Mammut has won the Goldbach Media Group's Crossmedia Award with the globally sensational "Mary Woodbridge" campaign by Spillmann/Felser/Leo Burnett. The 12-member jury, chaired by Dr. Dominique von Matt, shortlisted 6 of the 28 entries and chose the winner from these. Silver went to the Swisscom Fixnet campaign "Beck&Bondi" by Bern-based Contexta and bronze to the Stop Aids campaign "Love Life" by Euro RSCG Zurich. The cross-media cases were judged on the criteria of intelligent linking with the target group-oriented use of media, degree of innovation, creative implementation, track record and overall impression.

Beer The Basel-based advertising agency Favo wants to
future will bring more Falken beer from Schaffhausen to Zurich.
on the verge of extinction, as the recent takeover of Ziegelhof by Eichhof
showed. However, this trend does not apply to the over 200-year-old
traditional brewery Falken from Schaffhausen. Especially in the
A toast with falcons does not fall on deaf ears in the Schaffhausen region.
Now demand is also to be increased in Zurich and Thurgau.
In a national pitch, the Schaffhausen-based company won a prize for this campaign.
to Zurich to bring Basel-based Favo to the table. The agency has
brand has undergone a facelift. To this end, it has done everything "to give the
brand to strengthen its wings", as CD Hinrik Wachsmuth explains.

Strategy, communication concept, corporate design, labeling,
Company lettering, website, advertisements, promotions: Favo has developed for
Falken has created a completely new look. The basis of the appearance is the new
Positioning: Falken, the character beer for character heads. At the same time
The aim was to develop a positioning that, on the one hand, would
existing FalkenFriends and, on the other hand, the interest
new target groups. Summarizing and communicating the
Brand statement in the newly developed claim: "Falken, a lot of time for a
good beer". The toast refers to the over 200-year-old tradition of
of FalkenBier. The lifelike character head of the falcon
symbolizes the unique character of natural beer. The
The corporate color green is retained in the new look.

A newly styled fleet of refrigerated wagons is also ready for use. For the
Gastronomy are beer mats, placemats, parasols and menu boards
has been developed.  

Andreas Panzeri

The Valais private radio station Rhône FM achieved a record turnover of CHF 4.82 million in the 2005 financial year, which corresponds to an increase of 6.5 percent compared to the previous year. This means that the station's record streak has now been unbroken for four years, according to the SDA news agency. The advertising volume rose by 3.5 percent, with profits amounting to 7,000 francs. CHF 250,000 was used to reduce debts.

Specialist retailers "Imagine it's
Football World Cup and nobody goes", is one of a total of eleven
polarizing slogans on T-shirts for him and her. The
Advertising ploy for bike specialist Sportplausch Wider's in-house agency
Publicis has come up with a way to capitalize on the general World Cup hype in the
to stand out in advertising. 

The human rights organization Amnesty International (AI) wants to realign its communications over the next few years. The Zurich-based advertising agency Walker, which won an agency competition, will be responsible for its implementation in future. "Working for human rights requires a commitment that goes beyond the creation of messages. We sensed this commitment from Walker Werbeagentur right from the start," says AI Head of Communications Daniel Meienberger, explaining the choice. A new brand campaign will give the public a clearer and more comprehensible experience of the organization in the future. The first measures will be seen in the first half of 2006.

Leisure Zurich Zoo's new campaign
invites you to visit. Good proof that environmental education
One of the most important functions of the zoo
In addition to the eventful transfer of knowledge, the rearing and
Conservation of some endangered animal species. As a member
numerous species conservation programs, Zurich Zoo has already been able to
celebrate multiple breeding successes. And with PR measures in
media resonance and attractive crowd pullers. However
In the last financial year, the number of admissions fluctuated despite the
higher operating profit fell by eight percent to around 1.7 million.
A normal fluctuation, as Marketing Manager Anna Baumann says.

Unimpressed by this, the zoo wants to live up to its motto - who
Knowing animals will protect animals - the visitors for the implementation of
Motivating nature conservation issues. Especially in the year of nature conservation,
during the course of which several projects were launched and long-term
commitment will be continued. The key topics include
amphibians with an ongoing exhibition, rhinoceroses as part of a
Europe-wide appeal for donations and the opening of the Löwen indoor facility
End of June.

In the last zoo campaign, the Zurich in-house agency Lesch + Frei
the plant extensions with tired wild animals, it has opted for
the new appearance was inspired by the three themes. The
message of the endangered species, the crew around CD Thomas Lüber
but not with a raised index finger, but as a
cross-generational appeal with a pinch of humor: A lot of
more exciting than the acting skills of your own father in
rhino costume is to test a rhinoceros in its own size.
at the zoo. This is expressed in the facial expressions of the children and their parents.
from. The poster campaign was launched with the concession of most
participants such as Marco Grob's photo team
makes it possible.   

Luca Aloisi

Color management II A topic that many
prepress departments and agencies, is the transformation of
CMYK in CMYK for various printing applications. The so-called DeviceLink profiles are used here.
 When automating a
Color management workflows within a PDF workflow environment with the
The aim of improving the quality of the output is to
which generate so-called DeviceLink profiles and
process. The DeviceLink profiles themselves are nothing new.
They are already mentioned in the first ICC profile format specification.
speech. But only now are programs and modules available with which
which DeviceLink profiles can also be generated and used in the PDF workflow with
additional benefits. It is therefore worth taking a closer look at these profiles.
to take a closer look.

DeviceLink profiles are defined as a transformation from a source
according to a target color space (usually from CMYK1 to CMYK2). This means that
They are ideally suited for converting data from, for example, "sheet-fed offset CMYK" to
"Digital proof CMYK" with integrated color rendering intent (rendering
Intent). For this reason, this profile class
in the image files, but - according to their function in the
workflow - only together with the Postscript or PDF files that
process images with embedded color information.

Loss of quality
From color space transformations carried out with DeviceLink profiles
This results in a higher quality of adaptation. It is based on the
richer functional possibilities compared to conventional
ICC transformations. This is because links from
ICC device profiles are created via the "detour" of a device-independent
profile link color space (PCS). The source profile used in
is in a device-dependent color space - such as RGB or CMYK - will be
is first converted to XYZ or L*a*b* and then converted back to
into a device-dependent color space, namely that of the target profile
(mostly CMYK).

Advantage of the conventional method: The profiles are flexible
linkable and interchangeable. Disadvantage: Especially with
CMYK-CMYK adjustments (ambiguous 4-3-4 channel transformation)
all separation settings are lost. Further blurring
result from the freedom of CMS programming that the ICC
which ultimately ensures maximum repeatability at all times.
quality (i.e. color accuracy) is counterproductive.

By linking DeviceLink profiles directly from the direct linking of
source and target profiles are generated (unique 4-channel
transformation), the desired properties are retained, even if the
z. e.g. the black tone value curve. These properties can even be
can be optimized, for example if a machine profile of a
Heatset web offset press adapted to coldset (newspaper printing)
and - which makes sense - significantly reduced the total amount of color
is to be used. Further useful application examples are listed in table
1 has been compiled. For each specific practical case, a
DeviceLink profile, but the result is optimal.
Especially in agencies that use proof files from the prepress plants.
and print shops in-house, the benefit justifies the
manageable effort.

Like device profiles, link profiles can also be applied to either all or
only selected document pages, which is useful for separations and
color quantity-related interventions proves to be helpful. Likewise, in
usually individual settings for graphics and fonts
intended.

Useful tools
Table 2 provides an overview of the available solutions. The
The GMG company pursues the philosophy of direct customization of
from the beginning and has been a pioneer for many years, other providers
have now followed suit. Whether as stand-alone software, plug-in or
module in the proof or color management solution - all of which are included in the
the link profile generation, the separation maintenance and the
control of the CMYK structure to the functional scope, not always also the
Limitation of the total amount of color in the print.

A common option is black point compensation (this sets the
black of the source image to the black of the output device in order to
dynamic range of the output color space) can be activated, the
to prevent color casts in the area of the gray axis. The left
The necessary analysis of the source and target profile is quasi
"CMYK preflight" can be used, from which some programs generate warnings.

There are differences in the manipulation options of the
separation curves (TRC) or point gain compensation as well as for the
Handling of link profiles in the workflow. The latter requires
server functionality that is either part of the solution or that is a
must supply an existing or additional product. Here
the range extends from the profile server to a few workflow and
proofing systems through to dedicated PDF color servers (see box).
With the help of the link profiles, this carries out color space and
PDF-PDF transformations.

DeviceLink profiles as a supplement
Thanks to DeviceLink profiling, the abstract and complex
Colormanagement adds a piece of practical relevance. For the free
Linkability of RGB input profiles with CMYK output profiles is suitable
The ICC transformation is still underway, whereas the
DeviceLink profiles for CMYK-CMYK transformations.

Dieter Kleeberg

PDF color server
To take advantage of the benefits of a DeviceLink-based color space transformation
PDF color servers are available. These dedicated servers have
the task of creating an automated workflow
Apply color space transformations to PDF files. In defined
hotfolder actions, the selected input and output profiles are
and rendering intents linked via a profile link color space
(RGB-CMYK) or if required (CMYK-CMYK) directly to DeviceLink profiles
processed. Through targeted editing of the output profile in
a server dialog mask, the desired
Separation adjustments and color quantity limitations effective.

During the color space transformation, the PDF color server (which acts as a
Acrobat plug-in or workflow tool) that can be implemented in the
PDF workflow, e.g. the Acrobat Distiller. The
The result is a new printing process that is optimized for the respective
Color reproduction and ink quantity optimized PDF file.
PDF color servers are offered by the providers listed in the table "--".
The company Alwan Color Expertise takes a slightly different approach with
its product CMYK Optimizer. The software calculates
DeviceLink profiles dynamically based on source and target profiles
taking into account an analysis of the respective print data. Through
The preceding analysis of the print data is always
DeviceLink profile created. (dk/jf)

Further links: The German-speaking manufacturers and the reseller Impressed offer neutral or product-related information on the topic.
Also recommended:
www.devicelink-colormanagement.com; discussion forum requiring registration (still under construction)
www.impressed.de/devicelink.html; online test server for DeviceLink profiles.

NPO For the past two years, the Zurich
SFLB agency for the development organization Helvetas. Under the motto
"Life needs water", it realized advertising measures that were
have won awards from the ADC, among others. The new film, produced in Tanzania with
The commercial, shot by non-professional actors, shows the people of an African
washing, cooking, showering and drinking in the village - but without
Water. "Because water is not a matter of course everywhere",
says the resolution, with which the donation account of Helvetas
is pointed out.

Agencies In German-speaking Switzerland hardly any
known by the media in French-speaking Switzerland as the pacemaker of the advertising industry
portrait of Saatchi & Saatchi Simko. The ideas factory has put in an impressive performance over the past two years, just a few streetcar stops from Geneva.
The city center, on the Place du Temple in Carouge, is home to the
fastest growing advertising agency in Switzerland: Saatchi & Saatchi
Simko (SSS). Since the merger in 2004, it has more than
doubled - to 72 at present - and quadrupled sales. Parallel
In addition, the media mentions even in international consumer media
- up to the Spanish El País - and thus the pitch invitations
has risen sharply. "Yes, things are going extremely well for us at the moment. The
Thanks to the extended free movement of persons under the Bilaterals II," says
CEO Pedro Simko, who with his Austro-Argentinean background
is representative of the 16 countries of origin from which his
employees.

Multiculturalism attracts global budgets
In keeping with the multicultural spirit of the agency
also the customer list. The relationship between national and international customers
from the current one-to-two ratio in favor of the former.
expand. "As a rule, you can be more creative for national business.
and uncompromising work, such as the Cailler relaunch or the
bfu campaign," says Simko, who is a pioneer in the increasingly interactive,
short-lived and more global industry "the portfolio with creativity
and brand instinct". In the long term, the
Merger strategy has proven its worth. It gives SSS the opportunity via the network,
headquarters of global brands, many of which are located in Welschland
from Geneva. Provided, admits Simko, that one
offers them a valid alternative to the big advertising metropolises
like London, New York or Paris.

Internationality, quality of life and good HR management led to this,
that the advertising budgets of Novartis, P&G and Nestlé brands are gradually being
as well as Carlsberg's umbrella brand, H&M or Emirates landed at SSS.
The Geneva branch is now ranked fifth in the
S&S Europe network. With the result that account managers, ADs and
CDs from Jordan, Australia and the USA work here "just like
German-speaking Swiss," says Simko. "I believe that this environment is the
international business," says CEO Simko confidently. The
The advantage of uniting all cultures in one creative agency,
He knows how to play them off against national network offices.

Agglomeration becomes important
The European advertising epicentres in particular have been hit hard by globalization.
are being felt. Pedro Simko: "What is happening at the moment, that
The fact that major customers are increasingly looking around the conurbation is not only
good for Geneva, but for Switzerland as a whole. We feel this because of
our more international orientation than Zurich." The five
flexible teams all offer the entire repertoire: from the
strategic planning, consulting and creation through to the
In-house production. "This infrastructure and the international spirit
are strengths that clearly set us apart in the Swiss market," explains Simko.

The flip side of the sustained run of success that has made SSS the largest
communications company in French-speaking Switzerland, it becomes clear,
when you enter the agency through the automatic sliding glass doors with the
company subline Ideas & Ideas. The single-storey, long
building - a former, beautifully renovated Coop store - with
Soussol, where the huge salle de recréation and the conference rooms are located.
is already bursting at the seams just a few months after moving in. For
the 15-strong crew of the latest international customer Cereal
Partners Worldwide - the world's No. 2 behind Kelloggs - must be close to
offices can also be rented.

The great dynamism and constant expansion cannot be achieved without integrative
Figures such as the jovial patron Pedro Simko or the CCO Olivier
Girard could hardly manage. For an organic, homogeneous identity
It takes a lot of time, willpower, motivation and distraction. An example of
The latter is the Theatrics program of US acting teacher Siobhan
Stanley, where small groups of employees are entertained in a fun way.
learn to be self-confident. Only participation in
Creative competitions have been neglected during this time. We want to
correct. If only because creativity made in Geneva
does not have to shy away from comparison at an international level.  

Luca Aloisi

Associations The new board of the Art
Directors Club (ADC) Switzerland wants to make itself available to the advertising industry.
to increase the efficiency of advertising through better quality.
increase. As announced shortly before the last
Advertising Week, the creative club is making a new start after 30 years.
the step towards a market-oriented organization. The reason for this was "the
Turning the oversaturated public away from mainstream advertising",
their effect would decrease accordingly. To counter this erosion with qualitative
and creative advertising, the ADC wants to offer all
market partners for a new cooperation. Investment in
Communication should pay off more again, hopes the new
ADC President Jean Etienne Aebi.
One boat for all, prices for more
The ADC offers advertising clients, communications agencies,
production companies, media companies and other
industry organizations offer sponsoring memberships. Such organizations would have
already involved in further sponsoring and cooperation projects
shown interest. Collegial memberships are intended to
Strategy planners, consultants, direct marketers, media planners and experts
from other disciplines in the ADC make common cause with the advertising creatives
and award special prizes from their perspective.
At regular events, renowned speakers from the
marketing, corporate management and research their convictions and
present case studies of creative strategies. We are also planning a
periodical on these topics and an expansion of the
Promoting young talent - the current project title: Young ADC.

The concept for the reorientation with the new activities is the
The result of a situation and perspective analysis that the
ADC board commissioned from Jean Etienne Aebi. Aebi
utilized the results of over 30 interviews with members of the
and market partners as well as the results of a survey conducted with GfK/IHA and the
Advertising Week survey on creativity in advertising and
the image of the ADC (WW 17/06). In February, when an initial assessment of the
Study "Decision for or against market relevance" to the ADC Board of Directors
was presented, he announced his resignation,
"to clear the way for a new start".

An executive body from Machern
The new Board of Directors operates under the chairmanship of Jean Etienne Aebi.
all also hold management positions in their companies - in two groups,
who are both accountable to the plenary meetings. In the
Group departments, primarily for the basic activities of the ADC
responsible are: Andreas Prokesch (adjudication), Hanspeter
Schweizer (Festivities), Markus Gut (Members), Alexander Jaggy
(Continuing Education), Urs Schrepfer (Young ADC), Geri Aebi (Sponsoring),
Frank Bodin (PR) and Daniel Matter (Periodical).

The Projects Group is primarily concerned with new market activities,
consists of: Martin Spillmann, Michael Conrad, Beat Mühlemann and David
Allemann - the latter two former non-members also represent
the client and colleague groups. Also a member of
This group is led by Markus Gut, Geri Aebi and Frank Bodin.

The ADC hopes, says Aebi, to send out signals with this program: That
It is no longer just about his traditional judging of advertising ideas
but the fact that market-effective creativity is an interest of the
the entire advertising industry - which depends on the support of the
can benefit from the concerns of the ADC.

Luca Aloisi

Test form Eddy Senn, P/B/U Beratungs AG, on Visual Print Reference and Altona Testsuite.WW: When should a control strip like the media wedge be used - and when should a test form? Eddy Senn: The media wedge is used for colorimetric evaluation
a print or proof environment. As the colorimetric evaluation in the
Generally, the software generates bare figures, which users usually
are overwhelmed and can also be misguided, the
visual inspection provides an immediate, albeit subjective, statement of the
playback quality. A test form can be used to measure and analyze the
densitometric evaluation of the tone value increase and the colorimetric
Evaluation of the integrated wedge plus a visual interpretation
qualitatively well-founded statements about the existing quality
become. This makes it possible to optimize processes in a targeted manner.
reach.

WW: For which user group was the Visual Print Reference (VPR) developed?
The VPR is interesting for users who want to print proofs and printed matter under
standardized conditions and not only measure them
or by determining the tone value increase, but the proofs and
prints visually as well. Among the
customers are print shops, prepress companies and agencies.

WW: If
apart from the subjects used, the two types of
Test forms Altona Testsuite (ATS) and VPR. Where they differ
after all? Senn:
In contrast to the widely used Altona test suite, the Visual
Print Reference does not contain any rip-sensitive elements; a rip assessment is
therefore not possible to the same extent as with the ATS. On the other hand
the VPR through the images it contains.

WW: What exactly are the advantages here?Senn:
The images used for a qualitative assessment on the ATS
are relatively small and arranged in a compact form. This makes
thus their qualitative assessment. Due to the mutual
influence, the subjects on the VPR are therefore large and topic-related
illustrated. The arrangement of the images also allows quick
Visual check of the reproduction quality in the proof used or
on the printed sheet.

WW: How great is the demand for the VPR test form?Senn:
Demand is encouragingly high; more than 120 VPR packages have been delivered to date.

WW: How do you explain the great interest?
The need for test forms such as the VPR is explained by the fact that
companies are increasingly standardizing their production, the structure and
Development of own test forms but a lot of time and know-how
require. Due to the widespread use of test forms, there are also
Cross-comparisons and quality assessments
possible immediately.

WW: Which test form should a user choose, which is the "right" test form?
According to my practical experience, the use of both test forms
make sense, as they complement each other perfectly. Unfortunately, in practice the
test forms are often equal in their functionality, which proves that
clearly still needs to be clarified here; after all, we are pursuing
The two test forms have different objectives. The
Rip functionality is better tested with the Altona test suite, for which
Checking the reproduction quality of proofs and prints in the ISO standard
however, the Visual Print Reference is more suitable.

WW: What is included in the VPR packages available for commercial and newspaper printing?
In the package designed for commercial printing, the basic data in the
PDF/X-plus format in CMYK for three paper qualities (ISOcoated,
ISOuncoated and ISOwebcoated) and in RGB (in ECI_RGB_v1).
In addition to settings for Adobe Photoshop and the associated ISO ICC profiles
are a detailed manual as well as a manual in compliance with the
reference prints produced to the relevant ISO standards.
The version for newspaper printing differs above all by
the structure of the pages in broadsheet and tabloid format and the
Photoshop settings.    

WW: What requirements must be met in order to assess the visual print reference test form?
colors, is all too often undervalued. The light source
decisive influence on the color rendering. The qualitative
The test form should therefore always be assessed under standard light (5000°
Kelvin). Color indicators also help the user
determine whether an assessment of colors under suitable
conditions. These are therefore an ideal
Tools for making initial assessments
can.   

Interview: Jürgen Franck

Banks There are things you'd rather not even talk to yourself about. To the
For example, about phobic disorders. Gerda F. can sing a song about this today.
sing, as you can see on the GE Money Bank ad. That was not
always like this. Because until a few sessions ago, Gerda suffered from a severe
Counter phobia. And what this means in Switzerland as a banking country can be
all too well. But before Gerda's morbid fear of
such switching situations have been correctly diagnosed and treated,
she had to suffer for another 40 years. In her ignorance
Gerda's mother's daughter from one panic attack to the next.
Gerda also suffered terrible torment in her youth when she was forced to work for her
school lectures, there was no getting around visits to the library. And tickets for
Train or plane travel? An impossibility. Emigrating to the
Hindu Kush, where the barter trade has given her a worthy,
switch-free life was therefore out of the question.
Fortunately not, she says happily. Thanks to the successful
transactional psychotherapy, Gerda can say today: "I
I just went to the counter." Congratulations. And a
Compliments to the agency for the active testimonial. (la)