Marco Caprez, editorial director and co-presenter of the television program Konsum TV, is joining the editorial team of Neue Ideen. Caprez's main task will be to manage the editorial team and he will also be responsible for developing the website. For publishing director Filipo Leutenegger, Caprez stands for high-quality, consumer-oriented journalism, according to the press release. Caprez is thus returning to print journalism; before joining RingierTV, he worked at the Beobachter consulting center. As project manager at the Beobachter, he was responsible for the conception and development of the Beobachter's Help Online consulting website. In addition to the new editor-in-chief, the magazine Neue Idee, which will be published from June 2007, will have a new advertising manager. Moritz Weibel is joining the publishing team at Mediaarena Verlag. Weibel has spent the last four years as sales manager at the publication of the Swiss Homeowners' Association.

The door is now open for aspirants to the coveted Cannes Lions to register for Cannes Lions 2007. Works in all categories can be submitted on the website www.canneslions.com. The deadline for the Press, Outdoor and Film categories is March 9, 2007, for Radio, Direct, Promo and Media until March 16. Entrants in the Cyber and Titanium and Integrated categories have until March 23, 2007.

The advertising marketer Adlink Group is launching a European behavioral targeting strategy. The aim is to enable online campaigns that are not based on general socio-demographic findings, but on the actual behavior of Internet users. According to a press release, behavioral targeting allows target groups to be precisely identified and addressed with online advertising. It increases the impact of campaigns by a factor of up to four, Adlink Group CEO Stéphane Cordier is quoted as saying in the press release. His company wants to be the first provider to offer media agencies and advertising companies a pan-European platform for corresponding online campaigns. Adlink will enable customers to run individual campaigns in more than 20 markets, and the approximately 3,000 websites managed by the marketing company can ideally reach 84 million Internet users throughout Europe.

After twelve years in sales at JCM Offsetdruck in Schlieren, Felix Ziegler (42) has been appointed Sales Manager and member of the Executive Board as of February 1, 2007. Ziegler will be responsible for key account management. With a total of 18 printing units, JCM is the largest poster printing company in Switzerland and the only one that prints in the 150×205 format, according to a press release.

Zattoo brings TV channels to your living room free of charge via the Internet. Last week, Zattoo was able to expand its offering by 13 channels to more than 40. New additions include six French channels, six Italian channels and one Austrian channel. The Zurich-based company already has over 100,000 registered users, as Head of Marketing Francesco Vass told 20 Minuten. However, the high number of users has now brought Billag onto the scene. Its spokesperson Jonny Kopp is of the opinion that Zattoo should charge fees. "As you have to register with Zattoo in order to receive programs, this should be equivalent to a subscription." Vass counters that the Federal Office of Communications has already informed him that use is free of charge. Billag is currently not taking any action and is waiting until the revised Radio and Television Act comes into force.

Web2com's Online Advertising Index also made considerable gains in December. It rose by 3.8 points to 147.1 points. According to Media Focus, Internet advertising accounted for 1.4 percent of the total Swiss advertising pie in 2006. This corresponds to an increase of 44 percent compared to 2005, as Publigroupe subsidiary Web2com announced on Wednesday. The future forecast for online advertising can also be seen as very positive. In its publication Advertising Expenditure Forecasts, the media agency group Zenith Optimedia predicts that global spending on online advertising will increase by 28.2 percent in 2007. This means that the share of online spending in total advertising expenditure will increase from the current 5.8 percent to 8.6 percent by 2009.
The Web2com Index is based on monthly surveys of investments in commercial advertising on national and international online platforms. It is therefore intended to show how internet advertising is developing in Switzerland.

ADC With 5 out of 7 gold cubes and 3 out of 4 special prizes, the Walker agency set a new creative benchmark at this year's ADC awards ceremony. "It's happening here and now", Pius Walker must have thought and therefore certainly didn't consider it torture that he had to spend more time rolling the dice on stage on Sunday at the Kaufleuten than mugging in the hall. Walker's work for Fleurop in particular was judged "outstanding" by the jury at this year's ADC competition. "If the wedding day film had gone platinum, it would have been awarded by the jury," commented the ADC on the creative achievement of the "smallest agency in the world". Because this is not just advertising, but emotion that, cleverly conceived, touches the heart. The club also counts Fleurop's "Wedding Day" as one of the Swiss favorites at the international festivals and awarded the cinema spot gold. The Mother's Day campaign "Time to forgive her" also set standards for the jury. It won gold in the film and advertising categories. The fourth gold followed for the illustrations in the Fleurop annual report, the fifth for Walker's "It's not happening here, but now", the torture posters for Amnesty International. Mary Woodbridge was also rewarded with gold for her steep ascent into the high art of overall effect thanks to a rope team with Spillmann Felser Leo Burnett. The seventh gold went to the photographer from Wirz Werbung, who is fortunately insured by Der Mobiliar.
These ratings were also confirmed by a special jury. As part of the new opening strategy, the ADC invited the most renowned colleagues from the fields of strategy, media, direct and realization to an evaluation. These special cubes were awarded to Fleurop Mother's Day (Creative Strategy), Amnesty Posters (Creative Media), Mammoth Mary Woodbridge (Creative Campaigning) and Fleurop Mother's Day (Creative Production).
Under the patronage of sponsor Publicitas, an expert jury of five editors-in-chief also met again. They awarded the "Press Prize" to Ruf Lanz's print campaign for Hyundai. In the "Agency of the Year" category sponsored by Cinecom, Publicis was recognized as the agency with the most dice points. 175 entries made it onto the shortlist. Of these, 49 were awarded bronze, 9 silver and 7 gold. Walker Werbung emerged from the competition as the most successful agency with 5 gold, one silver and 3 bronze. SFLB came second and Wirz was the third best agency.
The winners in the silver category are: "Zahnreihe" for Suva by Ruf Lanz, "Pommes frites" for Hakle by SFLB and "Holzklötze" for Pastorini by Publicis. Silver Outdoor Advertising was awarded for: "Holzklötze" by Publicis and "MS Unterbrechung der Nervenbahnen" by Advico Young & Rubicam. Silver Film went to "10 Köpfe" for Schauspielhaus Zurich by Publicis. Silver Direct Advertising went to "Starbewerbungen" for Energy Zurich (Ruf Lanz) and "Ente Waschprogramm" for M-Electronics by Euro RSCG. Silver Design was also awarded to the Fleurop annual report by Walker.   
 
 
 
The public thinks like the ADC Publisuisse also had an "audience jury" working in the run-up to the award ceremony as part of the 1st ADC Prediction on January 15 at Kaufleuten. This was to examine all submitted works for their suitability for the shortlist or precious metal. One point was awarded for a later correct shortlist tip, 2 points for bronze, 3 points for silver and 5 points for gold. According to the ADC jury, a total of 32 points would have been possible.
ADC President Jean Etienne Aebi came closest to this result with 24 points. Monika Luck from Schweizer Werbung and Barbara Häni, Head of Marketing at SBB in Bern, and Fabienne Brunner from the SFLB agency also correctly predicted the award-winning work with 24 points. Christoph Benz from Jingle Jungle scored 23 points. A total of 146 people completed the prediction list. Barbara Häni has now won the wellness weekend at the Bellevue in Gstaad, sponsored by Publisuisse, following a draw.
Andreas Panzeri

Martina Anderegg's Zurich publishing agency Mediensatellit is now responsible for all areas of advertising sales and management for IWC Schaffhausen's customer magazine. The publication of the traditional Swiss watch manufacturer celebrated its 15th anniversary in September 2006, according to a company press release. For the past two years, the magazine has been managed by former editor-in-chief Medard Meier. The magazine is published four times a year with a circulation of 60,000 copies in German and English. It provides in-depth information on IWC watches, publishes interviews with various personalities and features articles on the art of living with fine craftsmanship.

Column The tension between noble promises and profane profit interests raises the question: do companies keep their brand promises? Steve Jobs has celebrated it again these days: Brands change the world. If he is right, we will have to adopt a new understanding of making and receiving calls, of communicating with each other and organizing ourselves. He has already achieved something similar with the computer for you and me, which you can take with you wherever you go. Rather sporadically, penetrating critics simultaneously pointed out with a raised index finger that this modern hero may have violated widespread notions of morality and custom. If they were right, Steve Jobs would have to get used to the fact that his individual freedom of movement could be drastically restricted in the future. The critics of Apple's remuneration policy for company managers were lost in the hustle and bustle of the media hype surrounding the iPhone. Corporate governance may have sounded good, but brand glamour was obviously better, and we see this tense juxtaposition or opposition of noble brand promises and profane organizational or individualistic profit interests everywhere. Rather regionally, when those once responsible for one of the icons in the history of the travel industry in Switzerland are now on trial. With geopolitical dimensions, when the owners of the icons of the free global Internet are pilloried for trampling on human rights in China and sacrificing their desire for expansion. So is the brand promise just smoke and mirrors after all, because the profit motive is ultimately the guiding principle? This understandable verdict would overlook the social dimensions of brands.
We all know this by now: Brands make a decisive contribution to a company's success. They differentiate us from the competition. They provide orientation for consumers. They create identification within and outside the company. They are valuable because they make a significant contribution to increasing the value of the company by ensuring recognizability, distinctiveness and loyalty among customers. But their significance goes beyond this company-related perspective. The impact of brands unfolds far beyond the dimensions of marketing. Brands influence people's everyday lives. They are increasingly role models for people's attitudes and behavior. They often tell us what we think is right and wrong, good and bad, healthy or unhealthy. And they often tell us how we eat, inform ourselves, communicate, how we spend our free time and where we place our charity. Brands shape us.
Brands are elementary components of geographical identity. They not only benefit from their regional origin through the distinctive "made in . . .". Conversely, they shape the image of entire regions and even nations. Premium brands in vehicle construction are global icons for our northern neighbor. For many people, Switzerland is symbolized by its exclusive watch brands. Brands become regional identification anchors.
Brands give innovation the power to prevail against the competition. It was the aforementioned brand that really helped mobile digital music to break through. Brands thus help to define social progress. In summary, brands have an impact on shaping and changing society. Societies since the middle of the 20th century are hardly conceivable without brands. This makes brands powerful in the truest sense of the word. This immediately raises the question of whether owners, developers and managers of powerful brands are always aware of this responsibility.
Jürgen Häusler is CEO of the Interbrand, Zintzmeier and Lux Group in
Zurich and honorary professor at the University of Leibzig.

Thomas Bolliger has become CD at Grendene, Ogilvy & Mather and wants to achieve the right mix of continuity and generational change.Luigi Grendene and Thomas Bolliger know each other very well. Bolliger worked with his current Chairman at Grendene & Lanz for around two years back in the early 1980s. Luigi Grendene, who decided in 1996 to integrate his successful agency into the Ogilvy network, wants to step down as Chairman and CD at the age of 62. He is leaving the agency at the end of April as requested. Thomas Bolliger has been the new Creative Director of Grendene, Ogilvy & Mather since January 3, and the new creative director on Zurich's Bergstrasse is enthusiastic about working in advertising because he is constantly confronted with new topics in this industry: "You get to know communication problems from a wide variety of areas and find ways to get the right messages across to your audience."
What is particularly appealing about Ogilvy is being able to sell Hirz yoghurt, Allianz insurance and vehicles from Jaguar, Land Rover and Ford at the same time as looking after brands such as SAP, Mattel, IBM and Dove. "It's a great challenge and very unusual for an agency with 30 people," says Bolliger happily.
He first got a taste of this world of communication and ideas with an apprenticeship as a graphic designer at two small agencies in Zurich. "Back then, I was fascinated by the statement that you can sell fridges to Eskimos in advertising," he recalls a bon mot that was circulating at the time when he was choosing his career. He soon discovered that advertising was more than just the design he had learned. The young graphic designer was determined to join GGK. "That was the leading agency at the time, where you simply had to be."
Of the "cool work" from the time at Seestrasse, Bolliger particularly remembers a "huge Leporello" that they made for IWC at the time. The watch was designed for diving up to 5000 meters. The advertisers demonstrated this with a foldable brochure that stretched across the entire office and visually moved through all the layers of the sea. The young graphic designer also found his career choice confirmed with the campaign for Swissair, where people around the world were photographed with their tickets. "Advertising Swiss products all over the world from Switzerland was a logical and natural choice for me at the time," says Bolliger.
During his four years in this environment, the graphic designer also looked around in the fields of film and photography and learned a lot. In the end, he said to himself: "What others can do, I can do too." Bolliger saw his opportunity at Grendene & Lanz, a smaller agency where each individual was able to contribute much more of their talents to the team because there were much flatter hierarchies. At G&L, Bolliger was also directly responsible for clients such as Xerox for the first time.
Bolliger soon realized that "there was still a lot to learn" and switched back to a large agency. At Wirz, he worked "with many cracks" in the industry and was involved in all phases of conception. In this way, he "got to know the whole facet of advertising".
Bolliger finally felt challenged to contribute his skills in a managerial role. He moved to BBWH as AD. He worked at this smaller agency for five years. He was responsible for the communications surrounding the merger of BBC and Asea to form ABB. Exciting tasks in these politically tinged eighties also included an image campaign by Alusuisse for aluminum recycling. Bolliger used a fly on a milk carton to visualize that it made sense to integrate a very thin layer of aluminium into the packaging to keep the milk germ-free. And even today, he still enjoys the blue gentian on the butter packaging he designed for Floralp when he goes shopping.
During this time, Bolliger was also asked to join BBWH as a partner. However, he still felt too young and preferred to travel with his wife - then an AD at Advico - across America for six months.
Back in Switzerland, he briefly joined Jean Etienne Aebi's newly merged agency with the long name. However, Bolliger realized that there were not only many letters in the logo, but also "too many agencies in one". He was happy to return to Wirz, where he was hired a second time and has now worked for the last 16 years. During this time, Wirz also oversaw the market entry of Sunrise. Bolliger was allowed to manage this budget as CD Art. He also continued to act as AD for other clients. When Sunrise was lost, Bolliger saw this as the ideal time to think about his future once again.
Having his own agency was not an option for Bolliger, although he and his colleagues did think about such ideas. Bolliger has also repeatedly designed cultural posters on his own, for example for Tanznovember or on the occasion of a competition he won for the Swiss Women's Gymnastics Days. But just working independently as a graphic design studio would not have been the right thing for Bolliger. His fascination is "definitely the large agency".
His goal at Ogilvy is now to use the international network and, in combination with his expertise, to be able to use these relationships for existing and new clients. His dream: "To be able to do more successful international advertising for Swiss companies from here."
Andreas Panzeri

The Zurich agency Department has created a new CI for the international sports brand Head, the second time that the Head quarter in Austria has entrusted the Zurich agency Department with the overall communication for Head skis. In a pitch for Head's new corporate design in 2004, the branding and advertising agency prevailed against renowned international competition. Over the past two years, Department has unified Head's image across all divisions - Ski, Racquetsports, Snowboard and Licenses. In addition to the redesign of the classic icon, the new, progressive orange color and a comprehensive design and communication program, Department has redefined the positioning of the sports brand: "Head is an athlete" is the credo, which is intended to initiate a rethink from a product-centric to a brand-centric world view. The brand campaign, which is being used selectively around the world, also focuses on those Head heroes whose workplace is definitely not at their desk, with winner Bode Miller, runner-up Didier Cuche and fourth-placed Ambrosi Hoffmann, three of the top five in this year's Lauberhorn downhill race using Head equipment.   
Andreas Panzeri

René Worni on questions of the existence of print mediaSomehow publishers in Germany always seem to be a step ahead of their Swiss colleagues with their innovations. Regional print media there are bending in all directions and sometimes pushing cross-media links to peaks that are still a long way off here in Switzerland (with some exceptions). Virtual circles with common interests, so-called communities, are increasingly becoming a question of existence, and the fact that newspapers have to re-legitimize themselves, as was recently stated at the 15th Local Journalism Forum in Osnabrück, Lower Saxony, is certainly nothing new and has arrived everywhere in the industry. It is therefore hardly surprising that the Westfälische Allgemeine Zeitung (WAZ), for example, has appointed the 34-year-old blogger and newcomer of the year, Katharina Borchert, as head of the online editorial department (and, according to Welt am Sonntag, not the usual "Zampano from the print editorial department"). However, the appointment of the lone fighter, who has set standards in the blogosphere with her Lyssa blog, is a prominent example of how the industry is changing. Borchert is working on a sophisticated online portal for the WAZ Group's four regional newspapers on behalf of Managing Director Bodo Hombach. Meanwhile, those less prominent in the media are already much further ahead. For example, the Hessisch-Niedersächsische Allgemeine (HNA), which is part of the empire of Munich newspaper king Dirk Ippen. Germany's fifth-largest publisher - although he sees the press as the first victim of digitization - advocates a kind of reverse credo: he sees the local newspaper at the center, as an interface and portal to the digital world. HNA is an impressive example of this: There are dialect podcasts in the idioms of the circulation areas, regional online videos, feedback forums and a sensational local Wikipedia, a web archive on which 400 amateur authors are already working. The region is to grow into a community, a kind of regional My Space. - From a Swiss perspective, one might wonder whether it is simply due to a lack of pressure from the local industry why there is hardly any evidence of such efforts here in Switzerland. After all, massive online expansion (especially at Blick) is on the list of priorities at Dufourstrasse.
René Worni, Editor