Local radio station Radio Emme in Langnau in the canton of Bern is on the brink of collapse if liquidity is not made available quickly, according to a press release. A donation week was therefore launched on Monday. At least CHF 100,000 must be raised to save the local radio station. Radio Emme already made a capital cut around a year ago, cutting program sections and reducing staff by around a third.

Viviane Egli wants to achieve the best results with her newly founded Primafila AG Corporate Publishing When Inspector Martin Schneider of the Zurich cantonal police investigates, he enters an industry "that is scary for him". Slick businessmen and "managers operating with air bubbles" are the main characters in Viviane Egli's crime thriller "Finale in Wollishofen". The spicy thing about it is that the "sinister" story is set in the Zurich media scene. So does corporate publishing specialist Viviane Egli feel like an "angel on the wrong train", as one of her first crime novels was titled? Fortunately, the resolution of the case is rather undramatic. "I just love reading stories and inventing them myself," reveals the author, who has previously attracted more attention in her industry with her considerable interest in culture than with fictional murders.
Viviane Egli made her debut in the media scene with film reviews in St.Gallen and later with cultural reports for the NZZ. She financed her history studies as a freelance journalist. During the day, she bent over her dissertation "Sign language and meaning
In the evening, she sat in the theater and wrote the review as soon as the curtain had fallen.
Her tone was well received. Soon the young journalist was also being asked to write PR texts. The anniversary magazine for a major bank and elegant brochures for hotels were references enough to finally land her a job with Andreas Thommen. He had just founded the new company Frontpage for Wirz PR. Viviane Egli became the first and, for a year, only employee in 1989, until Frontpage had to be significantly expanded in 1990 when it won the Swissair Gazette. As "Missis Gazette", Viviane Egli finally took over the management together with Elisabeth Dennler. More than two dozen concepts for various customer magazines were realized during this time. The company had ten employees before the two partners Egli and Dennler went into business for themselves with Primafila.
"At the age of 47, I am now in a phase where I want to benefit from my many experiences and only do the best in the future," says Viviane Egli, outlining the concept of her corporate publishing and corporate communications support company. And the name was not chosen by chance. It is both the program and the philosophy of the new company: Primafila means front row, for example at the opera.
In addition to Egli and Dennler as managing directors in Zurich Seefeld, Horst Moser in Munich is responsible for art direction. He continues to run his independent media design business in Germany with 15 employees. The design guru attracted international attention in 2002 with his standard work "Surprise me" on the subject of editorial design. "It means a lot to me to be able to work with Horst Moser as a partner. He is a leader in corporate publishing," explains Egli.
Primafila currently has four major clients - one of which is Clariant. Egli is also involved in a new project, an international magazine in the medical sector. Primafila is also entering the market with its efficiency check-up service for corporate publishing.
Journalistic standards are very important to Viviane Egli in her work in the field of corporate publishing. For this reason, she is also on the Swiss board of the transnational association Forum Corporate Publishing. "It is important to me that corporate publishing is seen as an independent discipline and should therefore also be done by specialists." Corporate publishing must not be allowed to degenerate into pure PR, otherwise the target audience will no longer be interested in it. In Switzerland, however, a market survey by the association has shown that only nine percent of work is currently carried out by specialists.
She did not yet want to reveal whether this not exactly - or even more so - encouraging fact might provide the inspiration for a third murder story by Viviane Egli.
Places her Primafila Publishing customers in top positions with Elisabeth Dennler: Viviane Egli.
Andreas Panzeri

Brand expert Klaus Brandmeyer has founded Brandmeyer Markenberatung in Hamburg and is leaving his previous position as Director of the Geneva Institute for Brand Technology (IfM), which he co-founded in 1994, at the end of 2003. Andreas Pogoda, Christian Prill and Peter Pirck, all former project managers at the IfM, are also on board as partners. ...
Willy Schaer left the Board of Directors (BoD) of News aktuell (Schweiz) AG at the beginning of September. He will be succeeded by Carl-Eduard Meyer, former Vice Chairman of the Board and Managing Director of News aktuell GmbH in Hamburg. Newly elected to the Board of Directors are Markus Schwab and
Peter Müller, both directors
of the Swiss Dispatch Office
agency.
...
The current majority shareholder Neue Zürcher Zeitung has proposed Hans Lauri as the new Chairman of the Board of Directors of Bund Verlag. Lauri is a former member of the government and, since 2001, of the Council of States of the Canton of Berne. He has been a member of the Board of Directors of Bund Verlag since spring 2002.
...
At the dialog agency Marti Direct, Nadine Kündig took over from Jürg
Erhart as Managing Director. She previously worked as a strategic consultant for the Zurich agency.
...
Alan Castioni is the new AD at the Zurich advertising agency Inhalt und Form. Karin Estermann also joins the team as graphic designer. They complement the creative team at Inhalt & Form after Sebastian Rundy (CD Grafik) and Tereza Stäheli (AD) left the agency to set up their own business.
...
The current Head of Promotion and Advertising, Carine Scherrer, is leaving Euro Airport Basel-Mulhouse. Her position will be abolished.
...
Heinz Duppenthaler took over as Head of Marketing and Sales at Swissclick on September 1. He was previously responsible for online marketing at the Neue Zürcher Zeitung.
...
The operator of online marketplaces Scout24 Switzerland has created the position of Cooperation Manager. The position has been filled by Roland Nydegger, former Managing Director of the Swiss SME Foundation.

Publishers Following the withdrawal of international book publishers and Jean Frey AG, three bidders are still in the running for the cultural magazine Du, which was put up for sale by Tamedia: the architecture magazine Hochparterre, the publisher Bruno Hug and Michael Ringier. The latter currently appears to have the best cards in the takeover poker that is due to be concluded by the end of next week.

Advertising market Publi Group CEO Hans-Peter Rohner announces cost-cutting measures at management level.WW Mr. Rohner, you have announced further structural changes, including at management level. Hans-Peter Rohner: The current "Fit for the future" program is continuing at PubliPresse, which is why there will be further downsizing measures. At the end of the year, PubliGroupe will still have around 2760 employees, around 60 fewer than today. We have commissioned an external consultant to carry out an analysis of the management area under review and have decided on measures that will lead to savings of eight to ten million francs compared with the 2002 cost base. This implementation phase is now beginning. We will announce the specific changes at the end of September. However, there will be no upheavals.
The local and regional advertising market continues to be more stable than the national market. How big is the share that PubliPresse currently generates from the local market?
Commercial local market ads were "only" down 4.1 percent at the end of July, while classified ads including jobs were down around 22 percent on the previous year. Local market and classified ads together accounted for almost 50 percent of total sales at the end of July.
Does PubliGroupe look after its local customers sufficiently?
We are cultivating the local market better than ever and have no intention of abandoning it. That is why we have kept our branch network virtually unchanged. In our structural adjustments, we are doing everything we can to merge back-office operations as efficiently as possible. However, local market cultivation remains as important as ever.
What percentage of PubliDirect's turnover was generated in Switzerland - and what proportion of this was accounted for by online advertising?
The local telephone directories (LTV) increased by seven percent in the first half of the year and contribute over 90 percent to PubliDirect sales. This year, LTV is generating around 89 percent of its sales in print, while eleven percent is already being generated by online products.
Interview: Markus Knöpfli

Biography: Mary Wells Lawrence hardly serves as a «role model» for today’s female agency founders. The advertising diva is simply too self-absorbed for that. Nevertheless, her account of her career makes for an enjoyable read. Can we believe Mary Wells Lawrence? Throughout her illustrious career spanning some forty years, the advertising pioneer never gave up—and if she did, she doesn’t mention it. The American didn’t give up when Philip Morris gave her agency 24 hours to salvage the contract. She didn’t throw in the towel when General Motors unexpectedly switched to the competition. And she didn’t lose heart even when doctors diagnosed her with cancer for the second time. Anyone who wants to immerse themselves in *A Big Life (in Advertising)* without raising an eyebrow should be prepared for the genre: Memoirs are recollections of one’s own life that are based on reality but are subjectively colored or embellished and—unlike an autobiography—make no claim to completeness. Since this is a business book, the self-made woman recounts her career path quite comprehensively; her private life, however, falls by the wayside. Which suggests that including it might have chipped away at the gloss of her American Dream.
Wells Lawrence delightedly points out that, as a woman, she took a world that was at the time still a purely male domain by storm. That said, she makes no secret of the fact that she could never have succeeded without ample «male goodwill.» Her engaging memoir, then, does not begin in her hometown of Poland, Ohio, but in New York in the early 1960s, when she was already working for Doyle Dane Bernbach. Her time at one of the most important advertising agencies of that era was formative for the small-town girl. She had, of course, worked as a copywriter before—for Macy’s, for example, where she promoted their panties. But she had bigger dreams: «I wanted a real big life.»
Airline Pioneer: What set the “Grand Old Lady” apart even back at Doyle Dane Bernbach was her firm belief that any product can be marketed. At the same time, she extols the virtue of searching for that brilliant idea until exhaustion. In the America of the Roaring Sixties, such
Enthusiasm was in demand—and so was Wells Lawrence. She quickly became a leading candidate to head Jack Tinker & Partners. «But the world wasn’t ready for women presidents yet.» That’s why, in 1966, she decided on the spur of the moment to start her own agency.
The author dwells at length on the pitch and campaign successes of Wells Rich Greene. What’s particularly interesting about this—because it remains eternally relevant here in Germany—is the agency’s work with various airlines. For Braniff, for example—which no longer exists—she prescribed multicolored aircraft, «an immediate and immense success.» As a result, American Airlines, TWA, and Pan Am soon entrusted their budgets to Wells Rich Greene as well. Their groundbreaking formula for success at the time has since made a global name for itself under the term “corporate identity.” Wells recognized the power of this branding doctrine a good 30 years ago. Today, however, she argues that in our increasingly smaller (i.e., more global) world, what matters far less is a airline’s identity than its quality. Watch out, Dosé, Brûlé, and Co.!
But: Just how grand was—or is—the life of this communications diva? Grand enough, in any case, for homes in New York, London, and the South of France. And so grand that it even includes the life story of the former Braniff CEO, Harding Lawrence, whose name she bears today. But that remains the only recognizable overlap between her professional and private lives. We don’t even learn the author’s age in this «personal account of the all-American ad biz.» It’s all name-dropping and the obligatory paeans to visionary colleagues, courageous clients, and—last but not least—Money, the industry god who has always been on her side.
Spirituality is only touched upon in passing in this collection of anecdotes, which is easy to read despite its slang expressions. For example, when she describes her encounter with Grace Kelly as a «religious experience.» Oh well—after all, even female advertisers need role models.
In the mid-1960s, Braniff Airlines commissioned Mary Wells to design colorful airplanes: The move dealt a crushing blow to the competition and led the advertising executive to the altar—to marry Braniff boss Harding Lawrence.

*A Big Life (in Advertising)* by Mary Wells Lawrence. Alfred A. Knopf, New York 2003. 291 pages, 55.40 francs.
Mari Serrano

Outdoor advertising Thomas Woldert and Franco Galli have founded the company Axiomar Outdoor Media in Basel with the aim of giving new impetus to the medium of giant posters in Switzerland with spectacular advertising productions. "In the last two years, the medium has been bent into an enlarged poster in Switzerland. This is regrettable, as the bandwidth offers considerably more and the medium is too expensive to manage without a wow effect," says Woldert. Axiomar wants to create this effect with specials such as three-dimensional elements, elements that protrude beyond the frame or special frame shapes. Until May 2001, managing partner Thomas Woldert was managing director of the large poster company Paron, a subsidiary of Affichage Holding.

The best works of the Corporate Design Award 2002 and the XI Competition for Forms and Business Papers have now been published in a book. In addition to the award-winning works, a series of further specialist articles on trends in corporate design are also included. The 100-page catalog is published by the Communications Association in Bonn by Varus Verlag, ISBN 3-928475-59-2.

The German advertising umbrella organization's description of the situation has never been as valuable as it is today. In addition to analyses of the recessive, but still third-largest communications market in the world, the volume also provides qualitative information on the unstable triangular relationship between advertising, society and politics. The appendix with addresses and index is also helpful.Advertising in Germany 2003 published by the Central Association of the German Advertising Industry. Published by Edition ZAW, Berlin 2003. 484 pages, 16 euros.

The future of advertising Part I What is the difference between superficial originality and a moving idea? Which ideas are yesterday's news, which have a future? Jean Etienne Aebi has written a book about this. Switzerland's most highly decorated CD in the last ADC round (with 3 gold and 7 silver cubes) offers no advertising anecdotes, but a lot of argumentation help for all those who invest their time or money in advertising. In two installments, Werbewoche prints excerpts from the chapter on the future of advertising, in which Aebi describes twelve trends. These days, eclecticism, the juxtaposition and coexistence of all styles is the order of the day, and the fact that dozens of commercials with animals appear one year and those with puppets the next is irrelevant. The fact that one year produces more thrills and the other more heart flutters is no guide for the future. The fact that there is a conspicuous amount of giggling in one commercial and farting in another is worth an ironic side note at best.
Whether it is staged more in a trash and grunge style or more cinematographically stylized - this discussion can be left to the specialists. Seasonal stocktaking with no relevance for future forecasts. The same applies to technical trends - special effects, computer graphics, Handycam or 35 millimeter - as well as to the industry topic of whether the Japanese are on the rise or the Scandinavians are back or whether it will remain the Brazilians after all. Tomorrow it will be different again. And it won't matter to you.
Anyone looking for more significant indications of the future of advertising procurement, i.e. those that go beyond the day-to-day, should look at more fundamental developments.
This includes the changes in advertising over several years. They only become apparent through intensive examination. Are there trends that are intensifying and give the impression of representing a long-term development? What is evident is that certain paradigm shifts that have been established or are in prospect do indeed determine advertising. And that it also implements findings from current communication research in a suitable form.
All of this results in a list of reasonably reliable indications. Some of the answers to the trend questions given by some of the industry's major players are consistent with this list, while others are not.
So what will we see more of in the future? There are twelve trends. Each time - in the absence of anything better or of examples from the future that do not yet exist - they are illustrated here with one or two recent examples that anticipate or at least hint at future concepts.
The new seriousnessEntertainment to the point of no return on the one hand, a crisis of meaning from top managers to the unemployed on the other: the society of failure and mishaps is looking for new orientation, content and values. Honesty and credibility are in demand. The
The old motto "More being instead of appearances" takes on a new meaning. Meaningful things are the order of the day.
The reader and viewer honors a little peace and quiet. Is ready for some reflection. No longer avoid it with a little content. This is also an opportunity for advertising, which stands in contrast to the rapid surface stimuli on all sides.
The English advertising film for The Independent newspaper, which takes aim at the life-restricting catechism of political and social correctness with all its "don'ts", anticipates this in exemplary fashion.
Don't think: a shot of a soldier, Don't cry: a baby, Don't be different: two gays, Don't walk: a traffic light, Don't be fat: a hamburger, Don't masturbate: a toilet door - and so on. A total of 43 such prohibitions in this impressive black and white film. Ending on a pile of newspapers (Don't buy) and finally on the fact that someone is reading The Independent and in addition: Don't read.
There are more and more examples of fast-food, fast-fun and even fast-com advertising being contrasted with something more thoughtful or a new slowness. For example, the advertising film for New York City Tourism, in which residents of Times Square answer the question of what should be done to bring tourists back to New York by saying that they would rather not have any. Which is obviously not the best solution.
Or the thought-provoking spot for the photo developer Fotoprix: the hip picture of a beautiful woman turns out to be a photograph of an anorexic holding it in front of her body, as does the hand resting on an old woman's shoulder, or the picture of a healthy rainforest that was actually just held between the camera and the dead forest. Perfect pictures for an imperfect world - this is the honestly profiling slogan.
The new emotionalitySlice-of-lives, which only correspond to the marketing director's idea of what life should be like for his target group but have nothing to do with real life, are ultimately ineffective. Artificial advertising chatter from models has become an unfortunate nuisance, real dialog from real people in real situations is of interest.
Real people, real life also have more impact in advertising. Which is why strategists are looking for consumer insights, as one of the new industry terms is called, and creatives are looking for authenticity in implementation. How do you find what really moves people and how do you address them?
The new forms are diverse, some of them based on basic instincts. Real passion, eroticism, sadness, anger. Alongside the spectacularly unspectacular. From quiet inner dialog to advertising that doesn't come across as such.
Always heart-to-heart, not just head-to-head communication.
The faces shown at the moment of orgasm for Coco de Mer Erotic Shops in England, for example, are grippingly authentic. The way a father accompanies his little girl to bed in our commercial for Swisscom Mobile, even though he is far away from home, is aptly true to life: Go far, come close. The ads for HypoVereinsbank in Germany are captivatingly simple.
Precisely because their photography does not depict people, but rather subtly suggests them in their natural surroundings, it is all the more moving. In addition, personal statements such as: I have a small business. If my customers don't pay their bills, I can't sleep. If I don't sleep, I can't dream about the future of my company. Can someone help me sleep better? - Nice for a bank to write: Live. We'll take care of the details.
The new closenessAs little knowledge as an advertising consultant may have of the housewife in the laundry room, the CEO has just as little knowledge of the homeboy on his skateboard. The examples of wrong ingratiation, wrong choice of language, wrong images are legion. The times for this are definitely over.
The new endeavor to communicate in a more target group-oriented way does not stop there
to bring the advertising world in general into better alignment with the real world. The segmentation criteria are changing. Demographic structures are of little help. Today's people behave as big spenders here and penny pinchers there, society is multicultural, marginalized groups are becoming the focus.
One-to-one individual cluster database marketing attempts to be purely technical and waits for the hybrid, transparent consumer. But it is mass media advertising that makes ethnic and interest groups both a specific audience and a topic that stimulates everyone.
Advertisements in Turkish in Germany. Street and Love Parade posters. Fetishist motifs. A gay couple advertises Maggi. A naked man for Lenor: The man washes himself. Grandmothers as protagonists for the internet provider Bluewin. The new age, the new youth. For kids, most of whom are doing their schoolwork and watching TV at the same time, MTV - a medium that only interrupts advertising with advertising, i.e. video clips for music groups - is the place to be.
pen - launched their own campaigns. Wasaslimline crispbread clips, for example.
It is also purposefully provocative how Camel addresses an unabatedly huge market: smokers, who are reacting increasingly aggressively to their ghettoization. Smokers who still like it when their paternalism is made fun of. With a warning field far larger than the obligatory health authority strip: This ad contains satisfied smoking, farm violence, animal nudity. For example, above a wild picture of a farmer chasing away his wife's lover, who is lying on the bed and smoking, while a chicken shows its butt outside.
Others - not just Muslims - are toasting with Mecca-Cola against US hegemonic policies and for an independent Palestine. Ne buvez plus idiot, buvez engagé! - is the slogan.
The new longingWhether things are going up or down economically or personally, both trigger dreams. They are the same yesterday as tomorrow - in a highly complex, problematized world, those for simple, profound experiences are likely to predominate today. A new, simple romance. True love without HIV and relationship gossip. Friendship without calculation and safety nets. Being on your own and being able to decide. Being allowed to fly away from everything. Spirituality and peace. A different world. In England, there is a party for the abolition of death.
Leveled advertising tries to exploit this state of mind by producing masses of images of unadulterated simple happiness, which cannibalize each other and lead to a zero-sum game without profiling. The more clever concepts make people's wishes the most beautiful. For example, a commercial for Strato's Candy Bar, in which a little boy who wants a brother or sister sets the table for dinner in a lavish manner, which surprises his parents and puts them in the mood for a reproductive game.
Other concepts take off, for example by condensing the dream of overcoming one's own limits into 30 seconds. The Levi's commercial with the young woman and the young man who are able to run through all the walls and experience complete liberation from all the shackles of earthboundness shows how it's done.
The new intelligenceToday's media consumer has seen it all and understood it all long ago. Tomorrow, at best, this will be even more the case. Good advertising is aimed at the heart and stomach and not the brain, which is why it is only half the truth. It doesn't have to be, but if it is, then people like to be challenged a little. As long as it is enjoyable. A little more esprit, a little more sophistication and a little more subtle tones would be good for advertising. In any case, there will always be enough stupid and crude ones.
A completely black double-page spread for a dandruff shampoo: the test that had the whole of Germany shaking their heads. This ad didn't overwhelm the public in 1992 any more than the one for Harley-Davidson does today: The Easy Rider dream image of a motorcyclist on a US highway was accompanied by the thought: Somewhere on an airplane a man is trying to rip open a small bag of peanuts. The gray cells of the readers switch gears just as they begin to tick when they are presented with the six radiator emblems of BMW, Rolls-Royce, Lexus, Jaguar, Mercedes and Bentley in an advertisement, accompanied by the question: This is an advertisement for the finest luxury sedan in America. So which logo belongs in the bottom right-hand corner? According to the car testers' choice, as you can see in the small text, it is that of Lexus.
The claim "Reduce to the max" for the Smart, ingeniously positioning the innovation of a new mini car class, was also correctly interpreted by everyone. "I'm not stupid after all", can only be confirmed by the Media Markt slogan.
Whether thinking will suddenly become a popular sport remains to be seen. A plea for intellectual advertising is not called for, but one for intelligent advertising is. Intelligent in the sense that it allows the recipient to do some of the work themselves. At the very least, it allows them to close a mental gap themselves.
However, a small warning is in order here. In the last 20 years, the resolution of the story in commercials has been shortened more and more. The gag, the punch line, the eureka moment about the product and its benefits usually only comes at the very end, and briefly at that. The younger the clip-sensitized viewer is, the less problematic this is. For others, the limits of their perceptual capacity have often been exceeded. Even highly appealing ideas leave viewers perplexed instead of triggering a pleasurable acknowledgement.
A campaign for Interflora is hard on this boundary, making the risks palpable, but just barely mastered and therefore effective. Nowhere is there even a bouquet of flowers shown or a direct invitation to buy one. Instead, there are scenes of minimal changes in human behavior. For example, a young chauvinist, i.e. a normal man, lying on the sofa in front of the TV, i.e. football. He sips from his beer glass, knowing that he is
now he should probably just get off his butt and go to the kitchen. A brief moment of astonishment only to see that his girlfriend or wife is already standing there with a new, full glass and hands it to him without comment. Slogan: The Power of Flower.
The new witAfter reading the Washington Post or the Frankfurter Rundschau and before the start of the Jay Leno or Harald Schmidt show, our contemporaries are not only capable of a small, stimulated mental performance. He is also capable of irony and satire.
What was funny yesterday is not necessarily funny tomorrow. The big roar in honor, it will always celebrate its primeval days. But the trend is moving more in the direction of clever jokes, at the expense of crude slapstick.
Which is why advertising ideas that might have been too subtle yesterday score points today.
The sporty and fast-looking Toyota Celica parked on the side of the road, which the neighbor's dog runs right into (probably thinking he has to run after it). Almost looks like the claim. Or the guy with the half-red head on the full bus who gets a slap in the face, even though it wasn't him who grabbed the young woman's attractive bottom. Beware of the Sun: advertising for Banana Boat Sunblock.
It is good for advertising and its audience that many more such amazing concepts can be expected. Just as the series for the small VW Lupo is one. One parks it far too far from the curb and over-cautiously despite the huge parking space. Another stops in front of the sufficiently wide bridge before hesitantly driving over it. And so on. (Obviously Lupo drivers feel like they're in a much more spacious car.) Title: It feels bigger than it is. VW-
Label and: The Lupo.
Ultimately, advertising wants to sell something or at least make it appealing. Of course, it can also do this by not making things up in the usual fanciful way, but instead by astounding with unusual truths. A different and disarming kind of clever humor is the new honesty.
It is actually astonishing that it has only recently been discovered. What used to be prematurely tabooed as a negative approach will be an amusing, high-profile playing field in the future. The clearer, the better. Just as the Hans Brinker Budget Hotel in Amsterdam shows how, at check-in, young people look extremely worn out at check-out after a night in this comfortless budget hotel. Just like chocolate makes you fat, which is demonstrated in the Godiva ad in the most beautiful exaggeration: "Before" a very pretty bottom, "After" a hideously fat one. A cigarette brand advertises with lung cancer x-rays and is called Death.
Another funny form of honesty is when three heavy hip-hop guys in an old convertible don't admit that they like listening to jazz. Which is why they immediately switch to rap on the radio as soon as there's a pedestrian on the side of the road - and only then switch back to Keith Jarrett. Title: It's that time of the year. Sender: San Francisco Jazz Festival.
The new seriousnessReality has no place in correctness pigeonholes - the English daily newspaper The Independent mocks this in its advertisement ("Don't read").
The new emotionalityAn example of successful heart-to-heart communication are advertisements from HypoVereinsbank
The new proximityCamel takes aim at the impending ghettoization of smokers with a warning of a completely different kind.
The new longingThe US clothing label succeeds in overcoming boundaries (with Levi's jeans) in a 30-second spot: cleverly aroused longings, skillfully filmed.
The new intelligenceSay it with flowers without showing them - the Interflora spot is a bold invitation to the viewer's imagination to find the link to the product on their own.
The new humorHonest advertising can also be humorous - like that of a budget hotel in Amsterdam,
that shows its customers checking in and out:
What happens in between
is, every viewer may
color it yourself.
Knowing how and whyThis text is taken from the 436-page book "Einfall oder Abfall - Was Werbung warum erfolgreicher macht", which will be published in early October by Verlag Hermann Schmidt Mainz, ISB number 3-87439-638-X, Fr. 79.80. The Swiss presentation of the book will take place on
October 1 from 6 p.m. in the new Kunsthaus Zurich lecture hall. (ww)
Jean Etienne Aebi

The direct marketing associations from Germany, Austria and Switzerland are conducting a joint industry study. As the Swiss DM Association also announced, TNS Emnid was commissioned to conduct the "Dialog Marketing Barometer". The written survey of the association's members includes information on turnover and employee development as well as a forecast. In order for the results to be representative, at least 70 Swiss companies must take part in the survey. The barometer is to be published at the end of September.

Wochenpresse Old renitence in a new skirt: The WoZ relaunch should not only be a pleasure (for the senses), but also generate 2000 new subscriptions. he would like to see more journalistic wit and bite as well as experiments in form and appearance, writes Peter Hartmeier in "Die Kapitalerhöhung", the booklet that all those who want to increase their capital have received.
contributed financially to the relaunch of the WoZ. The Tagi editor-in-chief, who is also under pressure to innovate, could certainly take a leaf out of the book of the left-wing and nice people's book, which has been completely renovated.
This is probably not least due to the fact that the WoZ collective entrusted the visual interpretation of the first general reform since 1992 (!) to the two "young and hungry HGKZ graduates" (Managing Director Verena Mühlberger) Tom Menzi and Daniel Stähli. The new WochenZeitung, which had previously been rather cool and top-heavy, is fresh, cheeky and at times - for example on the colorful opening page of the new Leben-Bund - downright cheerful. The new five-column pagination and the Abacus font specially developed by star typographer Cornel Windlin significantly improve readability. In addition, the notorious deserts of lead are now systematically limited by large pictures and small sections.
Clear expansion course
Despite such concessions to today's mass taste, the "only other voice in Switzerland" (Urs Widmer) now has a comparatively classic and, yes, dignified look. This impression is created not only by the elegant typography, but above all by the more consistent, yet discreet use of corporate color: yellow is now used not only for the skyboxes on each of the four covers, but also for the effective underlining of the headlines.
A good two thirds of the CHF 6,500,000 raised through the capital increase will go towards the relaunch - not including the upcoming redesign of the website. However, the WoZ staff do not regard these projects as risk-free investments in the future. "If we want to keep our promise of sustainable growth, we have to sell 2,000 new subscriptions by the end of the year after next," says Mühlberger, specifying the current expansion course.
Clearly, this requires clever marketing (such as the exclusive media partnership with the Zurich Schauspielhaus) and, above all, intelligent and surprising journalism. The first highlight in this regard is likely to be the interview planned for next week with long-time favorite enemy Christoph Blocher. Due to the approaching election date, this uncanny encounter of the kind that was considered impossible until recently will probably take place in the politics section. The fact that the business section could now also be considered for this documents the new contemporaneity of the "old aunt" from Hardturmstrasse more impressively than any layout tuning.
Oliver Classen