It’s striking: the mere mention of “organic” or “biodynamic” viticulture makes some wine lovers’ mouths go dry. That’s because they think of dull, musty, and undrinkable wines. While the organic origin of ingredients is emphasized time and again in the culinary world, this label is often overlooked in our part of the world when it comes to fermented grape juice. But not for much longer, because in California’s wine regions, organic viticulture is already the norm. When it comes to advertising, the Fetzer Winery in Mendocino is blazing its own trail. Employees appear in testimonials and use short anecdotes to explain the benefits of this natural viticultural approach. So much for “dusty”… Chandra Kurt [email protected]
Column

"In der Tat" by Michael Barney
Only insiders will know from the headline of my column what this is about: Of course, the World Cup. Because, in fact, that phrase belongs to ARD commentator Günter Netzer. No sooner does his studio counterpart—the pale, poorly dressed Gerhard Delling—fire off a question or a statement in the direction of the always well-dressed Mr. Netzer than the former Gladbach player replies, «Indeed, and so on…» I practically grew up with Günter Netzer. No, not alongside him at Borussia Mönchengladbach, but in front of the TV. His late substitution in the cup final against 1. FC Köln and his magnificent winning goal back then are unforgettable. Netzer was one of the first German soccer players with long hair and his own nightclub. At the time, *Der Spiegel* raved about his almost erotic love for the ball, the way he would spin and caress it long and thoroughly before taking a free kick. Yes, it was Günter Netzer who, with his flowing mane and broad chest, became a sex symbol. Admittedly, it wasn’t hard to stand out against a dull Gerd Müller, «Monkey Head» Paul Breitner, or former postal worker Franz Beckenbauer. When Günter Netzer went on to play in a Real Madrid jersey, he truly became a cult figure. And now, as a commentator, he certainly is one. My art director, Reto Leierer, agrees—he’s a huge fan of France and has had to suffer a lot so far, to be sure. The same goes for our Fernando, who, as an Argentine, is currently going through hell. As a German, I suffer neither from «gluttony» nor from national pride. Since my mother was from Flanders, I was more of a Belgian fan. Even if they didn’t get very far. To that, Mr. Netzer would reply with an unequivocal “indeed.”.
Michael Barney is a senior copywriter at the Lowe advertising agency in Zurich.
Business lunch

A Brief Ode to the Chemmeribodebad Meringue What is known as an “Anglo-style business lunch” in bustling, lively Zurich is called the much more refined “déjeuner d’affaires” in Bern. Especially on a terrace as elegant as that of the Hotel Bellevue Palace. When the sun is shining, this open-air restaurant is filled to capacity. A view of the Aare and Marzilibad, a view of the Eiger, Mönch, and Jungfrau, a view of the Palais Fédéral. You dine in the heart of Switzerland and are served by a team of waitstaff with the finest manners. It’s lovely and, at times, relaxing—though since you’re sitting rather close together outdoors, you shouldn’t discuss the inner workings of military security facilities, and certainly not the private lives of parliamentarians.
The lunch menu is priced at 66 francs. That’s not cheap, but it’s not excessive either, considering the à la carte prices for main courses (between 36 and 54 francs). We started with paper-thin slices of bresaola on pieces of ripe Charentais melon, drizzled with top-quality olive oil and sprinkled with finely shaved lemon zest. The lemony aftertaste refreshed and invigorated the palate without being overpowering. For the main course, the staff served a sea bass fillet, perfectly seared, with pesto rice and fresh porcini mushrooms, garnished with a few basil leaves. Pesto rice? With all due respect, that’s first-class gastronomic nonsense: the rice was dry, and the pesto lacked character. Pesto belongs in pasta or as salsa verde with cooked meat. That’s all it’s good for. Unfortunately, the tight seating arrangement doesn’t allow the kitchen staff to roll out the dessert cart afterward. What a shame! Peach salad with raspberry sorbet and peach roulade: Not bad. «Chirschi-Prägu» (sour cherries in cherry juice) with meringues from Chemmeribodebad and vanilla ice cream: Very tasty and full of flavor, this meringue. This Chemmeribodebad is definitely worth seeking out.
When it comes to wines, the Bellevue falls short. Many open-bottle wines from Vaud (this post-colonial pretentiousness still dominates), few «foreign» wines. A maître d’ explained that the open-bottle wines are selected based on the menu. For a five-star hotel, however, the selection is rather meager—maybe the sommelier wants to get rid of some slow-moving stock; who knows? All in all, lunch on the terrace for two costs a good 200 francs. Sure, the view is included in the price, but you have to reserve it in advance. Parking is available in the adjacent parking garage. Carlo Bernasconi [email protected]
Hotel Bellevue Palace, Kochergasse 3-5
3001 Bern
Tel. 031 320 45 45
Fax 031 311 47 43
Food Rating …………………..3
Drinks ..................2
Operation ................5
Business Factor ……..2
5=top, 4=very good, 3=o.k., 2=naja, 1=flop

The Bern daily newspaper Der Bund is getting a new concept.news New Bund concept and job cuts The Board of Directors of Bund Verlag AG has approved a package of measures in response to the poor business results. This includes a reduction in the editorial team from 85 to 77 full-time positions. The new concept also envisages focusing primarily on the greater Bern agglomeration "as a liberal quality newspaper with a more urban-oriented readership". From the end of October, the Bund will be published with a new layout and a slightly different paper architecture, with new design elements, font and color concept.
Merger of Marti Druck and Impresso
The printing companies Marti Druck AG (Ostermundigen) and Impresso AG (Bern) merged in June to form Impressomarti AG. The managing director is Heinz Stern. Impressomarti AG is part of the Merkur-Druck Group in Langenthal and employs 27 people.

Branding expert Joachim Kernstock on new forms of communication on the InternetBy Daniel Schifferle After the crash of banner advertising, more commercially promising forms of application are needed for the Internet. The online medium must be used in a media-appropriate way, demands Joachim Kernstock, Head of the Brand Management Competence Center at the University of St. Gallen.
Advertising on the Internet is really crashing. Is the Internet currently being sold below its value in the media mix?
Joachim Kernstock: After the exaggeration, the pendulum swung in the other direction. If you let a pendulum swing out, it comes to rest somewhere in the middle. There will be a countermovement again. However, this will no longer lead to the extreme that we experienced two years ago. In view of the learning processes that are taking place on both the provider and user side, I expect the Internet to become more important again. Offerings are becoming more and more convenience-oriented and geared towards the basic benefits of the Internet. More and more users are recognizing this.
Why has banner advertising gone into such an extreme decline?
Kernstock: This has to do with the fact that banner advertising is not appropriate for the media. In principle, it is the application of a form of communication learned from other media. Banner advertising is nothing more than a poster or an advertisement that is placed on the screen. However, this does not really exploit the potential of the Internet. This is why banner advertising in its traditional form will play a subordinate role in the future.
How subordinate?
Kernstock: Even today, theater performances are still shown on television, which were broadcast quite frequently in the early years of TV, even though they were not made for television. I see the future of banner advertising in a similar way. Another question is how narrowly or broadly you define banner advertising. More attractive forms are certainly conceivable, which achieve a higher level of attention and appeal than the usual ones. Creativity is required here.
If not with banner advertising, where will the Internet grow as a commercial platform?
Kernstock: With sponsoring, for example. I am thinking above all of the interaction or integration of different forms of application. You have to create new application contexts that interact between platforms. And in such a way that this becomes commercially viable. The philosophy of classic advertising, according to which an ad or a commercial is placed between editorial content or film clips, does not work on the Internet. The Internet must be penetrated in a completely different way.
What was underestimated about the Internet as an advertising platform?
Kernstock: The inertia of the associated learning processes has been underestimated. Social developments don't happen overnight, they are complex processes. The theory that three months on the Internet is as much as one, two or even three years in other areas is not really true. The vast majority of people who are not part of the inner circle of net dwellers need a certain amount of time.
Do you see any chance of achieving profitability with Internet offerings?
Kernstock: There are forms of offer that utilize the flexibility of the Internet. The Internet is clearly superior to print media in terms of availability, forms of presentation and search criteria. If this superiority is really exploited, the system can also be operated commercially successfully. Autoscout, for example, says that they are commercially successful and that volumes are continuing to rise. As we heard at the Mediarena, Autoscout can prove that the classified ads for car dealers are significantly more efficient there than corresponding ads in the print media.
Has the Internet's weakness damaged the cross-media approach?
Kernstock: The Internet gave rise to the cross-media concept in the first place. Before the internet era, we had a clear opposition between the different media. This has now changed to more of a juxtaposition, with each medium emphasizing its own strengths. Today, hardly any advertising client can afford to rely on just one medium. That's why I take a very positive view of the current development.
Are the Internet and cell phones potent partners for commercial communication? In other words: Who likes advertising text messages or advertising e-mails?
Kernstock: There are also ways to exclude unwanted advertising messages on the Internet and cell phones. On the other hand, forms for commercials (advertising SMS) must also be found for the newer medium of cell phones that are geared to the interests and needs of customers. The watering can principle is certainly the wrong approach here. Individualization is the magic word. One example: Anyone who is fascinated by biking also has a high level of interest in the corresponding market.
Mail order is an age-old concept aimed at a more rural and conservative audience. How sustainable is online shopping?
Kernstock: Online shopping is basically a new form of catalog presentation. Other response speeds are available. The classic disadvantage of mail order is that a catalog cannot be changed on a daily basis. It is precisely this daily reaction speed that can be cleverly realized with an online presence. However, traditional mail order companies such as Otto, Quelle or Bauer have a major advantage over online retailers in terms of logistics and handling. There is still a lot for the new providers to do here.

In addition, the Factory Communications Group has elected Matthias Rickenbacher, managing director of the advertising agency Publiartis, as its new president. He succeeds Heidi Luchsinger, head of the internet agency Wetege.
The general meeting of the Electronic Media Interest Group (Igem) elected Paul Grau (Star-TV) as the representative for private television stations and Corinne Blaser (RMB) as the representative for movie theater marketers to the board of directors. In the race for two vacant board seats representing media agencies, Luise Diem (OMD Switzerland) and Frank Woday (Universal McCann) came out on top. Marcel Bosshard (Publimedia Webadvertising) will join the Igem board as the first representative of internet intermediaries and marketers. The remaining board members, including President Urs Renner (Mediaedge|CIA), were re-elected for another term.
The CI firm Külling Partner Identity has had a new executive team since early June. The two current partners, Peter Rohner and Robert Abt, will leave the company at the end of the year. Alongside Kurt Lips, Managing Director, and Andy Schneiter, Head of Graphic Design, Carolin Versteeg, Head of Brand Consulting, will join the executive team.
CEO and co-founder Andrzej Koch is handing over management of the Lucerne-based web agency Labor Enter 5 to Rafael Wicki. Koch is stepping back from day-to-day operations but will remain with the agency. Peter Marthaler is taking over as head of corporate communications at Swiss Air Lines from Ruth Züblin, who will head the events and sponsorship division going forward.
At the French-Swiss daily newspaper Le Temps, corporate management and editorial leadership are being separated. Eric Hoesli is handing over the position of editor-in-chief to Jean-Jacques Roth, currently deputy editor-in-chief. Hoesli, who has been editor-in-chief of Le Temps since 1997, will remain at the helm of the company as director. In addition, Le Temps is gaining two new members of its board of directors: Jean-Marie Colombani, director of the French publishing group Le Monde, and Edipresse director Jean-Claude Marchand were elected by the general meeting on June 14.
In early September, Jean-Marc Salamolard will be replaced by Urs Donatsch as regional director of Publicitas Léman. Salamolard will take on the new role of director of strategic projects at PubliGroupe. Donatsch previously served as marketing director of the PubliPresse division.

FCBLK gives Appenzeller Alpenbitter a youthful image for its 100th birthdayBy Ernst Weber Appenzeller Alpenbitter is 100 years old this year. The producer Emil Ebneter, based in Appenzell, is communicating the anniversary with an appearance by its agency FCB Leutenegger Krüll (FCBLK). The creative, high-percentage campaign by the Walliseller advertisers presents the herbal schnapps with humor as a brand without age-related complaints.
Appenzell has a centuries-old tradition of medicinal herbs. Towards the end of the 15th century, for example, the physician and naturalist Paracelsus, who spent most of his life traveling through Europe as an itinerant doctor, is said to have stayed in the Appenzell region for some time. And even today there are still monasteries in this region that produce their own herbal products.
However, it was only 100 years ago that Appenzell produced what is probably the most popular herbal product. It is not so much a remedy as an alcoholic beverage, although at the time it could be described as "medically recommended": Appenzeller Alpenbitter. The "genie in a bottle from Appenzell" was invented by spirits merchant Emil Ebneter. In 1902, he founded the family company of the same name on the outskirts of Appenzell, which still produces the bitter today. Now the jubilant company has commissioned the Walliseller agency FCBLK to distil the herbal schnapps for its milestone birthday.
For legal reasons, the brand becomes a human
To avoid coming into conflict with the Alcohol Act, the presentation treats the product as a jubilee. As if celebrating a person's birthday, the text refers throughout to a "100-year-old Appenzeller". According to CD Mike Krüll, this designation is legally permitted, as it can only be associated with the product by the consumer's own mental effort, without using the definition Alpenbitter.
This applies in particular to classified advertisements in which neither a pack shot nor a logo refer to the product. The viewer must realize for themselves that the statements allude to the product - for example in the sentence "As a 100-year-old Appenzeller, I show the boys where the hammer hangs." If the words Alpenbitter were added to the advertising material, it would have been up to the legislator to show the manufacturer and agency where the said tool hangs.
The personification of the product in the advertising text links the individual components of the anniversary presentation verbally - because there is no visual coherence. An exception to this communicative feature is, of course, a motif depicting a standing and two lying Appenzeller bottles. Only the bottom of the latter can be seen. Supported by the headline "1902-2002", the viewer will interpret the "still life" as the number 100.
Only where the graphics make reference to Appenzell folk art is there a partial visual correspondence between the anniversary appearance and the basic campaign. For example, the yellow background of the advertisements and posters as well as the red decorative strip that borders the color area. In terms of content, the presentation creates tension by contrasting the traditional elements with a freedom of ideas.
"The campaign is structured in such a way that it is not a campaign. Each subject stands for itself," says Mike Krüll. He is convinced that Appenzeller advertising "has to be particularly experimental in order to give the viewer a new kick". After all, FBCLK is advertising a product with a brand awareness level of almost one hundred percent. For this reason, the realizations, always within the framework of the law, are designed according to the guiding principle "the crazier, the better". "If it weren't for the law, we'd be doing things in a completely different way," says the Creative Director of FCBLK.
Overcoming the target group conflict
There is an inherent dynamism in the creative realization of this "unbiased" style. It lends the Appenzeller performance a youthful connotation that is also appreciated by an audience that is not very familiar with herbal schnapps: namely women and men between the ages of 20 and 40.
The reason for younger people's disinterest in the herbal drink is not so much the bittersweet taste, but rather that this target group does not like the local, rural positioning contained in the product name Appenzeller Alpenbitter.
This is probably one of the main reasons why sales of the 29% "Dibidäbi" are stagnating. Other foreign herb-based products such as Fernet Branca, Jägermeister and Underberg are currently experiencing an upswing among the aforementioned target group. Italian brands such as Averna and Ramazotti are also continuing to expand on the Swiss market.
"Our big task is to at least maintain sales," says Hans Heierli, Deputy Managing Director and Head of Finance and Administration at Emil Ebneter.
The Appenzeller becomes an A-Shot or an A-Drink
As there is little prospect of an increase in consumption among the traditional target group due to the current market situation, the current trend is being used as an opportunity to generate additional sales among 20 to 40-year-olds. For this target group, the herbal bitters will no longer be called Appenzeller. The name A-Shot or A-Drink replaces the original product name. "We must not simply switch to youthful advertising, i.e. into the Ramazotti and Averna camp, as we would otherwise alienate our loyal customers," says Hans Heierli, explaining the dual approach.
AD Rating

Appenzeller campaign Some of the judgments about the Facts campaign were bitter. A bitters for Frank Bodin! You can find out whether the FCBL campaigners will soon need a sip for their Appenzeller campaign at www .werbewoche.ch /adrating.
Facts-Campaign Top: 25,16%
Flop: 74,84%
AD raters' praise and criticism summarized at www.werbewoche .ch/adrating/comments

At the advertising festival in Cannes, there was a single Silver Lion for Switzerland in the Press & Poster category, won by the agency McCann-Erickson, Geneva, for Generali Insurance. The posters for the play "Stützen der Gesellschaft", Schauspielhaus Zurich, by Publicis, and the Kuoni campaign by Advico Young & Rubicam ("Holidays where you forget everything") made it onto the shortlists at the Media Lions. In the Press & Outdoor category, two works for Hakle by AY&R and two motifs from the Kuoni campaign (also by AY&R) as well as the three motifs for Theater Spektakel by Matter & Partner, the UN accession campaign by Publicis and Euro RSCG with the Olympic motif for Tibet made it to the final round. Switzerland came away empty-handed in the Young Creatives category (af).

Carole Armour is the new head of the Geneva branch of Hastings Audio StudioHead of the week Carole Armour is the new head of the Geneva branch
of the Hastings Audio Studio
"I'm a pragmatist, gray theories don't suit me"
When Carole Armour talks about the objectives of the newly opened Hastings recording studio in Geneva, it is hard to believe that the 27-year-old had to build up her self-confidence bit by bit. The trained banker from Geneva actually only wanted to do a year's work experience in German-speaking Switzerland to improve her German language skills. Then she bumped into Daniel Wüthrich, who didn't even have to use much persuasion to get the young woman interested in his recording studio. She had always wanted to work in marketing or advertising.
She actually only chose banking because she wanted to complete a solid commercial education. Looking back, she says that Daniel Wüthrich, who describes herself as a pragmatist, taught her everything she needed to know in a professional recording studio on the job. Two years after joining the company, she was promoted to studio manager at Hastings AG, Zurich. Since the beginning of January, she has been in charge of the studio in Geneva, which she is also responsible for setting up. Here she is currently the go-to person for everything. She is responsible for bookkeeping, hiring staff, looking for professional speakers, customer acquisition, casting, dealing with studio technology and sometimes even serving coffee.
Armour's main concern is to incorporate the Francophone culture into Hastings' Geneva branch. Customers from German-speaking Switzerland or Germany should be offered precisely the language style that is understood in this part of the country. Armour sees great potential for this in the French-speaking Swiss market, not least because Swiss-German advertising agencies have also discovered that French-speaking Switzerland cannot be worked from afar. From their point of view, Geneva is also an interesting location because neighboring France has moved a little closer as a potential market since June 1, 2002.
She also knows that Swiss customers who go to Paris for film and commercial productions regularly return to Swiss recording studios. In Paris, these studios do not offer the multilingualism that is necessary for the Swiss market. For Hastings, with studios in Berlin, Düsseldorf, Hamburg, Munich and Zurich, the Geneva branch is therefore of strategic importance. Armour's biggest concern at the moment is finding qualified employees who speak several languages. After all, it wants to expand its operations quickly so that it can make even better use of the generously proportioned studio space on the rue de Lyon. Anita Vaucher

Together with Zurich hotel and gastronomy architect Pia Schmid, the Chur-based communications agency Trimarca has already developed brands for around ten Swiss hotels and restaurants.budget news Trimarca wins another hotel account The latest contract comes from the Swiss Federation of Trade Unions' Floralpina vacation and seminar hotel in Vitznau. The hotel and its surroundings will be renovated and redeveloped next year. Trimarca is responsible for brand development, positioning, corporate design and communication.
Zoo awards budget to Solothurn Zurich Zoo is changing its advertising agency: after nine years with Lesch+Frei, the small Solothurn agency Blum und Partner has now been entrusted with overall communications. It prevailed in a pitch against nine competitors. In view of the high number of competitors, Lesch + Frei decided against defending the budget. "We would have liked to continue the mandate," said consulting manager Walter Tagliaferri from Lesch + Frei, regretting the change. "However, we are proud that the 'Zooh!' logo we developed will continue to be used." Behind the change of agency is a change in the zoo's management: Head of Marketing Ulrich Ritschard left the zoo in December and was replaced by Irène Inderbitzin.
Hilcona lets Eugster advertise Eugster Kommunikation will promote the fresh and frozen products of the Liechtenstein food group Hilcona in future. The agency from Rorschacherberg won the pitch against a German promotion agency. In addition to sales promotion at the point of sale, the six-figure budget also includes accompanying measures. The first results will be seen in the fall.

Some have wide-eyed expressions, others a shy smile, and many, of course, a creative idea for self-expression: 365 self-portraits—the «best of» selection from the year—have now been published in the thick little booklet «Fotobot.» “We Are Switzerland” is the concept behind this project by Belleville AG, which, for Expo.02, spent a year using 30 Fotobot devices at various locations throughout Switzerland to encourage passersby to create a self-portrait. 700,000 spontaneous photographs were taken during this period. All of these digital images can also be found on the website www.cyberhelvetia.ch. The portrait book, published by Kontrast in Zurich, can be ordered at www.kontrast.ch. Ebenberger PR joins a global network. The International Public Relations Team (IPRT) has selected Ebenberger Public Relations, based in Stäfa, as its representative for Switzerland. Ebenberger Public Relations was founded in 1989 and currently employs five people.
Good cooperation is half the battle. «Mirror, mirror on the wall…»—but let’s leave it at that. With the natural coolness of the Stolzen, we’re delighted that the 8th diploma course for publishing professionals asked us if they could use the layout of WerbeWoche as a model for their final newspaper. After a year and a half of coursework, 20 new publishing professionals have graduated from the Swiss Press Media Institute. In the graduation newspaper, with the adapted title «VerlagsWoche,» Karl Lüönd of the Media Institute, as «Head of the Week,» makes a case for part-time continuing education and is pleased that half of last year’s graduates are already working in new—and, of course, better—professional roles. Course director Daniel Strobel states in «Im Gespräch» that this diploma program is highly recommended for anyone who has already gained several years of experience in the publishing industry «and also wants to continue working in this industry in the future.».
Alex Schmid AG is leaving Draft Worldwide. The dialogue agency Alex Schmid AG, based in Zollikon, is parting ways with its international partner, Draft Worldwide. The cooperation agreement with the Interpublic network will be terminated at the end of the year. Alex Schmid intends to reposition itself as an independent Swiss dialogue agency and collaborate more extensively with traditional Swiss advertising agencies.
Gold for Wirz from the ADC of Europe. Highest honors for Wirz Advertising: The Art Directors Club of Europe (ADCE) has awarded a gold prize to Wirz for its commercial «Together Against Violence,» created for the Foundation Against Racism and Anti-Semitism.
Life in Style. The most beautiful things in life are the useless ones. That’s why Zurich is already celebrating the third lifestyle magazine of its young history (see also page 21). Following in the footsteps of Kult and Forecast, Faces has now also seen the light of this dazzling world. The creative director is Jürg Zentner, who made the phenomenon of «black» the style and theme of the first issue. At least for advertisers, he’s certainly hit the mark with this color. The magazine is published by the marketing firm Fairlane Consulting in Zurich and Herisau, which has also had a Faces on the market in St. Gallen for a year now. Incidentally, Faces derives its name from what is arguably its most important section: photogenic or otherwise interesting faces, photographed at the relevant clubs with face control as well as at various birthday parties, fashion shows, and other events. The Zurich edition of Faces has a print run of 40,000 copies and is available for free at select stores and trendy hangouts.
More Gold for Switzerland in New York. In addition to Publicis and Euro RSCG, Matter & Partner (Zurich) and McCann-Erickson (Geneva) were among the Swiss agencies honored at the New York Festivals« print and radio competition. Matter & Partner received a gold WorldMedal for the theater spectacle in the Entertainment Promotion category, and McCann’s »Moskito« poster for Opel also won gold. The Biel-based design agency 2. Stock Süd Netthoevel & Gaberthüel, together with the Bern-based communications agency Push & Pull, also received gold. They were honored for the »Trademark Search« brochure, which they produced on behalf of the Swiss Federal Institute of Intellectual Property. The 2002 New York Festivals Print and Radio Competition appears to be a strong year for Swiss advertising: Following Publicis, Euro RSCG Zurich can also report a medal win. The »Winners’ Podium” entry from the Tibet campaign was awarded silver. Euro RSCG’s commitment to a free Tibet had already earned the agency gold and silver in the New York competitions for film and effectiveness.
A hot lounge for cool nights. Finally, you know where to take your sweetheart out again without having to constantly chat with nothing but businesspeople. «Bliss» is the name of the new lounge, which translates to «happiness» or «bliss.» This haven of happiness is located on Rämistrasse, just around the corner from the Kunsthaus. A few advertising executives have reportedly already been spotted there. They came for the spacious rooftop terrace. The reason why even more people are expected to come now remains a secret trapped inside a bottle—a secret that Jung von Matt/Limmat, still quite young in spirit and by no means dull in their wishful thinking, has turned into posters and ads.
Editorial

Expanding the Lion’s Den Despite a downturn in many advertising hubs, Cannes will once again be the undisputed center of the communications industry from June 16 to 22. But the advertising slump is having an impact on the competition: Just under 17,000 entries—nearly 10 percent fewer than last year—from 72 countries (2001: 81) are vying for the Cannes Lions, the most coveted advertising trophies of all. Switzerland is represented with 330 entries. Our Cannes experts reveal which of these have a good chance of winning an award on pages 10 through 16. Most Swiss advertisers would love to take three Lions home with them in their case…
The new direct marketing competition, recently added to the festival, has yet to gain much traction. Some view it as diluting the festival and consider it simply unnecessary, while others even accuse the festival organizers of being purely out to make money. The organizers responsible have not failed to notice the lukewarm interest in this new category: Originally, the festival was supposed to be extended until June 25 to accommodate the Direct Lions. However, this plan was not well-received by the advertising community. The festival management reacted immediately and integrated the Direct Lions into the existing competition: Instead of being held on Tuesday after the conclusion of the main festival, the Direct Lions will now be awarded alongside the Cyber Lions on Friday, before the grand closing night featuring the Film Award Ceremony.
The fact that Switzerland is represented by two jurors at Cannes this year can be seen as a good omen and also as recognition of Swiss advertising creativity: Remy Fabrikant, Creative Director at JWT+H+F, is a member of the Press & Poster jury; Gilbert Fisch, Managing Director of Fisch Meier Direkt—a dialogue agency belonging to Publicis—serves on the Direct Marketing jury.
No matter how Switzerland fares, there’s one thing all participants must realize right now: there’s always a lot of luck and chance involved, because the competition takes on its own dynamic every year. But despite everything, Switzerland’s chances of a lucky break remain intact at the 49th Advertising Film Festival. Samuel Helbling, Editor-in-Chief

Christoph Marty What was the last cultural event you attended?
Christoph Marty: The musical "Deep", together with other Konnex customers.
What are you reading right now?
Marty: "God's Work and the Devil's Contribution" by John Irving.
Which CD do you currently prefer to listen to?
Marty: Gilberto Bebel's "Tanto Tempo".
Which movie would you most like to see again?
Marty: "The Big Lebowski", "Shallow Grave" and and and...
What TV show did you fall asleep during the other night?
Marty: Sleeps great without TV and rarely watches TV.
What is your latest discovery on the Internet?
Marty: http://kochbuch.unix-ag.uni-kl.de/ a collection of around 5000 recipes.
What could you never do without?
Marty: To music.
What do you do in a free minute?
Marty: Doing something 100 percent and concentrating on it.
Love is...?
Marty: ...wonderful.

What are your Swiss favorites for the advertising festival in Cannes? Markus Gut: My big favorite for the TV commercials is the film "Together against violence" for the Foundation against Racism and Anti-Semitism. In the Press & Poster category, all the "Flims-Laax-Tibet-Sportplausch-Wider-Snowboard-Fahrschul-Cynar-Anzeigen" ads certainly have a chance. However, the Helvetic Tours, Kuoni and ZVV campaigns from Publicis are my real favorites, and how will Switzerland fare at the Cannes Festival this year?
Good: Two Lions and ten shortlist nominations.
Which spot is your favorite for the Grand Prix?
Good: In a year with the World Cup, "Tournament" has a great chance for Nike von Wieden & Kennedy. This huge film in the belly of a rusty cargo ship with the 24 best footballers in the world certainly has the format for the Grand Prix.
Is the Swiss advertising industry sufficiently present in Cannes?
Good: If we produced more Swiss advertising that won awards at the festival, we would be best represented in Cannes.

What are your Swiss favorites in Cannes? Matthias Freuler: Helvetic Tours could have a chance, possibly Randstat and the spot "Together against violence". how will the Swiss perform?
Freuler: I expect about eight shortlist nominations. It's one of those things with the Lions: anything over three would be great, anything under three would be sad.
What do you think of the inclusion of the new Direct Marketing category in the competition?
Freuler: When the Cannes organizer Hatchuel comes up with something new, it's always and only to do with profiteering. In the best case scenario, the rest of us also benefit, but that's not necessarily the case with the new category.
What does your program in Cannes look like?
Freuler: Only people who have never attended the festival think that you spend the whole day hanging out on the beach. The fact is that what is on offer for 12 hours a day in the dark movie theater is so interesting that the festival could also be held in Vladivostok.
Your favorite cookie?
Freuler: The small city park opposite the Palais, where boules players who have become fossils don't give a damn that thousands of advertisers have once again invaded their city like locusts.