Television Schawinski's German adventure gets off to a false start: Sat1 loses Harald Schmidt.
The Frankfurter Allgemeine Zeitung wanted to test the new Sat-1 boss Roger Schawinski on how he deals with the figurehead Harald Schmidt. The litmus test did not materialize: Schmidt announced a "creative break" for 2004, just three days after Schawinski's enthronement. Although the new boss had called Schmidt as his first official act to keep him at the station, as Schawinski told Der Spiegel. Officially, Schmidt's sudden reluctance has nothing to do with the change of leadership at Sat 1. But it is no secret that Schmidt is friends with the ousted managing director Martin Hoffmann. And at the beginning of the same week, during the recording of the show "20 Jahre Sat 1", the talk show host had answered the question of whether he wanted to do his show until retirement age with yes - connected to a lie detector, as the industry service Kress reported.
Hardly any sense of entertainment
The departure of the driving force Harald Schmidt is a serious setback for Roger Schawinski, even before he has really taken up his post. This is also shown by the assessments of companions interviewed by Werbewoche before Schmidt's decision. Markus Gilli, Michi Frank and Peter Rothenbühler agree that Schawinski's strength lies in the news sector. This is where Sat1 has so far lacked expertise and where Schawinski could make the biggest difference, believes IPM boss Frank, who marketed Schawinski's media for six years as Belcom Managing Director. "However, Schawinski has never really had a special flair for entertainment - where Sat1 is strong," says Rothenbühler, who tried his hand as program director of Tele 24 for six months in 2001 and is now editor-in-chief of Le Matin. "Schawinski now needs the best people for entertainment - but when you have Harald Schmidt on board, you already have the best man!"
Had. Now the former radio pirate is faced with the difficult task of finding a worthy replacement for a cult figure. The search is already
Schawinski told the tabloid Bild on Tuesday. His concept: The new show should be "more topical - the most important person of the day should be the subject or even be live on the show". In interviews, Schawinski dismissed the idea that he himself could host the show. The passionate talker was "an earlier incarnation".
Harald Schmidt obviously doubted this. On his show, he said that as good as Schawinski looked, he would soon be making his own show: "Only the cash counts." Peter Rothenbühler also reports complaints.
think of: "Roger is a program maker, he's screen-hungry. I doubt whether he will last long in his manager's office. But a TV director can't be a star himself on these big channels."
A man of power with responsibility
Even if Schawinski remains in the background, it will not be easy for him to make the popular and recently successful Martin Hoffmann forgotten. Especially as he is not known for wielding a fine blade. It remains to be seen whether the radio pirate will find his way in the hierarchy and intrigue of the large ProSieben Sat1 group. But former employees are convinced that he will. "Roger may be a man of power," says Frank, "but he can also take responsibility and delegate it to those he trusts." For Markus Gilli, already at Radio 24 in his pirate days and now program director of TeleZüri, Schawinski is above all an excellent motivator. "Every day, he was a spark to the Radio 24 team," says Gilli. "The spirit of Schawinski will certainly also be present at Sat1."
With around 180 employees, Sat1 is not even much bigger than Belcom AG at its peak. Nevertheless, a different wind is blowing in Germany - "the rough wind of competition that Schawinski always wanted for Switzerland," says Rothenbühler. Now he has to show what he can do. "I think it's absolutely fantastic that he is facing up to this test instead of resting on his elder mediaman status."
Must first digest "Dirty Harry's" departure: Roger Schawinski.

Stefano Monachesi

Ovomaltine celebrates its 100th birthday in 2004. The manufacturer Wander AG has commissioned the Zurich-based communications agency Flowcube to develop a PR concept for the chocolate powder's anniversary, and since the beginning of December Flowcube has also been responsible for Ovomaltine and Wander as press office and is in charge of all media relations.

Social Advertising I Markus Cavegn Werbung has created a stirring commercial for the Zurich Lighthouse Hospice: Because the Canton of Zurich has taken the austerity route and is letting private charitable organizations falter, it does not want to include the only hospice in the Canton of Zurich on the hospital list. This means that the public sector will not pay for the federal funds that have been cut from the Lighthouse and is burying the hopes of the seriously ill for a dignified farewell.seductive children's song
"Unfortunately, creativity alone cannot solve the world's problems," says Markus Cavegn. But advertisers who have the opportunity to channel their ideas and imagination into such a task nevertheless
can "give meaning to their work".
The story in the new commercial for the Lighthouse is simple. You see a teddy bear. To a chime playing the children's song "Sleep, little child, sleep...", the camera moves from the plush teddy bear's head over its tummy to its feet. The beautiful journey ends there. On the big toe of the bear, lying there as if in a morgue, hangs a card with the inscription: "Cause of death: austerity measures." The music has also stopped and a speaker says: "Don't let the Zurich Lighthouse hospice die." At the end, the donation account PC 80-1633-5 is displayed.
The impetus to produce a new commercial for the Lighthouse came from Tarkan Özküp from TeleZüri. "He was the perfect advisor throughout the entire project," says Cavegn.
After endless brainstorming sessions with copywriter and concept developer Markus Rottmann, creative director Markus Cavegn came up with the idea of the bear when children were playing with cuddly toys at his home. Ruedi Haller realized the implementation together with cameraman Roli Schmid. "That would actually be a job for a large agency," says Markus Cavegn. But why shouldn't the little ones be able to afford such great charity work?
Fundraising for the Zurich Lighthouse: Markus Cavegn puts the teddy bear in the morgue to a children's song.
Social advertising While watching children playing with a cuddly teddy bear, CD Markus Cavegn had the idea of moving fundraising for the Lighthouse to the morgue >>page 7
Andreas Panzeri

Social Advertising A Swiss delegation was only briefly able to unveil a poster with which they demonstrated against Beijing's controversial bid when the venue for the 2008 Olympics was chosen back in Moscow: five bullet holes in place of the Olympic rings. Although the demonstrators were quickly arrested, the Euro RSCG Switzerland poster went around the world. This gave Frank Bodin hope, which is why he doubled down on the issue. The theme is no longer the exclusion of China; with the current motif, he wants to encourage dialogue and raise the issue of the situation in Tibet and human rights. The print motif shows a gold medal, albeit not on a silk ribbon but on a rope for hanging. It is accompanied by the headline: "Beijing 2008. See the whole game."

Branding Brands and their management are also becoming increasingly important in tourism. The competitive pressure among the individual regions is increasing: only those who position themselves independently can survive in the long term. For the new campaign of the Jungfrau Region, LangGysiKnoll therefore relies on the unmistakable core values: authentic, traditional, but always up to date. In the creative implementation, the Bernese agency was inspired by the classic panoramic view of the Jungfrau region, which it effectively stages: Cozy terms evoke unforgettably beautiful (vacation) experiences and whet the appetite for future winter pleasures.

Internet TV Swisscom wants to supply Swiss households with TV programs, interactive TV and games via telephone line and ADSL Internet connection.Internet TV Swisscom wants to supply Swiss households with TV programs, interactive TV and games via telephone line and ADSL Internet connection. A trial operation will begin in the first quarter of 2004.
Swisscom spokesman Sepp Huber confirmed a report by SonntagsZeitung to SDA. In its test, Swisscom is using a new technology called Internet Protocol Television (IPTV) from Microsoft, which was announced at the ITU Telecom trade fair in October. In the
Unlike conventional TV, not all channels are broadcast simultaneously, but only the selected channel - but in DVD quality.

Award I An advertising doyen, two agency owners, a CCO, an Executive Creative Director and a CEO are up for election. Readers of Werbewoche will decide which of them will hold the title of Advertiser of the Year for one year.Jean Etienne AebiSince he was named Advertiser of the Year in 1985, Jean Etienne Aebi (58) has survived all the ups and downs of an advertiser's life. From the upswing of his agency Aebi & Partner to the Aebi/BBDO merger nightmares to the comeback of Aebi Strebel and the merger to form the leading Publicis. These navigational skills have also helped Aebi gain recognition in the industry. He became a jury member at the advertising film festival in Cannes, was elected to the board of the ADC of Europe and president of ADC Switzerland. As CCO at Publicis, Aebi is responsible for numerous award-winning campaigns in Switzerland and abroad. These include the only Effie Gold Winners 2003 from Switzerland: ZVV, Die Mobiliar and Migros. This year, he also caused a stir with his book "Einfall oder Abfall - Was Werbung warum erfolgreicher macht" ("Imagination or waste - why advertising is more successful"), which immediately became a bestseller.

Internet The Art Directors Club (ADC) Switzerland has completely revamped its website. It now features a database containing all award-winning entries from the ADC judging process since 2002. The 2003 entries are scheduled to be added shortly after the awards ceremony on February 1. Over time, this will create a comprehensive archive of excellent advertising, according to the ADC. A list of all club members is also available. In addition, users can view the awards won to date by individual agencies and creatives. The website, which can now be accessed at the short address ADC.ch, was designed by Simone Fennel and produced by the cross-media agency Station. Peter Brönnimann was responsible for the content.

Continuing Education The Swiss Public Relations Institute (SPRI) is expanding its offerings to 21 programs in 2004. Continuing Education The Swiss Public Relations Institute (SPRI) is expanding its offerings to 21 programs in 2004. In addition to its basic training courses and diploma programs, the SPRI now offers specialized seminars, either independently or in partnership with other organizations. The institute notes that the demand for training and continuing education has increased. The complete SPRI program can be ordered by calling 01 299 40 40 or downloaded from www.spri.ch

PostShopPublicis encourages people to play street Scrabble with its letter-printed postal bags. Those who prefer a more convenient option can put their message on
www.werbewoche.ch/adrating.
Scoreboard
The pizza campaign for the free newspaper in Eastern Switzerland is being handled by Ad-Rater
deemed barely edible.
Top 53,77%Flop 46,23%

That was the motto, because everything revolved around music last week. At the NJP recording studio in Küsnacht, Leos Gerteis, Roland Frei and Gino Todesco celebrated the christening of the CD single "Naturally" with guests from the TBWA advertising agency. We send our best wishes for a speedy recovery. "Naturally" was originally a sound subject for Coop-Naturaplan, but the piece was so well received by the agency that they immediately thought about an extended version. Markus Gyhr from Ultra was also enthusiastic and spontaneously offered to do the post-production free of charge if a video was to be shot for the piece.
At NJP, however, it's not just jingles or radio spots that are made. Gerteis, who has also worked with the cult band Yello, produced three playback tracks for the new show "MusicStar" on SF DRS. Now the German-speaking Swiss also have their own TV talent show à la "Deutschland sucht den Superstar. Somewhat more well-behaved, but of better quality than the German format.
Although rock grandpa Chris von Rohr - along with the rather colorless music journalist H. Elias Fröhlich and talk bitch Arabella Kiesbauer on the jury - was not stingy with pithy sayings, one was spared Bohlen's embarrassments - the too weird laugh numbers were already weeded out during the casting. That's why the show should have a good chance of finding a broad audience. The designated TV director, Ingrid Deltenre, did not want to decide yet whether there would be a new edition after the first season. But she was enthusiastic about the high quality of the performances, even if not everyone hit the notes perfectly. In any case, the ex-Publisuisse boss said she was now eagerly awaiting the ratings.
Publisuisse extended a VIP invitation to this event - with all the trimmings. A party with the stars from Leutschenbach and fine catering were just as much a part of it as the arrival and pick-up service in a stretch limousine. But the bosses and agency heads who usually frequent the weighty parties were not to be found. David Elsasser, who organized the party on behalf of Publisuisse, deliberately invited the advertising and media juniors - in keeping with the concept of "MusicStar," which is also about young talent.
Pretty strong what some of the youngsters showed on stage - but not all, because the boys were clearly sung to the wall by the girls. Also worth mentioning: Roman Kilchsperger, who is currently in the dream form of his life and hosted snottily. The only downside to his commitment: In the near future, you'll have to do without the popular morning voice on Energy Zurich more often.
Beat Fritsch likes it musical. Well hit, but also wrongly sung tones could be heard at the events of the last week. At the NJP recording studio in Küsnacht, the christening of the CD "Naturally" was celebrated; in the Maag Music Hall, the first performance of the new talent search format of SF DRS called "MusicStar" took place.
Notabene among other things also with playback tracks recorded by NJP.
We locate where the communications, media and publishing industries meet for their parties at the scene's various events. Do you already have something to report? Pick up the phone (01 296 97 98) or hit the keys ([email protected]). Event tips and more shortlist images are available online at www.werbewoche.ch.
"Naturally" - new single CD from the house NJP.

For the ear and the mouth: singer Tanja Dankner (above) and food from the Culinarium.
NJP crew in a deserved mood of celebration: Roli Frei, Leos Gerteis and Gino Todesco (from left) invited to the CD christening.
Also present in Küsnacht: TBWA art buyer Didi Knall (l.) with Adrian van Velsen from the media agency Mediaxis.
Champagne mood: TBWA copywriter Alexander Fürer with AD Norbert Brunner and Chief Creative Officer Hans-Joachim Timm (from left).
Sophie Toth from Ultra with Ursula Guhl, Head of the Coop Unit at TBWA, and Junior Consultant Silvia Peter (from left).
TBWA guests at NJP: Claudia Zöllig (l.) with Nissan consultant Niklaus Huwyler and AD Anja Schulze.
Getting up close and personal with the new boss: presenter Sven Epiney with Ingrid Deltenre, designated TV director.
Operated on behalf of Publisuisse as host: David Elsasser, with Sandra Valverde (l.) and Christine Zaugg.
Katrin Aeschlimann (r.) from the Publisuisse communications department with photographer Isabelle Martin.
Working for "MusicStar" sponsor Swisscom: Annette Weisskopf (l.) and Josy Fernando from Action Agency.
Better hold on tight around all the pretty (female) up-and-coming talent: Gerda Schröck from Wirz with Alex Kipfer.
Zineta Blank (l.), owner of the Visage model agency, with Part-Time model Fiona Hefti.
Carmela Carbone, junior advertising assistant at Publicis, had boyfriend Sergio Dias in tow.
Daniela Gallo (r.) from the development aid organization Worldvision came to the Maag Music Hall with sister Isabelle.
Mother and fatherhood in sight: Susan and Midi Gottet have a baby on the way.
Fun excursion into the big wide world of VIPs: Michel Bonvin with Valerie Sprenger from Johnson & Johnson.
Enjoyed the exciting evening as Publisuisse guests: Philippe Elekes from MSO with Miriam Studer, Mediaedge|CIA.
Found the young talents to be ecologically harmless: Felix Hürlimann and Susanne Büsser from Bio Suisse.
Veronika Tschanz from Tela (Kimberley-Clarke) was seen with Philipp Schlyja in the VIP area of "MusicStar".
Resting on the sofa: Viva Switzerland boss Asta Baumöller (l.) with Marion Meier from the event label Partysan.
Otherwise more likely to be found in the cinema than in the studio: Foxfilm marketing manager Matthias Keller with media specialist Karin Baatsch.

TV Ratings Interest in TV broadcasts of Swiss soccer championship games on Sat1 Switzerland has increased significantly. TV Ratings Interest in TV broadcasts of Swiss soccer championship games on Sat1 Switzerland has increased significantly
has increased. On average, 250,000 viewers watched the ten Super League games broadcast so far. According to a press release, this is about 50 percent more than last year. Among viewers aged 15 to 49, the average viewership was 117,000 (+48%).