Advertising management The new Swiss low-cost airline Helvetic.com is launching an in-flight magazine called "Information?". The new Swiss low-cost airline Helvetic.com is launching an in-flight magazine called "Information?". The magazine marketer Publimag is taking over the advertising management. "Information?" will be published three times this year and from 2005 at least four times a year with a circulation of 50,000 copies. It is produced by Aero Publications GmbH in Teufen ZH. The editor-in-chief is Hansjörg Bürgi.

Daily newspapers Last Friday, the Berliner Zeitung, published by Gruner+Jahr, launched new pages in the capital's press war, with the last double-page spread of the paper now featuring an overview of the most important news of the day in landscape format. In future, this "7-minute digest" will allow commuters and other short food lovers to taste what is served up in the main paper. "Quick information first, in-depth information later" is how editor-in-chief Uwe Vorkötter sees and understands his expanded table of contents. The 7-minute page is not much more than that. But perhaps that's exactly what the public has been waiting for. But what's the point of the remaining 30 pages?

Car accessories The tire retail chain Pneu Egger has entrusted Wirz Werbung with its advertising budget. Following a creative pitch among three agencies, Pneu Egger opted for Wirz and the first results of the new collaboration will already be seen in March. Previously, the tire company was advised by Advico Young & Rubicam.

Public Relations The St. Gallen PR agency Freicom is organizing a three-part media seminar for successful communication work, which will show in compact form how a company or institution can find good access to the media, but also how employees can be motivated with comprehensive information or how customers can be addressed in a targeted manner. The seminar is aimed at people at all hierarchical levels in companies, institutions or municipalities. It takes place on three Friday afternoons (April 16, May 7 and 14). Details at www.freicom.ch/pr or by telephone on 0842 120 120.

The advertising for the Swiss brand Tissot will in future come from Austria, with the Viennese agency FCB Kobza coming out on top in a multi-stage pitch against competitors from Switzerland and Italy. FCB Kobza will produce a TV and cinema commercial in the first quarter of 2004, which will be used worldwide.

Wholesaler TBWA Switzerland continues to work with Coop Naturaplan to shape a future worth living. TBWA Switzerland promoted this in a broad-based campaign with a symbolic figure: Ten-year-old Dani personified a committed and vital idea with a great deal of freshness and honesty. Dani stood for a youthful hope that nature will continue to be as intact as possible in the future. "We didn't want to celebrate nostalgically, but to show in a contemporary way that this is just the beginning," says Hans-Joachim Timm, Chief Creative Officer at TBWA, about this campaign. The campaign was totally familiar. Many people could even quote Dani's slogans.
Dani is now 11 years old, and the idea with
Naturaplan has matured further into the future at Coop. "How do you symbolize a process?" was the question posed by TBWA when a second stage was to be developed for what is currently probably the largest advertising campaign in Switzerland.
The solution: In the new season of advertisements, commercials and posters, Dani's thoughts turn to the future. "What can I do one day?" the boy asks himself. Creatively implemented for the advertisers, the question is: "What is future-oriented thinking?"
Dani wishes for a perfect world
Dani has a head full of ideas. The likeable personification of the outdoorsman lives in the countryside. He has goals. He discovers the nature around him and is constantly thinking about a desirable, intact world - or rather about living together with a nature that is no longer quite intact. "Dani explains the world to himself and the audience," says Hans-Joachim Timm, summarizing the message of all these Naturaplan subjects.
The basic idea of the campaign is the analogy between Dani, the now eleven-year-old nature child, and Coop Naturaplan. The Coop Naturaplan brand stands for natural and organically grown and produced products. In a way, Dani is an ambassador who is supposed to bring the values of Coop Naturaplan closer to the viewer of the campaign. "The campaign is intended to convey an attitude," confirms Ursula Guhl, consultant for Coop at TBWA. However, this is not done in a linear way, but subtly through Dani's childlike reflections. Otherwise, the message could "very quickly come across as intrusive and teacher-like".
Dani's statements were therefore not intended to formulate rhetorical questions or offer any particular wisdom. The result was headlines such as: "If you don't want to understand nature, it won't tell you anything" or "Cows can somehow do magic: they turn grass green into milk white". Such thoughts are intended to make people think or even smile, but never to be know-it-all or sensationalist. "They simply reflect how a nature-loving boy thinks about his surroundings and the animals he likes," say the creatives at TBWA. Dani's unspoiled, fresh and sometimes somewhat alien view of reality for adults is intended to show the deep respect and sense of responsibility that Coop Naturaplan has for our nature and environment.
Coop is convinced that this campaign will strike a chord with both young people and the general public. Naturaplan ambassador Dani was selected from over 300 children in a wide-ranging casting process.
The above-average campaign presents three waves, each with four new print subjects and seven TV commercials. Two of these will later be extended to cinema spots. Cards for free and a CD with an excerpt of the film music have also been produced in line with the target audience. Further short stories with Dani are already being planned. The unique campaign is intended to attract attention with ever new subjects.
Seven new mental leaps
The agency sees the films as "mental leaps". The seven new spots show Dani, for example, discovering carnivorous plants. Here he says that it would be practical if the meat in these plants was already inside the vegetables. In the "Inventor" spot, Dani discovers light and thinks that fireflies could perhaps be used to save electricity. In a commercial with various animals such as dogs, horses and birds, the boy philosophizes that it would be interesting if animals and humans could sometimes talk to each other. "A goose would certainly have a lot of good jokes up its sleeve." One statement gets to the heart of the matter: "If you always eat healthy things, you're full of nature. That makes you healthy."
Another core spot creates the term "biosophist". This profession is becoming very important for nature, says Dani. Coop has registered the new term. They are even considering whether the number two supermarket chain could sponsor a corresponding chair at a university.
Coop is not launching any umbrella brand advertising this year, but is using Naturaplan alone to represent the Coop brand. The campaign is intended to be a "funnel of the company's overall attitude" and its philosophy. This is formulated in the claim, which is the same for all commercials: "Dani has lots of ideas and gets on well with nature. Just like Coop Naturaplan."
Likeable personification: Dani explains the world - and the basic idea behind Naturaplan.

Subtle communication of values: childlike considerations instead of pointing fingers.
Growth spurt for Coop salesLast year's sales of the Swiss Coop Group were
was once again strongly influenced by internal sales area growth and the major acquisitions of Epa and Waro. The number
The number two among Swiss retailers is therefore moving closer to the orange
giant ever closer. "Migros may be the leader in some product groups.
but overall we are gaining market share," explains Coop. According to Coop, consolidated retail sales rose relatively strongly by
5.6 percent to around CHF 14.5 billion - an increase of over CHF 700 million. However, around CHF 550 million of this increase is attributable to acquired sales. Adjusted for acquisitions, however, the increase is still around 1.5 percent. In the past financial year, the total point of sale of the Retail, Trading and Retail segments (Coop markets, Pronto stores, department stores including Epa, DIY stores, restaurants and hotels) rose by 5.5 percent to a good 12.1 billion francs. (pan)
Andreas Panzeri

Objective: Fundraising campaign.advertising material: F4 and A3 posters, bus hangers, mailings, T-shirts. Use: March 2004.
Commissioned by: Centres sociaux protestants (CSP) de Vaud, Genève, Neuchâtel, Berne-Jura; responsibility: Evelyne Vaucher. Advertising agency: WGR, Lausanne; CD: Alain Wannaz; AD: Amaya Pastore; Consultant: Carline Coigny; Photos: Catherine Gailoud.

Since its successful relaunch as a magazine almost two years ago, Weltwoche has once again become a much-noticed and much-discussed print medium. People are talking about the quality of the newspaper as well as the various events and developments surrounding Roger Köppel's editorial team. "Weltwoche is being talked about everywhere," says Christophe Guye. The Guye Benker agency now wants to take up these various discussions in a positive way and make them the actual content of its new campaign in an alienated form. The last campaign showed people with whom people would like to meet, take the elevator or meet for dinner. Of course, all these people read Weltwoche. The new campaign also features such readers. However, the Zurich agency Guye Benker no longer wants to visually focus on the readership but on the actual product in the advertising that is now running. The newspaper is literally placed at the center of the poster or advertisement - everything revolves around Weltwoche.
This ingenious twist seems to suspend all the laws of physics. People stand on their heads and surprising and deliberately irritating images are created, "which will certainly make people turn around on the street", hopes Christophe Guye.
Radical renunciation of text
For copywriter Daniel Müller, the concept of posters without text is "maximum reduction" for a word medium like Weltwoche.
The first series of subjects, which will be followed by others to match the respective seasons, was taken by photographers who also work for Weltwoche - Ruth Erdt, Maurice Hass, Tom Haller, Andri Pol and Helmut Wachter. "The quality of the photos also conveys the image of Weltwoche - a high-quality approach to images," says CD André Benker.
The subjects appear in all Jean Frey Verlag publications as well as in third-party titles such as Facts.
Weltwoche Guye Benker turns the world upside down - and the weekly paper into the center of the action >> page 9

Weltwoche advertising: The product at the center.
Sophisticated turn: The Weltwoche world is upside down.
Andreas Panzeri

Private TV The private channel U1 is taking marketing into its own hands after all, as Managing Director Thomas Sadecky explained to Werbewoche. Sandra Tuttlies, former head of marketing at TV3, will become head of the sales unit, and the sales team will soon be strengthened by two more people, bringing the total to six.Tuttlies has been working for U1 since fall 2002. Until now, the advertising and marketing specialist has worked primarily for the partner station TV München, where she is also in charge of marketing. For the time being at least, Tuttlies will head both the marketing department in Munich and that in Switzerland, according to Sadecky.
According to Sadecky, U1 does not rely on an external sales organization as planned due to its "many special forms of advertising". "To ensure that these offers can be adequately communicated to the advertising market, the marketing department must be located very close to the broadcaster. That's why we ultimately only considered an in-house solution."
(dse)

Marketer With the Dietlikon multiplex cinema, which opens at the end of April, the cinema marketer Cinecom already has ten large cinemas under its lease:The Dietlikon multiplex, which belongs to the Pathé Group, has ten screens and 2500 seats. Since the takeover of Mediavision Switzerland by Cinecom, the latter has been marketing all existing Swiss multiplexes.

Fashion Hennes & Mauritz (H&M) has entrusted Carat Switzerland with media planning and buying.Carat is taking over the client from previous account holder Mediaedge|CIA at the beginning of May, according to business manager Jane Borgström. OMD, Initiative Media, Universal McCann and Mediacom were also invited to pitch for the million-dollar budget. According to Borgström, no concrete strategies were presented, but rather the agency's philosophy. H&M is best known for its use of posters. The creation for this is specified from Sweden. In media planning, however, the national companies act largely independently, said Borgström.

In January, Tele Top achieved a daily reach of 13,900 viewers, exceeding the record figure set by the regional television station in Eastern Switzerland in December by 4,500 viewers in the new year. In the same month last year, 99300 people watched Tele Top every day. The station attributes the growth in the last six months mainly to the introduction of "Top Talk". The talk show with well-known guests from the region was launched at the beginning of September.