You read that right. "All work - no beach" was the highly official motto of the 50th International Advertising Festival (IAF), commonly referred to as the world championship of advertisers. until the early nineties, the slogan was "Time for beach", then "More work - less beach" due to the expanded program. the figures make it clear why the program no longer leaves any time for leisure-life - always assuming you are a serious advertiser and make use of what is on offer. There is a huge amount of submitted work to be assessed. Over 16,000, all categories combined. In the Cyber competition there were 1244, in Press & Outdoor there were 8669 advertisements and posters, plus 1123 DM entries, 779 media concepts and 4577 TV or cinema commercials. All shortlisted entries for Press & Outdoor, Lions Direct and the Media Lions were displayed at an exhibition. In addition, all submissions in these categories could be viewed at the Cyber Kiosk. And a further 70,000 works, consisting of the winners since 1990 and all entries since 1998.
You should also take a look at the 43 Young Creatives solutions and attend at least a few of the 18 seminars, presentations and shows. And let's not even mention other side events such as the Young Directors Award, the trade fair and book stands in the Palais de Festival and various smaller events.
But that was just the daytime program! On four evenings there were official galas with award ceremonies and lion presentations, each followed by a buffet reception. Every night there are one or more parties, which are sometimes more or less worth attending. And last but not least, you should cultivate the fine art of socializing at the "Martinez", located directly on Cannes' Croisette promenade. In and around the "Martinez" it's always party time until six in the morning. In and of itself a
7 x 24-hour program for advertisers.
However, we have already seen more Swiss people on the posh hotel terrace. Otherwise, the in-places only filled up towards the end of the week. We got the feeling that the advertisers (fortunately not all of them!) were putting on a more serious front this year than ever before. Or they were so exhausted from the program that there was no energy left for nightlife.
In addition to their own country's performance, the beach parties are a major topic. Hans Brouwer and Rob Meddens' Dutch party is still the ultimate non-plus-ultra in Cannes. They really do still exist, the wild and legendary courtship parties in the style of the eighties, where women tear off their T-shirts, men dance around half-naked on tables, same-sex and opposite-sex couples disappear in rows in the toilet or on the beach and everyone is so hype that complete strangers fall into each other's arms. True to the motto: shoot first, ask questions later.
But Reiner Roduner from Absolutturnus also remained a talking point. As in previous years, he and Wilbert Hirsch invited around fifty guests from the worlds of film and advertising to a cozy dinner under the olive trees on two evenings. The estate in Mougins, where they both live, once again proved to be a pièce de résistance in the hustle and bustle of the festival.
An irritating topic on the Côte is the lack of fraternization among the Swiss, which is said to be the reason for their rather mediocre performance in the competition. It's quite something - you usually see the Swiss among themselves. And you have to know one thing: Thanks to a solid performance, you can make it onto the shortlist and maybe win one or two prizes. On the other hand, there are only many Lions if the lobbying work and the image are right. A start was made this year by the Swiss festival representative Cinecom under the direction of Matthias Luchsinger. The traditional Swisslunch was abolished in favor of a Swiss party on Friday evening at the Plage Miramar. Although still a little hesitant, some non-Swiss people also found their way there. Of course, it will take years to create a real Swiss fan base among the other Cannes visitors - but a start has been made. In addition to most of the Cannes Swiss, Thomas Jörg, HSG student and Swiss representative at the Lions Academy, was also present. This year, he was even the only Swiss to make it into the Lions Daily, the IAF's festival magazine. It contained a statement with a picture of him about the first-ever young talent academy.
There was also gossip about the five shortlisted Swiss productions among the films. The fact that Ruf Lanz and Catsky & Partner were represented there as small agencies with three films was a kick in the shins for the big agencies. Publicis and Wirz only had one film in the final round. And the fact that no lion jumped out on Saturday was a slight disappointment. However, it should be noted that five shortlist nominations is a very solid achievement for a country of our size. Germany won just one Lion.
The audience at the film gala was rather dissatisfied with the jury's decisions. There was whistling and booing like never before. It was mega-bad in the Cosmetic & Beauty Products category. Okay, the commercial is not beyond all doubt. But the representative of BBDO Bangkok got a real battering when she had to climb the podium amidst loud expressions of disfavor; the poor girl was in tears and you really felt sorry for her. That wasn't fair on the part of the auditorium, because it's one thing to boo a commercial - it's quite another with a person. That's pretty mean-spirited. A short and very quiet round of applause as a sign of displeasure would probably suffice.
The subsequent dinner on the beach of the Palais de Festival was more cheerful. Although there were still discussions about jury decisions in one place or another, no one wanted to spoil the good mood. Finally, a Tahiti show with lots of dancing and dancing and the obligatory fireworks brought this year's advertising festival of superlatives to a brilliant close.
Returned to Switzerland as an honor only in silver: Lion parade at the Croisette with a real and sponsored Swiss Lion.
Beat Fritsch with Hans Brouwer at the Dutch party. Hans has the honor of this placement because he and his partner Rob Meddens threw by far the best and weirdest party of the festival with the Condor/Massive Music event in Cannes. Sodom and Gomorrah squared, hangovers and memory lapses guaranteed. No wonder, when the organizer is called Brouwer (brewer).
At the various events, we find out where the communication, media and publishing scene meets for its 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 further shortlist images from Cannes are available online at www.werbewoche.ch

If you believe the latest youth study by Hamburg trend bureau experts, teenagers today tend towards individualism without egoism. 300 street interviews with kids have produced a differentiated picture, peppered with original quotes, of a generation of self-designers whose ethics are also reflected in brand and consumer behavior. Although individual chapter headings ("The end of the fun society") read like feature headlines from the day before yesterday: The visually appealing book is well worth a read. And be it just to munition yourself with trendily formulated arguments against the old myth of moral decay > The new morality of the network kids. The trend book Generations by Andreas Steinle and Peter Wippermann. Piper-Verlag, Munich 2003. 221 pages, Fr. 33.60.

Guest commentary Raymond Lüdi finds it audacious how the ex-initiator of "Money 24" has subsequently made a name for himself as an internet sceptic.yet another new book by Roger Schawinski has been published. The topic: the burst New Economy bubble. According to his own statements, he wants to know more about the background to the hype and the reasons for its failure. Although Schawinski describes himself as a "long-serving Internet sceptic" in the Tages-Anzeiger, he seems to have forgotten that he wanted to launch "Money 24" in 2000. A multimedia project that was to include a stock exchange trading platform on the Internet and a television channel. The company's main source of income
would have been the income from online securities trading, budgeted at CHF 10 to 12 million per year.
The trade press was euphoric: "Schawinski surfs the multimedia wave" or "Engagement of web and TV" were the headlines in the industry magazines. The broadcasting license for "Money 24" had already been granted and the head of the project had been appointed, but the launch was delayed for months until the project was completely buried. There were already too many similar projects - he would have wanted to, but it just wasn't enough.
Nevertheless, the book author said in an interview with Moneycab these days: "Precisely because I never took part, it was a little easier for me than for others. I'm a journalist who was able to research without being involved." After all, he is not alone with his memory lapse. The Moneycab journalist heard about Schawinski's
never heard of the former New Economy Ventures. That makes knitting your own legend much easier.
PS: If Schawinski really was such an Internet skeptic, did the launch of "Money 24" only serve to fuel stock market fantasies for an imminent going public of his company? In 1999, Credit Suisse acquired a 40 percent stake in Schawinski. The subsequent exit via the stock exchange was the bank's declared goal - Schawinski would certainly not have objected.
Raymond Lüdi was editor-in-chief of Media Trend Journal for six years and is now a freelance journalist. His book on the role of the media in the Internet hype will be published in the next few weeks.

Magazines The cultural magazine Du also relies on in-house agency Wirz for its relaunch in the fall.magazines The cultural magazine Du also relies on in-house agency Wirz for its relaunch in the fall. After
Following a detailed agency evaluation and intensive preliminary discussions, publisher Tamedia has entrusted Wirz with all communication measures, according to a press release from the agency. Du is planning a comprehensive content and design relaunch with the September issue, which will also update and rejuvenate the title.

After a long campaign break, the small Zurich-based specialist publisher Aba Bertschi Verlags AG is back on the advertising pages with its multimedia agency profiles. The not-so-new BSW competitor product, a platform for member agencies, makes it possible - or necessary. After all, Portraits has been providing information on facts, people and campaigns in the Swiss communications industry for a good 30 years. In order to underline the indispensability of the renowned and oldest industry guide, the publisher commissioned Hesskiss, the newcomer agency of the year 2002, to develop an advertising campaign following an evaluation: "We asked all advertisers in the industry guide to put their likenesses on the photocopier and take a slightly different self-portrait for Portraits," says Tamás Kiss. The result was extraordinary pictures of newcomers, established agency cracks and greats such as Stefan Vogler or Jean Etienne Aebi, "who actually managed to get his Natural American Spirits in the picture," says Kiss in amazement. And so a few dozen advertising experts plucked out their noses to photograph the basis for an independent subject. The numbered heads are broken up with the information that the guide contains agency profiles with hundreds of other portraits of communication specialists. "The fact that such an impressive number of advertisers were persuaded to take part," says Kiss, "probably speaks not only for the vanity of this professional group, but certainly also for how well anchored the product is in the industry." He does not hide the fact that participation is of course also the best form of self-promotion.
Putting their faces on the copier glass for Hesskiss: Mirjam Susta and Jean Etienne Aebi.

Luca Aloisi

Love There are 1.5 million singles in Switzerland. That's not many compared to the 17 million people who visit a dating website every month in the USA. Nevertheless, Cupid is firing his arrows more and more often on the Swiss Internet. On NZZ-online alone, in the first quarter of 2003, around 10,000 hopefuls were placed on the database of the dating agency Parship.

The self-confident elite cultivate a distinguished lifestyle at the highest level. This milieu describes the established upper class. It is characterized by a high level of self-confidence and a sophisticated lifestyle. Important points of reference for the Established are material and social success. They achieve their goals with a good sense of duty, discipline and responsibility, thus laying the foundations for a sophisticated and pleasure-oriented life, keeping pace with all social developments, and their attitude to life is characterized by tolerance, liberalism, cosmopolitanism and "savoir vivre". They value connoisseurship and a sense of style and participate intensively in social and cultural life. In their free time, they go to the opera or a museum, relax with yoga or mental training, take the opportunity for personal development and further education or use the Internet to find out more. Preferred sports include tennis and water sports.
Around nine percent of the customer potential* in Switzerland, i.e. around 550000 people, belong to the "Arrivierte". A regional focus can be clearly seen in this milieu: In German-speaking Switzerland, the established make up around eleven percent of the population aged 15 and over, in Ticino four percent and in French-speaking Switzerland only two percent. The established typically live in households of two to four people. The main age group in this milieu is between 30 and 60; women are slightly overrepresented at 57%.
The established employees generally have a high level of
educational qualifications; there is a high proportion of university graduates among them. Typically, the more established work in the liberal professions, as doctors, architects or lawyers. However, they also include entrepreneurs, qualified employees and civil servants. In a comparison of milieus, the highest incomes are found in this segment: 48% of the established have a monthly net household income of at least CHF 7,800.

Media marketer With immediate effect, the Vienna-based subsidiary of Swiss media marketer Goldbach Media will manage the pay-TV Premiere Austria, marketing not only the TV advertising islands but also Premiere's online presence and program guide. A press release emphasizes the cross-media aspect of this media network, which can be expanded to include SMS and teletext. In addition, theme-related packages focusing on feature films, sport, Austrian content, kids and full-on eroticism can be booked. As viewers pay for their program, advertising is only used in doses. An advertising island lasts a maximum of one minute.

Classifieds market The Fundgrueb Auto-Spezial and AutoBörse advertising marketplaces for second-hand cars are being merged. PubliGroup subsidiary Fundgrueb AG is acquiring a majority stake in AutoBörse, with the previous owners, AZ Mediengruppe and the Emil Frey Group, retaining minority stakes. In future, both titles will be produced centrally and only distributed together. From 2004, printing will be carried out by AZ Grafische Betriebe AG. The circulation of Fundgrueb Auto-Spezial/Auto Börse will be 32,000 copies

Family, church and community fill the lifeworld of this group. Their everyday life is characterized by simplicity and the desire to maintain the status quo.The frugal traditionalists represent the more rural working-class culture. As with the traditional middle-class, the lifeworld of the frugal traditional is dominated by an adherence to classical value patterns. There is often financial insecurity, but people are modest and content with what they have. Life goals essentially focus on spending a quiet and sociable retirement among like-minded people. In contrast to the traditional middle-class, this milieu is somewhat more cosmopolitan and also less materialistic. Status and social standing play practically no role in this segment. Classic hobbies also dominate leisure time behavior: handicrafts, hiking, watching TV, cooking or relaxing at home. The proportion of frugal traditionalists in Switzerland's total customer potential* is around ten percent, or around 63,000 people in Switzerland as a whole. The milieu has regional focal points in western Switzerland, but above all in Ticino, where 32 percent of the people surveyed are among the frugal traditionalists. The main age group is over 50, which means that there are also many women in this milieu. The frugal traditionalists are mostly married or widowed, with simple educational qualifications; they often have only an aborted vocational apprenticeship. In this segment, one finds many farmers, simple employees and workers, housewives and pensioners. As a result, the income level is also rather low: the focus is on the income classes up to 4,500 Swiss francs net.

The branding and design agency Process now counts Maschinenfabrik Netstal in Näfels among its clients and has been commissioned with a range of product design and product branding work. The future identity development is to be defined for a new product generation.

The Zurich-based agency Flowcube is helping to launch the new Beckers & Felder label The Zurich-based agency Flowcube is helping to launch the new Beckers & Felder label. Under this name, Stefanie Beckers and Verena Felder produce high-quality bags in the middle and upper price segments. The first product to be launched this summer is a swim bag, which will be sold in trendy stores in Zurich, Basel, Bern and Lucerne, but can also be ordered online. Flowcube was commissioned by Beckers & Felder with the overall communication.