Out-of-home advertising Two of its own board members are Affichage's largest shareholders, and instead of the previous eight percent, the American out-of-home advertising company holds
Clear Channel Worldwide (CCW) now only holds just over four percent of Affichage, Switzerland's largest poster company. CCW reduced its stake "as part of a portfolio adjustment in the USA", as Beat Roeschlin, Chief Executive Officer of the Swiss CCW subsidiary Clear Channel Plakanda, explained on request.
With a stake of eight percent, CCW was the second-largest Affichage shareholder after the French outdoor advertising company JCDecaux (30 percent). This is now different: a portion of the CCW shares, namely two percent, has been acquired by the
Affichage itself, the rest was apparently bought by Grisobi Holding in Bulle FR. In any case, it now holds a six percent stake in Affichage and has moved up to second place among the shareholders. The holding company belongs to the married couple Béatrice and Paul-Henry Binz. The latter is also Vice-Chairman of the Board of Directors of Affichage. With Jean-François Decaux and Paul-Henry Binz, two of Affichage's board members are now also its largest shareholders.
(mk)

The business newspaper FuW and Tamedia's job markets can be used together, and the so-called financial job combination is available in the "national" version with Kadermarkt Alpha and the "regional" version with Stellenanzeiger. These combinations are suitable for the recruitment of managers and specialists from the world of finance as well as executives in general, according to a press release.

Presse Zürich will no longer have its own pages in the international edition of the Neue Zürcher Zeitung (NZZ), according to editor-in-chief Hugo Bütler, in response to a request from readers abroad. For some time now, there has been a feeling that Swiss and Zurich topics have been given too much space. This also gives the NZZ more flexibility in printing, as the scope can be better adapted to the reduced volume of advertisements.

Beverage marketing The advertising suitability of beauty queens and kings is controversial. It's better to choose the right brand face yourself in a community-building way. Coca-Cola shows how it's done with its "Coke-light man", and there are plenty of handsome men walking the streets of Switzerland. And they are also likeable. At least that's the opinion of the US beverage multinational Coca-Cola. Because two Swiss beaus made it to the final of the "Coke Light Man 2003" competition in Berlin. They only missed out on the medals by a hair's breadth. For Richard Bucher, who came first in the Swiss competition, and Andreas Tsarkowitsas, who came second, the dream of a stellar modeling career is probably over for the time being. Nevertheless, the silver Mini Cooper and the chance to take part in a sampling campaign for Lemon Coke and other marketing activities are nice consolation prizes. The advertising strategists have already won - but not only because of the high media and public response. Coca-Cola registered a sales increase of around ten percent this year compared to the "election-free" period of the previous year. A development that raises hopes. Especially when
it is viewed in the light of the stagnation trend in the soft drinks market.
A united nation of votersA surprising aspect of this marketing event is its intellectual originator: the competition, which is based on the TV spot campaign that has been developed over the years, does not originate from the USA, but from Austria. The thoroughly integrated communication concept was introduced there three years ago and became a hit with Arabella Kiesbauer's moderation. Following successful reports from Austria, the decision was made to extend the search for the "Coke man" to the three German-speaking countries. And lo and behold: in Switzerland, too, the large-scale search for the male personification of the sweet drink for the line-conscious met with an enormous response within a few weeks and, according to Coca-Cola, generated an outstanding level of involvement among the target group: in two months, the election generated over 10,000 candidates and 40 million page impressions.
Sabine Baumgartner, Corporate Communication at Coca-Cola, explains the surprise success with the fact that "we were looking for a spirited character type and not a beauty idol. In addition, the election was open to the public for the first five weeks." This lowered the inhibition threshold and took the fun aspect into account - "after all, our brands should convey an attitude to life," says the communications expert.
A 59-year-old even made it to the weekly winner, who was then really pushed by the media. The age range remained wide even when a professional jury took over. "Because the independent character is lost in conventional beauty contests with different sponsors, but the risk of manipulation is greater and credibility is therefore jeopardized, we decided to hold the contest under the brand's own direction," explains Baumgartner.
The decision to take the helm yourself reflects the positioning-related problems that can arise with a co-branded Miss or Mister contest: Do the sponsors match up? Do consumer goods brands exclude each other? Could too many sponsors reduce the cognitive and emotional involvement of the potential target group?
An American in GermanyCoca-Cola benefited from its brand weight and the fact that Coke-light is already well known and represents a brand personality. As expected, the beverage company made a big splash: A month ago, the final vote in Berlin was broadcast on RTL II during prime time in front of an international audience of millions. The 26-year-old American Nick Karry was chosen from twelve finalists who had prepared for the tests at a training camp. How convincing the trained actor, who has been working as a translator and freelance English trainer in Cologne for four years, will be in his TV commercial lead role and whether he will increase the thirst for Coke-light can already be tested in the summer. Publicis consultant Carina Hungerbühler is already aware of the great interest shown by other national branches in the promotion, as not only were the sales targets exceeded, "but unsupported brand awareness and familiarity with the campaign also increased significantly," she says.
Swiss finalists: Andreas Tsarkowitsas (l.), Richard Bucher.

Looks like a sweet drink: Nick Karry "Coke-light man" of the year 2003.

Luca Aloisi

PerskindolSmearing and ointments don't help when you need new budgets. Happy are those who have their painkillers in dry cloths and can therefore click carefree on www.werbewoche.ch/adrating. Sunrise
If you make a lot of calls, you can quickly turn your image around: the clean Wirz campaign for Sunrise was well received.
Top 53,91%
Flop 46,09%

Furniture marketing For once, the furniture store Zingg-Lamprecht is showing a lot of skin in its new campaign - no furniture, no fabrics. The delicate female legs and arms are "merely" intended to make the hearts of potential (male) customers beat faster and open their wallets. "Making it possible to feel what beautiful living triggers," is how Serge Riedener, CD of Content and Form, defines the goal. The creative minds are convinced that the sight of Zingg-Lamprecht furniture in your own four walls will give you goose bumps. Even if you can't see the pores in the graceful carpet. What the heck: sex sells... That's how beautiful Zingg-Lamprecht carpets are.

The HandelsZeitung publishing group launched the Money & Management advertising combination on May 1. It comprises the business weekly HandelsZeitung and the investor magazine Stocks, and anyone who books at least CHF 40,000 in both business titles will enjoy a combined discount of 20 percent in Stocks. The offer is valid until the end of 2003.

Snowmen are an endangered species at this time of year. They are highly endangered when they roam around Zurich during the Sechseläuten festival, where a particularly impressive specimen is set up on the third Monday in April.
placed on a log and set alight. Flanked by the colorful parade of disguised men, also known as the procession of the guilds. Where there is a spectacle, the advertisers are not far away, of course.
Publicis invites its employees, clients and friends of the company to the big Sechseläuten party and doesn't let itself get carried away. Although the agency's premises are about as crowded as the streets around Bellevue, the view of the exploding snowman is much better and accompanied by plenty of culinary delights. On the top floor of the agency, where Creation is based, there was a large buffet next to many cleared desks. It was reported that the Sechseläuten event at Krea was being used to dispose of any old waste. The IT manager from Publicis is also likely to be quite challenged, as he has to dismantle and then rebuild the entire computer infrastructure of the ADs and graphic designers within two days. On the backyard terrace there is always a large tent with festival seating, where this year an excellent risotto, Älplermagronen, meat skewers and sausages of all kinds were served. There were trays of crudités and canapés everywhere, and an extremely enthusiastic service staff patrolled the entire building.
With a very early exit after just 5 minutes and 42 seconds, the protagonist predicted an extremely beautiful summer (which we already got a taste of with almost tropical temperatures). This year, the snowman appeared on his pyre in an absolutely traditional outfit, after having to put up with all kinds of creative frivolities (plaid pants, helmet) in the nineties. Only the red and white bow tie was reminiscent of the host canton of Schwyz (or of the SP's Stapi Ledergerber). Actually, the Böögg would have looked good with a halberd instead of a broomstick.
In oh-so-progressive Zurich, one of the most amusing topics at Sechseläuten is the nagging about the so-called women's guild, which is not actually a guild at all. The correct name is Gesellschaft zu Fraumünster - a significant difference, as guild experts know. The real question is
But should the salon feminists - who are reportedly recruited from better-off households from the Zürichberg and the Gold Coast - be allowed to join the guild procession or not? The idea of having the women's society run before the actual Defilée is not so stupid. The guildsmen are guaranteed to find the parade route because they run after every skirt. And the Fraumünster society attracts maximum attention. However, before they are allowed to enter the Sechseläutenwiese at the same speed, a few more hectoliters of water are likely to flow down the Limmat and wine and schnapps down the guildsmen's throats.
It has been burning for a long time and only lasted a mere 342 seconds this year: the Böögg.
Beat Fritscher, like the other guests at Publicis, paid his respects to the outgoing winter last week. Under the motto "Cocktail for a corpse", the agency invited guests to enjoy food and drink with a view of the Böögg. The invitations are so popular that the phone at Publicis is always ringing off the hook shortly before Sechseläuten.
Where the communications, media and publishing industries meet for their events is where we will be at the various events on the scene. Do you already have something to report? Pick up the phone (01 296 97 98) or get in touch (info@werbe woche.ch). Event tips and occasional shortlist images are available online at www.werbewoche.ch

Maili Wolf has just moved into her office as the new publishing director of the Tages-Anzeiger, and was accused of having a brash journalistic style at school. So she thought: What is the best paper where you can live out such a style in a highly professional manner? Maili Wolf ended up at Blick. There she gained her first journalistic experience under Peter Übersax. But everything should have turned out differently: she met the man of her dreams at the age of 20. At least it was her parents' dream son-in-law. The engineer could have continued the family business in the field of building construction and civil engineering and relieved young Maili of all her financial worries. She would have thanked him "with a wreath of well-behaved children". Instead, Wolf began to study - first business administration in St.Gallen, then, because the HSG was "too academic" for her, at the University of Zurich.
Because her parents had canceled her check due to her future plans falling through, she had to finance her studies herself. In addition to her job at Blick, she also sold art. "It was the time when more modern things somehow became fashionable," she remembers.
She came to her dissertation on publishing marketing by chance. Putting on a doctoral hat seemed to make sense to her because she thought it would give her better opportunities as a woman in a male-dominated professional world. The topic of scrutinizing the launch of the magazine "Natur" in Germany from a business management perspective presented itself. The Unilever Group also enticed her with a job offer. "But that didn't suit me," says the woman, who somehow always looked for less conventional paths. Although she was already overqualified, she decided "on instinct" to take a job as a kiosk sales assistant at Ringier. "I just wanted to see how it worked." This turned into a career that lasted at Ringier from 1979 to 1996, from 1990 as a member of the company management for the Magazines Europe division.
In addition to being characterized as a "workhorse", Maili Wolf is also said to have proven qualities as a "trouble shooter". "When the task is difficult, a bit of stress arises, and I like that because then you just have to."
This was also the case when she had a child "completely unexpectedly" at the age of 40. In order to be a good mother to her child, she decided to become self-employed as a freelancer in 1996.
decided to become a business consultant. "Freelancing gives you more freedom in terms of time," she reckoned. Many interesting assignments at home and abroad
have thrown a spanner in the works.
The fact that they are operationally active again after these consulting jobs
Wolf explains why she wanted to do this with the desire to put ideas into practice herself. "I'm more of a doer than a concept writer," she says. She had been aware for some time that such a challenge could take place at daily newspapers or on television. "And at 48, you're still young enough to be able to fit into an organization."
Compared to her best Ringier years, the new publishing director at Tages-Anzeiger is lower down the hierarchy. But hierarchies have "never meant much" to her. Much more important to her is the feeling of having the freedom to come up with new ideas. "I have ideas on how to somehow stop the decline at the Tagi, both in terms of readership and advertising. Ideas! That's all I can say."
A doer without fear or blame: Maili Wolf.

Andreas Panzeri

With its new business catalog "Life Lines", the picture agency network Zefa Visual Media, which is represented in Switzerland by Zefa Blueplanet, shows around 650 motifs of the constantly changing professional world on 360 pages. Salesmen, painters, butchers, childminders, mechanics, researchers,
Photographers and musicians are portrayed in contemporary imagery. The Zefa Portfolio Book "Life
Lines" is a limited designer edition that is sent to top customers from advertising agencies, picture editors and design agencies. The work is available in bookshops for 30 euros. Kunstverlag Weingarten, ISBN 3-8170-2542-4.

The French edition of the women's magazine Marie-Claire has been published with a Swiss split since April. 32 pages of the 400-page magazine are dedicated to French-speaking Switzerland and the split is to be expanded to 48 pages by the end of the year. Marie-Claire will now also be published in July and August, i.e. twelve times a year. The circulation of the Swiss split edition is 30,000 copies. GPS Media Promotion is responsible for advertising marketing in German-speaking Switzerland.

At last, there is a work for advertising agencies and lawyers in which the entire advertising and communication law is brought to the point in a practice-oriented manner. It deals with competition law, comparative advertising, bait-and-switch offers, distance selling, copyright, personal rights and data protection,
Design protection, unfair competition commission. Edited by Ueli Grüter, "Werbe- und Kommunikationsrecht" comprises 500 pages, costs CHF 268 and is available from Weka Verlag in Zurich.
phone 01 434 88 34.