Automobil Zogg Kettiger Gasser has designed an extensive supplement for Fiat Professional, which can be found in this week's Blick and Le Matin on Thursday. However, the agency did not just create a "banal supplement", but expanded the promotion into a real campaign. Radio spots will be placed the day before and on the day of the supplement. And a strip advertisement on the front of the newspapers also draws attention to the inserts "so that they are not carelessly thrown away", as Max Winiger at Zogg Kettiger Gasser hopes. The insert was designed exclusively for Switzerland.

In the congress section of Screen-up & Congress on Wednesday, the channel bosses of SF, RTL, Sat.1, MTV and 3+ discussed the topic of digitization in a panel discussion. Catherine Mühlemann from MTV Networks Germany initially responded to moderator Hannes Britschgi's question about digitalization strategies with an ironic "I'm not interested in that at all". However, she then made it clear that her station "wants to go where the young people are" - be it TV, Internet or mobile. She now sees her company more as a content aggregator than a traditional TV station: "We want to brand content and bring it to all possible platforms". Matthias Alberti, successor to Roger Schawinski at Sat.1, summed up in his statement what is important to all station bosses: "We want to be present on all channels." The aim is to make the leap between TV and the Internet.
Growing fragmentation When it comes to digitization, a distinction must be made between digital television and a broadcaster's Internet strategy, emphasized RTL Managing Director Anke Schäferkordt. She qualified the digital enthusiasm to a certain extent: "We are still in the early stages of digital television!". However, this is resulting in a fragmentation of the media landscape and competition is becoming stronger.
Self-service instead of a gourmet restaurant SF boss Ingrid Deltenre confirmed the growing fragmentation, the increase in channels in the digital sector is massive. SF plans to launch the announced HD channel in December. According to Deltenre, digitalization has greatly changed television production: "Journalists have to work very differently than before. In addition, addressing viewers is also under different conditions. In the past, her store could be compared to gourmet chefs: "We say when which dish from the menu follows". Now the audience's behavior is figuratively turning into a self-service restaurant: the audience decides when to eat which course. Deltenre assumes that the difference between internet television and traditional television will disappear at some point: "It's a process that we can't stop". For the same reasons, SF's internet presence, which has caused quite a stir in the past, is important.
3+ is working on a digital channel 3+ founder Dominik Kaiser believes that traditional television will not disappear for a long time yet. In his eyes, viewers still like it when they are offered a ready-made program. Nevertheless, 3+ is now also working on a digital channel: "We started working on it six weeks ago," says Kaiser. His channel has two digital concessions, which he secured at the same time as the original concession procedure - "we made sure we had something in stock", as Kaiser said. "If digital television catches on in a big way, we have something in our quiver". However, the station manager did not reveal exactly what the project would look like.
No fear of the power of producers The channel bosses unanimously rejected Britschgi's question as to whether the "power of producers" in the digital age posed a threat to broadcasters. Britschgi wanted to know whether content producers would bypass broadcasters to reach viewers in the future. "No", Kaiser found. According to him, the big American majors still dominate the fictional sector: "No actor can produce high-quality shows on their own. David Caruso from CSI Miami can't just go and make this series himself," said the 3+ boss. Schäferkordt echoed this sentiment: "Nobody can make high-quality fictional programs just for the Internet or mobile. There is simply a lack of refinancing models." She also pointed out that the demand for video on demand is still marginal compared to traditional television. The big question, according to the panel participants, is this: Do consumers want to pay for content or watch it for free but put up with advertising in return? The TV people assume that users want to receive content free of charge.
There was also noticeable skepticism about mobile TV. "I don't want to be a buzzkill, but we have to put this topic into perspective," explained Schäferkordt, for example. This is a very small business area and the business models are not yet in place. Nevertheless, RTL wants to take a slice of the cake: "We have applied for mobile TV with all our channels". It sounds similar at MTV: "The question is: who pays what?" emphasized Mühlemann. Although she also lacks viable business models, MTV does not want to be left behind when it comes to mobile content: "We want to be there". Alberti contributed a bon mot: "Last year, I was watching football on my cell phone with two colleagues during the World Cup. Suddenly we thought it was 8 to 1 for Japan in the Japan-Brazil game - because we couldn't see the score".
Carole Scheidegger

Piero Esteriore, still the talk of the town thanks to his pile-driving attack on the Ringier press building, will be arriving at the screen-up party in Zurich's Rohstofflager from 8pm today. How and with which song is a surprise! DJs Dani König, Minus 8 and Muri will also be providing the atmosphere. The live show act will be Marquess, who stormed the charts with their summer hit "Vayamos Companeros".
And for last-minute visitors: Screen-up & Congress is open. Admission to the only Swiss industry event for audiovisual, electronic media in the Arena Filmcity in Zurich Sihlcity is possible throughout the day.

 
Insurance company Wirz Werbung shows with Wirz & Fraefel for Mobiliar how to play it safe when washing your car. 
No sooner have the laughs died down in the movie theater for the Mobiliar commercial with the married couple walking on the bottom of the lake and their GPS babbling inanely than Wirz and Mobiliar come up with a new film. "Commercials like this work like a good joke. You can't keep telling the same one. Otherwise the punchline can no longer work as a surprise," says CD Matthias Freuler at Wirz Werbung. That's why his team and director Ernst Wirz produce two films a year for their client Mobiliar. Fun - but also a creative challenge, because audiences are now used to the fact that when the introductory sentence "Dear Mobiliar ..." is heard in the movie theater, it is guaranteed to be funny. What then follows are - with a certain freedom - without exception cases that have really happened before. Sometimes the policyholders drive through closed garage doors, sometimes they willfully trample their aunt's dinner service. What begins with "Dear Mobiliar" almost always has a "bad" or bizarre ending, says Marco Fioroni, Head of Marketing Communications at Mobiliar. "Television viewers know this by now and are therefore eager to see what new schadenfreude we'll be serving up this time."
In the new commercial, it's a somewhat overconfident and rather self-absorbed Züriberg snob who wants to drive his father's car through the car wash in a very cool way. Unfortunately, he is not yet very familiar with the dashboard. It can happen that he wants to turn up the music or something and accidentally opens the sunroof.
"The brute force with which the huge brushes in a car wash spray their water is very impressive," says Freuler, describing his impressions of a whole day of filming in such a facility. What is impressive about the new commercial is how dramaturgically ingenious the music from Jingle Jungle is cut to the opening of the car roof. The prop found this visually appealing roof with three wings as standard on a Volvo.
Andreas Panzeri

On November 1, 2007, 34-year-old Irène Schellenberg will take over as Head of Communications at Swissnuclear, the nuclear energy section of Swisselectric.  
As Head of Communications, she is responsible for the sector's general public relations and information activities. She is also the media spokesperson for the specialist group.
Providing information to the public, politicians and the media is one of Swissnuclear's central tasks.
Schellenberg currently manages various national and international mandates for the agency Dr. Peter P. Knobel in the areas of corporate communication, financial relations and public affairs. Prior to this, she was Head of Information for the Swiss People's Party (SVP) and Head of Communications for the directorates of Government Councillor Rita Fuhrer in the Canton of Zurich.

 
On Tuesday in Lausanne, the Federal Office of Culture (FOC) awarded five Prix Designer for the first time for contributions that have helped Swiss design to gain national and international recognition. The awards are endowed with CHF 40,000 each. The prizes went to Bernese logo designer Adrian Frutiger as well as jewelry designer Bernhard Schobinger, fashion designer Ruth Grüninger, typographer Cornel Windlin and the Nose design studio from Zurich, according to the BAK.Frutiger's typefaces are so ubiquitous that it is no exaggeration to say that we live in a "Frutigerland", according to the statement. Schobinger is being honored as one of the most influential jewelry artists in Europe. He has elevated jewelry from a mere status symbol to a form of expression. Fashion designer Grüninger ("Pink Flamingo"), who has been active for over 30 years, receives the award for her commitment to fashion design and her dedication to fair production conditions and ecological production methods.
Windlin is recognized as an innovator of Swiss graphic art. He has worked for Tate Modern, the Kunstmuseum Basel and the Schauspielhaus Zurich, among others. Finally, Nose Design Intelligence is being honored for offering a complete design package - from product to packaging to advertising.

 Twelve interested parties applied for ADC membership this year and submitted their best work. Six submissions were approved by the admissions committee. New members of the ADC are: Florian Birkner from Publicis, Sascha Fanetti from Wirz Werbung, Jan Leube from Scholz & Friends Zurich, Matthias Spaetgens, also from Scholz & Friends Zurich, Simon Staub from Spillmann/Felser/Leo Burnett and Martin Stulz from Advico Young & Rubicam. According to the ADC, "anyone who has made a substantial creative contribution to several ADC Switzerland award-winning works or has otherwise made an outstanding contribution in the field of advertising or design" will be accepted as a new member. The admission committee was composed as follows: Markus Gut, Alexander Jaggy, Urs Schrepfer, Petra Bottignole, Luigi Del Medico, Thomas Kurzmeyer, Uwe Schlupp and Thomas Schöb.

Spillmann/Felser/Leo Burnett has reached the final of the London International Awards. Nominated in the "Print" category is the advertisement for the absorbent Tela household paper. Whether it will be enough for a gold or silver statue will be decided on November 12.

With the newspaper Alo, Ringier is launching a new tabloid in Serbia. The newspaper starts with a circulation of 150,000 copies. Alo is published daily except Sundays with 16 pages. The first two issues of what the publisher describes as a "modern, dynamically designed" newspaper will be distributed free of charge, after which the paper will be available on newsstands for nine Serbian dinars from Wednesday, October 17, 2007. The 45-strong editorial team is headed by Editor-in-Chief Ana Cubela and the Managing Director is Attila Mihok. Ringier also publishes the newspapers Blic, Blic Puls, Blic Zena and the free newspaper 24 sata in Serbia.

 
The Swiss Farmers' Union (SBC) has criticized the misuse of its image campaign for the federal elections. As reported by SDA, members of the Bernese farmers' organization Lobag had affixed a sticker to the posters in the run-up to the National Council and Council of States elections referring to the Vertrauenswuerdig.ch website. Election recommendations can be found on the website. The SBC's posters were designed as image advertising for the farming community throughout Switzerland - with celebrities in farming shirts such as seven-time Formula 1 world champion Michael Schumacher, singer Stefan Eicher and presenter Michelle Hunziker. However, the celebrities had not offered their support for an election advertisement, explained SBC spokesperson Sandra Helfenstein in justifying the reprimand to the Bernese association Lobag.
Lobag Managing Director Donat Schneider told SDA that various members had procured the posters via SBC or Lobag and then affixed the stickers on their own initiative. The members have now been instructed to remove the stickers. However, the election recommendations on Vertrauenswuerdig.ch concerned non-party and only farmer candidates. It is therefore not advertising for a party, but for the profession in general.

 
Television via cell phone is not primarily used on the move, as assumed, i.e. on public transport or in waiting situations, but in the comfort of one's own home and at the same time as traditional television at prime time. This is shown by the experience of commercial, broadcast-based mobile TV providers abroad as well as various field tests under real conditions of use, which the Berlin-based strategy consultancy Goldmedia analyzed as part of the Mobile TV 2012 study.14 to 35 percent of respondents in France and the UK use mobile TV on their way to or from work, the so-called "drive times", depending on the field test. However, between 36 and 50 percent stated that they watch mobile TV at home. In some cases, mobile TV even takes on the function of "bedtime reading" before going to sleep.
Not only the classic TV channels and special made-for-mobile video content are watched. In the case of commercially launched services and field tests with an extended radio offering, the offerings of well-known radio stations were often also used. In South Korea, for example, a good quarter of the usage time for mobile TV via the satellite-based service is accounted for by radio programs.
It remains to be seen to what extent the experiences from abroad can be transferred to Germany or Switzerland. "However, if the usage preference in the evening and at home during prime time also proves to be true in this country, mobile TV could become an important component for traditional content brands," says Goldmedia consultant and study author Michael Schmid. "Every single contact counts for advertising marketing, especially during prime time."

 There are still places available at the Cannesrolle screening of the Comm-on Association for Advertising Communication. The bronze spots will be shown this Thursday from 5.30 pm, the silver and gold spots from 7.00 pm. Please note that, according to the organizers, admission is no longer possible after 7.00 pm. The presentation will be followed by an aperitif. Registration is not required. You just have to be at the box office on time - the ticket costs 30 francs. Where and when? At Kino Plaza 2, Badenerstr. 109, Zurich, on Thursday, October 18.