Newspaper elephants are known to have both a brilliant memory and a thick skin, but the average FAZ head will remember the legendary campaign for his favorite newspaper in view of the remake on the right. But they will do so wistfully, because the comparatively simple-minded and coarse second edition is likely to get under their skin (as it did for us). Of course, infusions taste staler than the original - even if the original idea is still strong and the agency has been the same since 1995. In addition to the unassociative setting and the flat irony, however, there is a "testimonial" that fits the FAZ image like a glove. Scholz & Friends seem to have run out not only of ideas, but also of real celebrities. Or is it just that nobody wants to be seen with or behind the conservative elite newspaper anymore? We don't want to trumpet it, but this search image offers enough cause for concern.
(oc)

Insurance Allianz Suisse has entrusted Absolutturnus Film with its "Meteo" sponsorship project. The Zurich production company prevailed in a competitive presentation.Allianz joins Vögele Mode as sponsor of SF DRS's weather program "Meteo" in 2005. With the win of this mandate, Absolutturnus Film remains the number one in Switzerland, according to its own figures, with 530 billboards produced in ten years.

Trophy Switzerland will be represented at next year's international advertising festival in Cannes for the first time with four jury members, thanks to the newly launched radio category, for which Swiss advertising has been awarded a seat. As this year, Switzerland will again be represented in 2005 with one seat on the film jury and two additional seats on the direct marketing jury.

Fashion bang for the Karl Lagerfeld collection from H&M: top media are being booked by the dozen When Blick readers open their favorite newspaper next Friday, they will be amazed: apart from twelve full-page H&M ads, one panorama ad from H&M and two other half-page H&M ads, they will not find any other commercial ads. For comparison: on Tuesday, November 9, Blick had a similar volume (excluding classified ads), but only five full-page third-party ads. The reason for H&M's mega appearance: November 12 is the day, long announced with much PR fanfare, on which H&M launches its "Karl Lagerfeld for H&M" collection: Le Matin will also have twelve pages booked exclusively and will be wrapped in an H&M banderole. In Ticino, the Corriere del Ticino is getting a kiss on the hand and can schedule a whole 21 pages of Lagerfeld, including the Extra nightlife supplement and the Ticino 7 program booklet. 20 Minuten Week is also allowed 14 pages, and Bolero has an eight-page folder.
Also on Friday, all 484 Swiss cinemas will exclusively show H&M commercials - for 120 seconds. Not exclusively, but in the same lengths, the spots will be broadcast the day before on SF 1, SF 2, TSR 1, TSI 1 and the RTL, RTL 2, Pro 7, Sat 1 and M6 advertising windows. H&M only occupied top blocks, including the Meteo block on SF 1, which had already been preceded by numerous teaser spots (10 seconds) on all these TV channels since November 7. At the same time, 180 spots were broadcast on seven radio stations in Zurich, Geneva and Lausanne.
Bahnhofplatz becomes H&M landExclusivity is one thing, virginity is another. APG was able to offer the latter to its customer H&M at Zurich's Bahnhofplatz. The 64 F12 illuminated posters on the newly opened streetcar stop shelter (see WW 38/04) are exclusively featuring the subjects of the Lagerfeld collection for one week. H&M is not only the first customer here, but also the only one allowed to advertise in this width at this location. Later, full occupancy will no longer be possible. The e-board and a megaposter in the main railway station and all four megaposter spaces in the Hardturm stadium also feature Lagerfeld design underwear.
The media agency Carat Switzerland was responsible for the general mega media planning and for managing the huge budget. CEO Jane Borgstroem was delighted. "The order from H&M was one of the most exciting things we have been able to implement in recent years," she says. The brief called for "the greatest possible attention to be achieved in a short space of time in an unusual way and with surprising ideas".
This should succeed. But to what end? Is H&M trying to change its image with this appearance and the liaison with Karl Lagerfeld? Verena Cottier, Head of Marketing and Communications at H&M Switzerland: "We are delighted to be able to remain true to our business idea of 'fashion and quality at the best price' with this collection. With 'Karl Lagerfeld for H&M', we want to show that design and quality don't have to cost more." H&M also wants to surprise its customers with both the collection itself and the advertising activities. However, she does not want to reveal the size of the media budget for this nice surprise.
H&M has booked all 64 F12 illuminated posters on the streetcar stop shelter at Zurich main station.
Markus Knöpfli

Radio Radiopower.ch launches its own Spot Award in March. The private radio industry is organizing a radio spot award as part of the Radiopower.ch interest group (WW 30/04). It is now certain that the event, entitled Spot Award, will be held for the first time on March 3, 2005 in Zurich. As only broadcast spots will be awarded, the radio pools are invited to nominate spots from campaigns. A Radiopower.ch project group will select 30 to 40 spots and present them to a ten-member jury of experts from the fields of creation, production, media, customers and programming. At the same time, the radio audience is involved: Interested parties receive the access code to a website where they can listen to and judge the spots. "The plan is to give the audience's opinion twice as much weight as that of the expert jury," says Roland Baumgartner from Radiopower.ch. In 2005, the Spot Award will be limited to German-speaking Switzerland; it may later be extended to other language regions with separate events.
Until last year, radio stations had taken part in the Golden Ear awards, but this year the award has been redesigned to explicitly exclude private radio stations. On November 4, the event took place without broadcasters and marketers.
(mk)

Letter post Euro RSCG Zurich has received mail from Bern and aims to make letter writing more popular When the computer became popular, everyone said that the era of paperless offices was dawning. But things turned out differently: although people are communicating more and more digitally with e-mail, cell phones and text messages, the strengths of the letter are still seen as irreplaceable. Letters are personal, something lasting and binding. "Letters play a crucial role in our lives, as they are associated with many important events," recognized the creative minds at Euro RSCG. The Zurich-based agency made this realization the common thread of its campaign for Swiss Post. The result is an integrated campaign for PostMail with a wide range of measures. These range from classic print subjects to DM, PR, cinema, television, Internet and radio to stickers on letterboxes and even advertising on an official stamp.
"If all Swiss people write four more letters a year, this will add up to a large turnover," says Frank Bodin, Chairman of Euro RSCG Switzerland, who is aware of the importance of this campaign.
In 2006, the monopoly limit for letters in Switzerland is expected to fall from 1000 to 100 grams. Nevertheless, PostMail wants to remain the leader with its service in the future. The new campaign is therefore not intended to communicate "a defensive stance by Swiss Post" against threatening competitors or against SMS and e-mail. Rather, PostMail wants to "raise awareness of the letter" and once again give this medium, which will probably continue to be the most sustainable medium of interpersonal communication, the importance it deserves.
Confident appearanceA strategic claim is at the heart of the campaign: "Great things start with a letter." All advertising material is based on this claim: Eight advertising motifs, two radio spots, the first "letters for free" in advertising history and various other communication measures recall the strengths of the letter and link them to the PostMail brand. The campaign has been running since October 31 and "gives the letter a confident and contemporary image", as the PostMail representatives are convinced.
In this campaign, four of the ads show letters "that we hopefully all receive at some point in our lives", as CD text Dominik Imseng says: "Out of the blue, someone announces their love for us. After passing the exam, they send us the diploma.
One of our children surprises us with the happy news that we are going to be grandparents.
But letters don't just play a decisive role in the lives of mere mortals. What would today's superstar Phil Collins have become if he hadn't once applied to Genesis as a drummer? With a letter, as Euro RSCG knows. And would Andy Warhol be just as famous today if a friend hadn't sent him an envelope with the template for his famous "Marilyn", inspiring him to create an entire series of portraits? Other advertising motifs are based on crucial - real - letters from the German crime novelist Ingrid Noll and the current Miss Switzerland, Fiona Hefti, who applied for the Miss contest by letter.
A letter from Napoleon is read out in radio spots, as well as a letter from The Body Shop founder Anita Roddick that was crucial to her business idea: "Letters can change a life.
Euro RSCG itself received a nice letter from Hollywood, granting permission to use original footage from the movie "Billy Elliot" for the cinema spot for this campaign. A short version of the scene is shown in which Elliot opens the letter stating that he has passed the ballet school exam.
Swiss Post employees involvedFrom the outset, special attention was paid to internal communication. Since the decision to launch the campaign, the topic has been systematically developed in Swiss Post's internal media and events. All PostMail employees also received a letter at home in time for the start of the campaign: This not only provided information about the objectives and measures, but also invited employees to submit ideas for promoting letter writing.
The media were already informed about the campaign in mid-October. "Media work is an important part of our accompanying and supporting PR measures. As expected, the media responded very positively to the topic," says Werner Mäder, CEO of PR agency Trimedia Communications Switzerland. Radio games and future collaborations with print media reinforce the campaign themes, emotionalize the letter and have an additional activating effect. One unusual idea, for example, is Radio DRS 3's spontaneously launched "Letter Writing Day".
"Not just advertising, but creating added value" is Euro RSCG's creative business idea. With this in mind, a wealth of measures are planned in the coming years to promote letter writing. A set of stationery, envelopes and stamps will be sold at post offices to meet today's need for convenience. There is also a tear-off calendar at the counter with promotional tips on writing letters. "Confess your love to him", says a sticker next to the letterbox slot. An online website is also designed to whet the appetite for letter writing and offer playful support at the same time. And, of course, further campaigns are also planned for PostMail employees.
The "Great things begin with a letter" campaign will receive a very special honor on January 3, 2005. Then, for the first time in history, an advertising claim will appear on a stamp. It will be advertised on four 1-franc definitive stamps featuring pictures by the internationally renowned Swiss Magnum photographer René Burri.
"Because stamps are considered to have the same value as a banknote and therefore require a certain level of seriousness," this idea was not without its problems. Frank Bodin is therefore pleased that those responsible at PostMail have given the green light rather than a yellow light. The stamp will be publicized with 10,000 displays in all post offices. At the same time, a stamp flag is intended to spread the claim "Great things begin with a letter" millions of times over.
Whether it's a career, love or presents for Christmas: PostMail's message is that great things often start with a letter.

Andreas Panzeri

Pitch The Danish brewing group Carlsberg is reviewing its media agency relationships in the most important European markets.Mediacom, Initiative, OMD and Zenith Optimedia have been invited to a pitch, which should be completed next June. It is not yet clear whether the planning and purchasing budget of around 60 million euros will ultimately be consolidated. Switzerland, where Carlsberg is currently managed by Mediaxis, is also affected.

As the new editor-in-chief of Saisonküche, Christine Kunovits wants to bring more culinary culture to 698,000 tables.the topic is currently right on target: cooking is socially acceptable, trendy and "part of it". Men, from single art directors to married poster designers, are coming out as passionate amateur chefs. Cooking duels are booming on every TV station and women are being tempted by ever more exotic vegetables in the fresh produce market. More lifestyle is the explanation for these developments. Christine Kunovits has been involved in cooking up this trend from the very beginning. "Lifestyle and fashion are a way for women to get into journalism," says the woman who has just been appointed editor-in-chief of Switzerland's fifth-largest magazine. Migros Media's Saisonküche reaches 698,000 readers every month. With twelve issues per year in German, French and Italian, it has a circulation of 187,000 copies.
The maîtresse de cuisine doesn't want to reveal anything about the menu surprise that she will be responsible for at Zurich's Limmatplatz from January. What is her recipe for successfully baking concepts? All she will reveal is: "I'm not a lifestyle chick, but a modern woman in her 40s who is just as interested in cooking and fashion as she is in culture and politics."
Christine Kunovits began her career in journalism with a traineeship at the Tagblatt der Stadt Zürich. She later learned the trade in the rewrite department at Blick. When a lifestyle section was introduced at Blick at the end of the 1980s, Kunovits worked with a colleague on the topics of living, food, health and fashion. This is how she found her way into magazine journalism.
The full-time job left no more time for studying journalism: "My dream materialized, because I always wanted to be a journalist." After six years at Blick, Kunovits accepted an offer from Schweizer Woche because she wanted to learn how to write longer texts. She also gained her first experience as head of department when Schweizer Woche was repositioned as a lifestyle magazine. One year after the relaunch, however, the title was discontinued in 1996. "It was a good life lesson when you suddenly have to reassert yourself because the ground is breaking away from under your feet," says Kunovits today, seeing the positive side of this time.
Annabelle then enabled her to develop further in magazine journalism, "away from fashion, health and cosmetics and towards reports on women's issues". Kunovits ran the features department for three years in a job-sharing arrangement with a colleague.
During this "beautiful professional career", the desire to start her own business kept coming up. "Shortly before the magic number 40, regardless of whether the economic situation was good or bad," she opened her own office as a copywriter and concept developer. As with all freelancers, there were also phases of existential angst: "Low tide in the bank account - and then suddenly, miraculously, an exciting job comes along."
To balance out such challenges in a "hectic and very fast-paced job", Christine Kunovits has been relaxing with stone sculpting for four years. She likes the slow pace of this archaic activity. "You have to take your time when making decisions, because once you've chipped away at something, it's gone." Her second hobby is pottery. "Almost all my friends now have a vase of mine." And her third passion, according to the future editor-in-chief of Saisonküche, is cooking. In addition to her cat and boyfriend, she also enjoys feeding guests at home. She is considered a "good cook, from simple to elaborate - depending on your mood".
Christine Kunovits will be in charge of the seasonal kitchen from January.
Andreas Panzeri

Public health In Switzerland, one in five adults suffers from depression at some point in their lives, and the Swiss Depression League Equilibrium is committed to ensuring that this illness is treated as such by doctors. At the same time, it promotes solidarity and offers help for self-help. To do all this, it needs money, which is now being raised with a campaign by Grey Zurich. The advertising is as simple as it is inexpensive: "If you only see black here, contact us," the organization recommends on the full-page "blank" advertisement.

Magazines The lifestyle magazine Faces will be published with eight instead of six issues next year. Four issues will be published from March to June and four issues from September to December, thus satisfying the increased demand in the advertising market and meeting a need of its community, according to a press release. The circulation remains at 45,000 copies.

Media consumption The study on media consumption commissioned by the European Interactive Advertising Association (EIAA) shows that more and more time is being spent surfing.20 percent With 20 percent of media consumption, consumers spend more time on the Internet than with magazines (8 percent) and newspapers (11 percent). TV (33 percent) and radio (30 percent) are still the most consumed media, but over a third of online users report a decline in TV consumption due to their Internet consumption. 42% of internet consumers are online every day, and 1 in 10 users spend more than 25 hours a week online.

Since November 6, 2002, the Competition Commission (ComCo) has been investigating whether PubliGroupe is abusing its dominant market position through its subsidiary Publicitas. The investigation was preceded by a year of preliminary investigations which, according to the Competition Commission, gave rise to the suspicion that Publicitas was blocking its competitors' access to the advertising market. The investigation is based on a complaint by the intermediary AdX. In the meantime, however, the whole process has dragged on for three years - where does it stand? "We are currently in the final phase," said COMCO spokesperson Patrik Ducrey to Werbewoche. The Competition Commission Secretariat is currently drafting an application for the Commission. This could include the termination of the investigation, its extension or legally binding demands on PubliGroupe, said Ducrey.
He did not want to say what exactly was under discussion, nor did he give a time limit. However, he explained that the application is still being submitted to PubliGroupe for its opinion. "This is in line with procedural requirements and does not allow any conclusions to be drawn about the possible outcome of the investigation," said Ducrey.
(mk)