The Aargau advertising agency Strebel & Partner, which already works for AMAG Vertrieb Porsche, is now taking over the entire mandate.Strebel & Partner from Wohlen has won the entire mandate for the German sports car manufacturer. Among other things, the agency is responsible for the communication support of the dealers as well as the campaigns on a national level.  

Column If you inspect several newspapers at once in Italy, you learn next to nothing about what's going on in the rest of the world.Once again, we were forced either not to take note of world events at all or to do so through Italian glasses. In a self-experiment, I tried out both variants this time. I would like to report on the results of this experiment during my vacation far to the south near the tip of the boot.First, however, a few statistics: For 100 Italians, only about 12 newspapers are printed every day. By way of comparison, there are more than 40 newspapers per 100 Swiss citizens. However, to claim that almost 90 percent of all Italians do not read a newspaper would be a premature calculation. Probably more newspapers pass through several hands in the neighboring country than in Switzerland. Nevertheless, Italian non-newspaper readers are among the highest in Europe.
Now to the first part of the experiment: Let it be freely admitted that life "all'italiana" can be very relaxing. For a while, at least, it is possible to live without a newspaper without missing too much. The newspaper is not even indispensable for the well-being of a journalism professor - on the contrary, at last one can read books undisturbed by the daily news.
So let's not immediately put our southern neighbors and also all the young people in the corner who refuse to read the newspaper as a cultural asset. You don't need to know much of what you read there. And what you do need to know can be found elsewhere.
This brings me to the second part of the experiment. While the majority do not read newspapers at all or not regularly, the educated Italians know that they get at best half the truth in their newspaper. That's why they usually buy two or three papers at the kiosk: their personal favorite newspaper - for example, Il Giornale, which tends to be in the conservative camp, or the business paper Il Sole-24 Ore - and its left-wing counterpart Il manifesto or La Repubblica. Even in its selection of photos, the latter "demonstrates" anew every day that Berlusconi is simply a scoundrel - and how much the editorial staff is still happy about his deselection, which it helped to bring about.
In one respect, however, the Italian newspapers are similar, despite sharp political and ideological divergences: It is hardly possible to look beyond the borders of one's own country through Italian glasses. Even those who inspect several newspapers at once learn almost nothing about what is going on in Europe and the rest of the world. The exception to the rule are events and catastrophes involving compatriots - the deployment of Italian blue helmets in Lebanon, although politically less controversial, filled newspaper pages rather than columns for weeks. It was not much different last year with the kidnapping of journalist Giuliana Sgrena in Iraq.
Thanks to the tendency of Italian journalism to set its own topics, trivialities are often puffed up for days to become important: The fact that Günter Grass was in the SS may still be worth reporting, even south of the main ridge of the Alps. But whether he met "Ratzi," today's pope, in Bad Aibling as a youth or whether he just imagined it? The question has been tossed back and forth for pages in the feature pages.
Stephan Russ-Mohl heads the European Journalism Observatory at the University of Lugano.

Kathrin Nageli will succeed Peter Wenger as media spokeswoman and head of communications at Jungfrau Railways in January 2007. The 35-year-old Naegeli studied media sciences, constitutional law and history in Berne. She began her journalistic career at the Berner Zeitung, worked for the regional journal Bern, Fribourg and Valais, and then became a correspondent for western Switzerland for the SDA and has been head of the SDA foreign desk since 2001.

The western Swiss weekly magazine L'Hebdo is celebrating its 25th anniversary on Thursday. To mark the occasion, the weekly magazine is publishing a 180-page special edition. In this anniversary edition, the editorial team traces how the world has changed over the last 25 years. At the same time, the journalists offer an outlook on the coming quarter of a century, as reported by SDA.
The paper, published by Ringier, saw the light of day in the same year as the first IBM PC or the first TGV. 25 years later, the newspaper has a weekly readership of 217. L'Hebdo is increasingly successful with its blogs. The newspaper is also doing better commercially than ever before: this year alone, advertising revenue increased by 57 percent.

TV study What conclusions can be drawn from the Publisuisse study series "TV - Medium of the Future"? The people responsible provide information. We have reported on the three parts of the Publisuisse study "TV - Medium of the Future" (WW 20/06, 21/06, 30/06). In an interview with Werbewoche, Kerstin Schoegel and Clemens Koob, Managing Directors of Zehnvier-Marketingberatung, give their answers.WW: In your opinion, what are the most important results of your study "TV - Medium of the Future"?Kerstin Schoegel: We see three main points: The technology experts are quite enthusiastic about new technical possibilities such as mobile TV, TV on demand, IPTV or interactivity, probably not least because of their specific background. However, this is put into perspective from a consumer perspective, as consumers do not change their habits overnight. Moreover, they are hardly prepared to pay additional fees for this. The third point: TV remains the central anchor in the media ensemble, albeit with changes. Overall, however, TV will benefit from technical developments and - compared to other established media - will probably gain in importance.WW: What forecasts can be derived from the study for TV in 2010, for example, and which cannot? At best, we can point out possible developments as plausibly as possible. For example, the individualization of TV consumption will probably increase and viewers will increasingly be their own TV director. But until 2010, this is more of an evolutionary process, not a revolution.WW: For technical reasons, pay TV or Betty TV will probably play a greater role than IPTV by then.Schoegel: Not necessarily. According to our study, interactive offerings in particular are rather poorly received by TV consumers, apparently they are perceived as disruptive to relaxed TV consumption.WW: Then you were surprised by the news that Betty TV already has over 5,000 subscribers and is now looking to expand into Germany?Schoegel: I don't want to comment on this figure. However, the study shows that the consumers we surveyed see little potential for services such as Betty TV.WW: Daily TV consumption in Switzerland is still stable, but according to Mediapulse (ex-SRG research service), young people are migrating - primarily to the Internet. What does this mean for the medium of TV? Koob: It is indeed the case that the medium of TV is now being challenged by new media for the first time. However, these changes don't happen overnight. Such developments also offer opportunities for television. Just think of new offerings, services and advertising opportunities in view of the convergence of TV and the Internet (IPTV). And there is something else: in order not to get lost in the wealth of information on the Internet, many consumers are looking for an anchor of trust. Broadcasters would therefore do well to position themselves accordingly now.WW: Studies on the subject of mobile TV ("cell phone TV") are currently springing up like mushrooms. The results are contradictory. In your study, too, experts give the new form of TV significantly more credit than consumers. Schoegel: It is of course the case that technology experts tend to think in abstract terms, while consumers are closer to their own usage behavior, needs and, above all, their own wallets. However, we also had critical technology experts who pointed out that TV is already omnipresent today - for example in restaurants, stores and as large screens in train stations - which they believe could reduce the need for even more TV on cell phones. And among consumers, there was not only rejection, but also a certain interest in mobile TV, albeit cautious, because they simply don't really know what to do with it.WW: So the future of mobile TV depends largely on content?Schoegel: Definitely. Today, there is simply a lack of formats that do justice to this medium. WW: With Cash, Ringier is relying on electronic paper, a medium that is not yet on the market. Why does this medium not feature in your study? In terms of its size and possible applications, it should soon play a more important role in the TV of the future than small cell phone displays.Schoegel: We approached the overall project very openly and, as part of our Delphi study, we first asked the technology experts - in an unsupported manner - which technological developments they thought would shape the TV market of the future. Not a single expert mentioned electronic paper. We are therefore unable to say whether this medium will result in any greater changes than mobile TV.WW: According to your study, the advertising industry is currently hardly addressing IPTV, mobile TV, HDTV or TV on demand. Koob: The study paints a somewhat differentiated picture: there is a minority of both agencies and advertising clients who are involved in all of these technological developments. So there is a kind of avant-garde. This is normal when it comes to future topics. On the other hand, agencies would certainly be well advised to take a closer look at this in the future - but in a sober and objective manner, without falling into unnecessary actionism.WW: You are a marketing consultant. Based on your study, what tips would you give TV operators? Koob: TV stations should be present with their content on all distribution channels, even if it is still unclear what role they will play one day. This also includes the development of appropriate formats. TV operators should also cooperate with new providers, such as telecommunications companies or cable network operators. And finally, they should position themselves as a kind of anchor of trust in terms of content.WW: What advice would you give TV marketers? Schoegel: Firstly: Provide serious and open information about the new offers and opportunities. Give the agencies an overview. Secondly, develop forms of advertising that stay close to consumers or get even closer to them. Thirdly, put together cross-media packages. Fourthly, drive forward the development of suitable measurement methods for the new media. Interview: Markus Knöpfli

UBS is the royal partner of the 2007 Swiss Wrestling and Alpine Festival in Aarau. The Zurich advertising agency Publicis was commissioned to produce the associated TV commercial. The commercial is intended to build a bridge between Swiss folklore and the world of finance. For the shoot, the entire infrastructure of a wrestling festival was recreated with the help of the wrestling association. As active wrestlers are not allowed to actively advertise, two former wrestlers skillfully grabbed their belts and shafts.
 

Olivier Renaud has moved from Paris to Switzerland as the new AD at McCann Erickson Genève. Paris, oh là, là! There are certainly quite a few creative people in Switzerland for whom it would be a dream come true to work in this Mecca of advertising. For Olivier Renaud, the dream of his career has gone the other way. The new AD of McCann Erickson Genève has swapped the vibrant atmosphere of Paris for the tranquillity of the Swiss mountains. Of course, the proximity to the Alps and the inviting lakes of Lac Leman and Lac d'Annecy played an important role for the passionate snowboarder, sailor, paraglider and hiker.
Of course, the ambitious young advertiser didn't just want to be lured to Geneva by the scenery. At a rendezvous in Paris, he "accidentally" met Timo Kirez, the Chief Creative Officer of McCann Erickson Switzerland, and he made the move palatable to him.
Renaud has worked as an AD at TBWA Paris for the last five years. There he was considered a kind of protège of the well-known CD Erik Vervroegen. He meant well with Renaud's career. And that's why he sent him away. "Traveling is a way of broadening your horizons," said Vervroegen and therefore introduced Renaud to Timo Kirez. The two immediately hit it off. "We talked about our views on advertising and hit it off straight away. We have similar visions."
Kirez wants to build a new team for McCann Erickson. This should be "fresh, hungry and international". In this environment, the new AD likes the fact that, in addition to responsibility, he will also be given expertise for the first time. The cosmopolitan explorer from Paris is also attracted by the fact that at McCann Erickson he will find a team of like-minded specialists from Italy, Holland, Spain, Germany "and of course Switzerland".
He is not yet ready to judge the qualitative difference between Swiss and Parisian advertising. But he is already certain that he will find "a more creative atmosphere" here. In response to an astonished "Why?", he explains that the romantic Paris of tourists is not the everyday life of advertisers. The large budgets here do allow for generous throws.
At the same time, creative people are under so much pressure as a result of competition that fear inevitably mingles with their feelings. "That leads to aggression." He has achieved a lot in Paris thanks to this fear and aggression. "But I, and certainly all creative people, also need a bit of peace and quiet." In such an atmosphere of serenity, "you can go much further", Renaud believes as an artist's soul.
After completing his baccalaureate at business school, he was already drawn to design. With additional training in computer science, he first worked with virtual images before attending an advertising school in Roubaix. After this "école de créative en communication", he was completely enthusiastic about a career in advertising. As a graphic designer, he gained experience with various stages at agencies such as DDBO in Lille, MacCann Erickson in Paris - "even back then" - and Lowe Lintas & Partners. As an AD, he then worked for a year at Euro RSCG in Paris and finally TBWA.
Renaud has regularly won awards with his work for Chivas, Tag Heuer, Playstation 2, Absolut, Adidas and Pedigree - from Eurobest to Cannes Shortlist. He can celebrate these successes with his own champagne, as his parents are winegrowers in the Champagne region.
In his free time, he loves taking photographs, painting and building art objects. His "bonsai sculptures", as he calls them, are miniatures with all kinds of weird creatures and animals. However, there won't be an exhibition any time soon. Renaud likes to regularly give his works away to friends and "no longer owns a single original".
His passion for video is becoming more and more of a profession as well as a hobby. The AD, who loves shooting commercials, tries to recruit the best possible employees for his projects as a matter of principle and doesn't want to do the camera work himself. For the layout spot, however, he is personally in charge. He believes that he can best communicate his vision with his own images.
Andreas Panzeri

Fashion No joke, no PR stunt. The Bernie's store in Zollikon was robbed. Battering ram burglars took 40 men's suits, several luxury jackets and coats. And all this just before the launch of the new Bernie's poster campaign. The irony of the story: Wirz's latest motif shows a man in an elegant suit and handcuffs. The slogan "You can never look good enough" is therefore effective. To avoid any misunderstandings: Not everyone who wears Bernie's is also a criminal.

Even if sexist advertising offends some people, it should not be banned by law. This was decided by the Federal Council in response to the motion by Aargau National Councillor Doris Stump (see Will sexist posters be banned in Aargau?). This means that an initiative planned by the Young EPP no longer stands a chance (see Young EPP wants to take action against sexist advertising).
The ruling states that it should remain the responsibility of the advertising industry to ensure the necessary restraint in campaigns. Where self-regulation works, there is no reason to intervene by law, according to the Federal Council. It also doubts that a ban can be formulated in such a way that it has a chance of being enforced by the courts.

Magazines Once a prestigious Tamedia title with at least 140,000 readers, the culture magazine Du has lost significant reach since it was sold to Niggli Verlag in Sulgen TG in 2004. In the meantime, the readership has fallen below the 100,000 mark, with the current Mach Basic reporting 96,000 readers - a decline of 31 percent within two years! This is despite the fact that the magazine has recently won several awards in Germany, and even publishing director J. Christoph Bürkle does not understand the decline, as the paid circulation has grown slightly. "Obviously Du hasn't lost readers, but it has lost popularity," he tries to make sense of it. In any case, Niggli Verlag has no promotional opportunities like Tamedia with its various media, he says. "How the Mach Basic figures come about is a mystery to me anyway," Bürkle adds. (mk)

The first broadcast of the Victoria's Secret Fashion Show brought the young Swiss television station market shares of up to 11.1 percent among 15 to 34-year-olds, and on Wednesday the station announced that it had decided to repeat the world's most successful lingerie show next Friday, September 15. Last week, the broadcaster demonstrated its visionary qualities: Because even then it announced in a communiqué that the show would be on the program on that very same September 15 (see
Lingerie from Victoria's Secret on 3+).

The Corporate Communications - Best Practice award was presented on Tuesday. One "Golden Communicator" and two bronze ones were awarded.
The Zurich agency pi.ar was awarded gold for its communications for Intrum Justitia. In the laudatory speech, the agency's integrated communications management was particularly emphasized. It was an innovative, logical and coherent overall concept.
The debt collection company Intrum Justitia had implemented a national prevention campaign on youth debt. This included a competition with pupils who had to develop a teaching module on the subject of "Pupils, debt and money". Personalities from the worlds of sport, politics and business were recruited and involved in the campaign. At Intrum Justitia itself, the campaign had a positive effect on the company's employees. The company improved its internal and external image and the image of the entire debt collection sector was also positively influenced.
Bronze went to Weinkeller Riegger AG for the successful integrated communication of an SME. And the non-profit organization Natur- und Tierpark Goldau won bronze for the second time for its coordinated communication tools.