Catia Pérez has joined the E-Advertising sales team. She will primarily advise advertising agencies and end customers and support E-Advertising in the area of product development, according to a press release issued on Thursday.Pérez previously worked for several years as a planner in the consulting team and in Optimedia's outdoor advertising unit.

 Most media portals recorded growth in usage figures in January compared to the previous month. In the top ten, however, the ranking did not change, as the Net-Metrix audit figures for January show: In terms of visits, i.e. the number of visits to a website, Blick Online continues to lead ahead of 20minuten.ch, NZZ Online and Tagesanzeiger.ch. In terms of unique clients, 20minuten.ch maintained pole position among the media sites, followed by Blick Online, NZZ Online and Tagesanzeiger.ch. Unique clients refers to the number of different computers from which a particular website is accessed. The winner in terms of growth in terms of visits is Handelszeitung Online: The business newspaper's website gained a full 166.6 percent compared to December. Liechtensteinisches Volksblatt (78.8 percent), Finanz und Wirtschaft (45.7 percent), Gesundheit Sprechstunde (47.5 percent), Cash.ch (38.8 percent) and Corriere del Ticino (35.5 percent) also recorded strong growth. The four major news portals also enjoyed growth in terms of visits. 20minuten.ch increased by 15.4 percent, Tagesanzeiger.ch by 14.4 percent, NZZ Online by 12.0 percent and Blick Online by 5.0 percent.
Net-Metrix collected usage data from a total of 171 websites in January.
Top ten websites with advertising in January 2008 by unique clients:
Bluewin: 4'116'000
Search.ch: 2'676'000
Directories.ch: 2'078'000
Scout24: 1'812'000
20minuten.ch: 1'579'000
Blick Online: 1'430'000
Moneyhouse: 1'337'000
NZZ Online: 1'307'000
Tagesanzeiger.ch: 912,000
MySwitzerland.com: 909,000
Top ten websites with advertising in January 2008 by visits:
Bluewin: 48'017'950
Blick Online: 10'836'937
Search.ch: 10'110'983
Netlog: 9'418'137
20minuten.ch: 8'661'498
Directories.ch: 7'227'789
NZZ Online: 6'981'685
Scout24: 6'448'760
Tagesanzeiger.ch: 5'529'234
PartyGuide.ch: 3'917'081

 The Swiss Press Council wants to scrutinize media coverage of sexual assaults by priests. The investigation will focus on possible violations of the presumption of innocence and the right to be forgotten. The chamber in French-speaking Switzerland has been tasked with collecting media material and conducting a preliminary discussion on the topic, Press Council Secretary Martin Künzi told the news agency SDA on Thursday. The Press Council has taken action on its own initiative without a corresponding complaint. According to Künzi, it may take several months before the Press Council issues a public statement.
The trigger for the Press Council was probably the case of a Neuchâtel priest who committed suicide on February 3. The priest had been suspected of pedophile abuse in the early 1980s.
In a suicide note, he cited the "media hunt" as the reason for his suicide. The priest's family claimed the right to be forgotten, as the case happened more than 20 years ago. On Tuesday, the vicar general of the diocese of Basel criticized the media's coverage of sexual assaults (see
).

 The German-Swiss professional association for sponsorship Faspo elected new board members at this year's annual general meeting. Jean-Baptiste Felten from the Felten & Cie. agency in Tägerwilen, Switzerland, will be the new Vice President. He replaces Dieter Mussler (Mussler & Felten, Frankfurt) as Vice President, who is moving to the association's Advisory Board after five years. In future, Switzerland will also be represented on the Faspo Board by Peter Küpfer (Erdgas Ostschweiz), who replaces Oskar Gut, who has stepped down. Other new board members are Wichard von Alvensleben (Sportcasa GmbH/BWin, Munich) and Oliver Müller (Msc Sports, Karlsruhe).
The nine-member FASPO Board under President Bernd Reichstein (Sportfive, Hamburg) also includes: Christine Angenendt (Pilot Group, Hamburg), Roland Bischof (Presented by, Berlin) and Andreas Bode (Universal, Munich).

 The telecoms company Sunrise is launching a campaign that allows customers to save on ADSL connection fees under certain conditions. At the same time, it confirms that it is behind the "Free Internet" teaser campaign. This was realized by Advico Young & Rubicam. The agency, which lost Sunrise's budget last year, was therefore able to carry out another assignment for the telecommunications company. Sunrise is waiving the monthly Internet connection fee of CHF 49 for all those who opt for a combination of mobile subscription and fixed network connection with Internet between February 19 and April 30, 2008. Those who take advantage of the so-called "Free Internet" promotion can save almost 600 francs per year, according to a press release. The offer is also valid for customers who are currently still tied to contracts with other providers.
With this offer, Sunrise wants to show what the liberalization of the telecommunications market will bring to customers, the company continues. Sunrise did not say in the communiqué that the teaser campaign "Free Internet" would be discontinued with the announcement of this savings offer. However, when asked by Werbewoche, spokesman Gottardo Pestalozzi confirmed: "Yes, we are behind the teaser campaign".
The campaign was created by Advico Young & Rubicam.
"Sunrise's lead agency will remain Rive Gauche," Alexandra Reich, Head of Sunrise's Private Clients division, told Werbewoche. "We work with other agencies on a selective basis. Advico Young & Rubicam made an exciting offer here". However, the next campaign will again be realized by Rive Gauche. "We believe in challenging the lead agency from time to time," explained Reich. Sunrise had worked with Advico Young & Rubicam until last year, but then withdrew the mandate. "You can definitely work with former partners - I still speak to my ex-husband," said Reich with a smile. After all, a lot had happened at Advico with the founding of the Young & Rubicam Group. As part of the "Free Internet" teaser campaign, an interest group claimed to be campaigning for free access to the Internet. In addition to nude demos, online ads and TV and radio commercials were also used. Bloggers and the Abendzeitung Heute newspaper discovered that Sunrise was behind "Free Internet".
According to Alexandra Reich, Sunrise is "satisfied within expectations" with the campaign. "We wanted to get people to think about free Internet access. We expected that there would be speculation about the sender of the campaign," says Reich. It was also a gamble that people would recognize the commercial background of the campaign. "We didn't want to deceive anyone, but we certainly wanted to polarize."
The teaser is now being replaced by a classic campaign that takes up the subjects from the teaser phase.

 
Business magazine McCann Erickson accompanies the new appearance of the business magazine PME from the Handelszeitung publishing group with an advertising campaign. Under the motto "It's not so easy to share", McCann Erickson is positioning PME as the ultimate guide and an indispensable work tool. The ads will appear throughout Suisse Romandie from mid-February.

 
Internet Web2com launches the Petra reporting tool. The system measures the success of online campaigns and sets new standards in the industry.  
Anyone who advertises on the Internet has a decisive advantage over other media: within seconds, the technology reveals the performance values of a campaign. One click of the mouse and the campaign manager knows everything about the visitors to a website and their behavior. Even more importantly, he knows whether his advertising message has been received and has ultimately sold something. Web2com, the top dog among Swiss online marketers, wants to make this online measurability more accessible to agencies and advertisers and is launching a reporting tool this month that is intended to set a new benchmark in the industry. We are talking about Petra, the short version of "Performance Tracking". It measures the success of a campaign very comprehensively. As Web2com CEO Philipp Scheidegger told Werbewoche, the system is "revolutionary" and gives online marketers a major technological advantage over the competition.
With Petra, campaign managers can meticulously track what happens with advertising on the Internet. With just a few clicks, you can follow the user's tracks and influence the campaign so that the advertising material is placed correctly and the advertising francs are invested optimally.
They already exist, say online experts, and they are not wrong. Such so-called tracking systems are nothing new. Every website operator knows where and how often a user visits their website. As Philipp Scheidegger says, the tool is "state of the art" because there is still no reporting tool for the Swiss advertising industry that condenses so much data and makes it available to agencies and advertising clients. Scheidegger refers specifically to data that is summarized in the "Richmedia Creative Reports" section. In the case of video advertising, for example, it is possible to say exactly how often and for how long a film has been viewed.
At the heart of the new tool is its visual design. Media agencies in particular had expressed the desire for a clear system to Web2com. Scheidegger: "The simplicity of the tool was particularly important to us because the online world is complicated enough." For the majority, online business is still a mystery. As the Head of Online says, it is common practice in the industry to evaluate online data in Excel. "Unfortunately, quality control has not developed as quickly as the internet."
Transparent campaignsWith Petra, it should be possible to do for display advertising what is already common practice in search engine marketing. For the first time, media and creative agencies have a life reporting tool to track the progress of a campaign in a matter of seconds. In addition to the 3D graphics showing user and access figures, the user can use the "Cost Reports" and "ROI Reports" sections to get an idea of whether or not the advertising budget has been optimally invested. However, Scheidegger also sees weaknesses behind such new possibilities, because the campaign becomes absolutely "transparent". "The advertising client wants performance. If a campaign does not perform, the site operators and possibly the marketer can come under pressure," says Philipp Scheidegger. However, the reporting tool can also be used to adapt creation to user behavior. The longer, the more the creative and media process must be integrated. According to Scheidegger, you can't blame the website for everything if things go wrong.
Petra is the last of three tools that the marketer has launched in recent months. It started with "Knowledgebase Interactive Media", or Kim for short. This is a comprehensive knowledge database covering all aspects of interactive media. In addition to Kim, the Publigroupe subsidiary added online data to the Vergo planning tool (see box). Web2com closes the circle with the Petra reporting tool. Scheidegger: "We can now offer customers everything from information, planning and distribution to reporting." In the next step, Web2com wants to bring the three areas of display advertising, affiliate and search engine marketing under one roof, which should make the new tool even more attractive.
Christian Lüscher
Web2com on the offensiveIn addition to Petra, Web2com also launched two other tools to support agencies in their online business. The Kim database and the Vergo planning tool.
Kim - Knowledgebase
Interactive Media
The knowledge database currently contains 1500 studies, presentations and news on the topics of affiliate marketing, cross-media, mobile, online, streaming media, search engines and Web 2.0. As the database is based on a Web 2.0 application, users can hold discussions about documents and subscribe to RSS feeds on specific topics.
Vergo
The print media planning tool Vergo, originally developed by Publimedia, was supplemented by Web2com with performance values for online media based on the NET-Metrix-Profile study. The integrated planning process enables a clear and detailed evaluation for all price models (CPM and fixed price), placements (ROS, homepage and categories) and advertising media. In addition to gross and net reach, the performance values affinity, GRP and page impressions per user (OTS) are also shown.

 
Training I The ADC/BSW creative school breathed new life into the Uhu brand. 
Every year, local advertising agencies can send their talents to the ADC/BSW creative school. Over a period of seven months, the talented young people from the fields of copywriting and design are taught the necessary skills to create good advertising. The culmination of the course is a practical case on which the young creatives can apply their knowledge. This year, the 19 participants in the creative school had the task of breathing new life into the Uhu brand. Uhu is the viscous superglue that can be found in every Swiss craft shop. The classic all-purpose glue has a problem with consumers. The brand image is gone and it is very expensive compared to the broad competition on the shelves.
The creative team had to develop a campaign to bring the glue back into the conversation. For the participants in the course, the fact that Uhu had achieved a breakthrough in research with "Uhu verso" made things even more difficult. A second tube, which quickly separates objects that have been glued together, is to be made known. The message that needed to be conveyed: thanks to "Uhu verso", you always have a second chance.
This was no easy task for the young creative talents, as the campaign had to work in all mass media. The best solution was presented by the team of Peter Brunner, Marianne Friedli, Philippe Lüthi and Barney Rees. Their idea shows consumers the product in action and dispenses with other word and image games.
You can find out more about the work at www.kreativschule.ch. Anyone wishing to register for the next course in August this year can also find the registration forms and admission criteria there.
Christian Lüscher
The winnerGold UHU verso sticks.
UHU verso solves.Peter Brunner, Stoll, Traber and Partner, Bern
Marianne Friedli, Walker Advertising Agency, Zurich
Philipp Lüthi, Cosmic advertising agency, Bern
Barney Rees, Euro RSCG, Zurich
Silver UHU verso. Stay or go?
Carlo Piller, Burson Marsteller, Berne
Andrea Tschirren, in flagranti, Bern
Jacqueline Wehrle, Wirz Advertising, Zurich
BronzeUHU no longer sticks.
Natasha La Marca, Spillmann Felser Leo Burnett, Zurich
Franziska Langenbacher, Matter & Gretener, Zurich
Barbara Staub, Publicis, Zurich
Katja Wölfel, Sulzer Sutter, Zurichδ

 After a mixed year last year, the 2008 cinema year has got off to a good start according to Cinecom. In the first few weeks of the current year, around 400,000 cinema fans have watched the current blockbuster highlights, according to projections. This corresponds to an increase of around 16 percent compared to the three-year average, according to the marketer. It also expressed confidence that further blockbusters will attract audiences to the cinemas despite Euro 08. The pricing basis for advertising has been changed to the actual cinema admission figures, which, according to Cinecom, is having a positive effect. The new calculation values would offer more planning security thanks to a smaller fluctuation range. Nevertheless, Cinecom apparently also wants to respond to the advertising industry's need for target group-specific evaluations and structural data. It is holding talks with Wemf in order to be able to offer such data again. This should increase the comparability of the figures and the reliability of success.

 
Auto Brüngger Bachmann Dialog does unusual advertising for Saab. 
The Swedish car manufacturer Saab stands for sportiness and performance combined with environmentally friendly bioethanol. To communicate these values to Swiss customers, Saab is currently launching a campaign that is rather atypical for a car manufacturer. Instead of using posters or advertisements to showcase the car models, the advertising agency Brüngger Bachmann Dialog is playing with three model features that clearly distinguish Saab from the competition. Example: Biopower technology. The campaign subject shows gas cans in a row. In the middle is a tree stump. The claim "The difference is Biopower" thus underlines Saab's innovative strength. The new subjects, which for the first time also feature advertisements with stickers, also have a call to action that is intended to lead to dialog. Consumers can arrange a test drive or order model literature. The print ads are accompanied online by landing pages and banner advertising. Mailings to interested parties and customers as well as activities at the POS are also intended to support the new appearance.
Christian Lüscher

 
Direct marketing advertising at its toughest - this can be experienced by anyone who falls into the clutches of an advertising trip disguised as an excursion. Nobody leaves the room until they have purchased a rheumatism blanket or some other completely overpriced product for later non-use in everyday life. In his new program "Kaffeefahrt", Claudio Zuccolini shows how such ultimate sales pressure can also be countered with humour. The show, which is particularly thought-provoking and very funny for advertisers, can currently be seen at Zurich's Hechtplatz (February 16-21). Claudio Zuccolini in a different but no less convincing triple role as a jury member for the recent "Advertiser of the Year" can now also be found on www.youtube.com if you enter the search term "Superwerber".

 
Column Japanese for beginners or what to think of anonymous blog commentators. 
 
An unnamed word artist recently claimed on one of these now so modern, so-called media-critical blogs that I, Oliver Reichenstein, was not achieving anything, that I was overrated, that I was a plagiarist. And he was right. On the way to my Friday evening after-work bar, I was mulling over a title for this word artist. How do you pay tribute to sublime contemporaries who get together anonymously on the web and drag other people's names through the mud? Blog snipers? Whistleblowers? Dirty buggers?
I needed something catchy and catchy like the evil Moritz back then, when he described Swiss bloggers as "a single Schrebergärtliguguus" and thus triggered the wildest waves of anger. I was looking for a secure grip for a trouser fly: Bisiriiber? Gloggezüügler? Fotzelchäib? The apt expletive requires an expert: if your grandfather once rumbled: "That's a scoundrel!", then the car dealer in question, guilty or innocent, was as good as arrested, taken away, sentenced and imprisoned. "E rote Sauhund!" from the mouth of the capitalist fighting uncle and the left-wing secondary school teacher was knocked out for good. Löli, blödi Sieche, Glünggi or Sürmel? What do you call people like that?
Over a beer in the Hintergassenbar, I explained the problem to my after-work beer friend Tadashi - which translates as "the decent one". Tadashi initially wanted to know what an allotment garden was. In response to my somewhat clumsy explanation, he said: "Friends of the garden! What's wrong with that? We should start something like that here. Harajuku Shureberugaruten. On a flat roof, you know, drinking beer, roasting sausages on a Saturday afternoon with a view over bright Tokyo. Dipping our heads in the rainwater tub to cool off. Sugooi...."
"Nix Sugoi. Allotment gardeners are not friends of the garden. They pursue each other with cold hatred. They tiptoe to the neighbor's in the dark, dig salt bags next to each other's peas and secretly piss over the strawberries. That's why Moritz says the bloggers are allotment gardeners. - Do Japanese blogs also have this allotment garden mentality?"
"No, most blogs are gomiblogs, i.e. garbage blogs. Specialized online spammers clutter the Japanese web with bogus information that links to company websites. They call this SEO, Search Engine Optimization. A huge charlatanry. - By the way, now I remember the word you were looking for: Gaichuu."
"Ah yes?"
"The beetles from the damage. They ate away my father's entire peach orchard in Nagoya." Tadashi wanted to know how to say beetles of damage in German.
"Hm, that doesn't quite fit," I said after he had stammered "unnugezifaru" three or four times. "Only those who want to attack and destroy the blogger themselves are vermin. Those who use other people's blogs to attack third parties are not just vermin, they are..."
"Booto," he shouted. "Only writers need that word. It's made up of the characters for senseless and riot. Do you have a word for it?"
"Pack. We say pack. Grandfathers like to use that word."
"Pakku?"
"Exactly. Just without the U," I said.
"In Japanese, they say you don't drink sake with booto. But that probably means you shouldn't respond to anonymous comments, doesn't it?"
"The question is: why allow it in the first place? If you can't stand by your words, then there's something wrong with you or your words, isn't there?"
"But without anonymous comments, most blogs would die off."
"Or blossom?"
"Ah, this nasty winter! I'm counting the days until the cherry blossom season, you know. Forty-seven. Why did you want to know all that?" asked Tadashi.
"Do you still have time for a last little sake?"
Oliver Reichenstein is an information architect and lives in Tokyo