Credit SuisseWhen a clean man in white provides a testimonial for the Credit Suisse Group, all AdRaters will hopefully be happy. Please leave your comments at www.werbewoche.ch/adratingWeltwoche
Weltwoche's Cucina Povera campaign was not to the liking of the AdRatern - but that is and remains a matter of opinion.
Top 50,99%
Flop 49,01%

Swiss Radio DRS plans to raise the profile of its programs this year. To that end, Radio Director Walter Rüegg cites, among other things, the decision to move the music special «Sounds» from DRS 3 to the youth cable channel Virus. Starting June 2, «Sounds» will be broadcast simultaneously on both stations. On DRS 3, news coverage is also set to be expanded again during the midday and early evening hours. Furthermore, Schweizer Radio DRS has decided not to apply for the Zurich youth radio license. An information channel, such as the one planned by the radio station in French-speaking Switzerland, is also not in the works.

Since 1992, the advertising cow Lovely has been the face of Swiss milk. That hasn’t stopped the Swiss Milk Producers (SMP) from releasing an anniversary CD-ROM titled «Happy Birthday, Lovely! 1993–2003.»It pays tribute to the cow created by Advico Young & Rubicam, who has already tap-danced for milk, played soccer, jumped over ski jumps, and visited the moon—and will soon be taking on the role of an a cappella singer. The CD-ROM showcases Lovely’s (more than) ten-year success story and can be ordered for five francs at www.swissmilk.ch or by calling 031 359 57 28 or faxing 031 359 58 55.

With Kurt Schmid (Lowe) and Urs Schneider (Mediaschneider), the Association of Swiss Advertising and Communications Agencies (BSW) has had two new members since mid-April. People Peter Leutenegger (FCB Leutenegger Krüll) has been appointed President-Elect. The position of Past President will remain vacant in 2003, as Hanspeter Detsch has retired from the advertising industry.

Prevention Starting April 22, 7,000 posters for the 2003 Stop AIDS campaign will be displayed throughout Switzerland. The slogans, set against a yellow background, call on a wide range of «authorities» to get involved in prevention. «AIDS should once again become a central topic of public discussion.» A total of 87 German, 40 French, and 25 Italian slogans have been written. These are refreshingly witty and boiled down to clear messages, such as: «Hello, Father, if Rome doesn’t like hearing you talk about contraception, why not talk about condoms instead?» The concept calls for this poster to be placed as strategically as possible near a church. Just as a poster on the topic of «sex tourism» should be displayed most effectively at the airport. This year’s Stop AIDS campaign was once again designed by cR DDB Basel. New Stop AIDS posters, displayed in a way that targets the right audience.

Promotion Easter time - flattery time: many children try to get the best for the Easter nest, and the grateful victims are often the grandparents. For once, however, the Easter bunny à la Thutundknup has laid an egg in the nest of the "old folks". In the name of Microsoft's Xbox, the small Zurich agency is calling on all Easter sneakers to bring their old games consoles to a retirement home. It's not (just) charity, because there's something in it for everyone: with the purchase of an Xbox in a PC Joy branch, the young bunnies get three games of their choice for free - provided they trot along with Grandpa's "receipt". The old hands can pass the time and the Microsoft bunny rubs his paws. Before everyone hops off, it should be mentioned that the guinea pig - the son of agency owner Peter Knup - failed miserably in the test: He didn't get any further than the anteroom of the absent home manager. Does nobody believe in the Easter bunny anymore? Swap grandpa for Xbox - or vice versa?

The 3D agency Kunzdesign has won Swisscom as a new client and will be organizing and implementing sponsorship and indoor fairs & events activities for the telecommunications group from May. The Olten-based agency specializes in trade fair construction, promotion, POS and event marketing.

The Zurich-based communications agency Viva was commissioned by Invoxis AG to develop and implement a media concept.Invoxis is a young company from Bern and is active in the field of voice telephony, speech recognition, speaker identification and speech synthesis. One of Viva's most important tasks is to increase awareness of Invoxis.

Bank marketing After a loss-making financial year, Credit Suisse wants to promote Switzerland with a testimonial campaign Robert Lembke's cheerful career advisors would have failed with this candidate. If Peter Sauber - Swiss Formula 1 team boss - had presented himself in the legendary "Make a typical hand gesture" as shown by sponsor Credit Suisse in its new image campaign, he would have passed for a Berlusconi lookalike or motivational speaker. Cynical headline from Frankfurt
Under the current circumstances, the bancassurance group is in dire need of the latter. Just at the start of the campaign (media agency m&m), an article appeared in the NZZ am Sonntag (NZZaS) that is likely to have a far greater impact on the bank's image both internally and externally. "CS employees tremble ahead of Easter" was the headline of the Falkenstrasse newspaper.
The fact that 1250 employees of the client CS Financial Services (CSFS) will lose their jobs by the end of the year does not seem to have been taken into account in Frankfurt's McCann-Erickson offices. Sauber's CS headline sounds cynical against this backdrop: "Enthusiasm is the best driver." And the copy adds: "We have a lot in common with Peter Sauber. He strives for top performance and is an exemplary team player..." So the fresh coat of advertising paint was scratched again 27 pages further back in the newspaper.
Christian Daul, Managing Director Creation at the budget holder, defends the implementation: "An outside view of the problem and task is nonetheless also an advantage and can lead to more precise and surprising answers." Irina Bechmann, Head of Branding & Advertising at CSFS, on the selection of testimonials: "We chose sportspeople who convey similar values to Credit Suisse." In addition to Sauber, wheelchair athlete Edith Hunkeler ("Willpower is stronger than strength.") and Olympic triathlon champion Brigitte McMahon ("Perseverance is believing in your own goal.") present their wisdom in the trio of personalities in the first testimonial relay.
In a second phase planned for June - Bechmann does not wish to comment on this - the focus will be on banking services, according to McCann-Erickson. Despite the parallel product line - especially for the mortgage business - the advertising volume is likely to remain stable at best. According to Irina Bechmann, the advertising presence will be even more focused in future while maintaining the same impact.
Wherever a bank advertises, a testimonial is never far away: Credit Suisse's image campaign.
Luca Aloisi

Zurich-based Wirz Identity AG has been entrusted by the Federation of Migros Cooperatives (FMC) with the project of a comprehensive realignment of the corporate identity for Migros Switzerland as a whole. According to a press release, the agency will not only reshape the appearance of the retail giant, but will also clearly define and partially realign the structures of the umbrella brand and sub-brands. As this is a complex project, Wirz Identity writes that a longer timeframe is required. Visible results are not expected until next year. Wirz prevailed in a pitch.

After three years at Wirz Werbung, Planning Director Cary Steinmann is leaving the Zurich agency. Simon Walter and Sven Oeschger succeed him as Senior Planners. ...
Martina Schörghofer joined the consulting team of the creative agency Ruf Lanz in Zurich in April.
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Michael Gassler joined Zurich-based advertising agency Exxtra Kommunikation at the beginning of April as Client Service Director for the retail unit of the AY&R Group. Together with Stefan Erhart, he heads up Exxtra's consulting activities. The third member of the management team is Creative Director Dieter Hofmann.
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Jenny Settembrini has been Head of Marketing and Communications at Edelweiss marketer Rewag since April. Event manager and responsible for the Edelweiss Club is Manuel Staub, who previously worked in program management at Radio Edelweiss.
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As part of the closure of the Winterthur printing plant and the transfer of print jobs to Zofingen by the end of the year, Ringier Print has merged the sales teams at the two sites. Anton Zgraggen, previously Sales Manager Zofingen, is now in charge of the entire Print Sales department. He will take a seat on the Ringier Print Management Board. He will also remain responsible for Periodicals Sales Switzerland. Max Baumgartner is the new Head of Customer Orders Switzerland and Bruno Gubler is the new Head of Exports. Bruno Hörler is relinquishing his position as Head of Operational Sales, but will remain Head of Marketing. He is also taking over the Materials Management division. Its head, Hans Peter Zeuggin, will retire in mid-June.
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The St.Gallen entrepreneurs Oliver P. Künzler and Filippo Zanchi have merged their direct marketing companies Trendcommerce AG, CallWorld Telemarketing AG and PrintOne AG under the name Trendcommerce Group.

Airport advertising The lack of passengers at Zurich Airport is causing Clear Channel Plakanda's sales and reach to plummet, and the projections made by Zurich Airport operator Unique in 2000 were optimistic, too optimistic. It assumed that passenger numbers in Zurich-Kloten alone would be around 25 million in 2003 and rise to 35 million by 2006. On this basis, it not only planned the expansion of the airport, but also negotiated an exclusive contract with Clear Channel Plakanda (CCP) for the marketing of poster sites in the airport. Such agreements are generally linked to passenger volumes (see box). CCP is therefore likely to have expected annual sales of between CHF 9.5 million (2001) and CHF 18 million (2006) when the contract was signed, while Unique expected annual fees of between CHF 7 million and CHF 15 million. Of the three major Swiss airports, only Geneva reported a slight increase in passenger volumes, while Zurich and Basel recorded significant declines. Although Unique will open the new Dock E from September 1, it will close parts of the existing Terminal B at the same time.
Not at all keen on tourists
How does CCP react to this? Because the poster sites in the
The building sections to be closed will be compensated for by locations in the new Dock E and elsewhere.
The development of turnover was not affected. Although passenger numbers are below budget according to planning, turnover at Zurich Airport was "practically maintained" in 2002, as CCP CEO Beat Roeschlin explains. He cites one reason for the increased attention per passenger: the quality of the target group. "Those traveling on business continue to fly, but the number of tourists is decreasing. This means that the target group, which has
income, decision-making authority and a good education." And that is why Zurich Airport is still more attractive for international advertising clients than Athens, for example, where the proportion of tourists at the airport is much higher. Even Frankfurt, with its respectable proportion of German travelers, is in no way inferior to Zurich with its broader mix of nationalities. Roeschlin: "The share of international advertising clients in total advertising revenue at Zurich Airport is now 50 percent."
However, if Zurich were to lose its role as an international hub and as a base for a home carrier, all of this would be jeopardized. No wonder Roeschlin is frowning at the economic development of Swiss.
CCP is therefore stepping up its efforts to improve the quality of its offering. This will enable the outdoor advertising company to offer customers new opportunities in the fall, when Dock E and parts of the Airside Center open: Entire sections of the building will be "rented out" at six locations. For example, a single customer can design the entry hall of the Airside Center. A glass wall around 60 meters long is available for this purpose, which can be covered with foil and backlit or onto which images can be projected. CCP calls this service "branding". It is also possible to display 3D objects or flags. Roeschlin is thinking of a term of three to five years for such commitments. The risk for CCP: customers have to be acquired first.
The branding concept is the result of an initiative by CCP. Initially, classic poster sites were planned in the new halls. As early as 2001, however, CPP organized a tour of the USA, and in autumn 2002 Unique agreed to the new concept.
Fewer tourists and more business travelers enable a sharper target group profile for poster advertising at airports.
High-turnover poster sitesPoster sites at airports are in demand, as this is where a high-spending public moves around. Thanks to the relatively long length of stay - the average passenger arrives 85 minutes before departure - the opportunities for contact are also high. In 1998, outdoor advertising at the top ten European airports generated advertising revenue of around 40 centimes per passenger. Today, the figure in Zurich is around 50 centimes, while the average European yield has remained at the 1998 level due to September 11 (according to a survey by Compass International Media Ltd.). Depending on the contract, 66 to 85 percent of this revenue must be handed over to the respective airport operators. (mk)
APG had better luckThe Allgemeine Plakatgesellschaft (APG) manages Geneva and Lugano airports, while APG, JCDecaux and CCP are active in Basel. While Basel, like Zurich, recorded around 14 percent fewer passengers last year, Lugano remained almost stable, while Geneva saw a slight increase. Noël Grandchamp, Director of Berger SA, the APG subsidiary responsible for airport advertising, is "satisfied" with the development. (mk)
Number of passengers (in millions)
2001 2002 Change in %
Zurich-Kloten 21.0 18.0 -15
Geneva-Cointrin 7.55 7.62 +1
Basel-Mulhouse 3.55 3.06 -14
Markus Knöpfli