Furniture retail What looks like an IKEA ad at first glance doesn't turn out to be what it actually wants to be, even on closer inspection.furniture retail What looks like an IKEA ad at first glance doesn't turn out to be what it actually wants to be, even on closer inspection. This double-sided advertisement doesn't really encourage you to enjoy a Schweppes tonic water. Rather, it reveals
This subject shows that outdated stereotypes continue to provide amusing creative rounds at Advico Young & Rubicam. While the misplaced cupboard parts may still be funny - bearing in mind our experience of moving house - the same can hardly be said of the perfectly positioned mirror. And even less so of the rear end reflected in it. But perhaps Advico's interior designers just want to show us what happens when they tackle the question: "Mirror, mirror on the wall, who has the most beautiful one in the whole country?".
(ck)

At 23, Fabienne Marchand already runs her own full-service agency and surprises with new ideas on social marketing.preparations are in full swing. In the coming weeks, Fabienne Marchand plans to enter the Guinness Book of Records with the world's largest poster to date. It will cover an area of 4,000 square meters and will be a giant poster advertising the Ariel detergent directly in front of the Eiger North Face. The poster will be supplied by Christinger & Partner. The idea and the whole process came from the kitchen of Fabienne Marchand and her agency Fm/Projects. The action in front of the holy triumvirate of Helvetic alpinism will not only attract attention, but will be of communicative importance for several interest groups at the same time. Procter & Gamble can advertise its detergent in a spectacular way, the tourist region around Grindelwald will benefit because the media throughout Europe will report on the record poster in the midst of snowy slopes as well as on the "Ski(s)Pass with Ariel" campaign, and Christinger & Partner can prove its competence. But that's not the end of the story: after the spectacle, the poster is sensibly cut up. Following the method of the Freitag brothers, 5000 bags are made from the fabric. These will be sold to benefit SOS Children's Villages. "Don't just put up a poster, advertise and that's it," says Fabienne Marchand of the idea. She calls the concept a "win-win-win" situation, and she considers that her trademark.
Advertising from which all parties profit is what Fabienne Marchand offers with her Projects GmbH, "Agency for Events, Sponsoring and Experience-Oriented Advertising". The full-service agency in Wangen an der Aare is open to a wide variety of commercial assignments. One focus is social marketing. Fm/Projects was founded in July 2002 and can already report a turnover of 1.5 million Swiss francs after one year.
"The agency is mine," explains the 23-year-old proudly. The Miss Switzerland finalist from 2000 earned her start-up capital "with modeling. The "Miss Amitié", to which Fabienne belongs as best-
The young entrepreneur, who was chosen as the first buddy of the Miss contestants, still works in front of the camera for agencies such as Talents in Munich and Option in Zurich. "But just modeling is not enough for me," says the young entrepreneur, who was celebrated on the front page of the trade fair newspaper at X'03 as a high-flyer in the event industry.
Fm/Projects currently employs around ten freelancers, but most of them occupy their offices in the agency. This working model is to be continuously expanded to include companies that work on a freelance basis and "have been in the business for some time". To this end, figurehead and managing director Marchand surrounds herself with various consultants, including André Fuchs. Fuchs has been in the business longer than Fabienne has been old and has already attracted attention several times with social marketing. For example, when he realized the Tibet campaign for Frank Bodin or acted as an agent for photographer Michel Comte.
Fm/Projects' most important client is currently Procter&Gamble, with eight mandates. "I was able to convince the company to implement more and more social projects," Marchand explains. She is convinced that advertising with social events is an ideal combination to make a detergent stand out in the crowd of competing products advertising with the same arguments. For example, she once transported Christian Gross as "Mr. Proper" in a hot air balloon. The Basel soccer coach's fee was donated to the SOS Children's Village Foundation. Former Federal Councillor Adolf Ogi also let himself be roped in for Ariel, because 5000 Swiss francs flowed into the coffers of Swiss mountain aid. Other projects included a "Kids for Kids" CD with Shaggy, Tempo handkerchiefs for Unicef, and the "Swiss Kiss Tour" with Miss Switzerland finalists who promoted Pringels in recruit schools. For the household paper Bounty, Fabienne Marchand organized a drawing contest for children in six Coop restaurants with celebrity idols such as Marc Sway. For each drawing on Bounty paper, Procter&Gamble made 20 francs (50000 in total) and donated it to SOS Children's Villages. "It's all win-win: The product gets publicity. The charity gets money." And Fabienne Marchand doesn't hide the fact that her company is the third winner in this model, "even though our invoices are anything but creative."
In the meantime, however, the agency is also "ready for larger and international budgets. Three such have already been acquired in Germany. Also for beautiful vacations on a still more beautiful group of islands PR is to be made soon in Switzerland.
Fabienne Marchand got the idea for her agency after graduating from high school during various trips to developing countries. There she saw a lot of poverty and at the same time realized: "I want to find a profession in which I can combine a social aspect with business."
Fabienne has no family background. Her father is an engineer, but her mother gave her a lot of social awareness. At the age of ten, Fabienne was already making cards and selling them for a good cause.
The rest was learning by doing. It also fits that she listens to the advice of experienced professionals. "I'm willing to take advice. I brought in old hands and learned from them," is how the young entrepreneur explains the rapid success of her likeable company. No wonder her motto in life is: "You always have to see everything positively, then it will come back positively."
After one year, Fabienne Marchand's agency is already reporting gross operating income of CHF 1.5 million.

Andreas Panzeri

Private TV Belcom intensifies the sale of TeleZüri Belcom is dissolving its research department as of December 1. Gina Sessa and Michael Bongard, who share 180 full-time positions there, will have to leave the company. This was confirmed by Tarkan Özküp, Head of Marketing and Sales at Belcom/Tele Züri, on request. In future, the relevant work will be outsourced or carried out by the Tamedia research department. Instead, Belcom wants to strengthen sales in the future: With part of the money that will be freed up by outsourcing research and development, it will increase its staff by one additional position as of December 1, 2003, which will expand Tele Züri marketing to 700 full-time positions. According to Özküp, TeleZüri's net income has already increased by 58 percent this year compared to the previous year and viewer performance has improved by 40 percent. The new measure should now help to ensure that the break-even planned for the end of 2005 can be achieved.
(mk)

Adecco Switzerland has entrusted Eugster Kommunikation with the task of developing a new visual concept for the recruitment agency's job and opportunity advertisements.

The Central Council, SRG's supreme body, revised its statutes on Friday.SRG SRG's Central Council Committee is to be renamed the Board of Directors. Its working methods are to be improved through the introduction of committees. Its strategic competencies will also be strengthened. A separate office, the Central Secretariat, will be set up for SRG's national committees. With the revision, the full name "SRG SSR idée suisse", which SRG has used since 1999, was also enshrined in the statutes.

Supplement What competitors Financial Times Deutschland ("How to spend it"), Süddeutsche Zeitung ("Golf-Magazin") and Welt ("LCL") have long since demonstrated, the Frankfurter Allgemeine Zeitung has now also been trying to do since last week: cushion the slump in advertising business with a luxury supplement. "Piazza" is the name of the 48-page, large-format glossy special and contains the usual bland golf-car-jewelry-standard mash. The only spicy and above all nutritious thing about the FAZ supplement is its advertising quota of a good 40 percent. But even this small layer of fat will not keep the FAZ warm over the winter. Which is why "Piazza" will perhaps appear more frequently than - as initially announced - only twice a year.

HaglöfsSennhauser Creative Consulting manages to take a topic as dry as alpine clothing and make it funny—with plenty of irony. AdRaters, bundle up and click on www.werbewoche.ch/adrating Emmentaler
Mice only like advertisers in their account, so: Everyone is happy that
Publicis has replaced Fredy with Löcher…
Top 85,82%Flop 14,18%

Awards 14 projects have been nominated for the Swiss Marketing Club's Marketing Trophy Awards to be presented on May 7, 2004 in Category 1 (1 to 49 employees): Samnaun Tourism, Kräuter Pfarrer Künzle AG, Minusio, The Olive Shop, Zurich, and Füllemann AG, Gossau. In category 2 (50 to 299 employees): Jura Elektroapparate, Niederbuchsiten, Bio-Familia, Sachseln, Gebäudeversicherung, Bern and Escor Automaten, Düdingen. In category 3 (300 or more employees and groups): A. Hiestand AG, Schlieren, Sources Minérales Henniez, the Swiss Federal Railways and Tobler Management Holding, Urdorf. In the new category of non-profit organizations, the Museum of Communication in Bern with the opening of the permanent exhibition "Adventure Communication" and the Fontana Passugg Cooperative in Chur were nominated. More information about the projects can be found at www.marketing-trophy.ch. The winners will be announced on January 15, 2004.

Private radio The British chart show "Top of the Pops" is coming to the Swiss airwaves. Under the British label, a 105 presenter and a celebrity will present the latest hits from all genres for two hours a week.

Emmentaler: Switzerland, a land of holes? That’s how Jean Etienne Aebi promotes the Swiss people’s favorite cheese. So the AdRater sat down in front of the computer with a cheese platter and clicked on www.werbewoche.ch/adrating.Luzerner Cantonal Bank That hit the spot: Ottiger & Partner really got the AdRaters going with beautiful landscape images.
Top 52,15%Flop 47,85%

Posters Over 1,300 eyelets secure the 300-kilogram, 750-square-metre mega poster at Zurich Airport's recently opened multi-storey parking lot 6 against wind and weather, making Clear Channel Plakanda the largest permanent poster site in the country. After all, the software provider already has a presence in 24 airports around the world. With highly visible reference posters for local and international customers, in this case Porsche, SAP wants to reach its frequently traveling target group of business decision-makers. The agency Grendene Ogilvy & Mather designed the mega poster, and Christinger Partner printed the motif on lightweight mesh vinyl material using large-format printers. SAP intends to be present at this location for a whole year. During this booking period, an estimated 22 million cars will drive past the poster.

After three and a half years on the Emmental TV show, Emmental cheese expert and mouse Fredy is stepping down from the stage. In future, Publicis
with the most famous holes for the most important Swiss cheese.
Despite the constantly growing range of cheeses on offer, Emmentaler remains top of mind among sliced cheeses. This is not only confirmed by all previous Brand Asset Valuer studies, in which the traditional brand was always among the top 20 power brands in Switzerland. A more recent panel conducted by the Zurich-based D&S Institute also produced pleasing results in terms of familiarity and image strength. Among other things, Publicis' expert campaign contributed to this with a crazy TV show and its star
Fredy, the mouse, was supposed to give younger people a taste for it and put the competition from cheap foreign copies in their place. "However, it has not brought the hoped-for turnaround," says Pascal Schaub, Strategic Planner, pointing to sales of Emmentaler, which are stagnating like the entire semi-hard cheese market despite good consumer ratings.
Peter G. Eichenberger, Marketing Manager at the Emmentaler Switzerland variety organization, sees the main causes in modern consumer habits - the growing importance of convenience and neutral-tasting cheeses. According to the IHA-GfK, Emmentaler consumption by Swiss private households fell by 240 tons (-4.7%) in 2002. Nevertheless, the "big-hole cheese" was able to defend third place, behind Gruyère and Raclette, whose consumption remained stable or increased slightly. "It was clear to everyone that we could not trigger an Emmentaler sales boom with a campaign," says CD Jean Etienne Aebi, who sums up the anti-cyclical cheese campaign metaphorically: a locomotive that brakes downwards and pulls upwards.
Perception problemsThe question of how the trend could be reversed also remained a priority for the second appearance from Publicis. The basis for this was found in the results of a survey that examined consumer demand behavior and associations: The results showed that positioning features such as quality, tradition and originality are the central ones for the world's most famous cheese and that it therefore belongs on every cheese platter - whether you like Emmental or not.
However, because the vast majority of Emmentaler in Switzerland is bought in the Migros and Coop supermarkets, where the original cheese wheel shape has all but disappeared in plastic packaging and become a negligible quantity, a perception problem has arisen: many respondents are convinced that the packaged piece of Emmentaler is industrially produced and no longer comes from the village cheese dairy.
"From the position of the strongest "The aim was therefore to restore the image of naturalness to cheese. "However, this does not mean that we serve up these values in a conventional Alpine cow and cheese story, but rather that we implement them in a contemporary and surprising way," explains Aebi. The comparison with other cheeses or copies was deliberately not sought, says copywriter Roy Spring. "With the product story, which refers to the origin in the print presentation and acts as a tag-on in the commercial, we are not even dependent on comparisons. The original argues from the position of the strongest," says Spring, explaining the leader's understatement. In fact, the campaign kicked off with a publicity report that provided information about the meaning and purpose of the oval cheese brands introduced last year.
While advertisements and posters take consumers back to the cheese dairies, the film focuses on the dominant product feature - the holes. The five commercials stage a hymn to typical Swiss holes - from the tunnels to the alphorns to the bullet holes - in rapid editing sequences in image and sound
in the movie "Schützenfest". "Switzerland is famous for its holes," says the narrator in a traditional Emmental dialect. And continues: "But the best thing is all around it." With which he calmly draws attention to the most famous of all holes in Helvetia and the cheese around it - "The original Schwizer Aemmitaler made from early raw milk from naturally fermented cows".
The most copied cheeseIn 2002, 35533 tons of Emmentaler were produced. Due to market restructuring and the reduction in stocks, this was 22.2 percent less than in 2001. Nevertheless, Emmentaler remains by far the most important Swiss cheese in terms of production and export volume. Around three quarters of the cheese produced
Emmentaler is exported. This means that in 2002 almost the
half of the approximately 55,000 tons of Swiss cheese exported is Emmental. It is not surprising that it is also the most copied type of cheese in the world. Around 40 percent of this hard cheese is currently produced in the Emmental and Bern region, while the other 60 percent comes from cheese dairies in the cantons of Thurgau, St. Gallen and Lucerne. An AOC dossier was submitted two years ago. Objections from Switzerland and abroad are currently being dealt with. (la)
Hymn to Swiss holes: commercial from Publicis.
In its advertisements, Emmentaler claims that every piece of cheese can be traced back to its place of origin.
Luca Aloisi