Books Crowning finale in Berlin
Meilenwerk. This is where Econ Verlag hosted the award ceremony for the
most creative advertising from German-speaking countries. Participated
had around 420 agencies with over 1100 entries. The winners are listed on
www.jdw.de presented. For those who want a more detailed and practical
wants to present, in addition to the winners, portraits of personalities and
newcomer agencies as well as industry analyses and an orientation guide
for the marketing and advertising industry, we recommend the yearbook
recommended in the 2006 advertising.

Lovers of expensive cars can now get their hands on them on the auto-exclusive.ch internet platform. Divided into 25 brand areas (including Cobra, Ferrari, Porsche and Rolls Royce), all luxury cars that now cost around 100,000 francs or more are represented. Specialized service providers can also present themselves on the website. In addition, auto-exclusive.ch offers information on club life and events.

Poster research The media industry reacts skeptically, but nevertheless openly, to the new poster research from Clear Channel.
Two weeks ago, the outdoor advertising company Clear Channel Outdoor Plakanda
(CCOP) has developed its poster research concept MORE (Mobility and Outdoor
Research) - as an alternative to Swiss Poster Research
plus (SPR+) of the Affichage. Advertising Week asked about the
CCOP presentation to some important media professionals and advertising clients,
how they rate MORE.
Rolf Suter, Managing Director of m&m Media
"Up to now, the poster has been regarded as a mass medium with a wide reach with
few possibilities to restrict the target groups. With MORE
CCOP now also enables target group-specific poster planning.
However, this requires the results of the mobility study to be constantly
which will hardly be financially viable. In principle
it can be said that SPR+ focuses on GPS measurement and
focuses on geographical criteria, whereas MORE goes into more detail
and places the emphasis more on target groups. With regard to MORE
However, many questions remain unanswered, for example: How up-to-date does CCOP keep the
Frequency atlas? How high is the poster surcharge for
target group-specific evaluations? Does it make sense as a provider with
launch a second tool with a market share of 25 percent?"
Oliver Huber, Head of Non-Electronic Media, OMD Schweiz AG "The
Competition between the two dominant suppliers
reaches a new dimension. Whereas in the past
Procurement" and "Sales" areas for poster sites and advertising funds
the two different research approaches are being discussed today.
of SPR+ and MORE against each other. With the new
Poster Research MORE, advertisers are now apparently receiving
more accurate performance values. However, one must not forget that
this supposedly more stable data model - at least in the near future
only about a quarter of all poster sites in the
Switzerland is applied."
Fred Dietiker, Head of Media AMS Agro-Marketing Suisse "The
MORE's strength lies in the fact that it can use traffic surveys that have been
decades and links them with GPS data. About the species
and the way in which this linkage is to be carried out, I have
but my question marks. It is also unclear whether it makes sense to use the medium
poster to differentiate too much according to target groups. I myself
don't need anything too detailed for my work.
Split up, because posters are a mass medium. Overall, however
CCOP is making an honest effort, and the chosen approach seems entirely feasible."
Stephan Küng, Initiative Media and member of the SPR+ Advisory Board "With
data fusion of frequency atlas and GPS data, CCOP primarily aims to achieve higher
per poster site, which from a media point of view is a good thing.
is desirable. However, the modeling of this is a tricky issue.
data, so far nothing comparable has been done abroad. One
The second sticking point is the visibility concept: this has not yet been
presented, and the classification of the individual poster sites could be
lead to considerable costs for the providers - and thus a
obstacle to the introduction of MORE. But the concept is
interesting and should be pursued further. At present, however
not be able to judge which of the two approaches, MORE or SPR+, is the
better, they are too differently developed for that."
Jürg Siegrist, Director of the Swiss Advertising Association SWA "About
MORE, I will certainly go into even more detail than before.
the information currently available allows us to
However, there is still no conclusive comparison with the SPR+. Unclear
is, for example, the methodology with which the various
mobility surveys are recorded. How to link these studies with the
modeling GPS data into a meaningful whole is not possible for a
laymen are also difficult to understand. With the MORE planning tool
Furthermore, it should be noted that the commissioned company has not yet
has experience in linking frequency and GPS data."
Ueli Custer, specialist journalist and member of the SPR+ Advisory Board "The
The main difference between the MORE approach and SPR+ is that it leads to
should enable reliable statements to be made about compliance at every point
- also in individual target groups. How
to the extent that this is important for the planning of the poster as a mass medium.
It is important that all APG positions are also shown in MORE,
because SPR+ will also include all CCOP positions. The market
can then decide which approach they trust more."

Less would be more here
In order to provide critical support for MORE, CCOP CEO Beat Roeschlin
invited to found an association. The six people interviewed
think this is a good thing, even if not everyone is on board,
let alone want to pay for it.

Nevertheless, Ueli Custer and Stephan Küng, who are already members of the Advisory
Board SPR+, do not want to be part of the SPR
MORE association. Rolf Suter is also prepared to do this, "because you
never know how the market will develop," he says. At SWA, on the other hand
will not decide whether to join until mid-June.

But one thing came through again and again in this survey: The industry
doesn't really want to struggle with two research approaches.
"It's ridiculous that you can no longer make a statement about a
poster campaign if you use both providers," says
Rolf Suter. That is why Stephan Küng also makes it unmistakably clear:
"Two currencies and two tools are out of the question." And Fred
Dietiker points out what the industry actually wants: "Rather a
less precise research, but which includes all poster sites, than
two different approaches and two planning tools." The fact that the market
will therefore opt for one model or the other.
And it is not only the accuracy and depth of the research approaches
will be decisive. Planning tools will also play an important role.
to come, says Ueli Custer.

Incidentally, anger about the poster providers is a recurring theme.
expression because they cannot agree. They would be doing their
medium is not a good thing, says Oliver Huber. And he adds: "It remains
It remains to be seen whether customers and media agencies will accept the resulting
will appreciate the extra effort. Because at some point it will be 'More than
enough'." That time has actually come for Fred Dietiker.
"The two poster providers are obviously doing too well. But they are sitting
soon at the same table again, if a few clients agree to do so.
would agree not to book a poster for a few months," he says.

Markus Knöpfli

Trade fair Kodak's Graphic Communications Group
hit the bull's eye at Ipex 2006 and more than doubled its sales.
orders than originally expected. The company
presented a range of completely new products at the trade fair. In addition
numerous products were presented in Europe for the first time, such as
the Kodak Nexpress 2500 digital color press and the new
Kodak Nexglosser high-gloss finisher. The company also announced
known that since the official introduction of the processless
Kodak Thermal Direct printing plate at the beginning of 2006 already more than 150
users from Europe were recruited for this record.

Column We are increasingly looking
brands, because they are increasingly becoming political actors.
The business of business is business."
But in the neoliberal America of George W. Bush, of all places, the
Contemporary brand icons in the dock: Google, Yahoo,
Microsoft and Cisco are accused of conducting business.
Business in China - as instruments of the Beijing dictatorship.

Let's ignore for a moment the duplicity and hypocrisy in
of the debate, two interesting questions remain. Firstly, why
global brands should take responsibility for the political consequences
of their actions? And secondly, why are we increasingly looking
on brands when it comes to solving political tasks?

The basic answer to both questions is: Because we recognize,
that brands are increasingly becoming central political players.
This is not (only) about the long-known realization that
companies the course of political discussions and the content
influence political decisions (from regulated lobbying to
corruption through to the denounced "real" social
center of power). The point is that brands influence our behavior very concretely.
influence.

Google is massively changing our information behavior. Microsoft our
everyday working life. And brands such as Coca-Cola or McDonalds do not change
not only our eating and drinking habits, but also our
physical mass. The political influence of brands is not based on the political
to be able to issue directives. Brands characterize as
Identification offers to increasingly disoriented consumers
their behavior far beyond the banal act of buying and consuming.
You find exciting what Google finds exciting and what is in the
hierarchization of the information on offer. It
tastes good, what McDonalds defines as tasting good and includes in its
offer takes over. Professionalism is defined as
communication behavior as Microsoft envisions it and as it is
reflected in the form and content of the e-mail system. From the "secret
seducers" of the 50s and 60s (according to the criticism at the time of
"advertising") have now become central instances of socialization.
This is how the results of professional branding must be seen.

It is obvious that this powerful social position
also provokes political resistance. Cautious questions about the
Control mechanisms of this power characterize the parliamentary
Discussion about the social responsibility of brands. The attacks
militant opponents of globalization are the most obvious expression of
of a more aggressive resistance, the manifesto of which Naomi Klein
wrote the book "No Logo".

The increase in the political significance and power of brands points to the
creeping loss of importance and confidence in the political
Institutions. Brands seem to be trusting more and more people there
where otherwise they have long been aware of the failure of political institutions.
go out. In China, Google is probably trusted to be more steadfast and
influence than most Western governments. Not quite
incomprehensible when you think about how credible (under
other) the US government against the dictatorship in
Beijing as a rule.

Jürgen Häusler is CEO of the Interbrand, Zintzmeier and Lux Group in Zurich and an honorary professor at the University of Leipzig.

Guest commentary Stop arguing and make things cheaper, demands Claudio Dionisio The internet has become the fourth big
media genre - alongside print, TV and radio - and has established itself as a
in the last few years to become an interactive and powerful
advertising medium. But not everyone is aware of this. The fact that online advertising in
is still a niche market in Switzerland is due to the fierce competition
pubescent Internet research.

With the increasing importance of the Internet as an advertising medium, the
the need for reliable access and user data. The
Site operators have hardly any problems with their own sites: About log files,
cookies and real-time web analytics tools, they know pretty much exactly who
and what the visitors are up to.

The situation is somewhat different for advertising clients: They want the
Net reach of individual offers and the number of 'Unique
We have identified the 'users' of individual websites as precisely as possible.
This requires the fusion of different data sets. And this
is damn time-consuming.

Around a year ago, the SRG Research Service and Wemf
decided to start work in the area of Internet research with the development of
to cooperate with Net-Metrix. In addition, one of marketers,
User Commisssion' formed by site operators and online advertising customers
proposals for a standardized research concept. This
The sponsorship and financing model is very similar to the large solution,
as SRG/Wemf have in mind. We now know: This has so
does not work.
 
In my view, Net-Metrix is not making real progress for the following reasons:

a) The modular structure of Net-Metrix requires a complex process.
 
b) The sticking point of Net-Metrix is the financing. The planned 4.5
million francs is an almost insurmountable chunk for many
Site operators. These are often high-reach sites, which can be targeted with high
research costs are taken off the bread.

c) Above all, the competition between marketers has contributed to this,
that the 'User Commission' did not agree on important points.
The internet activity of the SRG, which is financed by licence fees, is also
A thorn in the side of publishers because it competes with private providers.

What can be done? Make expensive media research cheaper. The
Researchers' business models must change. This also applies to the
Wemf. Only a neutral organization without economic interests
can help to create credible and broadly supported
to be able to offer range data. This and the standardization of the
Internet research in Switzerland are the reasons that the simsa*
last November as a neutral partner of Net-Metrix.
signaled. Competence criteria, not lengthy consultations
and wing battles are to be decisive in determining who will lead Internet research in
Switzerland forward.

Claudio Dionisio is President of simsa (*swiss interactive media and software association).

On Wednesday, the Federal Council opened the consultation procedure for the amendment of the Federal Act against Unfair Competition (UCA). The amendment provides for better protection against parasite marketing. The consultation will last until mid-August. With a view to the 2008 European Football Championships in Switzerland and Austria, the federal government wants to use the amendment to strengthen protection against ambush marketing campaigns ("ambush marketing"). The aim of the amendment to the UCA is to declare "unjustified references to third parties and their services in a parasitic manner" as unfair if they are likely to "exploit the reputation of third parties or their services".
The Confederation defines parasite marketing and ambush marketing as forms of behaviour and actions that are not authorized by the legal organizer of an event. With these unauthorized forms of advertising, advertisers deliberately seek a connection to the event in order to profit from it without providing any service of their own. This could give the public the incorrect impression that the advertising company has a connection to the organizer of a sporting or other event, according to the press release from the Federal Department of Economic Affairs. The new provision is of a general nature, even if the reason is the adaptation to the EURO 2008. Persons or companies affected by ambush marketing could in future take action against this misconduct before the competent courts.

Hergiswil-based IHA-GfK, the largest market research company in Switzerland, reports sales of CHF 63.3 million for the 2005 financial year. As the sales survey business in the pharmaceutical market was sold to IMS Health, the business figures are not comparable with those of previous years. The globally active GfK Group recorded a 40 per cent increase in sales in the financial year (Werbewoche reported). The Basel-based institute Research Matters, which is active in the pharmaceutical sector, is also a new member of the GfK Group in Switzerland, but is not yet consolidated in the IHA-GfK figures. IHA-GfK is not only a successful national company for the GfK Group, but also the global technology and competence center for the electronic measurement of media consumption.

Swiss Television (SF) is increasingly broadcasting and producing in the widescreen format 16:9. Various programs will switch to the new format by the end of August. These are "Schweiz aktuell", "MTV", the "Rundschau", "Meteo" and "glanz&gloria". The new format will also have its soccer premiere during the 2006 World Cup. Viewers who do not yet own an appropriate television set will see the soccer matches with a black upper and lower bar. This has brought Swiss television some criticism. The SonntagsZeitung, for example, said that TV sellers would be pleased with SF's decision, as they would sell more widescreen sets in the run-up to the World Cup. SF, on the other hand, says that the switch to widescreen is based on a so-called follower strategy. This means that the same proportion of programs will be broadcast in widescreen as people already have a 16:9 set. So far, 40 percent in German-speaking Switzerland own a widescreen TV, according to the "Inside SRG SSR" newsletter. SF has so far broadcast only 23 percent of its programs in the increasingly popular 16:9 cinema format. The trend cannot be stopped, however, and the majority of sets sold today are widescreen.

 
ambiance", the guest magazine of the 34 Swiss Deluxe Hotels, is now part of Mediensatellit's magazine portfolio. The magazine has an elegant, classy look, according to a press release, and is based on a three-part editorial concept: Swiss (reports from Switzerland), Deluxe (news and tips from the world of luxury) and Hotels (reports and topics from the hotel world). "ambiance" is published twice a year (April and November) with a circulation of 30,000 copies and is available in all 4,200 rooms and suites of the 34 hotels. The development phase of the marketing of "ambiance" is managed by Susanne
Frischknecht, who is now working for Mediensatellit. The publishing agency was founded in the fall of 2005 by Martina Anderberg-Allenspach and offers Swiss companies a platform for advertising in selected special interest magazines. The magazines in the Mediensatellit portfolio are primarily aimed at a specific target group and belong to the luxury and premium sector.

Six Swiss companies are represented on the shortlist of the Best of Corporate Publishing (BCP) competition: Credit Suisse is in the running with "Global Investor", "Credit Suisse Bonviva" and "One", Emmi with "Emmi Kaltbach", and SBB with "SBB-Zeitung". The airline Swiss and the University of Zurich are also nominated with their magazines "Swiss Magazine" and "Unimagazine" respectively, as is Swisscom with "Piazza". With 542 publications submitted, this year's competition reached a record high, with 130 works making it onto the shortlist. The winners in the 26 competition categories will be announced on June 28 at the BCP Congress "Community Publishing - New Strategies for Corporate Success" in Munich. Since 2003, the Forum Corporate Publishing (FCP), together with the industry magazines Acquisa, Horizont and w&v, has been awarding the Best of Corporate Publishing to the best corporate publications.

The creative unit of the Internet agency Orange8 Interactive is now headed by Mike Schwede. He succeeds Serge Rau, who left the Biel-based company at the end of April to work in corporate design management. Ben Sommer has also joined the team as the new Art Director. He gained several years of professional experience in London and designed for companies such as MTV and Euro RSCG. He is one of the co-founders of the design agency "Pulse" and most recently worked as Art Director at Unic Internet Solutions, where he was responsible for the new face of the Wander website, among other things. Orange8 has also expanded its graphic production capacities. The agency now employs a total of 17 people.