Your Swiss favorites?Edi Andrist: Of course our film for Pride .ch. And the Kuoni films from AY&R.Your forecast for Switzerland?
Andrist: I'm hoping for five print and five film shortlist mentions each, and two lions.
Your Grand Prix favorite?
Andrist: The movie for X-Box would be my favorite here.
How would you promote Swiss advertising?
Andrist: I always try to draw attention to the really good ideas from our country. On McCann-Erickson's own network, by the way.
Do you take advantage of different offers in Cannes, or do you just watch the spots?
Andrist: Just looking at the spots is a slight misnomer with over 4500 entries. But I always visit the most interesting events as well.
Which is your favorite place?
Andrist: The Museum of Concrete Art, Espace de l'Art Concret, established by Gottfried Honegger, Château Mouans in Mouans-Sartoux, about 20 minutes outside Cannes.
How do you justify your Cannes expenses to your accountants?
Andrist: Next to ADC, Cannes is the best and most educational event our industry has to offer, so participation is usually cost-effective.

Your Swiss favorites for the advertising festival in Cannes? André Benker: Most likely the TV spot by Radio DRS with the rooster and the film "Together against violence". Of the films I have worked on, I don't think they have much chance. The Swiss cheese film "Poker" is too specifically written for the Swiss audience. The Express Post film with the dog and the man with the bald head could make it onto the shortlist if we're lucky.your favorite for the Grand Prix?
Benker: Nike? Adidas? Levi's?
X-Box? And of course BMW USA - or did they already win something last year?
What headline would you like to use for Swiss advertising?
Benker: Not with good headlines, but with good films.
How do you convince your accountant to fork out the money for Cannes?
Benker: I have completely convinced my accounts department, as I am not going this year.
How do your customers react if you don't win any awards?
Benker: Customers are supposedly not interested in creative prices.

Your Swiss favorites in Cannes?Cornelia Harder: The spot "The Others" by the Foundation against Racism and Anti-Semitism.how many awards will Switzerland win?
Harder: 12 works on the shortlist, but no Lions.
Your Grand Prix favorites?
Harder: Nike "Move" and X-Box "Mosquito".
Do you think the inclusion of DM in the festival is right?
Harder: Correct and important for increasing quality and creativity in dialog marketing.

What do you think are the favorites from Switzerland for the premier class of TV commercials? Frank Bodin: Works that meet the following criteria have a chance: 1. innovative strategy, 2. fresh idea, 3. excellence in execution, 4. target group relevance, 5. international comprehensibility and relevance for the advertising industry (big brands have it easier), 6. new standard in the advertising category or even in advertising. Do the math! Spots like "Fallschirmspringer" for Perskindol, "Eye" for Médecins sans Frontières, "Die Anderen" for the Foundation against Racism, "Candida" for Migros have a chance. How will Switzerland fare in Cannes?
Bodin: Counter question: Which teams make it through to the next round of the World Cup?
Your tip for the winners of the Grand Prix?
Bodin: Counter question: Who will be the soccer world champion?
What do you think of the Direct Marketing Lions?
Bodin: Great, maybe you can finally take the please-no-reclamation sticker off the letterbox.
Will you also look at other than classic advertising?
Bodin: I'm not a classic advertiser; I try to be a good communicator. Whether it's movies or posters or letters or the Internet. An excellent direct advertiser can make an excellent ad, just as a decent AD often comes up with the best headlines.
How should Switzerland present itself in Cannes?
Bodin: Switzerland's international presence is inadequate. Trade magazines such as WerbeWoche and Persönlich, which are always available in Cannes, have a special ambassadorial function - for years I have been calling for a special edition in English to promote our best advertising. My suggestion that BSW develop a strategy for Switzerland as an advertising location is finally being tackled (How often is Switzerland present in AdAge? What other international PR channels do we systematically use? Do we have ambassadors?) - we need more export advertising such as Smart. And then there is the Art Directors Club (ADC), which, as you know, has set itself the task of improving advertising. It is to be hoped that the ADC - in addition to its desire to be more of a club again - will also give some thought to the quality label "Advertising made in Switzerland".
Your advertising concept for "Made in Switzerland"?
Bodin: The best advertising for an advertising country is the advertising that the advertising country itself produces. A book "Best of Swiss Design and Advertising" would be something like that. (Incidentally, an excellent idea: the Cannes special edition of Stern is the best advertising for Germany - there is no better way to say without words that top creative quality is a serious concern).
How do you spend your time in Cannes?
Bodin: Cannes is the best advertising school in the world. Seminars such as the Leo Burnett study with new tools for researching the connection between creativity and efficiency are a must (June 20). I also take clients with me to Cannes because an agency can only improve together with the client. If you want to look beyond the borders of the Alps, you should definitely take the opportunity in Cannes to exchange ideas with international colleagues.
What is your secret favorite spot in Cannes?
Bodin: I never reveal secrets.
How do you justify the Cannes expenses to your agency's accounting department?
Bodin: Anyone who can go to Cannes has to qualify throughout the year with outstanding works; I see Cannes as further training and motivation for an elite and therefore as a worthwhile investment.

The three-country TV project Kanal 1, which took over the studio premises of TV 3 in April, is facing a major setback:News Kanal 1 loses Vienna license Its application for a broadcasting license for the Vienna metropolitan area is likely to fail. According to a report in the media trade journal Horizont.at, the reason is that Kanal 1 applied for the wrong broadcasting channels. Channel 34 is in the allocation process, but the TV project's application letter refers to channels 30 and 65, which have already been legally awarded to ATV.
Paul Grau on the Igem At the general meeting of the Interessengemeinschaft elektronische Medien (Igem) on Tuesday, Star-TV CEO Paul Grau was elected to the board as a representative of the private TV broadcasters. He replaces Sandra Tuttlies from the discontinued TV 3.
Cablecom is looking for new investors Cablecom, the cable network operator, has reached an agreement with its creditor banks that will secure the liquidity of the highly indebted group in the medium term. Group CEO Rudolf Fischer explained this to the Bern daily newspaper Der Bund. Together with the banks, Cablecom will be looking for investors within the next twelve months with whom a long-term sustainable financial structure can be established.

Your favorites for Cannes? Alexander Jaggy: I think the spot with the sewn-up eyelids for Médecins sans Frontières has a good chance. I also favor the spot "Together against violence" and the Güggel spot for Radio DRS. In my opinion, things look worse in print. At best, the Tibet campaign will still make it onto the podium.how will Switzerland fare at the festival?
Jaggy: Two Lions and six works on the shortlist.
Your favorites for the Grand Prix?
Jaggy: Nike with the soccer tournament on the cargo ship, H&M with the nudist films and Levi's with "Freedom of movement".
What do you think of the inclusion of the new DM Lion in the festival?
Jaggy: We have already taken steps towards integrated communication with the Cyber and Media Lions. I think it's only logical that direct marketing is now being integrated.
Is Swiss advertising sufficiently present in Cannes?
Jaggy: I believe in the objectivity of the Cannes jury. We should promote ideas, not self-dramatization.
If you are traveling to Cannes as an advertiser, take advantage of the many seminar opportunities ?
Jaggy: If it's worth watching a few fewer commercials, I'll do it.
What do your customers say when you come home without any awards?
Jaggy: Cannes requires no justification. Everyone knows how difficult it is to score points in Cannes. Coming home without an Effie would be worse for a client.

It catches the eye—it looks like a photo from an Eastern Bloc home decor feature or a Nan Goldin snapshot, but it’s neither one nor the other. This project was commissioned by Harvey Nichols, London’s chicest department store after Harrod’s. The story is almost as old-fashioned as the fairy tale of the prince on a white horse—at least on the continent. In short: The mother has to work like a dog as a cleaner so that her daughter Petra, who’s studying in London, can buy her clothes at Harvey Nichols. After all, the daughter is supposed to have it better than her mother… How touching—and given that an espresso alone costs 3 pounds (about 8 francs) at Harvey Nichols, one can only hope that the mother has found a job in Switzerland. Chandra Kurt [email protected]
Column

Flying Tails By Anna Esposito
The sexually charged headline is intended, dear reader, to divert your attention from the article and the racy pictures (usually on the right side of this page) to my column—which may lack images but is nonetheless written in an incredibly sexy style. The idea behind the provocative headline is a subtle prelude to a fundamental question: Why do unsexy corporate identities so often come out on top against sexy advertising ideas?
For example, I groan when I think of the last two campaigns for the Post Office—the ones about express courier service and youth accounts. There, the seductive advertising ideas lie in the missionary position on a deadly unsexy yellow bed that has only one thing to tell me: In this case, the client paying for it is the Post Office! The express poster, with its staged flying cow tails, is practically overwhelmed by the yellow crosswalk.
Similarly, the underground-style illustrations for the youth account suddenly look extremely tame against the yellow background. Coop’s CI is also in your face. Basically, they’re thinking outside the box here, but in the process, the spark between the headline and the image gets lost along the way. Why do certain graphic designers from the CI Club score so highly? Because they’re likely advocating to top management for solutions that slap the same label on all communication efforts. What could be achieved simply by the smart placement of a logo is instead hammered home to an excessive degree.
This imposes such a tight straitjacket on the free, individual interplay of content and form that every idea loses its breath and the viewer loses interest. The fact is—despite moments of synergy—both creatives and consumers end up losing out here. And that’s incredibly unsexy. [email protected] Anna Esposito is a copywriter and co-owner of Brot und Spiele in Zurich.
Business lunch

A Glass-Enclosed Flight of the Eagle Over Hurden It was a shame that dark clouds hung over the Obersee as the car was parked in front of the Restaurant zum Adler in Hurden; otherwise we would have dined outdoors, right on the lakeshore, with a view of the Schwyz Alps—but the sky showed no mercy, so the business lunch was moved to the all-white dining room, divided by glass partitions. Markus Gass has been in the kitchen there since November 14 of last year, while Cristine Hess Gass takes care of the service (and does a fantastic job!).
Depending on the visitor, the interior can feel soothing or even reminiscent of a doctor’s office—you sit in an extremely bright room and, depending on where you’re seated, look at video stills by Pipilotti Rist or a photographic documentation of an installation by Roman Signer. That’s also fun because Gass reveals himself to be an art lover.
He describes his cuisine as classic, market-fresh, and seasonal—but by no means Mediterranean. That earns him some extra goodwill. He doesn’t hide behind whatever happens to be the current culinary mainstream. He stands by his use of butter and cream, and his serving of duck liver, veal tenderloin, and other calorie-heavy dishes—except for perch fillets from Lake Obersee: he’s happy to leave those to the other restaurants on the peninsula.
The Business Lunch (75 francs, three courses) is presented verbally: The lamb carpaccio with young artichokes was flawless, and the tomatoes with mozzarella and three scallops cooked to perfection were just as delicious (though, admittedly, the tomatoes could have been riper). One main course featured a generous cut of pikeperch on sugar snap peas with chanterelles; the other was a veal loin with a perfect risotto and chanterelles as well. I’m still reveling in the memory—absolutely delicious. To finish: raw milk cheese served on a beautiful platter with pear and fruit bread as well as pumpernickel.
Don’t be put off if the wine list features only four items and otherwise consists of the usual suspects from Bordeaux, Burgundy, and Piedmont. Cristine Hess Gass knows her stuff—competent, lively, and perfect. Go there, sit on the terrace (make a reservation first!), and literally turn your back on Zurich. Afterward, you’ll feel refreshed in body and soul. Ample parking available. Carlo Bernasconi [email protected]
Restaurant zum Adler, Hurdnerstrasse 143
8640 Hurden
Tel. 055 410 45 45
Fax 055 410 11 20
Evaluation

Food .......................4
Drinks ..................3
Operation ................5
Business Factor ........5
5=top, 4=very good, 3=o.k., 2=naja, 1=flop

The Zurich-based communications agency Inhalt & Form is now in charge of overall communications for Alpropria Immobilien and Rotunda Tours.Etat-News Two new clients for Inhalt & Form For Alpropria, the agency is designing a new CD, image and sales brochures, a website and sales and rental advertisements. The Kuoni subsidiary Rotunda Tours is having its CD as well as image and product advertisements customized by Inhalt & Form.
Euro RSCG B&G for TAG Aviation The Geneva-based advertising agency Euro RSCG Balladur & Giger is now responsible for the European budget of the airline Tag Aviation. The company, which has its European headquarters in Geneva, opted for Euro RSCG following an international agency evaluation. The agency is developing a new communications strategy for Tag Aviation with a focus on dialog marketing, corporate publishing and classic advertising.
BBH becomes AEG's European agency The Swedish group Electrolux has entrusted Bartle Bogle Hegarty (BBH) in London with the European advertising budget of its subsidiary AEG. According to a report by Adage Global, the German electrical appliance manufacturer AEG previously worked with several regional agencies.
Grey wins Cisco The computer network group Cisco Systems has awarded its global advertising budget to Grey Worldwide. The Grey subsidiary Darkgrey prevailed against JWT & Tonic and TBWA Chiat Day. The previous budget holder Hill Holliday, an Interpublic agency, had decided not to take part in the pitch. Cisco's budget was estimated at 50 million dollars in 2001, but is likely to have been reduced in the meantime. In Switzerland, Cisco is looked after by the Küsnacht agency Bunt.

In addition, Rolf Lanz is starting his own business with the new agency Lanz Events and specializing in corporate events. Lanz Events in Zollikerberg is currently a one-person operation backed by a flexible network. Lanz previously worked as a marketing specialist and event manager at Swisscom subsidiaries Bluewin, Deskline, Ticket4you, and Conextrade.
Jean Marc Brandenberger, Head of Communications at Publicitas Lausanne, was elected the new president at the general meeting of the industry association Fédération Romande de Publicité et de Communication (FRP). Brandenberger takes over the presidency from Philippe Crausaz, who is stepping down from the position after six years.
Balz Hosang, the new editor-in-chief of *Der Beobachter*, has appointed his deputies: Matthias Pflume and Toni Wirz round out the leadership team. Pflume was previously the *Beobachter*’s managing editor, while Wirz was a member of the advisory team.
The PR agency Karl F. Schneider AG (PR-KFS) in Schlieren is expanding its PR editorial team with the addition of Sylvia Müller. She previously worked as an editor and freelance journalist for publications including the SonntagsZeitung and the ZürichExpress.
Christian Weber, a journalist covering the German Parliament, will become the FDP's new press secretary. In early September, he will take over from Barbara Perriard, who is taking maternity leave.
Effective June 1, Michael Binder will assume the role of Country Sales Support Manager at Sun Microsystems in Volketswil. He will succeed Daniel Keller, who is moving to Sulzer Innotect.
Claudia Reiniger has been working in administration and consulting at Bonnot’s Event House since March. She is replacing Mara D’Incau, who has left the company.
Baselland Tourism, formerly the Baselland Tourist Office, is getting a new executive director: Oliver von Allmen will take office in early September. He is currently the head of marketing at the Sunstar Holding hotel group in Liestal. Thomas de Courten is currently serving as interim director.
Daniel Tobler, president of the Association for Fairness in Commercial Communication, will step down in mid-2002. He will be succeeded by Rolf Münch, managing director of Henkel Switzerland. The Association is one of the founding members of the Swiss Fairness Commission.

Peter Gmür takes over RMB Switzerland and RMB AustriaBy Markus KnöpfliThe former Plakanda owner Peter Gmür has taken over 100 percent of the cinema and TV marketers RMB Switzerland and RMB Austria through his Peter Gmür Beteiligungen AG. Gmür will take over the chairmanship of the respective RMB groups in both countries and will restructure them soon.
The newly appointed owner of RMB Switzerland and Austria has two tasks ahead of him: the board of directors of the company, which is made up of
The Board of Directors of the RMB Group in Switzerland, which consists of four subsidiaries, and the Board of Partners of the RMB Group in Austria, which consists of four limited liability companies, must be reappointed. In addition, he wants to simplify the structures of the two groups.
Officially, Jean-Paul van der Sande, the RMBI boss who resigned long ago, is still the top boss at the two former RMBI subsidiaries. A reshuffle will take place in the next few weeks: It is certain that Gmür himself will act as Chairman of the Board of Directors and Chairman of the company, respectively, and also wants to involve the current CEOs Matthias Luchsinger (CH) and Martin Kindermann (A). He remains silent about further names. In any case, Gmür will cede part of his 100 percent shareholding to the respective management in both countries. He did not want to say how high the shares would be, but confirmed that he would not give up the majority.
Gmür wants to simplify the company structure, which has grown organically in both countries and is rather confusing today, by merging them. In Switzerland, for example, there are to be clear units for cinema and TV advertising. However, he is not thinking of merging the two country groups; the markets are local and the synergy effects too small, he says. A change of name back to Cinecom has not yet been decided.
Difficult tenure - complicated negotiations
Until six months ago, RMB Switzerland, Austria and Germany formed the Central Europe area within the RMBI network, which was headed by Matthias Luchsinger. At the end of 2001, RMB Germany was sold as the first RMBI subsidiary without Luchsinger's knowledge, but today it is facing financial problems. Is Gmür now thinking of bringing RMB Germany back on board to be present with cinema advertising throughout the German-speaking world? Gmür is non-committal: For the time being, Switzerland and Austria need all his energy, he says, but adds, "You certainly have to check the German market, and if it's interesting, you have to see what you can do."
With the acquisition of RMB Switzerland and RMB Austria by Peter Gmür, the sale of the entire network of the Belgian multimedia marketer RMB International has been completed after around six months of negotiations. But why did this take so long? Gmür points to the complicated shareholder structure at RMBI: there, he had to negotiate with the cinema owner UGC (67%) and the state-owned RTBF (33%), and in addition to RMBI, Wegra also had a 25% stake in RMB Switzerland and Austria.
The Peter Gmür Beteiligungen AG

Following the sale of Plakanda to Clear Channel, Peter Gmür founded Peter Gmür Beteiligungen AG in August 2001. He owns 100% of the company and is also its sole director. Its purpose is described as "buying, holding and selling investments and providing related services." The investment in the RMB subsidiaries is the first and so far only investment, Gmür says. However, he is examining several projects, including in the media sector, but is now withdrawing from areas where there could be a conflict of interest with his new function as RMB CEO (see also page 1). He confirms that until recently he was involved with the Internet marketer Qualiclick, but emphasizes that he exited the sale to Adlink and did not accept any Adlink shares.

What are your Cannes favorites among the Swiss submissions? Barbara Kohler: I like "Free Tibet" very much: a good idea, simple and easy to understand. It's certainly a film that shows that good TV commercials don't have to be expensive. how many shortlist nominations and Lions do you think Switzerland will receive?
Kohler: Four works on the shortlist and two Lions. This year's submissions give rise to the justified hope that the lion's cage can be expanded somewhat.
Your favorite for the Grand Prix?
Kohler: My clear favorite is X-Box, champagne.
What do you think of the inclusion of the new Direct Marketing Lion in the Cannes Festival?
Kohler: The idea is understandable against the background of an "overview of integrated communication concepts". In view of the fact that the Cannes Festival primarily addresses the creative target group and that they are hardly interested in direct marketing, the approach goes in the wrong direction.
How are you making the most of your time in Cannes?
Kohler: Cannes is so important to me that I take a vacation for it. The most important thing for me is to take in all the spots on the shortlist in one day.
What is your secret favorite spot in Cannes?
Kohler: If I reveal it, it's no longer a secret - I like to mingle with people, but I also like to retreat into the hinterland for a while.
What arguments do you use to convince the accounts department not to save on expenses for Cannes this year?
Kohler: For me, Cannes is an inspirational trip into which I am also prepared to put my own money. Objectively speaking, the participation fees have reached a level that, in my opinion, has become disproportionate.

Your Swiss favorites?Martin Fueter: Swiss Cheese, "Poker." Not because the spot was produced by Condor under the direction of my son Michael Fueter, but because I find the idea and execution media-appropriate, entertaining and perfect.How will the Swiss perform?
Fueter: With five to six shortlist finalists and two Lions.
Your favorite for the Grand Prix?
Fueter: Levi's jeans "Odyssey". Because the spot is also a great film.
Does DM enrich the festival?
Fueter: After the traditional Advertising Film Festival was already watered down with the inclusion of print advertising, the direct marketing Lions are a logical consequence. And everything in Cannes has degenerated into profiteering anyway.
You're going to Cannes just for the spots?
Fueter: I focus on the commercials, but get information in print. The Media, Cyber and DM Lions have to roar without me.
Should Switzerland do more for its presence in Cannes?
Fueter: Previous efforts to better represent Switzerland have hardly borne fruit.
Where do you set your priorities?
Fueter: Besides the screenings, my jury work for the "Young Director Award" and many conversations with domestic and foreign colleagues, there is unfortunately no time for seminars. But the Saatchi reel is part of the mandatory program.
Your favorite cookie?
Fueter: The "Grand Hôtel" for 25 years.
How do you convince the accountant for the necessity of your trip to Cannes?
Fueter: Cannes is and remains the best platform to get an idea of international commercial filmmaking. That's why Condor also invites a young director to participate.
What do you console yourself with if Switzerland comes away empty-handed?
Fueter: Films that are not used internationally generally have a harder time being understood and graded well by an international jury. Any disappointment is therefore limited.