(pr) What does an advertiser do when he wants to attract attention: he provokes. Having made a name for himself in the 80s and 90s with his sensational campaigns, Peter Marti has now come out with a book. Although the title Lizard Marketing is based on the animal kingdom, the book contains conclusive instructions and case studies from the practice of modern marketing communication. The author promises that the application of his absolute return method will definitely ensure a more efficient use of advertising funds.  
In the late 1980s and 1990s, he was one of the best-known advertisers on the Swiss communications scene and attracted a great deal of attention for his virtuoso play with the balance between communication and provocation. His campaigns for Rifle jeans and Hakle toilet paper, for example, were legendary. It is less well known that the name and brand strategy of telecoms provider Sunrise and Lindt's Europe-wide maitre chocolatier strategy were also created by Peter Marti.
At the turn of the millennium, things became quieter around the top advertiser. In 1997, he sold his shares in the advertising agency Marti Ogilvy & Mather and the direct marketing agency Ogilvy & Mather Direct, which he had built up, and with his new company Marti & Partner he devoted himself solely to marketing and communication tasks for hand-picked clients. Now Peter Marti is back on the big stage. In his book Eidechsen-Marketing (Lizard Marketing), he imparts his knowledge to readers in an exciting way - not without entertaining elements and pointing out a number of marketing sins committed by well-known companies with a sharp pen.
The book's not exactly brand new thesis is that a large proportion of advertising budgets are wasted in the market - but Marti would not be Marti if he did not provide a solution. With the absolute return method, the Zurich-based communications specialist does not believe he has found Columbus' egg - but at least a concept that recoups the advertising money spent per customer if his strategy is applied consistently.
 
In general, it is safe to say that this easy-to-read text is not only recommended for marketing executives. Clients, consultants, media specialists, creatives; in fact, anyone who comes into contact with marketing mechanisms in any way in their day-to-day work or even moves in the field of tension between client and agency will benefit from Eidechsen-Marketing. The book certainly contains enough insights and good arguments for all those involved in marketing communication. The numerous tried-and-tested tips for advertising and creative concepts as well as the extensive checklists for campaign and agency evaluation alone are worth the purchase.
Peter Marti: Lizard marketing
ISBN 3-280-05180-0
Orell Füssli Publishers
or can be ordered from [email protected]

Media Until now, the good old
Shop windows mainly display static information. When it comes to the
Wallisellen-based Frontwork AG, will soon be offering interactive
times to the medium. Using individually programmable buttons
the communication field reacts to commands and emits the messages.
on the rear projection screens. Thanks to an anti-reflective film
everything remains optimally visible even in daylight. With the new tool
The target audience should also be reached outside store opening hours.
can be realized. The aim is to achieve a greater advertising impact and
Researching the interests of customers. A reference installation is available at
the Swiss Type Center in Zurich.

Ballet posters for culture,
is a particularly rewarding challenge, says Markus Cavegn. Not
everyday duty, but "a striking freestyle" was therefore the
latest work by Cavegnwerbung for the premiere of "Les Noces". The
Posters for Heinz Spoerli's upcoming ballet production are available for fans.
in F4 format also available at the Zurich Opera House box office.

The Titanium jury for this year's Cannes Film Festival has been announced. Titanium Lions will be awarded for the fourth time for particularly unique, new and daring ideas. It does not matter in which form, in which media or how often the advertising has appeared. Jury President David Lubars of BBDO North America will head the 10-member jury. Lubars will be supported by Warren Brown (BMF, Australia), Adriana Cury (McCann Brazil), Filip Nilsson (Forsman & Bodenfors, Sweden), Trevor Beattie (Beattie McGuiness Bungay, England), Craig Davis (JWT, England), Nicolas Brien (Universal McCann, USA), Scott Goodson (Strawberry Frog, USA), Chuck Porter (Crispin Porter + Bogusky, USA) and Tom Eslinger (Saatchi & Saatchi, USA).

Möbelmarkt After years of continuous internal modernization, the former market leader wants to appear more attractive to the outside world with a new CI and testimonial appearance. Denecke and Külling Identity were involved in the process. In the current list of annual
50 most valuable Swiss brands surveyed by the international agency
Interbrand Zintzmeyer & Lux immerses the Suhrer 
furniture chain. As early as 2004, Möbel Pfister was one of
the bottom of the league. In the "average brand", the
reflect the Swiss taste in furnishings.

However, the lower brand value does not allow any conclusions to be drawn about the share of
mind, because the level of awareness among the industry brands has
still very high. Rather, other sectors of the economy and therefore
their brands have also gained in importance in the Swiss household budget
and displaced the brands of the furniture stores. In all
income classes will pay less and less in absolute and relative terms for the
institution, according to the Federal Statistical Office.

Product range advertised instead of image
This consumer behavior was also influenced by increased efforts in
loyalty programs and new services will not change much. With
With the exception of Ikea, even the largest furniture stores are growing
sales for years, if at all, then only at a leisurely pace and only
thanks to an increase in retail space and at the expense of SMEs in the sector.

When Ikea launched a kitchen campaign in January with glittering facts and
Figures, the media leaked the news that Möbel Pfister
would soon come up with a marketing coup. The new
brand presence was noticeably in the air. After all, the image
of customers has long since ceased to reflect the company's self-image,
from furniture retailer to comprehensive provider of furnishing solutions
had grown. And so those responsible in market research
and discussions for years on the introduction of an impact-strong and
independent brand presence.

When Martin Denecke, who until four years ago managed Möbel Pfister at Lowe GGK
in an agency evaluation conducted last fall for the new
Pfister's image campaign was chosen, the CI agency Külling
Identity, which was launched in October 2004 for the development of a new
looks has already done its part in the rebranding. After
20 years ago, Külling removed the heritage part "furniture" from the brand name
and created what is now the twelfth logo in the company's history.
The trick: the origins are combined in the new claim with the extended
strategic area of expertise "More than furniture".

Denecke's task was now to overcome the weak perception of the
innovations at furniture retailers via the advertising channel:
"Despite the change with new product lines, design companies, accessories
and services, Möbel Pfister's advertising focused on the
Profiling of the furniture range and customer loyalty measures."
Meanwhile, the image continued to gather dust. Although the products were
but the brand of its distributor seemed outdated and unsexy.

People and their lifestyles
Shortly before the change of name on February 1, the Swiss
The furniture store launched its communicative repositioning with a teaser
and then with a testimonial campaign from Denecke. The
The brand personality is immediately recognized by more or less well-known
names and faces for the very broad target group.
"We didn't want celebrities, we wanted to work with interesting, exciting
surprise people," Denecke points out an important difference to the
endorsement concept.

When it comes to broadband implementation, the Pfister institution - with
mainstream to niche products - aptly presented. At the same time
The aim was to gain new segments without losing the existing ones.
to unsettle customers. The aim of the selection process was to
target group to achieve a high level of credibility and the individual
to place personalities in media with a high affinity. So
For example, the subject with Blacksocks founder Samy Liechti is rather
in business journals, the one with Simon Jacomet, the
Developer of the Zai skis, on the other hand, in lifestyle magazines.

In addition to the full dozen image motifs, the new
Advertising platform also for special appearances within commercial
sponsorship implementations. Denecke was amazed at the high
Identification with the brand on the part of the personalities. Because it was about
not about depicting a living situation in the sense of a home story,
but about the individual interpretation of the feeling of living. "I wanted to
not how they live, but what type they are," explains
Denecke. In most cases, people have been placed in the foreground.
moved.

Even though the concept was initially presented as a TV commercial,
will remain with print advertising until further notice. The primary goal of
to introduce a uniform brand identity and not get bogged down,
all possible campaign developments are put on the back burner. Therefore,
Pfisters ensures that it is not so easy to deviate from this path.
in-house image barometer, which, according to Denecke, has been
brand measures without gaps.   

Luca Aloisi

Martin Denecke
After one year as co-agency manager and member of the board of directors of Scholz
& Friends Zurich (2005), the successful creative has once again
as a freelance creative consultant. Martin Denecke
(50) took over GGK Basel as Managing Director and CD in 1991.
Under his leadership, the agency achieved a turnaround within a few years.
Customers such as Cash, A. Lange & Söhne, Sunrise and Credit Suisse
were on his agency's client list during these years. In the
In 1998, he sold his shares in Lowe GGK and left the company in 2002
of the agency. Denecke is a former Advertiser of the Year, a long-standing
ADC member and has been honored at national and international
Awarded several times in creative competitions. (la)

Alcoholic beverages For the first time since
decades, Hürlimann launches a specialty beer. Its name: Hammer.
The Inhalt & Form campaign reinforces the positioning in an edgy way
As a men's brand, after the visual relaunch in the
Last fall, the traditional Zurich-based brand launched its first
the launch of Sternbräu in the 1930s, a new sub-brand: the
Hürlimann Hammer in the longneck bottle. The palatable, slightly
fruity beer with five percent by volume is only produced in the
and is intended to establish itself among consumers as a men's beer.
or position it as "the right tool for men only".

The in-house agency Inhalt & Form was entrusted with this clear task,
which had already been presented at the rival presentation for the umbrella brand a
year a concept proposal for a possible beer launch
had to present. At that time, only the decision was made that
Hürlimann expanded its small product range (lager and Sternbräu) with a
specialty beer in order to support the reconstruction of the brand.
and expand the target group.

An elixir of virility
"Three words are enough to characterize the Hürlimann Hammer and make it
from the rest of the beer market," says Serge Riedener, CD at the
Zurich agency: for men only. But that was not enough.
His team does not just accompany the market launch in the final stages
of the promotion campaign. The agency was already responsible for the naming
and the rustic label design. "For the 170-year-old
brand required a design that combined tradition and trend awareness.
connects. In other words, something between the current fancy-trendy and
a down-to-earth style that is characterized by its origins," explains senior consultant
Jürg Meyer.

For the advertising campaign targeting restaurants and consumers
The agency's last year's image campaign for the
traditional Hürlimann beer has already laid the foundations. One
A pithy, earthy campaign that, according to its creators, is none of women's business.
Or is it? "We are also working on the Hammer with a proper
Portion of humor," explains Riedener. The positioning of men is
free of any chauvinism, of course. After all, Hammer is also for all Hammer women who can keep up.

But keeping up is not that easy, even for real guys. Because
Hammer will appeal to the general public with a strong poster and
print campaign in the greater Zurich area. And with the
restaurateurs with a nail contest in which the "Hammer Team 2006"
is being sought. For six weeks, landlords and guests will be able to
practicing hammering nails before the best of the best compete in the big
Final event in mid-May for the title and a valuable main prize
measure. A tough exercise even for the agency, which has around 200
Restaurants with heavy animation kits (hammer, nails and tree stump)
and has the parties editorially maintained.    
   

Luca Aloisi

The World Football Association has been trying for some time to protect the rights to the word combinations of World Cup and World Cup with the corresponding year as a trademark. This was reported by the Süddeutsche Zeitung. The association holds the sole television and marketing rights. Worldwide, broadcasters pay Fifa 1.6 billion francs for the broadcasting rights. And the association earns a total of CHF 688 million from companies that want to advertise with the football competition. However, Fifa takes rigorous action against companies that do so without a license agreement. This is because FIFA has to finance the competitions with the income from advertising partners. The 2006 World Cup cost the association around one billion francs. 1200 legal violations were discovered in connection with the 2006 World Cup. However, most of these were settled out of court. Only 150 cases went to court.

German private stations such as ProSieben, Sat.1
and RTL intend to offer their programs via satellite in encrypted form only.
to send. The Federal Cartel Office is now investigating whether the plans that the
Private broadcasters and the satellite operator Astra violate antitrust law
violated. In November of last year, ProSiebenSat.1 had still
denied that the encryption of satellite programs in the
digital television is intended, as the Netzeitung reports. Thanks to
encryption, broadcasters will be able to use it for previously free-to-air channels.
programs charge viewers a fee.

The German Ringier magazine Cicero fights back.
against the search of the editorial office last September. The
Political magazine files suit with the Federal Constitutional Court in Karlsruhe. "We
will examine whether the scandalous encroachment on the freedom of the press
was legal. This is an exemplary case for securing
protection of sources and informants in German journalism," explained
Editor-in-chief Wolfram Weimer told SDA. The public prosecutor's office
had the editors on suspicion of betraying a secret
searched after a report on the Jordanian
extremist leader Abu Mussab el Sarkawi from internal sources in the
Federal Criminal Police Office (BKA) was quoted as saying. The search operation was
was already approved by the Bundestag's Committee on Internal Affairs in October last year.
criticized as "disproportionate".

On Wednesday, the TV magazine TV-Star launches TV-Star Auto, a new quarterly supplement dedicated to the world of the automobile. TV-Star Auto is included for the first time in issue no. 9. The cover story of the first issue is dedicated to Christina Surer, while celebrities present their favorites in the family car section. There are also attractive prizes to be won, according to the press release. TV-Star Auto will complement TV-Star Beauty, the bimonthly supplement launched last fall.

The Munich Regional Court will be dealing with
February 22, 2006 with Boris Becker's multi-million damages claim
against the Frankfurter Allgemeine Zeitung FAZ. This had in the fall
2001 without Becker's consent with his photo for their Sunday edition
advertised. However, no corresponding article was published.
In return, the ex-tennis star demands the usual fee for advertising contracts.
License fee for the use of his portrait and name. Thus
Becker is demanding around 2.3 million euros, according to the German magazine Werben
& Verkaufen reported. According to the FAZ, the
freedom of the press the license-free production of so-called dummies,
the impression of the external appearance of a future
of the article to be published. According to Werben & Verkaufen
the Regional Court of Munich and the Higher Regional Court (OLG) of Munich
Becker has already been awarded damages. In a second round
the amount should be determined. The presiding judge had already
signaled that he had a maximum of 30,000 euros in mind.

The decision not to sell ProSiebenSat.1 has paid off for the owners: The ProSiebenSat.1 station chain has increased its revenues by 8.4 percent to EUR 1.990 billion. After this leap in profits, ProSiebenSat.1 is also expecting to make a profit in 2006. As Group CEO Guillaume de Posch told the press in Munich on Tuesday, he expects the ProSiebenSat.1 Group's earnings to improve further in fiscal 2006. The Group has succeeded in further strengthening its core television business in a stagnating market, he said. Sat.1, Kabel eins and N24 have significantly increased their profitability. However, ProSieben again achieved the highest profit margin. The new activities in the Diversification division and the acquisition of the quiz station 9Live also contributed to the Group's growth. As a result of good forecasts for the German TV advertising market, which assume growth of 1.3 to 3.1 percent, ProSiebenSat.1 also expects the German TV advertising market to grow by a net 2 percent. Despite the Winter Olympics and the Soccer World Cup, whose TV rights are held by ARD and ZDF, the Group aims to outperform the TV advertising market. Despite the major sporting events, the aim is to achieve a viewer market share of around 30% (previous year: 30.3%) in the 14 to 49-year-old target group, which is relevant for the advertising industry. To achieve this, more is to be invested in the program.
However, the company did not initially disclose how high the expenditure would be. As reported by the industry magazine Werben und Verkaufen, the Group also announced its intention to further reduce its dependence on advertising revenue. Around twelve percent of total revenue is not to come from advertising in 2006, rising to 15 percent by 2007. In addition to the new pay-TV offer, this diversification division also includes the distribution of programs via DSL.