Film Zurich as a film city has a long
and exciting story. "Züriwood" has a range of cinemas that is in line with the
cultural metropolises in the world. The audience is also
corresponding: Nowhere else are so many films shown in such a small space.
consumed. In addition, a film industry has grown in Zurich that
now also attracts attention at international festivals time and again
lets. A variety of facts and reports on the local film industry
can be found in the brochure "Zürcher Filmrollen". This was published
144-page work in the "Züri Reihe" of the Zürcher Kantonalbank, where it is
available free of charge from bank counters. The authors were the
Film critic Wolfram Knorr, cinema king This Brunner and Oscar-nominated Zurich filmmaker Christian Frei, editor Caterina Mona and film scholar Julia Marx.

Traffic If the Swiss were better at wearing seat belts, there would be fewer road casualties. A campaign has been launched to raise awareness of the issue.
For years, Swiss roads have been in poor condition despite the booming
individual traffic has become safer. While accidents in this
period rose by around 1 percent to 67680, the number of people traveling by car
fatal accidents fell by almost 40 percent to 232. With
an additional improvement in the figures thanks to the reduction in the
limit at the beginning of this year. In the
In an international comparison, Switzerland, with 36 fatalities, is approaching
car drivers per million inhabitants the safest countries Great Britain
with 31 and Japan with 17. To achieve such values, however, requires
There is still a lot of work to be done to raise awareness.
These are provided by the Swiss Counseling Center for
accident prevention (bfu), the TCS, the Road Safety Council and the
Fund for Road Safety with a new, broad-based
Compulsory seatbelt wearing campaign. Over the next three years, the
multi-stage communication package helps to increase the seatbelt wearing rate.
increase. According to the bfu head of communications, this is where organizations
Ueli Moser still sees great potential. In a more recent
In a comparison of the three countries, the conscientious Swiss fall well behind.
In France, as in Germany, the carrying rate for drivers is
of all road types (highway, extra-urban and urban) is lowest for
91 percent. However, in addition to advertising campaigns, repressive
controls are used. In Switzerland, where seat belts have been compulsory since 1981
the rate is not even as high on the highways (90%).
In urban areas, it even drops to 74 percent.
In concrete terms, this means "that statistically 60 deaths and a good
210 fewer serious injuries would have been recorded in the
Switzerland has a 100 percent wear rate," explains Moser. Illusory?
Those responsible are in good spirits, because the conditions are right
they are positive. On the one hand, even in the "reluctant" regions
Ticino and French-speaking Switzerland (see table) more and more car drivers
systematically responsible, on the other hand the car industry promotes
with their innovations the wearing of the belts, and the younger ones
Motorists are much more aware of the problem.

Comedy instead of a warning finger
With a strategy that focuses on eliminating the false subjective
risk perception, the Geneva-based agency Saatchi &
Saatchi Simko won the pitch for the prestigious account. CD
Olivier Girard and AD Philippe Schwaar chose a game with
Absurdities as a creative concept for three TV and eight radio commercials as well as
Posters, advertisements, website, leaflet and below-the-line measures that
The campaign should be updated from the second year onwards.
The Saatchi team realized that neither a well-behaved info nor a
would be an option for a realistic shock campaign because it is not
would be sustainable or because of the low acceptance threshold for black
humor would meet with rejection. "The message is intended to shock,
but not the pictures," describes Jan de Schepper, Account Director
at S&S Simko, the challenge. The new form of expression found
the creatives in grotesque, symbolic comparisons with which the
consequences of driving without a seatbelt. In doing so
they entice the viewers of the TV commercials with action and lovely
Music on the wrong track. The protagonists walk faster and faster,
until they thunder into an obstacle, crash into parked cars or
through shop windows. With a question from the off, the
Stunts dissolved: "Do you think that's absurd? It's just as absurd to
not to wear a seatbelt. - A bond for life."
On the same platform, the radio commercials challenge listeners,
to try out crazy driving experiments. More sober, on the other hand, because for
the flanking posters and the accompanying information material were
Advertisements implemented. Here, numbers are intended to create the "cinema in the head" effect.
generate.    

Luca Aloisi

Agency ranking For the third time, advertising clients have analyzed the image and performance of
advertisers. JvM/Limmat and SFLB are the only agencies to rank among the top 10 for all six survey topics.
For the third time, the Media
Research Group as part of its annual advertising market study of the
largest Swiss advertising clients gave their verdict on the most important
advertising agencies (see box on page 12). In 2003, the results were published here
published. Last year, a summary of the
Results included in the "Yearbook of Advertising".

Deviations from creative rankings
The client's point of view certainly has its place alongside all the
many awards for the creative achievements of the agencies. Finally
the most valuable awards are of no use if it doesn't work,
to win clients who provide award-winning agencies with the necessary
orders. The verdicts of the high-caliber expert juries may be
in most cases coincide with the judgment of the client. In
However, in some cases they differ from each other. And this is precisely what makes
the whole thing interesting.
However, there would be no interest if the results were only based on
would be based on the judgment of a narrow base. This loophole remains
firmly locked this time. Around seventy percent of the top 500 clients
have assessed the advertising agencies. Two years ago, the
overall impression, the quorum for publication is still 20
Answers. In 2005, at least 50 assessments are available for each agency
before. 14 agencies received 50 to 75 responses, six agencies
between 75 and 100 answers and two even over 100 answers.
On average, the advertising agencies surveyed were rated by 73.3
clients.
This large number of responses was possible because every respondent
Client's overall impression of all advertising agencies
could.
The situation is different when assessing the three individual performances
(creativity, strategy and consulting). Only
clients who also provided these services in the past year.
have actually made use of it. It is therefore obvious,
that the case numbers of the individual advertising agencies here are relatively low.
lie. Eleven agencies received more than ten responses, eleven received
between five and ten answers.
A total of 23 advertising agencies were surveyed. The requirement of at least five assessments was met by 22 advertising agencies.
In an additional question, respondents were asked to name the three
advertising agencies (first, second and third choice) that they would recommend to a colleague. This question could again be answered by all respondents.
The result of the survey therefore consists of six sub-areas: 1.
Level of awareness (number of responses), 2. image (overall impression), 3.
Creativity, 4. strategy, 5. consulting and 6. recommendation of agencies to third parties.

1. level of awareness
The greater the number of responses received for an agency, the
greater their popularity. According to this simple formula, based on the
assessments of the overall impression, the level of awareness is determined.

It is obvious that established, large advertising agencies
perform particularly well. Advico Young & Rubicam and
Publicis with 102 mentions each. In 3rd place
is RSCG with 90 responses. The fact that younger agencies in this
category is demonstrated by the fact that Spillmann Felser
Leo Burnett (SFLB) and Ruf Lanz are already in the top 10 of the best-known
agencies (see Diagram 1: "The level of awareness of the
most important advertising agencies among the top 500 clients in the Swiss
advertising market").

2. image
Although Jung von Matt/Limmat (JvM/Limmat) only ranked
fourth place, the agency is clearly at the top in terms of image.
out. With 7.9 points, it is well ahead of the two
next-placed Spillmann Felser Leo Burnett and Ruf Lanz, who were only
are just two hundredths of a point apart (see diagram 2:
"The image of advertising agencies (overall impression) among
Top 500 clients in the Swiss advertising market").
Comparing the scores for overall impression (image) with those for
for the three individual services, it is noticeable that the image in the
is rated worse in the vast majority of cases. As the
Overall impression and the assessment of performance over all the
agencies should roughly balance out, it must be assumed,
that the agencies are rated better by their clients than by
potential new customers. This is true for all, but not for all
equally strong.
This difference is most noticeable at Zogg Kettiger Gasser.
With its overall impression score of 5.57, it is far ahead of the competition.
The company is at the bottom half of the ranking. Their very good
Scores for the three individual performances give her three
top positions. This indicates a rather lower potential
new customers.
The difference is smallest for Publicis. With 7.23 points in the
Overall impression, she is in fourth place. The average value of its
scores for the three individual performances are only marginally higher. For
This means that Publicis has good potential for new customers.
available.

3. creativity
In the individual creativity category, first place goes to the
Ruf Lanz took second place with 9.46 points. In second place with
with a clear lead and 8.93 points Spillmann Felser Leo Burnett.
In third place with 8.64 points is JvM/Limmat. In 2003, JvM/Limmat had
still won this category with 8.2 points.
This top trio clearly sets itself apart from the following
advertising agencies. There is a gap between third and fourth place.
a gap twice as large as that between the fourth and tenth
Place. With Zogg Kettiger Gasser, Sulzer Sutter and FCB Leutenegger
Krüll is followed in fourth to sixth place by three agencies that
rank much lower in the overall impression (see Diagram 3: "The
Creativity of advertising agencies in the opinion of the top 500 clients in the
Swiss advertising market").
The average score of all advertising agencies for their creative
performance is 7.41. This is higher than the average score for
the overall impression (6.26) and the strategy (7.08), but equally high
as for consulting (7.42).

4. strategy
The same agencies are at the forefront of the strategy.
places as with creativity. With two differences, however: the
creativity winner, Ruf Lanz, as well as the fifth-best
creative agency, Sulzer Sutter, are involved here by the clients in the
relegated to the back half of the ranking.
With 8.29 points, the clients rated the strategy of
Spillmann Felser Leo Burnett. Behind them with 8.0 points
JvM/Limmat in second place, Zogg Kettiger Gasser in third with 7.83 points.
Third place and FCB Leutenegger Krüll in fourth place with 7.71 points.
The scores of the two Bern-based advertising agencies Contexta and
Lang Gysi Knoll, who finished in fifth place with 7.4 points.
(see diagram 4: "The strategy of advertising agencies in the judgment
of the top 500 clients in the Swiss advertising market").

5. consulting
Spillmann Felser Leo Burnett also took first place here.
But the field of the best advertising agencies is much closer together here
than for the other two individual performances. If the distance from the
almost two points for first place in creativity and
strategy is still one point, the consulting service is one point higher.
the eighth only 0.45 points behind the winner. On the other hand
the score for the best advice is just 8.25 points. This
is the lowest score that was enough to win a category.
In joint second place with 8.14 points are FCB Leutenegger
Krüll and Zogg Kettiger Gasser. They are followed, again together,
with 8.0 points Lesch+Frei and Sulzer Sutter (see diagram 5:
"Advertising agency consulting in the opinion of the top 500 clients in the
Swiss advertising market").

6. recommendations
The decision is clear when it comes to recommendations. Asked which
agency they would recommend to a colleague, most of them have
Client JvM/Limmat named: 29 times as first, 17 times as second
and 11 times as the third recommendation. This results in an overall score of 10.5.
Publicis follows in second place with an overall score of 9.0.
The recommendations are: 21 times as first, 16 times as second and 10 times as third.
third.
It is striking that the same advertising agencies that were involved in the
the first 10 places in terms of name recognition, even in the
recommendations in the top 10, in a completely different way.
Order, however. On the podium in both categories is only
Publicis (see Diagram 6: "The recommendation of advertising agencies
by top 500 clients in the Swiss advertising market").

An overall score for all six categories or only individual
of these six categories is not necessary. Even without this
In summary, it is quite clear which advertising agencies are involved in the
top 500 clients in the Swiss advertising market.
JvM/Limmat and SFLB are the only two agencies that are active in all
six categories in the top 10. All other agencies
are failing in at least one category.

Walter Weder

Dr. Walter Weder is co-owner of the Media Research Group and initiator of the advertising market study.

Method description
The assessment of the agencies is part of the annual
advertising market study conducted from mid-January to mid-March.
ran. After completion of the advertising market study, the questions of which
the assessment of the agencies
from the advertising market questionnaire and assigned to the
Clients who had not yet replied were invited to do so again.
Response submitted.

Population: surveyed
were the top 500 in the Swiss advertising market. All of these
companies were approached. 341 of these companies (=68.2%) responded.
took part in the survey.

Method: The interviewee
was
was sent an e-mail. This contained
a link that led to the survey. The survey took place on the website
of the Media Research Group took place. Without this link there was no access
to the survey. Nevertheless, all responses were checked to see if they were from a
authorized person.

Function of the interviewees: Interviewed
The persons responsible for marketing communication (marketing
or advertising manager). The decision as to whether marketing or advertising manager,
lies solely with the company surveyed (organization, competencies,
knowledge). In most cases, the
Communications managers for the entire company surveyed, in
individual cases, the communications manager of the main
business unit or product.

The respondents were given three
different types of questions:
Each respondent was able to comment on the overall impression independently,
whether he has a contractual relationship with the assessed agency
or not.
For the individual services (creativity, strategy
and counseling), only respondents who were interviewed in the course of the
received services from the assessed agency in the previous year
had.
The question of which agencies they recommend to third parties was
again by every respondent.
When assessing the individual services, the case numbers
naturally rather low. A minimum number of cases was set, which
is required for publication of the results. This is
with five answers. This means that the results of a single
advertising agency cannot be published. The number is 11
of the judgments given were over 10, with a further 11 between 5 and 10.

Insertion rates Now the biggest players in the Swiss print industry have also published their rates for 2006.
29.1 percent to 27.9 percent (mainly due to the Berner Zeitung,
which lost significant range), its bw tariff remains at
previous level, but at least the price for a four-color
Full-page ad reduced by 10 percent. This means that the
Thousand reader price (TLP) at a vf site 46.59 francs. To the
Comparison: At 20 minutes, the TLP costs 34.39 francs - and that's
readers in Eastern Switzerland are not even included because they have not yet been
shown. There is something else to bear in mind with Metropool: As with
many other titles that are switching to the new tariff system.
Here, too, there is an increase in price via the color millimeter price. Only
Standard formats receive a discount.

Cheaper Mittelland newspaper
This is also the case with the Mittelland Zeitung (MZ), but here the
Price reduction for the four-color full-page 15.3 percent and thus
significantly more than elsewhere. In addition, the MZ also has a bw area
Discount on fixed formats - with the same b/w millimeter rate
(4.65 francs). The significant reductions are granted even though the
overall performance of the association is growing slightly. The reason is clear:
MZ wants to position itself even better in the national market.

It is interesting to note that the MZ partners in the local market are different.
behave: Oltner Tagblatt, Solothurner Zeitung and Zofinger Tagblatt
(ZT) are increasing their prices without switching to the new tariff system.
However, the ZT offers a specialty: it not only keeps the price
for a four-color advertisement, but will use it from August, when the
new rotary machine is put into operation, still by 6 percent
reduce. And the Aargauer Zeitung, the fourth partner in the MZ network,
is switching to the new system, but without the full-page tariffs.
to change significantly. Despite the increase in performance
reduction, primarily in order to save a round sum of Swiss francs.
reach.

Less advisory commission
Blick is also lowering its rates in the sw and vf areas, but
only superficially, because at the same time the
Advisory Commission/JUP reduced from 15 to 5 percent. This runs in the
The final effect for the advertiser is a gentle rate increase of 0.6
percent. And since the SonntagsBlick rates remain the same,
the price for the power duo (SoBli and Blick together) is reduced
by just over 5 percent.

It is interesting to take a look at the Thurgau battlefield: it says
Thurgauer Zeitung has now decided to switch to the new tariff system.
and offers a vf site 5.2 percent cheaper. The St.
Galler Tagblatt reduces the page price of its daily newspaper for the canton
Thurgau by 28.3 and 10.1 percent respectively. This corresponds to less
a combat measure rather than an adjustment to reality: The
Tagblatt has about half as many readers as the TZ.

Markus Knöpfli

Advertising market October was a good month for the
TV and Internet advertising from the friendly side. The
However, advertising investments in radio and teletext show a slight
negative development. Gross advertising investment in the
electronic media were further increased in October. The
Goldbach Electronic Media Index (GEMI) shows for TV, radio, Internet
and Teletext together increased from 310 to 311 points.
Since January 2005, the index for electronic media as a whole has
increased by 15 points. In October, however, the GEMI for the
electronic media paints a mixed picture. The index for
after the previous month's slump, the television sector recorded an increase of 3 to 316
points. The Internet Index even jumped by 7 points to 173 points.
For the second time this year after July, radio advertising recorded
a decline. It fell from 252 to 248 points. Teletext continued
continued its downward trend. After the September level
was subsequently corrected from 171 to 169 points, the
index rose to 166 points in October.
The GEMI is calculated by the advertising marketer Goldbach Media. The index
is based 100 percent on the monthly Media Focus data.
 
Rona Grünenfelder

AppenzellerTV, which was launched at the beginning of October
launched regional channel, generated around one third of the
total traffic of the Internet television platform SwissregioTV.ch
identified. According to Managing Director Claudio De Cataldo, this is proof
that regional content can trigger a large response. Thus
many hits were also registered from the USA. The
Those responsible are currently working with other interested parties for
franchising channels in negotiations, as the company reports. In
The focus here is primarily on the larger agglomerations in the
Central Switzerland and the Basel region. The expansion in the
Eastern Switzerland, however, the initiators want to tackle this themselves. The
Preparations for a RheintalTV and a ThurgauTV are already underway.
are at an advanced stage.

After Adidas was awarded
Plastic ducks and Ikea with a bed move the topic
Guerrilla marketing became the talk of the town in the
quiet on the advertising front in recent weeks. Now, Euro RSCG is setting off on a
new raid: On everything that is round. Car wheels, traffic signs,
Gully lids and even paper plates from take-aways are being replaced in Zurich by
a cleverly placed sticker in no time at all into a
record. This is how the Hum vinyl record store is advertised
Records, which is to be made known to a wider Zurich audience.
should. "The adhesives are now being used everywhere where they are not
are likely to be", promises Euro RSCG in a press release.

With the sale of Zuger Presse to LZ
Media, five to seven full-time positions will be cut. This is what
Editor-in-chief Florian Hofer told the Neue Luzerner Zeitung, which
belongs to the publishing house LZ Medien. The employees of Zuger Presse
had been informed on Tuesday evening and had been unsettled
reacts. The paper is converted into a free newspaper and is published from
At the beginning of 2006 only once instead of three times a week.
The Comedia trade union takes note of the takeover "with regret".
The company announced in a press release. It fears that
this takeover would cement the "de facto monopoly position of LZ Medien" in Central Switzerland. The costs for the
Diversity of opinion important second voice will be missing in Zug in future.
Comedia doubts that the Zug press as a weekly
free newspaper can still make this claim if it follows the same
publishing house like its competitor Neue Zuger Zeitung. The LZ
The media and the selling shareholders are supported by the union
for as many members of the Zuger Presse editorial team as possible.
to create a position "in the large parent company". Of dismissals
affected media professionals should also be given a contemporary
social plan are offered.

The General Management of Edipresse
regrets the failure of the negotiations on a collective
Employment contract with the journalists of the publishing house (see Newsmail
from yesterday). A more advantageous agreement than the collective labor agreement
would have been possible, writes SDA in a press release. The
The last offer from the general management included wages that exceeded the
prescribed in the collective employment contract. It was
has been rejected. The coordination office of the Edipresse editorial offices
had stated on Tuesday that the offer of the General Management
would have resulted in a significant reduction in wages. The employees
would then have made an accommodating proposal, which would have
In return, the waiver of redundancies for economic reasons
reasons. The Directorate General did not respond
entered.

The media and communications
specialized job portal Medienjobs.ch launches a search agent.
The new Qualiprofile service compares the qualifications of a
applicant with the requirements of the advertised positions. At
sufficient match, the job seeker will be notified by e-mail of the
job advertisement is informed. In addition, users are provided with a complete
Overview of professional development opportunities provided,
linked to the relevant schools, associations and organizations.
Advertising employers receive a hit list with the matching
profiles, but have no insight into the personal data.
Job providers can therefore not contact profile holders directly in
contact, the mediation runs via Medienjobs.ch. As a further
feature, the job agent has a comparison option. Qualicheck
calculates the average of all existing profiles and provides the
Results presented in the form of bar graphs. Media and
Communication professionals should thus be able to communicate with other
job seekers and identify any deficiencies in their own
Training can recognize.

The Schlieren-based television station U1 wants to
In 2007/08, the station reached the profit zone for the first time. In 2004, the station
300,000 francs, this year he expects to achieve one million
and up to CHF 3 million for next year, according to the
Tages-Anzeiger reports. The annual costs are as follows
Managing Director Beatrix Schartl "in the single-digit millions".
If the company is actually in the black in 2007/08, the
donors had invested around 35 million francs by then. U1
employs 35 permanent staff and the same number of freelancers. While
last year made the headlines, it has now been possible to
new people are brought on board. An average of
Four to five hours of in-house productions plus two hours a week
live sports and two hours of outdoor productions for popular and
Pop music. From February 2006, six current
reality productions will be added, Schartl told TA. In addition
then four hours of live sport will be shown.

The British-American investment firm
Botts & Company retires after five years with the
online news agency Pressetext resigned from the company, as
Pressetext announced on Wednesday. This means that the Vienna-based
agency is once again in the hands of its founders Franz Temmel and Wilfried
Seywald. The company now wants to continue its expansion in Germany and Europe.
to push ahead, explains Temel. In terms of content, Pressetext 2006 will
News quality through the promotion of the text-image track
increase. With the new photo service developed in 2005, the agency
also has a service that complements the text messages.
represents.