Cannes Promo Nobel Prizes have been awarded since 1901.
awarded. This year there are six winners. The development at
Awards in communication, on the other hand, is inflationary. The most recent example
for this is the "Sales Promotion" category in Cannes. It is apparently one of the
Basic mechanisms of marketing that offers over the years
are increasingly segmented. One example: What was born as shampoo
later becomes shampoo, conditioner and treatment care. And a few
Years later, under the label "3 in 1", a purely integrated
product on the market. The same can also be said of the communication
say. On the one hand, there is the unbroken trend towards larger
specialization, which is constantly developing new communication disciplines
is emerging. And as a reaction to this, the need for
Integration of all these measures.
The lion's rain of Cannes
Developments at the major advertising festival in Cannes continue to show that
clearly in the direction of specialization. While the first-time
Awards for digital marketing concepts (Cyber Lions, 1998) and
direct marketing work (Lions Direct, 1999) is still responsible for considerable
The lion family has since made a splash with offspring for
radio spots (2005) and now promotions. Which
What effects can be expected from this development?

Hardly anyone will deny that the introduction of a new category
can have a quality-enhancing effect. Because the importance of a
advertising discipline increases not least with the reputation of its
Awards. The step out of the shadows into the international
The spotlight attracts new talent and motivates people to perform better.
In addition, it can't hurt that even established
Industry professionals are no longer just nose-diving about the unloved
Avert sales promotion.

Sales Promotion has grown up
More decisive than the future prospects, however, is probably the
be the track record of sales promotion. The times when
Sales promotion simply as an extension of the classic campaign
seem to have been overcome. Sophisticated promo concepts are
Today, it is not uncommon for companies to run their own campaigns with cross-media staging
(the interface to the discipline of events is particularly important).
There is no shortage of integrated appearances: a good example is the
currently some of the activities of the
Discover sporting goods suppliers around the World Cup.
It is clear that such promotions, which play an important role in the communication mix
importance, are today just as precisely aligned with the values
of the advertised brand are tailor-made like classic appearances.

According to the jury president Lor Gold, Executive Vice President at
Draft in Chicago, a particularly large amount of time was spent on defining the
jury criteria. Finally, the separation of chaff and
wheat is not simply a matter of discretion. Greatest importance is attached to
the quality of the creative idea in the best Cannes tradition
(around 40 percent). The jury also pays particular attention to
the distinction between Promo Lions and, for example, the
Sub-category "Field Marketing" at the Lions Direct. Like Thomas
Engeli, copywriter/concept developer at Fisch Meier Direkt - currently a Lions juror
Direct - is confirmed, it is to be hoped that the assessment of promotions
in a separate category will lead to comparable results in the future
leads.

New label: Shopper Marketing
The importance of sales promotion is articulated not least in
new terms, which attempt to summarize the growing complexity in a striking way.
to the point. Agencies are increasingly talking about "shopper marketing".
or "shopper behavior". And that in the retail trade very
At the European Channels Conference, the active GDI presented new
Approaches under the heading "Best Practices for Shopping Concepts". Whether
behind the catchy labels is a real trend, you will
see

Back to the question of whether sales promoters are right to use their category.
is conceded. I think yes! - Let's give the establishing
The sales promotion guild has this opportunity to develop further. What
will remain to be seen. And unlike the Nobel Prize
much will change in Cannes over the next hundred years.

By the way: while the promotion is determined by the newly created price
benefits, the question remains as to whether this will also benefit the reputation of the
Cannes Festival.

Christian Hansen, CEO Fisch Meier Direkt, Swiss juror Cannes Lions Direct 2003.

The addresses of the Swisscom Directories Yellow Pages and White Pages can now be called up with any Internet-enabled cell phone. The new service is free of charge. This means that up-to-date addresses of private individuals and companies can be easily retrieved by cell phone, even when on the move. The new service is now available to try out as a beta version; only the connection fees are due for the query. Once the extensive test phase has been completed, further convenient functions will follow in the new mobile directory, according to a press release.

More than 200 invited guests attended the tenth anniversary of rotor Agentur für Kommunikation. After a first refreshment with food & drinks in the agency's courtyard, 64 racing enthusiasts signed up for the qualifying of the Tenth Grand Prix of Zurich. Whether as a Carrera driver or as a spectator, the excitement went on until the end. After the award ceremony, which was performed by the charming Miss Carrera 2006, DJ Steve McQueen and the unplugged band Los Bandidos led the way deep into the night with their Tequilla Racing Punk.The subsequent race was held in pairs in a knockout system 1 against 1. Between the races, Beat Engeler of Fischer Architekten AG and Martin Hauser, co-owner of rotor, talk shop about the drivers' performances.Great amazement in the VIP grandstand: Bernd Götz of Swiss Re with his wife Inge, Lorenz Hauser, music and events specialist, and Gilles Bachmann of Fauxpas Grafik.Peter Burri, marketing manager of Health Promotion Switzerland coaches his son Tim. Miss Carrera 2006 Oxana Fedorova presented the prizes to the finalists. The runner-up André Becchio was taken comfortingly in the middle. And the winner Oliver Fitze owner Hum Records was happy about the hard-fought Carrera package.Afterwards the racing circus celebrates until the early morning hours the rotor anniversary Grand Prix to the legendary Tequilla Racing Punk of Los Bandidos. Text & Image: rotor
 
Upload: Beat Fritsch
Support: Kathrin Fischer
Good Job: Urs Bühler
 Starting next Monday (6/19/06), daily shortlist coverage from Cannes will be available here.CaptionCaptionCaptionCaptionCaptionCaptionCaptionCaptionCaptionCaptionAll work, no beach! All work, no beach. What was the official Cannes motto two years ago continues this year. In addition to film screenings without end, visits to the press, outdoor, DM and promo shortlist exhibitions (not to mention equally endless party nights), visitors have an extensive seminar program at their disposal, which also runs at hourly intervals throughout the day. Werbewoche has picked out four of them today to give you an idea of how diverse and extremely interesting the festival has become since it was taken over by the exhibition specialists from Emap.Already at 10 a.m., the probably most sophisticated post-production forge "The Mill" gave an impressive demo of the special effects software "Massive". The program is based on artificial intelligence and fractal algorithms. It was originally developed to bring the orc armies from Lord of the Rings to the screen. The Mill were the first to use Massive for commercials as well. For example, the human mountain of the Grand Prix winner from two years ago (Playstation) was created with Massive. By the way, The Mill won an Oscar for the visual effects in Ridley Scott's Gladiator.That today blogs or TV series have more influence on popular culture than advertising was the key message in the seminar by J. Walter Thompson (JWT), which was moderated by Craig Davis, Chief Creative Officer Worldwide. The panel included actor Martin Sheen, famous in our country for his role in Apocalypse Now, but also in America for his involvement against the conservative Reagan and Bush 1 + 2 administrations. The TV series West Wing, in which he plays a liberal president, probably had more political influence in America than the editorials of the Times. Martin Sheen presented himself here as an enormously eloquent and well-read contemporary with a lot of wit.Also very influential is Arianna Huffington. The founder of the blog "HuffingtonPost.com" has been enormously successful in writing against both the journalistic and the opinion mainstream.The most influential man on the podium, however, was probably Michael Patrick King, which prompted moderator Davis to say that anyone with three names is certainly an important person. King is the creator, producer and author of the cult series Sex & the City and has probably shaped the sit-com history of recent years like no other (among other things, the fictional character Kelly Bradshaw was voted one of the most influential women in England). King also gave a delightful story. A Canadian beverage producer (presumably Seagram) offered a million dollars for Kelly to order at the bar a product that had just been introduced to the market. The station refused. Then came the request that yes, an unknown person next to Kelly at the bar could order the drink. That didn't go over well either. In the end, two women ordered the drink in the background, when during a camera pan the figure of Kelly Bradshaw rushed past. Earning, one million bucks, King gloated thievishly from the stage.(Editor's note: All the other brand fetishes from Sex & the City (Manolo Blahnik, etc.) are character-typical plots, since paid product placement on US TV is a very tricky story. Nevertheless, Blahnik was of course happy about the free PR).A must for friends of somewhat quirky stories is always the seminar by Hermann Vaske, cult director and in a row with directors such as Joe Pytka or Jean-Paul Gould. Unfortunately, Vaske's works are difficult to describe in words, as they are a firework of creativity, information and visuality. Only this much: This year it was all about football, in the documentary part of the film football stars like Pelé, Beckenbauer and Henry had their say, but also musician Dave Stewart (Eurhythmics), film star Dennis Hopper and former politician Henry Kissinger gave their statements. The whole thing was hosted by English star comedian and Monty Python co-founder John Cleese.A unique case study is also the development and success of the Brazilian agency "Africa Propaganda," which was founded just four years ago. New, fresh and nameless, the agency set out into the Brazilian market and first made its mark with its own branding. An unusual name, a catchy logo, and many accompanying measures, for example the launch of a song (refrain: I am the son of Bossa Nova, the grandson of Samba, my secret is the fusion of Europe and Umbanda, I am Africa) and the publication of its own creative magazine, which is not a review of its own work, characterized the market launch. With the result that clients came who also wanted such professional branding. For a better understanding: In Brazil, the saying goes: Africa is just another word for Bahia. As a result, Africa is the top-of-mind agency in Brazil and the fastest growing in Brazilian advertising history. It shouldn't be too much longer before Africa reaches Europe.
 Text & Photos: Beat Philippe FritschCreated on AppleSupported by OlympusThe race organizers open qualifying for the Tenth Grand Prix of Zurich. Sascha Kieslinger, Art Director rotor and Alexander Gessert, Creative Director and co-owner rotor.Maurizio Scarpa of Sfax hairstylist welcomes two beauties to the paddock.Christine Roth, the former Marketing Director of Freitag Lab enjoyed herself together with Daniel Kistler of Ringier.Ludwig Dörr, the former advertising manager of Coop Switzerland found time for a lightning visit to Zurich despite his retirement.Music meets film: Phonogen.com founder Rino Meyer poses with Beat Lenherr of panimage.With enough fuel in the tank, 64 drivers fought for thousandths of a second to qualify for the race on the rotor Speedway at Club Zukunft.

Cannes A mini-campaign, but a maxi prize: Gold for the Zurich-based agency A Gold Lion in the Media category goes to the Zurich agency.
to the advertising agency Jung von Matt/Limmat for the mini-campaign
"Size". The Media Grand Prix was won by Universal McCann Sydney
with the Lynx campaign (CH product name: Axe), which is based on the
Prediction role of Leo Burnett also as a candidate for a
Titanium Lion is listed. The media agency of the year was
Universal McCann Sydney was chosen. In second place, ex aequo
Ogilvy & Mather, Santiago; Dentsu, Tokyo; and Jung von Matt/Limmat,
Zurich.

This is the first time ever in the history of Cannes that
a Swiss agency was ranked in the
Agency of the Year competitions. Less successful were the
Swiss at the CyberLions. None of the seven works from Switzerland
has made it onto the shortlist.

Pierre C. Meier on creative competitions, big business and agency ratings.
World Cup have reached an all-time high this year.
Television and commercial rights alone generate more than
2 billion in the coffers. Football is big business.

Entries for the Creative World Cup Cannes Festival also increased
by a striking 12.5 percent compared to the previous year. The submissions of the
Swiss even increased by a record-breaking 25 percent. 
Creative competitions are also business.
 
It is therefore not surprising that, according to a study by Advertising Age, the
Advertising agencies a whopping 37 million dollars for participating in the award
shows. And only for Cannes Lions, the One
Show, D&AD and the Andy's. The participation costs for all others
Creative competitions - and there are plenty of them - are a must in this
figure is not included. Neither do the countless hours of work,
the individual agencies specifically for the submissions.
were spent. It would be interesting to know how much the
Swiss agencies for participation in all creative competitions
spend.

We give you a first impression of this year's Cannes Festival
on pages 10 and 11. werbewoche.ch reports on Beat
Fritsch, our man on the ground, reports daily on the hottest parties.
Cannes is not only business but also fun.

The agency rating is published to coincide with the Creative World Cup in Cannes,
which is collected as part of the annual advertising market study. The
Top500 advertising clients in Switzerland have their advertising agencies
evaluated. You can find the results on page 8.
conviction that, in addition to the annual creative ranking, a
Evaluation of the advertising agencies by the clients at a
comprehensive picture of the industry. Last year's study led to the
Some of the suggestions led to heated discussions. Some of the suggestions were incorporated into the
study design. But this year, too, the results
certainly give rise to discussion.

Pierre C. Meier, Editor-in-Chief

Online The bet was so promising
like the appearance popelig. Who www.svenswmwette.com at the browser
typed in, was promised by the obvious web novice that
a - not his - girlfriend of him at the World Cup final naked over the
would dash onto the field if his site was clicked on five million times.
will. The news spread like cable fire last week.
After the first million clicks, Sven showed the picture of a neat
Brunette and put one in thong at next million mark in
View. The simple World Cup strip was also accompanied by controversy:
At www.svenswmverarsche.de, "abused" Kathy reported to
word. The neo-postilion Heute also faithfully reported the scandals.
But IP clarifications quickly showed that behind the anonymized
Internet address not a pimply loser named Sven, but someone with
know-how. And lo and behold: Anyone who now wants to use the oh so much
addresses, you will find a list of the most important
file-sharing platform, which violates copyright law.
kicks.

The volume of advertising in the daily and regional weekly press (sold) increased revenue by 9.8 percent compared to May last year. According to Wemf AG für Werbemedienforschung on Wednesday, commercial advertisements recorded a plus of 4.2 percent, and revenues from job advertisements increased by 35.4 percent. For the Sunday press, there was an overall minus of 16.1 percent. However, it must be taken into account that there were only four Sundays in May this year, compared with five in the previous year.
The financial and business press saw an increase of 15.5 percent compared with May 2005. The total volume of the general-interest press was 5.6 percent higher than in the previous year.
In the case of the special press, there was an increase of 2.1 percent for May 2006, while the advertising volume of the trade press increased by 5.0 percent. As always, the figures for the special-interest and trade press refer to page volumes.

TV magazines Publisher Rüdiger Hahn had to stand still for two years. The deadline is about to expire. In September, the two-year
Ringier's non-compete agreement with publisher Rüdiger Hahn on the purchase of the
by its Swiss program guide TVvier.
A new Hahn launch is therefore to be expected soon.
He has had plans for a long time.

Hahn is currently thinking about a weekly consumer magazine including
Free program supplement, as he says. But he is still keeping a low profile.
Just this much: Although free of charge, the program will be very
be of high quality - "in the style of a Tele, for example", emphasizes the publisher.
Austrian investors could possibly support him,
But perhaps he will also act entirely on their behalf -
Nothing has been decided and he is under no time pressure. At the same time
he lets it be known that he is ready to go. "If at all, then
one day the magazine will suddenly appear on newsstands, as it did back then
TVvier," he says. (mk)

Cannes Radio Radiospots is still a young
category. It is already attracting a lot of attention - mainly because of the
potential for future TV commercials.
When the Brazilian juror Mario enters the
streets of Curitiba turns up his car radio, a smile flits across his face.
his lips. He knows that nobody can ignore his radio spots. In
Brazil, coverage is almost 100 percent. "There is always
A radio somewhere. Radio is the television of the poor," he says
say.

When a few thousand kilometers further south the Argentinian juror
Ernesto switches on his radio, he smiles too. Nothing gives him such
a lot of fun, like inventing a radio spot. A national
radio campaign in Argentina is much more cost-effective and
more efficient than a TV or poster campaign. That is why
its customers very often opt for advertising via the airwaves or cable.
As a result, it is not only traditional service providers that are
radio advertising, but also for Swiss standards
radio-exotic sectors such as pharmaceutical companies or banks.

When jury president Guillaume turns on the radio in Belgium, the
his heart. Radio is his thing and always has been. "I
liked radio even as a little junior lyricist. The big stars of the
agency were on shoots under palm trees. She doesn't have radio
interested. They just let me get on with it. The customers let
me in peace, too, because there was no storyboard that could be changed.
could. The scripts did not have to go to an international board either.
They were written in Flemish, which nobody understood anyway. And when
it went to recording, wasn't there a cool director with
horse's tail that could turn my spot into something I couldn't
had written. There were only underpaid sound engineers with whom
you could drink a beer and have fun. But then when I saw the
award for the radio spot, everyone listened up. The next step
was mostly that the radio concept was turned into a television concept, as with
the Bud Light Spots 'Real Men of Geniu'."

It's Sunday evening. 8 pm. After listening to all 1064 radio spots
at least once and have discussed ourselves hoarse, is
the shortlist. In general, it can be said that the world order
is restored: At the forefront are the colleagues from the
Anglo-Saxon region and South America. The Norwegians are doing well
and the Belgians. Although my only job in the first 72 hours was to
I have countless movies in my mind's eye
seen. Mario is right: radio is television. The level of
submitted spots is astonishingly high. I was most amused by
I was impressed by a Brazilian radio commercial for an oven system with two
separate heat chambers. You hear a duck with the voice of Donald
Duck with a pig making love, after the climax announces
a spokesman dryly: "If nature didn't want them together, why should
you?" Laughing tearfully, I look to my left into the pale, frustrated
Mario's face. He is listening to Charity Section.

Alexander Jaggy is Executive Creative Director
and member of the management board of JvM/Limmat. He is a member of the jury at the
this year's International Advertising Festival.

Zurich-based communications agency The PR Factory has added three new clients to its portfolio: Tetra Pak, Inspired by Roger Federer Cosmetics and Ultrasun. The agency won the mandate for Tetra Pak (Switzerland) in a two-stage pitch against five competitors. In addition to classic media work, it also includes marketing communications and corporate communications tasks. Another new client is Accente AG, which represents the products of Roger Federer Cosmetics. The PR Factory is responsible for the media relations surrounding the market launch of the new skincare line Inspired and advises Accente AG on marketing communications. For the Swiss company Ultrasun, the agency is providing communications support for Reflex30, a new sun cream for children and allergy sufferers.

Between drinking cüpli and awarding prizes, serious topics are also discussed at the Cannes Festival. Seven of the world's leading advertising and marketing agencies have announced an international campaign to raise public awareness of AIDS and HIV. Cake, Grey, JWT, Lowe Worldwide, Ogilvy, Wieden & Kennedy and Young & Rubicam will each produce a commercial and present it on World AIDS Day next December 1. Each agency will focus on one of the factors that contribute to the spread of the disease, such as unprotected sex, gender inequality or the stigmatization of those affected. The agencies waive a fee for their contributions and make them available to the media around the world without license fees. The aim is to gain the widest possible audience for the message. The entire campaign is part of the Global Media AIDS Initiative (GMAI), which was launched by UN Secretary-General Kofi Annan in 2004. Its aim is to mobilize the media in the fight against the disease. Since the campaign began, 139 media companies from 69 countries have taken part. President of the initiative is MTV Networks Vice President Bill Roedy. He has promised that his network will offer the spots to all 50 associated MTV stations. This means that 1.3 billion viewers can be reached.

Drinks With the ease of a
butterfly is comparable to the subtle concentration of the
Elderflower and lemon balm in a low-calorie table drink
Flauder. The beautiful-sounding word means in the Appenzell dialect
actually butterfly. The fine lifestyle products Flauder
and Wonder, the latter based on rose petals, are sophisticated
Creations from the Gontenbad mineral spring. "Water is not everything - but
everything is nothing without water", it says there, as philosophically as
poetic on the website. And the
Campaign for the blossom spring water of the Zurich agency Fosto.