Bank marketing Lombard Odier Darier Hentsch (LODH) develops an international image campaign with Simko and positions itself as a bank with foresight.
Private banking is stagnating. After years of euphoric growth at double-digit rates, banks and investors have returned to sobriety. And with it, one wave of consolidation after another swept across the market, overshadowed by the entry of the big banks into private banking. Among the mergers, that of the Geneva-based private banks Lombard Odier and Darier Hentsch caused a stir even in the world's most discreet sector just over a year ago. Following a "market-related decline", the bank's 1,700 employees now manage assets of around CHF 115 billion. At the same time, the assets per employee have been significantly improved.
Paths to a delicate product Despite this volume and the
The prospect of aggressive competition is weighing on the expansion of the bank, which is pushing ahead with asset management and brokerage. LODH is countering this competitive pressure at the communication level with an image campaign in which the new in-house agency Simko, Geneva, presents the bank's confidence and positioning not with the usual arguments such as tradition, individuality or continuity. "That's what customers expect anyway," says agency head Pedro Simko. The challenge was to convey the specific added value of LODH to the global target audience.
Those responsible found this in the differentiating business philosophy. "In the history of private bankers, we have recognized that they have repeatedly been ahead of others thanks to their special way of seeing the world and financial market constellations, and have therefore been successful," says Simko, explaining his advertising concept. This is based on a metaphorical game with different perspectives that all boil down to this quintessence: "Looking differently means seeing further." Lombard Odier understands foresight in the same way that Jules Verne described it 150 years ago in his novel "From the Earth to the Moon".
So while the customer sees an artist, for example, LODH recognizes it as a "real opportunity" to diversify its own investments. Bad weather opens up opportunities to get into new textiles. In
Each situation in the six advertisement subjects is intended to express the Geneva Institute's advantage of recognizing creative solutions.
The 13 partners in the limited partnership understand the concise claim "Regarder autrement c'est voir plus loin" as a corporate attitude that is to be implemented in all means of integrated communication. Pedro Simko believes that this different positioning can also be used to break new ground in the media mix, which is why he does not want to rule out a TV commercial in the future.
Like the medal, Simko's world also has two sides for LODH.

Bank marketing Pedro Simko shows LODH customers new prospects for the future.
Luca Aloisi

Print Neue Luzerner Zeitung AG (Neue LZ) has decided not to acquire a stake in Anzeiger Luzern AG for the time being. In March, Neue LZ announced the acquisition of a 30 percent stake in its local competitor, but in August the "closing of ranks" was quietly called off. Erwin Bachmann, board delegate of Neue LZ, explained to Werbewoche that the investment in Anzeiger Luzern was "not the top priority right now".

The Lucerne advertising agency Ideart was commissioned by Wohnteam Collection Lucerne to redesign the existing company name and add a symbol to it.the Lucerne advertising agency Ideart was commissioned by Wohnteam Collection Lucerne to redesign the existing company name and add a symbol to it.the Lucerne advertising agency Ideart was commissioned by Wohnteam Collection Lucerne to redesign the existing company name and add a symbol to it.
and complete it with a symbol. Under the motto "The
fine address for beautiful living", Ideart is designing a brochure,
Advertisements and letters.

Print The integration of the Bund into the Bern newspaper pool is not going smoothly.The Bern newspaper pool, consisting of Berner Zeitung (BZ), Bieler Tagblatt (BT), Walliser Bote (WB) and Freiburger Nachrichten (FN), is characterized by flexibility: Advertising customers can book it as a whole or combine it as they wish.Although the Bund is now being added, the variants are not increasing in size. The reason: the Bund should only appear in the advertising market as a fixed part of the BZ circulation, according to the BZ strategy. In doing so, however, it seems to have somewhat overrun the other pool members. "This rigid element is not in keeping with the pool spirit," says BT publishing director Joachim Tillessen. His concern is that the 18 percent price increase (a four-color page now costs CHF 42,336) will make the pool too expensive for some customers, which is why they are increasingly leaving out smaller pool members instead of booking the entire pool. Tillessen adds that he has already received feedback to this effect from customers. He adds: "The discussion in the pool is not easy. The problem is the rigid stance of BZ." Whether pool membership is still worthwhile for BT is currently "difficult to say", he says.
It is unclear whether the BT is alone in this. The WB did not want to comment and only referred to the BZ. At the FN, on the other hand, Director Paul Stritt is loyal to the BZ. He could also have imagined the Bund as an additional module. But he has not received any negative customer reactions. "The Bund strengthens the pool and the price per thousand readers falls. For
membership is still worthwhile for us," he says.
BZ advertising manager Michael Seiler has even received "positive customer feedback". "We expect booking behavior to be in line with the economic situation, but stable," he says. Alluding to quarrelling pool partners, he explains: "The Bern newspaper pool is not a compulsory combination. All participating publishers are free to renew their contracts or not."
Markus Knöpfli

Cary Steinmann is the new Chief Strategist at TBWA in Küsnacht.When Cary Steinmann defines the role of strategic planning in advertising, it sounds like football 101. Strategic planning is the midfield, "occupied by a man or three". Planning must play balls forward "with an idea so that the striker can only take and score". The creation is the striker. "They are usually very well paid and get all the credit because they score the goals." Sometimes, however, a strategic planner scores with a powerful long-range shot. Take Steinmann, for example. In any case, he has already won a Clio Award. Advice takes on the role of the defense, including the libero. These players have to "make sure that nothing burns and act as water carriers. They work the balls forward." The financier guards the goal, "Olli Kahn-style". In England, on the other hand, the planner is a libero or sweeper, according to Steinmann. However, this system does not suit TBWA's new chief strategist because he learned his trade from creative people. He defines himself with a "move towards the goal". And he could have learned how to do this from Günter Netzer: His balls come from deep in the area - unstoppable.He also wants to score goals as a new member of the management team at TBWA. "As a strategic planner, I have been familiar with the most important tools of the most important agencies for many years. I know what dazzle is." Steinmann was won over by the strategy of "disruption", which is part of TBWA's global system. This is understood as the "demand for a contradiction or break so that the usual is not repeated".
He also expects a lot of positive impetus in his new job from the international network. TBWA Paris was the most successful agency in Cannes this year. In Switzerland, it is ranked fifth in the top creative league. This is set to become more. "Bringing the superpower of the many good people down to earth" is what Steinmann sees as his most important task. He already realized that he would one day play in the midfield of an advertising team while attending lectures on business administration. He completed his studies with a dissertation on marketing. His mentor at the time got him a part-time job at Dieter Jäggi's agency because Steinmann no longer wanted to drive a cab through the streets of Bern at night.
However, most agencies laughed at him when he offered his academic knowledge to around ten agencies in his application as a strategic planner. Only Lintas accepted his offer. Wirz wanted to hire him as a copywriter on the basis of his application letter. Steinmann turned him down, and the comparison would not be so wrong: as if Chapuisat had been put in goal since he was a child...
Steinmann later worked with Jean Etienne Aebi at important stages of his career. "One of the first after Lintas to recognize the importance of strategy." Steinmann worked at Aebi's agency conglomerate for four years until 1992, when he received two offers from Germany. In the end, Scholz & Friends made him the better offer than Springer & Jacoby. The planned three years in Hamburg turned into eight. One day in the north, he "somehow got homesick" and returned to Switzerland. At Wirz, he was supposed to "accompany the agency into the next generation". But someone "didn't want to let go yet", he comments with hindsight on a rather complicated story.
Of course, the position at Wirz earned him a seat on the BSW Board. Steinmann is responsible for training. He wants to expand this. He also enjoys his involvement in the ADC's creative school. As an exercise, he had the students advertise the Catholic church this year. "That's fun," says the Bernese, who could also imagine "a small professorship as a side job" one day. In any case, he wants to "threaten" the world with a book on advertising in the near future.
Cary Steinmann could imagine passing on his planning experience as a "part-time professor" one day.
Andreas Panzeri

The Basel-based advertising agency MAD has acquired the optician chain Optic 2000 as a new client. According to MAD, Optic 2000 is the market leader in France with 1,100 partners and has been present in Switzerland for four years, primarily in French-speaking Switzerland. Now the locations in German-speaking Switzerland are to be expanded. The task includes strategic consulting and creative services. The advertising materials include POS measures, folders, advertisements and posters.

Anyone who wants to win not only praise and recognition for their advertising, but also bronze, silver or gold from the Art Directors Club Switzerland, is invited to the ADC judging 2004.Anyone interested in competing for the coveted ADC cubes can order a form from Managing Director Helen Müller, [email protected] or Tel. 01 262 00 33. The deadline for entries is November 21, 2003. The judging will take place on January 27 and 28, 2004, with the awards ceremony on February 1.

Michel: Which is fresher—a Michel juice or a series of sitcom-style TV commercials centered around a beautiful juice shop?
Post insightful comments at www.werbewoche.ch/adrating.
SpenglerSo much for «Armani for the poor»: Studio Achermann’s beautifully crafted campaign is a great fit for advertisers.
Top 69,70%Flop 30,30%

Advertising bans The Schaffhausen cantonal parliament has rejected a motion that would have banned poster advertising for cigarettes on public property. The government did not recommend the motion either and is seeking a national solution. However, if this does not come about, the cantonal government is not averse to a cantonal ban coordinated with other cantons, promised cantonal councillor Herbert Bühl. In any case, the government intends to maintain the existing ban on tobacco advertising on billboards managed by the canton.

The brewery Heineken Switzerland has commissioned Fairing with the realization of a new trade fair presentation, and the Basel-based event marketing agency came out on top in an international pitch. The two-storey presentation will make its first appearance at Igeho, the international trade fair for the catering and hotel industry, at the end of November in Basel.

The private broadcaster Telebasel launched the Telebasel Club last week, a customer loyalty platform developed by the Basel marketing agency m.a.d.. Individuals aged 18 and over can become members for 25 francs a year, families for 50 francs. They benefit from shopping discounts, free tickets, etc. Telebasel promotes the club via TV, teletext, Internet, direct marketing, traditional advertising and events. The target area of the Telebasel Club is the Basel/Northwest Switzerland catchment area with around 450000 people.

Media Congress At the 17th Media Days in Munich, there were plenty of slogans. The only notable impetus came from the new generation - and from guest speaker Roger Schawinski.
Haim Saban, the new majority shareholder of ProSieben Sat 1 Media AG, was photographed in Hollywood style with his glossy wife Cheryl and reported in his keynote speech about the German dictionaries he had received for his 59th birthday. Aha. And Thomas Middelhoff, former director of Bertelsmann, explained that only those who give people as much as possible for a dollar, rather than as little as possible, are chosen for great success. Star advertiser Holger Jung, also President of the German Association of Advertising Agencies, did not even come to Munich. Frank Schirrmacher from the FAZ and Stern editor-in-chief Thomas Osterkorn, who had been announced, did the same. What they missed, at best, was something reheated. For many people, that still tastes better than conceptual fresh food. Accordingly, this year's motto was as ambitious as it was interchangeable: "Gaining trust - strengthening creativity."
Schawi warns of new hype
The organizers had lined up 82 panels with 450 speakers and experts to provide the unsettled German media scene with new perspectives. But the "miracle of Munich" failed to materialize. So if you want to dream of recovery and victory, it's better to go to the movies. For example, to Sönke Wortmann's successful football film "The Miracle of Bern", which reconstructs the German World Cup victory in 1954.
While the podiums and summit discussions largely indulged in nostalgia, Roger Schawinski, of all people, caused a brief stir. The Zurich media pioneer warned of a new overvaluation of shares in the online sector and backed up his thesis with the planned IPO of Google. Although the company does not provide any reliable figures, a share auction via the Internet could trigger a hype from which there would be another "rude awakening". However, Schawi did not want to comment on his own market value. This was probably also due to the fact that
that Haim Saban and Urs Rohner could have overheard from potential future employers.
Apart from that, the major local political event, which Edmund Stoiber opened with Bavarian pathos as he does every year, delivered many familiar and tried-and-tested points: "Ads must not give the impression that they are editorial components," was the revolutionary demand of Gregor Stemmle from the management of the Bild Group, for example. And management consultant Adam Bird from Booz Allen Hamilton followed up: "In the USA, target group segmentation is already much more advanced."
Zero statements also on the subject of television. For the umpteenth time, it was discussed whether the public broadcasters should be allowed to charge higher fees again. Saban even dared to ask the fundamental question of why German subsidized TV should be allowed to sell additional TV advertising. In the face of so much American cluelessness, even Saban's chief operator Urs Rohner is said to have rolled his eyes.
RTL editor-in-chief Hans Mahr, meanwhile, took a swipe at ZDF, asking what the point of a magazine accompanying the hit show "Wetten, dass ...?" was. The proceeds from the magazine went exclusively to the show, countered ZDF program director Thomas Bellut, adding: "So VIPs like Hans Mahr can continue to sit on Gottschalk's couch."
Those who didn't feel like laughing demonstrated confidence. The upturn, including that for the 350 independent German daily newspaper titles, would come; if not in 2004, then in 2005. But how? The editor-in-chief of Neue Ruhr/Neue Rhein Zeitung explained that one simply has to "offer products that people want". Publishers would have to expand their regional information competence, offer readers added value and not keep throwing journalists out the door.
If not such constructive suggestions, what remains of the 17th edition of the industry show? Most likely a positive impression of the new generation. Never before have so many young people enquired about media professions, reports the Managing Director of the Medien-Campus. This umbrella organization unites 52 Bavarian training institutes. Its Managing Director Gabriele Goderbauer said: "Young people are not letting themselves be infected by pessimism. They are researching their opportunities better prepared than ever before." There is probably more upswing in this attitude than in the perseverance slogans of those who have supposedly finished their training.
On the
The congress indulged in nostalgia on podiums and in summit talks.
"Young people are not infected by pessimism": At the Munich Media Days, there was otherwise only old-fashioned talk to be heard.
Peter Ehm