From October 2007, Schreibszene Schweiz will be offering the new "Certified Copywriter" course in Zurich and Lucerne. The two-semester course is aimed at anyone who wants to learn the full range of the copywriter's craft. The course covers the disciplines of writing: advertising copy, PR language, journalistic texts and writing for the Internet. In addition, concepts are created, written material is edited, direct marketing is taught and literary writing is practiced in the part-time course. Students gain an insight into media work and the production of print products and radio spots. Numerous exercises are designed to guarantee a high level of learning success. The course lasts 18.5 days, spread over one year. The Schreibszene spring program includes seminars on writing crime novels (Bern), writing flyers and advertisements (Lucerne) and favourite books with the author Hansjörg Schertenleib in Zurich. Schreibszene Schweiz is a seminar organizer for all disciplines of writing and a cooperation partner of Script, the professional association of Swiss copywriters.

Advertising "In the beginning was the advertising pillar": a journey through almost 100 years of German advertising history. Not only for the favor of female beauty, but also for products and services. In the ruins of Pompeii, archaeologists found, among other things, the oldest known commercial advertising boards. The city in Campania in the Gulf of Naples disappeared under the glowing lava of Mount Vesuvius on August 24, 79 AD. This makes advertising one of the oldest trades in the world - but that alone is hardly the reason why some people like to compare advertisers with the ladies who pursue the oldest of all trades ...The age of expeditionsAdvertising as we know it has been around since the middle of the 19th century. The industrial revolution triggered the mass production of goods, which of course had to be advertised. The barker, who went from market to market selling his products to men and women, had had his day. Thanks to the freedom of the press, more and more advertisements appeared in many newspapers. From 1855, so-called advertising expeditions were set up to organize the rapidly growing advertising market - the first advertising agencies in the German-speaking world.
One example of this is Mosse-Annoncen, which some readers will probably remember. In 1867, Rudolf Mosse founded his international advertising expedition in Berlin and built up a network of branches throughout Germany. In 1869, the first Swiss branch was opened in St. Gallen, followed by the Zurich branch in 1871. Mosse-Annoncen was independent until 1939, when it became part of PubliGroupe. Since 1999, the former advertising expedition has been called Mosse Media and is now PubliGroupe's competence center for tourism and school advertising in Switzerland and abroad.
Learning from the pastVolker Ilgen and Dirk Schindelbeck tell the story of Rudolf Mosse and his advertising expedition in the excursus "Revolution of outdoor advertising - the advertising pillar" in their book "In the beginning was the advertising pillar". This richly illustrated German advertising history is much more than a picture book, it is a reader for anyone interested in communication and history. The chapter "Die Zeit fährt Auto" about advertising during the Weimar Republic, i.e. until 1933, is particularly worth reading because it is entertaining and instructive. During this period, when advertising was still allowed to be advertising and did not have to be propaganda, German advertisers developed measures that are very reminiscent of guerrilla marketing today.    
Roger Hausmann

 More and more people are spending more and more time in front of the computer. This is accompanied by pain, which often becomes chronic. In specialist literature, computer-related illnesses are referred to as RSI or mouse arm. It is not uncommon for computer workers to experience pain in their neck or wrist in the evening. If the pain does not go away, you are suffering from mouse arm syndrome or RSI (Repetitive Strain Injury). It is caused by an unhealthy posture in front of the screen or by repeated daily movements of the hands on the mouse and keyboard. These repetitions cause injuries to the tissue of the muscles, tendons and ligaments. And if the strain continues, as it does for many of us, it can lead to chronic complaints over time. Help against the syndrome can also be found - sensibly - on the computer, namely on the internet at Me-first.ch. This website has recently started providing information on RSI, advice on how to deal with it and information on treatment options.

Werner De Schepper is stepping down from his position as Editor-in-Chief of the daily newspaper with immediate effect. Rolf Cavalli, his former deputy, will take over as editor-in-chief ad interim, Ringier announced on Wednesday evening. Werner De Schepper (41) has been Editor-in-Chief since February 1, 2003, during which time he has made a significant contribution to the further development of Switzerland's largest daily newspaper. After taking some time out, he will be working for Blick and SonntagsBlick as Editor-in-Chief Politics in the Federal Parliament office in Berne. No details are known about the circumstances of this change. His interim successor Rolf Cavalli (38) has a degree in history and has been with Blick for four years. He previously worked for SonntagsBlick, among others.

Insurance Numéro 10 in Berne has filmed the first two episodes of a "family saga" for Vaudoise Insurance Most insurance companies have two small image problems. In our globalized world, they are associated with large financial transactions and arrogant managers. On a smaller scale, most people immediately panic when they hear the word "insurance", fearing that an agent will try to pin a policy on them "and won't leave the door until he's sold us something", as Gilles Aeby describes the scene. The Head of Strategic Planning at the Numéro 10 agency would therefore like to correct these negative perceptions. At least for his new client Vaudoise. Because this locally grown insurance company can certainly present itself more sympathetically than its international competitors in this context. The bilingual Aeby tries to describe the underlying value as "smallism versus gigantism". This also includes a certain "sociability and proximity", which could be translated as social compatibility and proximity to the customer.
Aeby wants to communicate all these values in his first campaign for Vaudoise Insurance. Numéro 10 won the budget after an agency evaluation. It also played a role in the fact that the Bernese agency is ideally placed to publicize Vaudoise in the right style in both French-speaking and German-speaking Switzerland. In Zurich, people expect an insurance company to radiate financial competence. In the French-speaking part of the country, the sympathy effect is more important.
In the first two commercials that Numéro 10 realized together with Markenfilm Berlin, both strengths are convincingly played out for the viewer. The first spot is about the pension fund. "My grandfather is my best friend," reveals a ten-year-old boy. When he grows up, he wants to become a researcher "so that he can clone his grandfather". And when everyone gets really old, the boy wants to "become president of all the banks, because then it will take billions of millions to take care of everyone". The grandson hopes that his grandfather will find enough time to practise shooting penalties with him every day after he retires. The grandson's thoughts are echoed by an off-screen commentary at the end of the film: "The world is moving. People are living longer. Vaudoise Insurance offers pension plans to suit all retirement wishes."
A second commercial is aimed at the SME customer group. This is illustrated with the future dreams of a boy who wants to become an entrepreneur like his father. Vaudoise helps here too, because it covers "risks with solutions for the future".
Why a child? Numéro 10 didn't want to show the evolution of society through adult eyes. "It's more appealing to talk about the problems of retirement with the visions of a child. We show a vision of tomorrow. A child observes the world and its adult environment. They think about this," explains Gilles Aeby.
The campaign is designed to run for several years. During this time, the child should also grow older. The campaign could then develop into something like a series or family saga, the advertisers in Bern hope.
Parallel to the commercials, there are also print subjects that tie in with the films in terms of design.
Tradition under the sign of the cooperativeThe Vaudoise
is one of the ten largest private insurers on the Swiss market. Founded in 1895, the company is the only independent insurer with a decision-making center in French-speaking Switzerland. The majority of the share capital of Vaudoise Insurance Holding is held by the Mutuelle Vaudoise cooperative. As the Group is not dependent on investors, it can develop independently and in the interests of its customers and stakeholders over the long term.Andreas Panzeri

Newspaper Since March 12 of this year, NZZ readers have been enjoying a clearer structure. The new features increase the accessibility of the NZZ and at the same time the reading pleasure. The proven journalistic quality of the world newspaper has been given a new look. Although the traditional newspaper remains true to its character, readers were informed of the improvements several times before March 12. This was done with a multi-page advertisement, which of course needed a striking prelude. Publicis developed a motif for this that neatly separates the elements of the blue pencil and shows them separately. A visual that truly represents a perfect structure and is also amusing in its consistency. Naturally, the full-page, four-color advertisement has so far only appeared in the Neue Zürcher Zeitung.

 The Ringier Group has revamped its website. The newly created Ringier Publishing Switzerland now also has its own website. The media corner has been expanded on both sites, and the product range has been made clearer on the Swiss site. On the new homepage of the Swiss site, Ringier employees present themselves and their products. All details about the products can now be viewed by clicking on the images. Visitors to the new website will find information on all Ringier activities in Switzerland in German, English and now also in French. Among other things, portrait and building photos can be downloaded from the media corner. In addition, a dedicated search field now makes it easier to find topics and news items.
The new website concept has also been adopted by the other Ringier publishing houses in Europe and Asia. Ringier Publishing Serbia, Ringier Publishing Slovakia and Ringier Pacific will also be launching a corresponding website in the coming weeks. Ringier created the graphic concept and technical implementation in collaboration with Previon, and the project was managed internally by Irène Messerli.

 Werbewoche is now also available online as an e-paper. You can browse through the electronic edition, view individual articles, save them and print them out. Access is free for two months. All you have to do is register and you can start using the service. We hope you enjoy the Werbewoche e-paper.
 
 
Pierre C. Meier
Editor-in-Chief
 

Advertising in regional electronic media is playing an increasingly important role. ConRadio-TV has made changes to its sales department in order to meet these market challenges in the best possible way. As of June 1, Mr. Michael Sutter will take over as Sales Manager. He has many years of experience in management positions in sales. Mr. Sutter previously worked for Publicitas in Berne, most recently as Key Account Manager and Head of DTP and Media Services. He is also familiar with the national advertising and media landscape, as well as the requirements of cross-media concepts. Former Sales Manager Michael Schüpbach is increasingly seeking direct customer contact and is taking over the newly formed "Bern North" sales area as Senior Account Manager and Deputy Sales Manager. In this role, he replaces Bruno Hofer, who is leaving ConRadio-TV. ConRadio-TV is part of the Espace Media Group and acts as a sales organization for the stations TeleBärn, Capital FM and Canal3 as well as an agent for advertising placements throughout Switzerland on regional television and radio stations. The company has its own production department where all video-based TV formats can be produced.

Finance McCann Erickson designed XL Capital's campaign in its fifth year McCann Erickson Zurich's campaign for XL Capital is entering its fifth year with fundamental strength. The agency's initial task was to make XL Capital known and position it in the international financial world. XL Capital is an insurer, reinsurer and financial services provider "with fundamental financial strength to cover the world's biggest risks", as Barry Brewer, Vice President Marketing at XL, assures us. After the first year, the campaign had already "increased awareness of XL Capital within the target group by 95 percent", CD Peter Rettinghausen at McCann Erickson is proud to report.
The continuation of this success story has now started with three new motifs. McCann Erickson and her AD Tom Kees, together with photographer Tom Nagy, have photographed the world's largest solar field in southern Germany, oil fields off the Californian coast and the shipyards in Hamburg.
The international campaign for XL Capital appears in financial and leading titles in the USA, England, Germany, France, Spain and Switzerland.
Andreas Panzeri

Festival guides The open-air season starts in summer, and for advertising it has already begun: every publisher's wish is for lavish editions filled with lots of good advertising. They don't have to be active in sales, because the customers will come of their own accord. Illusion? The ideal case exists. The most comprehensive of all open-air guides, Summer 07, is practically full. At the Mediabox marketing agency, it's already peak season months before the official start of the open air. "We are literally being overrun," says Managing Director Sandro Proietto. Mediabox attributes the enormous demand to the magazine concept. In terms of content, the guide offers more than most festival guides and special supplements. Organizers such as Philippe Cornu from the Gurten Festival appreciate the completeness and variety of information. The elaborately produced magazine also enjoys a good reputation among readers. Which has its price. Florian Biafori from Mediabox calculates that the editorial content alone is many times more expensive than the complete production of a special open-air supplement for one of the larger newspapers in Switzerland. The copywriters are expensive. They belong to the "crème de la crème" of Swiss music journalism.
More background articlesIn addition to the industry leader, other open-air agendas are also vying for the favor of open-air enthusiasts. Just in time for the start of the season, a festival magazine will be enclosed with the SonntagsZeitung at the end of May. A detailed reference work, but not with the same claim to completeness as Sommer 07, the makers only present the raisins from pop, classical music, theater and exhibitions. It is also likely to be the only open-air guide to music from abroad. For the first time, readers will find more background articles and interviews. However, the response from advertisers is still modest. The first inquiries have been coming in since last week, but there is no sign of a rush, according to those responsible at SonntagsZeitung.
20 Minuten is trying a new strategy this year. With "The Guide 2006" in pocket format, it has "outguided" itself. Instead, Tamedia is focusing on high society. Tamedia is producing the 20 Minuten Week weekend edition on glossy paper for open-air enthusiasts. Not for the first time. At Christmas, the Week edition was already available on fine paper. Music is one of 20 Minuten's areas of expertise. For the 2007 festival season, the free newspaper is planning an "Internet content special" and its own festival web radio. How has the advertising industry reacted to the offer? Sales manager Marco Gasser: "We're not exactly inundated with inquiries, but sales are going well." This festival year is also a special one. Advertisers are still reacting cautiously because there is no major event such as the World Cup or European Championships, says Gasser.
Trend Magazine is satisfied with the current advertising situation. The magazine features several specials on the subject of outdoor parties. According to publishing director José Samanas, the mini preview in May is almost fully booked. Blick's Openair Extra is also well on course. Incidentally, this is the guide with the highest circulation. Although it is not "overrun", it is better off than other in-house publications, according to Ringier executives.
Open-air visitors are spoiled for choice. It remains to be seen which festival guide will do the trick. The guides couldn't be more different in terms of appearance and content. The newspaper special editions are editorial concentrates that selectively present the highlights to a wide audience. The scene booklets, on the other hand, are veritable open-air encyclopaedias that are packed with interesting details.
Christian Lüscher

Great Garbo are Nora, Diego and Lionel Vincent Baldenweg. The three siblings make music for film and advertising, have already won two Edis and can currently be heard in a worldwide campaign for Carlsberg. They want to make music, but aren't necessarily the people to be on a stage. "We prefer to work in the background. More than a single project, we also love variety," Nora, Diego and Lionel explain. For the Baldenweg siblings, music for film and advertising has therefore been "the ideal solution" since their parents returned to Australia three years ago. The three siblings grew up there until 1994. They later became known in Switzerland with various band projects. With the family band Trash Bag they toured all over Europe. When father Pfuri and mother Marie-Claire, who is also known as an art painter, left their now grown-up children alone in Switzerland in 2003, it also meant the end of the band.
Anyone who has been traveling the world with music since childhood, "even at the age of four," can't just give it up. An agent in London therefore came just at the right time when he heard a demo tape by the young Baldenwegs at the beginning of 2004 and spontaneously thought that their compositions would be "very suitable for film music and advertising".
Since then, Great Garbo has been the label under which the trio provides soundtracks for clients such as Kuoni, Findus and Unicef. Last year, Great Garbo won both Edis for best film music for the Stop Aids film by Euro RSCG and Kuoni. A composition for Carlsberg can currently be heard around the world.
Such successes have also attracted the interest of major film producers. For Condor, the trio wrote the music for the multiple award-winning "Building the Gherkin" as well as "Replay" with Roger Federer. In cinema, Great Garbo has also attracted attention with the music for "Ring Thing," "Undercover" with Viktor Giacobbo and, most recently, "Cannabis." Alongside Adrian Frutiger, they created "20 percent of the music and half of the soundtrack" for the hit film "Mein Name ist Eugen." Currently, they are experimenting in their studio under the roof of the new stock exchange in Zurich on suspenseful sounds for a thriller by director Mike Huber and C-Films.
"Great Garbo stands for a mixture between glamour and trash," Diego explains the style of these compositions. In the varied sound spectrum, the most diverse elements between pop and classical music can be found. The notes are mainly put down on paper by Diego. He already composed classical piano works at the age of nine and since then has continued to educate himself "autodidactically" with harmony textbooks. Later he composed piano works that he himself "technically could not play at all". Today, his theoretical knowledge forms the foundation for the large orchestral works that Great Garbo uses, especially in feature films.
Nora is responsible for the many individual tones and single melodies within these big scores. She is trained as a singer and has also composed her own songs as a girl.
Lionel, who played drums in various Australian punk rock bands as a 13-year-old, is now primarily responsible for managing Great Garbo.
When an order comes in, he's the first to take the briefing. "I'm the hub between clients and music production." Later, "as a supervisor and advisor," he'll have his siblings' backs when it comes to composing. "When you're involved in a creative process, you need a lot of energy for the product, so it would be very detrimental if the phone was ringing all the time."
There are no problems among themselves when working in Great Garbo's studio. "We have the same goal and pursue the same aesthetic." In a three-person constellation, they can also discuss things very well, he says. If two get stuck, the third comes up with a new view. "That always keeps things moving." Because Great Garbo are siblings, there are also no cockfights, for which a lot of energy is sometimes burned in agencies. "We don't have to prove ourselves. We argue honestly and not hierarchically. And no one will ever lose their job in our family business." Above all, the three siblings agree that they do not want to make any qualitative compromises in their work. For the first 18 months after founding their label, therefore, they all worked part-time in "normal" jobs so that they could "afford the luxury of not compromising." Lionel worked in a design agency, Diego in the consumer sector and Nora for fashion and PR.
All three are grateful to their parents for insisting on a very conventional education in addition to music. Lionel did the KV, Nora the Matura and Diego a business school. "We are not musical dreamers, but live in reality. But we have a good mix of the two worlds."
The fact that their kids can now make a successful living from music naturally pleases the parents. Even from a distance in Australia, they would follow the development with great interest. Pfuri also acts as chairman of Great Garbo.
Today, they are really glad that their parents let them grow up in a rather unconventional framework with the various band projects and the constant traveling. "Family-wise, it brought a lot. We always had to meet new people. It bonded the family together." Living abroad also gave them a certain drive, he said. "When you're in the same place for a long time, you develop a certain comfort and compartmentalization. We've had to deal with new situations all the time, and that's extremely reflected in our projects." Great Garbo ventures into everything and wants to find the new frontiers. In doing so, the three siblings sometimes don't even care that they "blow the whole budget on quality" for their favorite projects.
The future will surely bring it back one day soon.
Andreas Panzeri