ColumnWhat was it like with Adam, Eve and the serpent? He was able to resist, and she allowed herself to be completely seduced by this phallic-looking creature of God - with the result that both were banished from paradise and Eve had to make do with Adam's "reptile" in future. It looks like snakes are making a comeback these days - at least in terms of advertising. Roberto Cavalli's fragrance line and Tiffany London are focusing entirely on the charms of the mysterious inhabitant of paradise. It even seems that she is preferred to the selling power of a female body, especially as Tiffany has completely dispensed with depicting a contemporary Eve. Chandra Kurt [email protected] Planet of the Advertisers
From Anna Esposito
A young family with a toddler adopts a baby monkey to provide science with a real-life scenario for the question: how great is the potential of monkeys to evolve into humans? However, this evolutionary experiment is aborted at the drop of a hat when everyone sees that the son is behaving more and more like an ape and is even more comfortable. Ergo: In the future, humans will reconsider walking upright. Because times are bad, and as life proves, it is sometimes much more difficult to reach for higher things than to reach for the primitive.
This trend is also unmistakable in our profession. Who strives for the crown of the tree when you can make a good living with a banana in your hand? Creativity can be monkeyed with, and the invoice can set dizzyingly high standards. But being constantly confronted with your own monkey shame - in newspapers, on billboards and in the faces of depressed customers - gnaws at your primate self-confidence. And those who suffer most of all are those who are afflicted with a professional deformation that cannot be alleviated by taking cubes: the realization that, despite lousy times, performance does not have to be just as lousy. It's probably time once again to renounce our mutual love of monkeys and to strengthen our backbone for this new year of great challenges. A successful start if the leader of the pack, who packed up his banana crates the year before last and set off into the unknown so as not to forget how to walk upright, is also deservedly voted Tarzan of the Year. Otherwise, I suspect, the apes will probably already be in power.
[email protected]
Anna Esposito is a copywriter and co-owner of Brot und Spiele, Zurich.
The bells should ring a little brighterThe turn of the year is a tough one. Some people start their private Ramadan afterwards, others act as if nothing had happened. The second option is the right one from a nutritional psychology perspective. People have to eat and drink. Let's do it. This time in the "Glogge-Stube" of the Hotel Glockenhof in a prime Zurich city location. With all due respect, this is an insider tip for a business lunch. Firstly, the service brigade is extremely friendly, secondly, the parlor exudes the kind of exotic charm that can only be found in Friedrich Glauser's Wachtmeister-Studer crime novels, and thirdly, there is plenty of space between the tables. All retro, cool retro.
If only the food had been prepared a little more carefully, just a little bit more! The salad plate with breaded camembert as a starter (including cranberry foam) was splendid. The salads were crunchy, the fried cheese had an excellent bite (I know: actually nonsense, but it's okay to like it, isn't it?). The pork fillet medallion in roquefort sauce was accompanied by various perfectly cooked vegetables - but the view of the plate was deceptive: a light film had actually formed over the sauce, so the plate was a little too long under the salamander. Shame on you, you Glockenhöflers. Because there were only three tables occupied in the spacious parlor with its light-coloured panelled walls and discreetly understated table linen. Not many, eh? True, but it's really the fault of anyone who misses out on this oasis in winter - in summer, yes, in summer it's different again, when the beautiful garden in the courtyard beckons. But we're still dozens of high-pressure centers away from that, which currently only just make it to the Ligurian Riviera.
A word about the wine. The Siebendezi menu is quite reasonable and has something decent and not too expensive for every guest. The wines by the glass could be improved. Then it would be almost perfect.
Carlo Bernasconi
[email protected]
Glogge-StubeHotel Glockenhof
Sihlstrasse 31
8001 Zurich
Tel. 01 225 91 91
Fax 01 225 92 92
No parking spaces far and wide
RatingEssen .......................3
Drinks ..................3
Operation ................4
Business Factor ..........4
5=top, 4=very good, 3=o.k., 2=naja, 1=flop

Mediasearch.ch aims to make life easier for media plannersBy Markus Knöpfli The new Mediasearch.ch portal saves media planners time and helps to free up more storage space on their own PC. Mediasearch.ch is an industry-specific collection of links that every media planner has already created to some extent. However, Mediasearch.ch is more comprehensive, clearer and more targeted.
If you want to view the rates of a particular radio pool, consult the VSW statistics, find out the current number of Swiss households or book ads directly online - the links provided on Mediasearch.ch take the media planner directly to what they are looking for as far as possible. There are no detours via company and provider websites.
If a password is required or information is subject to a charge, you will be taken to the log-in site. A search tree catalog, a full-text search and a search by keyword list simplify access to the desired information. "Comprehensive, independent", as it says on the media documents.
In fact, the portal entry page already offers a clearly structured overview of three main areas: advertising media of all media categories, then market data and studies, and finally law, training and associations. In short: Mediasearch.ch makes your own industry-specific link collection superfluous. In any case, you can confidently clear them out, because all industry links are now offered free of charge, up-to-date and clearly arranged from a single source. Everything from a single source? Not quite yet. Media search.ch will only be launched on
March 31 and has been continuously supported since then.
January 7, a - still incomplete - demo version is already available.
French and Italian will be added later
The initiative for Mediasearch.ch comes from the Swiss Press Association. In terms of "independence", this raises a few eyebrows. However, with Mediasearch.ch, the association does not want to create a print marketing tool, but a media-neutral industry solution.
Three measures are intended to guarantee this: Firstly, partners were sought whose diversity speaks for itself: from APG to Cinecom and Radiotele to Ringier. They committed to working on the "Partner Council" for three years and pay between CHF 6500 and 9500 per year. Others offered themselves as patrons, such as Media Focus and Publicom. They pay CHF 2000 per year.
The second confidence-building measure provides for all editorial content on Media search.ch to be managed by the editorial team of the Media Trend Journal (which, like WerbeWoche, is published by Media-Daten AG). This includes the selection of links, their description and regular review, their placement and the decision as to which site exactly should be targeted by a link.
However, the latter is determined together with the respective site providers in extensive discussions, as Toni Vetterli, Head of Marketing at the Swiss Press Association, explains on request. No wonder: when it comes to precise targeting, there can be conflicts of interest between the providers and Mediasearch.ch. While Mediasearch.ch wants to forward its users as precisely as possible, the providers want to generate as many contacts as possible on their own sites, depending on their intentions.
Finally, an ad hoc user council made up of advertising and media agencies, providers and intermediaries is convened from time to time to contribute ideas for improvement from the users' perspective.
Advertising opportunities for
the site is still being checked
Mediasearch.ch aims to be a tool primarily for media planners, advertisers and media providers. However, the portal is also indispensable for media journalists. And finally, it also aims to facilitate access to the Swiss media and advertising market for interested parties from abroad. For the time being, however, Mediasearch.ch is available
only in German. "Other languages will be added in twelve months at the latest," says Vetterli. An offer for advertising opportunities is also currently being developed. In future, Mediasearch.ch should become self-supporting.

Take-off for Swiss advertising. Over the festive season, "Destination Excellence," the new advertising campaign of Swiss International Air Lines, was launched. The kick-off campaign aims to raise awareness of the slogan nationally and internationally with four different visual subjects as well as additional text subjects. The first phase of the campaign, with advertisements in around ten countries, will run until mid-February. This will be followed by a wide-ranging product campaign. For the first brand campaign, the Jung von Matt/Limmat agency has implemented the slogan "Destination Excellence" as a promise by Swiss employees that the new airline will do everything in its power every day to ensure the well-being of its passengers. For example, it advertises the "excellent" culinary art that the Swiss have brought to 3,000 meters with their mountain restaurants and that Swiss is "now even higher". Another subject shows, taken through the window, a very "excellent" relaxed passenger in the flying bed of the First Class. "You can recognize a Swiss plane even without looking at the tail fin," is the explanation. Somewhat confusing, however, is the subject with the two "follow me" and three "no follow me" cars, respectively, which all want to guide an arriving aircraft in five different directions. Is a certain disorientation of the Swiss crew perhaps being used as an argument for the advertising? No drinking and driving. It is not only during the festive season that accident statistics make it clear that drinking and driving is unfortunately still an issue. The creatives at Publicis have therefore developed a poster campaign for their client APG that aims to raise public awareness of this problem. APG wants to make a contribution to reducing the number of alcohol-related traffic accidents. According to Markus Gut of Publicis, it is not so much the admonishing finger as the medium itself that is intended to demonstrate the consequences of drinking and driving. The five subjects of the campaign can be seen nationwide from the end of December 2002 until the beginning of February 2003 on large format, B12, B200 as well as B4. At selected locations, the poster can also be seen as a three-dimensional installation. The fact that a certain Remo Süsstrunk is responsible for the blurred image design of these posters should in no way be misused here as a punch line.
Advertising for kings. Last Epiphany, Sunrise/ TDC Switzerland celebrated its 5-year anniversary. Of course, this wanted to be celebrated royally. For this reason, all 800,000 fixed network customers of Sunrise were allowed to make calls on the Sunrise fixed network at half price for the entire Epiphany week. The campaign was announced in style with the typical crown from the Epiphany cake. This could be found not only as an insert in the Sunday press of January 5, but also as a key visual in advertisements on January 6. A few copies of the SonntagsBlick were even decorated with a technically elaborate banderole in the shape of a royal crown. And at the train stations on Epiphany Day, passengers were offered not only the crown but also a fine piece of Epiphany cake, because "at Sunrise, every customer is king," as CD Thomas Kurzmeyer from the Wirz advertising agency responsible for the campaign says.
Food for thought at the turn of the year. A nice New Year's custom has become established in Lucerne. For the fifth time, APG, in collaboration with the Lucerne School of Art and Design, has put up special posters to mark the turn of the year. The ten works selected by the 2nd-year graphics class point out everyday things, they "encourage a smile with an ambiguous wink and hopefully stimulate thought," according to Bruno Niederberger, director of APG Lucerne. This company sponsors the display sites for the posters. Siebdruck Bösch makes the printing possible. For the students as well as for the teachers, this campaign is an enormous opportunity to get to grips with the medium of posters, says Paul Brühwiler, a teacher in the graphics department of the Lucerne School of Art. The posters are on display in the courtyard of Rössligasse 12 until January 24, as well as at various locations in Lucerne. In addition, the works can also be admired as a virtual poster exhibition at www.3dcity.info.
EU Commission considers lifting TV advertising restrictions. Restrictions on advertising time on European television could soon be a thing of the past. The rules in the EU TV Directive need to be reviewed to see if they are necessary, the EU Commission has decided. The "Television without Frontiers" directive currently regulates, among other things, the permitted duration of TV advertising. "The Commission has received several complaints, mainly from consumer organizations, regarding compliance with this quantity limit," the Brussels-based authority noted when it adopted a work plan to recast the directive. These complaints would be investigated. At the same time, however, the Commission questioned the regulation as such: The sense of a quantitative limit for advertising with the current accuracy should be reviewed. The planned revision of the directive, on the other hand, should provide more precise guidelines for the promotion of European works on television.
Self-reflection. With a simple but impressive-looking "NR.1," Spiegel drew attention in its toughest rival papers to the fact that it was the birthday of the news magazine in Germany. Fifty-six years ago, on January 4, 1947, the legendary No. 1 appeared. "A further 2915 issues followed," read the small print of the advertisement, as well as the statement: "What has remained is No. 1: the position as the German news magazine." To maintain this pole position, Spiegel today has 70 documentation specialists working for 270 Spiegel editors, who research and write in Hamburg as well as in 10 domestic and 23 foreign correspondent bureaus, and who want to see the competition continue with the number 2 on their backs.
Communications budget: cautious optimism among large companies. 71 percent of companies will increase or leave their communications budget unchanged in 2003 compared to the previous year (66 percent last year). This is the result of a representative survey of the 500 largest Swiss companies conducted by the opinion research institute Isopublic on behalf of Farner PR & Consulting AG. Export-oriented companies are increasing their budgets at an above-average rate, while companies focusing on the domestic market are tending to reduce their budgets.
12 percent (previous year: 22 percent) of companies expect to increase their budgets in the course of the year, while
80 percent (previous year 64 percent) assume the status quo.
Crumplefest. Recently, a fiend has been going around in the Adliswil catchment area, depositing his paper waste in other people's mailboxes - or so one might assume at first glance. But if you read the crumpled paper carefully, you will be amazed: The pink paper does not come from a greasy sausage, but directly from the clean cosmetics studio Monika Jungen/Beauty-Center Barbara Maag.
in Adliswil. With the un-
ordinary mailing campaign, the two women want to draw attention to their facial treatments against wrinkles. After Matter & Partner's oranges against cellulite and steel nails for strong men's fingernails, Wirz's wrinkle paper is now intended to attract new customers to the studio. CD: Hanspeter Schweizer; AD: Rolf Kälin; Text: John Leuppi.

Regional TV bosses welcome the Federal Council's dispatch on the RTVA with reservationsBy Daniel Schifferle Before Christmas, the Federal Council adopted its dispatch on the overall revision of the Radio and Television Act (RTVA) for the attention of the Swiss parliament. As expected, the plans for TV fee splitting were not implemented. But is the promised two to three million francs per broadcaster enough? And is it acceptable if only ten to a maximum of twelve stations are to benefit?
"In our bilingual region, we take on a real bridging function with a bilingual program. We guarantee the same program for both languages every day. Bilingualism doesn't make things any cheaper, so every franc is welcome for our station. By limiting the number of stations to ten or twelve, the broadcasting regions become larger. And this makes it questionable whether the stations can still guarantee the public service to the extent desired by the Federal Council."
"The two to three million francs per broadcaster under discussion represent the absolute minimum when I compare this with the more than one billion francs in SRG fees. The performance mandate that the Federal Council is demanding from private television broadcasters in its draft law in return for this modest additional contribution will only be provided by very few, two to three million francs or not. It is therefore probably right to limit the number of fee recipients. It is important to grant a license to those broadcasters who have proven in the past that they can and want to fulfil this service mandate, because only they can guarantee a genuine, long-term public service from the individual regions."
"The RTVA is a good move from both an economic and a media policy perspective. The large national language broadcasters Tele 24, TV 3 and Sat 1/ ProSieben, which were backed by corporations and major banks, did not hold out as expected. It was the smaller local and private channels that held out. The Swiss landscape has once again shown its bite.
The reception fees that are distributed appear to be sufficient for the purpose for which they are intended: namely to help create a regional program. The number of ten to twelve television stations entitled to receive fees is also good. To make television, the region needs a certain size. Dividing Switzerland into ten to twelve television regions makes sense."
"My position has remained unchanged for years: I am in favor of a dual system, i.e. advertising for the private broadcasters and fees for the SRG. However, it is clear to me that pressure from the large publishing houses with a silent threat of a referendum will lead to fee splitting for regional television stations as well.
The Federal Council's proposal is sensible because of the built-in "safeguards against overuse". The fact that ten to twelve areas are put out to tender prevents the distribution of fees with a watering can. More fee-financed regional television stations would lead to a fee share of around CHF 100 million, which would immediately be met with the introduction of radio advertising by the SRG. The same publishing houses would then have collected perhaps two million francs for regional television on the one hand, which would then immediately be lost to private radio stations for national advertising on the other.
Private radio stations in German-speaking Switzerland have another problem with fee splitting for regional television. The latter are always associated with private radio stations and, with one exception, with regional newspapers everywhere. Fee splitting would also indirectly distort the market in favor of these private radio stations, which could offer cross-media products, for example. Private radio stations such as Radio 32, Zürisee, Central, Pilatus, Sunshine, BEO, BE 1 and Edelweiss would be at a disadvantage. The fee splitting for regional television stations must therefore not lead to a clear-cutting of private radio stations in the medium term."
"We are basically satisfied with this draft law. The draft shows that a sensible regional TV landscape is desirable in Switzerland. The expected two to three million francs per year per station may not allow for any great leaps, but it will allow for moderate development. Less would definitely only be a drop in the ocean. In Switzerland, professional television cannot be financed solely from the market at national, regional or regional level. The production costs are high, the markets small - in my opinion, the reduction to ten to twelve regional licenses also makes sense. I find it incomprehensible that the ban on advertising for SRG radio stations is not included in the draft bill. It is actually undisputed - but a dangerous loophole has been left open in the draft bill. I hope that the Federal Assembly will correct this during the detailed consultation."
"Whether two to three million francs per station will be enough depends on what performance mandate the stations have to fulfill in terms of public service in order to benefit from fee splitting. It could be enough for stations that broadcast in a homogeneous area and have their costs under control.
On the other hand, limiting the number of stations to ten or twelve is of course a nonsensical concept that ignores the political and social realities of Switzerland: The country is federalist, and so is the media landscape. There need to be a few more licensed areas. And ultimately - after the parliamentary debate - there will be a few more. But even more important is the choice of areas: Where independent media have survived until now, a broadcaster should continue to exist, closed areas must have priority."

"Head of the week: Jean-Orphée Reuter has been the new publishing director of Glückspost since the beginning of the year.
Jean-Orphée Reuter describes himself as the lucky child of Glückspost. He never dared to dream that he would one day be the paper's publishing director. This makes him all the happier about the "twist of fate" that is said to have given him the career jump at the turn of the year. Now he wants to tackle the challenge "with all his heart and fresh vigor. In concrete terms, this means continuing on the path of a gentle image correction, setting new thematic priorities, and shedding the reputation of the old-fashioned Glückspost in the advertising market.
A strategy that has so far been rewarded by the readership: "In 2002, we were able to generate 22,000 new readers," explains Reuter proudly. However, the 39-year-old associates this "applause" from the public not only with successful marketing, but also with close cooperation between the editor-in-chief and the publishing management: "Our entire team works with heart and soul and sticks together like peas and carrots - that's reflected in the magazine." The "man with the cloverleaf" - as Reuter is known in the industry - sees himself in it as a creative salesman, a craftsman serving the readers.
He learned the trade from scratch: After his apprenticeship, Reuter worked in an advertising agency during the day and as a telephone salesman for the Luzerner Neuesten Nachrichten (LNN) in the evenings. "From the very beginning, I enjoyed dealing with people and the creative facets of the sales profession," says Reuter. So he didn't have to think long when his "mentor," LNN advertising manager Kari Angst, offered him a job as a consultant. Two years later, the same person brought him to Ringier in Zurich as area sales manager for magazines, where the Lucerne native was most recently appointed brand manager for Glückspost.
"I always had a grandiose time," Reuter comments on his career. Career and title riding were never in the foreground, he says. Reuter attributes his success to his warm, humorous and optimistic nature. "As the son of a prima ballerina and a painter, I also have the necessary creativity," laughs Reuter.
Obviously also the exotic first name Jean-Orphée, which he received in honor of Jean Cocteau's film "Orphée". In the end, he also shapes his own life in an unconventional way: He has a passion for angels, for example, fills his apartment with celestial beings and has even christened his two sons Noah-Raphael and Elijah-Seraphim. Thanks to a "charming" family and an "exciting" job, nothing is missing from his happiness: "I'm completely satisfied with my life and hope that everything stays the way it is.
Carole Koch

From February, Migros Club Schools are back on the benchThe start of the semester at Migros Club Schools appears in the calendar just in time for the frost. Although the course program is renewed in August each year, according to Rolf Fuchs, Head of Communications, the start of February is important for profiling - and not just because of the good intentions that are made at the turn of the year. According to Fuchs' initial estimate, the five regional Migros club schools were able to hold their own with sales growth of over four percent. In the Zurich, Rapperswil and Glarus region alone, where the Zurich agency Weber Harbeke is responsible for the advertising campaign, 2000 new classes with around 400 course topics will start in the first week of February.
The focus of the regional campaign, in which the Central Swiss Club Schools are also participating for the first time, is not on the comprehensive range of courses on offer, but on February 3, the date on which the course begins.
After the slight drop in response from newspaper inserts, they were looking for a new way to reach the young, urban and leisure-oriented clientele, says Fuchs. That's why the client is now trying an ironic reminder. In TV commercials, advertisements in the going out tips section, on streetcar posters, cards for free () and with a give-away campaign, the target group is being urged to really enjoy their leisure time in January. Because from February onwards, they will need it to study.
The concept fits seamlessly into the "Mehr Erfolg" umbrella campaign also developed by the agency. "This is certainly one of the reasons why the implementation was also adapted by Klubschule Innerschweiz," says CD Thomas Harbeke. Luca Aloisi

Jung von Matt/Limmat has to tackle the new year with a shrunken management team: alongside Client Service Director Ralph Hermann, CD Daniel Meier and Strategic Planner Carlos Friedrich have also left the Zurich-based advertising agency. Meier is starting his own agency called Unikat with Jan Maurer (ex By Heart), while Friedrich is a new partner at Glamour Engineering. Hermann's move to Heads Corporate Communication was announced shortly before Christmas. The simultaneous departure is a coincidence, both the three and agency head Dominique von Matt assure us. According to von Matt, Hermann had already resigned in April, but stayed on for a few more months due to the Swiss budget win. Meier explained that he had been considering the move to self-employment for some time and had discussed it with von Matt from the summer onwards. Friedrich justified the move with an irresistible offer.
A replacement for Hermann has already been found in Christoph Bürge from Exxtra. Meier believes that creation is in good hands with Urs Schrepfer, Alexander Jaggy and Michael Rottmann. According to von Matt, however, there will no longer be a position for strategic planning for the time being (sm).

Jung von Matt/Limmat prescribes authenticity to Bank Julius BaerSo much self-criticism makes you sit up and take notice. The Zurich-based bank Julius Bär writes in a sober advertisement: "2002 was a difficult year. So was 1998. So was 1987. So was 1973. And 1929 too. Julius Baer, honest since 1890." It was not the private bank's savings policy that led to the new image campaign, but the advertising bear that had fallen out of step with the times. The simple appearance has nothing to do with the budget, but with the fact that the crowd is the enemy of exclusivity. "Open, committed and tongue-in-cheek", says CD Urs Schrepfer from JvM/ Limmat, the campaign avoids all industry stereotypes. page 5

Michael Anderegg on his experiences with and after the BSW talent workshop for career changersBy Annelies Friedli He was the only one of the 23 participants in the first BSW talent workshop to get the chance to gain a foothold in a renowned advertising agency: Michael Anderegg still didn't achieve his goal of becoming a copywriter. He completed his internship at Euro RSCG at the end of December.
"It's no coincidence that I'm wearing black to the interview today," Anderegg explains with a mischievous smile. When it comes to clothing, at least, he has already internalized the codes of the advertising industry. As far as the rest is concerned, he quickly understood "how the hare runs". "It takes a lot of hard work to be successful in advertising," he says.
Anderegg, a biology graduate from ETH and graduate of the first BSW talent workshop, worked at Euro RSCG for 23 days in December. As a trainee, career changer and copywriter. And fulfilled a dream: "I had wanted to work in advertising for a long time."
The opportunity came with the Weltwoche ad
This desire developed three or four years ago - because he thought the advertisers in the magazines were so cool, the job sounded exciting and Frank Bodin wrote so interestingly about advertising in Kult magazine. "The image that Bodin
in his texts from the Wer-
fascinated me," admits the 27-year-old.
But he didn't know much more about the industry. "I had no idea that copywriters and consultants are not the same thing," he admits. He had some superficial ideas and the belief that "advertisers always have parties and all advertisers are so creative".
Anderegg's biggest shortcoming, however, was: "I didn't know how I was supposed to gain a foothold in the advertising scene as a biologist. Should I pick up the phone and call some advertising agency and say: Hello, it's me, Michael Anderegg, biologist and currently deputy biology teacher?"
In spring 2002, the right solution presented itself: He read about the BSW talent workshop for career changers in Weltwoche. "I knew immediately that this course was made for me," he recalls. Because his job as a substitute teacher was temporary anyway and he couldn't really get to grips with the teaching profession, he accepted the challenge. "I was really looking forward to the course," he says.
The course, which WerbeWoche reported on in detail in issue 26/02, cost him 600 francs and 7 days. He got a lot out of it, but "not as much as I expected. To be honest, I had hoped for more from the course," says Anderegg looking back. He criticizes the timing of the course. "In such bad economic times, no agency is interested in lateral entrants," he criticizes. He thinks that "the course did provide an insight into the advertising scene, but it is absolutely not comparable to an apprenticeship". And he is annoyed that, apart from him, none of the 23 course graduates were given a fair chance to gain a foothold in one of the 12 BSW agencies involved: "I can't understand why even the agencies that promoted the course and told the course participants that they were constantly on the lookout for career changers didn't give us a chance." He knows that there were jobs available. "But they were filled by professionals." Only one of the course graduates, he reports, found a job with a smaller agency in eastern Switzerland.
Anderegg would have liked to stay longer at Euro RSCG
Anderegg sent 12 applications to the BSW agencies involved in the course. But only Euro RSCG showed any interest. "I'm very grateful for this opportunity that Euro RSCG offered me," he says, "all the more so as the course would have been pretty worthless without this internship."
At Euro RSCG, he was able to write copy, develop headlines and even present his own advertising idea. "I worked on projects for ten clients," says Anderegg. He thinks it's absolutely "cool" that Frank Bodin himself looked after him. "He had time for me, helped me and gave me tasks." He was also well received by the rest of the team: "I was taken seriously as a team member," emphasizes Anderegg.
Nevertheless, he did not manage to gain a foothold in the advertising industry. "The internship at Euro RSCG would have been a good option for me. I would have liked to have stayed longer." The plan was to stay for one to three months. But a job offer from the Federal Office of Public Health (FOPH) thwarted his plans: "I couldn't pass up this opportunity."
Since the beginning of January, he has been working on the client side - as a research assistant for the FOPH's national tobacco prevention program. "As a trained biologist, I can put my knowledge into practice here and apply what I've learned at the agency," he smiles.
However, Anderegg is not yet finished with advertising. "Who knows, maybe I'll try the leap into advertising again." Then he also wants to clarify questions to which he has not yet found an answer at Euro RSCG. Is there a simple guide on how to become a good copywriter? And: Where do the wild parties take place?
The idea of the industry association Schweizer Werbe- und Kommunikationsagenturen (BSW) to hold a talent workshop for career changers was a compelling one: to secure the next generation of creative talent, the workshop was intended to track down hidden talents and attract them to the advertising business. Top shots such as René R. Hürlimann, Jean Etienne Aebi and Frank Bodin tried to convince around 70 curious people at an information day that career changers also have a chance. All for the cat? Only one graduate of the not-so-cheap course found a job - 22 others, like Michael Anderegg, had tried hard to get a foot in the door of the industry, but in vain. The result of this march through the institution of the advertising agency was, however, foreseeable: Very few BSW agencies had registered a need for additional staff (af).

Rotor launches a high-impact experiential promotion for Coop NaturaplanBy Luca Aloisi As a first mover among wholesalers, Coop has managed to position Naturaplan as a brand for natural indulgence. The Zurich agency Rotor developed a seasonally appropriate image campaign to mark the 10th anniversary of this product line.
With the creation of the new Coop logo three years ago, Rotor "slipped" into the agency pool of the Basel-based retailer, as CD Alexander Gessert explains. The corporate design manuals, which were produced on behalf of Külling & Partner, were followed by orders for Coop's promotional advertising, which no agency was vying for at the time. "In the meantime, even WHS has been hired by Denner for a similar job," says Gessert, describing the radical change in the vain industry.
The client on the banks of the Rhine, which invests an average of around half a million francs in advertising every day, has now become the small agency's largest client. In addition to the restaurant, non-food promotions and photo service areas managed by Rotor, the agency also has a supervisory function.
Since it was obvious to the strategists at the Zurich agency that Coop's Naturaplan competence brand should raise its profile even further in the anniversary year 2003, they became proactive.
How a red cabbage becomes a pretty little pig
Amongst the clearly defined presentation formats of the major distributor, the so-called "experience promotions" were a good choice. Up to four of these promotions lasting just under a month will serve as a platform for Naturaplan this year. All promotions will be linked to an experience theme.
The challenge was great, because the variety of pallets - there are over 1500 products in the range - needed to be communicated with an emotional, quick and surprising message. The fact that the client chose a campaign with a grinning goat as the benchmark for this should have come as a surprise to the creative guild. But it doesn't have to be, because the goat was a striking demonstration of Coop's freshness experience a few years ago and achieved "an enormous response", recalls Gessert.
The major distributor hinge-
which practically restricts its image-promoting appearances to TV commercials, has a lot to offer for image
elements in the print and poster sector. He therefore prefers
mainly uses traditional motifs (Alpine parade, happy consumers) and rarely works with surprising visual associations (mallard duck) to convey his values.
This makes the key visual for the anniversary presentation all the more impressive. Because it is striking, more relevant to the topic and easy to continue. The "pear-cow" summarizes in a funny way
the Naturaplan areas of fruit, dairy products and meat.
"Thanks to the reduction to the essentials and the generous layout, the advertising material is eye-catching and shows off the appearance to its best advantage," says Gessert confidently. Other product areas will be advertised in the same communication style throughout the anniversary year: for example, a red cabbage will be carved in such a way that a pig can be seen inside for the "species-appropriate enjoyment" experience week.
Naturaplan In 1993, a Nature yogurt was the starting signal for Naturaplan, with which Coop wanted to satisfy the growing demand for organic products. In the same year, 13 more products were added. The range has been expanded in line with sales of the Naturaplan range, which has seen annual growth rates of 30 to 70 percent. Today, the line with the quality label comprises around 1500 products. Although they only make up a fraction of the entire Coop range, their benefits, in marketing terms, convey one of Coop's most important personality traits. (la)

Privatbank Bär focuses on credibility and dismisses the advertising bearBy Luca AloisiAfter 15 years, the private bank Julius Bär has parted with its emotional bear campaign. A formally simple copy campaign by JvM/Limmat has taken over, designed to inspire confidence in the bank and position it closer to the zeitgeist.
An advertising era is coming to an end. And precisely in this nasty climate, in which the "bears" have to cut another 150 jobs. Mike Williams' cartoon bear, which has humorously embodied the brand values of the Zurich-based private bank since 1987, did not fall victim to the red pencil, however; he was sent into retirement for "reasons of age".
After reviewing all communication tools in the course of a rebranding, the marketing managers came to the conclusion that the emotional element was no longer able to accurately capture the zeitgeist and the core messages. In addition, bears are increasingly being used for consumer goods, including toilet paper. "The time was ripe for a new impulse. The new, simple campaign makes it possible to refer to current events with short texts," says Markus Halper, Head Communications.
Lower costs for a higher switching frequency?
The surprise effect was not lost when, at the beginning of the year, the beautifully centered lines appeared on salmon-colored panorama advertisements: "We don't want to show you laughing people in our advertising. We want you to laugh yourself."
However, anyone who has looked at the campaigns of financial institutions recently - Bordier & Cie., for example, advertises with faces of grumpy-looking bank customers - cannot gain much from this credo; currently, no institution is trying to build trust with nice-sounding promises.
If the sober appearance of Bank Julius Baer has not yet succeeded in attracting attention with fundamentally new content, it does at least formally stand out from the competition. However, with the claim "True to you", with which the team around CD Urs Schrepfer wants to focus on the credibility of the company founded in 1890, one is inclined to ask back: "Does this story ring true to you?" Honesty and conciseness are best read in the copy motif about the "difficult years", which is based on the weekly report by Peter Horlacher, Communications Private Banking at Julius Baer: "The anatomy of a price bubble".
Halper does not want to comment on the fact that Julius Baer Holding, whose net profit shrank by 41 percent in 2001, is now also trimming its advertising budget by keeping production costs low for the new campaign. According to Media Focus, Julius Baer was one of the big spenders among private banks in 2002.

Simko creates a human image for Vaudoise InsuranceThe collapse of the financial markets and the low interest rates have left their mark on Vaudoise Insurance's balance sheet. The consolidated result for 2001 showed a drop of 19.2 percent to CHF 20.4 million. This also had consequences for advertising: at the start of the year, the all-lines insurer is less financially oriented, but more contemplative. Following the negative reports from the business world, commercial communication for financial service providers is increasingly focusing on emotional values again - as is the case with the Vaud insurance company. In February of last year, the company had Hermès Communications advertise its life insurance policies as an "investment with a guarantee". With an image campaign designed by the Simko agency, the insurance company now wants to emphasize its customer orientation with the core brand value of proximity.
Human values should give Vaudoise a new profile
In July, Pedro Simko's Geneva agency won over clients with its Vaudoise World concept, bringing the Lausanne insurance budget to the city of Calvin. The new image is intended to raise Vaudoise's profile through human values and thus set it apart from the competition in a saturated market environment. The creative team led by CD Olivier Girard has built the company its own visual world: In two commercials and on posters, people converse in a vaudoise-green colored environment. The soundtrack also moves in surreal realms, with the "conversation" between a man and a woman in the "Manoir" commercial more reminiscent of two dogs meeting than communication between grown-up people. "Understanding the content is irrelevant," says consultant Carine Haist, adding: "The only thing that matters to us is that people communicate and understand each other."
The image campaign will be supported from February with advertisements that continue the impression of the green Vaudoise world. Simone Keller