Paper/cardboard Since mid-June, Sihl + Eika Papier AG (Sihl + Eika) has had three grades of AssiDomän Frövi kraft cardboard in its range, with Frövi Bright, created for luxury packaging, being the ideal cardboard for high-quality products. Frövi Light, on the other hand, is particularly suitable for creative packaging and is ideal when tear-open, perforation or other consumer-friendly packaging openings need to be integrated. Finally, Frövi Carry is ideal for heavy goods packaging: A special production method gives the cardboard extreme tear resistance. Samples and an overview of the product range can be requested from Sihl + Eika.

Awards The big winner at the 52nd Cannes Advertising Festival (see also pages 8 and 26/27) was "Grrr", the animated spot by Wieden + Kennedy for Honda with the message "hate something - change something", which not only won the Grand Prix in the film category, but also the special prize for journalists and one of four Titanium Lions for integrated campaigns. DDB Chicago won the first Radio Grand Prix in history with a series of commercials for the Bud Light beer brand. The number of Gold, Silver and Bronze Lions won in the Press, Outdoor and Film categories is used to determine the Agency of the Year. The podium is occupied exclusively by Omnicom agencies: In first place TBWA Paris, followed by DDB London and DDB Paris.

Election advertising While the major German parties are still preparing their programs for the early Bundestag elections, Ringier's political magazine Cicero has already asked four well-known agencies that are not (yet) active in this field for provisional posters for the election campaign. The CDU's request from Publicis to grant the Chancellor his paradoxical wish was particularly successful. Also in the July issue are portraits of the real agencies of the mainstream parties. However, they are not half as funny.

Shortlists The Zurich event agency X-Act has been nominated for the Esprit Award. The prize is awarded annually by the International Special Events Society (ISES), which has more than 4,000 members worldwide.X-Act is in the final of the Corporate Event category (budget over 100,000 dollars) with two competitors, namely the employee event for PricewaterhouseCoopers.

Travel accessories The American manufacturer of travel accessories Samsonite has entrusted Initiative Media with its global media budget. Initiative Media is responsible for both planning and buying and, according to the industry service New Business, the network won a pitch against OMD and Mediaedge CIA. A new global campaign is to be launched over the course of the year under the leadership of TBWA. Print and outdoor advertising as well as online measures are planned.

Football The opening of the new national stadium in Bern's Wankdorf district is intended to continue the glorious history that went down in history as "The Miracle of Bern" in 1954 and put Bern on a par with Buenos Aires, London, Madrid and Rio de Janeiro as a World Cup final city. The more comfortable Stade de Suisse is intended to attract new visitor segments. Spectacle, show and football is the short formula for the opening weekend, which is now being launched with a promotional campaign. On the key visual: three visitors from the different target groups with the dates as a classic shirt back number. Fisch Meier Promotion is responsible for strategy and planning, Freiburghaus und Partner for creation, realization and execution.

Advertising law Sports clubs, associations and events that finance themselves through alcohol advertising should no longer receive subsidies from the federal government, SP National Councillor Peter Vollmer demands in a motion. Vollmer justifies his request, which is radically formulated: if an individual club advertises alcohol, its association should also have its subsidies withdrawn. The 2008 European Football Championships in Austria and Switzerland are also in his sights.

Marktforschung Wirz Corporate and the market research institute Publitest, together with BBDO Europe, have determined the attitude to life of twentysomethings (up to 29 years old).75 percent According to the results, 83 percent of Swiss people (the European average is 60 percent) believe that personal success is in their own hands. Only 29 percent believe that they will have a better life than their parents (Europe 50 percent). For three quarters, enrichment through experiences allegedly counts more than materialism. The paradigm shift from "I have" in the 1980s to "I am" in this decade seems to be complete. Ideal for brands that capture the spirit and offer an experience platform "as part of the ego project".

Column How journalists bend reality to celebrate neoliberalism. And how this results in newspapers that look young but read old. The cycle from rebellious design to product is getting shorter in late capitalism. While it took 20 years for advertisers to take Ché off the walls of their children's rooms and put him in advertisements for knick-knacks and trinkets, the French Non on the European Constitution was already being used in three advertisements ten hours after the vote was counted. In the past, it seemed that journalists matured leisurely from a stormy phase into feature writers (it was different for female journalists, women are born with brains) - today, editors leap from adolescence straight into old age.
There is no other way to understand how young many newspapers look and how old they read.
With the gesture of a beer drinker shooting at night-time rioters with an air rifle, people are held up to the unemployed, the marginalized, civil servants, strangers and other threats. Rigid with fear, but well camouflaged. In the name of modernization, conservative incrustations are to be broken up, obstructions are to be removed, the caring state dragged down, the way paved for the strong and initiatives. A right-wing revolution, in other words.
But what manifests itself here as a will to change is only, at least among the better minds, a sense of the precarious moment, i.e. the fear of soon becoming one of the unemployed. The reflex is old: by excluding the weaker members of society, we hope to maintain our own social status for longer.
You almost want to feel sorry for them: they celebrate the neoliberal awakening - and don't realize that it was canceled long ago. They fervently adhere to a dead religion.
That would hardly be worth mentioning. Not even that their credo, although refuted by economic realities, has now become mainstream. Mainstreams pass away, and brain workers have a great tendency to be subservient to the wishes of their time. One can therefore hope.
Were it not for a less banal circumstance: the bending of unwieldy reality towards neoliberal dogma can only be achieved at the price of the complete devaluation of all concepts.
It would be interesting to argue and write about how society should be renewed, how obstacles should be broken, how solidarity should be reorganized. In thinking, movement is the principle. Of course, one would have to have a concept of what drives a society. For example, that individualism can only develop in a functioning society where the individual is adequately protected from imponderables. For our early-aging editorial staff, however, there is no such thing as society - in this they are in line with the whole squad of new-right thinkers.
In this way, the coldness of the global market is reinterpreted as the coldness of the welfare state. New Speak is rampant, and not just in Weltwoche, the stomach of the agitated petty bourgeoisie: war is peace. Surveillance is freedom. The dictates of the market are democracy.
In the industry, this trickery is known as the "double whammy". It goes like this: You are privileged, you are mainstream. But claim to be the helpless victim of a greedy state and its
To be a welfare recipient. You can, with a revolutionary gesture, declare your own privilege and the mainstream to be the goal of human emancipation.
This is how the meaning of words disintegrates. This devalues the debate as a means of democratic confrontation. This is how reality becomes illegible.
The media, which were supposed to create publicity, are now contributing to its destruction.
PS: Mr. K. from Z., who has discovered media ecology, announces in an inflamed letter to the editor that he has just founded the "Association of Victims of the Stultification Industry". He wants to sue private television and is confident that "organized dumbing down" will be equated with bodily harm. I wrote back to him saying that prohibition might be the wrong approach. Perhaps it would make more sense to take care of the media, which still pretend to serve to inform and enlighten the world.
> Oliver Fahrni is a freelance journalist and media ecologist.

Food Migros' Léger line is not just for the line-conscious. Exxtra is emphasizing indulgence with a new commercial: low-fat foods are not very popular with gourmets. What makes low-fat products lighter also makes it more difficult for them to access this large, rather older segment, which misses "the full taste". Previous campaigns for the Léger line, launched in 2001, did not counteract the problem, but conveyed the message that heavy food can have unpleasant consequences and tried to give the umbrella brand emotional values. Although the new Exxtra TV commercial also reinforces the message "For indulgence without remorse", the new implementation has another goal: the line extension of the brand. In addition to the dairy product range, cold cuts, dressings, cake and puff pastry as well as meat products are now also on offer.
Exxtra positions the Léger product in the pleasant setting of a wedding. The bride makes a cheerful and open-minded impression, while the slightly inebriated groom has already committed a few faux pas. He makes faces in the official wedding picture, knocks a full serving tray off the banister or whistles in the direction of his bride so that she should follow him into the bedchamber. Embarrassed, she turns away and enjoys what the banquet - sometimes Léger products - has to offer. She is not even dissuaded by the clear signs to follow the groom to the bedroom.
After a while, when the guests have left the wedding and the waiters are clearing away the last of the leftovers, the woman is seen sitting alone at the table, quietly enjoying her cheese dessert. The commercial ends with the statement "It's good if you can eat a little more sometimes."
The lightness of being: Exxtra lets the bride enjoy Léger cheese instead of her newlyweds.
Luca Aloisi

Internet Wemf's Net Audit statistics paint a distorted picture of the reach of Swiss sites. The Internet is booming and the second Internet wave is just about to hit the market economy. Advertising has rediscovered the worldwide web after the demise of the dotcom era and is looking for effective methods to tap into virtual markets. But it's a tricky business, because the measurement data on the degree of attention paid to websites is not yet reliable. "The figures between the individual measurement methods sometimes differ in absurd dimensions, as if there were as many reach figures for one and the same website as there are reach measurements," says Peter Wälty, deputy editor-in-chief of 20 Minuten.
A comparison between NZZ and 20 Minuten shows: According to the monthly electronic measurement of Internet access published by Wemf, NZZ online had 812,000 unique clients (PCs from which a website is accessed) last May. For statutory reasons, 20 Minuten is not allowed to publish Wemf data because the commuter paper does not publish the data.
survey is not co-financed. However, according to advertising marketer Adlink, 20 Minuten has 288,000 unique clients, around 2.8 times fewer than NZZ online.
Adlink relies on the "Dart" tool from the global ad management specialist Doubleclick, whose values are comparable with Net Audit figures according to Adlink's experience. This also shows that the NZZ also records around 3.3 times more visits (combined usage process on a website) on its website than 20 minutes.
In the case of MA Comis, which is also surveyed by Wemf using audience surveys and also includes 20 Minuten, the ratios shift drastically: in September 2004, Wemf put the widest user group of NZZ online at 30,000 users in the MA Comis annual report, but that of 20 Minuten was 1.3 times higher (396,000). Reason: Net Audit does not differentiate between Internet access from abroad and from Switzerland, while MA Comis only surveys Internet habits in Switzerland. It is therefore impossible to compare websites on the basis of their market relevance throughout Switzerland. "This situation is basically untenable, especially for advertising clients," says Wälty.
So do internationally broadcasting publishing houses embellish the statistics of their web portals in order to mark their potency on the Swiss market? Insiders put the number of foreign users accessing NZZ online at 25 percent. Kurt Busslinger, Head of Web Marketing at NZZ, wants the figure corrected: "We have around ten percent of hits from abroad." Busslinger admits that this is mainly due to the leading position of the NZZ in the German-speaking world, but confirms the "very big difference" between the two Wemf surveys.
Today, it is technically possible to prove 95 percent of the time whether a user is visiting a website from abroad or from within Switzerland using the IP address. "It would be helpful for comparisons, but we can't do that at the moment," explains Christine Diemand, project manager at Net Audit.
"Publishers are right to be upset," says Vanessa Marr, Head of Internet Research at SRG subsidiary Publica Data, on the current data jungle. Although the new measurement methods have made the Internet boom, the advertising industry is still investing too little because of the different measurement values, Marr believes. Today, anyone can measure their website themselves and communicate the data. The flood of uncertified reach charts is an additional obstacle to achieving uniform data and thus measurement standards. In Germany, this already works with the method of the Arbeitsgemeinschaft Online Forschung (Agof), which combines site-centered data and socio-demographic surveys.
Currently, negotiations are underway between the protagonists of the two predominant research directions in Switzerland (see Advertising Week 17/05): on the one hand Wemf, mainly with Net Audit, and on the other hand the SRG Research Service with MMXI, a system that measures values on home computers. The aim is to combine both systems into a model like Agof in Germany. A decision was expected in February, but the parties involved are now expecting a decision in July.
Due to data uncertainty, some of the major website operators are not participating in Wemf's Net Audit in particular. "There is not even agreement on the term 'unique clients'," comments Bernhard Wüthrich, publishing director of Blick online. Wüthrich has the Ringier portal, which records over 26 million page impressions per month, surveyed by Agof in Germany: "These are basically the same figures as Net Audit." Wüthrich's costs are therefore lower than those of Wemf. Bluewin (141 million page impressions at the end of March) also considers the various measurement approaches to be problematic and therefore uses Nielsen Netratings.
The ball is in the court of a working group consisting of publishers (NZZ, Tamedia, Espace etc.), Wemf, SRG, but also marketers (Adlink, PubliGroupe etc.). "We'll know more in one to two months," says Christine Diemand from Wemf.
Quality also counts Optimedia was the first media agency to integrate the Internet into its media planning five years ago and set up its own Internet department. "It works without exact figures," says Patrick Theuss, head of the interactive department, putting things into perspective
at Optimedia, explains the importance of a website's reach for advertising. "Of course, it would be desirable to have a neutral tool that is accepted by the market and clients." Much more important, however, are qualitative considerations, says Theuss, such as how to cleverly incorporate the Internet into the advertising mix. However, the current situation requires closer cooperation with marketers. (rw)
Which sites are visited by whom? Net Audit cannot distinguish between visitors from Switzerland and those from abroad.
René Worni

Watches Did the Swatch creatives have all the cogs in the works here? What does sex have to do with the cheap sticker brand? Perhaps it's true that in the age of AIDS, watch advertising is also allowed to draw attention to the suppressed risks of unprotected sexual intercourse. After all, thanks to Oliviero Toscani's knitwear campaigns, we know that the Mafia and war are similarly bloodthirsty, that the heart vessels of all races look equally calcified and that AIDS can be just as deadly as a US death cell. Above all, we learned that in the original industry, everything is connected to everything else - somehow. Somehow, even the departure of the head of advertising at the textile giant was linked to the image problems he caused. But this is not to predict a similar future for Biel's advertisers. After all, we discovered the causal link between safe sex and timepieces in less than 57 seconds: 1. Swatch positions itself as "surprising", which 2. is a term that is as malleable as a diving suit, which is why 3. the CD came up with the idea at 8:23 a.m. that he could sell more Scubas with scuba-safer sex. I wonder if he attended the same course at the Zurich School of Design as Toscani did in the 1960s.
(la)