Markus Ruf: In terms of films, the new "Médecins sans Frontières" spot in particular, but also "Together against violence" with the gawkers on Paradeplatz, the suicidal SF-DRS cock, the Randstat "Hitchhiker" and the "Poker" cheese spot. In Press & Poster, the Alpenarena monster pipe, the Hakle finger and the Nico yearbook campaign with the people who laughed themselves wet.how does Switzerland fare?
Reputation: Four shortlist nominations and a Lion in the film. Seven shortlist mentions and one Lion in Press & Poster. I hope, of course, that this estimate is far too pessimistic.
What do you think of the inclusion of the new DM Lion in the festival?
Ruf: If the DM agencies are spurred on to produce better mailings by such an award and people can therefore soon scratch their stop-advertising stickers off their letterboxes, then it is justified. After all, the organizers have no need for additional profiteering as long as works are submitted to Cannes that wouldn't even stand a chance in a local placemat competition.
As a traditional advertiser, do you also take care of media and cyberlions in Cannes?
Ruf: I would take a look at the Media Lions: because many great campaigns also use unusual media. Advertising on the luggage carousels at airports, fake vacation photos between your own in your photo bag - things where someone always says: You can't do that!
What is your favorite spot in Cannes?
Call: The Croisette at 9 in the morning, where you can celebrate the unforgettable experience of seeing Markus Gut in tailored sweatpants.

Euro RSCG helps to sustainably improve the image of the news magazine FactsBy Luca Aloisi Facts was able to increase its circulation and reach again last year. The news magazine's image is now to be strengthened with a realignment. Tamedia believes that the potential for discerning readers in this segment has not yet been exhausted.
The facts first: Tamedia's news magazine was able to improve its media data last year in the difficult weekly title market. While the Sunday newspaper market was still deceptively quiet, most of the business magazines suffered a steep drop in circulation and Weltwoche was bobbing along, Facts was able to halt its decline. Although the paper sold better in 2001 (+2.1% to 103363 copies), according to Wemf, the previous year's losses have not yet been erased.
Hannes Britschgi works hard on reputation
"We are still in the development phase of a young weekly title," says editor-in-chief Hannes Britschgi, describing the life cycle in which his now eight-year-old paper finds itself. The 46-year-old is convinced that while "big" titles live off the fame they have acquired over the years and are held in high esteem, the young magazine still has to earn its reputation.
Thanks to massive marketing efforts, the news magazine with the image of a young, cheeky, lively publication initially increased its circulation to over 100,000 copies within a short space of time, "which was sometimes at the expense of seriousness", as Britschgi freely admits. But success is not always right. Serious mistakes such as the Dolder/Villiger scandal story have tarnished the highest journalistic asset - credibility - as has the frequent accusation that the magazine is predominantly engaged in thesis journalism. The media professional wanted to close this chapter as soon as possible after taking over a year and a half ago.
It was therefore not without a certain irony that Britschgi's debut was accompanied by a forgivable, but no less embarrassing primeur: with the erroneous crowning of Frank Bodin as Advertiser of the Year 2000, the paper fed considerable doubt about the new boss's plans, particularly in the publishing industry.
The respectability turnaround is in sight
As high as the waves ran after the false report, they were quickly smoothed over again. At least for Euro-RSCG CEO Frank Bodin, who received a Kuoni ticket ("Holidays where you forget everything") as a consolation from professional colleagues. What's more, his advertising strategy won his communications budget just a few months after the Facts duck. This was not an act of compensation and certainly not a gift between friends, as Britschgi emphasizes. For one thing, he was very reserved during the selection process, and for another, he is also on friendly terms with Fredy Collioud.
Publishing director Christoph Marty adds that he has never heard any negative comments about his decision from the four agencies invited to the evaluation. Frank Bodin, who stands by his active and often provocative media presence, finds the insinuation ridiculous.
The new image campaign was also quickly initiated by Britschgi because he found the previous campaign problematic from a journalistic point of view. In particular, it did not match his desired profile: "In my opinion, the 'true or untrue' campaign played too much with the credibility of the news magazine."
Tempi passati. Tamedia started at this point and invested in journalistic substance. "I deliberately didn't work on the packaging, as Weltwoche is doing now, but went into depth," says Britschgi challengingly. The lawyer, who is known for his hands-on approach, emphasizes: "We want to have better stories in the paper and work on credibility." Facts, which is known for its research, has visibly improved in terms of analysis and background under Britschgi's leadership. The editor-in-chief is pleased that this commitment is bearing fruit: "The increase in substance has brought us a lot of good feedback, not least from the top echelons of politics and business."
Facts - a product of today's pace of life
Christoph Marty is not worried that the new Facts boss is less focused on increasing circulation through provocation: "If I look at the development of the last few years, we have indicators at all levels that support his concept." In addition, the high affinity with the young and adult target audience confirms the text and visual language of Facts.
Marty therefore does not believe that the target reach of over 500,000 readers is unrealistic. Britschgi feels vindicated: "Since I've been here, we've cut back on marketing resources and compensated with journalistic resources. We have grown as a result." At the same time, he puts the success into perspective, as last year's unique news situation contributed to the growth. "However, we have proven our resilience and performance." This has strengthened both the title and the team and provided new scope for provocative approaches, such as the polarizing cover story about Osama bin Laden as Man of the Year.
Britschgi is convinced that Bodin's campaign with the claim "And your opinion carries weight" is in line with this. Euro RSCG wants to position Facts even more prominently as a relevant opinion-forming newspaper and make it tangible in a striking way. This with the communication idea: Facts = . The message: Because Facts goes into more depth, has more content and substance, the opinion of its readership also carries more weight. "This message should be anchored in the market in the long term," says Bodin, who quotes himself in various below-the-line measures such as recessed poster sites or elevator stickers. Due to the already high advertising pressure in the Tamedia area, the billposting will be more concentrated in the other economic areas.
AD Rating

Facts campaign
The Coop press has earned its good ratings with its testimonial campaign. Oops, here comes the next round: ad raters click on www. werbewoche.ch/adrating to give their opinion on the heavyweight Facts advertising.
Coop press campaign Top: 61,86%
Flop: 38,14%
Praise and criticism of ad-raters summarized at www.werbewoche .ch/adrating/comments

What are your favorites?Claude Catsky: The Tibet victory display by Frank Bodin and the film "Together Against Violence" by Wirz. How will the Swiss perform this year?
Catsky: With a lot of good will: One lion and about six "paper lions".
Your Grand Prix favorite?
Catsky: Levi's (the two who go through the wall with their heads - that somehow reminds me of myself), Nike (Roberto Carlos bends down to greet in Japanese custom and shoots over the free kick wall, which is also bending down), the X-Box movie "Life is short. Play more" with the rapid flight from the womb straight into the grave, and the Axe commercial with the hot doctor.
Where do you set your priorities?
Catsky: Film is and remains the king category, followed by the Press & Poster Festival, then comes the Media Lion, which is always good for surprising ideas - then it's honestly over for me, because after seeing all the partly ingenious and fresh ideas in the shortlist or looking at the winners, I regularly come out of the festival palace so small that I first have to grow back to life-size and digest the overdose of good ideas.
Do you have the swim trunks with you this year?
Catsky: So much for looking at a few spots and hanging out on the beach - looking at the entire film and press & poster shortlist (which you only see exclusively at Cannes) is bordering on a bit of work.
Your favorite place in Cannes?
Catsky: At the back of the 2.5-kilometer-long queue in the scorching sun outside the entrance to the Palais des Festivals, two hours before the awards ceremony.
What arguments do you use to convince your agency's accounting department not to skimp on expenses for Cannes this year?
Catsky: My arguments were not good enough for the accountants, I have to pay for everything myself. Any sponsors welcome (please call 079 416 96 04). Have large advertising space for sponsor logos to offer (for example, my swimming trunks, my XXXL T-shirt, cap). Thousands of contacts in Cannes guaranteed!

Michael Kleindl, founder of Adlink, on the future of the online advertising marketBy Bruno Amstutz Michael Kleindl is a child of the internet boom who has survived in business. The 33-year-old founder of online marketer Adlink is now the market leader in Europe and wants to take his company into the black this year. To support his plans, Kleindl has initiated a new industry association, which was presented in London this week.
Until now, the Interactive Advertising Bureau (IAB) was regarded as the industry association for online advertisers. Why do we need another one?
Michael Kleindl: All members of the EIAA are media sellers, i.e. providers of online advertising. There are no clients and no agencies involved, which distinguishes us from the IAB. We believe that certain things need to be initiated and financed from the publisher side. As providers, we have the common goal of increasing online advertising from the current market share of one percent to four to five percent. I think that is absolutely realistic. We want to lay the foundations for this in the EIAA. However, we do not see ourselves as competitors to the IAB.
How do you intend to tackle this ambitious goal?
Kleindl: Through public relations work and a study that examines how effective internet advertising is in addition to advertising in other media. We are investing a high six-figure euro sum in this study and expect the results in the second half of the year. Another topic is the standardized measurement of reach on the Internet.
Could the IAB not fulfill these tasks?
Kleindl: No. Resources were not made available there to the same extent. Our association is characterized by the fact that the relevant players in the European market are represented, which combine a high market share. All companies are involved with their top management, which was not always the case with the IAB.
A few years ago, you yourself were a member of the IAB Advisory Board. What did this association do wrong?
Kleindl: In Europe, the IAB has also failed in the past because it had no central structures. The commitment of some members was also not one hundred percent. In addition, the constellation with publishers and advertisers in the same association is difficult. There are fundamental differences of interest on certain topics.
In view of the huge losses in banner advertising compared to the same months last year, one wonders whether online advertising still exists.
Kleindl: Why so critical? Agreed, the hype was there in 2000 and everyone thought it would go up faster. But a medium that captures one percent of the entire advertising budget in three or four years is unprecedented. Outdoor advertising, cinema and other supplements are still at two to three percent after decades. The importance of the Internet as a medium is constantly growing.
Are there differences in the growth of European online markets?
Kleindl: You can observe a temporal progression. The Nordic countries were the first to be affected by the slowdown last year, but they are also recovering the fastest at the moment. In Sweden, things are picking up again relatively quickly. In the major markets, the UK and Germany, we are now also seeing double-digit growth rates on a monthly basis compared to the previous year. France is still a little cautious. Adlink expects sales of 50 million euros in Europe in 2002. The entire European market will exceed one billion euros in 2002.
Where does the Swiss market stand?
Kleindl: The wave of cooling came later than in other countries, and the recovery also started later. We are currently seeing a very clear upward trend in Switzerland. At least that was the case for Adlink even before the Qualiclick transaction. Companies that we have been working with for a long time are now releasing large budgets. Switzerland is definitely a top 5 country for us in Europe - small but nice.
So is the crisis in online advertising over?
Kleindl: We have bottomed out. Ultimately, the problem was that the money had to be spread across too many players. This is a normal phenomenon in a young industry. In 2000, everyone thought they could get rich with Internet advertising. In the meantime, consolidation has progressed and the market is a little healthier. The money is spread across fewer players, which is a clear trend.
Has the market in Europe consolidated in the meantime, or will there be further mergers?
Kleindl: I believe that the European market is not yet fully consolidated. Particularly in the larger countries, we can assume that further mergers will take place and companies will disappear from the market.
Can only the large networks survive today, or is there room for national marketers?
Kleindl: There may be national marketers who survive in specialized niches. But if you want to build a serious, sustainable and profitable business, you need an international organization.
What does the future of online advertising look like?
Kleindl: The market will probably develop in three ways. More investment will flow into branding solutions, i.e. pure advertising on the Internet that is planned, booked and processed in the same way as traditional advertising. In relative terms, however, the share of branding solutions will decrease. The Direct Marketing Solutions segment, where performance-based components are often part of the business, will record an increasing share. We also see Permission Marketing as a growth segment. In three years' time, direct marketing and permission marketing together will account for over thirty percent of Adlink's turnover.
Who belongs to the EIAA?

Eight major European online marketers have joined forces in the new online industry association European Interactive Advertising Association (EIAA): T-Online, AOL Europe, the RTL Group via IP Web Net, Tiscali, MSN Europe, Yahoo Europe, Adlink and Lycos Europe. Together they want to lay the foundations for the rapid expansion of online advertising and promote its image. The first chairman of the EIAA is Michael Kleindl.

The new network agency Spillmann Felser Leo Burnett is getting involved in the Swiss advertising businessBy Ernst Weber The five senior employees of Advico Young & Rubicam (AY&R), Zurich, who resigned at the beginning of the year, have founded an international network agency. Spillmann Felser Leo Burnett (SFLB) wants to change Swiss advertising, with whose creative level it is dissatisfied.
Spillmann Felser Leo Burnett wants to become a new major Swiss agency, not in a quantitative but in a qualitative sense. Former AY&R executives Martin Spillmann, Peter Felser, Rolf Zimmermann, Peter Brönnimann and Michael Waeber hold a majority stake in the company from 80%. The agency will start on July 1 with 15 employees on the second floor of the former Smart Factory at Ämtlerstrasse 201 in Zurich, which covers around 400 square meters.
With a view to the qualitative intention, and in order to be able to play in the top league internationally, a 20 percent shareholding was agreed with the world's most creative network according to Martin Spillmann. According to Felser, Leo Burnett is relinquishing its stake in its previous partner agency Matter und Partner in order to enter into the new relationship. Almost all relevant international networks had sought a partnership with the new Swiss agency on their own initiative.
Spillmann and Felser would probably have lasted even longer
The five, some of whom had worked together at AY&R for up to 16 years, apparently decided to go independent at the beginning of the year. Spillmann and Felser stand by their original version that no specific incident triggered the collective departure from AY&R. Rather, the formation was motivated by the desire for entrepreneurial self-determination, which had become increasingly urgent over the years.
"Every time you have the feeling that there is an issue that you would perhaps solve differently yourself, you think it would be better to be independent," says Spillmann, CD of the new agency. Felser is of the same opinion: "We could have successfully worked with the previous network for a few more years without any problems or disputes. The desire for entrepreneurial independence is a growing need," says Leo Burnett, CEO of Spillmann Felser. He does not fear that the partnership will restrict his entrepreneurial freedom, not least because Leo Burnett only holds a minority stake and in this sense "is only the junior partner".
The founding members are united by "a belief in the creative product", i.e. the ambition to make a difference again in Swiss advertising, "which has practically not changed creatively in the past five years". With campaigns that "win ADC and Effie gold at the same time".
If you have no customers, you are unlikely to hire 15 employees
While Spillmann and Felser make no secret of their ambitions, they keep a low profile when it comes to employees and mandates.
Felser points out that the agency will only open on July 1. It is therefore too early to talk about employees or even whether some of them have been recruited from AY&R in Gockhausen. As the agency does not yet exist, it cannot yet have any clients, says 48-year-old Spillmann, who himself would like to know which mandates and any international adaptation budgets he hopes to manage soon. A statement that gives the impression of an evasion rather than an answer.
"We have enough self-confidence not to fear that we won't attract customers with our experience," says Spillmann with conviction. And Felser adds: "We've already proven that we don't just plan into the blue. In the past, we have repeatedly managed to replace the loss of major clients with newly acquired mandates."
First of all, no self-promotion is awarded
According to Felser, the business plan is also rather conservative. "Of course we have factored in a lean period," says the CEO. Felser describes himself and Spillmann as the driving force behind the new company. An assessment that is confirmed by the agency name, which leaves the other founding members unmentioned for "purely practical reasons". "If everyone were named, the name would be far too long," argues Felser.
According to the CEO and CD, it is still completely uncertain when the first campaigns by Spillmann Felser Leo Burnett will be seen. According to Martin Spillmann, however, one thing is certain: that it will not be self-promotion for which the ADC will first recognize the agency.

Baromedia 2002 by Ringier Romandie takes a close look at senior citizensBy Anita Vaucher Those over 50 are by no means old hat. Seniors or papy-boomers (the counterpart to baby-boomers - a rather flippant translation of seniors, who are on the rise) use the same media as the young and are just as happy to spend money as they are. The study by Ringier Romandie and the market research institute Erasm puts the elderly in perspective.
"You call a man over 40 years old a veteran. Les vieillards sont soupçonneux, jaloux, avares, chagrins, causers, se plaignent toujours, ils sont incapables d'amitiés." The German translation doesn't sound any more flattering: "Old people are people who are over forty. They are suspicious, jealous, stingy, always worried, gossipy, always complaining and incapable of maintaining friendships." This definition of senior citizens in the foreword to the new Baromedia study 2002 is taken from the Dictionnaire de Richelet from 1679! Fortunately, it is no longer correct.
This year's study focuses on the over-fifties age group with the main topic "Papy Boomers". It seems that this age group is being criminally neglected by the advertising industry. The study, commissioned by Ringier Romandie and analyzed by the market research institute Erasm, observes the usage habits of the Swiss public in the areas of media and advertising for the eighth time.
The age-related target group definition mercilessly stops at the age of 49. Consumers over the age of fifty therefore do not exist, and prejudices such as these, according to which old people are skeptical of new things, in poor health and rather poorly off, persist. Yet this age group has considerable financial resources and a lot of free time, which is actively used. This year's Baromedia study states this unequivocally.
The study shows that older people are big spenders and often spend more money than they did before they turned 50. The over-fifties make up a third of the Swiss population today, and this proportion will continue to grow strongly in the coming years.
Hardly any differences in media use
It is also interesting to note that the "Papy Boomers" hardly use the media any differently than the younger generations. Newspapers are the most popular medium when it comes to obtaining information. The Internet is also a popular medium for seniors to obtain information. 84 percent of 50 to 65-year-olds surf the net for this purpose. Newspapers are read by 76% of the same age group and as many as 82% of over 66-year-olds.
And the Swiss in the third stage of life have just as much trouble with advertising on television, on the radio and in their letterboxes as the generation of their children and grandchildren. It doesn't matter whether, according to the Baromedia typology, they are family people, materialists, activists or more withdrawn people.
The study therefore also indirectly shows that the so-called "Papy Boomers" do not want to be addressed as such. They are interested in the same topics as young people and therefore largely consume the same media. This is one of the reasons why every serious attempt to launch a magazine for senior citizens has failed to date.

The sports magazine from AZ Fachverlage AG expects to break even at the end of 2003The sports magazine from AZ Fachverlage AG is stagnating: In any case, the paid circulation is only growing slowly. Nevertheless, it is expected to break even by the end of 2003 - thanks to good readership figures. "After two years, we are at an interim high," says publishing director Riccarda Mecklenburg. The sold, unaudited circulation of the sports magazine is around 25,000 copies, 1,000 more than last September. The monthly title has 20,000 subscribers. A further 15,000 copies are sent out, distributed free of charge at sporting events or handed out in sports clubs.
However, Mecklenburg now knows that the figure of 349,000 readers per issue, or eight readers per copy, first reported last fall was not a flash in the pan or a mismeasurement, as Mach Basic 2002 will at least confirm the figure, she says. Mecklenburg is still unable to explain the high number of readers (80 percent are men) - the budget has not yet been sufficient for a study. However, a cross-comparison with sports magazines in Austria, France and Italy shows that above-average readership figures are achieved.
are quite normal in this type of magazine. For the time being, Mecklenburg is concentrating less on increasing the circulation of the sports magazine and more on maintaining the number of readers.
The magazine currently earns almost 200,000 francs per issue from advertising, not only because of the price increase since the beginning of 2002 (plus 9.6 % per full-page, four-color advertisement). The high reader value has paid off here: the advertising volume has increased by around 20 percent compared to the first five months of the previous year. The range of products advertised has also broadened: while the ads were initially very car-oriented, watches and men's cosmetics are now also being advertised. "We are in line with the trend," says Mecklenburg triumphantly.
However, it is not yet enough to break even; the 200,000 franc mark must be exceeded. "My goal is to achieve this by the end of 2003," says Mecklenburg.
The magazine, which initially provoked readers with a lot of naked skin, is now very restrained in this respect. A concession to advertisers? No, says Mecklenburg, they simply realized that Swiss readers - in contrast to those in Austria, for example - are less interested in this, which is why they cut back after the third issue. "But we did need the outcry from the industry at the time, because we don't have the marketing budget of Facts," says Mecklenburg. Markus Knöpfli

Do is the name of a new advertising agency in Pully, Vaud, and the three agency owners have a total of 30 years' experience in the advertising industry. Patricia Orville, a federally certified advertising manager, spent twelve years learning the solid advertising trade at the Lausanne agency Francfort Communication. Daniel Luthi, marketing and advertising assistant, was marketing manager for the Post Direct project at Swiss Post in Lausanne, and Jean-Luc Duvoisin most recently worked as a graphic designer, also at the Lausanne agency Francfort. The Do agency primarily targets small and medium-sized companies. The trio wants to offer communication measures at fair prices to companies that are operating in an increasingly competitive environment but often only have limited financial resources available for advertising and marketing. (av)

The merged shopping centers rely on Wyler advertisingBy Luca Aloisi With the merger of Shoppi and Tivoli, not only the management and administration have changed. A uniform marketing platform is to accompany the planned restructuring measures. In the first campaign, Wyler Werbung satirizes the election campaign.
Contrary to consumer sentiment, the last economic bastion - the retail trade - did not falter in Switzerland in 2001. Nevertheless, the second largest Swiss shopping center in Spreitenbach recorded a slight decline in sales of 2.7 percent to CHF 462 million. Its competitor in Wallisellen, on the other hand, grew slightly by 0.5 percent.
Spreitenbach has understood the signs and responded to them; by merging the two centers, a first step has been taken towards long-term value enhancement. This is also bitterly necessary at a time when daily shopping is increasingly perceived as a burden, competition from station shopping centers is growing and margins are becoming thinner and thinner. This is why shopping centers are trying to attract ever more selective retail chains and consumers with new leisure and experience-oriented concepts and an optimal tenant mix. Market share and healthy growth can hardly be secured otherwise.
Position strengthening only works with eye-catching communication
Shopping should be fun, was the intention of the founders of the Shoppi (1970) and even more so four years later when the Tivoli opened. However, even after renovations in the nineties, enthusiasm was limited. In order to reach the target group of young families, Marketing Manager Peter Binggeli is planning several renovation projects for the coming years: From a large children's paradise to redesigning areas and architectural interventions that make the merger visible and the mix of stores more attractive.
Marketing communication will be intensified alongside this. Happy to have won over the highly decorated Glatt advertiser, Binggeli is now eager to see what the reactions to the new campaign will be. CD Ruedi Wyler has developed a provocative image with graphics and content borrowed from the Federal Council parties. According to Wyler, the lack of an "SP motif" was completely unintentional. Malicious tongues gleefully attribute this to the currently confused situation of the party leadership.

Wirz adapts the advertising roadmap started for Allianz SuisseBy Ernst Weber The bancassurance company Allianz Suisse is opening up to a wider audience. A follow-up campaign designed by Wirz promises people with more everyday hobbies more time for the world's second most beautiful pastime. At the same time, the agency corrects visual flaws in the launch campaign.
Since the merger of Allianz Switzerland with the Swiss insurers Elvia and Berner was announced last fall, Wirz, Zurich, has been designing the advertising for the subsidiary of the German company, which is now called Allianz Suisse. The collaboration began with the communication of the merger and the name change resulting from the takeover.
The company's USP was then launched in November with a positioning campaign. According to this, "Allianz Suisse clients (...) have more free time". The realization portrayed clients of Allfinanz who pursue an unusual, time-consuming hobby. It featured Koni Schafroth, for example, who constructed a visionary, production-ready aircraft in the shape of a fish instead of a bird.
The follow-up campaign, again designed by Wirz, follows the same conceptual approach. In contrast to the first campaign, it now primarily shows Allianz Suisse insurance and advisory customers pursuing more communal hobbies than in the first series.
Deficiencies identified by market research remedied
Market research suggested shifting the focus to more popular leisure activities. Pretests carried out by the Publitest Institute last fall for the launch of the campaign showed that normal hobbies were more popular, such as the hobby of a model car restorer, explains Roman Jud, consultant at Wirz.
Numerous respondents had apparently criticized the fact that there were no women among those portrayed. This was also changed with the follow-up campaign and the motif about a "doll doctor".
By redefining the image mentality, the most striking feature of which is the hard contrasts, the appearance appears stronger and the message gains in power. The changed "image quality" of the current ad motifs suggests energy and determination. It also supports an image-building mood. This mood was even less pronounced in the launch campaign because the subjects were photographed in a documentary style.
40-second spot as the highlight of the follow-up appearance
"The photos show the people portrayed in an exciting way in the environment of their hobby," says Wirz-CD Matthias Freuler.
The highlight of the campaign is a TV commercial that is well worth seeing, telling the story of Gabriel Jenny, his coming of age and his love of pogo stick jumping in 40 seconds.

Guye Benker collects points for the Tages-Anzeiger's SMS sports serviceThe new umbrella campaign by the advertising agency Guye Benker for the Tages-Anzeiger will have to wait until the end of August. Until then, the daily newspaper published by the Zurich publishing house Tamedia is maintaining its advertising presence with individual campaigns for various services. Currently, for example, with an appearance for an SMS service that includes a sports results service in addition to "over 100 offers".
Guye Benker's campaign uses this to score points with football fans during the World Cup. The argument - "Do you have to work when he's working?" - takes advantage of the fact that the matches will be televised at times when many people are working, namely at 8.30, 11 a.m. and 1.30 p.m., says agency owner Christophe Guye.
In order to keep up to date with the latest results, news about the teams and gossip about the World Cup, viewers can register with the Tages-Anzeiger sports results service by entering the password "WM Top Start" on their cell phone. The service will now send the most important news to their cell phone until further notice.
The advertisement appeals to the collector in people and equates text messages about the World Cup with buying and swapping Panini stickers featuring stars such as Portuguese striker Louis Figo. The ad shows a sticker of a well-known player such as David Beckham with the headline "Do you have to work when he works?"
The Tages-Anzeiger's advertising budget has officially been in the hands of the Zurich Seefeld agency since May 13. Previously, the mandate was managed by Weber Hodel Schmid (WHS) for nine years. For around a year now, the agency relationship has practically only existed on paper. The publishing house's advantage in terms of profound brand and market knowledge as well as the prospect of a striking implementation may have favored the choice of Guye Benker in an agency evaluation.
Guye Benker knows the Tages-Anzeiger inside out, as the agency has analyzed the brand structure and brand hierarchy of the daily newspaper over the past year and a half. "In order to be able to manage the title in terms of branding," says Christophe Guye, "we defined the positioning objectives." A complex task, considering that the brand is made up of six bundles, the magazine, Züri Tipp, special supplements, events, sponsorship and other content components.
As part of a marketing tool developed by the agency for the analysis, structuring and management of brands, the agency has already been strategically active for Winner.ch and other Tamedia products, as well as for Tamedia itself. Ernst Weber

Advertising celebrities put on their sales coats for Coop PresseBy Luca Aloisi Schneider Berthoud, Basel, designed a testimonial campaign for the 100th anniversary of the Coop newspaper. In it, four of the most influential and best-known Swiss creatives advertise for Coop Presse, ironically and tongue-in-cheek for their clients - and of course for themselves.
Evergreen Bernhard Russi advertises the alcohol-free Thurella apple wine Rittergold, the young professional Roger Schawinski for the new Weltwoche. Some of the biggest advertising clients, such as Orange CEO Andreas S. Wetter, are getting involved in a marketing offensive by the Swiss Press Publishers Association for Switzerland as a print country. Proven, majority-coded implementations such as testimonial campaigns are popular in the current advertising slump because they attract attention. And because the design element - which can be prominent - achieves a high level of likeability. No matter how obvious the advertising intentions may be, the campaign is sure to attract the sympathy and attention of the target audience. This is why Urs Schneider, CD of the Basel agency, developed an advertising campaign for Coop Presse last fall that is likely to produce similarly promising results.
Celebrities make circulation and reach more enticing
The short insert campaign interrupts that of the elongated airplanes and mountain gondolas, which humorously derives the required capacities from the core message of circulation and reach. Urs Schneider did not primarily want to communicate the anniversary, but rather an anniversary-worthy communication of the same quantitative achievements, but from a different perspective: in order to convince potential advertisers, he effectively stretched the association of top creative and efficient creativity over the existing concept framework. The Basel-based advertiser was surprised by the cooperative spontaneity, which was apparently free of charge. The "fee" was the well-calculated punch line that the performers were allowed to adorn their words of praise with their own customers and to cultivate their own image.
In a win-win-win strategy photogenically staged by Alberto Venzago, Bodin, Lanz and Co. make target group-oriented statements. "I never advertise in the Coop press, except for Nescafé, Postfinance, Coca-Cola and so on," Jean Etienne Aebi piles on, while Frank Bodin pays homage to the jubilarian with the Citroën advertisement. Even Danielle Lanz's "anger" about her successful biscuits ad comes across as very positive. Karlfrieder Fuchs, responsible for Coop, describes the statements as "intellectually smug".
With their prominence and expertise, the creative quartet is fighting against the doubts of media agencies who believe that their advertisements have hardly any attention in Switzerland's strongest magazine (Mach Basic 2001) alongside manufacturer brands and Coop suppliers. However, according to Fuchs, Coop's own advertisements do not have a dominant position compared to the targeted advertisers from outside the industry: "50 percent are Coop's own advertisements, the other half are brand advertisements from within and outside the range." However, the overall volume has grown, especially on the brand side, although the rebranding of own brands has increased these in particular.
Expected increase in circulation in French-speaking Switzerland
Despite its almost exhausted growth potential, Coop Presse has been given the objective of increasing its circulation by the management. Fuchs believes that there are good opportunities in French-speaking Switzerland in particular. Even if the selective regional generation of new members may not be as easy as with the introduction of the loyalty card, he is optimistic: the customer magazine was rewarded with a higher affinity from the young target audience than the competition. And with new sections and topics, this will be further promoted. Those responsible hope that this will also create a more interesting environment for car importers, banks, insurance companies and pharmaceuticals.
AD Rating

Coop campaign Advertisers give young people suffering from consumption the cold shoulder on the Postfinance posters. You can decide whether the Coop Press is better off with the top creatives by clicking on www.werbewoche.ch/adrating
Postfinance campaignTop: 27,83%
Flop: 72,17%
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