Watches The Geneva watch brand Baume &
Mercier is replacing her old one with a new one after just over a year.
advertising campaign with a charitable aim. Another platform for
Celebrity endorsement? their names are Brad Pitt, Nicole Kidman,
Charlize Theron, Uma Thurman, John Travolta, Pierce Brosnan, Kiefer
Sutherland or Meg Ryan. All known from movies and TV - and the
Watch advertising. But for which brand which movie star with his
and his charisma and, above all, why,
is increasingly difficult to say. The list of screen heroes who have appeared in the
as ambassadors for watch brands as a secondary source of income
longer and longer. If you add those of the sportswomen and other VIPs,
it becomes almost unmanageable.
Recently, the traditional Geneva brand Baume & Mercier has also been advertising
(B&M) of the Richemont luxury goods group with this concept.
Surprisingly, it was only in the spring of 2004 that B&M was informed by the
products - to an image campaign that is clearly long-term
had declinable characteristics. The concept "The tick-tock you feel
inside" set the clock in connection with situations of intensive
Feelings. "It is these feelings that define the brand philosophy, the
watches themselves and customer proximity," said CEO Michel Nieto at the time.
In the current anniversary year, however, he returned to an old, strongly
anchored slogan for the watch with the balance symbol Phi in the logo -
Balance between tradition and modernity: "Baume & Mercier & Me".

No show-off brand
He sees the theme of proximity as a key element of the new advertising presence,
that can be experienced not only through the personalities embodying the brands
but through the support of projects in the
humanitarian area. For example, school education for
disadvantaged children, cancer research or environmental protection projects through
the first two B&M representatives credible and unadulterated
be promoted. This is precisely where Nieto makes the big difference to
the other watch testimonials. Because alongside Meg Ryan and Kiefer
Sutherland are also represented by the renowned photographers James White and
Robert Maxwell their name recognition for the charity campaign
from B&M are available. The visualization also contrasts
his campaign with those of the competition, says Nieto. Both
Actors don't hold their timepieces demonstratively in the frame, like
this is often the case with other brands. B&M recognizes
the model on the wrist and compensates for this with
a large product intake.
The fact that the brand with its charitable project and precisely this
actors have come together is also obvious, according to the
B&M CEO. Both Meg Ryan, who for many represents pure naturalness and
spontaneous elegance, as well as Kiefer Sutherland, who as the
modest and of strong character, have already used their image sensibly to
In favor of discriminated groups.
Just as the watch brand has already done several times in sales campaigns
has supported humanitarian organizations. This new approach is used in
the advertisements only in passing - also with a cross-reference to the
homepage - communicated. The photographers attached more importance to the
harmonious setting and an atmosphere that radiates comfort and human warmth, which the
personalities come into their own. For the coming year
are again two famous minds with a similar profile as
The new flagship for the traditional brand.

Luca Aloisi

Central Switzerland's Radio Sunshine
launches a new comedy series on November 4. In the "Bundeshaus Report"
Patric Schäfler takes aim at the magistrates every Friday. The
Sender would like to give a humorous insight into the leisure time of the
Federal Councillors and the Federal Councillor. Schäfler is responsible for the text
and lends his voice to the characters. He has already worked for
other radio stations and Swiss television as
Federal Council parodist.

Tourism Newton 21 Switzerland wants to bring more guests back to Cuba. If nature doesn't go completely out of
balance, the end of October is traditionally the time
the hurricanes in the Caribbean will be over. "We are hoping for a good
Autumn," says Daniel Sánchez from Newton 21 Switzerland. The
Zurich agency has been awarded a new contract by the Cuban tourist office.
campaign has been commissioned. On the sugar island, there are still
Space for new tourists. Compared to the previous year, the
Visitor numbers fell by around nine percent. "On the one hand, the
Cuban tourist office has not advertised for two years",
explains Sánchez. On the other hand, as a result of the economic situation
generally saved on vacations, there is the fear of flying and in this
record number of hurricanes.  
Newton 21 now wants to show tour operators that Cuba also has other facets with a poster, e-boards and, above all, a lot of event marketing.
show. Just at the right time for today's mostly fast
determined bookers, because the best season in Cuba starts now.
just started.
For the travel industry, in cooperation with the tourist office
various events are planned, in which there is also plenty of room for a
party with a Cuban feel is built in. The budget is not
huge. Where in neighboring countries, for example, five different
poster subjects to promote Cuba, only one eye-catcher is needed here.
Accordingly, the process is more personal.
The right job for Newton 21, because as a specialist for
Dialog communication (advertising, strategic event and
cross-marketing) are at the forefront of this agency's strategic
Networking of proven classic forms of advertising with dialog
Instruments of tangible communication are always strongly
Foreground. 
  

Andreas Panzeri

National television stations in Switzerland
In future, European quotas will have to be set in relation to producers and
broadcast content. The Federal Council has issued a
corresponding amendment to the Radio and Television Ordinance (RTVO)
which is based on the media agreement between Switzerland and the EU.
goes back.

According to the new provisions in the RTVO, the language-regional broadcasters must be able to offer their services,
national and international TV stations account for the majority of their
broadcasting time is reserved for European works and at least 10 percent of the
program from independent producers. The quotas are
no absolute requirements: They must be "within practical
feasible and by appropriate means", as stated in the
text of the ordinance. Switzerland will also publish a report every two years.
Draw up a report on compliance with the quotas for the attention of the EU.

Control within the country is the responsibility of OFCOM and is carried out by means of
of a reporting system, as Bakom spokesman Bernhard Bürki
explained to Advertising Week. "The majority of the programs must
be European, which means at least 50 %. If the proportion is higher
the better. However, the broadcasters are given time to
quotas," says Bürki. First and foremost, it is important that
of the annually submitted reports progress in implementing the
regulations are recognizable. Bürki does not expect the
changeover will cause major problems for broadcasters. "Affected are
not the regional broadcasters. The regional and national
channels have a fairly high proportion of in-house productions anyway.
on. The areas most likely to be affected by the new guidelines are
pay TV channels that show many American feature films."

The media agreement is part of the second bilateral
negotiation package. It commits Switzerland to
European law. However, this is largely
already the case. The EU had now approved the adoption of the
Quota provisions as a condition for the conclusion of the agreement
made. Ratification is planned for January 1, 2006.
Carole Scheidegger

Press subsidies With the discontinuation of the
foreign surcharges, the Post Office is losing revenue. Increases in postal rates
publishers need not fear, however. In the last instance before the
The Appeals Commission for Infrastructure and the Environment has
dispute with the postal service. Specifically, it was about a
Tax surcharge of 30 centimes per copy for delivery of the
program guide TV täglich, which on the one hand offers various
newspapers, but also as an individually subscribed
copies are distributed independently. TV daily, a joint
venture of Tamedia and Ringier, has since been launched in Germany.
as Tamedia spokeswoman Eta Pavlovic confirms. Due to
the import of the circulation from Germany the post office charged the
publishing house the additional amount of more than 156,000 Swiss francs, which
Tamedia in the sense of equal treatment with other Swiss publishers,
did not want to pay. With the verdict, the approximately 30 publishers who
print abroad, all other Swiss publishers at the
delivery of their print products. The yellow giant will
change its practice retroactively to October 1.
The ruling is significant against the backdrop of indirect press subsidies in
of Switzerland. The Appeals Commission recognized the so
called print surcharge, a part of Swiss Post's tariff concept, as a
Violation of Article 15 of the Postal Act as well as the
Free trade agreement between Switzerland and the EU.
The surcharge quickly pays for itself in large runs with considerable
sums are noticeable. Following the ruling, Deutsche Post will miss out on considerable
revenues. However, Swiss publishers do not need to
Fear increase in postal rates. "For Swiss Post, the ruling has indeed
financial impact, but it will not therefore raise its prices
increase," explains Swiss Post spokesman Laurent Widmer at the request of the
Advertising Week.
What is striking is the coincidence in time between the procedure and
an announcement by the EU Commission in Brussels in mid-October, it
The indirect press subsidies in Switzerland are
possibly illegal state subsidies, which could have reduced competition.
with foreign newspapers. However, the objection relates
only to the aforementioned postal surcharge, because press subsidies are also available in
EU countries is commonplace. "I am convinced that the legitimacy of the
of Article 15 of the Postal Act is not called into question and the
Press promotion is compatible with international law," commentary
by Hanspeter Kellermüller, Legal Counsel of the Association of Swiss
Press.  
But what next? On December 15, the concerns from Brussels stand on
the list of topics of the Comité Mixte Switzerland-EU on the free trade agreement.
But the problem is likely to be resolved domestically, as the indirect
Press subsidies, which are shared equally by the federal government, publishers and Swiss Post.
is being carried, will expire as early as 2007. How the press is promoted from 2008
is to be open.    

René Worni

Cultural promotion Migros Culture Percentage has a new small theater and is launching it with a booklet and advertisements by Reinhold.
Reinhold Weber. His agency kitchen can boast the
Migros Culture Percentage together on a new theater for cabaret
are delighted. After a six-month renovation break, the "Theater im
high-rise building" at the Migros headquarters in Zurich has been reopened.
A lot of the latest electronics are now intended to keep the new trends
to bring out even more of the small-scale art. To make this clear to the
the public, the cultural promoters at Limmatplatz have
produced an entire magazine.
The unique publication is available in a print run of 15000 copies.
was published. Reinhold has contributed two matching advertisements.
Slogan: "Higher nonsense for high, the new Migros celebrity magazine."
Because "as a satirical answer to all happiness posts, galas or colorful"
the magazine Hoch is unmistakably in the style of the celebrity magazine Gala
designed. In the first (and for the time being last) issue of Hoch is
among others: The highest of Migros, the new president
Herbert Bolliger himself, in an interview with cabaret artist Lorenz
Keiser, a home story with Mr. Thiel ("I am not arrogant") or
the top story, in which the "Acapickels" prove themselves to be uninhibited sluts.
out.
The two advertisements are also quite uninhibited and satirical,
which the advertising agency contributed to the magazine. On target
The most important thing is to take the
Cervelat celebrities and the successful Migros Budget brand. "For higher
We're always up for nonsense," says Reinhold Weber, "and for
lower ones too, of course." The Promipostille realized Christoph
Häring from Migros Culture Percentage together with the editors-in-chief
Sandra Heer and Kerstin Camenisch and their Hoch team.

Andreas Panzeri

Telecommunications Swisscom is testing whether TV and Internet surfing can be made easier via cell phone.
UMTS cell phones can receive TV and surf the Internet. But as soon as several
people in the same place use these services, the mobile network
quickly reaches its limits.
Swisscom now wants to tackle these problems and will be introducing
in Berne, a trial with the new digital standard DVB-H (Digital
video broadcasting handhelds). DVB-H is the little brother, so to speak
of terrestrial digital television (DVB-T) and was specially developed for the
distribution of broadcast signals to mobile devices.
DVB-H, which is broadcast from the television mast, can be received by all
that are within range of the transmitter. The
around 100 test subjects in Bern are now standing on a Nokia smartphone
26 television channels are available, as well as some interactive
services. For example, they can use their cell phone to watch the TV channels'
on the Internet. The Swiss pilot test is intended to
According to Swisscom, information about the technological
provide a framework for the realization of DVB-H in Switzerland.
Comparable trials in Europe have so far only been carried out in Berlin and
Helsinki, but further tests are also currently underway in France,
Great Britain, Italy and Spain. (mk)

The Commission for Transport and
Telecommunications (KVF) of the National Council supports a motion by
Council of States
Filippo Lombardi on maintaining the Swissinfo service. The motion
of March 18, 2005 calls on the Federal Council to
continue to rely on a journalistic offering for foreign countries
oblige. In June, the Council of States already approved it, contrary to the proposal
of the Federal Council. In the
consultation on the new Radio and Television Act (RTVA), both
Councils for a federal contribution to the costs of Swissinfo
pronounced. However, when it comes to the design
different views. The National Council would like to limit compensation to
the
half of the costs, whereas the Council of States prefers that the
Federal Council
the scope of the settlement with SRG
In parallel to the RTVG consultation, the
The KVF has now recommended that the National Council adopt the Swissinfo motion by 16 votes to 6. With this
the communication, they express that the financial resources for the
both councils would also be made available
must.

The Zurich Internet agency MitLinks builds
Your consulting team from. Christian Klinner becomes a new consultant
be. In addition to classic online projects, his new
Responsibilities primarily online marketing measures. Klinner was
previously communications consultant at T'NT Events and Matter & Partner
as well as co-founder of the newsletter Ron Orp's Mail.

What in the USA and Japan has already become
is to become standard in Switzerland as well. The TV
Productioncenter Zurich (TPC) is introducing high-definition television (High
Definition TV, HDTV). Thanks to the new transmission technology, the
quality of television pictures can be improved. With a
multi-format HDTV transmission van (called HD-1), the TPC is completing the
first step into the high-definition future, as the SRG subsidiary announced on Tuesday.
The new OB van, which was developed together with Sony,
has 12 cameras, but can be expanded to 24 cameras
be. For picture and sound direction as well as production technology
Workstations for up to 22 people are available.
Although there are no corresponding receivers on the market yet, they are already being used in Switzerland.
today produces around 70 days a year in HD. Until now, the TPC had to
leave such orders to the competition. From the introduction
of the HDTV standard, the company therefore hopes to strengthen the
Competitiveness in a growing market. In the coming weeks
the TPC begins with the realization of productions according to the
HDTV standard. Recordings of classical concerts are planned and
Operas. Also at major sporting events such as the Football World Cup in
Germany or Euro 2008 is to be produced in HD. The largest
However, part of the TV productions in the will still take several years.
realized with the previous technology.

Lukas Rüttimann, Editor-in-Chief of
RockStar, is leaving the music magazine at the end of the year. "After my
two years of development work for the project, I have decided to
decided to decline the option for another year of RockStar."
Rüttimann explains to the news service Persoenlich.com. According to Rüttimann
talks about his future have already taken place. For concrete
but it is still too early at present.

The posters for the APG campaign "The bear is
los" have met with great public interest. According to
According to a press release, around 4000 posters in the format 89.5 x 128 cm
for schools, canteens, public buildings and countless private homes
have been delivered. "Such a flood of orders for posters
we have never experienced before, we had to keep an employee for four
weeks for the administrative processing of the incoming
orders," comments Head of Marketing Roger Möschler.
The proceeds of around 40,000 francs from the sale of the bear posters
APG transfers to Glückkette for the
victims of the storms in Switzerland. The following contributed to the donation
also JCM Offsetdruck in Schlieren, which handles all shipping costs.
has taken over.