30 years ago, Ludek Martschini rented the premises of a former coffee bar on Lucerne's lake shore, a few kilometers outside the city center. It was there that he took his first steps into self-employment as a graphic designer, having just returned from San Francisco. He had completed a one-year course in computer graphic illustration at the Academy of Art Collage in San Francisco. He was the first to do so in Switzerland. Obtaining equipment for this proved to be difficult. The computers on offer were not only needed for a relatively unknown activity, they were also very expensive. "They were really huge machines from California, from the Spielberg film industry," Martschini explains. The students literally had to dress warmly to work with them, as the rooms were cooled down to 14-15 degrees because of the computers. "We always had a cold nose," he comments impassively. Illustration was done with tablet and pen. Commands were also given via the tablet. Eventually, Ludek Martschini found a way to obtain such a device and set it up in his studio in Lucerne. He was sure to attract media attention. He received invitations to demonstrate the functionality of the device from major companies such as Calida and Globus to the Swiss Graphic Designers Association. When he presented the whole thing at the Lucerne School of Arts and Crafts, he was laughed at. "A graphic designer will never work on a computer," he quotes their reaction 30 years ago. However, he was sure that the computer was just a tool and that it would be indispensable in the future. "Even today, you can't just press a button and the creative ideas come," says Martschini. You don't have to think you're creative "just because you have a box like this". With this conviction in his backpack, he began working as a computer graphic illustrator in 1985 and founded the Ideart Design & Advertising agency.

Intimate ambience on Lake Lucerne

The premises of the Ideart agency are located a few minutes' drive from the center of Lucerne, directly on Lake Lucerne, with its own lakeside location and a view of the Alps. Before founding Ideart Design & Advertising, Ludek Martschini worked for an agency in Zurich for some time. Despite working on major projects as a junior art director for Toblerone, Air France and Citroën, he did not particularly enjoy this work. "I mainly had to adapt, but I preferred to design myself," he explains. Since he preferred to carry out a project from scratch for smaller companies 30 years ago, he set up his own business in the fall of 1985.

A year later, he and a partner founded the Ideart agency at a young age. "I started from nothing," he says, proudly and enthusiastically looking back on his start. He began working for colleagues in the music business on record/CD covers, but this was not particularly lucrative financially. Over time, however, more and more jobs came his way. "But we were never huge," says Martschini. He employed a maximum of six people. His brother, Peter Martschini, has been on board for 25 years, taking care of production and administration. Today they still work in pairs, Ludek as illustrator and graphic designer, Peter takes care of production and all administrative matters - for all other tasks they like to work with freelancers. These are usually copywriters/conceptual designers that they call in. But marketing strategists or other specialists are also brought in depending on the project. "This promotes exchange," says Martschini. When the agency was at its largest, Ludek Martschini mainly took care of the organization of new orders and customer care, while the graphic designers did his work in the studio. He then asked himself, "What am I actually doing there?" He quickly missed designing. So he decided, together with his brother and a management consultant, to downsize the agency again. The studio consists of a small two-room office with a coffee corner that serves as a meeting room. "Clients who visit us here appreciate the intimate atmosphere," says Martschini.

Broadly specialized - a balancing act

Ludek Martschini has used his creative ideas in many areas of design without concentrating on one direction. Today, he mainly works as an illustrator for publishing houses and advertising agencies, but design in general suits him. Martschini does everything that has to do with design, illustration and graphic design - but he doesn't want to specialize. "That doesn't make my work any less professional," he emphasizes. Because what he does, he does properly and with passion. His absolute favorite client is Perosa. The lingerie company has been relying on his creativity for over 13 years. In all these years, Ludek Martschini has traveled to Perosa photo shoots all over the world: Thailand, Malaysia, Bali, Borneo and the Seychelles were the most beautiful locations. Martschi-ni uses the resulting photos to design the Perosa lingerie and fashion brochures every year. He would actually be very open to other directions, as he emphasizes: "I would also be very happy about commissions in the sports or cultural sector." He has also enjoyed designing packaging. Most recently, for example, a packaging line for the newly developed popcorn pralines from the company Maya Popcorn. This packaging design is even still in the display case. Today, Martschini would like to focus more on larger projects again. However, he does not have the right clients for this. Ideart used to implement various projects for major clients such as BMW, Swatch, Emmi and Migros. He really enjoyed this, says Martschini, as he often had a wider range of design and ideas at his disposal for such projects. Today, as a two-man business, Ideart is not set up for such commissions. "It's a shame, but that's the way it is," Martschini concludes with a laugh. However, this balancing act is still possible for him. He is now looking for a partnership, preferably with a larger agency.

Ludek Martschini founded Ideart Design & Werbung with a partner in 1985, but the partner went his own way in 1990. He runs the agency together with his brother, Peter Martschini, and also works independently of the agency as a freelance illustrator. They have been complementing each other in creation and production/organization for over 25 years, designing everything from flyers and brochures to advertising campaigns, illustrations and packaging design. "And we're not a bit tired yet. For well-rested ideas, it's best to ask us," says the brothers' website. 1985-today owner and management, creation and consulting, new business acquisition, freelance illustrator at Ideart Design & Werbung, Lucerne 2012-2013 Lecturer in graphics and design at the diploma course for business management at Skugra Segra, Baar/Zug 1985 Graphic designer/AD jun. at the advertising agency Cash RSCG, Zurich 1985 Freelance graphic designer & illustrator at various design studios in San Francisco 1985 Graphic designer & illustrator at Art Plus Inc. advertising agency, San Francisco 1984 Graphic designer & illustrator at Reynolds & Association, San Francisco 1983-1984 Graphic designer at Schmid & Partner, Lucerne, advertising agency BSW www.martschini.ch, www.ideart.ch

Ludek Martschini did pioneering work as a computer graphics illustrator in 1985. This also attracted the attention of the media.

The illustration book. On 80 pages, Ludek Martschini combines the world of lines, colors and surfaces to create a whole. Depending on the technique and style, they take on a different character.

Schweizer Illustrierte asked Ludek Martschini to illustrate the assault on Beat Schlatter. He illustrated the event based on the facts of the crime.

Perosa lingerie and fashion brochures.

Packaging line for Maya Popcorn's popcorn pralines.

Ursina mason
 

CES ("Creative Electronic Systems") commissioned Brandpulse with an international brand analysis, on the basis of which a differentiating positioning was developed in the next step. The core values of the CES brand were identified in joint brand workshops. By focusing on industry-relevant advantages, Brandpulse got to the heart of the strengths of the CES brand. In addition, the brand promise of CES was clearly sharpened in comparison to its competitors. The positioning thus developed by Brandpulse served as the basis for the development of the new image, which was consistently implemented across all CES communication activities in the areas of digital, print and out-of-home.

 

Many electronics manufacturers have long claimed that the picture quality of their products can compete with reality. Market leader Samsung finally provides the proof for the launch of its new premium TV series with Quantum Dot technology. The evidence is as simple as it is astounding: what at first glance looks like the view from a luxury apartment, proves at second glance to be a spectacular demonstration of the next quantum leap in display technology. The innovative product demo can currently be seen as a web spot on numerous online channels, in video banners and as a meteotrailer on SRG stations.

Responsible at Samsung: Allan Haverman (Marcom Specialist), Anja Olsson (Head of Marcom). Responsible at Leo Burnett Switzerland: Axel Eckstein (ECD), Bastian Otter (text), Ilija Gautschi (art direction), Annika Seidel, Milos Stokic (consulting), Erasmo Palomba (FFF), Onfilm (production), Roman Peritz (direction), Michael Saxer (DoP), Peter Scherz (set construction and miniatures), Milos May (post-production), Jingle Jungle (audio), Station (online).
 

The aim is to strengthen the presence of the brand in Milano as well as to honor the commitment of this communication in Switzerland. In the Salt Tower, one of the four towers of the Swiss Pavilion, visitors can discover small, novel salt shakers specially designed by Franz & René for Milano 2015. In the shape of a cube, keeping the balance on one side, these salt shakers bear the note: "It's all about balance".

Launch at Zurich main station

To underline the responsibility for food, one of the main themes of Milano 2015, Franz & René developed the concept of balance, an essential meaning of the brand in terms of resources, environment and food. The concept "It's all about balance" is expressed in many facets, on the giant cube unveiled during the press conference, on the small salt shakers distributed in the salt tower in Milano and on the informative Z-Card.

Launch of the social networks and the new website

Several actions have been thought and set up by Franz & René to enhance the partnership (of the Swiss Pavilion) in Switzerland. First of all, there is an active presence on social networks with Sophie, the blog Trotter, who will roam around Milano for the entire duration of the Expo: the best restaurants in Milano, hand-signed recipes, practical itineraries and reports directly from the Swiss Pavilion are just a first taste that will appear in the near future on the social networks of Sel des Alpes.

Furthermore, in partnership with the company Liip, which was in charge of the entire conception and programming of the website, Franz & René developed the entire imagery of the new website of the brand Seldesaples.ch. A responsive website, modern and welcoming, which shows the different competences of the company, also includes a blog where, among other things, you can follow the reports of Sophie, the blog Trotterin.

To round off the measures, a series of articles and a competition to win weekends and admissions to the Expo are the subject of the digital campaign together with the websites 20Minutes and Aufeminin.com / Gofeminin.de.

Responsible at Saline de Bex: Julien Hoefliger (Director), Annick Foretay (Director Marketing), Sara Zbinden (Product Manager). Responsible at Franz & René: Strategic Direction: Valérie Pecalvel (Strategic Direction); Luciano Gerber (Client Service Direction); Vincent Eichenberger (Campaign Manager); Yoann Cosson (Concept); Marco De Albuquerque, Michel Kissling (Art Direction); Barbara Müller/Sven Jungo/Gianluca Terzini (Graphic Design & Screen Design). Website, Development & Programming: Liip Agile Web Development. Videos Blogtrotter Production : Freestudios, Genève / Websemplicissimo, Milano. Packshots: La Manufacture, Olivier Pasqual. Social media: Mondays.ch, Vincent Bifrare. PR: YJOO Communications, Lausanne/ZH, Daniel Herrera et Mehregan Joseph.
 

GDS supports all Goldbach Group sales companies in the increasingly technology- and data-driven as well as cross-channel planning, execution and optimization of advertising campaigns. Alexander Horrolt, previously Managing Director Goldbach Audience, will take over as Head of GDS. Stefan Wagner, previously Head of Partner and Product Management, becomes the new Managing Director of Goldbach Audience Switzerland.

With the founding of GDS, the Goldbach Group is taking the next step in the further professionalization of its services for advertisers and media partners, as the company writes in a statement. In the future, customers and agencies will be able to benefit from centralized data management in the areas of planning, buying advertising contacts and optimizing advertising campaigns via electronic and digital channels. The aim is to increase the efficiency and impact of the use of advertising media and to reduce the complexity of display, video, audio, digital out of home, search and mobile campaigns.

GDS supports the accompaniment of consumers throughout the entire customer journey and across all touch points. Thanks to central data and product management, advertisers benefit from even better product and offer design geared to their needs. The utilization of advertising inventory is optimized.
 

Wolfgang Büchner (48) was Editor-in-Chief of the news magazine Der Spiegel and Spiegel Online from September 1, 2013 to December 31, 2014. Before that, he was Editor-in-Chief of the Deutsche Presse Agentur (DPA). A native of Speyer am Rhein, Büchner began his career as a freelancer for his hometown newspaper. In the early 1990s, he wrote for the tabloid newspapers Neue Presse/Express and Bild-Zeitung in Halle/Saale and Magdeburg before working as a reporter and service manager for the Associated Press and Reuters news agencies. Before joining DPA, Büchner spent eight years at Spiegel Online, most recently as co-chief editor. Büchner was twice named Editor-in-Chief of the Year in Germany by Medium magazine in 2010 and 2012 in the "Journalist of the Year" poll.

Effective July 2015, Wolfgang Büchner will become Managing Director of the Blick Group in Zurich, taking over from Alexander Theobald, Head of Operations and Business Development, who had held the position on an interim basis. Büchner will report directly to Ringier CEO Marc Walder.
Marc Walder: "With Wolfgang Büchner, the Blick Group is gaining a top European journalist. Büchner stands for journalistic relevance on the one hand and for the digital transformation of media brands on the other. Together with the editors-in-chief and their management teams, he will be responsible for the further development of the strong publications Blick, SonntagsBlick, Blick am Abend, Blick.ch and Blickamabend.ch."

The party and aperitif drink Eve brings women together and lets them enjoy relaxed moments with friends. Eve calls this momentum, which the Eve brand occupies for itself, "Sharing female moments". This brand essence is celebrated in all advertising materials and at all touchpoints. This year's on-pack promotion also revolves around the shared celebration of a beautiful evening enjoyed by female friends.

Five "ladies' evenings" including an overnight stay are up for grabs, with four friends each being styled by celebrity stylist Clifford Lilley and driven to dinner by a chauffeur. Afterwards, it's off to a club to party to the new Eve flavors "Caipirinha" or "Hugo.

The promotion is advertised with an eye-catching packaging design, a flyer, advertisements and a newsletter. The competition is entered online, for which the microsite was also designed and programmed in-house.

Parallel to the promotion, there is also a 20 percent promotion in the Coop, which is advertised with flashy coupon ads in the Coop newspaper and in 20 Minuten Friday. Online banners complete the advertising media realized by Valencia. The on-pack promo runs from May to September 2015.

Responsible persons at Feldschlösschen: Juliana Furlan (Marketing Manager International Brands), Noëlle Wagner (Junior Brand Manager Eve). Responsible at Valencia Communication: Simone Fluri (Creative Director), Nadine Gschwend (Junior Art Director), Guillermo Garcia (Senior Copywriter), Melanie Nolte (Senior Account Director), Ladina Bader (Junior Consultant), Serdal Aktas (Team Leader Polygraphy), Philipp Heitz (Digital Media Director), Michael Dietiker (Web Developer).

 

The spot focuses on the new Hauert balls and the Hauert squirrel. The fertilizer balls are especially suitable for tomatoes and balcony vegetables. They can be planted with the seedlings and remain active for a season. Tomatoes and balcony vegetables are becoming increasingly popular, especially in urban community gardens, on balconies and terraces. The spots will be on TV from May, of course, in the city and in the countryside.

Responsible at Hauert: Philipp Hauert and Peter Oester. Responsible for strategy, concept and realization: In Flagrante Communication. Film: Boutiq.

 

On October 18, 2015, Swiss voters will elect a new national parliament. Since May 4, 2015, you can now prove your knowledge and give your opinion in a game. Politbox links a young audience with current Swiss politics and the information provided by SRG SSR (Werbewoche.ch reported). The Zurich agency Büro 4 created the entire campaign design. The result is a lively presence with a quiz app, website and bus tour throughout Switzerland. Next stop: Fribourg. Büro 4 developed the naming in collaboration with Textcontrol, Zurich.

According to the survey, 40 percent of respondents say that they are no longer able to cope satisfactorily with the abundance of tasks. In second place: almost a third (29 percent) are frustrated by the fact that their successes cannot be clearly measured. A lack of appreciation for their work also causes dissatisfaction in everyday PR work. Almost a quarter of respondents (23%) complain that PR is not taken seriously by top management (third place). This is closely followed by the statement that the budget is not enough (21 percent).

By contrast, there is comparatively little dissatisfaction with salary. Only just under one in five (18 percent) feel poorly paid. The assessment of personal development in the workplace is even more positive. Here, only ten percent of PR employees see no prospects in their company and only seven percent criticize the rigid hierarchies.

Source: Social Media Trendmonitor 2015

The Social Media Trendmonitor is an online survey conducted jointly by the DPA subsidiary News Aktuell and Faktenkontor. The two companies regularly examine current trends and developments in the communications industry. Data basis: 488 employees of press offices Method: Online survey, multiple answers possible. Survey period: 1st quarter of 2015. Initiators of the survey: Newsaktuell.de; Faktenkontor.de
 

UPC Cablecom wants to offer convincing performance even in the smallest subscription. This is explained in the new campaign by testimonial Carlos Leal: He compares mobile Internet with another topic where people are happy about performance on the move - vehicles. The campaign orchestrates this idea across various disciplines from TV to large posters, and Carlos Leal also pays a surprise visit to movie theaters.

UPC Cablecom is also working with a proven partner for the implementation: Once again, Manifesto Films with director Reto Salimbeni has taken on the TV production. What is new, however, is the agency - or rather the agencies: The campaign, which will be used in Switzerland and Austria, is the first result of UPC Cablecom's collaboration with Scholz & Friends Zurich and Young & Rubicam Vienna. After a multi-stage evaluation process by UPC Cablecom in collaboration with Cherrypicker, the latter prevailed as the new agency partners for the Swiss and Austrian markets.

Responsible at UPC Cablecom: Ivo Hoevel (Chief Marketing & Products Officer Switzerland/Austria), Marcus Kikisch (Director Marketing Comm. & Brand Mgmt.), Ysabel Ammann (Marketing Communication Manager). Responsible at Scholz & Friends Zurich: Christian Vosshagen, Roger Dobmann, Wim Lanz, Sabine Bremermann, Thomas Müller, Sonja Jegen, Thomas Ammann, Lukas Frei (Creation and DTP), Petra Moser, Tobias Baumann, Martin Samsel (Consulting & Strategy). Responsible at Manifesto Films: Reto Salimbeni (Director), Shannon Mildon (Producer), Charlotte Hottinger (Client-Services), Nick Wenger, Tabea Bühlmann (Edit), Jürg Dummermuth (3D), Andy Weimer (Post-Production Supervisor). Responsible at Michael Munique Photography: Michael Munique At OMD See: Mia Pütz (Managing Director), Claudia Pracherstorfer (Account Director).
 

Under the title "From Uri with Love", landscape views of the canton of Uri are packaged in a charming story. The two-minute tourism image film will be used as a communication tool at the Expo in Milan. This in order to attract more tourists to the canton of Uri. It will be shown in the exhibition of the Gotthard cantons. Madlen Arnold, cheese maker and actress from Altdorf, plays the leading role. The skiing legend Bernhard Russi from Uri will also make a guest appearance as a golfer. And, of course, William Tell and his son Walter will not be missing.

Uri's tourism organizations will continue to use the image film for promotional purposes after the end of the World Expo in Milan. "It should not be a one-day flyer, but a multi-day flyer," says Sämi Imholz, owner and project manager of Herger Imholz.
 

The press photos can be downloaded at https://dl.dropboxusercontent.com/u/4480404/Pressebilder-From-Uri-With-Love.zip.