Chur-based Trimarca Kommunikation has announced three new accounts. The well-known Hotel Giardino Ascona commissioned the Chur-based company with repositioning, corporate design, brand coaching and the development of a new cosmetics line. Trimarca is creating a marketing and communication concept for the Hotel Schweizerhof Saas Fee. And the Acla da Fans shopping center in Samnaun awarded the contract for a marketing concept with corporate design and communication guidelines.

Orange Switzerland has chosen a new lead agency. And for the first time, a French-speaking Swiss agency is responsible for one of the largest national telecom advertising mandates. Geneva-based Saatchi, Saatchi & Simko will be responsible for the entire umbrella brand communication as well as the communication of individual offers and price plans. The communication of Orange Business Services, which specializes in business customers, has also been assigned to the Geneva-based agency. The agency recently won the accounts of Novartis for Voltaren and Otrivin and Nestlé for Cereal Partners Worldwide. Now it is delighted with the additional large advertising budget. The global CEO of Saatchi, Saatchi & Simko, Kevin Roberts, described Orange as a "Lovemark in Switzerland". However, the brand is to be made even more tangible and interactive, according to a press release.
The first campaign conceived and developed by the Geneva-based company for the Orange PrePay offer orangeklick.ch is already on display in the daily press.

For management consultants Accenture, the professional golfer is the link to their global 'High Performance' study. Tiger Woods will embody 'High Performance' in the marketing and advertising campaign starting in the next few weeks in 23 countries worldwide. The integrated campaign was developed internationally by Accenture's lead agency Young & Rubicam and includes ads, TV commercials and airport advertising. Instruments such as direct and online marketing will also be used. With the new claim 'We know what it takes to be a Tiger', the campaign now emphasizes Accenture's content expertise even more strongly. Golf star Tiger Woods has been a partner for Accenture's global marketing activities for three years. The campaign, which will be launched in the coming weeks, shows Tiger Woods playing golf and for the first time combines the world number one's best performance with the results of a large-scale Accenture study on high performance business that has been running for three years. The study examined more than 6000 companies worldwide, with only 500 meeting the requirements for 'high performers'. The renowned magazine Harvard Business Review considers this study to be one of the most significant of the past 25 years. Tiger Woods is and remains the ideal representative of our high performance business strategy," Ulf Henning from Accenture is quoted as saying in a press release. Everyone associates Woods with high performance. He embodies the constant pursuit of perfection and we are delighted to continue our partnership with him.

The Zurich agency Fisch.Meier has realized the winter communication for the winter sports resort Laax. For this, the creative heads have subjected the current season catalog to a slimming course: Compared to last year, the catalog has shrunk from 36 to 16 and now also doubles as a poster. The information package is supplemented by a hotel brochure with all the hotels of the Weissen Arena Group, as well as a detailed price list and a small-format folder containing the most important offers. Since the young target group can also be found on the Internet, all important information regarding vacation apartments, opening hours, package deals and lesson times is also available on Laax.com. The communication package is supplemented by a self-mailer. However, the news about the start of the season can only be read once the "Laax glasses" with integrated red filter have been put together.

The Zurich agency Spillmann/Felser/Leo Burnett is a finalist at the London International Advertising Awards (LIAA). In the "Poster and Outdoor" category, the unusual announcements for PET recycling won over the jury. The announcements, which were sent as MP3 files or CDs to 500 lifeguards, open-air concerts, green tournaments and other events, had already been awarded gold at ADC Europe (see ) and bronze in New York (see ) and. In the five announcements, individuals are reprimanded for not disposing of their PET bottles correctly.

Credit cards Visa Europe launches a major international campaign. Saatchi & Saatchi Simko is in charge of the Swiss budget. "Love Every Day" is the name of one of Visa Europe's largest integrated, internationally deployed advertising campaigns. It was developed by Saatchi & Saatchi Simko. For the first time in Visa's history, such a concentrated offensive will also be seen on a broad scale in Switzerland. Here, the campaign is being managed by Saatchi & Saatchi Simko in Geneva. The campaign in Switzerland was launched nationwide at the end of September with an initial series of ten TV commercials. A further 30 are to follow in the course of the entire advertising campaign. The campaign is based on scenes of consumers enjoying small everyday things. The subjects are intended to invite cardholders to view simple moments in everyday life as a gift. Visa sees itself as an intermediary that enables consumers to enjoy these special moments - thanks to Visa's practical, fast and secure means of payment in everyday life.
It's often the little things in people's everyday lives that make a big difference - for example, that first coffee in the morning, a meal with friends or a trip to the movies. "Credit cards are also increasingly being used for smaller everyday expenses and are replacing cash as a safe, fast and practical alternative," explains Joerg Metzelaers, General Manager for Switzerland at Visa Europe.
The "Love every day" concept creatively implements this insight with a series of scenes from everyday life in which people enjoy small yet special moments. "We wanted to choose a simple concept and make it a success in every market. This campaign makes that possible," says Joe Clift, Senior Vice President of Brand Management at Visa Europe.
Success in all market segments: One of the 40 commercials, for example, is set in a movie theater where you can pay with your Visa card. Buying shoes with the card can also be a gesture of love. Plastic money can also make many small "love scenes" possible at the train station.
Campaign in 21 countriesIn order to distinguish these everyday pleasures made possible thanks to the card from the things we normally buy, every item we buy is packaged as a gift in the commercial. The slogan "Love every day" is adapted in each case, for example in the shoe store - "Love every last pair in your size" - or in the spot on travel: "Love every return home".
In addition to the traditional advertising channels, the Visa campaign will also be seen throughout Switzerland in special forms, for example on pizza boxes with the slogan "Love every sofa evening". Advertising screens will also be used at points of sale in department stores, petrol stations and train stations. Banner ads will also be placed on various media websites.
The first phase of the campaign will run in Switzerland until December 2006. The TV commercials will be broadcast on SF 1, RTL, Kabel 1, Pro 7, Sat 1, Vox, TSR 1, TSR 2, TSI 1, TSI 2 and M6. Mediaedge:cia is responsible for media planning.
Visa Europe's "Love every day" advertising campaign is currently running in 21 countries, including Switzerland, Germany, the UK, France, Ireland, Italy, Spain, Greece, Turkey, Portugal, the Netherlands, Finland, Norway, Sweden, the Czech Republic, Poland, Hungary, Lithuania, Latvia, Slovenia and Estonia.
308 million cardsIn Europe
there are over 308 million Visa debit, credit and corporate cards in circulation. The turnover with these cards in retail and cash withdrawals amounted to over 1.17 trillion euros last year. Visa Europe is a "Membership Association" - an organization owned and controlled by its 4,500 European member banks. The organization is owned and managed by Europeans, which enables it to respond quickly to specific market needs of European banks and their customers - cardholders and merchants. Visa Europe is part owner of Visa International.
Visa International ensures the global interoperability of products and the management of the Visa brand. On a global level, Visa is one of the world's leading payment brands and enjoys unparalleled worldwide acceptance with around 24 million acceptance points - including almost one million ATMs.
Andreas Panzeri

The Zurich-based creative agency is represented with four entries in the final of the prestigious London International Advertising Awards (LIAA). In the "Television/Cinema" category, the "Andrea Bocelli" TV commercial for the Mühlehalde home for the blind has been nominated twice - in the commercial, unknown blind people sing the well-known song by the blind baritone. But the creatives were also heard in the "Radio" category: the "George W. Bush" spot for Airport Outlet Zurich won over the jury. And in the "Print" category, the campaign against speeding on the ski slopes for Suva made it to the final.

Every year, the German Manager Magazin evaluates the annual reports of the most important listed companies in Europe. As in the previous year, UBS took first place in the category of Stoxx 50 companies with its 2005 annual report. The report was creatively realized by the Zurich advertising agency Publicis. Three teams of scientific experts scrutinized the report according to almost 500 criteria. Criteria such as content, design and language are important to the expert jury. The decisive factors in the case of UBS were the content concept and creative implementation, as detailed in a press release. The annual report conveys an authentic impression of the attitude and commitment of the employees by portraying 95 people from all over the world and with a wide variety of functions within UBS. They all give a personal account of how they support the business philosophy of UBS.
Interpret "You & Us".

Freddy Burger Management announced on Wednesday that it has acquired the brand rights to the festival for television entertainment. At the same time as the change in management, the Zurich-based group, which is active in event and artist management as well as gastronomy, is also planning to reposition the event. However, it intends to retain the Lucerne location, according to a press release. The next edition of Rose d'Or will take place from May 5 to 9, 2007.

Internet search engine marketing is a growth market. Here in Switzerland, too, the focus is on professionalization and higher budgets. In Switzerland, search engine marketing is not yet as established as in the USA, the UK or Germany. However, the results of the first market study on search engine marketing in Switzerland show a market on the move. Interest is growing and many companies are using search engine marketing at a relatively high level of expertise and investment. The study "Search engine marketing in Switzerland" was commissioned by Angelink yourposition and conducted online by Dr. Pascal Sieber & Partner between May and July 2006. 122 companies took part in the study. But even if it can be assumed that the affinity of the study participants to the topic is higher than the average, the study nevertheless provides trends and indications that correspond to reality. "Many of the responses confirmed our experience. We assume that the study describes reality relatively well," says Lukas Stuber, Co-Managing Director of Angelink yourposition, commenting on the results.
Marked differences in useOnly a small proportion of respondents do not use search engine marketing, mainly due to a lack of knowledge (73%), a lack of time (59%) or a focus on traditional marketing (55%). Most study participants use one or more search engine marketing tools: Website submission to search engines, keyword advertising and website search engine optimization.
The study participants are divided into five categories accordingly: Complexity "Inexperienced" (18%), who do not use search engine marketing or are only planning to do so, "Applicants" (18%), "Optimizers" (24%), "Keyword advertisers" (10%) and "Combiners" (30%). This behavior is reflected in the budgets: registrants spend an average of CHF 4,500 per year, optimizers spend three times as much, keyword advertisers invest CHF 30,000 and combiners invest an average of CHF 50,000. Budgets are also increasing: 70 percent of those surveyed expect higher budgets for search engine marketing in the next three years.

Goals and goal achievementMost respondents are clear about what they want to achieve with search engine marketing. The focus is on quantitative goals: 82% are aiming for a better ranking, 66% want more traffic, 62% want to generate sales and 60% are interested in leads.
However, it is less clear how the desired success can be measured. Measurements tend to be rudimentary and the return on investment is rarely measured. Surveys are often delegated to technology: 68% of respondents use log file analysis, 58% use ranking checks and 36% use tracking software. Nevertheless, 31% monitor sales figures, 30% conduct customer conversations, 24% evaluate customer reactions such as from online competitions and 19% rely on customer surveys.
Experienced participants in particular use combined performance measurement - and also achieve their goals. Outstanding: The combiners. They attach the greatest importance to the Internet, use all instruments, deploy the largest budget, use combined performance measurement and achieve their goals best. In contrast, the applicants are far behind: Only in the ranking is there a "sufficient".
The study also reveals an existing know-how deficit and optimization potential, but also a rapidly progressing professionalization. The more intensively this is pursued, the better search engine marketing performs in the assessment of the study participants. The objection of some of the study participants - the lack of contact quality - therefore appears to be based less on the marketing method itself than on the intensity of its use.
Kathrin Fischer

Stimulants He looked even better during his victorious appearance on the TV show about the "Biggest Swiss Hit" of the last seventy years than he did when he was young and sang "Alpenrose" for the first time. Visibly healthy, said the tabloid press - and of course pointed out that Polo National Hofer has not been drinking alcohol for around three months. Whether the protagonists of Z.B. Werbung's current campaign for the Bern Wine Fair are just as averse to the juice of the vine cannot be confirmed soberly. One has one's suspicions here, as with a poker face. But a poker face can also disguise itself, otherwise it wouldn't be called a poker face. The agency's advertising for the wine fair features real producers of wine and other specialties from the region. The trick here is that the viewer does not know whether the mysteriously depicted figureheads really produce wine or are perhaps more responsible for cheese, farm vacations or even herbs. A game with moralizing prejudices? - Or rather a successful sympathy advertisement for bearers of schnapps noses? The agency only wants to serve us In Vino Veritas on the day of the fair.
 
Andreas Panzeri

Surveys The NZZ subsidiary Freie Presse Holding is launching a tool for regional media to conduct their own opinion polls. When it comes to the short-term trend analysis of cantonal and national votes or the analysis and interpretation afterwards, the JRC research institute in Bern, led by political scientist Claude Longchamp, is ahead of the game on all channels in Switzerland. Longchamp's institute, which has been based in Bern for 12 years, offers a range of services in the fields of politics, society and communication. These include, for example, the Vox analyses (together with the political science institutes of the Universities of Bern, Geneva and Zurich), the Worry Barometer and the Health Monitor. The political sector is now facing competition from Freie Presse Holding, a subsidiary of NZZ and PubliGroupe. "It has long been a thorn in my side that the media, and journalists in particular, are letting the commentary on political events out of their hands," says Beat Lauber, member of the NZZ Group's Executive Board and Head of Regional Newspapers.
Lauber alludes to the voting analyses carried out by the JRC research institute, which uses a quantitatively modest sample of the population to extrapolate voting results that are then adopted by all the media. "I am particularly annoyed by the journalists who are not bothered by this," says Lauber.
Good experiences in St. GallenThese considerations led to the development of an internet-based survey tool in collaboration with the company E-Act AG in Horgen, which specializes in the development of individual software and hosting. This is called E-Ted and is operated via a web browser. E-Act AG was already the inspiration behind the development of FPH's own customer dialog system. This is primarily intended to help regional media to query customer needs and improve customer relationships via the Internet. The St. Galler Tagblatt has been using it since 2004. "The response has been exceptionally positive," says Lauber happily.
So what could be more obvious than using the technology not only for market-specific surveys, but also for socio-political issues? "In this way, we could determine the public's attitude to votes within a very short space of time, possibly even in real time," says Lauber.
He expects to receive 16,000 to 20,000 votes once the project is up and running in several media outlets. Lauber is convinced that this would also make it easy to identify regional and local differences and that media professionals could take political commentary back into their own hands.
Cost-effective toolAlike FPH's customer dialog system, E-Ted does not require server costs or software installations and is, at first glance, a data collection system. Participants who may have become aware of the existence of the tool in their personal journal are asked to log in and enter their personal data.
The media company writes to participants at will via E-Ted and asks them about their views on socio-political events using a self-created list of questions. The topics can extend to the local level, for example when it comes to the construction of new sports facilities in a community.
"The impetus for a survey can come from any medium. Media that use E-Ted can also join forces regionally and conduct corresponding surveys in specific regions," says FPH Managing Director Pepe Wiss.
At a further level, public assessments of events of supra-regional importance or cantonal or national votes can be surveyed. "The media mutually agree on a joint survey, and you would then have a benchmark and could identify regional differences," says Wiss.
He can also imagine Freie Presse Holding initiating surveys together with the company E-Act AG. In principle, Wiss sees FPH's role primarily as a coordinator, as the E-Ted tool is the responsibility of the respective medium. 
But to what extent are the audience surveys using the tool representative? That depends on how many people take part in a survey. If enough people take part, then data can easily be analyzed according to age group, education, profession and other criteria, which, according to Wiss, leads to representative statements. "It's not that much witchcraft," he says.
It becomes more difficult with complex questions. The way in which the question is posed is particularly important. However, some media already have their own opinion research departments, or an expert is consulted in order not to miss the psychological aspects of a survey. "The interpretation is then up to each individual," says Wiss.
The creators of E-Ted want to introduce their idea to editors-in-chief and publishing directors of Swiss daily newspapers in the near future. E-Ted will cost CHF 5,000 per year for publications with a circulation of up to 30,000 copies and CHF 9,000 for publications with a circulation of over 75,000 copies.
Each medium only has its own database. In the case of national surveys, the participating media provide each other with data in anonymized form. "Otherwise it would clearly be a case for the data protection officer," says Pepe Wiss.
René Worni