Agencies The French advertising holding Publicis is launching an agency network under the name Saatchi & Saatchi X. It offers below-the-line marketing from in-store measures to design and packaging to product innovation. Saatchi & Saatchi X will serve as a global "shopper marketing center" for all Publicis agencies. The core of the new network will be the US agency Thompson Murray, which Publicis recently acquired. Outside the USA, offices are planned in Toronto, Sydney, London and Geneva.

Sports sponsorship The online business portal Gate24 is the new main sponsor of FC St.Gallen for the coming season. The contract has been concluded for one year, with the option for a further two years, and the Gate24 logo will adorn the football club's jersey in future. Gate24 is a subsidiary of Media Swiss AG, based in Teufen AR, which also markets the online advertising pool of the same name for SMEs as well as advertising on city maps and holds a majority stake in the magazine KMU-Manager.

Newspapers "We would never go back to the old format," says Ueli Eckstein, Head of Print Media at the AZ Media Group. A month ago, the Aargauer Zeitung switched the regional edition of its eight split editions to tabloid. The new format has been very well received by readers, says Eckstein. In the first two weeks alone, 2000 new subscriptions were received and not a single one canceled. The price per page is now 28 to 33 percent lower, depending on the split. Here, too, the Aargauer Zeitung sees itself on the road to success. "In the advertising market, the regional sections have at least been able to maintain sales compared to May 2003," Eckstein is pleased to report. Those who advertise once accept the new format afterwards.
From June 14, Blick will also be published exclusively as a tabloid. How the new format and the revised rate structure are being received in the advertising market - page 13.
(mk/sm)

Since its relaunch at the beginning of April, Facts magazine has had problems with the readability of its texts. This was reported by Radio Zürisee, and following complaints from readers, tests are now being carried out to see how the font can be optimized. The problem should be resolved in around three weeks, deputy editor-in-chief Ralph Pöhner told the station. The poor legibility is due to factors in image processing, typography and the gray instead of deep black printing ink.

Associations The Swiss Press Association dedicates a separate department to social partnership.It will represent publishers vis-à-vis the unions and support association members in matters of labor law and social partnership. The department will be chaired by Presidium member Josef J. Zihlmann, Publishing Director and Editor-in-Chief of the Willisauer Boten. Lothar Dostal (Ziegler), Jean-Luc Mauron (Ringier), Christof Nietlispach (Kasimir Meyer) and Roger Rutz (Stadtblatt) are proposed to the Presiding Board for election as further members.

Corporate design The Zurich-based communications and design agency TBS Identity is working with two new clients.corporate design The Zurich-based communications and design agency TBS Identity is working with two new clients. Following a pitch, it was commissioned by the Dietlikon-based construction company Reproad to develop a new corporate design. TBS also secured the mandate from Andreas Messerli AG in a pitch. The trade fair and exhibition construction company is having a new corporate identity tailored to reflect the diversification of recent years.

Private TV Hans Jürg Deutsch denies covert financing at Ringier TV, but he does not completely rule out negligence.The "Gesundheit Sprechstunde" program repeatedly operates in a grey area in terms of sponsorship, says Hans Jürg Deutsch, Head of Television at Ringier, himself: "Pharmaceutical stories are tricky because the pharmaceutical industry cannot advertise without restrictions." That's why the storm launched by Beobachter and "10vor10" last week even has something positive: "It's good that the Federal Office of Communications is taking a closer look at the matter." So far, however, Bakom has never objected to the now nine-year-old program "Gesundheit Sprechstunde". The inquiries revealed that in the last one and a half years, even the ombudsman's office for press TV and the Independent Complaints Authority for Radio and Television (UBI) have not received any complaints about the program.The allegations now being made essentially concern two things: Ringier TV or TV doctor Samuel Stutz has offered appearances in programs or product mentions in return for payment. In addition, entire programs, appearances and articles in the magazines Gesundheit Sprechstunde and Schweizer Illustrierte are alleged to have been financed, in part covertly, via an account of the FMH medical association. "10vor10" even spoke of money laundering, which is why Ringier is now considering legal action. One thing is certain: OFCOM is investigating possible surreptitious advertising and prohibited advertising for non-prescription medicines.
It is interesting to note that the Ringier Group management apparently discussed certain problems surrounding freelancer Samuel Stutz years ago. The topic was the FMH pot, but also the lack of transparency resulting from several contracts between Stutz and various Ringier editorial offices. The demand for a Stutz coordinator is even said to have led to fierce differences of opinion between the magazine publisher and the TV division. When asked, at least Emil Mahnig, one of the co-founders of the Gesundheit-Sprechstunde media network, confirmed that he had heard of such differences.
Renewed discussions
Deutsch himself denies any concealed financing. The FMH account was agreed with Bakom. But this "construction" will now be discussed again. He rules out the possibility that appearances or product mentions are for sale. Deutsch: "We have to prove that the mention of a certain product in the respective program was not justified from a journalistic point of view." The program "Puls" on SF DRS has also discussed many products sooner or later.
Although Deutsch does not rule out breaches of sponsorship guidelines, he speaks of "sins of omission that can occur during live broadcasts" or "negligence". However, there was never any intention to deceive anyone. He also admits that the Lung League "in principle bought itself public relations work" with a contribution to the production costs, but he has "no bad conscience at all about this self-help organization".
Deutsch also confirms that Stutz acquires sponsors - and is also paid for this as a freelancer. "But Stutz doesn't sign any contracts or invoices. It all goes over my desk," he states. It is not Stutz who decides what is discussed in the broadcasts, but the editorial team. "She is the absolute firewall." He, Deutsch, is present at every meeting.
The question arises as to whether other programs produced by Ringier TV also show "negligence" in press TV? For example, Konsum-TV or Motorshow. Hans Jürg Deutsch waves it off. The sponsors are clearly declared there and the situation is less delicate than with medicines, he says.
TV doctor Samuel Stutz has come under fire with his program "Gesundheit Sprechstunde".
Markus Knöpfli

There's always a Valentine's Day atmosphere at the Migros branch in Puls 5 in Zurich's Westend, also known as Flirt- or Herzli-Migros, where Switzerland's largest retailer acts as a bridge-builder for single shoppers - those who are willing to mate make this known with a bright red heart on their shopping trolley.Migros as the nation's matchmaker? You might think so - because even where bridges used to be built in print, there is flirting today. In the new Migros magazine, the successor publication to Brückenbauer/Construire, there is a page with a single of the week. And it was for this very M-Magazine that the launch event took place last week at the Single Migros.
Like the Flirt Migros concept, the undertaking of a Brückenbauer relaunch, including a new name, would have been unthinkable just a few years ago, emphasized Migros boss Anton Scherrer in a short speech. With the relaunch, however, a bridge has now been built from the past to the future.
Some time ago, the current Migros glacé commercial, which Product Manager Joachim Russo and the team from Migros' in-house agency Exxtra are quite proud of, would also have been unthinkable. However, not everyone sees it that way. The fake fellatio on the rock-hard object consequently called the fundi organization "Terre des Femmes" onto the scene. They said they would take the matter to the Fairness Commission because of sexist advertising. It's nice that our Ministry of Good Advertising is also being kept on its toes a little.
New in the Migros range: fresh flirts.
Happy about the relaunch: Migros boss Anton Scherrer (right) and Marius Hagger, Head of Publishing and Editorial at Migros Media.
Monica Glisenti, Head of Corporate Communications, with Jean-Pierre Pfister (l.) and Editor-in-Chief Hans Schneeberger.
Roger Stieger (l.), Swiss Managing Director of the Generali Group, with Saisonküche Publishing Director Andi Huggel.
Nicole Costa and advertising consultant Kurt Schmid (right) from Migros magazine with Thomas Frehner, Team Leader Marketing at Migrol.
Misogynistic ice cream advertisers? - Barbara Hardmeier from the Migros advertising agency Exxtra with MGB-Glacé-PM Joachim Russo.
They also love the new Migros glacé commercial: Dany Kielholz, Jeannette Hofer and Kim Küng (from left) from Exxtra.
Collaboration on the new concept: Hans-peter Eggenberger (l.), Duktus, with Markus Wucher, Studio Achermann.
Jrene Shirazi, M-Magazin-Verlag, with advertising consultant Reto Alborghetti (l.) and M-Magazin advertiser Ruedi Wyler.
Relaxed journalists' corner: Media and media specialist Ueli Custer (l.) and M-&-K editor-in-chief Jaromir Löffler.
Reaching into the brainstorming box of tricks for Migros magazine: Christine Guarnieri and Andreas Konrad from Wyler Werbung.
M Magazine advertising manager Bernt Maulaz (l.) with employee Hans Reusser (r.) and Urs Schneider from Mediaschneider.
Julia Brun from Exxtra with graphic designer Nenad Kovacic from Raffinerie, who worked on the redesign for Studio Achermann.
Beat Fritsch

Exhibition In Berlin, the convergence of commercial and artistic communication is historicized It is a commonplace that advertising has influenced modern art.exhibition In Berlin, the convergence of commercial and artistic communication is historicized.
It is a commonplace that advertising has influenced modern art. Artists have long since descended from their mounds of muses, are involved in the everyday circulation of values and use advertising strategies for their own work. But conversely, do posters and advertisements also become art when they are made by artists?
The German Historical Museum in Berlin suggests this with the title of its current exhibition alone: "Strategies of Advertising Art from 1850 - 1933". It also suggests that the liaison between business sense and playfulness, which began in 1848 under the sign of freedom of the press, somehow came to an end in 1933.
The designer Peter Behrens saw his campaigns for AEG as part of a total work of art; the Deutscher Werkbund presented its posters, packaging and shop window decorations in 1913 with products and factories in the yearbook "Die Kunst in Industrie und Handel". But not everyone thought this way. René Magritte, for example, regarded his excursions into the world of advertising as talent-killing wage labor.
An old conflict of objectives
Hans Ottomeyer, who presented a similar exhibition at the Munich Stadtmuseum in 1996, writes in the catalog: "Making good advertising is an art." The Berlin museum director sees false morals at work when the commodity character of art and the artistic value of advertising as a commodity are negated. Well then, cultural criticism of advertising is as old as advertising itself. But doesn't art always mean something beyond monetary value, while advertising only creates this value by proxy? Moreover, good communication craftsmanship does not say much about its intellectual or ideological aspirations.
Historical course
In fact, professional ignorance was widespread at the time. This led many industry giants to simply carry on - with political propaganda - despite the extensive ban on advertising in 1933. However, the exhibition does not even hint at personal continuities into the post-war period, but acts as if dictatorship, wartime economy and consumption were mutually exclusive per se. Instead, curator Jörg Meissner stages a cultural and everyday history tour that traces familiar products in the mirror of their branding. And it does so with a wealth of exhibits. The special collections of 600 objects represent only a small selection. Of the 80,000 posters in the collection, almost a third were used for product and brand advertising.
Whether Odol, Maggi or Kaffee Hag - it's like being with good old friends: You know their stories and are touched by the reunion. For example, when an enamel sign from the preserving jar company Weck promises "The guarantee of unrivaled quality". Or when a match in an advertising film from 1928 falls in love with his Muratti cigarette. Perhaps the German brand association, the main sponsor of the show, will ask itself what feelings today's advertising material will trigger in 100 years' time.
Things get really exciting as soon as the colorful little pictures collide with big politics. In 1915, for example, nationally-minded advertising people launched a "Germanization card for commercial advertising". It replicated what had already been announced with the renaming of popular cigarette brands. Manoli's "Dandy" brand had become "Dalli" at the beginning of the First World War, and Garbáty had already renamed his "Duke of York" "Count Yorck von Wartenburg" in 1913. Even if the path led directly from the Magic Mountain to the trenches back then, everything remained the same in terms of packaging.
Strategies of Advertising Art 1850 - 1933The exhibition in the Pei Hall of the German Historical Museum in Berlin is open daily from 10 a.m. to 6 p.m. until August 29. The accompanying 368-page catalog costs 25 euros and includes exclusive images and ten top-class essays as well as short biographies of the representatives of advertising art and commodity aesthetics of the time. (oc)
On a collision course: art, commerce and ideology.
Oliver Classen

Baby care It's not just the price that should position Milette. In future, selective "personalities" will enhance Migros' own brand in an extra campaign.The good news first: Switzerland is not dying out - thanks to foreigners. However, the resident population is getting older and older. This is bad news for manufacturers of baby care products, who generated sales of around CHF 145 million in Switzerland in 2003 (2002: more than CHF 150 million): according to estimates by the Federal Statistical Office, the decline in live births continued in 2003 and, at 7,500, reached its lowest level since 1978.delicate products, tough bandages
The classic promotional product, diapers, has been particularly hard hit by the demographic trend. In addition to the shrinking number of babies, innovations are causing a slippery sales curve. Today, a diaper generation lasts just nine months. Continuous improvements in the quality of fasteners, breathability and leakage protection mean that babies need to be changed less and less often "and sales are constantly slipping," says Nicole Schmaus, Category Manager at MGB, describing the brutal market.
Baby care products have been spared the tough distribution battles for the time being. With new product launches up to toddler age, manufacturers can keep parents in line a little longer.
Although the advertising industry has been spared a major slump in orders thanks to the increased launch cadence, it has had to get used to fluctuations, as the figures from Media Focus suggest (see chart). For years, the biggest advertising investors have included Johnson & Johnson (Penaten), P&G (Pampers) and Migros with its own brand Milette and its Kimberly-Clark brand product Huggies.
As the target group's attention is primarily focused on launches and price promotions, manufacturers and retailers are aligning their communication concepts accordingly. Not a trace of USPs or UAPs - far and wide. Whether independence would be rewarded is questionable for most, especially as their brands are already well known: They consistently show smiling or sleeping babies, sometimes with, sometimes without a mother, often passively - with the exception of TV commercials, which account for around half the budget - and if they do anything, it's what babies do.
In order to be able to compete with international advertising giants such as Pampers, those responsible for the Migros brand Milette came to the conclusion that differentiation from the homogeneous advertising mass must be achieved in the baby products sector.
Babies with high expectationsFrom the outset, Exxtra's idea was to focus more on babies as the main protagonists and to portray them in a way that was atypical for their age and striking in their surroundings. In the print campaign for Milette baby wipes, for example, a two-year-old girl appears as a small, sophisticated diva. In her headstrong pose, she emphatically underlines the message "Only gentle care meets even the highest demands" and is intended to make the viewer smile, hope AD Grischa Rubinick and the team of consultants Barbara Hardmeier and Desirée Strassmann. Little Elvis, who is developing his first airs and graces in the bathtub with his Milette quiff, also puts the product benefit "So that the little ones strike a softer note when washing their hair" in a funny way.
"What all the subjects have in common is that the little ones are spectacularly staged," explains CD Dieter Hofmann. Portrayed as independent personalities, the users themselves are meant to express what they want in a humorous way, and not the purchasing decision-makers as is usually the case.
The photographer duo Scheffold Vizner realized a total of six subjects for Milette products in a time-consuming shoot. In the diaper motif in particular, the actors were ultimately brought into surprising poses with high-end image montages. Exxtra's campaign, which is primarily placed in the specialist press, is aimed at the core target group of open and uncomplicated mothers between the ages of 20 and 39.
Baby care with a difference: the little ones know what they want.
Strong: People who should know make it clear that Milette diapers from Migros deliver what they promise >> page 8
Luca Aloisi

Television The second half of the Soccer Super League brought Sat 1 Switzerland a record: The reports on "Live ran" reached an average of 180000 viewers (3+), over 18 percent more than in the first half of 2003. Among 15- to 49-year-old men, the number of viewers rose from 59000 to 64000. Among women, "Live ran" increased its average market share from 12 to 14 percent.

Corinne Blaser The cinema/print sales team will be led by Matthias Luchsinger on an interim basis before Daniel Pauletto takes over overall responsibility for the cinema, print, promotions & events and Imax sales divisions in the fall....
Roland Oetterli is the new Publishing Director of the consumer magazine Der Beobachter. Oetterli was previously Head of Group Marketing at the AZ Medien Group.
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At the beginning of September, Laurence Desbordes takes over from Renata Libal as Editorial Director of the French-speaking Swiss women's magazine Edelweiss.
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Andreas Wittausch has been appointed as the new managing director of the Winterthurer Stadtanzeiger. He was previously employed by Publicitas as
advertising and sales manager for the free weekly newspaper and continues to take care of these tasks.
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The Lucerne advertising agency Ottiger & Partner is expanding. Christina
Tsouras joins the Public Relations department with immediate effect. She previously worked at Also Holding and Trimedia. Graphic designer Gregor Thoma has already been working at the agency for several weeks. Before that, he worked at Kinzel & Partner in Ebikon.
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The Fruitcake advertising agency in Worb has recruited Daniela Müller to its consulting team. The qualified advertising assistant has been working for
1998 at the agency. With the departure of Willy Haldimann, Fruitcake downsizes its operational management. Newly introduced
was added to the photography department, which will be managed by photographer Lea Moser from August.
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Werbe- und Produktions-Services AG (WPS) in Geroldswil has strengthened its team. Miro Beck has been appointed Creative Director for advertising. Beck previously worked for Catapult, among others. Caroline Bobek, a new consultant and project manager, will join the team in July. WPS has newly created the "Future-oriented Publishing" department. Dani Arnold will take over as head.
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Zurich-based brand agency Meta Design has appointed Robert Abt as a new member of the Board of Directors. Abt will simultaneously
as a consultant. He was most recently deputy
Managing Director at Interbrand Zintzmeyer & Lux.
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Mario Aldrovandi will become Director of Radio Liechtenstein from June. Most recently, he was editor-in-chief of the failed Cracks for Kids.