The Zurich agency Brain2 has created a campaign for Möbel Hubacher that focuses on Köbi Kuhn. It shows how he prepares privately for the upcoming challenges surrounding Euro 08. The Natico coach works, eats, relaxes and sleeps wonderfully - thanks, of course, to furniture from Hubacher. The campaign deliberately focuses on Köbi Kuhn's private life and not on his role as national team coach, according to a statement from the furniture store. The advertisements and posters will appear in magazines and in the Sunday press until shortly before the start of the games.
 
 
Responsible at Möbel Hubacher:
Thomas Hengartner (CEO), Celeste Bella (Project Management). Responsible at Brain2: Oliver Kindhauser, Christoph Knuchel.

 
Column In the incest drama in Amstetten, the media are once again called upon to do double duty, as eye-openers and as protectors of other potential victims. 
Journalists have traveled from all over the world to report directly from Amstetten on the incest case. With their own people on the ground, the media are treating the event as a catastrophe, as a sensation. In addition to the official information, however, they should also offer exclusivity. In the Amstetten case, these were always the same pictures of the perpetrator's home and the small town. Passers-by and relatives were allowed to express their horror and ignorance, officials testified to their correct actions over the years and numerous experts offered their explanations. The media play different roles at the same time: they offer a forum for collective coping by telling and interpreting, they satisfy sensationalism, they inform and sensitize, and they condemn the perpetrators to protect the victims, not only those of today, but also those of the future. In the delicate balancing act between journalistic ethics and calculated business, however, the former is unfortunately too quickly forgotten in favor of the latter.
In the long term, no one can withstand the onslaught of the media, Natascha Kampusch states. In the eight years she spent in a cellar, she not only had the energy to survive, she also managed to develop her personality in such a way that she was able to face the media with great aplomb. Shortly after her liberation, she satisfied her hunger for sensation with television interviews. For the most part, she was able to satisfy her hunger, although speculation continues and confidential information occasionally leaks out, even from police files.
Natascha Kampusch's offensive approach to the media proved to be very successful. However, it cannot be concluded from this that this approach is always the best. There should be an intensive discussion in the editorial offices about how humiliating it is for the victims to be put on display. The imperative of dignity demands that self-determination be guaranteed in the new freedom, because every fate is unique. Natascha Kampusch's recipe for success cannot simply be transferred. Above all, the media must respect this.
Natascha Kampusch deliberately made the subject of sex taboo. This proved to be very wise. Moral indignation and caring sympathy quickly turn into voyeurism when the reporting goes into detail. The pornography business thrives to a large extent on the careful painting of tortures that are supposed to give pleasure not only to the perpetrators but also to the victims. In the generally accessible media, too, taboo boundaries in this regard have fallen massively: not an evening of television goes by without explicit scenes being shown while zapping. Reality and fiction are becoming blurred. The media have an opportunity here to protect the victims by taking their intimacy and integrity seriously from now on.
In Amstetten, journalists are said to have searched for pictures with a checkbook in their hands. It is said that over a million dollars was offered for recent photos of the family members. So far, the authorities have apparently been able to ensure the shielding with targeted information. The victims' caregivers provided text material for the media reports with descriptions of events and impressions. With statements about the outward appearance of the victims, about the way they communicate with each other and about the joy of the youngest during his first car journey, they found a good balance between shielding and information. With a little skill, the responsible authorities can protect the family for a while, even against those media who see this case primarily as an attractive follow-up story and want to be constantly fed with morsels worthy of publication.
However, the officials of the authorities confronted with the family will have to put up with persistent investigations. So far, they have reacted quickly and answered questions. The "good impression" of the "handsome man" did not give rise to any suspicion. That certainly corresponds to their perception. The shock is therefore all the greater when evil doesn't look quite like we imagined it in our childhood dreams. Unfortunately, it does not have a grimace, horns or a tail, thanks to which Satan and his minions were easily recognizable. Even the good guys don't walk around with a halo. Nevertheless, the media must remain unyielding and tough on the authorities, but they must be true guardian angels to protect the victims, neither allowing nor causing further injuries.
Josefa Haas is Head of the Media Institute

The new Head of Marketing at Switzerland Tourism is Rafael Enzler. The member of the Executive Board will therefore be leaving the Finance, Human Resources and Sponsoring department on July 31, 2008. In his new function as Head of Marketing, however, he will continue to manage the Sponsoring division, as was reported in a press release on Wednesday. 42-year-old Enzler is a federally certified Head of Marketing. He successfully managed the Benlux and North American markets for Switzerland Tourism and took over the Finance, Human Resources and Strategic Partnerships division in August 2006. Enzler will succeed Markus Rege.

 
Competition Scholz & Friends is calling on students of all subjects to prove their talent as strategists with the challenge "Become a clairvoyant (for chocolate and cars)". The 20 best applicants will be invited to a Strategy Weekend in Berlin to work on specific projects together with the professionals from the Scholz & Friends Strategy Group. The application deadline is June 6. Detailed information and the copy test can be downloaded at . The best entrants will experience the world of strategy up close in Berlin on June 28 and 29, 2008. They will spend two days researching the needs of consumers, examining markets, analyzing brands and creating new positioning for an exciting briefing from a real client. Two nights in a hotel in the capital from Friday to Sunday are of course included.

 
Magazines Spillmann Felser Leo Burnett shows Annabelle the horrors that women encounter in everyday life. 
The majority of Tamedia's Annabelle is produced by women. And because women know what women are like, Annabelle only features what women are interested in. So it's clear that the latest campaign from Spillmann Felser Leo Burnett was also conceived exclusively by the female creatives and consultants at the agency next to the Sihlfeld cemetery. Women are like that" was subsequently declared the dominant motto of the campaign with female logic. The aim was to address "everything that is sheer horror for women", as copywriter Barbara Hutter explains. However, this does not refer to the obvious horror of the cemetery next to the agency - with its greenery, tranquillity and many flowers, it radiates a wondrous peace. The advertisers have found the real horror of the female world much more blatantly - because it is everyday - in their lives on this side of the world.
The ads therefore mention events or things that in themselves don't mean anything bad. But because women are typically women, everyday things such as "store closing times" or "the mixed sauna" are simply absolute horror. The use of the characteristic horror movie font makes it clear (even to men) that women find these things horrible. This is dramatized in print subjects that give the now four-year-old campaign from the SFLB kitchen a new twist. The pink horror can be seen in various Swiss print media from the beginning of May.
Mann in a new lookTo ensure that buying an Annabelle does not turn into a horror for men, the publisher has also worked accordingly in this respect. In the April 23rd issue, you can see that the Mann supplement has been given a new look. This is accompanied by a new content concept. Annabelle's current monothematic special is dedicated to European football and Euro 08. The men's magazine offers an entertaining mix of reports and lifestyle on one hundred pages. Ronald Reng cleverly and vividly analyzes which systems and tactics will be used to play football in the future. Columnist Philipp Tingler describes in an essay why nobody really wants to know who is gay in top football. And so that the summer doesn't bring yet another horror for women: In a fashion spread, 15 sexy models from the 15 host countries of the Euros present the latest men's shirts.
Andreas Panzeri

 Swisscom's problem child Bluewin TV is still in the red despite lower installation costs. The television offering via the Internet caused a loss of CHF 7 to 8 million in the first quarter, said Swisscom CEO Carsten Schloter on Wednesday. In net terms, Bluewin TV gained 5,000 new customers in the first quarter and had 64,000 customers at the end of March. This is fewer than at the end of last year, when Swisscom put Bluewin TV's customer base at 70,000. However, the telecoms company now only counts those customers who already have Bluewin TV in operation and not those who have just ordered the TV service. This is why the number of customers has fallen. "According to the old definition, we would have around 81,000 customers today," said Schloter in a conference call, according to SDA. The aim is to have 110,000 to 120,000 users by the end of the year.
The installation costs for Bluewin TV have fallen to less than CHF 1,000. According to Schloter, it is still too early to say how the new Bluewin TV light will affect installation costs. The slimmed-down offering was only launched at Easter.
Swisscom wants to attract more customers to Bluewin TV with a nationwide advertising campaign. The incentive will be Euro 08, as Cash Daily reports: Anyone who registers now can receive the European Football Championships digitally.

 
For the Basel-Stadt Department of Health, Health Cr Basel shows that health means more than just wishing well. 
In all industrialized countries, health problems caused by a lack of exercise and an unbalanced diet have become increasingly apparent in recent years. Particularly alarming in this context is the increase in obesity among the adult population: according to the 2005 health report, more than one in four people in the canton of Basel-Stadt were overweight. In total, 45 percent of men and 29 percent of women aged eighteen and over were overweight, with an increased risk of illness such as heart attack or diabetes.
A lot can be done for your own health through exercise and nutrition - "in a simple and fun way", as CD Gabriel Heuberger from the Cr Basel agency is convinced. An awareness-raising campaign entitled "All the best" was designed to convey this in a practical way back in 2007.
Now the much-noticed, broadly effective campaign of the Basel-Stadt Department of Health is being continued in a way that is as striking as it is active: the ever-valid messages on the topics of exercise, nutrition and relaxation are now enriched with targeted activities and references to specific offers and surprising campaigns.
The current "Health!" campaign, once again developed by Cr Basel, is supported by eye-catching F4 posters, small advertisements and cards for free with tips and suggestions on how to take just a few steps to improve your diet, exercise or relax.
Andreas Panzeri

 Eight Golden Roses were awarded at the 48th Rose d'Or Festival in Lucerne on Tuesday evening. One of the winners in the "Performing Arts" category was Swiss television with "The Magic Flute - in front of and behind the scenes": The broadcast of the opera on two channels with glimpses behind the scenes had apparently convinced the jury: at the Rose d'Or entertainment festival, England was also very successful: the British broadcasters dusted off no fewer than six Golden Roses. The eighth rose went to the Netherlands. This year's honorary rose went to Ben Silverman, Co-Chairman of NBC Entertainment and Universal Media Studios. Kiera Chaplin, granddaughter of Charlie Chaplin, who presented the "Best Entertainer Award", was also among the presenters at the awards ceremony. The festival set a new record with 402 competition entries. The winners were honored by a distinguished group of 19 jury members in the following categories: Arts Documentary, Comedy, Drama, Sitcom, Entertainment, Game Show, Performing Arts and Reality.

 
Prevention By Heart and Cr Kommunikation proclaim the new gospel of non-smoking for the FOPH. 
Not smoking is now part of everyday life in Switzerland. To highlight and further consolidate this social trend, the Federal Office of Public Health (FOPH) is launching the next phase of the tobacco prevention campaign "Less smoke, more life", which has been running for the past two years under the motto "Bravo" and was designed by the advertising agency By Heart in Zurich together with cR Kommunikation. Companies that presented themselves as fighters against smoking were praised. Their message was to highlight the advantages of being smoke-free, as strategist Markus Bircher explains.
The sequel, which has a budget of 3.3 million Swiss francs, no longer aims to impress with individual success stories, but with a purely typographic appearance. Graphically, the design retains the established elements such as the blue background and the bent cigarrette, according to CD Hans Siegwart. As a continuation of "Bravo", the cigarette, which is no longer needed, is this time placed behind the headlines as a "good tick". These point to the life-affirming facets of not smoking.
While posters, banners and small advertisements mainly use positive messages to highlight the trend towards not smoking, full-page advertisements also convey scientific facts about the benefits of giving up smoking. The advertisements are supplemented with the stop smoking line 0848 000 181. Here, people who want to quit can find professional advice.
The "Less smoke, more life" campaign was launched this week and will be seen in print media and on billboards throughout Switzerland in May, July, August, October and November 2008. It will be supplemented by banners linking to the newly designed website
www.bravo.ch
lead.Andreas Panzeri

 
Financial crisis Despite the huge losses and image problems: UBS is hardly changing its communication strategy. 
Switzerland's largest bank, UBS, has been under constant criticism and scrutiny since the historic billion-dollar losses, the resignation of the head of UBS, Marcel Ospel, and a new loss carryforward of 12 billion Swiss francs in the first quarter of 2008. After the disaster became known, the media even took to the streets and asked passers-by whether they would close their accounts with the big bank, but despite the loss of clients and its image, UBS did not react with an image offensive or a reduction in its advertising budget. "There are no major changes," says UBS media spokesperson Dominique Gerster. Only the "You and Us" advertising campaign, which shows UBS functionaries in their free time, has been scaled back because the bank has launched its major appearance for Euro 08. Otherwise, the "courant normal" continues. "However, it is clear that we have generally reviewed our expenditure due to the current situation." In concrete terms? We are reviewing how we have presented ourselves to the public so far and whether certain adjustments need to be made to our tone.
The big bank has worked hard for Euro 08 with the so-called UBS arenas (a kind of open-air games with a big screen for live coverage of the matches at 16 locations in Switzerland) and started planning a year and a half ago. It would be a sad sign if the project were simply abandoned, says Gerster and emphasizes: "We are fully committed to the activities."
The organizers of Perron 8, who organize the events in and around the arenas on behalf of the big bank, are also satisfied so far. Especially (and contrary to reports in the business newspaper Cash daily) with the sales of around 200,000 tickets sold so far, half of the available seats. "It would be illusory to want to sell all the tickets in advance," says Reto Bloesch, press spokesman for Perron 8, as it is to be expected that many people will only buy tickets on the day of a match. However, the negative headlines surrounding the UBS banking debacle are not noticeable for the organizer, notes Bloesch.
Financial institutions generally cautiousAre marketers feeling the general effects of the financial crisis? The radio and TV marketer Publisuisse is responsible for the UBS arenas and works together with Allgemeine Plakatgesellschaft (APG) for poster advertising in the local area. In general, it is safe to say that the financial institutions have reduced their TV advertising to the bare minimum, says Beatrice Knill, Head of Sales at Publisuisse. "The trend is clearly noticeable," she explains. For the other advertising clients, it will be necessary to wait until the second half of 2008 to identify possible trends.
"We are noticing a certain reluctance on the part of advertising clients," confirms Ivan Schultheiss, Head of Sales Switzerland at APG. The focus of the financial crisis is particularly on the two major banks UBS and Credit Suisse, although not all the effects of the latter are yet apparent. However, the budgets are set until after the euro. "After the first 26 weeks of this year, the outlook for us is not bad so far," says Schultheiss. Thanks to Euro 08, it remains to be seen whether the financial crisis will have an impact on the advertising market.
René Worni

 Radio 1 now offers podcasts of individual program content. According to a statement from the station, this includes the morning political satire "Zmorge bi Blochers", all daily columns, all experts from Radio 1 doctors to food critics and the colon with Roger Schawinski. The podcasts can be subscribed to or downloaded from Radio1.ch.

 
Moving image The largest German-language competition for film and other moving images has extended its submission deadline to May 20. Klappe is also open to films from Switzerland and has therefore invited three Swiss representatives to its jury. In addition to Philipp Petersson from Zurich-based Condor Films, Werbewoche is represented by Andreas Panzeri. A third juror is currently being discussed. The jury president is Amir Kassaei from DDB Germany. 12 categories will be judged, including directing, script, camera, editing, sound design and animation in addition to the classic disciplines. All competition entries must be submitted online.