Around 53,000 people in Zurich worked in companies offering creative services in 2005. They generated a total turnover of around 16.6 billion francs. These are the findings of the second Zurich Creative Industries Report, which was presented on Wednesday. The term "creative industries" includes companies in the fields of music, literature and books, art, film, radio and television, design and architecture, advertising, IT and the press. The public cultural sector is not included.
In 2005, there were 10,206 such businesses in the canton of Zurich. They therefore account for 19 percent of all companies. This is a significantly higher figure than in the rest of Switzerland, where the proportion is 11 percent. However, the number of employees fell by 7.8 percent compared to 2001. This means that the canton of Zurich was hit harder than the rest of Switzerland. In Switzerland as a whole, employment in the so-called creative industries fell by 6.0%. However, it should be noted that the study is based on data from 2005. Since then, the situation may have eased again
A quarter fewer workplaces in advertising The advertising submarket includes copywriters, advertising agents, advertising agencies and advertising distribution offices. With around 1,400 employees in almost 120 workplaces in the canton of Zurich, it generated a total turnover of around CHF 1 billion. Over the four-year period, the Zurich advertising market shrank by a quarter in terms of workplaces and by almost 18 percent in terms of employment.
In the study, the design industry includes visual designers, designers, product designers, industrial designers and web designers. This sector was one of the quantitatively most important sub-sectors within Zurich's creative industries with a total turnover of around CHF 2.2 billion, over 2,200 workplaces and almost 8,100 employees in 2005. The largest economic sector examined, communication design/advertising design, with 770 workplaces and more than 3,500 employees, together with communication design/management consultancy, already accounts for significantly more than half of the total design potential. Traditional industrial design, with 57 workplaces and 446 employees, is only a tiny category in comparison.
Fewer employees with rising turnover According to the study, employees in the broadcasting market accounted for 7% of the creative industries. This corresponds to 2,235 employees. The estimated turnover was around CHF 710 million. Despite the increase in turnover, the number of workplaces and employees shrank. This is particularly evident in the TV stations, which reduced their staff by around 18% between 2001 and 2005.
In the press sector, the authors of the study counted around 760 workplaces providing jobs for more than 5,700 employees in 2005. Together they generated a turnover volume of 2 billion Swiss francs. The development of workplaces (minus 3.8 percent) and employment (minus 6.1 percent) was negative.

 
Paper Ziegler Papier AG is launching another round of its design awards with "Ziegler's best art & print work 08". An international jury of print, design and media experts is ready to judge the submitted works. The winners will receive their prizes at an exclusive awards event in Basel in November. Paper products that have been realized in whole or in part on the paper specialities of Ziegler Papier AG since 1 July 2007 can be submitted. The closing date for entries is July 31, 2008.

 
Technology Household cleaning products based on nanotechnology are on the rise. Also in the Migros Twist range. In order to dramatize the efficient effect of the unique surface finish in advertising, Exxtra Kommunikation developed a strikingly successful ad that clearly shows what happens to "dirt" when it hits nano-treated surfaces: ketch-up literally bounces off. Or to put it another way: dirt and dirty water do not stick to any surface. Nano products therefore have a clear advantage for the consumer: they require less time and cleaning agents - and are also good for the environment. (pan)

 
Drink In this year's Ovo Drink summer promotion, the Startbahnwest agency is making Vespa enthusiasts' hearts beat faster. The main prizes are three iconic Vespas in the orange Ovomaltine look and 500 Ovomaltine bags as instant prizes. There is a chance to win on every Ovo drink with a green lid and on Crunchy Cream rolls in the form of a fanfold with a personal SMS code. The website was created for entering the code and the instant prizes. The promotion is accompanied by print ads and web banners.

 
Photokina World of Imaging takes place in Cologne from September 23 to 28, 2008. It offers a complete range of products and services relating to the image medium. 
According to the Photo Industry Association and GfK, around 776 million image recording devices were sold worldwide in 2007, divided into 629 million camera phones, 21 million camcorders and 126 million digital cameras. Digital single-lens reflex cameras just reached the threshold of 10 million units. This represents growth of 17 percent compared to 2006. Worldwide, 325 million digital cameras alone are currently in use. Over 50 percent of European households now have at least one digital camera, with potential for further growth. Growth in the photography and imaging market is being significantly influenced by digital cameras. A few months before Photokina 2008, the World Imaging trade fair in Cologne, the photography and imaging industry is in excellent shape. The digitalization of photography was and is the driving force behind the development of numerous new products that have adapted to the changing behaviour of consumers when using images. The most important trend barometerPhotokina, which takes place in Cologne from September 23 to 28, 2008, is the most important trend barometer for industry and trade to analyze changing consumer interests and the latest product developments in photography. The technological change in photography has not only changed the way in which consumers take photographs today, but has also opened up new dimensions in the handling of images. All the leading companies in the global imaging world will once again be represented at Photokina in 2008. The organizers - Cologne Trade Fair and the German Photographic Industry Association - are expecting around 1,600 exhibitors from around 50 countries. As in 2006, the proportion of exhibitors from abroad will again be over 60 percent. Numerous exhibiting companies - including Sony, Panasonic, Samsung and Canon - will also be increasing their exhibition space again this year. Microsoft will also have a large presence at the trade fair for the first time since 2004. General Imaging, a new supplier in the camera segment, will also be presenting its products.
Four product areasThe successful concept of transferring the entire imaging workflow to the hall structure will also be implemented in an optimized form in 2008. However, instead of the previous five, this year there will only be four product areas that cover the entire imaging workflow in the halls. These are the areas of image capture, image processing, image storage and image output. The range of accessories will be linked to the respective product areas of the imaging workflow. In addition to the presentation of new cameras, lenses, printers, services and accessories for specialist users, professionals and home users, the organizers expect that the trade fair will be dominated by the question of what simple and creative ways to create printed images are available to consumers and what new possibilities for image presentation the digital age has to offer.
New forms of presentationThe Arena Impression XXL projection deals with the topic of image presentation and image projection in an impressive special area. It shows visitors how much the emotional impact of good images is enhanced the more impressively they are presented. The aim is to show all photographers that there is a specific presentation and projection solution for every occasion, regardless of budget. Professional users such as professional photographers, advertising agencies, tour operators, architects and others will receive practical instructions for solutions tailored to their needs. Photokina's strength lies in presenting pioneering imaging technologies and showing new ways of handling image technology processes. This year, the World of Imaging will once again be presenting visitors with a technology that has already had a major impact on modern professional image communication in many areas: virtual photography - CGI computer-generated imaging.
Photokina picks up on this trend and demonstrates the principles and working methods of computer-generated images in a "Solution Center" in Hall 4.1. These new methods of photorealistic visualization open up unimagined possibilities for users. Abstract content can be visualized in a completely new way using this innovative technology. Photokina 2008 will provide an insight into the possibilities of Computer Generated Imaging and introduce visitors to the changed workflow that this new image "creation medium" requires. CGI requires the integrated use of technical tools such as cameras, photo labs, digital technology, image programs and 3D programs, thus expanding the boundaries of conventional image creation and design.
Exciting supporting programSymposia, workshops, activity areas and impressive photo exhibitions form the diverse framework that makes Photokina more than just a technology and product show. The focus of the program for image professionals from all over the world is the exchange of information on current industry trends, market developments and business models of the future. On the second and third days of the trade fair, top managers from the industry will discuss the future of photography and imaging. As part of the International Business Forum entitled "Memories on demand", around 400 decision-makers from all over the world will discuss the impact of digital imaging technologies on consumer lifestyles. Under the title "Digital storage - film-based archiving", the Science and Technology Section of the German Society of Photography, in conjunction with the Photokina organizers, is holding a lecture forum during Photokina 2008 that will deal with the possibilities and limits of film-based and digital archiving. The lecture forum will take place on the afternoon of September 25 and the morning of September 26 in the Congress Center East.
Masterpieces of photographyThe Visual Gallery is once again one of the cultural highlights of Photokina in 2008. It will once again present top works by internationally renowned photographers and works by award-winning young artists. Top acts in this year's Visual Gallery are pictures by the American actor and director Dennis Hopper. In addition, the internationally renowned top photographer and photojournalist Thomas Höpker, who now lives in New York, will be showing highlights of his life's work. As part of the Visual Gallery, the Cicero Gallery for Political Photography is presenting the exhibition "Purple Hearts" by American documentary photographer Nina Berman. In her pictures, she portrays US war veterans from the Iraq war. Other photographic "treats" also await visitors.
Sabine Flaxman
Photokina 200823. 09. - 28. 09. 2008 in Cologne
daily from 10.00 to 18.00 hrs
for trade visitors and end consumers
Information under
KölnMesse Switzerland: Tel. 044 283 61 11

 
Insurance This is the second time that Valencia Kommunikation has staged "our" Roger Federer for Nationale Suisse. 
He is known as "Mister Perfect" and is therefore a perfect popular figure for advertising. Many people are fighting over him. The Basel agency Valencia Kommunikation, newly formed on January 1, 2008, managed to put "Roger National" in the limelight for its client Nationale Suisse a year ago - back then still as Mrg Communications. A year ago, the agency spared no expense in flying to Dubai for a few free hours of training with Federer. For the new commercial, the scheduling was a little easier for Marco Rosenberg, Esther Weber and Michael Gerber. The tennis champ was allowed to show off his ball skills in a suite at the newly renovated Dolder Grand in Zurich. In terms of content, however, the current campaign follows on seamlessly from last year's and once again presents a perfect Roger Federer - with a similar punchline: if something does go wrong, then at least he is "perfectly insured".
Wirz & Fraefel filmed on February 14 in the Dolder, which had not yet opened at the time. This provided a wonderful backdrop for the shoot and created a unique atmosphere. The scenes for the TV commercial were shot in two identical suites and the advertising subjects were photographed alternately. Once again, Roger Federer performed his duties with absolute aplomb. "An actor with star potential - but just like a year ago, absolutely uncomplicated and without airs and graces," reveals director Ernst Wirz.
Translated into the core values of the insurer Nationale Suisse, this means that Roger Federer still stands for "individual", "successful" and "likeable".
In addition to the TV commercial, the communication mix also includes advertisements and online placements throughout Switzerland.
Andreas Panzeri

 The Biel radio station Canal 3 wants to change its name to "Club Canal 3" and will have two new editorial directors as of June 1: The new German-language editorial director Reto Hofmann comes from Biel and has gained experience in recent years at the Solothurn regional station Radio 32. The new French editorial director is Alain Meyer. He worked at Radio Suisse Romande in Lausanne from 1993 to 2003, then at Teletext and since 2005 at Canal 3. Both start on June 1, as reported by the Bieler Tagblatt. A new sports editor, Valentin Danzi, has already been on board since the beginning of May, as has a new moderation manager, Martina Häni. Despite the new appointments, the staffing situation at Espace Media subsidiary Canal 3 remains tight: With 18 full-time positions for the French and German departments combined, the radio is underfunded, said program director Denise Bolle at the last general meeting, according to the Bieler Tagblatt. She is now hoping for the new concession. Since Canal 3 is the only radio station applying for the Biel area, its chances of being granted should be good.

 
Prostitution Walker filmed an oppressive commercial against the trafficking of women. 
A campaign entitled "Euro 08 against trafficking in women" aims to denounce the inhumane business of modern slaves in the sex trade with a stirring film. The campaign is linked to a petition "for better protection and more rights for victims of trafficking in women". The petition was launched by a broad-based association - from the Women's Information Centre (FIZ) to Amnesty International and Unia to the umbrella organization of Swiss men's and fathers' organizations. Well-known sponsors were also secured for the campaign. These made a spectacular film possible, which the Walker agency was able to realize with London-based Sonny Production in Prague. 200 women and 100 men stood in front of the camera as extras. The story, realized like a trailer for a cinema film, equates the modern tugboat trade with a historical slave trade or even a cattle market. The film was directed by Jeff Thomas, who also has experience with CSI series. The music is a gift from Jonny Greenwood. The haunting sounds come from the Oscar-winning film "There Will be Blood". The music was awarded the Silver Bear in Berlin.
Pius Walker and his clients are excited to see how the mood of their 60-second film will touch the Swiss public. The commercial will not only be shown on television during Euro 08, but also on all the big screens at public viewings. The spot is intended to shake up the audience shortly before the start of the match and draw their attention to the fate of enslaved women. A bold, bold message for a human and political message just before the sporting spectacle.
 
Well-known Zurich politicians were shocked by a vision: "Is this campaign intended to destroy the good atmosphere at Euro 08? How will this film affect the fans' mood?" However, Uefa is providing the attractive advertising time at twelve public viewings free of charge. UBS is at least offering a discount at its arenas.

The advertising agency believes that its commercial has fulfilled its task of raising people's awareness of the growing trafficking of women in Switzerland. "We knew that sixty seconds could never do justice to the scale of this problem. But we can make it a lot harder to ignore," says Pius Walker, explaining the concept behind his film. At the premiere during an information evening in Bern, the style was also compared to Steven Spielberg's "Schindler's List". In fact, Walker is deliberately building on grand cinema. This is intended to create an atmosphere and not provide any concrete rules of conduct for dealing with the women concerned.
The initiators of the petition are also aware that the "love habits" of a client cannot be changed in 60 seconds. Nor do they want to make a moral statement about the general phenomenon of prostitution. For former National Councillor Ruth-Gaby Vermot, co-president of the campaign, public awareness is therefore just as important as the target group of clients. Doctors, lawyers and judges should also be shaken up and made aware of the issue so that they give enslaved women a chance to step out of their anonymity. As long as women caught in prostitution do not receive legal assistance as illegal immigrants, no action can be taken against the traffickers.
The campaign has already received widespread media coverage. Campaign manager Yvonne Zimmermann has also recorded "a sharp increase" in petition signatories on www.stopp-frauenhandel.ch.
In Bern, Doro Winkler, the second co-president of the campaign and representative of FIZ - Fachstelle gegen Frauenhandel, was able to demonstrate just how acute the problem is in Switzerland. Including the marriage market, dancers in cabarets and domestic helpers, the coordination office at the Federal Office of Police estimates that there are currently 3,000 victims of modern slave trade in Switzerland. The specialist unit has advised 167 women so far. "But there are more every year," says Doro Winkler. The criminal investigation department is currently conducting 20 investigations into suspected human trafficking in Switzerland. Small traffickers in particular have opened up a market here.
Estimates that these abuses will increase around Euro 08 have not been substantiated. At the 2006 World Cup in Germany, fans were more upset about red cards than red lanterns. For the initiators of the "Euro 08 against trafficking in women" campaign, such a lull in the brothels would not be an argument for diminishing their concerns. The big football event is simply "a unique opportunity to reach as many people as possible in the fight against slavery".
Andreas Panzeri

 
According to a survey by the market research institute AmPuls, 40 percent of the population in Switzerland are looking forward to the 2008 European Football Championship, with the majority preferring to watch the European Championship broadcasts at home or with friends. Only four percent of those surveyed intend to attend a public viewing. As expected, men between the ages of 18 and 44 are particularly interested in the matches, as reported by SDA. Among women, 29% of respondents said they regularly watch matches. In terms of national regions, anticipation is greater in German-speaking Switzerland (43%) than in French-speaking Switzerland (38%). For those surveyed, it is also clear that the European Championship title will go to either Germany, Italy, France or Spain. 26% named Germany as the favorite. Switzerland is expected to reach the quarter-finals. The survey was conducted on the Internet between March and May 2008 among 1269 people.
 

Tele Züri is currently advertising with an image campaign in which celebrities such as Franco Knie speak out in favor of the station. "If Franco Knie has his way, the most successful private television station definitely deserves a license," say the testimonials, for example. "We want to demonstrate that Tele Züri belongs to Zurich," says Andrea Haemmerli, Commercial Director of Belcom. Is the aim also to have a positive influence on the upcoming licensing decision in Bern? "The campaign is being run in Zurich, not in Bern," explains Haemmerli. But the aim is to draw the public's attention to the issue and communicate that successful Zurich residents are behind the TV station. An image campaign had been planned anyway; the station management then decided to include the current topic of concessions in it. At the same time, they wanted to thank viewers for their support. The Tele Züri campaign will also feature other well-known faces: FCZ captain Hannu Tihinen, ZSC captain Mathias Seger and pastor Ernst Sieber. In addition to advertisements, posters and a TV commercial will also be used. The Zurich agency Hochspannung is responsible for the campaign. It is the new agency after Markus Cavegn worked for the two Belcom stations for many years. "We wanted to bring a breath of fresh air into advertising with a new agency. We've also had a lot of personnel changes. I myself have only been here since February. A change like this on the client side often results in a change of agency," explains Haemmerli. They had a good experience with Hochspannung during a flash campaign for the morning show "Ufsteller" and then decided to award the contract to the small Zurich creative agency.
The image campaign will initially run until the end of July. Depending on the outcome of the licensing procedure, it will then have to be adapted. Tele Züri is still convinced that the station will not go away empty-handed. In the consultation procedure, the TV station was denied support from various sides, but the decision ultimately lies with the Federal Department of the Environment, Transport, Energy and Communications (Uvek).

 
Paper II The new brochure from tour operator TUI tempts you to dream. 
Gmund's Limited Edition/Galapagos Brown is packed with enticing travel variety and invites readers to travel to the most beautiful places on earth. TUI's brochure is an excellent example of how the Gmund Limited Edition can be used perfectly for a one-off promotion, generating greater awareness and desire among the target group. Exciting textureThe Galapagos limited edition collection is available in four extraordinary colors. Intense brown and yellow, combined with an ivory white and fresh pink, offer a wide range of possible uses. An exciting texture underlines the wild naturalness of this ultra-fine paper, which is characterized by the environmental aspects of FSC and 100% eco-sustainability.
(sf)

 
Mobile TV The only alternative provider for mobile television has to change its corporate structure. 
Bruno Bucher, the inventor and spiritual father of Mobile TV Switzerland, recently presented his television channel, specially designed for cell phones, to media and advertising experts. The former Swisscom man is struggling under difficult conditions to turn his vision into reality. (Werbewoche reported on several occasions.) Specifically, Bucher complains about the lack of interactivity, which the new DVB-H broadcasting network set up by Swisscom Broadcast does not yet offer. In contrast to Swisscom's current linear distribution of 20 channels, Bucher wants to make television exclusively for mobile use. And here he would urgently need interactive options in order to gradually bind his audience to his program. This is also the core of MoTV's business model. We are talking about audience voting, shopping at the click of a button, downloading videos and many other possibilities that the technology would offer and with which MoTV could finance itself.
Because it is not clear when Swisscom will be able to realize the technical possibilities on the DVB-H network, Bucher and his team now have to switch to linear television.
This is where the problems begin. Because advertising is very cautious. "I have received consistently positive reactions," says Bucher. But the advertisers don't really want to invest (yet). The project is 20 percent financed so far, and an investor has agreed. Once an investor has jumped on board, it shouldn't take too much longer, Bucher estimates. Perhaps MoTV can start as early as the Olympics next August or then for the Christmas business, he calculates cautiously.
Entrepreneurial changeMobile TV Switzerland had to gear its new program to a new target group and is focusing on a predominantly urban audience, teenagers and young adults between 14 and 30. This also has consequences for the management of the company, for which the seniors are now only responsible strategically. "Operationally, young people will run MoTV," says Bucher. As far as the program content is concerned, Bucher says he is not yet able to say anything "definite".
After all, the mobile TV pioneer wants to make youthful television for adults. "We can't do anything else to be exciting and interesting for the advertising market," says Bucher, describing the "dull consequence" of the technological restrictions. When asked specifically, Bucher says that they have many ideas. One of them is a business format. "We think it's important that the young generation understands something about business and politics."
Only one end device availableA negative aspect of the current development, according to Bucher, is the fact that there is currently only one end device available, the Nokia N77, which can receive TV programs via DVB-H. Bucher fears that mobile television, like digital radio (DAB), could ultimately fail due to the lack of availability of end devices.
As already announced at the Swisscom media conference in mid-April, further devices will be available by the fall. Bucher actually favored the Nokia N96, "a miracle device" that would also appeal to the so-called early adopters, people who get to grips with new technologies early and in depth. "We could appeal to these people who communicate. The masses don't communicate," says Bucher. The example of Apple's iPhone shows that users communicate with each other and that the manufacturer can continuously improve its product. This is not the case under the current conditions.
DVB-H already seems to have failed in Germany. In any case, Fritz Jaussen, head of mobile operator Vodafone, believes DVB-H has little chance of survival in Germany.    
René Worni