The Lucerne-based advertising agency Ideart acquired new clients during the summer weeks, creating an internal information magazine for the University of Applied Sciences and Arts in Horw/LU, which is published bi-monthly, as well as brochures, mailings and advertisements. For the Migros subsidiary Chocolat Frey, she designed the new packaging line for "Kiss" ear heads, among other things. Ideart advertises hair shampoo and lotion from Lucerne-based manufacturer Inge Products with a mailing and an advertisement. The agency is also revamping the bottle design. Other new clients include Götti+Niederer opticians and Haarbar in Lucerne and the Hotel Schweizerhof in Zurich.

B2B As part of a multi-stage evaluation, the PR agency Dr. Peter P. Knobel has won the mandate for customer and media relations for Starcom AG, a company based in Neuenhof AG that is active in the areas of sales process management and B2B market development. Among other things, Knobel is developing a CP tool and a new website as well as an actual campaign to deepen customer relations.

Outdoor advertising After Goldbach Media, Cinecom is now also launching a national network with plasma screens. While advertising clients continue to put the brakes on spending, some providers of advertising media are stepping on the gas pedal - at least in the area of electronic posters. Goldbach Media announced the launch of a new network in the fall (WW 28/03). Now Cinecom is also conveying advertising messages via plasma screens, and the Zurich-based media company plans to have installed a national network of 250 screens in highly frequented locations by the end of the year. However, the launch will not take place in cinemas, as was announced in June, but in kiosks in French-speaking Switzerland. Contracts have already been signed with 50 independent kiosks there, with ten more to be added soon.
190 gas stations and movie theaters
For the launch of Plasmedia, as Cinecom calls its latest offering, the cinema marketer has brought media generalist Roger Baur on board (see box). In addition to the offer at kiosks in French-speaking Switzerland, a further 190 or so locations at petrol stations and cinemas are planned throughout Switzerland. As negotiations with potential partners are still ongoing, Baur says he cannot say at the moment who will be involved. However, new locations are to be communicated in the coming weeks. As to whether these will include K Group outlets in German-speaking Switzerland, Baur says: "We are interested in all well-frequented, high-quality locations."
Three minutes per customer
Cinecom relies on the large format for the screens used - 20 to 50 inches. At and in kiosks in French-speaking Switzerland, the screens are mounted at eye level at the checkout. "This allows you to directly influence the purchase decision. For example, which brand from the wide range of sweets the customer chooses," explains Baur.
A screen will also be positioned at the checkout in the announced petrol station stores. Additional placements are possible. "We rely on customized solutions that are the optimal answer for the respective location." According to Baur, the number of screens to be used in each store will also be decided on a case-by-case basis.
The advertising messages are played in a three-minute loop. "That's how long an average customer spends at the kiosk," explains the Plasmedia boss. Of the entire advertising loop, six spots of ten seconds are reserved for the kiosks and their own advertising, while the remaining 120 seconds can be booked freely.
Cinecom assumes a CPM of between CHF 10 and 12.50 for pricing. In the case of the 50 kiosks in French-speaking Switzerland, for which the projection showed 625,000 monthly visitors, this results in a price of CHF 6,250 for a ten-second spot - with a duration of one month.
Plasmedia can be booked as an independent tool - nationwide or regionally from the end of the year at the latest. At the same time, Cinecom is also positioning the new medium as part of its multi-channel strategy. "Our broad and differentiated range of communication media - such as flyers, samplings, games, live spots at the POS and in cinemas - creates the best conditions for this," explains Baur.
In addition to their presence at the POS, he praises the speed of the screens as their most attractive advantage. "Speed is one of the most important USPs in advertising today. Thanks to networked screens, a company is able to react immediately in the event of a slump in sales." Another advantage: thanks to the new technology, the same advertising message can be played on the Internet, on TV and on plasma screens.
Expansion by the end of 2003
Plasmedia wants to be present in all three parts of the country before the end of the year. For German-speaking Switzerland, an initial offer for the
October, in Ticino it will start in November or December.
It cannot be denied that the current run on the screen market, which is already being cultivated by various providers, could soon lead to oversupply. "This danger does not yet exist," admits Baur. However, he is optimistic about his own range anyway: "High quality, and that's what we focus on, will always sell."
The screen landscape is being expanded: Cinecom is launching a national network of large-format plasma screens by the end of the year.
Screenaxx becomes Cinecom's partnerCinecom is working with Screenaxx for the technical part and handling of Plasmedia. The Bern-based company is one of the leading national POI/POS agencies in the field of e-communication. It is responsible for the overall technical management of Cinecom's logistics, software and hardware. The electronics manufacturer Samsung is the partner for the supply and maintenance of the high-resolution plasma screens.
Roger Baur - an outdoor advertising professionalRoger Baur, Head of "Plasmedia" and special advertising formats at Cinecom since the beginning of August, is a generalist specializing in media and marketing. He learned the trade of outdoor advertising from the bottom up - in the 1980s and early 1990s in various positions at APG and Plakanda. Between 1992 and 1996, he took a detour into completely different realms - as managing director and co-owner of Vitatop Fitnesscenter and Pacific Sun Solarium, both in Zurich. He then returned to the media business, initially as managing director and co-owner of CAC Plakatwerbung, which was subsequently integrated into BG Media Aussenwerbung. From 1997 to 2000, Baur initially worked as a key account manager at Sport and later as sales manager at Weltwoche. He then turned his attention to online media: Between 2000 and 2002 as key account manager and sales manager at Qualiclick and then as sales manager at Adlink. (dse)
Daniel Schifferle

Outdoor advertising The online marketer Publicitas Webservices (PWS) is launching a new form of advertising called "PosterAd." The idea is based on the same viewing behavior as posters in the offline world, according to a press release. When entering a website, the user sees a large advertising format that then disappears at the top. Either a news ticker or a full banner then appears as a reminder. The "PosterAd" takes up around a quarter of the site and is integrated into the existing content space. PWS sees the advantage of this form of advertising in the fact that its size makes it an ideal communication platform.

The Board of Directors (BoD) of Vogt-Schild Holding AG has appointed Christian Müller as CEO of the group of companies. Müller has been acting as interim CEO since company director and Chairman of the Board Rudolf Rentsch left the publisher of the Solothurner Zeitung at the end of June. René Rhinow, former member of the Council of States and President of the Swiss Red Cross, was newly elected to the Board of Directors. ...
The Regional Council Committee of SRG Deutschschweiz has elected René Stamm as Head of Finance and Member of the Executive Board of Schweizer Fernsehen DRS. Stamm will take over the position in February 2004 from Hans Ulrich Schmutz, who is retiring.
...
Since mid-August
Tomas Rozas joined the creative team of the dialog agency Fisch Meier Direkt as a copywriter/concept developer.
...
Dunja Tonnemacher is with
of the Zurich event and communications agency X-act into the
Tonnnemacher has been appointed to the management board. Tonnnemacher, 35, has been working as a senior project manager at X-act since January 2002.
She was previously International Congress Manager at the Basel-based pharmaceutical company Hoffmann/La Roche.
...
Stefan Wyser is the new head of the Solothurn profit center at the Publicitas branch in Aarau. He
replaces Stephan von Arx, who is leaving the company with immediate effect.
...
Jürg Bickel has been the new Head of Marketing & Sales at Schweizerische Teletext AG (Swiss TXT) since the beginning of August. Bickel most recently worked as Market/Product Manager at the manufacturer of plastic goods Cellwar in Zollikofen.
...
The Swiss National Library has appointed a Head of Marketing and Communication for the first time. The current
Head of Museum Services Basel, Hans-Dieter Amstutz. He will take up the post in January 2004.
...
The previous majority shareholder Beat Gloor has sold the translation company Text Translate AG to the
Managing Director Manuela Rinaldi and Quality Manager Verena Cimichella.

Econ Verlag is organizing a competition to be included in the "Yearbook of Advertising" 2004. The competition is looking for the best German-language campaigns and advertising agencies of the year, with the closing date for entries being September 25 and October 6. Documents are available from Susanne Kronester, e-mail: [email protected] or 0049 8951 48 2284. Further information can be found at www.jdw.de.

IP Multimedia and the advertising agency Bolt Rohner & Ko took this to heart last week when they held their events, most of which took place under the stars, at the Lake Side Casino Zürichhorn, or rather on its terrace, where the IPM Media Lounge took place for the fourth time with a view over Lake Zurich. For this year it might have been the last lounge event - at least the last one with such temperatures. But because the event was well received, it could well see a revival next year.
The event attracted people from the media and advertising industry once a month from May to August - and the longer the word of mouth worked, the more adabeis showed up who obviously felt quite at home in the environment of the communications scene. These were occasions to see and be seen. No boring lectures, no program presentations, but simply a casual meeting place for anyone who felt like it.
Also at the finissage last week, one could once again loll in the comfortable sofas on the LakeSide terrace in dream weather and indulge in the pleasant life. IP Multimedia offered the location and the food, the drinks had to be paid for by the guests themselves - in line with the generally observable cost-cutting exercises. In the end, the concept worked because the IPM staff, under the leadership of Mehmet Inan, had the most important
guests were invited to the drinks, of course.
On the other side of the Bellerivestrasse, more precisely on the Nussgasse, the same evening was just as busy. Bolt Rohner & Ko celebrated their company domicile in Seefeld with a big party. In addition, the whole thing was a partner event to really draw attention to this advertising biotope. No fewer than nine providers from the communications industry, including a net service, a photographer and a publishing agency, have come together at Tiefenbrunnen under the same roof as the advertising agency. So there was a lot of gossiping, eating and drinking on four floors and in the backyard. The caipirinhas served by Silvia Rohner, the hostess herself, were particularly excellent. In addition to ZKB advertising manager Bernadette Grossenbacher and KI Media sales manager Yvonne Müller, Gabi Benz and Marcello Schnyder from Glass Film Productions and his partner Ruth
Arber from the upscale furniture store Costa Smeralda.
Not as classy as Costa Smeralda, but a little bit cheaper is the furniture at Ikea. The Swedes held a catalog drop party at the Museum für Gestaltung at the end of the week. The furniture supplier of the media planners and advertising assistants is launching a new catalog in time for the autumn moving dates. And that is worth an extended party for the furniture house - with a Swedish buffet, of course; for the advertising and design scene, not for the customers.
There are several reasons for this rather unexpected coming together of the designers and the mass producer - in any case, for once the creative museum did not come along in functional and cool sobriety, but was equipped with the colorful "Swedish" furniture. On the one hand, Ikea supports the exhibition "Living Dreams - Living Spaces", which runs until September. For another, Switzerland enjoys a special status in the Ikea universe. Thirty years ago, the first Ikea store outside Scandinavia was opened in Spreitenbach. If we can do it in Switzerland, we can do it anywhere," company founder Ingvar Kamprad is said to have said at the time. The fact that his success proved him right probably also explains his special fondness for our country - Kamprad lives on Lake Geneva.
Ikea advertising manager Beat Fingerhuth welcomed the guests with some facts and figures. 2.2 million catalogs find their way into households here in Germany. Worldwide, the catalog is translated into more than 23 languages, and Ikea has just divided the market into two segments: America/Europe and Far East. By the way, the guests were allowed to take the current catalog, which will be delivered next week, home with them in advance.
Party guest of honor was the Swedish designer Monika Mulder, who has been designing furniture and furnishings for Ikea for years. Since recently, by the way, in the children's and bedroom department, smiles the pregnant Monika at the welcome. Also on display were excerpts from the new campaign. The yodel spot including the national anthem comes from the kitchen of director Ernst Wirz, production manager Pia Stamm Isenring and Shadia Dietschy (casting) from Wirz + Fraefel. The sales promotion measures, a kind of Ikea initiative and election campaign, was designed by the freelance team Isabelle Linsi (AD) and Thomas Schöb (Copy).
Finally, a real hammer was the Ikea band. The rhythm performers put on an absolutely mature musical performance to a stoically monotonous catalog reading by their frontman with all kinds of utensils of daily use, from whisks to linen cupboards. What was done with Ikea furniture was a hit! The guys could immediately sign on with the Theater Spektakel - only the transport of the instruments would be tedious. At least two pick-ups would be needed. And although one was constantly asked to go upstairs (hall) and downstairs (foyer) for buffet and performances, the whole program was well received. In addition, smoking is prohibited in the Museum of Design, which is why there was also a lot of activity on the terraces of the entrance hall. In wise foresight, sufficient seating was provided there with Ikea furniture. So the nocturnal hustle and bustle soon shifted from the venerable museum halls to the fresh air.
IPM-Medialounge, Lake Side Casino ZürichhornFor every piggy bank sold, Unicef gets a donation.
IPM Lounge organizer Mehmet Inan with the two Goldbach Foundation members Michelle Hodel (l.) and Andrina Gabi.
Terrace weather for Andrea Gallati (l.), Initiative Media, Dani Strässle, Annabelle, and Nicole Zubler, Carat.
Caroline Demeulemeester, Jean-Marc Meyer of LGK and Gabriella Skala (r.) of Skala Communications.
Stefan Schweizer, key account manager at Levi's, joined neuroradiologist Andrea Winkler at the Medialounge at Lake Side.
Marietta Widmer (l.), Stephan Beer from the trade magazine publisher Secumedia, and Aline Prüfer from the Beobachter.
A pair of upstanders: IT supporter Arved Krauth not only made HR consultant Jana Nyvltova from Mediador laugh.
Sascha Mielow, Laserzone, Kristina Fuchs, fashion designer in New York, and IPM intern Franca Mathes (from left).
Together with Markus Worch (r.) of Worch Consulting, Claudio Tonolla, Banca della Svizzera Italiana was seen.
Nadja (l.) and Daniela Jordi (r.) with Rita Meyer, Tele-Züri Media Partnerships and Radio 24 Internal Services Manager at Belcom AG.
Fire evening at Bolt Rohner & Ko, SeefeldLaunched a huge party on the entire company premises: Hansjörg Bolt, Tanja Rokitzky and Silvia Rohner (r.) from Bolt Rohner & Ko.
Having a good laugh at the backyard party in the outer Seefeld: Gabi Benz (l. ) and Marcello Schnyder, Glass, with Ruth Arber.
Andrea Mahler, Production Manager at Wirz, Gabi Kern, Communications Consultant, and Ruth Bolt (from left), Fashion Designer.
Dietmar Knops (l.) from Detail AG with Adrian Wirth, Art Director at Bluespirit, an advertising and marketing agency in Schlierem.
One heart and one soul: ZKB advertising manager Bernadette Grossenbacher (l.) and Yvonne Müller from KI Media.
But caipirinhas are good, said Wanda Bolt (right), daughter of the company's co-owner, and her friend Caroline Koller.
Ikea catalog drop party, Museum für GestaltungThanked the donors: Eva Helene Røse of Unicef with Ikea country manager Christer Granstrand (r.) and advertising manager Beat Fingerhuth.
Conceived the Ikea election campaign for the thirtieth anniversary of the Swiss branch: Isabelle Linsi and Thomas Schöb.
Responsible for the Ikea catalog event: self-employed PR specialist Sonja Blöchlinger with the guys from the Ikea band.
Ikea PR Manager Peter Mager (l.) and Marketing Manager Carlos Friedrich with Ina Knuchel from the media agency Mindshare.
From French-speaking Switzerland: fundraiser Jean-Daniel Sciboz, lawyer Géraldine Ruffieux and student Margerie Virdis (r.).
The new, original Swiss Ikea spot comes from Wirz + Fraefel: Ernst Wirz with Pia Stamm Isenring (l.) and Shadia Dietschy.
Wanted to fill the Ikea piggy bank with water (or even alcoholic beverages?): Irène Hiltpold (l.) with friend Erna Höltschi.
Giovanni Zamai (l.) and Michelle Széchényi from the Viva channel with Manuel Siciliano, Radiotele.
Designer Monika Mulder in the child seat egg she designed.
Beat Fritsch was lucky. The cute piggy bank, designed by Monika Mulder, was given as a gift to the guests of the Ikea catalog drop party last Friday. All that's left is for someone to fatten up the piglet - preferably with paper money instead of coins, which is less heavy on the (still) poor sow's stomach. Otherwise, one met last week at the IPM-Medialounge or at the Fire Evening Party of Bolt, Rohner & Ko.
Where the communications, media and publishing scene meets for its events, we locate at the most diverse 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.

Private radio On Monday, 25 August, at 6 a.m., Radio Edelweiss transformed into Basel 1. The new program grid consists of personalized shows during the day.Private radio On Monday, 25 August, at 6 a.m., Radio Edelweiss transformed into Basel 1. The new program grid consists of personalized shows during the day. In the evening there are specials with Swiss music, special music genres and cinema. For the relaunch, the team was strengthened with presenter Nicolas Kreutter. Philippe Erath, previously Head of Presentation and from October Head of Editorial at the St.Gallen youth station Toxic.fm, is supporting Basel 1 in the conceptual area. Radio Basel 1 is also introducing the new name with several media partnerships.

Private radio On Monday, former Hitradio Z marketing manager Mike Gut submitted the license application for his Radio Max project, applying for the advertised Zurich youth radio frequency (see also page 1). The program concept envisages a daytime program with music, news and reports. In the evenings, Radio Max wants to open up to external program providers. The musical leitmotif is
according to a press release "Breadth instead of division". Played
will feature current pop, rock, hip-hop and dance music.

Home magazines Ideales Heim has been following home trends for 75 years. Even without an ideal title. Now it has redesigned its living room. "For 20 years, I've been unsure whether you can work with a name like that," admits publishing director and co-owner Emil Bisig. For the expansion into Germany and Austria, the publisher Archithema replaced the title with the GDR touch with the more neutral Atrium. Despite the doubts, Bisig is sticking with Ideales Heim in the domestic market. The brand is well established, he explains, and renaming it would involve major risks. In addition, the somewhat dusty sound in particular has cult potential among the younger, urban target group. Bisig therefore prefers to wipe away the dust with a refreshed layout.75 years of survival in the trendy home market is not a matter of course. This is evidenced by the fate of competitors from large publishing houses that wanted to carve out a slice of the affluent market. In 1993, Ringier launched Privé, for which it made extensive use of Ideales Heim. Almost the entire editorial team was poached, says Bisig. But Ringier sold the magazine again in 1995, and in 1996 it was merged into Raum und Wohnen. Tamedia also relied on editors and advertising salespeople from Ideales Heim when it launched Annabelle Création at the end of the 1990s. The magazine, which was later renamed Annabelle Wohnen, was discontinued this summer.
For Bisig, the secret of Ideales Heim's success is not only its established brand, but also its willingness to invest in high editorial quality. And his excellent relationships in the neighboring country to the south: if you leaf through the new issues, you will notice the many advertisements from Italian manufacturers.
Competent content and a carefully cultivated appearance have secured the magazine's place in the reader market. It currently has a circulation of 27,200 copies. In readership surveys, the old-fashioned name proves to be a stumbling block. "People simply remember a magazine with 'Wohnen' in the name better, even if they actually read a different title," sighs Bisig. Mach Basic has five readers per issue for Ideales Heim - around 27 readers for the German Schöner Wohnen. Bisig: "If we were called 'Ideales Wohnen', we would immediately have 100,000 more readers. Without selling a single additional issue."
Stefano Monachesi

Health insurers The media agency Zip- Media welcomes the Swica health organization as a new client.it hired Advertising Art & Ideas as its new advertising agency in the spring after a pitch and will launch an image campaign on TV and in print at the end of August (see page 8). The media measures will be managed by ZipMedia founders Caroline Nünlist and Thomas Rüttimann with immediate effect.

TV advertising The Urdorf-based travel company Direkt Reisen is launching a tourism advertising program on SF 1 at the end of August. 2.5-minute "Direkt Reisen TV" will be broadcast fortnightly on Saturday evenings before the lottery numbers are drawn. The program presents a complete travel offer. It is produced on location by a camera team and presented by Alexandra Kapp. Immediately after the broadcast, the brochure or trip can be ordered or booked by telephone.