Marcus Gretener was hired by Matter &
Daniel Matter as an equal partner and feels that the
"Get big, get small or get out" is the motto of the turnaround.
principle, according to which Daniel Matter and Marcus Gretener
advertising agency can be successful. Matter & Gretener currently works
with seven heads and is expected to grow to between ten and fifteen in the medium term.
people. "With more employees, only large agencies can
financially successful, where then forty and
more people will be available," believes Marcus Gretener.

The former consultant and new partner of a top ten agency has
He has seen all kinds of advertising companies in the course of his career.
His interest in the industry was already recognized during his time at business school.
advertising during a few taster days at the Wirz agency.
Before that, he created posters and flyers for discos. After the
Gretener has already found around forty agencies for an internship.
written to.
 
It worked for Fuhrer & Partner in Kilchberg. However
Gretener no longer wanted to be a graphic designer, but a consultant. "That
I didn't like drawing in my little room back then. I
wanted to be more in the business world." A trait that Gretener
is innate. His grandfather and father were already entrepreneurs with
the Stäheli bookshop in Zurich.

However, the talented draughtsman believes: "I can use my expertise to
I can judge creative work very well." He also learned this because
he has worked with many highly decorated creatives in the course of his career.
was allowed to work together. Gretener's flair is "as a consultant with the
to find a good basis for the more artistically minded creatives".
He was able to realize this character trait at Ruf Lanz, where
Gretener was a member of the Supervisory Board for three years until 2005.
management for the development of the consultancy.

Gretener gained his theoretical background during his time at the
from 1992 at Fuhrer & Partner, where he not only worked with much
Own responsibility for all advertising material from the competition to the film for
the budget apple juice was "thrown into the water", but
also trained as an advertising assistant while working. After the diploma
In 1995, he moved to Quadri in Wollishofen. Here he looked after PKZ and
Blue Dog, then after half a year the beautiful office directly on the
lake had to be cleared. With two other victims of the bankruptcy, the
Gretener left Baer Communications in Schlieren. "It was a
interesting experience, but the development opportunities were
restricted."

So in 1997, an offer from Advico Young & Rubicam came at just the right time.
"I was able to learn a lot there," Gretener recalls. The
agency had an inspiring aura, was one of the leaders and
still functioned "like a family".  
In a "good and very intensive time", he worked for AY&R in
almost four years the development from advertising assistant to
advisory group leader and also found the "entry into the really
creative advertising" with many of the industry's top shots. Gretener supervised
Helvetic Tours, among others, with the campaign "Book now no
Vacations". The latter dramatized the fact that Helvetic's catalog was only published later.
be delivered with current prices. The cheeky idea has reached
the "Tagesschau" television news program found its resonance. It has helped shape
he, together with the creative minds Helene Forster and Peter Brönnimann,
also the "Black People" campaign, with people who, thanks to favorable
prices have been on vacation for much longer.
 
Based on these successes, Gretener Pneu Egger and UBS
as well as Axpo in the initial phase - "an exciting and
interesting work, which also had to contend with political hurdles".
Gretener was able to benefit a lot from this because he was also able to attend the
to become Head of Marketing Communication. "I was in the
Practice two months ahead of theory. We realized a
idea and then have the theoretical confirmation in the course
found."

Shortly before the "Big Bang" in Gockhausen, he accepted an offer from the then
Lowe joined GGK and was involved in the turnaround there, before joining forces with
Danielle Lanz and Markus Ruf discuss a possible collaboration in more detail
has entertained. Gretener was supposed to be there from the consultant's angle "the
Helping to shape the development from creative hot store to advertising agency". To
three formed the management team, and in three years Ruf
Lanz made it to the top of the ranking. Gretener looks "with good
feeling back to this exciting time". He was able to share many of his own thoughts
implement and try out and more than in his previous jobs
set its structures. "They are clear now," he says and sees
therefore be more meaningfully challenged in a new agency.

When Daniel Matter appointed a new partner and Managing Director Consulting
Gretener was "in a difficult phase" eleven months ago.
but saw "a great opportunity" and is now ready for the
successful turnaround with the appointment as a partner.
Matter and Gretener each control 50 percent. "An extreme
Daniel Matter's vote of confidence, who for the first time lost his majority
has handed over. We see this as an exciting situation and a good
prerequisite for success" - because you have to do everything up to the common
conviction must be discussed. This requires "a healthy
A "culture of debate" - just as it is in any good private partnership.
 
Gretener himself has been enjoying having a son privately for two years. Since
Daniel Matter is also the father of two sons.
In their work, both have "an understanding of an ideal
Work-life balance" and also draw important strength from it.  
 
 

Andreas Panzeri

Chemie Wirz has created an international campaign for Clariant, one of the world's leading specialty chemicals companies.
or changing the oil in your car: Clariant, which is managed from Muttenz BL with
23,000 employees in five continents provides for countless
All-day products the chemical raw materials, specialized ingredients and
often also the know-how for production. About Clariant you have to
no longer explain anything to anyone in specialist circles. How does the company
But is such an image also known to the end consumer?
 
The Specialty Chemicals Group has, following a
Competitive presentation Wirz Werbung with the development of a
internationally applicable advertising concept. This is to cover all
Advertising activities in terms of form, content and timing
orchestrate. The associated classic advertising campaign must
Perception of important corporate attributes such as quality,
strengthen value creation and reliability and, in particular
emphasize the company's service orientation. With an equally
The aim is to create a lasting image in the advertising
Clariant's differentiation in the market environment sustainably improved
be
 
In November 2004, Reto Meister, Head of Business Communications, moved from
Swiss to Clariant. His first task together with Chief
Communications Officer Walter Vaterlaus was responsible for the entire
of Clariant's classic advertising in the above sense.
Until now, the chemicals multinational has communicated without a uniform appearance because
one heterogeneous appearance for individual products and business lines
wanted to enter the market. In 2003, a new corporate strategy began to
have an effect. For Clariant, this calls for a centrally controlled and
uniform appearance. The Group is thus breaking new ground in its sector.
uncharted territory, because the competition is still using
Image campaigns, which are then followed by differently styled product campaigns.

Together with Wirz, Clariant has seen that with a standardized
appearance has great potential for attracting attention and communicating
can be exploited to the full. "One voice for one company" became the
strategic starting position in the briefing for the agency.

The pitch, which was ultimately won by Wirz Werbung, ran for eight weeks over
various intermediate stages, with a large presentation on the
Conclusion. Afterwards, Wirz spent around a year at the now starting
campaign. "Now the basis is there. But it still needs a lot
more," explains CD Hanspeter Schweizer. The aim is to
Clariant's global communication uses every conceivable tool - from the
small internet banners, the world poster and possible films -
on a central database. With these
elements - to stay with chemistry - can be used in the future.
Communication in all areas such as "brand and image advertising",
"Product and service advertising" and "Tactical advertising" structured
be
 
"We do advertising and not illustrated information," was the
most important commandment around all new ideas from Hanspeter Schweizer and
his team. The campaign aims to communicate, for example,
that a great deal of research is being carried out to develop processes and
"mass-mixed" chemicals for innovative products.
Such a service and the spirit of innovation led to the
Basic pattern of the campaign. "What do you need?" is the name of the all
claim. The promise follows in the subtitle: "Clariant
- Exactly your chemistry."

The new long-term and flexible advertising concept
positions Clariant on all five continents as one and the same
company. Furthermore, in view of the increasing
interchangeability of the products as an inventor company, which as a
important part of society and as a responsible
Business partner develops new solutions together with its customers
and leads to sustainable market success.
 
The advertisements appear for five divisions on five continents. None
easy task, because a globally active company already has
the coordination effort when placing the advertisements is great if the
communication must be implemented in all markets, says Board
Account Director Susan Baumgartner.
With the chosen dramatization, Clariant wants to be seen by the trade press in the
B2B sector and at the same time attract attention in the popular press.
can achieve a lasting advertising impact.    

Versatile use
Brand and image advertising: This is where attention-grabbing motifs
and a standardized approach ("What do you need?") on the one hand via
informed about Clariant's strategic goals, on the other hand about the
enormous innovative strength and the technological possibilities of
present and the future. Image ads in international
chemical trade journals and in the business press.

Product and service advertising: "What do you need?" also forms the
The product and service advertising of all business units that
stand for Clariant's expertise in every business segment and which, above all
also support the frontline staff in their daily work.

Tactical advertising: In this area, measures are taken in connection with product launches, trade fairs and occasional advertising.

Andreas Panzeri

Recycling Wirz Werbung shows how old batteries can be disposed of professionally and easily with Inobat.
aluminum collection, and we are not among the leaders in pet recycling either.
bottles. But despite all this environmental awareness, if a still
battery containing much more poison has given up the ghost, ends up
They usually end up in the trash. Although the good will to dispose of them would be
the small batteries.
 
Less bulky than an aluminum can or pet bottle, batteries drop
but not particularly disturbing if their aggregate state of
Power has switched to hazardous waste. The inconspicuous little thing is
temporarily stored for the time being. Not in secure depots such as used
uranium, however, but simply in a drawer somewhere - or
perhaps soon worse: lead-emitting in the no longer functioning
Small appliance. The time bombs want to escape this slumber.
Interest group for battery disposal (Inobat) and Wirz Advertising
now provide a remedy.
 
The battery disposal interest group in Berne believes that the
Recycling has had a suitable bag ready for some time. But because without
even the most beautiful bag cannot communicate its contents
Wirz Werbung has now launched a suitable campaign.
 
Wirz believes: Once batteries have been recycled in these
battery bags, they no longer stay in place as they were before.
easily lie with the consumer. Wirz has won the Inobat pitch with a
funny TV commercial. It plays with an analogy that everyone can relate to.
knows: A cute little stuffed dog excretes its batteries, the
then dutifully and in the familiar Robi-Dog manner
be picked up. The spot is by Othmar Sweers with Rosas 'n' co
and sound were realized by Jingle Jungle.

Accompanying posters with an identical key visual for this
ensure that battery collection "will be even easier for the Swiss in the future".
less smelly", as CD Matthias Freuler, AD Barbara Hartmann and
Copywriter Thomas Kurzmeyer says.

Goal not yet fully achieved
At present, only 62.1 percent of used batteries and
batteries find their way to the recycling plant. The Federal Office for the Environment and
Inobat is aiming for a quota of at least 80 percent.

Used batteries and rechargeable batteries have a high proportion of rechargeable
recyclable materials, so-called recyclables. Waste contains
they contain harmful heavy metal.

Andreas Panzeri

In Germany, gross advertising investment in traditional media amounted to EUR 4.5 billion in the first quarter of 2006. This represents a year-on-year increase of just under 184 million euros or 4.2 percent. These are the latest gross advertising statistics from the advertising research company Nielsen Media Research. The telecommunications sector saw the biggest increase with a rise of 41.7% or 51 million euros to just under 173 million euros. Advertising for the pharmaceutical industry also increased significantly by 28.1 percent or 37 million euros. According to Nielsen, there was also a strong increase in advertising investments by the media themselves, which grew by more than 100 million euros or 16.6 percent to 720 million euros. In contrast, the telephone and fax services sector advertised less. In the first quarter, 49 million euros were spent on advertising for cell phone services such as ring tones, logos and games. In the same period last year, the figure was 78 million euros.
Gross advertising investment was distributed across the individual media types as follows: At EUR 1.8 billion (+0.8%), the television industry once again recorded the highest advertising revenues in traditional media. The advertising revenues of daily newspapers grew by 6.4% to EUR 1.2 billion, although classified ads are not included in the Nielsen statistics. Consumer magazines recorded an increase of 9.0 percent compared to the first quarter of 2005, with advertising revenues of just under 950 million euros. The radio medium was able to generate advertising expenditure of around 281 million euros (+0.3 percent). Advertising income from posters increased by 9.2 percent to just under 139 million euros. Trade magazines recorded an increase of 4.2 percent to around 117 million euros.

Column Rankings are vain sales journalism: so far, so banal. But now even intellectuals are being (de)ranked - ironically, by the office publisher Ringier of all people.
voted in the recent election for the "Swiss
Journalists 2006" in the new trade magazine of the same name (SJ). And directly
then made the following solemn pledge: At the next
The honey-around-the-mouth reflexes ("You are exactly the
expert that we need ...") and not again against
my better knowledge, namely that such hit parade journalism
not be a noble enlightenment - and be it only that of the industry about its own
vanity - but only serves the lower interests of the publishing house.

In retrospect, it's inexplicable that I hadn't already made my faux pas.
recognized when the charming SJ publisher joined the award ceremony with
gold-dusted donuts from jury members and award winners
said goodbye. No, catharsis required reading the
current issue of Cicero. In it, Ringier's "magazine for political
Culture" with a list of the 500 most important ones,
but in any case the most media-effective big brains in the German language.

Now, the astronomical number of "ranked" people can be
still explain with sales calculation, according to the motto "every potential
new subscribers its place on the podium". An indication of this
Thesis: In contrast to Tamedia columnist Roger de Weck (rank 247) and
NZZ editor-in-chief Martin Meyer (267) dives into Ringier's
Chief intellectual Frank A. Meyer (FAM) not even a distant second
on. The only explanation: the inventor of Cicero is not part of the
Target audience of own reader marketing.

However, the criterion according to which
"the most influential contemporaries". Because
The decisive factor for inclusion in the "List of 500" is not intellectual
substance, moral integrity or political judgment, but rather
merely a media presence. The logical and embarrassing consequence of this
that the journalist caste, with 133 mentions, was completely
is overrepresented. Among them are probably the long-standing and
certainly influential editors-in-chief of Emma, Spiegel, FAZ, ARD
and Focus (in that order). Nevertheless, you will not get the impression
that here, under the guise of a poet's and
thinkers' competition whose multipliers and commentators are above all
to adulate themselves.

Okay, modesty has never been one of the cardinal virtues of our
profession. But such hubris takes its revenge, if only because
Colleagues' praise is simply of no interest to anyone outside the media.
This is not a problem for an industry journal à la SJ and at best
even a potential. On the other hand, a prestigious popular title like Cicero
incestuous intrigues are a bad thing. When the
Büezerverlag Ringier (or FAM) already scores with intellectuals
wants to do this with relevant research and opinions instead of the
copying trivial fads.

An incomparably more sustainable means of gaining
Industry attention would have been the resuscitation of the
the euthanized "Media Power" department. This was not dedicated to
peanuts (or donuts), but always shed light on the
once again critically journalistic role and
Self-image. Holding up a mirror to your own guild is necessary,
also in the popular media. The "Mirror, mirror on the wall" routine
on the other hand, should be left to the (own) celebrity press.

Oliver Classen is press spokesman for the
development policy organization Berne Declaration. Previously
he worked as a media journalist for Werbewoche, among others.

The electronics company Regatron has entrusted the Basel agency In.f.a.m. with its public relations work. The mandate covers all PR and corporate publishing activities, primarily in the electronic sector. Regatron, based in Rorschach, operates internationally and employs 55 people. It specializes in power electronics as well as control and drive technology.

The Swiss news magazine Facts, which is now also distributed in other German-speaking countries, is being published with a new layout, new magazine structure and new content. The design underlines the positioning of the title as a premium magazine, according to the press release. The choice of topics will be serious and relevant on the one hand and "lifestylish" and urban on the other. The new concept is intended to combine the strengths of the initial phase of Facts with the serious appeal of the current Facts. The new editorial team under the leadership of Andreas Durisch is thus bearing new fruit. The editorial team of Facts is now complete and consists of Michael Marti (Head of Lifestyle), Martin Breitenstein (Head of Politics) and Marc Kowalsky (Business) in addition to Durisch. The business team has been further strengthened with Alexandra Stühff (formerly Cash) and Daniel Meier (formerly Tages-Anzeiger) and Markus Schär (formerly Weltwoche), and the Tamedia magazine, which is still in the red, will start with a cover story. This will be followed by the Switzerland section, which will cover topics from politics and society. This will be followed by the business section in a more prominent position. The Lifestyle and Culture sections will be merged into a new Lifestyle section. The journalistic approach is to tell exciting stories that arise from analysis rather than simply reporting news. The entire content of the magazine is to be made more accessible again through a so-called 2nd info level, which consists of infographics, diagrams and brief information. Opening pages before each section and clear navigation in the magazine should also make it easier to access the topics.
The relaunch will be supported by a broad advertising campaign by By Heart, radio spots and various accompanying measures. Target mailings and distribution campaigns will also ensure that the redesigned news magazine is presented to a broad target audience.

ÖV Publicis delivers two new, eye-catching "I'm here too" commercials for the growing ZVV commuter flows.
Verkehrsverbund (ZVV) assumes that traffic flows will continue to increase despite
weak population growth, but due to new jobs in the
in the city of Zurich and agglomeration will continue to increase. Parallel
shopping and leisure facilities are likely to increase.
The best market opportunities for public transport, which is particularly important for
longer distances with its stress-free travel times and the
Possibility of using time productively, superior to private transport
is.

However, it is difficult to convince motorists of this. Always
The same number of commuters still travel by private transport and
even cover considerably more kilometers than public transport commuters. Only with
constant communication can encourage a change in thinking. Even a
large proportion of ZVV customers prefer to go out or use the
shopping trip your own vehicle.

In order to maintain or even expand its good competitive position in the future
the ZVV derives an increase in demand from the forecasts.
of 15 percent (2003 basis) -, it intends to expand its range of products and services in a targeted
expand. Even outside rush hours.

Consolidate image
In order to increase demand, the advantages of the ZVV network as a
brand must be further profiled, demanded the longtime
Publicis client. The focus is on brand awareness and image,
with the emotional contents such as "urbanity", "going out" and
"leisure time" should be addressed more than before. Above all
The customer groups "leisure and shopping traffic" are targeted
addressed.

The ways in which these requirements were met and implemented are shown by
the two new cinema spots from CD Jean Etienne Aebi and his
Publicis team: Does anyone dramatize the customer benefit with the
the impressive S-Bahn entrance to Oerlikon's ice hockey arena, the
others with the "Orchestergraben" boat stop on all
Opera lovers.    

Luca Aloisi

Insurance With a VIP-packed
Cross-media play by Spillmann Felser Leo Burnett wants to give Swiss Life the
World Cup fever further boosting image.
An increase in net profit of 44 percent
Switzerland's largest life insurer recently announced - for the
Shareholders are delighted. And the share price rose by a good
60 percent. However, the share value says little about the sympathy
of the brand with which insureds, brokers and potential corporate clients
are to be convinced more directly. Insurance companies are primarily used with abstract,
intellectual dimensions such as pension provision, finance and mathematical
calculations of risks associated. To turn this into a coveted and
trustworthy service brand, it takes more. Before
positive emotions above all. And Swiss Life needs a lot of them, because the
difficult fiscal years 03/04 and the accounting error debacle at
still have an effect on many.
Ready for the football future
It is therefore a good thing that Swiss Life, shortly after the name and
Change in advertising strategy - claim: "Ready for the future" - in July 2004
Sponsor of the Swiss Football Association and the Swiss
National football teams (A-Nati and U-15 to U-21 teams) became.
Strategic planning on the part of the insurance company and increasingly better
results of the footballers have ensured that the commitment
to a broad platform for internal as well as external communication
has developed. But also for the fact that Swiss Life was able to
upcoming international tournaments - World Cup and European Championship -, says CEO Rolf
Dörig, "as a pension provider with strong Swiss roots" the
Enthusiasm with many people across all social segments
can share.
In addition, new marketing activities can be placed with the sponsoring partner.
that support the positive media presence in advance.
This was also the case with the competition devised and implemented by SFLB for
Fans of the Swiss national team, "Swiss Life is looking for the superfan". Thereby
sought the most original and passionate fans. "The twelfth
man of a football team," as Swiss Life marketing manager Corinne
Pellerin aptly describes.

12th man of the Nati eleven
Accompanied by the media partner Schweizer Illustrierte, 25
Finalists will take part in a Superfan Weekend, where they will be
several VIPs are to receive the finishing touches. One of the
candidates shall finally be chosen by the equally prominent jury as the
"twelfth man" will be chosen and the football national team on the last
Test match against China - in Zurich - vigorously cheer. New is the
concept does not, like Coca-Cola's similar ball-crew competition in
Germany proves. In Switzerland, the cross-media and
budget Swiss Life campaign, but it is still on its own.

This unique position and the resulting public attention
The SFLB agency ensures this with the use of various advertising media: with
a cinema spot in which football stars support children's dreams for the future.
perfectly synchronized playback, with several funny advertisements and
Poster subjects on which various football fans present themselves with their photos
as superfans, as well as with a website that serves as the central
element serves. The site offers, in addition to the registration mode, also World Cup news and
-Games.

Luca Aloisi

Retail Denner is making a name for itself
more strongly as an engaging, "tough" discounter in the fight for its
customers. Currently in a price duel with Nestlé. In terms of
Panini picture collecting fever decided the game for Gaydoul's marketing team
for themselves - 1:0 for Denner customers. Instead of 90, a
Picture set 75 centimes. The in-house agency ViznerBorel has used this USP for a
new image campaign subject humorously thematized.

Falling sales are causing the music industry
sleepless nights for managers in the music industry. They do not shy away from
bribery and the use of espionage software, as scandals in
in the USA. America's music companies are going through a
turbulent phase. Declining record sales, competition from independent
online companies and file sharing services, as well as the ever-growing
The growing problem of music piracy is currently causing music managers
life to hell. The industry has lost a whopping ten percent of its turnover according to
of the Recording Industry Association of America (RIAA) alone between
2000 and 2004. To make matters worse, there are also two
image-damaging scandals that undermine the trustworthiness of the industry.
gnaw.
The New York State Attorney General Eliot Spitzer has the stone in the past
summer got the ball rolling. It forced the music company Sony BMG to make a
ten million dollars after the company was found to have violated various
had given bribes and gifts to radio stations in order to
to play the titles of musicians who are signed to the label.
stand. BMG is a subsidiary of Bertelsmann AG. As a result of the action
penalties were also imposed on four radio companies, including the
Entercom Group. Nine other radio stations are currently under
Investigation.

Product placement is also subject to declaration in the USA
In the USA, product placement is permitted if it is expressly stated in the
program indicates that the sponsor has paid for it.
The media regulatory authority FCC wrote this in the so-called
Payola rules, which prohibit any kind of undue influence
describe. FCC Chairman Kevin Martin has announced,
that the authority would launch an investigation against Sony BMG,
However, no overly high fines from the FCC or even a
License revocation to be expected. "The radio stations want a clear
definition of what is allowed and what is not," says Tom Taylor, editor
the specialist magazine Inside Radio. "It's about using such funds as
sponsorship," says Taylor. "Almost anything is possible, as long as
it is disclosed accordingly."

A joint used to be enough, today it's about a lot of money
According to industry observers, the practice of payola in the
worsened in recent decades. "People used to give DJs a joint
or a packet of cocaine, sex and drugs and all that," says Paul Porter
from the think tank Industry Ears, who will soon be publishing a book on Payola
will bring out. "But since the radio consolidation, the whole thing is
one floor higher. Today, the program directors are
involved, and there's a lot of money at stake." In the reports published by Spitzer
confiscated documents is the subject of an e-mail between a
Entercom radio manager and an employee: "You don't have the
Choice of whether to play these CDs or not. They come from
of the company management and earn Entercom millions of dollars."

Secretly spying on users' hard disks
Another unresolved issue for the industry is the problem with the
digital rights to the music distributed by the music companies, the
so-called Digital Rights Management, DRM for short. A heavy
In the last few months, Sony BMG has also suffered a publicity blow here.
when the Group began to use copy protection software on
its CDs, which should prevent customers from using the
copy songs as often as you like and send them on.
 
But instead of simply setting up a locking mechanism on the CDs
also comes with a spyware program that secretly installs itself on the
installed on users' hard drives in order to determine in this way
what the owner of the computer would do with the CD.
In addition, this software clumsily turns its users into
Target of hackers. The software was used on various albums by
Celine Dion, Switchfoot and Neil Diamond set up and on sale
sold. After the spyware practice came to light, Sony had to
publicly apologized and took millions of CDs off the shelves.
 
The practice of spyware has very little to do with copyright protection.
do. "These measures provide for the enforcement of existing copyrights.
but serve solely and exclusively the companies and their employees.
their business models," write the Princeton technology professors
Ed Felten and Alex Halderman in a "White Paper", which they have published as a
reaction to the Sony debacle. "The corresponding DRM design
therefore does not necessarily serve the interests of the copyright owners, quite
not to mention the artists themselves."
 
Some blocking models are extremely successful, such as the
Apple's iTunes music service, which labels its software with the FairPlay
standard so that iTunes only works with the Apple player iPod
can be played. Other music companies want to use the model
and have introduced their own standards: Sony's is called
Antrac and the one from Microsoft is called Windows Media Audio. The result:
Every company does its own thing and doesn't care about the
Consumers whose players are compatible with the digital download systems of other
companies are incompatible.
 
Gradually it seems to be dawning on the music companies that when it comes to
copyright protection there are still a lot of unresolved problems. "With all the
panic that piracy has triggered, we are taking the risk of becoming a
important consumer right: namely the possibility to
copyright-protected material for yourself and without the consent of
of the owner," says Gary Shapiro, President of the
Consumer Electronic Association.

Protect consumers
In the wake of the general uncertainty, more and more experts are calling for
that efforts to solve the problem at international level
will have to be initiated. "So far, nobody actually knows where it
really goes that way," says Michael Botein, Professor of Media Law at
of New York University. "The proposals range from user taxes to
monitoring software through to a fee model." But the
The solution must also be understandable for the user who has to follow the rules at the end.
should apply. "It may well be that ultimately the legislator
must intervene," says Michael Geist, professor of law for
e-commerce at the University of Ottawa. "The important thing is to make sure
that the consumer is protected from overarching DRM security measures.
is protected."

Gerti Schön

At the end of March, it was announced that Tamedia would be cutting jobs in the advertising production department known as APZ. As Tamedia spokeswoman Franziska Hügli confirmed to Werbewoche on Wednesday, 25 jobs will be affected. The declining order volume, a new advertising system and the introduction of a standardized web tool in Tamedia's APZ are cited as the reasons. According to Hügli, the standardization in
the APZ to take this step. The work process of the advertising department
is shortened by the new system. The customer takes over a
Part of the work. The reduction will take place in three phases until spring 2007. 10.7 full-time positions will be eliminated over the next 12 months for "operational reasons". In concrete terms, this means that 12 employees will be made redundant and a further 9 will have their workload reduced. In the second and third phase of job reductions, the introduction of new IT systems will result in the elimination of a further 14 positions in fall 2006 and spring 2007. The employees affected will receive additional benefits as part of the social plan. As Tamedia closed 2005 with a profit increase of more than 50 percent, the Comedia trade union reacted to the planned job cuts with a protest on March 28.