As co-founder of Krieg, Schlupp, Springer & Jacoby in Zurich, Thomas Löw wants to build on the German network, having already spent nine months in 2000 as a midwife for a new Springer & Jacoby agency in Barcelona. Now, as a founding member, Thomas Löw is also to ensure that the new agency run by Daniel Krieg and Uwe Schlupp remains in the spirit of Springer & Jacoby.Thomas Löw has been with Springer & Jacoby in Hamburg since 1990. In 1997, he became Managing Director and co-partner of the so-called "First Agency", as the various branches in the Hanseatic city are numbered. In 2002 he moved to the "Fourth Agency", and since January 2003 he has been Managing Director and co-partner in the "Fifth Agency".
The network, which started out as a creative hotshop in 1979, is now positioned as a creative brand agency in Germany. "Our customers have developed and appreciate the fact that S&J is increasingly able to provide international support," says Löw. This is why the continuous expansion into other countries is the order of the day.
The conviction is that "it makes no sense to just stick a nameplate on the door of some agency". Local growth must emerge from within. This means sending cracks like me, who carry "the Springer & Jacoby gene", to these new countries. There they are to form the young agencies "with cell division" and the local top people. "Luckily," says Löw, "I have partners at my side in Daniel Krieg and Uwe Schlupp, who are not only local experts and excellent creatives, but were immediately brothers in mind. "If it turns out the way we plan, it is highly likely that I will accompany or manage the agency in the long term," says Löw, describing his new job specification.
Early Zurich guest appearance
Life in Zurich is nothing new for Thomas Löw. Back in 1996, the advertising expert from Germany worked at Advico Young & Rubicam for around a year. The impetus to leave S&J at short notice came from a loss of budget. The Hamburg-based firm was IBM's main consultant and "highly regarded" in Germany. In the USA, however, they wanted to handle everything worldwide through a single agency. "The loss showed me that this international account management would be the future and made me realize that I also needed to have more of an international background myself," Löw realized. As management supervisor at AY&R, he was able to manage communications worldwide for the former banking company, among others.
Detours to communication
Löw came to advertising "rather by chance". During his studies, he worked in a print shop and learned about working in an advertising agency during production delivery. "As an industrial engineer, I could have done completely different things," says the manager, who also founded a small surf school in Spain during his studies. Somehow, however, he found communication and advertising "more exciting than tourism, mechanical engineering or electrical engineering".
Founding his own agency was never Thomas Löw's goal. For reasons of ego, he did not necessarily need to see his name in a logo. As a shareholder in S&J, he has always had plenty of entrepreneurial freedom "I am free to decide what I want to work on. As of now, it's Aufbau Schweiz," he says. The contact with Krieg and Schlupp took around a year. "We didn't have to, we wanted to come together."
The new agency is primarily a Swiss agency. However, it is also intended to be a "bridgehead" in Switzerland. Some clients in Germany have a strong interest in the Swiss market and are looking for an agency abroad that thinks and acts like S&J. However, the aim is also to generate Swiss business. "The market for establishing agencies of this type is not yet exhausted in Switzerland," Löw believes. He also sees opportunities for success in Swiss companies that want to develop the markets in Germany and Europe more consistently. "With our background, we can advise such companies and show them how to make more of the huge potential in Germany."
Thomas Löw combines the know-how of the parent company and local top people.
Andreas Panzeri

Distribution If the findings of McDonald's and Springer Verlag are to be believed, "fast food and the tabloid press complement each other perfectly in terms of branding", which is why Springer's Bild and Bild am Sonntag will be available in all 1,244 German branches of the hamburger fryers from May 17. Is Ringier making similar plans for Blick, which will also be published in tabloid format from May 3? "We had corresponding contacts last year", admits Ringier spokeswoman Eva Keller when asked, "but we didn't come to any conclusions". And today? "We are constantly thinking about new distribution channels," says Keller.
For the time being, however, the "Doppio" project, flanked by a special GGK campaign and editorial contributions, is concentrating on 3,000 of the 5,500 kiosks in German-speaking Switzerland and Ticino. In 2000, 20 Minuten was available at McDonald's for six months. As their Swiss branches only open at 9 a.m., the "McPress" experiment was terminated prematurely.
(oc)

Posters Since April 19, SBB's intercity trains have been emblazoned with a huge red and enticing sneaker relief: the three-dimensional RailPoster from Navyboot marks the dawn of a new F12 era. Wigra Media Tools, which is also responsible for the development of the poster frames, manages the moving advertising spaces. The Zurich-based company is also considering other special designs, such as posters with holographic effects. It remains to be seen how the tangible advertising will be received by passengers. While the RailPosters have so far been spared from acts of vandalism, the curvy Navyboot posters may suffer a similar fate to numerous H&M posters before them: they end up above the bed of an enraptured fan.

Tourism The Office Nationale de Tourisme Tunisien (ONTT) will continue to be supported in Switzerland by the Zurich-based dialogue agency Newton 21, which the tourism organization decided to remain loyal to after an international evaluation. This year, in addition to a classic campaign, more below-the-line activities are planned.

Newspapers SonntagsBlick is continuing FCB Leutenegger Krüll's spot concept with slight changes. SonntagsBlick (SoBli) launched a new image campaign last year under the motto "More angles". In addition to Sulzer Sutter for Parisienne and Publicis for NZZ am Sonntag, the agency responsible for the concept, FCB Leutenegger Krüll (FCBLK), also celebrated the trend of puzzle solving in advertising. Since mid-April, FCBLK and SoBli have been presenting a revised sequel. "The experience gained from last year's presentation showed that we needed to resolve the image combinations more clearly," says FCBLK CD Mike Krüll. That's why we came up with the new slogan "Time for the whole picture". While the puzzle strategy is retained in print, the TV commercials no longer have anything to do with a quiz show spoof. Krüll: "People understood the commercials, but there wasn't enough action and emotion in them."
In order to emphasize the core competencies of what is still Switzerland's largest Sunday newspaper (see WW 14/p. 15), the creative team from Wallisellen did not completely refrain from reaching into the puzzle box: The resulting short stories lead the viewer on the wrong track for the time being: Anyone who thinks the old man in the playground is a pedophile is mistaken. Even if the text "This man has been seen here a lot recently. Today he even has a little doll with him" confirms the suspicion. Only when a little girl jumps up to him and asks disappointedly: "Grandpa, does daddy not have time to pick me up again?" does the mystery unravel. Three commercials were produced based on the new concept. Analogous to the print version, they focus on SoBli's three sections - news, sport and magazine. According to Krüll, the films also carry more weight in the overall context of the campaign, whereas last year they were used to support the posters.
Competition for passers-by
FCBLK is convinced that people can be asked to do a lot in advertising. To prove this, the SoBli is launching a competition this year in which you have to find the right headline for the image combination. This should not be difficult for attentive pedestrians, as the same subjects are displayed on numerous billboards at the same time. Nevertheless, Krüll expects that witty word creations will emerge. The CD has not yet decided whether these will be used.
First misled by the SonntagsBlick: The suspicious man turns out to be a loving grandfather.
Simone Keller

Bier Unikat launches a new image campaign for Haldengut beer and focuses on local personalities. After five years of abstinence from advertising, the traditional Winterthur brand Haldengut is returning to the public eye. The company has over 160 years of brewing history, and the Haldengut brand is still popular in the core region of Eastern Switzerland despite fierce beer competition. This good reputation is now to be toasted once again with a standardized communication platform.
The communications agency Unikat in Küsnacht was commissioned to develop a new image campaign at the end of 2003, which was launched in mid-April with the new slogan "Simply Haldengut". This will be portrayed in various posters, publicity reports, a peel-off promotion and numerous below-the-line activities. The aim of the campaign is to revitalize the Haldengut brand and further anchor it in the core region.
The Haldengut connoisseurs are aimed at the increasingly rural target group of Eastern Swiss, for whom values such as tradition, enjoyment, quality and roots are very important. The subjects show: People treat themselves to a cool, good beer on a trip to the Thur, while reading comfortably on the sofa, playing cards in the local pub or in a snowy mountain hut in the evening. "You feel good wherever you are, or in other words: simply Haldengut," says CD Daniel Meier, summarizing the basic idea behind the new campaign.
Around 1500 F-200 and F-12 posters in the core region from Winterthur via Lake Constance to St. Gallen and Toggenburg as well as gigasites in Winterthur, Wil and St. Gallen ensure a comprehensive media presence throughout the 2004 beer season.
Personalities in the pub The classic campaign is supported by attractive promotions in retail outlets and restaurants. In addition, monthly publicity reports are used in which local personalities are interviewed and photographed in their favorite pubs. These PR activities are developed and implemented by cR Kommunikation, Unikat's partner agency, and optimally round off Haldengut's integrated new communication presence.
As a connoisseur, you treat yourself to a beer on a trip to the Thur.
Andreas Panzeri

Cosmetics The perfumery chain Marionnaud Switzerland has entrusted the media office Karin Müller Kommunikation with its press relations, and the first event under Müller's management will be the annual press conference on May 5.

Insurance "Hello Susi. They broke into our house again today. Would you like to come over? I'll make us some coffee and we'll watch the police at work. "Insurance "Hello Susi. They broke into our house again today. Would you like to come over? I'll make us some coffee and we'll watch the police at work."
In view of the contentedly smiling woman, such a course of conversation does not seem far-fetched. Even if her composure
stands in stark contrast to the defaced apartment where she sat down for a cozy chat.
Advertising for a psychotropic drug? Unfortunately not. The implausible ad is intended to communicate Winterthur Insurance's services in the event of a claim. Compared to reality, the copy "Our customers won't lose any more sleep over it" gives the ad an arrogant, even ignorant tone. After all, it is generally known that burglary victims suffer most from the thought that strangers have tampered with their privacy. "The worst thing about burglary is the feeling afterwards" - clearly neither the insurance company nor its agency Scotti have ever heard of this. If they had, they might have approached the subject more cautiously. Or is the session on the couch included with Winterthur?
(sk)

Haldengut: Does Haldengut appeal only to beer drinkers in Eastern Switzerland, or to people all over Switzerland? We welcome your passionate opinions on the Unicat campaign at www.werbewoche.ch/adratingOvomaltine
The Ovo commercial by Advico Young & Rubicam was a total flop with the Ad-Raters.
Top 42,91%Flop 57,09%

The circulation of the Bieler Tagblatt grew by 0.3 percent this year and was not in the red, as incorrectly stated in WW 14/04. The correct figure was the current circulation (31543 copies). However, the previous year's figure was incorrect, as it was not 32453, but only 31453 (based on 2002). We apologize for the error. (dse)

Internet Two SRG studies and a panel show how often and where users in Switzerland use the World Wide Web.59% of the Swiss population aged 15 and over surfed the Internet last year. That is 8 percent more than three years ago. More than half of all Swiss people, namely 54%, already have Internet access at home (11% more than in 2001). Of these, 48% are connected to the Internet via an analog telephone line, 21% have an ISDN connection, 16% surf via ADSL and 11% via TV cable. These figures come from a study by the SRG Research Service, which has the Konso Institute conduct 42,000 computer-assisted interviews per year. The same interviews also serve as the basis for MMXI Switzerland's panel. Of those with an Internet connection at home, a good quarter (27%) used the World Wide Web daily or almost daily in 2003, with a further 17% using it at least once a week. The frequency of use by gender shows that men go online at home more often (32 percent daily or almost daily) than women (19 percent). At the beginning of 2001, this figure was 26% of men and 14% of women. In terms of the age of its users, the Internet continues to present itself as a young medium: 51% of men up to the age of 24 and 38% of women in the same age segment surf daily or almost daily, compared to 21% of men over 50 and only 8% of women over 50.
The situation at work is only slightly different. At the beginning of 2001, the number of people with a network connection at work (42%) was similar to those with a connection at home. However, the former group increased less rapidly - and last year it already decreased again: the (first) peak was passed at 47%, and now only 44% are able to use the network at work - as was the case in summer 2001. It is possible that this development has to do with the redundancies in the banking and service sector. Regular use at work is only increasing slightly: in 2001, 20 percent were regular surfers, in 2003 it was 25 percent. What is interesting, however, is the use of the Internet at work by gender: at the beginning of 2001, 21 percent of men and 11 percent of women surfed the Internet almost daily at work, whereas by mid-2003 this figure had risen to 34 percent of men and 20 percent of women. These changes are more pronounced here than in the private sphere.
German-speaking Swiss surf more
Broken down by language region, the rough results are as follows
Picture: 62% of the Swiss-German population aged 15 and over were online in 2003, and Internet users have increased by 9% since 2001. In French-speaking Switzerland, 55 percent of the population used the Internet, 6 percent more than three years ago. And in Ticino, Internet users account for 38 percent of the population, three percent more than in 2001.
According to MMXI Switzerland, the domains that are visited most frequently throughout Switzerland are Bluewin.ch (1.259 million unique visitors per month) and Google.ch (1.219 million). The most frequently used media sites in German-speaking Switzerland were Blick.ch (164,000 visitors per month) and SFDRS.ch (134,000), in French-speaking Switzerland TSR.ch (45,000) and Lematin.ch (29,000) and in Ticino RTSI.ch (7,000) and Corriere.it and Rai.it (2,000 each).
A third study by the SRG research service examined so-called streaming usage - listening to the radio and watching TV via the Internet. To this end, Konso conducted 1900 interviews throughout Switzerland between January and February 2004. The result: among Swiss Internet users, the consumption of radio and TV content via the Internet is not very widespread. In German-speaking Switzerland, 76 percent of Internet users state that they have never streamed, in French-speaking Switzerland the figure is 80 percent and in Ticino 81 percent. In all regions, a lack of interest is the main reason for not streaming, but it is striking that the proportion of users who were previously unaware of this option or do not know how to do it is far higher in German-speaking Switzerland (24%) than in French-speaking Switzerland (10%) or Ticino (7%).
Of those who stream, most only listen to the radio at home and a small percentage only watch TV. However, 4 percent of German-speaking Swiss, 5 percent of French-speaking Swiss and 1 percent of Ticino users state that they stream both radio and TV content. In all regions, it is mainly young men up to the age of 24 who use streaming media content, with young women not far behind. Interestingly, in Ticino and French-speaking Switzerland, it is primarily women who stream TV content and hardly any men.
Radiocontrol data being checkedOnline access to the 2004 Radiocontrol data is expected to be available again at the end of April. The online data has been unavailable since March 12. The reason: the responsible institute, IHA-GfK, made a mistake when processing the data. When extrapolating the correctly and completely measured data, the institute did not take into account the transition from the previously proportional to the disproportional sample, which led to incorrect figures. This is now being corrected and checked. (mk)
Research Service unchanged for the time beingManuel Dähler, the new Head of the SRG Research Service (FD) since 1 March 2004, noted that the FD organization and
-structure will remain untouched until the new RTVA has been definitively adopted. Only then will it be clear what the legislator actually wants. The version of the RTVA approved by the National Council wants to hive off the FD from the SRG and transfer it to a foundation. Last year, the SRG proposed a merger of FD and Publica Data, causing unrest. The outgoing Head of FD Matthias Steinmann looks back on his 35 years at FD and thanked, among others, the SRG Directorate General, which initiated around six investigations and hearings against him and "mostly" gave him quite a lot of freedom. (mk)
Manuel Dähler (l.) takes over from Matthias Steinmann.

Markus Knöpfli

Education More and more young people in Switzerland are left with nothing after completing their education, a situation that the Swiss Workers' Relief Association (SAH) is tackling - among other things with the "Move on" project, which provides orientation and bridging assistance. A second form of assistance, the "Motivationssemester", is designed to help young people realize their career aspirations. To this end, Jung von Matt/Limmat is calling for donations in an unmistakable, almost cynical campaign. Posters, e-boards, advertisements, flyers, Cards for Free and the website www.armut.ch show how more and more young people are ending up at the job center after the first round of the game of life.