Football Publicis realized spots for the sponsors around the Fan Championship M'08.  
The first fan championship in football history has got off to a successful start. The M'08 campaign not only appeals to many viewers of Swiss television. It also delights the numerous sponsors that Migros, as the organizer of M'08, was able to win over for the fan spectacle. These include companies such as M-Electronics, SportXX, LeShop and Migros-Restaurant, and Publicis has developed five commercials for Migros and its M'08 sponsors with CDs by Ralf Kostgeld and Jean Etienne Aebi. These are, of course, about the world of football and are tailored to the needs of fans. The films will be shown around the M'08 events on "Tagesschau" and "10 vor 10" on SF 1. The spots were produced by Pumpkin Film.
 
Andreas Panzeri

 Swiss Television's podcast offering is growing: the programs "Eco", "Zart oder Bart?", "SF bi de Lüt - Heimspiel", "Al Dente" and "Puls" are now also available for download on the SF website. Viewers can now obtain 15 programs free of charge the day after they are broadcast and watch them on their computer or mobile device. According to SF, the podcasts are in high demand: they are downloaded an average of 175,000 times a month.

Football fever In the run-up to Euro 08, the advertising scene succumbs to the Publisuissini image collecting addiction. 
 
It will still be a while before Euro 08. What to do until the big celebration? To get the mood going, Publisuisse is launching the "Publisuissini" campaign, the first sticker album in the Swiss advertising scene. Instead of Beckham and his ilk, it features portraits of Markus "das Hirn" Ruf or Thomas "El Pelé" Rüttimann.Publisuisse wants to use this idea to ignite Euro fever once and for all. "The industry should perceive that Publisuisse plays a central role in advertising and sponsoring in the Euro environment," says project manager David Elsasser. For five months, the TV marketer wants to encourage the advertising scene to collect and swap and make the album an industry topic. The campaign has met with a positive response. Managing Director Rolf Suter of m&m/mm&b is enthusiastic: "Super cool idea. I'm curious to see whether the exchange euphoria will be ignited."
The Swiss version is in no way inferior to the Panini original in its layout. David Elsasser: "The content and layout have been adapted as authentically as possible to the real Panini album." While the Italian original is adorned with silver country crests, the Publisuissini version features shiny agency logos.
User-generated advertising The agency teams' appearances were not photographed and designed by Publisuisse, but by the advertisers and planners themselves. In keeping with the concept of "user-generated advertising," the advertisers were given enough leeway for creative portraits. What emerged makes collectors smile, because the agencies present themselves in an unconventional way. The creatives of Draft Fcb Lowe, for example, are shown in yellow dress and protruding buck teeth. No doubt that the world-class striker Ronaldinho is being parodied here. Jung von Matt/Limmat also shows imagination. Bruises, torn lips and deformed heads are meant to underline the agency's fighting spirit.
As in the original form of the Italian sticker album, only the best make it into the magazine. Fifteen creative and media agencies each from Switzerland were considered. In order to generate continuous bartering and sufficient momentum, Publisuisse limited the campaign to the agency scene in German-speaking Switzerland and the agency satellite of Geneva in French-speaking Switzerland. According to David Elsasser, the Werbewoche creative ranking and sales figures decided who was ultimately allowed into the magazine. Depending on their relevance, the agencies were awarded a double or single page. According to Elsasser, not all agencies took part because the sticker production was still time-consuming. Elsasser is very satisfied with the launch of the album: "So far, we've had nothing but positive feedback."
Trade for rarities There is already brisk trading in the agencies. There is no way around bartering if you want to have a full album in your hands at the end of January. The Bernese advertisers from Contexta have shown themselves to be imaginative. They have specially set up a bulletin board. "Search Contexta logo. Offer Spillmann/Felser complete." is written on one of the notices. At m&m/mm&b, they act playful. In the agency's offices in Glattbrugg, Rolf Suter and his team colleagues "blöseln". Stickers are placed upside down on a wall. Whoever is able to turn the pictures upside down with the help of his puff wins the uncovered stickers. "My cohort remembers this. We played it on the playground when we were young," says Rolf Suter.
Lively Internet trade A duplicate Markus Gut or a surplus Remy Fabrikant can also be conveniently traded at www.publisuissini.ch. Whoever logs on to the website gets access to a virtual sticker album. The pictures that are wanted or surplus can be registered by marking the corresponding field. Once a day the offer of a user is checked for a corresponding demand. In case of the best possible match, a mail is triggered. The collectors can communicate with each other and fill the missing gaps in the booklet by sending a letter.
Since Monday, the stickers and albums are in circulation. Each person with a picture in the album was sent an album. The campaign slogan "Publisuisse makes you the star of the Uefa Euro 2008" was specially highlighted when it was sent out. The picture of the respective recipient was already pasted in. A Post-it additionally referred to Publisuisse's strengths.
According to David Elsasser, the collecting fever will last until the end of January 2008. The grand finale of the campaign will be a big raffle. The winner will be the person who collects the most stickers and thus makes it into the raffle pot. The prizes include the agency's own foosball boxes and HDTV flatscreens. Publisuisse is still mulling over the main prize. But participation is definitely worthwhile, says Elsasser. So collect them, stick them in, swap them.
A total of 90,000 packets are in circulation. The coveted stickers can only be found at events where Publisuisse is present. In addition, Publisuisse customer advisors hand out the sought-after decals during their visits. Publisuissini will also be distributed at the Werbewoche marketing seminars on August 30 in Zurich, September 6 in Bern and September 13 in Basel. Decals are regularly enclosed in the Impact trade publication and in Werbewoche.
Christian Lüscher, editor and enthusiastic collector. Trade offers via: [email protected]

Trade journals
Hotelrevue dares to take on a journalistic appearance, comes with a new layout and returns to its old name. 
The reports in the new Hotelrevue, the former newspaper of the Swiss Hotel Association, aim to be bolder. It used to be called Hotel und Tourismus Revue. The correct spelling of the title retains an "htr", which is preceded by a trademark symbol. "This has to do with the paper's past," says Elsbeth Hobmeier, the new publication manager and editor-in-chief of the weekly title. In the past, the paper could not take any risks and always had to be considerate of the association members. Hobmeier had previously held various management positions at the Berner Zeitung since 1990, including building up the Tagblatt der Stadt Bern. Christoph Juen, CEO of the publisher Hotellerie Suisse, also speaks of a "profound change in orientation and management". The newspaper sees itself as part of the organization and is part of its communication concept. However, unlike the Hotellerie Suisse association's newsletter, the magazine is not considered its official organ. Consequently, the editors want to maintain their independence. The position of publication manager Hobmeier as the person responsible for both the publishing house and the editorial team is intended to guarantee this. She is also a member of the extended management board to ensure a direct line to corporate decisions.
A considerable amount of strategic effort for a newspaper with a print run of just 18,000 copies, you might think. Apparently, these structural adjustments are necessary so that the editorial team can get down to business with journalistically professionally prepared content. "We are now increasingly taking steps towards becoming a specialist newspaper," says Hobmeier. "Certain topics" are already being tackled pro/con.
For example, Hobmeier wants tourism directors to talk out of the sewing box and discuss their role with each other. She can also imagine the use of artificial fertilizers to prepare the ski slopes on the Lauberhorn, for example. Hotelrevue wants to observe the Swiss tourism landscape in particular with a positive but critical attitude.
In addition, in future, the focus will increasingly be on foreign countries and other hotel concepts, for example. The editorial team has been increased from 1,760 to 2,000 full-time equivalents in order to deal with such matters, so that the new "dolce vita" section in particular, a vessel for lifestyle, gastronomy, wine, wellness, design and architecture, can be covered in all journalistic forms. "dolce vita" is part and parcel of the new concept of Hotelrevue, which is divided into four newspaper sections.

The "aktuell" bundle covers industry news, important news from the tourism regions, people who have something to say and the event of the week. The "fokus" bundle focuses on the topic of the week, while the fourth bundle, the "cahier français", is aimed at the French-speaking population.
The French-language editorial team writes independent articles on the same topics. An additional fifth volume, the "Stellenrevue", printed entirely on salmon-colored newsprint, is considered the largest job market in the industry.
The magazine is read by an average of 40,000 people. These are mainly hoteliers, restaurateurs and tourism managers. With the new concept and the opening up of content, those responsible also want to reach more readers.
It all began 115 years agoThe publishing activities of the Swiss Hotel Association have a long history. The first "Hotel Revue" was published as early as 1892, around ten years after the association was founded. At the end of the century before last, information about the up-and-coming industry was in short supply, making the magazine an important communication tool. With the new Hotelrevue, the association is aiming to become the industry's topic leader and hopes to strengthen the image of the Swiss hotel and tourism industry.
René Worni

 The communication budget for the Graubünden brand has been awarded to the Jung von Matt/Limmat agency following a competitive presentation. For future communication, the focus will be on cross-media campaigns in addition to traditional measures, according to a statement from the agency. "The campaign will take place in various traditional media, but also online," Dominique von Matt told Werbewoche. The Graubünden brand is conceived as a regional brand and is not just about tourism, but goes beyond that. "In this respect, it is a pioneering task," said von Matt. The first results of the collaboration will be seen this late fall.

 
Politics Swiss women participate in national elections in much lower numbers than men. In the 2003 federal elections, just 38 percent of Swiss women went to the polls. The figure for men was 54 percent. In none of our neighboring countries is the voter turnout among women so low. Just in time for the 2007 election fall, the women's magazine Annabelle now wants to get more women to the polls. With a teaser campaign developed by Spillmann Felser Leo Burnett. Three old election posters were unearthed for this campaign, which advertised against women's suffrage in various periods prior to its introduction in 1971. 40 of these old posters have been seen on the streets in recent weeks. They include subjects such as the one from 1920, which shows a neglected nursery with a baby that has fallen out of bed. Accompanied by the comment: "The mother is doing politics! Women's suffrage and voting rights NO." This week, we noticed that the posters have been pasted over. In a pink bar emblazoned across the subjects, the text reads: "Over 60% of Swiss women still vote as they did many years ago: Namely, not at all. Women, go to the ballot box." eAdvertising is supporting the campaign with e-boards at Zurich main station. (pan)

Haushalt Exxtra has designed a pretty wacky film for the Migros Twist cleaning range. 
The cleaning agent market communicates extremely loudly and in a shouty manner. If possible with children, mothers and as many superlatives as possible, such as extra-strong, super suction power, double power, ultra-strong, magical or incredible. For Migros' Twist range, Exxtra has come up with a completely different language. "Twist communicates in an upbeat way instead of lecturing, smart instead of dumb, and relaxed instead of dry as dust," says consultant Edi Walker.Cleaning in heavy metal styleTo achieve this, CD Dieter Hofmann and his team created a spot with tongue-in-cheek humor. The story is simple and quickly told: A young man has a free house and celebrates a crazy party with friends, where nothing is left out. Only the parents obviously come home earlier than expected. So what to do with all the chaos that reigns in the apartment after the party? There's only one thing to do: all the boys and all the girls who are still dozing off, slightly hungover, have to get to the cleaning utensils! Until the apartment is sparkling clean in old splendor, even before the parents have climbed the stairs.
This idea is intended to anchor the positioning as quickly as possible: Twist stands for simple cleaning in no time at all. The film demonstrates this with a realization that is hard to beat in terms of dynamics. In fast cuts and with flashbacks from the wild party night, cleaning is done to a hard rock soundtrack. The frenzied party is experienced in cuts of only a few fractions of a second, you can literally smell how the apartment was going crazy and you see one thing above all: how easy it is to get a messy apartment back in shape in the short time it takes the parents to climb the stairs. Cleanliness in the blink of an eye. Or almost. For the final punch line, hastily stowed bottles and cans still tumble out of a wall box in the checkroom.
This advertising idea is intended to help Twist become "the leading brand in the Easy Cleaning sector" in the longer term. To this end, the market share in the overall cleaning market is to be increased by three percentage points by 2010. The commercial, produced by Wiener Klappe and set to music by Zurich-based Jingle Jungle, can be seen on Swiss TV channels until the end of October and is accompanied by an online game and a product print campaign.
Andreas Panzeri

Head of the week Lukas Zihlmann is the new Managing Director of Publitest and wants to promote market and media research. 
Publitest has almost 45 years of market research experience. Many employees have "an enormous wealth of experience". There are 2,300 households registered in the "well-maintained consumer panel", which are available for product tests and achieve a response rate of up to 90 percent. "However, too few manufacturers of consumer goods and branded products are aware of this," states Lukas Zihlmann - and is already in the midst of describing his new challenges.three months ago, Lukas Zihlmann joined Publitest as the new Managing Director. The former Managing Director of Media Focus was attracted by Publitest's significantly broader range of services. In five "very exciting and eventful years" at Media Focus, the main focus was on advertising statistics. He was able to successfully sell this single discipline of market research to more and more clients until the company now "entered somewhat calmer waters". For Zihlmann, the offer of a change came at the right time.
Publitest has an excellent reputation as a market research company, "but we and our services have sometimes been somewhat under-recognized on the market. We want to change that," says Zihlmann, explaining his goal for the new Publitest. The company strategy is to be realigned this year in order to position itself more clearly both internally and externally in the Swiss market research sector. "All in all, it's about making our experience, knowledge and expertise better known and actively seeking and shaping contact with our current and future customers."
In times of fierce competition between the media, on the shelves and for customers, the possibilities of market research are becoming increasingly important. However, the industry is "challenged to show what can be achieved with market research" and where it makes sense. For Zihlmann, market research can even be "mandatory", for example when launching a new product. In this way, a producer or agency can have the best possible guarantee that a campaign will not only work on the desk, but also in practice. Testing new products is already standard practice for large consumer goods companies. "For less large companies, however, this can still be developed," believes Zihlmann.
The other side of the challenge for market researchers is the respondents. How willing are rushed people to complete a questionnaire? Meticulously researched address files are needed to catch the right person in the right situation at the right time. Market research must also be clearly differentiated from the telemarketing activities of other companies. These also sometimes start with a few questions under the pretext of market research before moving on to the sales pitch. "This is where the entire industry is called upon to clearly distinguish itself from telemarketers," says Zihlmann.
In addition to market research, media research is also an important pillar at Publitest. Customers have been successfully supported here for many years, "which is a sign of their satisfaction and has brought us a great deal of expertise", particularly in the areas of readership analyses, copy and advertising tests and positioning studies.
Zihlmann also wants to make the market even more aware of these qualities. The key account management is therefore another important reason why Publitest wanted Zihlmann as its new Managing Director. 
Lukas Zihlmann has already gained a wide range of experience and successes in his work to date. Zihlmann entered the world of direct marketing by chance. After commercial college in Lucerne, he worked in the mail order business for Schuler Weine and enjoyed the methods of direct advertising: "You have direct feedback on your own work and a sense of achievement when customers order. If they don't, you have to do something better."
In order to keep improving, Zihlmann trained for a year in Munich at the Bavarian Academy of Advertising to become a direct marketing specialist, later in Switzerland to become a certified marketing manager and finally completed the Executive MBA course at the University of Zurich in 2005-2007. After an agency job in Munich, Zihlmann spent four years building up and managing the creative department at the Zurich publishing house Weka Verlag.
He was able to continue working with a different target group at Meister Verlag, where he sold books on gardening, hobbies and cooking as a product manager. After a brief stint in marketing and communications at Sunrise, he was brought back to Weka Verlag as Head of Sales and a member of the Executive Board. Most recently, from 2002 to 2007, he was Managing Director at the market research company Media Focus, a joint venture between IHA-GfK and AC Nielsen in Zurich.
Zihlmann's decision to move to the now "small but mighty" Publitest was also based on the fact that he prefers being the managing director of a smaller company to being the head of department in a large one. "I like the variety of my activities, the close collaboration with my colleagues and the direct contact with our customers." That's why he can't be found at his office desk all day.
Zihlmann finds relaxation above all with his family and three children. "I also try to maintain my circle of friends as much as possible, and I love cooking and eating." There is hardly any time for other hobbies, as his wife also works 50% in marketing at the Red Cross alongside the family. They met in Munich, which is why he wants to "finally visit the Oktoberfest again soon".
Andreas Panzeri

Cooking In May, Annemarie Wildeisen's Cooking launched the "Men to the stove" campaign. After the summer break, the search for the worst cook in Switzerland continues with renewed vigor. By the end of the year, 15 new advertising motifs will appear, again with high frequency. The interim result: thousands of additional visitors to the cooking campaign website www.maenner-an-den-herd.ch, hundreds of responses, several contenders for the title of "Worst Chef in Switzerland" and an ongoing dialog with the weaker sex at the stove. Reinhold consultant Marco Schönenberger: "It's unbelievable what comes in. Someone on the cooking advice line actually asked how they could tell if the water was boiling."

Despite all the prophecies of doom, Dominik Kaiser and his team are writing a success story with the TV channel 3+, which is already attracting more attention abroad than in Switzerland. In an interview with Werbewoche, 3+ initiator Dominik Kaiser talks about the ins and outs of making television.3+ went on air for the first time on August 31, 2006. Right from the start, the latest TV offshoot was ridiculed in the industry. However, Dominik Kaiser's business model of small steps has proved its worth, the company is showing stable growth, is in excellent health and is increasingly producing its own programs by buying series and films at low prices. Apparently, the concept also appeals to the audience. 3+ has overtaken earlier projects such as Tele 24 or TV 3 and has achieved the reach of Kabel 1 or RTL 2. WW: Your channel 3+ is just one year old. What comes to mind spontaneously? Dominik Kaiser: This year went by extremely quickly. Looking back, of course a lot has happened. We have tried out many programs in many different slots.
As expected, shows such as the series "CSI", "Superstar", "Knowledge of the World", "Bones", "NCIS" and "Criminal Minds" performed very well. However, "Ugly Betty" disappointed in primetime, contrary to our expectations. We had high hopes for this series. We also moved the start of primetime by a quarter of an hour from 20:00 to 20:15. This has led to a better audience flow. We have canceled the short news and the weather report because viewers were zapping away. The Swiss-German announcements, even with celebrities such as Beat Schlatter, were not well received by the audience despite positive reactions. German crime series didn't work either. "Tatort" went very badly. On the other hand, we bought numerous top American series. With "Criminal Minds", we now also have the first broadcast before Sat1, as with "Rome". Otherwise, we are very satisfied with the market shares.
A year ago, you were expecting an average market share of 1.4%. With an average of 3.4% in the last three months, we are more than twice as strong as planned. Of course we are pleased about that. In retrospect, we were accused of having underplayed our hand, but before the start of broadcasting we were told we had no chance. That's kind of amusing. For comparison: Tele 24 had 0.8 percent and newly launched German channels such as Das Vierte, Tele 5 or DMax were stuck between 0.5 and 0.8 percent. In this respect, we were realistic. It was important for us not to promise too much.
Is it the mixture of low-cost purchases and a vigilant response to the competition that is driving up market shares in the long term? there are many aspects to this. The cost structure is very important here in Germany. You shouldn't pay too much for series and feature films. The structure of the channel and the number of employees are also crucial. Right from the start, we opted for a fully digital system, which allows us to work efficiently. Of course, programming is important. We react very quickly, move broadcasting slots and try things out until we have found the optimal slot for a program. If they don't run, we quickly take programs off the air again.
The audience appreciates these quick changes?yes. We have already made changes to the program at such short notice that they were no longer included in any of the program newspapers. Nevertheless, it worked. That's probably because viewers keep zapping until they find a program they like. It's amazing how quickly popular programs work.
What about the journalistic orientation of 3+? We see ourselves as a classic entertainment channel, as is the case in many countries around the world. In the news sector, there are already very good offerings from SF for national and international news, or from Tele Züri, Tele Bern, Tele Basel, etc. in the local sector. There is no room in between. That's why it doesn't make sense for us in the short term. In the medium term, perhaps the time will come to set up a well-equipped news program.
Roger Schawinski said that your channel is not a competitor for SRG, so it shouldn't be taken seriously. However, SF2 has also been living strongly from series and feature films for some time now. That's why we are certainly also competition here. The same applies to all German channels. At the moment, US series are very popular with audiences.
Briefly describe your strategy for 3+: We want to continue to grow step by step and expand our program. In our eleventh and twelfth months, our market share is now higher than that of TV3 in comparable months for the first time. In contrast to Tele 24, we invest the money for our own productions in individual major programs, be it "Superstar" or "Supermodel" with a budget of more than one and a half million francs. It is very important to us to lay a solid foundation with series and feature films alongside the large and expensive in-house event productions. We also have smaller in-house productions such as "Supernanny" and "Wissen der Welt". With programs such as "Supermodel", we are also testing how much potential the channel already has.
You currently have five in-house productions. In two years' time, it could look completely different. Above all, we want us to still be around in four or five years' time. That's why we want to grow in a stable, healthy and controlled way and not become overconfident just because things have gone so well so far.
Their recipe for success of small steps did not go unnoticed abroad. The European TV industry is watching us very closely. Thanks to our contacts with German broadcasters, we know that they are familiar with our program and know exactly how it works. So far, we have received much more recognition in neighboring countries than in Switzerland. They find it remarkable that we have managed to get a station above 3 percent in such a short time. . Hence the purchase offer from Germany.
...that you have rejected. It would not benefit us in any way. We are liquid and can finance a feature film or series package or an idea for an in-house production from scratch at any time. Growing faster with more money makes no sense, because viewers have to get used to the channel and that takes time. We wouldn't get any better films either. We're already getting as good material as possible. It's also much more fun to work in a small team of 30 people now. You can make very uncomplicated decisions without having to ask anyone for permission.
How serious are you about plans to expand abroad? Our success to date has led to inquiries from various markets from local station operators or those who wanted to launch a new station. Perhaps our concept would also work abroad. We are currently looking into this in two or three markets.
In which countries? I don't want to say anything about this at the moment so as not to provoke any reactions. But they are all European countries.
In the German-speaking world? Or from the Wild East? The Wild East is too tough a place. There are a lot of private stations there, even those that don't make programs for commercial or other sensible reasons. That's a world in which I personally wouldn't want to make television.
How are things going for 3+ in the advertising market? good, it's now picking up strongly in the second half of the year, which is great.
What explanation do you have for this? Many people wanted to watch first and find out whether we would still be around after three months. They didn't want to invest in another TV station that would quickly disappear again. Now the trust is slowly there, people have realized that we have stable values, are growing, offer excellent conditions, have short advertising blocks and are now reaching the level of Kabel 1 and RTL 2.
You usually hear private broadcasters complaining about Switzerland's close ties with the overly strong SRG. How do you see the Swiss television landscape? You've hardly heard me complain so far. (laughs) I always try to make the best of a situation and I definitely believe that our channel can continue to grow. Of course, it would be nice if, for example, there was a must-carry rule for all Swiss channels and not just the SRG channels. Then the Schaffhausen cable network would also have to switch us on. So far they just don't want us, but there's nothing we can do about it and I don't have any nightmares about it. We try to make our program as good as possible for as wide an audience as possible. That's much more important in my job than constantly complaining about legislation or the market being too small. Switzerland isn't getting any bigger because of it. But it's a great country to live and make TV in.
Conversely, was the SRG's lawsuit of over half a million francs against your claim "Young Swiss Television" an expression of resentment? The issue is closed anyway. I didn't really understand the process, because the lawsuit had no chance from the outset and you can't have the term "Swiss television" protected.
How far away is 3+ from breaking even? At the start, we talked about three years. I don't want to say anything new about that. We shouldn't be judged on the basis of budget figures, but on the basis of our program. However, you can assume that we are a very healthy company.
Interview: René Worni

Change in the program management of the capital city radio station Capital FM: 29-year-old Nik Eugster will take over responsibility for the Capital FM program from September. He replaces Frederik Stucki, who is moving on to new challenges after two years of development work, as announced by Capital FM owner Espace Media. Eugster has been active in the radio business for eight years. In 2002, he already worked as a morning presenter for Radio Extra Bern, the predecessor station of Capital FM. For the past four years, Eugster has managed the Biel-based radio station Canal 3. He also completed the MAS course in "Communication Management and Leadership" at the Zurich University of Applied Sciences in Winterthur. Eugster will continue to be responsible for Canal 3 programming until Canal3 is sold to a new owner. In connection with the merger of the Bern-based Espace Media Groupe and the Zurich-based Tamedia, a new main shareholder will have to be found for the Biel-based Canal 3 channel in the near future.
Frederik Stucki has successfully shaped the development of the new capital city radio station over the past two years. Since the transformation of Radio Extra Bern into Capital FM at the beginning of 2006, the station has increased its daily listenership by around 12 percent from 76,000 in the first half of 2006 to 85,000 in the first half of 2007.

 Switzerland is a popular advertising factor: in Switzerland alone, around 6400 brands are adorned with it in some form, as the Swiss Federal Institute of Intellectual Property found out. In order to better protect the Swiss brand, laws are now to be revised. The Federal Council is planning a revision to legally regulate the use of the designation "Switzerland" and the Swiss cross. The national government wants to allow the Swiss cross to be displayed on goods in future. At present, it may only be used as decoration, but not as a designation of origin.
The Federal Council also wants to take stronger action against abuse. Last fall, the government proposed that black sheep in Switzerland should be better monitored and more legal action taken against them. In particular, it wants to increase monitoring abroad.
The Federal Council is hoping for support in protecting the Swiss brand from industry associations. It has called on them to take the initiative in proposing product-specific "Swiss Made" ordinances. There is currently only one ordinance for the watch industry dating back to 1971.