Goodwill marketing Wirz Werbung is once again using three posters to help Zurich's Brockenhaus to create a younger image. "Brocki only sells old junk anyway!" The Verein Zürcher Brockenhaus (VZB) finally declared war on this dusty cliché last year. The non-profit association received support in clearing out its own image from the Wirz team, who wielded the creative broom "free of charge". In order to support the claim "We collect everything" in a striking way, the creative team parked the Brockenhaus trolley in front of well-known cultural and political locations - where there really is something to be collected. The team on Uetlibergstrasse is convinced that there is a lot to be collected for the Brocki at the moment. After all, should the dream of flying one day come to an end, the Swiss managers would not have to worry about disposing of their fleet.
Trouvailles from Iraq
Another subject suggests that the Schauspielhaus could also have a lot to offer after Marthaler's departure. "We don't want to be political, but we do want to take up current topics with a little wink," says AD Sandro Nicotera. This also applies to the third visual, on which the small truck is loaded with various portraits of Saddam Hussein. Of course, Nicotera insists, the intention is not to get "him", but to show with irony that Iraq has many trouvailles to offer for the Zurich Brockenhaus. However, donations up to the amount of the reward on Saddam's head would certainly also be welcome at the VZB...
Despite poor consumer sentiment, the association's sales in 2002 were only 0.6 percent below the previous year's record of around 2.6 million francs. The increase in marketing and advertising expenditure by 30,000 francs also had an effect: around seven percent more customers came to Neugasse 11 in Zurich to look for bargains. The association explains the fact that total revenue and visitor numbers have not developed linearly by the fact that its customers are also "shopping more cautiously". It is - unfortunately - a false assumption that the Brockenhaus does better than the rest of the retail sector when the economy is poor.
Goodwill marketing Wirz Werbung knows what to do with the planes if there is a new grounding despite British Airways and Lufthansa: off to the Zurich Brockenhaus >> page 7
Simone Keller

Advertising pool As of September 1, 25 weekly newspapers from north-eastern Switzerland and the area around Lake Constance are joining forces to form the NordOstCombi (NOC), an advertising pool comprising all weekly newspapers from the Zehnder publishing house in Wil as well as the Singener Wochenblatt in Singen and Constance, the Schaffhauser Bock and the Wochenspiegel in Bülach. The total circulation is 782814 copies. The NOC is marketed exclusively by Wypag in Bülach and Zurich. The man behind Wypag is Felix Walder, who was publishing director of Schaffhauser Nachrichten until March.

Regional newspapers At the beginning of August, the Solothurner Tagblatt of the Bern-based Espace Media Group (EM) was published for the first time with the "Stadt und Region Grenchen" page, a move that EM had already announced at its annual press conference in May. With the launch of the new site, households in Grenchen and Bettlach will receive the Solothurner Tagblatt free of charge for five months, as reported by SDA.

From the 2003/04 season, the Swiss Football Cup will be called the Swisscom Cup after Swisscom Fixnet was signed up as the new title sponsor, and the responsible marketer Sportart AG has entrusted the Küsnacht agency Unikat with the advertising launch of the new name. Unikat prevailed against four BSW agencies in a multi-stage pitch. The first measures will be seen at the end of August, as the Swisscom Cup kicks off on September 20 (see also page 17).

TV program guides From 18 March to 16 July 2003, Vierwaldstätter Verlags GmbH, publisher of the TV program guide TV vier, was in debt restructuring proceedings, which have now been concluded with a court-approved debt restructuring agreement between creditors and the publisher, and the company has been restructured. This was confirmed by the administrator appointed, BDO Visura Lucerne. The owner of the publishing house, Rüdiger Hahn, could not be reached. He had previously expressed optimism that his company would "survive the debt-restructuring moratorium to 99.9 percent" (WW 20/03). (mk)

The advertising customers of the St.Gallen local radio stations Radio Aktuell and Toxic.fm will in future be looked after by OnAir Werbung AG.The advertising customers of the St.Gallen local radio stations Radio Aktuell and Toxic.fm will in future be looked after by OnAir Werbung AG. The new marketing company has emerged from the former sales department of Radio Aktuell, which has also been working for the student radio station Toxic.fm since February. All employees will be taken on. Urs Haering, who was previously responsible for location marketing in Herisau, has joined as Sales Manager. He succeeds Jürg Mohler. The management of OnAir Werbung AG is in the hands of Radio-Aktuell Managing Director André Moesch. OnAir Werbung AG is a subsidiary of St.Galler Tagblatt AG; the Appenzeller Medienhaus, Appenzeller Volksfreund and Toxic.fm are also involved.

Agriculture Under the slogan "We bring life to the city: Swiss farmers are good", the Swiss Farmers' Union's Agricultural Information Service (LID) has launched a broad-based campaign. The campaign aims to raise awareness of Swiss agriculture and its services. The Lang Gysi Knoll agency in Bern has been commissioned to develop the "Swiss farmers" brand. The subjects show how products that city dwellers take for granted, such as chips or crêpes, still have their origins on a farm or between the clods of earth. In addition to the posters, TV commercials were also produced.

Agency networks As a Swiss partner agency of the Bates network, Contexta is not unaffected by the sale of Bates parent company Cordiant to WPP Holding, but is currently waiting to see how things develop. "We are strongly anchored in national business," emphasizes Managing Director Daniel Hartmann, agency owner with CD Bernhard Abegglen. Less than ten percent of the volume comes from the network connection.

Sponsoring V The years of experimentation and event inflation are over. Swiss banks are focusing on quality as sponsors - and above all on experience. Due to the different business models and networks, it is difficult to draw comparisons between the sponsorships of Swiss banks. However, a small survey shows that some similarities cannot be overlooked. The biggest of all: The banks have a preference for popular sports. And: practically all institutions had to "adapt sponsorship to current needs", "take a closer look at the portfolio" or "adjust the sponsorship budget to the current economic environment", according to the basic tenor.Although, according to Urs Wyss, Director and Head of CS Sponsorship & Event Services, "sponsorship has a long tradition at Credit Suisse and has become an integral part of corporate communications", most sponsorship managers are probably currently fighting the most grueling battle on the internal fronts, where it's all about the distribution of the budget pie from the Marketing Directorate. The pressure of legitimacy has led to an increasing focus on commitments and is raising the demands on event organizers. "The audience has also become more selective," says Wyss.
No budget reallocations
But it is not only at a national level that a healthy shrinkage in the range of products on offer can be observed, says Wolfgang Goldberg. The Head of Marketing at Neue Aargauer Bank (NAB) reports on the trend towards projects that have a media impact, at least at a regional level, such as the major event "200 years of Aargau", which is being supported despite a heavily slashed marketing budget. Even the Swiss Association of Raiffeisen Banks, according to Franz Würth, Chairman of the NAB.
The Bank's public relations department "continues to be involved in national or markedly supra-regional projects", while the almost 500 independent member banks concentrate primarily on local sponsoring.
The budget cuts for sponsoring, which run parallel to marketing spending, have reached up to 30 percent for financial institutions in the current planning period. As drastic as these cuts may seem at first glance, consumers will not notice the cost-cutting exercise of most banks to such an extent due to the time lag and the absence of one-off major projects such as Expo.02. And that's a good thing, because everyone in charge is aware of the potential loss of image that could result from short-term withdrawals.
And since most companies in Switzerland, a traditional banking country, are less concerned with brand awareness and familiarity than with improving certain image dimensions and attractive contact opportunities with the target groups, the commitments are usually based on long-term hospitality programs.
Unlike most other banks, which have very similar distribution keys for their sponsorship funds - 60 percent for sport, over 30 percent for culture and the rest for social and educational projects - the weighting at Zürcher Kantonalbank is different. Here, social commitments predominate with 60 percent. 20 percent of the funds flow into cultural and ecological sponsoring. Just as much is invested in sport. Fritz Lienhard, Head of PR, Sponsoring & Events at ZKB, counts those with Zurich Zoo and the Züri-Lauf-Cup among the successful partnerships, which have achieved their goals primarily because they appear authentic and credible. "Genuine partnerships are now in demand," says Wolfgang Goldberg from NAB. "Sponsorships are increasingly moving away from exclusively financial support because sponsors increasingly expect experiences for their customers that money alone cannot buy," says Urs Wyss, explaining the increasing involvement of sponsors. He should know: After 13 years in sponsorship at CS and working with the internationally successful Formula 1 property, he is changing fronts at the beginning of October and will become Managing Director of Grasshopper Fussball AG. If the GfS Sponsorship Study 2002 is anything to go by, he is likely to be one of the winners there too, as the banks in particular still see great sponsorship potential in football.
Set the pace in sports sponsorship: CS for the Sauber team.
Luca Aloisi

From August 26 to 28, around 300 exhibitors will be presenting their latest developments at X'03 in Zurich - we briefly introduce some of them here.The new world of mobile marketingIn the often adverse market environment, companies that can adapt quickly, efficiently and flexibly to rapidly changing requirements have an advantage. Expo Display Service AG offers the necessary foldable exhibition, trade fair and presentation systems. In addition to foldable exhibition systems, the company also offers banners and roller displays, foldable counters, counters and even foldable brochure stands. The Expo-Up pro will be presented at X'Event 03. The new design makes it even easier to remove brochures. The majority of this hardware is produced in Switzerland. Expo Display Service AG also offers comprehensive services and supports its customers with CAD-generated design proposals, the realization and production of graphics and reliable assembly and dismantling. International service at all important trade fair locations worldwide is guaranteed by Expo's dense network of partners in over 50 countries. Hall 4, Stand 118
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Good advertising melts in the mouth
It's a great way to get a message across: With edible advertising media, customers of E 575 reach their target group in an "appealing and enjoyable way", as Andi Meier from the food design company explains. E 575's current hit is a "Fresh Film". This sugar-free freshmaker with a new recipe is
2 by 1.5 centimeters in size and acts as a thin plate. As soon as the film is placed on the tongue, the Freshmaker dissolves and provides a pleasant freshness. The matching advertising message is printed on a box in which the Freshmaker is dispensed. Mint cards in matching shapes and slider boxes are also new additions to the E 575 range. In addition to large print runs, processing small orders and individual customer requests has long been part of the company's philosophy. The products are trendy, but also "professional, emotional, enjoyable and up-to-date for every season". The range is constantly being adapted. Hall 4, Stand 119
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More success with designer furniture
Today, events and exhibition stands can be noticeably enhanced by using trendy designer furniture and accessories. Thanks to the automated planning tool from Andreas Messerli AG, the right rental furniture can be selected online.
Unconventional solutions are increasingly being sought when designing events and exhibition stands. The furniture not only has a functional character, but is increasingly becoming an individual and customer-related element. With its design and materialization, it completes the conceptual framework of a corporate identity presentation. It can be embedded homogeneously in the design language of the event or deliberately provide the necessary accents as a contrasting factor. The search for such specific design elements requires expertise and time. Once the designer has found what they are looking for, the question of budget and availability quickly arises. It is therefore an advantage if you can rent the valuable design pieces and do not have to buy them.
Andreas Messerli AG, Wetzikon, has also been constantly confronted with these requirements in recent years. In particular, the strategic decision to become increasingly active in event services for the event industry has resulted in an expansion of the range of products on offer. Through close cooperation with leading event agencies, a large selection of exclusive rental furniture has been put together.
Andreas Messerli AG's extensive experience in the field of event services has led it to create a virtual platform for its event partners. At www.eventmobi liar.com or www.2rent4event.com, the agency has access to a large selection of event services. Once registered, you will find various furniture categories such as lounge, eye-catcher, general meetings and more. At www.messerli-bau.com/mobiliar there is now an extended selection of furniture including design classics and trendsetters. Hall, 4, Stand 115
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If you look hard enough, you will find
You have an idea so quickly, but don't know where to find the right props to realize it in style. If you need original Matrix glasses or the famous teeth from the movie "Austin Powers", Starworld can help. Professionals know "No event without Starworld", because at Starworld Enterprise you can find everything from kilts and Hawaiian skirts to Afro wigs, Santa Claus costumes, garlands, Oscars and, of course, the right party music. Hall 3, Stand 104
The right paper for digital printing
In the space of a week, M-real customers in twelve European countries received mail printed digitally on silver three times. "This allowed the recipient to see and feel directly what advantages the digital printing paper offers," writes M-real. And customers were able to read what other satisfied users had to say about the quality of these papers.
This series of cleverly coordinated mailings has not only resulted in a 25% response rate in Germany. The jury at the German Mailing Days in Nuremberg also awarded the idea a special prize. "The best mailing produced using digital printing" was developed and implemented by DirectSmile on behalf of M-real. The campaign was created in an automated workflow. Customer names and country-specific properties were taken from the database during printing.
All print products can be variably designed for different recipients using digital printing technology. For example, photorealistic elements in an image can be arranged into words. On a flower bed, the customer's name is created from the individual blossoms.
M-real is one of Europe's leading manufacturers of fine papers, magazine papers and cardboard. Its paper and board solutions are tailored for consumer packaging as well as communication and advertising applications such as annual reports and brochures. M-real employs around 20300 people across Europe. The head office is located in Espoo, Finland. In Switzerland, M-real products are also manufactured in Biberist. They will be presented at the Sihl + Eika stand at X'03. Hall 5, Stand 134
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Customer wishes in large format
High-quality color prints in large formats are becoming increasingly important, as it is becoming more and more important for all conceivable areas of trade and public life to attract attention with professional advertising for products, events and services. In most cases, only very small print runs or single copies are required for these purposes. This demand opens up a lucrative new business area for copy stores, print shops and agencies. Canon has put together an offer for this target group that includes the Canon W7200 large format printer, software and hardware, supplementary services and an initial range of paper. This promotion generates a profit from the fifth printout in A0 format. At X'03, Canon's large-format printing systems can be seen in practical use - brochures, flyers and posters will be produced in front of the public. Visitors can also have their photo taken and see how the image is printed in large format. Hall 5, Stand 170

Private radio station Energy Zürich refuses to be compared with Hitradio Z - even in terms of listener numbers. The change from Hitradio Z to Energy Zürich is radical: Z is currently not only broadcasting non-stop music, but has also terminated its contract with Publica Data (PD). "Energy Zurich is something completely different, which is why we are launching on August 15 without numbers," says Michi Frank, head of IP Multimedia, which markets Energy Zurich exclusively. They are currently clarifying with PD when the first data can be published for Energy Zurich. PD Managing Director Rolf Müller confirms the talks, but says that reliable figures cannot be published until "mid to late November." Nevertheless, Energy Zürich is serious about starting from scratch: Müller has been instructed not to enter any hit radio figures from the first half of 2003 in the radio planning tool, which he will soon be updating. At least that was the status quo before the editorial deadline.
This leads to problems for other radios: like Hitradio Z, Energy Zurich will also be a member of the One Pool. But how will the combination with the radios Top, Argovia, Sunshine, Central, 32, Grischa and Ri appear without Hitradio figures? What kind of figures will the planning tool show under One-Pool? Müller was not yet able to say. Pool Managing Director Roland Baumgartner is on vacation. He may be in a similar situation to top boss Günter Heuberger, who as a pool member had no knowledge of Energy Zurich's approach.
However, Frank sees no problems for the pool, especially as Energy Zurich is granting 30 percent on all booked and broadcast spots until the end of the year, which will also benefit the pool (see p. 23).
(mk)

Special forms of advertising Goldbach Media is entering the advertising sales market for electronic posters from the fall and is thus expanding its cross-media offering.Those who previously booked the electronic media in the portfolio of cross-media provider Goldbach Media reached consumers either via TV at home, radio on the move or the Internet at work. However, Goldbach media was hardly present when shopping or during leisure time outside the home, i.e. when most purchasing decisions are made. Goldbach marketing subsidiary IP Multimedia (IP) has started selling electronic posters (12- to 42-inch flat screens) in bars, stores and petrol stations. The marketer wants to offer its advertising customers the opportunity to address consumers shortly before they make a purchase decision. Advertising customers currently have one network and will soon have four networks at their disposal, which can be used to address different target groups throughout Switzerland or in different language regions. A fifth network is currently being set up and ten more are being examined.
The existing network comprises 76 Swisscom stores throughout Switzerland, and two more will be added in October, one with 75 Tamoil petrol stations and one with twelve Manor centers. The fourth will be launched in November and comprises 50 in-stores in Zurich, Basel, Berne, Lucerne and St. Gallen. (Flash) commercials, still images and (animated) graphics can be played on the screens - mostly without sound. With one exception: Swisscom has equipped its screens with loudspeakers.
Taboo zone checkout station
In these networks, screens are placed where longer dwell times occur: At Manor at each scale of the staffed food racks (average waiting time of three to four minutes), at Tamoil directly at the petrol pumps (three to four minutes), at Swisscom stores next to the advice desk (eleven minutes) and at restaurants usually on the bar wall. However, the screens are deliberately not placed near the checkout. "Anyone waiting in front of the checkout has already made their purchase decision. They will hardly want to leave the queue," says Fredy Grau, project manager at IP.
The respective owners are responsible for operating the networks; IP is the exclusive marketer, but is involved in an advisory capacity in the selection of locations. It acquires and compiles broadcast lists and broadcast material. Under the working title "AdScreen", it has therefore set up a new unit alongside radio and TV, currently with five employees, which is managed by Grau. "We want to drive this business forward," says IP boss Michi Frank. He identifies a need on the part of advertising customers: "Customers want new advertising channels in the electronic sector. We now offer these - and in surprising locations. Another advantage for TV customers: They can broadcast their spots telquel via the screens." Grau currently estimates the market potential at CHF 40 to 50 million per year, and the trend is rising. IP wants to secure a 30 percent share of this in the medium term. Is Grau also hoping for alcohol and tobacco advertising, which is coming under pressure in public spaces? "Screens can certainly become an alternative channel. But not without restrictions, because it's an image issue. Manor, for example, doesn't want any advertising for alcopops on its screens, and alcohol advertising at petrol stations is at least problematic," adds Grau.
Consumers are now supplied with advertising wherever they go.
Several fish in the screen marketAdvertising on screens takes many forms. Swiss Post launched what was probably the first national network in 1997 under the name Canal Poste. In the meantime, 320 TV screens have been installed in 200 post offices. Since 1999, Swiss Post has been running the sales itself, with sales increasing from 0.2 million francs in 1997 to one million francs in 2000 - and even rising further to around 1.4 million francs in 2001 and 2002.
Bigscreens (between 10 and 60 square meters) are operated by APG subsidiary E-Advertising AG in Zurich, Berne and Geneva-Cornavin railroad stations. The company was still in the red in 2002, but expects to break even this year. Clear Channel Plakanda is different: it has temporarily shut down its smaller screens at Kloten Airport due to the economic situation.
The Zumikon company TerminalCompany is present with interactive screens (terminals) - 300 of these are to be installed in youth hostels and City Disc stores by the end of the year. E-Advertising is responsible for sales. Other providers of screen networks include Bison Schweiz AG and Screenimage. (mk)
Network Locations Number of screens Main target group Reach/ price for 20" screens
/location Month Spot (4 weeks)
Manor 12 (Switzerland-wide) 20 - 25 women, 14-54 1 million pers. 13300.-
Tamoil 75 (Switzerland-wide) 4 - 12 men, 14-54 1 million pers. 17500.-
Swisscom 76 (Switzerland-wide) 1 - 2 men + women 450000 pers. 19052.-
In-pubs 50 (in five cities 1 men, 14-34 400000 pers. 10380.- of German-speaking Switzerland)
Source: IP Multimedia
Markus Knöpfli