Non-profit organizations Zurich-based web service provider Getunik has been commissioned by WWF Switzerland to redesign the main page and content management system of its online presence, with the aim of combining the three pillars of information, service and experience into one website with a user-friendly design, according to Getunik. The content will be integrated independently by the employees of the animal welfare organization. Getunik had previously been selected by WWF International as the lead agency.

Budgets Following an agency screening, Dachcom Gmeiner has been entrusted with the overall communication of Schlossberg Textil AG Turbenthal, an advertising agency in Rheineck SG that is designing a new international brand identity for the "Schlossberg" and "Bonjour" bed linen collections. It won the overall mandate from Klinik Aadorf in a pitch. Hausmann Spitalbedarf AG commissioned Dachcom with the redesign of its corporate identity and the market launch of the "Liquid Ice" product line. For the manufacturer of wholefoods E. Zwicky AG, the agency is in charge of strategic brand development for innovative products. And the Winterthur subsidiary agency Dachcom Hasler was entrusted with the development of the annual report of the Winterthur municipal works.

Awards Switzerland has been eliminated in Portugal, but there is still hope in Cannes. Six entries have made it onto the Press and Outdoor shortlists: "Party" by Advico Young & Rubicam (Hakle), "Car Mechanic" by Catsky & Partner (Suva Care), "Communication Tools" by Jung von Matt (Julius Bär), "Stop" by Lesch + Frei (Road Cross), "Floor" by Matter & Partner (Strozzi's) and "Cheese" by Ruf Lanz (Condor Films). The WW-Newsmail will report on Thursday morning whether it was enough for a Lion, and Switzerland came away empty-handed in the Media and Direct Lions. Euro RSCG's Papp-Popstars for Energy Zurich was the only one to make the Media shortlist. The Direct finalists were Publicis, Fisch Meier Direkt, Lowe Direct and Euro RSCG. Switzerland's Young Creatives also had to leave others behind: the Italians (Print) and the Portuguese (Web).
The shortlist for the supreme discipline of film will be published on Thursday afternoon. 67 entries from 22 Swiss agencies are hoping to be nominated.
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Fashion Beauty and fashion have been coming together in Zurich for a year now. At Talacker, Nails & Fashion offers the sleek symbiosis of nail studio and fashion boutique.Ruf Lanz created a tailor-made poster campaign for Accrochage: well-groomed female fingers that look like endlessly long legs from a distance, ensnared with saucy miniskirts - sleeves. The three subjects can be seen in the Zurich area from the end of June. Photography Sven Germann, image processing Markus Graf.

Market research Ovomaltine, Daimler Chrysler and McCormick placed the most popular ads in the Swiss media in the first quarter of this year.Best of NorthwestAffinity of ads among supporters in "Yuppieland"
In collaboration with the market research institute Demoscope, Publimedia presents readers of Werbewoche with an extract of the results from the Advertising Index (AX-Print) five times a year. This index (see below) is a module of the Market Radar and measures the popularity of advertisements. The boxes on the left and right show the ads that achieved the greatest acceptance in the relevant psychographic target group. The three subjects that performed best with the entire sample, i.e. with all four target groups in total, are shown under the title "Top Three". (ww)

Sponsorship The marketing industry is under the spell of the European Football Championships and the upcoming Olympic Games. Sponsors are already evaluating the first media presence statistics. It is already clear that free riders are becoming more and more of a problem.WW: We are talking about ambush marketing. Can you explain exactly what is meant by this term?
Elisa Bortoluzzi Dubach: Ambush marketing is done by outsiders without a sponsorship commitment who benefit from the image of an event or sponsorship that others have organized and financed. In the words of a famous writer, one could speak of an "ease of advertising" without any corresponding relief for the wallet.
One could argue that all the small and large freeloaders also contribute to the hype of major events and thus increase their value. What damage does ambush marketing do to event organizers and sponsors?
Ambushers often convey the illusion to consumers in a very creative and appealing way that they are involved with the event in question - and often with great success. On the one hand, this harms the organizers: Who should pay in future for something that is free for others? On the other hand, the sponsors are also bruised, as their chances of getting their message across to consumers are reduced. In the end, it is the listeners and viewers who suffer. Ambushers trigger a chain reaction that leads to an over-presence of advertising messages around an event. This "overkill" costs a lot of money and can have a disruptive effect. Conclusion: Ambush marketing is not a game, but a form of parasitism.
There are different forms of these parasites: I distinguish between five: those who cover the event in the media and make visitors and media users believe that they are the main sponsor. Co-sponsors of a sub-event who act as if they were the main sponsor. Sponsors of individual teams or matches who communicate this so intensively that any main sponsor of the event pales in comparison. Ambush is also booking an extensive advertising campaign on the critical date, even though you are not even remotely thinking of becoming a sponsor, and the cunning version, in which a company tricks the sponsors with imaginative and imaginative counter-strategies.
There are countless opportunities for commercialized expressions of sympathy around the European Championship - from the mainly unofficial team jerseys to the chocolate balls in "football paper" to the restaurants that attract guests with large monitors. Where do you draw the line between ambush and altruistic reinforcement of such events?
As soon as money is earned from the manufacture of products that does not benefit the sport, we can no longer speak of "altruistic reinforcement". It is different when fans are offered an opportunity to benefit from a football match without any systematic financial benefit. There are gray areas, but the intentions are usually quickly recognizable.
If these gray areas are easy to screen, what steps can those affected take to put a stop to ambush marketing in the future?
Trademark and copyright registration, the law against unfair competition, monitoring and control around the event - these are ways of legally combating ambush. However, this requires close cooperation with the local authorities and police. There are also content-related and communicative steps such as increasing the frequency of use by the sponsors or increasing their media and advertising presence. Both steps are not unproblematic, for example when we think of the consequences for consumers. A final step is cooperation with the media. If the awareness prevails that ambush also increases the financial burden on society and jeopardizes the financing of sport and culture, then this would be a significant step forward. Ambushers are still the public's secret favorites, the supposed Robin Hoods of the sponsorship scene. However, these likeable pirates need to be demystified. Their role is not that of the likeable rascal, but rather that of the incorrigible profiteer.
Against pirates: Elisa Bortoluzzi Dubach is a sponsorship and communications consultant.

Interview: Luca Aloisi

Behind this ambitious project are shareholders of Jean-Frey Publishing, including SVP National Council member Hans Kaufmann, who confirmed the plans in the industry newspaper *Werbewoche* but said he did not wish to «comment further.» June 6, 2004. …
June 9, 2004. Peter Rothenbühler, editor-in-chief of Le Matin, called for via
In *Werbewoche*, he called on his former colleagues at Dufourstrasse to «reform the content and neutralize *Blick*»s political stance.”.
...
June 11, 2004. Publicom’s study on the redefinition of economic regions sparked some outrage, particularly among those publishers whose catchment areas were reduced. A representative of the Aargauer Zeitung told the trade journal Werbewoche that this was «a disservice to the regional press.».

...
June 18, 2004. According to *Werbewoche* and *SonntagsZeitung*, Markus Eisenhut, the former editor-in-chief of the commuter newspaper *20 Minuten*, is launching a new conservative-leaning tabloid. The *anti-Blick* is set to debut as early as next spring under the title *Frontal*.

Publishing houses The Greek entrepreneur Antonios Liberis has sold his shares in the Romanian Publishing Group (RPG) and Libedi Printing to Edipresse.Liberis and the Lausanne-based publishing house were previously active in Romania in a joint venture. Edipresse now owns Libedi Printing at 100%. The Axel Springer publishing house retains a 40% stake in RPG. RPG publishes eleven consumer magazines, while Libedi prints the publisher's titles and other publications.

School marketing The MAZ media training center promotes itself - in other words, journalism.
A small child is nourished by its mother with milk and speech. If it lacked either of these, it would die. This is how Peter von Matt introduced his speech at the 20th anniversary celebrations of the MAZ in Lucerne a week ago, and it is a similar story with the media, which would inevitably die without content and quality. The Jung von Matt/Limmat agency proved this with the MAZ image campaign. Under the patronage of the Swiss Press Association and in collaboration with several daily and weekly newspapers and magazines, it aims to illustrate the contribution of journalism to everyday life in Switzerland with a unique advertisement: instead of editorial content, a blank page appears as a maquette with a small ad to solve the riddle: "Fortunately, we train journalists - MAZ".
In the Swiss media landscape and use - worldwide
one of the most diverse and strongest - the advertising concept
threatening and impressive at the same time. After all, it demonstrates
The success of Switzerland's most renowned school of journalism in a simple way.
As striking as the advertisements are, the appearance of the
Media Training Center, as Director Sylvia Egli von Matt explains: "The advertisements are a goodwill campaign, a gift from the association and partial sponsorship from the agency." In addition to the website, sporadic filler advertisements and course brochures, the tight communication budget will "only" allow the most effective of all advertising measures in the future: Word of mouth. A look at the list of guests at the anniversary celebration showed just how well this is helping the institute: everyone who is anyone in the Swiss-German media industry was in Lucerne.
Yawning emptiness: What would the media be without MAZ?

Luca Aloisi

Care products Beiersdorf Switzerland wants to encourage young men to use facial care with Nivea for men Oil Control. The term male grooming has long since ceased to be limited to shaving foam and aftershave. Since the 1990s at the latest, the stronger sex has also been aware of its softer side and has become an increasingly attractive target group for care products. According to ACNielsen, sales of facial care products for men almost tripled in Switzerland between May 2001 and April 2004. However, compared to the market for corresponding women's products, the current sales volume of men's facial care products is still negligible: around CHF 3 million compared to a good CHF 72 million. Here in Switzerland, the
Mass manufacturers of such products. The market leader is the German Beiersdorf Group with its Nivea-for-men range.
Back in the 1980s, Beiersdorf launched the first nourishing, non-stinging aftershave. Around ten years later, the first face creams for men followed. Today, Beiersdorf occupies around 95 percent of the men's facial care market in Switzerland, compared to 63 percent in its home market of Germany.
According to Philipp Scheidiger, Product Manager at Beiersdorf Switzerland, a target group segmentation revealed that young men in particular are very open to the topic of skincare. Last summer, the Group launched the Oil Control line for oily and blemished skin for this target group, i.e. men aged between 16 and 24. The products have been on the shelves in Switzerland since September 2003. According to Scheidiger, sales have started satisfactorily. "However, the product has greater potential," the Product Manager is convinced. A communication campaign by FCB Leutenegger Krüll should now prove this.
In its implementation, the creative team is following the previous strategy of Nivea for men, which always promises men - more or less subtly - success with the opposite sex. However, the women in the current advertising campaign are not so easily beguiled: They have high expectations of men and, above all, the condition of their facial skin. With pithy headlines such as "Women only want one thing from men", teens and twens are to be sensitized to the care of their skin and bound to the Nivea brand. Scheidiger explains the offensive campaign language with the fact that care products often have to be "forced" on men. After an initial sample, however, the reactions are usually positive. Promo girls, who distribute samples at universities, are intended to establish this initial contact.
Beiersdorf Switzerland sets out to teach young men about skin care. FCB Leutenegger Krüll is helping >> page 8
Nivea campaign: No one can become a womanizer with oily skin.
Simone Keller

On behalf of the City of Zurich, the company Matter & Partner wants to bring young and old closer together again. Improving the image of senior citizens should play an important role in this social discussion. This approach has now prompted the City of Zurich's Department of Health and Environment to create greater awareness of the two population groups, young and old. In addition to better integration of the elderly, the policy also aims to promote intergenerational projects - such as senior citizens as experts in schools or jointly produced video projects by young and older people.
A campaign designed and implemented by Matter & Partner is currently running in the city to raise awareness of all these ideas. The "Who knows more ... ?" campaign aims to bring older people closer to the population with posters and TV commercials.
"Older people are often only perceived by us on the basis of their deficits," said Robert Neukomm, Zurich's Chief Health Officer, at the presentation of the new campaign. In this campaign, senior citizens are to be portrayed in a different light for once: They are self-confident, cheerful and, above all, an asset to society. "In politics, old age often only appears as a cost factor, and people are all too often reduced to their profitability," explained Monika Stocker, Head of Social Affairs, on the occasion of the campaign.
For this reason, the image campaign contrasts the stereotype of the lonely, frail and dependent old person with the lively, dignified and therefore experienced old person.
Know more - even about sex
"Who knows more about sex than a 93-year-old?", posters and streetcar posters refer to the experience of a senior citizen, before concluding: "Talk to an old person. It's worth it."
It is true that Gertrud, the senior citizen depicted on this poster, doubted herself when she agreed to this text whether the
perhaps young people today understand more about these interpersonal activities after all. In fact, the headline seems a little overly trusting when you consider that the 93-year-old only witnessed the invention of the pill, including all its side effects, as an observing grandmother.
However, the provocative statement on the poster "Who knows more about sex?" is sympathetically put into perspective in the TV ad when a 79-year-old recounts his first experiences of love during a harmless and furtive fling on the Chäferberg. "It just came down to practicalities." In the second spot, a senior citizen reminisces about old hairstyles and long-forgotten arguments. The two amusing and sensitive TV commercials created by Daniel Matter and Philipp Skrabal will be broadcast on TeleZüri.
In addition to the five posters that can be seen all over Zurich, another one hangs as a mega poster on the scaffolding of the Fraumünster. This one really sums up the richness of being old: "Who knows more about life than a 96-year-old?"
All the models for the commercials and posters come from municipal retirement homes. The photos and films were created by Serge Hoeltschi, who also attracted attention with his dedicated commercial for the Mühlhalde home for the blind.
Mehrwisser: Image cultivation for senior citizens.
Andreas Panzeri

Film The iconographic power of the Hollywood logo above the rooftops of Beverly Hills for a respectable Swiss advertiser is delightful.Film The iconographic power of the Hollywood logo above the rooftops of Beverly Hills for a respectable Swiss advertiser is delightful. If he wants to recommend himself to discount specialists as particularly original, the dull discount symbol won't do. What is needed is an emotional visual language. And where is the rhetoric of emotion used more frenetically than in the celluloid and silicone city? What a stroke of luck that Guye & Partner used the high-percentage lettering for an advertising motif for the first time in 1998 for the UBS youth account (picture left). But the joy of the creative minds is probably even greater
The fact that the gifted and strict former advertiser and ADC President Martin Suter lives far from home in Central America. After all, he coined the only taboo in the advertisers' code of honor: "Thou shalt not steal - not employees, customers or orders. This refers to ideas." One can hope that the client was at least granted a remake discount for the baked idea.
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