The Art Directors Club Switzerland (ADC) presents the so-called Cannes Predicitons reel: 50 international spots that are considered Cannes favorites. From the 50 spots, you can select the 20 that you think will win gold, silver, bronze or the Grand Prix. According to the press release, those who make the best predictions will gain the certainty of knowing much more about good advertising than many others.
The event will take place on Wednesday, June 14 at 7 p.m. in the Studio Bellerive at Condor, Kreuzstrasse 2 in Zurich. The event is free and open to the public, but seating is limited.
Registrations should be sent by June 10 to: [email protected]

In a campaign for the airport cinema, the agency Gutzwiller Kommunikation und Design reveals the secret of what pilots and the tower talk about. The airport cinema takes place in June and July on the open visitor platform at Zurich Airport. The program includes 25 cinema hits. The campaign includes dialogs between tower and pilot, such as "Your approach is reminiscent of Mission Impossible". The headlines are intended to bring together the airport as a cinema location and the planned film program with a wink. In realizing the campaign, the Aarau agency Gutzwiller Kommunikation und Design deliberately focused on the simplest possible implementation, according to a press release. In the spirit of integrated communication, the campaign was implemented uniformly in various advertising media. It will be launched at the beginning of June with posters, streetcar banners and spots on radio and TV in the Zurich region.

Electrolux is launching a global design competition for the fourth time in a row. Design students are invited to give free rein to their creative ideas and design household appliances for the future. The theme of this year's competition is the development of concepts for food preservation and food preparation. The aim is to promote healthy eating habits. The entries will be judged by an international jury from the design community, as Electrolux writes. Interested students can apply until August 18. The Swiss entries will be selected by a local jury and the winning entry will represent Switzerland in the European competition in September. The concepts of the nine regional winners will be recreated as models and the award ceremony will take place in Barcelona in November 2006.

Radio market Private radio stations want to make progress. That is why they are discussing a tariff system from Goldbach Media and other models. After last year's turbulence surrounding pool and tariff systems in the radio market, the private radio stations decided against a fundamental change to the market regulations and described 2006 as a year of transition. Now the topic is back on the agenda. The impetus for this came from Goldbach Media: Two weeks ago, Goldbach CEO Klaus Kappeler once again presented his "Radio Pool Switzerland" marketing model to the private radio operators in German-speaking Switzerland, albeit in a slightly different form. Goldbach had incorporated last year's criticism from broadcasters and agencies. Goldbach has not yet been able to find out exactly what the revised model looks like. According to reports, however, only details have been adjusted, the basic thrust of the model remains the same.does this revised model now have a chance in the radio scene? Werbewoche first asked where it is already being tried out to some extent: at Radio Top, Energy Zürich, Sunshine, Central and Ri. These five stations have been on their own in the market since the One Pool was terminated at the beginning of 2006. However, each of these stations grants a 20 percent discount on its tariff if it is booked in addition to at least four other stations.
Radio Top has had nothing but good experiences with this. In the first four months of this year, the station reported national
campaigns generated 10 percent more advertising customers and 15 percent more revenue. "We wouldn't go back to a pool under any circumstances," says Heuberger. Support for the Goldbach modelOther stations Energy Zurich, Sunshine and Ri (Central was unavailable): They are reporting declining national sales - "to roughly the same extent as the radio genre as a whole since January", they say in unison. Whether it would be any different with a pool connection is doubtful. Nevertheless, Jürg Bachmann, Managing Director of Energy Zurich, states: "The current situation of our station is not satisfactory in the long term. That's why we support the Goldbach model." Marco Meier from Sunshine Werbe AG is of the same opinion. However, he would supplement the Goldbach model with a basic offer.
At Radio Ri, the smallest of the four stations, Managing Director Max Müller sees a ray of hope despite declining sales: His station is still involved in some national campaigns. This shows that the small station Ri is not simply falling by the wayside thanks to the 20 percent discount. "However, it is important that our CPM roughly corresponds to that of the big players," says Müller. Which is exactly in line with the Goldbach model.
If you ask other broadcasters, there are concerns that the Goldbach model will give intermediaries too much power or that broadcasters will be increasingly forced into price dumping in future. Antitrust issues are also still present. Argovia Managing Director Roland Baumgartner, for example, is against a "complicated CPM calculation model with many factors": "This is unnecessary, each radio station should determine its own basic rate, and the CPM will then be adjusted automatically - as has been the case up to now. And the combined discount is then granted on this 'market rate'," he says. However, Baumgartner, who is responsible for commercial matters in the Swiss Private Radio Association (VSP), believes it is even more important that a new model should not only benefit advertising customers and a few large broadcasters, but also the entire radio genre. He has doubts about the Goldbach model in this respect, which is why he also proposes a modification.
Tamedia and the members of Pool 2000 have not yet commented on the revised Goldbach model, with the latter promising a response by mid-June. The VSP Board discussed the topic last week, finds the Goldbach model "exciting" and wants to examine it in more detail together with other concepts. "The VSP will try to develop its own holistic and industry-promoting model in the coming weeks," it said in a press release.
Conclusion: It is questionable whether the Goldbach model (or another one) will have a chance next year. The response from broadcasters has been muted and the discussion has made little progress. However, the industry cannot allow itself too much time to make a decision if the transitional year 2006 is not to become a permanent provisional solution: As a rule, the pools can be terminated by the end of June. The Radioday will take place on August 31. The ideas should be ready by then. The main obstacle, however, is the current, mostly long-term lease agreements between some broadcasters and their agents.    
Broad discussionThe most discussed model
is Goldbach Media's "Radio Pool Switzerland". Contrary to what the name suggests, however, this is not a pool but a performance-based tariff system that is open to all broadcasters and marketers. The prerequisite is still that all pools and exclusive leases disappear. In addition, all parties involved must recognize the hourly reach in the 15+ target group as the decisive factor for calculating an adjusted CPM (last year, the target group was still 15 to 49). Customers can buy according to this CPM if they book at least five stations with 18 frequencies each.two other ideas take the Goldbach model as a basis, but want to supplement it. Argovia Managing Director Roland Baumgartner has a basic offer in mind that is geared towards the main customer needs. To this end, he would combine all those stations that have been included in 70 or 80 percent of past national radio campaigns into an attractively priced basic offer. The remaining stations can then be booked according to the Goldbach model. However, if customers only want to book individual or a few stations, the normal offers of the respective radio stations apply - he would not see a combined discount.
Marco Meier, Managing Director of Sunshine Werbe AG, goes one step further. In future, he proposes offering regional language pools that include all radio stations in the relevant language area - at an attractive thousand contact price (CPM). Those who do not want this basic offer can freely select and combine the stations according to the Goldbach model, although this would probably result in a higher CPM.
PubliGroupe, on the other hand, has not been heard from again on the radio scene. Last year, it almost divided the industry with its proposal for a pool.
Markus Knöpfli

Euro RSCG Zurich has secured GAM's budget in an international pitch. The agency had already won the mandate from GAM (Switzerland) last year. GAM offers private clients, institutional investors and intermediaries around the world a comprehensive and actively managed range of investment products and services. With its new branding, the company is targeting wealthy private clients with complex investment needs, as detailed in a press release. The investment philosophy prioritizes capital preservation, but also pursues the goal of long-term capital growth. Euro RSCG Zurich's global print campaign for the Managed Portfolios division was launched in mid-May with three subjects, with more to follow.

Anka Wessely is an AD at Heute. She has learned that today sometimes lasts until the next day.journalists are considered night people. But the makers of the new newspaper at Ringier have to be morning people and night people in one. The Today writers start work at six o'clock in the morning. The graphics department arrives just a little later and tears open the news pages. The "big bottleneck" comes shortly before the end of production. The latest pictures and reports can be included until 1 pm. The production of an evening newspaper also changes the personal rhythm of life. At the moment, Anka Wessely only has her job. "But that's a decision I wanted to make. If you don't want to experience building a new newspaper, you're in the wrong place."
At Heute, either young people or flexible people work, "which doesn't mean that young automatically means flexible," says Wessely and specifies: "You have to be able to come up with an idea quickly and accept an emergency solution from time to time. I enjoy it because it challenges me." It is important to choose this intensity, "then the work can really make you happy". You have to be able to distance yourself from criticism. "We still invest a lot of time in aesthetics."
Tests have shown "that the young target audience doesn't want such wild graphics as many were demanding," reveals Wessely. The concept is now young but classic: "It suits me. I find it interesting when something is broken." The AD wanted to create something lasting and was "not interested in fast-moving design with flyer graphics or computer lettering".
She was brought in because she had experience with magazines. The briefing called for this kind of touch for the newspaper, because people tend to want to read longer articles in the entertainment section in the evening. "In the morning, you get the information. With us, you get some rest."
In order to find reliable values for the new reading behavior, the zero numbers were tested in real time in the early evening. In the beginning, they worked more with unusual ideas. But clear structures were needed. "For me, the question was: how do I make the structures beautiful so that they don't have the character of a prison grid?" At the same time, today has to be feasible in a very short space of time. "That was the challenge that made me love the job in the end." Wessely initially only thought about developing. But now she wants to stay on the project. "I'm proud that I've finally found a job where I can contribute more than just the design. I can identify very well with the concept."
Anka Wessely attended the preliminary course at the School of Applied Arts in Zurich, then spent four years training as a graphic designer at Wirz. She worked as a graphic designer at McCann for six months
Erickson and two years at Publicis. Her last campaigns before switching to magazine design were the Schauspielhaus posters "Schneekönigin" and Amnesty International "get me out of here". She won ADC bronze for Mediabox four years ago for projecting brands onto the street.
Since her apprenticeship, she has also regularly designed illustrations for the SonntagsZeitung, Annabelle and, in the past, the Tagi. Another "side job" was art direction for Faces magazine. "Editorials have always been my goal. I read everything, from the cheapest gossip magazines to glossy Danish magazines."
Wessely has definitely "tasted blood" for this kind of design at Faces. The free newspaper she designed has now made the leap to the newsstand. "Things like that give you retroactive confirmation." But it wasn't until she got a new job in Germany that she dared to give up advertising altogether. "Sometimes I just need a clear cut to be able to change something."
In Munich, the young graphic designer peddled her portfolio and was able to join the Condé Nast publishing house for GQ. She also worked as a freelancer for the fitness magazine Shape. Then came a rejection for another job. The next day, Wessely wondered whether she should be upset or not. Then the phone rang and Ringier was on the line. "There's always a reason why something doesn't happen."
She now has her first job with responsibility at Ringier. "I never wanted to be the boss, but after six months with Daniel Steil and Bernhard Weissberg, where we worked intensively on the concept, we grew together. The two of them were able to take away my fears." Wessely was able to get involved "and was suddenly completely absorbed".
She found discipline and passion. This combination has always attracted the young AD. As a child, Anka competed in top-class sport and made it all the way to the Swiss Figure Skating Championships. Even today, she occasionally goes for a spin on the ice and sometimes jumps a double axel to relax. "That's a joke, of course," she laughs, but you could certainly believe her.

Andreas Panzeri

Awards The Crossmedia Award 2006 goes to SFLB for "Mary Woodbridge", honorary places for "Beck&Bondi" and "Love Life".
Crossmedia Award, which was organized for the second time this year
six were shortlisted. Three cases from Jung von Matt/Limmat
made it onto the shortlist: "SBB Rauchfrei", "Bluewin TV" and
"Fruitaholics.

The winner was the globally sensational "Mary Woodbridge" campaign
for Mammut by Spillmann Felser Leo Burnett. The family sitcom
"Beck&Bondi" by Contexta for Swisscom Fixnet won silver. The
Euro RSCG's Stop AIDS campaign "Love Life" was the third
was honored. The president of the twelve-member jury was Dominique
from Matt.

Measured against the criteria of intelligent linking, degree of innovation,
creative implementation, track record and overall impression
knew "Mary Woodbridge" with a "Mary Woodbridge" in the truest sense of the word.
unanimously convinced the jury with its incredible story. The
After buying a Mammut jacket, 85-year-old Mary Woodbridge wanted to
Mount Everest and announced this in climbing forums, on stickers
and its website www.mary-woodbridge.co.uk. Three months later
their project, which made headlines around the world, turned out to be a
unusual advertising idea from Mammut: the Swiss mountain sports outfitter
has been advertising with the old lady on the Internet, in advertisements, brochures
and at the POS for the quality of its products. Claim: "With such good
equipment, it's easy to feel too safe."

Concentrated reaction
The mockumentary has generated cross-media reactions in newspapers from the
Bahrain Tribune up to Stern Online, on TV the
Advertising stunt from RTL to BBC. On the website you can find up to
today 96000 visits from 22 countries with eleven pages per visit, 120 links
lead to external webpages.

A concentrated reaction, for example in the form of creative prizes, has also
the second-placed case "Beck&Bondi". The sitcom from
Contexta for Swisscom Fixnet was already awarded ADC Gold in the 2005
Film category and two Edis for directing and best screenplay
have been awarded. This was followed in 2006 by ADC bronze, Best TV Campaign from
Publisuisse and an Effie. "Beck&Bondi" works cross-media
from POS in shop windows to dialog with mailings in invoice inserts,
PR in cooperation with 20 Minuten, online, sponsoring and concerts
from Good News or sport with Swisscom Cup and Swiss Ski. Also a CD
"Brown&Bondi" has made it into the hit parade.

Euro RSCG's Stop AIDS campaign "Love Life" has been awarded the third
place was awarded. Cross-media staging of "the
Positive joie de vivre" - "For the love of life, yourself and others
protect". The campaign is the first in Switzerland to work with
Audio MMS. The interactive e-card "Love Lips" with the talking
Condom won ADC Silver, the entire campaign an Effie Diploma
and a DM Award. With "Love Lips", the condom receives the urgent
necessary image correction from pleasure killer to multimedia fun and
Object of desire.

Andreas Panzeri

1st rank

Mary Woodbridge and her various mountain guides from SFLB

Crossmedia across all media from gadgets to the web (click on the image for a larger view)

2nd rank

The Beck and Bondi families as ubiquitous advertising media (click on the image for a larger view)

3rd rank

Testimonial by Renée Zellweger for "Love Life"

Website with e-card to send (click on the image for a larger view)

In-game advertising The largest independent
Video game publisher Electronic Arts has entered into a partnership with the brand
Jeep. In the upcoming episode of their successful
Second World War shooter series "Medal of Honor Airborne", the
legendary Willis Overland Jeeps play a key role in various missions.
role to play. "Video games are the medium of choice for a new
generation of consumers," announced Jay Kuhnie, spokesman for Jeep
Communications - Chrysler Group.

The watch manufacturer IWC Schaffhausen is expanding its corporate management. As of June 1, 2006, Fabian Herdieckerhoff will take over worldwide management of Trade Marketing and Consumer Marketing as well as strategic partnerships as Associate Director Marketing. The 32-year-old economist is currently still working as IWC Brand Manager Richemont Northern Europe. Roland Ott has been Associate Director of the newly created Corporate Communications department since April 1, 2006. He is responsible for international public relations, events and sponsoring, as well as for the company's involvement with Laureus. The 40-year-old HSG graduate has headed the Public Relations department at IWC for the past four years. The previous Marketing Director, Alain Zimmermann, will leave the Schaffhausen-based company at the end of May. As of June 2006, IWC's Executive Board will consist of Georges Kern (CEO), Matthias Schuler, Ronald Jäger and Kilian Eisenegger. There is also a change in the management of the Swiss market. As of June 2006, the former Brand Manager Andreas Bösch is now responsible for the South East Asia market. Sabine Colin-Cavrois, who was Area Sales Manager for IWC, will succeed him.

Travel Jubilee Kuoni invited guests to a steamboat cruise on Lake Zurich - including a dream trip from Absolutturnus. As part of its centenary celebrations, Kuoni invited travel enthusiasts from all over the country on a short cruise on Lake Zurich. Over the course of four days, more than 9,000 passengers enjoyed a trip on the paddle steamer "Stadt Zürich", which took them far and wide across the shores of the lake. The highlight was the 13-minute promotional film "Traum-Reise, weltwärts", directed by Mike Huber ("Snow White") and produced by Absolutturnus, an intergalactic round trip to the world's most beautiful destinations with the same steamer and a child as captain. On a screen that was located in a huge "ship hangar". This, a tent with the inscription "Weltwärts", could be seen days before the round trips from Bürkliplatz and Bellevue in front of the shipyard in Wollishofen. The ship set off from Bürkliplatz a total of 28 times and headed for Wollishofen. After a 15-minute journey, the ship reached the entrance to the gigantic tent. A red curtain opened to reveal the interior, where the steamer stopped in front of a 15 x 8 meter screen. Producer Reiner Roduner himself was just as enthusiastic as the audience: "When you work on a film like this for months and then finally see it in this surreal setting on such a huge screen, you can't stop the goosebumps."

Luca Aloisi

Department stores Because cultural idiosyncrasies
are not always attention-grabbing, advertising creatives are happy to help them
times on the jumps. This was also the case with Manor's "Feel Africa" promotion,
whose valuable insight lay in the fact that the people on the
Black Continent their head to transport water containers,
but also for shoes and all kinds of household items.
Picturesque, isn't it?
The anthropological analysis of South American festivals, with which the "Fiesta
Latina" is announced at the department store chain is likely to be the same
have authorship. Not the usual panpipe-playing Indians in
colorful ponchos boost store frequency, but the great
Juanita in a cozy pose with pursed lips. Hossa!
Have we ever seen more voluptuous rites of passage in Switzerland? One
never know. But I very much doubt it and envy all gauchos and
the accomplished agent urethnologist, who is taking this hot ride in the deep
Amazon has discovered for Manor's customers. In front of such creative
I bow my head and pull my sombrero low. (la)

Publisher Who will take over the company when the defining personality retires?
Publishing personalities are approaching retirement age. Only recently
Hanspeter Lebrument, publisher of the Südostschweiz Media Group, has given the
behind the seven mountains in Graubünden and far away from the Zurich
media center has built up its own empire, officially the
succession plan has been announced. He is in the comfortable
situation that his children have gone into business and are in the house
already hold management positions. The daughter will take over the advertising company
and the older son Silvio manages Radio Grischa and
TeleSüdostschweiz. At the TV station, Pesche, the youngest, already
as editorial director. The succession is sealed by an inheritance contract. "So
I don't have to worry about it, unless my children would
want to get out again," says the now 65-year-old Lebrument.

In some places, the publisher is still the defining figure for the
fate of the house. As a rule, the incumbents are the
offspring of a publishing dynasty and have not done their job
exclusively out of personal motives, but were adopted in
Coninx (Tamedia), Hagemann (Basler Zeitung),
Lamunière (Edipresse), Ringier (Ringier), Gut (Zürichsee-Medien) and
Lüdin (Basellandschaftliche Zeitung).

Hanspeter Lebrument is an exception in this respect, in that his
is the other way around. The former editor-in-chief of the Bündner Zeitung can
can now be seen as the founder of his own dynasty. In 1997
he became the owner and launched Die Südostschweiz, his sophisticated
and successful shell system.
How important is a strong publisher personality for the company?
"For publishing houses that don't have large corporate structures, this is very
important", which is why he had already started working with the
succession, he says. In addition, three other "strong
figures" with share packages in the company, among them
Editor-in-chief Andrea Masüger. "I think to myself that I have another 20 years
will remain", the Graubünden press czar thus comes across the
Lips.

In contrast, publisher Mathis Lüdin from the
Basellandschaftliche Zeitung (see also weekly interview WW 19/06).
Lüdin, who is the fifth generation to run the traditional publishing house
has sons. But they don't want to follow in the footsteps of their
father. The contentious father, who always aimed for the greatest possible
The publisher, who was always mindful of the independence of his company, is now 60.
he sent the Basler Zeitung as a potential cooperation partner a
and - accompanied by dissenting voices from Basel - settled for
publisher Peter Wanner of the Aargauer Zeitung.

"A publisher gives the newspaper a face." For Lüdin, who also once
decisions contrary to economic reason has so far only been
difficult to imagine a manager taking over his job. In
Liestal currently has no strong personality in sight. But with
the prospect of becoming part of the Mittelland Zeitung, the
Basellandschaftliche is integrated into a group that is organizationally
is strongly linked. "This gives us a better chance of finding a suitable
personality," says Lüdin. This may simplify
the publisher's job somewhat, because the responsibilities are distributed
are. This no longer has the same difficult task as a total
More independent. "Ideally, of course, my successor should be an
Basel area who knows the region inside out," says Lüdin.

Cooperation partner Peter Wanner, publisher of the Aargauer Zeitung and
integration figure of the Mittelland newspaper network, is the same age as
Mathis Lüdin. But at Wanner, everything is still open as far as the regulation is concerned.
of the succession. Wanner married relatively late in life. His four
Children between the ages of 17 and 23 are all still in education,
study or go to cantonal school. There is certainly interest,
to join the company at some point, but for decisions it was
still too early. "I am the fourth generation of publishers and would
I would of course be delighted if the fifth one could also join the company.
would," says Wanner. What are the most important issues for the strong man in
The equalization basin of the media triangle Zurich, Berne, Basel the most important
Requirements for the publishing job? "You have to go through journalism
and have broad journalistic experience in the field of journalism.
have." The publishing know-how must then be acquired via the
years to acquire. "Theoretically, even a manager could
make."

Wanner has plans and wants to continue working with the Mittelland Zeitung on
Gain reach. He may not be thinking of resigning for a long time yet.
"I'm already planning to stay for a few more years. It may be that
I will hand over the operational management and then concentrate more on the
corporate strategy," he says.
For fellow publisher Lüdin, it is clear that the Mittelland Zeitung needs a strong publisher personality.    

René Worni