Pharma Anyone who has read the brochures of the Swiss
Cancer League, prefers to hide away in a cellar.
Of course, the danger of being infested by common mold lurks there.
but that is still better than the mutations
to the sun's rays. Black melanomas,
festering fire damage and long-term consequences of youthful
However, sunbathing recklessness is essential for an effective prevention campaign.
not enough. The grim reaper has to be brought in. It's a scene from
a "Baywatch" nightmare, which the pharmacy on Zurich's Kreuzplatz
hung in the shop window. No, Pamela's swimming aids
have not burst. Father Death has a trip to the beach
dared. Not because he needed a vacation, but also because he was in sandy
"Too much sun can kill you," says the man who works in the
The poster too. Less likely to be hit by the blow
Splatter movie fans will leave the pharmacy after such a macabre beach tragedy
ask for a tranquilizer right away, not to mention suntan oil,
which will probably be available in the pharmacy on Kreuzplatz in the three new
Beach barbecue categories offered in different colors and flavors
will be: "Leichenblass - Richtig roh", "Morbid Rot - Schnell angebraten,
but saignant" and "Nekro Schwarz - extra crispy, through and through".
Marc Bodmer

Sanitas health insurance has entered into a premium partnership with Students.ch, the largest Internet portal for students. The collaboration consists of an advertising and marketing cooperation and a variety of campaigns for students that will take place online and offline, according to a press release.
With this partnership, the health insurer aims above all to better understand the needs of students and offer them a marketing and product range tailored to their requirements - in line with the motto "Sanitas for life".
Students.ch claims to have over 55,000 members and over 20,000 visitors a day and aims to offer everything that makes studying easier. Sanitas has around 900,000 insured persons and is one of the leading providers in the health insurance market.

Advertising media The FileMaker database solution
controls the approval processes for Fifa merchandising products and
This makes production easier, regardless of whether Philips produces a baseball cap with the
Logo of the 2006 FIFA World Cup, McDonald's a Happy
Meal with Fifa plastic ball or Adidas sneakers with a postcard
of the official mascot "Goleo VI" was to be produced - the
Fifa's corporate brand identity had to be adhered to. All
Marketing products of the Official Partners and National Sponsors, which
the official Fifa stamps were tested before production.
double-checked for consistent CI and checked again after production.
removed.

Considering that the 15 Official Partners of the 2006 FIFA World Cup - Adidas,
Anheuser-Busch, Avaya, Coca-Cola, Continental, Deutsche Telekom,
Emirates, Fujifilm, Gillette, Hyundai, MasterCard, McDonald's, Philips,
Toshiba and Yahoo! -, the six national sponsors (Deutsche Bahn,
EnBW, Hamburg-Mannheimer, Obi, Oddset and Postbank) and those of the
Fifa commissioned agency Marlow International with over 500
promotional products producers work together, you can
The administrative scale of this release process is easy to imagine. Marlow
International, which has been working with FIFA since 2003,
had developed a strategy in advance to meet this challenge.
FileMaker-based database solution that is precisely tailored to
is tailored to these needs.

Complex and web-based
"The logo is an important part of all major sporting events. It
guarantees the visual recognition value. On all publications,
at all events, in merchandising, it appears everywhere, as a
link between the organizers and the audience," is how the
Fifa. The text on the creation of the Fifa World Cup 2006 logos is about 2100
characters long - the PDF document with the guidelines for using the
brands comprises 10 pages. In addition to instructions on how to use the official
Trademarks in non-commercial or editorial use
environment, you will also find information about the
Official Partners and National Sponsors. These are companies that
purchased marketing rights for the use of FIFA trademarks
have.

The London branch of Marlow International, a brand of the
Polyconcept Group, headquartered in France, has established itself as a Fifa
Preferred Premium Supplier is obliged in advance to carry out product acceptance
of all advertising material of the Official Partners. In
previous projects, however, Marlow International had to accept product
system, but instead managed all the steps in the process.
of the approval process manually. With the growing number of orders and
the resulting increase in expenses and due to a contractual
commitment with Fifa, the company began at the end of 2003 to develop a
computer-aided system tailored to the needs of the approval process
to have a customized system developed.

Marlow International has opted for the database technology FileMaker
decided - among other things because there was already a
smaller FileMaker solution in use at the sister company in the USA
was. The resulting system, which is based on eleven databases, is
a complex, web-based solution that offers a wide range of functions
fulfilled. For example, forms can be downloaded and submitted,
Images of product examples uploaded, approvals online
issued, approval processes and histories as well as contacts of officials
Partners and manufacturers managed, catalogs viewed, PDF documents
and orders can be placed. In addition, the
users can send e-mails and faxes directly from the system and
Assign the communication to the individual release levels.

Releases via the network
The biggest advantage of the solution is that the officials
partners and national sponsors online via the web to check the status of the
the respective release step in real time, without the need for
emails would have to be sent or phone calls made. "I still remember our offline solution very well. One
quarter of my working time was spent at the fax machine. The
The manufacturer faxed us his proposal and we faxed it to Fifa,
these back to us, we to the Official Partners and National
conveyor and then back to the manufacturer. In addition to the effort involved, the
error rate is naturally very high, as all steps are performed manually.
were processed. This also meant that no history of approvals could be
generate any reports and had no possibility to change the
Communication with a manufacturer, official partner or national organization
to store them digitally in a meaningful way," recalls Helen Anderson.

The complexity of the solution is no coincidence, because Fifa
insists on a three-stage approval system: Between Marlow
International and the manufacturer of promotional gifts must sign a contract.
be concluded if the manufacturer in question is one with whom
Marlow International is not already cooperating (this may be the case with
be if the Official Partner or National Sponsor refers to "its"
manufacturer). The contract - the Premium Manufacturing
Agreement - can be downloaded via the database system and used by the
be viewed by authorized users. Only when the contract
is signed, the responsible processor receives his password.

After the manufacturer has filled out a "Premium Request Form" and received a
"Premium Request Form Number", the first step is to upload the
an image into the online system. This product image with
World Cup logo (word or figurative mark of the FIFA World Cup) or image must first be
by Marlow International, then be released by Fifa or
is provided with a declaration of defects. In this case, a
new image sample requested.

In the second step, the manufacturer sends one or two copies of the
pre-production to Marlow International in London. There they will
inspected and photographed, the product photos posted online and a
Acceptance by Fifa expected. If one of the two
instances, new, corrected samples are requested. May the
items are not produced for other reasons, the process will be
not pursued further. The manufacturer may at any time
View release status.

In the third and final step, the manufacturer sends three to four
Samples to Marlow International, and step two is repeated.
If Marlow International and Fifa will be providing the copies
accepted, production can start. If complications arise,
production will be stopped and possibly already produced
products are destroyed. This information is also used exclusively
online; this allows the manufacturer to check the status in real time.
retrieve.

"Such an acceptance procedure can run from the signing of the contract to the
production can take up to 30 days," says Helen Anderson. "In the past, when
we were still working offline, it took twice as long on average
long. For us, this FileMaker solution is an indescribable
Making work easier."

Helen Anderson, who was involved in the development of the system
was also significantly involved in making small changes to the
user interface, the "front end", yourself. "I have to
do not call Canada about every button or every assignment of rights,
I just do it myself. That helps me immensely,
to use my working time effectively." Now Marlow International thinks
even thinking about making the product ready for distribution. "I am sure
sure that other marketers also face similar problems, such as
we had them. They would appreciate such a simplification," says
Anderson.    

Informationwww.fifaworldcup.yahoo.com

www.admpromotions.com
www.hind-smith.com
www.filemaker.com

Elke Wössner

Detergent Exxtra advertises Switzerland's most popular washing powder with a quirky commercial.detergent advertising is usually extra
stupid. The most frequent appeals are the stain and
Textile care experts with pseudo-scientific evidence or
Testimonials from target group representatives to the hygiene awareness of the
Consumers. What is really effective, and this is nothing new, are the
Competitive determinants proximity to the sales location and price - depending on the
lower, the higher the sales. Migros agency Exxtra says goodbye
with the new Total spot from the field of common detergent advertising and
is based not on rational reasons, but on the sympathy bonus that
the brand has earned in the 70 years of its existence.

The commercial by CD Dieter Hofmann's team shows a young man who, with
Laundry bag and a pack of Total in her hands a laundromat
enters. Astonished, he realizes that all the machines around his
laundry and open their flaps when he walks past them.
"Washing machines love total" is the simple explanation that goes hand in hand with the
followed by the remark "Clothes too, by the way".
A washing machine unceremoniously "swallows" a woman's dress,
which checks the total bag more closely.

Luca Aloisi

Paper The Publishing division of the
Paper producer M-real is aiming to reduce the prices for its coated
magazine papers in the European markets as of September 1, 2006 by
by around 5 percent. The sales prices for its wood-free
coated and uncoated wide format papers, the
Paper Group by around 5 percent on the same date.
M-real justifies the price increases with the unsatisfactory
revenue situation resulting from the tight cost situation for raw materials and consumables.
pulp; likewise, the recent cost increases in the
energy and transportation costs led to the price adjustments.

International The world's largest 
Grocery retailer Wal-Mart is now also targeting fewer
price-sensitive groups of buyers and reaches them with its own
TV network receives 138 million customers every week.for decades, Wal-Mart, the
trading giant in Bentonville, Arkansas, is to offer its business partners a
modest atmosphere. Regardless of whether it is the boss of a
lawnmower dealer or the largest entertainment company in the world.
world. Until a year ago, the "Wal-Mart experience" was available to all
visitors in equal measure from a cool waiting room ambience and thin
Coffee. This is now a thing of the past, as last June the
Business Center "Wal-Street" finally a suitable space
where Wal-Mart's suppliers can make their presentations in style.
and there are also signs of improvement when it comes to coffee.

Long-term repositioning
The welcoming gesture towards his business partners is just one
element in a large-scale image overhaul that Wal-Mart
is currently going through. "Wal-Mart has an image problem," says Mark
DiMassimo, CEO of brand consultancy DiMassimo Brand Advertising. "And that
is a hindrance to further growth plans."

In the meantime, the ongoing attacks by the
Trade union representatives who accuse the company of
exploit employees, and the increasingly fierce competition from
retail giants such as Target. In order to maintain the current
successfully manage the transition phase, the marketing department, which
has a budget of one billion dollars, has been expanded and expanded to
260 employees. An image campaign is to be launched next year
follow

The colossus is addictive
However, business is anything but bad. 30 percent of all
Americans shop according to a single criterion:
inexpensive products. And no retail chain has lowered prices so far
down like the retail giant from Bentonville. "The
Wal-Mart's strategy is simple: to sell goods as cheaply as possible.
possible and to sell them as cheaply as possible," says
Bill Cody, marketing professor at the Wharton School of the University of
Pennsylvania. "Their slogan is: 'Always low prices'. And so
they do the same."

Wal-Mart, according to observers of international trade,
can change an entire economy, at least in those countries where it
are successful, such as in Mexico, England or Canada. "Wal-Mart has
made trade in Canada more efficient, drove those trading companies that
were not competitive, into bankruptcy and comes to the customer with
its awards," says Karl Moore, professor of marketing at the
McGill University in Toronto.

This has both positive and negative consequences for suppliers: "They get
huge orders, but with low profit margins," says Moore.
"You have to be careful because Wal-Mart keeps pushing prices down.
down, and smaller producers will quickly be taken over by them.
dependent." For this reason, according to a study by the
Consulting firm Bain & Company a maximum of a quarter of its goods
to Wal-Mart.

However, Bain consultant Marc-André Kamel believes that a
supplier that works with Wal-Mart, in more ways than one.
"Don't work against Wal-Mart," he warns. Rather, you should
aligning its own marketing strategy with Wal-Mart and advertising
switching together with the partner. Kamel gives the following example
of the household goods manufacturer Clorox, which also sells barbecue charcoal.
Consumer studies have shown that customers who buy coal also
take more meat home with them. So Clorox advertised its coal
with advertising clips from barbecue festivals and set up barbecue stands on the
Wal-Mart parking lots. With success: sales for coal as well as for
meat rose dramatically. "When you take actions like this
Wal-Mart can support you in this," concludes Kamel.

The 7-dollar jacket
Wal-Mart also expects to cooperate with its customers on another level.
suppliers. To get the cheapest prices for customers,
Wal-Mart forces manufacturers to pay all unnecessary costs - from labor costs,
administration through to sales - as far as possible. On
This way you can sometimes get a pair of Levi's jeans for less than 20
dollars - in some stores for 9 dollars - or a blazer for 7
dollars. The so-called in-store brands are particularly inexpensive,
Wal-Mart's own brands - such as in-house computer models with
pre-installed "Lindows" operating system, which are available from 200 dollars.
are. 

But the bosses of the US supermarket chain no longer want to go it alone.
rely on the low-cost strategy and prevent a possible
growth slump by courting new groups of buyers:
Consumers in higher income groups, for example. For this reason
The new Wal-Mart stores will offer products such as
Flat screen televisions, food from organic farming, more expensive
wine varieties or designer goods. Especially those skeptics who
Wal-Mart have so far ignored and avoided on principle, are to be
be convinced. According to Eduardo, the aim is to
Castro-Wright, CEO of Wal-Mart Stores, "the shopping experience to
improve", but without falling into the luxury category.
want

In its restructuring efforts, Wal-Mart can rely on a
unique marketing tool: his own
In-House-TV-Network, which was launched in 1997 and offers advertising for the
supplier companies. The company recently started new
Introduce plasma screens that are installed at eye level.
"The commercials run on over 100,000 in-store TV screens and
reach 138 million customers per week throughout the world in this way.
country," explains Wal-Mart Communications Director Karen Burk. This is
more than any other TV event on American television,
including the Superbowl, which has a share of 90 million
viewers reached.

Customer acquisition via in-house TV network
Another tool that Wal-Mart can use for marketing purposes,
is its extensive collection of customer data. According to company estimates
the company has now generated 460 terabytes of data since 1991.
collected - more than any other retail company. For comparison:
The Internet has access to only half of such data volumes,
estimates the New York Times. "Only the US government has more data
available," says Bill Cody. He believes that only this data
Wal-Mart to its dominant position. "Everything runs
to data collection."     
     

Gerti Schön

Company profile
Wal-Mart was founded in 1962 by Sam Walton and today employs
over 1.8 million employees worldwide. The approximately 3900 stores in
the USA (Wal-Mart Supercenters and stores, SAM's Clubs and
Neighborhood Markets), there are a further 2700 stores in 9 countries.
countries. Majority shareholdings in retail chains with over 700
Stores in 6 other countries are listed separately. Without the latter
In the past financial year, the Group generated 312.4
billion US dollars, an increase of 9.5 percent compared to 2004.
corresponds.

 
Luca Aloisi

The Aargau agency Creative Marketing Service has won a new PR mandate with Distrelec. Distrelec offers various product ranges via the web in the fields of electronics (Distrelec), computer technology (Disdata) and hobby & leisure (Distop). Creative Marketing Service is responsible for PR in Switzerland and will expand the media presence under the management of Marco Plüss, as the agency writes in a press release.

The two online job exchanges JobScout24 and TopJobs can now bill online job advertisements flexibly and on a daily basis with DayPay. The new tariff model offers the advantage that the monthly invoice can now be issued individually on a daily basis according to the number of advertising days used. DayPay is the first and so far only flexible tariff for job advertisements in Switzerland, according to a press release.

The French Publicis Group is bundling all interactive and digital business units in Europe in the new subsidiary Zed digital. The merger is expected to result in significant growth and benefits for customers, as growth in this business segment is already rapid. As a result of the merger, the interactive units of Bemberg, Gedenk, Media, Optimedia and Zenithmedia will also be merged in Switzerland and placed under the management of Patrick Theus. There are 10 employees in Switzerland. The entire Zed digital network employs 280 people in the most important European countries.
Zed digital's range of services includes channel planning in the entire digital sector - from mobile marketing to the usual forms of advertising on the Internet. In disciplines such as search engine, affiliate and mobile marketing, Zed digital utilizes close contacts with existing market partners, according to a press release. Specifically, these are Angelink yourposition, Minick and Orange8Interactive.

As the US trade journal Advertising Age reports, US TV advertising is about to undergo the biggest change in its 65-year history. Until now, TV advertising fees in the USA have been calculated according to the number of program viewers. Now the TV stations are planning to set the fees for the coming year according to the number of viewers. "Commercial ratings are going to be the new big thing," predicts Mike Shaw, Head of Sales at ABC, to Advertising Age. However, advertisers will not pay based on the number of viewers of their own commercials, but on the average number of viewers during the commercial breaks of a particular program. This year, a total of 9.05 billion dollars was collected for TV advertising fees.

Andreas Florek (38) will take over as advertising manager of the women's magazine Annabelle on September 1. Florek is moving within Tamedia, having worked for over two years as Area Sales Manager of Facts at the Zurich publishing house. Previously, Florek was Managing Director at the media agency Media Planing Group and Deputy Managing Director at The MediaEdge and also managed an agency in Budapest for two years. According to the publisher, information on the succession plan for the vacancy for Area Sales Manager Facts will be provided in due course.

pack's!", the Swiss Packaging Newsletter for packaging, labeling, coding and product decoration, will be sent out for the first time in mid-August. The new newsletter aims to offer marketers of packaging solutions as well as packaging designers and buyers a market forum and sees itself as a business-to-business tool for reaching the packaging industries.
As the editor of "pack's!", Claude Bürki, former editor-in-chief of the trade magazine Tara, told Werbewoche, the main aim of the new newsletter is to build bridges between suppliers and users. "Interest in packaging is growing", Bürki explained, "suppliers and users have recognized that good packaging is worth as much as good advertising". Accordingly, the new newsletter focuses on the marketing functions of packaging and not on technical subtleties.
The newsletter will initially be sent out every three weeks - although an increase in frequency to fortnightly is already under discussion. pack's!" will be sent to recipients of the Mediaforum press review. You can subscribe to the new service free of charge on the Mediaforum website at http://www.mediaforum.ch/index.html?stage=2.
Kathrin Fischer