Newspapers Spillmann Felser Leo Burnett has placed 120 unique posters for the Tages-Anzeiger newspaper. 
The employees at Goldbach Media were quite astonished. On the platform of the S-Bahn right in front of their office building hangs a poster with the text: "What if more companies like Goldbach Media build their headquarters right next to the S-Bahn? Will there be less congestion on Zurich's roads?" Such texts with a direct reference to the immediate surroundings have also irritated passers-by at 120 other poster sites. Of course, only until they also read the claim "Dranbleiben. Tages-Anzeiger".
SFLB copywriters on poster tourWith these unique posters, Spillmann Felser Leo Burnett wants to show its client Tages-Anzeiger that events and trends can also have an impact on the immediate surroundings. Or, conversely, that very local events can have a major impact. "The posters pose questions - the answers are given to those who stay tuned and read the Tages-Anzeiger regularly," says CD Peter Brönnimann, summarizing the idea.
The posters are displayed throughout the Tages-Anzeiger catchment area. APG sent the agency an exact location and a photo for each possible poster. All SFLB copywriters then had to "go on a poster tour instead of a trip to the countryside to collect ideas on site", explains Brönnimann.
The posters will remain up until October 24. SFLB is already pleased with the effect. "Many people tell us that they are really looking for the next poster while they are out and about," reveals Brönnimann. Several people and companies have even already asked for "their" poster - so that they can then hang it up on their premises. A selection of the 120 unique posters can be viewed online (
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Andreas Panzeri

 
Distribution How many houses are supplied with .ch? Sacha Wigdorovits and DMC contradict each other. 
Is it 25,000 private properties or 50,000 that have been supplied with the free newspaper .ch since September 19? The difference is huge - but both figures are quoted by people who should know. Markus F. Hof, Director of Direct Mail Company, speaks of 25,000 properties served on the launch day (see p. 19). DMC is responsible for the distribution of .ch and has set up the entire early delivery service. .ch initiator Sacha Wigdorovits, on the other hand, spoke of twice as many properties being served the day before the launch. 70 percent of the 435,000 copies are distributed in this way, he said. In 20,000 of the 50,000 properties, .ch will be placed on metal dispensers, while existing shelves can be used in the remaining properties. "These are the correct figures," says Wigdorovits. But Hof "can't do anything with these figures".
Whatever the case, the first .ch dispensers have already been stolen. Wigdorovits is pleased: "We don't see this as theft, but as a promotional gift," he laughs. That's why he ordered 15,000 dispensers too many right from the start. "It helps us if the stands are placed in doctors' surgeries and private homes," says the PR professional. (mk)

 
Competition The Swiss Press Association continues to focus on fresh ideas from young creative talents. 
What can an advertisement do? This year, young creatives can once again put the answer on paper. The Swiss Press Association is launching the "Only an advertisement can do that" competition for the third time. As in the last two years, the twelve subjects are to be realized by young creative duos. Teams born in or before 1979 have until December 11 to submit their designs. A jury headed by Andreas Prokesch and seven other ADC members will select the subjects for the print campaign on December 19. The two best teams will travel to next year's European final - the BestYET. This will take place in Stockholm in May. The winner there will travel to the advertising festival in Cannes, where the campaign is one of the biggest in the Swiss press landscape. The competition is supported by the Alliance of Swiss Advertising Agencies ASW, the BSW Leading Swiss Agencies association, Schweizer Werbung SW and, for the first time, the Art Directors Club and the Swiss Copywriters Association. The media partners are Werbewoche and Publimedia. The Swiss press competition is once again being promoted by Matter & Gretener. The subject can be seen on page 35. Further information on the competition can be found at schweizerpresse.ch.
 
Christian Lüscher

Parallel to the relaunch, the Swiss family is entering foreign domains with a free legal advice service for subscribers. The newspaper is also an insurance company: this practice has pretty much fallen into oblivion, or is limited to little more than a traditional title. However, the printed press has a long history of offering additional services. Especially in the early years of the traditional newspaper titles, insurance against illness and loss of working hours was a popular lure to attract subscribers. As social services were still largely absent, the focus of the public when buying a newspaper subscription was often not on the paper but on the insurance.
New advisory serviceNow Schweizer Familie (SF) is continuing this tradition with a free legal advice service for its readers and legal protection insurance at a preferential price, and is teaming up with Mobiliar subsidiary Protekta. From September 20, subscribers will be able to obtain free advice on all areas of law from Protekta lawyers by telephone on weekdays. In addition, the legal insurer is offering SF readers legal protection insurance at special conditions. From a strategic point of view - one hand washes the other - this model enables the Swiss family to strengthen the loyalty of its readership and generate new subscriptions, while the Mobiliar subsidiary gains new policyholders.
"Schweizer Familie has always offered a lot of reader service," says SF editor-in-chief Daniel Dunkel. "But a crisp durability tool for subscribers was missing until now." For Dunkel, the deal was the decisive added-value element. A historical side effect: the offer is also a reminiscence of the 113-year-old newspaper's own past. Back in the 1930s, women who were not working were insured against death, disability and accidents with a subscription from Schweizer Familie. According to the publisher, this still applies to around 20,000 people today.
The new range of products and services is in line with the profile of the SF readership, which includes many families who tend to value security highly and are only willing to take limited risks. The legal advice fills a gap here, be it when leasing a car, booking a vacation, concluding complicated contracts with telephone providers or dealing with rental problems. "People need advice because they can no longer find their way through the jungle of paragraphs," says Dunkel.
Nothing against advice papersLast March, the Schweizerischer Beobachter rejuvenated its appearance and has since given family issues more space in the paper with a separate section. In this context, the new legal advice from Schweizer Familie/Protekta can also be read as a journalistic tit-for-tat. This is because the SF players are entering a domain that has been commonly associated with the Beo advisory service for generations. "The Beobachter can give us a few tens of thousands of readers," says Daniel Dunkel, although he does not see this as a declaration of war, either against the Beobachter or other advice magazines. With the exception of one anonymized model case per month, the Swiss family does not want to publish any stories from the legal advice sector.
For Dunkel, comparisons with the Beobachter do not stand up. "Our focus is on reader loyalty and gaining subscriptions." We don't want to become a fighting paper for deceived consumers, but rather educate our readers. The best effect Dunkel imagines from advising his readership is that people - legally impregnated, so to speak - don't get into difficult situations in the first place. This is consistent with the way the typical Swiss family issues are dealt with, where those responsible do not want to offend their flock with gloomy stories. The world is already bad enough.
René Worni

 
Magazines Publicis visualizes for Schweizer Illustrierte: As an SI reader, you are closer to the stars. 
In real life, they would have to be condemned as stalkers, because nobody is "as close to the stars" as the readers of Schweizer Illustrierte. Fortunately for the stars concerned, however, this is just a tongue-in-cheek campaign by Publicis. This is already the third edition of a variation on the theme.
In this image campaign, Publicis concentrates 1:1 on the target audience of Switzerland's most widely read people magazine and stages the "unique USP of the magazine" in an unusually sophisticated way, namely "the exclusive look into the private world of the stars", as publishing director and editor-in-chief Urs Heller says.
In the realization by CD Florian Beck and photographer Holger Pooten, a group of readers experience their star up close. Whether as a direct spectator during a yoga exercise in the living room, in the bathtub or snacking in the fridge.
Andreas Panzeri

 
Food The "Lade", a small Zurich restaurant in district 4, is celebrating its reopening these days. The new owners commissioned Tim&Tom to create a flyer to whet the appetite of future guests. Outstanding cuisine needs outstanding advertising. One that doesn't disappear in the letterbox, but reaches even those who don't want to see advertising in the box. After all, everyone should know how delicious the "Lade" is.

 After a six-month test phase, the community platform MySpace can now tailor advertising to the personal interests of its 110 million users. According to those responsible at MySpace owner Fox Interactive Media, which belongs to Rupert Murdoch's News Corporation, personalized advertising increases the chance of contact with the user by an average of 80 percent. According to analysts, the new offer could lead to a monthly increase in turnover of 40 million dollars. In addition, the new advertising strategy could represent an opportunity for MySpace to make up lost ground against its competitor Facebook. The new system searches the profiles of MySpace users for certain keywords, which are then used to classify them into one of ten categories. But not only those who openly claim to be interested in finance are placed in the corresponding category. Anyone who names Donald Trump as a personal role model or Wall Street as their favorite film is also taken into consideration.
Data protectionists are concerned about this development. "The problem is that personalized advertising can be manipulated in a very targeted way and most people are not aware of this. The question you have to ask yourself is how freely you want to control your own information flow," Christian Leitner from the data protection organization Quintessenz told Pressetext. The great freedom with which users publish personal data on their profiles is incredibly valuable for the advertising industry and can of course also be abused.

 
Distribution Swiss Post subsidiary DMC has launched distribution for .ch. The lightweight and versatile stands are the Achilles heel of the new free newspaper. 
They still look a little lost, the silver-grey, almost waist-high and wobbly metal stands with the plastic flap. In the last few days, Direct Mail Logistik, a subsidiary of Direct Mail Company (DMC), has distributed them to the entrances of properties, initially to those with at least five parties.
From September 19, they were to be ready there for the daily early distribution of the new free newspaper .ch. However, many of these stands have already been relocated by unwilling homeowners, janitors or residents - to the sidewalk, where they are exposed to the wind and weather and obstruct baby carriages or wheelchairs, to free parking spaces or simply to the opposite side of the street. But there were not only expressions of displeasure: Here and there, the stands have also been misappropriated - as a shelf for cultural flyers or election leaflets. Elsewhere, they have already disappeared - as bedside tables, as practical magazine racks in the toilet or as music stands for children playing music. One thing is clear: this will not be an easy job for the .ch distributors. They will probably have to go on a tedious daily search for the mobile stands. They are unlikely to find them at their intended location.
"Sascha Wigdorovits, the initiator of .ch, is responsible for the stand concept. He was also the one who obtained the individual location permits. "We simply carry out the order," says DMC Director Markus F. Hof. Shortly before this Advertising Week went to press, Hof was confident about the launch date. "We are ready, everything is in place," he said. Hof and his team have had a tough time; setting up early delivery for .ch, which DMC managed single-handedly, was a "veritable tour de force". "We worked day and night, seven days a week," he says. In Zurich, Basel, Bern, Winterhur, Lucerne and St. Gallen, DMC had to recruit, train and sign a total of 800 new carriers. Ten truck drivers are deployed daily for the rough distribution of the newspaper to the six centers and a further 150 carriers for the fine distribution to the depots. Hof has also employed 20 people for administration, monitoring, quality control and the specially set up hotline.
Of the total of 35,000 properties that would be eligible for .ch distribution according to the court, DMC will be able to serve 25,000 on the launch date. Permission is (still) pending for the others. "We will accept changes daily via the hotline," says Hof. Distribution must be completed by 7 a.m. in each case. The time windows are sometimes tight: in some places, distributors only have half an hour from delivery.
Hof was surprised by two things when setting up the .ch early delivery service: 95% of the carriers had to be recruited from scratch, and only a few people already working in the twice-weekly DMC daytime delivery service were willing or able to join the early delivery service. "I had expected more synergies," says the DMC Director. The second surprise: recruitment was most difficult in Basel and easiest in Lucerne and St. Gallen. He has noticed a better work ethic in central and eastern Switzerland and that people are more available there.
Markus Knöpfli

Switzerland has one more free newspaper. On Wednesday morning, .ch appeared for the first time in and around Zurich, Basel, Bern, Lucerne and St. Gallen. The four-color newspaper is in tabloid format. The main story on the front page is entitled "Business for kids" and reports on the fact that schools are being asked to teach "more business studies instead of manual labor". The sports section, which is at the back of the paper, has its own front page at the back of the paper.
The newspaper has a calm layout and seems to want to set itself apart from the tabloids both visually and thematically. In the editorial of the first edition, editor-in-chief Rolf Leeb offered that he wanted to offer a "quality newspaper" and "orientation guide" with a "focus on news, lifestyle and sport" that did not want to make elephants out of mosquitoes. The aim was not to spark hysteria, but to "describe and explain events calmly and calmly".
The distribution of the newspaper went much better than he had expected, the initiator of the new paper, Sacha Wigdorovits, told the news agency SDA. However, there were a few glitches. A total of 405,000 to 410,000 of the initial print run of 435,000 copies had been distributed, said Wigdorovits.
In Zurich, five drivers did not show up for the distribution - for whatever reason - and two in Bern. Other people will be driving in their place on Thursday. He had received a report from Bern that some distribution boxes had already been empty early in the morning. It is not clear whether the newspapers were stolen and if so, by whom.

The new Young & Rubicam Group Switzerland unites the agencies Advico Young & Rubicam, Wunderman and Futurecom interactive under one roof. The agency group aims to bring together online and offline worlds and enable the integration of dialog-oriented and broad-based communication tools. The management duo consists of Markus Gut and Andreas Widmer. In this interview, they talk about their plans. You want to bring online, dialog and advertising together on an equal footing for your customers. What does that mean in concrete terms? Andreas Widmer: We want to work across disciplines and offer a form of communication that corresponds to today's market. This integrated form is supported by the joint group management, i.e. by combining the management. In day-to-day business, integration will take place through cross-disciplinary project groups made up of people from the various units of the Group. Markus Gut: People in the industry have been saying for a long time that integrated communication is the future. But it is already here! This is a worldwide phenomenon. In the way we now want to operate with the new group, we will be a novelty in Switzerland - there are few agencies in Europe that work so consistently across disciplines. Andreas Widmer as CEO and I as CCO will be directly involved in all major contracts and ensure that the integrated approach is implemented. Because Andi Widmer comes from a consulting background and I myself come from a creative background, we can always take both aspects into account. Have the agencies in your group lacked an overarching approach to date? Widmer: We have worked in this way before and have the relevant experience. However, the focus in this regard was not equally strong among all members of the Executive Board. By bringing the Group units closer together, we want to achieve a new dimension. Does Advico need to be brought up to scratch? Good: It is important to note that the traditional advertising agency Advico is only one part of the new group. Advico has experienced turbulent times in recent years, for example after the departure of Martin Spillmann and Peter Felser. It is no longer as strong as it once was. Now we want to bring it back to the forefront. Our aim is to play in the top league, both with Advico and the Group as a whole. What were the reactions of the employees in the agencies that are now under the umbrella of the Young & Rubicam Group Switzerland? Widmer: Some were surprised and astonished by the news, but since the announcement the dust has already settled. The most critical reactions came from the Advico people, but there was a lot of enthusiasm at Futurecom.Good: I have even received many enthusiastic text messages and emails from employees, some of whom I don't even know yet. They are pleased that there are now clear structures in place. We've also received congratulations from customers, even from other agencies. And it takes a lot for competitors in our industry to get in touch with congratulations! The new structure results in an organizational merger of Advico Young & Rubicam, Wunderman and Futurecom interactive. So will there be a move? Widmer: Yes, the final consequence is a joint location. We want to have our domicile in the city of Zurich, and Advico's location in Gockhausen will be closed. We will examine various options and the move should be completed within the next twelve months. Good: It is very important for us to be based in the city of Zurich. That's where the action is, and that's where we want to be. Widmer: The individual companies within the Group will remain under the current management, with the exception of Advico, where I will take over the role of CEO. The current CEO, Edgar C. Brtischgi, will become Chairman Young & Rubicam Switzerland and Chair Young & Rubicam EMEA Retail Practice. He will also act as an advisor to one or two clients. Good: The agencies will retain their structural form and continue to be independent companies. There will also be no job cuts. Urs Schrepfer, the former Executive Creative Director of Advico, is not part of the new management team? Widmer: Urs Schrepfer has led Advico to a very good position in the creative field. He has been responsible for several award-winning campaigns and has put together an outstanding team. He will now be leaving the company to pursue other opportunities. Gut: Looking at it from the outside, I can see that Urs Schrepfer has built up a very good team in creation and has achieved a great deal. Mr. Gut, why are you leaving Publicis? Gut: I'm incredibly excited about building something new. I'm very excited about it; I now have the chance to shape a completely new type of agency. Publicis CEO Fredy Collioud has explained that you would have had the opportunity to follow in his footsteps.Gut: I had 13 very good years at Publicis and enjoyed working successfully with Fredy Collioud. I would like to take this opportunity to thank him most sincerely for his constant trust in me! I will be staying with Publicis until the end of the year. It is very important to me to finish my work well and hand it over cleanly.

 From January 1, 2008, Swiss television's "Tagesschau" will receive five minutes more broadcasting time. The aim is to create space for more background reports, to have time for more in-depth coverage of the main topics - and above all to be able to include more sports news, as the TV magazine TV-Star reports. This step was decided by the SF management. The change to the existing broadcasting schedule will have consequences for the rest of the evening: in future, prime time will start at 8.05 pm instead of 8 pm.

 
Internet Tamedia's job portals are pursuing a rigorous Google AdWords strategy. With great success. 
Jobwinner.ch and the online executive market Alpha.ch, both from Tamedia, massively expanded their job portals this year. In addition to the expansion of the sales team and new offers for medium-sized and large customers, both job platforms launched broad-based advertising campaigns. Jobwinner.ch went on the advertising offensive this spring with Wirz's claim "As soon as a job becomes available, it's online with us". The subjects each show the last few seconds of a professional life (WW 1.11.2006, "Fate provides new jobs"). Alpha.ch went online last year and advertised the new online service on television and in the daily press.
The investments for the online platforms are due to the high double-digit growth rates and the continuing strong trend for companies to recruit new employees primarily online. The paradigm shift in companies has also led to a repositioning of the platforms, says Jobwinner.ch Product Manager Tobias Egli. Instead of continuing the in-depth strategy of recent years, Tamedia opted for broad communication. The aim was to position the job platforms as "first on mind" for job seekers. "High awareness leads to traffic and ultimately automatically generates more job advertisements," says Tobias Egli.
In order to attract as many jobseekers as possible to the job platforms, those responsible also used Google AdWords in addition to the traditional campaign. The text ads, which appear next to the search results, turned out to be an ideal traffic tool for the Tamedia team (see below). Together with the search engine giant, Tobias Egli and Alpha.ch product manager Rebekka Affolter launched one of the largest and most successful AdWords campaigns in Switzerland. According to the two managers, ad texts are currently being displayed for several thousand terms. The statistics speak for themselves. The number of visitors to Jobwinner.ch is growing by half every month compared to the previous year, which actually speaks against the development on the job market. As Tobias Egli says, a decline in the number of jobseekers was expected this year, as the number was much higher last year.
Everyone a campaign managerIn addition to the Wirz campaign, Egli attributes the success of Jobwinner.ch and Alpha.ch to the Google text ads used. One text that has very good click rates is the campaign claim "As soon as a job becomes available, it's online with us".
If you want to be successful with Google AdWords, you have to offer crisp texts. According to Rebekka Affolter, you can check very quickly whether an ad is working, as you can follow the campaign and its progress on the computer. The Tamedia people write all the ads themselves. If a text does not work, it is quickly replaced. "The best click rates are achieved with texts that contain the search terms," says Affolter.
Egli also sees another reason for the success of the AdWords campaign in the low click prices. If a campaign has high click rates, the prices fall. "If words are booked that generate poor click rates, it can become very expensive," says Egli. Egli is very satisfied with the prices. Currently, the Google click price is a quarter of that of a banner.
Those responsible at Tamedia say that they will continue to rely heavily on Google's "traffic machine" in the future. According to the Jobpilot index, the job platforms have doubled the volume of advertisers since January. The latest market research study confirms the strategy of the two job brokers. Jobwinner.ch is number one in Zurich in terms of supported awareness. In the other regions, it is at least number two.
Christian Lüscher
Topic-oriented and target group-specific advertising with Google AdWordsGoogle AdWords are text ads that are displayed in a column to the right of or above the results when a search term is entered. They are intended to supplement the search results. For a text ad, the advertiser must specify one or more keywords under which the ad should appear on Google. However, this comes at a cost: the advertiser pays Google a maximum price that they are prepared to pay for a click.
The position of the individual text ads depends on the bid per click (in the competitive process) and an internal quality factor (depending on the click-through rate of the keyword, the relevance of the ad text, the historical performance of the keyword and other relevance factors). The higher the bid price and the higher the quality factor, the better the position among the text ads.
Google earned a large part of its three billion profit last year with this ad program. (Sources: Google and Wikipedia)
AdWords slumpAccording to Swiss Adex by Angelink Yourposition, 15 companies advertised with Google AdWords per search query in August. In July, this figure was slightly higher at 15.5. Dating agencies, which were previously by far the most active on Google, stopped numerous campaigns at the end of the summer.
As in the previous year, it can be observed that hardly any insurance companies are making an early start, although search frequencies for this topic are increasing significantly. Just four insurers are present on average. Search engine expert Lukas Stuber from Angelink Yourposition comments on the slump: "The low merely reflects a summer break, but not a decline in the popularity of the AdWords marketing channel.
In most cases, it is not Swiss companies that scale back their campaigns in the summer, but foreign companies that advertise in Switzerland via Google. German companies in particular tailor their AdWords campaigns much more closely to seasonal factors." According to Stuber, it is to be expected that Google AdWords will be heavily used for advertising from September until the end of the year. In 2006, the number of booked advertising spaces rose continuously from August to December, ultimately by almost 30 percentage points.
Advertising industry discovers GoogleIn addition to the clothing and tourism industries, the advertising industry, which has shown an affinity for Google in recent months, is also heavily advertised. The most expensive terms in August were "hosting" (CHF 12.58), "data recovery" (CHF 10.44) and "CRM" (CHF 10.24).