Licenses The German Sponsorship Association is concerned about the increase in licensing restrictions for sponsorship and advertising around sporting events, citing the increasingly extensive interpretation of the exclusive rights of the main sponsors, measures against ambush marketing and the increasing fragmentation of licensing rights as the cause. The regulations of the IOC, Fifa and Uefa are becoming more excessive, he says, and the areas around the event venues are becoming ever wider. For example, the awarding of bar rights to international breweries often puts national and regional beer brands at a disadvantage. In principle, the association is in favor of protecting the rights and exclusivity of sponsors. However, creative communication measures in the context of sporting events are to be welcomed, as long as they do not violate legal regulations and existing contracts.

RadioBilingue is to rise from the ashes of Biel's Canal 3 radio station. However, the chances are slim.
The bilingual Biel radio station Canal 3 is undoubtedly on a weak footing. The German-speaking audience has almost halved from 93,000 to 54,000 since 2001, and the 30,000 French-speaking listeners only listen for just 10 minutes a day. In addition, Radio Jura Bernois achieves two to three times higher figures in the Biel area. It's no wonder that the sponsor, a foundation, went red at the end of 2003. Frederik Stucki, one of the two Canal 3 directors, puts this into perspective: "A five-digit figure." For this reason, the foundation board dismissed both editors-in-chief at the beginning of the year and cut one editorial position. "But the station's bilingualism was never in jeopardy," emphasizes Stucki. However, the problems increased and, according to Stucki, the station would have had to file for bankruptcy if Espace Media Groupe had not stepped in in September.
But resistance formed in Biel. In June, the Canal Bilingue association was formed, followed a little later by a group of representatives from local business, politics and authorities, who worked together to develop a concept for a new station called RadioBilingue. The group is chaired by former FDP member of the Council of States Christine Beerli. "You don't have to slim down at the front, but at management level. Why does Canal 3 need two directors?" Beerli criticizes the Canal 3 cost-cutting exercises - and thus also points to one of the main points of the new concept: one director instead of two. The concept also envisages a public limited company with around 50 shareholders. There are currently ten shareholders - Beerli himself is not one of them, but the publishing house Gassmann (Journal du Jura / Bieler Tagblatt), the Cortesi office and Thomas Eichelberger, owner of a car garage, are. The plan is to have equal shareholdings and a maximum of five members on the Board of Directors.
The sponsorship group is counting on the existing municipal and cantonal subsidies and shares from fee splitting (see also page 13). However, based on Canal 3's current low advertising revenues, RadioBilingue's business plan is based on increasing income. Beerli: "So far, the local market has not been developed enough. We also believe that there will be a certain amount of solidarity thanks to the local anchoring."
In mid-September, however, Espace Media Groupe pre-empted the local efforts and announced that it would take over Canal 3 and transform it into a public limited company. The Spurgruppe was offered the opportunity to participate. As no second radio license is available for Biel/Bienne, it has not ruled out the possibility of cooperation, but nevertheless intends to submit a license application for its radio station on 25 October.
Local anchoring mandatory
"As the French frequency of Canal 3 has never been self-financing, there is a risk that a Swiss-German group will shut it down," fears Beerli. And Eichelberger adds: "We want a locally anchored management, which is why we want at least a 51 percent share." At Espace Media, neither CEO Albert P. Stäheli nor Chairman of the Board Charles von Graffenried wanted to comment.
The Spurgroup is hoping that DETEC will reject the takeover of Canal 3 by Espace Media. Then it would probably be easy to play with the ailing foundation. The fact that license renewals for all radios are also due in the next few weeks boosts hopes. René Wehrlin, the person in charge at Bakom, shakes his head at this, especially as the track group has not yet knocked on his door. He therefore makes it clear: a second license for Biel is not available and that of Canal 3 is not up for discussion. Even if DETEC were to reject Espace Media's solution, Canal 3's license would remain with the foundation. Only if the foundation were to file for bankruptcy would the concession become available - and would then be put out to tender. Wehrlin: "Nobody can apply for the Canal 3 concession today, not even as part of the concession renewals."
Wehrlin also questions whether the station's bilingualism is at risk. This is mandatory for the only station in Biel, not only in the license, but also in the Federal Council's directives. Otherwise, there would be proceedings for breach of the license, which could result in the license being revoked.
"On verra "The Biel publishing house Gassmann has been cooperating relatively intensively with Espace Media for years - the Bieler Tagblatt and Berner Zeitung are probably linked editorially and in terms of advertising in the Bern newspaper pool. The abrupt intrusion of Espace Media in the
Biel's radio market therefore also came as a surprise to publisher Marc Gassmann. "Above all, this has led to increased competition in the electronic media," he says diplomatically. Will the cooperation between the two newspapers also be affected? "On vera", says the publisher. And adds: "It's impossible to say at the moment."
However, he makes one thing clear: the two percent stake that the Canal 3 Foundation holds in TeleBielingue should never go to Espace Media, although the latter is openly toying with the idea. However, Gassmann would know how to prevent this with his right of first refusal. "TeleBärn already broadcasts in Biel today. So it wouldn't make sense to take over the direct competitor in the
to have the same BoD or shareholders," says Gassmann. (mk)
Two languages, one radio: whatever happens to Canal 3, the local Biel station must be bilingual.
Markus Knöpfli

Markus Knöpfli on the intentions of Espace Media Groupe in Biel/Bienne If Espace Media Groupe is allowed to take over Biel/Bienne's Canal 3 radio station, its bilingualism will be jeopardized in the medium term for economic reasons. Some initiators of the new radio bilingual project keep repeating this (see also p. 15). As proof, they are dishing up an old story: According to the original concession, TeleBärn, which belongs to Espace Media, had the mandate to also serve Biel with a French program, but never fulfilled this mandate. That is why the bilingual TeleBielingue was approved, but the story is false, as an inquiry to Bakom revealed.
TeleBärn did not neglect anything in Biel; in fact, Bakom suspended the contract from the outset in order to give TeleBielingue, which was only just emerging, a chance. The contract was later canceled.
This is not a lance to be broken for the Espace Media. But repeating untrue stories does not make them any truer, it distracts from the essentials. And the essence of Espace Media's interest in Canal 3 is the underlying intention of the Bern-based group: it wants to expand - into Solothurn and French-speaking Switzerland. It is no coincidence that the former Berner Tagblatt Medien AG adopted a French name three years ago. Canal 3 is now Espace Media's first gateway to French-speaking Switzerland, as it has long been looking for one. With the declining Canal 3, it can prove to the audience in western Switzerland and the advertisers there that it is serious about the move westwards and also has something to offer in terms of content. The channel's bilingualism is therefore never in danger.
However, the previous cooperation between Berner Zeitung and Bieler Tagblatt is at risk or at least under strain. Although Espace Media is unlikely to terminate this, the way in which the Bernese have now penetrated the Biel market and offended even their long-standing partner signals: "I'm going to get this radio, even at the expense of our partnership." In any case, the cooperation with BT has become secondary for Espace Media - for strategic reasons.
> Markus Knöpfli, editorial assistant

Sybille Erdmann and Gabriel Peisker are not afraid of the Zurich agencies with erdmannpeisker in Biel. erdmannpeisker in Biel has grown from a two-person business to an advertising agency with 16 employees in just five years. The newcomers, 115 kilometers west of Zurich, work for smart, Montblanc, Regionalverkehr Mittelland and, for example, Credit Suisse and Swisscom Mobile. With these two clients, erdmannpeisker was "actually only used as a joker" to give the previous large agencies "a bit of a boost". But then Sybille Erdmann and Gabriel Peisker and their team won the competition. Who are the creative minds behind erdmannpeisker, who met in the marketing department at smart? Sybille Erdmann was a professional cyclist for the national team of the former GDR and has already completed the Tour de Suisse. She fled to the West "out of a thirst for adventure" before the Wall came down. She studied communication science in Hanover and made a career as a marketer at Blaupunkt and later Bosch. She was then headhunted to smart in Biel. Just like Gabriel Peisker.
The latter was a ballet dancer in Munich after attending the School of Applied Arts in Basel. Because Peisker realized that he would never be able to step into Nureyev's dancing shoes, he returned to design. He completed a Master's degree in Amsterdam, worked as a freelancer in Zurich and at Zintzmeyer & Lux before he also received a call from smart in Biel.
Peisker was responsible for the corporate identity. As Head of Trade Marketing, Sybille Erdmann then had to "break down the beautiful ideas to the understanding of the car dealers".
A lot of "bickering" between the two was therefore inevitable. In any case, all colleagues were "very surprised" when the unlikely duo decided to stay in Biel and set up an agency when the smart creative kitchen moved to Stuttgart.
The boldly calculated advertising agency achieved a turnover of three million francs last year. The first clients were brought in by former smart colleagues. "They were all very creative people who are now in important jobs." However, this personal network could at most mean the ticket to a presentation. "The fact that we then won the pitches has everything to do with our work and philosophy."
The creatives in Biel are proud to have already won such competitions against two of the best agencies from Zurich. Nevertheless, erdmannpeisker wants to stay in the province. "Here we find peace and quiet and an affordable infrastructure."
Because landlords and authorities appreciate the fact that young entrepreneurs want to do something for Biel as a business location, erdmannpeisker has now been granted special permission to extend its office building. Designed
The visionary project was designed by two young ex-employees of Herzog & de Meuron. "We couldn't have afforded the real star architects," says Sybille Erdmann. Or you could also say: why does it always have to be the established ones when there are also newer networks ...
Erdmannpeisker's praise of the province: "Here we find peace and quiet and an affordable infrastructure."
Andreas Panzeri

Marketer The online marketer Adlink is now offering an advertising combination called "City Pool Online". This combines the websitesTagesanzeiger.ch, Espace.ch and 20min.ch.Marketer The online marketer Adlink is now offering an advertising combination called "City Pool Online". This combines the Tagesanzeiger.ch, Espace.ch and 20min.ch websites. It reaches around 1.2 million unique users in the agglomerations of Zurich, Bern and Basel. All websites in the pool place their advertising exclusively via Adlink. Further titles will soon be added to the concept.

Guest commentary A combination of Blick and 20 Minuten would be a bad joke for the advertising industry, warns media planner Dominique Schilling. Not even if they are "warm" and "red", as Bernhard Weissberg describes the core differences between his Blick and 20 Minuten. But I do have something against the advertising industry being lectured, as it were, on the qualitative advantages of its title and all media studies suddenly being devoid of all truth, contrary to earlier arguments.We planners know very well how we have to navigate through the jungle of reach figures and quality arguments. We also know that regional newspapers and commuter papers fulfill completely different communication tasks than national or linguistic-national titles. This is one of the reasons why all attempts to compare Blick and 20 Minuten are misguided.
Now that Bernhard Weissberg and Rolf Bollmann have sufficiently explained the differences between their titles in Werbewoche, I am all the more astonished that, according to last week's Tages-Anzeiger, publishers are still seriously considering the possibility of combining Blick and 20 Minuten. What, pray tell, should be combinable?
Advertisers with the universal target group "all and sundry" would be pleased to receive such a combined discount. They could benefit from an additional price reduction in those titles in which they are already represented anyway. But what can customers expect from this combination, apart from blatant wastage and ultimately an explosion in costs?
The two titles do indeed have one lowest common denominator: the tabloid format. But that's not all. Because if you take a closer look at the rate structures or the colors of both newspapers, there is reason to do the math. A price comparison: Although both titles have a four-color structure, the color surcharge alone for a quarter page in Blick costs the same as a quarter page in the full edition of 20 Minuten. In other words: Ringier's strongest newspaper has changed its format, but has not adjusted the color surcharges. This makes no difference to the reader, but is extremely significant for advertisers.
I can't take the discussion about a marriage of blue and red very seriously anyway. After all, men in bollocks don't want to move white mountains. And that's a good thing.
> Dominique Schilling is a media planner at The Generation Media in Zurich.

Advertising market The Swiss media generated 0.8% more advertising revenue in the first three quarters of the year. According to Media Focus, a total of CHF 2.665 billion was generated, compared to an increase of 0.9 percent in the first half of the year. Growth in television was slowed. It increased by 10.5% up to September, while the half-year figure was 14.7%.

In hardly any other industry is the potential for differentiation from the competition as small as in the banking sector and the traditional customer as sluggish or - from the institutions' point of view - as loyal. Stagnating advertising spending is likely to have exacerbated this situation. This makes Bank Coop, which does not have the advertising budget of a major bank and cannot afford to buy the public's attention with pure advertising pressure, all the more dependent on an astonishing advertising presence. Ethical and social criteria
It received this from the Ruf Lanz agency: in 2003, their image campaign set new accents in bank advertising and profiled the historically founded UAP of the Basler Bank - prosperity with decency. The image campaign, which has won several national and international awards, provided proof of certain practices that are often attributed to the competition. Namely, that dormant accounts as well as bribery and corruption money are held there.
The response to the negative associations of the advertising campaign was not lacking. "Aided awareness has risen by an impressive 14% in the last two years," says CD Markus Ruf. Confirmed by the success of their impressive implementation, those responsible are now taking the communication strategy from the image level to the product level. Since the beginning of the week, a total of six new TV commercials have been showing what prosperity with decency means in concrete terms for customers: for example, sustainable securities funds that take into account ethical and social criteria as well as financial criteria, or the free private account from an account balance of CHF 1,000. "This time we have refrained from making a name for ourselves through the weaknesses of others," explains CD Danielle Lanz with a smile.
The new advertising idea is based on the idea that anyone who has invested their money with Bank Coop can sleep well. On the one hand, because they know their money is in professional hands. On the other hand, because they can also have a clear conscience, as their money is working according to moral and clean principles.
That's why employees of Bank Coop who are mentioned by name in the TV commercials sing well-known lullabies with conviction. Whether it's "Schlaf, Kindlein, schlaf", "Au clair de la lune" or "Buonanotte fiorellino", the employees of the decent bank wish everyone a peaceful night's sleep. Even those viewers who "can't yet benefit from our fee-free private account" or "eco-mortgages" are rubbed in the advantages of Bank Coop with delightful irony.
With such allusions and the polarizing implementation, the bank is aiming its brand values and products directly at target groups that have become more critical and price-sensitive. It is thanks to director Serge Höltschi that the situations in the premises of Bank Coop's headquarters do not become ridiculous for the "choir members".
For the lullabies performed in the open-plan office, the boardroom and the stock exchange room, the agency invited interested employees from all over Switzerland to take part in an elaborate casting process. All regions were represented in the commercials: Zurich, Basel, the Mittelland, French-speaking Switzerland and Ticino. "The bankers proved that they not only understand banknotes, but also musical notes," says Markus Ruf, looking back with satisfaction.
Pointed TV commercials: Coop bankers cause a stir with lullabies.

Luca Aloisi

Last week, the Idée-VfW communications association was able to present the Cannes reel at Studio Bellerive in Seefeld for the first time. This event was made possible thanks to the commitment of Martin Fueter and Nicole Schärer from Condor Communications. In addition to a panel discussion with producer Michèle Seligmann and director Michi Fueter, the event traditionally included an aperitif with snacks and Portuguese wine, where guests could enjoy tasting the fine fermented grape juice.
Unfortunately, some of the Idée board members were disappointed. There had been a high number of so-called no-shows - in other words, people who had registered for free and then failed to show up. This can of course be fatal for events organized by a goodwill association such as the Idée, as board member Christian Staub aptly pointed out. Nevertheless, the role is worth seeing and anyone who has not yet seen it should definitely do so. Incidentally, this was also emphasized by guest speaker Daniel Pauletto, Head of Sales at Cinecom, in his speech.
As befits a new product, the launch of the Metropool advertising package was celebrated. It was held at the new Park Hyatt Hotel in the Enge district. As Tagi advertising manager Fridolin Holdener was not a bad wine connoisseur, there was an excellent red wine to taste in the form of the Chateau de Pibaron. In addition to other wines, delicious canapés and freshly trained hotel staff, who even served the fine tubers provided for the truffle risotto pure and "à part" on request, the subsequently frequented hotel bar also made a positive impression. All in all, a very successful event.
Speaking of truffles. These were also served - in the form of cold potato and truffle soup - at the launch of Chandra Kurt's new book Wine Tales. An excellent collection of written thoughts on the subject of enjoyment - in liquid and rolled form.
The vernissage catering, specially prepared by Beat Caduff, was also a delight. The soup to sip in shot glasses was a real treat. In addition to all the other delicacies that Caduff served freshly prepared to the guests. For example, a cold porcini mushroom goulash, curried prawns, vegetable mousse and the Caduff-style gravlax. The chef was only stingy with game. It was reported that the Arosa hunt had not turned out as hoped. The gifted hunter (?) and chef (!) was only able to bag one buck (Stein) and two goats (Gams) this season. Which didn't bother another guest of honor when it came to hunting. The creator of the detective hunter Commissario Brunetti, author Donna Leon, simply enjoyed the book launch of her colleague Chandra Kurt in the Kellergalerie at the Gessnerallee and let the good Lord be a good man.
Beat Fritsch at the table with producer Michèle Seligmann from Condor Communications and freelance commercials director Michael Fueter. The panel discussion on commercials took place on the occasion of the screening of the Cannes reel of the Idée - Association for Advertising Communication. The
Incidentally, there seems to be no end to the current glut of events. The invitation to the launch of the Metropool advertising combination and the vernissage of wine author Chandra Kurt's new oeuvre also had to be attended last week.
Tightly lined up - title of the Metropool combination.
A must-have for every wine and cigar fan: Wine Tales by Chandra Kurt.
Monika Schneider from the Idée board with copywriter and concept developer Urs Steudler at the Cannes reel aperitif at Studio Bellerive.

Waser advertising manager Lukas Gschwind with Idée board member Christian Staub and guest speaker Daniel Pauletto, Cinecom (from left).
Interest in advertising spots: Paul Baumgartner from Publicitas discussed with Andrea Staub from Wirz Werbung during the aperitif.
Tomi Paroubek (left) from MGB and Reto Frei, Tibits, did not miss out on the Cannes role on a small scale either.
Long-standing members of the Idée-VfW: Pius Hauser was visibly at ease between Sylvia Weber (left) and Erika Jud.
Answering questions at the panel discussion about commercials - Michèle Seligmann, Condor, and director Michi Fueter.
Together we are strong: Franziska von Weissenfluh from the Berner Zeitung and Daniel Sommer from the Basler Zeitung.
Tagi Publishing Director Maili Wolf (l.) and Sales Manager Fridolin Holdener with Ursula Schneebeli, CEO Assistant at Euro RSCG.
Sunny dispositions: P-Ladies Isabelle Kropf (l.) and Alessia Freitag also help to market the Metropool.
Mixed audience: Sandra Schmidt, Coop, Adriano Valeri, Tamedia, and Gabriela Böcker-Flamm (right) from Mediacom.
Having fun at the Metropool launch: Publimedia CEO Daniel Strobel (l.), Rolf Steiner and Ingrid Ziegler, Annex Werbe AG.
Dominik Hofstetter (left) from OMD Zurich City with Elisabeth Demidoff and Yannick Chevailler from French-speaking Switzerland's Presse Publicité.
Treat us to their best laugh: Sabrina and Jean-Christophe Francet with BZ advertising manager Michael Seiler (from left).
Impressed by the architecture of the new hotel: Mario Buchmann (left), Marcela Hohl and Sascha Müller from BG Media.
Meeting at the Park Hyatt newspaper kiosk: Oliver Huber (l.), OMD Zürich See, Carla Fuhlrott, Mediaschneider and Jano Berni from Tagi.
Un ospite illustre: Bestselling author Donna Leon (l.) with host Chandra Kurt at the Wine Tales vernissage.
Beat Caduff from the Wine Loft took care of body and soul with his wine selection and freshly prepared delicacies from the buffet.
Heike Findeis (l.), CEO Springer Science+Business Media, with Fabienne Vonesch, graduate of the Wädenswil School of Viticulture.
Expert audience: Connie Voigt (l.), Head of Corporate Communications Gate Gourmet, and Swiss wine buyer Sarah Klatt-Walsh.
Providing high-proof pleasure with their exclusive single malts: Bruno Bergamini (l.), Francine Cuagnier and Kurt Frey, Diageo.
Marius Hagger (left), Head of Migros Press, with Carlo Bernasconi, Editor-in-Chief of the specialist magazine Schweizer Buchhandel.

Telephony More and more Americans are giving up landline telephones altogether and prefer to use cell phones and wireless Internet. Already, 5.5 percent of all households (5.8 million) in the trendy USA no longer have a landline.5 800 000 In 2001, the figure was 1.4 percent. Half of those dropping out or switching belong to the future generation of 18 to 34-year-olds. Traditional telecoms companies such as AT&T are feeling the effects of this development in particular.

Press Ringier is currently working on a new zero number for the "Neue Zeitung" project. This was confirmed to Werbewoche by Ringier's media developer Jacques Pilet, but there is no calendar yet for the next steps. Project manager Rudolf Bächtold is tight-lipped. He says that feedback on the announcement of the newspaper plans is currently being processed. The composition of the project group is adapting to requirements on an ad hoc basis. There is nothing more to say - "that's zero news at the moment", he dictates to Werbewoche.
Ringier's intention to launch a sophisticated, daily news magazine was made public by SonntagsZeitung in March. The tabloid title would be sold individually at newsstands or at a combined price with Blick.
be
The publisher confirmed the existence of the project, but refused to provide further details. According to the report, a launch was planned for the fall. This will come to nothing: "The Neue Zeitung will not be launched so quickly that it will be enough for the media plans for 2005," says project manager Rudolf Bächtold.
(sm)

Exhibitions The Swiss cross is increasingly appearing in new contexts, and the Bern Museum of Communication (MfK) is exploring the significance of this career in its new special exhibition "White on Red - United Colors of Switzerland". The setting is a staged shopping mall with a mixture of consumption and entertainment. It is divided into four themed areas: State, Swissair/Swiss and SRG; Nationality and sport; Swiss quality labels; Folklore in culture and lifestyle between patriotism and pleasure.