Barley juice Spillmann Felser Leo Burnett and Feldschlösschen raise a glass to the zipper spot Robidog, Matterhorn, Stewi: Switzerland always sets itself apart from the rest of the world with its unique achievements. These are regularly toasted on Swiss television in front of a united nation. With a non-alcoholic Feldschlösschen, of course. Now Spillmann Felser Leo Burnett has found a new good reason to celebrate. The zipper is an invention of the
St. Gallen's Othmar Winterhalter. The zipping behaviour of the closure revolutionized the buttoned-up world of the time. If you don't need the commercial break to make room for new beer, non-zappers can watch the new commercial on TV to see how the clever Swiss fastener contributed to the sexual liberation of the whole world.
The movie shows how laborious and unsatisfactory it used to be to take off clothes: Men fell asleep while undoing dozens of women's buttons. And women also had to wait a long time for a man to finally undo his pants. Until then - and according to the agency, this is now a traditional fact - an attentive man from eastern Switzerland at a party told a then-popular
The game of handclapping.
Without a beer glass in your hand, it is easy to play by first placing your hands on top of each other. Then the lowest player takes his hand away and places it on the top hand. Then it's the next person's turn. And so on. This interlocking of hands inspired the inventor Winterhalter to create the rib and groove system of the zipper. In a later, much more complicated phase of branding, he gave the thing the name riri.
The commercial shows the effect of this quick and time-saving clothes opening system: Mankind opened up, suddenly everyone preferred to undress. "Yes, the zipper even made it possible for modern, stressed people to have a quickie," says CD Martin Spillmann. Ultimately, the zipper also made it easier to get together in other ways: The zipper system is also used successfully in road traffic.
The second new Feldschlösschen film is a counterpoint to this dense but not fictionalized story, which spans several decades and required correspondingly elaborate sets and a lot of styling: it toasts another Swiss achievement - saving money. As a country with one of the highest savings rates, we know how to save money successfully. Even in advertising: the savings spot, which is only eight seconds long, was shot on video in a kitchen - instead of the fanfare intro on the Feldschlösschen, only a plastic trumpet can be seen in front of a Playmobil castle. Just like the zipper film, this commercial with its beer humor will also make people smile in front of their TV sets.
The freshly tapped spots were shot by Michael Fueter, who already directed last year's achievements. These films were awarded gold by the ADC in 2004, shining like barley juice.
Beer seriousness à la Feldschlösschen: Viewed soberly, the zipper is a veritable lucky charm. Spillmann Felser Leo Burnett reminds us of this.

Andreas Panzeri

Change of leadership The shareholders of Typon Holding AG have elected Moritz Rogger, Managing Director of Agfa-Gevaert AG, to the Board of Directors and as the new Chairman of the Burgdorf-based company. John Christoffel has been appointed as his successor as Managing Director. Christoffel holds a degree in mechanical engineering from the Swiss Federal Institute of Technology and has worked for well-known companies in the areas of development, production and marketing. He will complete the restructuring process initiated at Typon as part of a temporary mandate.

Soft drinks The music magazine Rockstar is known for its blunt articles and naked facts from the national and international rock circus.So also the cover of the June issue promises a minor sensation: "Stéphanie Berger naked. On page 31". On the occasion of the release of the debut album by Berger's band X-Age, the magazine photographer managed to lure the ex-Miss in front of the camera as God created her. But life can sometimes be a bit Schweppes-bitter. When the reader turns to the story expectantly, he finds a torn-out page instead of the announced photo. Instead, a Schweppes bottle with the claim "Just a little bit bitter" laughs gleefully at him on the subsequent page that has become visible as a result. AY&R put this shameless advertising campaign into practice for its customer Feldschlösschen Getränke. The agency has no knowledge of the whereabouts of the 50,000 pages torn out.

Business administration war Schlupp Springer & Jacoby manage a new image for Malik They were considered the gods in dark blue and became the "piss wall of the nation": managers. Their performance is not always transparent, but their salaries can be seen by everyone. This occasionally leads to the question: What is good management? The Malik Management Zentrum St. Gallen is a leading international management consulting and management training organization with a total of 170 employees in St. Gallen, Zurich, London and Vienna. It is regarded as a pioneer of system-oriented management theory and has been guiding entrepreneurs and top managers to make the right decisions for over 30 years.
The "best scientific approach by far", the St. Gallen Management Model, guarantees top results. As experts in general management, the employees of the Malik Management Center St. Gallen are "partners for everything that makes a company successful, strong and viable", according to Krieg Schlupp Springer & Jacoby KSSJ. The young Zurich-based advertising agency is currently launching an image campaign for Malik in Germany, Austria and Switzerland. The aim is to show how Malik stands for the right standards, "because mainstream thinking is usually wrong". Malik Management Zentrum St. Gallen's own success and the success of its clients prove it right.
The owner and Chairman of the Board of Directors, Prof. Dr. oec. habil. Fredmund Malik, has been teaching corporate management at the University of St. Gallen and other universities since 1974 and is an internationally renowned top management consultant, educator, bestselling author and entrepreneur with 30 years of practical experience. Malik is also regarded as one of the leading observers of economic and social developments and a constructive critic of management theory and practice.
KSSJ has created eight subjects, which appear in two waves in spring and fall on two pages in Spiegel, NZZ and Die Presse. Each subject takes aim at a management issue and dramatizes what leads to mismanagement. Sometimes this is done humorously, sometimes cheekily, sometimes seriously. The transition and conclusion in the text is logical: where do you "get" good and proper management? At the Malik Management Center St. Gallen, of course.
The first subject is about visions. A Hollywood "visionary" is shown. The headline: "He has visions every day. He would still be a bad choice for CEO." The introduction to the text: "Vision is one of the most popular but most dangerous buzzwords. Because instead of capable managers, it actually encourages pretenders, dreamers and charlatans. And thus leads to wrong and bad management."
Other topics include right and wrong charisma, illustrated by John F. Kennedy, as well as teamwork and having fun at work. Here, a dustman (not a mill operator) is shown at work. The headline: "If only work that is fun was done, our society would grind to a halt within twelve hours." And the introduction to the text: "The opinion that work should be fun has almost become dogma. However, most people do their work because it has to be done. Misjudging this leads to wrong and bad management."
Caution, vision: KSSJ illustrates that the wrong methods can lead to management mistakes.

Andreas Panzeri

At China Print 2005 in Beijing, Heidelberger Druckmaschinen AG will be presenting a new die cutter, the Varimatrix 105 CS, which punches and embosses paper from a grammage of 80 g/m2, cardboard or solid board up to 1400 g/m2 and corrugated board up to a thickness of 4 mm at a maximum processing speed of 7500 sheets/hour. The sheet formats to be processed range from 370 mm x 400 mm to 750 mm x 1050 mm. The Varimatrix 105 CS will be available in Europe from the beginning of 2006.

Operating result The St. Gallen-based Gallus Group was able to expand its market position in the production and sale of narrow-web web presses and increase sales to CHF 187 million.

First things first: I love Swiss wine and hardly ever miss an opportunity to uncork it. Wines from our neighboring countries are also well represented in my cellar.enology But now to the actual topic: wine, women and advertising. Both ads are about the same thing: Wine promotion of an Alpine country that is not primarily known for its wine culture. Result: Austria whets the appetite and Switzerland causes frustration. Perhaps the Geneva ad is based on an intellectual missionary concept, but wine is actually about emotions and passions. So 1:0 for the St. Laurent. (ck)

Online classifieds What Class wants to offer in a year's time is already running elsewhere - and PubliGroup-independent at that.Class is also eliciting reactions from software companies. "We are more than just an alternative to Class. What is only on paper with Class is already successfully implemented and in operation with us. Tamedia recently entered into a cooperation with us, and we are in negotiations with other publishers," says Peter B. Müller, CEO of Unio AG, a solution provider for cross-media advertising and print management. "Today, we are the only independent alternative to Class and Tamedia," doubles Patrick C. Price, Chief Marketing Officer of Scout24 Schweiz AG, adds. "We have been supplying 300 newspapers and online platforms with real estate, job, car and dating ads for two years now. Everything that Class wants to do in a year's time at the earliest, we already have - and successfully at that." In fact, the websites of the Scout24 family are among the top five in terms of reach in the MA Comis 2004, and in some cases even in first place.
Unio and Scout24 see themselves as partners of the publishers. "It would be easy for us to publish our own print product or launch regional Scout24 websites with, for example, 80,000 car advertisements every day. But we don't do that, firstly because that is the publishers' strength and not ours, and secondly because we want to support the publishers and not compete with them," says Price.
At Unio, the partnership with publishers looks different: The company offers publishers advertising solutions that enable an ad workflow without media discontinuity on the one hand, while also taking into account advertisers' need for simple ad handling on the other. If a publisher opts for a customized Unio solution, it can pass the advertising tool on to its advertising clients free of charge. This gives them a standardized booking option for all print titles and online providers, as all rates, publication dates, discounts and combinations are stored in an associated media database that is always kept up to date. "Instead of us selling the tool to advertising customers, we chose the publishers as partners and multipliers because they already have the contacts to their customers," says Müller. However, both providers are independent of PubliGroupe.
Nevertheless, there are of course differences between Class, Unio and Scout24. First of all, Class and Scout24 and their technology partner Xmedia are both tool providers and (online) marketplaces, while Unio concentrates on the development of cross-media publishing solutions. Class and Unio also differ in two respects: Although both offer advertisers similarly easy access to print titles and online providers, that of Unio is more open because the Unio database includes all Swiss as well as the most important European titles and online marketplaces, whereas Class only stores network members. Conversely, Class offers the searcher access to all advertisements available in the network, while Unio has no such metadatabase. Müller justifies this with a recent Federal Court ruling (see WW 15/05), according to which it is permitted to search the Internet for advertisements and exploit them commercially on one's own website. "It makes no sense to invest in a metadatabase today," says Müller.
Scout24 differs from the two other providers in that access for advertisers is not completely open: anyone booking via Scout24 must first place an online advertisement; a pure print or mobile booking is not yet possible, whereas Unio and Class provide for this. As with Class, the advertiser only has access to those online providers that are Scout24 partners, whereas all Swiss print titles can be booked. Conversely, the searcher has direct access via Scout24 to the entire Scout24 advertising pool, and to the advertisements of the currently around 70 white label partners - and also to their advertisements thanks to cooperation with other online providers.
Markus Knöpfli

Research "Project Apollo" aims to answer the question once and for all: What effect does advertising have at all? The scenario sounds promising. A young mother wears a kind of pager on her waistband every day that records the advertising messages she hears during the day: On the radio, on TV, in the shopping center, in the elevator. On the way home, she quickly stops by the supermarket and does her shopping. A new project called "Project Apollo" by Nielsen, the dominant media research company in the USA, in collaboration with Arbitron, now wants to get to the bottom of this question once and for all. The plan is that from next year, a selection of around 5,000 test participants will electronically record their media consumption with the help of the so-called "Portable People Meter" (PPM) and at the same time log all the goods they purchase with a scanner provided to them. This will give advertisers and media companies a precise insight into whether and how advertising actually works. "This will be the moment of truth," predicts Brad Adgate, Research Director at the consulting firm Horizon Media.
So far, Procter & Gamble in particular has expressed great interest in the project. What is new is the combined recording of media and product consumption. Five years ago, the Swiss research institute Publica Data launched a measuring device similar to PPM called Radiocontrol in the form of a watch. The German GfK is also in the process of developing a similar measuring device. But Project Apollo is intended to cover the entire spectrum. "This is an excellent initiative," says Kate Sirkin, Research Director at media consulting firm Starcom Mediavest. However, she points out that only a few companies can afford the associated price tag of one million dollars. "Analyzing the data is time-consuming, and no one knows yet what the outcome will be."
The end of irrelevant advertisingAnother measurement method that is currently attracting a lot of attention in the USA is less cost-intensive: the collection of large amounts of data using digital devices such as cable boxes, hard disk recorders or video on demand. Thanks to these technologies, agencies and advertisers will soon be able to tailor advertising directly to the needs and interests of individual consumers.
This is exactly what software companies such as Erin Media (see interview), Open TV, Visible World and Invidi Technologies, which are currently conducting test runs with interactive advertising in collaboration with individual TV providers, intend to do. With special programs embedded in each user's cable or satellite receiver, it will soon be possible, according to the manufacturers, to prevent irrelevant advertising from appearing on the screen in the first place. Men living alone will then no longer have to watch tampon advertising.
instead, young families will have to find spots for
spacious cars or diapers.
Open TV, for example, is working with cable operator Comcast and satellite broadcaster Echostar, among others, to test the software in individual markets. 130 brands have been used so far. The most successful was an interactive campaign for the Ford Explorer, where an overlay appeared on the screen allowing viewers to either request a brochure with more information or make an appointment with a nearby dealer. 2.3 percent of viewers took advantage of the offer and 64 percent of them ordered a brochure. "The technology allows direct contact with each individual customer, the information is more detailed and cost-effective for the advertiser," says Tom Hagopian, Senior Vice President of Open TV in New York. Thanks to this process, flight offers, for example, can also be tailored to individual markets or music-based commercials can be accompanied by hip hop or country music, depending on the station, age and target group.
Even ethnic minorities have aroused the interest of the industry in the United States. For example, Nielsen has developed its own samples for the Spanish-speaking population in the USA, the Hispanics, as well as for African-Americans, which record the media consumption of both minorities. "It all boils down to a kind of university marketing," says Brad Adgate. "At some point in the future, every household will see a different advertising clip than its neighbor - depending on its needs."
The US public is amazed: TV commercials will soon be customized for each individual media consumer.

Gerti Schön

Magazines The lifestyle magazine Finger was published for the first time at the beginning of May. You won't find any scene reports, fashion features or pop literature in it: Finger does nothing other than ask over 100 musicians, writers and other personalities about their favorite songs, books or first records they bought themselves. The magazine is written by freelance copywriter Adrian Hoenicke, with advertising consultant Bruno Bolinger in charge of advertising sales. Finger costs eight francs and will be published twice a year with a print run of 5000 copies.

Internet The newspapers in the Metropool are now also combining their websites in an advertising combination. Baz.ch, Espace.ch and Tagesanzeiger.ch will form Metropool-online from May 11th, and the three sites have developed the exclusive "Maxi-Board" advertising format in collaboration with Publicitas Webservices. This is an advertising space measuring 994 by 118 pixels, which is displayed at the top of the homepages of the Metropool sites.

Radio Thanks to the appointment of a regional correspondent, Eastern Switzerland is now better represented on Swiss Radio DRS. This is the conclusion reached by the program commission of SRG Ostschweiz, which reports that the number of contributions from the region in the first four months was 30 percent higher than in previous years. However, the additional position should also trigger additional funding, as Eastern Switzerland is still in a worse position than French-speaking Switzerland and Ticino.