Posters A new advertising opportunity is turning heads in Zurich—Traffic Light Posters. These consist of two illuminated displays in each Tram 2000 on the VBZ’s busiest Zurich lines.According to current passenger figures, these 75 x 35 cm displays are seen by approximately 420,000 passengers daily. APG and VBZ TrafficMedia estimate that this amounts to around 5.8 million potential impressions in downtown Zurich over a two-week period. An eight-page brochure serves as the sales tool. A teaser mailing from Publicis, featuring the relevant VBZ Zurich lines printed in phosphorescent ink, will serve as the media professionals’ first introduction to Traffic Light Poster.

Watch Marketing You might almost think that the Italian watchmaker Sector had also joined the ranks of the ambush marketers for the European Championship. But there’s a different concept behind the current campaign: The man pictured in a swimming pose isn’t just the brand’s new spokesperson—he’s also a forward for AC Milan. So what could be more obvious than having Andriy Shevchenko pose before scoring a goal? Nothing—if the watch being promoted weren’t a diver’s watch. But why would a soccer player need a watch that can withstand 21 bar of pressure? The answer lies in the events in Portugal: the Azzurri’s elimination has plunged all of Italy into a deep depression. The same fate befell the Grande Nation and the Black-Red-Yellows. And you can hardly sink lower than the British tabloid press: Instead of blaming their «wing god,» they’re pinning the blame for England’s Euro 2020 collapse on the Swiss ref. “You, too, deserve a Sector. Because it’s the only one that can withstand your descents into the depths.” Seen this way, the Sector claim is spot-on: The soccer stars may crumble under the pressure to perform, but their watches keep ticking merrily on.
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Cigarettes Ogilvy launches an integrated campaign for Barclay around the Montreux Jazz Festival.This year, Barclay is once again one of the main sponsors of the Montreux Jazz Festival. As in previous years, the expert for light cigarettes has launched a Barclay Limited Edition for the music event. It is being promoted by Grendene Ogilvy & Mather as well as OgilvyOne and Ogilvy Interactive through an integrated campaign with classic advertising media, electronic media, numerous below-the-line activities as well as an interactive voting game. The limited edition featuring reproductions of old jazz festival posters became a collector's item. "We could have easily duplicated, because there are still many beautiful posters in the archive," says CD Michel Hitz of Grendene Ogilvy & Mather. But the agency didn't want to remain nostalgic for British American Tobacco Switzerland, so it came up with something new.
Five colors for five sounds
The motto this year is "Express Your Taste in Music and Vote" or "Express your own musical style". This campaign will be communicated on posters, in advertisements, at all points of sale, as well as on the b-there.ch website, via direct e-mailing and at the various touchpoints directly on site in Montreux.
In keeping with the theme, the five Barclay packs of the Montreux Jazz Festival Limited Edition feature a special design. They feature the interiors of five clubs that are among the hottest in Europe: the Nektar in Munich, the Shu in Milan, the Supperclub in Amsterdam, the Lux in Lisbon and the Grenzwert in Basel. Each of the five varieties and colors is assigned a musical style: City Red stands for Latin, Smooth Taste for House, Original Taste for R&B, Menthol Taste for Pop Rock, Fine Taste for Lounge.
The favorite music style is selected via SMS or at www.b-there.ch. The popularity level of each music style can be found out online. In addition, every Barclay Community Member can download their favorite song as a ringtone. Five VIP weekends in Montreux will be raffled among the participants of the voting game. "The competition is only meant to be accompanying. Primarily we want to test how many people can be animated for such a vote", explains Bernadette Mock,
Account Director at Ogilvy. The Montreux Jazz Festival Limited Edition is available at all kiosks as well as at gas stations and in selected clubs and restaurants.
"Express Your Taste in Music and Vote" is being promoted on F12 and F200 posters throughout Switzerland, with a focus on the centers. There is also a special poster display in Montreux.
The billposting is accompanied by an ad campaign explaining the voting game. Posters and flyers can also be seen at the POS. On these, the message is: "Express your style and secure the limited Barclay pack that matches your musical taste now." The voting results are published on www.b-there.ch and in small ads in 20 Minuten and Le Matin.
Barclay can also be found at various touchpoints around and in the festival area. In addition to the Limited Edition Packs, various giveaways are also available here, for example five different CD boxes in the Limited Edition design. Off-stage Music Taste events will also be held on various evenings, with well-known DJs inviting visitors to dance the night away after the concerts. Finally, on July 16, the Barclay Music Style of Summer 2004 will be announced at all Barclay booths in Montreux.
Individual: Depending on the taste of music, you choose a pack.
Barclay adds color at the Montreux Jazz Festival with special cigarettes and a music vote >> page 7
Andreas Panzeri

Corporate Design The Zurich-based communications and design agency Process has acquired four new clients. It is revamping the corporate design for Loyalty Gate, Unaxis, Marché Mövenpick, and the Sarna Group. Loyalty Gate develops and manages loyalty programs such as Swiss Air Line’s Travel Club. Unaxis operates in the fields of semiconductor manufacturing and vacuum technology. The Marché chain, part of the Mövenpick restaurant group, offers freshly prepared dishes in a marketplace-style setting. The Sarna Group manufactures plastic products for the construction and automotive industries.

Cannes 2004: Catsky & Partners Wins Switzerland’s Only Lion at the International Advertising Festival. Overall, a strong year for international advertising, but a lackluster one for Switzerland—that’s how 2004 is likely to go down in the Cannes annals. Statistically speaking, this is entirely understandable: While the number of entries rose by 14 percent compared to the previous year to 18,705, those from Switzerland fell by 19 percent. Fifteen of the 287 Swiss entries made it onto the shortlist at the 51st International Advertising Festival. Only one entry—in the absence of its creative mastermind—managed to save the honor of Switzerland as an advertising nation and bring home a Lion. Catsky & Partners received the Bronze Lion in the Press category for its «Car Mechanic» campaign (SuvaCare Rehabilitation Center). Ten years after his first Silver Lion and eight shortlist nominations later, Claude Catsky can now add another trophy to his collection. For Suva, this marks its first trophy at the Advertising Olympics after several previous entries.
Award-winning: Catsky's campaign for Suva.
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Electronics It’s always the same story: As soon as prices are marked down, people rush to the specialty stores. Euro RSCG Zurich is capitalizing on this insight and revamping the renovated and expanded M-Electronics Neumarkt store in St. Gallen: With a 10 percent grand-opening discount on the entire product range, employees must be prepared for the worst—bargain hunters who won’t hesitate to use their elbows or shins to snag an electronic device at a bargain price. In advertisements and flyers, they therefore present themselves wearing protective gear, fully prepared for the grand opening.

Foreign Press: Let the rubles roll: A new newspaper targets Russians in Switzerland. «Russkaya Shveizaria» is the name given to numerous regions in Russia with picturesque landscapes. «Russkaya Shveitseriya»—Russian Switzerland—is also the name of the monthly newspaper that Alexandr Peske and Serguei Sander have been publishing in Zurich since early May. It is published entirely in Russian and in the Cyrillic alphabet. More and more people from Ufa, Chelyabinsk, or Krasnaya Polyana are living in Switzerland or spending their vacations here. There are no exact figures. Peske and Sander estimate the number of Russian-speaking immigrants at around 25,000. In the Zurich area alone, there are over 4,000. Many who moved here during the Soviet era now have Swiss passports. The publishers of *Russkaya Shveizaria* consider them an excellent target audience. They are primarily 30- to 50-year-olds “with college degrees, high purchasing power, cosmopolitan, and with a keen interest in lifestyle and luxury goods.” Businesspeople and tourists from the CIS countries also have high incomes and social status, according to the media documentation.
Russkaja Schwejzarija offers these people feature stories and interviews on society, the economy, integration, culture, and lifestyle. Its services include statistics, legal information, and reports on the lives of the Russian diaspora in Switzerland.
Online forum as a foundation
The monthly magazine grew out of the online forum Ruswiss.ch, which Serguei Sander launched four years ago. At the time, the mathematician and IT expert was working as a web developer at Tamedia and was responsible, among other things, for the websites of TV 3 and Du.
Ruswiss.ch currently has 3,000 registered users and 1,000 visitors per day, figures that Sander has had certified by WEMF’s Net-Audit. He is launching the newspaper with a circulation of 6,000 copies. It is published as a tabloid with 16 to 20 pages so far and can be subscribed to or purchased for 3.50 francs at newsstands and in Russian stores. It is also available for free as a PDF on the website.
The Zurich-based agency PubliFine is handling the ad sales. According to Managing Director Werner Marthaler, the campaign is primarily targeting hotels and tourist centers, as well as Russian businesses. In addition, the agency is also seeking clients in the luxury segment—Marthaler cites beauty clinics as an example. Upon request, existing ads can be translated into Russian.
Russkaya Shveizaria: The monthly newspaper is targeting an attractive niche market.

Neglected Foreigners: "Russkaya Shveizaria" is the first Russian-language newspaper in Switzerland.
Other foreign-language communities also have their own media outlets. The Swiss Press Database lists ten Italian, nine Portuguese, six Spanish, and three Turkish publications. Two daily newspapers are published in Albanian.
These publications are struggling in the advertising market. «Agencies aren’t even familiar with our media,» laments Antonio Campanile, who, along with
Through his company, Mediapresse, he handles Italian, Spanish, and Portuguese newspapers. Foreign-language newspapers are rarely accepted. On average, Mediapresse’s publications have only five to ten percent Swiss customers.
«The foreign press is not very well known as a genre,» agrees Urs Schneider of the Mediaschneider agency. The titles are rare
It’s certified and not of interest to the mass market. Ronny Schmid of Konnex can envision it being used primarily as a goodwill gesture. The fact that the advertising environment is difficult to assess due to the foreign language is an additional complication for him. (sm)
Stefano Monachesi

Advertising Statistics: In May, Swiss advertising revenue fell by 1.6% compared to the same month last year, to 335.856 million Swiss francs. According to WEMF’s Advertising Index Switzerland, some sectors saw strong growth. Telecommunications spending rose by 46.6%, consumer electronics/photography/watches by 37.9%, and the clothing and footwear sector by 34.6%. Administration and management cut spending the most, by 29.1%, followed by services, finance/insurance, retail, and office supplies. Classified ads declined by 15.6%. The media spent 6.3% less.

How can you spot a Swiss person during the IAF in Cannes? It’s simple. They aren’t carrying a Lion—haha. Sorry, but I just had to share that one. After all, the Swiss delegation’s haul on the Côte—a single bronze statuette for Claude Catsky—was anything but spectacular. The IAF’s side events, on the other hand, were absolutely thrilling, and the Swiss hardly missed a single party. The later the evenings got, the more they looked forward to the “paper lions”—that’s what the nominations on the shortlists for the various categories are called. Just like at the European Soccer Championship, the Swiss creatives also suffered from their country’s typical late-game slump in Cannes. At least, that was the conclusion drawn at the Swiss event hosted by Cinecom at Plage Miramar.
Where else did the Swiss hang out in Cannes? A very popular spot was Reiner Roduner’s country house in Mougins, even though the atmosphere there was a good deal more businesslike than in previous years. Despite the pleasant poolside atmosphere, most people were working quite hard. Concepts were waiting to be developed, and meetings were scheduled. And, of course, the evening entertainment had to be organized as well.
So on those balmy nights, you’d run into not only Roduner’s crowd at the Martinez, but also many other Swiss people. The bar and terrace of the Grand Hotel on the Croisette are the go-to spots for creative and wild night owls.
The Swiss team’s wrap party, which took place at the Ultra Images villa in the heart of Cannes, was a boozy affair in more ways than one. Although the neighbors had been given a friendly heads-up, one of them lost her temper at 2 a.m. and called the police. During her emergency call, she pointedly held the phone receiver toward the party garden. Apparently, however, disturbing the peace at night is a minor offense in Cannes. Even two hours later, no law enforcement officer had been spotted on the property.
That's Cannes for you!
Beat Fritsch met advertising gurus from all over the world at the International Advertising Festival (IAF) in Cannes. For example, at the big DDB party, he saw Keith Reinhard (left) and Bob Scarpelli. But the Swiss also pulled out all the stops when it came to partying. Massive Music, Absolutturnus in Mougins, Cinecom, Soundscape, Ultra Images, Martinez Terrace—these were the spots where the Swiss let loose on the Côte.
We track down the events where the communications, media, and publishing industries gather for their parties. Do you have anything to share right now? Pick up the phone (01 296 97 98) or send us an email ([email protected]). Event tips and more shortlist photos from Cannes are available online at www.werbewoche.ch
Cannes means work—it's impossible to attend every single event.
The Advico creative team paid tribute to the outgoing creative director in Cannes with a button.
Spotted during a brief visit to Le Grand Hotel: Michela Trümpi (left) from Chocolate Films and Lea Rindlisbacher from Eqal.
A true pro: Festival CEO Roger Hatchuel immediately recognized Lions Academy student Melanie Brandel from Contexta.
Event manager Schoscho Rufener with Nicole Steinegger of Cinecom, who has the organization firmly under control in Cannes.
Guests at the Swiss Dinner: Reiner Roduner from Absolutturnus and Liz O’Shaugnessy from South Africa’s Metal Tiger Productions.
The Contexta team enjoyed the evening sun at Plage Miramar: Jürg Brechbühl with Irène and Bene Abegglen (from left).
Daniela Schönholzer and Leos Gerteis spent their time on the Côte not only cultivating business relationships but also working on their golf handicaps.
The two former film jury members, Frank Bodin (left) and Martin Spillmann, were in high spirits at the Cinecom Beach.
The Swiss creative elite gathered in Cannes: André Benker, Michael Conrad, and Markus Gut (from left).
Unlike others, Peter Rettinghausen (right) did not think Daniel Comte—who was usually dressed in orange—was Dutch.
A visit to the IAF means a lot of work, but it should also be fun: Ralph Halder (left) and Heinrich Reinacher.
Com.in Editor-in-Chief Victoria Marchand (left) with Frank Estermann of Blood, Sweat & Tears and Sebahat Derdiyok of the SFLB.
Thomas Lüber, CD at Lesch + Frei, was happy to join Kerstin Reulen from Wirz for dinner.
TBWA Creative Director Hans-Joachim Timm with Keystone Open winners Hanna Zimmermann (left) and Chantal Ehrensperger von Wirz.
A farewell on the Jimmy’z terrace: Reiner Roduner of Absolutturnus with his group of numerous friends from Cannes.
The Crazy Dutchman: Hans Brouwer, pictured here with Natasha Teidler—we have them both to thank for Wednesday’s hot Massive Music party.
The hosts of the wild ultra-party—Benno Gut (left), Sandra Pötschacher, and Markus Gyhr—provided the perfect finale to the festival.
Sonja Brand from Pumpkin Film and Peter Brönnimann from SFLB made themselves comfortable in the arbor at Ultra Images.
Roli Scotoni regaled the audience with old Cannes anecdotes, and Susann Henggeler from Pumpkin Film found it absolutely hilarious.
Victims of the pool brawl: Sebastian Hugelshofer, Serge Höltschi (photographer!), Michèle Seligmann, and Chantal Ehrensperger (from left).
They brought some Dutch flair to the party: Iris van der Hart, Nathalie Brand, Denise Sprengers, and Adrienne de Beer (from left).
A few of the kids were having so much fun in the pool that they didn't even want to get out.

Billboards APG is apparently offering airports higher fees for billboard concessions than Clear Channel Plakanda (CCP). But Unique is doing business with CCP. "I will be sending Unique's Chairman of the Board of Directors Andreas Schmid a letter this week to express my displeasure," says Christian Kauter, CEO of APG. The reason for his annoyance: Unique, the operator of Zurich Airport, has extended the billboard concession with outdoor advertiser Clear Channel Plakanda (CCP), which expires in December, by three years, with an option for a further two years. Kauter knows that Unique can hardly be accused of anything legally, but he finds two things "disturbing": firstly, the tender four years ago was so short-notice that no one other than the then concessionaire CCP was able to meet the airport's time frame. In addition, Unique CEO Josef Felder had promised APG a further tender in 2004. Kauter therefore describes the fact that the contract has now been extended without a submission as "unfair treatment". He is considering appealing to the Competition Commission (Weko). However, he believes his chances of success are slim.
Weko does not want to do anything
Why is that? After all, the city and canton of Zurich own 53% of Flughafen Zürich AG. But the Competition Commission waves it off. "Unique is a listed company and is basically free to decide how and to whom it awards the billposting sites," says Patrik Ducrey, Deputy Director of the Competition Commission. Despite being a major shareholder under public law, the obligation of local authorities to issue public tenders would therefore not be transferred to Unique. "At present, we see no reason to intervene here," concludes Ducrey.
But there is another question: without giving any figures, Kauter claims to have promised Zurich Airport a higher fee than CCP in the 2000 tender. This is almost impossible to verify. However, the few public figures from the airports suggest that Kauter's statement could be correct. The Geneva and Lugano-Agno airports, which are marketed by APG, apparently received 74 and 111 centimes per passenger respectively in 2003. Unique, on the other hand, received a maximum of 45 centimes from CCP. However, it should be noted that CCP has apparently steadily increased its fees to Unique despite a significant drop in passenger numbers (in 2001 the maximum was 35 centimes, in 2002 it was 39 centimes).
Unique spokesperson Urs Brütsch does not want to comment on this - "because we do not provide any information about submissions to tenders." He only refers to the Unique communiqué of June 15, which justifies the extension of the contract with CCP as follows: "Plakanda AG has made major investments together with Unique in recent years in the replacement of outdated advertising media and in the installation of new and in some cases exclusive advertising media in the construction elements of the 5th construction phase. (...) The successful cooperation to date, the continuity of customer contacts and the ongoing marketing of the new advertising locations in connection with the 5th construction phase were decisive factors in the decision to extend the contract."
Markus Knöpfli

News services The Swiss News Agency (SDA) posted a consolidated annual loss of 1.296 million francs in 2003 (previous year -0.48 million).News services The Swiss News Agency (SDA) posted a consolidated annual loss of 1.296 million francs in 2003 (previous year -0.48 million). By contrast, operating income rose from CHF 39.47 million to CHF 41.86 million. The most important pillar was the basic service for media, whose revenue rose by CHF 12.3% to CHF 27.609 million. The basic service for non-media increased by 30.3% to CHF 5.14 million.

Law The littering campaign is likely to lead to a lawsuit between Igora and the former head of Bonaparte The littering campaign by the recycling organization Igora is not only attracting considerable media attention, but also a legal dispute: Harry Sulzer, owner/CD of the bankrupt small agency Bonaparte and former supervisor of the advertising client, wants to involve Igora in a lawsuit. For him, it is clear that the current poster is a "theft of ideas", as the concept originated largely from him and not "just" from his former employees and current account holders Vizner-Borel. "At Igora's request, I developed the campaign at my own risk, because I had been without a contract for twelve years, and presented it at the end of October 2003." After that, there was a long period of silence. Until January, when the client terminated the contract for work at an inopportune time without giving any reasons, says Sulzer. Because he had to write off all Igora work to zero, Harry Sulzer blames Igora for the bankruptcy of his agency in addition to copyright infringement. "If everything had gone smoothly, Bonaparte would still exist. I tried to talk to them several times to no avail."
However, it is known that Sulzer - with one exception - had already dismissed its staff in December 2003, i.e. one month before Igora parted company with Bonaparte. Now he wants to have the campaign stopped by means of an interim injunction in order to obtain a fee "in the six-figure range". Then it cannot be ruled out that the agency's bankruptcy will be revoked.
Lajos Vizner, co-owner of the new Igora in-house agency ViznerBorel, is aware of Sulzer's accusations. Like Arno Bertozzi, President of Igora, he does not wish to comment on the legal dispute in order to avoid a public mud-slinging. Igora, for its part, has appointed lawyers, according to Bertozzi.
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