Retail Denner and Vizner Borel rely on Köbi Kuhn's winning tactics: "With the twelfth man to victory." 
Denner has entered into a cooperation with Jakob Kuhn for the upcoming European Football Championship 08 in Switzerland and Austria. The Swiss discounter is backing Switzerland and Köbi Kuhn's winning tactics: "With the twelfth man to victory." A retro shirt from the legendary 1954 World Cup in Switzerland forms the core of the unique promotion. With thousands of these red shirts with the white cross, Denner is equipping "the biggest fan team that has ever existed in Switzerland", as Lajos Vizner and Guillaume Borel proudly describe their idea at the agency. Köbi Kuhn's winning tactic also relates to Denner's product range, where the nation "can undoubtedly only win", as advertising manager Stefan Maegli adds: "The retro shirt at the discount price of 19.95 francs is made of high quality and would be much more expensive in a normal fashion store.
The advertising idea is therefore also a gift idea from Denner to Swiss fans. Great care was taken to ensure that the high-quality T-shirt was not produced in a "dubious low-wage country or using child labor", as Stefan Maegli emphasizes.
With reference to its favorable offers despite brand quality, the agency initially wanted to work with the claim "Denner. The sponsor of Switzerland". Although the discounter is not an official sponsor of Euro 08, this would probably have passed legal muster because the claim does not refer specifically to football. However, in order to avoid possible delays to the campaign due to legal objections from Uefa, Denner ultimately opted for the text "Köbi Kuhn's winning tactics".
The campaign includes TV commercials, advertisements and various guerrilla measures. The original spot lasts 60 seconds, with a short version of 30 seconds to be broadcast later as a reminder. The first broadcast took place on Wednesday of this week before and during the break for Köbi's national team's important test match against Germany. This kick-off of the campaign was accompanied by full-page advertisements on the front and second pages of Heute and 20 Minuten.
 
The commercial was produced by Shannon Mildon and Manifesto Films. Director Reto Salimbeni shot with two cameras simultaneously to make Köbi Kuhn's acting work easier. However, the national team coach proved to be "very talented in front of the cameras and was able to repeat complicated movement sequences as precisely as a professional actor", reveals Salimbeni. Köbi Kuhn also showed himself to be a star without any airs and graces. "He was very motivating for everyone on the set. You take it from Mr. Kuhn that he can lead a team to peak performance as a coach," says Salimbeni.

Salimbeni worked with special Cinemascope cameras to make Kuhn appear visually as such a "cult figure" in the film. The same look was also used in "Star Wars".
They enable the "American principle" that the star is the only actor in full focus in a scene.
To establish the setting, Manifesto shot the exterior shots in the new Letzigrund stadium. During editing, these images were combined with match scenes that were staged in the Uster television studio. A "players' cabin" had to be recreated there, as the new Letzigrund cabins "look more like a wellness oasis", according to Salimbeni.
The music naturally plays an important role in this commercial. Salimbeni and his music partners Roman Camenzind and Fred Herrmann recorded a Swiss-German version of Frank Sinatra's "My Way", with lyrics specially adapted for Köbi Kuhn and sung by Endo Anaconda from Stiller Has.
The film shows how Köbi Kuhn, as the good soul of the fan community, irons his players' jerseys himself. When he's done with them all, he wants to take a well-deserved break. But Kuhn has not reckoned with Denner. A door opens and thousands of fan shirts are once again brought to him for ironing.
Anyone who feels particularly connected to Köbi's work can sew or iron a portrait of the coach onto the red jersey as a key visual. "He has taken our national team to two European Championships and one World Cup in eight years," say Lajos Vizner and Guillaume Borel.
Andreas Panzeri

 Goldbach Media subsidiary Adlink Media will in future exclusively market the online presence of Roger Schawinski's Radio 1. The station launched its full program last week with a prominent crew. Among other things, it offers web radio and podcasts online. With Radio 1 Online, Adlink Media complements the Radio Online Pool, which already includes Radio Basilisk, Energy Zürich, Radio 24, Radiolac and Rouge FM, among others. The Goldbach Media Group intends to expand its cross-media strategy with this new contract.

 
Fairtrade The young design studio Saloon shows joie de vivre without a guilty conscience - thanks to Max Havelaar. 
Since March, Max Havelaar has also had a new image in Switzerland. The fresh logo corresponds to the internationally uniform appearance of all Fairtrade organizations in the FLO association, to which the Max Havelaar Foundation also belongs. The logo was developed by Interbrand in 2002 and is well established in Europe. It symbolizes a happy person who is the focus of fair trade. All products from the 100 or so trading partners will be relabeled or completely repackaged. Bananas and flowers are making a start.
The Saloon design studio on Weststrasse in Zurich was commissioned by Max Havelaar to design a nationwide image campaign. The result is three print subjects that show that fair trade products offer more enjoyment.
The Max Havelaar Foundation wants to open up new business areas and appeal to additional consumer groups with its modern image. The focus is on expanding the catering channel, extending the range of branded products and quality products and further developing the retail trade.
The well-known seal of quality enjoys a high level of credibility and popularity. Values that are also communicated in the new campaign. The protagonists are producers who are happy to give their best thanks to fair conditions.
Max Havelaar has enlisted the creative minds at Saloon to add a more pleasurable shopping component to the "doing good" motif. The high-quality and modern implementation is intended to show that fair trade "doesn't have to look dusty or pitiful and is also reflected in the quality of the products", as Marketing Manager Nadja Lang explains at Max Havelaar. The young design studio of Vera Studhalter, Sarah Lüscher and Marcel Britt is already working on further motifs.   

Andreas Panzeri

 After 20 years of collaboration, Vögele-Shoes and Mäni Frei are going their separate ways as of June 1, 2008. Mäni Frei, owner of Frei, Partner Werbeagentur, has decided to change himself and his agency. For this reason, the agency is being downsized and relocated: it is moving from Ausstellungsstrasse in Zurich back to Schaffhausen, where it was founded in 1988. Vögele-Shoes and Frei, Partner emphasize that the collaboration is being terminated on the best of terms, as Mäni Frei announced on Thursday.

 
Wellness The Rod Kommunikation agency invites you to feel good in Weleda's birch forest. 
Every year - not only does the Christmas season arrive, but also the spring awakening in Weleda's birch forest. Weleda's most successful product launch is set to become a firm spring ritual for many women again this year. Weleda's birch products - Birch Douche Peeling, Birch Cellulite Oil and Birch Herb Active Juice - are effective against cellulite and 100 percent natural. An extract of young birch leaves, rosemary and ruscus, for example, supports the hydration process. Apricot kernel oil, jojoba oil and wheat germ oil stimulate natural skin regeneration. Genuine essential oils support this effect. These effects of the birch program are communicated to a large extent via the microsite Weleda.ch/birch. This was designed and developed by the Zurich agency Rod and realized in collaboration with multimedia producer Christoph Dubach. The site will be established by early summer through further communication measures.
The slender tree from the far north is also the visual idea behind the microsite - implemented as a virtual birch forest. On the microsite, users can find out more about the 5-point program of this four-week cure, browse through daily reports by presenter and actress Viola Tami, PR woman Alexandra Hermann, stylist Tina Weiss and actress Tonia Maria Zindel and, of course, win a product from the birch range every day.
The name Weleda goes back to a healer and priestess from the time of the Germanic tribes, who was held in high esteem by the people. It is also the Celtic word for seer or prophetess. The products under this label are based on the medical ideas of Rudolf Steiner in collaboration with the Dutch doctor Ita Wegman. She opened the first "Clinical Therapeutic Institute" in Arlesheim in the canton of Basellandschaft in 1921. In the neighboring community of Dornach, Steiner had founded the "School of Spiritual Science". Steiner himself regularly attended medical consultations at the clinic. His questions on anamnesis and his ideas on medicines and healing methods opened up new perspectives for Ita Wegman and her staff. The first remedies were produced in a pharmaceutical laboratory. They formed the basis for the Weleda medicines.
Today, the Weleda Group is present with its products and services on all continents of the world. It has 1,500 employees worldwide in 20 subsidiaries and is represented in 45 countries.
Andreas Panzeri

 The telecommunications company Swisscom no longer wants to sponsor the Football Cup next year. After five years, it is ending its involvement - so the sporting event will no longer be called the "Swisscom Cup" in 2009. The reason is rising costs, as the Swiss Football Association (SFV) wants to make more money from marketing. Swisscom was interested in renewing the contract, spokesman Sepp Huber told Cash Daily. But the price-performance ratio is no longer right. However, he did not give any concrete figures. The SFA wants to double its Cup income next season and thus earn CHF 1 million instead of the previous CHF 2 million. It has brought IMG on board as its new marketing partner. Swisscom is also leaving the field when it comes to sponsoring the national team, also for financial reasons. According to Cash Daily, the SFA will in future charge double the amount for its commitment as co-sponsor. According to Sepp Huber, the contract expires after Euro 08 and will not be extended. According to Huber, skiing is the most important sponsorship for the telecommunications company anyway. It wants to remain loyal to the ski association. Swisscom currently spends a good CHF 10 million a year on sports sponsorship.

 
 
Rehne Herzig will take over the commercial management of Espace Media's specialist media Mobil on April 1, 2008. In this function, the 54-year-old business economist will be responsible for the readership and advertising market of the titles Automobil Revue / Revue Automobile and Moto Sport Schweiz / Moto Sport Suisse, as the Tamedia subsidiary Espace Media announced on Thursday. Rehne Herzig was most recently CEO of the home magazine Neue Ideen. Prior to this, the Danish-born Rehne Herzig held management positions at Ringier magazines and was CEO of several companies in the Danish Egmont Group. Rehne Herzig will succeed Lorenz Brügger, who will move to Limmatdruck as Managing Director of Migros Media on April 14, 2008. Brügger only took up his post at Fachmedien Mobil at the beginning of the year (see
Lorenz Brügger goes mobile
). Max Nötzli, editor-in-chief of Automobile Revue for many years, will be proposed by the association's board to the general meeting of Auto Schweiz, the Association of Swiss Automobile Importers, for election as president. He is to take up his new position after Pierre-André Schmitt takes over as Editor-in-Chief of Automobile Revue on July 1, 2008.

 Thursday at 5.30 p.m. at Zurich's Stadelhofen: a truck drove up and unfolded a stage. Enter Polo Hofer: the dialect rock veteran presented his own version of a Euro 08 anthem and at the same time drummed up publicity for the Mars chocolate bar, which has been temporarily renamed "Hopp" in honor of the European Football Championship. "Hopp Schwyz" is also the name of the dialect bard's European Championship song. It is a new version of the classic song from 1984, which has been rewritten as a motivational song for our national team players. The passers-by at the spontaneous concert on Thursday evening may also have needed a motivational injection: they were happy to stop and listen to Polo. However, the Swiss flags distributed by the Mars advertising agency Wirz were only waved hesitantly - probably a consequence of the embarrassing loss against Germany on Wednesday evening. Mars now wants to give the fans new strength with the Hopp bar. Polo is going on a media tour with a VW bus in the shape of a bar. Incidentally, Mars has already undergone a temporary name change once before: during the 2006 World Cup, the bar was called "Believe".

 
Mach Basic I The KombiNation advertising pool, reported for the first time, roughly sets the rate for Blick.883,000 readers or 20.9 percent of all German-speaking Swiss - this is the combined reach of Blick and the free evening paper Heute. This is according to Mach Basic 2008-1, which shows KombiNation, the joint advertising pool of the two Ringier titles, for the first time. This once again highlights Ringier's strategy with the Blick brand: thanks to the renaming of Heute alone, the Blick label will be strengthened by 200,000 readers. The Blick reach will then be higher than it has ever been since Wemf has been collecting reach data based on the LpA value. KombiNation also has a readership share of 39 percent among young people (14 to 34-year-olds), 5 percentage points more than Blick solo. The difference between the genders is less pronounced: 38% of Blick solo readers are women, compared to 40% for KombiNation. However, it is questionable whether this reader structure can be maintained after the renaming. The young brand Heute has its USP among young adults, 54 percent of readers are 34 years old or younger. It will probably take a lot to get them used to the Blick brand.
Another note: together with Heute, Blick is now in third place in terms of reach, after 20 Minuten with 29.5 percent and Metropool with 25.6 percent. It remains to be seen what the ranking will look like as soon as the News and .ch figures are published.
 
Markus Knöpfli

 Radio 105 launched the web radio station 105 Rock in December 2006 to provide a platform for rock, independent and alternative music. At that time, the station entered into a close partnership with Heineken. The contract for this cooperation has now been extended. As before, Heineken is the "presenting partner" of 105 Rock and will be firmly integrated into the station layout, as 105 boss Giuseppe Scaglione announced. 105 Rock will be produced by the same crew that produces Radio 105. The web radio station is aimed at 18 to 34-year-olds.

The Swiss Press Association's competition for young creatives "Only an advertisement can do that" is celebrating record participation, 11 winning entries and two winning teams. The youngsters were honored on Thursday evening at Zurich's Hard One club. First place in the competition went to Martina Kunz and Michael Holzgang from the In Flagranti advertising agency in Lyss. They virtually put a bounty on Jürg Marquard's head: The publisher can be seen on their motif, with the price tag of CHF 0.05 emblazoned on his suit - the average cost per reader for a 1/1 page 4c (TLP comparison according to MACH Basis 2007-2). In this way, the motif promotes advertising in line with the competition slogan.
Martina Kunz and Michael Holzgang, together with jury president Andreas Prokesch, have now been invited by Publimedia to fly to Stockholm in May, where they will compete at international level in the Best Yet competition - with the chance to travel to Cannes if they succeed again. Patric Franz and Patrick Ryffel from Freiburghaus und Partner in Bern will also receive a ticket to Best Yet. Their work features a confusing text - and demonstrates that you can take as much time as you need for an advertisement.
Second place in the competition went to Gabriel Giger (formerly with GGK Zurich Advertising Agency, since January Giger Graphics) with his work "Kreuzorträtsel", and third place to Nicolo Giunta (Bomotion) with "PC". Nik Hodel (formerly Publicis, with Walker since January 2008) and Martin Arnold (Spillmann/Felser/Leo Burnett) were among the winners with three works. Also among the top twelve are the teams Larissa Kasper (Vitamin 2) and Rosario Florio (Erat Design Group edg); Michael Surovka (Werbeanstalt Schweiz) and Hanning Beland (Wirz Werbung); Karin Estermann and Maren Beck (both Spillmann/Felser/Leo Burnett) as well as André Hermetschweiler and Patrick Hofmann (both Cosmic Zurich advertising agency).
"Only an advertisement can do that" was announced for the third time as a competition for young creatives and judged by ADC members. The jury was able to select the best twelve works from almost 200 entries. Eleven of these were realized and were each rewarded with prize money of CHF 5,000. The member publications of the publishers' association will be running the advertisements in their newspapers and magazines from mid-April 2008.
Toni Vetterli, Head of Marketing at the Swiss Press Association, is delighted that more than twice as many entries were submitted as last year and the year before: "But the quality has also risen again. Our competition obviously meets the needs of young creatives. That's why the Genre Marketing project group in the Advertising Market Department is already thinking about how the competition could be made even more attractive next time."
As before, the competition is supported by the Alliance of Swiss Advertising Agencies (ASW), BSW Swiss Leading Agencies, Schweizer Werbung SW, Script, Publimedia and, for the first time, the Art Directors Club (ADC) Switzerland. The competition was accompanied by an advertising campaign by the advertising agency Matter & Gretener.
The jury consisted of Andreas Prokesch (jury president); David Allemann, Vitra; Matthias Freuler, Wirz; Lilo Killer, Art Buying / FFF; Ruth Mathias, Coca-Cola; Michael Rottmann, Jung von Matt/Limmat; Patrick Suter, Spillmann/Felser/Leo Burnett and Diana Strebel, Interbrand Zintzmeyer & Lux.
Winning subject by Martina Kunz and Michael Holzgang:

Winning subject by Patric Franz and Patrick Ryffel:

The winners:

 
As Joint Managing Director at McCann-Erickson, Susanne Jungbluth wants to make the agency more attractive for creatives with exciting new clients. 
McCann Erickson is in a state of upheaval. "The McCann brand needs to regain its grip and visibility in Switzerland," says Timo Kirez. After various changes in the management team, the Hamburg native is now Chairman and Chief Creative Officer for both offices in Geneva and Zurich. In the current BSW ranking, McCann-Erickson is in 7th place, while in the creative ranking of Werbewoche, the agency with 63 employees is currently no longer represented. To change this, the agency is now focusing on new people.
Yannick Chevailler, who was brought in from Tamedia, is Managing Director in Geneva. In the larger Zurich office, Monica Fischer and Susanne Jungbluth are Joint Managing Directors in a dual role. Both women are responsible for their own consulting group.
Monica Fischer has been working at McCann in Zurich for two years. Previously, she was responsible for Deutsche Bank at the same network in Frankfurt and was therefore brought to Zurich for the implantation of the new client Credit Suisse.
Susanne Jungbluth initially worked at McCann in Geneva for two years and moved to the Zurich office six months ago. Her main task here is to boost new business.
The role of CEO for the whole of Switzerland has not yet been filled. "We are looking, but are taking our time until the right person is found," explains Susanne Jungbluth. The Munich native would like a Swiss partner who is even more "rooted in the local market". She herself is married to a Swiss man and has many Swiss friends from the time "many years ago" when she often worked as a model for Bolero and Annabelle in Zurich.
The current advertising team of Kirez and Jungbluth know each other from Hamburg, where they both got their start in the industry at Jung von Matt. She later moved to Switzerland for personal reasons, where she met Timo Kirez again by chance. She initially worked for him in the French office for 18 months. Then she wanted to move to Zurich because of the "more Munich-like mentality". On this occasion, McCann also "relocated the German-speaking Swiss clients at the same time".
McCann's Geneva office has attracted more creative attention than Zurich in recent years. A work from Geneva for Radio Fréquence Banana, for example, will appear in the next Lürzer's, "although it did not receive a cube from the Swiss ADC", as Jungbluth regrets. As far as Zurich's creative successes are concerned, more development is needed here again. This also applies to advertising on its own behalf. "The structure was not communicated enough internally and externally. Now a clear image must be created again and it must be made attractive to work with McCann - both for clients and employees."
A new CD creative team is currently being sought for Zurich. "We need to get back on the pitch lists," says Jungbluth, who is responsible for new business, and is proud that the Zurich team has just been invited to three important pitches.
Of course, in an agency that is part of one of the largest international networks, adaptation work is also carried out, which might deter a few particularly creative advertisers from being hired. However, in the large budgets for Credit Suisse and Mastercard managed by Monica Fischer, more than half of the ideas were developed "originally and in-house". In addition, one of Susanne Jungbluth's declared tasks is to find even more local clients in the future. Recently, this has already included Terre des hommes, for whom McCann created an idea with the fairy tale subjects, "which was then even copied". A similarly creative campaign was designed for Das Magazin at the end of last year. "There are various smaller projects in the house. But we're still missing the big bang," says Jungbluth, a campaign that not only gets things rolling for the end consumer, but also within the communications industry. "Good work means that good people want to come to us. This in turn generates growing interest among potential customers."
Existing key customers include Microsoft, Lufthansa, Credit Suisse, Opel, Mastercard and L'Oréal.
Despite the reorientation, McCann-Erickson wants to retain the advantage of being present in both German-speaking and French-speaking Switzerland. "We want to grow in both locations." In Switzerland, McCann-Erickson now also wants to offer a full service again, after having used international services for certain areas for a while. McCann will soon also be offering MRM Worldwide in Switzerland, its specialist for online, data mining, content management and relationship marketing. The below-the-line unit Momentum Worldwide will cover the areas of trade marketing, events, promotions and sponsoring. This department will be "pulled up" by Monica Fischer.
Susanne Jungbluth is a Gemini and therefore, according to her horoscope, "a very communicative person". She entered the world of media in Munich with an apprenticeship at publishing house bookseller Hugendubel.

She then worked for an art book publisher "before things really took off in Hamburg". Jungbluth ended up at Jung von Matt, where she learned about consulting "on the job" and then moved back to Munich at the age of 24. At Start Advertising, she found herself "in a bunch of young people who had won everything back then". The hip agency worked a lot for the new TV stations MTV and Pro 7, which ultimately led Jungbluth to commercials. As a producer for Petersen Neumann, she managed the Munich office for six years. Six people worked here alongside twenty at the headquarters in Hamburg. Jungbluth's most important film clients included Mediamarkt, McDonald's and Burger King. However, because spot production is "only one part of advertising" and she wanted to work across the entire spectrum in the long term, she looked to rejoin an agency after moving to Switzerland.
"In advertising, I work with different media. I like having a larger team around me. I'm passionate about leadership and enjoy creating something together with a wide variety of people." However, she finds herself too impatient to work in creation herself. "I am someone who drives the herd. I can recognize who has what talent and then want to give people their chance." Her ambitious goal: "We have to climb into the top three in the creative rankings in the next five years."    

Andreas Panzeri