Tania Mailangkay is AD at McCann-Erickson, GenevaHead of the week "Switzerland has the most beautiful banknotes in the world"
The world is like an oyster to her, says 27-year-old Tania Mailangkay from Indonesia, who has been working as an art director at McCann-Erickson in Geneva for three months. By this she probably means that, despite her polyglot nature, she feels comfortable and at home everywhere in this world.
She knew from the age of twelve that she would find her professional future in advertising and was already very communicative as a child. She gained her knowledge in New York at such renowned educational institutions as Carnegie-Mellon University Pittsburgh, the Fashion Institute of Technology, New York, and Columbia University, New York.
She gained her practical experience in advertising at Kirshenbaum Bond&Partners and Young&Rubicam in New York and at Ammirati Puris Lintas in Jakarta.
She originally wanted to go to London to get to know Europe, but then heard about Timo Kirez, who likes to hire people from abroad for McCann-Erickson in Geneva to give his team an international spirit. Tania Mailangkay feels the international spirit not only in the agency. For her, Geneva is the most international city in Europe par excellence, with the pleasant side effect that Geneva is far less hectic than New York. In addition, Tania Mailangkay sees mountains and the lake on her way to work, which is unimaginable in New York.
What fascinates her about McCann-Erickson is the immersion in another culture, which goes far beyond idiomatic expressions. As a web designer, she has a trained eye for everything to do with design. Her eye immediately fell on Swiss banknotes. Tania Mailangkay is convinced that Switzerland has the most beautiful banknotes in the world.
Design is an important element in her professional work because it allows her to take a holistic view. Even if she is not the executive web designer at McCann-Erickson, as the agency works together with Target, she can use her specialist knowledge in an advisory capacity. Tania Mailangkay grew up in the Internet culture, so it was actually natural for her to train as a web designer as well.
When she worked in the Indonesian capital, Tania Mailangkay realized that there is no real Asian advertising culture. In Indonesia, as in other Asian countries, people like to be taken in by the Western advertising world. Anyone working in advertising is therefore unlikely to suffer a severe culture shock, whether they work in Hong Kong, Jakarta or New York, muses the AD.
Anita Vaucher

Goal: To make the Club UG known to its target audience, the clubgoers.Katakombe GmbH Advertising media: Website, banner ads, flyers, PR message to trade and general media. Deployment: Since mid-March until further notice.
Client: Katakombe GmbH, Club UG, Zurich; Responsibility: Daniel Gasser. Advertising agency: Malstube, Zurich; concept/AD/ graphics: Marc Pfyl, Fabian Gruber; illustrations: Fabian Gruber; screen design & programming: Marc Pfyl, Thomas Hausheer; consulting: Alex Stratz, Marc Pfyl; press photos: Raphael Zubler.

Even April did not bring a recovery to the advertising marketThe advertising statistics of the Swiss press did not behave entirely in line with the weather in April. Consistently following the trend of recent months, they continue to show negative figures, with job advertisements once again proving to be the number one stumbling block. They lost 28.9 percent of their volume in the daily newspapers, 29.4 percent in the free newspapers and as much as 47.2 percent in the weekly newspapers.
In contrast, the losses in the total advertising volume of daily newspapers were comparatively low at minus 7.1%. In general, volume declines can still be observed in most categories compared to the same month last year, but they are no longer as drastic as in March.
The largest daily newspapers in French-speaking Switzerland were able to report positive figures: they generated 4.4% more advertising volume than in the same month last year. The magazine market in French-speaking Switzerland is also showing a friendly face: French-language magazines grew by 3.5%, while radio and TV magazines stood out in particular with an increase of 21.3%.
The Publicitas index for the development of advertising expenditure in the daily press has not yet recovered either: It lost 0.8 points in April and now stands at 118.3 points. Because the Easter holidays fell in March, the index felt some tailwind in April due to two additional issues. Several sectors also invested more boldly in advertising again, for example car importers, major distributors, telecommunications companies and the tourism industry.
The losses in job advertisements nevertheless dragged the overall result into negative territory. The index of job advertisements lost a further 8.7 points and came to a standstill at 237.4 points. Bruno Amstutz

The Ticino-based pharmaceutical company Institut Biochimique SA (IBSA) has commissioned the communications agency Bonaparte, Zurich, to relaunch its drug Condrosulf.Bonaparte relaunches Condrosulf The product has so far been successfully prescribed for the symptomatic treatment of osteoarthritis. However, a study has now also shown that Condrosulf has a structure-preserving effect. Bonaparte is to communicate this to doctors and pharmacists with advertisements, trade fair appearances and direct marketing.
McCann winsFujitsu-SiemensThe computer group Fujitsu-Siemens has chosen McCann-Erickson as its marketing communications agency in Europe. McCann prevailed in a competitive pitch among international agency networks. The account will be managed by McCann-Erickson in London and McCann subsidiary M.E.C.H. The Communication House in Berlin. M.E.C.H. was founded in the fall of 2000 as a fully integrated communications agency and already looks after the mobile communications division of Siemens. Fujitsu-Siemens, a joint venture between Japan's Fujitsu Limited and Germany's Siemens AG, is planning an aggressive marketing campaign for its products.
Trimedia beats the drum for Sun Hotels The communications network Trimedia has acquired the hotel chain Sun International Hotels Limited (SIHL) as a new client. The international account will be managed by the agencies in Zurich and Düsseldorf. SIHL has reorganized its public relations work following restructuring at the end of 2001.

Objective: Launch of the new starter mortgage throughout Switzerland.Bank Coop Advertising material: Banner. Use: From mid-May to the end of June.
Client: Bank Coop AG, Basel; responsibility: Monica Terragni, project management. Consulting/mediation: Publimedia Webadvertising AG, Zurich; responsibility: Tobias Fehrlin.

Muse & Musse Nicole Huber
What was the last cultural event you attended?
Nicole Huber: The opening ceremony of Expo.02 in Neuchâtel, because I was basically looking forward to Expo.02.
What are you reading right now?
Huber: "Veronika Decides to Die" by Paulo Coelho, because my girlfriend gave me the book.
Which CD do you currently prefer to listen to?
Huber: "Mandarin" (Wicked Wan Tan Tunes).
Which movie would you most like to see again?
Huber: "Down by Law" by Jim Jarmusch.
What TV show did you fall asleep during the other night?
Huber: None of them. With the
TV broadcast of the Expo opening ceremony, however, I would certainly have fallen asleep.
What is your latest discovery on the Internet?
Huber: www.billybobthornton .net
What could you never do without?
Huber: To the scent of the big, wide world!
What do you do in a free minute?
Huber: Browse the second-hand market for Vespas.
Love is...?
Huber: ...my secret.

Recruitment consultant Hélène Müller (pictured) announces that she has founded the personal consulting agency Headaway&Stone with Irini Antonopoulos and Patricia Turk. The name holds a secret. Is it a tribute to the traditional law firm of two senior partners from Birmingham? Or does the logo with the headless body, created over dinner in the Kronenhalle, wink at the activities of the newly founded recruitment agency? Whatever the case may be. Müller defines the philosophy of the new agency as follows: the famous three D's for Desire, Dedication and Discipline are to become the most important benchmark in recruitment. "If we succeed in satisfying the jobseeker's dreams and expectations, the employer will benefit the most," Müller is convinced. With its services, Headaway & Stone primarily wants to support job seekers. "Anyone who looks for a job with us will find a private friend," promises Müller. Over the years, placed candidates and former jobseekers have remained in good personal contact, which goes far beyond placement. She wants to specialize in the areas of communication, media (Hélène Müller), banking, finance (Irini Antonopoulos) and fiduciary services (Patricia Turk). The three women, who met at Worni Personal Consulting, have now founded their own agency "because it is more important than ever right now to have the right people in the right place at the right time". In this case, that would be Seefeldstrasse 92 in Zurich.
After all: no new opening without advertising! Frank Bodin and his Euro RSCG have realized the message of simply finding the hunted head. The advertisements play with the quality appeal of media such as the Financial Times, Bilanz or The Economist, to which the advertisers have attached a simply sophisticated banderole with the claim: "Just give us a call: Headaway & Stone". Andreas Panzeri

Objective: To publicize the World Cup Games. Generating new customers via the Internet.CS Banking advertising media: Flash banner. Use: From mid-May to the end of June.
Client: Credit Suisse Banking, Zurich; responsibility: Gianni Pichierri, Mike Thoma, Marketing Communications Project Management. Consulting/mediation: Publimedia Webadvertising AG, Zurich; responsibility: Tiziano Obrecht.

Objective: To raise the profile of ZKB as a financial services provider.ZKB advertising media: Banners, interstitials. Use: May/June and October/September.
Client: Zürcher Kantonalbank; responsibility: Bernadette Grossenbacher, Head of Advertising. Agency: Futurecom Interactive AG, Zurich. Consulting/mediation: Publimedia Webadvertising AG, Zurich; responsibility: Tobias Fehrlin, Jacqueline Meister.

Lang Gysi Knoll blows the USP of Swiss-Courier into the marketBy Ernst WeberIn a follow-up appearance, Lang Gysi Knoll (LGK), Berne, continues to grab the image of Swiss-Courier out of the air: in a witty way, a lot of wind is blowing around the fast service of Swiss Post Ltd.
Swiss Post's courier service, Swiss-Kurier, is currently the leading Swiss courier with 64 locations, almost 400 employees and an average market share of around 50 percent. According to its own surveys, its share in the local distance segment is around 20 percent, which is still the market leader, while on national routes it is over 60 percent.
However, in 1998/99, the Express Post service unit learned that size does not protect against existential hardship: In order to survive in the atomized competitive situation characterized by strong regional and local providers, the services were reduced to a "market-driven level" as part of a substantial redesign. "As we can't be a low-cost provider, we face a major challenge, particularly in the local area," says Adrian Hunzinger, Head of Express Post.
According to the company, the streamlining had an impact last year, when the Bern-based Expresspost, whose services also include the classic express service, was in the black overall.
LGK has been responsible for Swiss-Kurier's advertising since the time of the upheaval. At the beginning of the collaboration, the positioning was still a bit awkward, as on one occasion the courier service was advertised and on another occasion the classic express service of the former monopolist was the subject of the advertising activities, says Nicole Huber, co-owner of LGK. Expresspost has only been managing Swiss-Courier in its communications in terms of brand management for around two years.
A strong campaign made even stronger
The new campaign from the Bern agency continues this continuity. It sticks to the windy positioning idea on the basis of which a TV commercial series was realized last year that was awarded silver by the Art Directors Club Switzerland. However, while that series merely made wind about Swiss-Kurier, the current campaign now has pneumatic features, so to speak: namely in the form of a witty joke.
"We knew that the performance had to be a little cheekier once the audience had gotten used to the tone of the first series of commercials," says Nicole Huber.
The commercials end with the off-screen slogan "Swiss Post has a courier. And it's fast. Very fast, in fact" - reinforce the positioning that the Swiss courier, which focuses primarily on domestic business, sweeps into every corner of Switzerland like the wind. They observe the "damage" caused by the wind as the courier vehicles speed through the area.
For example, the ball of a black streetball player, who, more bored than cool, attempts a few tricks, suddenly no longer bounces back from the ground into the player's hands, but flies, caught by a gust of wind as if Michael Jordan had thrown it, into an open garbage can standing to the side behind the streetball player.
Even worse happens to a dog that has just chosen a Cupido fountain to do its business. As soon as the dog starts to pee, he is hit by the jet of water from the fountain, deflected by the wind from the courier vehicle chasing past. Startled, he runs away, only to return immediately to the bewitched place barking.
Incidentally, the animal, which suffers from a quasi-imperative urge to urinate, once lifted its leg for Guye Benker (then still Guye&Partner). In a TV commercial for Winner.ch, it wet a pair of shoes of an unloved neighbor standing in a stairwell on its master's command.

The new radio pool is based on disputes in the radio industryBy Markus KnöpfliThe new pool of eight private radio stations worth millions is primarily politically motivated; the fathers of the new patchwork family are various conflicts within the industry. The extent to which the new pool will benefit the advertising industry remains to be seen.
It is still unclear when the new pool of millions comprising the eight stations Hitradio Z, Top, Argovia, Sunshine, Grischa/Piz, Central, Ri and 32 will actually go on sale. "We have never communicated a start date of July 1, 2002, but it is correct that the market should decide on the start of sales," says Argovia Managing Director and pool spokesman Roland Baumgartner. "However, if we have to start on July 1, 2002 due to high demand, we will look for an amicable solution with Pool 2000, which will remain in existence until the end of 2002," he adds.
However, the market will only demand the product once it knows the rates. So far, Baumgartner has only revealed this much: depending on the hourly window, a second in the pool costs between 100 and 135 francs (Monday to Friday). The total pool comes to a CPM of 45 centimes, for the Zurich module (Hitradio Z, Top, Argovia, Sunshine) it is
48 centimes, for all other modules 50 centimes.
Media agencies only have preliminary opinions on the new service, but are generally skeptical about it. The reason: holes in Basel and Bern as well as weak points in St. Gallen and Lucerne. "The new pool is certainly not the yellow of the egg, we still don't have a way to cover the whole of German-speaking Switzerland with radio," says André Funk, Managing Director Mediaedge/CIA Switzerland.
"I have the feeling that the stations involved have not done their best," says Karin Steiner from Drei Media Team. However, she primarily criticizes the radio scene: "The stations should not be constantly competing against each other, but should be grouped together on the basis of sensible constellations." The new pool basically only reveals the "original rivalry between 24 and Hitradio Z". According to Steiner, however, the opposite would make sense, a Zurich pool consisting of Hitradio Z and 24, "as I can't imagine a major campaign without the two."
Conflicts were the fathers of the new radio pool
Steiner's analysis is spot on, except that the new pool is based not just on one, but on several industry conflicts. Firstly, there is the conflict between the intermediaries Radiotele and IP Multimedia. While Radiotele accuses IP of using unfair methods to take customers away from it, Hitradio Z, which belongs to the Goldbach Group, is criticized for no longer being brokered by Radiotele. Felix Kilchsperger, radio manager at Radiotele, admits this openly. This boycott of Radiotele has also been felt by Argovia and Sunshine, which together with Hitradio Z form the Zurich module of Pool 2000. Their loss of income was further accentuated when the Powerpool (24 and Zürisee) came onto the market at the beginning of the year.
There are also rumors that Radiotele gave the impetus for the Powerpool - in order to weaken Hitradio Z. Kilchsperger rejects this, but admits: "The Powerpool, which in terms of numbers is an alternative to the Pool 2000 module in Zurich, makes it easier for us to push our dispute with IP into the background."
On the other hand, Radiotele's approach welded Hitradio Z, Argovia and Sunshine together and probably also drove the latter into the arms of IP. In any case, the three stations are among the driving forces behind the million-euro pool, which is actually rooted in the idea of strengthening the existing Pool 2000 module Zurich with Top compared to the Powerpool. Of course, the only three Radiotele leases BE1, BeO and Canal 3 are not part of the new pool (see also page 5).
However, the founding of the Powerpool led to another conflict, as Zürisee, which had previously been a member of the Leader Pool, went rogue and offended its previous partners Top and Grischa. No wonder that they now also turned to the pool of millions.
Two other conflicts in eastern Switzerland were also the fathers of the new pool: The old rivalry between Aktuell, which is looking to join a larger pool, and Top. The result: Aktuell continues to stand on the sidelines, even though it would make sense in a pool of millions. This is cemented by a more recent conflict between Aktuell and Ri, which are (still) united in the Aktuell plus pool. However, Ri no longer agrees with the distribution formula for pool income, which is why it recently loosened its programming ties to Aktuell. Incidentally, the small Ri is probably only allowed to participate in the pool of millions because IP has a 35 percent stake in Ri.
Private radio stations in Bern, Basel and Zurich are in no hurry
But how will the other radios react? Radio 24 is not under pressure to make a move, as it has already existed well on its own. And together with Zürisee in the Powerpool, for which the Competition Commission has yet to give the go-ahead, it forms an alternative to the extensive Zurich module of the Millionen-Pool. However, a combination of Powerpool, City-Pool and Radio Aktuell would also be conceivable, which would contrast the more rural Millionen-Pool with something more urban.
A merger between the Powerpool and the Pool 2000 modules in Basel and Berne would also be possible. Be that as it may, Belcom boss Stärkle is not letting anyone look at his cards at the moment. This is understandable, as his own multi-million pool project consisting of 24, Zürisee, Top, Aktuell/Ri, 32, Piz/Grischa and BE1 has failed due to the conflicts mentioned above and probably also due to the personal rivalry between him and Top boss Heuberger.
Is the city pool also falling apart?
The Bern and Basel modules of Pool 2000 also have time. If you want to cover the golden triangle of Zurich-Bern-Basel, you can book them as a kind of joker, whether you want to continue with the Zurich module of Pool 2000, the Powerpool or the Million Pool. They can therefore wait and see how the advertising industry reacts to the new million pool. However, BeO broadcasting manager Martin Muerner at least does not feel drawn to the million pool (see page 5).
Even the city pool needs to be kept in mind. In any case, the triumvirate is no longer as united and intent on going it alone as it was at the beginning of the year. In recent weeks, there have been clear signs of opening up, including from the weakened ExtraBern.
Radio pool scene in German-speaking Switzerland

City pool Leader pool
Basilisk Top
ExtraBern Zürisee
Pilatus Grischa
Powerpool
24
Lake Zurich
Pool 2000 Million Pool Module ZH Module ZH
Hitradio Z Hitradio Z
Argovia Argovia
Sunshine Sunshine
Top
Modul Basel Modul MittellandRegenbogen Argovia
Edelweiss 32
Module Berne Module Eastern Switzerland
BeO Top
BE1 Grischa
Canal 3 Piz
Ri
Central

Lang Gysi Knoll uses the wind as an advertising force for Swiss CourierOn the wings of the wind, a witty presentation by Lang Gysi Knoll, Bern, conveys the speed of Swiss-Express, the Swiss Post courier service. The unique selling proposition was visualized by gusting winds caused by audible but invisible Swiss courier vehicles "flying by". The campaign, designed with a focus on TV commercials - it continues last year's appearance - shows the unexpected influence that the blowing air has on what is in itself a completely insignificant event. The campaign, which according to Adrian Hunzinger, Head of Swisspost, "quickly dramatized the positioning that had been adopted", demonstrates the advertising power of the symbols.
The symbolic meaning of wind, for example, is expressed in the Greek word pneuma, which means wind, breath and spirit at the same time. The symbolism communicated also breathes the breath of seriousness into Swiss-Kurier. An image that seems appropriate for the market-leading position of the courier service and its affiliation with Swiss Post, which is experienced in forwarding. Page 10