Television Eden TV is to be resurrected. The former pioneers of Eden TV have already decided to resurrect Eden TV.
gathered at the Hotel Eden au Lac in Zurich for a "class reunion".
It is not only the good old founding days of private television
in Switzerland. The vision was also discussed
from a new Eden TV. Paul Grau from Star TV and Piero Schäfer from
Schäfer & Partner and Schweizer Werbung, which both work with
various friends founded Eden TV over ten years ago
want to have this "copain television" back within a year.
to be revived. In around three weeks, the aim is to enter a
License application for a new Zurich local television station. Reported
The aim is to talk about culture and lifestyle for people over 30.
 
Daily talks with changing moderators, pickle tests,
Premiere reports, side views of events or other people reports
will make up the daily one-hour program. Politics only plays
also plays a role in financing.
The financial basis for the new channel could be the
offer fee splitting for independent local broadcasters and the
upcoming opportunities for beer advertising. All sources of income that
Star TV, as Paul Grau pointed out.
 

Andreas Panzeri

Schools The new agency Guhl/Partners in Zurich is fighting against austerity and the no-future mood with the private school Minerva. "Guhl/Partners sets a precedent." A few
Only weeks ago, freelance consultant Ursula Guhl opened her one-man business to
a real advertising agency. Now there is already a
first major campaign from the Zurich billboards. "Minerva as a customer
I have been advising for some time," says Ursula Guhl.
The fact remains, however, that once again a deserving advertiser of the
Zurich scene in these difficult times the challenge of "new
future". The spirit of this departure for something new reflects
coincidentally, but meaningfully, very nicely also figuratively in the
first campaign by Guhl/Partners.

Further education booming
The challenge for the agency was, in times of upheaval,
lack of apprenticeships and cost-cutting measures in the education system.
"Institution" Minerva as a real alternative to vocational training
profile. While the public schools are downsizing
with private schools and providers of various
There has been a boom in continuing education courses. Here Guhl can
Minerva is now able to draw on a long tradition in order to
building or maintaining trust with a new generation in the future
deepen.

High quality, future-oriented thinking and innovation in content and
The design of the training courses has been the basis for the
Minerva's success. The institute is part of the Kalaidos Education Group
Switzerland and has been presenting itself for generations as a
an integral part of Zurich's educational landscape.
To make this known once again, after an analysis of the
market very quickly realized that the solution lay in a self-confident,
competitive performance. On the question "What's in it for me?"
The claim "Advantage Minerva" was developed as a concept for the entire
communication. Above every offer, every service
Minerva "advantages" that it has in particular and "in total compared to
other schools and institutes or what makes it special", as
it says in the briefing.

The practical implementation in the advertisements is very direct
with scenes from school, in a combination of rational statements
in emotional pictures. This means that no models were used for the photos,
but real pupils were cast. Photographed were
These were produced by Franz Gloor, who specializes in youth reportages. The
The respective benefit is written in chalk next to the authentic
Pictures from the classroom. The CD and concept developer for this idea was
Hans-Joachim Timm, Johannes Joos is responsible for the art direction.
There are already over 20 subjects with the subtle black and white images.
Their diversity is also intended to show the diversity of Minerva's offerings.

The style elements of the advertisements are combined in the poster campaign with a
additional idea appropriate to the medium. The
Young people are depicted here in strikingly dreamy poses
have been. "When you're young, you have dreams for the future," says Ursula
Guhl on this dramaturgy of unobtrusive images. The fulfillment
of these youthful dreams, the Minerva should subsequently be possible.
make. The benefits of school encourage young people to make their own
future in a real and positive way, "in a projection towards
inside", as Guhl says. The campaign will soon be supplemented by radio spots. Also
These are accompanied by voices and statements from real pupils.
students have been implemented.

In an image brochure designed by the same creative team, the
on the occasion of the 100th anniversary, remember
Former pupils - known and unknown
Personalities such as Pastor Ernst Sieber, the doctor Margrit Ernst,
Federal Councillor Christoph Blocher and Denner boss Philippe Gaydoul - to their
school days at Minerva and talk about the advantages in life that
this time has brought them.

Andreas Panzeri

Roli Schmid can now offer 400,000 music tracks in a digital archive in his Jingle Jungle recording studio, and Jingle Jungle recently made it to fourth place in the German-speaking hit parade of podcasts with its own podcast "Plagiate in der Werbung". The latest PodCast talks about the origins of archive music, which date back to the silent film era. A time when film music first had to be invented. But let's take an acoustic look back. It all started in 1989 with a very simple but in this case nevertheless very sustainably recorded sound. The public limited company Jingle Jungle had only been established for ten days when a phone rang to wake Roli Schmid from his sleep. Someone on the other end of the line was trying to explain to him why, after being set on fire by an alcoholic, the freshly furnished recording studio in the basement of a youth center was in ruins. What now? The orders were there - and so Schmid pressed "replay" again and set up an improvised music studio in the basement of his little house in the country.
Since then, his acoustic empire has been set up with four recording studios and three recording booths on Riedtlistrasse in Zurich. 14 permanent employees work here for Jingle Jungle, including six sound engineers, an IT supporter for the highly complex systems and the back office, which also looks after the online casting service for the voice agency "Rent a Voice", which has since been integrated into Jingle Jungle.
Jingle Jungle quickly became big when Roli Schmid and his partner were able to acoustically underlay the entire image for Swiss television with signets in 1990. The good work quickly brought new jobs in advertising. At first, Jingle Jungle only designed sound. Soon the idea was born: "Now we'll also be involved in post-production ourselves. For 10 years, the studio has been operating as an integrated service provider for professional audio dubbing and voiceover services.
As the latest development in the advertising scene, Jingle Jungle is the first in the German-speaking world to offer a fully digitized archive music library with 400,000 tracks in addition to its own compositions. "It blows your mind," says Schmid, comparing it with the previous lengthy process of selecting music from CD. Fetching a basket full of records from the archive, then inserting a new disc again and again, waiting and listening... Today, he enters search terms such as piano, jazz or Japan, dramatic, beach, action or romantic - the technology chirps - and within seconds the customer can make his movie idea in Japan or Brazil seem jazzy, romantic or dramatic, futuristic or classical, depending on what he wants.
"You can let off steam creatively because every film scene can be viewed and changed again unusually quickly with a wide variety of music styles without any effort," enthuses Schmid. The programming and direct connection to the production of this archive, which will only be used by major TV stations in German-speaking countries in the near future, apart from Jingle Jungle and a few selected sound studios, took a lot of effort.
Schmid worked with his son Colin for several months on the development of his digital marvel and then spent nights calculating thousands of files. A job that has paid off so far, at least creatively and for customers with a small music budget: "Good music is almost half the movie. If a movie is bad, it can be saved by the music. Great images with beautiful music really hit the emotions," Schmid is convinced.
This feeling started with him as a teenager. To his mother's horror, he played two pianos to scrap by installing special effects such as rice nails on the felt hammers. Later, he literally learned the marketing side of the music industry from scratch at several record companies. He became a sales representative for various labels and eventually used his contacts to start his own band. But before his duo could give the hit parade a chance, there were already so many requests for soundtracks for commercials that only a studio fire could have saved his career as a musician. But even that no longer worked in this jungle of jingles.

Andreas Panzeri

Poster research Even after the withdrawal of
Competitor and research partner Clear Channel Outdoor Plakanda from
The out-of-home advertiser Affichage is firmly committed to joint poster research.
decided to continue the Swiss Poster Research project according to the previous
method. He has now set up a new company called Swiss Poster
Research Plus AG (SPR+) was founded in St. Gallen. According to
commercial register, it develops "research concepts relating to the
attention to poster advertising in Switzerland" and markets licenses
and research results in Switzerland and abroad. The share capital amounts to
is 100,000 francs. According to Affichage CEO Christian Kauter
SPR+ is still under construction, but it will be launched in April.
planning tool concept. In the fall, the tool and the first
Data available for specific poster planning in the agencies
be made.
At the same time as SPR+ was founded, a research committee
of market and research representatives, which is chaired by Professor Martial
Pasquier is being managed. Pasquier is considered the "father" of the new,
satellite-based poster research. (mk)

The Zurich photo agency Prisma is offering a new service on its website. Licensed and royalty-free images can be ordered online and downloaded directly. Customers pay by credit card or set up a customer account and continue to order images on account. The agency justifies the introduction of the online store by stating that most editorial offices do not have free weekends and that the graphic design industry places great value on individuality. "Advertisers and graphic designers generally don't have regular office hours and want a 24/7 service. The new technology enables much greater flexibility," says Stefan Wittwer from Prisma.

Thomas Akermann (33) took over the management of Luzerner Anzeiger AG, which publishes the Anzeiger Luzern and Luzerner Woche, on March 1. The internet portal Goodday.ch complements the publishing program. Akermann succeeds Peter Wüthrich, who is retiring after 16 years in management. The business economist FH previously worked as advertising manager and member of management at the local newspaper Zuger Presse. In addition to his knowledge of publishing management, Akermann also has journalistic experience. Akermann has set himself the goal of achieving a stronger perception of the print products and the online platform, the publishing house announced on Wednesday. As Akermann explains in an interview, the aim is to rethink the old ways and open up new markets with new products and internal optimizations, while respecting over 75 years of tradition. According to its own figures, the Anzeiger Luzern has a circulation of 107,646 copies and the Luzerner Woche 130,821 copies.

Training You can start booking your next creative trip to Cannes. Cannes is the advertising mecca of the global
creative elite, the Cannes Lions the world championship of advertising and
the "Young Creatives" competition is the most important and toughest
Young talent competition. Youngsters from all over the world compete here and
set the course for their future careers. Switzerland also puts together a team of two every year. Now there are
a public competition: the U28 competition of the
ADC/BSW Creative School in cooperation with Cinecom, Keystone and
of the advertising week. Creative professionals from agencies are eligible to participate,
Freelancers and university graduates who have not yet reached the age of 28.
have not yet completed their studies. This means that both members of the team must
be born after June 24, 1977.

The winners will travel as official representatives of Switzerland to the
Young Creatives competition to Cannes including flight, hotel and
Festival Pass. The second, third, fourth and fifth-placed teams
spend a week in Cannes as guests. A special incentive
will be awarded to participants who are 23 years old or younger: The jury panel
also awards a place at the coveted Roger Hatchuel Academy,
which takes place at the same time as the Cannes Festival.

The U28 competition kicks off with the warm-up event on Wednesday,
March 29, 2006: a half-day seminar with presentations by Jean Etienne Aebi
(communications consultant, honorary president of ADC Switzerland and author of
"Imagination or Waste") and Amir Kassaei (Creative Director DDB Group
Germany, member of ADC Germany, ADC New York and D&AD).
In the third part of the seminar, André Benker and Hans Tanner (both
school council members of the creative school) the competition briefing.

The teams then have just under four weeks to complete a specific task.
solve. The briefing will be available from March 30 at www.kreativschule.ch
can be downloaded. Participants in the warm-up event will receive the
Briefing following the event in printed form. Beginning
A jury of experts, made up of members of the school council, will decide on May
of the creative school, members of ADC Switzerland and lecturers from leading
Swiss universities, on the fate of the works. Same day
the award ceremony takes place.

Alexander Jaggy

Key data and information
March 29: Warm-up event with Jean Etienne Aebi and Amir Kassaei.
Registrations are accepted via [email protected]. Registration cards are also in circulation. Cost: 28 francs.

March 30: Briefing on the U28 competition available for download at www.kreativschule.ch.
April 27: Closing date for competition entries.
May 4: Judging and award ceremony.

Joseph Tuman, Rhetoric and
communications professor at San Francisco State University, comments
in an interview about the Bush administration's advertising strategies. WW: Has the amount of money the Bush administration spends on advertising and PR ever been so high?
Tuman: She is definitely
case far higher than in his first term of office and also compared
with the Clinton administration. The ironic thing is that they
Use taxpayers' money to keep the same taxpayers from
measures that are unpopular. Compared with the
overall government budget, this is a drop in the ocean,
but I don't know of any company in the business world that spends that much money.
is spent on advertising.  

WW: In your opinion, are these advertising measures effective?
Tuman: Man
must bear in mind that some of this money is not only invested in television advertising.
and PR measures, but also in strategic consulting.
A strategy that has been used in many cases in the USA for political
campaigns is to design the advertising in such a way that it
a certain opinion that already exists in the population,
reinforced by the advertising message. This seems particularly good at the moment
to function in the domestic NSA affair, in which the
President is accused of illegally harboring American citizens
were intercepted. Most Americans believe that security is a
is a particularly important issue. So Bush emphasizes this in his speeches
aspect, instead of apologizing for the fact that he may have
has acted illegally. And it seems to be working.

WW: How credible do you think the advertising measures used to positively influence the Arab world are?
Tuman: We
tend to overestimate the hostility we encounter there.
underestimate. Radio and television broadcasters who support the US stance
Arab media such as al-Jazeera are confronted with this, and the
have a credibility that the US efforts cannot compete with.
can keep up.

Interview: Gerti Schön

Beer Great honor for Calanda: The beer from
the Grisons mountains presents the Uefa
Champions League. Contexta has elegantly taken on this steep pass
and created four short commercials that create a funny connection between the
between Graubünden beer and the Uefa Champions League.
In each case, a football player is shown getting ready to play.
prepared. So far, so good. But then the camera pans down,
and you are surprised to discover that the player has no football boots.
but mountain boots. Just like a true Grisons man
heard. The four- and eight-second commercials from Wirz + Fraefel are
immediately before the Uefa Champions League matches, during the break and
after the end of the game. With the spots, Calanda is taking another
opportunity to present itself throughout Switzerland as a refreshing
quality beer.

Political advertising In the USA, the
Advertising industry asked for advice again when the Bush administration
In the face of the war on terror, the select group of advertising professionals who
last year by the US Department of Defense to a conference
was invited to discuss strategic measures in the "fight against the
terror" was astonishing. In the past, the consensus was that the
Government looked down on the sales techniques of the advertising industry.
But the tide has turned: Today, the industry is being asked for advice
when it comes to image cultivation and crisis management.

"I will show you how we can demonstrate loyalty against all reason.
Saatchi & Saatchi CEO Kevin Roberts said at the event.
Meeting. "It's all about feelings." About the devastating images
of war crimes and suicide bombers would have to be countered.
positive images are created. "But not of happy Muslims,
who have assimilated into America," Roberts said, referring to the former
alluding to the government's efforts. He proposes the creation of a
organization that addresses global problems such as AIDS and hunger.
accepts. "This will be their product to sell and distribute throughout the
world."

1.6 billion dollars deployed
Approaches to Roberts' strategy are already in place in the government.
that advertising can be used to sell politics. According to a
recent report by the Government Accountability Office, the
administration has spent a whopping 1.6 billion euros in the last two and a half years.
dollars were spent on advertising and PR campaigns. The lion's share of these
funds went to the Department of Defense, which received 1.1 billion dollars.
for his own purposes.

Some of these efforts are dedicated to the recruitment of soldiers.
the agency GSD&M is currently producing an emotionally charged campaign
for the Air Force with the motto "Do Something Amazing", which was
television and online. "We want to create a connection
between the two media, because our target group is increasingly using the
Internet," says Lee Pilz, who manages the Air Force account at
GSD&M is in charge. "We want to show the interesting professions that
the kids don't even know."

At the same time, such campaigns are aimed at portraying the US military as a
powerful organization that is also committed to humanitarian
operations. According to the report, GSD&M collected 179 million
for their work, while the agency Leo Burnett with 536 million
dollars at the top. Leo Burnett is responsible for the years of
responsible for the successful "Army of One" campaign, which
emphasized the soldiers' personal responsibility. The slogan became
that a documentary film with this title was produced.
However, the Army is currently looking for a new slogan, created by the
agency McCann WorldGroup, which focuses more on the motivation of the
recruits.

The government's PR activities in the Middle East are also currently being
restructured. For example, the glossy magazine "Hi", which with its
Reports on US products and the American way of life in the
was met with displeasure rather than curiosity in the Arab world,
discontinued. In contrast, a new 75 million campaign is being set up for
Iran. The money will be used for additional radio and television broadcasts,
such as Voice of America, for an Iranian audience
be

The fact that the US government has so far done little with its PR activities in the Middle East
The disaster with the Lincoln Group is a particularly good example of the company's good fortune. The
PR firm had been commissioned to publish pro-American reports in the
Iraqi media, who were subsequently paid to do so.
Defense Secretary Donald Rumsfeld has since explained the action
for inadmissible.

PR damage case New Orleans
The government's PR efforts are also generating domestic political
mixed results. "The campaign with George Bush senior and Bill
Clinton after the tsunami worked excellently," says Harriet
Lessy, head of the PR agency Buzz Communications. During the destruction
of New Orleans by Hurricane Katrina, this was not possible,
because the government was not logistically prepared for this. "There
George Bush can be as concerned as he likes. When reality is so
looks like nobody cared about the victims, then even
all the concern on display is nothing."    

Gerti Schön

LZ Medien Holding has increased its stake in the Internet printing company Maxiprint.ch in Baar from 35 percent to 100 percent with retroactive effect from the beginning of 2006. LZ Medien Holding announced on Wednesday that more and more customers want to order standard printed matter quickly and inexpensively via the Internet. Maxiprint.ch, which does not have its own printing presses, works with various print shops in Switzerland and abroad to deliver the printed matter ordered to customers within a reasonable period of time. When the customer places an order online, a provider with free capacity is automatically selected, which is why the customer is immediately informed of the cost of the order. As there is no need for advice, quotations or invoicing in this way, Maxiprint.ch's prices are comparatively low despite the shipping costs, said Erwin Bachmann, Delegate of the Board of Directors of LZ Medien, when asked.Bachmann believes that Maxiprint.ch complements the range of services offered by LZ subsidiary Multicolor Print AG. However, with the purchase of Maxiprint.ch, LZ Medien has primarily acquired exclusive rights for Switzerland. Company founders Marcos Gonzalez and Ingo Grünig, who remain on the Maxiprint.ch Board of Directors, are now developing the system throughout Europe and will be looking for other licensees abroad. LZ Medien, for its part, will expand into French-speaking Switzerland with Maxiprint.ch in a next step and later also take on Ticino, said Bachmann. Bachmann also intends to strengthen marketing and communication in German-speaking Switzerland.
Markus Knöpfli

With prices remaining the same, the
Cablecom up to five times faster as of March 1. The
600/100 subscription, which theoretically allows up to 600 kilobits per second.
second (Kbit/s) could be downloaded, the existing
customers to 3000 Kbit/s by the end of June at the latest.
The transmission capacity will be increased from 100 Kbit to 300 Kbit. New customers
benefit from the new offer with immediate effect. The entry-level offer will
doubled from 150/64 to 300/100 Kbit/s. The connection type 1000/200
is extended to 4000/400 Kbit/s, that 2000/400 Kbit/s to 5000/500
Kbit/s. In contrast, the peak offer remains at 6000/600 Kbit/s. The
According to the press release, adjusting the download and upload rates requires
Cablecom's investments in the millions.
 
With the increase in broadband capacity, Cablecom is countering the
Swisscom's offer. In mid-March, Swisscom announced the expansion of its
most popular connection type 600/100 to 2000 Kbit/s was announced. The
Previous peak offer will be reduced from 2400/200 to 5000/300 Kbit/s
expanded. In terms of subscriber numbers, however, Swisscom is ahead of the competition.
still in the lead. At the end of September, it had over 1 million ADSL customers.
Cablecom has over 350,000 broadband Internet customers.