The Basel West agency has modernized the image of Carrosserie Wenger and developed a concept of measures. According to the agency, a new company portrait will document the range of services and a series of advertisements will create a presence in the local and trade press. According to the press release, Carrosserie Wenger offers a full service for all car brands and manufactures individual commercial vehicles, special constructions and interior fittings.

The Independent Complaints Authority for Radio and Television (UBI) received 20 new complaints last year. This is five fewer complaints than in the previous year. The complaints were mainly directed against SF DRS, as detailed in a press release. In 2005, the UBI settled 21 complaints procedures; at the end of the year, seven complaints remained pending. With two exceptions, all complaints concerned television broadcasts: 14 German-language, five Italian-language and one French-language broadcast were objected to. Most complaints - namely five - were made about the program "Kassensturz" alone.

Broadband Broadband Internet access is currently booming and changing the role of the Internet in everyday use. In the past year, the number of
fast Internet access in Europe has doubled. In Switzerland
this February, 79 percent of all Internet users already have a fast
access above 128 kbit/s, 25 percent of them even have access above 512
kbit/s. According to the Internet, media and
research company Nielsen Net Ratings, this puts Switzerland in first place.
ahead of Italy and Spain. The faster the access, the more pages
the users look at. In Switzerland, people with rates above 512
kbit/s three times more pages than those with only 128 kbit/s faster
Connection.

The increase in fast connections means that the
change usage habits and bring more people to the internet in less time.
have access to more content. The Internet is thus increasingly becoming a
an integral part of everyday life. Although it continues to be used in
its traditional function as a provider of information. But the
Communication via e-mail, chat and Internet telephony is gaining in importance.
importance. Self-generated content is also playing an increasingly
important role. Community and social networking sites such as MySace,
Youtube or klassenfreunde.ch allow them to present themselves and
to make contacts.

"The acceleration has led to a strong growth in dating sites,
which was previously expensive due to insufficient download speeds
was able to," says Jörg Dietz, Marketing Director of Nielsen Net Ratings
Switzerland on the figures. Ultimately, the Internet contributed to this,
to improve the image of dating agencies, says
Dietz, because more and more private individuals are looking for their future
Life partner online.

Looking at the annual performance within individual segments
(see graph above), an enormous increase of 116 percent can be seen.
within a year on the contact pages. These include
for example iLove, Meetic or Swissfriends. The
Internet telephony with the Skype software has increased by
59 percent.

The bottom line is that the better connections generally
everything more colorful and faster, the exchange of pictures, music and videos
is more and more a matter of course. According to Jörg Dietz
The implications for advertisers are obvious in two ways
In this respect, there are considerably more channels and formats available,
to reach target groups. "You can get them to share content or
even pass on marketing messages," says Dietz. At the same time
However, the battle for the attention and time budget of the
target group.

René Worni

Research The special-interest channel Star TV is
dissatisfied with the Telecontrol figures. The TC-Panel records TV usage
young people is inadequate, he complains. Some shortcomings are
undisputed. But the SRG research service remains silent.
The parents watch in the parlor
"Benissimo" on SF 1, at the same time the 15-year-old daughter is dreaming in the
girls' room in MTV star heaven, while her 17-year-old son
in the craft room at StarTV about new movies. Quiz question: What
the Telecontrol System (TC) of the SRG Research Service via the
TV usage in this household? One female viewer and one male viewer
for SF1. The parallel TV use of young people therefore falls under
the table.
"TC actually measures this in around 14 percent of all households.
way," says Cédric Chollet, owner of the consulting firm Chollet
MediaExpert. He sees this as a
reason why special-interest and youth channels in Switzerland are relatively popular with TC.
perform poorly. The consultant came across the issue because he
commissioned by the private broadcaster Star TV to analyze the relationship between its
usage figures and the TC system. At Star
TV has been dissatisfied with the values collected for years. In 2005
the special interest channel to a daily reach
of just under 400,000 people and had a market share of 0.3 percent.
out. Star TV is convinced that this is far too little.

Nevertheless, the shortcoming identified by Chollet in the TC panel is
largely confirmed elsewhere: According to the Establishment Survey, the
annual SRG basic research, last year 34 percent of the population had
of all Swiss households have at least two TV sets (see
box). The User Commission TV of Publica Data therefore presented the
December that the so-called multi-device households in the TC-Panel
are "clearly underrepresented" with only around 20 percent. But that
The Commission now wants to change this. All difficulties with the
Despite recruitment, it demands that the quota of
multi-device budgets will be adjusted to the planned target in three years' time.

However, Chollet also sees an inherent reason why the
TV use by young people tends to be neglected in the TC system. "Because
When selecting the panel households, the age of the head of the household
person is the main criterion, young people aged 15 and 20
but relatively rarely head a household, older people are
people in the panel are given disproportionate consideration," says the consultant.
That is why this criterion is "an old braid that should be cut off".
He is unable to put a figure on how high the error rate could be.

And Chollet mentions another shortcoming: The TC-Panel seems to be "generally
in a desolate state". At least that was the case in 2003. The
he believes in the 2003 annual report of the Media Science
Control Commission (MWKK) headed by Professor Heinz Bonfadelli from Zurich
to be able to extract the data. On behalf of the SRG Research Service
the TC Panel every year. At that time, the MWKK determined that the
contractually stipulated annual exchange of panel households only
was inadequate, 26 percent of households had been in operation for longer than
agreed in the panel. Chollet's conclusion: "The TC data is no longer
representative. The panel needs to be revised and better maintained."

But what about the panel today? Chollet does not have any
current information, because the SRG Research Service (FD) has not yet
more recent MWKK reports only to the user commissions.
FD manager Manuel Dähler also did not give Werbewoche any insight into
the confidential data. And on the shortcomings pointed out by Chollet
he also did not comment. Because Star TV does not take the route via the
User Commission and have already spoken to a lawyer about the
talks with Publica Data, he would like to take a closer look at this matter.
not contact Star TV via Werbewoche, says Dähler.

Markus Knöpfli; collaboration Andreas Panzeri

How Telecontrol works
The TC device is a small computer that is currently used in 1870 panel households.
connected to any existing TV and video device and connected to the
is connected to the telephone network. It measures around the clock in
30-second intervals everything that is connected to the TV or
video device. The members of the
The start and end of each panel household must be set by remote control.
Enter the end of your individual viewing time. During the night
all data from the central computer automatically via the telephone network
retrieved. (mk)

TV usage in multi-device households
How many TV sets are there in Swiss households? And how often
do several people watch television with them at the same time? To both questions
there is no conclusive answer. The Establishment Survey
not. Because the statement that in 2005 34 percent of all households had more than two
or more TV sets in operation, the
specific question is insufficient. This explicitly refers to TV sets
at the main residence, those in a second or vacation home and also those
at the workplace of the person running the household. This means that
how many households contain several people at the same time.
can watch TV on different devices (parallel use).

More information on this can be found in an SRG study on the media use of
children. According to this, in 2003, the 499 Swiss children surveyed were
Households with 7- to 14-year-old children on average 1.1
TV sets. In 18 percent of the households surveyed, the children even had a
TV set in your own room.

It therefore remains to be seen whether the number of devices in the rooms of young people
significantly from the age of 15 - and the extent to which this difference
on the overall TV usage of 15 to 49-year-olds. (mk)

Self-help The trade journal Der
labor market has been giving media people a second chance for ten years,
if they have lost their job. Editorial director Gery Nievergelt also sees opportunities for advertisers. WW: Who reads the trade journal Der Arbeitsmarkt? These are people who are professionally involved with the topics
work and employment, i.e. employees working in
Labor market authorities, HR specialists or career counselors. They are joined by
more and more young people who want to advance in their careers
want
WW:
What are typical topics in the paper? Nievergelt:
In a society that defines itself so strongly through work, the
pool of relevant stories is almost inexhaustible - if you can find the
has a feel for it. For example, we were the first to talk extensively about the
planned underground railroad station Porta Alpina, researched the
even before the escalation of the labor dispute in Reconvilier,
revealed the questionable practices in the awarding of construction contracts.
Of course, we report regularly on the situation on the
labor market in Switzerland and neighboring countries.
WW:
The labor market is also one of the areas covered by the State Secretariat for Economic
(Seco) national program for temporary employment
unemployed media professional. What is more important, the product or the
Nievergelt program:
Both are important, and that's what makes the task so interesting.
On the one hand, our subscribers expect a good paper every month.
On the other hand, we have a legal mandate to ensure that the
transcribers employed for a maximum of six months at the
reintegration into the labor market.
WW:
And it succeeds?Nievergelt:
This works in many cases. Because with current text samples or
participants can draw attention to themselves in the program.
and the labor market has now become the norm in many editorial offices.
known. Last year, 60 percent or six out of ten
participants a new job.
WW:
How great is the demand for such temporary internships?
We currently have a waiting list, as the offer is limited to a maximum of
limited to twenty places per year. However, there have also been editions that
we realized with only six participants.

WW: Who is applying?Nievergelt:
On the one hand, these are experienced media professionals from the
have lost their jobs for a variety of reasons. On the other hand
More and more unemployed people who are considering entering the
flirt with journalism. We have to make it clear to them that we probably
We can offer further training, but not education. You just become
not a journalist in the blink of an eye.
WW:
What criteria are used to select the applicants?
We, i.e. program manager André Häring and I, are working with the
We carry out actual assessments of applicants. For us
It is crucial to support those affected in their search for a professional
perspective. This may or may not be in the direction of
journalism. If the potential is not there, we reject the
applicants, but are looking for alternatives together.
WW:
Are there also applicants from the world of advertising?Nievergelt:
Yes, there are PR experts who have tried their hand at journalism.
want to try - and as a rule return to their home country
return to their traditional profession. But above all, we have always
more frequently with unemployed graduates of universities of applied sciences who
trained there to become communication professionals and now realize that
that nobody was waiting for them because they didn't have enough
profile.
WW:
In other words, too many communication specialists are being trained today?Nievergelt:
Too many communications experts, but too few good journalists. We
are often amazed at how little these people know after a successful
know about the profession.
WW:
The project also has potential beyond the original idea in a
A time of a changing labor market. Are there any plans for expansion?
I am convinced that an informative and very useful
generating monthly magazine about work, employment and training
could also be commercially successful here in Germany, not least
This is because the established business journals prefer to focus on the
stock winners and luxury. But we are not on
the free market.
WW:
What are your personal goals with the labor market?
We have no money for advertising, but we have a good product. If it gives us
If we succeed in making this even better known, I will be satisfied.

Interview: Andreas Panzeri

Shelter for unemployed media professionals
Der Arbeitsmarkt is the Swiss trade journal for labor and employment.
employment and, at the same time, one of the State Secretariat for Economic
(Seco) national program for temporary employment
unemployed media professionals. The jobindex media
AG is published ten times a year in German and English.
French language. The first edition appeared exactly ten years ago
years, the total circulation today is 2900 copies with around 1500
Subscribers.

Editorial director Gery Nievergelt began his journalistic career in
Career at the Cortesi press office in Biel/Bienne. Among other things, he was editor at the
Schweizer Illustrierte, Head of Department at SonntagsZeitung and
Head of copywriting at Annabelle. He writes columns and worked at the MAZ.
Since 2004 he has been editorial director at
Labor market.      

The Geneva agency Label Communication has won Mobility's agency competition against four agencies from German-speaking Switzerland. The agency from French-speaking Switzerland created an original campaign for advertisements, posters and online advertising media. The concept stages false doubles of personalities who have each revolutionized the world in their own way or at least had a strong influence. The well-known statements of the doppelgangers convey the main advantages of the CarSharing system, such as low prices, choice, simplicity and flexibility. Mobility has set itself the following goals for this campaign: to increase awareness, strengthen branding, transfer knowledge of the CarSharing service and trigger an action. Mobility wants to position itself as a modern CarSharing provider in urban society.

Cannes Lions 2006 With the Swiss
confidence prevails. This year's creative competition in Cannes is well
A quarter more works from Switzerland are in the running than last year.the organizers of the 53rd International
Advertising Festival Cannes Lions had their hands full. In total
24862 submissions from 81 countries were sent to the Côte
d'Azur were sent. That is 12.5 percent more arrivals than last year.
The increase was due in part to the new Promo Lions category.
to this. Even the high growth rate is nothing compared to the
The optimism that Swiss advertisers have generated with their above-average
increase in participation (around 25 percent).

Whether the eager equipping of the competition will also have a correspondingly positive
will be reflected in the medal tally is questionable, however. So
for example, will be the Beck&
Bondi spot series for the customer Swisscom will have a hard time getting in front of a
international jury. On the one hand, the Swiss pun
lost through the translation into English, on the other hand the
developed by the Contexta agency.
And with 4860 film submissions, the jurors probably lacked patience,
adapt to the peculiarities of this advertising series. In the
The Suva ad by Ruf Lanz is the big favorite in the print sector.
Admittedly, the highly decorated subject in its own country fulfills all
important creation criteria: It is striking, easy to understand and
communicates a clear message, namely that the wearing of
bicycle helmets offer important protection in the event of an accident. Nevertheless
It should be noted here that this motif is six years too late,
because it was a reference to the then very successful horror shocker
"Scream" represents.

Brazilian style already out?
In general, there is a lack of genuine Swiss entries.
Innovations. The well-crafted commercials and advertisements offer
Nothing that didn't exist before. In the print sector, the agencies have
once again endeavored to achieve the much-cited "Brazilian" style.
copy - in other words: to create funny picture jokes. But it will always be
more difficult to score points in Cannes with this kind of work, of which
even the Brazilians themselves are now distancing themselves: "The
Visual wit is no longer the be-all and end-all. We now have to be very
think much more conceptually," says advertising guru Marcello Serpa,
Creative director of the highly decorated agency Almap BBDO in São Paulo. He is
the view: "The moment trends are recognized as such, they are
it's over." And it does indeed appear that the
jurors at international creative competitions are saturated with
such contributions.

Instead, they vote for campaigns that show new ways of doing things,
contact with the consumer. So it does not come from
that the younger categories Direct, Cyber, Promo, Media and
Titanium Lions is attracting more and more attention. There it goes
The jury members are similar to consumers in the "real" world. They
skip the advertisements, hardly notice the posters and zap through
the commercial breaks - if you want to reach consumers today,
must involve him, surprise him and invite him to interact. This
is most likely to happen on the Internet, at the point of sale, in the
direct approach or by means of new, unusual methods, which were presented in Cannes.
be honored at the Media and Titanium Lions. Ideally
these channels with the classic media in a creative way.
networked. This is precisely what not only the Swiss, but also
all advertisers around the world should channel their creative energy into.
The supreme discipline of film has not yet lost its glamor factor.
But at the grand finale gala, the once sole
Cannes Lions stars already sharing the stage with the Titanium winners
share. This is a signal to the entire industry that should not be underestimated.
Industry.

Bärbel Unckrich is an editor at Horizont Deutschland.

Agency rating For agencies with fewer
than ten clients from the league of the Top500 contractors, KSB/SJ is in
four out of six sub-aspects of the study. In the
Agencies with more than ten customers get Contexta and Ruf Lanz each
twice, and AY&R and JvM/Limmat each took first place once.For the fourth time, the Media
Research Group as part of its annual advertising market study.
the 500 largest Swiss advertising clients to express their opinion on the
main advertising agencies (see "Method description" on page 12).

Click on images for enlarged viewThe publication of the 2005 results had quite a lot of dust
stirred up and led to heated discussions. The main irritant was,
that agencies with just under five customers in the market segment studied in the
were listed in the same ranking as large agencies with more than 30
customers. In addition, it was criticized that due to the presumed too
The small number of cases does not allow a representative picture to emerge.

Based on this criticism, this year the 24 advertising agencies surveyed were divided into two categories
divided:

1. in the first category must still be at least five
Assessments of the three individual performances (creativity, strategy and
Consulting) from customers from the circle
of the Top500 clients are available. All advertising agencies queried
have this minimum requirement
fulfilled.

2. to be included in the second category must have two
Conditions must be met: a) at least ten assessments and b) two
of three customers must participate in the survey.

All advertising agencies that have fulfilled condition a) have
condition b) is also fulfilled at the same time. This is by no means
of course. It had to be expected that individual
will not clear these two higher hurdles.

Based on these requirements, 10 advertising agencies were assigned to category 1 and 14 to category 2.

Extraordinarily high survey participation
Participation in the survey was already quite high in 2005: it was
73.1% of all Top500 principals who are associated with one of the queried
advertising agencies work. In 2006, this brand was again clearly
surpassed. 90.6% this time.

In 2003, when the survey was conducted for the first time, the survey conducted on
most frequently evaluated advertising agency graded 56 times. A year ago
In 2006, it was again increased by more than 50 percent.
and now stands at 158. The number of employees more than tripled.
but also the evaluation of the least frequently evaluated agency.

However, the high response figures only apply to the overall impression.
Because here every respondent could express his opinion about all advertising agencies
express.

The same applies to the criterion of recommendations. For this question
respondents were asked to name the three advertising agencies (first,
second and third choice), which they
would recommend to a colleague. Here, too, all the
Agencies are called,
so also those with whom one does not cooperate today.

On the three individual services (creativity, strategy and consulting)
However, only those clients were allowed to comment on these services in the
have actually made use of in the past year. It lies
Therefore, it is obvious that the case numbers of the individual advertising agencies
are comparatively low here (between 5 and 31).

Thus, the result of the survey consists of six sub-aspects:
1. level of awareness (= number of responses), 2. image (= grade at the
Overall impression), 3. Recommendation of agencies to third parties,
4. creativity, 5. strategy as well as
6. consultation.

Clearer in category 1: KSB/SJ

The greater the number of responses received for an agency, the
greater their popularity. According to this simple formula, based on the
assessments of the overall impression, the level of awareness is determined.
104 Client
have passed judgment on GGK, Grey and Lesch + Frei when making an overall impression.
submitted. This is 37.4 percent of all clients who participated in the
survey. Behind them comes Lang Gysi with 103 mentions
Knoll (see Chart 1: The level of awareness of advertising agencies among
Top500 contractors who meet the minimum requirements).

KSB/SJ swings to the top in image. With 6.07 points, it is clearly
ahead of the next two, Metzgerlehner with 5.59 points and Sulzer
Sutter with 5.57 points.

The decision on the recommendations was a close one. 13 of the 252
Principals who participated in the survey provide a
Recommendation for Lesch + Frei, 8 of which are first recommendations. 12
Recommendations are accounted for by KSB/SJ. Of these, 8 are also
First recommendations. The same number of recommendations went to Sulzer Sutter.
However, there are only four first-time recommendations among them.

In all three individual performances, KSB/SJ was judged the best. At
of creativity, the Zurich agency received the grade of
9, for strategy a 9.2 and for consulting a 9.8 (on a
10 scale). With her score of 9, she is 1.5 points in Creativity
above the average of the ten agencies in category 1. With the 9.2
in terms of strategy, the agency is even two points above the
Class average, and the 9.8 in counseling represents an increase of
1.75 points. Accordingly, KSB/SJ's greatest strengths lie in the
strategy, followed by consulting. The relatively lowest strength is
the agency for its creativity. But even this is still
well ahead of the agency, which is in second place.

In terms of creativity, Lesch + Frei is in second place with 8.17 and Lang
Gysi Knoll in third place with 7.89. In terms of strategy, the
Order behind KSB/SJ just reversed. Lang Gysi Knoll occupies here
took second place with 8.11 and Lesch + Frei third place with 7.83.

Two new faces emerge behind KSB/SJ during the consultation. Cosmic
received an excellent 9 for its consulting services and Sulzer
Sutter an 8.67.

Several top dogs in category 2
The agency with the greatest name recognition of all advertising agencies is
Advico Young & Rubicam, since it was the most frequently
assessed. 158 clients have given an opinion on the overall impression of
AY&R submitted. This is 62.7 percent of all principals who have
participated in the survey. Only just behind, with 154 mentions,
Publicis is in second place. In third place is Jung von Matt (JvM)/.
Limmat with 149 mentions.

Although Ruf Lanz is only in ninth place in terms of name recognition,
thus was assessed less frequently than the best-known agencies,
image, the category for the overall impression, it is able to
to take the lead. With 7.8, their lead over Jung von
Matt/Limmat, however, only just 0.09 points. With 7.59 points follows
Spillmann Felser Leo Burnett (SFLB) in third place.
Out of 79 principals (30.6% of all principals who participated in the survey
have participated) will
JvM/Limmat recommended as a trustworthy advertising agency (39
of which as first recommendation and another 30 as second recommendation). Call Lanz
brings it to 70 and SFLB to 61 recommendations. Very many recommendations
will also be awarded to the next two winners. Publicis is awarded 55 times and
AY&R recommended 49 times. The gap to the sixth-placed company is then already
a rather large gap (see graphic).

In the individual creativity ranking, first place with 9.63 points clearly goes to
to Ruf Lanz. In second place, with a clear gap and 9.0
points, SFLB. In third place is JvM/Limmat with 8.68 points. In the
are placed in the front half of the ranking and with more than 8 points
still Wirz with 8.31 points, Contexta with 8.09 and TBWA with 8.0 points.

Contexta made gains in strategy and consulting
Contexta, in 5th place for the first four sub-aspects.
and 6, respectively, is set by the strategy with 8.45
points to the top, just ahead of SFLB and JvM/Limmat, the two
First-place finishers from last year. SFLB scores 8.26, now in first place
two lying, virtually the same score as a year ago,
JvM/Limmat, now in third place, with 8.18 even a better score.
Wirz and AY&R follow with 7.77 and 7.7 points respectively.

Contexta also achieves the highest score in consulting with 8.45 points.
Top score. As in 2005, FCB Leutenegger Krüll is in second place.
Place. She improved her score by 0.2 points compared to the previous year to
8.33 improve. In third place is JvM/Limmat with 8.23 points. At
Grendene Ogilvy & Mather moved up to fourth place with 8.18
points just missed the podium.

Better image of category 2
If one compares the two categories, one notices the big difference
in terms of image. In category 1, the average is only
5.44 points. This is compared to category 2 with a value of 6.47 points.
compared to - a huge difference. You have to think of it as follows
present: The 14 agencies in category 2 were selected by
on average 130 clients rated one whole grade better than
the 10 agencies of category 1.

Also the creativity and the strategy of category 2 are increased by each
0.33 points better than those in Category 1.
However, the opposite is true for consulting. Here lies the
Average value of category 1 by 0.33 points above that of the
Category 2. In category 1, the consultation, in category 2.
creativity was rated best. The worst score in both
Categories the strategy.

An overall score of all six sub-aspects or only individual ones of these six
Identifying partial aspects is unnecessary this time as well. Even so
which advertising agencies are among the top 500 advertisers in the
Swiss advertising market perform best.

Dr. Walter Weder is co-owner of the Media Research Group and initiator of the advertising market study.

Method description

The assessment of advertising agencies is part of the annual
advertising market study conducted from mid-January to mid-March.
ran. After completion of the advertising market study, the questions that the
Assessment of advertising agencies concern, from the questionnaire
and the clients who had not yet responded,
submitted again for a response.

Population: The top 500 contractors in the Swiss market were surveyed.
advertising market. All of these companies were approached. 278 of these
Companies work with one of the queried advertising agencies. From
of these, 252 (=90.6%) participated in the survey.

Method: An e-mail was sent to the respondents. This contained
a link that led to the survey. The survey took place on the website
of the Media Research Group took place. Without this link there was no access
to the survey. Nevertheless, all responses were checked to see if they were from a
authorized person.

Function of the interviewees: The interviewees were those responsible for the
Marketing communications (marketing or advertising manager). The decision,
whether marketing or advertising manager, lies solely with the company surveyed
(as dependent on company-specific organization, competencies,
knowledge). In most cases, the
Communications managers for the entire company surveyed, in
individual cases, the communications manager of the main
business unit or product.

Questions: Respondents were asked three different types of questions
presented. Regarding the overall impression, each respondent could independently
whether he or she is in a relationship with the agency being evaluated.
contractual relationship or not. About the individual services
(creativity, strategy and consulting were asked for) could only be
Respondents express that they have received services from
of the evaluated agency.
The question of which agencies they would recommend to third parties,
again all respondents were allowed to
answer

Minimum case numbers/categories: When assessing the individual
services, the case numbers are naturally very low. A
Minimum number of cases specified for publication of the
results is required. This is five responses. This
All of the 24 web agencies surveyed cleared this hurdle.
Advertising agencies are divided into two categories:
Advertising agencies that receive orders from fewer than 10 customers, and those that receive orders from 10
and more customers have been assessed and where at least two of three
of their Top500 customers participated in the survey.
The individual services of an agency could only be provided by such
be assessed by the clients who actually provided these services in 2005.
have made use of. Compliance with this requirement was
reviewed. Of each of the 24 advertising agencies queried, their
Customer lists requested. 9 out of 10 advertising agencies comply with this request
complied with. For the remaining agencies, older lists had to be
can be resorted to. All of these agencies are in the first
Category (less than 10 assessments) classified.

Andy Ruf knows how the ASW runs: He is taking over the presidency of the association for the second time this year.
two clocks: At that time, a ticker showed Swiss time and the
others the island's local time. Today it is the agency time and the
Customer time. "Customers always go seven minutes ahead so that I'm never too
arrive late for the meeting."

Andy Ruf founded his advertising agency in Eglisau 15 years ago.
After just five years, "the groovy garage studio became a
trendy full-service advertising agency".

At the beginning, the new ASW President was under the illusion that he could
do everything alone. The "one-man show out of conviction" is also
six years. However, it can become a problem if you are too close to your
gives the agency its own name. "There are customers who want all their
It is essential to discuss your concerns with the agency owner - which of course
is also an ASW credo with the owner-managed agencies: This is where
the boss."

Later, Ruf had to weigh things up: What should be delegated, what should be
do it yourself? The development of the Internet
accepted. "I realized that I really needed the consulting expertise here.
but no longer the realization expertise." Ruf has
hired its first specialized employees, and in the meantime
Internet accounts for a quarter of the volume of work.

Ruf Werbung currently employs 15 people with a total of 1200
percentage. Andy Ruf is responsible for customer service.
He will never completely give up his creative side, but his
His core competencies are consulting and strategy. Two years ago he
further education with a BSW course in Strategic Planning at the HSG
specialized.

Key employees are Daniel Sager, Project Management, and Mario
Colombo, responsible for quality assurance in the creative area.

The usual career tour through the major BSW agencies was never Ruf's
wish. It was equally clear that he would not open his agency in Zurich.
wanted. "There are already enough agencies there, and many customers drive
like to go to the countryside." Ruf's customers come from all over Switzerland to
him. For example Pasito Fricker, a conglomerate of shoe labels with
around 100 branches throughout the country.

Another important customer is Streuli Pharma. For the
Generics specialist with 350 employees is set to take third place in the
Swiss market. The agency is currently working on a
rebranding and manages everything from B2B and consumer advertising to
Press relations.

Ruf is also enjoying working on an anniversary film "20 years of
Mountain forest project". Greenpeace developed this idea in the canton of Graubünden
launched. Business people and private individuals "air their heads" and help in
a charitable time-out to help reforest the forest for a week.

Andy Ruf sees himself as an "education fetishist". He has learned everything from scratch
and want to learn from graphic design to advertising consultant to
developed into a photographer. "I sensed that there were many fields
that interest me. All my hobbies are in advertising
come together." He even has a say in the audio sector. The former
Jazzrocker is also a trained audio engineer. So there is also a
own recording studio on the agency's premises, for the production of
radio spots or the soundtrack for films and websites.

Ruf grew up in Zurich and moved to Bülach when he was around 20 years old.
moved here. With his agency, which he founded at the age of 28, he had
"as a nobody" in a pitch against well-known competitors to win a mandate for
the Parkallee shopping center. With this budget, he was able to
set up his own business. After 15 years, the customer is still
faithful.

Ruf ASW works at two locations. In Eglisau you will find the
Advice and strategy. When things got tight, Bülach was able to find generous
Rooms for creation and the photo studio can also be rented.

Ruf and his company represent the modern ASW agency. Since
He has been active in the Alliance of Swiss Advertising Agencies for ten years, since
seven years on the Board of Directors and now President for the second time. Reputation
feels "at home in the association - and so it is also fun to
co-lead". Three people form the Executive Committee: Past-President,
President and Vice President. These are "active people who are willing
to make a difference". You don't just want to advance yourself,
but also the members and the industry.

Ruf sees the ASW as "a good network where you can work together without jealousy.
can benefit each other". The association has many practical tools
developed, such as the advertising services contract, which was
has become the industry standard.

Upcoming tasks are aids for calculation and project management,
"so that the agencies can maintain their control over the time for individual mandates
better under control". The expansion of the
Cooperation between agencies, for example in regulating the
Cooperation mode for joint mandates.

Ruf sees "a good time for new members" in the association. Also from the
Start-ups with former executives from BSW agencies show some
Interest.

Ruf has been married for 22 years. The first of two children is only
almost four years ago, which the late parents describe as "a
total enrichment". Ms. Claudia works in the
the agency's accounting department, she also runs her own
Health practice.

Ruf and his wife started as late as having children,
to play golf. "Golf is an ideal partner sport in nature. You
does not play against each other, but against its own handicap. Yourself
improving together is just as important here as in agency life
and in the association."

Andreas Panzeri

Ralf Wölfle, Head of the Competence Center
E-Business Basel at the University of Applied Sciences Northwestern Switzerland, about the
Commercializability of broadband Internet.
WW: Who benefits from the fact that more and more people have broadband access to the Internet?
Ralf Wölfle: I would like to
two areas. A number of business models are characterized by
directly dependent on broadband access. For example, audio or
video podcasts. Music and film distribution also benefits directly
of it. If, sooner or later, fee-based services become the audio
or video transmission, which is perhaps now possible with the
podcasts is an important factor for such business models.
broadband infrastructure is a mandatory prerequisite. In other areas,
for example, the integration of business-critical applications via
the Internet, it needs short response times. These are from the
capacity and the utilization of the grids.

WW: Are you thinking of streaming, Internet telephony?
Wölfle: I
also think of completely normal transfers, such as those in e-commerce and
especially in automated processes. If you want to
Example in the context of an e-commerce application on stock levels
of a supplier. If you have a response time of
half a minute, that's too long, and the business model
does not work like this.

WW: Are there
There are outstanding business models that benefit from the growth in bandwidth.
are currently particularly favored, for example Internet telephony?
Wölfle: The
The media industry is clearly the sector most affected, in the
in both a positive and negative sense. The distribution channels are changing,
We have a transformation in this industry. In telephony
we cannot yet speak of a business model, because they are just as
like podcasts is still largely free. The innovations are
often tested via free applications. Internet telephony in particular
shows that we are dependent on response times. Services are
that will guarantee response times, because otherwise the
The quality of Internet telephony cannot be calculated.

WW: Especially
Print publishers, under the pressure of suffering from the collapse of the
advertising business for new business models on the Internet. Are there
Any indication of when this will be more widely usable commercially?
Wölfle: Signs
I can't give any reasons for this. But there are indicators. One indicator
can be the pressure of suffering as a result of high demand. Initially
are being developed with the development of new services by the pioneers on a
new application possibilities of information and
tried out. Which application will be taken up by the market is
open at first. Just like instant messaging, which was once
killer application, which nobody could have foreseen. We
don't really know how Internet telephony will develop,
or broadcasting: Will radios one day broadcast their entire programs as
offer podcasts? What content will newspapers permanently
free of charge? No one has yet answered such questions. 
Standard answers established. But one indicator will be: Will
demand for a service develops, then it is likely that
there will also be a bottleneck around it. Eliminating this is
the added value with which service providers offer fee-based services
introduce. A bottleneck can be a lack of bandwidth. You want to
watch a movie and the stream keeps getting interrupted. Or
there are quality bottlenecks in Internet telephony. If a
Once an Internet medium has achieved a certain significance, the
The emergence of abuses such as spam can be expected.

WW: Is that what we're seeing in the blogosphere now?
Wölfle: The
Blogging has reached a certain popularity, now blogging is becoming
spammed - it needs software or professionally managed services that
clean that up again. If a channel has a larger distribution, it will be
also confusing for the user in terms of content. Then the
Selection, weighting of content by an editorial team or similar
importance again. This plays an important role in the pioneering phase of a medium.
no role. But with the masses, it becomes increasingly important. You can
can only make meaningful use of the wealth of information on offer if it
service providers that make them accessible in a simple way, be it through
appropriate infrastructure or through selection, search aids and
Quality assurance.

Interview: René Worni

The advertising agency Publigroupe aims to strengthen its presence in electronic media and establish itself as a major player across the entire media spectrum. Advertising placement in electronic media has been somewhat neglected up to now. Group CEO Hans-Peter Rohner has his sights set on offering new marketing packages, as advertisers today are particularly interested in combinations of effects across various, coordinated channels that deliver optimized advertising impact. Rohner sees particularly good opportunities in linking advertisements with mobile apps or combining movie theater advertising, SMS contests, and product tastings or presentations. As Rohner stated in an interview with *Finanz und Wirtschaft*, he intends to continue engaging in spirited competition with Goldbach Media, the leading advertising agency for electronic media. Over the next two to three years, Publigroupe aims to achieve a leading market position in the marketing of TV, radio, cinema, and online—just as it has held for years in the print media segment, Rohner added. When asked about trends in advertising volume, Rohner noted a significant upturn in the Swiss advertising market. However, it is becoming increasingly apparent that advertisers are allocating and deploying their budgets on a shorter-term basis.

Recycling ViznerBorel shows how, in addition to football fever, aluminum collection fever is running rampant in Switzerland.
from. With a national poster display and a strong presence on TV
during the Football World Cup, the Swiss heart will surely
for Köbi and his boys, but also for 100 percent
Aluminum recycling.

The ViznerBorel agency is running the aluminum collection campaign with
a poster campaign that focuses on socio-political content and
is thematized in an ironic way. In the TV commercials of the second
Season organized by Igora for the Swiss
Lessons where they can learn how to perfect the aluminum sammeling process.
can drive.

The films work with humor that goes into the absurd. The spots from
Gap-Films in Munich were therefore prepared according to the same criteria.
Audience tested how Swiss television produces its productions
tested. Where a value of 4.8 for the TV is already considered a very
good acceptance, the aluminum films have achieved values of up to 5.3.

The agency wanted to safeguard itself with the tests, as the films
are unconventional and show a lot of courage to exaggerate. "We wanted to
make sure that absurd gags such as cheering for the
Collector with electric shock not misunderstood by the public
become a reality," says Lajos Vizner.

They wanted to exaggerate "to the last kick" because it was
of course also an exaggeratedly ambitious goal, a
collection success of 100 percent. However, this mark had to be
strategic approach, after the Swiss with 91 percent
are already world champions in aluminum recycling.

To facilitate the collection and recycling of empty aluminum packaging
the Igora cooperative, based in Zurich, was founded in the year
founded in 1989. At that time, only 31 percent of used cans were recycled.
collected for recycling.

Andreas Panzeri