The London-based advertising agency Mother has won the pitch for the first international image campaign of the mobile communications group Orange; Lowe Zurich was also beaten, as was the third applicant, BETC Euro RSCG, Paris. Orange wants to realize a uniform market presence and had invited the three core agencies from the most important markets. Winning the pitch does not guarantee that Mother will continue to be responsible for all cross-market campaigns in the future, an Orange spokesperson told the British industry service Campaign. The campaign will be launched in France, the UK and Switzerland in Q4.

Publishers Matthias Hagemann, publisher of Basler Zeitung, has not only appointed a new editor-in-chief for his flagship newspaper in Ivo Bachmann, but has also outlined a model for newspaper cooperations in north-western Switzerland.
WW A year and a half ago you deprived Ringier of the highly coveted Jean Frey publishing house, now you are snatching away from the Swiss media giant the very man who should have created a rival product to Beobachter or Weltwoche. Is the dispute between the Basler Mediengruppe (BM) and Ringier continuing? Matthias Hagemann On the contrary, the dispute is over - I can truly say that from my side - and Mr. Bachmann's move will take place on the best of terms with Ringier.
Will BM publish a consumer magazine sooner or later?
No, certainly not.
At the time, Mr. Bachmann did not appreciate the fact that you had sold Jean Frey AG to an initially unknown group of investors. He defected to Ringier in protest. So you're bringing an unruly horse into the stable.
I am of course aware that Mr. Bachmann is an edgy guy who doesn't put up with everything. But we discussed the subject of the past at length in our various talks and came to the conclusion that it was an extreme situation for everyone involved at the time.
Mr. Bachmann has no experience in the daily newspaper business. Why did you still choose him as the new BaZ editor-in-chief?
His leadership qualities, which I was able to observe in my role as publisher at the Beobachter at the time, are key for me: his calmness, his determination and his journalistic skills. And he also impressed me with his ideas for BaZ. That's why I really believe that he is the ideal editor-in-chief for us.
When Bachmann takes office on January 1, 2004, the BaZ can now be printed in four colors throughout. Will the relaunch announced in July also be on the agenda?
That's not quite right. The new printing press runs on
January 1 only in parts. However, the part on which BaZ is printed will not be operational until April at the earliest. The relaunch will therefore only be planned and implemented by Mr. Bachmann and the editorial team in the course of next year.
In July, editorial and publishing consultant Gerd Klinner was commissioned to analyze the BaZ. Are the results already available?
No, but we are expecting them this year.
Nevertheless, what is Mr. Bachmann's mission in view of the loss of circulation, decline in advertising and geographical constriction?
You mentioned two important factors for BaZ. I don't think you can change the geography, but BaZ still has potential in terms of circulation and reach. We have to think carefully about what readers want from their newspaper - and, above all, what (still) non-readers want. We already have ideas, but with Mr. Klinner's analysis we hope to be able to support ourselves even better.
"In future, BaZ will focus even more strongly on regional events", was the July press release. Is this wishful thinking, or is BaZ missing something?
It's more than just a general wish. Emphasizing the region will be a central point of the upcoming relaunch, because the region is the environment in which we can appeal to people most directly and hold our own against the competition in the long term. We need to exploit this USP even more.
But where exactly do you see the deficit? Is the BaZ lagging behind the Basellandschaftliche Zeitung (bz), 20 Minuten or the regional electronic media with primeurs? Or even compared to the in-house Baslerstab?
It's also about primeurs, but even more about how and when you approach a topic and what questions you ask. For me, it's about a different mindset on the part of the editorial team: we have to want to get things moving in this region and at the same time be very close to our readers. I hope that Mr. Bachmann will bring this attitude to fruition. A lot has already happened in the region. But we want to use the change of editor-in-chief to comprehensively rethink our offering - and not just in the Regio-Bund.
Last week, at the Basel Area Business Day, you launched the idea of a cooperation model among the publishers in north-western Switzerland - as a bulwark against Tamedia, NZZ and Ringier.
I have deliberately not mentioned Ringier, which has no regional strategy and is therefore, in our view, the friendliest of the major Zurich publishers. In contrast, Tamedia and NZZ are in full swing in the regions. With my presentation, however, I wanted to signal that we are thinking about cooperation from our side and are not looking for takeovers. I envision something along the lines of Hanspeter Lebrument's cooperation model, because it takes into account the sensitivity of the smaller and larger publishing partners and also allows them to remain autonomous and independent.
Which publishers have you specifically approached?
Everyone in our region who publishes a subscription newspaper that is published several times a week and wants to continue to publish it as their newspaper in the long term.
Are you also thinking about publishers beyond the country's borders?
No. We are always talking to the Badische Zeitung and thinking about what we could do together. But so far we have had to realize that the national borders are also very high in the minds of the readers. Nevertheless, we have been publishing a joint regional page once a month since May. However, the cooperation model is aimed at publishers in north-western Switzerland. We will then see how far this extends.
I would like to be more precise: Fritz Schuhmacher, your Vice Chairman of the Board of Directors, is the new Chairman of the Board of Directors at Vogt-Schild/Habegger. So with him you have a shoe in at Solothurner Zeitung - and therefore also at Verbund Mittelland Zeitung. Are you drawing the circle that wide?
I was just throwing a small stone into the water. I wanted to say: now that we are relaunching our newspaper, we are also thinking about possible collaborations in the back of our minds. They could already be part of the BaZ relaunch. We just want to make an offer. If someone is interested, we will talk to them.
You said in your presentation that you want to present a model to publishers. So you have at least some idea of how far this area extends and who you want to address. So once again: are you also thinking about Aarau, Solothurn and Olten?
I wouldn't rule anything out at this stage. But I wouldn't comment on any of these areas either.
When and in what form will you present the model to the other publishers?
We have not yet reached the stage where we can ask ourselves such questions.
BaZ has been taking care of the early delivery for bz for nine months now, and the Fricker family sold you a 50 percent stake in Fricktaler Boten in April. Is that more or less the range you envisioned for the
Imagine cooperations?
No. The special thing about the Südostschweiz model is its structure via the advertising market, which can then also lead to synergies in terms of content. That is our main focus. But of course we are also available for any other service that our company can offer. And if a publisher in our region wants to sell shares, we are naturally interested.
About Radio Basel One: How does the relaunch sound to you?
Such radios work to a large extent via music, and the selection has definitely improved. I can also see it in my two children, aged ten and twelve: They have now definitely switched to Basel One.
But why are you relying so heavily on NRJ's advice? In French-speaking Switzerland, this giant is showing that it cannot cope with the local market: its (still) high reach has been dwindling for two years.
NRJ owns around 300 local radio stations and has a turnover of over 350 million euros. So it seems logical to me that we should draw on their expertise. I'm very happy about this partnership, especially as we don't have a lot of local radio experience. I also believe that we have contributed enough of our own and local content. It's deliberately not called NRJ like in Zurich.
Trimming his Basel media group for growth: BaZ publisher Matthias Hagemann.
Fricktaler Bote: Board of Directors is completeThe Basler Mediengruppe has held a 50 percent stake in the publishing house Fricktaler Bote AG since April 1, together with the previous shareholder Binkert Druck AG. The new Board of Directors (BoD) is made up of Binkert Druck's Chairman Bernhard Binkert and Hans Jegge, while BM's CEO Beat Meyer and Ruth Ludwig-Hagemann, a member of the BM Board of Directors, are involved. Due to the equal number of votes, the BoD has also been expanded to include an independent fifth member, who has only recently been appointed: Peter Bircher, former CVP National Councillor, who will also take over the chairmanship of the BoD. (mk)
Change of editor-in-chief after 20 yearsThe Board of Directors of the National-Zeitung and Basler Nachrichten AG decided on September 10 to appoint Ivo Bachmann as successor to Hans-Peter Platz as the new editor-in-chief of the Basler Zeitung and member of the company management. Bachmann will take up his post on
January 1, 2004. Hans-Peter Platz, who has been BaZ Editor-in-Chief since the fall of 1983, will retire on December 31, 2003.
Ivo Bachmann (40) began his journalistic career in 1981 as an employee of Luzerner Neueste Nachrichten. He worked as a freelance journalist for the Tages-Anzeiger magazine, among others, before joining the editorial team of the Beobachter in 1986, where he was promoted to deputy editor-in-chief in 1988 and became editor-in-chief in 1996. In this function, he was also a member of the management of Jean Frey AG. In spring 2002, Ivo Bachmann left the Beobachter and moved to Ringier, where he has since been responsible for various projects in the management of the Magazines division. (mk)
Interview: Markus Knöpfli

Magazines Tamedia Division Head Alexander Theobald on outsourcing and (major) customer wishes.Magazines Tamedia Division Head Alexander Theobald on outsourcing and (major) customer wishes.WW The current restructuring of your division was preceded by a cross-border benchmarking exercise. What are the most important
Findings, Mr. Theobald?
Alexander Theobald We have identified two key factors. Firstly, those who are successful in this segment usually do not have their own print shop. This development is supported by the rapid internationalization of the printing market. Once the anachronistic punitive tariffs fall, this will become even more relevant here in Germany. We already have TV täglich produced far more cost-effectively in Munich; other duty-free supplements such as Das Magazin could follow. Which brings us to point two, the courage and willingness to outsource. Competitive prices can no longer be achieved without tendering. This applies to prepress as well as reader marketing and, in exceptional cases à la Spick, can even extend to editorial work.
You cannot outsource ad sales. Here is
The savings motto is probably centralization, i.e. the abolition of Tamedia's traditional title autonomy.
The term "relativization" fits better. We are currently examining various superstructure options for our three remaining titles - Facts, Annabelle and Schweizer Familie - in both the advertising and reader markets. However, market proximity can be increased with both centralized and decentralized structures. However, independent publishers with their own sales organizations are more cost-intensive. There is simply a lot of duplication and frictional losses.
It is conceivable that your boss Martin Kall, who was previously responsible for Ringier's magazine business, could adapt their hybrid model.
At Tamedia, we look closely at what others are doing, but we don't copy them. I can't yet say where exactly we will settle between the poles of consolidation and independence. The fact is, however, that media agencies and many major customers
increasingly want a single point of contact and negotiating partner for each publisher.
That sounds like a mixture of centralized office staff with key account competencies and title-specific brand managers. How many jobs will be cut in this way?
Our primary goal is not to reduce staff, but to optimize processes and earnings in order to bring the division out of the red by the end of 2004 for the first time in Tamedia's history. Unfortunately, layoffs will be unavoidable; it is not yet clear how many.
Interview: Oliver Classen

Sponsoring For the past five years, a utopian idea has increasingly developed into a successful integration project in Zurich, with the aim of keeping young black people off the streets thanks to football. The unconventional club is called the African Football Club (AFC) and was founded by Nigerian Sam Reden. Over twenty nations from the black continent are represented in the AFC. The ball artists already want to move up to the second division. Even CNN has already reported on the AFC in Zurich. This goodwill has now also attracted an important sponsor for the AFC. "UBS sponsors Alinghi. So it's a good fit for Sportplausch Wider to sponsor the African footballers in Zurich," Markus Gut is convinced. The Managing Director of Creation at Publicis has now had a new jersey created for AFC that is effective in advertising. The club's match schedule can be viewed on the homepage www.africanfc.com.

Beatrice Kniel will take over as Head of Sales at SRG marketer Publisuisse at the beginning of October. She replaces Martin Schneider, who will become the new Director of Publisuisse on the same date. ...
The Managing Director of Waser Druck, Marcel Röthlin, is leaving the Tamedia subsidiary. His deputy Emil Michel will take over the management on an ad interim basis.
...
Vanessa Flack has been the new Head of Communications in the Public Exhibitions division of Swiss Exhibition since the beginning of September.
...
At the beginning of November, Urs Pfenninger, Head of Corporate Communications at Visana, will take over the same position at BLS Lötschbergbahn AG. He replaces
Ursula Good-Widmer. A new
Communication position created
S-Bahn has been combined with the former
Vice Director of Bern Tourism, Hans-Peter Ernst.
...
Natalie Schneider joined the Lowe Direct consulting team at the beginning of September. Anita Lussmann Aragão has also joined the Lowe Direct creative team.
...
Andrea Heierli has been supporting the Adliswil creative team as a graphic designer since the beginning of September.
dialog agency Fisch Meier Direkt. Thomas Engeli has also joined the agency as a copywriter/concept developer.
...
The Board of Directors of Basler
Media Group has elected Ivo Bachmann as the new Editor-in-Chief of the Basler Zeitung (BaZ). Bachmann will replace Hans-Peter Platz, who is retiring at the beginning of January 2004 (see also page 18).
...
At the beginning of September, Christoph Heri took over definitively from Peter Salvisberg as Editor-in-Chief of Swissinfo/Swiss Radio International (SRI).
He had already held the office since
At the beginning of August on an interim basis.
...
The former USA correspondent for the news magazine Facts, Stefan Barmettler, has returned to Switzerland. In future he will
as deputy editor-in-chief and editor-in-chief of Facts.

Environmental protection /The Office for Environmental and Health Protection organizes the "Zürich multimobil" campaign in the city of Zurich every year.environmental protection The Office for Environmental and Health Protection organizes the "Zürich multimobil" campaign in the city of Zurich every year. On the occasion of the international day of action, Zurich's city center is also closed to private transport. Ruedi Wyler has been in charge of communications for this idea since the beginning. In its third year, "Zürich multimobil" is already a fully-fledged campaign with advertising materials such as posters, streetcar posters, postcards, small posters, advertisements and a brochure detailing all the activities surrounding "multimobil". Wyler used famous logos such as the Ferrari horse, the Jaguar or the Rolls-Royce radiator figure Emily in unusual leisure poses as subjects for Cards for free.

For the representatives of the media guild, there were only confident figures to be heard at the Mach presentation - and quite a few missed out on this: With more than 500 guests, a record number of visitors was set.For the representatives of the media guild, there were only optimistic figures to be heard at the Mach presentation - and quite a few missed out on this: With over 500 guests, a record number of visitors was recorded. The quintessence of the media researchers was that more is being read in the country again, in other words, most of the titles showed an increase in reach. The script of the 7th Media Research Day is exactly the same as that of the previous events: After the welcome by Wemf Chairman Tobias Trevisan, Karl Lüönd moderates the transitions to the respective Wemf managers, who present their research results with great esprit. In addition, one or two guest speakers are given the floor. This year, Peter Kettiger recalled Wemf's 40-year success story, and Gabriele Siegert, professor at the Institute for Journalism and Media Research at the University of Zurich, lectured on the importance of advertising research in a theoretically not undemanding manner.
The dramaturgy of the Mach presentation also seems set in stone, which was naturally reflected in audience comments. Marcel Kohler said he liked the presentation, even if the first part was a bit long-winded. Other guests expressed the view that some thought should be given to the usually very theoretical "show block", i.e. the guest lectures. Less would be more, was the very critical conclusion of Jean-Claude Raemy.
In addition to the occasionally biting comments by moderator Lüönd (quoting Karl Kraus, he considers cynicism to be an occupational disease of journalists), the presentation by Jan O. Buhr was met with above-average interest by all listeners. The head of research and development of the ISBA Hamburg showed something really new with the planning tool Mediorbit. Gone are the days of boring, two-dimensional Cartesian coordinate systems for positioning crosses in strategy development. Mediorbit allows real 3-D representations on the screen. One can also virtually surf through the self-generated positioning universe. What reads awkward on this (and other paper) is convincing in practical use. It's almost shameful that this idea wasn't thought of long ago in the era of virtual reality. The new tool immediately stimulates the play instinct. Actually, the only thing missing is the joystick with firebutton to shoot superfluous titles or features out of the graphics, laughed Paolo Placa. Maybe this gadget will come on the market as an optional upgrade in time for Christmas.
The launch of the latest issue of the international fashion and lifestyle magazine Massiv, with Mister Switzerland Robert Ismajlovic on the cover, was the occasion for a party in Zurich's West End. Together with Zinetta Blank from the model and shooting agency Visage, they invited guests to Lumen, the bar-lounge in the building of the Jean Frey publishing house.
Massiv said that the party was intended to move more towards the advertiser market, which is now taking place in Zurich. So the first event on the Limmat was probably not the last. The audience was mixed. In addition to some "cadaveri eccellenti" à la Mister Schweiz or pop singer Paloma Würth, one met
the usual partygoers from the advertising industry. And some old acquaintances: Corinne Dörig, for example, who used to work for Action Agency and now owns a model agency. At Athletic Models, however, you can only book athletes (by the way, co-owner Martin Bruderer used to play defense for the Kloten Flyers). Or a certain Sara Wallimann, who now works at Massiv alongside the two founders Angelika Schnetzer and Mario Romano. She might still be known to eager shortlist readers as Sara Gabathuler, assistant at Wunderman. Finally, Mirjana Matovic is known as an employee of the CP agency Schröderpartners in Zollikon. But she also runs her own company, Fashion Management. For a long time, one could observe a constant coming and going in the Lumen. When the party was officially declared over, a generous patron even invited a few hand-picked guests to the after-party at his luxurious domicile in Rüschlikon.
Beat Fritschweiss on the way to Wemf. At the presentation of the data from the Swiss leaf forest, all the big names in the publishing and media scene meet at Zurich's Technopark. There were beautiful people at the party of the scene magazine Massiv. That a Mister Switzerland on
appears in an international title was
worth a party for those responsible at Massiv and Visage Management.
Where the communications, media and publishing industries meet for their events, we locate 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 pictures are available online at www.werbewoche.ch.
Wemf Media Research Day, TechnoparkAt last, new fodder for the laptops.
From Wemf, Carine Lins, Christine Diemand (r.) and Director René Schmutz also spoke about the latest Mach figures.
Christof Meier, Head of Media at FCBLK, with Elvira Werro (r.) from the Observer and Hélène Sonderegger from Universal-McCann.
Cinecom CEO Matthias Luchsinger (r.) and Marketing Manager Jean-Claude Bruhin (l.) with Amag Advertising Manager Andreas Huwyler.
Young Ringier delegation: Jasmin Fuchs (l.) and Michele Georgeopoulos, Media Services, with Sonia Gomez, Advertising Market Magazines.
Othmar Fischlin was seen at the Publimedia stand discussing with Danya Korous from the SMP cooking magazine Le Menu.
Ueli Gertsch, Facts, Reto Mürner, from October at Publicitas Bern, and Robert Frick (from left) from Automobil Revue.
Adlink Sales Manager Stephan Suter (l.) chatted about the Mach presentation with Jean-Claude Raemy of Edipub.
Comments on Jean Frey AG's good figures were dictated directly into Piero Schäfer's recorder by publishing director Uli Rubner.
Was a sought-after conversation partner: Corinne Scarpi, Key Account Manager at 20 Minuten, with Marc-André Bucher from DWS.
From IT trade publisher IDG: Advertising Manager Kurt Strebel (l.), Esther Majoleth, Advertising Sales, and Urs Flückiger, int. key accounts.
Marco Gasser, 20 Minuten, toasted great figures with Corinne Kelly (l.), media agency Konnex, and Caroline Nünlist, Zip Media.
Sandro Prezzi (l.) and Christiane Jestädt from Optimedia joined Marcel Kohler from the NZZ at the aperitif.
Massiv/Visage event at LumenBeautiful-People at the Massiv/Visage event: Christophe Guye with Denise Rombouts and co-organizer Zinetta Blank (r.).
Carl-Johan Olsson (r.) with Mister Switzerland Robert Ismajlovic, star of the evening and cover model for the latest issue of Massiv.
Angelika Schnetzer (l.), Mario Romano and Sara Wallimann form the core team of the international lifestyle magazine Massiv.
Run an agency exclusively for sports models: Corinne Dörig and Martin Bruderer of Athletic Models.
Also seen at Lumen: Markus Pekeler, TBWA, Art Buyer Karin Giger and Reini Roduner (r.) from Absolutturnus.
Were thrilled with the decor of the Westend lounge Lumen: Jenny Best (l.) and Esther Würsten from OMD-Zurich City.
Alex Widmer (l.), CS's top private banker, with Mirjana Matovic, Fashion Management, and Dave Hanselmann, AD at JvM.
Michelle Széchenyi (l.), communications manager at Viva, came to the Massiv vernissage with Barbara Ryter from Blick.
As befits a model party: Bar at the barrel meter.

Advertising statistics The volume of advertising in the Swiss press was also lower in August than in the previous year, with newspapers recording a total decline of 13.4 percent according to Wemf advertising statistics. Free newspapers experienced a particularly bad month with a drop of 11.5 percent. Job advertisements fell by 32.5 percent in newspapers and by 49.8 percent in free newspapers. The volume of magazine advertisements fell by 9.4 percent in German-speaking Switzerland and 32.2 percent in Ticino, but increased by 3.2 percent in French-speaking Switzerland.

Poster research German outdoor advertisers are planning a pilot test in Krefeld.Although in Switzerland not even the first agglomeration has been fully surveyed with Swiss Poster Research (SPR), the new measurement method for poster usage, which works with satellite navigation, is already attracting German interest. The Arbeitsgemeinschaft Media-Analyse (Agma) in Frankfurt/Main, which conducts reach research for various media, plans to launch a six-week SPR pilot test in the Krefeld agglomeration in January. Agma has commissioned its subsidiary Media-Micro-Census GmbH with the test and at the same time ordered 25 SPR devices from the Input institute, as Felix Mende from the Input office in Zurich explained. Input developed the SPR together with outdoor advertisers Allgemeine Plakatgesellschaft and Clear Channel Plakanda and conducted a pilot test in Winterthur. A supplementary trial is nearing completion, and another for Zurich is currently in preparation. (mk)

In vino veritas When it comes to wine, the federal government forgets even its noble intentions to prevent addiction and subsidizes an advertising agency to give the fermented Swiss grape juice more impetus in sales: Swiss Wine Communication AG is founded by the industry association Interprofession suisse du vin (ISV), will have its offices in Berne and will take care of the promotion of Swiss wines at home and abroad from 2004. State subsidies for an advertising agency, and one that promotes wine to boot? This is possible thanks to the new Agriculture Act. For addiction prevention experts, this is a slap in the face. For the rest, it's a reason to raise a glass to the federal government. Cheers then.

The Basel-based advertising agency Ranz has won another client in the healthcare segment with Linde Medical Sensors, a manufacturer of measuring devices and sensors for blood gas measurement, which has entrusted Ranz with the partial budget for the international launch of the Tosca blood gas monitor. The agency's newly created sales documents and POS material for trade fairs and congresses will be used in the fall. Advertisements in the trade press and direct marketing campaigns are also planned.

Bernhard-TheaterWhether laughing posters and overstretched facial muscles drive audiences to the theater is decided by AdRater at www.werbewoche.ch/ad rating - but please don't laugh when you click.McDonald's
What does a burnt hamburger smell like? Like the AdRater's biting comments on McDonald's image campaign.
Top 13,14%
Flop 86,86%