The Swiss Press Association (VSP) is launching a generic marketing campaign in June with the aim of positioning print advertising in the market as powerful, diverse and appealing, according to the concept. Matter & Partner was chosen for the campaign's motto and design framework. Ten advertising agencies that count print media among their clients will realize full-page advertisements under the slogan "Only an advertisement can do that". These are to be placed free of charge by the VSP publishers as fillers. The target audience is advertising clients, media and advertising agencies. At the end of the year, readers can choose their favorite subject via coupon and the Internet.

The most beautiful minor matter in the world When the players of Fussball Club Zürich (FCZ) meet the players of Grasshopper-Club Zürich (GCZ) on May 21 at 8.15 pm in the final phase of the final round, the city club could give its arch-rival a decisive leg up in the battle for the championship title with a win and send tout Bâle into raptures. In order to attract as many supporters as possible to the Letzigrund for this match (also from the Rhine?), FCZ is now advertising this explosive derby with a poster. The Hesskiss creatives simply used a skewered grasshopper to depict the match - which says it all! The match poster in B12 format will be hanging in and around Zurich from week 19. For FCZ fans, it will also be available in A1 format at the club and in the Flachpass restaurant. Derek Stierli from SchaubStierli was responsible for the photography. Aarauer Seriplakat sponsored the printing of the posters and Clear Channel provided the poster sites.Grasshoppers champions? FCZ and Hesskiss are in front of it.

Are you the BMW or the Audi type? Would you rather hold on to a San Pellegrino or an Eptinger bottle in a bar? Or vice versa: which brand would you be if you were a cigarette or a yogurt? Questions that hardly anyone would have understood 30 years ago are now answered with style by "zeitgeisty" people. A consequence of the shift from outward- to inward-oriented consumption. Whereas the quality of a product used to be the main focus (AEG - Aus Erfahrung Gut), in today's society of experience and enjoyment, image and design are almost the only things that count. Today, the additional benefit is found less and less in levorotatory molecules, improved lipid or Cw values. Brands communicate their image and thus identification and orientation aids with experiences. It is understandable that differentiating product features can hardly be found in the sea of goods, let alone implemented effectively in advertising. How is preference to be created? The personification of the brand with models made of flesh and blood is an ideal means of creating orientation. The product is given human features, dead matter is given a soul. The human projection surface crystallizes the wishes, ideas and feelings of the consumer: the producer thus comes closer to the customer. Suddenly, a product can become a helper for sale, a good acquaintance or even a friend. That is why many
Marketers need to give their brand a fresh and distinctive face that embodies the brand's values.
It is not uncommon for companies to leave the choice of potential image bearers to the public. Whether their choice corresponds to the archetype of the brand is not so important. It is much more important that the clever event dramaturgy and the high level of consumer identification with the product lead to a choice that is suitable for advertising. A welcome side-effect is stronger brand loyalty and the associated increase in sales.
Luca Aloisi, Deputy Editor-in-Chief

Sports marketing Athletes instead of misses: A new agency is brokering well-known Swiss athletes for photo shoots, advertising appearances and speeches and believes it has found a gap in the market.Martin Bruderer, co-founder of the Zurich-based agency Athletic Models, is convinced: "We have a very good chance of making the business work. Because until now, it was almost impossible to sign up top athletes individually as advertising media." Either the contact to the athletes, the approval of the club or association was missing - or you had to co-sponsor an entire team to be able to sign a player as an image carrier. At the Athletic Models agency, team players can now also be hired individually.
The agency currently has over 35 top Swiss athletes under contract - including beach volleyball players Paul and Martin Laciga, handball player Carlos Lima, tennis track Ivo Heuberger, snowboarder Ueli Kestenholz, fencer Gianna Hablützel-Bürki and disabled athlete Edith Hunkeler. By the end of the year, the number is expected to reach 50. The athletes can be used as image carriers, models, body models or as speakers. For these purposes, the agency has signed up not only photogenic athletes but also eloquent sports stars and young swimmers and ballet dancers.
On average, a sports great costs 2,500 to 12,000 francs per photo shoot. "The prices for athletes and body models are absolutely in the segment of the model scene," says Bruderer.
No competitionThe agency was founded on
February 5, 2003 by Martin Bruderer, former professional ice hockey player for the Kloten Flyers and qualified marketing planner, and Corinne Dörig, former co-founder of the Action Agency event agency. So far, Athletic Models has not yet received any large orders. "With good reason," as Bruderer explains, "We're just starting to acquire." Talks with larger advertising agencies and interested companies have already taken place, he says. "And things are looking good," says Bruderer. He's convinced, "We have a lot of interesting athletes and the know-how to select and tune in the right athlete for the right gig." Bruderer, Dörig and Co. need not fear competition at the moment. Athletic Models is the only agency in Switzerland that specializes in athletes. This is also reflected in the advertising products to date: There have not been, and still are not, too many serious advertising appearances with Swiss sports stars.
Athletic Models now wants to change that. In the coming weeks, a handful of other athletes are expected to sign with the agency. "We already have verbal commitments from three top Swiss footballers," says Martin Bruderer.
However, he can't and won't name any names yet. "But they will be top shots."
Bruderer is also tight-lipped about the fees paid to the athletes. "We receive a commission for each order. The athletes get the rest," explains Bruderer. The photo shoot is "of course" free of charge for the athletes.
Carlos Lima, Gianna Hablützel-Bürki and Paul Laciga (from left): Well-paid advertising gigs wanted.

Annelies Friedli

Model marketing For Vögele, Nivea, Epa and co. they are promising figureheads. For the advertising elite, they are nothing more than hyped-up products of the tabloids. A few days before the Mister Switzerland contest, Werbewoche measured the market value of the Misses and Misters. Frank Baumann, owner of the advertising agency Wörterseh, TV presenter and former jury member of the Mister Switzerland contest, doesn't mince his words: "The market value of the Misses and Misters is zero." In his opinion, they are "too boring, staid and stupid". He would never, ever advertise with a Miss or ex-Miss. "And certainly not with a Mister Switzerland. That would be conceptual madness." Markus Ruf, co-owner of the Ruf Lanz agency, has a similar view of Mister Switzerland: "When a company advertises with celebrities, their image should usually rub off positively on the product." However, when he looks at the last Mister Switzerland, he doubts whether this is possible here: "One was a fundamentalist Christian who didn't miss a trick, the current one is sulking on the cover of SI, suffering from loneliness and confessing: 'I'd love to have a girlfriend! Ruf therefore has zero interest in advertising with a Mister Switzerland.
With Vögele fees to Mango The former advertiser of the year thinks a little more highly of the Misses: "They have a slightly higher status in Switzerland." Nevertheless, he doubts whether the bill will work out for the sponsors of Miss Switzerland. "Vögele's advertising goal is probably for Miss Switzerland to rejuvenate the fashion house's image." That's why they don't talk to the people themselves, "but let someone talk who they think the young people are more likely to believe. But of course the young people know full well that Miss Switzerland prefers to spend the fee she gets from Vögele at Mango," says Ruf.
"The Misses are something for the tabloids. That's all they're good for," was the brutal verdict of internationally renowned photographer Adrian Fritschi a few years ago in an article about the image of crowned beauties.
The Missen maker and former editor-in-chief of Schweizer-Illustrierte, Peter Rothenbühler, admits: "The ones who benefit most from the whole Missen cult are the media, the organizers and, if things go well, companies that need an upgrade to the next higher image class. For renowned companies, the Misses - or even the Misters - are not spectacular enough."
Few beaus and beauties have made a better impression on the advertising elite. First and foremost Melanie Winiger. She is regarded as a cheeky, witty power woman with the necessary dose of sex appeal and naivety. But even she failed to make the leap into the advertising Olympics. Even the creative agency Butz & Partner couldn't change that. For the Italian fashion chain Oviesse, she had Winiger trumpet into the camera. And earned harsh criticism from colleagues. Ruf: "The Oviesse campaign is a typical testimonial campaign in which things are put into the mouth of the leading actress that people like to call 'smart'." And an advertiser who does not wish to be named finds the Oviesse ad "simply embarrassing". The fact that Winiger, an ex-Miss Switzerland, was chosen for the ad "fits in with this", he says.
The Miss and Mister organizers are relaxed about the blasphemies of the advertising elite. And with good reason: their business with the pretty girls, the crisp boys and the Miss and Mister addicted sponsors is flourishing. The budget for the Miss Switzerland event alone is 1.5 million francs. The budget for the Mister Switzerland event is no less than one million francs. The beauties themselves are just as lucrative: a Miss Switzerland earns around 300,000 francs in her year in office. A Mister Switzerland earns around 100,000 to 15,000,000 francs. If you want to advertise with a Miss or former Miss Switzerland, you have to fork out 2500 to 15000 francs per commitment. Mister Switzerland is available for as little as 1800 francs - the ex-Misters for around 30 percent less.
"We can't complain," says the Miss Switzerland organizer. Despite the poor economic situation, both events - at least according to their own statements - have no problems finding financially strong sponsors. On the contrary, as Daniel Hartmann, co-organizer
of the Mister Switzerland organization, explains: "Sponsor interest is actually increasing significantly." The Miss Switzerland organization has over 15 sponsors.
organization currently under contract. Five companies are involved in the Mister Switzerland organization.
Multilingual credibilityOne of Miss Switzerland's most loyal sponsors is Vögele Schuhe. The Swiss shoe chain has been sponsoring Miss Switzerland for eleven years. "And with great satisfaction," explains Mäni Frei, owner of the advertising agency Frei & Partner and responsible for Vögele Schuhe's overall advertising. He raves about the popularity of the Misses, describing her as a "stroke of luck for advertising" and says: "Miss Switzerland meets all the criteria we set for a fashion ambassador." She is credible, young and - what counts above all: She is known in all three parts of Switzerland. "And not many other celebrities in Switzerland fulfill this criterion," says Frei.
Miss Switzerland promotes Vögele shoes at over 40 events a year, in numerous advertisements, brochures and commercials. And at a fair price-performance ratio: "An autograph session costs just 2,500 francs," reveals Frei.
Criticism of the Miss Switzerland cult is also sought in vain at Nivea. Daniel Münster, Head of Sponsoring at Nivea Switzerland, describes their involvement with Miss Switzerland as a "very good choice" and explains: "Miss Switzerland has made a good choice.
Radiance on the brand and
a very high media presence at Ringier." For two years now
Nivea Miss Switzerland. Three years
The company was previously a sponsor of the Mister Switzerland event. Once again, the
Nivea will no longer do this. "Mister Switzerland doesn't meet our requirements," says Münster.
Louis Giger Jr, member of the management and son of the owner of the Gidor Coiffure chain, has a different opinion about the market value of Mister Switzerland. Gidor Coiffure is sponsoring Mister Switzerland for the second time. Giger explains his commitment as follows: "We advertise with Mister Switzerland because he is beautiful and the topic of beauty suits us." The fact that the shot could also backfire - namely if one of the
The fact that the current Mister Switzerland contestant is not only beautiful, but also a bit odd and has starred in a porn movie, doesn't worry Giger. "We've had very good experiences with Mister Switzerland so far."
The advertising ideas - shop window banners, advertisements and various events - are already ready for the new Mister Switzerland. He will be elected on May 17. The Miss Switzerland contest will follow on September 13. And one thing is already clear: unlike the Mister Switzerland contest - which is broadcast on the TeleNewsCombi channels - this event, which is broadcast live by SF DRS, will be a major event. Last year, the market share of the DRS live broadcast was 49.4 percent. And the pages of the Ringier newspapers are already reserved for the Misses specials. To the delight of the sponsors. After all, the appearance also benefits them.
A look behind the scenes proves that the girls are not just worth their weight in gold for their sponsors. Several girls were caught wearing other brand shoes instead of Vögele shoes. The current Miss Switzerland, Nadine Vinzenz, also made a faux pas when she confessed to SonntagsBlick a few weeks ago that she was constantly scared in her Alfa Romeo. The reason: "People follow me and some even try to slow me down." It was therefore clear to Vinzenz that the "Alfa Romeo for misssuisse" lettering on her car had to go. It is understandable that the sponsor is not particularly happy about this. "I'm telling you, advertising with misses isn't just unimaginative, it's a mistake," sneers Baumann.
For sponsors, advertising with beauties can - in addition to boosting their image - also cause a lot of trouble.

Big business with cool girls

Christoph Locher and his team are behind the success of the Misses.
It has achieved what many thought was impossible: No other competition fascinates the Swiss more than the Miss Switzerland event. In the mid-nineties, entrepreneur Christoph Locher took over the Miss Switzerland organization and professionalized it. It is said that Locher and his team spend six months on the road just for Miss Switzerland. As a special service, the Miss Switzerland organization also places former Misses. Melanie Winiger (1996), Tanja Gutmann (1997), Sonia Grandjean (1998), Anita Buri (1999), Mahara McKay (2000) and Jennifer Ann Gerber (2001) have all been included in the Miss Switzerland organization's file. According to Locher, the former Misses currently receive between two and ten requests per month. The current Miss Switzerland receives around 20 inquiries. Melanie Winiger is currently the most in demand - how could it be otherwise? (af)
Annelies Friedli

Private broadcasters may soon have a say in SRG's internal discussions about the new structure of the SRG Research Service (FD), but SRG is currently examining whether and under what conditions the Swiss Private Radio Association and the Telesuisse private TV association can be integrated into the existing SRG internal working group. The SRG General Management (GD) intends to make a decision on this at the beginning of June. This was announced by Walter Rüegg, Director of Radio DRS and GD member, to the representatives of both associations in a discussion on May 2.
The FD is a service center of SRG, but also collects usage data for private broadcasters. When it became known a month ago that SRG was to integrate the FD into its
SRG plans to integrate its wholly-owned subsidiary Publica Data AG (WW 14/03), private TV and radio broadcasters protested. They had not been informed, felt cheated by SRG and demanded an immediate say.
(mk)

Advertising marketing With immediate effect, Joël Dufour (39) is the new man on the sales front of the two cinema magazines Film demnächst and Avant première.Advertising marketing With immediate effect, Joël Dufour (39) is the new man on the sales front of the two cinema magazines Film demnächst and Avant première. According to Mach Basic 2002, the two titles from the French-speaking Swiss publishing house Quorum Communication reach a total of 490000 readers. Dufour has worked for cinema marketer Perdiag, Edipresse and cinema operator Métrociné, among others. He replaces Martial Grognuz, who is leaving the Quorum Group at his own request.

Fitness center Arena225 is not supposed to position itself as an exclusive fitness club with the usual gloating or exaggeration. Euro RSCG does it with subtle chivalry: almost one in twelve Swiss people has a fitness subscription. If you add those who lift weights on an irregular basis, the figure doubles. Only in the USA, the home of work-outs, is the fitness community relatively larger, and while the local fitness industry initially owed its boom to health insurance companies, which paid generous contributions towards subscriptions, the 700 registered centers have now seen their popularity level off again. This is again due to the health insurance companies, which have noticeably tightened their catalog of services. In order to secure market share, differentiating campaigns are the sine qua non of every club.
Frank Bodin, CEO of Euro RSCG, knows this too. "Many agencies have long made a sport out of hatching big ideas for small sports stores or snowboard schools." Together with CD Jürg Aemmer and his team, he developed a completely surprising presentation for the Zurich fitness and dance club Arena225, whose target audience is progressive according to Bodin.
Building on the guiding principle that only those who are fit can push someone in a wheelchair over a ramp or open their grandma's jam jar, the creatives left the beaten advertising track and developed unusual motifs: people who are fit enough to help others. "Not just advertising for another fitness center," says Aemmer, "but also an appeal for more humanity."
Euro-RSCG gentlemen go to the Arena 225 fitness club.

Luca Aloisi

The AG für Werbemedienforschung (Wemf) has had to significantly correct the March data of its Internet usage statistics Net-Audit, stating in a press release that the number of visits was incorrectly read from the counting system due to a software error. For NZZ Online, for example, the result is 2.846 million visits instead of 4.871 million, for Weltwoche 67972 instead of 102215. The page impressions, on the other hand, remain unchanged. The correct figures are shown at www.wemf.ch.

Microsoft has taken the European advertising budget for the Xbox games console away from Bartle Bogle Hegarty (BBH) and transferred it to McCann-Erickson.McCann was already responsible for Xbox in the USA and Asia. A Microsoft spokesperson explained that the move was motivated by the desire for a single global agency. BBH has won several awards with the Xbox campaign under the claim "Life is short. Play more" has won several awards (including Gold in Cannes). According to the British industry service Campaign, Microsoft is currently also reviewing its pan-European direct marketing, for which Agency Republic from the Omnicom holding company is responsible.

Regional press The AZ Medien Group made a net profit of only CHF 600,000 in the 2002 financial year, compared with a profit of CHF 8.6 million in 2001. The decline must be
The AZ Medien Group writes that this should be seen in the context of extraordinary depreciation and extraordinary expenses. At CHF 198.4 million, operating income was only two percent below the previous year's result. However, the ordinary operating result was more than halved, it continues. The downturn in the
advertising expenditure, which had accelerated in the second half of the year, most of the divisions were
been influenced.

Online games Can cows sing? Yes, of course - because the Swiss milk producers want them to. www.swissmilk.ch is where Lovely starts a game called "A cappella". In it, she and her friends present themselves as an a cappella choir under the motto "Milk gets you going". As only well-fed and happy cows sing (soprano or alto?), the player slips into the role of the farmer, who is responsible for feeding the animals optimally. But beware: if the cows are overfed or undernourished, the player can expect funny graphic animations which, depending on the number of mistakes, can lead to the end of the game. Farming properly is something that has to be learned and is also fun.