DM In the last 12 months, the
Switzerland, 77,000 new "Stop advertising" stickers have been affixed. The proportion
of letterboxes that remain closed to unaddressed advertising,
has thus risen to 39.3 percent, according to the ad broker
Publimedia reports. The data is based on the scatter figures
PromoPost 2005: The cantons are at the top of the list of refuseniks
Baselstadt (61%), Zug (55%) and Zurich (54%). Most advertising-friendly
are Valais (23%), Uri (19%) and Jura (18%).

Cultural advertising The Theater an der
Winkelwiese starts its new season after the summer break under the
Theme "Lichtungen". Exciting world premieres, first performances and
a series of revivals such as "Swimming like dogs" by Reto
Fingers or "Man appears in the Holocene" by Max Frisch
promise an interesting fall theater season. For hot discussions
the in-house agency ViznerBorell has made provisions - with the
Jesus cross motif, which is the last T in the word "Jesus" on the play poster.
forms "rubble".

Ballet It is one of the
more rewarding tasks in advertising and many are keen to get involved:
Posters for opera and ballet allow creative minds to create the most beautiful
forms. Markus Cavegn is therefore particularly proud of this,
that he has already been commissioned again by Heinz Spoerli for a ballet poster.
has been requested. "The idea is one thing and for the outstanding
The photographer Julien Vonier was responsible for the picture," says Cavegn and
is delighted that the posters are also available at the Zurich Opera House box office.
are available.

On September 22, TV2, the new
Ringier's program guide, on newsstands for the first time. The magazine includes
164 pages, will be published every two weeks and is primarily intended to
line to appeal to young men. TV2 is oriented towards the
successful German magazines TV Movie and TV Spielfilm. It should
with ten pages per day, the most extensive content of all Swiss
television magazines and provide a comprehensive program section of the
digital channels. In addition to the free TV data, the
programs of the 28 most important digital channels are published.

According to Marco Castellaneta, Head of Corporate Communications at
Ringier, TV Spielfilm primarily appeals to young people in Germany.
men. Not least because of this and the program section of the
digital channel, Ringier believes it can reach young and male readers in particular with
TV2. As far as the external appearance is concerned, the
TV2, unlike its established sister paper Tele, for example, is geared towards the
covers of TV Spielfilm, which place the emphasis primarily on female
actresses.

TV2 will be published in a print run of 110,000 copies, 40,000 of which will go to newsstands.
The magazine is sold at a good price,
explained Castellaneta. How much it will cost exactly
he has not yet revealed. TV2 will be available for the first time on September 22. In addition to sales at newsstands and regular subscriptions, the magazine will be
subscribers of Blick and SonntagsBlick to a special offer.
offered at a special price. The editorial management lies with Dominic
Geisseler, Editor-in-Chief Tele. A dedicated editorial team is still
is not planned, as Castellaneta explained to Werbewoche.
In addition to Tele and TV2, Ringier also publishes TVvier (monthly
publication frequency) and TVtäglich, the latter in a joint venture with
Tamedia.

Rona Grünenfelder

Digital printing Xerox Switzerland led
recently held its Innovate event and showcased a whole series of
The color printing and digital printing systems had a very special location.
document management company Xerox for this year's
customer event: Innovate 05 took place in the otherwise not
accessible Formula 1 racing team Sauber in Hinwil. Directly
below the huge wind tunnel, where Formula 1 racing cars usually
aerodynamically optimized, shone for once
Digital printing systems.

Lectures as an encore
The main focus was on the products presented by Xerox,
Workflow solutions and services. The following were the topics of discussion
Lectures: for example, the presentation by the in the field of spatial and color physiology
brain physiologist Erich Chiavi, who gave the audience the opportunity to
about our perception of color: "With black and white
The human brain stores the reproduced information between
5 and 10 percent; in the case of color information, 60 to
70 percent saved." Chiavi therefore gives monochrome and
black-and-white printers have no future: "The world is colorful, why should
we depict them in a reduced form?" Yuji indirectly confirmed this statement
Akiyoshi from Fuji Xerox on the occasion of an on-site
press conference. Akiyoshi explained that the developments in the
monochrome systems were scaled back and Fuji Xerox
increasingly concentrating on color printing.

Office- penetrate the territory of production machines
About the star of the event, the new DocuColor 250 printing system,
informed Dominique Lüscher, National Product Marketing Manager
Office at Xerox Switzerland. He spoke at the new printing system (more
information on the printing system in the box above) from the "big brother" of the
DocuColor 3535, which was successfully launched two years ago.
of the DocuColor 250 shows once again that the so-called
Office printing systems increasingly entering the territory of production machines
advance. This is due to faster machines that
print better quality and, above all, can be used for longer.
use printing units. With the DocuColor 250, Xerox has filled a gap in the market.
between the two areas has been reduced again.

DocuColor 7000 for entry into the production sector
Under the name DocuColor 7000, Xerox launched at the end of August a
presented another new color printing system. The DocuColor 7000, the
print speeds of up to 70 pages/minute, is suitable for
for customers who are looking to enter the market for digital
planning color printing systems or want to increase their print volumes. The
by adding further processing equipment to the production line
expandable high-performance color printer works with a resolution of
2400 x 2400 dpi (data depth 1 bit) and thus addresses the
quality requirements of demanding print professionals. The following are processed
a wide range of different formats (from B5 to SRA3) and types of
substrates (60 to 300 g/m2). The overall system is therefore suitable for
ideally suited for print-on-demand solutions (printing of demand-dependent
print runs), web-to-print applications (browser-controlled output), for
book production (integrated production of
booklets/pocket books) and for personalized marketing documents.
"With the new model, the DocuColor 7000, we are complementing our
portfolio in the Production segment," explains Claudia Stäbler, Business
Manager Production Color at Xerox Switzerland, the introduction of the
printing system. Although the DocuColor 7000 was presented at the Xerox trade fair to the
Xerox introduced the DocuColor iGen3
and above all with the identical, but with 80 pages/minute by
DocuColor 8000 color printing system, which is a good 10 percent faster, two
adequate production systems.

Fast duplex printer
In production at the exhibition was the new
Duplex continuous feed printing system Xerox 495 CF. The printer creates a
maximum print speed of 472 A4 prints/minute in the
Double-sided at a resolution of 600 dpi.
This output is made possible by the simultaneous use of
two print modules. The printer is also only about half the size
like conventional duplex systems. With the new
Cold fusing technology can now be used for continuous printing of a wide
media spectrum, such as plastic labels, labels,
transponders and so on, the back can also be used as a
serve as an advertising medium. In the targeted segment, the mailing, forms and
transaction printing, such systems will probably be in use for a long time to come.
even if black-and-white printing on the Innovate 05 will not last long.
more was predicted for the future.

Jürgen Franck

Financial press In French-speaking Switzerland, there is a
new monthly magazine. Private Banking is being launched with a campaign
Euro RSCG Geneva.on September 15, 2005 - just in time for the
Swiss Bankers Day - launches the HandelsZeitung publishing group
the new French-language monthly magazine "Private Banking". The
This dignified magazine is aimed at a discerning readership. To it
include decision-makers in private banks and
Private banking departments as well as asset managers and specialists
from financial planning and pensions. In addition
"Private Banking" but also read by their wealthy clients.
It is precisely the spectrum of this readership that is the approach of the campaign, with
of the Euro RSCG Geneva wants to launch this very special publication.
Advertisements have been realized that show the view from the window of a
private bank to a scene in Geneva, the capital of the
Swiss private banking.
The first motif shows a Montblanc fountain pen in a banker's office
a Learjet zooming high above the city on the Rhone. "Pour les
acteurs" can be read next to the elegant fountain pen. Next to the
Jet is the text "Et leurs clients". In the second subject, the
The noble writing instrument is replaced by a cigar in a meeting room,
and the key image on the customer side is a yacht.
For Dominik Imseng, CD also for Euro RSCG Geneva, these visualize
ideas the right images for "a campaign that in its
straightforwardness and distinction of the world of private banking - and
and thus 'private banking' - perfectly".

Andreas Panzeri

Column Whether Nestlé, Switzerland or
al-Qaida: In our society, the term "brand" is used very loosely.
strained. However, especially in the political arena, the established
Historically, these were initially products that were
became brands. It was around one hundred years ago when brands were
The personally trusted shopkeeper in the village took over and
anonymous, location-independent and mass trust relationships between
consumers and the product. Companies came into
in the recent past: Corporate Brands ran Corporate Identity
the rank. In our day and age, it's one blow after another:
for-profit companies are followed by non-profit organizations (from
Greenpeace to Rega), organizations follow people (from Becker to
Beckham).
And then the observer does pause when a book review
summarizes the thesis presented as follows: "This is neither a
organization or a gang, but the name of a brand." And
This under the title: "The al-Qaeda brand is 'in' again". This must
Serious doubts about the resilience of the "brand" thought model
awaken.
In the discussions about the status and prospects of
political institutions (from the municipality to the nation) appears in
The term "brand" has come up again and again recently. Brand makers are pushing,
bursting with self-confidence, into the limelight of the political stage.
At present, the continental perspective would certainly be the most appropriate: what
could the brand maker think of regarding the EU debate or the EU debacle? The
The results would be devastating. The product Europe fails at the point of sale
and threatens to become a shelf warmer. Self-doubt also dominates at
employees and have long since been taken over by the
publicly flaunted in a business-damaging manner
is the key. In global competition, the offer from the Champions
League. The product design suffers from the constant
cosmetic tinkering with the familiar, the product works
dusty. The range of products on offer is hotly disputed: what belongs
even still have to? Gaps in the (alpine) core area are annoying.
Stressing extensions on the (eastern) edge. A classic saying of the
68 comes to mind: Who are we, and if so, how many?
That would probably be the rough diagnosis. And the therapy? Firstly: workshops
with all decision-makers to define the brand personality.
Secondly, corresponding regulations (in laws and
administrative guidelines) of behavior, communication, the
appearance and structures, i.e. for all dimensions of the perceptible
Expression of the brand personality. Thirdly and finally: stringent
Implementation at all points of the experience chain between brand and customer.
Entry into the country, as well as the receipt of the ticket, would become a
attractive and customer-engaging brand experience.
The aim of a three-year program would be to decisively
and position it among the market leaders again. The
(Re-)launch of the Europa brand as part of a broad global
The communication campaign would be accompanied by an intensive
internal branding process. Bold visions would be needed from the management staff,
unshakeable assertiveness and long-term perseverance
required.
It's obvious: branding for companies is different
probably not only gradually and in nuances from the branding of political
units. The transferability of the established concepts of the
Brand development has limits. In the political sphere, there are
such boundaries. We brand builders should be aware of
practicing self-confident and informed modesty.

> Jürgen Häusler is CEO of the Interbrand Zintzmeyer and Lux Group in Zurich.

Digital printing When people talk about digital printing, they usually mean inkjet or laser printers: an attempt to differentiate between the two processes.
not. What is meant by this in general and in the graphic arts industry
is the digital print data preparation for an illustration
of photoconductor drums or transfer belts in toner printing systems
(laser printing) or the activation of ink-filled needles in
inkjet printing systems (inkjet printing). This also includes the subsequent
Transfer of the toner/ink to a substrate. Unfortunately
the terms are poorly defined, the illustration and the coloring
are mixed - this is referred to as ink, but not as
toner printers.

Ink against toner
Just as in the private sector, the professional sector also prefers
output, some users use the inkjet printers and others the
laser printers. This is due to various advantages and disadvantages
both sides together. In a professional environment (production printing)
Laser printing has become increasingly popular, mainly thanks to cost advantages in
Consumables at print shops or in-house print shops
page printed with toner is not a problem from a certain point onwards.
print volume cheaper than a page printed with ink. Different in the
large-format digital printing: only large-format digital
inkjet printers, because up to now only inkjet printers have been widely
the inkjet principle can be transferred to large formats - and because
the length of a print in laser printing is determined by the diameter of the
of the photoconductor drum/transfer belt is limited.

Jürgen Franck

Digital printing With UV inkjet printing on a Durst Rho 600, Photo Studio 13 wants to open up new market and customer segments.
Fespa for the first time, the Rho 600 inkjet flatbed system from the company
Durst, Photo Studio 13 in Zurich is taking the step from
traditional specialist laboratory to a competence center for all aspects of
image reproduction. The company offers its customers new
possibilities, in addition to conventional exposure on photographic paper, to
image and design ideas to an extended spectrum of
coated and uncoated materials - even with textured
surfaces. This transforms Photo Studio 13 into a
Full-service provider for the production of large-format advertising spaces
for POS, POP, trade fairs and building equipment.
Thanks to UV technology, the Rho 600 can be used to print on paper as well as paper,
Cardboard, corrugated cardboard and textile materials, also non-absorbent materials
such as acrylic, glass, foils, metals or stone up to 40 millimeters
material thickness or 50 kilograms in weight and a maximum
print width of 205 centimeters. Thanks to the direct output from
digital data stock, even the smallest quantities, even just one
copy (sample production), can be produced in a short time.

More free space with opaque white
On the Rho 600 205 WV, the process colors Cyan, Magenta, Yellow
and black as well as opaque white and effect or protective coatings
can be used. The application of opaque white has the following effects
transparent materials is advantageous insofar as the gluing on of the
opaque films on glass or the application of a cover layer
can be eliminated from the process using spraying technology.
Furthermore, opaque white is used in areas where the inherent color of a
substrate (show-through through the transparent inkjet inks) the
Achieving a desired color space or the color-accurate
reproduction of logos etc. would not be permitted. The order of protection
and effect paints is possible both over the entire surface and selectively,
whereby gloss-matt effects can be applied specifically to individual image elements
are. The complete curing of the UV inks via the integrated
Drying device allows the processing of opaque white,
Colored paints and effect/protective paints in one pass.
The UV-curing pigment inks for indoor and outdoor applications
exterior are VOC-free and do not harm the environment or the environment.
substances that pollute the working environment.

Jürg Marti

Car For the launch of new model versions, McCann-Erickson injects a self-confident image paint job onto the Opel range.
Automobile importers have stopped publishing their sales statistics due to
due to a serious database problem. Until April
They paint a picture of a market for new cars that continues to decline sharply.
The Swiss Automobile Industry Association is somewhat more optimistic about the
situation, but even in his figures one recognizes the persistent
Stagnation. Opel has been hit hard by this slump in consumption. With a good
23,000 new cars sold last year - 5800 fewer
as top seller VW - Opel, the number two in Switzerland, always drove
still in reverse gear. In 2001, 15 percent more new cars rolled onto the
Swiss roads than in 2004, Opel registrations fell in the
by around 29.3 percent in the same period.

Advertising expenditure curbed
How bad is it for the German GM brand that the negative trend continues despite
the introduction of several new models could not be broken?
What is certain is that, with the exception of 2004, advertising expenditure since 1999 has
have been throttled back considerably. This is due to decreasing visibility on
the roads is a very difficult starting position, because the
volume brand is not even present in the media and the
Brand acceptance increasingly controlled by external influencers
whose relationship with Opel is characterized by hearsay.

The brand of the sensible Bünzlis
The Pulse study conducted by the McCann-Erickson Switzerland in-house agency in
Ahead of the promotional presentation of new model versions 
confirms the state of mind and perception of the
Brand: The Family Builders group, of all things
Successful models such as the Zafira and Astra seem to enjoy a high level of acceptance.
There was sometimes a strong sense of rejection: just not an Opel,
was the tenor of many of them. And among Opel-driving test subjects
many justified their choice of brand from a defensive position
and unconsciously reinforced the cliché of the bourgeois,
down-to-earth Opel owner.
Since the rational, hard facts and consistently positive driving reports
have hardly been able to strengthen its image in the long term, McCann's
creative minds that the deficit in "soft" brand dimensions leads to the
discrepancy in perception. The current - mainly
adapted - Opel advertising that focuses purely on product communication,
can hardly reach people with a negative attitude towards Opel,
let alone convince them. A campaign for various models with
image component - for the first time after three years - this should
correct.

With image ads based on a concept of prejudice, the company tries to
the team around CD Timo Kirez has improved the image - no, not of the brand, but -
of the uncool and well-behaved Opel drivers in order to correct
to encourage potential new customers. Playing with prejudices
results of the Pulse study and presents them in the wrong way.
again. The false bottom turns out to be a
an indication of special features such as equipment, design or
loading space, which are positively coded. The main targets are the
Identity and Career Builders segments because, on the one hand, these
have fewer prejudices and, on the other hand, the new models are already
partially perceived.  
 

Luca Aloisi

For five years, the media group
Edipresse the electronic edition for the websites of its own titles
produced in-house with an olive application. But the
daily production of the full electronic newspaper (including
pages) became too costly and time-consuming after all, says
Theo Bouchat. Now the company has found a new solution in Ticino - at
TicinOnline, the online business unit of La Regione Ticino, Giornale
del Popolo and Corriere del Ticino. "The system is simple," praises Theo
Bouchat: "Every night, we transmit the data of our titles to
Lugano and TicinOnline reproduces them until the early morning on
our websites." TicinOnline, in which PubliGroupe is also involved
will soon be Femina and
24 Heures to the web, the other Edipresse titles, including
Bilan, will follow by the end of the year. As a rule, the electronic
Edipresse charges for each issue, but not for 24 Heures. The
The reason: 24 Heures with its young regional splits wants to offer those readers who
do not receive the issue of another region, via the website
Provide an insight into the other splits. (mk)

Spillmann Felser Leo Burnett visualizes how smart customers can continue to grow together with their cantonal bank. "Growing together." That was the claim
to the three previously known TV commercials for the cantonal banks. Because he
well received, he continues to do so for two new stories.
These are written by life and again by Spillmann Felser Leo
Burnett has been made into a movie.
One of the stories is about two girls and their love for
dogs. The girls earn their first money by taking the dogs out of
in the neighborhood - or cleverly take them for a walk.
ensure that the dogs are taken for a walk. 25 years later
the two owners of a veterinary practice. They are their animals
and of course still customers of the Kantonalbank.

Just like the girls from the second success story, which the
agency has devised. The two schoolmates earn their first
money with an extraordinary test of courage: they bet that they will
will eat an earthworm. The classmates who don't
promptly lose the bet.
Of course, this commercial from the production of Will van der
Vlugt no girls have been coerced with real worms. The "gruusig"
This prop was made from a sweet mass similar to gummy bears.
"rebuilt". The supplier of
is currently used by kids
who want to copy the recipe.
A similar demand also applies to the music: this was created for all
five films, because employees of the Kantonalbank have been
are asked again and again who wrote this melody.
is. The answer is: a meaningful reference to the soundtrack
of "Endurance" - a film about the long-distance runner Haile
Gebresselasie. The fact that the music and protagonists in the films are
and the public, is also proven by a multiple and
regularly conducted market research.
In the continuation of the campaign, the little protagonists
now deliberately conceded "a little more character and cleverness"
than in the previous films, according to CD Martin Spillmann.
After all, the commercials should also be created together with their client.
allowed to grow.

Andreas Panzeri