Press & Outdoor Brazilian-style picture jokes are no longer a guarantee of success in Cannes. Taking part is everything - this sporting principle does not apply to the Advertising Olympics. Because anyone who simply takes part in Cannes will simply be overlooked among the 20,000 entries. That's why agencies around the world have been busy doing their homework and sending in what the judges might like. The Press & Outdoor category is particularly popular in this game. Because here the opinion remains unchanged: the more Brazilian an ad, the higher the chance of winning. In other words: put a funny picture joke on paper and you'll get a lion, but the game is no longer that simple. As everywhere in advertising, the rule is now the same: If everyone does it well, it's actually bad again. Or at least mediocre. And in fact, it is becoming increasingly difficult to make a statement with so-called "Brazilians". This could also explain why only three of the 208 Swiss entries in this category made it onto the shortlist: the "Prince of Wales Tea" motif for the Hotel Dolder Waldhaus is more than questionable as to whether it will be enough for a Lion. The motif created by Ruf Lanz is an allusion to the sail ears of H. R. M. The Prince of Wales, heir to the British throne. Although this is original and invites a smile, it is far from what a real Cannes winner should be: innovative, unusual in its visual language, never seen before. The ad does not fulfill these criteria. However, it does indicate that the Swiss have understood what successful and creative advertising should look like: In terms of tonality and execution, it has to meet certain international standards in order to be noticed at all. This has certainly been achieved here. In terms of quality, the advertisement hardly differs from those of successful print nations such as Brazil or its big neighbor Germany, which now even ranks first in the Press & Outdoor Lion ranking. The two motifs for the Laax snowboard school by KSSJ, which are on the shortlist, also definitely meet informal competition criteria in terms of humor and international standard. The subjects are aimed at the fact that modern parents prefer cool kids. They play with clichés in a surprising way. But again, nothing really new is offered in terms of visual language. Perhaps it will still be enough for the coveted trophy. We wish Krieg Schlupp Springer & Jacoby the best. The subjects are certainly charming and original enough.Editor Agencies & Creation Horizont, Germany, from CannesTwo like pitch and brimstone: Matthias Luchsinger (r.) and Jean-Claude Bruhin - a sign that even the best CEO needs a strong shoulder sometimes.Anyone who doesn't immediately see Prince Charles here is in for a treat: Ruf-Lanz campaign for the Hotel Dolder Waldhaus.Bubi blows the flute - oh, horrors! He's golfing - the fine toff! Daddy and Mommy would rather send him to snowboard school in good time, according to Krieg Schlupp Springer & Jacoby. Matter & Partner wins a bronze Lion for its DM campaign for the Tribis dog school, which charmingly plays with animal preferences.Direct Lions for Switzerland Ruf Lanz wins a pair of the coveted Lions at the World Advertising Championships in Cannes. A Silver Lion goes to the "Recruiting pencil" with the extra-long eraser, which shows in a surprising way: McKinsey is looking for university graduates who are not satisfied with the first best solution. Ruf Lanz receives the Bronze Lion for McKinsey & Company's "Phone numbers" billboard campaign. Bärbel Unckrich

Awards The Swiss production company Lichtspiele has won a golden camera at the US International Film and Video Festival Awards in California in the Corporate Films/PR category for "Atel - Energy is our business", directed by Riccardo Signorell on behalf of the Olten-based electricity company Atel. Lichtspiele is a subsidiary of the cR Kommunikation agency.

Whenever SBB prepares a tender for newspaper boxes at railroad stations in a region, this is an unmistakable indication that the market is ripe for a commuter newspaper and that at least one publisher has seriously approached SBB. This now also applies to French-speaking Switzerland. Beat-Gaudenz Schwarz, responsible for such invitation procedures at SBB Real Estate, confirms: "There have always been non-binding inquiries from publishers. But now the matter has become more concrete." First of all, he has to finalize the basis for an invitation procedure for French-speaking Switzerland. "We want to be ready by the end of the year," he says, but adds: "It can also happen faster."
Schwarz is not yet able to provide any information on the number of box locations, but it is likely that at least the stations on the Geneva-Lausanne line, and possibly other stops as far as Vevey or Montreux, will be included in the tender. Schwarz remains silent about the interested publishers.
The publishers themselves are also not eager to provide information. Rolf Bollmann, Managing Director of 20 Minuten at Tamedia, rejects any such ambitions. Nor does he want to know anything about a joint project with Edipresse. In Lausanne, Marcel Siegenthaler, Head of Advertising Market at Edipresse, has repeatedly emphasized that although a project is in the pipeline, it is only intended as a reaction to a possible intruder. Other candidates: the French publisher Her- sant, which has a daily newspaper in French-speaking Switzerland and does not hide its desire for free newspapers, as well as the commuter newspaper publishers Metro and Schibsted, both of which are active in several cities in France.
Markus Knöpfli

The Goldbach Electronic Media Index (GEMI) shows an increase of two points to 312 points for the electronic media, which is more dynamic than in April. At that time, there was only a single point increase. However, the index for all advertising media remained at 163 points, as in April. The biggest increase compared to the previous month was recorded by the radio index, which climbed from 270 to 273 points. TV and the Internet each increased by two points to 313 and 152 points respectively. Teletext was the only electronic medium to record a decline, falling by one point to 197 points.
Over all five months of the current year, electronic media recorded growth of ten index points, while the market as a whole only increased by two points.
The GEMI is calculated by advertising marketer Goldbach Media. It shows the development of advertising expenditure in the electronic media and the overall market on a monthly basis.
Radio advertising gained the most in the index and is also ahead in the overview of the first four months of 2005.
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DM Welcome to the classic media club! DM is no longer promotion-driven, as Cannes clearly demonstrated this year. DM has found a new place between branding and a permanent customer approach. This is not surprising: what has become apparent in Switzerland is already a reality worldwide. DM is too expensive to run promotions and collect addresses that cannot be used. DM is becoming the "classic" medium when it comes to highlighting brands, positioning products and addressing the right target group. As a result, DM is moving ever closer to traditional advertising and is seen as a complement to it. The age of cross-media has dawned: TV teasers for a homepage are used to collect addresses, and mailings and e-mail are used to deepen the dialog. This was also the big topic on the jury. And not only at DM. Amir Kassaei, Chief Creative Officer DDB Group, said: "Crossmedia got me - on the right foot! We no longer do anything for VW that doesn't take place in different media. The launch of the new VW GTI has shown this, and more campaigns in this direction will be presented this week in Cannes."
I will keep my fingers crossed for him, because the GTI campaign was convincing: the 70s were not only revived on TV. The 70s were also found in the mailing in the form of pins that picked up on the theme.
Then, however, we as a jury were also somewhat disappointed. Much of what was submitted as an "Integrated Campaign" in the Lions Direct category was poorly implemented. Under Integrated, the TV commercials were simply found on the web. There was no trace of a step-by-step guide for the consumer until they were ready to get in touch with the brand in person. Lawrence Gold, Chief Creative Officer Draft Chicago, kept asking the question: "Where is the fil rouge?" The red thread that runs through response TV commercials via the Internet and mailings.
Of course, it is more difficult to be creative with envelopes for flat mailings than with boxes, where there is simply more space to package the ideas. But there were some surprising ideas: for example, a dollar bill carefully folded into a shirt in an envelope with a reference to an ironing service that takes just as much trouble with the real shirt. Or a mailing that showed darkly tanned skin with age spots in the envelope window. And when you took the letter out, you saw that the only place where the sun could shine through the window was where the letter was covered in crab marks.
Police games still popularAn old idea came up again and again. And therefore failed the jury. However, customers seem to like it, because you still often see detective game mailings. The police are looking for murderers; pseudo-files with blood-soaked pictures and police reports are sent out. And the highlight: the searches continue on the Internet, as if the idea in the mailing wasn't enough.
If you also have such an idea, remember that hundreds have already presented it before you. The same idea also works with fake missing persons ads or a love letter from a prostitute you know. There's only one tip: stay away from such ideas! Concentrate on the product and create a good dialog campaign that introduces the potential customer to the brand step by step.
Juror at Lions Direct 2005, Partner at Alex Schmid Direct, Zollikon
This is also Cannes: Alex Schmid from Alex Schmid Direct is chauffeured to dinner with his wife in a sponsored rickshaw.
Smoking well in the in-store "Le Bâlio": Cinecom sales manager Daniel Pauletto and ZKB advertising manager Bernadette Grossenbacher.
For the first time, radio commercials will also be judged in Cannes. Because spots live from language, the jurors have a particularly tricky task.
Representing all the good spirits in Cannes: The bar crew from Pictorion - Das Werk with Anis, Julia and head mixer Felix Ehrenreich (from left).
Murderer CSI is looking for you as a murderer. Dear agencies: You dreamed of ideas like this when you were a boy. Better leave it alone as an adult.
Souvenir from the Sea Who doesn't like to think about a walk on the beach? But the cross-section shows that one layer consists only of civilization waste: cigarette butts, for example. This is how journalists were convinced to write about the pollution.
I shouldn't be here A mailing that you are sure to open: Someone writes to tell you that they shouldn't be here anymore. Who could that be? Someone who has been cured of cancer and is allowed to live on.
"Classic medium": Ralf Doller, Swiss Lions Direct judge.
Ralf Doller

Reader advertising A double-sided WOZ advertisement with sixteen different coupons for just as many types of subscription recently caught the eye. It was created by the WOZ and its agency Spillmann Felser Leo Burnett and offers something for every taste: such as the "As long as Blocher is Federal Councillor" subscription for 2350 francs, the Gut-Mensch annual subscription for 350 instead of 235 francs or the "I don't read your shit, but I think it's good that you exist" subscription for 200 francs, with which you don't receive a WOZ. For the more financially strong, there is a "life subscription": for the price of 50,000 francs, you receive the WOZ for the rest of your life - including a nice obituary.

Economic areas Are Ticino and northern Italy also merging in the media? The answer is clear: Si! A new Ticino magazine with the emphatically positive title Si is also taking its first steps in Italy: last week, the magazine, which is published ten times a year, was distributed free of charge to all 100,000 Ticino households by post for the first time in the style of the Italo magazines and 30000 copies were distributed in restaurants and other public buildings in the Italian border region of Insubrica. Si is also cross-border in its content: The first issue began with a six-page interview with the President of the Ticino Government, Marina Masoni, and Roberto Formigoni, the President of the Lombardy region. This look across the national border with topics such as traffic, customs, labor law and tax issues is an important part of the new magazine, says Alberto Rota, owner of the event agency Isicom in Chiasso and publisher of Si. The target audience is the Ticino family, he emphasizes. The Italian readership is secondary. The primary aim of distribution across the border is to present the magazine to potential Italian advertisers. The latter are still few and far between in the first issue: only one of 17 advertising pages comes from an Italian customer.
The search for advertisers across the border is commonplace in Ticino. Publicitas Lugano, for example, has a man stationed in the Insubrica region who acquires advertisements for the Ticino newspapers. Conversely, Casino Lugano advertises for new players in Italian newspapers.
However, the fact that a print magazine in Ticino is also physically venturing beyond the country's borders is new. Elsewhere, this idea has already been toyed with, for example at the 75-year-old Si main competitor Illustrazione Ticinese (1,300,000 copies). "I have also considered distributing our magazine to households in the Italian border region, but so far this has failed due to the lack of reliability of the distribution companies there," says publisher Marco Werder.
This indicates what has long been confirmed elsewhere: Ticino and the Insubrica region - although they have different mentalities - are gradually growing together as markets and the borders are blurring. For some time now, for example, the Swiss poster provider Affichage has been increasingly exploring the area just outside Milan. According to an Affichage analysis, this region is closely linked to Ticino and functions as a unit in terms of commuter traffic, exchange of goods and communication. "Together with the population of Ticino, around one million people live there," says Affichage CEO Christian Kauter. This offers the poster company the opportunity to strengthen its weak poster business in Ticino in the long term. He is currently in negotiations with a small outdoor advertising company in Como to take over the company. "I assume that we will be able to complete this first step this summer," says Kauter.
The electronic media show that it is not only Swiss media that are interested in crossing borders: several radio and TV stations broadcast from Italy into Switzerland. Major advertising clients are taking advantage of this, says Felix Kilchsperger from radio marketer Radiotele. "They usually book the Ticino pool, which includes the two Ticino stations and four Italian radio stations."
What is also striking is that the Milan edition of the commuter newspaper Metro expanded its distribution area considerably at the beginning of 2005, including to Lecco and Varese, i.e. towards Ticino. Perhaps the move across the Swiss border is only a matter of time. Are there any such plans at Metro in Rome? Director Giampolo Roidi is evasive, he obviously doesn't want to show his cards. Nevertheless, his written reply is telling. "Thank you for your suggestion. However, the current distribution of Metro Milan has been carefully examined by us and can hardly be improved."
Perhaps. But that could change. Because the public transport network is also being expanded: SBB and the Italian company Ferrovia Mendrisio-Varese (FMV) are working together to connect two currently independent lines between the centers of Bellinzona, Lugano, Chiasso, Como and Varese by 2010. "This will create the conditions for offering half-hourly regional services and two-hourly InterRegio services," according to SBB. This could also become attractive for Metro - or 20 minutes.
Also busy catching advertisers in Italy: the magazine Si.

Markus Knöpfli

Guest commentary Michael Waeber, CFO at SFLB, writes why a visit to Cannes is a good investment despite the high costs. If the creatives there work hard.
As the CFO of an advertising agency, you have a different relationship to Cannes than a creative. For us, Cannes is not primarily an advertising festival, but a festival of expenditure. The entries, registrations, flights, hotels and cabs cost around 10,000 francs per person. So the question is justified: Is it worthwhile for an agency to spend this money? It's not worth spending money on a trip to Cannes if the creatives spend the day on the beach instead of at the movies. It's also not worth it if they sit in the cinema but only consume the commercials. And it's not worth it if the creatives only watch the shortlist on Friday and the Cannes reel with the award-winning spots on Saturday.
But it is worth investing money if the creatives engage with as many works as possible. This means not only looking at the winners, but also at the non-winners in the various categories. (That way you can see what distinguishes one from the other.) But above all, taking a closer look means evaluating each work: Why is the commercial good? What is the strategy? What might the briefing have been? Is the idea new? New in this category? Or new in other categories? This is hard work, because you only have around five seconds between each commercial, I was told. It's helpful to have a system for judging - the 7Plus system, for example, which we also use at Spilllmann Felser Leo Burnett.
I'd rather invest the money if the creatives have their own film in the competition. Then they realize that their really great spot is actually a pretty average spot. This keeps them modest, but at the same time encourages them to do better work.
So if you're going to invest in Cannes, do it properly. I won't spend a franc on two days of spot consumption in Cannes, but I'm very happy to invest money in five days of hard work on my own judgment. (Because let's be honest: the creatives don't suddenly have better ideas after Cannes. But they have a better ability to judge, a better understanding of implementation and they are more eager for good advertising. At least I hope so).
Now I wish all the creatives good work in Cannes. We'll see whether the investment was worth it in the months after Cannes. Not just us CFOs.
> Michael Waeber is Chief Financial Officer at the advertising agency Spillmann Felser Leo Burnett.

Gender marketing The future belongs to those who understand women - also in marketing. Because "the customer is female" and apparently still feels neglected.men are different. And so are women. We have known this not only since John Gray's 1992 guidebook of the same name. Allan and Barbara Pease also made it all too easy for themselves by ironizing stereotypical gender roles in their bestselling "Schenkelklopfer" (NZZ): I know women who are perfect parkers and men who are good listeners. Nevertheless, these American popular psychologists have not only made a lot of money with their books, but have also - and this is the good thing about it - sensitized one or the other to gender-specific differences in perception and behaviour.
Significant purchasing potential
Marketing strategists haven't just been thinking about this tricky, highly emotional topic since yesterday. Nevertheless, they have advertised their products as if there was only one type of person. They have forgotten or suppressed the fact that in addition to the so-called heads of household, there is another core target group that has plenty of money and is happy to spend it. In the US, women own half of all private wealth, control four trillion dollars of annual consumer spending and buy two out of three cars. And in the average heterosexual relationship, they are responsible for eighty percent of all purchasing decisions.
"Women buy differently, men too" is the simple idea behind the beautiful fashion term gender marketing. Women like long window shopping trips and make impulsive decisions, whereas men shop quickly and purposefully; women want to be addressed emotionally, men rationally; women want to be advised empathetically, men soberly and objectively. In a nutshell: women and men move through the same consumer world in completely different ways. And they need to be approached and addressed differently by product developers, marketing managers and advertisers. But how?
Bosch, for example, has developed a cordless screwdriver that is not exclusively, but primarily, geared towards female needs. The Ixo is easy to use, has a slim handle, doesn't weigh much and comes in a kind of cookie tin instead of the usual plastic case. This also makes it suitable as a gift, for example for a wedding or Mother's Day. The handy appliance is also the first Bosch product to bear a name. This also earns it popularity points with women.
Advertisers are incomprehensible to women
Diana Jaffé, management consultant and author of "The customer is female", is also impressed by this new Bosch design and communication line. For her, products that are developed and marketed with specific female needs in mind are better products. For both women and men. However, successful campaigns for such products are still in short supply because - according to Jaffé - many advertisers have no idea about women's lives. Commercial messages have to be free of clichés in order to be received at all, let alone have the desired effect. The campaign with which Volkswagen launched the Touareg in Germany, for example, shows that this can work and how: a delicate woman and a tough man enjoy driving through rough terrain in equal measure.
In her first book, Jaffé gets to the heart of why it is (also) worthwhile for companies to read women's every wish from their eyes. She convincingly shows where the weak points are and how they can be eliminated. The book is written in an easily understandable way and is clearly structured. Although the idea behind it is not new, the volume is recommended as a source of inspiration thanks to a wealth of good and bad examples.
An illustrative lesson in gender marketing: women like long window shopping trips and make impulsive purchasing decisions.
> The customer is female by Diana Jaffé. Econ Verlag, Berlin 2005. 260 pages, 44 francs.
Roger Hausmann

Furniture In a two-stage competitive pitch, Catsky & Partner has won the furniture store Ikea as a new client, beating three competitors - including two large international network agencies. According to a press release, the pitch was for a campaign to be used next year in TV, print, radio and direct marketing. No details of the budget were given. "This is one of our greatest successes," owner and creative director Claude Catsky told Werbewoche.

Newspapers Local journalism is exhausting: "We have noticed that the editorial workload is greater than expected," says Daniel Bach, editorial manager of the local edition of the Tages-Anzeiger for the Horgen district in Wädenswil.three months ago, the latest offshoot of the Tamedia flagship broke into the catchment area of the traditional Zürichsee-Zeitung and is fighting for additional readers there, especially those who were previously loyal to the ZSZ. The 12-strong editorial team has reached its limits in terms of workload. Two freelancers have therefore been integrated more closely into the editorial team with the same personnel budget in order to help with the editing and production of the average of 15 editorial pages per day. Within three months, Tamedia will decide whether the two 60 percent positions should be added to the editorial team.
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At last, a book that links the psychology of the purchase decision with the planned and actual use of the purchased product, providing remarkable insights into the success factors of brand management and sales in a somewhat dull but thorough treatise.> Die Psychologie des Kaufens by Michael Richter. Roderer Verlag, Regensburg 2005. 380 pages, 48 francs.