Unicef, the United Nations Children's Fund
nations, together with Clear Channel Outdoor, has launched the first global
outdoor advertising campaign in history. With a poster campaign
The aim is to raise awareness of the enormous impact of HIV/AIDS on
children are awakened and strengthened. At simultaneous events
in Johannesburg, London and New York, celebrities - among them
Hollywood celebrities such as Whoopi Goldberg and Sir Roger Moore - 
together with the representatives of the two organizations last
Thursday, an impressive poster showing a child who has lost his
Parents buried. The campaign, sponsored by Clear Channel Outdoor, is
on billboards and other outdoor advertising media in 50 countries around the world.
around the globe, and will be launched in Switzerland on November 21. The
The campaign theme is the result of an international competition that
met with a huge response from advertising agencies from all over the world. The
award-winning idea from Bester Burke, an agency in Cape Town,
South Africa was selected from over 300 entries.

For theater enthusiasts, the Rigiblick is
a small fine theater. And for gourmets, the Rigiblick is a
Top address among Swiss restaurants. FCB Leutenegger Krüll
brings both under one hat. And does so in four theatrical
Radio spots that attract Zurich residents to Züriberg
shall. Heinrich Heine, Bertolt Brecht, Elfriede Jelinek and Hugo
Loetscher provided the templates, Mike Krüll came up with the concept,
Daniel Rohr from the Rigiblick Theater and Pascal Ulli, who will soon be working in the
production "Death of a Salesman" will be seen, borrowed
their voices to the commercials. The result is four mini-audiobooks, which you can
on the website of FCB Leutenegger Krüll at the
Eardrum should melt.

Never before have so many campaigns applied
for the Swiss Effie prize for efficient marketing communication, as in
This year: a total of 99 entries will be judged by the jury under the chairmanship of
Richard Kühn over the next few months, according to the industry association BSW. Most
Entries were received for the consumer goods/food category (21), followed by
Financial services (17), consumer durables (14), non-durable consumer goods
Food (13), media (11), non-profit organizations (11),
Services (10) and Trade (2). There were no participants in the
Category Capital Goods. The Swiss Effie 06 award ceremony in
Gold, Silver and Bronze will take place on March 23, 2006 in Zurich.

From January 2006, the
Haifaif youth supplement of the Südostschweiz daily newspapers to a
newspaper. The reading pleasure of the two-and-a-half-year-old
The members of the "high5" members' club will be the exclusive readers of the new issue.
The initial circulation of the youth newspaper is between 11,000 and 12,000
and is sent to club members by post every two weeks.
delivered. As independence changes, so too does the
appearance and is slightly modernized. In addition, the
around forty volunteer young journalists aged between 15 and 25
years, some changes in content can be expected. Both Haifaif and
and the Member Club will continue to be products of Südostschweiz
publishing house. Subscribers to a Südostschweiz newspaper can use the
Order the youth magazine via a "high5" membership.

Product placement in film is not new.
The fact that it also works the other way around is shown by the current TV commercial for the
Federal Office of Public Health.Just at the launch of "Undercover," the
latest prank by Viktor Giacobbo, the Swiss women can
and Swiss the funniest scene of the film already in advance on TV
watch. And it's in the latest Love Life Stop AIDS commercial. Euro RSCG
Zurich made the scene in which the main character "Undercover" (Viktor
Giacobbo) makes his boss hot with the "rubber trick", unceremoniously
a thirty-second TV spot. This form of cooperation between
Film and advertising is new and makes sense for both parties. Rejoice
is looking forward to the scatterbrained secret agent "Undercover", who will be available from 3.
November in the cinema runs. And already now in the new Love Life Stop AIDS commercial.

The American electronics group
Motorola has entrusted Mindshare with its European media budget.
According to a report by New Business, the decision was made after a
Pitch. Universal MaCann was previously Motorola's global media agency.
However, it already had to hand over the US mandate to Carat
deliver.

Annette Weisskopf has been doing promotions with her Action in Zurich for ten years and is now expanding in the East.Her annual parties are legendary. But
this year is supposed to be very special. Annette Weisskopf celebrates the
Tenth anniversary of their promotion agency. On November 25, there will be a
Bike racing. Poket bikes, to be precise. Around the circuit roars
from live streaming to rock DJ everything worthy of an agency,
which has made its name with action.

Annette Weisskopf is the founder and managing director of Action
Agency. She and partner Noel Boller each own half of the
Shares. The agency operates with five permanent employees in Zurich
and can count on an international network of freelance experts.
In addition, there is a file with about 800 promoters. These come depending on
Customer to use. "We need a majority of younger people, because the
market is largest in the youth sector," explains the boss. Result
this development has been supported by an increasing number of customers from the
Telecommunications and catering industry.

Action has also had a branch in Vienna for three years. It
came about because the marketing departments of Nike and Nokia in
Austria are. Many meetings thus led to the Danube City,
Contacts have arisen "and finally the right
Partner met". In Vienna, Action employs five people, two of whom
Part owner. "This is the best system at a subsidiary in the
Abroad. Responsibility must be local." A further expansion
will probably become a topic in Prague next year. In the Czech Republic
Noel Boller is already present with his Swiss Call. "Here could
further synergies will result." Action uses the call center for its
Outbound activities on.

A quarter of Action's orders come from advertising agencies. The rest
are direct customer inquiries. At Tele 2, for example, it was a matter of
Launch for the mobile city network in Zurich with a guerrilla action to
propagate. As always, action started with a brainstorming session at the
Customers. "This allows us to identify and implement the strategy in the best possible way."
Action is finally with a gadget phone made of mint pastilles in
the bars and pubs in the reception area of City-Netz gone.
For Swisscom Mobile, the strategy was a skyline tour with parties like
for example at the Zurich KV-Fest as well as wakeboard events. Here has
Action in a tent launched a flirt game.
And for Dr. Oetker, the promoters are riding in November with nine
microwave ovens on a retro trailer through Switzerland and
distribute crispy "Intermezzo" pizza. As always, this action is also
coupled with a competition, "because you can measure the contacts better that way.
can".

Such below-the-line measures "are becoming increasingly important." With their
Start a decade ago Action has organized majority events. "One
had a lot of budget to motivate his employees and occasionally
extremely large budget for major customer events. That is definitely the case today
no longer the case." Whereas it used to be 80 percent events and 20
promotion, Action now oversees 70 percent promotions and only
30 Event. "You go directly to the end user with your message,
because the measurability here is much better than in the event sector. There
the scattering loss is now far too great." And a marketing department
After all, they would have to be able to prove how they got their half a million
spent. "That wasn't always the case ten years ago."

Annette Weisskopf is a self-made woman in the field of promotion. Learned
she got in part from her father, who, as an entrepreneur, for example
Folding displays produced. The subsidiary is for these products two years
long moved from trade fair to trade fair. Still in middle school she dreamed
of becoming a geologist. But that was with the drop out of school
even before the Matura. An apprenticeship as a jewelry saleswoman
ultimately served as a bridge to marketing.

For a while Annette Weisskopf worked as a booker for the model agency
option in Zurich. According to her wish "a change every two years" has
she co-founded Mad Company Promotion. The idea of this agency
was to use models not only for photos, but also for events
on the square as a mixture of acts and promotion. From this
concept has finally developed the action. The foundation before
ten years with a then partner took place "without money. Only with
the idea and many colleagues who helped us".
The goal for the agency is: "Don't get bigger than eight people.
Because that's the only way the company remains flexible and I can keep my
philosophy and heart and soul," explains Weisskopf. In a
larger operation, it would have to "establish a control
Become a freak". Today, the action works like a family, and not just because sister Eve is also on the team.

Annette Weisskopf finds her ideas at parties and while exchanging with
a large circle of friends "from all sectors". The hustle and bustle of the
promotions also escape once in a while, she can thanks to her dog, which is
regularly barks around his longer walks.

Andreas Panzeri

For a good two months now, she has been in charge of RTL Group Germany, which includes the channels RTL, RTL 2, Vox and
belong to n-tv. This is not exactly an easy undertaking, given that
despite falling advertising revenues in the highly competitive television market
claim. "I have to create an atmosphere in which the employees
have fun at work and are also really motivated," outlines
Anke Schäferkordt one of her main tasks. Through an open and
straightforward management style, she tries to create an environment in which
which can give rise to new ideas. Nevertheless, not every
primetime hour with in-house produced series - because the
could not be financed and would not make much sense:
"At the end of the day, the mix in the program has to be right." More about the
RTL's history and plans for the future, possible side businesses of the
broadcasting group and Anke Schäferkordt's assessments of the Swiss
TV scene in the November 3, 2005 issue of Werbewoche.
No subscription?
Single issues of Werbewoche can be ordered from Ginette Peter -
- can be ordered (CHF 8.00 +
VAT/postage).

Beauty For the opening of the first
Nivea stores in Switzerland in the Loeb department store in Berne, Germany
body care giant will not only be trotting out the most beautiful Swiss woman, but also
also played out the typical Swiss city rivalry. For this
she engaged the in-house agency FCB Leutenegger Krüll. Here she concluded
one logically and wrote the headline not only on strip advertisements
for commuter newspapers to and from Berne, but also on over 1300
T-shirts. Although these were not distributed but sold, they were
They were all gone after two days. 

Röstigraben The advertising market is national,
claims Tamedia. Edipresse believes that customers advertise regionally.
This is a key issue for the commuter newspapers in western Switzerland. In the battle for the right strategy in the
Opinions differ on the launch of a commuter newspaper for French-speaking Switzerland.
of Edipresse and Tamedia. The needs of the
advertising market are assessed diametrically differently. The
Tamedia's top management said that the advertising market demanded a
Cross-linguistic platform also in the daily newspaper sector -
which would speak in favor of the 20 minutes/20 minutes product.
Edipresse Director General Tibère Adler, on the other hand, does not believe that
Tamedia can profit from a national newspaper.
"The advertising market is not national," he said on October 26. In the
last advertising week, Le Matin editor-in-chief Peter Rothenbühler
"Offering advertising space throughout Switzerland sounds simple, but it is not.
in (linguistic) cross-border practice, however, the opposite is true. Also
If a provider believes it can cover everything, it still needs to differentiate.
be advertised."

Simultaneously or separately?
Which thesis is correct? Do advertising customers increasingly want one and the same
product in both language regions at the same time or are you planning to
their advertising appearances on this or the other side of the Röstigraben nevertheless
separately? Advertising Week asked. Reader's Digest, for example
has been offering Das Beste and Sélection with a combined discount for a year now
of 10 percent. "Basically, nothing has changed because of this, we
don't explicitly have more customers," explains area sales manager Ruedi
Geisselhardt. The proportion of customers who booked both titles also increased,
remained stable at 20 to 25 percent. (1:0 for the
Edipresse thesis).
The experience at KI-Media is different. According to
Advertising manager Yvonne Müller, the proportion of double bookers is
around 75 percent with the parallel titles K-Tipp and Bon à savoir.
rising trend and without combined discount. Point for Tamedia: 1:1. miller
However, there are other considerations in favor of the Tamedia thesis: Since 80
percent of advertising orders in French-speaking Switzerland come from German-speaking Switzerland.
clients or agencies, be it from strategic or commercial
The advantage of covering both regions with a well-known print brand.
Many media planners in German-speaking Switzerland hardly know anything about
the range of titles in French-speaking Switzerland.

A quarter with the combi
In the daily newspaper segment, too, there is the Business-Kombi (NZZ -
Le Temps), an advertising pool that offers a discount of around 8 percent.
Röstigraben bridged. At Le Temps, the station wagon generates
Advertising Manager Marianna Di Rocco accounts for around 25 percent of sales.
"Both the number of double bookings and their share of sales have increased since
at the beginning of 2004. The latter grew by 10 percent annually," says Di Rocco.
Tamedia scores: 2:1.
This raises the question of why, a year ago, the
Swisspool II (five Swiss-German titles) across all language regions.
in combination with the Edipresse newspapers 24 Heures and Tribune de
Genève) was canceled without replacement. If the double bookers were in vogue,
a Metropool II would certainly have been formed for the new Metropool. The
but they didn't, which speaks for the Edipresse argument: 2:2.
Neither Edipresse nor Publicitas were prepared to comment on Swisspool II.
to take.
In contrast, Publipresse director Otto
Meier. "Until now, there was no cross-language offer that was successful.
had", he says - and gives Edipresse the lead: 3:2.
Swisspool II worked well, but primarily as an overall offering
for print. Meier: "However, media planning is based on language regions."
 Jean-Pierre Grey, responsible at the Lausanne publishing house Promoguide
for the free movie magazines Film demnächst and Avant première
(combined discount: 15 percent), on the other hand, supports Tamedia's thesis, because with
his magazines, he identifies a trend towards double bookings. Your
share is already around 60 to 70 percent. Point for Tamedia: 3:3.

Ringier - national veteran
Karlfrieder Fuchs also kicks in the same direction as Grey,
advertising manager at the Coop-Zeitung. However
he has published three articles for his paper and its sister magazine Coopération.
customer segments. On the one hand, Coop itself books and occupies one and
the same product all three editions of its own
customer magazine. We recommend the same to brand manufacturers,
who sell their products through Coop, says Fuchs. Third-party advertisers,
advertising customers who have nothing to do with Coop contribute to the
Coop newspaper only accounts for 15 to 20 percent of sales. "Of this, 60
to 70 percent in only one language region, but the number of double
or even triple bookers is increasing," says Fuchs. Tamedia - Edipresse: 4:3.
Experience in both markets has long been gained at Ringier, where
Tamedia CEO Martin Kall also earned his first Swiss spurs
has. Ringier is not only present in all parts of the country with its own titles
(and is also thinking about a free newspaper), the
In German-speaking and French-speaking Switzerland, the Group also offers products with
similar concepts and comparable target audiences: Illustré and
Schweizer Illustrierte (SI), the two Al dente, TV program guides
such as Tele and TV8 as well as Edelweiss and Bolero. But Thomas Pass,
Ringier's Head of Readership and Advertising Market, differentiates. "With Illustré and
SI we have many double bookers even without a combination discount, and they take
too. Bolero and Edelweiss, on the other hand, despite a combined discount of 10
percent fewer double bookers." The two women's titles are not
positioned quite identically, says Passen. And another differentiation
he adds: The daily newspaper market works differently, he says.
main business locally, which is why double bookers always play the smaller role.
would play.

Growing number of double bookings
The Edipresse thesis is also supported by the fact that customers from French-speaking Switzerland
showed a strong affinity with the titles from French-speaking Switzerland. Nevertheless
Passen is also convinced that the number of double bookings will generally
will grow: "This is only a result of the increasing
Internationalization of media budgets." The fact that
media agencies are increasingly being integrated into large networks,
speaks for this." He also notes that French-speaking Switzerland as a market
is perceived more strongly. "Agencies and clients are always demanding
offers for both language regions more often," he says. Support receives
Pass from Daniel Pillard, Director of Ringier Romandie. "Al dente has
more and more double bookers, as well as our magazines Montres
passion and watchmaking world," he says. And then the Frenchman moves in
clear conclusion: "Tamedia has the better thesis." (Zurich beats
Lausanne by a clear 5:3).

Markus Knöpfli

    

Electronic media have an advantage
The importance of a functioning organization across the Röstigraben
advertising market are judged differently by advertising experts. "When I
media planners and advertisers, then there are certainly
a market with titles of the same orientation and concepts," says
Sandro Prezzi, Managing Director at mediaegis:cia. Anyone who used to spend around 20
minutes, I booked Le Matin as a tabloid in French-speaking Switzerland.
were added. However, the easy bookability of such combinations is
no guarantee that purchases will be made. "It is exciting to see what
is currently happening in French-speaking Switzerland," says Cosima Giannachi from Mindshare,
However, it attaches less importance to regional linguistic aspects,
because it is more important for her agency to get the media right.
regardless of the booking advantages. Also for
Dietmar Bemberg from Optimedia is part of overcoming the Röstigraben
to the basic knowledge of the industry from 40 years ago and, in view of the
Launch of 20 Minuten in French-speaking Switzerland not an issue. "For the
advertisers, it is much more important that there is only one
there are free titles." That there is no cross-language market,
We have come to terms with this, says Christof Kaufmann from OMD. To
to be present in both German-speaking and French-speaking Switzerland,
you have to adapt to existing media.

Radiotele sales manager Felix Kilchsperger thinks that the
idea of the cross-language market. In relation to his medium
However, the existing Swiss radio pool does not include the strongest stations with
with it. There's no problem with this in cinema advertising, which can be
subtitling accordingly. For Jean Claude Bruhin from Cinecom, the
cross-linguistic aspect is of central importance. The most sustainable
SRG marketer Publisuisse overcomes language barriers
national advertising customers from a single source, according to communications manager
Peter Kaufmann "the big advantage". It is in the nature of
electronic media that on the press side, too, with countless and
complicated contacts cannot achieve a comparable effect
can. (rw)  

Supplement The NZZ is launching a new glossy supplement. The first issue is about watches and jewelry, with more planned.
because the final production has not progressed that far.
Nevertheless, the first issue of the new glossy supplement is due to be published on 8 September.
November in the NZZ and the NZZ am Sonntag on November 13. And
it is the usual understatement of the house on Falkenstrasse
where innovations can only be made with as long-term a focus as possible.
and then launch them in the status of an experiment, such as the
example, the hesitant approach to the introduction of color images in the
Traditional newspaper illustrated. NZZ coordinator Beat Brenner, who is in charge of the
youngest child from the company communicated on request, also wants to
know nothing about a new supplement concept, let alone a magazine concept.
As a result, the youngest child learns to approach the subject of watches and jewelry.
dedicated to the project, run in experimental status. Brenner denies that here
the editors of NZZ and NZZ am Sonntag are working together for the first time and
emphasizes that this is not the first supplement to be added to both titles.
will be enclosed. Remember the supplement for the European Football Championship in
Barcelona, which had a similar layout to the NZZ folio.
"What's new this time is that everything is on a cross-editorial
was tackled on a much broader level," says Brenner. He emphasizes,
that the initiative for the project came from the editorial offices.
and had already been initiated in February. For watches and jewelry,
previously dealt with in a supplement in the spring, it was decided to
decided because the topic would be too short in the fall, but nevertheless
is current. Limited space in the NZZ am Sonntag style guide
as well as recurring discussions over the years as to whether common
newsprint is the appropriate form of presentation for luxury goods,
spoke in favor of a glossy supplement. "Naturally
the whole thing is a delicate story, because we definitely don't want to
come into conflict with NZZ-Folio," says Brenner. It was also clear from
From the outset, both editorial teams decide autonomously which materials to include in the
should be put in the spotlight. Publicity reports were never an issue.

Unusual format
The first issue of the supplement will be 60 pages long and will be published in a
The magazine is enclosed with the 312,000 copies of NZZ and NZZ am Sonntag. In it
Including the additional print run and temporary free subscriptions for both
Sheets. Brenner estimates the proportion of editorial contributions
to around 53 percent. In terms of style and typography, the four-column
supplement incorporates elements from both NZZ titles. "We were interested in
to create something that would be a success for the NZZ and perhaps also for the
NZZ am Sonntag is something extraordinary," says Brenner. In fact
The format is unusual. At 28 by 40 centimeters, once in the
Folded in the middle, it is a clear rejection of common mass suitability.
The format is intended to appeal to an inclined readership in the naturally higher
income segment and give them a deep insight into the
down to the finest details of the watch and jewelry trade.
Competence and know-how should be combined with esprit and modernity.
connect.
Following an initial presentation of the project in the
Last June, media planners rated the project as unspectacular. In the
June, however, only a brief description and the draft of the
the supplement's title page, the more incomprehensible is
the criticism for Brenner. Mastering the advance into the glossy age
the NZZ with existing workpower, "in addition to the normally incurred
editorial tasks", only the layout was outsourced to the
NZZaS designers Simon Esterson and Mark Porter. "After that we will
discuss what we are going to do in the coming year," says Brenner.
A further two to three supplements are then conceivable, but before the
Evaluation of the first high-gloss experiences, the last word is still to come.
not spoken.

René Worni

Four new employees strengthen the Web2com team. Dominic von Moos dedicates himself in his
new function as Account Manager exclusively of the
Customer acquisition and support in the field of online marketing. He
has studied marketing and e-business at the Zurich University of Applied Sciences Winterthur
and was subsequently employed by the job search engine in Bern in the
Sales active. The sales team is strengthened by Patrick Koller as
Account Executive, Roger Kreis as Media Planner and Rahel Müller as
Campaign Manager. Patrick Koller already has many years of experience in the
Internet sector. He previously worked at the media agency
Optimedia as a junior planner in the Internet division and subsequently at
PlanetActive as a junior media account manager. Roger Kreis joined PlanetActive after the
He joined Web2com after completing his commercial apprenticeship at Publicitas. Rahel
Müller has gained experience as a marketing assistant at ABB
and afterwards her further education as a certified SIZ-Webpublisher
completed. It is responsible for the integration of the advertising media and thus for
responsible for the correct running of the online campaigns.