Media Youth channel Virus from
According to its own statements, Schweizer Radio DRS stands for high-profile
Music program instead of uniformity, for discussion forums, news from
the world of parties and music, game, movie and other tips. "Briefly:
Virus is different," says CD Martin Spillmann from the in-house agency SFLB.
Which is why he and his team advertise differently to the rest of the
Radio stations. Currently with card for free and whole posters from
Sandpaper. What will follow the noble art of sanding? We remain
tense.

Agencies
The Bern-based agency numéro10 continues to work successfully as a
Building bridges between French-speaking and German-speaking Switzerland. For the
La Redoute fashion house has opened new stores in Zurich, Bern and Basel.
Posters hung up with harbingers of the French-inspired spring
have been. In their own home territory, Gilles Aeby from numéro10 reports
the budget gain around a new advertising campaign for the Romandie
Combi and a campaign for the Casino de Fribourg.

After more than ten years at Red Bull, Leif Langenskiöld now wants to give wings to the event agency Triebwerk in Basel. "You never knew what was coming next",
Leif Langenskiöld says about his time at Red Bull. Actually had
only a temporary job lured him after his studies. Ten years later
he returns as a successful marketing specialist from the headquarters of
Red Bull USA back. There Langenskiöld has 800 people at the end
which he has helped to shape with the brand philosophy of Red Bull.
could inspire.

Leif Langenskiöld studied political science in St.Gallen and has
wanted to work for international organizations. At various
study trips to Brussels, Geneva and Strasbourg, however, he was
"the huge bureaucratic structures" of these political apparatuses.
It was in this situation that fellow student Sami Liechti, who would later become the
Internet sales for Black Socks invented just right with his
Tip for a "summer job" at Red Bull. The Matter Leo Burnett Agency
was looking for someone to do the sampling for the Sprudel.
Langenskiöld got the four minis out with the familiar canned setup from
Austria to Switzerland. Then it was a matter of finding 25 promoters locally,
in 1995, the first event and sponsoring activities for Red
Bull on its feet. For all these tasks had
Langenskiöld a contract for six months. On the last day he was then
simply sat and has since "never again received a contract from
Red Bull seen".

There was no time at all for such trivialities. In the spring of 1996
Red Bull Schweiz AG was founded. Only three sold
Langen-skiöld and his team from a small office in Baar already in the
first year nine million doses. In the second year, there were 13
million, in the third 17 and in the fourth 25 and in the fifth already 36
million cans. "The growth has been massive," says Langenskiöld, who
was promoted to marketing manager of the cult drink in 1998. Meanwhile
sponsored over 35 athletes and around 300 events per year,
including the legendary Red Bull flying days.

After five years, the logistical distribution of Feldschlösschen
disconnected. The beer was just always in the foreground, although Red Bull
had even overtaken Pepsi internally. "Feldschlösschen was the
rise of Red Bull in Switzerland a very important and good
partners, but two completely different cultures met."
Langenskiöld recalls.

Because Langenskiöld these other, more credible marketing strategies
by Dietrich Mateschitz "kind of by instinct" since the beginning of
way had understood correctly, he was sent by the motherhouse in Austria in the
In 2002, he was sent to the USA as a coach. There he experienced the rapid
Build-up of sales with 150 people in the first year to 600 already in the
second. "Someone has been newly hired and within two.
months, we had to look for new people ourselves. There was the very
specific, European culture of Red Bull at risk." His job was
it now to set this image right again. He had to take over the
American large corporations teach people that
Mateschitz with his marketing "constantly the opposite of established
makes brands." Instead of giving away tons of T-shirts, these
for example, only distributed very selectively so that Red Bull as a brand -.
similar to Swatch in the early days - as exclusive as possible and thus as a
Cult is perceived.

During this time, the Swiss winger from California's Santa
Monica from four of the eight business units in America, each with 40
Served millions of potential customers and was on the plane almost daily
somewhere between Miami and Seattle. In the last two years, Langenskiöld has been working for Red Bull in the USA.
also still as Director Motorsports Marketing in more than 25
racing categories. With the project "American F 1
Champion", he hopes, as the project manager, "the first
American F-1 world champion of the future". Scott
In any case, Speed may already be the first American in more than ten
years in the new Red Bull team in Formula 1.

From 20 million Swiss francs to almost 2 billion per year, the sales
increased during Langenskiöld's ten years at Red Bull. He has worked in
During this period of development from an insider's tip to a global brand, we invested a lot in
marketing: "Red Bull has learned new things in marketing.
Standards Set." This knowledge of the emotional impact, of
marketing and the "importance of presenting them authentically and credibly.
design," he now wants to apply to other products as well.

Langenskiöld finally came back to Switzerland "because
George W. has been re-elected." But the most important reason was,
that he and his Swiss wife, who in the meantime runs the Labo Spa in Zurich
had opened, who wanted to enroll three children here. "Either
we stay another twenty years, or we go back now. Now are
we are still rooted enough in Switzerland," was the decision. Although it
would have already given some attractions to stay. "We lived on the beach.
The morning surfing before starting work in the waves of the Pacific Ocean
was part of the ritual."

After so many adventures with Red Bull, the returnee also had to
continue to seek a task somewhat outside the norm. The ideal
challenge for a new phase in his life, he has now found at
engine found. Together with his partners Martin Bärtschi and
Robert Erhart wants Langenskiöld to transform the event agency in Basel into a new
dimension. "After five successful years, Triebwerk
(now 15 employees and over 3 million in sales) to a point 
come where it can use new impetus." Triebwerk has evolved in recent years from an executive
logistics agency to a specialist for event implementation.
Especially in the area of management and processing of complex
marketing projects, Triebwerk has made a name for itself. With Leif
Langenskiöld is now to join Triebwerk in terms of content and geography.
develop further. However, the company does not see itself as a competitor to
classic advertising agencies. "Triebwerk" is intended for the
Below-the-line act as a perfect complement."

Andreas Panzeri

Euro RSCG Zurich has launched the
free newspaper 20 minutes, together with Rueo RSCG Gend, is organizing a
campaign, which was very well received by the Romands. Posters
in Geneva and Lausanne want to bring people closer to the news: one
can stick his head through a hole in the poster and, for example, give the
Shaking hands with the US President. Tillate-Fortographers are on the spot
and take a snapshot of it. So on the first morning of
more than 400 photos, which can be admired at www.20minutes.ch.
can be made, as detailed in a press release. For the large
launch party in Lausanne, oversized VIP invitations were also sent out.
and on the radio George W. Bush congratulated in French the
Romands for the 20 minutes launch.

The campaign of the Novartis subsidiary Sandoz,
which specializes in generic drugs, aims to become
and reduce any prejudices against generics.
To this end, a TV commercial is used at the strategic level to
and compared with the current generics market situation.
the tactical level, you can find out in detail about the
Performance characteristics of generic drugs. Doctors and pharmacists who
have had an incentive since January 1, 2006 due to the higher deductible,
generic drugs are involved in the campaign as trusted persons.
cleverly integrated, according to a press release. The
The nationwide campaign includes the F200 and F200-series TV commercials.
F12 posters, advertisements and a multi-week advertising presence at the POS in
Pharmacies.

Martin Radelfinger, Managing Director of Goldbach subsidiary Adlink, on the state of in-game advertising in Switzerland.WW: Are there any products that are particularly suitable for this new form of advertising?
Martin Radelfinger: In the
In principle, all products and services that are also suitable for
are promoted in films via advertising or product placement and are
to the target group of the respective game.

WW: What does this cost me as a client?
Martin Radelfinger: A lot
less than you might think, because the medium is still new. The price
depends largely on whether a fixed integration into the game
or whether, analogous to the Internet, advertising is dynamically integrated into the
Game is fed in.

WW: The reach of advertising is limited. Young people play on computers and consoles.
Martin Radelfinger: The
is no longer true. More and more people over 30
spend their free time playing electronic games. This is shown by figures
from the USA and also from Europe.

WW: Why rely on a new medium without having reliable long-term data?
Martin Radelfinger: One thing is already clear today: In-
Game advertising is an efficient way to achieve a very prominent presence with a modest budget.

WW: Why?
Martin Radelfinger: Classical
Campaigns can often be mapped one-to-one in games. A
A poster is a poster, a TV commercial is a TV commercial - whether in the real or the
the digital world.

WW: Back
on the subject of money: are you already seeing a shift in budgets
of advertisers in favor of in-game advertising?
Martin Radelfinger: Currently
the money still comes from the sponsorship budgets and less from the
classic advertising budgets. However, this is always the case when a
new advertising medium begins to establish itself. First you let
Test balloons go up.

Interview: Nick Lüthi

Büro Reinhold, Manifesto Film and
Universal Music have joined forces to promote Graubünden. The
The concept has worked, because: you don't just want to attract guests
but also straight into the hit parade. The Grisons boy band
"Fitta with the Gion" is now actually number 1 on the
National Charts. The National Chart is a monthly, independent
Swiss hit parade, which is based on the criteria sales figuresm airplay,
reviews and Trenda. Only Swiss people are accepted
Productions or products by Swiss artists. National-Chart
wants to reflect the Swiss music scene and sees itself as a
Addition to other hit parades. The band and song were planned as
"Graubünden antidepressant against zero economic growth, flatland fog
and heavy legs". The recipe: a commercial becomes a music video
expanded, brought into the record stores by Universal and
music channels "heavily promoted". Apparently the Grisons band and the
feeling is also well received abroad. Like Persoenlich.com
reports that the song is being played by a radio station in Holland.

As the latest online survey by
McCann Erickson and the international market research institute Global
Opinion revealed that only 55 percent of the Swiss participate in the
Swiss in customer retention or loyalty programs. Asked about
the motivation to participate in the programs, mainly appealed to
the discounts and potential savings. The main reasons for the
According to the survey, non-participation is due to a lack of knowledge about the
customer loyalty program or too little time and interest, as the
programs are too complicated or too costly for potential customers.
participants. According to a press release, this is surprising.
result, considering what the consumer is often expected to do.
so that he can benefit from the advantages of a program.
The best programs are clear and simple. The best ones are
The established programs of retailers Migros and Coop.
In response to the question "Which of the loyalty/bonus programs do you find most attractive?
particularly good or interesting?" the answers were as follows:
Migros M-Cumulus: 81 percent
Coop Supercard: 69 percent
Ikea Family Card: 33 percent
Swiss Qualiflyer: 26 percent
UBS KeyClub: 18 percent
Webmiles: 14 percent
Marionnaud: 9 percent
American Express Qualiflyer: 6 percent
Beldona Bloved Card: 4 percent
Esprit customer card: 4 percent
A further 5 mentions were represented with less than 3 percent. On the
266 people took part in the survey, which corresponds to a
sample size of 35 percent, McCann said.
Erickson on Thursday.

After the Publicitas Index of the
advertising expenditure in the daily press in January due to the decline in
commercial listings suffered, the index rose slightly in February.
increased. It reached 92.6 points and thus grew by 0.2 points.
This increase was due to job advertisements and real estate advertisements.
Publicitas announced on Thursday evening. The
Occasional advertisements have declined slightly, but above all the
commercial advertisements, which were placed only hesitantly, would still be
prevent a real upturn. The index of job advertisements
rose from 136.6 to 139.0 points in February, which, according to Publicitas
February, which represents a considerable upturn. This growth
reflect the general trend that has been observed for some months now.
Improvement in the market situation. Most sectors recorded higher
Investments. The new index of real estate advertisements in the
daily press rose from 96.6 to 97.0 points.

In-game advertising The
Advertisers react when the relevant target group spends less and less time in front of
TV, but spends hours with the games console and on the computer.
Approaching a trend.
How quickly times change: Still
In 1989, Philip Morris sued the video game manufacturer Sega because
this unauthorized advertising for Marlboro cigarettes along the
virtual circuits in the car racing game "Super Monaco Grand Prix"
had placed. Today, 17 years later, companies are paying
six-figure sums to advertise their products on digital platforms.
billboards in computer and video games. From the
brutal shooter game "Counterstrike" to the harmless
Family fun with "The Sims" - the billboards are emblazoned with well-known
Brands in the digital landscapes.

In-game advertising is particularly credible in game environments that
are familiar to us from everyday life. For example, in reality simulations
like "The Sims" or in sports games à la "Fifa 06". A stadium with
neutral gangs? Unimaginable. Less suitable as advertising space are
on the other hand, fantasy or historical games. A Coca-Cola can now fits
not in a medieval setting. But in general: different
than on TV, advertising in games does not interrupt the action, it leaves
they even appear more credible. "As long as the advertising is not
is intrusive, it doesn't bother anyone," says David Schneider, for example,
Organizer of so-called Lan-Parties, large computer game tournaments.

Still young and male
With several hundred million dollars in annual advertising expenditure for
In-game advertising is the genre of choice over traditional advertising
still have a marginal existence. The real and forecast
However, growth rates are pointing steeply upwards. A key factor,
which favors this development are the changed
Media consumption habits. "For three to four years now, we have
a change in media usage among 18- to 34-year-olds," says
André Sonder from IGA Worldwide, a leading marketer of
In-game advertising. "This group spends a large part of their
free time with computer and video games - at the expense of the
TV consumption." A development that can also be observed in Switzerland.
even if only to a lesser extent than in the USA or other countries.
Germany.

Another reason for this advertising trend is the sharp rise in
Development costs for the games. Experts estimate amounts in the
range of ten to twenty million dollars per title. "By
game content is supplemented by financially strong brands, the
commercial risk. However, the games are only financed
five percent through advertising," says Martin Radelfinger, Managing
Director of Adlink Switzerland (see also interview).

Billion-euro business forecast
This is set to change, if the forecasts of experts are to be believed.
In-game advertising revenue growth rate of 40 percent in the current year
some say a billion dollar volume in four years 
others. "Until then, in-game advertising will be a fully-fledged mass medium.
accepted and manages to be included in the brands' media planning as a
standard advertising medium," believes André Sonder from
IGA Worldwide.

In Switzerland, the genre only plays a marginal role. Today
The advertising orders for in-game advertising came almost exclusively from
of agencies with international clients, says Martin Radelfinger. "The
However, the decision is made by a local agency." Adlink is
as an agent for computer and online game advertising since 2004
active. For the first time in Switzerland, customers were able to advertise in
of the commercial online youth community habbohotel.ch. Used
have the offer film rentals that are available in the virtual hotel landscape.
have used pixel posters to draw attention to the next cinema releases.

Since then, the genre has been used here in Germany on various occasions.
have been used. Most recently in a variant with static, fixed
integrated elements in "Ski Challenge", the SF Schweizer Fernsehen
offered for download on its website. The game sponsors
Swisscom and "Winterthur" were on the virtual ski slopes with
perimeter advertising present. We will see more of this in the future.

Nick Lüthi

Movie The already on
The movie "My Name is My Name" reached the hit mark of over 543000 visitors.
Eugen" continues to flicker on the road to success. The children's jury of the
Montreal International Children's Film Festival the "Grand prix de
Montréal" as "Best Film". Meanwhile, the film produced by the
Mobiliar and the SBB
sponsored film continues on its "Eugen-Tour de Suisse", a
Competition for kids and families. On the homepage (eugen.film.ch)
there is an interactive map of Switzerland for a scavenger hunt of the
special kind: If you click on the marked points, you will find 23
Locations of the movie. At all locations there is a sign with a
numbered Eugen logo. Whoever tracks down the most signs, stands in front of them
and sends the photos to the Eugen website can win great
Win a prize.

Advertising intermediaries The new
Guidelines for professional intermediaries, which PubliGroupe has issued with reservation.
reveal a new philosophy. Georges von Csernatony,
Member of the PubliGroupe Management Board, on the background to this.
WW: The
Title above the Werbewoche report on the procedure of the
Competition Commission (ComCo) against PubliGroupe was a "stage victory for
AdX" (WW 9/06). Do you agree?
Georges von Csernatony: (laughs) No, because it may also be a stage victory for PubliGroupe. Moreover, the Competition Commission has not yet made a final decision.

WW: But
Hand on heart: The most important changes to the content of the
The guidelines of the Association of Swiss Advertising Companies (VSW) are
to the pressure exerted by Weko and thus to the complaint filed by AdX.
Georges von Csernatony: (hesitates)
That cannot be said to be the case. Because even without the lawsuit from AdX
we have adapted the guidelines to the new developments.

WW: What developments?
Georges von Csernatony: Those
in the market. At the end of the 1990s, there were around ten active
All of them were job advertisers. Then
the job market. The result: three or four recruiters from
job advertisements remained and realigned themselves, for example
In the direction of universal mediation: They began to use other sections, supplements,
commercial advertising or new advertising on the Internet.
That's why the term "sector broker" no longer makes much sense today. Also
The market was changing: new brokers were added who were active in print
and also in online portals. And then today we also have
new revenues that did not exist in the past: online to print is a
growing business.

WW: Why did the VSW wait so long to adapt the guidelines?
Georges von Csernatony: The
Weko proceedings have been ongoing since July 2001.
convinced that the VSW's practice is not in breach of antitrust law.
was objectionable; we therefore also saw no reason to
to amend the guidelines. The amendment of the guidelines is primarily
Line because of the new market conditions.

WW: How
The intermediaries contribute a great deal to PubliGroupe's Swiss business, i.e.
to PubliPresse's turnover (2004: 1.5 billion Swiss francs)?
Georges von Csernatony: So
I can say a lot: At the end of the 90s, the
professional mediators several tens of millions of francs. Today it is less.

WW: Does this include the sales of commissioned and non-commissioned agents? Georges von Csernatony: There are in fact no non-commissioned sales.

WW: Excuse me?
Georges von Csernatony: The
Most non-commissioned brokers do get the
Mediation Commission (VK), in that it has the dispositions in our
Leasehold titles simply via a friendly commission agent
who then passes on the UK to them.

WW: New guidelines are now in place - albeit with reservations. What is the main difference compared to before?
Georges von Csernatony: The
The role of the professional broker is presented more precisely: He sells
advertising space and should work for our leased titles. The old
guidelines still placed the emphasis on universal mediation, new
the division broker is also commissioned. Some was
deleted: Whether an intermediary passes on the UK to a third party and whether
it generates at least one million in sales for the entire press,
we can't check, so we took it out.

WW: It now explicitly states that the VSW is interested in the activities of professional mediators. A new PubliGroup philosophy?
Georges von Csernatony: No.
We were already interested in recruitment agencies, but not in
pure line brokers who merely generate sales from one location without any added value.
to the other. But, as I said, there are such agents in the sector
practically no longer. That's why we didn't want a philosophy
that is outdated. However, if the market had not developed so
had changed, we would probably have remained firm on the subject of sector brokers.

WW: For the first time, it is stated what the VK is intended for: it is to compensate the sales organization of the intermediaries and their performance.
Georges von Csernatony: The
is expressed more strongly in the new guidelines; however, it was already
always in such a way that the commissions reflect the sales performance of the agents.
should be compensated. The new guidelines raise the boundary between
sellers and buyers. The media are on the seller's side,
i.e. the newspapers, the VSW advertising companies and the
Professional intermediaries. The buyers include the advertising clients, the
advertising and media agencies.

WW: New
intermediaries must even "protect the interests of the leasehold titles of the
VSW members and actively promote the sale of advertising space in
promote these lease titles". Why should they give up their neutrality?
Georges von Csernatony: The
The intermediary is the sales channel of the print medium; in this respect, it has
no obligation of neutrality towards the customer; he is not a
advertising or media agency. He has the same task as us or a
publishing house, namely to actively use the advertising space of a newspaper in the best possible way.
sell. The new directives do nothing in this respect
New. For us, it is an additional channel. The discussions with the Weko
took so long because we had to define exactly who belonged to the
who does what for whom and to whom the salesperson belongs.
intermediary is obliged. To ensure that no one pays for a service
which he does not provide. As a result, the
The quintessence of the system is clearly expressed: the intermediary should
use our lease sheets. In return, he receives the UK from us.

WW: But now there are brokers, including VSW members, who manage customer budgets. They have to do this on a fiduciary basis.
Georges von Csernatony: Legal
not seen. The professional intermediary acts in his own name and on
own account. A media agency buys in the name and on behalf of the
customers advertising space and is compensated by them. We and the intermediaries
do not receive a fee from the customer. The intermediary is a salesperson who
products. He decides whether these are VSW products or others
himself. We do not force him to advertise with us, but with the VK
we give him an incentive, because we are obliged to
Actively selling leasehold titles.

WW: So far
an intermediary had to achieve a minimum turnover of 100,000 francs in
VSW lease titles in order to be recognized. He must now
limit only in the third year after VSW recognition.
Georges von Csernatony: Yes, that's very generous. It also gives newcomers a chance.

WW: So far
an intermediary had to be legally and legally recognized by its advertisers.
be economically independent. In case of doubt, it must now also be
notarized proof. Why is that?
Georges von Csernatony: This
provision is central and is intended to prevent a major customer from
house agency, has it recognized as an intermediary and then takes over the
VK - in addition to the JUP that he already receives as a major customer.
receives. The fact that the provision has now been strengthened shows that
The Weko also considers the sales performance of the intermediary as an independent
recognizes economic value creation. If you do it for yourself
is not an economic achievement in its own right.

WW: Intermediary
have to be technically up to date and at the same time "have the
VSW members strictly adhere to the technical specifications defined and
any instruments made available exclusively in the
use traffic with VSW members". That smells like market barriers
on a technical level.
Georges von Csernatony: No,
This has to do with the cost-cutting process. We still receive
by some so-called professional mediators on a typewriter
written orders. These must be completely rewritten; the
is not an efficient approach. We only expect that a
professional intermediaries with the usual transmission and transmission services on the advertising market.
processing technologies.

WW: What difference will all the new features make to the dispute with AdX?
Georges von Csernatony: How
We will not accept an application from AdX vis-à-vis any other applicant.
to check whether it meets the requirements of the directives.
corresponds. No AdX guidelines have been created, but
generally valid for the market. If AdX uses the following for its sales
The requirements for picking in accordance with the guidelines are met,
will of course pay out the commission for this.

WW: And what's next for the guidelines?
Georges von Csernatony: Coming soon
the publication of the French version will follow, then we hope for
the early approval of the Competition Commission and for new applications. Yes, we hope
to more professional brokers, who also generate more sales.

In the sense of the preliminary investigation
The final ruling of the ComCo, which will end the four-and-a-half-year
proceedings against PubliGroupe (see also WW 9/06).
Changes to the new guidelines are theoretically possible - they
for the ComCo Secretariat, which is responsible for their (premature) publication.
had demanded, but embarrassing. It also remains to be seen whether the
PubliGroupe to be condemned by the ComCo despite the new guidelines
will be. After all, the majority of the changes were made in line with the
Criticism in the preliminary investigation of 2002.

However, at least one point of criticism from back then apparently had no
Continuity: Collective bargaining remains an important prerequisite for the
Recognition as a professional mediator. In the preliminary investigation, the
Weko secretariat still speculated that the obligation to comply with collective
could constitute a price maintenance clause in breach of antitrust law.

Markus Knöpfli