Advertising bans The German advertising industry sees itself as the EU's whipping boy: in a statement, the Central Association of the German Advertising Industry (ZAW) rejects plans by the EU Commission and the German government to restrict advertising for food. Diet, child rearing and general consumer behavior are wrongly blamed on advertising, complains Managing Director Georg Wronka. The real fattening factors are poor social conditions and emotional distress. Politicians should be honest with the public
and not hide real social problems behind the scapegoat of commercial advertising.

Real Estate The Zurich-based agency Facing was entrusted with the development of a visual identity for the Schönau residential project in Männedorf ZH, and is also responsible for accompanying communication measures. Following an evaluation, Schneebeli Amman Menz Architekten (SAM) opted for Facing.

Radio fees There have been regular radio broadcasts in Germany since 1923. Broadcasting fees have existed for just as long. At that time, the fee amounted to 350 billion paper marks per year due to inflation. You could listen to the radio for one hour a day. By comparison, a loaf of bread cost 2 billion paper marks. In 1924, there were already half a million radio subscribers in Germany. Today, the German radio market has the most extensive program worldwide with 63 public radio stations and 21 TV stations.

Retail After Spillmann Felser Leo Burnett (SFLB) recently won the advertising budget for Migros Fashion, the agency has now also been entrusted with the budget for the Do It + Garden division, with initial work planned for October.

Literature Zurich-based communications agency Adam & Adam is handling press relations for "Tropensonne" by Swiss author Gérard Schwyn, a novel published by German publisher Schardt Verlag that tells the stories of European emigrants in Venezuela in the 1950s.

Fashion The fashion label Nike invites you to dance hip-hop with TV commercials. "First stomp up, then bend your arms and swing backwards on the other side." These are the instructions for Move 2, a dance move called "around the world". Nike is currently encouraging potential female customers to take a dance class around the world via the Internet and in spots all over Europe. In Switzerland, the dance courses are offered by Rolf Hunziker and his Marketing Management AG in Eschlikon - the PR agency of Nike (Switzerland) - in 35 selected studios. MTV choreographer Jamie King, who has also taught Madonna and Ricky Martin the key dance moves, has created four brand new moves for Nikewoman. "Take Sport. Add Music" is the name of the claim, which invites you to hop on Nike to an inspiring mix of hip hop, ragga jam and street dance. Various spots with the four dance moves are running throughout Europe until the end of April. The dance instructions are also available in other world languages at www.nikewoman.com. "Study the moves and send them to a friend, download them to your desktop", visitors to the website are asked. Anyone who has saved the dance moves on their computer should "be inspired all day long". The advertising message is: "Combine our new dance collection Studio 72 crosswise and crosswise."
For the first time in history, Nike is targeting women exclusively with a campaign for clothing. It works cross-media. In addition to the Internet and TV, selected studios in various countries are offering dance classes with the Nike moves in sync with the campaign. You can also find out where these events are taking place on the website. In Switzerland, Nike and Rolf Hunziker are taking aerobics instructor Cyrill Lüthi on a roadshow tour of various fitness clubs and dance studios.
The international campaign was designed by Nike's in-house agency Wieden + Kennedy in Amsterdam.
TV commercials with the four dance steps are running all over Europe.
Andreas Panzeri

For health reasons, Jean-Philippe Rickenbach is stepping down from his position as Head of Finance, IT and Human Resources at Neue Zürcher Zeitung and the NZZ Group....
CEO Daniel A. Knöpfel is leaving the online marketplace AutoScout24.ch. Olivier Rihs, currently Chief Operating Officer of Scout24 Switzerland, will take over at the beginning of May.
...
Gérald Le Meur is now responsible for the marketing of the business newspaper L'Agefi. He is taking on the task with his company Le Lab Consulting on a mandate basis.
...
Client Service Director Nadine Borter has joined Contexta as a partner. The thirty-year-old has been with the Bern-based advertising agency since 1995.
...
The printing division of Solothurn-based Vogt-Schild/Habegger Medien is represented in Zurich. Urs Weber is responsible for the greater Zurich-Eastern Switzerland area as a customer consultant in the sales force.
...
Ingo Buse is the new Marketing and Communications Manager at Cisco Systems (Switzerland). Previously, he was Head of Regulatory & Public Affairs at Cablecom and a member of the management team at the PR agency C-Matrix Group.
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Adrian Brugger (pictured) will replace Jörg Beer as Head of Sponsorship at SF DRS at the beginning of June. Brugger is currently Head of Marketing at Beobachter magazine.

Database In order to make FileMaker software more popular with publishers, printers and agencies, the manufacturer offers free mini-solutions Software must be as easy to use as possible and flexible to adapt. The most important functions and options should be accessible to the user as quickly as possible without too much learning effort. Databases and database software usually only fulfill a few of these requirements: A lot of time has to be invested in the structure and development of the database in advance. This is why many companies and computer users initially shy away from the word database. With the mini-solutions and templates that supplement the FileMaker 7 database software, the database specialist of the same name is therefore trying to establish its products more firmly with agencies, print shops and publishers. The American company has developed these specifically for its clientele or had them adapted to the European market.
Version 7 of FileMaker is required to use the mini-solutions; a demo version that can run for a limited time can be downloaded from the Internet (not only) to test the templates (see box "Mini-solutions" on page 22). The company describes version 7 of the database software, which has already been available for a year, as a milestone.
Those looking for gimmicks, a new user interface or the like in the current version may be disappointed: "With FileMaker, the facade is still the same. But the substructure is completely new," explains Michael Valentin, Sales Engineer, who, together with Andrea Naeve, Marketing Manager, visits the editorial offices of print and advertising magazines and who recently presented both FileMaker and the mini-templates to Werbewoche.
Specific mini-solutionsTwo free downloadable templates on FileMaker microsites are designed to support small and medium-sized print shops in creating offers and managing print data as well as publishers in optimizing book production. After downloading the templates, users only need to fill the templates with "real" data and can then work with them.
The quote pocket template simplifies the creation of quotes because the print shop can store information about customers, the product range, prices, etc. The items can be easily added and the quote can be printed. The items can be easily added and the quotation can be printed out. Instead of individual Word documents, only a database file is then required.
The print data management template can be used as a small print data management solution for internal and external sales staff and also for small prepress departments or companies. The user quickly obtains an overview of the status of the production data of a job (data release, good for printing, etc.) or can change this status.
With the two modules Free Copies and Correction Collection for Small Publishers, correction reports for the printing of the next edition as well as the dispatch of free copies can be managed elegantly and easily.
Starter package for agencies From the management of
Contacts via the fast
Content upload to the
Inter- or intranet (via integrated FileMaker module)
Instant Web Publishing), the organization of media data (images, videos, music) through to controlling (management of projects, deadlines,
processes, responsibilities and time expenditure), many agency needs can be covered with mini-modules. A total of four options are available for these: job time recording, customers, objects and projects. These are also available free of charge on the Internet.
Mini solutions above all else?
This is hardly the case. The FileMaker templates can only compete with industry software and full-blown content management systems to a limited extent. However, they are suitable for SMEs that do not yet have such applications and are looking for a cost-effective solution for the approaches covered by the modules. One advantage of the mini solutions is that the modules are unlocked and can therefore be customized. However, this also removes one of the main advantages of these solutions, as prior knowledge of the FileMaker database software is then required.
The total of eight modules for print shops, publishers and agencies are and remain dedicated mini solutions. No more - but also no less.
With the instant web publishing function, the FileMaker database can be published live on the internet or intranet.
The print data management module is a mini content management system. Print data can be managed and exported here. The list display (above) provides a quick overview.
FileMaker users associate the database software FileMaker with different things: for some it is an address management system, for others a database, for still other users FileMaker is a small content management system. The truth lies somewhere in between: FileMaker is a fully-fledged, relational database (data access via various criteria) that can be used for simple address management as well as for highly complex tasks.
The current version of FileMaker 7 differs from version 6 primarily in terms of security aspects (improved security model), relationality and significantly higher limits (e.g. 6415 data records can now be managed instead of 3 million). From version 7, the company has already been able to manage over one million
deliver licenses. (jf)
Mini solutionsThe mini templates help users to quickly benefit from the advantages of a database, as they are tailored to industry requirements. Many FileMaker-based solutions are locked away by the programmers and are therefore stand-alone applications.
The templates now offered by FileMaker are different: they can be customized - and are free of charge. The advantages are explained on special microsites and can also be downloaded there:
www.filemaker.de/druckundverlag or .../agencies. (jf)
Jürgen Franck

Packaging Packaging must offer good product protection, but also be attractive. The spectrum ranges from aluminum to corrugated cardboard.The individual companies in the packaging industry produce packaging materials from a wide variety of materials, such as glass, cardboard, plastic or metal. The packaging is tailored to the characteristics of the products and/or is intended to appeal to specific target groups. Aluminum for medicines
The Alcan Group is one of the world's largest players in the aluminum sector. Its two plants in Kreuzlingen and Singen (Germany) specialize in the production of pharmaceutical and food packaging made of aluminum.
According to Dr. Erwin Pasbrig, Director Research & Development for the Pharmaceutical Packaging Division at Alcan Pharma Europe, important trends are emerging in products that are influencing development. In addition to aspects relating to safety and counterfeit protection for medicines, these also include new dosage forms. These requirements need packaging specifically tailored to these needs. "Transdermal patches are on the rise. In these patches, the active ingredient is usually dissolved in gelatin and delivered into the body through the skin. Powder that is inhaled is also one of the newer dosage forms," Pasbrig explains. In both cases, the packaging must have the highest barrier properties against moisture and oxygen. For example, the packaging protects the patches from moisture loss so that the effectiveness of the drug is maintained. In the case of powder, on the other hand, protection against moisture from the outside is important so that it does not clump and can penetrate into the fine ramifications of the lungs when inhaled.
Glass visualizes high quality Vetropack is the only company in Switzerland that produces packaging glass. The company produces mainly wine and beer bottles at its main plant in St-Prex, which is to be renovated next year at a cost of over 30 million Swiss francs. In addition, the company has production facilities in Austria, the Czech Republic, Slovakia and Croatia.
According to Jürg Mossdorf, Head of Marketing and Sales at Vetropack, glass is often used where a good presentation of the products is important: "Bottlers of premium fruit juices and high-quality mineral waters, for example, like to use glass bottles to highlight the quality of their products." Areas where glass beverage bottles dominate are wine and spirits. And according to Mossdorf, glass bottles are also still very popular with beer drinkers.
Wide-mouth jars with screw caps are used for various products - for example, for food that is filled hot or that is pasteurized, or for instant coffee. Baby food is also mostly offered in jars. One of the reasons for this is that the food in them can be sterilized without any problems and presents itself appetizingly at the point of sale. Another practical advantage is that the baby food can be heated in a water bath and the jar also serves as an eating utensil.
PET is light and trendyIn 1985, the company Femit AG (now Resilux Schweiz AG, Bilten) launched the first PET (polyethylene terephthalate) beverage bottle on the Swiss market. Since then, the lightweight, unbreakable, and mostly transparent plastic bottles have conquered the field of carbonated soft drinks in particular: Most soft drinks and mineral water are now offered in PET here in Switzerland.
Eduard Suter, sales manager at Resilux Switzerland, attributes the PET bottle boom to development advances in the material's properties and design possibilities. "We launched the first PET beverage bottle on the Swiss market 20 years ago. In the meantime, there are already young adults who have grown up with it and for whom these containers are a matter of course. We believe that PET bottles and their new and further developments will continue to be successful in the future thanks to this acceptance."
Films - thinner and more brilliantEven lower material consumption, high quality and even more brilliant printing results are expected from packaging and bags made of plastic film. Since these demands have been in place for years, manufacturers and converters have now moved into areas that were unthinkable not long ago.
PetroplastVinora AG in Andwil is one of the leading processors and suppliers of film packaging and carrier bags. Stephan Walti, Co-CEO of the company: "In order to be able to meet the demands of our customers, it is necessary to invest in state-of-the-art processing machinery in addition to continuous research and development. With the new type of extruders that we have put into operation this year, we can produce particularly thin and high-quality films as well as up to seven-layer barrier films for increased requirements in the food and medical sectors."
PetroplastVinora has also invested in printing technology: In the spring, a state-of-the-art ten-color printing press will be installed in Andwil, the first of its kind in Europe for the time being.
Cardboard is still attractiveCardboard packaging is one of the classics in the packaging sector. They not only offer good product protection, but can also be attractively designed and are particularly ecological. It is therefore not surprising that paper, cardboard and corrugated cardboard are the top packaging materials, accounting for around 40 percent of the total.
In Switzerland, cartonboard is produced by Karton Deisswil, a company belonging to the Mayr-Melnhof Group. Its specialties include a ball-bearing carton that is constructed in such a way that grease can penetrate the surface of the reverse side but not the printed carton front. The development makes it clear that even today, cartonboard still offers innovation potential that can be used to expand the circle of users. Due to its stability and high protective effect, corrugated board has made a splash, especially as transport packaging. Developed in the USA in 1871 by Albert L. Jones, the brown packaging material has also conquered retail shelves in recent years thanks to its modern and colorful design. The various corrugated structures - visible as an "open corrugation" - as well as printing and finishing techniques are used as design elements. In addition, corrugated board is used for the production of displays because of its high stability. Innovations in printing technology - especially improvements in flexographic printing - have contributed to the fact that corrugated board is now also used as presentation and sales packaging for premium products.
According to Hansulrich Brauchli, Managing Director of Langenbach AG, which is part of the Lande-Langenbach Group, the trend towards increasingly sophisticated packaging continues unabated. For example, corrugated board that has already been printed to a high standard is additionally enhanced with foil embossing, relief embossing, matte and high-gloss coatings. MFX inks also offer interesting possibilities in offset printing, because they can be used to achieve beautiful metallic gradients, for example. However, it is important that printers and prepress operations are involved in the design at an early stage. Another trend concerns logistics packaging, where corrugated board has always been strongly represented. "They are increasingly taking on the function of display packaging," notes Brauchli. This is particularly true in the German market. For example, at the large discounters, products are presented in their outer packaging at the point of sale. Particular attention is therefore paid to the design of the control cartons. Often, these are even provided with an inside print.
Special case labelsWithin the various packaging materials, self-adhesive labels occupy a special position. On the one hand, they can be applied directly to the product, on the other hand to the packaging, thus communicating product and manufacturer information. Due to the low material requirements, the wide range of design options and the high functionality, labels offer a good cost-benefit ratio. They can be applied to plastic containers and cardboard boxes as well as to tubes, metal cans and glass bottles.
The market for self-adhesive labels has grown continuously in recent years. Especially in the beverage sector - formerly the classic area for wet glue labels - self-adhesive labels are increasingly used today. Swiss companies specializing in the manufacture of self-adhesive labels and labeling technology (e.g. Pago AG or Tesa Bandfix AG) have repeatedly developed new products in the decorative, promotional and functional sectors in recent years. Self-adhesive labels with glossy and tactile special effects, for example, are now available. Velvety soft or iridescent label surfaces are also in vogue. Multi-page labels are also an alternative to package inserts and can also be dispensed or used as promotional tools (e.g. for contests, recipes and collectible pictures).
In the field of promotions, self-adhesive labels are finding ever new uses. Among other things, this also applies to the interaction with new media, e.g. in competitions. Emanuel Schäpper, Head of Sales and Field Service at Pago AG, mentions the extra-long self-adhesive label developed by Pago under the name Pagomedia XL, which can be printed with information on the front and back and used to integrate a coding field. By means of SMS, the code can be sent to a target number. The sender receives feedback within three seconds as to whether he or she is one of the winners. Pago has also recently invested heavily in sleeve and wrap-around labels. This relates to machine technology and printing technology. Schäpper also sees potential for RFID labels (see article on page 23), particularly for logistics applications: "We have also invested in this area, so that we can now produce RFID labels ourselves in any size".
Glass is especially popular when the product is well presented
should be.
Logistics packaging is increasingly taking on the function of displays.
In the cosmetics sector, folding cartons are a must. Sophisticated subjects in high print quality are the rule here.
The particularly lightweight PET bottles were introduced in Switzerland 20 years ago.
These highly transparent tube labels from Tesa Bandfix are virtually invisible and fit like a second skin.

So-called bottle tags are ideal advertising media.
The Swiss packaging industryThe approximately 370 companies in the Swiss packaging industry currently employ around 24000 people. The industry generates annual sales of approximately 7 billion Swiss francs*. The following
in alphabetical order, companies from the various
Areas.**
Aluminum foils and processing
Alcan Packaging Kreuzlingen AG, 8280 Kreuzlingen,
www.alcanpackaging.com
Alupak AG, 3123 Belp,
www.alupak.com
Korff AG, 4538 Oberbipp, www.korff.ch
Glass
Vetropack Holding Ltd,
8180 Bülach, www.vetropack.ch
PET
Resilux Schweiz AG, 8865 Bilten, www.resilux.ch
Plastic films and processing
Elag Packaging Ltd,
3422 Kirchberg, www.elag.ch
Folag AG Foil Works,
6203 Sempach Station, www.folag.ch
PetroplastVinora Inc,
9204 Andwil, www.pev.ch
Wipf AG, 8604 Volketswil, www.wipf.ch
Board converters
Fratelli Roda SA, 6807 Taverne-
Lugano, www.fratelli-roda.ch
K+D AG, 9016 St. Gallen, www.kud.ch
Limmatdruck AG / Zeiler AG, 8957 Spreitenbach, www.limmatdruck.ch
Model PrimePac AG, 9434 Au, www.modelprimepac.com
Regia HighPack AG,
4720 Oensingen, www.regia.ch
Rondo AG, 4123 Alschwil,
www.rondodruck.ch
Corrugated board manufacturer & converter
Bourquin SA, 4702 Oensingen, www.bourquinsa.ch
Lande AG, 5102 Rupperswil, www.lande.ch
Model AG, 8570 Weinfelden, www.modelgroup.com
SCA Packaging Switzerland AG, www.scapackaging.ch
Well-Pack AG, 8840 Einsiedeln, www.well-pack.ch
Self-adhesive labels
Etimark AG, 9472 Grabs,
www.etimark.ch
Heusser AG, 3073 Gümligen, www.heusserag.ch
Pago AG, 9472 Grabs, www.pago.ch
Permapack AG, 9401 Rorschach, www.permapack.ch
tesa Bandfix AG, 8962 Bergdietikon www.tesa.ch (ij)
*Source: SVI Swiss Packaging Institute.
** Without claim to completeness.
Irene Young

Telekom Swisscom Mobile relies on OgilvyOne for the DM measures for the expansion of the cell phone platform Vodafone live. the Zurich dialog agency won the mandate in a pitch against two competitors. Publicis is developing the classic communication for the campaign. Swisscom launched Vodafone live at the end of 2003. It is cooperating with the British telecommunications group and Swisscom Mobile shareholder Vodafone, which operates the platform in a total of 13 countries.

Finishing gives print shops the edge they need to stand out from the gray masses.Finished prints stand out. You don't necessarily have to go over budget to achieve this - enhancement is available for small and large prices. That's why it's useful to be familiar with the printing industry's huge repertoire of finishing products so that you can provide print buyers with the best advice and work with the right service providers. Unfortunately, too few advertising agencies still take advantage of the inexhaustible finishing options; they fail to seek advice from the specialists for their part and thus miss out on an important source of inspiration (see box "Good reasons for finishing").Inline or offline?
There is a clear trend towards higher-finish print products. Sheetfed offset presses in particular are being equipped with more and more additional units for cost-effective inline finishing. Although these save on additional operations, they often also represent a compromise in terms of quality.
Right at the start of print planning, the die has to be cast as to which substrates are to be finished with which materials and whether this is to take place inline (in the sheetfed offset press) or offline (using a separate press). This also involves the quality to be achieved, for example if a particularly high gloss must be achieved with coating or screen printing presses. Separate systems are also necessary if stiff materials have to be die cut for folding boxes or displays.
In the printing of flexible packaging with flexographic and gravure presses, finishing steps are technologically necessary without a creative background. For example, printed cardboard webs are combined inline with aluminum foil to form laminates for beverage cartons (Tetrapak).
Painting is the number one
The most common type of finishing is coating. An inline dispersion coating unit is now almost standard equipment in new sheetfed offset presses with four or more printing units - also from the point of view of shortening job throughput times. According to a market study by MAN Roland, almost 75 percent of all folding boxes and almost 60 percent of all labels are coated inline. In commercial and magazine printing, partial (spot) and full-solid coatings are used equally often for advertising printed matter and covers.
The application of UV-curing coatings is also in vogue. They have the advantage that coating layers up to 8 µm thick can be produced inline and even higher layer thicknesses offline, which makes the gloss particularly high and why this process is a real alternative to lamination.
Right: Lenticular sheets provide moving messages or the so-called wobble effect.
Below: The advertising materials of printing press manufacturers are not infrequently lavishly finished - and thus good illustrative examples.
Cardboard manufacturer Iggesund attracts attention time and again with its refined envelopes.
Wafer-thin embossing holograms are transferred to modern banknotes to protect them against counterfeiting.
Software packaging proves its authenticity by means of hologram foil strips, among other things.
Whether metallic effects or embossing: Folding cartons offer a wide range of finishing options.
Good reasons for refiningAttention: Advertising effectiveness.
Upgrading: Image and brand.
Protection: Varnish and laminates prevent scratching/smudging of the printed image and increase the service life of the printed product.
Convenience: varnish and laminates improve gliding properties, adhesives enable the intended use of labels/stickers/valuetags, creasing/perforations facilitate leaf-through/tear-off/reclosure, applied RFID transponders enable tracking/logistics/anti-theft protection of goods.
Anti-counterfeiting: embossing/lacquer reliefs/holograms make counterfeiting difficult. (dk)
Finishing types at a glanceApply
Foil transfer*: Window laminating (back-gluing of die-cut windows with clear-transparent foil), transfer of effect foils (embossed holograms, hologram foils, lenticular foils) often also using the hot stamping process.
Gluing on: Gluing of advertising printed matter (postcards, booklets), gluing of objects (CDs, samples of goods, fashion jewelry, accessories for fun cards, merchandising objects of current Hollywood movies, insertion sleeves in folders), dispensing of markings (labels, seals, magnetic stripes, RFID transponders, chips).
Flocking: with glitter, threads, sand, etc.
Coating
Full surface and spot varnishing: with water-based dispersion varnish (matt and glossy clear varnish, metallic and iriodin effect pigment varnish, migration and frost barrier varnish, microencapsulated scented varnish, adhesive primer* for blister packaging, welding varnish*, relief varnish* for Braille and flexographic textured wallpaper, preprint for other types of varnish), with print varnish (pigmentless offset printing ink matt/glossy, relief varnish* in security printing), with hot calendering varnish* (foil-like high-gloss clear varnish), with solvent varnish (gravure gloss varnish, nitro gloss varnish*, hardening varnish* against many chemicals), with UV varnish (high-gloss clear varnish, metal effect pigment varnish), with gloss and security toner in digital printing.
Laminating: Film laminating*
(dry lamination with solvent adhesive, wet lamination with dispersion or UV adhesive, thermal lamination with hot melt adhesive or films pre-coated with sealing wax) on dried inks of all processes (with clear transparent and opaque, glossy, matt, textured films), granulate lamination (by spraying, often in combination with flexo white preprint), sealing (double-sided lamination with edge sealing).
Gummed: Envelopes and stamps. Spraying: with fragrances (e.g. newspaper, magazine, wrapping paper).
Separate
Die cutting: Flat die-cutting* of printed sheets (folding boxes, wet glue labels, mailing envelopes, windows, carrying handles, mailings, advertising printed matter with eye-catching shapes, registers) and rotary die-cutting on webs (forms, die-cutting of adhesive labels).
Perforate: Create target tear areas (tickets, continuous forms, stamps, folding box flaps*).
Deform
Blind embossing: raised or recessed reliefs, embossing holograms*.
Hot foil stamping: recessed relief in combination with colored or metallized pigments from a transfer foil.
Creasing/grooving: Hinge effect on stiff materials (folding boxes, envelopes). (dk)
*) exclusively offline
Dieter Kleeberg

Search engines They already own Expedia, Hotels.com, Match.com and a whole host of other sites: Former Hollywood studio boss Barry Diller has amassed a colorful collection of dot-coms with his company Interactive. Now he is taking over the search engine Ask Jeeves for 1.85 billion dollars - a very direct challenge to Google, as Ask Jeeves is the fourth-largest Internet search engine company in the USA. Last year, Jeeves increased its turnover by 144 percent to 261 million dollars. In 2005, it aims to reach 380 to 395 million dollars.