Alain Zimmermann will head Marketing & Communications in the Private Banking division of the Julius Baer Group as of June 1, 2006. In this function, the 39-year-old will be responsible for the further development and strengthening of the Julius Baer brand in the Private Banking segment worldwide. Zimmermann was most recently Associate Director Marketing and Member of the Executive Board at IWC Schaffhausen. Prior to that, he worked for Cartier, where he was Marketing Manager and Director Product Development for a wide range of the company's luxury products.

Food For the premium ice cream line of
Migros, Crème d'Or, has reminded house agency Exxtra of the history of the
previous commercials. With the usual industry-unusual humor
and provocation. In the new episode, the elegant lady defends herself
against the attempts of her companion, who wants to get on the ice. A
harmless approach, but from the perspective of an old woman,
walking her dog does not appear to be entirely youthful. On the
The embarrassing incident is followed by the binder: Crème d'Or. Sinfully good.

As of June 1, 2006, Advico Young & Rubicam (AY&R) is introducing a new management structure and at the same time strengthening the second management level in creation. Urs Schrepfer (Creation), Lukas Tenger (Consulting) and Dr. Caspar Coppetti (Strategy) will report directly to the Chairman and CEO Edgar C. Britschgi. The Executive Board will continue to be complemented by Daniel Comte (Creation). The new management structure is linked to the departure of David Allemann, the previous Managing Director. Allemann is moving to furniture manufacturer Vitra, where he will have international responsibility as Group Branding & Marketing.
Christian Bobst will be the new Creative Director. He joins Daniel Comte and Urs Schrepfer, who have overall responsibility for creation.
The new management team is optimistic about the future, according to the press release. A number of new customers have also been acquired in recent weeks, including SonntagsZeitung, the Swiss Multiple Sclerosis Society and the Rhaetian Railway.

Tobacco prevention Following awareness-raising and warnings, tobacco consumption is steadily declining. Not least thanks to By Heart and cR communication.successful, sustainable changes in behavior and attitudes towards tobacco smoking have increased. They have undoubtedly been strongly influenced by more smoking bans and restrictions at all levels - from the global WHO framework convention on tobacco control to the EU's package of measures and the various restrictions at federal and cantonal level.Even before these changes, the Federal Office of Public Health (FOPH) launched a tobacco prevention campaign in 2001, which has since been managed by the agencies By Heart and cR Kommunikation. This involved a multi-stage advertising concept. In a first, two-year phase, it performed awareness-raising and educational tasks. The facts of the health risks were allowed to speak for themselves in a penetratingly undercooled manner and set against unspectacular images in order to draw attention to the discrepancy between negated reality and rational everyday life. This schizophrenic behavior of smokers was also pointed out in the second phase, which listed all toxic substances such as arsenic or lead and showed the vice from an unusual perspective: smokers, who are hardly proud of their addiction, stood with their backs to the viewer. With the documented, laborious attempts to quit, the campaign wanted to warn young people against starting and at the same time encourage those who were aiming to quit permanently.
From non-smoker protection to BravoIn the third phase, the advertisers allowed passive smokers the right to fresh air by confronting smokers with their own reactions: "Does it bother you to smoke when I'm eating?" and similar inverted phrases that you never hear from people who are bothered were used in commercials, while the print and poster versions were more explicit and encouraged people to express their displeasure: "I stink!" was the message.
The fourth, recently launched phase focuses on the results achieved, which are astonishing even for those responsible for the campaign. "The speed of the paradigm shift is impressive by Swiss standards," says PR manager Stefan Batzli looking back. He bases this on the latest tobacco monitoring data: whereas in 2001 a good third of the Swiss population smoked, in 2005 the figure was three percent lower. The trend among young people is even more encouraging. According to the FOPH, the proportion of 14 to 19-year-olds who smoke has fallen from 31 to 25 percent in the same period.
The more proactive opponents of smoking, the protection of minors, the progressive regulation of tobacco advertising and higher prices have also contributed to this consumption trend. In general, awareness of the problem has reached a new level. Before the start of the campaign, there were around 50 media reports on the subject per year; in 2005, the average was around 300 per month.
This development reinforces the FOPH's efforts, which is why it was taken as an opportunity to congratulate all those who no longer smoke or have never started smoking. In keeping with the new look, the claim "Smoking harms" has been replaced by "Less smoke, more life". The popular headline - a simple Bravo with a broken cigarette in place of the V - is also intended to have a positive reinforcing effect. "We haven't reached our goal yet," CD Hans Siegwart qualifies. 
But we are moving in a very good direction. The praise is aimed at a changing Switzerland, he continues. With authentic examples of school classes that have voluntarily given up smoking, companies that have set up smoke-free workplaces, sports clubs that have campaigned for smoke-free sport, public transport and smoke-free restaurants. Even the two national soccer team players Raphael Wicky and Tranquillo Barnetta were won over for the unaffected testimonial concept.
In addition to the six print subjects, the new online portal (www.bravo.ch) with games and a competition, there are three TV commercials that implement the obvious change of heart using real success stories and the confirming closing sentence "More and more people are joining in". One example is FC Engstringen. The dynamic change in the function of the ashtrays forms the storyline of the stories. At the football club, it has been given a place of honor as a ball holder on the shelf. In the advertisements, the copy has the role of documenting the original sound, as the example of the 9th grade of the orientation school in Plaffeien shows with their participation in the "Non-smoking experiment" in line with the target group.     
Paradigm shiftAccording to the latest "Swiss Tobacco Consumption Survey"
60 percent of respondents were in favor of raising tobacco prices to CHF 6.90, 67 percent were in favor of restricting tobacco advertising to the POS and 92 percent were in favor of a ban on sales to young people. Luca Aloisi

Specialist literature The form may be completely oblique
on the bookshelf, the subject of Hans-Uwe L. Köhler - according to
Gabal-Verlag is the man with the most unusual book projects under the
Business book sun - but could not be more horizontal: "Sex
sells - myth or truth?". 36 authors have taken on the task of
one of the oldest advertising and sales sayings about
and in doing so took up unusual positions. Among them
also Werbewoche author Chandra Kurt. The red lacquer-bound
This volume will be published - marketing in its purest form - on sexten, sexten 2006.

The Zurich-based advertising agency Pucci, Sulzer created this year's Raiffeisen thank-you campaign. Every two years, the cooperative bank rewards its 1.2 million members with a gift for their loyalty. In 2006, the campaign ran under the motto "The whole of Ticino at half price" and offered a 50 percent discount on numerous offers in Switzerland's sunniest region. Pucci, Sulzer designed the overall image for the campaign. The agency communicated the offer to members and also addressed a broad public in order to attract new customers. Member communication was carried out with a direct mailing in the form of a Hallwag map, which was intended to bring Ticino home to the addressees. The public relations campaign integrated the bank's new CI into the communication with broad impact. The choice of media ranged from mailings and a nationwide poster display to an advertising campaign, according to Pucci, Sulzer. Together with media partner Ringier, special placements were also possible, such as an online competition on the Blick website.

The P.M. magazine published by Gruner + Jahr is now also offering the highlights from each issue as audio files. In cooperation with the download platform Audible, five articles from each current issue will in future be set to music and made available online on the magazine's publication date, as reported by New-business.de. Interested parties can either listen to or download the 40-minute audio version directly from the magazine's website. In the print edition, the audible articles are marked with a loudspeaker symbol. The P.M. audio magazine costs 4.95 euros per issue. For a total of 9.95 euros, subscribers can also obtain one of over 10,000 audiobooks from the Audible range. At the start of the promotion, the current P.M. audio magazine can be downloaded once free of charge, together with an audiobook of your choice.

Pierre C. Meier on the consequences of the missed Swisscom privatization.
A year ago, Swisscom acquired a 49% stake in Cinetrade AG. This seemed to be the ideal bride. For a Swisscom whose clear strategy was to play an active role in the Swiss television market and take full advantage of the triple-play offer (voice, data and video via one channel). The dowry was attractive, as Cinetrade not only holds a majority stake in pay-TV provider Teleclub, it also owns a cinema chain and has extensive film rights.Swisscom's acquisition of Cinetrade was understandably not met with enthusiasm by competitor Cablecom, as it feared losing customers to the planned Bluewin TV. However, the complaint lodged a year ago against the investment was unsuccessful.
Teleclub's license was provisionally extended by twelve months last year. This period expired at the end of April and the Federal Council must now decide on the renewal of the license. Cablecom was also included in the consultation process for the renewal of the license. For its lawyers, the case is clear: a license without conditions would be unconstitutional, as the federal government would effectively become a television broadcaster through its majority shareholding in Swisscom. However, the Federal Constitution guarantees the independence of radio and television as well as the autonomy of programming. A tricky situation, because there are also opposing opinions. Legal wrangling is therefore foreseeable.
The only problem is that the granting of the license is in a hurry, because from June there will no longer be a legal basis for the pay-TV channel under licensing law, which would also jeopardize Teleclub's broadcast of the World Cup. However, should Swisscom be forced to withdraw from Cinetrade, its planned triple-play offer would be further delayed and perhaps even made impossible. None of this would have been a problem with a privatized Swisscom, but an unholy alliance of homeland protectors and public service guardians successfully prevented this.

Pierre C. Meier, Editor-in-Chief

The Alliance of Swiss Advertising Agencies (ASW) regrets the departure of the agency "Die Werft" at the end of June. The departure was necessary because Basler Zeitung Medien (BZM) has acquired a substantial stake in the agency, which means that the agency's media-independent and neutral position required by its statutes can no longer be automatically assumed, according to the ASW press release. The ASW confirms that the agency will continue to provide professional, balanced and media-neutral consulting services, but makes no exception in terms of compliance with its statutory principles.
The separation from the Basel advertising agency "Die Werft" became necessary because its owner Dieter F. Wullschleger will take over the management of the free newspaper Baslerstab, which belongs to Basler Zeitung Medien (BZM), on June 1. In addition, Wullschleger will now also head the marketing division of Basler Zeitung Medien. As previously reported, Dieter F. Wullschleger is also moving his agency's head office to the BZM headquarters as of July 1 and increasing his team from three to six employees.

Market research Does mobile TV have a chance? No, say cell phone users. A study conducted by the Kilchberg-based
research institute Publicom concludes: The prospects of success
for cell phone television are "pretty dim" in Switzerland. On behalf
from 20 Minuten, Credit Suisse, NZZ, PostFinance, SBB, Sunrise and
SwissTXT, the Publicom researchers had surveyed 1200 cell phone users.
According to the study, the chances are better than for TV on cell phones for
payment and simple banking services, but the greatest interest is in
for service information from the traffic and leisure sector.
On average, 130 francs per year would be spent on such services
issued.

The German high-tech consulting company Eurospace sees it differently:
100 executives from the IT industry are of the majority opinion,
that mobile TV will become more popular this year, at the latest, because of the World Cup.
but will prevail in the next two years. Only just 10
percent of respondents do not believe there is a future for mobile TV at all.
The result of a Publisuisse study was similar: 40
Experts were asked about how the medium of TV generally
technically further developed and used in the future.

Swiss television, on the other hand, preferred a learning-by-doing strategy
ahead. For example, SF has already made some short daytime show pilots for the
Cell phone produced, for which they are still looking for broadcast partners.

Markus Knöpfli

The St. Gallen PR and copywriting agency Complecta has developed a prevention campaign on the subject of littering for the municipality of Herisau. Littering is a sensitive issue, which is why moralizing messages were avoided. Original and witty slogans are intended to attract attention. The central element of the campaign is the word "litter", from which word creations such as "litter umbrella" and "litter bin" and - most recently - "litter puller" were formed. Each campaign subject consists of a provocative question containing one of these words and indicates an opportunity for interaction by e-mail. Accompanying PR measures will support the campaign. The measures include media information and reports and the creation of an internet platform on the subject of littering in Herisau.

Column If you must, then go for it: it's better to have tangible scandals rather than stories that have been stylized as scandals in swimming trunks.The French "Clearstream" and Chirac scandals no longer need to shy away from comparison with the Watergate scandal that once brought down American President Nixon and turned two journalists into global heroes. But even compared to the caricature controversy, Berlusconi and the spying on journalists by the German secret service, the BND, our media scandals are mostly of a staid tranquillity. The last example: While an English tabloid showed the German Chancellor in thoroughly tasteless fashion changing her clothes and showing her bare bottom, the Blick aroused the public with stolen, but thoroughly chaste photos of Federal Councillor Leuenberger on the beach.The military justice system is now taking it a little easier with the stubborn pursuit of treason from some bunkers. The fax affair is apparently not quite so hot and explosive after all. The only dead person in a local media scandal was doomed to die anyway. In the case of the Zurich heart surgeon who - "knowingly", as the NZZ claimed on Sunday - implanted an organ with the wrong blood group into his patient, the Federal Court has just handed down a swift ruling: the NZZ is granted source protection. The Borer affair remains the lone highlight of our media scandals - with dirty sex, hush money and resignations.
But this has now been almost as forgotten and suppressed as the resignation of his successor in Washington, Carlo Jagmetti, which was also forced by the media. The publication of his secret report to the Federal Council in the middle of the past crisis was of public interest. The International Court of Human Rights called the punishment of the journalist responsible "a form of censorship". Another aspect is the dramatic, exaggerated staging by the SonntagsZeitung with its demand for his resignation. It was ten years ago, the climate was heated - hopefully the government would resist a demand for resignation a little longer today. In any case, politicians have now learned a thing or two about dealing with the media.
Moritz Leuenberger has managed to make maximum profit from the "swimming trunks affair". He is not only in a good physical position - his decision not to file a lawsuit against Blick makes him appear tolerant and not vindictive. There is no doubt that he would have won a lawsuit - but why should he? In a nice accompanying report, the NZZ am Sonntag wrote about the politicians and statesmen who like to show themselves bathing - from Mao to Villepin. A trial would have damaged Leuenberger's image - by not releasing the flattering stolen pictures for publication, he doesn't even have to take responsibility for them.
The most disgusting thing about the "swimming trunks affair" is its banality. Moritz in shape and on vacation. Almost everyone volunteered to take pictures like this. Only the methods are reprehensible: The private paparazzo was not only paid - he was also guaranteed anonymity. I wonder what Strasbourg would say about this?
Le Temps wrote of a "breach of taboo" - the boundaries are being blurred rather insidiously. Several newspapers claimed that such a violation of a politician's privacy had never happened before - they have obviously forgotten and suppressed Borer. In fact, only a complaint by Leuenberger could have given this affair a touch of subversiveness and a pinch of legitimacy. But the pictures are not worth violating good journalistic manners for. That shady informants and amateur photographers with cell phones are paid a share of the travel costs for the unscrupulous exploitation of other hotel guests and that the cowards are also guaranteed source protection. Even well-behaved tabloid media like Blick should only resort to these instruments when freedom and enlightenment are at stake. Or when it comes to causing a real scandal. Somehow the English tabloid was less hypocritical when it exposed Angie's backside. To be honest, we would have preferred to see our Moritz like that. At least we now understand Blick's problems a little better.
Jürg Altwegg is the cultural correspondent for the Frankfurter Allgemeine Zeitung in Geneva.