With his Planning Shop, Sven Oeschger has founded the first Swiss agency for strategic planning, and the days of free play and pure gut feelings in advertising are over. "Clients are increasingly demanding comprehensible explanations as to why a certain creative result has been achieved. It is therefore the task of the strategic planner to analyze, reduce and inspire with a well-founded idea," says Sven Oeschger, adding with a wink: "I have read that trust in us advertisers has increased significantly. We now rank ahead of car salesmen and financial advisors. Our efforts seem to be bearing fruit. That gives us hope. "In January of this year, Sven Oeschger founded the Planning Shop, the first Swiss agency for strategic planning. Its services range from brainstorming sessions and support with pitches to the development of comprehensive strategic projects.
Before becoming self-employed, the strategist worked at Wirz Werbung for four years. At some point, the question arose: new job or own agency? He took the plunge into the deep end. "I'm breaking new ground in Switzerland with an agency for strategic planning. The reactions so far have been very positive, but I won't be able to say for another year whether this concept will become established here."
Oeschger was the first Swiss to train as a strategic planner at the renowned Miami Ad School in the USA. It was there that he came into contact with the Red Spider strategy agency. Since then, he has never really let go of the idea that there should also be a market for a planning agency in Switzerland.
He sees "many great smaller agencies in Switzerland that are faced with the problem of needing a strategic planner" as potential clients. There is also a tendency abroad for strategic planners to increasingly work for advertisers. "It's only a matter of time before clients in Switzerland also recognize the value of a strategic planner and bring in a neutral person as a link between themselves and the agency to develop their brand image."
In addition to advising small and medium-sized agencies that do not have their own strategist, the Planning Shop also supports large agencies. "Especially when several pitches are running at the same time, you're happy to be able to take some of the pressure off the agency with external expertise."
Sven Oeschger studied law in Basel and was subsequently admitted to the bar. However, he soon realized that working for a law firm was not his world. Strategies for people with their problems then became somewhat more creative strategies for brands. He found an opportunity to get into advertising with Harry Sulzer and Bonaparte. The latter found it "exciting that a lawyer wanted to do advertising". What's more, they both loved fast cars.
Sulzer was also impressed by the fact that Oeschger financed his studies by setting up his own pizza delivery business. Because, as a driver for another baker, he constantly had to listen to innocent complaints about incorrect or late deliveries, he got to the bottom of the causes of these errors. Together with two colleagues, he used his findings to set up his own company. After a short time, the company grew to become the largest provider in north-western Switzerland with around 50 employees and was awarded the title of "best courier" in a consumer test by the TV program Kassensturz.
This is the second time that Oeschger has been on the Euro Effie jury this year. From 9 May, he will evaluate cross-border works via "a very well-organized online tool". Oeschger contributes
He spends this amount of time because he can "learn a lot" by looking at the international work.
Oeschger races cars in his spare time. In his rally car from the 1970s, the licensed racing driver chases the fastest times with his co-driver. "Rally driving has a lot to do with strategy. Except that the strategy doesn't come from me, but from my co-driver. He tells me what to expect around the next bend and I drive accordingly. I don't think about whether there is another option, but concentrate fully on what he tells me. That has a lot to do with trust, but also with team spirit. The aim is to take the bend optimally and as quickly as possible."
Sven Oeschger is breaking new ground in Switzerland with the Planning Shop.
Andreas Panzeri

Private radio stations Internet instead of FM: With two new channels, 105 is making a threefold start into the radio future. "My starting point was the question: Where are radio innovations possible today?", is how Giuseppe Scaglione explains the latest evolutionary step of Radio 105. After seven years of fighting for a terrestrial license, the controversial station manager has written off the FM market. Instead, he is now focusing on the Internet. Since the end of April this year, Radio 105 has not only been available on cable
network, but also as a 128-kilobit stream via its website. This means CD quality - three times over. Because
In addition to the actual 105 program, Scaglione is launching two online-only channels, 105 Classics and 105 Dope. 105 Classics focuses on club hits from the 70s and 80s, 105 Dope on hip-hop and R'n'B. Both broadcast practically exclusively music - without moderation and without advertising. Giuseppe Scaglione is convinced that the time is right for the launch on the Internet. According to the IGEM communications technology study, 44% of Swiss people aged 15 and over now have a broadband connection that enables high-quality radio broadcasts. Among 15 to 24-year-olds, the figure is as high as 60 percent. The Neue Zürcher Zeitung reports that interest in online radio is increasing: the use of SRG's special interest stations Swiss Classic, Swiss Pop and Swiss Jazz via the Internet doubled compared to the previous year to 10,000 people in January 2005. Meanwhile, the next technological innovation is already on the horizon: Radio from the Internet directly to the
cell phone. 105 wants to be at the forefront of this development. "While the radio industry is obviously not interested in innovation, the telecom industry has a huge interest in the development of new distribution channels," believes Giuseppe Scaglione. Once these had established themselves with the public, all stations would undoubtedly jump on the bandwagon. But until then, Radio 105 wants to exploit its head start and firmly establish its brand.
Funding sets limitsScaglione emphasizes the importance of the brand, especially in the endless variety of online offerings. "People need a home, they want someone who selects the music they like for them," he says. This is why the number of 105 online channels is never expected to grow to infinity, although the radio pioneer is keeping the option of expanding the range open. For the time being, however, financing limits the expansion. Scaglione is aware that many listeners tune in to Internet stations not least because they come without commercials. Other ideas are needed: "Commercially, our main goal is to merge radio and online into new forms of advertising," says Scaglione.
Stefano Monachesi

Wirtschaftsmedien Stocks, the Swiss investor magazine, is a read that not only promises profit, but has been proven to deliver it. Stocks is known for its reliable stock market tips, for example: In July 2003, the magazine presented its readers with stocks with a price potential of 100 percent. The result after 18 months: 87 percent profit. Impressed by these figures, the Stocks team at Matter & Partner set to work to create a campaign that would do justice to Stocks' performance. The result is an idea that dramatizes the unexpected increase in capital. The agency created various subjects with small ads that had to be redesigned into double and 1/1 pages at short notice because the advertising budget suddenly multiplied. The simple but effective subjects can now be seen in business-relevant titles such as Bilanz, HandelsZeitung, Finanz und Wirtschaft and NZZ. Further surprising Stocks subjects are already being planned.

Insurance The Zurich advertising agency Spillmann Felser Leo Burnett (SFLB) will in future be responsible for the budget of National Versicherung, SFLB writes, adding that the decision was made after a lengthy and intensive evaluation of various advertising agencies. The first work will be seen in the summer.

Publishing Adobe Systems has announced that it intends to acquire Macromedia, which both companies hope will strengthen their efforts to help people and companies communicate. A new industry platform is to be developed by combining PDF and Flash technologies.

Column Away from the media metropolises, newspapers are still part of the basic political and personal supply. An excursion into the heartland of Swiss press culture.
Anyone marketing media today is operating in saturated, even overcrowded markets. Your customers are like people who have already eaten three times that day and are being led to the buffet again. The necessary increase in appeal is costly and sometimes comes across as somewhat artificial. Ringier has allegedly invested six million in Sie & Er in order to be better positioned with advertisers with a magazine on Sunday. (The result is nice and, hopefully, long-lasting.) At the other end, at the local and regional media, such project budgets would make up half the annual bill.
I recently attended the general meeting of the Willisauer Boten. It was a balmy spring evening - and yet over 200 members of the cooperative came to the stuffy hall because they wanted to discuss the fate of their newspaper. People seem to love the Willisauer Boten in the Lucerne hinterland, where it is known by the nickname "de Böttu".
The paper expanded in the direction of Wiggertal, which required investment, so the account only just broke even. The publishing director talks about branding. The former managing director grumbles a little and warns, but nobody really gets upset. After all, people know each other here. A new president is elected unanimously, a local entrepreneur. His predecessor was the general agent of an insurance company and had managed the company for 17 years.
The message of this evening is that the newspaper world is still in order in Willisau and Schötz. Here they know what the paper, which is published twice a week, is needed for. It is part of the local infrastructure, like the water and electricity utilities. The days of the (Catholic-conservative) party paper are long gone. "De Böttu" presents itself as an open platform - with around seven editorial positions, by the way, and the people who fill them have repeatedly won local journalism awards. The investors in Willisau believe in the mission of their newspaper: they want it and they need it as it is. To achieve this, they accepted a structural change last year that also affected the local self-image. Printing was given up and outsourced to Lucerne, at great personal cost. There are also redundant printers in the room: entrepreneurial decisions are still communicated and accounted for at eye level here.
Something particularly noteworthy was not even emphasized in the annual report: The fact that subscriptions and advertising revenue remained stable even in the poor year 2004. The guest from the big city learns that the local regional advertising business runs differently than in the metropolitan areas: more calmly and predictably. In these times, it is gratefully described as "stable"; in better times, it may be derided as "sluggish" again. And who are the advertisers? The commercial providers from the entire trade circle, the municipalities and public bodies, the clubs and event organizers. Obituaries also enliven the paper; they are a strong argument for its twice-weekly publication. This is because the advertisement must appear in the paper before the funeral is scheduled.
Newspapers such as the "Böttu" reflect federalist direct democracy by providing it with news on an ongoing basis. This is public service, but without concession fees. Even if the years get better again, they will never pay their cooperative members a fat dividend. On this balmy April evening, everyone received tortellini, a cordon bleu and a dessert with coffee. The share certificate is worth 140 francs. Such a "Böttu" share would actually be an excellent investment ...
> Karl Lüönd is a journalist and head of the Media Institute of the Swiss Press Association.

Fashion The clothing retailer Charles Vögele is celebrating its 50th birthday with TV commercials from Publicis. "Vögele feiere statt leiere", as the saying goes, for a company that has survived five decades in the fast-changing business of fashion. The Swiss textile retailer Charles Vögele is celebrating its half-century anniversary with two youthfully styled TV commercials. These do not come in the uniform dress that fashion houses usually wear for their big appearance on television - a model wears a dress, turns around a few times and then the logo is shown. Publicis was looking for funny short stories for Vögele that revolved around a passion for fashion. The aim was to strengthen the company's market position as a provider of fresh fashion at attractive prices, but also to anchor the new brand image - Charles Vögele Switzerland - in the minds of consumers.
The commercials are not just about quality and attractive prices. In addition to the new collections, the anniversary presentation is also intended to show a greatly improved product presentation. This communication campaign is intended to have a young, dynamic and trendy feel, appealing to existing customers in their 40s as well as young families in their 30s.
The "dialog of clothes" used in all other communication media and the mention of the price underline the company's basic promise, according to which Charles Vögele sees itself as a fashion provider with an attractive price-performance ratio. The first commercial is set in the world of football. A second spot from the "passion" segment is still being kept under wraps and will not surprise the public until the warm days of May.
Until now, Charles Vögele has mainly advertised in the style of "pork belly" ads. Since 2002, the company has been managed by the advertising agency Publicis. Since then, more and more attention has been paid to the outward appearance of the fashion house, true to the motto: not only "clothes make the man" - an image also makes a company.
With the anniversary commercials, the Charles Vögele clothing store wants to show, among other things, that it is always on the ball.
Andreas Panzeri

Event This hardcore mail-order-style invitation to a fun promotional trip fluttered into various recipients' homes last week.Event This hardcore mail-order-style invitation to a fun promotional trip fluttered into various recipients' homes last week. In addition to the obligatory gift and participation in a small advertising show, the famous free meal is also promised. It is not possible to find out who is behind it, either on the homepage or by listening to the announcement on the telephone number given. However, the 0800 number does provide the addressees with a signpost - a reference to the aromatic grilled sausages.

Associations The Swiss Advertising Association (SW) celebrated its 80th anniversary with Federal Councillor Hans-Rudolf Merz as guest speaker. In his speech, Merz analyzed the advertising ban problem: "Our lives are becoming a ban with a reservation of permission. As an alternative, he recommended liberalism as a humane philosophy that focuses on the self-responsible individual. SW President Carlo Schmid-Sutter announced that he would focus on the economic component in the fight against advertising bans ("In case of doubt for freedom"), after failing to make the unsuitability of such measures popular despite a lack of evidence for a correlation between advertising and the consumption of certain goods.

Internet The mediaforum.ch portal has added an online voting tool to its range of information. The industry barometer surveys readers at irregular intervals on current topics, with the first voting topic being the new training ordinance (BiVo) for polygraphers/media designers, which is due for consultation.

IT The PR agency Jenni Kommunikation now looks after the Mindjet Corporation in Switzerland, which offers software solutions for the visualization and control of information. Since February 2005, Country Manager Peter Ottiger has been responsible for license sales in Switzerland. Ottiger's main aim with Jenni Kommunikation is to raise awareness of the Mindjet Corporation and increase market penetration.

Print The strike at Tamedia's commercial web offset printing plant (ARO) in August 2003 violated the obligation to maintain peace under the collective labor agreement, according to the Arbitration Court of the Graphic Arts Industry. The Comedia trade union had called the strike to prevent the delivery of the news magazine Facts and thus to protest against the social plan that Tamedia had offered for the planned closure of ARO.