Associations The Art Directors Club Switzerland
(ADC) is radically changing course - with a newly formed Board of Directors.
At its Annual General Meeting on May 9, it unanimously decided on a
Opening up to the entire advertising industry. To this end, it offers
market partners such as media companies, advertising clients and
industry organizations offer sponsoring memberships. With the new
"Collegial members" should continue to increase advertising efficiency through more
Improved creativity and quality in communication strategies
become. There are plans for new special prizes, specialist events, a
periodical and promotion of young talent. The new concept is based on a
situation analysis and the future prospects that the ADC Board of Directors
commissioned. The results were presented to the ADC Executive Board in February.
who resigned "to pave the way for a new start".
to free up". The new management team is made up of the two groups
Basic activities and projects - new market activities -
and is headed and chaired by Jean Etienne Aebi. The
ADC hopes that its program will send out a signal that it is able to
no longer just about its traditional judging of advertising ideas
goes. (la)

Swiss Television's new visual identity has won two prizes at the Promax/BDA Awards. The overall appearance was awarded silver in the category "Best mixed media package design". The SF 1 Christmas spots also won silver in the "Best Sting" category for the best themed on-air clips. As SF writes in a press release, the Promax/BDA Awards are internationally regarded as the most prestigious awards in the TV design and promotions industry. Another prize was won by the 3D game "Ski Challenge 06". It was rewarded with the Golden Award of Montreux in the "Web" category. "Ski Challenge 06" was developed by Greentube AG and was created in collaboration with ORF and Swiss Television.

Media In mid-May, Ringier launches Switzerland's only evening newspaper with a campaign by Ruf Lanz. The countdown is on. With a circulation of
200000 launches next Monday Today, the evening commuter newspaper for the
young, urban audience in the Zurich/Winterthur, Bern and Basel areas. With
a relatively small logistical effort - the audience is brought into the
centers picked up on his way home - serves the new Ringier paper
the readership with the "evening reading needs", a positive
Basic attitude. In addition to daily news, Today mainly covers Leasure topics
fashion, music, lifestyle, computers and tips for going out.

Following an evaluation, Ruf Lanz was entrusted with the launch campaign
because the agency is "fast, flexible and cheeky", according to
Dietrich Berg, Publishing Director of the Blick Group. From the eight
presented concepts, the editorial team and the publisher chose the idea of
Today positioned as the most up-to-date newspaper. The 15 subjects of the print and
poster campaign dramatize the unusually late editorial deadline with
ironic headlines, which on the one hand reflect the broad mix of topics and
on the other hand, the progressive, critical stance of the newspaper
reproduce. From the supermodels who now have time until the afternoon
to get to know Flavio Briatore, to the "dear SVP", the
will also be given more time to consider their "no" votes in future.

The copy concept takes into account the short reaction time with which one
wants to react to current events. The creators chose the following logo colors
Green, which is hardly ever used in the newspaper industry and
stands out and looks fresh. But Co-CD Markus Ruf is not finished yet
of his today's life: He also said goodbye to a special
Radio spot concept, which will be ready in time for the launch. About the
guerrilla measures, Ruf only reveals that, like the
logo color should fit in perfectly with summer theme no. 1. To the application
of the media combination "KombiNation" - Blick and Heute - the creative team
boldly pressed the delete key on the keyboard and demonstrated
textually how comprehensive the advertising platform will be.
   

Luca Aloisi

Ancillary business The market with gadgets around
around football is booming. But the publishing houses are mostly holding back
and focus on journalistic values, from the garden barbecue in the shape of a ball to the
toilet seat in a black and white leather pattern to disfiguring
Intimate wash: The world is closed for one month from June 9 to July 9 and
64 games long, round and made of leather. Not only the
The toilet accessories industry is pushing the boundaries of the
aesthetically reasonable. The multipliers of the events, the
Media companies, without which a football World Cup would simply be nothing, have
come up with something here and there and use the games to
Audience engagement.

Tamedia's commuter newspaper 20 Minuten, for example, is involved in eleven cities
around 35 World Cup bars among the public on both sides of the
Röstigraben. The games flicker across a total of 55
Flat screens in Zurich's Bernhardtheater, for example, or in the
Winterthur Bolero. Swiss television sponsors the events. 20
Minuten dedicates special editions exclusively to leather on four Saturdays.
"We also have our own online section for the World Cup," explains
Sales Manager Marco Gasser.

Tagi focuses on "ball fever"
The Tamedia flagship Tages-Anzeiger is more likely to practise
restraint, although with publishing director and ex-professional soccer player Rolf
Bollmann, there is someone on the bench who knows a thing or two about leather.
The Tagi will concentrate on the journalistic accompaniment of the games.
and only play an Internet game "Ballfieber" online.
a kind of mixture of quiz and card game. The World Cup will also
exclusively in a special issue of the magazine on May 27.
honored. 

The focus is also on the core business, despite good
Experience in the ancillary business with DVD and CD collections last year
and although the German tabloid "Bild" on Sunday
impressive DVD series with the original matches and commentary from the World Cup
in 1954. To this end, the Blick editorial team delivers daily between 8 and
a maximum of 16 pages of reports and features on the World Cup. "We are working on it,
still have something to think about for the reader market," says
advertising manager Mario Cecchin, but he still wants to announce that
not.

NZZ plays steep pass
For once, the old aunt NZZ steps out of line with an encyclopedic
ten-part DVD box set on the history of football. First
Recently, a campaign was organized on Falkenstrasse with individual
printable soccer jerseys, which has made the weblog
medienspiegel.ch promptly led to the question of when the
NZZ pizza from Falkenstrasse is to be expected. "The DVD box is running the
in line with expectations", although a little more was expected, says
Andreas Häuptli, Head of Reader Market Communications at the NZZ. "On the other hand
the jerseys are almost too good", the supplier, small but fine
Häuptli is pleased to say that the three-man operation is always reaching its limits.

The new and rejuvenated management team is clearly also having an impact.
with publishing director Daniel Hofer positively on a relaxed
dealing with the matter, one thinks of earlier activities of the
house, which is practically limited to the sale of blue pencils with
NZZ lettering. To mark the start of the World Cup, a
World Cup supplement in A4 format. NZZ Folio has already
with integrated card game to take out. On the
Credit Suisse is discreetly written on the back of the cards.

René Worni

Web video New community sites such as youtube.com, heavy.com or metacafe.com with an audience of millions of young people make Yahoo, Google and Co.
Competition. Worse still, major TV networks are also using their own
Greg Kostello has a dream. Years ago
he built the successful audio website mp3.com as Vice President with
on. Now he wants to repeat the whole thing again: in video format.
So he teamed up with a number of experienced industry professionals
who previously worked for illustrious companies such as Universal, Fox or
MTV, and launched the community site vmix.com. Here you can
Anyone who has a video - be it of their own wedding or the
promo spot for a Fox animated series - this one on the website
and present it to the world. "A video from a high school
Prom may only be watched by 20 people, but for them this is
very important," enthuses Kostello.

The whole thing is to be financed by an advertising model in which
Advertisers can place banners or video ads before, after or between the
Switch content. The nature of such community sites is such that
the message spreads from user to user and quickly becomes
finds an audience of millions. "People want to see themselves on the Internet
and they do this much more easily if they can find their way back to
Vmix instead of Google Video, where no one is in the
Kostello believes that he knows his way around a mess.

Networks go their own way
In fact, portals such as Google, MSN and Yahoo were the first to
video content and in this way can combine music, videos, news and
movie trailers to the people. But community sites like youtube.com,
heavy.com or metacafe.com, which are used by millions of young people.
media users are competing with them. Worse still:
In the past, the major TV networks also turned to the
portals and streamed sporting events there, for example,
to which they owned the rights. However, the networks have now
found other channels: Platforms like Apple's iTunes or their
own websites cbs.com and abc.com. "Now that the networks have
content for their own sites, the portals must
now courting other sources, including the cable channels," says
Josh Bernoff, analyst at the Forrester research institute.

1.7 billion dollars by 2010
But many doubt that the future will look so one-dimensional.
becomes. "Even if the portals are competing against the networks: Their
Content will be everywhere," says Michael Sprague, President
of the Internet TV company WaveExpress. "Whether that's on community sites
Internet providers, their own sites or on iTunes."
In fact, content is currently scattered colorfully across the
network: CBS Content, for example, is available on the in-house website, but
also available on Yahoo and Google, iTunes cooperates with ABC, NBC and
MTV, and various Fox trailers were also shown on Vmix and Metacafe.
placed. "Online videos are in the Wild West phase. Nobody
knows which way to go," believes Michael Boland, analyst at Kelsey
Group. "The biggest challenge at the moment is content aggregation
and advertising." 

Internet video services will continue to grow according to the
technology research company IDC into a mainstream medium
and achieve sales of 1.7 billion dollars by 2010.
generated mainly through premium services, which are
is to become. However, there is a risk here, says IDC analyst Josh
Martin that the content owners "already have existing
will cannibalize income models".   
        
    

"Media people have little experience"
In an interview with WW, Alfred Tolle, CEO of Lycos, explains the role of
Advertising on Internet television and the importance of community sites.

WW: What kind of advertising will be integrated into Internet television in the future?
everything in one minute. Interactive media offer users the
opportunity to be creative with advertising, and many companies
will take advantage of this to present themselves in an innovative new way.
We at Lycos will soon be introducing video blogs.
WW:
Do the efforts of TV broadcasters to offer video content themselves via their websites pose a threat to the portals?
I don't think so, many media people still have little experience with
the Internet. So far, they have simply put their TV shows online,
but the longer the program, the better it looks on the
traditional television. It makes more sense to offer additional content
-series - especially for the Internet, which is not
then perhaps only takes five minutes, and this creates a
Connection of the viewer from both sites.
WW:
How important are community sites such as youtube.com or vmix.com?
Sooner or later they will be swallowed up by the media groups
become. Sites like myspace.com are often overrated, it is still
how this will pay off in the long term. One problem
is also that people can upload any content they want there,
This is difficult to control, and advertisers see this as a
critical. Prosumer sites are more promising,
These are young filmmakers, for example, who are not yet experienced filmmakers.
are professionals who are offered a platform. In Europe you stand
still at the beginning, but it will go in the same direction.

Gerti Schön

The Young Evangelical People's Party has launched a petition against sexist advertising. The aim is to ban sexist advertising from public spaces. By sexist advertising, the initiators mean gender-discriminatory depictions that mostly show women as mere sex objects. This violates the dignity of women and encourages young people to become anorexic, according to a press release issued on Wednesday. For the initiators, sexist also has the meaning of oversexualized. Advertising floods the public with unsolicited images of intimate areas. The initiators are not concerned with a ban on sexist images, whoever wants to consume them. They should have the right to do so, according to the press release. However, the right not to have to consume the images is just as important. The petition is to be submitted to the Federal Council and Parliament in the 2006 winter session.

The daily circulation of US newspapers continues to decline. Between October 2005 and March 2006, the circulation of the more than 700 newspapers registered with the Audit Bureau of Circulations fell by an average of 2.5 percent compared to the same period last year, reports the Wall Street Journal. Medium-sized newspapers suffered the biggest losses. The industry sees the reason for the decline in new media, such as online newspapers and weblogs, but also 24-hour news channels, as Pressetext.ch reports. According to the Newspaper Association of America, the use of online newspapers rose by eight percent in the first quarter. It appears that large and smaller newspapers are finding it easier to maintain their circulation than medium-sized papers. Newspapers in large cities have suffered a greater loss of readership than those in small towns.

The Art Directors Club (ADC) of Switzerland has unanimously decided on a radical change of course. At the annual meeting on May 9, the new strategy was adopted with applause and the board was reshuffled. The advertising clients are now involved - as topic leaders for better impact through better quality, with specialist events and an opening for sponsoring and collegial members, who are also represented on the newly formed board. With its new strategy, the ADC wants to send out clear signals that the interest in market-effective creativity is common to the entire advertising industry.
After 30 years, the creative club, which was previously regarded as rather elitist, has thus taken the step towards a market-oriented organization. According to the ADC communiqué issued on Wednesday, ADC is taking the rampant turning away of an oversaturated public from mainstream advertising, whose ineffectiveness is thus increasing, as an opportunity to offer all market partners a new cooperation - in the common interest of better impact through better quality. To this end, the ADC is offering sponsoring memberships to advertising clients, communications agencies, production companies, media companies and other industry organizations. With collegial memberships, strategy planners, consultants, direct marketers, media planners and experts from other disciplines are to make common cause with advertising creatives in the ADC. At regular specialist events, renowned speakers from the fields of marketing, corporate management and teaching will present their convictions and various proofs of success for creative strategies. In cooperation with a leading trade medium, the aim is to produce a periodical on this topic. Furthermore, in addition to the successful activities of the ADC/BSW School of Creation, the ADC wants to promote young talent even more with the "Young ADC" project.
The concept for the reorientation, including these new activities, is based on a situation analysis and future prospects commissioned by the ADC Board from Jean Etienne Aebi. Among other things, he used the results of over 30 discussions with members and market partners, as well as a survey on creativity in advertising and the image of the ADC conducted with GfK/IHA and Werbewoche. The conclusions on the "decision for or against market relevance" were presented to the ADC board in February - which resigned at the general meeting on May 9 "to clear the way for a new start".
The new start has now been completed. The new management team sees itself as an executive body made up of movers and shakers. It operates in two groups under the presidency and overall management of Jean Etienne Aebi. In the departments group, primarily responsible for the ADC's basic activities, are: Andreas Prokesch (judging), Hanspeter Schweizer (festivities), Markus Gut (members), Alexander Jaggy (further education), Urs Schrepfer (Young ADC), Geri Aebi (sponsoring), Frank Bodin (PR) and Daniel Matter (periodical). The Projects Group, 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. Markus Gut, Geri Aebi and Frank Bodin are also members of this group. 
The new ADC Board of Directors from left to right: Alexander Jaggy, Urs Schrepfer, Andreas Prokesch, Martin Spillmann, Daniel Matter, Frank Bodin, Beat Mühlemann, Jean Etienne Aebi (President), Markus Gut, Hanspeter Schweizer, David Allemann, Geri Aebi, Michael Conrad.

As the forecasts for domestic consumption are brightening, advertising volumes are also expected to improve, as an analyst from Bank Vontobel writes in the Handelszeitung. The bank comes to this conclusion because Swiss advertising expenditure and job advertisements are driven in particular by SMEs. In order for them to spend more money on advertising, a good domestic economy is required, which is largely dependent on domestic consumption. For this reason, GDP growth does not necessarily have to have a similarly positive impact on Swiss advertising expenditure. However, if there is also an increase in domestic consumption, which is to be expected according to the Handelszeitung, advertising expenditure will also rise.

Orbit-iEx, the trade fair for communication technology, will maintain a weblog on its website during the trade fair from March 16 to 19. Reports on the topics of innovations, IT & business, success stories, learnings and people will be published there at irregular intervals. The articles can be subscribed to via RSS feed. The author of the blog will be Peter Metzinger, who is the strategic communications partner of Orbit-iEx.

Snacks Migros demonstrates the high quality of its Terra potato chips.
The relative price insensitivity of the
Convenience consumers also led to a high level of growth in the snack market.
Innovation rate. Despite the acrylamide hysteria, sales of potato chips increased
according to ACNielsen, has risen by around two percent in the last three years to 123
million francs. In recent years, strong impetus has come primarily from
the range of aromas that smell of the warm south or the exotic Orient.
should taste good. But snack fans with traditional
taste preferences were met thanks to a crispier consistency and better
ingredients are increasingly getting their money's worth. The
Migros last summer with the launch of its premium chip brand
Terra reacts.

The "indescribably good" campaign with sample packs on posters
left it up to the testers to find the right words for the actual
special French fries chips. Because of the
production process are lower in fat, extra-thick and look
not only look handmade, they also preserve the authentic
Potato flavor. In the second, recently launched poster campaign
Migros' in-house agency Exxtra underlines the uniqueness of the product
and new also its high quality. As if the beautiful
chip copies have passed the optoelectronic sorting process,
they "glide" over the treadmill and are displayed individually and
numbered. The explanation - "Each chip is unique" - emphasizes this,
that Terra is in a junk food market producing chips for the upmarket.
claims are. In addition, explains consultant Jochen Hennecke, the aim is to
make consumers aware of the fact that the previously small
Terra range with the two seasoning mixes Zesty Tomato and Greco
and that the packaging has been redesigned.

As the reduced-fat potato potato chips are currently the
growth drivers in the product group, Migros expects the
increasing the level of awareness and the innovations in the
Terra range saw a further increase in sales.   

Luca Aloisi

Creative school The ADC/BSW jury has selected the best ideas for a poster "Safety for children in road traffic" from a total of 137 proposals: With a
A new record of 137 ideas were submitted by 94 young Swiss creatives to the jury.
and therefore also the teacher. The
ADC/BSW creative school organized as part of the Cannes advertising festival
a creative competition on the subject of "Safety for children in the
Road traffic".

The competition was open to graphic designers, art directors and
copywriters in Switzerland under the age of 28. The five best teams of two will travel
to this year's Cannes Lions International Advertising Festival, where
participate in four days of workshops and presentations and
can gain valuable impulses for their future professional work.
The winning team will compete in the Young Creatives Competition with
the best creative teams from around the world. 

The competition is organized by Keystone, Cinecom, Werbewoche and Clear Channel.
Outdoor supported. The photo agency has opened its archives because
the young creatives used stock images from the
million offer from Keystone. The poster company will
the award-winning works from May 22 to June 4 in Zurich, Bern, Basel
and Geneva at official poster sites. In the
summer, they will be on display throughout Switzerland.
The jury was made up of top advertisers André Benker, Simone Fennel,
Valentina Herrmann, Alexander Jaggy and Hans Tanner as well as the
University lecturers Richard Feurer from the HGKZ in Zurich and Andréas
Netthoevel from HKB in Berne.

Tough battle for the winner
The jury was "overwhelmed by the unexpectedly high level of participation and by
the high quality of the work". Of course, among the
youthful ideas, there are also high-spirited ones that are a little
approached the topic. "Children are exposed to traffic
conceived - not killed by traffic", one headline wanted to
provoke. On the other hand, all too seriously, the message was: "Stop the
Child abuse - drive carefully."

It was striking that only one of the 137 ideas was directly linked to the
naturalistic depiction of blood and accident horror.
The smashed child's body on the windshield has a lively
discussion. However, as is currently the case in prevention circles
is still the norm, the idea was rejected as too blatant.

Whether the
harsh representations in today's video games of our kids here
perhaps require a rethink, is an open question. Long
There was also a lively debate about the poster, in which a
Child's body is wrapped in a starting flag for car races. "Game
over", one jury member also wanted to make a successful connection to
of youthful video games. Another CD saw today's
The issue of speeding has been raised. But shouldn't
adults be addressed with these subjects?

The computer as an assistant
What was striking - although obvious - was that many participants with a
pedestrian crossings as the basic image. Gaëtano Bally, the
photographically documented the judging, was quite amazed at what
with the help of the Graphiccomputer from his former Keystone
can do with snapped strips.

The versions in which the childish "Himmel,
Hell" game as a real game between death and life.
If an idea is to be awarded a prize for its three-dimensional
extension shows a lot of creative potential - but as a poster only
can be hung up in a limited way? Or should work rather be rewarded
that can also be used on a large scale in a campaign?
Which talent should learn the most in Cannes?

In reducing its shortlist from ten to five, the jury
Posters an almost never-ending discussion of principles
instigated. Listening to a wide variety of arguments would be
Young Creatives would certainly have been valuable. But because such sessions
are known to be secret, will only be summarized here: Sometimes
a win in a creative competition is not worth much more than
a lottery win. But of course this is only from a statistical point of view.

Andreas Panzeri

Picture: The first-place winners Fernando Pérez, AD, and Iris Alder, Text (both Lowe).