After a competition among seven agencies, including accompanying consumer research, KSSJ was commissioned with the advertising implementation of a new brand profile developed for Coop by BBDO Consulting. The campaign brings new accents to Coop advertising, according to a press release. The slogan "Coop for me and you" is intended to consolidate the brand's popularity. The new advertising campaign will be rolled out over the course of the coming year.

Hausrat Wirz Werbung searches the cellar and attic for usable items for the Zürcher Brockenhaus. At first glance, they look like the subjects of animal rights activists or human rights campaigners drawing attention to their cause. On closer inspection, however, light comes into the darkness and you realize that the Zurich Brockenhaus is behind the sadly sombre and therefore eye-catching poster campaign. Behind it, in turn, is the Wirz Werbung team. Together with photographer Roger Schneider, the creatives have put an old grandfather clock behind bars, buried a bent carpet in a cold garage and locked a visibly used floor lamp in a semi-dark attic shed. "Quite deliberately so that the viewer feels a little sympathy for the humanized objects," says CD Matthias Freuler. He and his team sincerely hope that as many people as possible will call the new telephone number 055 555 55 55 so that the men from the Brockenhaus can drive up in the truck and "liberate" old but still usable items.
Wirz Werbung has been launching such a poster campaign for the Zurich Brockenhaus every summer for some time now. The subjects are regularly very funny. Whether at the White House in Washington, Buckingham Palace or even the old Swissair: Wirz Werbung has already found creative inspiration for the Zurich Brockenhaus on several occasions.
The aim of the new campaign is to draw attention to the fact that there are certainly still usable items in many households that have been lying around unused in the attic or cellar for decades or have even been moved several times without their fate changing.
The summer date for the posters is conveniently timed between the moving dates in April and October. The campaign is primarily aimed at suppliers or donors of furniture that is no longer used. There are already plenty of buyers for cheap bargains at the Brockenhaus association on Zürcher Neugasse.
The association and the Zürcher Brockenhaus Foundation use the proceeds from their sales to support social projects such as retirement homes, Pro Senectute, the Verein für Jugendwohnhilfe and the Frankental residential home.
Not a dusty thing at allBecause the Zurich Brockenhaus is convinced that everything can be reused, AD Chantal Heimo and copywriter John Leuppi from Wirz Werbung have developed a fitting idea for the new annual report: All the facts, figures and pictures in this year's 100th Brockenhaus annual report are printed on cleaning paper, which you can use to dust off your own furniture after reading the report. The reusable annual reports for the Brockenhaus have become a tradition. Last year, the figures were already printed on slips of paper, the reverse of which could be used again as "forms" and notepads for various household activities.
A meaningful idea for 100 yearsThe Zürcher Brockenhaus was able to look back on 100 years of existence last year. During this time, the charitable institution has developed a beneficial activity. The name Brockenhaus comes from the Bible, where Jesus commands his disciples after the "feeding of the 5,000": "Gather the leftover scraps so that nothing is lost!"
In 1872, the German pastor Friedrich von Bodelschwingh, founder of the Bethel Mission, created an "institution for addicts" and opened a collection and sales point for used goods, the proceeds of which were used to finance his social work. When looking for a name for his collection point, he remembered the Bible passage - the Brockenhaus was born.
Decades later, Bodelschwingh's efforts were further developed by the philanthropist Julius Müller. Müller founded an actual Brockenhaus and set it the tasks and goals that all existing Brockenhäuser in Germany and Switzerland have today.
The first "official" Brockenhaus was founded in Zurich in 1904. Since then, the original has faced competition from flea markets to commercial collection points or the Brocki of the Salvation Army in Zurich.
A lamp is eagerly awaiting its liberation: Wirz Werbung advises people to call the Brockenhaus number immediately.
Usefulness: The 100th Brockenhaus annual report is printed on cleaning paper that can be used to dust furniture.
Mood in the cellar: Wirz Werbung recommends freeing household items that have been locked away from their unfortunate situation and giving them a chance to find a new purpose in life at the Brockenhaus.
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Andreas Panzeri

Competitions Five Swiss creatives have been appointed to the juries of the 2005 Awards of the Art Directors Club of Europe (ADCE), with ADCE Vice President Martin Spillmann of Spillmann Felser Leo Burnett as Chairman of the Film category. Philipp Skrabal (Publicis) will also judge in the Film category, Reinhold Weber (Reinhold) in the Print category, Pierre Rebetez (Headbanger) in the New & Mixed Media category and Petra Bottignole (Euro RSCG) in the Design category. The ADCE judging panel assesses works that have previously won awards in the national ADCs.

E-marketing The German direct marketing service provider Schober Information Group has acquired a stake in the Swiss e-mail marketing specialist Mailprofiler.Schober has taken over slightly more than the majority of the holding company, said Christoph Morach, Managing Director of Mailprofiler Switzerland. However, the takeover is primarily aimed at the German market, explained Morach. Nothing will change in Switzerland.

Health The canton of Solothurn has founded Solothurner Spitäler AG as a new healthcare provider, and the Zurich agency TBS Identity has been commissioned to develop a brand for the non-profit public limited company. The mandate includes both the naming and the formulation of a complete corporate design program.

Awards The agencies choose 20 Minuten as the new industry favorite.2002 still fourth last, now top: 20 Minuten wins the Media Trend Award as the best media provider. The media and advertising agencies surveyed gave it top marks, particularly in terms of value for money, where it scored 3.15 points, putting it 0.24 points ahead of its nearest rivals. This was enough to relegate last year's winner NZZ to second place in the overall ranking, even though 20 Minuten had to concede defeat to its old aunt in terms of service and consulting expertise. HandelsZeitung took third place on the podium. Publisuisse was able to defend its crown among the marketers. Cinecom took second place thanks to the best price-performance ratio, which was included in the evaluation of this category for the first time and in which Publisuisse was in second last place. Clear Channel Plakanda also made it onto the podium. Out-of-home advertisers were transferred from providers to marketers. APG made a leap from 13th to 4th place.
The Media Trend Award is determined in an online survey and presented by Media Trend Journal.
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298.2 millionbeer After the introduction of the 0.5 per mille limit, less beer was drunk in Switzerland only for a short time. In total, beer (with alcohol) worth 298.2 million francs was sold in the retail trade (week 22/2004 - week 21/2005). A comparison with last year shows a decline of 6.5 million francs. The new directive had a major impact on the home consumption of beer, particularly in the first few months of the year. This "negative trend" has now been halted and the beer market has returned to the volumes of the previous year. Almost every third beer purchased is a beer from a can.

Competitions The BSW wants the work of the advertising industry to be valued more highly again. In Austria, the Effie awards are broadcast on television. This could also be a long-term goal for Switzerland. And the whole nation is watching. - At least at the Park Hyatt in Zurich, the crowd was larger than expected, and extra chairs even had to be dragged in when the BSW "leading swiss agencies" wanted to present their new ideas for the Effie on Monday. The invitation was extended at top level, and several CEOs, editors-in-chief and CDs were actually present in the hall. What was it all about? Swiss advertising is in a bad way. Since 2000, the gross operating income of BSW agencies has fallen by a third. The media, communications experts and the public are suffering when television and newspapers have fewer and fewer resources. How much damage the entire economy suffers from less advertising can only be hinted at here. As we all know, the discussion about this is endless.
Advertising could achieve a lot: This is not just a desperate hope, but of course the convinced position of the BSW. "Advertising is the oil in the engine of the economy," said BSW President Peter Leutenegger at the information event. The industry association and its president have therefore been looking for ways to help advertising regain the reputation it deserves. The idea: a new Effie.
With a budget of CHF 330000, the award is to be relaunched and will be the only prize in Switzerland to evaluate both measurable market performance and creativity. The new Effie is to be presented for the first time in March 2006 as part of a lavish gala.
"We need your support. It's not yet five to twelve, but somehow between 11 and 12," Peter Leutenegger appealed to the assembled industry representatives. They should finance the launch of the new Effie. The BSW has calculated that CHF 60,000 can be generated as income from the submission fees. The remaining CHF 270000 must be covered by sponsorship contributions. One initial idea is for the most important media companies to make one ten-thousandth of their advertising revenue available for the Effie. This would amount to an estimated CHF 16,000 for NZZ, CHF 4,000 for Südostschweiz and CHF 20,000 for IP-Multimedia, for example. This calculation elicited a noncommittal smile from the audience at the Park Hyatt. In addition, interested media are to provide four pages for free advertisements to publicize the prize. According to BSW Managing Director Walter Merz, Burson-Marsteller will support the launch of the new Effie at PR level. Wirz Werbung will create a campaign for this.
A newly formed jury will be made up of 16 heads, each with four representatives from science and research, clients, advertising agencies and the media. The agency representatives are to be drawn from the leading agencies under notarial supervision. The media are expected to include editors-in-chief as well as top managers from the business world.
Kurt W. Schmid, Vice President of the BSW, quoted the book title "The Secret Seducers" when presenting the new situation and said that advertising is no longer so overrated today, but underestimated. What has the industry done so far to prevent this? "Unfortunately little," Schmid had to admit. He therefore appealed once again for broad support if the BSW now wants to relaunch the "Effie as Ambassador of the Communications Industry", "as the industry's most coveted award for advertisers and clients".
The Effie as an award for market performance and creativity is now awarded in 30 countries worldwide. It was founded in 1968 in the USA by the American Marketing Association. In Switzerland, the Effie has been awarded every two years since 1985. How it should be continued from 2006 onwards has now been put up for creative discussion on a broader level.
The last winners Effie Gold2003 Mobiliar: "Schadenskizzen", Publicis Migros: "M geht an die Expo",
Publicis 2001 Ovomaltine: "You can't do better with Ovomaltine. But longer.", Advico Young & Rubicam Hakle: "First dry, then wet",
Advico Young & Rubicam Helvetic Tours: "Launch 99", Advico Young & Rubicam Médecins sans Frontières: "Borders", Advico Young & Rubicam
Andreas Panzeri

Advertising media The NZZ is trying to rejuvenate its image with trendy merchandising.
Tradition is worth hard cash, especially when it comes to journalistic products. And even more so when its name enjoys a worldwide reputation. So it seems only logical to sell the roof of the anniversary tent, in which its 225th birthday was celebrated this January on Zurich's Sechseläutenwiese, as "an exclusive piece of NZZ history". However, even the initiators of the campaign did not expect it to be so successful: The almost 400 carrier bags, modeled on the trendy "Freitag" brand and advertised in just two advertisements, were completely sold out within 48 hours and could have cost CHF 100 or more instead of CHF 55, believes Andreas Häuptli. But the NZZ's advertising manager didn't so much want to boost sales as "spontaneously do some image polishing". At the moment, people are apparently already (or still?) satisfied if such calculatedly low-priced gadgets can be refinanced via the target group. This also applies to the free inflatable pencils, over 4,000 of which (including the subscription card) have been sold to swimmers around Lake Zurich in recent weeks. The fact that the calculation also works out here is due to the cheap Asian production and the fact that the remaining copies now available in the NZZ (advertising) store cost three francs.
By contrast, the classic merchandising goods that have been sold there for years come from Caran d'Ache (writing instruments), Victorinox (pocket knives) and Knirps (umbrellas). This also shows the cultural change that the new sales items signal: "As with our anniversary event at the beginning of the year, we want to position the NZZ brand closer to the people," says Head of Marketing Christoph Bauer, explaining the "vitalization strategy" behind the two blitz campaigns. Bauer answers the question of whether this new combination of utility value and fun factor coincides with the increasing editorial colorfulness of the main paper with a sibylline smile.
The NZZ's recently made public language "Vademecum" is also proving to be a bestseller: the first 2,500 copies of this dictionary for the educated Swiss classes have long been sold out and, according to Bauer, the second edition will soon be too. At a price of 25 francs, this publication, which is heavily advertised in filler advertisements in NZZ publications and on nzz.ch, certainly more than covers its costs. In view of such successes, it is quite possible that even the more conservative forces at Falkenstrasse will soon acquire a taste for brand-strengthening additional revenues. The Annual General Meeting last April can be interpreted as an indication of this: The annual report was presented to shareholders in a trendy shoulder bag with the NZZ logo instead of a discreet envelope. This special edition has since gone into production and can also be purchased today at the advertising counter.
Combination of utility value and fun factor: The NZZ anniversary marquee was put on display and sold to the public piece by piece.

Oliver Classen

Crossmedia Class, the cross-provider marketplace for print and online classified ads, is coming to fruition. By the registration deadline of July 5, the main shareholder PubliGroupe (65%), Espace Media Groupe, the NZZ Group, Basler Zeitung Medien, Südostschweiz and the four publishers of Mittelland Zeitung had registered as shareholders. Around eight other interested parties still need time to consider.

Prevention The Federal Office of Public Health and Euro RSCG Zurich jointly run Love Advertising for "Stop Aids".
Since the launch of the new "LOVE LIFE STOP AIDS" campaign at the end of April, posters with the two most important safer sex rules have been hanging in all Swiss cities. "Always use a rubber for penetration" and "Don't put semen and blood in your mouth" provide clarity, precisely because they are worded so drastically clearly. "That's all sexually active people need to know for a carefree sex life," say the campaign's creators. Since the end of June, the Federal Office of Public Health (FOPH) and Euro RSCG Zurich have been launching a range of other media activities: new posters, a TV and cinema commercial, a collaboration with Migros to sell the new M-Budget condoms and the distribution of condoms in funny individual packaging, for example at large open-air events.
The woman's point of view
The commercials show what women would prefer to do with men if they wanted to continue without rubber. The props used in the films include a blender and a cucumber, banana or sausage.
The wide range of ideas also includes a cheeky rear bus poster in eight Swiss cities with a photomontage that looks as if two passengers on the bus are having fun on the back bench. The poster subjects can also be seen on iconic cards for free.
At www.lovelife.ch you can click on "Love Lips", an absolutely innovative fun application with a mail function, which several thousand Swiss people were already using enthusiastically on the day it was launched. The "talking condom", which can be used to send declarations of love, is linked to a competition that runs until August 15.
Frank Bodin at Euro RSCG sees the message of a "declaration of love for life" as the basic idea for all these media. The aim is to shock in a positive way and not to focus on the death and misery of the disease.
Direttissima: Euro RSCG explains the rules of the sex game in the open.

Safer sex on the back seat of the bus too: the message is that the rules of the game should also be observed on public transport.
Andreas Panzeri

Column The destructive unculture of "permanent pitching" harbors great social dangers. But trust can be learned -
even by communications managers.
Who would deny that Lenin's motto "Trust is good, control is better" is more relevant today than ever? The economically successful cannot afford to trust. Trust would be naive. Control, on the other hand, is professional. Of course, more reflective contemporaries are aware of the extremely positive effects of trust in social contexts. This is not a romantic or idealistically glorified hope. At least since Niklas Luhmann's systems theory analyses at the beginning of the 1970s, it has been about tangible benefits in increasingly complex living and working conditions; it is about reducing complexity.
And it's not about "blind trust", but about the rational calculation that everyone involved can benefit from trust in mutual trust if everyone benefits from trusting cooperation. And this is more often the case than we think. In road traffic, for example, it is almost always the case for all of us. Using public roads would be unbearable if we didn't unconsciously trust others to abide by the agreed rules.
So why is the reference to this general virtue in business life reduced to advertising slogans such as "Trust is the beginning of everything" (Deutsche Bank)? Why can't we, indeed shouldn't we, trust when we
work together in companies? Why are we also increasingly celebrating the efficiency-enhancing effect of competition internally? And why has the pitch long since become a popular parlor game of modern management beyond the field of communication?
After all, experience teaches us that the "permanent pitch" - routinized, mechanized, ubiquitous and devoid of content - does not promote quality and is costly in the long term. And everyone actually knows that this mistrust of trusting cooperation is not rational. For decades, game theory analyses have shown that the most successful way to do something together with others is to first invest in this relationship unilaterally - and then always behave in the same way as the other party. As a result, trust ensures joint success.
Of course, building trust ties up resources that are becoming increasingly scarce. Above all, time. Because trust has to develop. It grows. And it thrives best when it is reciprocated. And so on. Distrust is comparatively inexpensive: you save yourself the effort of considering how trustworthy the other person is.
Nevertheless, measured in terms of quality in an increasingly competitive environment, mistrust is by no means expedient. Its supporters generally argue with the fear of dependency. The gain in independence is celebrated. But does it make sense to focus so much on avoiding the risk of disappointment?
Sociologist Rainer Paris recently summarized the discussion about the eternal, difficult balancing act between mistrust and distrust as follows: "The distrustful person not only forfeits gains that cooperation might have brought, but ultimately avoids all contact." He refers to the devastating political prospects of "societies of public mistrust". There, the "spiral of suspicion" almost inevitably leads to a "dynamic of destruction".
So far, we can only speculate as to which values are being destroyed in economic contexts or which values are not being created because trust is increasingly being banished from the vocabulary of the modern manager. And in any case, we should be extremely suspicious of this development.
> Jürgen Häusler is CEO of the Interbrand Zintzmeyer and Lux Group in Zurich.