Agencies Behind the success of Berlin-based Scholz & Friends is Lore's law: "If it's supposed to go well, it will go well. But it can take a while. "No, Lore Schumann is not an advertiser. She has won neither lions nor cubes and is not a member of the ADC. And yet she has shaped the history of German advertising like Clementine. Only Lore wasn't in front of the camera, but in the kitchen - more precisely, in the kitchen of the Schumann family in Mathildenstrasse in Dresden. There she cooked soup. For her son Olaf and his university friends Thomas and Sebastian. After the fall of the Berlin Wall, the three returned and founded an advertising agency. They worked, lived and stayed with Lore day in, day out. She not only cooked soup, she also gave them advice along the way.
And they were obviously good. In any case, Olaf Schumann, Thomas Heilmann and Sebastian Turner joined Scholz & Friends in 1999. A year later, they moved their agency from Dresden to Berlin, and since 2001, Heilmann and Turner have headed the Scholz & Friends agency group, which today operates in 19 countries - including Switzerland - and generates over half a billion euros with around 870 employees. In the same year, Olaf Schumann returned to Dresden and bought the expropriated family home. Today he lives with his parents, wife, child and dog where it all began.
From soup to advertising
Lore's wisdom remains the secret of Scholz & Friends' success. Her ten most important rules are the agency group's iron law. Scholz & Friends has now made "Lore's Law" public, honoring the woman who played a key role in the agency group's success. Lore taught the three boys what no school or business incubator could have taught them: to work with common sense and a big heart.
With these ingredients, everything succeeds: a company, a revolution, a good soup. And good advertising, as Scholz & Friends still proves 14 years later. Every paragraph in "Lore's Law" is understandable, comprehensible and makes immediate sense. For example, paragraph one: "What you don't enjoy doing, others won't enjoy either." Every advertiser should pin this sentence to the wall behind their desk. The creative minds at Scholz & Friends seem to have internalized it. After all, the photo series for the FAZ, the world's most successful media campaign, comes from this creative kitchen. No other German campaign has ever made it onto the front page of the Bild newspaper or into the main TV news.
The supreme discipline of intuition
Even more important than paragraph 1 is probably paragraph 5: "If you have the feeling that something is wrong, then it usually is." This experience from Lore's kitchen sums up how crucial our intuition is. In contrast to intellectual analysts, who work thoroughly but often without much wit or emotion, intuitive people grasp a problem immediately and often have a solution at hand. However, because people who follow their inner voice are rarely able to give compelling logical reasons for their solutions, not everyone takes them seriously. And end up paying a high price for their skepticism. One example of this is Steven Jobs, who saved Apple from going under.
"Lore's Law" is not a textbook, but food for thought for all those who like to think a little further and laterally - not only, but also advertisers. Thankfully, the authors have limited themselves to 92 pages, so the booklet fits in every jacket pocket. And that's where it belongs, so that it's always to hand.
> Lore's Law by Scholz & Friends. Redline Wirtschaft, Frankfurt 2005. 92 pages, 12.80 francs.
Helmut Kohl posed with the FAZ for the newspaper campaign "Dahinter steckt immer ein kluger Kopf" on the "Europa" steamer.
Roger Hausmann

Private radioMore and more advertisers are using temporary radio programs to reach their niche audience away from the mainstream.
The Swiss radio landscape is practically cemented for non-state broadcasters by the narrow frequency grid that the Federal Office of Communications (Bakom) has defined for private radio stations. In between, however, there is occasionally room for regional or local broadcasters.
limited programs. For some time now, OFCOM has been using this leeway to grant temporary broadcasting licenses to culturally or ideally motivated bodies.
One such license was granted to rundfunk.fm, for example. When its creators go on air for a month on August 19, there will be two anniversaries to celebrate. The program itself is in its fifth year of operation, and one of its main sponsors, the French-speaking Swiss mineral water supplier Henniez, is celebrating its centenary at the same time. The radio producers congratulate the Romands on their milestone birthday, and Henniez in turn congratulates rundfunk.fm with specially printed labels on 20,000 bottles, which are distributed throughout the radio's coverage area.
Temporary radios established
This close collaboration is no coincidence: both doctoral partners have been working together intensively for years.
together. Without Henniez' sponsorship commitment, rundfunk.fm would not exist. This, in turn, would be a shame for some of the mostly young people in the Zurich area, who are among the approximately 80,000 listeners who prefer a program beyond the musical uniformity of the well-known private radio stations. Selected DJs and compiling artists from Switzerland and abroad weave the carpet of sound. rundfunk.fm sees itself as a soulful, jazzy alternative to the techno-heavy Street Parade and its likewise temporarily licensed station. Sony-Ericsson is sponsoring a campaign for a new cell phone model - for the media agency of
Sony-Ericcson, Mediaedge CIA notabene an important additional benefit.
Another new temporary radio station called RadioAffair has also emerged in Zurich, which only a few days ago suspended operations for just under a year before - who knows - going back on air next year.
In addition to the SRG, either existing private radio stations or festival organizers act as broadcasters of these part-time programmes. They use the free frequencies to additionally broadcast their events over the airwaves, such as the Festival of Electronic Art in Lugano or Christopher Street Day in Zurich.
There are two reasons why some well-known advertising clients are getting involved with the exotic players on the private radio scene and providing substantial funding: On the one hand, temporary advertisers offer attractive forms of cooperation that the large private radio stations cannot. rundfunk.fm, for example, offers promotional clients such as Redbull entire packages. In addition to sponsorship trailers, these also include integration into the station's visuals and other activities.
As rundfunk.fm is not just a radio station, but also an open-air DJ festival and an Internet event, it can offer advertising customers opportunities that other radio stations can hardly dream of: banner advertising on the website, advertising on the flyers and in the courtyard of the venue for product sampling or other advertising campaigns.
Medium with high impact
Advertisers such as Henniez are looking for this consumer proximity: "As the only independent, nationally active Swiss mineral spring, we are in competition with major international brands. We seek proximity to opinion leaders through the targeted use of local events," explains Henniez Marketing Director Jean-Paul Schwindt. With the aforementioned radio campaigns, Schwindt wants to break existing brand codes and rejuvenate the brand stature.
Schwindt is convinced that the commitment is worthwhile. In addition to the contacts made through the radio spots, there are also those generated by the media partnership between rundfunk.fm and the commuter newspaper 20 Minuten. Henniez appears there as a sponsor of the daily coverage of rundfunk.fm events.
As a further piece of the mosaic in the communication mix, around 100 trendy stores and bars in Zurich broadcast the rundfunk.fm program while the station is on air. This extends the useful life of the medium and at the same time increases the level of awareness. National advertising agencies such as Radiotele
has shown interest in rundfunk.fm. However, the initiators are still shying away from a complete opening. Although a comprehensive commercialization of the program would be possible according to the concession, it would destroy the character of the program.
Good old radio is rejuvenating itself with trendy temporary programs.
Raymond Lüdi

Marketing Is art fit for the market? Studio Achermann brought in photo artists for the Zumtobel Group Until the mid-1970s, art was still the domain of the class struggle movement, but the gulf between art and commerce has now shrunk to a self-quotation. The prejudice that money corrupts art seems as outdated as the romantic image of the artist as the last hero, who is alien to any kind of market economy thinking. international corporations have long since used art and culture for marketing purposes - in Switzerland, mainly as art quotations, in sponsoring or as part of CI, such as art in architecture.
Newer forms of cooperation between contemporary artists and Markom, such as the Schweppes campaign by British photo artist Alison Jackson, are rare in this country. This is despite the fact that the productive interaction between art and commerce in their core competencies of trendsetting and innovation is obvious. Sponsorship expert Elisa Bortoluzzi-Dubach likes to provoke communications officers with the question of whether the economy is legitimized to adorn itself with spirit thanks to money. And points out with pop artist Andy Warhol how obsolete this question of legitimacy is today. Warhol himself quoted: "Some company recently was interested in buying my 'aura'. They didn't want my product. They kept saying: 'We want your aura'. I never figured out what they wanted. But they were willing to pay a lot for it."
Expression of avant-garde and technical perfectionThe Austrian lighting group Zumtobel spends a lot, if not a fortune, on its annual reports, which have been designed by international artists for 14 years. In contrast to comparable projects, where the collaboration only pursues identity-creating purposes at management level, this year the artistic collaboration at Zumtobel has also been integrated into the brand communication. Under the title "Light Faces", Zurich-based Studio Achermann commissioned three renowned photo artists to create portraits of the Zumtobel Group's employees, thus drawing an extraordinary arc of tension between the internationality, creativity and innovative capacity of the people behind the brand. Achermann has already won several creative awards with his annual reports, including one for the Federation of Migros Cooperatives.
Beda Achermann: "We deliberately chose the medium of photography because it ultimately represents the pure manifestation of light." men.
Despite the diversity of styles and handwriting, the project expresses the positioning and core values of Zumtobel's three brands (Zumtobel Staff, Thorn and TridonicAtco): while Paul Graham's work shows the technical perfection and avant-garde of Zumtobel Staff, Adam Fuss' photograms, like X-ray images, make the inner workings of TridonicAtco's components recognizable. Artist Shirana Shahbazi documents "The precision and reliability of the Thorn lighting brand" in her clear photographs.
However, the pictures did not make their way directly into the company's collection. Even before the world tour at the Zumtobel sites, they were presented to the art-loving target audience - architects, designers and real estate managers - as intellectual nourishment in an exhibition at the Architekturzentrum
Vienna presents.
The network has thus been extended beyond the boundaries of the industry and the feature pages have been served. Studio Achermann is currently negotiating further contracts with Zumtobel Staff.
History & FiguresIt all began 55 years ago in the electrical appliance and synthetic resin pressing plant in Dornbirn, Vorarlberg. It was there that founder Walter Zumtobel had ballasts for the then new fluorescent tube technology manufactured.
Today, the Zumtobel Group is one of the few global players in the lighting industry with a turnover of EUR 1.13 billion (04/05), production facilities on all continents, over 7000 employees and consulting offices in almost 100 countries. The Austrian Group consists of the lighting business with the two brands Zumtobel Staff and Thorn as well as the TridonicAtco Group for lighting components.
Zumtobel derives its close collaboration with the avant-garde of European designers, architects and lighting planners from the specific requirements of lighting projects. This cooperation is also part of the company concept. Zumtobel focuses on the premium segment and positions itself as an innovation leader in technology and design with sophisticated lighting solutions. (la)
The Austrian Zumtobel Group had its employees photographed by three well-known photo artists.
Luca Aloisi

People "Syt der öpper oder nämet der Lohn?", a certain Madame de Meuron is said to have asked each time she met new people. Are you one of the more than six million who don't make it or one of the hundred who do? - is the modern version of this question in the Swiss magazine. It is already a tradition in this country for People magazine to select the "100 most important Swiss" every year in the run-up to the national holiday. For the first time, the super Swiss include two names from the advertising scene: Danielle Lanz and Markus Ruf. The jury justifies this with the three lions they won at the "Advertising World Cup" in Cannes.

OnlineThe sports portal Sport.ch has been given a new design and its content has been expanded. The new offering includes live reports on sporting events in Switzerland and abroad. In collaboration with SportalTV.com, Sport.ch offers two to three free video magazine reports from the Swiss sports scene every week.
At the beginning of October, the range is to be expanded to include international video contributions.

NBC Universal has officially unveiled its new German TV station, which will launch on Sept. 29. The program, which NBC manager Patrick Vien had already announced in mid-July in an interview with the Süddeutsche Zeitung (see Newsmail of July 21), goes by the name Das Vierte. The claim is "We are Hollywood. From 4 p.m. to 5 a.m., Das Vierte will show feature films and series from NBC and Universal Studios, as well as info shows about movies and DVDs. "Great feelings and first-class entertainment with the best American film and series productions of the last 40 years" promises the station's website. Announced shows include the classic series "Quincy," "Magnum" and "Knight Rider." Das Vierte will be receivable throughout Germany via satellite and cable and will achieve coverage of over 80 % of households. Via satellite, the program will be broadcast around the clock. On cable, it enjoys guest rights on the NBC Europe channel, where it displaces the youth channel NBC Giga. In the future, NBC Giga's afternoon program will be shown before the Fourth begins broadcasting. The evening program Giga Games is to be distributed as a separate channel via satellite, as the online platform DWDL.de reports. Concrete plans for this are not yet available, however.
 
> www.das-vierte.de> www.giga.de> www.dwdl.de

French-speaking Switzerland is definitely getting a free daily newspaper. "A free newspaper will be launched in French-speaking Switzerland in the next few months," Edipresse publisher Pierre Lamunière confirmed to the weekly magazine L'Hebdo. He said Edipresse was determined to enter this sector, either together with another publisher if a satisfactory agreement could be reached, or with its own product. There is no fixed date, Lamunière said, but a launch before November or December would be difficult. He admitted that the launch of a free newspaper would not be favorable for the sales of the existing Edipresse titles, "but if we don't do it, sooner or later someone else will dare to do it." Jacques Richard, representative of the Hersant Group in Switzerland, was more reserved in his comments to L'Hebdo. So far, they have refrained from launching a free newspaper because the advertising market in French-speaking Switzerland is currently too sluggish. They do have projects in the drawer that could be implemented very quickly. "But at the moment I am extremely skeptical," said Richard.
 
> www.edipresse.com
> www.hebdo.ch

Simon Heusser's successor as editor-in-chief of Weltwoche is Jürg Wildberger. He will take up the new position in September, the publishing house Jean Frey announced on Thursday. The former TV3 boss and first editor-in-chief of Facts had already been traded as one of the favorites for the post in the run-up. Wildberger was most recently managing director and partner of the telephone services company Voice Publishing. The graduate economist was also, among other things, the first editorial director of the news program "10vor10" of SF DRS and deputy editor-in-chief of the Berner Zeitung. "Jürg Wildberger is a competent journalist with leadership experience in Swiss journalism. He has an enviable track record, especially through his contribution to innovative Swiss media projects," writes Jean Frey CEO Filippo Leutenegger about his new editor-in-chief. His predecessor, Simon Heusser, had vacated the post in June after just one year due to "differences over leadership issues."
 
> www.weltwoche.ch

At the end of August, Schweizer Radio DRS will relaunch Musigwälle 531 after nine years. Musigwälle 531 will become DRS Musigwälle. Until now, the daily program included popular music from all genres: hits, chansons, canzoni, folk and light music, plus highlights from musicals, jazz, opera and operetta, as well as film music and light classical music. The new DRS Musigwälle program is designed to meet the growing demand for traditional and folk-oriented content even more closely. SR DRS will make the new features public on August 24.
 
> www.drs.ch/mw531.html

Swisscom's Bluewin TV 300 hard disk recorder is apparently meeting with little interest. According to the HandelsZeitung, Swisscom has only acquired a few thousand subscribers for the device, which was launched at the beginning of March and can record programs broadcast on the cable network and can be controlled remotely via the Internet - despite an advertising campaign with TV and cinema spots since May. Swisscom would neither confirm nor deny this figure to HandelsZeitung. With Bluewin TV 300, the telecom group is trying to kill two birds with one stone: on the one hand, the offer bridges the time until the launch of its own TV offer via the Internet, which has been postponed several times ("Bluewin- TV" is currently announced for 2006); on the other hand, Swisscom is using the recorder to set foot in households that currently subscribe to the cable TV offer of a future competitor.
 > www.swisscom.ch> www.bluewin.ch> www.handelszeitung.ch

The sports program "Fussballtalk" on Presse-TV/SF DRS will now be produced at Zurich Airport. "With the 2006 World Cup and the 2008 European Championship, an international wind is increasingly blowing into Swiss soccer stadiums and the parlors of soccer fans," says producer Pascal Ribary of Allcom Productions. That's why Ribary is pleased to be able to produce the show in the international airport for the first time, and hopes to attract a diverse live audience. Marcel Rohr, head of sports at the Basler Zeitung, is editor-in-chief of "Fussballtalk." The first show of the new season, hosted as before by Adrian Fetscherin and soccer expert Erich Vogel, will be broadcast on Saturday, August 27 at 9:40 p.m. and repeated on Sunday. Recording will already take place on Friday, August 26 at 6 p.m. in the shopping area in front of Migros above Check-in 3.
> www.allcomm.ch> www.baz.ch/fussball-talk

Press Ringier is launching a flexible subscription system for its newspapers and magazines: the "Instant Abo" can be ordered online at short notice and can also be canceled. The price is calculated as a percentage of the annual subscription and paid via the Click2Pay microbilling system of the Swiss Post subsidiary Yellowworld. The offer applies to Blick, SonntagsBlick, Cash, Schweizer Illustrierte, GlücksPost, Tele, L'Hebdo, L'Illustré and TV8.