Prevention The American president is known for not only being at war with some foreign countries, but also with his own language. In his speeches, he often mixes up terms in an absurd way or simply uses them incorrectly.  
It is well known that the American president is an enthusiastic recreational biker and as such has crashed his bike several times. Is there a connection? In any case, Ruf Lanz for Sport Factory Outlet uses George W. Bush's mental lapses to make a pointed point: It pays to protect your head with a bicycle helmet. The subjects are used as small ads and posters. They are accompanied by radio spots in which you can not only read George W. Bush's blunders, but also hear them in the original soundtrack. These radio spots have already won several national and international awards.

 
From June, Urs Gredig will be welcoming viewers to the main "Tagesschau" edition of Swiss television in place of Heinrich Müller.  
The 36-year-old journalist has been working in the "Tagesschau" editorial team since December 2005 as editor and presenter of the "Mittagstagesschau" and "Tagesschau Nacht" programs. Previously, he worked for the news magazine "10vor10", among others. Before joining Swiss television, he worked as a news editor at Radio 24 and studied history and journalism. He will make his debut as anchorman for the main edition of "Tagesschau" on June 22.

 Xiaoning, who is imprisoned in China, has sued the US internet company Yahoo in a Californian court for passing on confidential emails to the Chinese law enforcement authorities. The plaintiff accuses Yahoo of helping to identify him by transmitting detailed information.  
According to the news agencies Reuters and SDA, US human rights activists had supported Wang, who has also made allegations of torture, in his lawsuit. The civil rights activist was sentenced to ten years in prison last year for "incitement to subvert state power" after he sent e-mails with articles advocating democratic reforms and a multi-party system. The convicted man argues that he was merely exercising his right to free speech and using the Internet to communicate about democracy and human rights. In a statement, Yahoo expressed its shock that Chinese citizens were being imprisoned for expressing their opinions freely. However, companies operating in China are forced to abide by the law of the land under threat of punishment.

Uhren Krieg Schlupp Bürge/Springer & Jacoby stages a global brand presentation for Maurice Lacroix. Baselworld, which took place last week, is both a must and a highlight for every Swiss watch brand. This year, the trade fair turned out to be even more special than usual for Maurice Lacroix, as the new global brand campaign "More than meets the eye" by Krieg Schlupp Bürge/Springer & Jacoby was launched on April 13.
 
KSB/SJ was already responsible for the previous global "Passion for Details" campaign, which had been running since 2003.
In early summer 2006, KSB/SJ defended Maurice Lacroix's considerable budget against renowned and numerous national and international agency competitors in a large-scale pitch.
Fascination of inner valuesThe new, extremely independent campaign and brand identity now takes up where Maurice Lacroix has now established itself: First and foremost in the ranks of exclusive, luxurious Swiss watch manufacturers.
Maurice Lacroix has long enriched the world of mechanical gems with innovative developments in the areas of complications and movements and has made a name for itself as a specialist in retrograde displays, chronographs and moon phase displays.
That is why the new campaign focuses not only on the elegant exterior of a Maurice Lacroix, but also on its exciting, complex inner life. Because, of course, there is more to every Maurice Lacroix watch than meets the eye. "Much more", as the KSB/SJ ads illustrate. Hence the central message of the campaign: "More than meets the eye."
Each of the elaborately realized subjects takes up this message by visually dramatizing elements of the luxurious exterior, the high-precision mechanics or even sophisticated additional functions. In this way, the viewer is "whisked away into the fascinating cosmos of high watchmaking artistry".
This new brand identity will be implemented worldwide in all non-classical communication media such as collection catalogs or homepages as well as at every POS.
Maurice Lacroix was founded in Saignelégier in 1961 as an assemblage company for the parent company Desco von Schulthess. Later, private labels were produced for various customers. Since the 1990s, the focus has been on developing attractive additional functions for mechanical watches with elaborate and surprising mechanisms. In 2001, the division became a legally independent brand.
Andreas Panzeri

Outdoor advertising São Paulo has passed a law banning all outdoor advertising. This is not the city's first attempt to get a handle on its overflowing neon signs, billboards, posters and tickers. However, most advertisers have not complied with the legal restrictions. Therefore, São Paulo's city government decided to take a radical measure - it banned outdoor advertising. As a result, São Paulo has been presenting itself almost completely free of advertising for several days now. The law, which has been in force since January 1, regulates the size of store signs to the letter and also bans advertising on buses and cabs. Violators of the law have to pay up to $4,500.

Madeleine von Arx, who only recently became Managing Director at TBWA, can already look forward to stable relationships both in-house and with clients. It all started with film. As a young woman, Madeleine von Arx could have imagined a career as an editor or even a director. She does indeed direct today, but in a different way and not in film: "How do you take people to a certain point and even to their limits?" - These are the tasks in which Madeleine von Arx-Richter, one of the still rare female executives in Swiss advertising, finds her fun and fulfillment. Even as a law student, von Arx worked in the advertising world. And ultimately found her ideal mix between the dream world of film and a tangible business. "I liked this hectic pace - as well as dealing with people and customers." During this time, she also discovered: "I'm a trouble shooter by nature."
After various training and further education courses in communication and marketing, she took on her first responsibility as advertising manager at Sulzer Medica in 1992. However, as the field of artificial hip joints is "quite limited", she finally saw more opportunities for development at Bally. It was here that she found her first real "dream job" in 1995 with the reorganizer Ernst Thomke. Von Arx became CI and CD manager and, after a year, Head of International Communications. Bally was now also to be developed into a global brand as a fashion label. "Those were very exciting years. I was young and ambitious and was able to develop campaigns from Switzerland for the whole world."
But a trouble shooter always needs new challenges. Like the liberalization of the telecommunications market in 1997. Von Arx was entrusted with Diax's budget at McCann-Erickson. "We were involved in all company decisions." The agency also worked on political lobbying "and pulled out all the stops in communications". When the start-up Diax received the desired mobile license after a year, von Arx also switched to the client side and became Head of Marketing Communications at Diax. After she had also completed the merger with Sunrise in this role, a new challenge awaited her at TBWA/Switzerland after four years in 2001. 
Hip joints, shoes, telecommunications: what talents can von Arx offer in these different worlds? In response, she immediately says: "I can make an analysis extremely quickly. How does the market work? What makes customers tick?" For the trouble-shooter, it is therefore best "when there is no stability at the start of a new task".
That was also the reason why she returned to TBWA last fall after a four-month stint at Saatchi & Saatchi Simko. In Geneva, von Arx also wanted to live out her roots in French-speaking Switzerland, as her father comes from Neuchâtel. She is also friends with Pedro Simko and appreciates the work of his agency, which is now the second largest in Switzerland.
So of course there were tears when he decided to return. But the request directly from TBWA's headquarters in Paris was once again one of those opportunities that von Arx simply couldn't say no to. The previous CEO had resigned unexpectedly and McDonald's had previously been acquired as a client. The network was looking for someone who knew the agency's structure well and could guarantee that the new major client could be "stabilized as quickly as possible". "A box like McDonald's appeals to me," said von Arx.
The TBWA Group has 57 employees, including the dialog marketing agency Tequila/Switzerland, around 20 of whom are involved in this account.
The work is based on a three-year plan. The initial brainstorming begins around six months before a new campaign is produced. It is well known that advertising agencies work most efficiently under great pressure, for example before a pitch. "However, long-term planning allows you to incorporate the strategy all the better," says von Arx, who as the agency manager is involved in all important strategic decisions.
For McDonald's, TBWA/Zurich works a lot with Paris in order to benefit from possible synergies. McDonald's also sees an agency not as a supplier, but as a partner in communications consulting. "McDonald's is therefore not an adaptation client, but a creative challenge with which we can also distinguish ourselves within the network," von Arx is convinced. And TBWA is considered one of the most creative networks in the world.
"This glamor should also be more noticeable in Zurich in the future," is the goal of the new woman at the helm.
She is proud that her agency has already been confirmed twice in a pitch for SBB's entire youth marketing. Other important clients include Masterfoods, Beiersdorf, Nissan and Orange Telecommunications in the dialog sector.
But von Arx wouldn't have to be von Arx if such successes could now completely fill her life. "I'm still training in the medical-psychological field," she reveals as a "hobby". Because she often reached the limits of what was physically and mentally possible during her Diax phase, she had her stress relieved by a kinesiologist. The alternative medicine against burn-out symptoms worked. "Kinesiology is an ideal method to help someone regain their focus," von Arx is convinced and - always full of enthusiasm - is already involved in setting up such an institute for wellness and kinesiology in Zurich as an investor. "Giving someone who is stressed out a sense of balance is something very useful." Of course, she can occasionally apply this to her work at the agency. "But otherwise the agency business is separate from this area," says the manager. Which is actually a shame.
   
Andreas Panzeri

Cantonal banks Spillmann Felser Leo Burnett launches the "Dreamcard" campaign to make countless dreams come true: there has never been a birthday party like this in Switzerland. To mark the 100th anniversary of the Association of Swiss Cantonal Banks, Switzerland is to start dreaming. From April to December 2007, the 24 cantonal banks want to fulfill around 400 special wishes. The campaign is a mega-event with the promising name "Dreamcard" and was launched by Spillmann Felser Leo Burnett. Since last August, this agency has been designing, planning and implementing countless surprises in an open-plan office set up especially for this campaign. SFLB won the Dreamcard project in a multi-stage and intensive evaluation process, as project manager Rolf Zimmermann reveals. With this campaign, the cantonal banks want to "thank the Swiss population for their loyalty", as Hanspeter Hess from the Association of Swiss Cantonal Banks explains. They have over 800 branches in Switzerland - and almost everyone in the country has done business with a cantonal bank at some point. Nevertheless, the anniversary campaign is not only aimed at customers, but "the whole of Switzerland should be able to dream".
The idea: no one-off big celebration and no short-lived competition, but rather a small but nice event at least every three days for nine months to keep the cantonal banks in the media. The concept is as follows: the cantonal banks fulfill as many dreams as possible for the Swiss population. These dreams are organized as exclusive experiences and raffled off. At regular intervals of six weeks, new dreams are posted on the website www.dreamcard.ch for the prize draw and announced using various advertising materials.
Anyone interested can register on this website and enter one or all of the 400 or so prize draws. The competition prizes include everything that could one day bring joy to a wide range of audiences in Switzerland. The group "Stärneföifi" sings in schools, Polo Hofer invites you to an exclusive concert on the Blüemlisalp steamship, Mahara Mc Kay plays at a private party. But you can also win a wedding dress, a weekend in a monastery, a champagne breakfast on the Rhine Falls rock or a day with a bearded vulture. The winners will be drawn by lot on a predetermined date. The competition is exceptionally "correspondence-led", as videos and photos will be used to publicize all the prizes on the website.
SFLB has produced posters, advertisements, bank statement inserts and a series of TV commercials to promote the campaign. Dreamcard is also the main sponsor of the new program "Happy Day" on SF1, where one wish fulfillment is also shown publicly per program.
Five waves of the prize draw are planned. The banks want to circulate 500,000 flyers for each one. Viral marketing also plays a central role. Various "send-to-a-friend" functions have been built into the website. A Dreamcard with a personal code makes it easier to take part in further prize draws. This also serves as ID for access control to the various events. However, the card is also a "Trojan horse", because anyone who carries a card with the Kantonalbank logo in their wallet for nine months...
Andreas Panzeri

 Switzerland's largest publishing house is acquiring a 51% stake in Radio Energy Zurich from the Goldbach Media Group. Goldbach Media intends to focus entirely on the advertising marketing of private electronic media in future. The parties have agreed not to disclose the purchase price.  
If Bakom does not veto the deal, it will be perfect: Ringier is taking over Radio Energy Zurich. The minority stake of 49 percent will remain with the NRJ Group, meaning that integration into the European network will not be affected by the sale, as Ringier announced in a press release on Thursday. The positioning and orientation of the station will also remain unchanged, and no personnel changes are expected. For Ringier CEO Martin Werfeli, it is a classic win-win situation: "The integration into the Ringier Group will make Radio Energy Zurich stronger and our media offering in Switzerland even more diverse".
 
With the sale, Goldbach Media is completely withdrawing from the publishing media business. From now on, the company will focus entirely on advertising marketing for electronic media. The marketing of Energy Zurich will also continue to be handled exclusively by Goldbach. "The fact that Radio Energy Zurich is one of the leading radio stations in Switzerland," says Klaus Kappeler, CEO of Goldbach and Chairman of the Board of Directors of the station, "is thanks to the ambitious, creative employees and their innovative program ideas. We are delighted with the continuing success of Radio Energy Zurich and are indebted to the entire team."
 
The NRJ Group, represented by Francis Rivollet, NRJ Managing Director in Switzerland, is also looking forward to the collaboration with Ringier: "This new partner will enable Radio Energy Zurich to further expand its reach in the Zurich region."

Luca Santarossa has moved from Ruf Lanz to Rotor. In a press release issued on Thursday, the 10-year-old advertising agency Rotor said it was delighted to be working with its new consultant and project manager. Santarossa, who previously worked for Sulzer, Sutter and Ruf Lanz, has already looked after well-known clients such as BMW, Emirates and American Express.
Rotor is an owner-managed agency that has been offering communication solutions in the areas of classic advertising, packaging design and corporate design for a decade.

Media use The Swiss consume less radio and TV - but more Internet. According to data from Mediapulse (ex-SRG research service), radio reach and listening time throughout Switzerland were lower in 2006 than in the previous year. The daily reach of people aged 15 and over fell by 0.7 percentage points to 90.3%, while the average daily listening time fell by 4 minutes to 100 minutes per person. The population of German-speaking Switzerland listens to the radio the longest, at 102 minutes per person per day. The corresponding figure in French-speaking Switzerland is 97 minutes, in Ticino 96 minutes and in Svizra Rumantscha 98 minutes.TV usage also fell slightly in German- and French-speaking Switzerland in 2006, as in 2005. In German-speaking Switzerland, per capita viewing time now stands at 146 minutes per day and in French-speaking Switzerland at 170 minutes. The situation is different in Ticino: at 180 minutes, television usage there is higher than in 2005 (175 minutes).
While Swiss people tend to listen to the radio and watch less television, Internet use is increasing rapidly. 63% of the total population aged 15 and over used the Internet at home at least once every three months in 2006 - an increase of 27 percentage points since 2001. At 43%, use at work is lower and has also increased less strongly since 2001 (+9 percentage points). In German-speaking Switzerland, 74% of the population were online in 2006, compared to 69% in French-speaking Switzerland and 59% in Ticino.
Markus Knöpfli

Filippo Lombardi is suspected of causing an accident while drunk and falsifying the circulation figures at the Giornale del Popolo. The public prosecutor's office in Ticino has completed its investigation and is ready to open the case.CVP member of parliament Filippo Lombardi has often come into conflict with the law because of his driving. He has not yet had to serve a prison sentence, but now things are getting serious. The 51-year-old is not only accused of causing a car accident in Horgen two years ago with a blood alcohol level of 0.6 to 1.2. Public prosecutor Maria Galliani also suspects him of falsifying the circulation figures of the Giornale del Popolo when he was still editor-in-chief there.
Lombardi's political career in danger
According to the SDA, Galliani's investigation is now complete. Lombardi's lawyer will be given access to the files to determine whether an extension of the investigation is in his client's interest. If Lombardi does not request an extension of the investigation, the public prosecutor's office will have one month to decide whether to convict the politician by summary penalty order or bring him to court.
Back in May 2005, Lombardi announced his resignation from the Council of States in consultation with his party in the event of an unconditional prison sentence.

Building trade Schneider, Berthoud stages advertising for wood-metal windows with analogies. Wood-metal windows are twice as good. The Basel agency Schneider, Berthoud shows this without windows. The new campaign for Pro Holz-Metall-Fenster in Bachenbülach works with analogies. Objects are shown that are obviously finer, more functional or more ecological by combining two elements than shapes with just one element. For example, a Choco Petit Beurre, photographed at the right angle by Felix Streuli, becomes a double-good window. The campaign appears in the trade press, Schweizer Hausigentümer, Beobachter and the Coop press. It is supported by mailings.
Andreas Panzeri