Publicis was the only Swiss agency nominated for the Cyber Lions, and twice. The agency took home a Silver Lion in this category. The precious metal was awarded for the campaign surrounding a Cézanne painting. Publicis had realized this campaign for the Art Poster Gallery. The cyber jury awarded three Grand Prix. The shared honor goes to Projector in Tokyo for
to Mediafront in Oslo for and to 42 Entertainment in Pasadena, California for Year Zero
.

 
Mode Transa is the leading provider of travel and outdoor equipment in Switzerland. When you find yourself in a Transa store, you already feel very close to the wilderness and feel like setting off into new areas. "Transa brings a piece of wilderness into the city," said the creative minds at Agentur + Söhne in Winterthur and designed a correspondingly wild guerrilla campaign around this idea. This depicted Winterthur buildings such as the bus station and town hall in the wilderness. To advertise the opening more intensively, Liessen + Söhne camped three people on a grass carpet directly in front of the bus station in Winterthur in the early morning of the opening day and made coffee in front of their tent. Radio Top was also on site and was able to interview the campers.

 On behalf of IGA Worldwide, Nielsen Bases and Nielsen Games surveyed 1,300 PC game users for the study "Consumers' Experience with In-Game Content & Brand Impact of In-Game Advertising". The most important results include the positive reaction of players to advertising in video games: 82 percent find a game with advertising just as entertaining as one without. In addition, the positive perception of all products advertised in the game increased by an average of 61 percent.

 In the newly created Cannes Design category, Walker Werbung was just one Swiss agency on the shortlist. And the Zurich-based creative agency has now also bagged a Lion: The jury awarded silver for the Fleurop annual report. A top brand won the Design Grand Prix: Turner Durckworth London & San Francisco was honored for the Coca Cola identity.

The Touring Club Switzerland (TCS) is withdrawing its criminal proceedings against the Green Party National Councillor Bastien Girod from Zurich. A TCS spokesperson confirmed a report in the Neue Zürcher Zeitung. TCS spokesman Stephan Müller told SDA that the company did not want to provide a platform for the so-called "Stop Off-Roader Initiative" of the young Greens. The TCS had accused Girod of infringing copyrights with a campaign. The campaign parodies a series of TCS advertisements from 2004 and 2005 in which young people pose on posters with their sleeves rolled up and the TCS logo on their upper right arm. Girod had himself depicted in a similar pose, but with a crossed-out off-roader on his upper arm (see
). The TCS therefore began a legal dispute that involved several instances. Finally, the Zurich public prosecutor requested that Girod's parliamentary immunity be lifted. The young politician then asked the TCS to withdraw the charges, which is now to be done.

 
Journalism: Hans Leyendecker, one of Germany’s most prominent investigative journalists, author of numerous books, and vice president of the Netzwerk Recherche association—which recently held its annual conference in Hamburg—expresses concern about the quality of journalism in an interview with *Werbewoche*. 
WW: Mr. Leyendecker, what is the state of quality in the news media? Hans Leyendecker:
I believe that in the future, newspapers—and television as well—will have to compete in the market on the basis of quality. Every medium must meet a certain standard of quality. Even though a regional newspaper has a different area of expertise than an international newspaper, this applies to all of them. If they don’t conduct research or neglect it, they undermine their own quality and thereby become more vulnerable in the market. If you observe the media, could it be that good journalism has become a luxury? It depends on whether you’re looking at the world from the mountaintop or the valley floor. There is good journalism in various media, and there is very poor journalism. The economic crisis has led to further staff cuts in newsrooms, while at the same time dependence on advertisers has increased. That is the dilemma.
If there’s no money available for research, how can one even begin to explore topics in depth? I’m thinking, for example, of the Telekom wiretapping scandal. The details of the wiretapping cases are only visible in broad strokes. But it’s not clear exactly what really happened. Because a district attorney’s office is investigating, it hasn’t made things any easier for journalists, of course, since everyone cites the ongoing investigation. I don’t think anyone will have the staying power to get to the very bottom of this. It would be important to examine just how extensive this scandal really is and whether the initial reports might have been exaggerated.
How is journalistic work changing under the cost-cutting pressure mentioned above? Will “lean journalism” soon become the norm everywhere? There will be even more cost-cutting. Newspapers will face further crises. You can see how advertising revenue is declining, with job listings, classifieds, and real estate ads all migrating to the internet. This will lead to individual publishers going out of business. They’ll outsource even more and try to make journalism even cheaper. That’s very risky, though, as we’re seeing in the U.S. Anyone who does that runs the risk of losing their reputation. Because if you don’t maintain your quality, it means total ruin.
In the U.S., there’s a push to have investigative journalism sponsored by private donors. What does the future hold for Germany in this regard? Germans have a different relationship with sponsors and foundations than Americans do. I tend to believe that here, everyone is trying to establish something in their own field that will give them a better chance of success in the market. This is evident in the fact that those who can afford it—such as public broadcasters or individual newspapers—are forming editorial investigative teams. These teams are better able to gain an overview of the various topics and developments.
What specific examples come to mind? *Der Spiegel* is currently doing a good job of this. They bring together excellent writers and investigators to form small teams. This presents a great opportunity. ZDF also plans to have investigative teams process information within news desks.
How do they do that at the Süddeutsche Zeitung? We're doing it that way right now, too. We form teams from different departments that share a common level of knowledge. And then one person from a team of, say, three writes the story.
How do you assess the importance of online media, and what role do editors play in this context? Everyone says that online media has a bright future. But when I look at the reality of the situation, authors there have to juggle three jobs at once. In other words, there’s a huge gap between publishers’ stated commitment and the reality of the internet. The importance publishers attach to online isn’t reflected in how the editorial staff is treated.  
How can well-researched stories still be funded in the future? I am opposed to any form of support that is publicly funded. I believe that publishers and broadcasters need to truly recognize their capabilities and take charge of their own funding.
How do good journalism and the market economy fit together, especially from an ethical perspective? There’s no contradiction here. Ethics and the market economy are, in fact, mutually dependent. The market economy doesn’t mean war. It means creating conditions under which people can work together for the common good. Stronger shoulders simply bear more. Without ethics, a market economy is nothing. We see this particularly clearly during economic crises. A company that disregards ethics runs the risk of losing much more.
Where will journalism be in five years? We can no longer think in such long-term terms. Will the advertising crisis worsen, or will it come to a standstill again? We don't know what next year will bring.
What would you like to see done to ensure that journalistic quality is maintained? In the field of feature reporting, I would like to see reporters gain a broader perspective and realize just how important research is. Feature stories are often dismissed as mere flowery writing. That has always been wrong. For every field, I would also like to see a critical mindset: For sports journalism, a more critical one. For business journalism, less dependence—preferably none at all. For the arts and culture section, may it not get carried away with trendy stories. And for political journalism, it should not allow itself to be co-opted by those in power.
Interview: Tanja C. Schuler

 
Hotels Matter & Gretener is positioning the new Radisson SAS at Zurich Airport as a hotel for the highest standards. 
"Finally a hotel that meets the highest standards: Yours." This headline on a poster is also the program for Matter & Gretener's campaign. The Zurich agency won the budget for the new Radisson SAS hotel in a pitch three months ago. This pre-opening campaign is the first piece of work. More will follow when the luxury hotel, which is still under construction, opens in the coming months. The new Radisson SAS will be the first hotel in Zurich that can be reached on foot from the airport. Matteo-Thun design, 2000 m2 of conference space, a unique location right next to the terminals - the new Radisson SAS at Zurich Airport has many advantages. The opening campaign by Matter & Gretener gets to the heart of the matter. The ideas were developed within the CI/CD of the Radisson SAS Group and can be seen above all at Zurich Airport. "Here we want to appeal to arriving guests and business people, which is why the headlines are in English," explains copywriter Dominik Imseng. In the city of Zurich, German-language posters will also be on display later to reach local congress organizers.
For the design, Matter & Gretener primarily had to adhere to the fonts specified by the globally active hotel chain. However, the agency was able to develop the texts and images independently and creatively for Switzerland.
Andreas Panzeri

 
Column Switzerland, the country of "honorable defeats". We have an inimitable talent for ignoring things or glossing over obvious weaknesses until they can no longer be denied. 
Even the greatest admirers of Roger Federer, the best ambassador for the Swiss brand in recent history, were astonished to see that the brilliant world number one was content to have reached the final in Paris after his crushing defeat to the "Roi soleil de la terre battue", Raphael Nadal. Mats Wilander, a competent commentator who had not previously been a critic of Federer, was visibly irritated that the champion had conceded defeat and had hardly shown any will to fight. After the sobering 0:6 in the final set, he said that was a bad thing for a number one and perhaps the greatest player in history. They fought like the Swiss once did at the Battle of St. Jakob, but they too lost to the Czechs and Turkey and were eliminated in the preliminary round of the home tournament. "How unfair football can be", the media and experts lamented the lack of luck in the battle of our soccer matadors. Berti Vogts, on the other hand, was merciless, smugly remarking that "if you don't score a goal, you can't win a game". And Der Spiegel doubled down, saying that Ottmar Hitzfeld, Köbi Kuhn's successor who is used to winning, must now free Switzerland from its "inexplicable tendency to defeat".
Just two days before the final elimination, Blick had bravely and defiantly unpacked the headline "10 reasons why we will still be European champions". By the evening of June 11, even this evocative euphemism had become a waste of time.
As if we had to stand up to the constant prejudice that we are professional sourpusses, we are increasingly making a name for ourselves as European champions in praying our way back to health. UBS had to learn that this sometimes does us no good when it failed to recognize the unfortunate Meili affair surrounding dormant assets for what it was even then: an attempt by the US financial centre to push Switzerland, one of its strongest competitors, into a corner. Even back then, the helpless response was to appease and ignore, which ended with damage to Switzerland's image that can still be felt today and with horrendous costs for the bank concerned.
History is repeating itself. A UBS banker in the USA who may have been at fault is once again being used as a lever to attack bank client confidentiality. And how are the official spokespeople of the banking center reacting? They are keeping their cool and playing down the existing danger. As in the past, no general attack on the Swiss banking center is being recognized, which is particularly irritating because the EU has been exerting pressure on Switzerland for months now to crack the secretive Bank Switzerland and channel as much of the money managed in Switzerland as possible back into its own coffers. It is better to duck away and hope that the trouble will somehow sort itself out.
There is nothing wrong with a positive attitude and, of course, constant panic attacks are neither helpful nor do they serve to solve actual problems. But the increasingly obvious tendency not to acknowledge weaknesses and to call the real challenges by their names is thought-provoking. Our tendency towards frugality and keeping a low profile may be rooted in the historical experience that Switzerland has actually come through some crises unscathed by skillful maneuvering and patiently sitting it out. At the end of the day, however, no one can hide from globalization. New, self-confident nations have appeared on the scene that do not want to know about Switzerland's special role or have never heard of it. The insular stand-off is increasingly becoming an insular offside trap.
At international gatherings, it is a real pleasure to meet young, open-minded and adventurous people from those up-and-coming countries who are not prepared to accept "honorable defeats". A sentence like the one Köbi Kuhn used after Switzerland's early elimination - that they had played "close to the maximum" - would completely contradict their optimistic winner mentality.
We, on the other hand, have learned to celebrate even our losers. Thousands of supporters cheerfully celebrated our Swiss footballers as they returned to the training pitch after their two defeats. And exuberant cheers accompanied Köbi and his men when they finally left the pitch after the final game against Portugal. You would have thought they had just secured qualification for the quarter-finals. No one would deny that this is a balm for the fragile soul of a country that has been psychotherapized through and through. But even honorable defeats remain defeats, and no amount of praying will turn them into victories.
In the long term, however, we cannot afford to accept mediocrity as a benchmark. We live from our talents, our unconditional will to win and our conviction that the manageable size of Switzerland should not invite contemplation and self-sufficiency. Just like in a laboratory, we have to find the right medicine that produces winners and does not make losing pleasant. Praying ourselves healthy will never get us to the top step of a competition, but will at best secure us a place in the museum of missed opportunities.
Or as captain Alex Frei aptly put it in his interview with the SonntagsZeitung: "We Swiss absolutely have to learn not to lose."
 Kaspar Loeb is CEO of the Swiss advertising agency Saatchi & Saatchi Simko

Awards In Cannes, how an entry presents itself is becoming increasingly important. 55th Cannes Advertising Festival is in full swing. Around 190 jurors are separating the wheat from the chaff and deciding who can take home one of the coveted Lions. Danielle Lanz, Christof Kaufmann and René Eugster served as jury members for Switzerland. All three confirmed that a trend is continuing: The presentation of the work submitted is becoming increasingly important. "A good idea alone no longer seems to be enough: It's best to create a documentary that shows the development of the idea and the campaign. This increases your chances of winning a Lion," says Danielle Lanz from Ruf Lanz, who judged in the "Promo" category in Cannes. She regrets this development, even though she assumes that the industry experts on the jury appreciate the idea and not just the submission. Christof Kaufmann confirms the importance of the presentation. "A submission without a film had almost no chance. And the films have to show the jury what they are about within 10 seconds," says the CEO of OMD Switzerland, who judged in the "Media" category. Kaufmann regrets that the presentation of some of the Swiss entries was not sufficiently well thought out and that opportunities were missed as a result.
René Eugster agrees that the Swiss still need to improve their submissions. The founder of Agentur am Flughafen judged the entries in the "Direct" category: "How a piece of work is submitted makes a huge difference. The jury president can emphasize for a long time that you shouldn't be impressed by the elaborate submission video - the presentation has an impact somewhere." However, putting oneself in the best light when submitting a video is perhaps not in keeping with the Swiss understatement. For small agencies in particular, it's also a question of budget: "We don't have the resources to make a cinematic film for the submission, it's simply not possible."
But in the forest of glossy submissions, the judges saw the trees of good ideas. "The standard is very broad," says Eugster. "I came across some incredibly beautiful works. There were also some that wouldn't even be submitted here because they didn't have a stitch." Perhaps the Swiss should be less reticent when submitting entries, says Christof Kaufmann. The creative achievement was the deciding factor in the distribution of the precious metal: "The idea has to be new and surprising," explains Danielle Lanz. The "Big Ideas" are also what make Cannes so appealing. "It's very rewarding to be part of the world championships in my field," says Christof Kaufmann. He also finds it gratifying that big names such as Procter & Gamble and Unilever were also present with numerous works: "It's not just the non-profit organizations that show off with creative advertising. That's encouraging for the future."
 
Carole Scheidegger
 

 
Television In an image campaign, the agency Hochspannung shows who wants to support TeleZüri politically and morally. 
"If Franco Knie has his way, Switzerland's most successful private television station definitely deserves a license." With this message, TeleZüri has recently launched an image campaign. The campaign aims to make the public aware of the Federal Council's upcoming licensing decision in the fall. TeleTop or TeleZüri? This is the decision that has long been hotly debated in the media. The opinion of a large proportion of the population in Zurich and the surrounding area is that Tele Züri should be positioned as an indispensable private television station in Switzerland's largest city and in the region, and the campaign in support of this concession was designed and implemented by the Zurich advertising agency Hochspannung. CD are Matthew Katumba and Alex Taiganidis. Tom Haller photographed personalities who have had a close relationship with the TeleZüri program for some time.
The subjects show these prominent Zurich residents as they stand up for private television with their personal signatures, so to speak. With Franco Knie, Pastor Ernst Sieber, Mathias Seger from the ZSC Lions and Hannu Tihinen from FCZ, successful "Zurichers" have been recruited to stand in front of the camera in the style of TeleZüri's VJs and support private television - naturally with the appropriate headline: "For TeleZüri from em Chreis Cheib: ...". Further subjects with prominent Zurich residents are being planned.
In addition to advertisements, posters will also be displayed in and around Zurich from mid-June. The image campaign will of course be rounded off with a media-friendly TV commercial.
Andreas Panzeri

 SRG may switch off the Monte Ceneri medium-wave transmitter at the end of June and broadcast the SF info TV program via the digital broadcasting network (DVB-T). On Wednesday, the Federal Council revised the SRG license, which is only six months old, for the first time. According to the Federal Office of Communications (OFCOM), the shutdown of the transmitter on Monte Ceneri will not impair radio reception in southern Switzerland. The transmitter is currently still broadcasting the Ticino SRG channel Rete1 on medium wave. However, this program can also be received on FM and via the digital transmitter network T-DAB.
The second change concerns German-speaking Switzerland: in addition to SF1, SF2, TSR1 and TSI1, the SRG will now also offer SF info via rooftop or indoor antennas. The Federal Council has thus taken into account the fact that, thanks to better technology, a fifth TV channel can be connected to the DVB-T digital broadcasting network, according to the press release.

 
Journalism Who is the leading medium today? There were no conclusive answers at the annual conference of Netzwerk Recherche.
Last weekend, the annual conference of the Netzwerk Recherche association in Hamburg focused on investigative journalism. In addition to workshops and discussion forums on the premises of Norddeutscher Rundfunk, two topics dominated: the length of time spent online by public broadcasters and - with the spying affair at Deutsche Telekom still fresh in the memory - how to properly snoop on journalists and how best to outsmart the Federal Intelligence Service, among other things in an attempt to get to the bottom of the overarching topic of "lead medium" and the question of what this is today. However, none of the media representatives on the podium really knew what to make of the term. Spiegel online was quickly mentioned as an example of the successful online presence par excellence. Then it was back to the practical offensive around the other topic that currently dominates Germany's media pages: the exchange of blows between the publishing houses and the state broadcasters ARD and ZDF and who is ultimately allowed to go online with whom.
ZDF editor-in-chief Nikolaus Brender described as "unworldly" the permission for public broadcasters to remove a program from their online media libraries just seven days after it has been broadcast. "Doping in China is still worth reading about several weeks later," countered Brender.
In addition to dry information, the website also needs moving images, said Hans-Werner Kilz, editor-in-chief of the Süddeutsche Zeitung. The Munich-based leading newspaper is therefore planning to cooperate with ZDF on the Internet in order to obtain the desired film contributions. "Newspapers don't have the billions to invest in the Internet like this," said Kilz.
"We stand for information, while the others provide the entertainment," remarked Thomas Hinrichs from "Tagesthemen". And then the panel returned to the original question: The topic of the leading medium would not be discussed in a bipolar way, but rather in a multipolar way on the network or in the quality network, said ZDF boss Brender. He asked about the definition of a leading medium and then left it at the fact that a leading medium is characterized above all by the fact that it reflects the mood of society.
Where the Bild newspaper used to be the leading medium, it has now been replaced by Spiegel online. The Hamburg Internet portal has the most hits. Brender may not want to be the leading medium with his ZDF, but he also wants his place and to be on the Internet, so to speak. Kilz maintained his opinion that the Internet is indeed an important medium, but that daily newspapers will not die as a result. "Although the SZ will probably be bought up by Google or Yahoo at some point," joked Nikolaus Fest from Bild-Zeitung. "In ten years' time, we will perhaps come together over a debate on leadership," said Brender in the final round, getting to the heart of the meandering discussion.
Tanja C. Schuler, Hamburg
Netzwerk RechercheThe Netzwerk Recherche association was founded in 2001
and is an interest group of investigative journalists in Germany chaired by journalist and political scientist Thomas Leif. Founding member and second chairman is the journalist Hans Leyendecker (see interview). The association aims to lobby
be for investigative journalism, which has been neglected in Germany. It represents the interests of those journalists who want to carry out intensive research, often in the face of resistance from publishers and broadcasters. The association wants to intervene when functionaries obstruct the free flow of information, when no money is made available for research, when colleagues are attacked for correct and critical work or even prosecuted. One of the network's central aims is also to improve training and further education in the field of research. To this end, the association itself develops concepts, helps organize seminars and awards research grants. (ts)