Design "We have changed our corporate design
revised in an evolutionary step," said Pierin Vincenz,
Chairman of the Executive Board of the Raiffeisen Group, at the
balance sheet media conference last week. This is part of a
professional brand management and is useful to maintain the strong position
to expand further. The good name goes with it, but not ears of corn and
Color stripes, as the result of the responsible agency MetaDesign
shows.

Clariant International recently
published a "Factbook" for the first time, which provides an overview of the
journalistic-authentic realization follows. Science journalists
researched at Clariant in Shanghai, Singapore, Germany and the United States.
USA, show the customer-oriented activities, partnerships and the
most significant innovations of the company. Recipients of the
The publication, which has a print run of 80,000 copies, includes
Customers, shareholders, employees and selected media. Concept,
Editing and design is handled by Clariant Corporate Communications and
Primafila AG Zurich and Munich jointly developed and implemented.

The backlit Rolling-star200L ticket vending machines have been successfully tested in RailCity stations in the largest Swiss cities. Now APG is bringing this product to the streets of Zurich, Basel, Berne and Geneva in the second half of 2006. Rollingstar surfaces are covered with 3 subjects that change at regular intervals. Built using the latest technology, they present the subjects uncut, in one piece and in maximum brilliance. In a first step, existing areas will be converted and integrated into the Citystar200L networks. These are exclusive top locations, exclusively in the narrowest city perimeters. APG has also summarized all the innovations and key points in the overview Poster News 2006-2, which can be downloaded as a pdf file at www.apg.ch/publikationen. The updated edition of the APG Billboards: Destinations, Offers and Prices 2006-2 pocket booklet is also available immediately as a pdf file or printed version.

Airlines The dying swan is good or
less good and occasionally a disaster, knows the
Ballet expert. The deceased swan is currently generally a
catastrophe, says Thomas Zeltner, Director of the Federal Office for
Health. This is also the case with other bird species.
That touches the heart. And yet we still put the less sentimental
Question: How can a winged creature manage to keep its late-autumn
flight to warmer climes here on land and, infected with the
deadly bird flu virus, on the return flight to Europe here of all places
to get stranded? The answer: the bird was an expert. That at least
will have noticed travel-loving birds immediately when they saw the ad.
in which clever conspecifics "like the experts" have understood,
"that they can travel non-stop, comfortably and safely with South African Airways from
Zurich to Johannesburg". No doubt that there is a
return flight.
Customized products are also offered here: Swans are allowed to
Tuck their necks into the net of the front seat. And flamingos
can live out their sporting hobbies (see picture). Two from the
Trio obviously want to enter Switzerland incognito.
Somehow you can't quite shake off the thought that the creatives
were in a somewhat flu-like mood and the early stop of the ads
were twilight. One way to the poultry enclosure for a cure? (hv.)

Sportswear With a viral campaign, Spillmann Felser Leo Burnett brought Mammut to the attention of all the media.
Who on Google "Mary Woodbridge Everest"
you will be presented with over 25,000 results within seconds.
All these reports, websites, facts and commentaries revolve around the
Topic: An 85-year-old British woman wants to work with
Daisy the dachshund to climb Mount Everest. In a direct route - of course
as well as without Sherpas and without oxygen equipment, because
After all, there are no oxygen masks for dogs. Such unbelievable information and two really home-made videos
about the daily mountain training - or rather walking - of the
senior citizen and her dog, are published on a homepage
www.mary-woodbridge.co.uk. This was only published in December 2005
has been published. On the site, Mary asks for tips on how she can realize her dream of the "Everest" adventure despite a lack of money.
could cope with. Since then, the secret alpine project around the
roof of the world in the world's media has moved mountains in terms of the
expectations of cross-media campaigns.

At the Spillmann Felser Leo Burnett agency, the idea is called
with Mary Woodbridge as a so-called mockumentary, a fiction,
the whole
comes along in documentary style. "We opted for this form
decided to reach a community that would otherwise be difficult to reach via
advertising - the hardcore scene of climbers and climbers
alpinists," says Michael Gyssler, Head of Marketing at the client
Mammoth.

Global success
"It was an experiment with no guarantee of success," say the creatives
from SFLB. And somehow the advertisers themselves are surprised at what
Extent of
reactions to provoke their totally weird marketing coup worldwide
was able to do. Specialist journals for alpinists have written about the fictitious,
but perfectly genuine plans presented by the ambitious Mary just as
magazines, lifestyle titles and magazines for senior citizens.
animal lovers. There are over 250 portals or articles in total. Over 57
000 clicks is also what Mary's website had until the dissolution on Monday of this
week. Mammut has never been a part of all these pre-games.
ever appeared by name. Only one conspicuous yellow
Sports jacket with small logo may have aroused initial suspicions
can.

Swiss quality
But now the story is being resolved no less creatively. Also
Anyone who has equipment from Mammut - that's the message - should
should not be overestimated. This is implemented with a claim that is now available on
All advertisements, brochures and posters for Mammut are emblazoned with the words: "Warning -
with such good equipment
It's easy to feel too safe."

The Mammut company, which is managed from Seon in the canton of Aargau, has been in business for 140 years.
years for more safety in the mountains with clothing,
Ropes, harnesses and sleeping bags of the best Swiss quality. In the
Over the past 15 years, Mammut has become the leading Swiss
Outdoor equipment company with an international reputation
developed.

Andreas Panzeri

Markus Rege wants to be the new Head of Marketing
of Switzerland Tourism next summer, especially more women in the
Switzerland. "Dear women, why don't you spend the
World Cup summer in the mountains. There, where the men are less concerned with football
but more about you ..." This tongue-in-cheek text is accompanied by
The new Switzerland Tourism spot shows an attractive alpine dairyman making hay,
a friendly conductor in the cable car, a stunningly good
a charming mountain guide and a well-built woodcutter.
milker looking confidently into the camera.
 
"It's fun to travel to Berlin with this kind of promotional material.
can," says Markus Rege happily. Since Wednesday of this week
With the ITB International Tourism Fair, Berlin hosts the largest trade fair
of the international tourism industry. First three days for
the professional buyers. Then two more days for the
holiday-hungry public. Switzerland presents itself in Berlin
officially for the first time with the new commercial and the upcoming
Summer campaign by Spillmann Felser Leo Burnett. For the new manager
Marketing at Switzerland Tourism, the stay in the Swiss
trade fair stand will only be brief, however. "The nice thing about the new job is that
I do all my work around the world to a large extent from
from my desk in Zurich."

Successfully selling trips and planning relaxing vacations instead of
continue to rush through the area themselves, today is the big
Markus Rege's passion. He has been with Switzerland Tourism since January
responsible for marketing. "With a strong brand to the
taxiway is always good," he says proudly, taking note of the fact that
its product - or our country - has just been re-ranked by the Nation Brands Index.
was voted into second place - behind England and ahead of Canada,
Italy, Sweden, Germany and Japan. "That shows an increase,
as well as the pleasingly positive and above-average
increased overnight stays for the start of the winter," analyzes
he. The trend will make his work easier, even if Rege is already
was always convinced by the strong arguments in favor of the Swiss brand.

His first professional approach to Switzerland as a vacation destination was
Rege with a thesis on the Grisons hotel industry. The studies
economic geography, he has worked partly as a tour guide for
treks through the Corsican forests. However, before he fully
tourism, he wanted to use his "training time for something else".
extend" as a market research trainee at the then Kreditanstalt.

"This introduction to marketing was very valuable," says Rege. Besides
the fun of being the main sponsor of the Tour de Suisse three times.
he mentions the introduction of a student account and the
first cinema promotions in 1987, which have had a lasting impact on the film image to this day.
of Credit Suisse.

A little more alternative in the public eye was the
Image of his next employer. Rege switched from the bank to the
Swiss Student Travel Service SSR and therefore from a
segment responsibility to marketing management. "SSR Travel was at that time
still a wild cooperative in the spirit of the ideals of 1968," recalls
he is. But if you work in a cooperative with self-administration and
co-determination, then you learn to lead for life. "My
Leadership know-how and the whole way of leading people comes from
of that time. Whoever can assert themselves ..." Rege has the marketing
professionalized at SSR and not just a partnership with the
UBS through - "a red rag" - but also the first
"Ferienflirt" advertising campaign with the then newly founded Guye agency
& Partner.

When the now successful brand
"student travel service" was sold to STA Travel, also attracted regular
a new challenge. In 1998, he moved to the
Swissair. The international look was a new addition here. Lively
working for the foreign market for the first time and taking responsibility for
international campaigns. With Advico Young & Rubicam
he supervised "Faces" with the slogan "Swissair - The refreshing airline".
After Halifax, this became the "White Campaign", the last one before
the grounding. In between, Rege also traveled two years weekly to
Belgium and worked with Paul Reutlinger for Sabena and Swissair.
and the Qualiflyer Group is responsible for advertising with eleven airlines.

Like all members of the Swissair family, he was deeply affected by the grounding.
"I too have demonstrated against UBS and CS and tried to
to save Swissair," he recalls. Or the episode where there was no
more money for paper and he, as Head of Market Communication with
drove his car to AY&R, where the agency was offering its most important client
helped out with a few boxes of urgently needed office supplies.
The purchase of the domain name swiss.com in the
USA. "These were tough negotiations with lawyers who were up to their eyeballs in
and only wanted to talk about millions at first",
recalls Rege.

With the sale of Swiss to Lufthansa, a merry-go-round has begun in management.
where Rege now serves as Vice President Marketing
& Communications no longer wanted to ride along. More
satisfaction during this time until his entry and professional
Topper at Switzerland Tourism brought him various mountain marathons
or the conversion of a former print shop in the Zurich district
4 into a habitable loft.

Andreas Panzeri

Turkey's image has suffered from the recent incidents of the football barrage match and bird flu. Wunderman's campaign aims to counter this with nothing but the truth: Facts and pictures should prove that Turkey is still the vacation paradise on the Mediterranean. Advertisements, posters, PR ads, rear bus lettering and web banners are designed to remind people of Turkey's Mediterranean climate and millennia-old culture. Wunderman is the sister company of Futurecom Interactive that focuses on dialog marketing and integrated communication.

Print In addition to world premieres, Heidelberg
at Ipex will focus on the integration of processes across all areas of a
printing plant and places this topic in the foreground.
The printing industry is in the
Upswing. At least that is the conclusion drawn by the news from some
suppliers. Heidelberger Druckmaschinen AG, for example, reported
(Heidelberg) already achieved significant increases in earnings in the
Press (offset printing) and Postpress (further processing) divisions.

"The favorable business development in the print media industry has
has stabilized, even if it varies greatly from region to region," describes
Jürgen Rautert, Chief Technology Officer at Heidelberg, the overall
positive developments. Rautert is looking forward to a stable
order intake, in particular the development of the Postpress division,
which reported a positive result for the first time in the overall course of business.
To make sure it stays that way, Heidelberg will be represented at the
three new products in this area at the Ipex trade fair.
imagine: a saddle stitcher with a speed of up to 14000 cycles/hour
(Stitchmaster 450), a perfect binder (Eurobind 4000) that can bind up to 4000
books/hour, and a new generation of
folder gluers (Diana X 115/135), with which up to 20000
boxes/hour can be processed.

What the bare performance data of the machines do not reveal is their
Integration options in a workflow. One 
process-oriented integration of the machines into the management and
Production process support print shops and
processing companies when changing orders and enable
these, for example, a reduction in set-up times and the exact
Post-calculation of orders. For this purpose, the machines can be controlled via the
Job Definition Format (JDF) preset data from a job definition program.
calculation/MIS system and from the prepress system and are therefore
preset faster.

Quality assurance during printing
In order to ensure largely error-free and high-quality print production
Heidelberg is further optimizing offset printing. Especially
for industrial manufacturing companies, for example large
packaging printers, the company will be presenting new and in
measuring devices integrated into the machine. The spectrophotometric
Inline color measurement system Prinect Inpress Control - from 2007 for the
Speedmaster CD 74 and XL 105 press series available - enables the
faster in-color arrival and therefore higher quality with less
waste. The second innovation, the Prinect sheet control system
Inspection Control (for CD 102 and XL 105), checked by means of
Digital cameras the sheet for technical printing errors such as hickeys,
missing pressure marks, stripes, scratches and the like.

One way for print shops to achieve better margins is to
additional print enhancements. For its Speedmaster CD 74
and CD 102, Heidelberg will be offering a ColdFoil module from 2007, with which
shiny metallic (cold) foils can be applied. These
Innovation is particularly suitable for packaging and
label printers. To apply the films, two
Printing units
required, one for applying an adhesive and a second for
Application of the cold foil. The highlight here is that the printing units are
Immediately used as normal offset printing units at the end of the job
can be.

New inking unit technology
To enable print shops operating in the smaller 35¥50 cm format to
economic production, Heidelberg will participate in the
Ipex will be presenting a new inking unit technology. Anicolor, as the name suggests
of the inking unit, which works without color zones, is to be available from the beginning of 2007 for the
Speedmaster SM-52 series (four-color models) available as an option
be. The inking unit consists of significantly fewer rollers than a
conventional plant, resulting in very fast coloring -
Depending on the print subject, only 10 to 20 start-up sheets are subsequently
required. In the Anicolor inking unit, conventional printing plates and
-colors can be used. This provides offset printers with a particularly
machine that is competitive with digital printing.

At the heart of Prinect
Heidelberg differs most clearly from its competitors
through its integration approach. As a world first, Heidelberg will be
the Ipex the complete
integration of all relevant processes in a print shop.
In order to make the areas of management, prepress, printing and postpress even
closer together, the printing press manufacturer in Birmingham will
to present two newly developed products.

The Prinect Integration System, which is a centralized approach to
data relevant to the order within a print shop,
integrates the management and production processes - starting with
from order management through prepress and pressroom to
Further processing. In a JDF job ticket, all
order-relevant information is collected and the production route
described in detail. Based on this job ticket, the
individual processes are activated. Information such as material consumption and
process progress are reported back and can be checked at any time.
Prinect Cockpit or workstation can be made transparent.

The second new product, the Prinect Pressroom Manager, is available as a
the world's first purely JDF-based pressroom system to control and
Administrative center for all of the equipment required for print production
Data. This can be used to improve all workflows in the pressroom
or automate them. With these Prinect products Heidelberg realizes
the integrated print shop. This makes the company the first
manufacturers the vision announced by the CIP 4 organization in 2000 of the
complete JDF-based integration of printing operations.
   

Jürgen Franck

Mobile love, hate and eroticism are the
Ingredients of a new photo love story called "We Love" for cell phones.
Fixe media makers take up an idea from Holland and want to make the soap
into a daily topic of conversation. The makers of Active Mobile, a
subsidiary of Goldbach Media AG, think it's a bit awkward when it comes to
their youngest child "We Love": The "Multi Channel Picture Soap Opera" is
nothing more than a series of pictures of an average of eight
to twelve pictures, which can be downloaded daily as MMS from April 3.
The new soap opera or photo novella can be downloaded to a cell phone for 90 centimes. The new soap opera or photo novella, as it is called according to Managing
Director Mike Weber of Active Mobile, has correctly stated in her
Predecessor version in the Netherlands from 2003 as Jong Zuid already
Success stories written. A loyal following of over
50,000 predominantly female fans aged between 15 and 25
episodes about a student flat share, a student's
advertising agency and a café on their cell phones.

"We thought about adapting the story for German-speaking Switzerland.
adapt," says Mike Weber, who has been thinking about the idea for some time.
had brooded over. However, for a story to work, it needs
a minimum of recognition effect. The plot takes place in the
the more affluent milieu of the rich and beautiful in Zurich's
Seefeld quarter. As is usual in the genre, We Love is also about
Love, hate, intrigue, sex and crime. At the center of the story are
six Jeunesse dorée teenagers in three relationship constellations, which are
viewers "insights into a world that is rather closed to normal citizens and
mysterious world", according to a press release.
is called. Weber sees no difficulty in combining complex stories with
few pictures and refers to comic strips or to the
well-known photo love stories from Bravo, where this works perfectly.

First five episodes free of charge
A total of 80 episodes of We Love are planned for the first season,
which are downloaded on working days from Monday to Friday.
with a summary at the end of the week. The first
five episodes are free of charge. "We are deliberately targeting a young audience.
audience," says Weber, because older generations use the
MMS functions on their cell phones. The photo novella should,
comparable to the commuter newspaper, to everyday topics of conversation
will be. It is still unclear how the text will be added to the images.

The castings for the actors and actresses have just started.
who on the one hand pose for the story and on the other hand
We Love in numerous trailers on TV and radio.
We Love is not intended to make anyone rich, nor do the makers want their
ripping off a young target audience. Given the cost of 50 centimes for
a conventional picture message, Weber finds the price for a sequence
of 90 centimes is not excessive. "You can also cancel your subscription at any time.
and get off in the middle," adds Weber. In comparison with the
The Swiss are a favorable role model for the Netherlands: one of two
daily episodes of Jong Zuid cost 1 euro.

Cross-media marketing platform
The photo novella sees itself first and foremost as a cross-media
Marketing platform for the media partners 71Media (Pro 7/Sat1 Switzerland),
20 Minuten and Radio Energy Zurich as well as the sponsors Cadbury, Nokia
and orange. "The target group is interesting for us and fits well with
ProSieben/Sat1," says Christian Gartmann, Managing Director of
ProSieben/Sat1 Switzerland. With www.welove.ch, We Love also has
a website with information, downloads and other offers.
Partners and sponsors are also free to publish on the
website to communicate its own offers and campaigns. Whether the matter
will work out is completely open. "We'll be surprised",
says Gartmann.

René Worni

The ProSiebenSat.1 broadcasting group will initially launch its announced pay-TV offering in May with two channels. The two new pay channels are called "Sat.1 Comedy" and "Kabel Eins Classics" and are not available individually, but only via the digital pay packages of the cable network operators. Both are 24-hour programs. With the pay-TV offerings, the TV group wants to open up a new business segment. These are additional offerings that would give customers the advantage of being able to enjoy a range of programs at any time that can only be seen now and then on free TV. ProSiebenSat.1 is the first traditional free TV station to enter the pay-TV market, and the ProSiebenSat.1 subsidiary SevenSenses GmbH, which is part of the Diversification division, is responsible for the two pay-TV offerings. SevenSenses is also dedicated to developing new offerings on IPTV (television via Internet protocols) and video on demand.

On April 3, Goldbach Media subsidiary Active Mobile launches the first multi-channel picture soap opera, or photo novella for short. The emotional picture story was launched via MMS together with Voice Publishing. The end customer price is 90 centimes per episode. Registration is done simply by cell phone by sending the code "welove" to the number 2020. Marketing is based on a powerful cross-media communication package that includes advertisements, TV and radio spots, a website, banner ads, newsletters. e-mail marketing, product and location placement as well as link and logo mentions. Three partners are also using the innovation and cross-media networking for their own brand communication: Nokia, Orange and Stimorol. The marketing offensive is supplemented by SMS competitions and voting.

Corporate publishing conveys corporate culture and knowledge management - both externally and internally. "Trustworthy, informative,
professional, attractive" - this is just a small selection of
Characteristics associated with corporate publishing
become. Viewed disrespectfully and superficially, you could call this
also known as "beautifully packaged information". Professional
Corporate publishing achieves more, provided that the measures are
conceptually prepared and consciously integrated into corporate communications
integrated. In this context, increasing importance is being attached to
Employee magazines. They are not only capable of change management,
but also the knowledge culture and thus the corporate culture
in general. A survey commissioned by the "Forum Corporate Publishing" in
Germany's top 500 companies have revealed that employee magazines
ranked first in terms of the importance of communication measures for the
internal communication. There are many reasons for this, because
Such magazines cover many of today's employee needs.

Accompanying sensitive processes
As a lead measure, the employee magazine is particularly suitable for
sensitive processes. It accompanies change processes, for example
restructuring, and ensures transparency and acceptance. So
Change management and change communication complement each other ideally, which
makes employees allies of permanent change.
Journalistically prepared, professionally produced corporate media
convey trust and strengthen identification with the
Company. As a core module of internal communication, the
magazine's straightforward, emotional and yet cautious approach to the
employees, while the intranet brings speed to the dialog. Especially
The targeted use of emotionality is particularly important for the
Knowledge transfer is fundamental.

Contribution to knowledge culture
With journalistic forms such as reports, features or interviews
Corporate publishing combines sober knowledge content with
Emotions. In the context of continuously appearing
Employee magazines can be optimized with "how-to" articles.
Communicate knowledge progress in a memorable way. Interviews in which it is also
has room for critical questions, for example, abstract
strategies to life. The better understanding of
corporate processes and the associated changes strengthens the
Trust in the company management. In connection with the intranet
offers the opportunity to delve deeper into individual aspects. As a further supplement
promotes dialog via channels such as e-mail, internal hotlines, SMS or
Chat rooms facilitate the flow of information.

Overall, the employee media support the knowledge culture
as an expression of the company's appreciation for its employees
sustainable. The employee magazine should not be underestimated in
its role as a prevention against knowledge leakage, because it
identification and motivation and consequently prevents the loss of
valuable knowledge carriers. This means that modern human
Resources Management an increasingly professionalized
employee communication that are provided by internal or external
external professionals. Overall, the
employee magazines have an excellent cost-benefit ratio.
They are examples of how, in our day and age, companies
highly success-relevant tasks efficiently and cost-effectively.
can be consciously fulfilled.

Unused optimization potential
In quite a few companies, the picture is as follows: The
The employee magazine is the responsibility of the HR department, the
Newsletters are created by the respective specialist departments, product brochures
come from the advertising department and the website is organized by the
Webmaster. The confusion of competencies is foreseeable and also has an impact on
This has a negative impact on good employee magazines or customer titles.

The creation of a central communication platform allows the
individual corporate media to each other and to the
respective target groups. This not only creates order,
but also makes it possible to save considerable costs.
Duplication of effort is avoided by keeping information from internal
or external CP specialists and can be professionally prepared via
the communication platform specifically and repeatedly, i.e.
cross-media, can be used.

Cross-media knowledge platform
A current example of the functionality of such a
The communication platform is the new location, economic and
knowledge platform limmattal.org. On the one hand, it provides content
cross-media, i.e. across several media channels. On the other hand, it is
hub, forum and knowledge center at the same time, where various
needs are satisfied.

Online, for example, www.limmattal.org offers an abundance of
current location and event information etc., relevant links and
specialist knowledge in a highly concentrated form. The actual
But website content is by no means everything! Here comes the
cross-media character comes into play. Online newsletters are also used to
high-quality content distributed electronically. In addition
banners as an online medium for effective advertising messages. On the
the magazine conveys knowledge by dedicating each issue to a
from different angles, relevant for the practice
limmattal.org, however, does not operate on the basis of the
only on the cross-media stage with up-to-date information and practical knowledge,
but stands out as a brand in its own right, as a brand that goes beyond
advertisements, displays, via banner exchange, etc.

  Eveline Jakob
*
Stier Communications AG has been a member of the Corporate Communications Forum since 2005.
Publishing, the largest association in Europe, the leading
Media service providers from Germany, Austria and Switzerland
united.