Patent office Lang Gysi Knoll aims to help the search services of the Swiss Federal Institute of Intellectual Property (IPI) achieve a breakthrough. "The IPI is launching an advertising campaign to ensure that Daniel Gyro Gearloose no longer looks like Knorrlis when it comes to patent solutions in the field of trademarks and technology," is the aim of Lang Gysi Knoll (LGK). The campaign is intended to raise the profile of the long-standing services - trademark and patent and technology searches - which are now combined under the Exensis IP-Search brand. The IPI's Head of Marketing, Yvonne Kohler, explains that this presentation has been on the agenda for some time. After all, the Bern-based institute is not the only provider of such services: Compumark in the trademark and Centredoc sector, Infolit and Büro Egli in the patent and technology sector are in competition with the federal institute.
On the one hand, the ads designed by LGK are aimed at manufacturing companies. "Don't break your head for an invention that may already exist," advises copywriter and concept designer Rolf Preisig in the ad with light bulbs, for example. The subjects for the trademark search, on the other hand, are aimed at his own guild. Of course, Preisig also gives his colleagues favorable advice on behalf of the IPI. As far as the creation of the artificial word Exensis (an LGK service) is concerned, the IPI was able to use his services itself, which Kohler confirms with a grin: "We did our homework."
If you search, you will quickly find trademark and patent rights in the IPI database.
Simone Keller

Agencies A new communications agency, Formelzwei, opened its offices in Berne at the end of January, almost at the same time as the latest start-ups in Zurich. Formelzwei GmbH, an agency for integrated communication, intends to operate nationally and is starting with orders from three clients. Formelzwei was founded by Swiss certified advertising manager Marco Mesot, consulting and concept, most recently Client Service Director and member of the management board at Contexta, and Swiss certified PR consultant Christian Wüthrich, text and concept, most recently Manager Marketing & Communications at Jobpilot.ch. They want to profile Formelzwei as a lean full-service agency. For graphics, they rely on a network of related specialists, for example at Destruct or Sofie's Kommunikationsdesign. The two partners have also been friends since they worked together at a larger agency in Bern. "When we realized last autumn that we were looking for the challenge of our own company after years on the agency and client side, we thought about it." Existing employers and initial clients supported the idea.
Formelzwei wants to be a valid alternative on the market for communication solutions from a single source: "Of course, we are also happy to implement individual measures and partial budgets. However, we believe that companies today - and this also applies to SMEs - should take a holistic approach to communication."
Formelzwei completed its first PR, content and below-the-line assignments for Jobpilot.ch and the Bern-based interior designer Intraform. The young agency is also overseeing the launch of Media Asset Network's corporate publishing solution.
(pan)

Retail trade In times of great uncertainty, companies like to remember their social responsibility. With an image campaign, Publicis returns to Migros' roots and communicates its social commitment in a completely unconventional way. "In the modern world, success will belong to those who know how to build a world of ideas around their company. A world of ideas that spurs the energy of their employees, but also wins the respect and sympathy - translated into action - of their customers." What reads so brand-new and could have come from a marketing guru was said about 50 years ago by merchant Gottlieb Duttweiler, pioneer of the Swiss retail trade.M - exhausted phenomenon?
In 1925, the year the company was founded, its legendary Migros trucks offered only six items for sale. All of them were almost moving products - sugar, coffee, pasta, rice, coconut oil and soap - all private labels. That his concept - cut costs and halve your profits - had a certain inherent genius was soon recognized. What the popular visionary introduced was to prove a successful business model in many respects.
Migros has long since offered far more than just everyday products in its nearly 600 stores. Over time, Migros also gained a foothold in other sectors, so that the big "M" now covers almost all economic sectors and areas of society. Hardly any other company has had such a lasting influence on Switzerland economically, socially and culturally as Migros, which counts more than one million customer visits every day.
Despite the retail giant's popularity, its innovative strength is limping. With consequences for sales, which in 2001 grew at a high level by "only" 1.6 percent instead of the budgeted 2 to 3 percent. The question arises: How can Migros continue to grow and at the same time fill the shopping basket 10 to 15 percent cheaper than the competition, as envisioned by the new head of marketing and member of the Migros general management, Urs Riedener?
In a recent Cash interview, Riedener indicated that Migros' added values must now be better marketed. In an image campaign, he wants to show "what we do differently from our competitors". Beat Mühlemann, Head of Marketing Communications, adds: "The aim is to continuously strengthen the brand. However, the previous appearance - 'It's best to buy at Migros' - remained at the product level, even though we do so much more for the well-being of our customers." Because the social values of Migros are taken for granted, they have never been addressed in advertising.
This is in stark contrast to companies, which are aggressively communicating their sometimes meager corporate citizenship to counter the current crisis of confidence.
Twisted suggestion system
Pitch winner Publicis now wants to consistently correct that with an image campaign that starts right away with four 50-second TV and cinema spots. Because "there are many things that Migros has long wanted to say again," explains CD Jean Etienne Aebi. For example, the fact that Migros still shows its prices on the product ver-
The retailer is also committed to ethics, the environment, and sustainable development on a broad front.
"We were looking for a concept that would, on the one hand, embrace the broad EAP range and, on the other, not let the message degenerate into an embarrassing puff piece," says Aebi. The balancing act succeeded. The Publicis CCO had Migros customers themselves present the added values in a humorous way.
For example, there is sports student Silvia Huber. She promotes Migros' commitment to fitness and suggests that the retailer should combine this with daily shopping. Director Kasper Wedendahl turned her daydream into a hilarious commercial: In it, nice sales assistants fill shopping carts with dumbbells, which customers laboriously but fitness-consciously push through the store until - the suggestion is not quite perfected - someone loses control of their cart and it promptly thunders into a fruit rack. In another spot, a mathematician takes Migros' price tag as the occasion for a popular initiative "For better mental arithmetic." "Either way, it's an advantage if you don't have to hide your prices," he criticizes the practice of other retailers.
The high-spirited idea of a cranky eco-councillor who wants to bring Migros' energy-saving policy to life with an electricity-saving day, or the gallery owner who has the Kulturprozent advertised by the sales staff in the store, also show how fresh and self-deprecating self-praise can be.
Storyboards from the customers?
Wedendahl has composed the abstruse stories in a total work of art that is likely to be continued next year. In fact, the unique, identification-creating advertising idea not only has the potential to become an international award winner. It could also become a hit in its own right if Migros customers write their own unusual suggestions for Migros advertising.
Even Migros' founding father would have been delighted by the amazing concept. Jean Rudolf von Salis appreciated the charismatic "Dutti" not only because of his restless and pugnacious nature, but also because his ideas were not always thought through to the last detail.
Award-worthy: wit and esprit characterize Publicis' TV and cinema spots for Migros.
Migros Giant matches in the Migros store to save electricity? This is how a local council thinks of the retail giant's image in one of four Publicis commercials. >> page 7
Kasper WedendahlThe best prerequisites for good Migros commercials are brought onto the set by Kaspar Wedendahl: After just seven years as a commercial director, the 36-year-old Dane already has an international client list that ranges from Coca-Cola to Opel and VW to the Washington State Lottery. Wedendahl's palmarès is no less impressive. It features just about everything of distinction among the awards: Effie, Eurobest, Epica, US Creative Best Spot, London and Cresta Awards. In Cannes in 2000, he won a prize for his VW spot.
"A few drops" (DDB Paris) a Gold Lion and doubled in 2001 with Interflora "The Power of Flowers" for the Robert/Boisen& agency.
Likeminded, Copenhagen, by (la).
Luca Aloisi

Affinity of the ads with supporters in the "alternative culture "Gold (126) Bernie's It's time for (DDB Zurich)Silver (117) Hakle Balsam/Face (Advico Young & Rubicam)
Bronze (114) Bluewin racing car (Jung von Matt/Limmat)

The Annual Multimedia has been published for the eighth time. A competent jury selected the best multimedia productions of 2002 for the 2003 yearbook, and the book also documents further visions of the industry. Projects in the fields of online, CD-ROM, terminals, events/games and mobile communication are presented. Agencies, art directors and producers introduce themselves in the yearbook. Selected student productions show where the designers of the future can be found. The book with ISBN 3-89623-303-3 can be ordered from Walhalla Verlag in Regensburg.

Media Franco Carabelli (48) has been dismissed from his position as editor-in-chief of Blick- and SonntagsBlick-Sport with immediate effect, according to reliable sources. He was editor-in-chief of the trade newspaper Sport from 1996 to 1999 and headed the Blick- and SonntagsBlick-Sport editorial team as editor-in-chief ad interim for a few weeks in 2000.

Printing Buri Druck AG in Wabern near Bern is discontinuing operations.The difficult economic situation and dramatic erosion of margins are forcing the member of the Regia Group to do so, according to a statement. Around 30 jobs are expected to be lost. A social plan is being prepared for those affected. Around 20 additional employees and the apprentices will be taken over by Benteli Hallwag Druck AG together with existing customer relationships.

Internet usage Even if the comparison is limping: Wemf's new Net Audit data differs from that of the MMXI Internet panel, such as circulation figures from reader figures.Since the beginning of the year, twelve providers of online offerings have had the number of hits on their website collected and certified by Wemf's new Net Audit instrument. Ten of these providers have now also allowed Wemf to publish the January data of their websites. Among these ten Net Audit customers are the websites of the four major Jean Frey titles Weltwoche, Bilanz, Beobachter and TR7, and the NZZ Group is represented by NZZ.ch and eBund.ch. As the third large media company, the Basler Mediengruppe is also involved with its Bluebanana.ch portal.Wemf offers the providers themselves an insight into the current data at any time, displayed in the monthly, weekly and daily course. However, only the number of page impressions (PI) and visits per website and month are published. The PI unit indicates the number of visits to each individual site of an online offering. If an Internet user calls up several sites from the same URL - and perhaps some more than once - each individual change counts as a PI. Several PIs triggered by the same user on a URL are combined into one visit, provided that the PIs measured are not more than 30 minutes apart. Otherwise, the Net Audit system counts a new visit (see WW 3/03).
Ticino far ahead of Zurich
What is interesting about the first Net Audit data is that Ticinonline
.ch, the joint platform of La Regione Ticino, Giornale del Popolo, Corriere del Ticino and Publicitas, ranks second among the online offerings surveyed in terms of visits and PIs, but comes in first with 6.76 PIs per visit. Conversely, the mere three PIs per visit at Bilanz.ch suggest that the website is used by an audience that only visits specific sites.
To give an indication of how current Net Audit customers are ranked in terms of overall Internet usage in Switzerland, Werbewoche consulted the MMXI data, which is also collected monthly. Net Audit's top-ranked domain NZZ.ch ranks 47th among all sites accessed from Swiss home PCs. Somewhat further ahead are Blick.ch and SFDRS.ch (ranks 25 and 38).
In other respects, however, Net Audit and MMXI data cannot be compared in absolute terms, even though electronic measurement is used in both cases. They differ in the way they are viewed and the methods used to collect the data. MMXI electronically tracks the surfing behavior of panel members, on whose (home) PCs a special measurement software is installed. The data obtained is extrapolated to a population and can be combined with sociodemographic information.
Net Audit, on the other hand, focuses not on users, but on sites. On each site registered with Net Audit, the actual number of visitors is measured electronically. It is known which site was visited when and for how long, but not by whom.
Nevertheless, at first glance, one would expect a somewhat greater correspondence between the number of PIs (Net Audit) and Page Views (MMXI). In fact, however, the differences are huge. One of the main reasons: MMXI currently only measures surfing behavior from home computers in Switzerland. Net Audit, on the other hand, measures the number of all accesses to online offerings, regardless of whether they are made from home or at work. Therefore, the MMXI figures must be significantly lower.
Private computer MMXI registers each movement of panel members on the Internet by means of software installed in the home PC.
Computers at work Surfing movements at work are not currently collected by MMXI.
Web server company XY Net Audit registers traffic only on the homepage of a company that wants to have the number of accesses to its web offer certified. It is irrelevant whether the users access it from home or from work.
What Net Audit and MMXI measured in January 2003 NET AUDIT MMXI
Rank Domain Visits Page impressions (PI) PI/Visit Number of visitors Reach in % Page views Pages/person
 1 nzz.ch 2 313 017 11 348 607 4.91 128 000 5.06 3 073 000 24
 2 ticinonline.ch 305 051 2 061 320 6.76 3 000 0.1 32 000 10
 3 ebund.ch 138 768 673 032 4.85 8 000 0.3 46 000 6
 4 beobachter.ch 80 554 381 283 4.73 33 000 1.29 424 000 13
 5 weltwoche.ch 78 960 312 009 3.95 7 000 0.3 68 000 9
 6 swissguide.ch 53 975 210 346 3.90 13 000 0.5 66 000 5
 7 bluebanana.ch 39 933 219 661 5.50 12 000 0.5 125 000 11
 8 tr7.ch 28 313 172 753 6.10 7 000 0.3 55 000 8
 9 bilanz.ch 24 398 73 080 3.00 3 000 0.1 16 000 6
10 move.ch 1 851 6 165 3.33 5 000 0.2 36 000 8
Source: Wemf/MMXI
Markus Knöpfli

This year, there will be no printed registration brochures for the International Advertising Festival in Cannes and registration for the competition and for participation in the festival will only be possible online, according to a statement on the occasion of the relaunch of the website www.canneslions.com. However, there is still the choice of filling in a form online or downloading a document to be posted later. Competition entries will also be submitted digitally.

Outdoor advertising Suter & Partner Aussenwerbung launches mobile billboard advertising as an answer to the question of how to minimize wastage From 1 March, a "billboard" will travel on the back of a van. The advertising message is transported to where the target group is located. "Densely populated Switzerland is ideally suited to mobile advertising," Werner Suter is convinced.

Production Managing Director René Schoch took over 100 percent of the production company Primetime at the beginning of the year; according to Schoch, the Schlieren-based company was previously owned by a family holding whose members wanted to retire for reasons of age. With 30 employees, Primetime produces TV commercials, music clips and television programs, among other things. The company also owns a video/DVD copying center.

Affinity of ads among supporters in the "Christian camp "Gold (148) Mc Gregor New TraditionsSilver (141) Wernli Saving the best... (Ruf Lanz)
Bronze (137) Manor Campus (Atelier Wenger)