On Thursday morning, the Olten-based
Tagblatt around Olten station 3000 copies of a newspaper with the
40 Minuten, whose layout is strongly reminiscent of the free newspaper 20 Minuten.
reminds. But behind the leaf hides not a
competing product of the Tamedia title, but a special edition of the
Oltner Tagblatt, which together with the Zurich agency Werbeanstalt
was realized. "We wanted to reach the population between Bern, Zurich
and Basel with a wink of the eye to our newspaper
the Olten newspaper publishing house," says Markus Jörin, head of the Olten newspaper publishing house.
Guerrilla action. But at Tamedia - where the paper was published on Thursday
including fresh croissants on the desks - met the
advertising measure met with little enthusiasm, as media spokeswoman Eta
Pavlovic confirmed at the request of Werbewoche: "The Oltner Tagblatt
will receive a warning letter from our legal service." Because the action
violates the trademark rights of 20 Minuten and is considered unfair.
competition. Markus Jörin showed himself on the occasion of this
reaction somewhat disappointed, because they had not opposed the free newspaper
want to shoot: "It's a pity that Tamedia doesn't show more humor."
Sonja Levy

On January 1, 2006
Affinity-Primemedia will manage ad sales for all advertising media in the
English publisher The Guardian for Switzerland and Liechtenstein. To
products include the daily newspaper The Guardian,
Guardian Weekly and Weekend, the online newspaper Guardian Unlimited,
Guardian Women as well as The Observer and Money Observer. Also from
At the beginning of 2006, Affinity-Primemedia is responsible for the
Advertising sales of the French daily newspaper Libération, including
of the online area and the supplements such as Style and Montres.

The association has been promoting
Swiss press under the slogan "Only an advertisement can do that" for the
Uniqueness of advertisements. Every year, around a dozen
advertising agencies and presented themselves with product advantages for advertisements.
their subjects to a public competition. For the coming year, the
Association on fresh forces: With the "Young Creative" competition, the
not established agencies, but young recruiters (up to 1977)
to implement the slogan in a new way.
39 Single and
Teams of two accepted the challenge and submitted 78 proposals.
one. "Far more than you would expect from a competition held for the first time.
can expect," says the Swiss press in a press release.
A pleasing number of ideas radiate that freshness and
The kind of recklessness that is reserved for hungry young creatives. The
A jury of eight top creatives selected 12 ideas almost unanimously:

"TV director wanted" by Nils Hodel, "Response and Sampling"
and "Only one advertisement can be taken to each destination" by
Corinne Bresch, "Only an advertisement stays with the consumer for a long time.
Contact" by Sylvie Lüscher and Sabina Meyer, "An advertisement has as
The only advertising medium is a freely selectable format" by Isabelle Hauser and
Matthias Günter, "Advertisements give their customers the time they
need" by Anne Tüscher, "Only one advertisement also comes on 56 x 30 mm
still big" by Alexander Jungo and Claudio Parente, "An advertisement
is read in moments of pleasure" and "An advertisement was, is and will be
remains a modern means of communication" by Reto Oetterli and
Alischer Makarow, "...your lifelong companion" by Yvonne Weber and
Rim Sabo, "Only an advertisement can entertain for hours - Golf Club" by
Stefanija Tuskanovic and Sabrina Böni and "Advertisements bring dreams
closer" by Achim Kaufmann and Alain Szerdahelyi.
The winning teams
are commissioned to realize their advertisement and receive a fee for this
of 5000 francs each. The 12 advertisements will appear from February to
September 2006 in over 100 newspapers and magazines in Germany and abroad.
Switzerland and on the Internet.

At the end of March, the ads will be evaluated again by the same jury -
This time also under the aspect of "quality of implementation". The creators
of the two best works may take part in the "Best YET" competition (Young
European Team) from May 11 to 13, 2006 in Berlin.
Swiss readers can view the winning advertisements from the
Young Creative competition from October to November 2006. The
The audience award for the winning team will be presented on January 9, 2007, to
the Epiphany Conference of the Swiss Press Association.

The Walder Werber advertising agency in Uster ZH
closes the year with new business. After an extensive
Evaluation round followed by a competitive presentation among four
agencies, it was entrusted with the launch campaign and the overall concept for
the Seminar Center of the Sursee Training Foundation. The
According to the press release, the Sursee Seminar Center will be
rebuilt for 50 million francs. With new CI/CD, brochures,
DM campaigns, Internet presence and customer loyalty measures launched
the campaign from mid-March. Clientis also relies on Walder advertisers
District Savings Bank Uster/Dübendorf. It celebrates its 170th anniversary in 2006.
Anniversary. Poster and advertising campaigns, cinema spots,
Direct marketing campaigns and various below-the-line campaigns will be launched from
at the end of February.

The Swiss Press Council considers the editorial
of the trade journal KMU-Manager announced that in future paid PR texts with a
to separate it from editorial content. So that
he responds to a complaint that Engeli & Partner Verlag,
publisher of KMU-Magazin, in December 2004. It stated
it that the readership of the KMU-Manager is not in a position to pay
and journalistic information, as both are associated with
identical typography and layout. The
The editorial team will now replace the not generally known
term publicity reportage a clear designation such as advertisement or advertisement
to label PR texts, is the opinion of the
Press Council.

Mauro von Siebenthal challenges television
of Italian-speaking Switzerland (TSI), in a new contribution balanced
to report on the soft drink Outox, how the
News agency SDA reports. In the information program "Il
Quotidiano" of September 27, 2005, a report presented the effect of the
- the world's first anti-alcohol drink, according to the manufacturer, after
whose consumption you are almost sober again. Von Siebenthal misses the
Mention of a study that allegedly demonstrated the efficiency of the drink
as he writes in a press release. It goes on to say,
the TSI program had violated three in-house guidelines and
also caused the beverage manufacturer major damage to its image.

Roger Gehrig, previously Director of Business
Marketing of the cable network operator Cablecom, the company has
is leaving. He will be replaced by Frank Boller, as reported by the Netzwoche ticker
reports. Boller was most recently COO Wireline & Internet at Sunrise and
previously CEO of Diax and Obtree. The change is a consequence of the
Cablecom's announcement of November 8 regarding the integration
of the company into the Broadband division, the new parent holding company
Liberty Global, explained press spokesman Stephan Howeg according to Netzwoche.
At that time, Cablecom had announced that by the end of next year
15 % of the 1750 jobs will be cut.

With a print run of 22,000 copies
B+L Verlags AG, domiciled in Schlieren, Zurich, has launched a new
wedding magazine called Swiss Wedding. The focus is on
the more than 200-page publication, which is expected to be published twice a year.
the practical aspects of the glossy product, which it is not only
weddings: bridal fashion, jewelry, travel destinations for weddings
the honeymoon. There is also an advice section with a checklist. From
It is now available at newsstands for 8 francs. B+L Verlag publishes
a series of specialist journals in the field of
Industrial electronics, communication technology, architecture and construction
out. 

The Bern-based communications agency F+W
Communications has also been at home in Zurich since December 1. Peter
Lichtensteiner looks after the mandates of the branch office, which is located in the
Premises of the Business Club Contacts on Weinbergstrasse
is located. The office in Ittigen near Berne will remain the
Main contact point.

Spirits Advico, Young & Rubicam has rediscovered Cynar and presents the brand pure instead of mixed in a newfangled way.
Draw on the full. The media temptation to drink must be avoided before the
Publication first by the Federal Commission on Alcohol Issues
be presented. Advertising can be washed away before the toast,
the alcohol in connection with beautiful emotions or elegant
Lifestyle to work. Not permitted are images with
drinking people. These are only permitted if they are
production of alcohol. In this case, however, they may
not be particularly beautiful. So that leaves advertising:
Pour pure wine or otherwise advertise completely sober.

Politically correct advertising
No easy task for Advico, Young & Rubicam, after the
celebrating Cynar's budget win, the joy of this drink also
to a broader public in a politically correct manner.

The solution was found by CD Urs Schrepfer and AD Christian Bobst together with
her team in a refined distillation of tried and tested ideas
found. The new campaign by Advico Young & Rubicam for Cynar
presents a real novelty: the old.

"Everything's new!" is usually the latest advertising slogan. "Here
we are shouting back exactly the opposite: the "anti-news craze",
says Schrepfer. The layout and tonality of the headlines for the
Cynar campaign therefore seem like a persiflage of classic
New launch campaigns. Because Cynar is not new. On the contrary, hardly
No other drink has changed so little in recent decades.
changed.

This is precisely what the new campaign now communicates as a major strength: "Now
even more unchanged. Bitter as ever", reads one headline and the
associated baseline. The claim conveys the surprising message
one denominator: "Cynar remains true to itself." For the consumer a
promise, at a time when the majority of products
always have to be new.

The only new consumer groups at Cynar are therefore those that can be
wants to make people curious about Cynar. To this end, loyal Cynar drinkers in
their drinking behavior.

As a suitable visual stylistic device, AY&R has opted for a light
retro graphics, which should still look modern. Because
Cynar is not an expensive drink, but it has a certain value, it was
It is also important that the star in this graphic is recognized as irony.
"Under no circumstances should the star be used for cheap promotions.
stand," says Schrepfer.

As people "have the feeling that they no longer see Cynar advertising", as
AY&R has stated that they did not want to run "a quiet campaign".
The first sales-supporting wave will be released before Christmas
with advertisements in the SonntagsZeitung, in the NZZ am Sonntag, in Faces,
on billboards and at POS in bars and restaurants. Here you can find
beer" lids, for example, which are also marked on the back with
a more detailed text explaining why Cynar has been able to
has not changed his recipe.

Cynar is marketed by the Campari Group. This has
originated in Italy in 1860 and today employs 1500 people.
Its products are sold in 190 countries around the world, with
leadership in Italy and Brazil as well as a strong presence in the
USA, Germany and Switzerland.

Joy reigns at AY&R
The Campari Group segment comprises three lines of spirits,
Wine and soft drinks. The best-known brands in the portfolio are
Campari meanwhile Cynar, Skyy Vodka, Aperol, Cinzano, Ouzo 12, Dreher,
Crodino and many more.

The budget for Campari Switzerland has been with AY&R for nine months. The
The order was placed during an agency visit by the potential client.
developed.

The advertisers in Gockhausen are delighted that Marketing Manager Peter
Schmid and Brand Manager Tamara Guldin at Campari Switzerland "the courageous
ideas for the old-looking campaign immediately followed". To be broad
the advertising campaign, the campaign is
tested in advance. After all, it was a good feeling
that the caretaker at Advico in Gockhausen was also working at the
accidental discovery of the subjects spontaneously as "good advertising"
has.

Andreas Panzeri

Accessories Men are known to
like to turn women's heads. And rightly so, and why not? The
Brand manufacturers Diesel and Links have used this fact as the basis for
used their advertising campaign and created two interesting versions of male
Twists created. When it comes to left-hand jewelry, however, you don't know so
whether the beheaded blonde was a follower of
actress Uma Thurman, who last appeared in Quentin Tarantino's
"Kill Bill" ensured law and order by killing one or the other.
other head from the torso. If this were the case, the enjoyment of the
Caviar Adam's last, especially since her second hand is already in position.
for breaking the neck. In a veritable vice
the Diesel-Beau. Two pairs of female legs have wrapped themselves dangerously around
wrapped around his head. Let's hope that no 90-degree turn
takes place. Another interesting aspect of this subject is the idea of how the
picture could be taken at all. Because while he was shooting
the horizontal pair of legs must have flown... (ck)

Radio To prepare your own crew for the
Change of concept and listeners to the break with the past
Radio ExtraBern stops presenting on New Year's Eve.
However, the launch as Capital FM will not take place until January 23, 2006, exactly at
5.30 am. The 22-day (!) moulting period is concluded with a
Nonstop music program bridged by own and perhaps also
is interrupted by external advertising: Whoever is in this unmoderated
transition phase receives 50 percent Freespace.
ExtraBern/Capital FM is a member of the recently expanded Swiss
Radio Pool (SRP), which is now starting in Berne with a 22-day hole
has to start. However, SRP spokesperson Andreas Meili accepts this shortcoming.
calmly. The main thing was that his colleagues in Bern would finally get their radio
get up to speed, he says. The advertising customers are left in this
time simply choose whether they want to use the unmoderated Berner
program with 50 Freespace or just the remaining
pool members want to book at the pool rate minus the ExtraBern fare share.
(mk)