Cinema Basel rejected two multiplex cinema projects at the same time The region on the Rhine knee will have to make do without a large cinema for years. Alternatives are neither planned nor are other locations being seriously evaluated. Last weekend, the Basel electorate rejected a government bill by a two-thirds majority that proposed upgrading the Heuwaage site near the SBB railroad station. There would have been room for a private 40 million building by architects Herzog & de Meuron with 2,300 cinema seats. However, this has now come to nothing. The second project in Pratteln was already buried by the landowner a month ago. Although planning permission had been granted for a multiplex with 14 screens and 3,260 seats, the initiators had not managed to find investors in three years. Although the initiators still had until the end of November 2003, the landowner submitted a new planning application in October - for the winter camp of Circus Gasser Olympia. The initiators have not been heard from since then.
(mk)

Direct Marketing V The Body Shop proves that communication goals can be achieved with holistic DM/PR concepts. Ivan C. Levy, owner of the license rights to The Body Shop Switzerland, on alternatives to traditional advertising. WW Ivan C. Levy, it seems that The Body Shop has an aversion to classic advertising. Ivan C. Levy No, that's not the case. But Body Shop founder Anita Roddick does. She held and holds nothing
from classic advertising.
She didn't and still doesn't understand why people should spend so much money on a simple product.
They sat on the board of The Body Shop for three years and could have changed that...Anita Roddick and her husband were not wrong. It doesn't make much sense for Body Shop to rely on traditional advertising.
Why not? because, unlike Lancôme, for example, we don't have to compete with rival products in department stores or perfumeries. We don't need any product or image campaigns. Our stores, their location and the shop windows are our advertising.
Admittedly, if The Body Shop had advertised as aggressively as Benetton did in the nineties, we would perhaps have 4,000 stores worldwide today instead of 2,000. But the Roddicks wanted
rather invest the money in fair trading and communication. I am of a similar opinion. I don't think The Body Shop's investment in traditional advertising would pay off.
So The Body Shop Switzerland won't be using traditional advertising in the future either?
As long as no agency can guarantee that I can increase my sales by five percent with a classic advertising campaign: yes.
I don't know of any agency that offers such a guarantee... That's the problem: while we, the entrepreneurs, spend huge amounts of money to launch an advertising campaign and take a big risk, the advertising agencies come up with some idea and only risk not getting any follow-up orders from the same company and damaging their reputation a little.
They generate annual sales of over 38 million francs with The Body Shop Switzerland.
Any other cosmetics company would be envious of such figures. What is Body Shop Switzerland's recipe for success?
Our products, the location of the stores and the Group's ideology. However, our communication and DM strategy has also played a major role in our success. I helped develop this strategy when I was on the management board of The Body Shop International from 1996 to 1999. The aim was and is to be as close as possible to our customers. For example, by giving customers advantages with competitions or special offers. To this end, we have founded customer clubs around the world. One of the most successful is the Swiss Club. With over 150000 members, we have one of the most comprehensive customer databases in Switzerland. And we spend a lot on this club: we invest 500,000 francs a year. But it pays off: After all, the response rate is between five and ten percent.
Up to now, it has been limited to cardboard cards with the most important details and information about the store where the customer joined the Customer Club. In the near future, however, we intend to better record and supplement our customer files and build up "strategic alliances" throughout Switzerland, i.e. look for suitable companies to take part in joint campaigns so that our customers can benefit not only from Body Shop but also from other campaigns.
Who would you like to work with? We can well imagine that, thanks to our collaboration with a travel agency, we will be able to offer our customers throughout Switzerland a special offer for health vacations in the future.
Are you planning further campaigns? Yes, among other things we are planning a campaign in September 2004 on the subject of violence at home to draw attention to abuses and shake things up. However, I can't tell you exactly what this campaign will look like at the moment.
Interview:
Roddick's social vein The Body Shop was founded in 1976 by
The Body Shop was founded by Englishwoman Anita Roddick and her husband Gordon. After a crisis in the 1990s, The Body Shop returned to success and is now one of the expanding companies in the cosmetics industry. According to its own statements, the company does not test on animals and is committed to fair working conditions. The Body Shop International does not advertise in newspapers or on TV. There are 2000 stores worldwide. In Switzerland, The Body Shop has 50 stores and employs 3000 people. In 2003, The Body Shop Switzerland is expected to generate sales of over 38 million Swiss francs. The license rights to The Body Shop Switzerland belong to Ivan C. Levy and his wife Sheela. From 1996 to 1999, Levy was a member of the management board of The Body Shop International and was responsible for marketing and retail. Today, he works as a consultant and board member for various retail companies and charitable organizations in England and Asia. (af)
Ivan C. Levy does not want to spend money on traditional advertising because he does not believe in its efficiency.
Annelies Friedli

The Zurich agency TBS Identity has won the Zolliker consulting firm P2S as a new client in a pitch.The Zurich agency TBS Identity has won the Zolliker consulting firm P2S as a new client in a pitch. The company, which specializes in sports and entertainment personalities, offers a wide range of services - from tax consulting to relocation consulting, post-career development, real estate and lifestyle consulting. P2S intends to have a new, trendy corporate design program developed for this purpose.

Sports sponsorship Festina-Candino Watch AG and Swiss Tennis have signed a partnership agreement for the next four years.sports sponsorship Festina-Candino Watch AG and Swiss Tennis have signed a partnership agreement for the next four years. The Swiss watch company, which is part of the Festina Group, will be the new
Candino is now the patron of the Club Champion Trophy, thereby supporting the popular sport offered by Swiss Tennis. Candino will put a new stamp on the Club Champion Trophy, which brings together over 700 clubs every year, according to a press release.

Direct Marketing VII The DM industry wants to free itself from image-damaging spamming by its own means. Futurecom CEO Andreas Widmer on the advantages of advertising campaigns based on customer consent.WW The 6th SDV Target Group Forum presented permission marketing and the consequences of the current
development for the DM sector. What makes this term a popular buzzword?
Andreas Widmer People give a company permission to inform them. This creates a new situation in communication: consumers raise their hands to show that they want to listen. Such a request is the ideal start to a customer relationship. However, it also creates an obligation and is bound by clear guidelines due to data protection. As an ideal addition to the
Permission marketing is also so popular because it is the antithesis of spamming.
What exactly is behind this method? Permission marketing has two main tasks to master. Firstly, to create enough trust among consumers that they give permission to be informed. Secondly, this trust must be earned anew with every newsletter or offer and should be developed into specific customer needs. These requirements create a quality of dialog that has never been seen before - a win-win situation for both sender and recipient.
What are the advantages of permission marketing? In addition, recipients are much more willing to pay attention to advertising. This is why surprisingly high response rates are achieved. This saves costs and improves the company's image by addressing customers individually.
The concept of awakening the consumer's desire for advertising requires a lot. What tasks does the company have to accomplish?
Companies need to fill their communications with real benefits, news and relevant tips for the target group. Just think of the countless last-minute newsletters in the travel industry, which are extremely popular.
How do you get the consumer's permission as quickly and purposefully as possible? by officially obtaining it from existing customers - for example, through a survey. Or you can obtain new address material through a promotion. You are much more likely to obtain data if you create an incentive such as a competition prize. The third option would be to buy addresses. However, this is not recommended, as there is still no relationship between the company and the addressees.
What advice do you have for achieving long-term customer loyalty? Here we are talking about CRM programs that should be effective over the entire life cycle of a customer. The basic principle is to know the customer as well as possible. Not to feed his profile with a vast amount of data, but with the decisive key data from which you can define individual offers. This makes the customer feel that they are being served courteously and increases customer loyalty. Automated dialog options and user-friendly databases help the company.
The customer database is now complete and we have received active approval from customers. What's next?
All marketing measures are only as efficient as the database behind them. Data must be maintained and protected. If a customer withdraws permission, this must also be recorded. This is where we see the biggest problem: data maintenance is often neglected.
What does an optimally designed newsletter look like? The high distribution and popularity of emails has made the success of permission marketing possible in the first place. The more personal elements the newsletter contains, the higher the response rate. HTML newsletters achieve up to 100 percent higher click rates than plain text emails. The sender and subject are the first things the customer sees, so they are crucial. Newsletters without a call to action are nice, but useless.
In view of data protection abuses, the state is threatening to impose stricter sanctions. Permission marketing is also affected by this.
Permission marketing is the legal answer to spam, which we all dislike. However, legal guidelines on data protection and data security should not be underestimated when it comes to permission marketing. Marketers have some catching up to do here. It is therefore advisable to consult specialists when launching permission marketing initiatives.
Interview:
Customer consent is leading the direct marketing industry out of the spammy corner.
For Andreas Widmer, knowing the customer well is at the heart of permission marketing.
Luca Aloisi

Schneider Berthoud from Basel won the pitch for the advertising agency for the private bank Ehinger&Armand von Ernst. The bank was formed from the merger of the long-established Bernese private bank Armand von Ernst, the Zurich-based Cantrade-Privatbank and Bank Ehinger.

Outdoor Four new campaign themes from Sennhauser Creative Consulting are intended to anchor Haglöfs in the Swiss market. "The organizers of this year's outdoor trade fair in Friedrichshafen are convinced that the industry is on a steep upward trajectory. The increase in visitors of around 19 percent and the ten percent increase in exhibitors are indications enough for those responsible that the European outdoor market is flourishing despite the frosty economic climate. This assessment is also confirmed by Richard Bolt, owner of Alpine & Climbing Equipment (ACE) in Amden. Two and a half years ago, he introduced the clothing line from Swedish outdoor specialist Hag-löfs to the local market. Bolt estimates that the Scandinavian brand has already positioned itself among the top five. Just in time for the winter season, the Swiss general importer of "alpine clothing you can't feel" has had four new campaign themes created. The Zurich-based agency Sennhauser Creative Consulting (SCC), which also designed the previous two campaigns, is responsible for the campaign. Once again, the brand's USP is dramatized, as CD Rene Sennhauser explains: "Haglöfs clothing products are so functional that they are hardly noticed by the people who wear them." They don't get in the way of a leisurely game of Jass, breastfeeding or eating sandwiches. The concept seems to have paid off for both SCC and ACE: Richard Bolt expects an increase in sales of around 40 percent for the current year. In addition, individual motifs from the Swiss campaign are also to be used in other markets. Next winter, ACE plans to launch another product line from Haglöfs in Switzerland: backpacks specially designed for the Alps.
So comfortable that you simply forget about it: Haglöfs alpine clothing.
Outdoor Sennhauser Creative Consulting makes sure that you can feel and see Haglöfs alpine clothing >> p. 7
Simone Keller

Fashion market From 2004, Spillmann Felser Leo Burnett will be looking after the Herren Globus fashion chain. The Zurich advertising agency is to clearly differentiate the men's outfitter from the competition.fashion market From 2004, Spillmann Felser Leo Burnett will be looking after the Herren Globus fashion chain. The Zurich advertising agency is to clearly differentiate the men's outfitter from the competition. The budget
includes both classic and non-classic communication.

The visual communication agency Malstube has been commissioned by the Zurich-based audio production company Betonierwerk Tonproduktion GmbH to redesign its corporate identity with the aim of creating a simple and uniform appearance, according to a press release.

Posters The poster collection, hosted by the Swiss National Bank, is showing avant-garde works by Cassandre at Fraumünstergasse in Zurich.posters The poster collection, hosted by the Swiss National Bank, is showing avant-garde works by Cassandre at Fraumünstergasse in Zurich. Born Adolphe Jean-Marie Mouron in Russia, the poster artist established himself in Paris in the 1920s under the name Cassandre. His posters reflect his fascination with the "beauty of modern life". In order to attract attention in the fast-paced city rhythm, Cassandre developed special laws of effect for his posters with unusual angles and montages. The exhibition runs until March 15, 2004.

Column Never have survival rules been as valuable as they are today. So here's an eight-point program that shows you how to become a journalist, stay true to yourself and get an editorial job.What do I hear, Mbwana, you want to get into journalism? Welcome to the club! Basically, this column could end here. Journalism is like sex in that respect: you can't learn it, you just start doing it one day. This way is cheaper and more exciting than journalism schools. They do teach interesting facts about the theory of various genitalia. And push-ups are practiced diligently. But that's not sex. And neither is journalism - it's only journalism when it's printed. The proof of the pudding lies in its eating. And you won't be printed until other journalists print your text. So the best advice for aspiring colleagues revolves around two things: How to make a name for yourself and - at least as important - how to deal with other journalists.
1. idiocy is writing the same stuff as everyone else. In other words: you need your own style. You'll get it if you persistently write only about things that really interest you. (It's that simple? It's that simple!)
2. the most dangerous thing for your style is that it is honed or adjusted too early, either in schools or in the newspapers themselves. Because with the first pretty style flowers, the whole bed is usually dug up straight away. And lawns are planted. The paradox is
To survive as a journalist, you almost have to be a full-fledged expert on the market. But how?
3. do like the crocodile, go to small ponds for your first swimming exercises. Write as much as possible in small newspapers that pay next to nothing. Apart from freedom, your fee consists of the toughest test in the world: as soon as they have printed your text, you can already see how it works. And whether it works. No test is crueler than reality.
4 Never, never be arrogant. For example, because there is no money. Work for unpaid assignments as if your life depended on it. Nobody will notice you because of small and medium-sized texts in good newspapers - a single brilliant article in a no-budget paper, on the other hand, can already bring you a breakthrough. And so can a single competent reader from the industry. And whoops, you've been discovered: as a master, not an apprentice.
5. if you are young, you can also sell any topic to renowned broadsheets. And you can do this with the following simple trick. You say: "All my colleagues are interested in..." Or, if the editor doesn't understand: "All young people are interested in...". This doesn't have to be true (the only one who has to be interested is you!), but the editor will see his dyed hair in the mirror, be ashamed and put your topic in the paper. They all want youth.
6 If you want to get to know someone in the industry, ask them for advice. Nobody can resist asking for advice. Nobody can. People will remember your name. Promote you. Love you.
7. write encouraging fan e-mails if a colleague has achieved something. Everyone immediately thinks someone who praises you is competent. (Caution: Don't lie - because suck-ups live on slippery ground. And inflationary praise has as much value as inflationary money).
8. when you apply to an editorial office, never say: "I want to write first and foremost."
Say: "What fascinates me most is editing, making newspapers, contact with good, young authors..." Colleagues will be thrilled to take on a talented, willing slave. You will be able to write from day one." So far, Mbwana, the detailed version of "Welcome to the club!". If you make it to an editor's chair soon, the next stage begins: the game for power. But more about that next time
The columnist recommends small pools for initial writing exercises.
Constantin Seibt is the politics and economics editor of the weekly newspaper WoZ - and was already a journalist in the last century.

The ideal motto for the 70th anniversary of Weltwoche, which took place on Monday for invited guests only in the SBB workshops in Zurich-Altstetten, because Weltwoche is currently out of the woods, even if this is not being publicized too much, said Jean Frey CEO Filippo Leutenegger - newly elected FDP National Councillor - in his welcome address. There is no denying that Jean Frey AG has been the only publisher to organize generous events throughout the year for some time now. Which gives an indication of how business is going.
In any case, Roger Köppel, who is used to success, said in his speech that the journey had been a little long and "the situation was very intense" - although it was unclear whether he was referring to the 70-year lead time or the somewhat difficult journey to the event; the booked VBZ bus chauffeurs had some difficulty finding the entrance to the festival venue.
Finally, guest speaker and SBB CEO Benedikt Weibel pointed out once again that Weltwoche was invented on a train. On November 17, 1933, Karl von Schumacher and Manuel Gasser had the idea of launching Weltwoche on their way home from Paris to Zurich. The result was a kind of earthquake in the Swiss press landscape that still seems to be felt today.
The WochenZeitung's disruptive campaign, invented by former Facts advertising manager Kilian Gasser, probably also fell on fertile ground. "70 years fresh and happy, Köppel keep it up" was the headline on posters in WoZ yellow in the passageway of Altstetten station - as were the flyers in the toilets. In this way, the WoZ was the last truly independent weekly newspaper to thank the subscription converts sent to it by Weltwoche. Or to be more precise: the people who prefer to read a newspaper from left to right rather than a magazine from right to left.
Weltwoche editor-in-chief Roger Köppel (center) with Markus Pekeler and Cary Steinmann (right) from TBWA.

Cartier CEO Horst Edenhofer (right) and Swiss Banking Chairman Pierre Mirabaud together with Uli Rubner.

Standing guard for the photo shoot at the Weltwoche anniversary: Walter Bosch, Christoph Richterich and Roger Schawinski (from left).

Jean Frey CEO: Filippo Leutenegger (2nd from left) together with Jean-Christophe Francet (left), Servais Micolot and Sébastien Fabbi (right).

Lively conversation: advertising specialists Jean Etienne Aebi (left) and Martin Spillmann (right) with Walter Rüegg from Rüegg Werbung.

Congratulations from the Konnex media agency for Weltwoche: Monica Jäggi, Ronny Schmid, Corinne Kelly and Peter Döbeli (from left).

Guest of honor Thomas Borer (l.) with Swiss Press Managing Director Daniel Kaczynski (r.) and Weltwoche advertiser Christophe Guye.

André Benker, Hansueli Schweizer, Daniel Comte and Ruedi Wyler (from left) - three former and one future (?) Advertiser of the Year.

Weltwoche advertising manager Christophe Waeber (l.) with Ivan Schultheiss, now with APG, and Alexa Julier from Weltwoche.

No black Peter: Laurence Saas from Mediaedge:CIA had a lot to laugh about with Peter Menzato (l.) and Peter Kümmerli from Jean Frey.

Also in a birthday mood: Caroline Nünlist (l.) from Zip-Media and Astrid Gartenmann from Publimedia.

Peter Hofstetter (r.) with customer Kim Christensen, Feldschlösschen, and girlfriend Conny Kristoffy.

Saab marketing manager Arno Gunsch had a lively chat with Gilbert Fisch (right) and Nik Meier (left) during the Weltwoche party.

Jeanine Meier (l.) from British Airways and Michèle Chevin from JP-Morgan-Fleming didn't want to miss the party.

Weltwoche ladies Esther Würsten, Nadine Notter and Michelle Schödler (from left) ensured that everything ran smoothly.