As Managing Director, Petra Zehnder wants to grow the new HeyeZürich agency beyond McDonald's fast food.
The meeting room has international dimensions. There is room for over 20 people at the large table. However, the room on Zurich's Hardturmstrasse is rarely used in its full size. However, when a meeting is called for, the people at Heye Zurich sit even closer together than in a McDonald's at busy lunchtime, and the world's most famous meatball roaster is currently the newly opened agency's most important client. When Big Mac discusses a new campaign, the people responsible fly in from all over Europe to Zurich. Munich-based Heye from the DDB network has been responsible for McDonald's worldwide for a year now. Heye Zurich has now been founded to adapt this advertising to Swiss conditions in the best possible way. The new salads are currently being launched. A small step for the Swiss restaurant scene. But a big bite for the Americans, because the unusual green food has brought about a turnaround for McDonald's there.
Big Mac and Crispy Salad have also triggered a turnaround in Petra Zehnder's life.
Two years ago, the experienced advertiser actually wanted to set up a one-woman company to coach freelancers. "A good idea," Zehnder is still convinced today. However, the poor order situation in the industry meant that almost nobody wanted to afford such advice. Which is why Zehnder's offer from Seiler DDB to temporarily take over the consultancy for McDonald's came at just the right time. The rest is history. Seiler broke away from the DDB network. However, McDonald's wanted to continue to bundle its budget with DDB in Switzerland, as it did throughout Europe. As Petra Zehnder had all matters under control in her work for this customer, the concept for a Heye branch in Switzerland could be served almost faster than a Happy Meal. As a CD, Dani Bieri also spontaneously went along with the change.
"McDonald's is a customer that demands a lot, but is also fun. We are very close to the marketing and are also involved in detailed processes," says Petra Zehnder happily. Of course, since then she has often sat in a snack bar herself. "Two hours studying customer behavior is more effective than the best briefing," she is convinced. However, the unplanned advertising agency boss doesn't just want to rely on fast food. In the long term, Heye Zurich should become "a completely normal advertising agency". Zehnder envisages "healthy growth" from the current twelve to thirty employees.
Petra Zehnder has a passion for advertising. She did her commercial apprenticeship in a small agency. Since then, she has gained around twenty years of experience in various creative kitchens, for example at Weber Hodel Schmid. After a year in the USA, she set up project management at RØSA in Switzerland. She moved to Advico Young & Rubicam as Group Account Director just in time for the advent of e-business.
One of Petra Zehnder's qualities is: "Get on board quickly and get things right straight away." This also means that the new boss can "motivate in a challenging way" and give both employees and customers the feeling "that it works".
A passionate advertiser: Petra Zehnder.
Andreas Panzeri

Medien Camponovo & Partner has been awarded the contract for Bernmobil's "Fensterplatz" magazine, and the Bern-based agency is responsible for the concept, editing and design of the eight-page customer magazine, which is published twice a year.

Advertising bans In the canton of Basel-Landschaft, there is to be less advertising for addictive substances, and the cantonal government has approved a draft law that prohibits all forms of advertising for alcoholic beverages and tobacco products on public property and in places that can be seen from public property. The ban also extends to the exterior and interior of public buildings and sports facilities. The law is now being consulted on.

Magazines Reinhold's campaign for Annemarie Wildeisen's cooking is entering its fourth round with even quirkier copies.Wildeisen's message, "Enjoy every day", is advertised by the agency with restaurant failures à la carnivorous table decorations in the veggie restaurant or sausages with potato salad back in the dining car. So it's better to cook at home and enjoy the "Maiwonnen" - the theme of the current issue.

Out-of-home advertising APG has signed a new contract with the city of Lucerne After a long legal dispute and a tender process, APG has once again been awarded a ten-year billboard concession by the city of Lucerne. According to the contract, APG must pay the city 46% of the gross revenue it generates from Lucerne posters, but at least CHF 1 million per year. Previously, the average amount was 700,000 francs. The contract was awarded to APG after the Lucerne Administrative Court rejected an appeal by Clear Channel Plakanda (CCP).
CCP had appealed against the tender on the grounds that it was completely tailored to APG and therefore did not give it a fair chance of winning the contract. However, Clear Channel Plakanda is now not taking the administrative court's ruling any further.
(mk)

Column In politics, journalism and nightlife, there are waterheads and charmers. A plea for the editorial power of seduction.William Gladstone, leader of the Liberal Party and Prime Minister in Victorian England, was a strict moralist. He used his inaugural visit to the Queen to announce his principles of royalism in a long speech. Then, at the weekly briefings, he held endless monologues about economic facts and political contexts.Benjamin Disraeli, on the other hand, the leader of the Conservatives and Gladstone's successor, flattered Queen Victoria from the outset. He parleyed about her beauty, declared his ideas to be hers and reported on politics and parliament with characterizations such as the following: "In stature, my new minister measures six feet and four inches; like St. Peter in Rome, no one is aware of his dimensions at first sight. But he not only has the mass, but also the acumen of an elephant."
The result was predictable: The Queen hated Gladstone, next to whom she felt stupid and boring. She, on the other hand, raved about the charming Disraeli like a fish out of water. And thus gained a renewed interest in politics. The result: the British Empire flourished.
The moral of this? Nobody appreciates intelligence, information or ideas as long as they are served without seduction. Nevertheless, Gladstones continue to swarm: in politics, but also in the media industry. The Gladstones of today are still trying to break the will of the readership with facts, opinions and morals. (Internally, the latter nowadays usually comes in Power Point format and is based on marketing concepts, full-cost accounting and other biblical exegeses). However, the job of journalists and publishers is to seduce readers like queens. And to do so with a few simple premises in mind:
1. people hate feeling stupid. Whether through superior knowledge of the facts or - today's variant - routine ingratiation: people may not dare to disagree, but they will take revenge at the first opportunity. At least through disinterest. Those who risk their face, on the other hand, are loved by the audience and the queens at the bar. So Mbwana, dare to express doubt, uncertainty and open conclusions in your articles!
2. people don't want facts, they want stories. The majority of political and economic reporting, however, lacks these qualities, which even the most banal Bastei-Lübbe novel has mastered: the emotionalizing depiction of locations, entanglements and flesh-and-blood actors, including their previous adventures. Far too often, stories from the centers of power have the air of official molds and file folders.
3. people detest new ideas. Except their own. The most effective thing to do, both personally and in writing, is to attribute your own ideas (or interests) to the other person, i.e. the reader.
4 The most effective means of seduction, however, is listening. An English princess once remarked: "After the dinner I spent by Mr. Gladstone's side, I thought he was the cleverest man in England. But after sitting next to Mr. Disraeli, I think I am the cleverest woman in England." In fact, we practically never fall in love with brilliant people, but with people in whose presence we are brilliant. Or at least feel that way. If we manage to impress editors, interview partners, readers and - last but
Definetly not least - listening to opposite-sex people at the bar, they are brought into our beds by the safest means of all: the golden sound of your own voice.
So, magical Mbwana, enough for today. The rest is your story.
> Constantin Seibt is editor for politics and economics at the weekly newspaper (WOZ).

Logistics market Swiss Post wants to maintain its leading role in the market with a strengthened image, and hopes that it will still be the leader in the Swiss logistics market in ten years' time. Group CEO Ulrich Gygi is convinced that the goal of a successful Swiss Post with excellent services is definitely achievable despite the high hurdles. He is counting on the two components of ability in the business areas and the sympathy of the Swiss. A series of requirements
However, the latter is dependent on customers' understanding of the increasingly difficult business policy, which in turn has to satisfy various stakeholders. With 54,000 employees, the company has to fulfill a clear performance mandate from legislators and the government, operate profitably, pursue a social HR policy and stand up to a more competitive environment.
At the same time, the gap has widened in recent years between the network's standby costs and changes in customer behavior, such as the increase in electronic mail, which has severely impacted physical mail, or the decline in parcel delivery. The fact that Swiss Post sometimes resorts to unpopular means in order to secure its market opportunities by increasing efficiency has tarnished its image. The fact that it has expanded its range of services during this time with considerable success and balanced out its job count has been quickly forgotten.
After anchoring five service brands over the past two years, Corporate Communications under Roland Schwarz is now turning its attention back to the umbrella brand.
Quotes off the cuff
The Bern-based agency LangGysiKnoll took advantage of the fact that Swiss Post is a recurring media and public topic - be it because of political, social or economic aspects. For the image campaign, the creative team let people talk freely. Young and old expressed themselves about "their" Post. And without censorship, according to consultant Claudia Zechner. "We want to show that Swiss Post is moving boldly into the future without losing sight of the concerns of the population." That's why it was imperative for the concept that people were not muzzled, says Jean-Marc Demeulemeester, Deputy CD, pointing to the concessions at the editing desk.
LGK Managing Director Nicole Huber is delighted with the courage shown by her client in this "plebiscite", which was almost representative with 500 respondents. Roland Schwarz: "I didn't have any sleepless nights. The idea convinced us right from the start." In eleven TV commercials and several advertising motifs, Swiss Post faces unvarnished criticism as well as praise.
Obviously, people like you and me comment on "their" post.
Swiss Post as a popular institution - shown in an unvarnished testimonial campaign by LangGysiKnoll >> page 7
Luca Aloisi

Will LangGysiKnoll's new image campaign be a hit, or will it end up as «addressee unknown»? Please don't send your votes on this matter via B-Mail—instead, vote at www.werbewoche.ch/adratingApfelsaft
It's clear: The vast majority of ad raters simply consider Unikat's campaign to be a crazy idea.
Top 4.1%Flop 95, 9%

Publisher survey The trend is clear: those who feel that the new map of Switzerland's economic regions confirms their current strategy will support the model. Others, on the other hand, are more likely to reject it.regions are dynamic entities. Living, working, shopping and leisure no longer happen in one place. "All business is local" is still true, but "local" is getting bigger and bigger. It is therefore a matter of intellectual honesty to adapt the outdated economic areas to the new conditions. Anyone who believes they can stop structural change by sticking to outdated patterns will be punished by the market. In our company, we have always tried to strategically anticipate spatial changes: TeleBärn concession for the German-speaking Espace Mittelland, Berner Zeitung with new split editions or on the periphery of its distribution area with new cooperations. And a few years ago we even changed our name from Berner Tagblatt Mediengruppe to Espace Media Groupe. We see the planned adjustment mainly as an improvement.wrong orientation towards the big cities The reorganization of the economic areas shows a contradiction to practice. In recent years, the publishing houses in the major centers have lost strength, while the medium-sized and large publishing houses have become stronger. People are increasingly turning to media from smaller regions. The division of economic areas, which is based primarily on the big cities, is wrong. Information and communication is increasingly coming from smaller areas again - where people get their emotions and information from is important, not which regions they commute to. Beat Ravaioli, Publishing Director
Südostschweiz
Obvious and sensibleIn Central Switzerland, the new economic areas have almost no impact. It makes sense to merge Central Switzerland into one WG. It has always been a compact economic area. It is also true that Ausserschwyz is oriented towards Zurich, which has always been the case. There are certain interfaces in Freiamt, Zofingen and Zug. Zug already belonged to Central Switzerland, but this is now even clearer. There is no discussion about the border with Bern; it corresponds exactly to our newspaper distribution. And the border with Ticino is based on language.
Erwin Bachmann, Delegate of the Board of Directors LZ Medien
Positive and necessary, but ...
From the perspective of Northwestern Switzerland, the reclassification of the economic areas does not change anything significant. We consider it positive and necessary to adapt the regions to current conditions. The issue of border regions remains unsatisfactory. Our newspapers are also published along the borders with Germany and France. However, the economic area stops at the border. This means that several thousand readers of our newspapers in Mach are always missing, which makes additional research necessary from time to time.
Daniel Sommer, Publishing Director Basler Zeitung
Little surprised by the new mapI have not yet been presented with the Publicom model - only the "new map" is available to me without comment. I am not very surprised that the canton of Thurgau has been divided into the economic areas of St.Gallen and Zurich. I can live with that very well, as this division also corresponds to my personal experiences and feelings. I have much more difficulty with the addition of the entire Werdenberg district to the Chur region. Daniel Ehrat, Publishing Director St. Galler Tagblatt
A disservice to regional newspapers In our view, commuting to work does not have much to do with the center of life. Due to the concentration of the service centers of large employers in the metropolitan areas - notabene not in the centers, but in the agglomeration - many employees commute today. For the communications industry and the clients who are to use the new classification, however, it is relevant where mortgages are taken out, cars leased and televisions purchased. And this rarely happens at the place of work. The expansion of communication areas means that the local roots of the regional press are less important. And this is why the inventors of the new territorial division are doing a disservice to regional daily newspapers and, above all, to advertisers who give weight to regional criteria in their media planning.
Ueli Eckstein, Head of Print Media at the AZ Media Group
Albert P. Stäheli, CEO Espace Media and Chairman of the Advertising Market Group of the Swiss Press Association

Daniel Schifferle on the new map for the Swiss advertising industry
From January 2005, the Swiss advertising industry will have a new spatial model that better reflects reality. It replaces the Wemf's previous economic regions, which had existed for forty years and had since been overtaken by reality. The new division is consistently based on the internal cohesion and logic of the regions. In this respect, it provides the communications industry with a far more efficient tool than we have had up to now, and the most important insight for the advertising industry that has been incorporated is that the economic influence of cities such as Zurich, Bern and Lausanne extends far beyond the old borders. Accordingly, the areas around the major centers are growing explosively in the new model in some cases, while the other areas are shrinking. This makes sense. After all, the big cities have rapidly developed into trendsetters for lifestyle, leisure and consumer behavior in recent decades.
The break with the past is radical. A painless
The reorganization (see p. 18), which was so sustainable, was not completed. Various areas were cut up and territories reallocated. The outcry from newspapers such as Mittelland Zeitung or Südostschweiz, whose home markets are experiencing unfavorable changes, is easy to understand, but does not change the quality of the new model.
Rethinking and internalizing the new order will take time and effort. Comparisons with market research based on the old spatial model will also no longer be possible. Media and marketing planners have a lot of work ahead of them. In addition, it will not be possible to completely avoid a temporary confusion of terms. After all, the old economic areas have become engraved in our minds like maps, and the WG numbers are burned into our heads. But the change will pay off, because the new tools will lead to the desired target groups much better and more efficiently.
> Daniel Schifferle Head of Media & Information

Health After 18 years with cR DDB, the Aids campaign has new fathers: four agencies pitched for the budget of the Federal Office of Public Health (FOPH) and Aids Hilfe Schweiz (AHS): Euro RSCG, Contexta and JvM/Limmat in addition to cR DDB, which had been in charge of the mandate for 18 years. "Euro RSCG convinced us with a strategic foundation that we can work with for ten years," explains Markus Allemann from the FOPH. The FOPH hopes that the new strategy will result in a campaign that is positively provocative with the condom message and ventures into the context of sexual health. The Federal Office of Public Health has budgeted two to three million francs a year for the prevention campaign. "We hope that we will continue to receive the funds," says Allemann, explaining the emergency situation.
(pan)

Building materials The Zurich agency Inhalt & Form has won the advertising budget of Keller Holding in Pfungen. The budget includes the overall communication of the brickworks and building materials company: corporate design, image advertising and product campaigns, internet and various publications.