poster is based on the knowledge and realization that the Swiss also like to drink a real Swiss beer, that they appreciate it and that they value local production," says Chief Communication Officer Eric Hasler at Adcom.
The campaign was launched on the day of the extraordinary Eichhof AGM, at which the takeover by Heineken was approved by the shareholders. A poster was prominently displayed on the way to the shareholders' meeting in Lucerne's KKL. It was no longer of any use
 
Andreas Panzeri

 
Some would give the shirt off their back for a Cannes Lion. The American department store chain J.C. Penny has now done the exact opposite: it is distancing itself from a commercial that won a Bronze Lion. The reason: it was made and submitted without its knowledge and consent, the retailer announced in a communiqué. This was not the only thing that annoyed the agency. But also the content of the clip, which shows two teenagers doing speed dress training. In the final scene, the young couple tell their worried mother that they just want to watch TV in the cellar. Finally, the cover, loosely translated as "Today you could get away with it", implies a major taboo subject in the land of unlimited freedom: teenage sex. The commercial could imply that J.C. Penny approves of sexual intercourse between adolescents. And that would probably be worse for a company in the motherland of political correctness than if the CEO were to be exposed as a triple murderer. Hence the public distancing from the ad. J.C. Penny stated in the communiqué that a former employee of the in-house agency Saatchi & Saatchi was behind the clip. The creative agency in turn passed the buck to the production company Epoch Films. According to Adage.com, the company refuses to comment. What is certain in any case is that the TV commercial was never shown on television: the award-winning work is therefore a fake. According to Adage.com, it remains to be seen whether the Cannes Lion will have to be returned as a result. Either way, there are two sins in this short story: Teenage sex and a faked competition entry. The question is, which is worse? Both seem to have one thing in common: it happens again and again, but is often kept under wraps.

 
Airport Marketing "In search of top target groups? Airport Media reaches 200 million passengers at airports." With this claim, the Airport Media initiative proves in a self-experiment - i.e. self-promotion - that airport advertising works. The generic marketing campaign by S2 Concept Design Munich is now running at numerous airports in Germany and Switzerland. The providers of these poster sites are convinced that numerous media decision-makers will be addressed before the flight to the next meeting, as most frequent flyers are mainly traveling on business. What's more, the average time spent at the airport from arrival to boarding is a rewarding 149 minutes for advertising. 

 
Sustainability A large number of companies in the printing industry are aware of their environmental responsibility. This is illustrated by the increasing number of FSC-certified companies. Nevertheless, as the following survey shows, a great deal of educational work is still required. 
The paper industry is one of the branches of industry whose harmful influences were recognized and discussed at an early stage. In recent years, the industry has made huge efforts to produce paper in an ecologically and socially sustainable way. FSC defines criteria for socially responsible wood production and certifies companies that meet the criteria. Sihl + Eika is one of the FSC pioneers in paper wholesale. The company was the first European wholesaler to be FSC-certified in 2003. At that time, there were only eight printing companies in Switzerland that were already FSC-certified, and the range of certified paper types was also rather sparse. Today, FSC products account for 40 percent of Sihl + Eika's paper volume. Together with 85 certified printers, the end customer can therefore be offered a consistent FSC line. However, the company does not want to rest on its laurels.
Sihl + Eika has set itself the long-term task of promoting ecologically sound products and providing consistent information about their properties. The product managers and technical advisors provide the relevant know-how. More and more customers are now using FSC papers because they want to make a decisive contribution to the environment. Nevertheless, there is still a great need for information and there is still a lot of educational work to be done. "There is either a lack of knowledge about FSC in general or a lack of ecological and social commitment," says Denis Heiniger, technical consultant at Sihl + Eika. The wholesaler uses various communication tools to answer open questions and dispel prejudices. Useful information for agencies and answers to frequently asked questions can be found at
. Expert advice is also provided by specialist consultants Martin Schneiter and Denis Heiniger, who are in constant dialog with agencies and end customers. In 2008, Sihl + Eika extended its certification to become an international FSC multisite, the only one of its kind to date, in which six paper wholesalers from the Papyrus Group are integrated. Sihl + Eika is also actively involved in the FSC Print + Paper working group, which has developed an information brochure for agencies on the subject of FSC. Transparent product information is becoming a key factor in the graphic arts industry. After the declaration of production methods and origin, information on CO2 values will also be indispensable in future. However, standardized information schemes must first be developed for this purpose. Sihl + Eika is working on the next steps in close cooperation with industry and interest groups.
Proportion of FSC paper doubledSince April 2007, the Neidhart + Schön Group, which specializes in financial publications, product and image brochures, has been FSC-certified. The audit must be repeated every two years. You can only tell whether an annual report is printed on FSC paper by looking at the logo.
 
"Traceability and control are made possible by a test number that must be visible at all stages of the process and that seamlessly accompanies the entire order, from the delivery bill to the printed product to the invoice," says Torge Zeilinger, Sales Manager Neidhart + Schön Group, explaining the procedure. The proportion of FSC paper used in the total volume of print orders at Neidhart + Schön has almost doubled in one year. It was around 12% last year and rose to around 25% in the first few months of this year. Zeilinger is convinced that the consumption of FSC paper will increase continuously in the coming months. However, this will require a lot of persuasion, says the biology graduate, for whom the environment is also a matter close to his heart. In many cases, customers are still not interested in such papers. "We therefore explicitly draw our customers' attention to the FSC issue, inform them about the range of FSC-certified papers on offer and also dispel any prejudices."
 
There is still a widespread opinion that FSC papers have an "eco-touch", are visually less attractive and are also more expensive. However, the range of FSC papers is constantly growing and with it the options available for an optimal selection. Even the sometimes slightly higher prices are disproportionate to the advantage that the customer gains from using the FSC logo.
Policy of small steps "It is our duty to inform ourselves comprehensively about the paper on offer so that we can advise customers accordingly. FSC also has no effect on the type of finishing and further processing," explains Zeilinger. Nevertheless, the issue of sustainability should also be included in the design concept for the finishing processes used, he recommends. Embossing, for example, is definitely ecologically correct. Here, too, he has identified a need for more information. There are already numerous companies where the issue of sustainability is anchored in the corporate concept and which themselves ask for FSC papers and climate-neutral printing. At other companies, where ecological awareness is less pronounced, there is a need for more information. "It's a policy of small steps. We see it as an important task to keep educating and informing customers and to show them the added value associated with FSC," says Zeilinger.
Ecology as a central factorThe Lutz AG print shop in Speicher, Appenzell, is a small family business with 14 employees. "Ecology is and has always been a central factor in our production," says Christof Chapuis, who is joint Managing Director with Tobi Lutz. The company is FSC-certified. In addition, processless (development-free) printing plates have been used since 1997. A Rapida 74G from KBA, a waterless printing press in 50×70 cm format, has also been in operation for more than two years. This press is still the first and only one in Switzerland. "Thanks to a technology partnership with the manufacturer, we were able to jointly bring the printing process to a flawless quality level, which leads to a result that is clearly superior to conventional offset printing, especially in terms of tolerances in color deviations." The company has also been using the waste heat from the printing process to heat the building for a good two years, resulting in savings of almost 100% of heating oil. Field service vehicles and delivery vans are powered by Kompogas.
Price in the foreground "Ecology is a key factor for us in all investment decisions - including future ones," says Chapuis. In the printing industry, there are now numerous ways to produce in a resource-saving manner without having to accept a reduction in quality or a price increase, he argues. Consideration has also already been given to climate-neutral printing. "After careful consideration, we decided that our first priority was to save resources and thus make a contribution to the environment. Climate-neutral production is basically a good thing. However, environmental friendliness must come first and not the "normal" less environmentally friendly production that customers can offset on a voluntary basis," criticizes Chapuis. What's more, few customers are prepared to pay the additional costs of offsetting. Even though there are more and more clients who are interested in the topic of ecology, it is very often only the price that counts when awarding contracts, notes Chapuis. Ultimately, this also applies to FSC paper. A consistent FSC certification for all substrates would be a logical solution here.
Long dry spell "Ropress was already intensively involved with the topic of the environment in the 1990s," says Managing Director Hans-Peter Vieli. "At the time, we were discussing certification in accordance with ISO 1401. When reviewing the individual processes, we realized that the focus of such certification should not be on the printing process itself, but on the paper." This was also a point of criticism of existing certification systems because they assessed the printing process but did not include the product. With the introduction of the FSC label in 2000, Ropress was the first printing company in the world to be FSC-certified. As with all pioneers, the beginning was not easy. "We had a long dry spell, there was only one type of FSC-certified paper and we had to import it from England." Vieli, who is now a member of the board of FSC (Switzerland), therefore tried to convince Swiss paper wholesalers of the FSC concept as a first step. A breakthrough was achieved in 2003 when the first paper wholesalers were certified. Today, the range of FSC papers on offer is huge. Hardly a day goes by without a new type of paper being registered. This now also applies to the certification of printing companies.
Growing pressure from customersMore and more people are recognizing the value of FSC certification. Last but not least, the pressure from customers is also increasing because the label is being included in the selection criteria. The financial investment associated with FSC certification for a printing company is kept within reasonable limits. Vieli estimates them at around 20,000 francs. A bigger obstacle is the administrative effort. For example, paper accounting must be kept and thus a complete record kept. On the other hand, the company benefits from using the logo. "For example, we were able to gain new clients in addition to our existing environmentally and socially oriented customers. In addition, we are not one of those companies that advertise for acquisitions, but traditionally rely on profile advertising. Certification also has a positive influence on this." Despite the high level of awareness of FSC, there is still a need to raise awareness. "We regularly carry out customer information and activities on the subject. We often find that the end customer is better informed than the agency. This may be due to the fact that designers still give greater weight to visual aspects or the exclusive character of a paper than to environmental issues," says Vieli.
Wider impact expectedAt an early stage, Ringier Print Adligenswil also obtained FSC certification. "At the time, we were the first newspaper printing plant, and even today there are only a few newspaper printing companies that are FSC-certified. The effort involved is also not excessive and is mainly an organizational and administrative matter," says Dominik Hug, Head of Marketing and Sales. Small printing companies should therefore also be able to meet the criteria for such certification. At the time, problems were more likely to arise on the supplier side, as there were no FSC-certified paper suppliers available for the cold-set sector. Although the range is now larger, ISO 58 white is still not available as FSC quality. Hug sees the benefits of such a label on the one hand from an ecological point of view, and on the other hand it offers an opportunity to differentiate from competitors. Such certification can also be used as a marketing tool. For example, there are customers who have their items produced exclusively by an FSC-certified print shop. This is the case with so-called "government contracts", for example. "However, I had expected a greater impact on the client side," he concludes today. "Unfortunately, the masses are still far too little interested in the topic."
Ecological newspaper printingWhen it comes to the topic of ecology in the printing sector, Hug believes that newspaper printing is already very ecological compared to other printing processes. Newspaper printing papers usually contain up to 80% waste paper, and the fibers are recycled and reused several times. "Our current focus is not on climate-neutral printing, but on our project Rollenwechsel.ch. This involves investments of around CHF 65 million, which will also benefit the environment." The new printing and finishing technology reduces the consumption of water and energy. For once, ecology and economy are not mutually exclusive in this project. Hug is convinced that the importance of sustainability and ecology will increase in the coming years. "I expect that in around five years' time, FSC certification will be state of the art and may even be incorporated into the ISO standard."
Joint campaignsIvo Druck AG has been FSC-certified since 2006. "We are thus making an active contribution to preserving the environment and also want to encourage our customers to participate," says Managing Director Markus Ineichen, explaining the decision. In practice, he notes that some customers lack the necessary knowledge about the benefits and possibilities. It therefore makes sense to repeatedly address the topic in the media, for example, in order to inform readers and raise their awareness of environmental protection. Events with customers are another possibility. For example, Ivo Druck held a customer event together with paper supplier Antalis to provide information about the FSC label and its background. Photos and facts about forest management provided visitors with interesting background knowledge.
Sabine Flaxman
FSC - Good for forests and peopleThe Forest Stewardship Council (FSC)
is an independent membership organization that promotes the environmentally friendly, socially responsible and economically viable use of forests worldwide. The FSC was founded in 1993 and is based in Bonn/Germany. Its structure is based on the equal consideration of all interests in the forest. The FSC standards consist of the ten principles and criteria for exemplary forest management. Credible traceability of forest products is the central requirement for certification of the processing and trade chain (Chain of Custody). Chain of Custody certification allows processors of forest products and retailers to label their certified products with the FSC trademark. Specialized companies check compliance with the strict standards.
the FSC Working Group Switzerland was founded. The association is committed to further promoting certification and the range of FSC products in Switzerland. or .

 
Euro 08 A good 3 million Swiss Germans watched the Euro games outside the home. According to Demoscope. 
28 of a total of 31 European Championship matches had been played by last Sunday. These were watched by a total of 22.7 million people in private households in German-speaking Switzerland. On average, each match was watched by 811,000 people at home on their TV screens. However, the match that has generated the most viewers so far was watched by more than twice that number: according to Telecontrol, 1.652 million people watched the Switzerland-Turkey match (June 11) on their home TV sets, but this is only part of the total TV audience, as Telecontrol does not measure TV usage outside the home. Swiss Television therefore commissioned the market research institute Demoscope to conduct a telephone survey. After each match day, the institute asks 350 people where they watched the games. According to the results, a good three million people aged 15 and over watched at least one of the matches in restaurants, public viewing areas or in the office. This figure explicitly does not include all non-resident fans, as Demoscope only surveys people who live in German-speaking Switzerland.
The survey also shows that the Switzerland-Turkey match was not only watched by the home crowd, but also by the outdoor audience: 350,000 people are said to have watched the match outside their own homes. Measurements and surveys should not be confused, but for once it can be assumed that the match in question fascinated around 2 million Swiss-German viewers.
The Czech Republic-Portugal match (June 11) and the Croatia-Turkey quarter-final (June 20) also attracted significantly fewer spectators, but still almost a quarter of a million: Both matches attracted 240,000 spectators each. The Portugal-Germany quarter-final (June 19) attracted another 220,000 outdoor viewers.
However, the demoscope results also raise doubts: The Turkey-Czech Republic match, of all matches, is said to have been watched by no one living in German-speaking Switzerland outside the home. The Turkish fan community living here alone probably numbered several tens of thousands of people in restaurants and public viewing zones.
Be that as it may, according to the two studies, the ratio of outdoor viewers to home TV viewers varies greatly. The Netherlands-Romania match (June 17) achieved the highest outdoor share among TV viewers, at just under 42% (with only 144,000 home viewers). The Czech Republic-Portugal match (June 11) generated the second-largest share of outdoor viewers with 33%, while the record-breaking Switzerland-Turkey match "only" attracted an additional 21% of viewers outside the home.  
   
Markus Knöpfli

 
Media business The media business has fallen into disrepute. But the evidence for any misconduct is (still) scant.  
In Germany, the trial surrounding the former CEO of Aegis Europe, Aleksander Ruzicka, is an ongoing issue that is keeping the advertising industry on tenterhooks. Ruzicka is alleged to have diverted well over 50 million euros from Aegis to his own companies. In this context, the discussion about discounts and special conditions in the media business has also intensified in Switzerland. But if you try to take a closer look at who the black sheep in the business are here in Switzerland, it becomes difficult. Although many of those involved believe that they know of specific examples, not everything is always above board. Individual media agencies, like wholesalers, would demand advantageous special conditions, which they would then invest in other interests, bypassing the client. But whether on the part of the media agencies themselves, marketers and intermediaries, advertising clients or industry associations - no one wants to name specific cases in order to meet the current demand for transparency in the media business.The genre is sufferingUnder the impression of the events in Germany, the Association of Swiss Advertising Clients (SWA), which has been campaigning for more transparency in the business with varying degrees of success for over six years, is currently benefiting. Specifically, a working group set up by the Swiss Advertising Association (SWA) and its president, CVP member of the Council of States Carlo Schmid, has been at work since April. And two weeks ago, as part of the two-day closed meeting of the publishers' association, industry representatives spent two hours at a round table in Vitznau discussing how competitiveness could be maintained. Because the genre is suffering. The high discounts and complicated special conditions are distorting the market, obscuring business and increasingly leading to price erosion.
Business should be controllableAt first glance, however, the inventory seems poor. The SWA is only aware of two documented cases that it can prove 100 percent. "Everything else we only know from hearsay," explains SWA Managing Director Jürg Siegrist. But neither he nor SWA President Gérard Stalder want to name names (see interview below). It was less than three years ago that the association, together with the BSW, the association of leading advertising and communication agencies in Switzerland, drew up far-reaching industry principles. However, the SWA sees an urgent need for action, apparently also due to the demonstrable cases. By the end of the summer, those responsible want to draw up a model contract document that can be used as a template for media planning. It will probably include the possibility of agreeing to the monitoring of business performance by independent third parties, which has long been known as auditing in the Anglo-Saxon world or in Germany, for example. The previous industry principles did not provide for such a control instrument. But auditing is not a commonplace solution, as industry experts know. On the one hand, analyzing the course of business is expensive, and on the other hand, there are cases abroad in which the auditor has been involved in the business, which significantly undermines his credibility.
Evidence needs to be put on the tableIn view of the somewhat slender evidence, the story appears to have been played up, especially for the media agencies. For Urs Schneider, CEO of Mediaschneider, one of the few independent media agencies in Switzerland, the matter is too closely linked to the German Ruzicka/Aegis scandal and has been overstated. "The media agencies in Switzerland are now being unfairly pilloried," says Schneider. He is therefore calling for the relevant evidence to be put on the table, which the SWA has probably not yet done in detail.
The fact remains that in the increasingly internationalized business with major global clients, local media agencies are left with nothing but crumbs and are unable to survive on fees of less than one percent. So they try to get advertising space from the media as cheaply as possible. The most effective are so-called share deals, preferably with free advertising time on television. As long as the customer is aware of such deals and they are also contractually regulated, Schneider sees no problems and, from a market economy perspective, no limits, because every remuneration model can also be contractually agreed in the interests of transparency. However, he is aware that a media agency must have 10 to 15 percent profit left at the bottom line, i.e. after deducting all wage and other fixed costs, "otherwise it can close down".
Massive shiftingThe SWA estimates the amount between gross and net sales in the Swiss advertising market at over one billion francs and assumes that two to three percent of this, i.e. 20 to 30 million francs, is smuggled past advertising clients through dark channels in the media business. However, experts in the media agency scene consider these figures to be too high.
Nevertheless, the gap between gross and net revenues is clearly widening. In the television sector in particular, the new RTVA has led to a greater range of advertising opportunities (interstitial advertising). Publisuisse Director Martin Schneider speaks of a massive shift in favor of the Swiss advertising windows of private, foreign TV broadcasters on the one hand and to the detriment of SRG broadcasters on the other.
It remains to be seen whether and how the various parties can reach an agreement on transparency in the media business.
   
René Worni

 Wirz Werbung has announced two new additions: the agency on Zurich's Uetlibergstrasse has brought Thomas von Ah on board as AD. He previously worked at WHS, Smart Factory and Glamour Engineering, among others, and developed work for Smart, Breitling, Zürich Financial Services and Stylebook. Art Buying has also been strengthened. Nicole Zehnder, who previously worked at Advico Young & Rubicam, Publicis and more recently as an independent art buyer, has joined the team.

 
Wine journalist and long-time Werbewoche employee Chandra Kurt and Valais winemaker Madeleine Gay, the "Grande Dame du Vin", have created a new "Chandra Kurt Collection". The team focuses on old and little-known grape varieties, which - refined into wine - tell of the tradition and history of Valais. The first two bottlings are a Humagne Rouge and a Humagne Blanc - two indigenous varieties that are not related to each other. Further wines will follow with the aim of putting together a small but fine collection. This is in light of the fact that every third bottle of Swiss wine today comes from Valais, where 49 homologated A.O.C. grape varieties grow on the slopes of the Rhone.

 
Column What does Armin Walpen actually want with his campaign against image censorship by Uefa? Just one week after his strong words, he has already given in meekly. 
He did it effectively, Armin Walpen. Or so it seemed at first. A short interview in the SonntagsZeitung, and the next day many daily newspapers spread the word. Not only in Switzerland. "Swiss broadcasting boss accuses: Uefa manipulates TV images", ran the headline in the Süddeutsche Zeitung, for example. Uefa did not manipulate or censor images, but the TV production company it hired selected and transmitted them. And Swiss television SF simply broadcast the material - as did other television stations - and the SRG Director General announced that he wanted to write a letter to Uefa. Whether he actually did so is not known. In any case, the European football lords will probably have a lot to think about.
However, Walpen's message, which he had disseminated by the SonntagsZeitung, deserves a closer look. "SRG rejects any censorship of sports broadcasts. Large sports associations are increasingly trying to secure control over images and sound with their own production companies. That worries us. Edited images selected by third parties are more than problematic from the point of view of the information mandate and journalistic independence (...)." It is good to hear that SRG rejects the "censorship of sports broadcasts". We took this for granted - and not just for sports broadcasts. Walpen is also right when he mentions the impositions of the sports associations and points out that journalistic work is at risk.
But the Director General is criticizing a situation for which he himself is partly responsible. It has been known since spring 2006 at the latest that Uefa firstly wants to have image sovereignty during the European Football Championship and secondly wants to disseminate "harmonious images". (In this respect, it is only logical that Uefa looks the other way when a streaker or petard is set off by spectators). Nevertheless, SRG agreed to the contract and granted the Uefa organizers image sovereignty for the live stream.
The SRG broadcasters have also allowed Uefa to interfere in the program structure, as the media magazine Klartext wrote back in 2006. In the run-up to the European Football Championship, SRG undertook to broadcast eight magazine reports via Uefa between December 2007 and May 2008. Swiss television also fulfills Uefa's requirements for the Champions League matches by producing a studio show before and after a match.
Speaking of the journalistic independence of SRG sports broadcasts: Peter Sauber is working as a co-commentator ten times this season during the Formula 1 race broadcasts. Where is the journalistic independence in that? Sauber is still part of the BMW Sauber team...
Perhaps Armin Walpen should write a letter to himself and complain to the SRG Director General about the fact that a lobbyist is also allowed to play journalist.
So Armin Walpen has got his knickers in a twist, and it is only logical that a week later he wants to see things completely differently. He recently told Sonntag that the Uefa story was an "isolated incident of minor importance" and that he had voiced his criticism "not least with a view to the Olympic Games in Beijing". And because the matter is important, Walpen wants to be "on site" in the summer and see whether the media can "deal with the doping issue" freely and whether journalists are "generally not hindered in their work". In the event of serious incidents, SRG would have to make "fundamental considerations regarding media coverage", which - as interpreted by Sonntag - could also mean not broadcasting. However, Walpen did not define what exactly constitutes a serious incident.
The real opponent is suddenly far away for the Director General, and so he now wants the public media companies to "discuss in principle" with the sports associations (Uefa, Fifa, IOC) and "agree on certain framework conditions if necessary". What was previously regulated in individual cases is now to be regulated in general.
According to Walpen, the production of images by the organizers is probably economically painful, but "less problematic and acceptable". The important thing is that the choice of images lies with the media. In plain language: it is enough for him that the media can choose from the organizer images. But editorial independence looks different. One week after Walpen's strong words, the SRG Director General meekly conceded.
Hans Stutz is a freelance journalist

 
Job agency Stylingpool.ch is a virtual association of experienced stylists in Switzerland.  
The shortage was discovered at a party. Stylists Jeanette Blättler and Regula Wetter were discussing their current jobs with an advertiser. The latter thought it was a shame that he only ever had to deal with agencies as intermediaries for the specialists he was looking for when realizing a photo shoot. "You don't even get to talk to the technicians and specialists involved in person anymore." The idea for Stylingpool was born that very evening. Blättler and Wetter drew up a concept. They phoned many colleagues and competitors. They looked for a webmaster. And were surprised to discover that the Stylingpool domain was still available both for Switzerland and with the ending .com.
First platform of its kindToday, 13 professional stylists are already offering their specialized services on the first platform of its kind. Potential customers can click on the search terms stills, interiors, food, people, set design or film via a control bar - the names of the relevant specialists then appear.
Anyone who can provide two members already involved in the styling pool as guarantors of their professional work in addition to their professional references will be included in the electronic file. This is similar to the way it is handled by the journalists' association, for example. Stylists, even more than journalists, are still a freelance profession with no regulated training and therefore no official certificates. Most have learned their profession "on the job". Stylingpool initiator Jeanette Blättler came to her company Fotostyling.com as a work teacher. Regula Wetter used to work as an editor at Annabelle.
All 13 names behind Stylingpool can regularly be found in the credits of many top-class film and image productions in Switzerland - or not. This is because the creative service providers are often not even noticed personally by the AD or CD in the heat of the shoot. Yet they often make a very significant contribution to the success of a production.
All these references are now finally publicly accessible and attractively presented in the portal's innards
. To give just one example, Uschi Stähli, in addition to her jobs at Beck & Bondi, collected hundreds of cups and other tableware for the Mobiliar spot "Fotograf", which won a Gold Lion in Cannes. Regula Wetter recently created the exotic costumes for the first Swiss Bollywood film "Tandoori Love". Christian Splettstösser is a trained chef and has contributed to countless cookbooks such as "Süsse Sünden" (Sweet Sins) published by Werd Verlag. Oliver Roth, Karin Messerli and Katja Rey also offer food styling - among many other things. Anita Oeschger's specialties are fine staging and decorations. Ruth Bugmann and Bettina Haffter light up when you search for film or people, among other things. Monika Hansen and Franziska Müller can be found not only in interiors but also in set design. In addition to people, Karin Frey does prop construction, for example.no agency feesOf course, there is sometimes a competitive situation, says Jeanette Blättler. However, the advantages of a joint appearance already outweigh the disadvantages for the 13 pool members. Three days after sending out a mailing to 700 interested parties, the first orders have already come in via the styling pool. No agency fees are charged to anyone. Only the maintenance of the website has to be financed jointly. The site is now also linked to the ADC and the Swiss Film Technicians Association and is also well positioned in the search engines - thanks in part to the help of good friends in advertising, because in this industry it ultimately takes teamwork.
Andreas Panzeri

The dialog specialists at Brüngger Bachmann Dialog have developed a self-mailer for the launch of Orange fixed-line telephony for business customers. The direct mailing measure is part of an integrated communication campaign for which Saatchi & Saatchi Simko is responsible. The self-mailer emphasizes that existing business customers can quickly and easily switch to Orange as their fixed network provider. Customers keep their existing landline telephone number. This point is prominently included in the mailing: "Here is your new landline telephone number if you switch to Orange now!" it says. This "new" number is covered by a perforated window. If the cover with the perforation is opened, the existing valid fixed network number appears.
Responsible at Orange Business Services:
Markus Naef (Marketing Director), Lara Krensler (Senior Business Communication Manager), Sandro Mauchle (Project Manager). Responsible at Brüngger Bachmann Dialog: Remo Bachmann (CD), Manuela Eigenmann (graphics), Gregor Juritz (text), Daniel Brüngger and Margot Vögele (consulting). Responsible at Saatchi & Saatchi Simko: Marie-Theres Ott (overall responsibility).

 Advertising was able to benefit from the good economic situation in 2007 and drive sales upwards: Compared to the previous year, net advertising sales rose by CHF 232 million to CHF 5.864 billion. This was the fourth time in a row that advertising revenue was higher than in the previous year. These are the findings of the advertising expenditure survey published on Wednesday by the Swiss Advertising Statistics Foundation. Both newspapers and magazines as well as electronic media benefited from the higher advertising expenditure. The lion's share is still accounted for by the print media: they achieved a turnover of almost CHF 2.49 billion with advertisements, CHF 118 million or 5 percent more than in the previous year.
The highest growth rates were recorded by the financial and business press (+13.3 percent) and the Sunday press (+7.3 percent). In 2007, the Sunday newspapers also earned more than CHF 200 million from advertising for the first time.
The daily press remains by far the most important advertising medium. More than one in five advertising francs in Switzerland goes to the daily newspapers. In 2007, total advertising revenue in the daily press amounted to CHF 1.34 billion, 5.5 percent more than in 2006. Free newspapers and free advertisers together generated advertising revenue of CHF 316 million.
Foreign TV stations increased Television advertising and sponsorship of broadcasts amounted to CHF 637 million last year, 3.6% more than in the previous year. Due to the new RTVA, the advertising windows of foreign channels in particular increased significantly, reporting a rise of 9%. These windows now account for 27.5% of the entire television advertising pie. Around two thirds of advertising revenue went to SRG television stations. They took in 1.9% more than in the previous year.
Radio stations are struggling with stagnating advertising revenue. In 2007, CHF 136 million was spent on radio advertising, 1.1 percent less than in the previous year. Significantly less advertising was also placed in cinemas, where advertising revenue fell by 9.6 percent.
In contrast, there were high growth rates for billboard advertising (+4.1%), transit advertising (+8.2%), illuminated advertising (+26.1%) and other out-of-home advertising (+14.2%). With a cumulative turnover of CHF 663 million, over 11% of all advertising expenditure in Switzerland goes to out-of-home advertising.
Internet advertising sales are not yet included in the statistics. According to Roger Blum, project manager of the Advertising Statistics Foundation, this is set to change in the near future. It is currently being clarified how best to record expenditure on Internet advertising in Switzerland.