The investigation into Wolfram Weimer, editor-in-chief of the Ringier title Cicero, for aiding and abetting the betrayal of secrets has been dropped in exchange for a payment of 1000 euros. The case was dropped due to minor guilt, according to statements made by the chief public prosecutor in Potsdam to the news agency Dpa. The two other defendants have not yet agreed to such proceedings, reports Sda. After a Cicero author quoted from internal BKa papers in a report on the Jordanian extremist leader Abu Mussab el Sarkawi, the public prosecutor's office searched the editorial office in September on suspicion of betraying secrets. In the meantime, Cicero has lodged a complaint about the search of the editorial offices.

(pr) X'06 strengthens the experience character. For the first time, exhibitors have the opportunity to present themselves in new forums - lounges, brainchairs or on communication stages - beyond or in addition to a presence at the exhibition stand. The Swiss marketing and communications event is thus following a marketing megatrend: making brands and products tangible through dialog.When Joe Pine coined the programmatic formula of consumption as experience, business as stage and work as theater in his bestseller "Experience Buying," it sounded like marketing science fiction in 1999. Today, the paradigm has become accepted that practically no company or brand can do without experiential marketing, because the value of the experience is the distinguishing feature of increasingly similar products and services.
Emotion and brainware instead of hardware are the focus of the comprehensively expanded experience fair X'06 from August 22 - 24, 2006 at the Zurich Exhibition Center. Organizer Reed Messen (Schweiz) AG is thus opening up the established marketing and communications get-together to exhibitor target groups whose activities focus on creation and which cannot be represented in the form of classic exhibits. For example advertising, PR or communication agencies for classical or below-the-line concepts, small and medium-sized enterprises, service providers or one-man shows. The extended trade fair concept offers this exhibitor segment attractive and cost-effective forms of trade fair participation without having their own trade fair stand.
Brainflow, Playground, Bazaar and Wonderland: The new hall concept
Four newly created thematic worlds in Halls 3 to 6 promote dialog beyond product exhibits. For example, by means of rentable Brainchairs, at which trade fair participants receive their customers or potential customers in a protected ambience, which, however, frees them from the necessity of a classic trade fair stand. Except in Hall 3, which is used for corporate events and awards.
In all the other halls, the new lounges, the brain chairs, the event stage and the communication stage will be framed as before by exhibitors' stands. Classic thematic areas of X'06 are marketing, communication, event and sales promotion as well as the special areas of online marketing, print + sign and education and training.
Marketing content: from exhibit park to dialog forum
With this expansion, Reed Messen (Schweiz) AG is following a general trend towards new forms of staged marketing, but also the wish of current and potential customers who are convinced that they will be able to communicate their core competencies more adequately at X'06 in a more experience-oriented ambience. With the new lounges, brainchairs or the communication stage, X'06 will become an innovative and multifunctional stage for
alternative forms of event staging such as aperitifs, talks, presentations of showcases or experience catering. The expanded trade show concept guarantees exhibitors and visitors a stronger emphasis on "content", i.e. qualified dialog.
Hall 3: Brainflow
Hall 3, entitled Brainflow, exemplifies what the new, expanded X'06 is: a modern world of experience where exhibitor and visitor customers meet in a new way. As an alternative to an exhibition stand, exhibitors rent a lounge here for aperitifs, informal meetings or a business lunch.
Companies and associations will also have the opportunity to present projects submitted to or awarded prizes in competitions. Hall 3 is also the venue for the presentation of the Xaver Award for excellence in event marketing and exhibition design by the Expo + Event Swiss Association. Hall 3 is the only venue without classic exhibition stands.
Hall 4: Playground
Hall 4 belongs to the event specialists: stand builders, AV companies, event agencies, event locations, display providers, shopfitters, service providers for rental furniture, hostess agencies, experience hotels or specialists for location marketing. They present themselves to the fair public either in the past form at the own exhibition booth or on the again created Eventbühne with their solo presentation. Or they rent a Brainchair, where they can receive their customers in a protected atmosphere and with catering. Brainchairs are a cost-effective addition or alternative to a trade fair stand and are ideal for dialogue between trade fair participants with products or services that require a great deal of explanation and "brainware".
Another form of presentation, beyond an individual trade fair stand, is offered to experience and seminar hotels, tourism destinations and event locations, but also to location marketers in the Eventplane. In this forum, visitors to the trade fair can be presented with an image presentation in a virtual flight and from a bird's eye view.
Hall 5: Bazaar
Sales promotion and promotional products marketing are the classic themes in Hall 5. The Bazaar as a place to relax is a mix of tent-shaped modular stands, which evoke memories of 1001 Nights, of rest areas and classic exhibition stands. This is where the industry presents itself with the entire spectrum of advertising and promotional articles, decorations, displays, point-of-sales solutions or gadgets.
Hall 6: Wonderland
Hall 6 is the supply and demand platform for decision-makers and influencers from marketing, advertising, direct marketing, communications, media, and the specialist areas of e-marketing, print & sign, and education and training. Under the auspices of Swiss Marketing SMC, the latest marketing trends and speakers from Xongress will be presented in the Media Café.
A new highlight is the communication stage with the twenty-minute star. It is open to advertisers, multimedia professionals, agencies or individuals for a presentation of their individual projects or an innovative idea for 20 minutes.
Also in Hall 6, the Brainchairs provide an innovative form of meeting with budget managers, potential or existing customers. For the first time, Xongress' speakers and keynote speakers are also available on request for a corporate event.
Early booking discount until March 31, 2006
With the reorientation of the X-Messe around the four topic worlds Brainflow, Playground, Bazar and Wonderland and the integration of appearance possibilities beyond a classical exhibition booth for agencies from communication, advertisement and PR Reed fairs (Switzerland) AG breaks an innovative way, which organizers announced already for a long time as new form of the staged firm representation, which knew to convert however until today only completely few fair organizers: The classical trade fair concept is extended in a topic
Experience Event.
X is taking place for the ninth time this year. It is regarded in Switzerland and Germany as a leading, high-quality trade show and congress on the topics of marketing, communication and events. The mark of 10,000 visitors, which was broken in 2000, has always been reached since then. In the record year 2004, more than 340 exhibitors met 11,670 decision-makers and demanders. The extended trade fair concept allows participation in X'06 even without an exhibition stand. Until March 31, 2006, exhibitors with regular booths benefit from the early booking discount.
X'06. The Market Thing. 22. 23. 24. August 2006.
Zurich Exhibition Center.

Axel Springer Verlag is testing a new magazine concept. According to Werben & Verkaufen, readers of the new magazine entitled Freizeitglück will be able to take part in competitions by telephone or text message or request additional information on individual articles. The magazine, which will appear on newsstands on March 8, focuses primarily on entertainment, puzzles and competitions. Each article is provided with a response element. By participating, readers make their contact details available for further use. Axel Springer Verlag acts as publisher and therefore has the right to use all addresses collected. The concept was developed by the Munich-based company Meetnet. The magazine is edited by Reuters, also based in Munich.

Digital printing Canon's CBS division is poised to take a leading role in digital printing. "2006 will be a very special year for Canon.
important year," explains Christian Mossner, Marketing Director Canon
Business Solutions (CBS) at Canon Switzerland, on the occasion of a recent
media orientation. It certainly has to: the Swiss
subsidiary of the Japanese technology giant recently acquired a
reported a significant decline in profits. While the lower
While the product ranges grew, sales stagnated at the same time.
of the higher-value products. This could also be related to the direction announced in advance: Canon has
already indicated at the Drupa trade fair in May 2004 that the
digital printing area is to be expanded and thus certainly also in the
This has led to restraint on the part of some companies.

But the wait will soon be over. At the Ipex trade fair, which takes place in
April (see box), Canon will be introducing new products and
is expanding the CBS division on an unprecedented scale. The company
shows in the segments black-and-white printing, color printing and
Large format printing more than 20 new products. Below by segment
the most important.

Black and white printing segment
The launch of new black-and-white digital printing systems rounds off the
the company has expanded its PPS black-and-white printing range (Professional
Printing Solutions) downwards. While the ImageRunner products
iR125VP and iR150VP are not developed and produced by Canon, but
are sold as OEM products, the products that will soon be available on the
iR7105, iR7095 and iR7086 models presented at Ipex to be based on a
new developments based on the new platform. The new ones, which according to
Siegfried Alder, Product Manager PPS, for up to 24 million
print/copy are designed, especially with modularity
score points: These printing systems, which will be available immediately after Ipex in
will be available in Switzerland will be equipped with adhesive binders
- a novelty in this class. In other respects too, the new
ImageRunner are flexible and can be expanded to include professional pinhole and
Punching units, inserters, devices for wire stitching and others
modules can be added.

Color printing segment
In the color printing segment, Canon will be presenting further developed
color printers in its CLC series. In addition to a new
four-drum system, the devices have a print resolution of
1200 dpi. The newly named CLC4141 and CLC5151 color printers are to be
will be launched this summer.

Last fall, Canon announced that the company would be working with the
Launch of new printing systems at Ipex in the professional and
high-quality digital color printing. With the
Digital printing machines imagePress X and imagePress Y (the letters
are placeholders; the definitive designation will follow with the launch)
Canon is now presenting its new color printing platform for the first time to a broad
graphic arts professionals.

The new flagship, the imagePress X, is a 70
pages/minute very fast, modular color digital printing system in the
A3+ format. This also prints with a resolution of 1200 dpi. As
Canon also emphasizes the fact that the printing system can be used with a
new type of air-supported paper guide for thicker papers no
loss of speed - and that offset grids, both dot
as well as line grids can be simulated. As a new player
in this segment, the company is apparently targeting products such as
HP Indigo press 5000, Kodak Nexpress 2100, Océ CPS900 Platinum, Xerox
Doculor iGen3 or Xeikon 5000, but interested parties must register by
to the fourth quarter of 2006, prices can already be announced at the Ipex
can be found out here. The ImagePress Y, on the other hand, will be available from
be available in summer 2006.

Large format printing segment
With a very broad line-up, Canon is now, quite unexpectedly, also attacking
for the stars in large format printing. Under the
ImagePrograf brand, Canon will be launching a total of seven
new products onto the market. These can be used for digital printing
of photos, posters, posters and decorations, for the reproduction of
works of art (on special canvas materials) as well as for the production of
of flags or banners as indoor and outdoor advertising media and the like
use. With the new ImagePrograf printers, Canon covers the
format range from 17 to 60 inches (43 - 152 cm) and is thus offering products for the first time to work with the
to compete with market leaders HP and Epson. "Here we can
only gain market share," explains Irene Förg, Product Marketing
Manager LFP, on entering the market.

Of interest to offset printers is the new Canon DoubleProofer
W8400: This double-sided printer can be connected to the most common workflows.
printer is therefore ideal as a form proof.

Jürgen Franck

Graphics platform
The Ipex trade fair is a trade fair and platform for the
graphic arts industry. It takes place every four years at the National Exhibition
Centre (NEC) in Birmingham.
This year, Ipex will be held between April 4 and 7. (jf)

Advertising companies Eight months ago
Fricktaler Zeitung and Fricktaler Bote merged to form the Neue
Fricktaler Zeitung (NFZ). The previously terminated Publicitas management was
continued, but renegotiated in parallel. It is now clear that
remains with the NFZ in the case of a full P lease without P participation, such as
Chairman of the Board of Directors Walter Herzog confirmed. The fact that the matter is dragging on
probably also has to do with the negotiations between P and Basler Zeitung
media (BZM), which were only recently terminated (WW 6/06); the
BZM holds a 21 percent stake in NFZ. The future of the station wagons is still open.
in which the NFZ is involved. Although they are still running in 2006, they were
either from the Aargauer Zeitung or from the Basellandschaftliche
Newspaper canceled. (mk)

Outdoor advertising The city of Zurich writes
will soon be reallocating their outdoor advertising sites. The race between APG and
CCOP is probably going to be tough for anyone who puts up posters on public land.
and market their land requires the approval of the
a concession in the respective municipality. In cities, this is usually a
Submission carried out. This is due to take place soon for the city of
Zurich. The Office for Urban Planning, which is in charge of this matter
is planning the invitation to tender this spring.

Preparations are in full swing. But project manager Martin
Bunjes is tight-lipped. Last December, he already wanted to talk about
The company cannot provide any information on the number of poster sites to be advertised.
"The matter is highly political, a lot of money is at stake, which is why the
procedure must be carefully considered," he said at the time. A current request
again, this time with the remark that the authorities would soon
inform.

Delicate coexistence
The nervousness is not surprising when you look at poster submissions in
other Swiss cities. Almost without exception, they were financed by APG
won. However, in the last major awards in Basel and Lucerne
there were legal disputes and therefore considerable delays and
loss of income (see box). In Basel, the agreement between
City and APG come into force a good six years late, in Lucerne
it took two and a half years.

The fact that these battles are being fought with a tougher edge has to do with the
constellation in the Swiss out-of-home advertising market. Essentially
two poster providers are facing each other, the domestic
Affichage subsidiary APG and the Clear Channel Group in the USA.
owned Clear Channel Outdoor Plakanda (CCOP). While APG focuses on
market share of around 75 percent and is currently available in almost all
Swiss cities is the sole concessionaire, the
CCOP market share 25 percent. It only has solo concessions from
Zurich Airport and from the city of Bellinzona.

To make matters worse, the two competitors in the last
Sommer on their joint poster research "Swiss Poster Research"
(SPR) are at loggerheads. Nerves are now frayed on both sides.

This makes the Zurich tender all the more important not only from a strategic
symbolic significance: until now, Zurich was the only city in which
Thanks to a consortium agreement, CCOP and APG have been awarded the concession for their
market shares accordingly. How well the city is doing in the
Martin Bunjes does not want to comment on the past,
nor whether a three-city CCOP-APG will be possible again in the future.
would come into question.

However, in view of the harsher climate between the two providers
the city has little interest in working with both under one roof.
carriage. It is also questionable whether consortium agreements from
have a future from a competition law perspective. However, if the Zurich
coexistence, possibly tearing apart the last bond between the
both poster companies.

From a strategic point of view, even if the submission is only
to the city as a political municipality and by no means to the
"Million-Zurich" or the WG 43, but is nevertheless the largest
Swiss metropolis. If APG is awarded the contract, CCOP will, so to speak
with their pants sawed off. If the reverse happens, CCOP wins
a strategic base, which - in combination with the
Airport poster sites - in the international
clear channel portfolio. APG should have a
Accept damage to image.

That's why both the city and the billposters in the
prepared in recent months. From a legal perspective, the city ensured
a clean slate by writing letters in December against unauthorized
poster sites in shop windows. In this way, it is able to
The new tender will present a clean outdoor advertising situation in Zurich.
This is also a signal that the grantor of the concession is in compliance with its
wants to defend the (advertising) space provided. This is not
New: When it comes to wild posters, the rules of the game have actually been
which was met with praise from all sides.

Hedging strategies
For their part, the two outdoor advertisers want to compensate for the damage
in the event of the loss of a concession by already having
now "occupy" as much urban space as possible. In the last
acquired Plakatron in the summer and increased its market share in Zurich.
expanded. Many of these illuminated billboards in
Prism turner technology, although exclusively on private land,
are also so clearly visible from the road that they are sometimes
Devalue poster sites on public land.

APG is doing something similar: it has expanded its presence at highly frequented
stops of the Zurich public transport company (VBZ) - for example at the
Bahnhofplatz and in Bahnhofstrasse. These locations are subject to a
separate consortium agreement between VBZ, CCOP and APG and reach
currently not up for tender. However, they dominate their environment in this way,
that they - similar to the poster sites - do not allow posters to be put up on the
surrounding public land.

Markus Knöpfli

A lot of money is at stake
According to reports, around 700 poster sites in the city of Zurich
to the tender. In comparison: in Berne there were 2000, in Lucerne 250
and in Basel around 1850 surfaces in various formats. Another
Comparison: Plakatron has cut around 400 jobs in Zurich alone.
private property.

People in this profession are reluctant to talk about the duration of contracts,
but Berne awarded a six-year term, Lucerne a ten-year term and Basel
a 13-year concession.

People in the concession trade are extremely reluctant to talk about financial matters.
After all, in Lucerne it is well known that APG is able to make a profit from its gross sales,
generated by the Lucerne posters since 2004, the city 46
percent, but at least one million francs annually,
Previously, the average was 700,000 francs.

In Basel, it is official that the city lost a total of 18 million francs due to the six-year delay. (mk)

Baby diapers Favo Werbeagentur Basel has developed a new branding strategy for Huggies.
If you need a paper handkerchief, please ask
for a Kleenex. Changing a baby's diaper means throwing
and then the Pampers are gone. When branded articles become fixed
terms, branding can sometimes be quite a challenge.
become ungrateful. Kleenex is a branded product from Kimberly Clark. The
The same global company also produces and sells Huggies. For
Singles and eco-fundies: Huggies are Pampers' rival product.
And not just any old one. The quality brand is regarded in the USA as the
Number 1 in the paper diaper market. In the Swiss market, however, Pampers
still number 1 today.
Number 2 wants attention
One of the reasons for this is that Huggies have so far only been
were sold at Migros and Carrefour. Now Huggies are also to be
be included in the range of other distributors. How do I say this
my baby? After a pitch, the Swiss representation of 
Kimberly Clark in Niederbipp entrusted the Basel advertising agency Favo with this
communication task. The campaign has two objectives: Market share
and thus consolidate its current position 2 and strengthen the brand
Huggies and clearly differentiate them from Pampers.

How can communication succeed in establishing Huggies as an independent brand?
and not just appear as "me too"? The advertisers in
Basel interviewed mothers during the presentation phase in order to
to find out what is particularly important to them when buying diapers.
It turned out that mothers want the best possible baby care.
Safety. Nothing is good enough for the little darling. You put
therefore relies on familiar products and does not want to take any risks.

Huggies wants to gain the trust of its customers. "Buy, keep buying,
recommend" is the motto here. The Huggies brand must
create an emotional world in which parents feel comfortable and can
Huggies can identify.

Hinrik Wachsmuth, Creative Director of Favo, has four children of his own and
knows what he's talking about. He knows by now: Huggies are a global
the technically best diapers. But this is not yet the case in the store.
perceived. So the credibility of Huggies must be
be built up.

From an in-depth study of purchasing behavior, the strategy
developed. What is new about this is that Favo not only focuses on the qualities
of the product, but the mother-child relationship with the
center of the campaign.

In the future, instead of focusing on the baby, Huggies will focus on the
Focus communication on the mother-child relationship. The research
has shown that the customer is convinced: The
The mother-child relationship is more important than technical know-how and
shapes confidence in the product. In this case, Huggies.

In Switzerland, the Favo agency now wants to develop this basic idea into a
Expand the campaign. From the brand name Huggies, Favo has developed the term
"Hug me" filtered out, which translates as "squeeze me".
me", "hug me", "caress me". The critical question at the
However, the presentation was: What if nobody understands "Hug me"?
After all, it could be assumed that the wording was not in conflict with
Pampers. So in the worst case, at least
curiosity as to what "Hug me" could mean.

The concept of this new communication has now been developed in a
market research throughout Switzerland. Favo has been working with a
survey of 200 people to find out whether and how the expression
"Hug me" is understood.
 
At the same time, the test subjects were confronted with the layout.
In German-speaking Switzerland, the majority got "Hug me" right.
interpreted. In French-speaking Switzerland, the values were somewhat lower. But
Most of those surveyed in French-speaking Switzerland felt that the new
ads, although they do not translate the expression correctly
could. In German-speaking Switzerland, most people were impressed by the layout of the
new advertising in combination with "Hug me". "Apparently
The French-speaking Swiss react more emotionally and the German-speaking Swiss more rationally," concludes
Consultant Philippe Schär at Favo.

"Hug me" is already a household name
In view of the fact that McDonald's is known for its slogan "Every
time a good time" only after years of penetration by
various communication measures have a perception of 59 percent
is - although not yet communicated - for the completely new
The term "Hug me" is already very popular. Lufthansa also
is only after five years by 54 percent of people with the slogan
"There's no better way to fly" has been identified. Now "Hug me"
not yet identified with Huggies - but the short and
The pithy slogan is at least immediately understood.

Favo has set a timetable for the new positioning of Huggies of
2006 to 2010.via Felicitas, Huggies are already being sold today in
in the form of gift packages directly to households with newborns
distributed. Kimberly Clark also works closely for Huggies with
of the Hirslanden Group. The Favo concept also includes a
Publicity report in Migros magazine. (pan)

A "Yay" effect should bring customers
The special thing about the baby motifs is their expressiveness and style,
how they talk to you. "You'd love to hug them straight away
and cuddle them tightly", as Wachsmuth says. Important for the
psychological effect is also the choice of the image section and the
Dealing with a generous white surface. So the mother is not -
visible, as one would expect. But you can make yourself comfortable with your
protective arm - a symbol for the relationship. Still
The graphic continues when, instead of a baby as before, the new
slogan "hug me" takes center stage. With this, Huggies
stand out from the competition. In addition to the
Babies especially notice the smiling mothers. (pan)

The global survey on the image of 35 nations gives Switzerland high marks: it is in second place behind Great Britain. The study, which was conducted for the fourth time and surveyed 25,907 people internationally between November 8 and 19, 2005, was carried out by the market research company Global Market Insite GMI according to the concept of brand expert Simon Anholt. The global opinion barometer surveys the culture, politics, economy, population, investment potential and tourist appeal of countries. Switzerland even took first place in terms of competence and fairness in government affairs, contribution to world peace, respect for human rights and treatment of fellow countrymen. Switzerland also scored well in the areas of education and technology. The top ten places in the Nation Brands Index were taken by: Great Britain, Switzerland, Canada, Italy, Sweden, Germany, Japan, France, Australia and the USA. In addition to the ranking, the financial brand value was also calculated for the first time. In this calculation, Switzerland is in 14th place with a value of 558 billion dollars. By comparison, the US brand is in first place with a brand value of 18 trillion dollars. The publishers of the study write in their communiqué that the brand image of countries is becoming increasingly important in the age of globalization. Nations are also competing for attention, investors, tourists, consumers and the media. A strong and positive image is therefore a competitive advantage. GMI has been tracking how the image of various countries is developing for a year with the Nation Brand Index. GMI has the capacity to reach a total of 5.5 million panel participants in over 200 countries.

As the new Head of Account Management, Peter Schaefer wants to help increase the creativity of Euro RSCG.
important in his work. Since the beginning of December, Peter Schaefer
at Euro RSCG. As Head of Account Management, he sees
The focus here is on interfaces between strategic planning,
Consulting and creation.

For someone who "always wants to build something new" is
Euro RSCG is currently exactly the right address. "The agency has
made a big step in the last three years." Schaefer says
This has boosted both growth and the yield of creative awards.
"There is a cultural change taking place here, and it is a big
The challenge of being able to continue building in the next phase
consolidation."

Schaefer previously worked at Spillmann Felser Leo Burnett on the construction.
He has been with this youngest BSW agency since its foundation. With
he previously spent three years at Advico Young &
Rubicam as a Senior Strategic Planner. Shortly before the then
exodus of the crew around Spillmann and Felser, Schaefer was given a "very
lucrative offer" as the head of strategic planning at a
agency in Bangkok. But he was persuaded,
to accompany the new foundation "and has never taken this decision to this day.
regretted". SFLB is "an exciting agency". His move has therefore
nothing to do with his previous employer - but a lot to do with
Euro RSCG.

Schaefer can work on Gutstrasse for clients who work for him.
This is yet another new dimension in advertising. The work for
customers such as Swiss Post and SBB "must be defined much more broadly than if
it is only about the design of an advertising campaign". This is about
generally about communication and problems, developments that can be seen as
services are embedded in our public sphere.

Schaefer finds it exciting how advertising agencies are currently looking for ways to
to expand their services. "Euro RSCG is a
agency, which is also able to apply the cross-media concept that is often
really lives," he is convinced.
 
Peter Schaefer got into advertising "by chance". The native
South African first studied communication sciences in Johannesburg
and then studied at the London School of Economics. There he was allowed to
He completed an internship at FCB Worldwide in 1987. He later worked at
Friends "without having studied graphics" with QuarkXPress and Photoshop
also worked as an image designer. Even back then, however, he
strategy saw more opportunities for his talents and was
as a junior planner for FCB in London and in the short term also for
LS-FCB in Johannesburg. At this agency he has the
Strategic planning for clients such as Kelloggs, IT&T and Gulf Air
learned "on the job".

As he wants to delve deeper into the topic of the economy
his former professor in London drew his attention to a
Scholarship for postgraduate studies at the University of St. Gallen
attentive. For the application, Schaefer provided an extensive
dossier together. However, this was stolen from him along with his car.
"Switzerland or not Switzerland?" therefore seemed to him like a
question of fate before he set to work on the whole dossier.
once again.

The double effort was worth it. In 1989, Schaefer was allowed to
important foundations for his career at the Marketing Institute of the
University of St.Gallen. After the metropolis of London
Eastern Switzerland seemed "almost a little too idyllic". At the
Offer in strategic planning at FCB Worldwide in New York has
He therefore did not hesitate for long. About advertising in America
Schaefer, however, is not just uncritically enthusiastic. "There is far too much discussion
much about market research and statistics and neglects the
creation," he believes.

He returned to Switzerland in 1996. Schaefer became
consulting group leader at Wirz and worked here on the communication
of the IPO for Swisscom before joining Advico Young in 1999.
& Rubicam. Here he fondly remembers the work for
the former Swissair. "The world's most refreshing airline" was a
of his favorite campaigns. At SFLB, he particularly liked the campaign
for Annabelle "Women are like that." His contribution as a strategist in all
Schaefer sees these campaigns in the task of creating a good
basic idea, which then serves as a springboard for the creation.
to take the brand forward.

It was also important for Schaefer to share his knowledge again and again in the
to discuss lessons. "Younger people are a source of new
Ideas and trends." Schaefer is a lecturer at Sawi and has worked on
courses in brand management at the Lucerne School of Business
helped out at the ADC Creative School and previously also at the
London School of Marketing in the field of Consumer Behavior.

In his spare time, the single man plays tennis. As he lives in South Africa with
grew up on horses and competed in show jumping championships,
he dreams of riding his own horse again one day.
Other interests include African and English literature.
His commitment to the social youth project is also important to him
Schtifti.

Andreas Panzeri

Printing The sheetfed offset press
Speedmaster XL 105 from Heidelberger Druckmaschinen AG was recently
was awarded the silver design prize. An international jury
selected 25 out of 868 nominated products. Five of these received the
Design Award in Gold and 20 products received the Design Award in Silver. "The
Product design must make the technology and quality of our machines visible.
", explains Dr. Jürgen Rautert from Heidelberg.

Google wants to expand the advertising possibilities of
Optimize geoinformation websites. The search engine operator launches
version of its AdSense program by autumn at the latest, which is
is based on GEO coordinates instead of keywords. This could
Operators of websites can display Google ads that
geographically match the information currently being viewed by the user.
This was reported by Heise.de with reference to Technology Review. On the web
more and more services can be found that use coordinates as
Use sorting criteria, such as Earth and Maps from
Google, travel websites or Plazes.com.

Digital printing HP has extended the availability of the
recently announced the HP Indigo press 5000. In the process
above all the print speed for monochrome printing (1/0) by 100
percent, so that a production of up to 16,000 tons is now possible.
prints per hour is possible. With the new software versions and
Hardware options is HP's best-selling 7-color digital press
optimally geared to the creation of manuals, account statements with variable
Data, transaction documents and other materials relating to a
are printed in one color, quickly and efficiently.
produce.