Software developer Rainer Rombach and web designer Maurits de Wijs founded Zweihochdrei, an agency for new media, in Basel at the beginning of May 2006. The company launches and implements projects in the fields of web design, multimedia, e-commerce, content management systems and search engine optimization. One focus is the design of multimedia presentations such as CD-ROMs and DVDs. Zeihochdrei's client list includes clients from the arts and culture, private industry, gastronomy and craft businesses.

Business Campaigning More and more companies
want to communicate more efficiently and effectively than before. One approach,
to achieve more with less budget is business campaigning, writes
Peter Metzinger, even if there is a slight glimmer on the horizon.
silver lining: Every franc is paid twice, three times or
turned over several times until it was spent on communication measures.
becomes. Customers want to spend less for the same effect, with
achieve more with the same budget or, preferably, spend less and
achieve more. What sounds like squaring the circle, challenges the
agencies today, tomorrow and the day after tomorrow.
Integrated communication
One approach to mastering this challenge is business
Campaigning. This methodology has evolved from the successful
Campaign work by non-governmental organizations such as Greenpeace more
and ultimately goes back to measures such as the
Mahatma Gandhi, for example: Directly in processes or
intervene and change circumstances in order to achieve his goal. Thanks to
this approach, Greenpeace has achieved more with less money and a lot of commitment.
than global corporations with unlimited resources.

Business campaigning competes with traditional communication concepts and
-measures, as some agencies fear, but complements them
and brings them together in an integrated communication strategy.
The methodology strategically links communication and intervention,
is geared towards its impact and is based on a concept that
comprehensively and systematically minimizes uncertainties in planning.
In addition, business campaigning creates the prerequisites for
measure the success of campaigns.

Over 20 years of experience
Peter Metzinger learned campaigning from the ground up. After
After studying physics, he worked for Greenpeace from 1984 to 1997;
first as a volunteer, then as a campaigner, and finally as Campaigns
Director for national and international campaigns. In 1997 he made
started his own business and began advising companies and organizations.
Today, Metzinger is the business campaigner par excellence, teaching
at several universities of applied sciences and is president of the industry association
pro:campaigning. So the man knows what he is writing about.

And what he writes is worth reading. That was already true of the first
edition of his book, but the second is more readable because there is less
scientifically written. In addition, "Business Campaigning" is
concrete examples and new tools that Metzinger has developed since the
first edition has developed, more practice-oriented. Nevertheless, the
book is not light fare and hardly belongs on the bedside table - but
on the desk of everyone who is responsible for communication, change,
management or crisis management projects.

Roger Hausmann
 

Business Campaigning (2nd edition) by Peter Metzinger; Springer, 2006, 296 pages, 76.50 francs.

The agency Trimarca Kommunikation from Chur will create the corporate design for the new media house of Radio e Televisiun Rumantscha - "Chasa RTR" - in collaboration with the responsible architects. House lettering, window stoppers, flyers and invitations are planned. On June 6, the media building was officially inaugurated at a ceremony attended by Federal Councillor Christoph Blocher and SRG management. On June 9 and 10, "Chasa RTR" will open its doors to anyone interested in gaining an insight into the architectural and technical facilities and the work of RTR.

Motorcycle Jung von Matt/Limmat wants to sell a moped to young people in the countryside via their cell phones, preferably video games.
The only thing that could be nicer would be riding around on a moped.
be. And stand out with the girls. With a new NRG, of course
Power Special Edition from Piaggio.

The cool scooter in the "Racy look" will be available in Switzerland from this week.
advertised with a mobile game in line with the target group. None
Posters, no advertisements. Just a flyer that says: "Do it like
the pros: memorize the course to be at the front."

Anyone who sends a text message with the word "Race" to the
number 266, you will immediately receive a WAP link with which you can
Game for free. The SMS also only costs 20 centimes. In
a market where young people are financially seduced by more and more temptations via their cell phones.
the free game is likely to become a cult game in the near future.
is unit manager Jan Schmocker at Jung von Matt/ Frontend
convinced. Because the free game developed by the advertisers can
actually also against the most expensive racing games at the forefront
keep up.

Communication via cell phone
Three motorcycles speed around a course. You can use the buttons
of the cell phone to control the fight in the bends. Anyone who believes
good lap time, confirms his result by SMS to
the race management. Whoever is among the top 100 in the high score takes
automatically take part in the weekly prize draw. You can win
of course the motorcycle, a full-face helmet or original
"Wobbly Che-Cazzo". The game works on Sunrise, Orange and
Swisscom.

The Jung von Matt/Frontend web unit was responsible for this campaign for "the
fastest and trendiest scooter in its class" is fully focused on the new
communication and gaming possibilities of the cell phone. Only
supporting measures are banners on Bluewin and Tilllate as well as a
Website www.nrg-race.ch, where all the details about the game are explained.
There you can also see a dreamy video clip in which two
Boys with their Piaggios through the countryside and finally
attract the attention of two pretty girls with her cool coaster.

This campaign is primarily aimed at young people in rural areas.
achieve, explains Jan Schmocker. As a basis for communication
serve the local moped dealers. From there, the apprentices in
distribute flyers to their cliques. As soon as the free game is available in
youth clubs becomes known, cell phone to cell phone advertising should probably be
are automatically shifted into a higher gear. At their meetings
the young people should also use the game to compete against each other in groups.
compete. A ringtone can also be played via the cell phone with the
engine noise of the Piaggio and the video clip can be downloaded.

The Web Unit Frontend at Jung von Matt was founded five years ago as
interface for cross-media campaigns. With this
In the second step, the agency wanted to expand its think tank model with integrated
specialty units and further strengthen its positioning in the area of
Strengthening online communication. Since January 2006, the web unit of
Jan Schmocker. The federally certified visual designer
HfG founded the company Scopo Intermedial in 1994 for
cross-media solutions, which was later merged with Pixelpark (Switzerland)
was brought together. In his last position, he was CD at
Unic Internet Solutions AG.

Jung von Matt's frontend has already been used for an Africa game for Manor
and has attracted attention with an application for the photographer Alessandro
Fischer recently won a "Best Web" award.

Andreas Panzeri

Environmental Protection Lowe in Zurich has launched a campaign for Greenpeace for the entire German-speaking region.
we are an ocean," says the Japanese poet Ryunosuke Satoro.
His wisdom is the headline above the current
Greenpeace campaign "SOS World Ocean". The project is the longest
expedition that Greenpeace has ever undertaken. It will take a whole year
and tell of the crisis in our oceans - from the Azores to the
to Antarctica.

On the initiative of Greenpeace Switzerland, the three
German-speaking countries for a common, transnational
appearance was decided. A pitch was held at the beginning of the year, which the
Lowe agency in Zurich for itself
was able to win.

The message had to be communicated: Our oceans are becoming
fished out, filled with rubbish, poisoned, heated up and nobody is looking.
None?

The global Greenpeace expedition "SOS Weltmeer" sails for a year
against greed and thoughtlessness and for comprehensive protection of the
oceans. The main objective of this largest expedition in Greenpeace history
is the creation of a global network of marine protected areas,
where nature can unfold undisturbed again. On the way to
Greenpeace's goal is to mobilize one million marine conservationists worldwide.
who support the initiative with their name. Because "this is the only way to exert the necessary pressure
on politics and business and sent a clear signal
become a reality," says Muriel Bonnardin, who has overall responsibility for
Greenpeace Switzerland. The campaign claim thus calls for: "Come on
On board. Become a marine conservationist."

Lowe's cross-media campaign under CD Valentina Hermann
dramatizes the crisis in the world's oceans in ever new ways. They
raises awareness of marine protection among a wide audience,
mobilizes marine conservationists and in the process updates the image of
Greenpeace as the most important organization for the protection of the oceans.

In Switzerland, Germany and Austria, a total of
seven advertising motifs were used. One motif, for example, shows
how every piece of fish in the shopping net is accompanied by masses of other fish.
marine animals have to die in a fishing net. Posters work in a similar way,
Banner, radio spot, TV spot and mailings. The campaign takes the
the focus of the expedition and communicates it partly in terms of time
to the expedition: during the vacation season, for example, with the
Mediterranean theme, with a focus on fisheries in the fall. The first
wave in Switzerland started in May.

The great cooperation of all partners makes this campaign possible.
Greenpeace images were largely used in the realization.

The underwater spot with fascinating shots of the soon-to-be endangered
Fauna was shot by British cameraman Gavin Newman in Bonaire.
and was shot by Michael Fueter at Condor Films as a consultant.
cared for. The actress Bibiana Beglau lent her voice to Greenpeace in Zurich.
Hastings recording studio as a voice-over artist for the TV and
Radio spot.

All further information on the campaign can be found at www.sosweltmeer.org,
where you can also personally feel like a "drop" in the great ocean of
environmentalists.    

Andreas Panzeri

State of affairs
Lowe Worldwide announced in April 06 that it would be expanding to 8 hubs in the
growth markets, with affiliated agencies in the emerging markets.
European markets. Lowe Switzerland is currently examining several options for their sustainability for employees and customers and
will decide on the best solution.

CEO Kurt Gallus Schmid

The TV advertising guessing game launched in March 2005 to mark Publisuisse's fortieth anniversary will be played again this summer. Advertisers can use the platform as a prize sponsor or submit a current TV commercial as a competition question. From June 19 to July 16, you can take part in the quiz during the commercial breaks of SRG SSR TV stations. An excerpt from a well-known TV commercial will be broadcast as a riddle. Viewers guess the advertised product or the correct brand from three possible answers. On the last Sunday evening of each month or the first of the following month, the quiz is solved in the commercial breaks and the TV spot is shown in full.
Since the launch of "PubliQuiz", around 500,000 viewers have already played along. A monthly telephone survey conducted by the Konso Institute has also shown that around 25 percent of Swiss people are familiar with the quiz and 28 percent of them can spontaneously name the respective prize sponsor, Publisuisse announced on Thursday.

The Liechtenstein University of Applied Sciences is currently advertising from Chur to St. Gallen with large posters - to attract the most qualified students. As a member of the Fachhochschule Ostschweiz (FHO) association, the Liechtenstein university is using this advertising campaign to compete with other FHO universities of applied sciences in the open education market. The reason: business and finance companies in the Principality of Liechtenstein need a qualified workforce. The university trains the next generation of academics and is co-financed by companies through third-party funded projects and chair sponsorship.

In the canton of Thurgau, a corresponding bill was passed by the cantonal parliament this April - and in Graubünden, the ban on alcohol and tobacco advertising will come into force on July 1. Now the canton of Basel is following suit: On Thursday, June 8, the Basel district council decided that poster advertising for alcohol and tobacco should be largely banned. After a controversial debate, the cantonal parliament approved a corresponding cantonal bill at first reading by 43 votes to 34 - although it is likely to be decided by the people in the end.
According to the bill, poster advertising for tobacco and alcohol is to be banned on public property and in public buildings. The ban should also apply to private property if it is visible to the public.
The proponents argued in particular for the protection of minors. Furthermore, the regulation is a compromise that corresponds to the law that already applies in the neighboring canton of Basel-Stadt.

Online Google has achieved what Microsoft will likely never achieve: The venerable Duden publishing house has added the verb «googeln» to the Duden dictionary. Larry Page and Sergey Brin—two
Characters who couldn't be more different—they studied at
at Stanford University. Page, an introverted and thoughtful person, built
a (working) inkjet printer during high school
made of Lego bricks; Brin, outgoing, athletic, self-confident,
He completed his mathematics degree and passed his preliminary doctoral exams before, in 20
years old. But they have one thing in common: They grew up with
Computers, science, and technology; their parents were
Mathematicians, computer scientists, database experts.

BackRub, the foundation of Google
Page and Brin met in the spring of 1995. And they soon realized,
that they still had something in common—the vision of a
to develop a more effective search engine for their university.
While working, they began collecting data on the links from the website to
Analyze a website. The more often other websites link to a website
linked to, and the more often surfers clicked on this link,
the more relevant this website was, and the higher it rose in the rankings of the
Search results.

Two years later, the time had come. BackRub—that was the name of their search engine
back then, was introduced at Stanford University. The search engine
It proved successful, and Page and Brin continued to develop it. However, because
Since no internet portal was interested in their search technology, they founded
on September 7, 1998, with 1.25 million Swiss francs in start-up capital
Google. The name is derived from the American pronunciation of the
The word «googol» refers to 10,100 and represents a virtually infinite number
information that can be found thanks to Google.

The rest is a success story. In February 1999, Page and Brin moved into
with eight employees, they opened their first office in Palo Alto in September
On the 21st, they formalized their partnership with AOL and Netscape.
In September 1999, they officially ended the beta testing phase; in June 2000
With more than one billion indexed websites, Google takes the
Market leadership. And then, in August 2004, Google went public—
The IPO made Page and Brin billionaires overnight, at the tender age of
31 years old.

Since then, Google has been continuously indexing more websites; there are now over
Eight billion—it continues to offer new online services from
ranging from the free email service Gmail to Google Earth, and buys the
one company or another that usefully complements its portfolio. From
The search engine has become a search empire that has changed the way,
fundamentally changed the way we search for information on the Internet
has. For many Internet users, the Internet without Google is
Unthinkable.

Where there is light, there is also shadow. Without Google, many people would be
Getting lost on the Internet—yet with every search, the surfer reveals
more about themselves than they might like. Every search query and
Every website accessed from the search results ends up in a
insatiable database and gives Google the chance to create a transparent
Create a profile for every surfer, male or female. Google probably knows
more about us than we know about Google. Fortunately, Pages and Brins
Motto: «Don’t be evil . . .»

Advertising agencies are also feeling the impact of Google's success. Not in
Huge budgets, because Page and Brin focused on this from the very beginning
Word of mouth, which is now called viral marketing. No—Google
Agencies compete with programs like Google AdWords because
Advertisers can design, plan, and manage their own online campaigns
and can be adjusted on an ongoing basis. The ad appears above or to the right
The search results do not appear as banners and are displayed on the
tailored to each individual search term.

Two Reluctant Heroes
David Vises and Mark Malseed's «Google Story» is as gripping as
A novel that’s as informative as a textbook—not least thanks to its 23
top Google search tips. Unfortunately, Vise, who in 1990
who won the Pulitzer Prize, and Malseed, who worked on two of Bob Woodward's
has contributed to bestsellers, adding a little something here and there
It's really over the top. They portray Page and Brin as heroes who are actually
not want to be.

Roger Hausmann

*The Google Story* by David Vise and Mark Malseed; Murmann Verlag, 2006, 304 pages, 34.90 francs.

The French newspaper group halved its loss in the 2005 financial year to 27.9 million euros. The circulation of the flagship "Le Monde" fell by just under 12,000 to 360,000 copies. Turnover was only just below the previous year's figure. It amounted to 638.5 million euros. As the publisher announced on Thursday, the operating result came out of the red and debt fell by 34 million to 66 million euros. Thanks to fresh capital, the financial structure has been strengthened and restructuring has been initiated, according to a statement. The group's titles include "Le Monde", "Midi libre", "L' Indépendant", "Centre Presse" and "La Vie".

Ringier's free newspaper for evening commuters has got off to a strong start and has been well received by readers, Ringier announced on Thursday. An average of 180,000 copies of the almost 200,000 printed copies are distributed every day. A random sample by the Link Institute showed that 80 percent of readers would like to continue reading the Abendzeitung. 90 percent of readers consume the commuter newspaper on public transport. As Head of Corporate Communications, Marco Castellaneta, told Werbewoche, the sample consisted of 264 interviews relating to the same edition of "heute".
No adjustments are planned to the circulation, but Ringier intends to optimize the locations of the current 450 newspaper boxes. The distribution boxes will be filled one more time in the evening until August 11. This test phase should reveal how much the evening paper is used after midnight or the following morning. As expected, however, not all locations are performing equally well and existing locations are being reviewed for possible optimization. According to Castellaneta, further individual locations will be tested in well-frequented places until the distribution is optimally adapted to the commuter flows.

As President of the BPRA, Peter P. Knobel continues to make public relations a top priority, and the new association president's PR agency will be celebrating its 20th anniversary in 2007. "In an industry that is predominantly made up of young
companies, that's a track record," says Peter P.
Knobel. His company is the number one in the Swiss PR landscape.
8 The largest agency in Central Switzerland is now the
The only one in Switzerland that is both ISO and CMS-certified. "The
is a key positioning in the market. We have a very
clear focus on quality," explains the boss. Of the 14 employees
are 8 academics. His crew is interdisciplinary; they come from a wide variety of backgrounds.
Fields of study. Knobel himself studied economics
studied.

The PR consultancy of Dr. Peter P. Knobel AG focuses on the four areas of
IT/Telecom, Financial Relations, Healthcare and
Lifestyle products. "Many well-known companies have set up shop here in
Zug have their Swiss headquarters or even their European headquarters," says Knobel. "Of course, we're in the right place.
He believes that the main reason for choosing Zug as a location is not so much the
tax advantages as, in particular, "the extremely
business-friendly attitude of the authorities".

In the future, Healthcare with a focus on biotechnology will be
be expanded. "Not least because there is a lot of missing
PR expertise in this area." Knobel is planning further growth in
the small caps. With a "clever editorial system", the agency can
an "enormously good cost-benefit ratio" when realizing
offer IR publications. The patented program with a partner
in prepress makes it possible to produce annual and quarterly reports
efficiently and interactively with the customer.

The "Chronic Pain" campaign is an example in the healthcare market
which Knobel has been supporting throughout Switzerland for three years. In the
commercial sector, he is proud of Chiquita. Their bad image
enabled Max Havelaar to enter the Swiss market with Coop.
So Chiquita had to react. Together with Migros, the
fruit multinational in Costa Rica to reopen a former banana plantation.
a rainforest. Knobel has shown this - as well as the
The fact that Chiquita has been following the rigorous
environmental regulations of the Rain Forest Alliance. Knobels
work was turned into an international CSR showcase for Chiquita and
Pilot project for several countries in Europe.

Before founding his agency, Peter P. Knobel worked in marketing for ten years. "I
have no fear of contact with advertising. This kind of collaboration is virtually encouraged in our agency."

Peter P. Knobel's PR agency was founded as a joint venture with
Advico. The advertisers held a 40 percent stake, Knobel 60 percent
percent. When Advico mutated into AY&R and Burson-Marsteller left the
same network through the purchase of Dieter Jäggi Fuss in Switzerland
Knobel was the "fifth wheel". He bought the Advico shares
and found a new partner six years ago in Hill &
Knowlton. "An exciting collaboration, because there is no other
There is no other global network that has such a strong presence in Europe," explains Knobel. The collaboration with H&K brings
significantly more orders than other Swiss PR agencies receive from their
networks. "What's also great about it is that we are treated
like an H&K subsidiary. We use all the services and international
training offers. But we have no further reporting obligations."

And how did it all begin? Knobel studied in St. Gallen
Economics with an emphasis on marketing. Because back then
"getting a taste of the industry" was considered beneficial, he
Rotarians for a scholarship in the USA. There he studied
additionally Industrial Management.

Back in St. Gallen, Knobel wrote his dissertation on the topic of
Consumer behavior. In his first job, he managed a large
Reorganization project at Migros Zurich. To get a little more
to get a taste of international air, he switched to the
pharmaceutical industry. At Schering, he was responsible throughout Europe for the
Market research and therefore permanently on an airplane. "You have to
have experienced. Back then, this lifestyle was right for me."

A job with the German Hoppe Group made him more settled again.
For the European number 1 in the field of building hardware, he has developed the
marketing headquarters. When the headquarters moved to South Tyrol
Knobel moved to Estée Lauder in Zurich as brand manager.
Then, eleven years after graduating, an assessment followed: how should it
continue professionally?

Knobel's "clear answer" was: communication. He found "an opportunity" with
Dieter Jäggi and managed the PR agency together with Ulrich
Bollmann ran the Zurich office until 1987.

Peter P. Knobel is currently also active as a journalist. He has
won the Public Relations Book Award last year with a book project
won. "That meant I had to write it too," he laughs.
Public Relations Agency Management" will be launched in August. How
can I get the most out of the agency as a client? How can a
agency, so that the customer is satisfied and can be satisfied in the long term.
remains? He also lectures on these questions at the University of Applied Sciences in
Winterthur. A second book in October will deal with the topic of crisis PR.
treat. "I am now a veteran in the industry. I can
the need to pass on his knowledge to younger generations.
to pass on."

With a similar motivation, Knobel took over the presidency of the BPRA this year.
accepted. "The association is at a crossroads. It is our
success that more and more agencies are willing to take the CMS certification
to make. But many also say that PR is a dying discipline.
The age of integrated communication has dawned." Here is
the BPRA clearly disagrees: A holistic management consultancy
on an analytical basis that only PR professionals can offer,
will set the pace in the long term. Other disciplines are competently
perform partial tasks. However, it needs the
Corporate Relations Manager, who is responsible for all communication
bundles.

With this in mind, Knobel wants to develop the BPRA into a strong association, also as an interesting partner to the BSW.

Knobel's inspiring hobby is literature. He calls himself a
"book eater" and owns a large library with German and English books.
contemporary English literature. Together with his wife, he is also active in
half of Switzerland to present the "very lively and time-critical
scene" of small theaters. His third passion is
"Travel primitively". As simple as possible with trekking and a bivouac. That's how he
for example, crossed the Anti-Atlas with mules or traveled across the
canoeing through the Yukon Territories. "In nature with
as little as possible", he wants to "get by with both feet on the ground".
to stay on the ground instead of becoming a high-flyer".

Andreas Panzeri