Awards At its 30th judging
the Art Directors Club Switzerland bent over even more numerous works.
And judged even more harshly. Is stinginess cool after all?With its public criticism, the
Since 1976, ADC, as an association of leading creative professionals, has had the aim of
quality and thus increase the efficiency of advertising. After the
The question that arises is: Is his work more necessary or less?
his judgment more severe than ever? Jean-Remy von Matt rates the work of the
jury as "tough but fair." And: "The jury system is one of the most
fairest I have seen anywhere in the world."

The importance of ADC increases
What is certain is that of the 1123 entries - only in 1995 were there more
- only brought one to gold status; never before have there been fewer. With
235 awards (10 silver, 46 bronze and 178 shortlist) was the
Award rate at the national creative championships by far
not exhausted. Pius Walker from the agency of the same name calls
Reasons: "A sparing use of precious metal shows the respect of the jury
in front of the submitted works. In addition, the Swiss ADC Cube is a
currency has become harder, and that's a good thing. We move
thus in the direction of the euro and perhaps soon even in the direction of the pound."

 Only in the film category did the rain of dice meet the
House Rule Quotas. In all other categories, the juries showed themselves of
The thrifty to stingy side. "In terms of the number of entries
one might have thought that 2005 was a boom year. In
In terms of quality, however, the absolute highlights were missing, works that
also have chances in Cannes," commented Martin Spillmann of SFLB.
Von Matt sees it similarly and specifies: "There was hardly any attacking spirit at
the clients. Here lies the core for the current level. And
this is exactly where something would have to change." Markus Ruf, Advertiser of the Year and
Co-owner of the most awarded agency Ruf Lanz, makes
changes, especially among the jurors: "It's not the works that are
but the judging process has become tougher. Since the introduction
of the Seven-Plus model by Michael Conrad, ADC judges according to
international criteria. And they became even more radical this year
applied than in previous years."

Il nous faut les Welsches
Equally surprising, because crossmedia is on everyone's lips, was the
The meager result in the category of overall campaigns, which this year - until
on a few shortlists - was left completely empty-handed. This did not meet with
only Jean Etienne Aebi, who is also responsible for popular creative campaigns.
made strong. Markus Ruf proposes that the overall campaigns of
should be judged by a separate jury group, which, in addition, should not
also evaluated illustration, photography and design. "I find that
unserious, because the jury consists of people who are rather interested in illus and
photos than for campaigns. I think it's a blatant
Misjudgment that this year there is no overall campaign on the shortlist
has managed to get out. There were great, multi-layered campaigns
among them, which now count less than a funny
Junior copywriter application in general merchandise category
Sales promotion. This distorts competition and gives a false
signal." Pius Walker also sees the danger in the fact that a single
Group is quickly overwhelmed with the assessment of overall campaigns.

 Also this year the level differences gave rise to discussion
between the awarded works in the different categories.
This showed that even standardized evaluation criteria -
ten, after all - are not easy to handle. Since the bar - also
significantly higher for outsiders, the process of
criticism from the outside as well as from the inside more and more often in the sand or is quite
behavior. Officially, the company is already satisfied with a
Shortlist Freestyle.

This time the creatives of the Geneva had double reason to rejoice
Rive Gauche agency from the TBWA network. With its TV spot series for the
Loterie Romande, they won the only gold cube of the ADC year.
unanimously and even more so in the king category. In view of
of the lean vintage, Peter Brönnimann joked appreciatively and
self-deprecatingly about the advertising mecca of Zurich: "The frightening thing about it
Is that the spots are coming from Welschland." The Lotto campaign
breaks through the repeatedly used promise that anyone can
become a millionaire, and rolls the topic from the perspective of the
personified lottery balls in a surprising and refreshing way. With it
According to the rating scale, the computer-animated spots receive the
Attribute world class. One may look forward to the evaluation in Cannes
wait. However, a brilliant result can be expected, after all
international spot stars such as Hansjörg Zürcher, Jean-Remy
von Matt, Jean Etienne Aebi, Martin Fueter, Frank Bodin or Martin
Spillmann rejected the decision. That she, of all people, as the most generous
of all juries, ADC Chairman Andreas Prokesch the
provided the sharpest ammunition for the generally stricter judging,
is not without a certain irony.

Who are the Cannes contenders?
Andreas Prokesch's conclusion: Since the Swiss advertising
international, it would have to be juried accordingly. Reini
Weber adds: "At the ADC of Europe, if ADC gold sometimes comes from the
Switzerland was next to bronze from ADC Germany, that was often pretty
embarrassing." He does, however, caution that one or two juries may be
had taken this a bit too literally. And so, in addition to the
Smirnoff campaign, the very good work for print products such as
Annabelle or Children's Cooking missing from the medal table. "A
a little more metal for newspaper campaigns would also have
Side effect of spurring the other publishers on a bit with this." From
which you can currently see either pretty trivial or even
nothing. For years, the Tages-Anzeiger or Blick have published the medal table.
dominated, now they don't even show up on the shortlist.

Which works have the makings of an international exploit now?
From a German perspective, Jean-Remy von Matt has a clear favorite: "The
TV commercial by Suva and bfu with the bicycle helmet has in my view
great chances to win international awards. I bet you 5
Franconia on a Cannes Lion!" Markus Ruf distributes his bets
a little broader and says pragmatically, "Internationally, only those
Work an opportunity that doesn't require local knowledge." Often
be they those that combine a product benefit with an amazing
dramatize visual conceit, which the juror from Finland in
understand three seconds. "Such candidates for me are, for example
the zoomed-in Statue of Liberty for Panasonic, the advertising damage cases
of the National Insurance or from your own kitchen the
Velohelm campaign and the Dolder teacup gimmicks." In addition
he rehabilitates some works that "only" made it to the ADC Switzerland
shortlist: "Even Cynar, the frame-shattering
Renault convertible poster and others may well score."

Luca Aloisi

René Worni on the trend towards journalism as a popular sport for the bright. Media consumers no longer want to
allow ourselves to be patronized any longer. This is the argument of those who say,
the public per se only wants something easily digestible, merely concise and
unfiltered information. Commercial success has proved them right so far.
But on weekdays at half past seven on the platforms, there is a profoundly
dependent, almost addicted clientele. Like a herd of sheep on the
Silent figures queue in the semi-darkness in front of a feeding trough.
Box with commuter sheets. On the train, ten out of twenty
heads over the Postille. Is this what a responsible audience looks like?
Perhaps this strange aggregate state of the bent mass is
merely a state of transition? From the not really interesting to the
perhaps once co-determinable?

There are already working signs of how things are going in this country.
could come: In South Korea, about 40000 news gorillas, so-called
Citizen journalists, their own exciting media thing. They
report from all over the country, observe, write reports
and comments. The best ones end up on the website (ohmynews.com) and
are printed once a week as a newspaper. In Norway, too
observers' comments about VG (Verdens Gang), a
printed newspaper, which is made up of around 5000 SMS and MMS messages from the
feeds the audience.

In the future, it wants to participate in the creation of media content. The
The days of small hermetic groups of specialized journalists are
counted. Journalists from L'Hebdo led by example during the
Riots in the French banlieues. They blogged from a tiny
office in the Parisian suburb of Bondy their daily experiences
War reporters right into the net. Dense authentic reports
flowed from it into the main paper. Now residents from Bondy are staying in
Lausanne and learn journalism in order to contribute with their Bondy blog to the
voice in the public sphere. From sheep to wolf: a
A lesson for media people, because the audience wants to be taken seriously.
be 

 
René Worni, Editor

Inflight magazines Lufthansa is launching its third in-flight magazine - for businesswomen.
again, airlines divide their travelers according to target groups
and launch corresponding in-flight magazines. For example, the Swiss
airline Swiss launched its second magazine, Swiss Universe, in December for
issued the Business Class. One step
The Swiss parent company Lufthansa is going further: From the publishing house Gruner
& Jahr recently had its print range, consisting of the
Travel magazine Lufthansa Magazin and the business class magazine Lufthansa
Exclusive, through a third title called Lufthansa Woman's World
supplement - for the approximately 180000 German businesswomen who have more than
fly ten times a year.

The new glossy magazine was first published on November 15, 2005 with
with an initial print run of 200,000 copies and 22 advertising pages of
10710 euros (introductory price). In future, the title will be published four times a year
with 120000 to 140000 copies. The second
issue is published according to Elke Miersen from the advertising sales department at G+J
Corporate Media on March 15. The normal price for an advertising page
applies from the third issue and amounts to 11900 euros. Content focus of Woman's World: lifestyle, exquisite fashion, something for everyone.
Business and, above all, leisure activities when traveling. Because especially with
The latter, as Lufthansa knows, gave way to the needs of much more airborne
businesswomen differ greatly from those of their male colleagues. Therefore
there is a "clear need to catch up" in this respect. (mk)

Cars For years, car owners and drivers have been
-owners in Switzerland are suffering from a virulent purchase blockade epidemic. Only
It can be countered by indecent price reductions. These drive
but the now completely impoverished car dealers into madness and
their advertisers into public channels, because they now live a life without
free state coach. What unworthy conditions!
The fact that such a cut in the standard of living of a creative person is not
remains without consequences is as clear as it is worrying. This also proves
Opel's new 111-hour premium promotion, during which in Switzerland
conditions will be like those in a loony bin. The Creative
Director has illustrated this with an extremely apt motif:
young woman, the giggly type, visibly exalted and as if by a
Shaken with fever, appears at the Opel representative with a hairdryer cap. Like this
She reacted strongly and immediately to the promotion. Truly, it
There are hardly any more obvious reasons for losing one's mind. Whether
this attack subsides with the purchase of an Astra, Zafira or Meriva, the
unfortunately not clear from the advertisement. You should therefore be careful, and
Continue scrolling when you see the promo ad if there are any signs of
delusional states occur. The madness offensive lasts until the 4th.
February. We have warned you. (la) 

Media The 66th edition of the
Multicultural magazine from Benetton's Fabrica is entitled Best Wishes.
On the one hand, Colors has people in the four corners of the world
asked what they wish for with all their heart, and on the other hand
even the desire for more manageability with the new pocket format
fulfilled. The result is spread over 365 pages and is, as always
a unique and stirring portrait of the world. 

The umbrella organization for more than 18,000 newspapers, the World Association of Newspapers (WAN), is planning to take a stand against content being tapped by Internet search engines in the future. The association is now looking for ways to
to be compensated for the content it believes has been stolen. The
Criticism is directed at news summaries, such as the
Google News, for example. The umbrella organization criticizes the fact that newspaper content is being used free of charge in order to make money from it. Back in March
In 2005, Agence France Presse took Google to court. The process is
still pending, but AFP has already obtained that the reports of the
news agency were removed from the news service. According to a report in the Financial Times, WAN does not intend to take legal action but is seeking talks with the EU Commissioners. The criticism is directed in particular at Google, because Yahoo, MSN and Ask Jeeves have so far shown themselves to be more willing to engage in dialog. Only Google maintains that all information collected by Google News should be freely available and argues that newspapers would even gain readers as a result. However, the Association of American Publishers does not share this view either. Last October, it filed a lawsuit against Google for alleged copyright infringements by the Print Library Project.

Fastfood Heye remembers sports stars Denise Biellmann and Peter Müller for McDonald's.
As the figure skater
who became famous with her pirouette? While
two male diners at McDonald's were racking their brains over this question.
Denise Biellmann suddenly sits down with a tray of
full of goodies at the next table. And while a slightly outdated
sports guy orders his hamburger at the counter, two people puzzle
female guests: "But this is the ... Beef Royal." Peter Müller is
recognized - also in another scene, where someone brazenly takes the
snatching fries from the neighbor at the table while the latter is open-mouthed
is amazed that the once best downhill skier in the world apparently enjoys
McDonald's stops by.

The agency Heye, Zurich, has worked around these scenes with the
Sports legends Denise Biellmann and Peter Müller share five tongue-in-cheek
spots for McDonald's Switzerland. The spots advertise the special
Swiss Champions" burger creations launched for the Olympics. On 10.
February sees the start of the Winter Olympics in Turin. McDonald's is
official partner. In Switzerland, this is being celebrated with a burger campaign.
communicated. A different creation like McBacon,
McVacherin, Beef Royal, Ciabatta Grande and McDeluxe to the
The "Swiss Champion" can be chosen as the public's favorite.

Denise Biellmann as figure skating icon and Peter Müller as former
best downhill skiers in the world have been chosen as popular figures because
the two still convey that "Swiss Champion feeling"
that the nation will now be able to recover from the games in Turin.
hoped for. With a good dose of humor, the question is whether this will work out
commercial in which an Austrian, looking at the menu board, says: "Swiss
Champions - don't make me laugh ..." Then he turns around, recognizes
Peter Müller is taken aback and greets him reverently with "Mr. Müller".

Heye was able to design this campaign exclusively for Switzerland. In
Germany and Austria are not planning any activities as part of the Olympics.
planned. McDonald's Italy and France have their own and completely
other spots were realized. As the campaign only runs around the Olympics in
Turin is running, Heye wanted to achieve a concentrated load of impact.
Spots seemed to be the right tool here. But because their added value
only five weeks, Heye has teamed up with Petra Zehnder and her CD
Daniel Bieri opted for an uncomplicated form. All five
Film ideas could be realized by Condor in a single day.
In terms of budget, the producer also saw the spots as a
considered a reference work for the young director Patrick Senn.

Andreas Panzeri

Inflight magazine The
The airline Swiss is not exactly bedded on roses, but nevertheless
launches a sophisticated magazine for its upmarket clientele - in addition to
to the existing Swiss Magazine.
Eight pages about Gérard Depardieu, for
once in the role of a winemaker, seven pages about not quite cheap
Private jets, an eight-page homage to Christian Dior, six pages of
about the history of champagne and five pages about a man who
sold or brokered islands all over the world - these are some
Topics in the first issue of the new inflight magazine Swiss Universe.

Since the beginning of December, the quarterly magazine has been available at
all Swiss long-haul flights in the seat pockets of the First and
Business Class. "The content of the luxury in-flight magazine will be dedicated to the noble
Adapt target group - primarily high-earning decision-makers
and stand out a little from Swiss Magazine," says Regina Maréchal, the
simultaneously as publisher, editor-in-chief and publishing director
is active. "When leafing through Swiss Universe, you can definitely get into the
come to dream," she adds. However, the concept is so
that first-class passengers can make a dream or two come true.
can also be fulfilled immediately. Maréchal has ensured that the
Wine that Depardieu makes, currently on long-haul flights
can be served.

At least one of the champagne brands described in the magazine is also
available on Swiss aircraft. "We make stories that remind
board are tangible for the readers: They can taste the wine, the
Listening to songs by a musician described or watching a movie by a
portrayed actor," says Maréchal, describing the idea.
Each is opened with a star or with people and
their success stories.

The Swiss image is being polished up
Fashion and lifestyle are part of this and tend to be more popular with men.
topics such as aviation or cars. "After all, 70
percent of all business class travelers are men," says Maréchal.
But why is Swiss launching a luxury magazine? Because the new
Parent company Lufthansa in addition to the popular Lufthansa magazine
also has a Lufthansa Exclusive? "No," says Maréchal, "I
had neither an order from Germany nor one from the
Swiss top." However, she has noticed that since 2002
existing Swiss Magazine fewer and fewer advertisements for luxury items
was on display. The reason: the "Reiseheft" appeals to advertisers in the
luxury sector appeals to too broad an audience. Without any preliminary studies,
but "completely from the gut", the busy
publishing director therefore decided to enter the luxury segment with a second magazine.
to advance. Maréchal: "I want the Swiss image with glitz and glamor
polish up."

With an eight-page layout design that was simply glued together
on the acquisition of advertisements with the aim of achieving at least one million
francs for the first four issues. Already after
The necessary advertisements were placed within a month. This meant
Maréchal to the management and was given the green light,
but with the proviso that future expenditure must be self-supporting.
have to. Not an easy task with a magazine that has been without
readership figures.

But Maréchal is confident: "In contrast to Swiss Magazine
the "luxury magazine" has the potential to turn a profit, she says. She
points on the one hand to Swiss' steadily rising passenger numbers,
The recent outsourcing of the advertising acquisition process also contributed to this:
Since January 1, the company Airpage in Zurich, which already operates the
SAS magazine, exclusively for the marketing of the
Swiss-Inflightmagazine and the entire ambient media range
(ticket envelopes, video on board, napkins ...)
responsible.    
   

Up-to-date figures again soon
Because Wemf only accepts people in Switzerland for Mach Basic
Swiss Magazine asks its international readership about
from the Wemf. Instead, it participates in the biennial
EMS study (European Media Study) like most of the other
other inflight magazines, other internationally distributed
print magazines as well as internationally broadcast TV channels such as
Eurosports or Arte. The EMS 2004 showed 385000
readers per issue.

More up-to-date figures are expected in May with EMS 2006. In contrast
Swiss Universe too new to be able to participate in EMS 2006,
suspects Airpage owner Peter Furrer. The advertisers in the
luxury sector would have welcomed the selection, however, because with Swiss
Universe is now reaching a hard-to-reach target group that Swiss
half is even international.

Higher chances of contact
Last year, the loss-making Swiss carried 9.6 million passengers.
4.1% more than in the previous year. The seat occupancy rate rose from 74.9
to 78.1 percent. In intercontinental traffic, Swiss aircraft were,
which fly to a total of 27 long-haul destinations, even 84 percent
2.7 percent more than in 2004. The European business of Swiss
stagnated (-0.1 percent), but with 8.6 percent fewer flights
utilization was better.

For all flights, the Swiss Magazine is available eight times with a circulation of
from
80000 copies, twice it appears as a double issue with 130000
copies. A 1/1-page four-color ad costs 19800
or 23000 francs. Swiss Universe is only available from
long-haul flights, a distribution in European traffic is being considered. The
Print run is 100000 copies, 1/1 page four-color costs 23000
Franconia. The next issue will be published in March.

Markus Knöpfli

Market research The Psychometer examined
the commercials in the advertising blocks on Swiss television. The
The 2004/2005 results are now available and it is not easy to be the best,
the Lucerne-based research institute Interdata introduces its
latest analysis edition "The 20 best commercials of 2004 and 2005"
firm. Whether this consolation is enough for advertising creatives is questionable when you
the results of the study from their perspective. Only a few
innovative implementations have been able to establish themselves - and only in the dimension
"Attention" - assert themselves. The rest fell alone
because they are not mainstream.

Positive image thanks to humor
In cooperation with IMAS International Linz, the Institute is measuring
of the Psychometer annually in several European countries since 1992
the advertising impact of around 400 to 500 TV commercials. In the last two
years, there were 740, measured in 19 dimensions. In the
most important criteria - attention, favor, improvement of opinion
and incentive to buy - none of them succeeded in all four or even three
to make it into the top 20. Eleven scored in at least two
dimensions one top position and 58 in one. "This shows how
it is difficult to advertise effectively," explains research director Jos
Vloemans.

So what does it take to achieve the best resonance, or in other words
around: Why are the spots placed above (see table) so
good? The magic word, says Vloemans, is arousing interest. The
The best spots in all four dimensions are characterized by the fact that
they are of above-average interest, i.e. something new is being
or something differentiating about the product that is important for the
viewers has personal relevance. The commercials that best
and those with the highest opinion-improving power are
extremely interesting. The favor is further enhanced by a
sympathetic impression, whereas the improvement in opinion
through humor. Positive image building does not have to be a deadly serious matter
be

Three times the brand - at least
The incentive to buy was at its highest when the product was
was shown and explained in a good and interesting way.
The product is still the hero". The commercials with the
highest value in terms of purchase incentive - mainly food and beverages.
stimulants - were also described as average. The
is due to the fact that product-centered implementations and creative
originality are extremely difficult to combine, says Vloemans. The
The high school of advertising is therefore to design commercials in such a way that
the repeated product presentation is entertainingly packaged and somewhat
conveys interesting information. Then there is the branding. When it comes to the
results, the brand should appear early and often.
Preferably in the first five seconds and then at least
three times. The consumer must know immediately what it is all about. Otherwise
and learn too little from the commercial, is the conclusion. Whether
this recipe for success suits the creative minds? Let's wait and see
the next psychometer measurements.   

Luca Aloisi
The psychometer
The Psychometer is a standardized measurement tool for TV commercials
and reviews advertising blocks at regular intervals in the Swiss
Television. The tests are carried out among 120 test subjects, each for
Half men and half women aged between 16 and 50. After a single
Before playing the block, the test measures the spontaneous recall,
the aided recall, the level of awareness of the commercial before the test,
four response values (like, worth seeing, change of opinion and
motivation to buy) and the detailed action based on a list specification
(likeable, entertaining, interesting, good product presentation,
convincing, average, boring, exaggerated). (la)

Training The Sawi (Swiss
Training Center for Marketing, Advertising and Communication) leads in the
March for the first time with a course on cross-media. Sawi Director Jürg Engi
provides information on content and objectives.WW: Sawi, BSW and Goldbach Media are jointly launching a cross-media course. Why now?
Jürg Engi: The fact is,
that consumers are increasingly avoiding communication.
Advertising agencies and clients therefore need to find new ways of
can win the "war for eyeballs". Cross-media knowledge and skills have therefore become highly relevant. We have recognized that
There is a training vacuum in this area, which we are working on together with
Goldbach Media and the BSW.

WW: How does Sawi define the buzzword cross-media?
Engi: In the
principle, cross-media is the "integrated communication of the future".
Integrated communication is not new, but it tends to affect the
temporal and formal integration. Crossmedia goes much further by
a message or a topic also in terms of content across all media
is orchestrated. Every medium and every measure
a defined part; not only the formal arrangement, but also the
fine-tuning content is becoming more important than ever. As in the
Music: Only if every single instrument is set up and tuned correctly
and synchronized, the power of the orchestra can unfold.

WW: You
are now talking about three terms: Crossmedia, integrated communication
and "integrated communication of the future" - once again: What are
the differences?
Engi: The
Integrated communication to date is broadly defined,
but certainly does not take into account all the media that are used today for
are available. Some electronic media are still so new that
both clients and agency staff don't really have anything to do with it
can start. Even previous channels were not fully utilized.
For example, the possibility of launching a topic editorially and
traditional communication. Cross-media and the
"Integrated communication of the future" uses the entire range of media
and also relies on synergies with the editorial area.
The prerequisite for this is that the content is relevant from an editorial point of view.
are.

WW: Mostly
However, cross-media is used on the supply side, as a marketing term by
Media companies such as Goldbach, PubliGroupe and others that operate via
have various media channels and preferably use as many of them as possible.
and the same advertising customer.
Engi: So that
I only agree to a limited extent. With our understanding of
In any case, cross-media has to start from the product side, i.e. from the
customers and from the agency. Their basic question must be:
How can consumers be optimally involved so that they can participate in the
end - ideally interactively. Then they must
define which marketing tools they want to use and
can. And only when this strategy is in place do you consider which
Media how to use.

WW: Who designs a cross-media campaign?
Engi: Ideally
an interdisciplinary team is formed from the very first briefing.
together. Because only through early involvement can the strength of the individual
discipline to its full potential.

WW: When are cross-media campaigns suitable?
Engi: When
intensive interaction between the consumer, manufacturer and
product. Or with young target groups who
are used to interacting skillfully with media.

WW: What are the main contents of the new Sawi course?
Engi: We
show what cross-media is, that it requires a strategy and how
interdisciplinary coordination is crucial. We also respond to
the various media and their possibilities, but not as far as the
Details. Afterwards, the participants should know what
what you can do with it and how you can turn all this into a
powerful campaign. They should also
rediscover "old" channels. Later we may offer
follow-up courses in order to become even more familiar with the technology of individual media.
to go deeper.

WW: Are
ethical questions are also part of the course, after all, the aim is to
of the commercial sector and also editorial offices.
be involved?
Engi: Of course
it is becoming an increasingly important requirement to check campaigns for their
media effectiveness. We therefore address this point
consciously, of course.

WW: Initiator
of your course is Goldbach Media, a company that works exclusively with
electronic and digital media. How do you prevent
the course is too biased towards electronic media?
Engi: To the
one, with Goldbach Media providing one of eleven lecturers
on the one hand, and on the other, by also offering "classic" disciplines
convey. Only with a focus on potential connecting and
Synergy points.

Interview: Markus Knöpfli

The new cross-media seminar
The Sawi (Swiss Training Center for Marketing, Advertising and
Communication) offers under the title "Crossmedia Kompressor" a
Intensive seminar for communications practitioners at both agency and
also on the customer side. After a three-day course block (16. to 18.
March 2006) in Dübendorf, the participants will develop
in groups to develop a real-life case, which was then presented to a jury on April 8, 2006.
presented to a jury of experts. The course costs 2950 francs.
The initiator is Goldbach Media, the course concept comes from Regula
Fecker, Strategic Planner at Jung von Matt/Limmat. She is also
Head of the Sawi cross-media seminar. (mk)

Awards Swiss Marketing SMC has nominated 16 companies for the Marketing Trophy 06 on March 14 at the KK Lucerne.
Gala of Swiss Marketing SMC. This association comprises over 2600 specialist
and managers from marketing and sales. As part of their
Swiss Marketing Day, which was founded back in 1976, will be
Award, which recognizes the market performance of companies.
that are "role models for the Swiss economy". 16
Projects are nominated.
The sectors in the race are: Event marketing, industry and retail,
Acoustics, spirits, sanitary facilities, promotional items, bookbinding,
Cleaning, public transport, banks, associations, foundations,
Community work. An eight-member jury nominated the following ideas:

Small companies (up to 49 employees)
Bio Plus AG - Partner program ECHT BIO: The
Program aims to provide more guidance for organic consumers nationwide,
a platform for joint activities and a distinguishing feature for
a comprehensive range of organic products with expert advice. The jury
attests to the project's "courageous and unique communication".
Pat Says Now AG - Innovative computer mice:
Within 18 months, the company has turned the everyday computer mouse into a funny and iconic product.
Accessory successfully positioned in retail and new sales channels
built. The jury was impressed by the unmistakable product
which has very successfully occupied a market niche.
Avo Session Basel AG - Premium Music Festival:
Pop, rock, jazz, blues,
Songwriter, funk in an intimate club atmosphere. World stars get up close and personal
presented. The concerts are very successful with a
Audience utilization of almost 100 percent.
Swissphone audio-optic AG - Lynx ear we go:
According to the manufacturer, the "first
user-friendly and inexpensive plug & listen hearing aid". The
product is particularly appealing to young people with hearing problems. The
Appliances are accordingly "trendy" in design and are marketed as
Lifestyle products placed and sold. A good idea, which
could give new impetus to this market.
Medium-sized companies (50 to 299 employees)Buchbinderei Burkhardt AG - Bookfactory:
A photo book project in four
Formats for customers who store their digital images in book form
instead of letting them "gather dust" on a hard disk. To
can be realized at a reasonable price with free software and your own
digital images can be used to design a personal photo book. Jury:
"Market opportunities recognized and consistently implemented in Switzerland."
Arwa AG - Repositioning of Arwa as a brand for architecture:
The
Proof that even a smaller company with the help of a
well thought-out marketing strategy and its consistent implementation
repositioning successfully. The company has succeeded in
in a more established market with a new focus.
Diwisa SA - Xellent Swiss Vodka, the Spirit of Switzerland:
With vodka
Russia or Poland come to mind, but certainly not Switzerland.
Despite this, a Swiss manufacturer has managed to create a Swiss
Vodka made from quality Swiss rye and glacier water
from the Titlis, bottled in bottles with a very special design,
internationally successful.
Putzfrauenvermittlung.ch AG - the name says it all:
The company
provides cleaning staff to private households. We clean
in rooms where the cleaning utensils are already available.
With this project, the entrepreneurs have built on an existing
customer needs and developed a convincing solution concept.
offered. Innovative business model. 

Large companies (over 300 employees & groups)Schwyzer Kantonalbank - Kabi-Club:
A customer acquisition and
Customer loyalty project aimed at children up to the age of 14. Under the
The motto "Saving with fun" teaches children to be economical with their
Dealing with pocket money. Unusually emotional for banks.
Migros - Anna's Best goes India:
With this new marketing concept
Migros is exploiting the growth potential in the Ethnic Fresh Convenience segment.
in a customer-oriented way. With India, the current zeitgeist of
Bollywood and in an authentic and culinary way.
high-quality products at a reasonable price. The jury finds it
pleasing to see "how Migros' own-brand supplier can offer professional
brand launches and relaunches".
Trisa AG - Sonicpower:
The new toothbrush with 20000 rotations
per minute is based on the inherently expensive
Sonic toothbrush technology, which is characterized by new approaches in production
was implemented in a cost-effective and space-saving way. A prime example of how
Swiss companies innovate with real consumer benefits
can generate.
Georg-Fischer-Rohrleitungssysteme (Schweiz) AG - Ifit, the 50/50 formula:
50 percent faster with 50 percent fewer parts
the company is establishing a new philosophy in the
Drinking water technology. With the new connection technology
Push-fit fittings are a simple, time and cost-saving way of
put in.
Category Nonprofit Organizations (NPO)Municipality of Schaan - Commission for Safe Routes to School Project kindersicher:
Triggered by a tragic traffic accident, the municipality
Schaan has developed a concept to ensure the safety of children on the road.
into kindergarten and school. All
Interest groups were included.
BSZ Foundation - Gasthaus Pluspunkt, Brunnen:
Gastronomy professionals work here
and people with disabilities work hand in hand. With the project
the BSZ Foundation has implemented a unique and creative idea and
successful in a difficult and highly competitive market environment.
New product launched.

Verband Luzerner Schreinereien - J75, products that sit: With giant chairs in public places in
the city of Lucerne, the association wants to strengthen the carpentry trade and
better anchor its image in the public eye. A similar
No other professional group has dared to undertake this project.
Stadtbus Winterthur - new corporate identity of Winterthur's public transport company:
From a grungy image to an atmosphere of
Relaxation and safety for passengers - that's how you could describe the new
concept of the Winterthur public transport company.

"As long as I live, the market is not saturated" - this quote from Toys'R'Us founder Charles Lazarus is one of the 49 quotes sent out by copywriter Aurel Gregey in his Pointenabo. The free Pointenabo, which also includes a free archive service, celebrates its fiftieth issue in February, with the first issue appearing in January 2002. Werbewoche congratulates.