Masterfoods launches for the chocolate mix
Celebrations is a national consumer promotion with mobile
Competition. Participants can submit their most original party photos via
MMS, e-mail or by post and, with a bit of luck, win a weekend at
Ibiza worth 10,000 Swiss francs. With the consulting, conception and realization of the interaction area for the
Goldbach Media subsidiary Activemobile was entrusted with the mobile part. The communication of the
Promotion takes place via print, TV and packaging.

Advertisements Despite reaching an agreement with the P at the Advertising Commission, Tamedia is sticking to its direct booking fee for media agencies.
contract with the advertising commission, the differences between the
Tamedia and PubliPresse: These are the so
direct booking compensation - a clear advantage for P.
direct booking discount - of 1.5 percent, which Tamedia has offered since the beginning of the year.
14 larger media agencies. The condition is that instead of
via P directly with the Tamedia titles an annual minimum volume of
of one million francs.

Different positions
One thing is certain: Jürg Brauchli intends to continue receiving this compensation in the future.
and extend the contracts with the agencies for 2006. "We
want to keep an additional channel open for our advertisers",
says Brauchli. In contrast, PubliPresse General Director Otto
Meier, this discount contradicts the interests of the print genre,
because another channel would simply make access to the print media
complicate it instead of simplifying it. "Ultimately, it is a
Eigengoal, because this measure primarily affects Publimedia, which
print genre marketing," says Meier. That is why Publimedia
the service packages it has concluded with the agencies,
check. "If an agency has lower volumes via Publimedia
bookings, it also has fewer claims to certain tools from
Publimedia," says Meier.

How does this go down with media agencies? Peter Hofstetter, owner of
Mediaxis-MPG, is astonished. "This would mean that the P would deny us market access.
which, in view of the pending AdX complaint before the
Competition Commission can hardly be in their interest." (See WW
40/05). And Urs Schneider,
owner of MediaSchneider, doubles down: "If the P really does take the
restrict access to tools, the publishers with P-direction would be the
bruised, as the P makes access more difficult for us." So far
None of the agencies approached had any concrete information from Publimedia. "I
do not have the impression that the topic is currently very hot for the P
is," says Andy Lehmann, Managing Director at Aegis Media Group
Switzerland.

What are the agencies' experiences after the first ten months?
who have entered into the direct booking agreement with Tamedia?
"Of course, we book Tamedia titles directly for the most part today," says
Urs Schneider. Aegis Media also handles this very consistently:
Tamedia titles are booked there directly in a media mix, says
Andy Lehmann. Stephan Küng also took more direct bookings with Tamedia,
CEO of Initiative Media - not only because of the "already low"
financial incentive, but "because I stand up for a
non-monopolized market". After all, Publimedia is the largest
competitor to the media agencies. Services such as those offered free of charge by the P
the agencies would have to charge their customers. The P, on the other hand
they are financed by the publishers' commissions, says Küng.

In contrast, there was no major change in booking behavior for
Mediaxis-MPG. "It is our credo anyway to do as much as possible directly
with the media providers," says Peter Hofstetter.

The situation is different at Konnex: the product booked directly with Tamedia
Volume has not grown significantly. Co-owner Peter Döbeli explains
as follows: "We let the customers decide, because they ask us for
and would pay them Tamedia's compensation in full.
pass on." Most customers would have dared to make the attempt, but some
would now advertise via Publimedia again, because the
Direct booking offers too few advantages, says Döbeli.

Not much has changed at MediaBaier, either: "We will continue to
year at Tamedia did not even reach the level required for compensation.
minimum volume," says owner Robert C. Baier.

One of the agencies approached to sign the contract with Tamedia
did not wish to comment publicly on the subject. Gar
The OMD agency has also not yet signed up. "Until now
we consider the benefits of the P to be greater than the benefits of the
direct booking compensation," says OMD CEO Christof Kaufmann.

Markus Knöpfli

Airlines Here we go again. The
Proof that men constantly think about one thing - and women manically think about
the other: money, money, money. However, this sociobiological
The confirmed predisposition hypothesis has a catch. The success rates drift in the
age: while 60+ women are inheriting more and more frequently,
60+ men achieve landing successes on Venus less and less often. Now only
Don't panic!
Fortunately, good advice is not expensive. 29 euros, if you are
experts for flying and ergo landing. The
air transportation company LTU with good reason. Thanks to its
City-Quickies, no chest hair remains dry and no
Men's jewelry hidden under the rheumatism underwear. Like the good
The ad with the sprightly and funny Captain Vollimsaft shows that the
modern silver surfers don't like towing. And: The fact that on the Tagus, as in
all other Quicky destinations around the globe
just waiting to be possessed and eaten. "Daily -
non-stop" and, as the testosterone-fueled advertising copywriter atmospherically puts it, "the sooner, the better".
favorable!". Before the scramble for the front seats, we would like to take this
warned here. With envious greetings from the Limmat, yours (la).

Fundraising Pointed campaigns have brought higher donation volumes to the Mühlehalde home for the blind and international renown to the Ruf Lanz agency.
In the wake of the natural disasters, the willingness of the Swiss to donate has
increased again. However, the media emotionalization and
documentation also steered the flow of money in new directions. In order to keep the relatively
deep topicality to compensate and attract attention,
remains the proven means of originality in communication. At
However, caution is advisable in the charitable sector, as the boundaries to the
irreverence are drawn tighter.

Good request is not enough
As early as 2002, the fundraising managers of the
Mühlehalde home for the blind realistically assessed the market situation.
and Ruf Lanz entrusted with fundraising. That under this
constellation would result in something unusual was to be expected. CD
Markus Ruf: "Many campaigns in this area are better intended than
made. There seems to be a prevailing opinion that the good cause
is already enough to be heard by the audience. But it also needs
a surprising idea here." The result: funny commercials that
repeatedly created media hype and increased the volume of donations in 2003 by
over 110 and by a good 65 percent again in 2004, and significantly
wider support. Along the way, the "Stevie Wonder" spot was launched under
ADC-, Edi- and New-York-Festival-Gold, among others, and thereby
the most awarded Swiss commercial in recent years.
What should a worthy sequel look like? Warmer and more moving.
With the same Condor team and Serge Höltschi in the director's chair, we wanted to
Danielle Lanz and Markus Ruf once again invited the residents of the Mühlehalde to the
stars of the new commercial. No longer with a choir, but
close to the individuals as soloists and therefore not in the
studio, but in the home for the blind itself. As a template served Andrea
Bocelli's poignant "Con te partirò", with which the blind opera singer
achieved world fame. In solo passages, new and familiar faces animate
the piece. The spot, vaguely reminiscent of the cinema treat "Il bacio di
Tosca" is thus given authenticity. Flanked is the
Strips of ads and an e-card coordinated with them. 
 
Luca Aloisi

Guest commentary Every single Edi is a
A sign against a development that is destroying domestic commissioned filmmaking
more and more. Andres Brütsch is convinced of this, and by his sixth year at the latest, Edi has made it to the top.
undisputed position. The statuettes are proudly
in the conference rooms of clients, advertising agencies and
film productions. But what actually characterizes this Edi
out?
Two juries appointed by the Swissfilm Association and confirmed by the Federal Office of Culture select the winners. The Edi is
i.e. an award from the Department of Home Affairs.
The Federal Office of Culture is thus not only recognizing individual
film-makers, but also an important sector of the film industry - the
Commissioned and commercial films. Without it, there would hardly be any more in Switzerland
a functioning film infrastructure. Many film technicians
not only gain valuable experience in this area, they are also
also economically dependent on it. Young authors and directors
the field of commissioned films offers an ideal springboard.
Film technology companies such as laboratories, post-production facilities and sound studios can
only stay technically up to date because they have to keep their equipment
thanks to the commercial film industry. The
The Swiss film industry has also realized that only a respectful
Collaborations in all areas - i.e. feature films and commissioned films
makes sense.
In the last two years, independent film in our country has taken off.
is experiencing a real boom. It is popular with insiders, but also with the general public.
public and is successful, even abroad.
Interestingly, however, the commissioned film - especially in
The trend in commercial production is different. More and more
Production money flows abroad and thus jeopardizes the
local filmmaking.
But Edi proves it: There are good "doers" in Switzerland. 
The Edi wants to help ensure that clients are aware of
that qualified people do not primarily work abroad.
but first at the production site in Switzerland.
Why, for example, do two retail companies, which themselves sell every
francs domestically, their advertising films are practically under
Exclusion of the domestic industry? The Swisssfilm
Association is committed to a professional
commissioned filmmaking. It is not protectionist -
Cooperation with foreign countries is a matter of course and often
displayed.
But against a development that is not conducive to domestic commissioned filmmaking
more and more, the Swissfilm Association is fighting back and against it
every single Edi is also committed.

 Andres Brütsch is President of the Swissfilm Association.

Cannes Ruf Lanz is interested in working with Mixer, reveals CD Markus Ruf.WW: What does Ruf Lanz like about Mixer?
Markus Ruf: Mixer is open
us, because our TV commercials are also used on the international stage.
have noticed. The showreel is great. What I particularly like about it
The spots are filmed in such a way that the realization of the idea is not
but elegantly leads to it. We would be unprofessional,
if we weren't interested.

WW: What can Mixer offer more than local film productions?
Markus Ruf: We
are less interested in technical things such as the number of
than the directors. And Mixer has some who
Cannes lions standing around in a pride and yet no
should be whimsical divas.

WW: Is it considered attractive for the agency's clients when they are offered a commercial by an international company?
Markus Ruf: Our
Customers simply want their commercial to be implemented at a high level.
From the production company that is best suited for the job. Our job
is to find out which one it is. Regardless of the
Origin.

WW: Don't Swiss agencies have a moral obligation to honor domestic talent as well?
Markus Ruf: We
have only one obligation - to deliver quality. This is what we
recent years with Swiss film productions such as Condor or
Rosas'n'Co was a great success. But the Swiss film landscape is
not under homeland security. If we should have the feeling that a
foreign production is more suitable for a project, make
We'll deal with that. I don't feel like I have to go to confession on Sundays because of this.
to have to go. I recently saw "My name is Eugen" at the movies
- and had a good time. But not because it was a Swiss
Movie is.
   

Interview: Andreas Panzeri

Laser printing Lexmark is countering the stagnating laser market with stylish models.
providers in the printer business. In contrast to many other manufacturers
The company, which was spun off from IBM many years ago, develops
his printers himself - and is therefore always ready for a surprise.
good. With new printers and successor models, the
company recently expanded its portfolio. What stands out visually,
are the fresh design, while acoustically the clear
Positive reduction of the noise level during and after printing
noticeable. Various devices are also increasingly being used for the
set up secure printing of confidential documents and allow users to
Grant rights.
New monochrome lasers ...
The monochrome or black-and-white laser printer segment is in the
In Switzerland, as in most other European countries, it is above all the
in the entry-level segment (20 to 30 pages per minute) a market with
Zero growth; despite price reductions, sales are currently stagnating.
Sales figures. Manufacturers have to do something if they want to attract customers.
want to win. Lexmark has therefore developed the devices
more powerful (up to 28 pages per minute, 1200 dpi or 2400 dpi)
print resolution for images) and made significantly quieter - for the
other, the operation
simplified. The new black and white laser models E340,
E342n and E342 tn have a two-line display that shows faults
and the solution is simply explained. A positive aspect is the fact that
the printers will go into sleep mode shortly after output.

The new mid-range models - including the T640, T642
and T644 - focus on greater productivity. The 33-, 43-
or 48-page printers with solutions that are otherwise only available in
of the upper class. This includes the printing of confidential
documents, which only takes place after a numerical code has been entered,
or the first integrated in a monochrome laser printer
Option to output data stored on USB storage media
PDF documents directly on the printer.

... and color laser
One reason for the zero growth in black and white laser printers
is certainly due to the ever cheaper color laser devices. Lexmark
expects the color laser market to double in the next four years.
years. This is probably one of the reasons why the company has
C522n and C524, two new color lasers were recently launched on the market.
Both color laser printers can be used for monochrome or color printing.
print jobs - the output speed (up to 19
pages per minute) remains the same. The printers achieve
Resolutions up to 1200 dpi.

The functions mentioned by Lexmark Color Care Technology allow you to
administrator, for example, can control that color printing is only
is available to authorized users - the access control
takes place via the network and a user ID. This means that the printers
predestined for small working groups. The company is breaking new ground
also in terms of safety. If desired, the integrated
hard disk can be encrypted in such a way that in the event of theft
of the printer, no stored documents can be elicited from it
can.  
The "Color Saver" and "Toner" print modes are designed to help save printing costs.
Saver", which reduce the amount of toner applied. Also for the calculation of the
page costs there is a tool: It is possible to calculate the toner consumption
of the page and thus the resulting printing costs in advance.
 

Jürgen Franck

Events Every year again ... tours during Advent
Coca-Cola's Christmas truck is also touring Switzerland. Opened
the show will get off to a festive start on November 25 at the Dolder
Ice rink in Zurich. The Golden Gospel Singers and Tamee Harrison are
Star guests. Then it starts with two trucks and Santa Claus from Zurich
via Mendrisio to Montreux. Glittering lights, Christmas music and
Gifts will accompany the trip. As Coca-Cola is celebrating its
70th anniversary in Switzerland, it should be particularly festive.
become. The moving Christmas tree was the star of a commercial and has
has been a tradition in America ever since. For the events in Switzerland are now
real US trucks were imported by ship.

Theater After the hotly debated poster
The Munich Kammerspiele is having its campaign developed by Velvet Lucerne again this year, following on from the masked Pope in 2004.
Kammerspiele and its Lucerne agency Velvet has its purpose
achieved. Thanks to the scandal poster - Pope John Paul II, masked
with an elephant's head - put the Stadttheater on the front pages
several newspapers in the greater Munich area. This in turn increased the
public, and the controversial motif was even added to the list of
of the 100 best posters of 2004.
Since the program of power debunking obviously strikes a chord with the times
the current season under the name of
program title "Thou shalt not save!" continued and deepened. Also
This year, the theater, which was named Theater of the Year by a jury of experts in 2004
year, as a place for public discussion.
Subversion, resistance, other models of life and alternative,
economic theories should form the framework of the theatrical-artistic
production. It is therefore hardly surprising that the artistic director
Frank Baumbauer and chief dramaturge Barbara Mundel do not want to be
and the creation of the new campaign were not intimidated by the criticism.
again to Velvet. Another scandalous campaign from the
the arch-Catholic city of lights for the no less conservative
Capital of the Free State of Bavaria? "No," appeases Wolfgang
Möhrle, consultant at Velvet. "We no longer have a religious motive among
the new posters. But the realizations are still radical and
unvarnished, to carry the pieces out of the theater and
to make it a public issue."
This year's visual ambassadors in an anarchic spray-painted style are
among others the following protagonists: Lady Di on the helmet of a
Soldiers for Goethe's "Iphigenia in Tauris" or Claudia Schiffer on
a cattle truck applied to Frank Wedekind's play
"Lulu.   

Luca Aloisi

TV advertising II The less TV advertising
the higher the memory of it. This is shown by a recent
Study commissioned by Publisuisse.
As early as 2003, the
SRG marketing company Publisuisse and htp St. Gallen
management consultancy and Isopublic independently of each other with a
broad-based study on the impact of advertising on television.
Now the exact repetition of the study essentially confirms the
results achieved in 2003. This time, too, the
contact quality of television advertising empirically, whereby the
attention and memory were queried. Furthermore, the
period from June 2004 and May 2005 SRG programs with German
private programs that place Swiss advertising windows on the basis of
Telecontrol data compared.

Long commercial breaks unpopular
As expected, it was initially confirmed that the SRG SSR programs
contain around 80 percent less advertising than the German
Private broadcaster. The duration of the SF 1 commercial breaks of 2:32 minutes and
SF 2 with 1:45 minutes are at the lower end of the comparison scale.
Corresponding to the up to 45 percent shorter duration of SRG advertising blocks
compared with the German private broadcasters, the SRG audience zaps
less. To the delight of advertisers, the proportion of people,
who watch the commercial breaks as an integral part of the SRG programs.
(so-called stick-view value): 85 percent for SF 1 and 78 percent for
SF 2. The evaluation covered 1431 samples in the
Age group of 19 to 59-year-olds.

The second part of the study contains the results of the
Isopublic investigation, in the course of which between July and August
this year, 201 people were observed and interviewed about their
reception behavior of television commercials were surveyed. The focus was on
the quality of contact, advertising recall and the assessment of type
and quantity of advertising. In concrete terms, the advertising was divided into two groups
test subjects in their own living room a videotape with a "typical"
movie night, on the one hand by SF DRS with one movie each.
Commercial breaks at the beginning and end and one in the middle of the feature film,
On the other hand, a tape with programs from RTL with five commercial breaks,
of which three breaker blocks.

90 percent of the participants in the second group rated the length of the
advertising during the movie as "too much", while 50 percent found it
the advertising on the SF-DRS program as "just right" in terms of length and
six percent thought it could have been even more. In 16 out of 18
cases, the test subjects in the SF DRS group remembered the
commercials than in the RTL comparison group. The former showed a 24
percent higher spontaneous recall than the latter. Within the
RTL Group, two German commercial breaks were shown, which were also followed by
the test subjects remembered worse than the Swiss commercials.

Although the results of the two comparison groups are somewhat
the advertising effectiveness study confirms the results
Nevertheless, there are differences: the ability to remember
to individual commercials is stronger when fewer and shorter
commercial breaks are broadcast.

According to the conclusion of the study, SRG's programs thus achieved
the lower overall advertising share and the shorter advertising blocks compared to
RTL and thus a clear advantage over the German private broadcasters.
Head start. The study provides TV marketer Publisuisse with arguments
for the effectiveness of TV advertising despite limited
Advertising opportunities on public television here
Lande.  
                          

René Worni

Network Reto
Salimbeni from Manifesto Films relies on his own partners abroad.
WW: Is an idea like Mixer of any interest at all?
Reto Salimbeni: What happens here in
is presented in new packaging is as old as the advertising film
yourself. You always look for cheap and beautiful locations with
functioning infrastructure. To live in a particular country on principle
but I find that absurd.

WW: So Manifesto doesn't want to be part of the mix?
Reto Salimbeni: No,
We ourselves are part of a global network. This
In addition to M-A-D-E and Democracy in London, Luc
Besson's production company Dog in Paris. Marc Andrews, our partner
in London, has won over 30 Lions in Cannes and was the head of
of the world's most successful commercial film production Propaganda. Mark
Gilbert, another partner, has chosen South Africa as its
Service-Production-Land on the map.

WW: Where is it actually cheaper abroad?
Reto Salimbeni: After
Prague, Spain and South Africa are now Brazil, Argentina and Chile
the turn. The location cycle works according to the
Rotation principle: One country is hyped as a super-favorable location,
Many go there, shortly afterwards the prices skyrocket or the
Resources are scarce and the caravan moves on to the next
Destination.

On the day of the trade and specialty press from 16.
November, the Q-Awards, the accolades for the best
for outstanding specialist and specialized publications. The jury and
presented the Top Award to Expresso and the overall GastroNews concept.
It also honored three magazines in the categories
quality (Media Trend Journal), design (Salz&Pfeffer) and
market presence (Tavelmanager). Demonstratively not awarded
this year's award for innovation. The jury has selected
applications, she didn't find anything that was innovative enough
would be. The Q-Awards, which the Swiss Press Association organizes as part of the
of its quality offensive are an extension of the
introduced two years ago for Swiss specialist and specialist retailers.
Special publications. The 2005 jury consisted of Pepi Burch,
Publishing consultant, René Grossenbacher, Managing Director of Publicom, Karl
Lüönd, publicist and head of the Media Institute of the Swiss Media Association
Press, Urs Schneider, owner Mediaschneider and Jürg Siegrist,
Managing Director SWA.