Automobiles Even guardian angels need a vacation
- especially those who pay attention in stressful road traffic. To their
Fortunately, there is Renault, the créateur d'automobiles with "the safest
model range in Europe". And fortunately for Renault, there is Publicis, the
comes up with such campaign ideas. In this one, Renault owners receive
sent nice postcards from their guardian angels - from Hawaii,
from the Caribbean or the Seychelles, where they go on vacation when they
are not stuck in a traffic jam.

Sports sponsorship (II) Nascar is booming as an advertising platform in the USA, Formula 1 in Europe.
USA is a concrete advertisement for the participating car brands -
("stock cars" = production vehicles) - in the foreground. With the Formula
1, the victorious cars from Ferrari, BMW or Toyota cannot compete for
be purchased for road traffic. Only when evaluating the
designers, an image transfer for the brand takes place. Both for
Nascar, as in Formula 1, are not really a problem in the advertising-friendly environment of these
spectacle, however, more and more "free riders" can be observed. On the one hand
the audience figures on TV guarantee a good platform for commercials.
Even more important in Formula 1, however, are the other sponsors.
In fact, sports sponsorship seems to be resistant to the general
trend towards shrinking advertising sales and continues to be reflected in
fittest form. From an international perspective, Formula 1 is the
The sponsors' favorite. Above all, the success of a team is a source of pleasure for the
High-tech products that are used in the background of such a race to win
have led to. Formula 1 threatened with Michael Schumacher as
The permanent world champions are getting boring. In Switzerland, the
TV viewing figures per race from 345,000 last year to this year
still 298,000. In 2004, however, Formula 1 was the most watched sport on television
Even in the soccer mecca of Germany, according to a study with 40 percent
Interest still just ahead of football in the annual ranking with 39 percent
- even in the year of the European Football Championship. After Formula 1 and football
follow on the popularity scale of television - and thus also the
Sponsors - ski jumping, cycling and boxing. Here important
Sponsors include Vodafone, T-online and various beer brands.
Trend sports such as snowboarding and surfing are combined with sporting goods,
food and luxury foods.
And where are the trends leading? Football and beach volleyball are
The prognosis is that the future will bring particular benefits from sports sponsorship
of Faspo, the trade association for sponsoring and special forms of advertising. As
The association sees boxing and tennis as losers. But also Formula 1
must shift down a gear and focus on lower sponsorship levels.
volumes. One reason is the threat of advertising bans. Estimated
300 million euros have so far been invested annually by the five participating
tobacco companies have flowed into Formula 1. Already this season
the first restrictions came into effect, however, and this source of money
will sooner or later go up in smoke.

Technology instead of tobacco
Niki Lauda once saw an opportunity to make up for these losses
in the fact that Formula 1 simply moves to countries where
tobacco advertising is still permitted. But this is becoming increasingly difficult. So
new adhesives have to be found for the racing cars. With the
Sponsorship is an image transfer. With Formula 1
In addition to car brands, banks were the main beneficiaries in the past
from this effect. Since the cigarette brands in Formula 1 are not
be allowed to be more visibly present, the
electronics industry to the top starting positions. The trend
It is becoming apparent that more and more technology companies are
high-tech sport Formula 1.
"In Formula 1, everything happens at breakneck speed, and not just on the track.
not only on the slopes, but also in terms of technical developments",
was the name of the game at McLaren back in 1987.
Engineers and technicians of the team with the British
technology company Sun as a partner and sponsor.
"Technology is always the absolute focus in Formula 1",
says Ron Dennis, CEO of the TAG McLaren Group. This also requires
Partners who are leaders in their field. Ayrton Senna is one of the
Team became world champion. Even after the merger with
Mercedes will continue to produce the cars with the help of technology from Sun
developed. After eight years, the cigarette manufacturer West is
left McLaren due to the tobacco advertising ban. Among today's
The most important sponsor as a substitute for the tobacco industry is the
Chip manufacturer Intel with promised 32 million euros in the
pole position. However, McLaren-Mercedes is not yet willing to confirm this.
Intel was already a partner of Toyota last season.
active. Intel's further involvement is made more difficult because the
FIA, the world's highest motorsport authority, is working with Intel competitor AMD on extensive
simulation programs.
Panasonic joined Toyota in 2001 and has a contract as
Namesake of the team on the sides and on the rear wing until 2006.
Siemens has also been with McLaren-Mercedes since 1998 and is one of the
first electrical companies in Formula 1.
is also the official technology partner of the entire racing series.

Coca-Cola ante portas
Vodafone sponsors the Ferrari team with Michael Schumacher. Vodafone
in Formula 1 achieves above-average results thanks to this sponsorship.
high spontaneous recall values. In a survey of 1000 people
9 percent knew the brand, and 5 percent associated it with the formula
1 But even in the high-tech sector, money is not flowing unchecked. BMW
Williams will have to do without sponsor HP next year. Because the
Computer manufacturer sees its goals achieved. "In 2005, we were
present in 200 countries, where 160 million people worldwide use each of the 19
Grands Prix," HP thanks its team at the end. They say,
that HP has canceled the sponsorship for image reasons, because in
Germany will have to cut 1500 jobs by the end of 2006. BMW
Williams is now increasingly relying on sponsorship from Allianz. The
With this commitment, the insurance company wants to make its name
relevant markets such as Asia and Eastern Europe.
It is denied that Coca-Cola wants to enter Formula 1. Here
the wildest speculation in various world media is that the
beverage multinational not only support a single team, but even
wants to be the namesake for all races: "Coca-Cola Formula One
Championship". Philipp Bodzenta, Director Communications at
Group, rejects the idea, but says: "Even if we are not currently in talks
This does not mean that we are closing ourselves off to this topic for the future." Would Coca-Cola actually get involved,
there would certainly be a few crashes with Red Bull. Even Formula 1 zampano
Bernie Ecclestone did not want to enter into corresponding talks with Coca-Cola.
confirm" - but also not deny. A name sponsorship of the
entire racing series would cost around 130 million euros per year, according to experts.
costs. Ecclestone is under increasing pressure in Formula 1. Some
Car manufacturers such as Renault, DaimlerChrysler, BMW and Toyota are threatening to
a separate racing series from 2008. A sponsorship agreement, such as the one with
Coca-Cola, Ecclestone would have a good card in the poker game with the teams.
play into their hands.

Sports sponsorship market Switzerland
And how is this business going in Switzerland? The sponsorship market here is rather modest, with a volume of CHF 350 to 400 million, according to a study by the Gesellschaft für Sportförderung, gfs.
The best-known sponsors here are the banks, with UBS being the biggest sponsor with 43
percent ahead of Credit Suisse (30 percent) and the Raiffeisen banks (13 percent)
lies. Swisscom and the Swiss Post Group also play an important role in sports sponsorship.
Rivella. UBS will have produced around 20
million euros into Alinghi's sailing crew and thus to be able to
the keyword "teamwork". Credit Suisse, since the season
2001 sponsor of the Sauber Petronas team, will continue to sponsor the Sauber Petronas team after the sale of
Sauber to Germany the newly created BMW team from the coming
year and certainly until 2008. "Formula 1 is a
valuable global marketing platform with which the Credit Suisse brand
is present all over the world," said Marco Taborelli, Head of Global
Marketing at the bank. Like many companies, CS also uses its
Promoting racing, not least for customer care. An invitation to
the pits of Monte Carlo is hardly a small gift.
to be surpassed.

Andreas Panzeri

Hans Heinrich Coninx, the
Chairman of the Board of Directors of Tamedia, intends to attend the
stock exchange listing of the media company. The opening to the
capital market is an advantage, he explained in an interview with Finanz
and the economy. Furthermore, Tamedia does not want to obstruct the option of
shares for the realization of a larger cooperation agreement.
use. The family shareholders are prepared to pay part of the
shares in the company. Coninx also explained the
Regional edition plans for the Tages-Anzeiger, which last week
were made public: Only the principle has been decided. Specific
Clarifications would be made for each regional edition. Only then
the final decision on the individual splits will be made. The
The publishing house has not set itself a fixed deadline by which the
regional expenditure must reach the break-even point, as Coninx continues
explained. However, he was convinced that this approach was the right one.
way will be taken to expand the Tages-Anzeiger in the Zurich region.
strengthen.

Associations: On behalf of the Alliance Against Advertising Bans, Swiss Advertising SW is launching a new campaign with a local strategy. A change of course is in order. Since, when it comes to
Bans on tobacco and alcohol advertising: The cantons are outpacing the federal government
It seems that the software is now responding with a new
Communication-
strategy. Instead of the one that many find incomprehensible
The new concept calls for censorship bars to be placed over the sponsors' logos
present the issue in a more concrete and emotional way. With headlines in
With its toxic yellow color, the campaign makes it clear that advertising bans
the very existence of regional and local sponsorship platforms
threaten. «With this new campaign, we want to make the public aware of the
Highlight the connection between advertising and sponsorship and how
Advertising bans on sponsorship and, specifically, on many local
»Sports and cultural events could have an impact," explains Piero
Schäfer, SW's communications director. After all, the
The tobacco and alcohol industries spend about 100 million francs annually on
"Advertising and sponsorship," according to the association. So it's no small amount.

«Test Market» Baselland
The advertising agency FCB Leutenegger Krüll conveyed the message with eye-catching
visualized using these means. Because the Basel-Landschaft government is currently working with
particularly strict advertising restrictions as a model for other cantons
could be, the new campaign begins its difficult battle in the
The Lion's Den. In the Basel area, that is, where the planned alcohol and
In the future, the Tobacco Act will apply not only to posters but also to perimeter advertising in sports stadiums,
Video projections, large-scale vehicle graphics, and even
could ban umbrellas with logos. Sponsors who, for example,
support the hockey league, the local recreational tournament, or the
Cantonal Music Festival in Liestal; they’ll likely then promote
alcoholic beverages and tobacco products no longer appear. This, in turn,
leads to a significant loss of sponsorship funds, which the
are dependent on sports clubs and cultural organizations. Furthermore, the fact that the
local businesses would be discriminated against by cantonal laws,
is subtly woven into the fabric. For the canton of Bern, for example, a
A Gurtenfestival design is planned because it is sponsored by Heineken,
or a theme tailored to the Stade de Suisse. According to
following this model and in close collaboration with the respective sponsors
The cantonal campaigns are being developed.
Did the media provide advertising space for the latest national campaign and
-time worth over four million francs will be made available, so
its financial commitment, now in light of the new local strategy
distribute it through capillary action. TV stations are left out, but not the
Movie theater advertising. «These, in particular, would be most severely affected by the general
Affected by the advertising ban because up to a quarter of their content involves alcohol—
»and fund tobacco ads," said Schäfer. How much of the sponsorship comes from
Given the tobacco and alcohol industries' involvement in local events, the association can
However, it does not demonstrate this.

Luca Aloisi

Advertising intermediary In the conflict between AdX and Publicitas before the ComCo, the P wants a solution rather than a judgment.in the four-year-old conflict with the
small advertising intermediary AdX, PubliGroupe is now ready to launch a
to seek an "amicable solution". Patrik Ducrey said,
Deputy Director of the Competition Commission (ComCo).
Until the P was ready to take this step, a lawsuit by AdX and
strong pressure from the Competition Commission. From November 6, 2002, the
Weko Secretariat, which it only suspected after a year of preliminary clarification
that P, via its subsidiary Publicitas, could possibly be the
competitors in the advertising market - including AdX - to gain access to the market.
by unjustified commissioning guidelines. The
The Competition Commission Secretariat never announced the results of the investigation, the P
itself, however, does. The Secretariat sees "its assumptions from the
Preliminary clarification confirmed", was the indignant comment from Lausanne at the end of 2004. With
In other words, the P would have to change its guidelines.
At a hearing before the Commission in April 2005, the P
concede. "The Competition Commission Secretariat has been instructed to work with the P
to find an amicable solution," said Ducrey. The result must
be presented to the Commission again. "We are making progress, but
only in small steps," says Ducrey.
"We are by no means contributing to delays," Georges von
Csernatony, Head of Strategic Planning at PubliGroupe and member of the
of the management. "We are very keen to find a quick solution
interested, because we want legal certainty quickly - also in the
interest of our customers." He discusses these topics with the Weko
since 1997 and have worked there with constantly changing clerks.
to do. That makes things more difficult. However, he doesn't deny it either,
that the P must move away from its previous, hard-line position. "We are
not a granite block and are also very accommodating. In addition
the market is changing," says von Csernatony. But he wants more
do not reveal.
At AdX, which got the whole thing rolling, little is known about the current status of the talks. In the con
He has not yet been involved in the search for a solution, says the owner
Werner Baumann. However, he assumes that the matter "will be
good way".

Markus Knöpfli

René Worni has his doubts about the mantra of the
At the latest since the pact of
PubliGroupe and NZZ about a year ago - the sudden collision
of two corporate cultures is also the case at Falkenstrasse.
far from scarred - one perceives that the Tages-Anzeiger is growing
must. The lavishly staffed editorial team wants to finance the
international network of correspondents and the
30 percent of readers outside the canton want to be served. For
Editor-in-chief Peter Hartmeier's mantra par excellence: The Tagi must be in the
local, because it can only grow there if it is not to become a permanent
Regional newspaper (already a common term in the industry)
to be disqualified. Although the expansion of the company in
Winterthur and Frauenfeld, the poker game for the PubliGroupe-
stake of 37 percent in Basler Zeitung, which holds an interest in both the
Falkenstrasse and Werdstrasse is at the top of the wish list.
But how the Tamedia flagship out in the Zurich communities
anchor is still a closely guarded secret at the time of going to press.
secret. The timing, number and location are of less interest
local Tagi editorial offices, but rather the
journalistic concept behind it. In other words: What can the work
the first local editorial office on the left bank of the lake under laboratory conditions
provide usable insights? In the Blue Regional Alliance of the
The big lines should be drawn on the mother sheet, aircraft noise,
the effects of the Couchepin offensive in the healthcare system and so
continued. But it is in the nature of things that topics in the local section are too
second-degree topics. Even an elaborate daily
Editorial discussion about the placement of texts not completely
to clear out. What's more, the traditional
Regional newspapers far better. Tamedia should actually be
divide the catchment area into small microcosms and the resulting
separate the small "Jungfrau Zeitungen" from the mother ship and
the journalistic independence.
 

René Worni

3M (Schweiz) AG and screenIMAGE in
Root/Lucerne are strengthening their cooperation in the field of dynamic
advertising platforms. With this collaboration, the two companies are networking
its hardware and software offerings into a comprehensive solution for
visual communication.
Targeted advertising in a playful way
screenIMAGE stands for networked advertising locations - in bars & clubs
and public locations. With screenplan.ch screenIMAGE offers
intelligent and fast software. It allows without great
Effort and specific expertise, advertising messages in a playful way
simply be placed on the advertising medium. Advertising marketing is
realized by screenIMAGE's own media department.

Projection in the right light
With Vikuiti, 3M is setting new standards in rear projection technology. 3M
Vikuiti impresses with first-class image reproduction. Even with a
Viewing angle of up to 180° guarantees the
The rear projection screen provides a reflection-free, clear image. This is
a significant advantage, especially when used in shop windows
compared to conventional media. The size of the
rear projection screen is impressive: 95 inches (213.4 x 122 cm) is the
largest standard format.

Use in a wide variety of locations
The possible uses range from individual applications to
large-scale and elaborate design concepts, right through to
Network solutions with multiple projection surfaces. In contrast to
dynamic communication offers a high degree of flexibility compared to static advertising:
The communication content can be organized variably in terms of time, can be
updated at short notice and thus specifically adapted to the target group
be used. Typical areas of application are "information boards" in
entrance halls of banks, large-scale applications in
showrooms of car dealerships or shop window installations at
retailers.

Guest commentary With the new
Tariff model brings movement to the tariff structures of insertion prices
- hopefully in the right direction, says Jürg Siegrist.
The new tariff model of the Swiss press
is basically a step in the right direction. It is already
welcome because, on the one hand, it simplifies the
structures and, on the other hand, takes account of the fact that the
that the printers and printing presses of the 3rd millennium
it doesn't really matter whether they print in 2, 3 or 4 colors. According to
As far as we are aware as of November 8, the new tariff model
will initially be used for 22 titles.
To date, numerous tariffs are already known, but the following are still missing
several important titles such as SonntagsZeitung, Blick, Metropool and
Aargauer Zeitung. However, the VSW advertising price list is updated regularly.
(see under , keyword Products
Advertising price list 2005). So far, so good.
It goes without saying that the new tariffs and discount forms for
are of the utmost importance to advertising clients. The SWA has
opinion on insertion prices often and clearly enough.
brought. This will not change, but at the moment a
A pertinent and fair assessment of the new tariff model is simple
not yet possible.
The SWA had already conducted a survey in the October issue of its Info
publishers, whose responses gave cause for concern.
give hope for reasonable pricing. As soon as all the data
available, the SWA will, as always, publish them both in the next
Annual Report (around mid-March) and as a special edition.
We will also conduct an analysis of the impact of the new
tariff model, and this will show whether the new
tariff model a matter of hand and foot or just the cosmetic
is an embellished representation of less attractive prices. But wait and see -
We don't want to be naysayers, but hope for the best for everyone involved.
Parallel to our analysis, we will analyze the price structure and
Discount situation for job vacancies
and financial advertisements in the usual way. Their adaptation to
the tariffs for other advertising is as old as it is great.
concerns of the SWA. (By the way, all SWA publications are
public and are available as PDF downloads at www.swa-asa.ch.
available).
However - fortunately, there has been some movement in the
structures of the insertion prices. We will continue to
development closely and by no means without comment.

Jürg Siegrist is Director of the Swiss Advertisers Association (SWA).

Retail With the market entry
Aldi, the major distributors have aggressively stepped up their presence.
Meanwhile, the hard discounter is still keeping the advertising ball very low. "There are discounters with a few hundred
products in the range," says advertising figure Heidi Bühler in a
Migros TV commercial. And draws a comparison with Migros, where there are over
be 30000. The message is delivered with a clear
undertone. But the mocking commercial was just the foretaste and the
A contrasting program to the charm offensive at the front. The cynical side-swipes against the new hard discounters from the
abroad followed with the new store openings last week. In addition
These did not only come in concentrated form from Migros and Coop. The
Retail giants received additional backing from a
Study by the IHA-GfK Institute on behalf of the Promarca association. According to
The Swiss are more interested in quality than price. This is an argument that domestic retailers have also used in the
up and down over the last few weeks - as the pivotal point
of the biting advertising appearances. However, the comparative advertising not only built
on the direct quality characteristics in the areas of freshness,
selection and quality of the goods or store architecture, but also on a
patriotic level.
The Publicis TV commercial "Welcome" was particularly strong and ironic.
expresses this sense of togetherness. In it, a certain René Zubler
his advertising idea to the best and calls the new competitor in the name
welcome to Migros in Switzerland - with various tips
and slightly patronizing. No less indirect in her speech is the
new Coop in-house agency KSSJ coherent and concise comparisons with the
new competition. In its combative self-confidence, Coop shies away from
not even price comparisons, knowing full well that in the hard discounter
individual customer wishes remain unfulfilled. At the same time, Coop
like Migros the full-page promotional ads "Wochenschau für Sparer"
and "weekly hits". Unlike Denner, which has no advertising measures for
the Aldi entry, Volg made a name for itself with the
awkward "Then I'm just stupid" campaign as a customer-oriented
Store chain with a Swiss value tradition. Volg boss Ferdinand Hirsig
told the Aargauer Zeitung that they no longer even know who
created the saying.
Aldi, which has opened its first six stores in areas where its
is already well known, was delighted to receive so much media attention.
attention. The discounter reacted to the reception as
was to be expected, but instead rationally and pragmatically placed his
Promotional advertisements in national newspapers and a series of brochures
in the SonntagsBlick, in which the history and philosophy of Aldi
was shown. Together with the radio spots, the weekly brochure "AldiWoche",
distributed to households in the vicinity of the branches, the
Online presence with the home-made advertising film and the e-mail newsletter
Aldi is, contrary to what has been widely reported, already a massive
Advertiser appeared. Sven Bradke, spokesman for Aldi Suisse,
does not rule out the use of "surprising" TV commercials in the future.
out. However, this only makes sense if the branch network has a corresponding
size. About the welcome spots of the competition
he smiles, "although they are far from reality".
   

Luca Aloisi

The Cantonal Hospital Winterthur organizes
is reorganizing its corporate communications. The mandate for the conception and
The realization of the new core media was entrusted to the Zurich agency TBS Identity
after a competitive presentation. The order results from the comprehensive administrative reform
of the Canton of Zurich. The cantonal government has decided within this framework,
that the two cantonal acute-care hospitals, the University Hospital Zurich
and the Kantonsspital Winterthur, into independent public-law entities.
institutions are to be converted. This legal form gives the
both hospitals a high degree of operational independence and therefore also
the possibility of independent positioning in the market.

The Communication Partners agency in Baar
is in charge of communications for the "Economie 06 - Zurich" conference.
has been commissioned. The theme of this international conference is ethical,
socially and environmentally responsible investments and their standards
and certifications. On October 9 and 10, 2006, representatives from
of banks, insurance companies, pension funds and investment funds with
representatives of NGOs, humanitarian organizations, trade unions and
academic experts on joint projects in the field of corporate
discuss social responsibility. The conference is organized by the
England-based organization "Economie", which is supported by several
hedge fund entrepreneurs from London. The conference is intended to
According to Communication Partners, in 2007 and 2007 as well
2008 in Zurich.

Wrigley Switzerland launched a campaign for
its strongest chewing gum brand Airwaves. In collaboration with the
advertising agency M+K Vienna, which also successfully managed the location in Austria.
in the below the line area, this cross-media
campaign (print, POS, Internet) was developed.
The promotion focuses on increasing the level of awareness
and communicating the product benefits of the Airwaves brand at the
Target group of 14-39 year olds. The product is the hero was the
motto for the impressive graphic realization, which additionally
awakens the desire for adventure through a competition. Also at the point of
Sale provides an attractive promotion mechanism with On Pack scratch cards
for buying incentives and thus for an increase in sales.
The accompanying Internet campaign was developed together with the Twyn Group
and for the first time also on the Swiss promotion platform of
powerwinning.ch with a high-reach banner campaign.
Sensational success was achieved by an additional cooperation with 20
minutes. In just a short time, more than 8000
lottery participants can be reached.