At Siemens Healthcare, global B2B communication is not primarily about cultural and linguistic adaptations for the target groups in heterogeneous markets. The tasks are knowledge exchange and information.  
There are basically two types of international corporate publishing. One is the multicultural approach: the topic is prepared for multicultural, local needs, adapted in various languages; in the print version, the individual language and country editions may be enriched with split pages that specifically address local content. One example of a multicultural concept is B2C corporate publishing in the consumer goods sector (car magazine, coffee magazine, etc.): The brand is communicated worldwide, locally it undergoes its cultural adaptation.The other is the intercultural approach - a far more challenging task in terms of communication. An international community or target group (usually in the B2B sector) must be addressed with a message, a common content. The target audience is often well-educated people. The challenge is not the language version - the lingua franca English is the tried and tested medium - and the editorial team is not concerned with additional local information for the local readership. Rather, it is about topics that are common to the international Target Group. The brand is communicated uniformly across the entire globe, the supporting component is knowledge and expertise. The topics and design require intercultural sensitivity.
International exchange of expertiseThis second task is the responsibility of Siemens Healthcare, which operates worldwide and is headquartered in Erlangen near Nuremberg. The target audiences are homogeneous worldwide, but their markets are heterogeneous, determined by different regulatory provisions, different demographic trends and different national healthcare systems. Clinic managers in the USA have different circumstances to those in Germany or India, for example. Apart from this, the size and type of institution - is it a large university hospital with research aspirations, a small provincial hospital or an exclusive private clinic? - is decisive for the everyday needs of the recipient of the Siemens Healthcare message. Regardless of this, the topic does not stop at national and organizational borders; the highly qualified target group is interested in the other example, in the health economic development in the other culture. The exchange of knowledge is a decidedly international one. The global magazine Medical Solutions, distributed in 131 countries, and www.siemens. com/healthcare-magazine and corresponding meetings at roundtables provide the platform for this exchange of know-how.
Global knowledgeThis homogeneity of an international target group in different market situations is not only a feature at the top level, the so-called C-level (hospital management, opinion leaders in the healthcare sector, etc.), but just as clearly at the level of medical specialists and medical staff. Innovations in equipment that enable an optimized workflow are of interest worldwide - even if the average daily patient throughput (number of patients treated on the device per day) in China has different quantities than in Switzerland, for example, even if medical technology diagnosis or therapy in the case of overweight people is a much more pressing issue in the USA than in France, even if ageing and the corresponding healthcare plays a different role in Japan than in Brazil. The communities and target groups at specialist level, for example radiologists who work with various imaging procedures, are not only interested in their immediate environment. Here too, Siemens Healthcare meets an international knowledge community: Siemens' Expert Magazines are therefore also designed for an international readership. The Siemens brand guarantees globally compiled knowledge and intercultural expertise - namely through its corporate publishing, which is driven by a networked editorial plan within the company.
All these considerations and explanations are easy to understand in theory. But what does this mean in corporate publishing practice? Five topics from the last issue of the C-Level magazine Medical Solutions are briefly presented here.
The issue is planned for the international radiology trade fair in Chicago. Siemens Healthcare is presenting a "bouquet of flowers" of medical technology innovations that decision-makers should understand in terms of their economic and medical relevance. Not all of these decision-makers have a medical background. The innovations are therefore not presented in the typical in-depth healthcare writing (which is an indispensable benchmark for the so-called Expert Magazines), but rather from an overarching health economic perspective. Assorted on this topic, Financial Times correspondent Haig Simonian from Zurich conducts a dialog with the American futurologist and bestselling author John Naisbitt, who invites the two-man team for Medical Solutions (photographer: Andreas H. Bitesnich) to his apartment in Vienna. "Our relation to technology is the most unexamined relationship we have", the interculturally sensitized, but unembellishingly articulate John Naisbitt tells the readers of Medical Solutions.
Worldwide knowledgeA few pages further: Breast cancer. The topic is currently the focus of interest in terms of prevention, diagnosis, treatment and aftercare. Following a reportage visit to a breast cancer center in Georgia, healthcare journalist Laura Newman speaks to nine specialists in Paris and New York, for example. A translator is called in for the telephone conversation with the Japanese specialist, an act of courtesy. The result is a multi-page update, a summary of knowledge gathered from around the world.
In the same issue of Medical Solutions: In Portugal, the market situation has changed following a reform in the healthcare system; Manuel Meyer, a local correspondent who speaks Portuguese (the interviewees in Lisbon appreciate the oral dialog in their native language, despite their knowledge of English), researches the situation and places it in the context of specific activities by Siemens Healthcare in a leading, innovative private clinic in the Portuguese capital.
A fifth topic in this issue of Medical Solutions (with more than a hundred pages and more than a dozen stories): Science journalist Oliver Klaffke presents the niche product of the Bern Sun Clinic: Diagnosis of hip joint inflammation in radiology. This example from Switzerland is also of great interest to the global readership of Medical Solutions, which also has an entrepreneurial mindset.
Viviane Egli
Medical Solutions PublishingFlagship
of Siemens Healthcare's international corporate publishing, which is supported by an integrated editorial team, is Medical Solutions, which is published three times a year. Within Siemens, responsibility lies with Corporate Communications. The high-caliber B2B magazine is distributed in 131 countries. Intercultural sensitivity is required for the exchange of knowledge with the homogeneous but heterogeneous readership. Primafila AG, Zurich and USA, has been commissioned with consulting, editorial support and the use of its worldwide network of journalists; its partner company independent Medien Design, Munich, is responsible for the media design.

 
Partner search The Zurich advertising club is getting involved in partner search. Together with Swissdate, it wants to match advertisers.
If you work in the advertising industry and are looking for a partner, you must read this article to the end. Because when it comes to love, the industry is doing badly. First of all, we need to correct a widespread cliché: The typical advertiser today no longer swims in money, he neither drives expensive sports cars nor is he - or only very rarely - accompanied to nightclubs by the hottest women. Yes, dear reader, life has become tough: Today, you are a mobility customer in the industry, you work overtime, sit at your desk even at weekends and are constantly under time pressure, which results in one thing above all: In no other industry are there probably so many lonely hearts. "My colleagues' everyday lives are not normal," says TBWA boss Andy Hostettler. Too many of his colleagues hide behind their work, and love falls by the wayside.
Werbewoche conducted a survey, which was by no means representative: the results are alarming. 40 percent of advertisers live alone. It makes no difference whether they work for a creative or media agency. Compared to the rest of Switzerland, local advertisers are relationship grouches. As Martin Dobner from the dating agency Parship says, one in four Swiss people are single.
Candidate seats filled with advertisersThe high single rate can be reduced. The Zurich Advertising Club is firmly convinced of this. President Carlo Steiner and board member Andy Hostettler have set themselves the goal of bringing together advertisers who are willing to date. They are not setting up another online dating service specifically for the communications industry. Steiner and Hostettler are planning a Swissdate special together with Tele Züri. The advertising scene takes a seat in the candidates' chairs.
On April 26, the matchmaking campaign will go on air. But the special edition has another purpose besides bringing lonely hearts together. The Zurich Advertising Club lacks full-blooded advertisers and, above all, young talent. The club has suffered a severe loss of members in recent years. As Andy Hostettler says, the aim of the campaign is to attract younger advertisers. The association should once again become a meeting place for specialist events and social gatherings in the industry.
TBWA\ and its subsidiary agency Tequila\ were responsible for targeting singles. The creative team from Zurich Seefeld advertised the special edition of the singles show on flyers, in trade press ads and on a dedicated website. At the heart of the campaign are bright text ads with slogans such as "Texting makes you sterile" and "Media kills potency". A link refers to the microsite fertigeinsam.ch, where single people can apply as candidates and have to undergo an initial selection process. Right at the beginning, the Swissdate aspirants have to answer the doorman's questions before they are accepted into the illustrious circle of love seekers.
The campaign was created through volunteer work. "The club has no money for an elaborate campaign," says Andy Hostettler. His employees got involved "as a hobby" and worked on the campaign in their spare time. Convincing Tele Züri to run the special edition was not easy either. Hostettler recalls: "Initially, people were skeptical about the idea because the industry is considered a cliché-ridden bunch." Advertisers in black do not create a fresh image, according to the concerns expressed. However, Hostettler says that they found each other after all. To convince the Swissdate editorial team, the TBWA boss wrote a four-page argument.
Anyone interested in dating can now apply for the Swissdate special until March 20. Anyone who registers will automatically become a member of the Zurich Advertising Club for three months. Find out more on the Zuercherwerbeclub.ch website.
 
Christian Lüscher

 
Schneiter Meier Külling receives important order from Oerlikon Balzers. 
Oerlikon Balzers, the world's leading supplier of surface coatings, has commissioned Schneiter Meier Külling to develop its global customer communications. It will be implemented in over 80 locations and more than 20 countries. At the heart of the new customer communication is the customer magazine Contact and the electronic newsletter Contact-news, which the national companies can adapt and change to suit their needs. "The modular concept is ideally tailored to our complex requirements and can be used internationally," says Eduard A. Meyer, Head of Communications at Oerlikon Balzers. The new customer magazines have already been implemented in Germany, Italy and Switzerland. The next countries on the agenda are China and Spain. The newsletter is currently in the pilot phase with the national company in Spain.
Dr. Philip Meier, Schneiter Meier Külling

 Ringier is launching a free evening edition of *Blick* with the working title «Blick am Abend.» As a result, the evening paper *Heute* will be discontinued. This idea had already been discussed before *Heute*«s launch, Daniel Pillard, head of Ringier Switzerland, told *Werbewoche* at the launch party for the new *Blick*. »That was even before I took on my current position. At first, I wasn’t immediately enthusiastic about the idea of a free Blick either.« Now, however, he is fully behind it: With the new Blick, the timing is just right to bring this project to life. In Pillard’s view, with the previous Blick, the balancing act between the two papers would have been too great. The Blick team took the news well. Less enthusiastic about the new plans from the group’s executive suite was the Heute editorial team, which was informed of the upcoming changes on Tuesday afternoon. »They’ve really identified with the previous title, so their reaction is understandable,« says the head of Ringier Switzerland. He emphasizes that there won’t be many changes to the editorial content and hopes that the current editors will stay on board. Now the plan is to work with them on the new publication, which until now has been developed behind closed doors. Pillard describes the fact that the plans for the free Blick remained secret while rumors about the new Blick were constantly circulating as »a minor miracle.”.
Pillard doesn’t see any problem with splitting the Blick brand into a paid and a free publication, as long as the two are clearly distinct. He has noticeably high expectations for the paid publication: «We’re investing a great deal in Blick. But that has to be evident every single day. If readers don’t perceive any added value in the paid edition, we’ve lost.» According to Pillard, the reactions so far to the plans for a free Blick and the associated media platform have been very positive: «Everyone in advertising and the media said, ‚Finally!’» Now he’s hoping for more interest from the advertising market as well.

 
Companies and corporate publishing service providers have until March 14, 2008 to apply for the BCP The registration deadline for the BCP Best of Corporate Publishing 2008, which is under the patronage of Federal Minister of Economics Michael Glos, ends on March 14, 2008. Until then, companies and corporate publishing service providers can apply with their publications at www.bcp-award.com for one of the hotly contested prizes. The coveted awards for corporate communications will be presented on June 18, 2008 following the international BCP Congress at the Dorint Sofitel Hotel in Munich. The competition is organized by the Forum Corporate Publishing (FCP) together with the media partners Acquisa, Horizont and w&v.
BCP 2008 with special prize For the first time, a special prize for an international communication concept will be awarded at the BCP 2008. The jury recognizes corporate publishing products that contribute to uniform branding in several languages and for different countries, while also taking regional influences into account.
The "Electronic Publishing" category has been expanded this year: in view of the rapidly increasing number of e-journals, online newsletters and corporate podcasts in customer and employee communications, awards are presented for magazines, newsletters and special formats such as audio, video or mobile.
As a partner of the BCP 2008, the Federal Association of German Press Spokespersons (BdP) presents the awards for employee magazines and newspapers as well as the BCP Award for annual reports. The Federal Association of German Press Spokespersons is the professional association for press spokespersons and communications officers from companies, associations, organizations and politics with currently around 2,800 members. In cooperation with the Verlag Deutscher Drucker publishing house and the trade journal Versio, a special prize will be awarded at the BCP 2008 in the "Print Innovation" category. The prize is awarded for outstanding examples of print finishing and processing.
Together with the main sponsor Steinbeis Temming Papier, the jury awards a prize in the "recycled paper" category. The prize is awarded to a publication printed on recycled paper for the highest quality and greatest possible sustainability.
Evaluation by a jury of expertsLast year, almost 300 entrants with 577 individual publications applied for a BCP Award. The winners are decided in three evaluation rounds by a jury of more than 100 renowned experts from the fields of journalism, art direction, marketing and corporate communications. The Best of Corporate Publishing is the largest competition for corporate communications in Europe.
Interested parties can find the application documents and entry requirements for the BCP 2008 on the Internet at www.bcp-award.com.
Forum Corporate Publishing brings together more than 80 CP providers from Germany, Austria and Switzerland. They offer services for all areas of corporate communication, from traditional print products to new electronic media. The Forum is Europe's largest association of corporate publishing service providers.
Michael Höflich, Forum Corporate Publishing
[email protected]

 
Car
The Geneva Motor Show is the first major motor show of the year to open its doors. For eleven days, all the well-known international manufacturers present their new models, their innovations and their concepts for the future. The poster for the 78th International Motor Show was created by the Bern-based agency Polyconsult. The motif will be used for the entire national and international communication of the 2008 Motor Show.

 
Infel offers a lecture of a special kind at an event on April 30, 2008.The sum of chatter on earth has increased dramatically in recent decades: through the loudspeaker the chatter we are supposed to hear - through the computer the chatter we are supposed to read. The electronization of voice and writing certainly has infinite merits. But since these have been spoken of often enough, Wolf Schneider speaks of the disadvantages. And these go far beyond the inflation of words: never before has a medium given stupidity such a wide berth, never before has a medium been so closely allied with criminality as the Internet.Wolf Schneider is an honorary professor at the University of Salzburg and was honored by the German Language Society with the Media Prize for Language Culture. To date, the work of the most widely read silent teacher of the German language includes no fewer than 26 non-fiction books. He reported from Washington for the Süddeutsche Zeitung, was editor-in-chief of Die Welt, publishing director of Stern, and hosted the NDR talk show. For sixteen years, he directed the Henri Nannen School of Journalism in Hamburg. He continues to work as an instructor at five journalism schools in Germany, Austria and Switzerland and organizes seminars on readable German for business, the media and public authorities.
 
Infel AG, Tel. 044 299 41 76
E-mail: [email protected]
 

 
 
How to registerInfel is pleased to present an exciting speaking experience to host. Register now!
Date:
April 30, 2008 Time:
Lecture starts at 11:15 a.m., admission from 11 a.m. onwards. Followed by aperitif and standing lunch. Location:
Swiss Exchange ("Neue Börse"), Selnaustrasse 30, 8001 Zurich, "Exchange" room on the 1st floor.

 
Agencies Numéro 10 in Bern has founded Buzzilla, the first Swiss agency for buzz, viral and guerrilla marketing. 
The name says it all: Buzzilla is made up of the two terms buzz marketing and guerrilla marketing. Both disciplines have been intensively cultivated at the bilingual agency Numéro 10 in Bremgarten near Bern since it was founded four years ago. As the first agency in Switzerland, the Buzzilla unit, which has now been established to complement the traditional parent company, focuses exclusively on these new marketing techniques and viral ideas. Gilles Aeby, Head of Strategic Planning, wants to be able to offer "optimal synergy effects between classic advertising campaigns and dynamic marketing". "Numéro 10 thus meets the new demands of advertisers against the backdrop of chronically oversaturated markets," says Aeby, alluding to the sensory overload with over 2,500 advertising contacts every day.
Playful presentationThe agency explains how dynamic marketing works differently on
. This website presents the new techniques and methods of dynamic marketing in a playful way. Successfully implemented case studies from the agency can be viewed on an ongoing basis. The first cases on the website include a campaign for the commuter newspaper Le Matin Bleu. Here, the specialists at Numéro 10 disguised a guerrilla campaign as a popular initiative. They called for "more free blue zones in the city". Within a week, over 15,000 signatures were collected, 300 fake demonstrators marched through the streets and squares were covered with 300 fictitious blue zone markings. An image campaign for Le Matin Bleu launched by Numéro 10 at the same time highlighted the link with the free newspaper. Numéro 10 has already carried out other campaigns for the fashion mail order company La Redoute, where 400 volunteers posed in a "bikini on ice" - which more than 20 media outlets included in their editorial section.
Diverse applications "Buzz marketing is suitable for a very wide range of products, services or organizations," says Cendrine Gafner, Client Service Director at Buzzilla. In fact, the agency's references include the Fribourg Olympic basketball club, Teletext, Vaudoise Insurance, Cardinal beer and even the Swiss Liberal Party.
Buzzilla by Numéro 10 provides its clients with strategic planners, a creative team, logistics and multimedia specialists and PR experts. In addition, Buzzmaker is a select and exclusive community that is currently being developed. The Buzzmakers are "influential personalities who are constantly on the lookout for something new". They track down trends, share their discoveries with those around them and maintain a dialog within their network on buzz-related topics such as culture, music, fashion, design, new technologies, the Internet and travel. These strategically important buzzmakers are specifically integrated into planned campaigns by Buzzilla and act as a link between brands and potential consumers. In return, they are rewarded with small gifts such as VIP tickets or trendy gadgets.
Finally, a blog on the website provides information on "the best international buzz campaigns" and "buzz of the month" - with which the bilingual French/German Buzzilla platform intends to seize the opportunity to become a leading competence center for dynamic marketing in the industry.
Andreas Panzeri
 

 
 
 
 
 
 
 
 
 
 
 
 
"The consumer is no longer a spectator, but a participant "WW:
Buzz marketing is in vogue. Why is there only one such agency in Switzerland, Buzzilla? Gilles Aeby:
Numéro 10 has been doing dynamic advertising alongside traditional advertising since it was founded. That gives us a four-year head start. During this time, we have conducted many experiments. You can't just invent guerrilla, buzz and viral marketing like that. That's why I don't think the other agencies have reached this point yet. How did you come up with this topic? We noticed that it was becoming a trend. Especially in the USA and then in France. Because we have a bit of this Francophile element in us, more than a Zurich native, we were closer to it. It also suits our personality. Viral, buzz and guerrilla are always a bit illegal. A classic lead agency might have more inhibitions. It's also too marginal for them. Alternative marketing.
We haven't had any trouble with it so far, because all our measures are always based on a playful element. Buzzilla doesn't just have to provoke and incite or polarize. We always have to develop a subtle concept with a subtle idea that amuses people in the end. The consumer is no longer a spectator as with a poster or movie, but becomes a participant.
What is the cost-benefit ratio of buzz advertising? In terms of budget, people always think that guerrilla happens on the street and is therefore cheap. This is not the case. The three disciplines of buzz, viral and guerrilla also need the traditional media in order to have an echo and resonance. That's why Numéro 10 and Buzzilla work in parallel and with synergies.
We have noticed that customers' expectations of these new disciplines are becoming ever higher. So now was the point where we could say: We have two entry doors. The client can come to us for classic advertising, then he comes to Numéro 10, or he can come to us for dynamic disciplines. Then he comes to Buzzilla. This gives us a clearer picture of our competencies and also structures our services better.
We have people who only do Buzzilla and people who only do classic. But they all live under the same roof. A total of eleven in the whole agency, five of them for Buzzilla. But it's very important that all our people are trained in both areas.
 
Trend terms expandedBuzz marketing
takes its name from "buzzing", which is reminiscent of the buzzing of an insect. The method aims to create a buzz, rumors and word-of-mouth around a brand or product and use a surprising and contagious "viral idea" to get people talking about a topic.viral marketing
is on the Internet what we call word-of-mouth propaganda in everyday life. The difference lies in the reach and the extremely high dissemination speed.guerrilla marketing
are spectacular "commando operations" in an urban environment that draw the attention of the curious public to a brand in a playful way.influencer marketing
is the follow-up of buzz campaigns in mass and micro-media such as weblogs and forums. (pan)

On Wednesday morning, Zurich residents were in for a colorful surprise: over 1000 bras, football shorts and shirts with ties were prominently placed on rear-view mirrors, street signs and letterboxes throughout the city. Oversized labels carry the messages "The hottest people stories. Now in the new Blick", "The most merciless interviews. Now in the new Blick." and "The most merciless sports reports. Now in the new Blick.". The guerrilla campaign was carried out by Numéro 10's Buzzilla agency. 35 people were in action from 3 o'clock in the morning. Incidentally, Blick also takes care of what happens to the clothes after the campaign: Those that have not already been taken by passers-by will be washed and handed over to a charitable foundation.

 The Graubünden government is taking a diplomatic approach to the relicensing of private radio stations. Bakom is to decide whether Roger Schawinski can set up and operate a private station in south-eastern Switzerland. Both Radio Grischa/Radio Engiadina of the Südostschweiz Media Group, which has been in existence for 20 years, and Radio Südost, a project by Roger Roger Schawinski, Stefan Bühler and Dani Sigel, are capable of fulfilling the programming mandate, the Graubünden government announced on Wednesday. Concession 32 covers the cantons of Graubünden and Glarus as well as the St. Gallen Oberland.
The initiators of Radio Südost welcome the Graubünden government's statement. The chance of a license being granted by OFCOM has been preserved, they announced on Wednesday.
Schawinski and partners want to "crack the Graubünden media monopoly", as they announced in December. They therefore regret that the government has not commented on the monopoly situation.
There is no competition for the Südostschweiz Group in regional television. The Graubünden government supports Südostschweiz Radio/TV AG's application for a license for Tele Südostschweiz.

 
Re Wilk does 360° communication with Republica, is into advertising with culture and culture with advertising - and has the best chance of making the hit parade.  
Many advertisers play golf and don't feel guilty about indulging in this hobby with great skill and passion. After all, it can only enhance their image with customers. Re Wilk doesn't play golf, he plays the guitar. And he is a little reluctant to admit that he is very successful at it. The CD of the young Bernese agency Republica was already dreaming of a job in advertising at the age of 15. From the age of 20, he underwent an illustrious apprenticeship at Hofer, Jäggi and Seiler DDB in Bern and quickly became Head of Creation at Quer Werbefabrik (now Appalooza Productions) before moving to Republica. For two years now, Re Wilk has been using all this experience to make his mark on an agency for the first time as co-owner of Republica. with so much activity in the service of advertising, is it therefore a precautionary measure that he had the title song and three other compositions in the film "The Secret of Murk" performed under the stage name Ray Wilko? Re Wilk laughs. "No. I sing in English. And Ray Wilko just fits better." However, this has the disadvantage that many in the industry have not yet realized that some of the songs in this comedy by Sabine Boss, which won the Audience Award in Solothurn this year, were written by a copywriter and concept developer.
"I'm perhaps a bad advertiser for my own stuff," says Wilk - and promises to do better in the coming months with Wilko's new CD. After all, he is praised in relevant blogs as "one of the most talented and promising songwriters in Switzerland". One student website says that Wilko has been the Swiss "Elvis Costello" for ten years now. However, Wilk himself remains cautious in the face of so much enthusiasm for "You and Me". "It flatters me to always be a favorite of the critics. But their music rarely makes it into the charts."
This could change with "You and Me", Werbewoche is convinced after listening to the CD intensively. In addition to the current airplay, a wider audience will be able to hear this independent rock for the first time at the Gurtenfestival in July. Wilko and his band will be playing there for the second time, albeit no longer on the main stage as in 2002, but on the revitalized and iconic Waldbühne. A club tour throughout Switzerland is then planned for the fall. Wilko's dream is to tour abroad again with this CD. Just like in 2000, when he won the "Silver Rabbit" award from SF DRS, Annabelle and Hochparterre and was able to play for three weeks in the USA, including at the legendary South by Southwest Festival.
Wilk will no longer be able to allow his Wilko so much time off in future, as ambitious projects are also on the agenda with Republica. "Our work should lead to us being invited to more and more big pitches," says Wilk, explaining his goal. The 18-strong team is currently working for Hero Fruit2day, Schaerer Kaffeemaschinen, SMP SBB, Innova Versicherungen, Valora and Destination Jungfrau, for example. Grindelwald, Mürren, Lauterbrunnen and Wengen are being positioned under one brand for the first time. For this branding, Republica has been providing strategic advice to the participating tourist resorts for some time.
"One of our core competencies is that we take a holistic approach to such a task," explains the creative director. Clients at Republica are therefore not only served by traditional people, but are also supported by integrally-minded communication experts from all sectors throughout the entire development process.
"Anyone sitting in a plane at an altitude of 10,000 meters should be happy about their choice of destination. Because at this point, it is no longer possible to turn back," says the agency's own advertising. The agency accompanies customers "on the journey from the intention to travel to the certainty that they have chosen the right destination". Republica brands this advice in all key disciplines as 360° communication. Republica's employees are thus committed to the idea of the boundless. "Because if you live, think and work within boundaries, you won't make any great leaps in communication."
To foster this "comprehensive mindset", the agency has created its own "land of inspiration" for its employees. Republica was created as a management buyout of Contexta's below-the-line unit as it increasingly developed into a "comprehensive agency within the agency". Since then, the partners at Republica have been Barbara Trachsel as CEO, Chris Morgan as AD and Re Wilk as CD. However, they are "still on friendly terms" with Contexta and share the beautiful view of the Bernese Aare.
"Communication is culture." With Wilko's former colleagues at Appalooza Productions, with the music label Weltrekords (where - apart from Wilko - Züri West, Lunik, Kutti MC and Boob are also looked after in various ways) and with all kinds of other "free communication spirits", Republica shares "a sense of emotional experience" - from which joint project ideas and concepts are constantly emerging in an informal atmosphere.
Which brings us back full circle to the agency's CD. Culture determines new trends - also in advertising. And anyone who works in an agency that is culturally open across 360° will be the first to experience these new trends. "For our agency, work in this area is also important because it is not only fun for the employees, but also drives forward the culture of communication, which in turn benefits all our clients," Wilk and Wilko agree.
Andreas Panzeri

 
Boulevard Scholz & Friends Zurich advertises the most exciting sides of Switzerland - in Blick.  
Scholz & Friends Zurich launched the campaign for the relaunch of Blick on March 5, 2008 with the question "Have we made it too exciting?" The orchestrated campaign includes TV, cinema and radio spots, advertisements as well as posters and banners in German-speaking Switzerland. The print campaign shows in an ironic way "how captivating it is to take a look at the new Blick", explains Managing Director Katrin Seegers at Scholz & Friends. Excitement is also the main message of the TV and cinema commercial. This production by Markenfilm Schweiz sends the reader on an exciting journey through the sections and thus dramatizes the new Blick style.
"The new look is more modern, stronger and faster. That was also our aim for the relaunch communication. The new excitement campaign impressively sums up the new look," says Corina E. Schneider, Head of Advertising at Blick and responsible for the relaunch campaign.
Unlike the free papersCD Jan Leube is convinced: "The new way of sharpening news and bringing stories to life distinguishes the new look even more clearly from the free papers. This made it all the more important for us to create a campaign that brings this fresh, exciting style to the fore. After all, there are already too many interchangeable appearances for newspapers that merely emphasize the importance of news."
Scholz & Friends Zurich has been responsible for Blick's advertising presence since the beginning of 2007. After the relaunch, Blick will continue to be published as a single-bundle newspaper in tabloid format. The new editorial concept provides for a clearer structure, a more modern visual and textual language, added news value through in-house editorial services, greater utility value, the strengthening of sport and more journalistic diversity.
Andreas Panzeri