Employer branding is the topic of the fourth Harbourclub Symposium on June 26, where practitioners from communications and human resources will provide insights into their companies' employer branding. In in-depth sessions, participants can ask critical questions and discuss possible solutions. The registration form and further information can be found at www.harbourclub.ch. The Harbourclub is an association of 50 corporate communications managers.

Football Every year, around 40,000 footballers are injured in Switzerland, especially in the lower leagues, which is why Suva, in collaboration with the Swiss Football Association, is launching a campaign for more fair play. The creative goals for this steep pass were shot by the Ruf Lanz agency. "To ensure that the campaign doesn't go astray with the footballers, we're using a familiar object: the corner flag. It is shown as it has never been seen before: in a mourning flag," says Markus Ruf, explaining the concept. The eye-catcher can be seen on posters and perimeter advertising in and around football stadiums, on advertisements and on posters in dressing rooms, clubhouses and club pubs. Footballers are also involved in the campaign. The clubs are provided with yellow and red bibs with large lettering on them: You should never see this color in the game. At the end of the season, the fairest teams are awarded various prizes as part of a fair play trophy.

Radio Since the hit parade has been broadcast simultaneously on DRS 3 and Virus, Radiocontrol assigns those listeners who listen in and tap away to the program producer DRS 3, but this solution is not definitive, said Manuel Dähler from the SRG research service. It also remains unclear how the use of the "Sounds" program is to be recorded. This is produced by Virus and has been taken over by DRS 3 at the same time since June 2.

Goldbach Media hosted the Mediarena for two days at the new stock exchange in Zurich's Selnau district, and this year's communication forum on electronic media was once again very popular. This was probably due in no small part to the expert line-up of speakers. Professor Christian Belz, author, professor of marketing at the University of St.Gallen and head of the Institute for Marketing and Commerce (IMH), Ronny Schmid, co-owner of the Konnex media agency, David Bosshart, director of the Gottlieb Duttweiler Institute, Steve Haite from MSN and Pierre C. Meier, editor-in-chief of the Media Trend Journal, to name just a few of the speakers, were not at all at a loss to make a substantial contribution to the topic. Speaking of media trends - the MTJ editor-in-chief did not miss the opportunity to spread the word about the Media Trend Award 2003, which will take place on July 2 - but only at the subsequent drinks reception. The key event for the media scene will once again take place at Moods in Schiffbau, and the Mediarena was hosted in his usual confident manner by publicist and communications consultant Piero Schäfer, who introduced the individual presentations with expert remarks - sometimes with a bon mot and a bit of mischief in his eyes.
The Mediarena was well attended, but the closing aperitif a little less so. This time it certainly couldn't have been down to the appetizers served, as they were beyond reproach. It was more likely due to the tropical temperatures outside, which the people of Zurich have been spoiled with for some time now. Item, people simply didn't want to stay in the pleasantly air-conditioned stock exchange foyer at the end of the day. Most of them headed straight for the nearest shady garden pub or the lakeside for a refreshing dip.
The fact that the number of guests for the final drink had been slightly miscalculated was not only evident from the thinned rows of people present. After a while, the catering crew generously handed out doggy bags to the departing guests so that the many delicacies could still be used for their intended purpose, namely their final consumption. Some of those present acknowledged this with a hearty thank you as they left.
Visitors to the ADC book launch, which took place on the same day just around the corner at Haus Konstruktiv in the EWZ Selnau substation, were not put off by the tropical, humid temperatures. No wonder, since advertisers seem to come from a different world,
perhaps more weatherproof than the media experts.
They took advantage of the great climate for their own purposes and held the whole event outdoors. They didn't have to be creative people to come up with such ideas! Quickly erected tents and the walls of the modern museum provided cooling shade and plenty of thirst quenchers were also available. Busy service staff ensured that the guests' glasses were never empty. And that was a good thing, because the program was delayed right at the beginning. The ADC honorary member elected for one year was still missing. Eventually, however, Blick columnist Jürg Ramspeck found his way to the Sihl. Visibly proud of the honor bestowed upon him, he delivered his speech extemporaneously. The very personal laudatory speech was delivered by Hildegard Schwaninger, herself an icon of upmarket social journalism.
However, the protagonist of the evening was not a person, but the ADC book. As every year, everyone was eagerly waiting to see what the designers had come up with for the latest edition of the Kreativwälzer - because the standard is high: the design of a book and an advertisement page are worlds apart. "Playing a bit of 'Indian' somehow fits in with the ADC," the team at Matter & Partner must have thought when they started brainstorming ideas for the yearbook. The western-style work is worth taking a closer look at - not only because you can also find good ideas for your own campaigns (watch out, copper protection!). For once, you can enjoy the refreshing approach to the presentation of award-winning advertising. The successful photomontages of the jury presidents, whose faces have been retouched into old Indian photographs, are an absolute hit. And, incidentally, in a quality that can only be described as excellent. This is how you get to know chiefs such as Martin "The Bull" Fueter, Andreas "Adlerauge" Prokesch and Daniel "Grosser Bär" Matter in the new yearbook. All the ideas came from the young warriors Philipp Skrabal, Marcel Jäger, Sascha Fanetti, Ondrej Maczko and Martin Schlatter, who were responsible for the book's appearance this year, which comes across in the usual surprising way. A little tip among colleagues: Submit your book for the next "Most Beautiful Swiss Books" competition.
However, the book premiere was also the prelude to an exhibition at Haus Konstruktiv, which opened its doors last week (ADC Managing Director Helen Müller asked us to do a little advertising here). In the exhibition Off Side Art 1, part of the new presentation series Off Side Art, Haus Konstruktiv is building a bridge from pure art to contemporary design. In collaboration with the ADC, an homage to contemporary culture has been created, showing award-winning works from all communication disciplines; a thoroughly meaningful exhibition, as constructive artistic work and creative design have always inspired and complemented each other - as a reminder for readers who have not yet been able to get much out of constructivism: Camille Graeser, for example, had also designed furniture... The pinpoint performance of the present (according to the catalog text) can be visited until September 14. Haus Konstruktiv is open from Wednesday to Friday, 12 noon to 6 pm, and Saturday and Sunday from 11 am to 6 pm (and it's nice and cool in there, by the way, because museums have to be kept cool due to
of their exhibits must naturally have luxury air conditioning). There is also an extra treat for groups who register in advance and enjoy a private tour of Haus Konstruktiv.
The exhibition is definitely worth seeing, especially for the CDs, ADs, designers and copywriters of the exhibited works. After all, who can claim to be exhibited in the same museum as works by Glarner or Bill? You could easily impress your girlfriend or even the whole family during a visit.
Jürg Ramspeck (r.), the youngest ADC honorary member, with club chairman Andreas Prokesch.
Beat Fritsch

met Hildegard Schwaninger, the mother of all shortlists, at the ADC book launch. Schwaninger's society column in the Züri Leu was essential reading material for the shortlisted author from an early age. This year, the journalist held the laudatory speech for the new ADC honorary member Jürg Ramspeck. Also seen last week: the guests at the closing aperitif of the Mediarena in the new stock exchange, which was not exactly frequented by the masses due to the fantastic weather.
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.

Household electronics Despite persistent rumors, the rock icon Elvis Aaron Presley has been buried in Memphis, Tennessee, since 1977, but his music is still alive and kicking: the King of Rock 'n' Roll is still singing his way to the top of the charts, releasing new albums and giving concerts. With "Elvis - The Concert", his former musicians tour the world and conjure up "The Pelvis" on stage using digital technology. This is what happened this June in Zurich's Hallenstadion. "It's now or never", said the creative minds at the Zurich agency Bonaparte, recalling the King of Coolness in the concert setting: The Bosch Classic refrigerator, which is modeled on the typical look of the fifties. With the poster headline "Elvis lives", Bosch distributor BSH Hausgeräte AG also wants to bask in the spotlight.

Private radio The Rapperswil local radio station Radio Zürisee suffered a significant drop in turnover and profits in the 2002 financial year, with turnover falling by nine percent to CHF 3.65 million and profits by 60 percent to CHF 82,000. Nevertheless, Radio Zürisee intends to pay its shareholders a dividend for the first time. The station was satisfied with the cash flow of 16 percent. According to Radio Zürisee, this "acceptable level" was achieved thanks to timely cost-cutting measures and without staff reductions.

Guido Wietlisbach assessed DM campaigns for Cannes and, as Chairman of the Board of Directors of OgilvyOne, now acts as its Head of Strategic Planning and Creation, describing his appointment as a member of the direct marketing jury at the largest advertising festival as an honor. However, Guido Wietlisbach drew more benefit from the fact that he gained an insight into DM work from all over the world thanks to this strenuous task. During the preliminary judging, he had to check 200 concepts for their suitability. In direct marketing, quality is not immediately apparent. "In addition to the idea, various aspects play a central role, including the target group definition and the material of a mailing. Then there is the creative design and, above all, the strategy," he says, describing the fine art of his industry. "Direct communication is the megatrend. More and more pressure is needed for advertising to be noticed at all. At some point, this will lead to people starting to communicate with individual and selected partners," says Wietlisbach, looking to the future of his work. That's why creativity is so important. Because a mailing can also be designed in two or three dimensions, Wietlisbach finds it astonishing that many creatives are on a one-way street here. "The possibilities in the design field are greater than with classic advertising."
However, his strengths also lie in the commercial field: "I have always been fascinated by figures and analysis and therefore the structured side of advertising." After graduating from commercial school in Basel and gaining his first professional experience, Wietlisbach joined Weka-Verlag in Zurich in 1985. After his first steps in DM at Jelmoli, he got to know and appreciate direct marketing intensively in various functions and thus laid the foundation for his later DM career. The father of two children, who lives on Lake Zug, describes his further training as "advertising manager and all the things you do", before switching to the agency business in 1989 and founding a direct marketing agency in Jean Etienne Aebi's former conglomerate in 1990.
In 1994, he finally decided to become self-employed. The agency, which emerged from Wietlisbach's sole proprietorship in 1997, now employs 24 people. "Our strengths lie in the strategically creative area, especially for medium-sized and large tasks. And that needs a brand," says the Chairman of the Board of Directors. This is one of the reasons why he and his co-owner Daniel Brügger joined the international network OgilvyOne, which also led to a name change.
After 24 percent growth last year, Wietlisbach wants to consolidate this year. This is a new experience for him, as OgilvyOne has always recorded double-digit percentage growth in recent years. Of course, with the growth in turnover, the management tasks have also become increasingly extensive. A development that no longer satisfied the thoroughbred advertiser and enthusiastic golfer. That is why he has been Head of Strategic Planning and Creation since the beginning of the year. However, he stepped into the lowlands of everyday agency life in his own interest, because "that's where I can bring the most to the agency".
Putting with just a few strokes: For Guido Wietlisbach, the fine art of golf is a relaxing addition to everyday life at the DM.
Andreas Panzeri

Content management The online portal T-Online.ch is cutting more jobs.Matthias Gartenmann, CEO of T-Online Switzerland, has confirmed on request that the Swiss offshoot of T-Online will cut more jobs. The editorial team is to be trimmed back from around ten jobs at present to three. Gartenmann would not confirm this figure and referred to the press office in Germany. However, no statement was available there by the editorial deadline. Some time ago, the former 20-strong Swiss editorial team had already been reduced by half. In the meantime, Swiss content on T-Online.ch is thin on the ground, which is why Gartenmann spoke of a "header concept" that would exploit synergies in terms of content. In mid-May, there had already been speculation about the closure of T-Online Schweiz, which had been founded in 2000. One reason for the possible closure is likely to be the small volume in the Swiss online advertising market.
(mk)

Cosmetics V Direct marketing instead of advertisements, dialog-based communication instead of posters: Juvena of Switzerland relies on direct customer contact and is successful with it. Instead of boring run-of-the-mill subjects, full-page advertisements and lots of naked skin, Juvena of Switzerland relies on eye-catching messages and point-of-sale advertising.
Activities. The most recent example of Juvena's extraordinary advertising strategy is the body care line Body. The new line was launched a few months ago. Without posters and advertisements. It was only advertised with stylishly designed direct advertising and sales-supporting measures such as sampling, merchandising, elegant customer brochures and the products themselves. "We believe that this strong focus on the point of sale is the best way to do justice to our customers," says Corinne Züblin, PR Coordinator at Juvena Switzerland.
Back to the core businessThe new line should account for eight percent of Juvena's total sales in Switzerland by the end of the year. It should also help to strengthen Juvena's market position in body care and consolidate its positioning.
However, the focus is still on facial care. Juvena currently generates 70 percent of its global sales with this product - "which reflects Juvena's pharmaceutical roots and specialization in anti-ageing skin care", as Juvena puts it. The beauty manufacturer's flagship products are the classic Juvenance line, the Juvelia skincare line for mature skin launched last year, the Rejuven convenience line, the Personal Skin Collection for younger skin and the Discover line for men.
The remaining products account for 30 percent of sales. However, this range will now be reduced in a few months. Juvena is not yet willing to reveal which products will be removed from the shelves of perfumeries and drugstores.
Focusing on its core competence - facial care - is Juvena's new motto. The company has finally made a name for itself with this product line. It was founded almost 50 years ago in a pharmaceutical laboratory in Zurich. In 1954, when only very greasy, heavy, ointment-like creams were known, Juvena launched the first so-called Light Crème on the market and thus achieved a breakthrough. The skincare products have been produced in Baden-Baden since 1967 and are still developed in Volketswil. Juvena has been owned by the German cosmetics multinational Beiersdorf since 1990.
Many women still associate Juvena with positive Swiss characteristics: quality, safety and innovation. Aspects that can be used to drive good traditional advertising, as Katrin Leder, Group Manager and Account Director at FCB Leutenegger Krüll (FCBLK), explains. Since the beginning of the year, the agency has been managing the Juvena (International) budget, conceiving new advertising ideas and working closely with Juvena's own advertising department. FCBLK works out four to five appearances for various products and product lines for Juvena every year.
In terms of advertising, a lot is feasible Nobody at FCBLK wants to reveal how high the budget is. According to Juvena, investments are primarily made in POS activities and in the internal training of sales staff. "Classic large-scale appearances have
is not a priority in this context at the moment," says the cosmetics manufacturer. To the detriment of FCB Leutenegger Krüll. Behind closed doors, the creatives there are frustrated at not being able to create more classic advertising for Juvena. Nevertheless, the agency is convinced: "Juvena is a very interesting client," says Kathrin Leder. After all, there are not many brands that are so innovative. "Juvena regularly develops new, extraordinary products and has an extremely interesting product range. You could do a lot with this potential in terms of advertising."
The CDs and ADs may soon get their first chance to advertise Juvena in a classic way. The redesign of the packaging will be implemented worldwide by the fall. In line with the new appearance of the Juvena of Switzerland brand, the brand will be placed in the foreground instead of the individual lines. This will give the entire portfolio an upgrade with a uniform appearance. However, it is not yet clear how this will be accompanied. FCBLK is hoping for a classic advertising presence. "We have plenty of ideas," reveals Leder.
Juvena wants to give its cosmetics packaging a uniform look by the end of the year.

Customer dialog with a beauty guarantee: folder from Juvena for Body.
A difficult customer who is hardly interested in traditional advertising: Juvena.
Annelies Friedli

McDonald'sDid you know that, dear ad raters? A hamburger is the ideal food for leaving juicy click marks and Donald Duck-like comments on www.werbewoche .ch/adrating.Suva
These cute kangaroos at Ayers Rock fit in well: applause for Claude Catsky's click triumph for Suva.
Top 81,94%
Flop 18,06%

At the 50th Cannes International Advertising Festival, the creators of 348 Swiss entries are hoping to be awarded one of the coveted Lions by the jurors. Around 8000 advertisers from over 70 countries will be present on the Côte d'Azur when the coveted Lions are awarded at the Palais des Festivals. Golden, silver and bronze Lions will be awarded this year in the categories Film, Press & Outdoor, Media, Cyber and Direct. A Platinum Lion will be awarded to a particularly outstanding advertising idea, and after a total of 17,251 entries last year, around five percent fewer entries were received this year with 16,392 worldwide. Compared to the previous year, however, Swiss entries have increased by almost
increased by six percent. According to Matthias Luchsinger, Cinecom CEO, Swiss Cannes representative and therefore also a festival insider, the direct marketing competition in particular saw a massive increase - from 23 to 55 entries. The fact that two Swiss advertisers are represented on the Lions Direct juries could play a role here: Christian Hansen from Lowe Direct and Guido Wietlisbach from OgilvyOne (see also page 3). Together with 50 jurors from all over the world, Wietlisbach made a pre-selection of the DM entries. A small comparison in passing: according to Werben & Verkaufen magazine, German advertisers submitted 1485 competition entries. That is 18.5 percent more than in the previous year.
No Swiss pride of lionsDavid Honegger from McCann-Erickson is the third Swiss juror to judge advertising entries - in the film category. When asked about possible local lobbying, he is diplomatic: "It may well be possible to explain the local background to foreign jury colleagues - for example, to explain the importance of Ed Fagan for Switzerland. The US lawyer, who specializes in class actions, appears in a Ruf Lanz commercial for Bank Coop. Honegger has seen all the Swiss submissions and believes that the standard is "on average better" than last year. There are likely to be a few shortlisted spots, but certainly "no pride of lions".
In the supreme discipline of Cannes, Switzerland's participation fell from 83 to 74 films. Participation in the Cyber Lions fell from twelve to seven submissions; in the Media Lions, 13 works tried their luck in Cannes last year, this year there are still eight. In the newly titled Press & Outdoor category, on the other hand, a small increase of five to 204 entries was registered. With a total of 348 submissions, Switzerland ranks 13th worldwide. 18 Swiss entries were shortlisted last year. One won in
In the Press & Poster category, McCann-Erickson, Geneva, took home a Silver Lion. Although the haul seemed a little small - especially in comparison with the Austrians, who were triumphant last year - Luchsinger still describes this result as good. The Austrian advertisers have never won a lion in the last 14 years.
won, while Switzerland won twelve in the same period.
Among the numerous advertising professionals who decide to make a detour to the Croisette - according to conservative estimates, 100 of them will be coming from Switzerland this year - there are also an increasing number of clients. This year, Cannes is expecting a 50-strong delegation from Procter & Gamble, one of the global big spenders. The company's marketing experts will also be using the advertising festival to pick up new ideas - and it is quite possible that they will be keeping an eye on
the first-ever Lions Academy. During a week, 18 to 25-year-olds receive intensive (creative) training in the inspiring ambience of the festival. The Swiss study place has been awarded to Thomas Joerg following a competition. The Lions Academy is directed by Michael B. Conrad, President of Leo Burnett International and 1996 Jury President.
Cannes began 50 years ago as an advertising film festival and has grown steadily in line with the development of the media. For Conrad, the unique thing about the festival is that, unlike closed competitions, everyone can attend the film screenings when the wheat is separated from the chaff. "There are only boos or applause". As a result, the advertising festival has also become a tough but attractive creative school for many advertisers. It goes without saying that the jury's decisions always provoke discussion. But the fact remains that around 60 percent of the commercials that win an award in Cannes go on to win an Effie two years later.
When asked about this year's trends, Cannes connoisseurs believe that the commercials could once again be a little more absurd. A favorite for many is the Nike spot with the stick figure playing basketball in combination with real "everyday heroes". It could be like before
three years Budweiser the direction
of a new development. Wrangler Jeans also reckons it has a chance of winning a Gold Lion. They parodied typical Wild West behavior with a ketchup shootout in a bourgeois fast food restaurant. The naked footballers in a commercial for the sportswear brand Athletic Club could also shock and therefore win. Other international favorites include Peugeot 206 and Evian.
Ruf-Lanz commercial with Ed Fagan for Bank Coop: Can expect to win an award.

Nike has fascinated Cannes jurors for years with perfectly shot spots: worthy of a lion.
Considered a favorite among the spots - also for the first Platinum d'Or: Athletic Club spot.
Print motif by Euro RSCG with "World Rally Champion" by Peugeot: Hoping for a Lion d'Or.
Tages-Anzeiger campaign by Guye Benker.
"Darling Smart": Advertisement by Weber Hodel Schmid.
After winning international awards, the ZVV commercial from Publicis is also competing for an award in Cannes.
Wirz Werbung tries its luck on the Côte d'Azur with a commercial for the vegan meeting place Hiltl in Zurich.
A lion for Lowe's Orange campaign?Lovely, the SMP's dairy cow, may also get Cannes jurors going, much to the delight of AY&R.
Michael B. Conrad's questions for Lion candidates

The jury president of 1996 distinguishes in his assessments
first between "fresh ideas and tired ideas". And he asks: Who is setting a new standard in the product category? Where does the idea even set a new standard within advertising? What can make a product famous or glamorous? Where has an innovative strategy been implemented?
In terms of having the courage to focus on the essentials, Conrad quotes a Chinese sculptor who is said to have said: "I take a block of stone and chisel away everything that doesn't look like a lion with a hammer."
David Honegger's claim to the lion spot "You never know why you win. But if you look back at the reels from previous years, you know why you didn't win."
Honegger calls on advertisers to be bolder in the design of their films if they want to take advantage of opportunities to win prizes.
"Only what contradicts our expectations sticks in our memory."
"The idea must be the multiplier of the budget in a campaign with few resources."
"In Cannes, a Swiss contribution should express as little as possible of the prevailing trend towards compromise."
"If you want to make a difference in the market, you have to move people."
"A commercial has to be radical if we want to win something."
Andreas Panzeri

Cosmetics III Trend and futurologist Matthias Horx attributes the success of the cosmetics industry to the "erotic setting" of society.WW Global sales of cosmetics are growing continuously - even during the crisis. How can this anti-cyclical consumer behavior be explained? Matthias Horx: Beauty and "wellbeing" constitute a cocoon of perception in times of crisis. We increasingly turn to self-perception. Here we can still exercise control to a certain extent, "comfort ourselves with ourselves". In trendy language, we call this "small indulgences". In every recession, lipstick consumption rises sharply. This is also due to the fact that people flirt more and take more erotic risks in uncertain times. In a certain sense, reality is "unbounded". Security is no longer important anyway, so I make myself beautiful and go on the prowl.
Why do consumers save so much less on cosmetics than on other products?
These are also the results of investment shifts: People no longer buy expensive designer clothes or cars or other long-term, expensive capital goods, but "quick" products in the lower price range that have an immediate benefit. I can pick up a lipstick or a nice perfume "just like that", it works immediately.
With increased health awareness, the importance of beauty also seems to have increased. Typical for highly developed societies?
This has something to do with the major sociological trends that are changing the "erotic setting" of our lives. For example, we used to be much more monogamous. The majority of the population got married in their mid-20s and then grew older in the family. Today, we are on the love and relationship market for much longer. Often, after divorces, again around 50. And even when we marry and start a family, this no longer leads to a slow decline in eroticism. Today, both men and women expect sex from each other for the rest of their lives. They expect their partner's attraction to last. This is completely new for the male sex, and a lot will change here in the coming years.
Within just a few decades, the "stronger sex", who feared appearing effeminate as cosmetics users, has become a growth market for the beauty industry. Has the advertising industry done a great job here, or do you see other components?
Men now have to be handsome, slim and attractive to have a chance with the young, educated generation of women. A fat wallet alone is no longer enough. This is especially true in middle age, where women are increasingly threatening divorce if men insist on their old, authoritarian roles. You only have to watch one of the new German prime time movies: There's always a strong, 50-year-old woman who separates from her shuffling, overworked husband, who then goes to seed and so on and so forth - stories that life writes. We men would do well to take care of our appearance, otherwise we'll lose what's left of our power.
In ancient cultures, taking care of one's appearance was considered a social privilege. Has a
Has democratization taken place?
The history of mankind is nothing other than a gradual "decline" of the privileges of the ruling caste - privilege becomes democratic right. Today, we all live in a certain sense like princes or kings in past centuries. We have the privileges of travel, of choosing a partner. Our homes and possessions would seem like immeasurable wealth to a 17th century peasant - who made up 70 percent of the population at the time. Of course, the right to erotic self-realization, which large sections of the aristocracy have always enjoyed, also belongs in this context - just think of Catherine the Great or the conditions at the courts of the Sun Kings. Beauty was a privilege of the rich, today it is becoming a productive tool that countless people use to climb the ladder. It works - whether at work or in a relationship.
Couldn't this cosmetics boom soon lead to a glut?
Many people rightly perceive this as a kind of terror. And efforts to become beautiful often lead to ghostly appearances - just think of Michael Jackson. The future belongs more to mental-psychological concepts such as "Become beautiful by being happy" or "Discover your natural beauty!".
Futurologist Matthias Horx: "We are increasingly turning to self-awareness."

Interview: Luca Aloisi