The Hamburg agency Springer & Jacoby (S&J) has secured the European advertising account for the ice cream brand Nestea, according to reports in the German trade press, beating the Italian agency Lowe Pirella in the pitch. Nestea is marketed by a joint venture between Coca-Cola and Nestlé called Beverage Partner Worldwide in Zurich.

Media Economics The introduction of an FAZ editor has (almost) the makings of a standard work There is no question that the lack of supervision at the Institute for Journalism Studies and Media Research at the University of Zurich is scandalous: there are currently over 1800 major and minor subjects for every three and a half professorships and one visiting professor. No less scandalous, albeit less noticed, was the neglect of media economics until the end of 2001. But even after Gabriele Siegert took up her post (WW 32/02), the attention paid by the specialist public to the economic foundations of the fourth estate has remained inversely proportional to its importance, and one consequence of this underestimation has been the lack of substantial and at the same time clever textbooks and handbooks. Hanno Beck, economics editor of the Frankfurter Allgemeine Zeitung, has finally closed this gap with his guide to this widely ramified subject area, which is divided into media genres.
However, both practitioners and students will find the preceding basic section particularly inspiring, in which "The theory of natural monopolies" and "The lemming effect of networks" are discussed alongside the political and social characteristics.
Beck's comments on the future of the newspaper industry in the age of the virtual internet economy are no longer quite "state of the art". It is quite possible that the renowned FAZ author's own existential fears have obscured his view of the structural hardships and grievances of his industry. A few weeks after the publication of "Medienökonomie", his employer announced job cuts on an unexpected scale. However, the fact that Beck himself has (so far) remained unaffected by this does not necessarily mean that his book is also suitable as a personal survival guide in the media job jungle.
> Media economics. Print, television and multimedia by Hanno Beck. Springer Verlag, Berlin 2002. 348 pages, Fr. 56.-.

Oliver Classen

If you already have some experience in public relations work and are looking for reliable ways to work on the actual concept, you will find lots of ideas in Nicole Zeiter's new guide.If you already have some experience in public relations work and are looking for reliable ways to work on the actual concept, you will find lots of ideas in Nicole Zeiter's new guide. Her book "New concepts for successful PR work" is primarily aimed at the practitioner who, with a limited time budget and often a lack of specialist information, is looking for a methodical approach to concept work.
must progress efficiently (ISBN 3-7193-1266-6).

SuzukiDog lovers are better off not watching the Suzuki movie ad - the rest of the advertising world is asked to give qualified opinions at www.werbewoche .ch/adrating.Möbel Pfister
Advertisers are all design-furnished, which is why the Möbel Pfister campaign was almost unanimously relegated to the advertising brockhaus.
Top 16.3%
Flop 83.7%

TV marketer MTV's German offshoot launches an advertising window in Austria at the beginning of March.the Vienna branch of Goldbach Media takes over marketing. In Switzerland, the music channel has been marketed by Goldbach subsidiary IP Multimedia since the beginning of the year.

Media and e-business expert Stefan Poth wants to provide professional recruitment services with his personnel consultancy Helle Köpfe Because the market is flooded with jobseekers, there is no longer any need for professional recruitment agencies, might be the popular opinion. "Completely wrong!" replies Stefan Poth. "In today's situation, where a personnel manager has to filter a new employee out of 200 applications, professional selection procedures are more necessary than ever," the long-standing media and e-business expert is convinced. Poth has therefore founded a new company in Zug, Smart Heads, The Executive Search Consultants. As an engineer in the graphic arts industry and as a project and business manager in various media and communications companies, Poth has a wealth of experience and a corresponding network. His Smart.heads is based on the principle of strict specialist and industry-oriented recruitment and selection of specialists and executives. It is aimed at specialists in print media, marketing, communication, advertising, PR, publishing, editing, project management, internet and e-business as well as graphics and design. The new agency enables companies from all sectors to have their communication experts selected through a specialist recruitment and selection process. To ensure professional competence, all Smart.heads consultants and executive search assistants have experience and training in marketing or advertising.
(pan)

It's still the night of nights for the advertising industry - the Egon award ceremony for the advertiser of the year, along with the accompanying party.Around 2,000 people made the pilgrimage to the event zone of the Tonimolkerei in Zurich's West End last Thursday. After the award ceremony, the VIPs were invited to the neighboring "Q" club, where they were served a multi-course menu.Egon, the winner's statue created by artist Max Grüter, is the epitome of the advertiser and his world par excellence: a small man on a high pedestal with a very large tube - and, interestingly, hollow inside. Of course, the same cannot be said of winner Ruedi Wyler. After all, he had done intelligent advertising all his life and was therefore a good choice, it was said when people asked around in the audience. The fact that Wyler won the title for the second time, exactly twenty years after his first Advertising Person of the Year, was seen by many as a pleasant coincidence. It somehow suited Wyler, who was slightly offbeat but always likeable.
Another topic of conversation during the evening was, of course, the redesign of Werbewoche. Like the name of the advertiser of the year in each case, this was a well-kept secret until the first copies of the redesigned weekly were distributed. The surprise succeeded, and the compliments for the new appearance were legion. The editorial team has been almost drowning in fan mail since last week.
While people were eating in the "Q" - although the real party atmosphere was unfortunately a long time coming - a massive party started in the event zone. The alcohol flowed, and that is still an understatement, in streams. Everything was free, everything was offered by Werbewoche and its generous sponsors. The party started at the entrance to the Remy Schweppes bar. It was a pity to mix the cognac with tonic water to make a fancy drink, some guests said - but this did not dampen sales. And in the rest of the event zone, too, there was plenty of liquid to go around. At other beverage outlets placed throughout the hall, as much Trojka vodka went down the throats as ice water down the Volga in one night. Alka-Seltzer consumption in the Zurich advertising agglomeration must have risen significantly the following day.
The gallery at the back of the event zone - incidentally the only place on this evening where people did not constantly step on each other's feet - met with great interest. In the style of old oil hams from national museums, former advertisers of the year were staged here in historical garments in oversized format. This caused great amusement among many onlookers.
Incidentally, it was simply impossible to find all the colleagues with whom one would actually have had an appointment in the hustle and bustle of people. Consequently, one of the most frequent comments heard at the counters of the preferred advertising bars the following weekend was: "Oh, you were there, too? - Didn't see you there."
Among others, Deniz and Cumi Karagülle enjoyed themselves at the party, the party and event guests Daryll von Däniken and Michel Pernet were there, Michael Weber from Publicis came with the pretty Rebecca Zingg, Michael Gerber from mrg Communications and Bart Wasem from Regardez were also seen, as was "P" Group CEO Otto Meier, who together with Heinz Egli was engrossed in a discussion with Yvonne Müller and Susanne Fankhauser from KI Media; and Madeleine Bieri, Adrian Erni and Patrizia Haller were not about to miss the giant party.
Whatever the case, it was a great advertising night - and we can already look forward to the mega party in 2004. Because the next Advertiser of the Year is sure to come!
Ruedi Wyler with Heike Findeis, CEO Bertelsmann Springer Switzerland, and Samuel Helbling, Editor-in-Chief Werbewoche (r.).
Pierre C. Meier, Editor-in-Chief of Media Trend Journal, spoke at length with publishing expert Maili Wolf.
A little envious of the Werbewoche redesign: Oliver Prange from Persönlich with Otto Eisenegger and Felix Kilchsperger (from left).
Without envy, since both have already been advertisers of the year: Danielle Lanz and Markus Ruf from the creative agency Ruf Lanz.
Had the planning under control the whole evening: Christian Bonnot from Bonnot's Eventhouse with Petra Neumann from Vitamin D.
Nicole Stein-egger (l.) and Jana Nyvltova have been to many a promotional party together, but rarely one this big.
Almost at every party: Roger Baur (l.), Adlink, with girlfriend Raphaela Höhn and media planner Gerry Stadler from MPG.
Annette Kehrli and Lolo Fäh ducked into a quieter corner of the event zone in the face of the crowds.
Roland Bienz (l.) and Bruno Wirz (r.), responsible for the Mastro Lorenzo line at Kraft, with Marc Schürmann from Mosaik.
Their hobbyhorse is electronic media: Andreas Meili (r.) and Irène Ackermann from Tamedia with Andreas Gedenk.
Marlise Schneider put René Hildbrand (l.), Editor-in-Chief, and San-dro Rüegg, Publishing Director of TR 7, in a good mood.
Tarkan Özküp (l.) with Tele-Züri researcher Michael Bongard.
Mixing successfully at all the advertising parties: Thomas Schaer, Matthis Michel and Simon Rahm (from left).
Designed the congratulatory advertisement (with Tempo handkerchief) for Ruedi Wyler: Markus Cavegn with girlfriend Nicole Bohn.
"When advertising is doing well, the press is happy," said Toni Vetterli and Daniel Kaczynski of the Swiss Press Association.
"Taking a look beyond our own industry for a change," said civil engineer Stephan Hofer to himself and wife Paola.
Stephan Küng, Initiative Media managing director, photographed by the shortlist photographer with Corinne Blaser from Cinecom.
Strategically placed his advertising van in front of the entrance: Stefan Widmer, here with Evelyne Meili from the Angel agency.
Blond on blond à la Cinecom: Marketing Manager Jean-Claude Bruhin with Cinema Consultant Claudia Wilden.

Peter Freudemann (l.) with Karin Waltenspühl, Publicitas Chur, and BuchsMedien marketing manager Max Meinherz.

Toni Fricker and Daniel Weissbaum, GL members at Christinger Partner, took Kristina Frey into their midst.

Talking about good and bad advertising: Florian Biafori, Mediabox, and Tagi Marketing Manager Gabi Wettstein.

Having a great time at their table: Christian Gartmann (l.), David Honegger and Cornelia Harder.

No fear of contact: Warner CEO Leo Baumgartner (l.) and Buena Vista CEO Roger Crotti, with PR woman Barbla C. Schaerer.
Seen on and off the dance floor during the evening: Caroline Mohr and Fabian Schmid.

The film specialists at the Advertiser of the Year: Reiner Roduner from Absolutturnus with producer Franziska Graf.
Stefan Poth (l.) from the Zug agency Smart Heads with radio people Paola Libera and Giuseppe Scaglione from 105.
Géraldine Torchio and Yvan Rodie from the Lausanne agency Rytm came all the way from French-speaking Switzerland.
Nicole Schweitzer from the plant and Peter Felser from SFLB were probably chatting about the production of a new commercial.
Behind Ruedi Wyler: Astrid Koller, Pascale Nusskern and Basil Bleuler (from left) - Karin Glitsch and Jan Tanner from Tanner Communications with Benjamin Aebischer (r.) from Smile Promotions.
Roger Koller, Managing Director das Werk, and Simone Barmettler, skip of the curling team Absolutturnverein.
"So that's him now, Egon - but what exactly does the little man want to tell me?", Ruedi Wyler probably thought to himself at that moment.
Beat Fritsch disregarded the regulations in force and, for the benefit of Werbewoche readers, disregarded the ban on taking photos that normally applies at the "Q" club in Zurich's West End. Around a hundred VIP guests of the Werber-of-the-Year event met there for a sophisticated dinner. And in the neighboring event zone of the Tonimolkerei, where the stage was located, things really got going. There, the rest of the 1900 or so guests who wanted to see the new Advertiser of the Year celebrated.
Where the communications, media or publishing industry meets for its events, we locate at the most diverse events on the scene. Do you already have something to report? Pick up the phone (01 296 97 98) or hit the keys ([email protected]). Event tips and occasionally more shortlist pictures are available online at www.werbewoche.ch.

On the land reserves no longer required by Schindler at its headquarters in Ebikon near Lucerne, an experience center with integrated shopping is to be built on 70000 square meters.EbiSquare is the name of the combination of leisure, gastronomy, consumption, entertainment, sport and recreation. Construction is expected to start in 2004. In the first phase of the project, Zurich-based Flowcube Communications has been commissioned by Maja Amrein and Alfredo Schiliro to create various communication tools for the acquisition of investors and tenants.

The Max Havelaar Foundation’s communications budget will continue to be managed by the Basel-based agency MRG Communications. After three years with MRG, the fair-trade label Max Havelaar is planning a complete realignment of its advertising efforts. Three agencies were invited to participate in the pitch, in which MRG prevailed over its two competitors.

Cheese production The Lucerne-based company Baer, producer of soft cheese, is launching a national campaign with a new slogan and revised logo - not least in view of the liberalized cheese market. Küssnacht am Rigi, where, according to legend, the original Swiss hero William Tell sealed the fate of Switzerland, is also where the farmer's son and businessman Edwin Baer wrote a piece of Swiss history: In 1922, he founded a soft cheese dairy in the hard cheese stronghold of Switzerland. Today, the Baer company generates an annual turnover of around 44 million Swiss francs with sales of 3025 tons. The best-known Baer product is probably Camembert Suisse, which is entering its 76th year of production this year. In Switzerland, soft cheese accounts for around 12.7 percent of the cheese market - this corresponds to an annual sales volume of 11,000 tons. The market leader in this segment is the major French group Bongrain, which supplies the Swiss retail trade with brands such as Saint'Albray, Chaumes and Caprice des Dieux. Baer is in second place, followed by Laiteries Réunies Genève (LRG) with its soft cheese production Val d'Arve SA.
According to an AC-Nielsen survey, the Baer brand has a brand awareness of 85%. Nevertheless, the company wants to reposition itself and further increase its brand awareness. The following should contribute to this
the current campaign from image TV commercials
and product advertisements - designed by Atelier A4 in Rotkreuz and Alborghetti Communications in Zurich.
Under the motto "the switches that make you weak", the spot protagonists show how much heart
Baer employees put all their energy into the production of "their" cheese. No effort is spared to achieve the right degree of ripeness for the dairy products: Sometimes even melancholy accordion sounds are played to soften Camembert and Co. - at least that's what the TV commercial shows.
An important part of the campaign is also the new slogan "Full of personality", which replaces the previous "Naturally tastes better". For a long time, this slogan stood for Baer's commitment to organic production. However, while the outdated slogan is still practiced as a philosophy within the company, as Baer Marketing Manager Alex Stähli explains, it was not possible to sell a wide range of organic products under the Baer brand, as the main distributors Migros and Coop sold the products under their organic labels. The logo was also adapted with the repositioning: Red and gold replaced green and black. Stähli explains that they wanted to bring in more indulgence and high quality, and: "The red can also convey a bit of Swissness."
No more cheese limits
This is no coincidence, as the bilateral agreements with the EU provide for a gradual dismantling of customs restrictions in the soft cheese trade over the next five years. This will intensify competition and increase price pressure in the domestic market. It is therefore a major challenge to make the leap into a European league, says Stähli. Especially as the company has had to specialize in the small Swiss market for the last 20 years. On the future of Baer, Stähli says: "We need a strong position in the domestic market in order to defend it and also create a good basis for exports." The aim is to double sales within the next five years - only
European levels of productivity could be achieved.
Baer Camembert tastes even better with the logo trimmed for Swissness.
Bongrain (25%)Baer (20%)
LRG (13.5%)
Other (41.5%)
Simone Keller

The Biel-based Internet service provider Aseantic is developing a new website for its new customer Migrosbank. The centerpiece is a content management system that will offer the bank more interactive options and a new design.

Law firms The Zurich Bar Association (ZAV) is exploring new marketing channels and advertising its services on posters. A revolution in the discreet guild? No problem.
"Does your wife send her regards through the judge?" or "Is the public prosecutor looking for a quiet place for you?" are just two of eight poster headlines that have been advertising a discreet profession with a wink for a few days now. The sender reveals himself with the preventive advice: "Better come before you have to. Your lawyer. Your lawyer." The Zurich Bar Association (ZAV) is behind the two-week poster campaign, which aims to make the wide range of services offered by its members known to the general public. The plea for early legal advice was necessary because "most people see lawyers as tough fighters in court who box their clients out of difficulties," says CD Markus Gut of the Publicis agency. He is thinking of the image of lawyers that has been cemented in part by American trial thrillers. In addition, the media's coverage of trials paints an incomplete picture of the legal profession. According to a ZAV study conducted in 2000, the non-litigation area - legal advice - accounted for two thirds of lawyers' fees.
With a poster campaign - Publicis won the pitch last summer - the ZAV therefore wants to counterbalance this perception. At the press conference, Mirko Ros, President of the ZAV, cited further reasons that led to the relaxation of the code of conduct: in addition to liberalization abroad, the revision of the Cartel Act and the new Federal Act on the Free Movement of Lawyers, there is competition on the legal advice market - fiduciary offices and legal departments of companies - which do not have to adhere to the guidelines that previously applied to lawyers.
Does the generic campaign with the catalog of services really represent a breach of taboo for the legal profession? Are the ironic Publicis texts by Johannes Jost - himself an advocate - and Albert Matzinger actually breaking down a previously advertising-free bastion, and does this jeopardize the dignity of the profession? Bruno Pellegrini, spokesman for the Swiss Bar Association (SAV) in Bern, waves the question away: "There was already association advertising in 1986," he recalls. "Your lawyer knows what to do" was the copy of the advertisements at the time, which described various situations. As part of the opening up of the EU services directives, the communication practices of Swiss lawyers also underwent a gradual adjustment: in the 1990s, practice brochures appeared with lists of services but without reference lists, law firms distributed so-called "in-house newspapers", target-specific PR events such as themed podiums were organized, and finally "tombstone" advertisements for mergers and acquisitions found their way into the business pages of major newspapers, in which the law firms presented their advisory services to readers.
Unlike in the USA, where law firms use TV commercials to acquire clients, Pellegrini says that lawyers do not represent a major market potential for the traditional advertising industry in Switzerland. Advertising messages from law firms on billboards or on the radio are hardly associated with credibility and seriousness by the Swiss public. This is also reflected in marketing studies, according to which more than 95 percent of relevant new client contacts are gained through verbal recommendations. "That's why I don't think there will be more advertising, but rather target group-specific PR," says Pellegrini.
Poster campaign by Zurich lawyers: Call your lawyer first if things get dicey.
Luca Aloisi