Pharma Fischer Werbung and Masciadri Communication & Design have joined forces in the battle for Medela AG's advertising budget and have been successful: the Baar-based medical technology company has entrusted the two agencies with international measures to improve the profile of its breastfeeding products in the specialist trade. Fischer's pharmaceutical expertise and Masciadri's international activities were the decisive factors, according to a press release.

Media The Tagi also wants to "stay tuned" with Jung von Matt/Limmat. But the old slogan has been given a new twist. What do dates like July 20, 1969, July 5, 1996 or October 30 of last year have in common? They all stand for symbolic events that have burned themselves into society's collective memory - like the ones just mentioned: the first step on the moon, the first cloned mammal - a Welsh mountain sheep named Dolly - and the first southerly approach to Zurich-Kloten.in a subordinate, private context, the individual event dates also stand for the start of a connection that continues to this day: a subscription to the Tages-Anzeiger. In this way, the new Tagi campaign creates very personal intersections between the events and the personal stories. There could hardly have been a clearer change of perspective. Whereas the last "Nötiger denn je" campaign, which was created by Guye Benker, focused on international and national personalities in compromising situations, the new in-house agency Jung von Matt/Limmat has placed the Tagi consumer at the center of its concept. While critical journalism was the core competence of the Tages-Anzeiger back then, in line with its national focus, the critical and well-informed Tagi reader is now the foundation of the advertising concept.
As with other publishers, Tagi advertising was also sender-oriented. The breadth of topics, quality of research and professional expertise were communicated. The clearest way to stand out from the competition as a tenacious and committed newspaper was the legendary "Wir bleiben dran" campaign.
"Not least because of the zeitgeist, we wanted to integrate the consumer into our concept in order to prove that the Tagi is close to its readers," says JvM consulting group manager Rolf Helfenstein. This change of perspective is not new for the Tagi. Three years ago, the agency WHS tried to present the qualities of the Tamedia flagship from the readers' point of view with the slogan "Wir bleiben dran" ("We stay tuned") - and failed. The campaign was discontinued somewhat abruptly because it had used the "dirty" USP of printer's ink, which sticks to the fingers, to create reader loyalty.
Authentic aha experiencesThe creatives at JvM/Limmat have now succeeded in implementing this testimonial idea cleanly and elegantly. In their natural environment, real testimonials, which were found with the help of the subscription service, reveal since which event they have been Tagi readers. Not only
The headlines of the campaign convey the aforementioned events. The multi-layered play with the surroundings, staged by photographer Gabi Vogt, also conveys the aforementioned events with key elements. For example, the reader who has been "on the Tagi" since the clone sheep is standing in front of a copy store, and the amateur astronomer and Tagi reader lives just a stone's throw away from the observatory.
Even with the first eight motifs, the Tagi appearance visualizes local proximity, broad acceptance and the comprehensive range of departments. "The new platform is not an about-turn in positioning, but rather a correction - away from the title with its claim to national leadership and back to the largest and most relevant regional newspaper for Zurich's millions," explains Rolf Helfenstein. To achieve this, the appearance had to be popular instead of pretentious, but at the same time intelligent and not pretentiously intellectual. "We want to attract readers and not lecture them," says copywriter Tom Seinige.
This is also the message of the new "Stay tuned" claim. The benefit: Those who stay tuned to Tagi are in the know and can have their say. The
The creators hope that the testimonial concept will be sustainable and create a kind of club atmosphere in the broadest sense, and are currently developing accompanying measures and sponsorship material for events at the National Museum and the Zürcher Theater Spektakel.
Tagi shows subscribers in the context of events that once made the headlines. Creator of the new campaign: Jung von Matt/Limmat >> page 7
Historical dimensions: The Tages-Anzeiger image campaign combines subscriber biographies with epoch-making events.
Luca Aloisi

Blick To mark the definitive format change, Ringier's tabloid is starting with a selective redesign: from June 14, lead stories on the Blick front page will only begin with a title and a picture including a legend. If necessary, a lead will be added. That's it. The actual articles follow from page 2. The tear-off boxes that refer to the news, service and sport sections are also limited to a title with a page reference - no more small print. Even the beetle is banned from the front. Overall, the first Blick page in tabloid format is now lighter, airier and clearer (see page 15) and the images are generally given more space, not least for the sports section, which has a strong opening inside the magazine. Overall, the page composition and thus also the choice of topics must be based on new aspects. "The emphasis will certainly become even sharper," says Editor-in-Chief Werner De Schepper. "Blick will become even more tabloid," adds Bernhard Weissberg, Head of Newspapers at Ringier.
The newspaper will remain divided into three sections, with the middle section undergoing a "massive expansion" according to De Schepper: It now contains a daily music page, a daily click view on consumer electronics, computers, Internet and mobile, then also sections on various lifestyle topics.
The new Blick layout does not represent a break with the past, the adaptation is being carried out gently and in-house at Ringier, the basis remains recognizable: the design that Kurt Schwerzmann created a year ago. The new look will be accompanied by an advertising campaign from the GGK agency.
Markus Knöpfli

Awards The Basler Zeitung has received two awards from the International Newspaper Marketing Association (INMA), taking first place in the two categories of advertising/print material and reader competitions in the 50,000 to 150,000 circulation range. In the first category, the concept and promotion of the prepaid card for classified ads were convincing. In the second category, a campaign as part of the football charity game "Match against poverty", in which a photo with the stars of the game could be won, won first place. SonntagsBlick also made it into the ranks with its FCBLK image campaign.

Newspapers The new Berner Zeitung adapts to the trend towards speed reading and offers more content. The oversized letters that headline the Bund opening pages are just one particularly striking element that sets the redesigned Berner Zeitung (BZ) apart from its predecessor. From June 12, BZ readers will receive a newspaper that has undergone significant further development. The paper's architecture, layout and content - nothing has been left untouched by the changes. For once, it is not Kurt Schwerzmann who is behind the new look; the BZ has been designed by Studio Baylaucq in Paris, which is better known in French-speaking Switzerland (Le Temps, L'Hebdo, Le Monde, Economist).
The imperative behind the relaunch was to adapt the newspaper, which had been on the road with the same concept for almost seven years, to changing reading habits. First and foremost, this meant taking better account of the trend towards speed reading. "The new layout must help readers to discover what is relevant to them in a condensed form," explains Franziska von Weissenfluh, Publishing Director of the Berner Zeitung.
A balancing act had to be mastered: on the one hand, the newspaper had to be better geared towards rapid consumption, while at the same time continuing to serve those readers who wanted more in-depth information and supplements to the usual extent. This dual task was a tricky challenge for newspaper designers.
Additional organizing elements
This has been visually resolved at BZ with a large number of new black dividing lines in different thicknesses, which bring structure and clarity to the layout. Boxes are used much more frequently than before as an additional organizing element. Even highlighted quotes in interviews are now placed in boxes.
The newspaper designers have also prescribed a clear focus for the visual language in the BZ. Emotionality is the order of the day. Illustrations should convey a stronger atmosphere and impression. Franziska von Weissenfluh: "Something has to happen in the reader's heart immediately, even before the meaning of the image is fully understood."
The federal structure is also being shaken up by the imperative for additional reader benefits. In future, the BZ wants to focus even more on the private world: Areas such as health, travel and money issues will be given more weight. And with the fourth fascicle, these topics will now have their own newspaper section. This will be dedicated to a different focus every day (see box on the left).
For its part, sport, which has been pushed out of the fourth bundle, has entered into an unusual duo with business for daily newspapers. It can now be found in the second bundle, just after the financial information. As far as the wishes and sensitivities of the readership are concerned, the BZ has not just relied on its own feelings. A readership survey conducted by Demoscope provided important information during the redesign phase.
The BZ has taken unconventional paths to find out more about the reader-friendly newspaper. For example, in the choice of font type and size. These must not only satisfy aesthetic requirements, they should also enable fatigue-free reading. To clarify this, an expert opinion was commissioned from an ophthalmologist in Bern. The effort was worthwhile, as the expert opinion contributed "significantly" to the choice of the new Enigma typeface in font size 9.5.
The redesigned BZ is not making any concessions to the tabloid hype. "After lengthy discussions, we came to the conclusion that it would be premature for a regional newspaper to take the step to tabloid right now. The readership isn't ready yet," says Franziska von Weissenfluh. Apart from that, many advertising customers still feel more comfortable with the familiar format. However, all this does not rule out the possibility of making the move to tabloid at some point in the future.
The BZ wonder bagThe fourth issue of the BZ, which was previously dedicated to sport, offers new reading material. Advice for many situations in life, suggestions for leisure time, reflections on current issues and forays into the world of science and nature can all be found here.
Each day of the week has a different focus. On Monday it is "Life" (family, school, relationships, garden, animals, health, fashion, advice), on Tuesday "Sport extra" (regional sport). "Showtime" (cinema, entertainment, DVD, TV entertainment, pop, weekly night out) is the order of the day on Wednesday. Thursday is dedicated to "Money" (investments, insurance, taxes, health insurance) and "Cars". Friday is dedicated to "enjoyment" (outdoor activities, travel, food & drink, shopping). Reflection on current issues is on the menu on Saturday (backgrounds
on politics, economy, society, science, nature). (dse)
The BZ after the relaunch: Neither the paper's architecture, layout nor content remained unchanged.
Daniel Schifferle

Advertising German advertising loves English slogans (see also Editorial). Over the last 20 years, these have increased rapidly.advertising German advertising loves English slogans (see also editorial). These have increased rapidly over the last 20 years. Whereas in the 1980s, 3 percent of all slogans were completely or partially in English, by the 1990s this figure had risen to 18 percent and by 2000 it was as high as 30 percent. At over 62 percent, the tobacco industry is the most Anglophile sector. These are the findings of a study by the University of Hanover, which examined 2500 slogans from five decades. The advertising slogans come from the online database Slogans.de.

Internet After three lean years, online advertising has finally picked up again since the beginning of 2004. The Publimedia Webadvertising Index (PWA) is climbing and climbing. In April, the index, which is reset to 100 at the beginning of each year, reached a record high of 124.8 points. And this is more than just a gentle breeze, as the index had never exceeded 104.1 points between 2001 and 2003.The gross advertising revenues also show that a new wind has been blowing in online advertising since the beginning of 2004. Media Focus recorded growth of 42.2 percent in February, and this even increased to over 73 percent in March and April. With the marked upward trend, the permanent investments and long development work now seem to be paying off.
Some marketers are feeling this more than others. "Over 100 percent sales growth in the first quarter alone," reports Adlink Managing Director Martin Radelfinger. He expects this trend to continue over the course of the year.
Publimedia Webadvertising (PWA) has also noticed a greater appetite for the Internet. "New sectors such as the
The automotive industry has discovered the online medium. Mercedes, Smart, Renault and Mazda were the first to have a concentrated online presence," explains Daniel Patrique Gauchat, Managing Director PWA.
Internet becomes part of the media mix
The reason for the awakening interest in the Internet, which was previously neglected, is on the one hand the maturing process that has made the online medium an increasingly reliable partner for advertisers. At least as important is the increased use of
of media agencies, which had long ignored the Internet.
Today, not only lead agencies such as Optimedia/B, G, Media "Interactive" have dedicated themselves to online media, but agencies such as OMD and Mindshare are also increasingly focusing on this area.
And last but not least, the pressure from large international clients, for whom the Internet has been part of the strategic media planning phase for some time, is also leading to more
Bookings.
Backlog in Switzerland
Behind the current online boom, there is also a fundamental need to catch up with other countries. Switzerland has one of the highest Internet penetration rates and usage intensities in the world. Nevertheless, the online medium in this country only accounts for 0.5 percent of total advertising expenditure. A meagre figure compared to the 2.4 percent in the USA or the 2 percent that European countries such as the Netherlands, Sweden and Denmark have already achieved.
Although we are still a long way from such market shares, Adlink Managing Director Radelfinger also expects Internet spending in Switzerland to grow "by 10 to 30 percent" by the end of the year.
Broadband makes the web more creativeOne of the driving forces behind the expected growth is broadband Internet, which opens up completely new possibilities in the area of moving images. In the past, online media were often left out of the creative planning process because they offered few opportunities for aesthetically sophisticated implementations.
Thanks to broadband, not only larger and more emotional, but also multimedia advertising formats can now be implemented. The benefits are even available without additional production costs, as the moving elements are almost entirely taken from the TV commercials. Daniel Schifferle
Amped Champ" advertising program: a prime example of linking online and offline media.
The dry times are over

Low-fat Migros wants to make its Léger line better known and raise its profile even more clearly with TV commercials. Public health is high on the agenda. Initiators of various persuasions are fighting with all (advertising) means against Swiss couch potatoes and for more exercise. There are good reasons for this: Overweight people cause direct costs of around CHF 400 million in Switzerland every year, according to estimates by the pharmaceutical company Roche. And according to an ETH study, one in five children has more on their ribs than is healthy. Exercise is one thing, changing eating habits is another. Low-fat and calorie-reduced products are therefore in demand. Migros responded to this customer need back in spring 1999 with the introduction of the low-fat Slimline milk product line. Its success paved the way for the Léger line launched two years later. Three years after its launch, Léger generates total sales of over CHF 30 million with 28 products - cheese, butter and coffee milk. An expansion of Léger to other product groups is currently being discussed, as Walter Dworschak from the Federation of Migros Cooperatives reveals.
Pioneering work pays off
Despite Léger's umbrella brand potential, Slimline will remain in the range. "Léger and Slimline are clearly different from each other in terms of target group and positioning," says the Category Manager. With a fat content of 0.2%, Slimline primarily appeals to young, line-conscious women. Léger, on the other hand, is aimed at an older and, above all, broader target group, for whom pleasure clearly takes precedence over body cult.
Shortly after the launch of Léger, Coop followed suit with the Lifestyle low-fat line. According to Dworschak, this is basically a fusion of Slimline and Léger. The positioning of the very broad range is less clear than with the Migros lines. The fact that Migros was on the market before the competition has paid off for the company. According to ACNielsen figures, Migros has a 70 percent market share in the cheese product group - Léger compared to Lifestyle. Despite expanding its product range, Coop has still not managed to close the gap.
However, Migros cannot rest on its laurels. Market research has shown that the Léger brand lacks emotional values despite its strong positioning. This is to be remedied by a TV appearance, which should increase awareness and anchor the positioning even more firmly.
The in-house agency Exxtra Kommunikation, which had already realized the mice commercial for the launch of the line, is responsible for the implementation. In favor of a broader appeal, this year the creatives dispensed with animal protagonists. But the message is the same: heavy food can have unpleasant consequences. In this sense, a favorite swimmer simply goes under during a competition, a stuntman messes up his motorcycle show and a member of the crew of the starship Enterprise can't be beamed away.
The staging is intended to illustrate what the product line wants to say: "It doesn't necessarily make you slim, but rather represents a fat-reduced alternative to conventional products," says consultant Michael Broglin.
The food is heavy on the swimmer's stomach: that wouldn't happen with Léger products.

Simone Keller

Real Estate Portal The online real estate market is growing stronger. Hesskiss is positioning Homegate.ch as a successful platform. The burst of the dot-com bubble would not have led one to expect this: Online classified ads have grown steadily over the past few years at the expense of print newspaper ads. Anyone looking for their dream home today—or wanting to list their home for sale—can no longer do without online real estate platforms. Among the various providers, Homegate.ch, a subsidiary of Zürcher Kantonalbank, has established itself as the undisputed market leader. While the number of listings has risen steadily since the site’s launch—from just over 16,500 to around 27,800 today—page views have increased significantly this year alone —from nearly 18 million during the peak months of 2003 to a new record of over 25 million last March. Myriam Reinle, head of marketing at the portal, attributes this development not only to the prevailing housing shortage: «A combination of factors—our efforts in marketing and sales, partnerships with new clients, and our substantial number of listings, along with the shift from print to the Internet—is rewarding us with this growth in page views.»To further increase brand awareness following the successful Typo launch campaign, Homegate.ch has entrusted its advertising budget to the Zurich-based agency Hesskiss. The agency has developed an eye-catching brand campaign that shows everyone looking to buy, rent, or sell a property exactly which provider will help them find what they’re looking for. The first four ad spots feature the homes of well-known characters such as the witch from «Hansel and Gretel,» the cartoon mouse «Jerry,» the legendary American doll «Barbie,» and the genie from «Aladdin and the Magic Lamp.» Each of these popular motifs is accompanied by the headline «A Home for Everyone.».
«Emotional Living» "Homegate.ch wanted to present itself with a confident, leading concept and a strong statement," explains Tamás Kiss. The original combination of well-known TV shows and their characters is intended, on the one hand, to create an image transfer to Homegate.ch as the sender, and on the other hand, to appeal to the viewer. This more emotional approach, combined with the striking concept, is likely to give the brand a positive boost.
Online Ads in Print: Ads created on Homegate.ch can now be placed directly in print media using the Media Manager tool. This feature is primarily aimed at property management companies and real estate agents. In Media Manager, online ads can be converted into print ads with just a few clicks. Specifications such as layout, column width, and placement costs are calculated automatically. Multiple layout options for the selected medium are already available in the free basic version. The desired newspaper or magazine can be selected from the database. The advertiser specifies the publication date and frequency. Media Manager calculates the final price and sends the order to the target media outlet. (sm)
Fairytale-like homes are used to promote the Homegate.ch portal.
Luca Aloisi

Food A comprehensive sales promotion campaign aims to position the Swiss egg as a summer foodstuff For the first time since the Association of Swiss Egg Producers has been actively advertising, Gallo-Suisse is advertising anti-cyclically. Previous campaigns have always focused on the two most important sales periods of Easter and Christmas, when over 13 million eggs are sold each week. As demand for domestic eggs falls by around 15 percent during the summer months, it made sense to draw consumers' attention to one of the most vitamin-rich and lowest-calorie foods at this time of year. "Our main goals are to increase the market share from 75 to a good 80 percent and to compensate for the seasonal decline in consumption," says Alois Mettler, agricultural advisor for policy and marketing at GalloSuisse. This is a major challenge, as the proportion of domestic eggs has remained at 75 percent for several years, having risen from 62 percent in the 1990s to its current level. The summer strategy is being creatively implemented with a striking motif, a waistline formed by two eggs, and a nationwide poster, advertising and cinema campaign. "The focus is on a recipe competition with Swiss eggs," explains CD Rémy Giger from the Zurich agency of the same name. Ultimately, GalloSuisse wants to get egg consumption rolling with light, summery dishes.
Rich in vitamins and low in calories: Swiss eggs are good for the body.

Luca Aloisi

Internet Switzerland's largest search engine, Search.ch, has a new owner. Swiss Post is taking over the operator Räber Information Management (RIM) with retroactive effect from the beginning of April, with Search.ch expanding its services in the virtual post office counter, writes Swiss Post. The previous shareholders of RIM, Rudolf Räber, Bernhard Seefeld and Reto Hartinger, will remain responsible for the operational management.

Insurance Zurich Financial Services consolidates its global accounts with the advertising holding company Publicis. Zurich Financial Services consolidates its worldwide accounts with the advertising holding company Publicis. The creative lead agency becomes Publicis, Zurich. It has been hired for Marketing Communication Services, said agency head Kaspar Loeb. What falls under this has yet to be determined.
Zurich previously worked with many local agencies. In Switzerland, DDB Zurich was the last lead agency. Brand Republic estimates the total budget at around 230 million francs. Kaspar Loeb did not reveal a figure for the budget, but spoke of a "bigger story".