Video HDTV is on the rise - a new standard that will capture the imagination of film-makers and home cinema fans You don't have to be a visionary to imagine that home networks will soon be standard in our apartments and houses. The picture and sound will be transmitted wirelessly from a central server to the corresponding output device. The picture quality on televisions will also improve significantly in the future - HDTV, high-definition television, is the new standard. The significantly better picture quality is made possible by the HD (High Definition) format, which has a higher resolution - provided the television set is capable of displaying the high resolution. HDTV displays five times more pixels on corresponding television sets and is broadcast in the 16:9 width:height aspect ratio that was already widespread with the advent of the DVD. If you want to enjoy the higher resolutions, you have to invest in new televisions or projectors on the receiver side. According to Sony Switzerland, HDTV is now gaining ground: "More than 100 television stations in the USA regularly broadcast in HD format," says Marco Di Piazza, Marketing Director at Sony Switzerland. The German channels Pro 7, Premiere, RTL and Sat 1 are already producing for high-definition television sets or are in the starting blocks. "The significance of HDTV is compared to the introduction of color television," explains Di Piazza, enthusiastic about the improved picture quality.
But the new picture quality will not only be available on home television sets. Just under a week before this issue was published, Dr. W. A. Günther Media Rent AG presented a novelty at Schluefweg in Kloten - where the Kloten Flyers normally battle for ice hockey points. For the first time in Switzerland, a shareholders' meeting (of Credit Suisse) was held with images in HD format and recorded with HD cameras.
But HDTV is already being used in other areas too: Mystery Park in Interlaken, for example, has been using the high-resolution format for its projections for some time now.
HDTV - and the requirements
Special equipment is required for recording, processing and distribution so that high-definition programs can be broadcast. When it comes to recording technology, video producers need to invest their money in new, HD-compatible cameras and camcorders. The camcorders previously only available from Sony, JVC and Panasonic record in HDV (High Definition Video) format. There are now two options here: On the one hand, it is possible to record in HDTV quality (i.e. in HD format) and on the other, data compression format MPEG-2 (HDV).
The question of which video editing software can now be used to edit the recordings depends precisely on the step selected during recording: If the footage was recorded in true HD format, the recently released Final Cut Pro 5 software from Apple can be used, for example. If, on the other hand, MPEG compression is selected, then the choice of software is significantly greater: with iMovie HD and Final Cut Express HD, Apple also offers two solutions for editing film material in HDV format for this segment. If you add the HDV plug-in to Adobe Premiere Pro 1.5, you can also import and edit video content that was recorded with corresponding HDV digital cameras and in MPEG-2 format.
Apple's success and efforts in the video sector have apparently not gone unnoticed. It has been known since April 17 that the companies Adobe, HP, Intel, Microsoft and Dell want to establish a new standard called OpenHD. Adobe and Dell, for example, want to launch a PC optimized for video production that does not require special plug-in cards.
The distribution of video content refers to the output to corresponding data carriers. As with the VHS and Video 2000 format in the days of the good old video recorder, two interest groups are vying for the "standard" in recording. The rivals in the HDTV environment are Blu-Ray and HD-DVD (see box). For both systems, recorders, players and the corresponding media are on the verge of market maturity from several suppliers. In both systems, the data carriers are scanned or recorded with blue lasers, but differ in their structure. While the HD DVD can record up to 30 GB of data, the Blu-ray Disc (BRD) can record up to 50 GB. Sony is already working on 200 GB BRDs, in which the data is recorded in several layers. It remains to be hoped that the Blu-ray consortium led by Sony and the HD DVD consortium led by Toshiba and NEC will agree on a common standard before the market launch.
HD: From 33 to 100 in 2 yearsThe discussion about distribution will probably not stop HDTV as a whole. On the contrary, the growing importance of the HD format at European level can be seen in past and upcoming international sporting events: At the Olympic Games in Athens, a third of the broadcasts were produced in HD format. The upcoming Winter Olympics in Turin will be recorded in full in HD format by the tpc production center of Swiss television SF DRS - it is not yet clear when HDTV will be broadcast by SF DRS. The Football World Cup in Germany will be recorded - and partly broadcast - in HD, and HDTV will even be the official production standard for the 2008 Olympic Games in Beijing.
The film and video industry now has a new standard. In contrast to the two fronts in distribution (Blu-Ray versus HD-DVD), the question is no longer whether the new HDTV standard will prevail - but when and how quickly.
The catch with the new quality is the investment required by video producers. In addition to HD-ready editing suites and cameras, consumers also need to update their output solutions (players/recorders and media), televisions and projectors if they want to benefit from the new picture quality. HD-ready televisions are already available on the market.
Video distributionBlu-Ray: Single-layer Blu-Ray discs can hold up to 25 GB of data - dual-layer discs offer space for up to 50 GB. The discs, also known as BD-ROM or BRD, can store up to four hours of high-resolution video. In contrast to the red lasers used in DVD, DVD±R, DVD±RW and DVD-RAM, Blu-Ray recorders use blue-violet lasers (405 nm) - from which the name Blu-Ray is derived. Like the familiar CDs and DVDs, the new media are 12 cm in diameter. The Blu-Ray disc format is currently favored by leading suppliers in the computer and home electronics industry. The companies Apple, Dell, Hitachi, HP, JVC, LG, Mitsubishi, Panasonic, Pioneer, Philips, Samsung, Sharp, Sony, TDK and Thomson are among the members of the Blu-Ray Disc Association.
HD-DVD: HD DVD also uses blue lasers and is 12 cm in diameter. In technical terms, it is a further development of the successful DVD and can be produced in almost exactly the same way. The most important developers of HD-DVD are Toshiba and NEC. There is a 15 GB read-only version of HD-DVDs and a re-writable version that can hold up to 20 GB of data - dual-layer data carriers can hold 30 (read only) or 32 GB (re-writable) of data or film content. (jf)
In the run-up to Switzerland's first shareholders' meeting in HD format, employees of Dr. W. A. Günther Media Rent AG presented the quality of the high resolution.
Sony HDR-FX1: The first HDV camera for ambitious filmmakers.
HDTV enables significantly better picture quality.
Jürgen Franck

Sales Chromos AG, based in Glattbrugg, Switzerland, is the new sales partner of AVT Ltd., Hod Hasharon/Israel, for the Swiss, German and Austrian markets.AVT is the global market leader for solutions for inline control of surface and print quality in rotary processes in the field of packaging and label printing based on intelligent image capture, analysis and interpretation technologies.

Communication In recent weeks, Eugster Kommunikation has won several new mandates: BHF Bank (Switzerland) has returned to the agency in Rorschacherberg after a short break and has commissioned an elaborate image brochure. Eugster also recently advertised for Blumer Lehmann's gritting systems and for gardening equipment, vehicles and machinery specialist M. Dürr.

Oliver Classen on She + He as a Sunday treat for the upper classes.
Neither the editorial director's editorial nor the accompanying letter from the editor-in-chief made any reference to the venerable legacy that the SonntagsBlick supplement took up on May 1. The otherwise tradition-conscious Ringier managers could have justifiably emphasized that - in contrast to the constantly redesigning competition - they are venturing a real relaunch with Sie + Er. The reason for this modesty is probably related to the positioning of the original title, which merged with Schweizer Illustrierte in 1970, as a "magazine for ladies and gentlemen from better circles". This is precisely what its contemporary reincarnation does not and should not be. After all, the new Sie + Er is included in the Schweizer Volkssonntagsblatt - and not in the seventh issue of the NZZ.
In view of the various high-priced articles and advertisements, however, the glossy title would almost be better placed there. Or which of Blick's traditional and targeted readers can afford the spring fashions by Pradaguccivalentino presented in the fashion section? In any case, it's no coincidence that only medium-sized Swiss companies such as Vögele and Manor advertise in the same magazine. Even the Lotus tested further back remains in the realm of men's daydreams for the average office worker (at a target price of 70,000 francs).
But what is an English sports car compared to the Swabian luxury car Maybach? Peanuts. The Dufourstrasse is correspondingly proud of the commercial presence of the DaimlerChrysler subsidiary, which only very rarely places advertisements. And when it does, in the finest
lifestyle magazines.
What the publisher interprets as an accolade for its ambitious new magazine will be seen by some subscribers as a slap in the face of the workers. In any case, such snobbery can hardly be reconciled with the usual "you're on top, we're on the bottom" attitude.
> Oliver Classen, Editor

Oh you beautiful canton, where the capital can be crossed in a 10-minute walk and the daily newspaper is called Volksfreund, but is not an extended journalistic arm of a populist party.Oh you beautiful canton, where the capital can be crossed in a 10-minute walk and the daily newspaper is called Volksfreund, but is not an extended journalistic arm of a populist party. We are talking about beautiful Appenzell, where the exponents of Swiss advertising and various affiliated associations met for Advertising Day, and there were honors and gifts aplenty at the general meetings: the Sawi honored Fritz Merki and Pierre Buntschu for their many years of service with an original Appenzell cowbell each. Retiring Idée-VfW board member Heinz Egli received golf balls and a rough lawn carpet to practice on in the parlor. The shortlisted author and retiring Idée President was presented with an original set of Appenzell glasses by Monika Luck, and the SW Managing Director received a huge gift basket of Appenzell specialties from the Provincial Governor and SW President Carlo Schmid.
The big advertising agencies were conspicuous by their absence on Advertising Day! Only Mike Krüll and Peter Leutenegger, the latter as BSW President in a dual function, and Euro-RSCG boss Frank Bodin were seen in the Ziegelhütte.
Advertising time marketers, on the other hand, were well represented with their CEOs Michi Frank, IP Multimedia, Matthias Luchsinger, Cinecom, and Martin Schneider, Publisuisse. APG also paid its respects with CEO Christian Kauter, Head of Sales Ivan Schultheiss and Renato Schena, CEO of APG subsidiary Paron. In addition, representatives from a number of small publishing houses and, last but not least, the print mediators from the
PubliGroupe with Otto Meier and Publimedia CEO Daniel Strobel.
And of course the presidents of other communication associations were also present, such as Andy Ruf from ASW, the newly elected Christian Staub, Idée-VfW, Jakob Nef from SDV, Stephanie Hugentobler from Script, Gyula Sövegjarto from Werbeclub Zentralschweiz and Reto Kammermann from Werbeclub Zürich.
Liberalism versus advertising bans - this is what both the mayor and Federal Councillor Hans-Rudolf Merz were talking about. All well and good, but liberalism only works if the nasty neighbor likes it too. And in the case of advertising bans, he's not just evil, he's mean as a dog. Ideological consumer protectors, health apostles who are averse to pleasure and anti-business Marxians. A veritable advertising ban industry can now be identified in the country, which is trying to make a name for itself at the expense of our industry. It is obvious that this does not suit the Minister of Finance. Excellently prepared, the guest of honor calculated the tax money generated by the advertising industry. And it is clear to him that if advertisers advertise less, they should also pay less to the tax authorities.
On Advertising Day, Beat Fritsch had the unpleasant task of communicating a loss as the outgoing President of Idée-VfW at the AGM. We can only hope that things will pick up again next year. Those responsible for Sawi, who also slipped into the red, fared no better. Only SW President Carlo Schmid came up with a positive conclusion at the SW general meeting. Nevertheless, the mood on Advertising Day was good - because thanks to the comments made by Federal Finance Minister Hans-Rudolf Merz, the advertisers once again felt that they were being taken seriously by politicians.
Federal Councillor Hans-Rudolf Merz (left), with Landammann and SW President Carlo Schmid, showed a heart for advertisers.
Hans-Peter Rohner (left) and Jürg Engi (right), here with veteran Pierre Joliat, had more than just good news to report at the Sawi AGM.
At the Sawi aperitif: PubliGroupe CEO Otto Meier (right) with Frank Schneider, Head of Advertising at Schaffhauser Nachrichten.
SWA Managing Director Jürg Siegrist (left) and Urs Schneider, who was newly elected to the Sawi School Board as a representative of SW.
Meeting of two former presidents of Idée-VfW at the Sawi aperitif in the local history museum: Heinz Egli and Romaine Marti.
Robert Bleuer (left), former President of the SW Audit Committee, and Heini Billeter, founding member of the Idée-VfW established in 1957.
SW legal advisor Marc Schwenninger (l.) with Verena Bosshard, VB Werbung, and ASW President Andy Ruf.
Publimedia CEO Daniel Strobel (left) and Toni Vetterli, Head of Marketing at the Swiss Press Association, are in a good mood.
Cheers: Rolf Kälin (l.) and Louis Dreyer (r.) from the Baden agency MACH with Winterthur advertising manager Werner Müller.
Loyal guests at Idée-VfW events: Rolf Ruch and Ruth Mumenthaler, Raverta Marketing.
New members of the Idée-VfW Board: Andri Hofmann (left), responsible for the website, and Christian Staub, new President.
Talking animatedly at the Idée aperitif: Script managing director Christoph Fuchs and publishing consultant Yvonne Philipp.
In the fresh Appenzell air: Migros Advertising Manager Beat Mühlemann (left), Advertiser of the Year, and Publisuisse CEO Martin Schneider.
Enjoying the beautiful weather: WCZ President Gyula Sövegjarto (l.) with his wife Christa and Touring Marketing Manager Reto Kammermann.
Urs Beer, Max Kuster and Diego Bally (from left) were seen engaged in an intensive discussion in front of the Ziegelhütte.
Almost the only representative of a large agency: Frank Bodin (left) with Daniel Kaczynski, Managing Director of the Swiss Press Association.
Christian Kauter, APG, Michi Frank, IP Multimedia, and Klaus Kappeler, Goldbach Media (from left) are in a sunny mood.
Despite a critical look into the camera - Carlo Steiner (l.), Publisuisse, and Werni Baumann, Ad.X, also liked it.
Over a beer: Rolf Suter (left), Managing Director of media agency m&m, with APG Sales Manager Ivan Schultheiss.
Excursion to the Appenzell highlands: Daniela and Piero Schäfer, press officer for Swiss Advertising.
From the region: SDV President Jakob Nef (left), here with SDV Managing Director Christian Altenburger.

Alcoholic beverages For Provins Valais, Studer Partner deepens the brand capital with distinctive enjoyment aspects The average consumer hardly knows the wines from Valais. Their image, however, all the more so. And that leaves a lot to be desired. This is because the image problem of domestic grape juice - outdated volume products characterized by inconsistent marketing measures - has paved the way for foreign products, even if their quality was not always better. Considering that their competitive advantages were mostly found in their exotic origins and aggressive pricing strategies, the difficult position of Valais wines is immediately apparent. The polarization of supply between niche and volume products, consumer stagnation and rapidly changing consumer behaviour called for more dynamic marketing approaches: according to the Federal Office for Agriculture, consumption of Valais wines fell by over five percent between 1997 and 2001, while overall consumption rose slightly. The market study carried out by a Valais working group also found that the market liberalized in 2001
market called for strong advertising and PR efforts to reposition Swiss wines and their regions. Imported wines now account for over 60 percent of the market share.
There seemed to be a silver lining on the horizon (exports of Swiss wine rose by 55 percent in value terms in 2004, and it regained market share at home in the medium and higher price ranges) when winegrowers and traders learned of the consequences of the new blood alcohol limit.
The wine industry association has been brought back down to earth. The state of the wine industry association's nerves is demonstrated by its complaint against the current accident prevention campaign by the FOPH and the Swiss Council for Accident Prevention.
Unfortunately, this distracts attention from the quality improvements in the vineyards and cellars of the winegrowers. Increasingly, they are shining with expressive wines at international competitions. Among the most successful are the Valais wines and, above all, the creations of the Provins Valais winegrowers' cooperative. In recent years, it has collected several awards around the globe. In April, its Clos Corbassières 2001 was awarded the "Grand Gold Medal" at the Concours Mondial de Bruxelles. Provins Valais intends to strengthen its position on the domestic market and on the increasingly important international market with the results of its long-standing quality strategy.
The successful marketing of the upmarket wine varieties (Maître de Chais) with the help of Studer Partner showed the cooperative a possible direction of travel: The administrator brand should become the producer brand Provins Valais - with a high profile, a strong image and thus a revitalized spirit of cooperation. The result was a commission to develop an umbrella campaign.
From a communications point of view, Guido Studer's team recommended that the one-
The aim is to expand the quality positioning more consistently, harmonize the sales and communication media for all target groups and invest more in branding and market development measures. The umbrella brand campaign is a further development of the premium product campaign. It relies on brand capital that has already been acquired and builds up the brand with variable product integration. The image upgrade is aimed at focusing on the haute and moyenne gamme and positioning on excellence in all areas. Consultant Olivier Berger sees the possibility of communicating umbrella brand content and special themes without depicting a specific product as an additional advantage of the new image. A new claim was also developed for the German-speaking region: "Provins Valais - wines from a very good house".
The campaign kicks off with three subjects that focus on the aspects of culinary delights and enjoyment with a dash of humor. As part of a media focus strategy, they will be used in relevant image titles and specific specialist titles in Switzerland and also selectively abroad.
The image upgrade is intended to demonstrate excellence in all areas.
Luca Aloisi

Video production II Neither the hardware nor the editing software guarantee a good result, but the concept and the director's work, says filmmaker and multimedia producer Manuel Bosshard.what are the advantages of digital video production?Bosshard: The digitalization of production equipment reduces the costs and time required for film projects.
The digital production method allows us to work very quickly. Doesn't the quality suffer as a result?
Yes - sometimes they do. A good example is the production method of private broadcasters. They work very quickly. But it's just a matter of "keeping up"; there are hardly any artistic demands any more.
Which innovations in digital video are practical and not just gimmicks or interesting for people with unusual ideas? I used to wait when the computer was calculating. Now I almost have to force myself to take breaks sometimes.
The fact that the range of functions of the programs is constantly increasing is not decisive?no, if the idea is right, then you can also produce films with iMovie.
Is there something missing from the current programs or are they already perfect? The main thing missing is a function that allows you to switch off all unnecessary gimmicks. When I edit a movie, I often only need a few effects or none at all. I cut hard and do a fade here or there. But I rarely need all the other bells and whistles.
Software manufacturers like Apple like to imply that programs are more than just tools, that they are a source of inspiration... At best, experimenting gives me ideas for projects that I have in the back of my mind. On the other hand, if I'm preoccupied with a topic, there's a risk that I'll lose the thread because of all the effects. That takes a lot of time - fast computer or not.
The range of functions in today's programs is enormous. Has experimenting with the functions inspired you? Has a visual form, a visual style already emerged because the software has given you a way to express yourself?
For me, experimenting is a good way to get to know a software better. It produces funny results, but usually remains a gimmick. I prefer to start with a concrete project or idea and use the software purely as a tool.
Has it become more difficult to make clients understand that professional work has its price? After all, video editing software is pre-installed on every iBook.
Yes, we do. Customers often decide to do the work themselves. But it also happens that they turn up two weeks later because they are unhappy with their photos. In such cases, you spend three or four days working on pixelated, overexposed and blurred shots, trying to salvage what you can - and in the end you have a guilty conscience about charging money for the end product.
Is it possible to achieve good results and create a video documentation or company presentation yourself?
do?
A few years ago, amateur filmmakers would probably have had a nervous breakdown. Nowadays, however, they are sure to come up with a solution that they themselves like. The question remains as to how the film will appear to the outside world and whether the target audience will also find it cool. The formal aspects are important. It's like writing an essay: Even a short film needs an introduction, a statement and should come across as "rounded" at the end. Self-knitted pieces are often too long. The trick is to know how to get the important information across in a short space of time.
How are the costs for a video production calculated? Daily or project flat rates are common in the industry. The approach depends on the size of the team and the project. With elaborate lighting and stage set-ups, it naturally becomes a lot more expensive. On the other hand, with good ideas you can create something beautiful without spending a lot of money.
Interview: Matthias Schüssler

Online A uniform Internet currency is within reach for Switzerland.Wemf and the SRG Research Service have rarely had their hay on the same stage in the last 20 years, but recently both sides admitted that they have recently started talking to each other. At the press conference of the SRG Research Service on April 28, its head Manuel Dähler announced for the first time that "talks with Wemf are already at an advanced stage". Wemf confirms Dähler's statement: "The chance that we will realize joint Internet research and broadcasting is over 50 percent," says Wemf Director René Schmutz. A decision has not yet been made, and everything depends on the wishes of the advertisers. Their needs are currently being clarified. But Schmutz made it clear: "There is no indication that the joint approach will not come to fruition."
With a common Internet currency, the two research institutions (including their boards of directors) would take giant steps towards each other, as they have often been at odds with each other in the past (keywords: intermedia comparison and Internet panels). Above all, however, they have invested a lot of money in their own Internet research in recent years. SRG operates the MMXI panel, which records the Internet usage of individuals or households, while Wemf offers Net Audit, a system that counts access directly on the provider's server. It also runs the MA Comis.
Both approaches have gaps: according to Dähler, the current internet panel can hardly be extended to include usage at the workplace, while server measurement means that the users accessing the internet remain unknown and ultimately cannot be counted precisely. "In the opinion of the research service, the only way to better record Internet use is to combine the two approaches or data sources," he said at the press conference.
Markus Knöpfli

Firewater art has been a priority for the Swedish vodka brand Absolut for 20 years.the brand's global rise began with the award-winning campaign, which started with a world-famous name: Andy Warhol. Since then, Absolut has worked with over 500 artists and young talents worldwide. For the launch of Absolut Raspberri, four young Swiss artists have now
got their chance. Nik Emch, Laurent Goei, Pius Portmann and Giancomo Santiago Rogado were invited to create works for the product launch of the latest line extension. The results are artistic productions of subversive wit, rebellious, wild and intense - just as Absolut Raspberri tastes. Raspberri is the seventh flavor from Absolut. In Switzerland, the new vodka with the taste of ripe raspberries is now available in good bars and delicatessens.

Magazines Publicis makes it clear for Schweizer Illustrierte that it not only wants to get closer to celebrities, but that it can get closer.
"Playfully close to the stars." Schweizer Illustrierte (SI) has worked according to this concept in its previous reader campaigns, both at Wirz Werbung and now also at Publicis. They showed how SI photographers spared no effort to jump into the water with celebrities, rehearse next to a ballerina or, as SI reporters, take pictures closer than conventional paparazzi. Now Publicis is continuing the series with an advertisement for SI's actual core competence, namely the home story. A football star is not only interesting as a football star, a presenter not only as a presenter, a politician not only as a politician. Celebrities are interested in everything, from their living conditions to everyday details. Logically, the better access a magazine has to this world, the more exciting its reporting can be. In addition to this editorial credo of SI, Publicis wants to make it known that the claim "closer to the stars" is by no means an empty promise. And it goes without saying that the aim of advertising must be to implement and accentuate this special proximity in an attractive way.
For the new campaign, the agency worked with Editor-in-Chief Marc Walder and Publishing Director Urs Heller to develop a multiple-choice presentation, "a quiz to make you smile instead of puzzling you," as CD Markus Gut puts it. The three names in connection with the picture amuse and lead the viewer to the solution.
And if you occasionally have to take a closer look, that can't hurt either, say the specialists for home stories. In the quiz subject with the elegant ladies' shoes, for example, both Patty Schnyder and Salome Clausen come into question. But with a little more attention, the saving tennis rackets can be spotted in the background of the picture.
The goodwill that Schweizer Illustrierte enjoys with celebrities was a great advantage in the realization of the campaign. "The commitments came quickly, and Ines Rimmele from Art Buying at Publicis was able to enjoy an uncomplicated collaboration in a good atmosphere," reports the agency.
Incidentally, Publicis believes that taking part in the SI campaign also benefits the stars. By opening their doors to the general public, they demonstrate their sense of humor.
The SI credo for home storiesSI editor-in-chief Marc Walder defines a home story as a portrait
of a person, taking privacy into account. It goes without saying that every celebrity has the right not to have certain areas photographed. Before every shoot, there is a discussion about what is shown and what is not. But the picture must be genuine. Walder is not interested in anything that is posed, artificial or inauthentic.
The mini home stories in the new campaign are a pointed development of last year's subjects. However, the claim "Closer to the stars" is visualized even more strongly this time. The second strength Walder likes about the campaign is the wink. If you look closely, you will discover such a funny detail in every subject. But here, too, it had to be true: Everything remains genuine.
The campaign can currently be continued at will. However, no stars will be included in the advertising without their permission.
SI competes with questions: Who is the most beautiful in the whole country? new underwear for the girlfriend: soccer star Murat Yakin.
Andreas Panzeri

Marketer m&m is definitely going to Eastern Europe - one of the reasons why mm&b Stuttgart won the Miele account for Germany. "After a comprehensive review, Miele decided to award the account to the Stuttgart media agency mm&b. The reasons for this included a good strategic understanding of the brand, market and target groups." With these brief words, Mechthild Diermann, Head of International Advertising at Miele in Gütersloh, explains why the manufacturer of electrical household appliances and fitted kitchens is switching from the previous account holder Carat, Wiesbaden, to the Stuttgart subsidiary of the Swiss m&m Holding as of July 1, 2005. mm&b can count on the support of OMD, a member of the Omnicom network, for the new management task, which covers Miele's entire media planning and purchasing budget: The latter holds a minority stake in mm&b Stuttgart.Wolfgang Mecklenburg, founder and owner of m&m Holding, is visibly proud of the "prestige client" won in Germany. Thanks to Miele's budget, the total media budget that mm&b Stuttgart will represent in future will increase by around thirty percent. The agency, which currently employs 35 staff, will therefore be taking on five to six more people.
Mecklenburg sees the fact that mm&b was awarded the contract in competition with a number of large international agencies as "a consequence of what we have done for Miele in Switzerland". m&m in Glattbrugg has been looking after Miele Switzerland for around six years. Diermann confirms: "The experience with m&m in Switzerland was certainly very useful, but it was not the only decisive factor."
What seems to be far more important for Miele, however, is that m&m has recently made a definitive decision to expand into Eastern Europe, specifically the Czech Republic and Hungary, after the Netherlands and Belgium. Miele already has a presence in these countries. When asked about this, Diermann says: "The international orientation and expansion of the agency is fundamentally an important aspect for Miele, with a 70 percent share of sales in markets outside of Germany."
A word in Mecklenburg's ear, as he is dependent on customers who also entrust his company with budgets in these markets in order to expand into Eastern Europe. He already has verbal commitments - apart from Miele, Emil Frey is also active in Hungary, for example - but nothing is contractually secured. "We have to start there first," says Mecklenburg.
However, the start date has been set: the end of October, at the beginning of the new budget year. Other preparations have also been made. For example, m&m intends to take a stake of at least 60 percent in an existing agency in both Prague and Budapest.
Potential takeover candidates were sought and evaluated in both capitals and contract negotiations are currently underway. "We have also hired local media professionals in Prague and Budapest who know the market well," says Mecklenburg. But despite a clear roadmap, he remains cautious. "We don't want to rush into anything. And our potential customers are also advising us to proceed carefully and step by step."
Prominent commitmentErnst Grab, director of Publicitas until two years ago, will join the supervisory board of the media agency Schreiner & Van Bokkel Group BV in Holland on July 1, 2005. After Wolfgang Mecklenburg joined the company with his m&m holding, he asked his friend Grab for his support in the Netherlands at the beginning of the year.
Grab is retired and no longer holds any board mandates at PubliGroupe. Nevertheless, Mecklenburg's election has caused unrest in P circles, as Grab's commitment is tantamount to a change of sides. But only almost, as Grab will not be a member of the Board of Directors of either m&m-Holding or its Swiss subsidiaries m&m and mm&b. (mk)
Markus Knöpfli

Local TV On Lake Geneva, many want to get involved in the television marketThe Côte, the western shore of Lake Geneva, is not only competitive in the press market. Private television has also discovered the region, which according to the Communications Atlas has the highest per capita income in Switzerland. The broadcaster Max TV from Morges would like to extend its reception area to Nyon and Gland. It has submitted a license application to the Federal Office of Communications, as reported by 24 Heures. However, Léman Bleu from Geneva also wants to expand its activities on the Côte. And according to Christophe Rasch, responsible for the TV business at Edipresse, the region is "an important pole" for the planned Vaud TV. The company is already in talks with the authorities and wants to set up an office in Nyon, he told 24 Heures.
While Edipresse in Vaud continues to work on the station merger, Geneva prefers to rely on the major French publisher Philippe Hersant. The Board of Directors of Léman Bleu wants Hersant to take a stake of around 30 percent and has turned Edipresse down. You can read more about this on page 17.
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