Taking stock of Cannes, please: Advertising Week wanted to know from Swiss advertisers what impressions they returned with from Cannes: the large Swiss delegation bagged five Lions at the Côte d'Azur.
d'Azur this summer. Once again, the
Americans and the British, who are spoiled by prices and who are almost
shared all the Grand Prix and bagged the most Gold Lions. Their image
They were not the only ones to cement their position; for the fourth time in a row
TBWA/Paris won the title of Agency of the Year, and for the second time the
US production company MJZ received the Palme d'Or for the highest score.

But instead of reeling off statistics, Advertising Week wanted to hear from some
Advertisers and producers learn how they remember Cannes 2006.
be retained.

Alexander Jaggy, member of the GL and CD of JvM/Limmat, jury member at IAF Cannes 06
WW: How satisfied are you with Switzerland's performance in Cannes? Alexander Jaggy: I'm not a statistician, but Switzerland did well.
I haven't done so well for a long time.
The yield for Press and Outdoor is disappointing. The tips are
there, obviously at the expense of the width.WW:
How many lions did you expect for Switzerland, and which were your top favorites?
My top favorites were the bicycle helmet spot for SUVA and the
Claims campaign for National Versicherung. My favorite for
next year is the Amnesty International campaign of Walker.WW:
Which works have impressed you the most?
TBWA/Paris shows time and again where the journey is heading visually. On
The most cross-media work is probably currently being done by Crispin, Porter &
Bogusky. The British are still strategically brilliant.WW:
Which seminars or workshops have benefited you the most?
I have viewed around two thirds of the commercials submitted.
I only attended one lecture, the one by Maurice Saatchi. I came
unfortunately 10 minutes late and I didn't have the remaining 10 minutes
got it.WW:
Did the World Cup have an influence on the general atmosphere of the festival?
The World Cup was omnipresent. Practically each of the jurors represented
a football nation. If we haven't talked about advertising,
we discussed football.WW:
Why was the Cannes Festival worthwhile for you again this year?Jaggy:
It was my first time in Cannes. I would never have thought that
my participation as a juror coincides with the year in which our agency was awarded the
wins his first Gold Lion. Since I've been there before, I have the
Prize accepted.WW:
What are the Dos & Donts for advertisers in Cannes?
Come back paler than when you went there.

Hanspeter Schweizer, CD at Wirz Advertising
WW: Which works have made a big impression on you? Hanspeter Schweizer: The Guinness film. The Bangkok Insurance films.
The Man-Man films for Combos Pretzels. The posters "Harley Bikes for
Women". The Lego ad "Periscope". The Toyota film "Human Touch",
completely forgotten.WW:
Who and what did you miss in Cannes this year?
The Tiger Lillys. And above all Mary Woodbridge.WW:
What was the most intensively discussed topic?
Clearly football, unfortunately.WW:
What was the most successful party?
The Switzerland-South Korea match in the back room of the Irish Pub at 37° C with all the Swiss delegates.WW:
Why was the Cannes Festival worthwhile for you again this year?
Because of the multiple kick that the work gives, for their own work and hopefully for the customers.

Jean-Marc Demeulemeester, CD
WW: How satisfied are you with Switzerland's performance at the Advertising Olympics?Jean-Marc Demeulemeester: You should never be satisfied. Five lions
is an impressive result for Switzerland. The total failure
in print and outdoor (categories in which Switzerland has traditionally
is strong) is very painful, however.WW:
How many lions did you expect for Switzerland, and which were your top favorites?
festival like Cannes, I don't think it's a good idea to count on
for presumptuous. I conceded the greatest chances: Ruf Lanz with
the predatory granny of the Coop Bank, SFLB with the sexy nature boys for
Switzerland Tourism, JvM/Limmat with Fritz and Fränzi, the extraterrestrial
children, Wirz and his hobby photographer for furniture. At least there
I was right.WW:
Which works have impressed you the most?Demeulemeester:
Big Ad for Carlton Draught. Because I like self-deprecating customers with a
A love of risk. Bangkok Insurance. Because in these spots
I think this is a completely new way of advertising insurance. Instead of unlikely claims, they show the
Unlikely that nothing will happen. Equipo from Adidas. Because
Despite all the superstars in the spot, it was really about two boys until the end
on the mating ground.WW:
What tip for going out did you bring home?
La Mandela - a really cool beach where you can chill out after you've had a good look around.WW:
Why was the Cannes Festival worthwhile for you again this year?
Because nowhere else can you talk so casually with so many industry giants.
conversation. Because you get an infinite number of ideas on how to
could do even better. And above all: because you can hardly do it afterwards.
can expect to sit in front of a blank page again.

Mike Krüll, CD at FCB Leutenegger Krüll
WW: How satisfied are you with the Swiss performance in Cannes?Mike Krüll: You can never win enough Lions.WW:
How many lions did you expect for Switzerland, and which were your top favorites?
More on the movie. And unfortunately nothing for Leica posters.WW:
Which works have impressed you the most?
"Noitulove", deserved movie grand prix for Guinness. Absolutely crazy.WW:
What trends have you discovered/recognized?
The trend towards good ideas.WW:
Who and what did you miss in Cannes this year?
Me. I was on vacation somewhere else.WW:
What are the Dos & Donts for advertisers in Cannes?Krüll:
Complaining about not having won anything.

Lukas Schmid, CD Text at LangGysiKnoll
WW: Who and what did you miss in Cannes this year? Lukas Schmid: My team. I would have loved to have had my
first lion. And the Norwegian sweater. The movie theaters were like
refreshing every year.WW:
Why was the Cannes Festival worthwhile again this year?Lukas Schmid:
Because there is hardly any other advertising event where you can get so much inspiration in such a short time.WW:
Did the World Cup have an influence on the general atmosphere of the festival?
Fortunately, hardly any. I only remember John
Cleese, who plays a delicious role in Hermann Vaske's film "The Art of Football".
The reason why the term "American football" was used for
this sport is completely absurd.WW:
What trends have you discovered?
You can sense the fear of companies, in the age of hard disk recorders
and the Internet to lose contact with their customers. Brands
try to communicate with their customers on various levels.
network. And are more seriously interested than ever in what
think this.WW:
Which seminars or workshops have benefited you the most?
The Africa agency from Brazil showed in an impressive way how it is possible to
it can pay off to run an agency like a brand. And the
AKQA Future Lions, where student work was shown -
www.futurelions.com.

Olivier Girard, Chief Creative Director Saatchi & Saatchi Simko
WW: Which works impressed you most in Cannes this year? Olivier Girard: Toyota "Human Touch" (TV) and "Survival
International" for Tribal Peoples Rights (Press) and "To Do List" for
Lucozade Energy Drink because of their body copy.WW:
What trends have you discovered?
Humor is still the strongest argument. In press and TV: more sagas
and short stories such as Amora, VW Fox, Vodafone, 42 Below Vodka.WW:
What was the most intensively discussed topic?Girard:
Ghosts! Fakes! Real or fake? That is the question.WW:
Which seminars or workshops have benefited you the most?
Definitely "The Saatchi & Saatchi's Show Cases" with industry stalwart Bob Isherwood.WW:
What was the most successful party?Girard:
The Australians' party was really, really, really ... awesome. Martinez' Beach.

Frank Bodin, CEO Euro RSCG
WW: How satisfied are you with Switzerland's performance at the Advertising Olympics?
balance sheet looks better than ever at first glance. But that should not
the fact that Switzerland is not yet a leader in the classic
disciplines with a bronze lion and two bronze lions.
shortlist placements in film and two outright zeros in print as well as
Poster still has room for improvement.WW:
How many lions did you expect for Switzerland?
Even if my prediction in the movie was between 0 and three
shortlist placements with a Bronze Lion was fairly accurate, is
a real prediction is becoming increasingly impossible. We know for
Some of the works submitted are not even from their own country.WW:
Which works have made a strong impression on you?
273 Work.WW:
What trends have you identified?
No trend is a trend. The improvement in the quality of art direction is impressive, especially in Print.WW:
What was the most intensively discussed topic?
Switzerland-Korea.WW:
What was the most successful party?
The Cinecom party, which is organized together with Germany and Austria
was carried out - a multi-crea-lateral idea, which was a lion
earned.WW:
What tip for going out did you bring home?
Rent a car and book a hotel outside Cannes; Cannes and the festival are more and more a demolition.WW:
What are the Dos & Donts for advertisers in Cannes?
Dos: Work with pleasure. Donts: Pleasure without work.

Martin Spillmann, GL member and CD Spillmann Felser Leo Burnett
WW: How satisfied are you with Switzerland's performance at the Advertising Olympics?
comparison in the new Cannes disciplines. But I am also
surprised at how badly we are doing in print and posters. Disciplines,
in which we should traditionally be strong. Perhaps we should
we are more involved with the work of our neighboring country Germany
to deal with. Works that have been published in recent years dozens of
Lions and brought the country to the top of the world in terms of advertising. WW:
Which works have impressed you the most?
The movie I could watch over and over again - and I'm sure of it
not the only one - is the Grand Prix. The TV commercial for Guinness beer
entitled "Noitulove" (Evolution), in which the idea of "Good things
come to those who wait" is probably the ultimate dramatization. We see 50
Millions of years of human evolution told backwards in 60
Seconds. From perfect beer enjoyment in an Irish pub back to
Stone Age, Neanderthals, meteorite impact on Earth and the
extinction of the dinosaurs to the steamy beginning of history, with
a lurch-like thing drinks a sip of swampy broth and
spits them out again with a loud burp. - The beginning of the
Evolution of good taste. What I particularly like about this movie
the educational aspect. My daughters have been learning at school for years
Pieces of evolution. At one point, I have to take them over the
Neanderthals, another time about the Miocene or the Paleocene
query. No teacher has ever told them the whole story in one go.
explained, even for years. In the future, teachers could
show the children the Guinness commercial. And we fathers can then instead of
Check your exams - thank Guinness - and enjoy a Feldschlösschen.WW:
What was the most successful party?Spillmann:
Leo Burnett's, which was definitely the most sought-after of the week.
I thought it was very good that the Swiss, Germans and Austrians
have decided to hold a joint party. Instead of the 20 years
every man for himself. WW:
What tip for going out did you bring home?
I can only say that I have a bad cold: Never go to a heavily air-conditioned movie theater to watch commercials without a sweater.WW:
Why was Cannes worthwhile for you again this year?Spillmann:
A visit to Cannes is always worthwhile for the same reason - the
scale and thus to adjust the bullshit detector, which is located between
gimmick and relevance. As there is little
new product benefits to communicate, the messages are
always the same. Because this is the case, I am amazed year after year at how
Nevertheless, there is always someone in the world who succeeds in doing something already
To tell what we have heard in a fresh and new way. This is particularly noticeable in Cannes
when, instead of getting sunburnt on the beach, you want to get a sunburn,
tortures itself through an entire category of films. The hours spent
there have the effect of a prevention campaign. One
Prevention campaign against clichés, against tastelessness, against
banal strategies and loveless implementations. A lot is shown about how
you shouldn't do it. But now and again, how great advertising can be.
can. In such a way that it deserves a lion.

Urs Schrepfer, Managing Partner Creation Advico Young & Rubicam
WW: How satisfied are you with Switzerland's performance in Cannes?Urs Schrepfer: I think it's very good that Switzerland is not just
medals in the Direct and Media categories, but also
in the original category of Cannes, in film. In this sense, the
Year 06 more successful than last year and very satisfactory for Switzerland
WW:
Which international works have made a strong impression on you?
I found that the film category in particular was very popular this year.
was very busy. From works such as Guinness to the
Argentinean election spot for public awareness to the
Bangkok insurance spots, the level at the top spots was very high.
high (apart from slips such as "Knorr").WW:
What trends have you discovered?
Fewer and fewer little jokes are being awarded prizes. Or the little jokes
are being done less because it is clear that they are no longer done as often.
are awarded prizes. Rather, more and more ideas are entering the ranks that are
Trigger stories in your head. Or hit a human nerve. How
For example, the Axe campaign "Get a Girlfriend". Campaigns that have a
create a good balance to the sometimes a little too large
Post-orgies from TBWA/Paris. Another trend that started last year
has set in: More and more countries are getting involved in both film and
Print and Outdoor in the top ranks and break the
Dominance of the major advertising countries.WW:
What was the most successful party?Schrepfer:
The Switzerland-South Korea match in the back room of the O'Neil pub with the entire Swiss Cannes delegation.WW:
Did the World Cup have an influence on the atmosphere of the festival?
Of course. The French cab drivers were even less friendly than usual after the match between France and South Korea (1:1).

Kristian Widmer, Producer, Chairman of the Executive Board Condor Films
WW: What trends have you discovered? Kristian Widmer: Not everything that is true is true.WW:
Who and what did you miss in Cannes this year?
The fear of the future.WW:
What was the most intensively discussed topic?Widmer:
The love-hate relationship with festival accreditation.WW:
What was the most successful party?Widmer:
Thursday night at Bacon: The Big Easy.WW:
Why was the Cannes Festival worthwhile for you again this year?Widmer:
Cannes shows the whole life from A to B.

Ernst Wirz, Director Wirz&Fraefel Productions AG
WW: How satisfied are you with Switzerland's performance at the Advertising Olympics?
Shortlist nomination a great year, of course. Switzerland as a whole
it should be a little more.WW:
How many lions did you expect for Switzerland, and which were your top favorites?
You can't count on lions in Cannes. One can only hope.
Of course, the favorites for me were also the already internationally
well-known films: Mobiliar photographer and the World Cup film from Switzerland
Tourism.WW:
Which works have impressed you the most?
"Big-Ad" for Carlton beer. The choir for Honda. Guinness "For Those Who Can Wait" and 50 others. It was a good year.WW:
What was the most successful party?Wirz:
Switzerland-Korea in the back room of the O'Neil pub. Because at the same time the
France-Togo match took place, it was only with great difficulty that
(Thanks to Ultra Images),
to find a television on which the entire Swiss delegation could watch the Swiss match.
WW:
What are the Dos & Donts for advertisers in Cannes?
The dos are up to you. As for the donts: avoid too
rapid and eager clapping during the screening of your own movie.
Enthusiastic enthusiasm from six people from the same corner,
provoked in an otherwise dead silent movie theater filled with 1000 people
inevitably the ever-ready battle whistles in the Grand
Auditorium.   

Markus Ruf, co-owner of Ruf Lanz and Gold Lion winner:

Click on image for larger view

The Cannes balance sheet

Five Lions and eighteen shortlist places, that's how the Swiss in
Cannes. A respectable vintage, even if the
classic supreme disciplines of film, print and posters are once again the major
Advertising nations Great Britain and the USA override all others
could. In relation to the number of entries, however, this year
an above-average number of advertisers from "exotic countries" with
precious metals fly home.

The bronze medal was a positive surprise at the grand finale.
Lion from Wirz in the film category. Switzerland therefore needs to
not only in terms of football, but also in terms of creativity.
to hide. This year, a good 120 Swiss advertisers had several
ten thousand francs to participate in the 53rd International Advertising Festival
to be there. The effort paid off in particular for Jung von
Matt/Limmat and Ruf Lanz, who both took home a Golden Lion
Bronze was awarded to Wirz, LangGysiKnoll and OgilvyOne.

Cannes Media Gold to Jung von Matt/Limmat with the "Size" campaign for Mini.

Cannes Direct Gold to Ruf Lanz for Blindenwohnheim Mühlehalde "Featuring Worldhits".

Cannes Film Bronze to Wirz for Schweizerische Mobiliar with "Photographer".

Cannes Direct Bronze to OgilvyOne for Volvo
with "Volvo Inscription"

Cannes Direct Bronze to Lang Gysi Knoll with "Emptying Postboxes", Swiss Post.

Interviews: Luca Aloisi

Media A heart for all
The Fribourg newspaper La Liberté and its
House agency, the Bernese Burson-Marsteller. To all those who want to spend their summer vacation
in the comfort of your own home, on the balcony, in your own garden or in the nearby
They have dedicated their summer campaign to spending time in the outdoor pool,
which continues to play with the concept of "Liberté" with new motifs. The
by subject, the advertisers had a geranium box, a garden gnome
or attach a bath towel to the APG point. Apparently, however
only a few people have traveled on vacation so far, because the properties
disappeared within a few hours.

Cell Phone: Only a World Cup Can Be This Brutal
be:
No sooner were we right in the thick of it than we were off again—
And bye! No more analyzing, speculating, or fantasizing,
No more "Facts with balls," no more "balls with surprises." Just like
Dreams remain just dreams; now there are countless questions for
Always stay open: How does the cheerful gardener from Switzerland want to
Are gyms still a source of amusement these days? Where, dear Signor Panini, dear
Miss Fifa, can we have all your fan items and merchandise?
Send it to Togo? Dear Master Shiva, where exactly may we send your
Bring back the Balla-Balla predictions? And how should Captain
Johann Vogel's distant gaze—identical to the one in the
LG testimonial ad—should it be interpreted immediately after the defeat?
Well, I guess we'll never know. So let's just take comfort in that
with the bar of chocolate—sorry, "Chocolate"—that a Viennese agency gave us
wants to make it appealing. It might taste a little artificial,
But as the slogan at the end of the ad reminds us: Life’s good when
You see things differently. We knew it all along: Vogel's Warriors
may have been knocked out of the tournament by the Ukrainians. For the
As far as advertisers are concerned, they remain the true chocolate heroes of the 2006 World Cup. (la)

Layout highlights in QuarkXPress 7 include new options for collaborating on a document and preparing it for output. As before, QuarkXPress 7 offers two ways to work with the software. You use it just as you did with XPress 3 or later versions: format text, lay out pages, output—done. For a small fee, any XPress version can be upgraded to version 7.0. But by doing so, you’ll miss out not only on the new features presented in Issue 23 but also on two or three additional highlights that aren’t immediately obvious to the user: first, Composition Zones (plus the reuse of objects), and second, Job Jackets. Teamwork on a document …The so-called Composition Zones allow multiple people to work on a project (an XPress project combines multiple layouts that logically belong to a single job or client) without having to invest in additional software. To do this, page sections of a layout are selected and generated using the «Create Composition Zones» command. The Composition Zones can now be used internally within the layout or project, but can also be exported via the «Reusable Content» palette. A Composition Zone is an XPress file that matches the size of the page section; it can then be finalized or edited within the XPress project or by another member of the production team. The page section remains linked to the original project until the link is broken in the main document.
The linked Composition Zones are therefore also suitable for involving freelancers, for example, in the production or completion of page sections. As soon as the Composition Zone is returned or overwritten, the main document displays the updated Composition Zone. Combined with Quark’s new licensing policy (see box), this makes it very easy to involve external collaborators in projects.
External Composition Zones can also be integrated into other projects. For example, the Composition Zone for a CD cover can be used in a catalog where the same cover is to be displayed again. Making a central change to this CD cover then ensures a dynamic update in all projects linked to this Composition Zone.
… Synchronization within the document: The «Synchronized Text» feature available in XPress 6.x has been significantly expanded in the new version and is another practical feature of the new program version. This means that within a project, in addition to plain text, modifications to both the frame and its content can now be placed elsewhere in the layout or project using the palette now called «Reusable Content.» The same applies to imported images or graphics. Changes made to an element and/or its content—which were dragged from the palette onto the layout—are automatically applied to all other elements. 
A Straightjacket for Individualists: What the subheading suggests has nothing to do with the curtailment of creative freedom in the DTP workplace. Rather, Quark aims to use a new technology—called Job Jackets—to ensure that all requirements, from the time of creation through to the final version, are met. The approach is straightforward: You provide the person creating the document with a pre-generated Job Jacket and have the page or document produced within those settings, then check it for any errors or deviations from the rules defined therein.
However, the task of creating a Job Jacket is anything but simple. Job Jackets—XML (eXtended Markup Language) files based on the Job Definition Format (JDF) that contain the rules for creating layouts—are attached to XPress 7 projects. They cannot be turned off or their function disabled (though you wouldn’t notice this if you aren’t working with them). The basis for the embedded Job Jacket is a standard file stored as the «Default Job Jacket» in the operating system’s Preferences folder.
The Job Jacket contains resources at the project level (style templates, colors, output styles, color management) and the layout level (layout specifications such as size, etc., rules/rule groups, and job descriptions). These are defined in one or more job tickets. There are three types of job tickets: the job ticket template, the active job ticket, and the job ticket that is currently not linked to the project. In addition to being embedded in the project, the entire Job Jacket structure can also be exported. Exporting it as an XML file ultimately allows it to be shared.
Depending on the job ticket, the «corset» for the desktop publisher or layout artist can be adjusted to be as loose or as tight as needed. This helps prevent many of the usual and well-known problems from occurring in the first place during output. For example, it’s possible to prevent the use of “hairline” weights or the application of bold or italic formatting via symbols. In addition, page formats, corporate colors, and color spaces can be defined—or you can prevent a fifth plate from being produced in a four-color process because an element was accidentally assigned a spot color.
As is well known, the list of potential errors that can occur during the creation of layout documents (this also applies to InDesign) is virtually endless. Job Jackets also prove to be particularly useful on large projects where you want to ensure that not every internal or external team member produces completely different documents, and where the project as a whole can be managed more effectively. This is because a Job Jacket can essentially be linked to any number of projects as a server-based project preference.
An even more practical feature that complements this concept is «Evaluation.» This feature allows documents to be assessed and reviewed retrospectively based on parameters defined in job tickets. Thanks to Job Jackets technology, errors in a document can now be eliminated step by step, and the document can be prepared for output.
Rules play an important role in this evaluation process. For example, they determine whether overprinting of black text is allowed. Presumably to achieve the greatest possible flexibility here, individual rules can be grouped together into rule sets. The rule groups themselves—like all the settings described so far—are configured using the Job Jacket Manager integrated into QuarkXPress.
These parameters should be set by employees who are able to assess the impact of the settings and configure them properly. However, any XPress 7 user can then check for themselves whether a document complies with the rules specified in the job ticket by selecting the «Evaluate Layout» menu item. A dialog box then clearly shows which rules have been followed and where exactly rules have been violated. The rule violations can then be addressed one by one. If desired, XPress 7 can be configured in the default settings so that the evaluation is performed automatically either when opening, saving, or closing a document—ensuring that nothing goes wrong.
Last but not least, it’s worth mentioning that Job Jackets can also be used to generate PDF/X-compliant documents for output. This can be done either via (PostScript) export followed by distillation (the term «Layout as PDF» is still misleading in XPress 7 because PostScript can be output in addition to PDF) using, for example, Acrobat Distiller—or directly from within XPress using the integrated PDF engine (Jaws Libraries) developed by Global Graphics.
Conclusion, Part 2: The Composition Zones and the expanded ability to synchronize objects are likely to be quickly adopted by users. The benefits are obvious, and the features are easy to use.
Job Jacket technology is the standout feature of XPress 7—simply because it results in higher-quality documents that are also more reliable in production. Quark has recognized the growing importance of the XML and JDF standards and has consistently integrated them into the new release. As a further step, Quark also plans to make Job Jackets available. A first strategic partnership has already been established in the United States with SRDS (www.srds.com). SRDS plans to offer ad specifications and resources as downloadable Job Jacket files.
However, it is still very difficult to assess whether agencies and/or the graphic design industry will recognize the potential of Job Jackets—a potential that even the author of this article had not yet fully grasped during the software testing phase.
 
As far as competition with other providers is concerned, Quark can sit back and relax for a while—at least from a technological standpoint. But not when it comes to market development: When asked whether Quark had noticed that a large number of agencies and print shops in Switzerland had switched to InDesign, Jürgen Kurz, head of the Desktop Products division, replied during the Quark Launch Tour at the end of May: «Yes, that hasn’t escaped our notice. Fortunately, Switzerland is an exception in this regard. Adobe is doing a very good job here. But we’re confident that we can regain ground here.»    
XPress 7 Licenses: Purchasing QuarkXPress
Entitles the licensee to activate a single license; in addition, the licensee may perform a second installation and activation on their mobile device or at their home office. There are also multi-user licenses, which are governed by a license agreement. Using Quark License Administrator (a server within a company), licenses can be deactivated on one computer and reactivated on another. Licenses can thus also be assigned for a limited period of time.
Jürgen Franck

In the conflict over a collective labor agreement (CLA) for the German-speaking Swiss press, the Federal Conciliation Board is now being called in. Although the Swiss Press Association agrees with this decision, it remains skeptical about the usefulness of this institution, which was set up by the Federal Department of Economic Affairs (FDEA) on June 15, 2006 at the request of the media unions Comedia and Impressum. Comedia and Impressum stated that their request for the establishment of the conciliation board for the settlement of collective labor disputes had thus been granted. In December 2005, the two unions approached the State Secretariat for Economic Affairs (Seco) in order to get the negotiations with the Swiss Press Association for a new CLA (German-speaking Switzerland and Ticino) moving again. The unions were aiming for constructive talks and hoped for the same attitude on the part of the publishers, the statement continued.
The publishers had previously spoken out against the establishment of the arbitration board. They doubted that the CLA conflict was a case for the "Act on the Federal Arbitration Board for the Settlement of Collective Labor Disputes". However, the decision to set up the arbitration board did not come as a surprise to the publishers, explained Hanspeter Kellermüller, legal advisor to the Swiss Press Association. According to Kellermüller, the association still wants to maintain its position that the wages of media professionals should not be determined in a collective labor agreement, but in the companies themselves.
The media unions, on the other hand, are striving for a CLA with minimum wages. The positions are irreconcilable, said Kellermüller. The conciliation procedure will not change this. The conciliation board will merely mediate. It could only act as an arbitration board if both sides agreed on the wage regulation. The first step now is to set a date for negotiations, according to Seco, which runs the secretariat of the conciliation board.

Ulmann+ Partner's Telephony division shows Tele2, a mobile provider, simple ways to save on mobile costs. Tele2 mobile customers have it good: Whether
Calling each other or sending text messages—both are fine for them
Free. The advertising agency Ulmann+Partner is also pleased with this offer,
because the Lucerne-based company was commissioned by Tele2 Switzerland to do this
To publicize the launch of the zero-fare program throughout Switzerland.

Ulmann+Partner in Lucerne has been serving Tele2 for years in the area of
Dialog Marketing. After winning the pitch for the national campaign,
The agency at Tele2 crossed the line—the one regarding
above-the-line. The campaign also does one thing for Jürg Ulmann
Clearly: «The blurred lines between DM and classical music.»

Accordingly, the goal of the campaign is to reach a specific number
New customers defined. The campaign’s core message: «There is
»Easier Ways to Save on Mobile Costs," according to Ulmann+ Partner in Print
and posters featuring graffiti designs that get right to the point.
If we set aside the law enforcement officers for a moment, it would actually be easy
and a convenient way to leave personal notes on walls.

In theory. If only there weren't the uncertainty as to whether the message would actually
really makes a difference. But here's the thing: Luckily, there's now the unbeatable
Tele2 mobile offer. The radio ads are also
Listen up. You can hear right now on the airwaves how they pulled it off. Not
However, the TV commercial is from the people of Lucerne. It had to be taken out of the
be adopted as part of an international campaign.

Andreas Panzeri

Networking At the 2nd Automation Congress of the Printing Industry in mid-May in Hanau, Germany, Agfa Graphics and Stämpfli Publikationen AG from Bern jointly presented a best-practice example of an end-to-end automated prepress system that is networked across departments on the basis of the Job Definition Format (JDF). System components from other manufacturers were also integrated. During the live presentation, participants at the IRD Congress saw how a job was processed automatically - starting with the customer's data delivery via the Delano web portal, through planning of the job in the Management Information System (MIS) and processing of the job data in the ApogeeX workflow system, to preparation for forwarding to the press control station and to postpress. Finally, the actual job data was reported back to the MIS.

Packaging technology
Business-to-business campaigns are often seen as a welcome asset for
the agency balance sheet, which does not need to set high creative standards.
Mach Baden makes an exception for Bosch Packaging Technology. In the Stuttgart-based technology group Bosch
The Packaging Division takes a leading role in the Markom
Switzerland occupies a special position. As one of the few international
Bosch controls the commercial development of the company
communication for this area centrally from Switzerland. For the
global advertising presence of the Group, the Neuhausen-based
The Rhine Falls branch office. This is where the concepts and
ideas developed together with the Baden advertising agency Mach and
implemented.

The Bosch Group, a 42-billion-euro company, employs
250000 employees worldwide. The umbrella brand unites brands
such as Blaupunkt, Buderus and Rexroth, but also cooperations such as Bosch
and Siemens Household Appliances (BSH). The Packaging division
Technology pursued a rather passive approach in the past.
Communication policy. Due to the expansion strategy of the last
years, he has advanced to become the global industry leader and, in 2005
turnover of 927 million euros.

Even if the main Markom channels - personal sales,
trade fairs and advertisements - as well as the customer portfolio (including Global
players such as Nestlé, Kraft or Pfizer) than those of a typical
B-to-B marketplace, the optics of the B-to-B marketplace play an important role in this industry.
consumers are playing an increasingly important role in the shortlisting of the
Technology and system suppliers. Since awareness and familiarity are
Only build up corporate customers with an independent CI
a B-to-B advertising campaign must also stand out in its environment
and self-confidence, Mach-CD Rolf Kälin is convinced.

Away from interchangeability
Such requirements are met by most of the Markom strategies of the
industry with its technical and rational implementations for the classic
advertising media, as a glance at the trade press proves.
Images of impressive, gleaming high-end machines and lots of copy
are the rule here. Precision, performance, safety and
The focus is on the economic efficiency of the products.
You look around in vain for superordinate values. As almost
The manufacturer's logo can be interpreted as the only image element,
otherwise uniformity prevails. This formula was also used by the
plants of the Bosch Packaging Technology Group - until one year ago.
few months.

For the new appearance, the head office in Neuhausen changed the
Specifications: away from interchangeability towards the unique position of the
Bosch Packaging Technology (BPT) umbrella brand. The aim of the global
Campaign: with a uniform advertising presence all regionally good
anchored companies with their heterogeneous product portfolios
and communicate the common strategic direction.

To this end, Patrick Farinato, Manager Communication at Bosch, and the
Mach agency based on the Group's USP "broad range of expertise": The
BPT companies jointly offer packaging solutions for all industries
from pharmaceuticals and food to confectionery and cosmetics - everything
from a single source. Therefore, the diversity of the 26 manufacturers worldwide
and their products under one umbrella brand as an innovative provider in the
market and make it known. The challenge was also,
to develop a common platform that can be used by all companies.
would be accepted. Thanks to the simple advertising idea that all
packaging forms, the hurdle was overcome without any problems.

 The campaign concept dramatizes the benefits across all areas
from Bosch Packaging Technology, in that the non-representable
qualities are shown just as little as the packaging itself. "We
only show the contents that are safely and securely stored by Bosch with the
statement 'Packaging you've never seen before'," says Rolf Kälin.
Aspects such as hygiene or accuracy can also be implemented much more directly.
transport. With a cognitive approach that is unusual for the industry
conflict of the illustrations, he hopes to raise awareness among decision-makers.
positively influence brand recall.

The campaign has been running since the spring in all relevant
trade journals. In terms of integrated communication, it is
The range of services is being expanded step by step via additional communication channels.
Despite the broad thematic association bracket, customized
motifs also for direct mails, posters, offer folders and even
trade fair appearances and, thanks to media printing and the
recognizable in his own style. Patrick Farinato at BPT gives himself
confidently: "We are convinced that we will be able to achieve our goals with this
campaign set a new benchmark in the industry and
trigger positive signals in the market."   

Luca Aloisi

The Goldbach Media Group is expanding its teletext advertising business. In future, the Küsnacht-based company will also offer teletext advertising and market the Swiss windows of RTL and VOX. By expanding its marketing activities with teletext, the Group can now cover the entire TV sector, according to a press release. The two German private broadcasters RTL and VOX will each launch a specially produced teletext program for Swiss viewers on 1 July.

Sponsorship consultant MPM-Switzerland is strengthening its team with the addition of new sponsorship consultant Christian Müller. According to a press release, he himself was active as a professional athlete for many years and therefore matches the founding spirit of the company. Müller was Swiss snowboarding champion and took part in the windsurfing world championships from 1991 to 1993. After completing his sports studies, he gained experience as Product Manager at Boards & More International and as Tour Manager of the International Snowboard Federation. Two years later, he founded an event company. Christian Müller is also the founder and CEO of the European Freestyle Pro Tour and President of Swiss Windsurfing. As OC President of these events, he is still responsible for the overall concept as well as the areas of sponsorship, media and strategy.

The pharmaceutical company Pfizer has commissioned Grey Global Group with the worldwide launch of Exubera, the first insulin to be inhaled for the treatment of diabetes. For the market launch in Switzerland, Pfizer is being supported by the Zurich-based advertising agency Grey. While Exubera has been on the market in Germany for several weeks and will be available to patients in America in July, the drug is currently still being reviewed by Swissmedic in Switzerland.

The 53rd International Advertising Festival ended with the gala evening on Saturday. In addition to the overview, Werbewoche shows you the pictures and impressions online. By the way: In the current issue of Werbewoche No. 25, you can find out what impressions the advertisers returned from Cannes with.
 
Sunday:
The Cannes balance sheet:http://www.werbewoche.ch/newsmail060626_cannesbilanz.werbewoche
Saturday:

The latest impressions from Canneshttp://www.werbewoche.ch/cannes06_lastimpr.werbewoche
The closing gala. From Cannes: Beat Fritsch>http://www.werbewoche.ch/cannes06_sagala.werbewoche
Cannes: The Cannes Film Lion goes to Wirzhttp://www.werbewoche.ch/newmsail060626_cannesfilm.werbewoche
The most famous staircase in the world. Direct from Cannes by Beat Fritsch>http://www.werbewoche.ch/cannes06_satreppe.werbewoche
Friday:

Cannes: No Titanium for Switzerlandhttp://www.werbewoche.ch/newsmail060626_cannestitan.werbewoche
Thursday:
The D-A-CH event on Thursday evening: Direct from Cannes by Beat Fritschhttp://www.werbewoche.ch/cannes06_doabend.werbewoche
The waterskiing event. Direct from Cannes by Beat Fritschhttp://www.werbewoche.ch/cannes06_domorgen.werbewoche
Cannes: Three Swiss shortlist places for filmhttp://www.werbewoche.ch/newsmail060622_cannesfilm.werbewoche
Wednesday:
The absolute evening. Direct from Cannes by Beat Fritsch http://www.werbewoche.ch/Cannes06_Mi_reini.werbewoche
Lots of brain food. Report on the Wednesday seminars. From Cannes: Beat Fritschhttp://www.werbewoche.ch/cannes06_mi.werbewoche
Cannes: Switzerland unlucky at Young Creativeshttp://www.werbewoche.ch/newsmail060621_cannes_young_creatives.werbewoche
Cannes: Seven agencies join the fight against AIDShttp://www.werbewoche.ch/newsmail060621_cannes_aids.werbewoche
 
Tuesday:
Cannes Media: Jung von Matt/Limmat honored with Gold Lionhttp://www.werbewoche.ch/newsmail060620_cannesmedia.werbewoche
Cannes: No Cyber Lions for Switzerland http://www.werbewoche.ch/newsmail060620_cyberlions.werbewoche
The games are open. Direct from Cannes by Beat Fritschhttp://www.werbewoche.ch/Cannes06_Di.werbewoche
Monday:
This is where the bear taps! Direct from Cannes by Beat Fritschhttp://www.werbewoche.ch/cannes06_somo.werbewoche
Cannes Media Lions: Shortlisted six times for Switzerland http://www.werbewoche.ch/newmsail060619_cannesmedia.werbewoche
Cannes: Three Direct Lions for Switzerland http://www.werbewoche.ch/newsmail060619_cannes_direct_lions.werbewoche
Sunday:
Work is being done here! Direct from Cannes by Beat Fritschhttp://www.werbewoche.ch/Cannes_06_Sonntag.werbewoche
Nine Swiss placings for Lions Direct http://www.werbewoche.ch/newsmail060618_cannes.werbewoche