Marco Boselli becomes editor-in-chief of the new "Express" as of January 1 "Head of the week" Marco Boselli becomes editor-in-chief of the new "Express" as of January 1
"We want to do fast and exciting journalism"
Marco Boselli is a fighter. The 37-year-old has always found it boring to lie in his own nest. What appeals to him is high-risk development work under tough competitive conditions. So it's no wonder that he accepted the editor-in-chief position at the new "Express" with a kiss on the hand. "As an ex-newspaper journalist, I couldn't resist the lure," says Boselli, who is still working as Deputy Head of Tamedia Online until December.
He describes representing the "Express" on the front line in the coming commuter newspaper war as a huge challenge. Boselli, who was born in Milan and grew up in Zurich, is confident of victory in any skirmishes: "We will produce a newspaper that the company can be proud of in terms of content and commercial success. The fact that he has to take care of the online platforms and the new product at the same time until Christmas in no way diminishes his euphoria. "We are currently fighting our way through a mountain of 1,000 applications to put together a team of cracks and young journalists," says Boselli. During the Christmas break, he wants to take a breather and above all spend a lot of time with his four-year-old son Max, meet friends, read and go jogging. "From January 5, it's all about Express".
Boselli has not always put his heart and soul into the media - he originally wanted to make a living as a vet. As a "disillusioned veterinary student", he switched to German studies and journalism at university. At the same time, a rewriting job at Blick was supposed to help supplement his pocket money. Purpose became passion, passion became success: Boselli was news editor at Blick for several years, and after a one-year stay in the USA, he worked his way up to become head of the magazine group and a member of the editorial board of SonntagsBlick. "Right from the start, I was fascinated by the process of filtering and reporting," he says, explaining why he enjoys news journalism. In 1999, he moved to Tamedia, where he played matchmaker as head of Partnerwinner.ch. "Accompanying a start-up as a budget manager and getting to know all the business areas was a great challenge," he comments on the move to the electronic medium.
Today, Boselli sees his past on the newspaper tabloids as an advantage: "I have learned to get to the heart of stories quickly and to work under high pressure". This know-how will now also benefit the "Express". But Boselli only reveals this much: "We will be doing fast and exciting journalism." Carole Koch

Objective: To raise awareness of UBS Financial Advisory and its comprehensive services.UBS advertising media: Expandable stream banner (video stream). Use: November.
Client: UBS AG, Zurich. Media agency: BG Media Zurich; Gianni Abner; planning/consulting: Adlink Internet Media AG, Zurich; Pierino Simonelli.

Objective: To increase online loan applications.GE-Capital Bank Advertising media: Two banners. Deployment: First wave in November, second wave in December.
Client: GE Capital Bank, Brugg. Media agency: BG Media Zurich; Gianni Abner. Planning/consulting: Adlink Internet Media AG, Zurich; Pierino Simonelli.

Executives at Hitradio Z are apparently trying to separate the station, which is up for sale, from Goldbach Media via a management buy-out (MBO) with the help of investors. One of the masterminds behind this tour de force is Managing Director Daniel Deicher, who, however, declined to comment when asked. The management offer does not yet appear to have been finalized. But there are no other top offers either. In any case, Goldbach CEO Klaus Kappeler sent out documents at the weekend. Goldbach spokesman Paul Riesen held out the prospect that a solution would be presented "before the end of the year." (mk)

Peter Zeller has been Managing Director of Euro RSCG Partner, Zurich, since the beginning of NovemberHead of the week "My aim is not to lose focus under stress" Peter Zeller has a high level of "basic self-confidence". By his definition, this is a safety net that allows him to accept setbacks as learning steps. "That's why I don't fall over so quickly," concludes the 33-year-old. He says he owes this character trait to his family background, as well as his ability to think in a networked way without losing sight of the main thing.
Zeller has built his career on these "initial impressions". "My wealth of experience is like a snowball that is growing faster and faster," he explains. In the meantime, it seems to have taken on the size of an avalanche, as he promoted Zeller from Head of Communications at Swiss in
the management of Euro RSCG Partner, Zurich. "This gives me the opportunity to make a difference in a positive and professional environment," he comments on the move.
Zeller calls the fact that he ended up in advertising a "structured coincidence": after a relative drew the budding commercial apprentice's attention to the industry, he took up an apprenticeship at Aebi & Partner. An "ideal biotope" in which the young Zeller wanted to realize his potential. "What's more, many colleagues back then - now big names in the industry - became sources of inspiration and benchmarks."
Under these conditions, Zeller's career and his parallel training as a marketing manager developed "quite naturally": after completing his apprenticeship and a stint at BBDO London, Zeller moved to MLS/Leo Burnett. As Account Director, he later looked after clients of GGK Basel and Advico Young & Rubicam, where he was most recently responsible for the Swissair mandate as Group Account Director.
Once he had got a taste of the heights, he developed the desire "to move from the manageable environment of an agency to a major international corporation". This led to Zeller's move to Swissair/Sabena in 1998,
whose ups and downs he accompanied as Head of Communications, as well as the launch of Swiss. In the spirit of "control what you can control", he tried to positively influence his immediate environment. "My goal in such stressful situations is not to lose focus," says Zeller today.
The balancing act between career and family was most difficult for the father of two when he had to represent the company in Brussels for two years. He had already mentally completed his departure in September - despite all the rumors of an eclat. In any case, Zeller is not letting himself
upset: "Only those who deal with me personally can get the right picture." Carole Koch

Ruf Lanz brews an animal-themed launch campaign for the new trendy beer Calanda VivaIn the mountains of Graubünden, things are getting wild. Heineken's brewhouse in Chur is the reason for this. The new draft beer Calanda Viva is being brewed there. But watch out: Don't leave it standing around unattended, as it has obvious consequences for thieving fellow drinkers, including the fauna. No wonder, the ibex are already burping and the chamois are prancing light-legged. With the usual humorous story for Ruf Lanz, the beer is set to win over a young crowd, market share and volume. Page 12

Goal: Demonstration of the diverse technologies and processes of Clariant Pharmaceuticals on the occasion of the analysts' conference "Clariant meets Investors 2002" in Frankfurt am Main.Clariant advertising media: POI installation, based on Flash MX. Deployment: November 25 and 26, followed by transfer to www .clariant.com.
Client: Clariant LSE (UK) Ltd, Sandycroft, UK. Online agency: Assai Interactive AG, Zurich; account management: Ursula Stalder; consulting: Damian Drozd; CD: Stefan Dätwyler; Flash programming: Peter Landolt.

By Beat FritschThe Wirz Cocktail is a permanent fixture on the advertising industry's event agenda. The Wirz Group's event attracts a broad audience from all areas of the communications industry with its careful selection of topics and high-caliber panelists. 300 guests followed the exciting discussions on the stage of the "Lake Side Casino Zürichhorn" and enjoyed just as many encounters at the subsequent aperitif. Wirz-Werbung CEO Geri Aebi, for example, met his brother-in-law Hans Rudolf Schuppisser, Vice Director of the Employers' Association. Werner Schaffhauser, former CEO of Triumph, reminisced with Wirz-Werbung Chairman of the Board Hans Ulrich Schweizer about the times when Triumph advertising - because it was created at Wirz - was still outstanding.
Jost Wirz, Chairman of the Board of Wirz Partner Holding, found himself fully occupied with looking after his VIPs, including guests such as Migros marketing manager Gisèle Girgis-Musy, the designated Ringier Group spokeswoman Eva Keller, NZZ advertising director Marcel Kohler, DDPS information chief Oswald Sigg, lawyer Sigi Feigel and APG CEO Christian Kauter, to name but a few. And because the catering at the Wirz event is always quite generous, most guests are unlikely to miss out on the next cocktail.
Wasn't there something else? Oh yes... the weather was at its best for the opening of the ski and snowboard season in Davos. As ordered, there was first fresh snow and then glorious blue and white mountain weather. Matthias Schröder from Schröderpartners, who made a stopover in Davos at the weekend, enjoyed the long-awaited sunshine on the terrace of the "Châlet Güggel". On his agenda this week was a shoot with photographer Patrick Stumm in St. Moritz.
At the après-ski on the Bolgen, however, you could also see advertiser Tanja Barlogis. And the board members of the Idée - VfW (Association for Advertising Communication), who had come to Davos to work. The executive committee of the advertising association held its annual board meeting in the Landwasser Valley. In addition to the well-established events such as the advertising curling tournament and jazz concert, a number of new events were planned for the coming year, according to Natalie Schneider from the Idée board. However, as the retreat was not all hard work, the Board members Sandra Haldi, Heinz Egli, Markus Marchel, Kilian Gasser and Ursi and Peter Grob from the Idée office were of course also to be found going out and après-ski from time to time. Marchel and Gasser are particularly fond of the infamous Davos "Ex-Bar".
SonntagsBlick publishing director Bruno Blaser also came to the mountains to work. He welcomed over a thousand cross-country skiers to the traditional SonntagsBlick cross-country week. This year, however, it was not under Peter's patronage. On Monday, green and brown areas could already be seen where ideal snow conditions had prevailed shortly before. A hairdryer blew away the white splendor so quickly that most cross-country skiers had to switch to jogging to maintain their physical fitness.
Beat Fritsch

got some intellectual nourishment at the Wirz Cocktail, where politicians, business people and intellectuals duel with words on stage. The event took place at the "Lake Side Casino Zürichhorn", which has emerged this autumn as the main venue for advertising events of all kinds and has thus outstripped several other locations. This is despite the fact that the food and drinks on offer at the "Lake Side" events are not yet beyond all doubt. However, an increase can be seen from event to event.
Those who usually meet up for intelligent discussions, cultivated aperitifs or wild promotional parties will be found at a wide variety of industry 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 occasional shortlist images are available online at www.werbewoche.ch

Rainer Kuhn wants to roll up the children's advertising market with a line extensionBy Stefano Monachesi Kult gets a little sister: In December, former advertiser Rainer Kuhn launches the free magazine KinderKult. The aim is to provide children with "interesting facts in an attractive form". Advertising is also included.
"Children pay for marketing. They pay with their safety, their health, their well-being and their family relationships." With these words, an association of educators, health experts and youth politicians called on the then presidential candidates Al Gore and George W. Bush to set limits on marketing to children.
According to this association, US companies spend twelve billion dollars a year on advertising aimed solely at children. The Center for a New American Dream has therefore collected 115 tips from parents on how to protect children from excessive consumption. Number one: "Get rid of the TV!"
Marketing to children is usually equated with TV commercials. There are reasons for this focus on television: "Unfortunately, younger children don't read much," explains Petra Kreussler, Managing Director of The Generation Media. "You reach them through images, especially moving ones." The range of print media for children - apart from comics - is correspondingly thin.
Cult publisher Rainer Kuhn has also noticed this lack. "Today, there is a lack of good magazines for children," he writes in a press release. "Apart from a few exceptions, what children are presented with in the magazine sector is pretty garbage." Together with Winterthur-based advertiser Fredy Heritsch, he is therefore launching KinderKult, a little sister to his lifestyle free magazine.
KinderKult inherits not only the brand from its big brother, but also the design and the concept of prominent authors.
Kuhn still has to prove his pedagogical expertise
Cult for children? "When we first heard about it, we joked internally that the fairy tales would certainly start with 'Once upon a time there was a little slut'," says Petra Kreussler. After all, Kult has become known as a party magazine with strong language, crude jokes and a focus on sex, drugs and rock'n'roll. However, Rainer Kuhn has since distanced himself from this.
Reports from the party scene have been banned from the redesigned magazine. For a good six months now, Kult has seen itself as a "lifestyle magazine from the perspective of pop literature and photography". KinderKult builds on this new concept. Kreussler is also in favor of this approach: "After seeing the first layouts, I have to say: it doesn't look bad and could work - if the focus on children is followed through consistently."
Youth marketing expert Filippo Muscara sees good opportunities for KinderKult. Many companies currently want to make a difference in children's marketing, says the managing director of the advertising agency Versus Youngzone. However, they lack media of a satisfactory quality: "There's Junior: it's very old-fashioned and looks stale. Then Maky: even more old-fashioned. Advertisers only advertise there because they have no other option." But Muscara also fears a "small discrepancy" between the idea of a children's magazine and the image of Rainer Kuhn and Kult.
Media expert Peter Döbeli, Partner at Konnex AG, agrees. For him, a well-made alternative to the current, rather meagre range of children's magazines is welcome. However, an educational background is necessary. Döbeli: "Rainer Kuhn still has to prove that he has the necessary expertise in this area."
The educational background of KinderKult is essentially limited to the experience of its creators as parents. Kuhn says that he does not think that a children's magazine necessarily has to meet the standards set by teachers and associations. With the Wunderlampe foundation as a partner, he can at least point to a cooperation in this area. The foundation fulfills the wishes of sick children and will report on this in KinderKult in future. "We want to show children who are not doing so well, but not in a dramatic way, but in a positive environment," explains foundation board member Ronald Haug, whose PR agency Büro 10 also coordinates the press work for KinderKult. However, the "Wunderlampe" has no further influence on the content of the magazine.
Rainer Kuhn emphasizes that KinderKult is a personal concern and not primarily an advertising medium. Self-made pedagogy can also be found in his advertising concept: KinderKult will only contain double-page advertisements in order to separate them optimally from the editorial content for the child's mind. However, Kuhn is once again met with a lack of understanding from the advertising industry: "Either you stand by your advertising or you don't do any," says Kreussler. Advertisements that are coyly "hidden" from children between double-page spreads are unlikely to appeal to clients.
Singing with Legler

KinderKult is published for the first time at the beginning of December and is aimed at 6 to 10-year-olds and their parents. Six issues per year are planned. The small-format magazine comprises 100 pages and 25,000 copies will be distributed free of charge at 600 child-oriented distribution points. Most of the articles are written by celebrities: Betty Legler presents musical instruments and songs to play, Ilona Hug does handicrafts with children, and Susi Utzinger writes about animals. Instead of photo series as in Kult, there are children's drawings. In cooperation with Universal Music, KinderKult also prints fairy tales to read aloud, which are also available on CD.

AY&R Publicis Wirz McCann- Euro RSCG Ruf Lanz Lowe Matter & Weber Jung von (incl. (incl. Fisch Erickson Switzerland (incl. Lowe Partner Hodel Matt/
Exxtra) Meier Direct) (ZH/GE) Direct) Schmid Limmat
Rank 2002 (2001) 1 (1) 2 (2) 3 (6) 4 (3) 4 (-) 6 (-) 7 (8) 8 (-) 9 (5) 10 (7) Cannes (6) Gold (4)   
www.canneslions.com Silver (3) 1
Bronze (2)
Shortlist (1) 5 7 1 1 3   
Clio (USA) (6) Gold (4) 1 www.clioawards.com Silver (3)
Bronze (2)      
Shortlist (1) 1 1 1 1 2 1
ADC Switzerland (5) Gold (4) 3 2 1 www.adcschweiz.ch Silver (3) 9 10 3 1 1 1 1 1
Bronze (2) 29 32 14 7 6 14 8 7 13 4
ADC of Europe (5) Gold (3) 1 www.eurocreative.net Shortlist (1) 5 3   
London Festival (4) Gold (3) www.liaawards.com Shortlist (1) 8 2 4 2
New York Festival (4) Grand Award (4) 1 www.nyfests.com Gold (4) 1 1 2 2
Silver (3) 2
Bronze (2) 2 1 1
Finalist (1) 3 2 1 3 5 2 1 3
ADC New York (4) Gold (4) 1 www.adcny.org Silver (3)
Distinctive Merit (2)   
Merit (1)
The flap (D) (3) Gold (4) www.kommunikationsverband.de Silver (3)   
Bronze (2) 1
Finalist (1) 1 1
Eurobest (3) Winner (3) 1 www.eurobest.com Finalist (2) 3 7 1 2 4 1 3 3 1
Epica (F) (3) Winner (3) 1 1 www.epica-awards.com Finalist (2) 3 1 3 1
Edi (2) www.edinet.ch Edi (3) 2 1 1 1
The Golden Ear (2) Gold (3) 1 www.radioday.ch Silver (2) 1      
Bronze (1) 1 1
Effie (1) Gold (4) 5 www.bsw.ch Silver (3) 3 1
Bronze (2) 3 1 1
DM price (1) Gold (4) 1 2 2 www.dm-preis.ch Silver (3) 4 2 1
Bronze (2) 4 3 1
Total Total 747 725 298 192 187 167 158 145 97

McCann-Erickson exports Swiss advertising all over the world with ITUWhether you are sending a text message, receiving an e-mail or helping your child to steer the remote-controlled car - the International Telecommunication Union (ITU) in Geneva makes it all possible: the United Nations organization standardizes, regulates and promotes technological infrastructures worldwide from its base in Geneva. Despite its importance as an interface between private companies and public authorities and its activities in the complex communications business, the organization is hardly known. A dismal image when you consider the rapidly growing importance of telecommunications since May 24, 1844, when Samuel Morse sent his first message via telegraph.
Following an internal restructuring, the ITU managers wanted to create a communications presence that would have an impact both externally and internally. McCann-Erickson, Geneva, won the account in a pitch. The international creative team led by CD Timo Kirez solved the main communication tasks with the claim: "Helping the world communicate." In particular, the aim was to raise awareness beyond specialist circles and focus on the original mission. Kirez is aware that the TV commercial and advertisements realized by Blood Sweat & Tears do not set new standards in terms of creativity per se. "But we are all the more proud that a visually powerful Swiss campaign is finally being used globally once again," he says. And Kirez is not entirely wrong about that. Luca Aloisi

Objective: Winter promotion aimed in particular at a young, trend-conscious target group and snow lovers.Rivella advertising media: Banner, WAP, print, POS material. Use: From November to the end of January.
Client: Rivella AG, Rothrist; Responsibility: Catrin Wetzel, Product Manager. Consulting/mediation: Publimedia Webadvertising AG.