Because the personal care company Gillette
Procter & Gamble (P&G) has been taken over, the
Medianetzwerk will relinquish its mandate at the end of the year. Mindshare managed
media buying for Gillette worldwide, but has been responsible for the
year also worked for P&G's archrival Unilever. This was not
surprised, a Mindshare spokesperson told MarketWatch: "We
had actually already faced the loss of the budget in the middle of the year.
expected." Unilever's mandate is much larger than that of
Gillette. The new budget holders of the new P&G subsidiary are apparently the
Publicis agencies Zenith Optimedia and Starcom Mediavest. This said
an anonymous source close to Publicis told the news agency
Reuters. The majority of this will go to Starcom, which, according to
Advertising Age has already acquired the US budget of P&G and around 70 % of its
international media editions. The total budget of Gillette
is estimated at 800 million dollars.

The French free newspaper Le Matin Bleu
could generate a profit of around 10 million euros after five years.
francs, estimates the business magazine Bilan in its new
issue. In contrast, the costs for the launch are already likely to be
now amount to around 3 million francs. With 15 million francs
is how Bilan puts the paper's annual budget. The aim is that
15 million francs in the first year and in the second year
fifth year would amount to 25 million francs.
The free paper,
which will appear for the first time on October 31, 2005, will be published after
Bilan's assessment of some turbulence in the media scene of the
French-speaking Switzerland. Titles from other publishers, but also our own publications
of Edipresse, fear for their advertising customers. At risk are Le Matin,
Tribune de Genève and 24 heures - all published by Edipresse
published. Is the media company cutting itself off with the launch of
of a free newspaper into its own flesh? Not necessarily, thinks
Sacha Wigdorovits to Bilan. The Zurich native had told 20 Minuten
its launch six years ago and points out that
Edipresse keeps competitors at bay with its own free newspaper
could. Tamedia will not be active in French-speaking Switzerland with 20 Minuten
Wigdorovits believes. As the leading local publisher, Edipresse could
to go it alone, but Tamedia did not. What others
Edipresse publications lose advertising volume due to Le Matin Bleu
can at least be recovered within the Group.
While the makers of most French-language newspapers first of all
wait and see
want to see how the situation will change with the entry of a new title.
the Fribourg daily newspaper La Liberté is already gearing up for the
Counter-attack. If Le Matin Bleu is also distributed in Fribourg, he said
The company is planning to launch its own free newspaper, confirms Albert Noth,
Board member of Saint-Paul, the publishing house of La Liberté. Through the
Le Matin Bleu's entry will make it more difficult for other newspapers,
to acquire advertising from national campaigns, he told
Bilan. This influence also exists when the latest Edipresse child
would not advance directly into the territory of La Liberté.

René Stupf joined the company at the beginning of October as a
Marketing Manager at Neue Aargauer Bank. The 42-year-old worked
Before that, for 16 years at Schweizerische Kreditanstalt and the
Credit Suisse in various functions such as department head
Marketing Services, Sector Head Marketing Retail Banking and Head of
Marketing Cooperations & Projects.

We like to laugh. That's what advertisers count on:
Humor and subtlety are more effective than facts, facts, facts. But
It's not quite that simple, clearly ambiguous and ambiguous
to text clearly. Andreas Rother, communications researcher and author
for comedies like "Was guckst du?" and "Ohne Worte", knows what he's talking about.
writes: The line between flat and leaf shot is fluid. In
"Everyone will buy that!" he shows all the ways of ambiguity
explains their strengths and weaknesses.
> Everyone will buy it by Andreas Rother. Redline Wirtschaft, Frankfurt a.M. 2005. 200 pages, Fr. 31.70.

Cooking magazines With a relaunch, Helvetia's biggest cooking magazine, Saisonküche, is saying goodbye to being just a recipe magazine. For two or three years, cooking has been a
Discipline, with which friends and acquaintances can once again be
can be done. If you're anyone, you don't make appointments in the
restaurant, but invites you to enjoy a self-staged dining experience
home. People who cook do not do so out of inner aggression,
but celebrates an attitude to life in a select circle, for which
Hardcore chef Jamie Oliver and countless imitators on the screen the
have set the bar: Cooking is hip. "It's good form that
men cook too," says seasonal kitchen editor-in-chief Christine
Kunovits. So-called cocooning, the trend of living within your own walls
as a place to live, work and shop is having an impact on the
the market.
The company, which has now been operating for 13 years in three
languages, the magazine Saisonküche will reflect this more strongly and
is currently being launched on the market in October with its newly updated blade:
More text, generous imagery, more air and white spaces. "More
People, more entertainment, more enjoyment," says Christine Kunovits. With
The aim of the relaunch is to become the market leader and overtake competitors Le Menu
or cooking even more on the defensive.

Circulation temporarily increased
The newspaper currently has a circulation of 198,000 copies with
with a reach of 677,000 readers and is three to four times more
four times larger than the competition. And the aim is to grow further: "In
October and November, we are increasing our circulation by an additional
150,000 copies," says publishing director Andi Huggel. The paper will be new
will also be available at newsstands in French-speaking Switzerland and Ticino.
The direction is clear: seasonal cuisine wants to move away from the one-sided image of the
recipe booklet and instead to a "food booklet", as it is called.
expresses publishing director Huggel. A food magazine is all about
not only about recipes, but also about
Stories about cooking. The editorial team puts more people
by working in the private kitchens of well-known food enthusiasts.
personalities and opens the refrigerator doors there.
In the current issue, Tim Raue's kitchen was examined,
Berlin star chef and Gault-Millau climber of the year
The usual market notes in the genre also include
Travel reports, at Saisonküche under the title "Essen in ...". There
When selecting destinations at home and abroad, the company tries to
to take prominent events into consideration: The editorial team will
therefore, for example, on the occasion of the Winter Olympics of the
northern Italian metropolis of Turin with a focus on the local
dining habits in appropriate restaurants.
One double page is dedicated to cooking with children. The
The "Cooking with ..." section is dedicated to unusual ingredients such as
tea, for example, to more experimental cooking.

Eye-catching ingredients
Fun and entertainment should not be missing either: So under
a related topic once a month from Tagi-Magi and BaZ
well-known columnist Max Küng. In French-speaking Switzerland and Ticino, a
Columnists write their own texts. For
Jérôme Bischler also provides tongue-in-cheek humor in the
new section "Bischler's Amusebouche", which presents his picture ideas around the
food at the kitchen table.
In favor of more text, the new magazine contains an average of ten
fewer recipes than before. However, there are still around
40 Every month Saisonküche presents in the section "Season for ..."
eight to ten pages of seasonal dishes. On the front page
but well hidden in the table of contents under "Thuts
Auslese" and completely unlike Gottlieb Duttweiler, the magazine contains new
also has a page with wine tips. "It's naïve to assume that you can
should not drink wine with our menus," says Andi Huggel.
And how does Saisonküche deal with its proximity to the retail giant? "We
are Migros' cooking magazine, we know that," says Huggel. That's why
Migros products are also included. But because the range is very broad
there are no restrictions on the preparation of the menus. With
The lifting of the magazine was accompanied by the lifting of the website.
www.saison.ch, which is accompanied by the design innovations in the magazine
respected. There, subscribers can access thousands of
recipes, call up restaurant and wine tips and benefit from the
reader offers.

René Worni

Finishing The technical terms from A for impact behavior to Z for twin brochures.The implementation of an imaginative binding.
of booklet or booklet can be adapted to the production-technical
possibilities, but also fail because of the associated costs.
But does not have to, if you make contact in time with a
bookbindery and have sample copies made by her, which will be
can also serve as a binding basis. The following is a small
ABC of binding in alphabetical order (incomplete):

Impact behavior: If
an opened booklet lie flat like a book and opened
(lay-flat), without folding, then the impact behavior is
positive. Neither binding type, block format, book cover or jacket and also
not affect the stiffness of the paper grades used the
Handling.
 

Wire comb binding: One to
continuous wire formed in the shape of a ring with loops strung together.
engages punched holes along the entire length of the back and is
closed. The bound sheets (block thickness max. 25-30 mm) can be
no longer be replaced. This type is also known under the terms
Wire-O and ring-wire weave known. Come multiple, shortened combs
in the spine length is used, for example for wall calendars with
Hanger, then there is talk of skip binding.

Wire saddle stitching: For
This type of binding, also referred to as saddle stitching, is interleaved
plugged folded sheets with or without cover with one or maximum four
Staples through the spine (in the waistband fold) at the same time from outside to
connected inside. The products to be manufactured should be made of aesthetic
reasons actually be no thicker than 4 to 6 mm, which corresponds to a circumference
of approximately 96 pages (using 100 g/m2 paper).

English booklet: A
noble finish, which is created by a dust jacket. While it
KöselBuch (D) is a free spine construction with a lateral
Gluing of the dust jacket to both carton covers,
the Burkhardt bookbindery in Mönchaltorf understands this to mean the
Gluing of the dust jacket exclusively on the spine of the
Softcovers. 

Thread stitching: Under this
mainly understood that the parts that make up a book block
gathered folded sheets - layer by layer - with thread.
(polyamide silk, cotton) and stitch formation in the back connected
(stitched).

Thread Seals: This
alternative technology, hardly used in Switzerland, is suitable for
as a block binding process of multilayer products and combines the advantages of
of thread stitching and perfect binding.

Free spine brochure: This
Brochures are glued in one or more layers and have a
Hollow space between block spine and cover. It is also known as
the terms Otabind, Repkover, Libretto (a patent of the bookbindery
Schlatter, Bern).

Softcover: These are
Brochures completely between the spine of the book block and the cover
are glued. Their quadruple-grooved envelopes are either with
wide folded, recessed or protruding flaps.
The flaps can be used as a marker or reader guide
be 
 

Perfect binding: This type
dominates in the production of books and brochures. Here is based on
the gathered sheets (block adhesive binding) or sheets
(fan glue binding) a special adhesive is applied so that the
connection is hardly separable any more. Backing processing, adhesive selection,
Adhesive application, paper properties, pleating technology and drying
decide on the strength and service life of the adhesive-bonded
Products.

Adhesives: For the
Adhesive binding come dispersion (cold glue), hot melt (hotmelt)
and polyurethane (PUR) adhesives. Hotmelt is less expensive, can be
can be processed quickly without a drying device, but the whipping behavior
(lay-flat) and the service life leave much to be desired. Dispersion
has an excellent impact behaviour and has a high
Resistance to aging. With additional, artificial drying process
can be further processed after only a few hours; on the
in the waistband overflowing and fully painted images should be here
waive. PUR offers good impact behavior and is suitable for
especially for the processing of problem papers. With PUR bonded
Products (preferable for brochures with high quality requirements) are
ready for use after approximately 24 hours. A combined application of
adhesives (also with thread stitching) is technically possible and recommended
for products with a higher creativity, image and
Quality standard.

Knot stitching: Mostly
the interlocked sheets with three needle stitches in the
Bundle fold formed into double clamps and the ends of the thread by knotting
fixed. This relatively loose binding type was designed for exercise books and becomes
nor used for special purposes. The performance of the relevant
machines, however, is quite low.
  

Plastic binding: Into a
punched out row of holes running parallel to the back edge are
open plastic hooks connected by a bar are guided and
rolled up. The binding for products up to about 45 mm thick allows
can be reopened non-destructively for the replacement of blades.
Plastic binding is mainly found in the office sector.

Swiss brochure: The
The book block is only covered on one side or on the reverse with the third
Cover glued (hooked), with its spine covered with a
is reinforced with fabric or paper tape, i.e. it is pleated and can be
can be whipped up flat. 

Spiral binding: Spring wire
made of metal or plastic is heated up by the
row of holes in the block leaves are pulled and wound. At their ends
the spiral is bent in so that unscrewing is avoided. With a
plastic layer coated steel spiral wire can be a binding object
more attractive, as it is available in different colors.

Twin paperback: Also available as
Double brochure or twin book (Buchbinderei Sieber, Fehraltorf)
designated, it represents a unit in terms of shape and size, but the
visually as well as physically but a unique separation of two parts
(in PUR adhesive binding) is possible. (hjl)

Branding Harry Potter is a school example
for efficient branding. And its author a
self-marketing icon like Madonna.last Saturday, October 1, at
At midnight, local fans received the German-language edition
of "Harry Potter and the Half-Blood Prince". The Weltbild
publishing house finally took orders, the letter carriers of the
Swiss Post crept from door to door in the middle of the night.
A little later, between 7.30 and 9.30 a.m., amazon.ch served its
impatient customers. But the bookworms were rewarded with the
wondrous tome also comes with a free breakfast surprise.
With the sixth and penultimate book in the series, J.K.
Rowling continues to write her success story. The numbers speak for themselves
for itself: 260 million copies sold worldwide, in 62 languages
translated. Plus 20 million video games sold and a
film trilogy, which grossed a total of over 2.5 billion dollars. The
Harry Potter brand, which is now owned by Warner Brothers, is
currently worth four billion dollars. And Rowling, the former
Cinderella is now richer than the Queen.
The Sorcerer's Apprentice books are pure marketing. That's the bottom line
by Stephen Brown, Professor of Market Research, in "The Message of the
Sorcerer's apprentice". Any idiot could write a novel; write it in
of this magnitude requires true genius.
And he attests to this for Rowling,
refusing to give interviews, deliberately spreading rumors, in short: a virtuoso with
the media - and therefore their readers. Brown compares them with
Marketing naturals like Madonna or Steve Jobs.
The campaigns surrounding the sales launch are part of a staging,
such as books delivered too early or stolen by mistake. In
Canada, a court ordered the purchasers of erroneously pre-sold
Copies of "Harry Potter and the Half-Blood Prince", the book until
to read or talk about at the start of sales. Whether such
Whether breakdowns are breakdowns or more is irrelevant. The media
report on it and increase how the literary critics' reviews,
the edition.
Rowling not only markets her work skillfully, she packs it full of
Marketing. For Brown, the Potters are full of brilliant brand and marketing ideas.
Product concepts. For example, the Weasley brothers' joke articles, the
Feuerblitz racing brooms or the accessories that all those who work in
want to learn magic at Hogwarts. But Rowling is also capable of irony, for example
with the pomaded teacher Gilderoy Lock and his hair care products.

Brown's message: No other bestseller teaches you so much.
entertaining, vivid and efficient way of building brands,
how marketing works. Brown himself has obviously learned the lesson well.
learned: His book is published shortly before The Half-Blood Prince.

Roger Hausmann
The Message of the Sorcerer's Apprentice by Stephen Brown. Carl Hanser Verlag, Munich 2005. 234 pages, 36 francs.

Finishing What is the difference between a book and a brochure? You can find the answer here. The oldest bound books are not
on papyrus (known since about 3500 B.C.) rather than on parchment
(known since around 2000 B.C.) but rather on pages
made of wood. At least, that's what an international publication reported 15 years ago
A group of archaeologists who discovered two leather-bound
issues consisting of eight sheets each—that is, 16-page issues, so to speak
Manuscripts—dating from the 4th century A.D.—were discovered.

Greatness of mind, or perhaps just an object?
But what exactly are books? According to Winston Churchill, a two-time
British Prime Minister and winner of the 1953 Nobel Prize in Literature,
They are meant to bring joy to readers and stand the test of time
be. Of course, books have a spirit and a soul, and are usually the
Products from authors, publishers, printing companies, and bookbinders.
If we view it quite simply as a structural element, then
There are fairly clear distinctions. A book is a collection of printed
A product made from paper webs or sheets that is formed into signatures and bound into a
Block assembled and joined, with the separately manufactured top
bound, with a dust jacket and a ribbon bookmark if applicable
is equipped with. Key features of the book, as used by bookbinders,
The components of the product in question are the book block with endpapers and the
Binding the book cover to the endpapers, that is, outside the
the spine; in addition, the book cover must be intact at the top, bottom, and sides
protrude beyond the book block.
Even though in everyday language and at Swisscom, the term "phone book" is used
and when bookstores talk about paperbacks, they strictly mean
I didn't take any books, but rather brochures*.
But their contents, too, have been collected from tracks or arcs
or compiled and presented in a single-part,
features a full-wrap cover (instead of a book jacket). Through
Simultaneous two- or three-sided trimming results in the
In general, the final format of the publication, consisting of a cover and a block,
Brochure. However, fold-out brochures, for example, are the exception.
In contrast, the connection between the cover and the block at the spine or in
The spine is another feature of the brochure. Above all, there is a lack of
the resolutions in a brochure. An important definition follows
Insert brochures, multi-page brochures, and single-sheet brochures.

Hardcover or paperback?
Most magazines, many customer magazines, and the majority of
From the perspective of bookbinding design, annual reports are
nothing more than brochures. And when it comes to newspapers as periodicals, it’s rare that
a type of binding; its pages are folded and loose
nested inside one another. Swedish newspapers, in particular, deviate from this
since they are glued to the spine of the newspaper. For the
At the bookstore, there are books and brochures; he calls them hardcovers and
Paperback.
The mail-order catalogs, from A for Ackermann to V for Veillon, are
Brochures, i.e., softcover products. The thicker catalogs, such as these
From the tool store, these are books because they have hardcovers.
That's why, however, you won't find these hardcover products at the
Booksellers buy them, but they're rarely available for checkout at a public library.
When referring to a thread-sewn or adhesive-bound book block
is, this is a part of a book that is being produced or has been produced (see
Box «Steps in Bookbinding» on page 25). And if
When bookbinders talk about English and Swiss-style booklets, then
This has nothing to do with the EU (see box «A Brief ABC of the
»Binding" on page 26). On top of that, there are also hard and flexible
Ring binder.

Use vs. Processing
Given that it is intended to be used as an annual report,
Image publication, catalog, manual, directory, teaching materials,
When it comes to an anniversary edition or another type of publication, the following questions arise:
after the bookbinding process or after their
Classification. Based on this, the following variants exist:

Single-sheet brochures: The interior consists of individual sheets that
along with the front and back covers, a spiral-bound, wire-o, or plastic-bound—
or have a clip-on binding. Examples include lists, instructions,
Calendars, dissertations, notepads.
Insert brochures: They consist of one or more sections nested inside each other
pre-folded sheets, which are glued either as is or along the fold, or in the
Stitch the back together with wire staples or thread to form a single layer.
Examples of mail without an envelope include direct mail, advertising inserts,
Club newsletters. Examples with covers include Fach- und
Customer magazines, product descriptions, and annual reports
called.
Multi-page booklets: By collating the folded sheets into
Several layers were created in the correct order. Around the book block,
also known as the inner section, consists of a part with two or more grooves
Cover. The pad is bound using adhesive binding, thread stitching, or
Joined by thread sealing. The connection to the flap is also
vary; either using conventional (bonding of
block spine and cover) or book-like (space between
(Block spine and flap) Gusset behavior. Examples include telephone—
and paperbacks (actually brochures), special-interest magazines,
Professional journals, annual reports.

Types of Binding – The Pros and Cons
In a well-bound product, the binding method and the quality of
Significance. Aside from varying costs, as a general rule,
Lifespan and Reader Needs in Choosing a Binding Type
consideration must be given to what is feasible from a manufacturing and economic standpoint
has an effect on.
Compared to wire-stapled printed materials, such as those found in
While magazines and simpler print products are available, some
Buchbinder still has reservations. They cite as the reason the
the poor aesthetic appearance of this type of bandage and the
Risk of injury to readers from the wire clips.
However, such items bound in loose-leaf binders
Wire-stitched booklets can be produced very cost-effectively. In addition,
Contrary to Buchbinder's view on this matter with regard to mass and
The individual market has been the most interesting in recent years
Features for adding inserts, cards, sticky notes, and
Product samples and personalization (especially
(thanks in part to the Swiss suppliers Ferag and Müller Martini).
There is no doubt that the thread-sewn hardcover book is still the gold standard of bookbinding. However,
In addition, the perfect-bound paperback has long since shed its image as a cheaper
I ruled out that alternative, especially since there's also a wide variety of creative papers
There is room for flexibility. There are three reasons for this:
1. Significantly improved quality thanks to new adhesive binding technology. 2.
A new, modern PUR adhesive that is also suitable for the earlier
Problem applications involving heavily coated and fully printed
is suitable for paper. This adhesive can now be used (in bookbinding
Schlatter, Bern) also with a precise adhesive film applied via a nozzle, a
Developed by the Swiss company Robatech. 3. Almost
Endless possibilities for creative brochure design, even
with sharp-edged ridges only about 1 mm wide.
Yet no bookbinding shop in the world will perform the so-called "binding" of a
accelerate adhesive binding (adhesive and dry processes). Therefore,
Sufficient time should be allocated for this when scheduling.

Special Case: Heat Sealing
But there's no rule without an exception: In the case of industrial one-off production—
and small-batch book production is done using cold glue binding and
Fan technology: a special heat-seal coating
(Planatol-RecoSeal) is used in combination with appropriate wrapping materials.
The bond formed as a result is immediate after this
Can be further processed in the next step. This production of books, in which
Suitable for print runs starting at one copy, as well as for reprints and
Scientific literature, specifically for limited pre-production runs,
Exclusive promotional publications, well-researched theses, and others
Customized small-batch production.
It is not uncommon for smaller print runs, which are increasingly being produced in the
can be reproduced using photocopying methods or digital printing, so-called
external binding methods are used. These include spiral, plastic, or
Wire-bound books are sold along with instruction manuals and wall calendars in
These components work together to ensure optimal serving performance
(Lay-flat method). With regard to quality and appearance, it is important to
Keep in mind that when you flip through the pages, they usually shift in height
move. If a wire-o binding is incorporated into the cover,
This type of magazine, on the other hand, makes a very good impression.

Hans Joachim Laue

Moderate in October and December
Isabella Wieland, Nina Havel and Dani Fohrler the people magazine "Glanz
& Gloria" on Swiss television. You represent Nadja Zimmermann
during her vacation and training time. Isabella Wieland
takes over the week from October 10 to 17, 2005.
Televisiun rumantscha's "Glanz & Gloria" program will mainly be broadcast
speak German, but do not completely neglect their mother tongue.
Nina Havel, known from "Music Star" and "Junior", appears from 17.
on the screen from October 21, 2005. In the Klaus week from
December 5 to 9, 2005, Dani Fohrler, who currently works for SR DRS
and also presents the TV program "Retro".

Pascal P Baumann and Sacha Baer want to fill a niche between classic advertising and design with their p formance.
Advisor: How the duo Pascal Baumann and Sacha Baer see the strength
her new agency p formance on Gasometerstrasse in Zurich. Where
where the name comes from? Pascal liked the way an American woman called him
used to be affectionately known as P (pronounced "Pi"). Since then, the letter has become
label and Sacha has now also independently developed this
"Branding" proposed.
Both of p formance's partners have an exciting
past. Sacha Baer sat down after two years
He switched from business studies to communications. He spent four months
long, back-breaking work putting together a dossier, only to be sent to Benetton in
Treviso a highly coveted job in the sponsoring team for Formula 1
and Moto GP. This was followed by three years as a junior consultant at
McCann Erickson, two years as a consultant at Advico Young & Rubicam
and almost as long again at Jung von Matt/Limmat.  
 
Pascal Baumann studied graphic design at the Bern School of Design.
studied, then designed packaging in a small agency and
most recently experienced his development to AD at AY&R. He is proud
on the design of the ADC Yearbook 2004 around the "Slaves of the
idea". This latex book won bronze twice in New York. P has
has always worked as a designer on the side. His
female sneaker for Puma, which he has created with a pointed heel.
has made sexy. Since then, the industry has been keeping an eye on his creations
thrown.
Pascal and Sacha met at Advico in 2002. P
was still commuting from Bern at the time. Sacha found him a
offered him a place to stay in his shared flat. The two of them "hit it off straight away
understood perfectly". The creative freaks spent nights making videos from
their noble-trashy movie collection, discussed trends, ideas
hatched and joint part-time jobs brought to fruition.   
During the day at Advico, at night in the shared flat, so 24 hours together: "That has
worked so well that many colleagues thought we were a couple",
jokes Pascal, who has had a young son for four weeks. This
However, the "new center" of his life lives away from home, "in
best agreement with the mother".  
Sacha moved to Jung von Matt/Limmat and gained further experience
as a consultant, while P stayed with AY&R. Only now
plans to turn the part-time job into a full-time job took shape.
make. The two agencies have the highest praise for how they
for the step into self-employment: "You have very much
responded cooperatively. Advico and Jung von Matt have already given us
orders, which of course made us very happy and helped us on our way.
encouraged."
Sacha and P see it as their chance to work in such agencies.
"were able to learn from the best advertisers". With such a background
one day the conviction had to come: "Now it's time to leave the
to take the plunge."
For many customers, budgets are being cut more and more, so they are employing
In addition to their main agency, they also have a few freelance creatives "for
the little ideas in between". This is where p formance sees an opportunity,
even if the new founders do not hide the fact that their long-term goal
is "an agency with 10 to 15 people". Her tactics: The big
make customers so "gluschtig" with small ideas that it once leads to a
could lead to the "right budget".
The interesting thing about self-employment in her style is the flexibility.
Both have worn themselves out at major agencies trying to find out how creative
processes have been hampered by endless discussions. "It
needed a myriad of checks before an idea could really be
has gone through, a lot of good things have already been filtered out," complains
Pascal. "A deterioration in advertising," agrees Sacha.
In her own agency, the pace is "extremely advantageous: we
create something - and out it goes."
The duo from p formance and other freelance specialists as required
works both as a supplement for other agencies as well as for direct
Clients. With Pascal's talent as an illustrator, a special approach
in terms of design. From this niche, however, you also want to
offer classic advertising and communication.  
The first customers include tilllate and InvestInvent,
Graber Sportgarage, the business magazine Cash, mobilezone or the
Russian-inspired fashion label Kalte Zeiten. An eye on culture
p formance with Ascot Elite and Vega Film. Here you could
for Viktor Giacobbo's new comedy "Undercover" all graphics for both
design the advertising as well as on the shoot. The set design was provided by
logos for a coffee factory, a Shushi Express or a
TV stations, designed election posters, customized the logo for a
police station or "defaced" a wall with juvenile
Sprayings "because the kids weren't cheeky enough".
Contacts with two Scandinavian companies are aimed in a similar direction.
Bands. Sacha simply wrote to the lead singers and sent them samples of his work.
sent. Now the Zurich-based company is already responsible for the design of the
merchandising for an upcoming world tour and "are allowed to
submit new ideas at any time". These are "crazy projects",
that bring in little for the time being. Nevertheless, they have potential. Just like that
the pdf magazine "Artstübli", which is patronized by p formance
and has already recorded over 2000 downloads with her films,
Information and contributions from the field of new design.

Andreas Panzeri

Low-fat products Exxtra's campaign for the Migros brand Slimline shows that original advertising can be used in the Missen milieu.
years ago, Slimline was the first low-fat fresh milk product line
on the Swiss market. The extremely great success - due to the
increasingly conscious diet and the topic of beauty at a young age.
segments - brought competing products onto the scene.
The latest brand to be launched was the joint venture between Coop and Weight
Watchers was added. However, the latter in particular also reflected the increasingly
interchangeable tonality in communication:
Clichés of lightness and beauty, youthfulness and health
were visualized in an airy and emotional way. In this uniform
environment, Migros' in-house agency uses a variety of
product campaigns since 2002 Miss Switzerland
as a figurehead for Slimline. The brand is also an official
Sponsorship of the event and the Miss of the Year winner
entered into. Over the years, the commitment has been communicated
continuously better and more creatively sophisticated.
Not only the measures - from the tasting in selected restaurants to the
stores to the usual testimonial ad - were the focus,
but also their image-relevant implementation gained in importance. Well,
because the brand personality of Slimline has a higher symmetry to the
virtues of the title contenders than is the case with
other sponsors.

More winks
On the common elements such as slim, young, aesthetic,
that suit both Miss Switzerland and Slimline, wanted to
However, the advertising campaign cannot be left alone. The core message -
With a fat content of just 0.5%, the Slimline products can be
at any time with a clear conscience - according to a
qualitative survey with more humor and a twinkle in the eye
be transported. The communication goals, such as the
Strengthening independent positioning, increasing the
awareness and publicizing new products,
can be achieved more sustainably, they are convinced. "A lot of attention was
This year, the focus was therefore on dealing with the usual clichés.
will be cleaned up during the event," says consultant Michael
Broglin.

Appeal to contestants and jury
In the run-up to the elections, the special editions of the
Swiss magazines. In the first
directly addressed the participants: "Dear
Candidates, now you're spoiled for choice," it said, for example
over a motif with slimline products. As the competitive process progresses
new motifs were added, which also indirectly appeal to the jury
could: "Dear contestants, I hope the jury has as much
Taste." A competition was also launched to accompany the event, in which a
The main prize was a meeting with the beauty queen. And hardly
the new Miss Switzerland had started her year in office, Slimline donated
in the people magazine SI caused confusion with a teaser advertisement. Quotes from the
freshly baked Miss, like "I can be a real loudmouth"
or "I've eaten a lot of people" were unexpectedly bold.
Not a trace of bland-looking missus diplomacy and well-behaved
Statements by aesthetes. Only the resolution on the
second ad related the statement to a slimline product.
    
  

Luca Aloisi

Real estate In Zurich-Oerlikon, a
Poster display for curious glances. Rémy Giger + Partner has designed the
built by architect Theo Hotz in 1997, the Toro commercial building is a
poster that you have to get up close and personal with if you want to
wants to know what it is advertising. The name "Toro" comes from "Stiereried",
as the site used to be called. This is now remembered not only by
the bullfighting poster, but a metal sculpture by Niklaus
Tobler.