The former Head of Communications at SRG marketer Publisuisse, Markus Hollenstein, took over as Head of Marketing at the beginning of April. In this role, Hollenstein will also become a member of the Executive Board. ...
Managing Director Marcel Bosshard is leaving the online advertising agency Publimedia Webadvertising (PWA). He will take on a new challenge at IP Multimedia.
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Martin Lütscher is the new Head of Marketing and Sales for the magazines Automobil Revue and Moto Sport Schweiz from Espace Media.
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The advertising agency Advico Young & Rubicam has added two new division heads to its management team. Thomas Städeli is taking over responsibility for consulting, while David Allemann is the new head of the strategy department.
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The advertising agency DDB Zurich is expanding its creative team. With immediate effect, Daniel Bieri is joining the DDB team as Senior Art Director. Bieri has spent the last five years living in Germany, where he worked for Jung von Matt/Alster and DDB Berlin.
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A new agency for IT and integrated communication was opened in Chur at the beginning of April under the name Hocuz. The three young entrepreneurs Thomas Hobi, Christian Hobi and Peter Cucuz offer network and web solutions as well as PR concepts, event organization, advertising campaigns and multimedia productions. The focus is on customer consulting and concept work.

It was the year of milestone anniversaries, explained Matthias Steinmann, the delegate for media research who is stepping down this year, right at the beginning of his speech, which was prompted by the presentation of the results of the SRG research service and Publica Data. The media conference has been held for 15 years, Telecontrol has been on the market for 20 years and he himself is celebrating his 35th anniversary with the research service. The fact that this year also marks the fiftieth anniversary of the founding of SRG seemed to have been forgotten by the otherwise anything but absent-minded professor in the heat of the moment, but the achievements that Steinmann made during his years at the Research Service were not forgotten. Looking back (without anger), the bustling academic - an outgoing model of a benevolent patron with an occasionally autocratic tendency - himself acknowledged his services to public research. Although Steinmann not only made friends during his career, but also quite a few envious people (among the dispossessed), there is no denying it: The Steinmann era will leave an indelible mark on SRG. Radiocontrol has been introduced without a hitch and provides hard data that radio researchers never even dared to dream of in the past. The system is currently being evaluated by various providers abroad.
The Telecontrol system initiated and co-developed by Steinmann is known worldwide and has proved to be a bestseller and cash cow for the Research Service (and for Steinmann himself) abroad. The consistent separation of research and application is also to Steinmann's credit, as is the excellent economic state of the Research Service, which he headed, and Publica Data, of which he was Chairman of the Board of Directors.
After the "listening and watching work" was done - the dry figures were underlined with excellent graphics by the study leaders Markus Jedele and Manuel Dähler - there was even a small, involuntary surprise in the foyer of the Hotel Bellevue with Swiss wine and fine snacks. Because Alinghi sponsor UBS was holding a customer event in the room next door, those present were actually able to take a close-up look at the "Old Mug", which has already been dubbed the world's ugliest victory trophy. However, the America's Cup winner himself, sunnyboy Ernesto Bertarelli, was not present, which clearly caused disappointment among the ladies.
Carlo Steiner (right), Publisuisse, with Urs Renner, project group member at SRG Research Service and Publica Data.
Head of Research Services Steinmann (center) will soon no longer be looking over the shoulders of Markus Jedele (left) and Manuel Dähler.
Toasting the successful media conference: Head of Internet Studies Tanja Hackenbruch (l.) and PR lady Vanessa Meister.
Radiotele Marketing Manager Hans-Peter Scholl (left) at the drinks reception with Ole Rauch, Product Manager at SevenOne-Media.
Cock of the walk: Paolo Placa from Publica Data with Madeleine Bieri (l.), Radiotele, and Astrid Tellenbach from The Cover Media.
Stefano Di Prinzio (l.) from Publisuisse with
Beat Krebs, who recently took over responsibility for electronic media purchasing at OMD Switzerland.
Technical discussions took place between Publica Data boss Rolf Müller (left) and IHA-GfK Radiocontrol researcher Thomas Kenel.
Radiotele boss Bruno Oetterli (left) talks to Max Müller, Director of the Institute for Accompanying and Social Research.
Mike Schüpbach (l.) from Conradio (Telebärn and Radio Extra Bern) with Felix Kilchsperger from Radiotele.
Silvio Studer (l.), Managing Director of SRG Media Services, with Georges Luks, CEO of Rose d'Or organizer Bigger Pix.
Giordano Giordani, IP Multimedia, with Christine Surer, Tamedia-Mafo.
Professor Matthias Steinmann held his last media conference as Head of the SRG Research Service.
Beat Fritschauf on a flying visit to the capital. Last week, the SRG Research Service held its annual media conference at the Hotel Bellevue, a meeting place for politicians right next to the Federal Palace. In addition to the traditional assessment of the current situation, there was also an announcement of his resignation.
We find out where the communications, media and publishing scene meets for its events at a wide variety of 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.

TV marketer Although TV 3 and Tele 24 were no longer on the market, Publisuisse reported a three percent drop in TV advertising revenues for 2002.The optimism that could still be felt at Publisuisse until late last summer has evaporated. While net TV advertising revenues from January to September were still up to 3.2 percent above the same period in the previous year, they suddenly and massively fell by 14.6 percent between October and December. "This decline came as a surprise to us," says Publisuisse Director Ingrid Deltenre. The reason is to be found in the advertising behavior of the automotive industry, financial service providers and device manufacturers in the IT and telecommunications sector. In total, the marketer of SRG TV programs generated net sales of CHF 289.9 million last year, CHF 8.2 million or
As it operates on a commission basis in accordance with the new contract with SRG, the wholly-owned SRG subsidiary will be able to report a taxable profit of probably CHF 3.94 million for the first time. This will be used to increase the share capital, said Deltenre. Publisuisse delivered CHF 257 million in TV advertising revenue to SRG.
The migration of advertising from the (expensive) prime time of the first SRG TV channels to the second channel chains shows that even customers who book TV advertising per se have to save more. This cannot be adequately explained by the Winter Olympics in Salt Lake City, which were primarily broadcast on SF 2; rather, according to Deltenre, customers were looking for a "more attractive price-performance ratio". In any case, the second channels recorded overall growth rates of 52%, with TSI 2 alone even achieving 68%. However, at CHF 32.6 million, the total turnover of these second channels is still far below that of the first channels at CHF 257.3 million. However, the Publisuisse crew is pleased that SF 2 now generates CHF 26.5 million. "SF 2 is now generating about the same revenue as the Pro7 advertising window," Deltenre surmises.
Simplified handling
Publisuisse has also been in charge of sponsoring the twelve SRG radio stations for a year now. It took on this task with the intention of doubling turnover in this area from CHF 6.5 million within around three years. The success of the first year shows that this ambition is realistic: turnover rose by a total of 34 percent to CHF 8.7 million under Publisuisse's stewardship. The increase amounted to 60 percent in German-speaking Switzerland, 10 percent in French-speaking Switzerland and 28 percent in Ticino. The simpler handling of national sponsorship appearances from the customer's point of view contributed to this, as did the cross-media packages TV/radio/Internet/teletext offered by Publisuisse.
The outlook for the current year is gloomier, however, because the Federal Office of Communications is increasingly restricting sponsor naming with sometimes "subtle" arguments, says Beatrice Kniel, Head of Sponsorship. Mentions that were not a problem until recently are now being reprimanded. This could lead to customers dropping out, says Kniel.
Sales of SRG TV channels by region Net sales in CHF million 1st channels D to 2001 2nd channels D to 2001 Total D to 2001
in % in % in %
SF DRS 161.2 -8 % 26.5 +51 % 187.6 -3 %
TSR 83.8 -6 % 4.9 +52 % 88.7 -4 %
TSI 12.4 +1 % 1.2 +68 % 13.5 +5 %
Total SRG SSR 257.3 -7 % 32.6 +52 % 289.9 -3 %
Source: Publisuisse
Markus Knöpfli

Copywriter A Berlin school of journalism offers insights into the copywriting profession. A recession experiment with an uncertain outcome - and without a role model for Switzerland It's true: good copywriters are rare. In the past, they belonged to the species of disguised literary figures with a masochistic willingness to suffer from the text. Today, there are writers in the industry who have Thomas Bernhard on the shelf - but haven't read him. And are only after one thing: the title of creative director. Just as true: the country needs new copywriters. Honorable attempts to promote creative talent - such as last year's BSW talent workshop for career changers, which has already been suspended for this year - have not borne fruit. The men from the Henri Nannen School are by no means discouraged. The school, which is sponsored by Gruner + Jahr and the weekly newspaper Die Zeit, offered the course "The advertising copywriting profession" for the second time at the end of March. The target group: journalists who are open to new ideas, i.e. unemployed. And there are plenty of them at the moment. Many a young editor who thought they would be firmly settled in their chair until they retired
stick, find themselves on the street. "It would be foolish not to scour this intellectual and writing potential for creative talent," says Olaf Oldigs from Springer & Jacoby, who is leading the two-day course in Berlin.
"Can you imagine working as a copywriter in an advertising agency?" potential participants are asked in the advertisement. And with the
The follow-up question "Or are you suspicious of slogans?" immediately makes it clear that most journalists are not entirely comfortable with this job by virtue of their profession. Whereas newspaper writers have to maintain a professional distance from the subject of their article, "pundits" identify with their client and their client's product. They have no opinion of their own, ideally not even their own style, but let brands and images speak for themselves - like a medium. And where thinking and writing are put at the service of the market, many a journalist turns away in disgust.
Can the craft of copywriting, which an intelligent copywriter once said can only be learned on the job, even be taught to this kind of clientele? "I try to give people a realistic picture of the tasks of a copywriter," says Oldigs, putting his objectives into perspective. At the end of the course, it's not a new job, but the question: "Do I like copywriting or not?"
One thing is certain for him: the two writing genres cannot be meaningfully combined. "There is no world-class footballer who is also a world-class handball player." And yet both have a feel for the ball. Nevertheless, the decision between advertising and journalism has to be one hundred percent. "Otherwise you're just enlarging the circle of mediocrities," Oldigs points out.
Armin Reins from Hamburg-based Texterschmiede also believes that you can't be good at both professions at the same time. "Journalists don't have to fulfill any strict briefing requirements. Copywriters have a harder time. They have to work harder on headlines and work under greater time and expectation pressure. The only thing the two professions have in common is 12-hour coffee consumption." In his book "Die Mörderfackel - Das Lehrbuch gegen das Mittelmass", Reins portrayed thirty of the best copywriters in Germany (WW 37/02). Seven were previously journalists. "Many good journalists have become very good copywriters," says Reins, "but I don't know of any copywriter who has made it as a useful journalist."
The Henri Nannen School in Berlin makes no secret of the fact that the course is purely a recession phenomenon. "It is the current industry and job market developments that have prompted us to launch this course," says its director Klaus Steiner. And adds: "If a journalist then decides to become a copywriter and gains a foothold there - all the better."
Dilution of skillsBut everyone involved should benefit from the zeitgeisty range of seminars. Springer & Jacoby by screening and recruiting young talent. - Talented newcomers are offered an agency internship if they pass the copy test. Journalists are offered the prospect of a second career - although only two participants in the first course were able to continue writing at least sporadically afterwards. And finally, the Henri Nannen School itself, which gained 15 new customers (each paying 290 euros) from the new course the first time it was held. The fact that this unconventional expansion of the offer could be interpreted as a dilution of the journalistic core competence seems to be gladly accepted.
The question remains as to whether this is an isolated phenomenon or a cross-border trend. Specifically: will the financially strapped Media Training Centre in Lucerne (MAZ) soon be adding copywriting courses to its program? "We maintain cooperative relationships with Sawi and SPRI and try not to compete with similar courses," replies MAZ director Sylvia Egli von Matt diplomatically. In other words: cooperation yes, but the specific subject expertise remains with the respective institute. The latent creative potential of Swiss journalists thus continues to doze away.
Language is hardly ever trampled on in the telephone directory: Telekom campaign with critic pope Marcel Reich-Ranicki.
This is the way to become a copywriterFour training centers offer copywriting courses - with no guarantee of jobs, but plenty of blood, sweat and tears: www.tex terschmiede.de, www.texterschule.de, www.wbstraining.de and www.ils.de. The Hamburger Texterschmiede also invites you to an open day on April 23rd and currently has the best reputation among Germany's copywriting schools - although the copy test is quite strenuous for prospective copywriters. Information about the copywriting profession in Switzerland is available at www.texterverband.ch (various download files). (cb.)
Francis Müller

IDG Communications AG's "Red Brochure" is now in its eleventh edition, and this marketing and media documentation provides a clear overview of all the information on global IT spending, including forecasts for the coming years. There is also a list of current IT trade fairs and a directory of all the most important IT market research institutes. The "Red Brochure" is published in German and English and is updated annually. The documentation can be ordered via www.idg.ch/service/studien. IDG Communication publishes the specialist titles Computerworld, Computerworld-Magazine and PCtip in Switzerland.

Agencies In Winterthur, Tom Mörker and Rolf Mötteli have founded the Eins1 agency for strategic brand management. "Today's saturated markets are forcing many small and medium-sized companies into fierce price- and deadline-dominated cut-throat competition," say the two newly appointed agency bosses Mörker and Mötteli. In times like these, advertising should no longer be a "matter of luck". Instead, it requires more and more strategic quality. Mötteli and Mörker are convinced that holistic brand personalities are not created solely through graphic design and the occasional advertisement, but through strategic brand management that adheres to "unique, unmistakable principles". Such a process led by the new agency usually begins with an audit or workshop. This is where the identity-defining features of the company and its products are developed. In the next phase, the principles that will determine strategic brand management in the future are defined. The third part of the implementation is realized in close cooperation with freelance designers. Here, the agency takes on the role of an advertising consultant.
Tom Mörker was previously managing director of a B2B manufacturing company in Bern and Zurich and product developer of a B2B company in Vienna as well as managing director of an agency for idea and project development. He also worked as production manager of Prosign, an agency for marketing and project development.
services.
Rolf Mötteli is a qualified advertising manager and marketing planner and worked in controlling and as an advertising consultant for 20 years at companies including Lintas, GGK, Zurich, Seiler DDB, Kern, Mötteli, Tanner and Heads Corporate Communication, including eight years as a member of the management board. Mötteli is a member of the Marketing Trophy jury.
(pan)

As the sun rises, the golf season has definitely begun - and the relevant publications are ready with freshly polished circulation figures. Urs H. Dillier's Golf & Country, which grew by 20.1 percent, was at the top of its game. Golf Suisse, the association magazine produced by Piero Schäfer, also achieved a dazzling result with growth of 10 percent. On the other hand, Drive, which was only launched two years ago, demonstrated that the golf market is anything but easy to crack: its (already low) paid circulation has shrunk by 30.5 percent. (dse)

The Geneva-based advertising agency Simko was entrusted by the pharmaceutical company Eli Lilly with the launch of Cialis in Switzerland Simko is launching Cialis to doctors and urologists throughout Switzerland Eli Lilly has its headquarters in Indianapolis in the USA and also produces Prozac.

Swiss poster artist Ralph Schraivogel was one of the 25 gold medal winners in the Art Directors Club of New York's competition in the Graphic Design category for a poster called "NY", which he designed for self-promotion. In total, over 12,000 works from 43 countries took part in the 82nd Annual ADC NY Awards. Seven gold medals went to applicants from outside the USA.

Sometimes you really don't know where to put your hands. Either you cross your arms, fold your hands together (in prayer?) or alternately put one hand in your pocket and the other in your trouser pocket. This disorientation is particularly noticeable in talk shows, where serious and usually political topics are discussed - or at drinks receptions, when the small talk doesn't really get going and the sentences start to stutter. As soon as the covers come off, however, this problem is solved by itself. Jean Paul Gaultier and Dolce & Gabbana show where male hands feel particularly comfortable. Provided the size is right and you don't need two hands for one side. Fortunately, women have more delicate hands. Because it should be clear where they prefer to hold on to in contrast to the male placement. (ck)

Advertising bans The Grand Council of the Canton of Berne has passed three motions to restrict alcohol and tobacco advertising.Johanna Wälti-Schlegel (GP) is calling for a ban on advertising on public and private property, in public buildings and at public events. EPP councillor Ruedi Löffel restricts himself to public land and public buildings. Unlike the Green politician, he also wants to ban advertising for alcoholic beverages under 15 percent.

Following a competitive presentation, the Bern-based agency cR Kommunikation has been entrusted with the implementation of the National Research Program 40+ "Right-wing Extremism - Causes and Countermeasures", ensuring communication within the national and international research community, with those directly affected and with the general public.