CtP Heidelberger Druckmaschinen AG
expands its Suprasetter family of thermal CtP platesetters with a new
entry-level model, the Suprasetter A105. This gives print shops the
Possibility of cost-effectively utilizing the advantages of thermal
plate exposure and the modular concept of the
Suprasetter family. For print shops with high
At peak production times, the Suprasetter A105 can also be used as a
cost-effective and high-quality backup solution.

Having already created a virtual communication space for its global community, clothing group Benetton is now following up with a website featuring multiplayer video games. For all those who want to test their creative skills in the areas of animation, graphics and music, Benetton's research center for communication Fabrica has created a game box with numerous interactive multiplayer tools on www.benettonplay.com. With this new measure, Benetton is aiming more strongly at the target group of young men that the company is trying to attract. The company has come up with a number of ideas: a flipbook with the option of creating animations, a game for testing reflexes and a graphic group chat. And finally, a music production tool where you can create your own pieces of music.

Promoting young talent The creative school of the
ADC/BSW has invited the Young Creatives to a warm-up event for the
Who is younger than 28 and wants to compete around the world?
fly to the World Advertising Championships in Cannes on June 18? The
Creative School of the ADC/BSW organized in co-production with Keystone,
Cinecom and Werbewoche are once again holding a "Young Creatives" competition. In
This competition is about using photos from the image archive of
Keystone to design a poster. The theme this year
is: "Safety for children in road traffic". We are looking for
U28 two-person teams with creatives who were both born after June 24, 1977
are. The works must be submitted by April 27. The
A jury of prominent names from the Swiss advertising scene then selects five
Teams, which include a flight, hotel and festival visit in Cannes
win

The gold team will also represent Switzerland at the festival in the
international "Young Creatives Competition". Anyone under the age of 23
is also eligible for a special prize for a course at the renowned
Roger Hatchuel Lions Academy in Cannes. For the design of the posters, the Keystone agency for the "Young
Creatives" free access to over 1.5 million stock images. More
Information and the detailed briefing can be found at www.kreativschule.ch.
find

Torture yourself for Cannes!
Because briefings in themselves "are not exciting" and "that's what matters,
what you make of it," says Hans Tanner from the creative school.
organizers last week for a seminar on the premises of Keystone
invited. Old hand Jean Etienne Aebi - for the afternoon with the youngsters
just released from a two-week fasting cure - has given the
Young talent in a witty analysis of good and bad advertising
"Walking the tightrope between a brilliant and idiotic idea"
tried. The second guru to speak was Amir Kassaei, Creative Director DDB-Groupe
Germany, on the topic of "Cannes, the international standard". Both presentations were gratefully received by the young creative talents with long
received with sustained applause. For Walter Merz, Managing Director of the
BSW, it was therefore clear that such events should be organized by the
creative school should be offered more frequently.

The struggle against shit
"There is a constant, highly intelligent discussion and argument as to why
something is not wrong," Jean Etienne Aebi stated right at the beginning.
of his workshop. In the following, he used around 200
advertisements and many film contributions from all over the world that despite this
However, despite the fact that many ideas can still go wrong.
"Watching global advertising is better than any theory," said
he. Aebi therefore deliberately "did not want to give any tips for Cannes". One
Checklists only help with the work of the untalented. Every real
Creative people should therefore find their own way to the Côte d'Azur.
discover

As a grid for this search, however, Aebi provided a list of
misunderstandings. "Customers are stupid", for example, means
This was such a false premise for him. Although Aebi showed at a
spot block from German private television that the advertising of certain
customers actually seems like "senseless everyday terror", where one
is not surprised why people refuse. But it is "the
The inability of us makers to convince the customer of a better
teach". Anyone who believes that the best creatives should be the worst
Being a salesperson "needs to think seriously about your job".

However, he or she must not fall prey to the misconception that "advertising is
information". According to Aebi, this was the case in the early days of advertising
announced. At that time, it only had to be announced that there was still a
unknown product. Things became more complicated when several similar
products have come onto the market. In history, the
Advertising of the second kind with its suggestion. "Clothes
They don't just dress people, they make people."

However, this "emotional added value" also only works as long as there is
there are not countless products with the same purpose. Since
the supply is massive, it is no longer enough to refer to the
the right message. "It needs the right staging
to it." Or: All detergents promise to wash white. But who
best stage this message?

Jean Etienne Aebi presented the Young Creatives with the following at the end of the course
but still gave us a recommendation on the way to Cannes: Advertising
should get to the point - without making it. And that should
This also applies to this summary of the workshop. 
 

Andreas Panzeri

Annual result IV The advertising marketing group PubliGroupe reports sales of over CHF 2 billion and increases its profit by CHF 15 million. In front of the media, the Swiss-wide
PubliGroupe, the dominant advertising marketer, recently announced in the
annual balance sheet conference, the company reported a further increase in sales of 1.7 percent.
to 2.015 billion Swiss francs and a year-on-year increase of 15
million higher net profit of CHF 85 million. The
PubliGroupe management sees this as a good result. Substantial funds
The company has invested in the areas of electronic media and online
invested. According to the management, this is the reason for the decline
operating result (EBIT) by 5.3 percent to CHF 72 million.
The Group attributes the increase in sales to the new activities of
PubliGroupe subsidiary Cinecom in the field of electronic media and
to the intensified cooperation since January 1, 2005 between
PubliPresse and the Neue Zürcher Zeitung AG.  

PubliDirect was able to increase its operating result (EBIT) with stable sales to
52 million francs. The international Publicitas network
Promotion Network increased its sales by 2 percent and doubled its
the operating result to CHF 8 million. PubliPresse increased to
Due to the strengthened partnership with NZZ and NZZ am Sonntag the
sales by 1.5 percent. The decrease in the operating result is due to
The responsible parties largely relied on the launch of Publiconnect
to the new unit. The new unit will provide PubliPresse with a leading
position in the classified advertisements both online and in the
print media. The results of the three divisions of the
PubliGroupe are in a difficult market environment and due to
further cost reductions have been achieved, according to those responsible
fixed.

In order to expand the range of services in the area of electronic media
(digitization of the cinema business or the launch of web2com) and
to expand the conception of cross-media offerings, the
Group to make major investments. PubliGroupe wants to
Merger of publishing groups that publish regional newspapers
publish, promote. They should reach the required size,
so that they can survive in an increasingly competitive market. Three of their
The acquisition of shareholdings in Swiss-German publishing houses has therefore
PubliGroupe sells or disposes of its shares through a share swap.
separated.

Those responsible see the group's results as a reflection of the
stagnating markets and the priorities that the Group has set for itself.
have set: This refers to the increased development of new
Activities in electronic media and in the area of
Print-online migration. In 2005, the Group achieved its first
Turnover of over 100 million francs.

René Worni

Poster To introduce sports and hobby runners to the new
Nike footwear line at the point of sports marks the
Swiss Agency + Sons already present for the Zurich Marathon before the
sports outfitter. With the headline "Run more like you", which refers to the new
technology that allows the shoes to adapt to individual running styles.
support. However, the creatives do not have the headline directly
on the poster, but on a poster within a poster. On this
famous runners such as Cédric El-Jdrissi run through Zurich's
city center and past wild posters, which are also used at the marathon as
Wild posters will be hung along the route. Welcome to the
Meta level!

Major sporting events have no influence on cinema-going behavior, regardless of whether it is the Football World Cup, European Championships or Olympics. An analysis carried out by Cinecom on the basis of attendance figures from the cinema association Procinema reassures advertising customers. Even when sport is being watched in Swiss living rooms, cinemas are in great demand, according to the press release. In the 2004 cinema year, a third more visitors were counted during the European Football Championships than in the corresponding period of the previous year. The number of visitors also increased during the Olympic Games in August 2004 and during the Winter Olympics in Turin. During the latter, visitor numbers rose by 4.5 percent compared to the previous year. Cinecom concludes that sporting events therefore "actually have no influence on cinema behavior".

The Radio Lions jury will begin its work on June 16 and announce the winners on June 20. The Direct Lions jury will meet on June 14 and present the winners on June 19. Thomas Engeli from Fisch.Meier.Direct is the only member from Switzerland to be appointed to the Direct Lions jury. The Direct Lions jury will be chaired by Steve Harrison from Wunderman (UK), the Radio Lions jury by Guillaume van der Stighelen from Duval Guillaume (Belgium).

Awards From now on, entries for the
London International Award Advertising & Design 2006 (LIA)
be submitted. The competition is open to
Categories Design, Integrated Media, Interactive Media, Poster &
Outdoor, Print, Radio and Television/Cinema.

Tourismus Wirz Werbung has launched a campaign for Kuoni in which the previous one should not be completely forgotten.
"If you no longer know exactly how
it's during the vacations, then it's high time for a vacation." This almost
This succinct insight underlies Wirz's new advertising campaign for the number
one of the Swiss travel industry - Kuoni. With the
astonishing result, that at first glance the usual
vacation pictures that trigger wanderlust. But
At the same time, you realize that something can't be right.
But what?

Definitely ripe for a vacation are all those who can do this at second glance
have not found out. "All the others have their Kuoni vacations
with their passionate detective work," the creative minds want to
at Wirz with their message. The agency has developed this campaign
won in a pitch. According to the briefing, the following should be taken into account
that the previous campaign - "Holidays where you can do everything
forget ..." - in the undertone of the new message intuitively still
somehow resonates. A "further development, so to speak" was therefore
as CD Hanspeter Schweizer explains. This should be "similar
have a surprising effect".

Wirz has now found the solution in a pictorial game of confusion with
world-famous clichés from vacation brochures. The Golden Gate Bridge in
San Francisco was thus moved to Niagara Falls for the sake of confusion.
Boats glide along the Grand Canal in Venice like in Vietnam. The top
of the Matterhorn in the Valais was created with the help of the graphic computer.
top of the pyramids of Giza.  

The campaign was created exclusively with images from the Kuoni archive.
designed. Only the ideas were allowed to fly away with the help of the computer. So
For example, the structural substance of the pyramids has been lovingly restored.
to the detail over the top of the Matterhorn before it is paved on
was moved to the top of the pyramid of Cheops. With other subjects
the work would have been easier. With the antelope chasing the lion,
the picture just had to be turned around. The Statue of Liberty as Jesus -
I wonder if President Bush thinks it's time for a vacation?

The national poster campaign starts with a total of eight motifs,
accompanied by advertising at the POS and supplemented with advertisements in the Swiss
Press.

Employees as creatives
The basic concept of the idea should continue to be used if
Kuoni wants to launch individual promotions such as city breaks. The
In future, travel agency employees are to develop their own initiatives for
develop advertisements or small posters, for example by creating a
promote a cheap weekend in Paris with the Leaning Tower of Pisa.

Since the Touroperator database for catalog production already contains
Thousands of slides with subjects from all over the world are stored in the creative
dream trips for advertising in the future. Since
it would even be possible for the new editorial team of Werbewoche in
Rüschlikon would be located directly behind the Arc de Triomphe in Paris.
But there are no vacations here, only hard work
discussed the Wirz campaign for dream trips. A campaign in which
you can actually forget yourself ...

    

Kuoni in figures
Before Wirz won the pitch, the advertising for Kuoni was handled by Advico
Young & Rubicam designed the campaign. This agency created the campaign
"Holidays where you forget everything" invented. The effect of the
At AY&R, forgetting is always a problem after returning from vacation.
entered. During a transitional phase, Wirz took over the
Forgotten brought forward to the vacations.

Kuoni Switzerland generated net revenue of CHF 847 million in 2005,
4.8 percent less than in 2004. This decline is mainly due to the fact that
The reason for this is that early booking discounts were waived in 2005 and therefore
demand from families was lower. Since March 12, the
Bookings for the summer months of 2006 got off to a good start. In total
Kuoni Switzerland recorded an increase of 15 percent compared to the
Previous year. The Kuoni Group focuses on two areas: Vacation travel
(organization, consulting and sales) and destination management
(Consulting, B2B and organization of land arrangements all over the world).
The Holiday Travel segment generates 82 percent of Group sales,
Destination Management 18 percent.

Andreas Panzeri
 

The German broadcasting group Pro Sieben Sat.1 is launching two pay-TV channels on June 1, Werbewoche reported. This was announced by the subsidiary Seven Senses at the MIP TV trade fair in Cannes. The new channels Kabel Eins Classic and Sat.1 Comedy will be fed into the networks of Kabel Deutschland (KDG), Kabel Baden-Württemberg and Unity Media. The next pay TV channel is already being planned, and a lifestyle channel or a movie channel could follow next. Concrete plans are also in place at competitor RTL. They also want to launch digital pay-TV this year. The RTL Group already holds four licenses for pay channels.

Program guides That TR7 before a
year was renamed TVStar, not everyone knows it yet. The
This is also reflected in Mach Basic, a magazine that has undergone a name change.
and thus has a positive impact on readers and above all on the Mach Basic
If you want to be successful, there's no getting around a lot of money and radio advertising. The
renaming from TR7 to TVStar a year ago could be a good thing in this respect.
be a lesson for the industry. But first things first: In September 2004, the world was at TR7 Verlag
still in order: Mach Basic reported 44,000 readers for the magazine - and
a new record for the program guide, which in 2001 achieved a
had made a significant change of concept. As the icing on the cake
i, a new fire should therefore also replace the outdated and cumbersome
abbreviation TR7 (TR stood for Television and Radio). In January
In 2005, the weekly magazine was renamed TVStar. But
The disillusionment came last fall: the range dropped to
420000 readers. But that's not all: the magazine currently has only
375,000 readers - within 18 months a loss of
76,000 readers or 15 percent.

What had happened? Of course, the readers didn't like the new brand
and have bailed out. You might think so. But that's not the case with the
figures from Daniel Allemann, Head of Marketing at TVStar. "The
Although kiosk sales were down slightly, we had to make up for this due to the
Branding no subscription cancellations. Such a loss is not
understandable," he says. That is why he has now given the Institute
Publitest commissioned a study to investigate the cause of reader erosion.
should find out.

Astonishing survey result
Between February 15 and March 10, 2006, for example, the
German-speaking Switzerland, a total of 1800 people were surveyed by telephone. The
Result: Publitest shows 427000 readers per issue (LpA) for TVStar
52000 more than the Mach Basic 1/2006.
significant methodological difference: while the Wemf asks whether someone
"TVStar, which used to be called TR7", asked Publitest
separately after both titles. Initially, it was therefore pretended that both
titles would exist side by side. It was only later that the
Fire change indicated.

According to Publitest, this special survey method resulted in the following
remarkable fact: Many TVStar readers are aware of the fact that
are not aware that their magazine is no longer called TR7. From the people,
TVStar at least once within the last six months.
almost half of them did not recognize the name change.
noticed. And even among those who read TVStar weekly, i.e.
subscribers and regular newsstand buyers, still spoke just under
10 percent of TR7.

For Daniel Allemann it is therefore clear: "Mach Basic is not wrong,
But in our case, the result needs to be explained." Because
Apparently it takes longer for the new name TVStar to sink into people's minds.
people are stuck. Publitest draws a similar conclusion: TR7 Verlag
was "unable to anchor the new name succinctly, not even with
of its own readership", the study report states. It is assumed,
that the "discreet" name change was due to "too little public relations work".
or advertising support".

Too little public relations work
Jean Frey AG does not disagree with this analysis. "We would have
We simply needed more money for communication," says Allemann.
The fact that the campaign at the time consisted of TV commercials on regional stations, cinema spots
and advertisements was rather cautious, however, one knew even before
a year. "We don't have the money to pay for the
billboards, although of course I would like to see that too
would," said René Hildbrand, until recently TVStar editor-in-chief,
earlier in Advertising Week. Jean Frey has learned from experience. On the one hand
will soon be running radio commercials to promote the TVStar name across the
ears with the readers - so that they can be more receptive to the
survey for Mach Basic 1/2007. Secondly
the name TVStar will also appear more frequently in the magazine itself in future. And
Finally, TVStar is supporting the new season of "Who Wants to Be
Millionaire?" as a sponsor.

However, even though the publish test figures for TVStar are clearly
better than those of Mach Basic 1/2006 and even slightly better
than the Mach Basic 2005, a comparison with the Mach Basic
In 2004, however, there was a (non-significant) decline of 3.1 percent. The
Allemann explains this primarily as a result of the increasingly competitive situation
on the kiosk display - also in the price range: TVStar costs
Single sale three francs.

Expanding all around
TVStar is continuously expanding: With the Landbote, the
magazine has been another daily newspaper since last fall to the now 35
partner publishers. Above all, however, it is penetrating the
TVStar Beauty inserts (six times since September 2005).
annually) and TVStar Auto (four times) into new reader and advertising segments
before.

Further line extensions could follow, says Head of Marketing Daniel
Allemann. Furthermore, the new editor-in-chief Gion Stecher wants TVStar to
a multimedia platform, the first offers are available on the occasion of the
Football World Cup planned. With the new brand and the various activities
TVStar has been successful with advertising customers. The advertising volume increased in 2005
by 27.2 percent compared to the previous year, while, for example
Ringiers Tele lost 9.6 percent. Incidentally, the latter has been losing
readers continuously in 2003: its reach fell from 711,000
to 641,000 readers (-9.9 percent), with no change in the number of readers.
trend reversal is emerging.

Markus Knöpfli

Flowcube, the Zurich-based consultancy for strategic corporate communications, has been entrusted with the public relations work for the innovative real estate project "James - Living with Service in Zurich". The focus is on media relations and events. The James project is being developed by the UBS Sima real estate fund and consists of a development in Zurich Albisrieden. In addition to living, it offers its residents various additional services such as an intranet, an in-house concierge, receiving mail and deliveries, picking up clothes for cleaning, doing handyman work, car washing and much more.