Muse & Leisure Regula Kennel
What was the last cultural event you attended?
Regula Kennel: A concert by the Konzertverein Langnau im Emmental. My husband is the conductor.
What are you reading right now?
Kennel: "The Piano Tuner" by Pascale Mercier. At the top of the pile of unread books.
Which CD do you currently prefer to listen to?
Kennel: Diana Krall, "All for you".
Which movie would you most like to see again?
Kennel: "Cinema Paradiso", in the original soundtrack. The story, the music and the actors - everything fits.
What TV show did you fall asleep during the other night?
Kennel: It doesn't happen to me, turn off the TV beforehand.
What is your latest discovery on the Internet?
Kennel: www.bobthebuilder.com
What could you never do without?
Kennel: To a book.
What do you do in a free minute?
Kennel: Nothing.
Love is...?
Kennel: ...diverse.

The Swiss National Football League matches will continue to be shown on the program window of private TV channel Sat 1.News Sat 1 Switzerland continues to play football Sat 1 Switzerland has acquired the rights from sports rights marketer ISPR for the next four years and will show 26 live matches per season.
Basilisk buys back LH-Holding The Basel-based LH-Holding is once again fully owned by the two founders and owners of Radio Basilisk: Hans-Ruedi Ledermann and Christian Heeb have bought back the 20 percent stakes they sold to Basler Zeitung and Internationale Treuhand AG in 1997.
SDA wants AWP The Swiss Press Agency (SDA) has agreed to cooperate with AWP Holding AG in the area of business news. Until now, the subsidiaries of the two companies, AG für Wirtschaftspublikationen (AWP) and SDA-AFX AG, have sold their business information services separately. SDA is now acquiring a minority stake in AWP. Over the course of four years, this minority stake is to be increased to 100 percent.

The ASW AGM took place last week very close to the Rivella production site. Around seventy member representatives and almost fifty guests responded to the Alliance's call and made the pilgrimage to Rothrist in the canton of Solothurn.by Beat Fritsch At the aperitif before the AGM, there were a number of meetings, including a rather critical constellation. Fredi Schwab, who has been dismissed from the SWA (Swiss Advertising Association), and the new SWA Director Siegrist Jürg, were actually looking forward to meeting each other (SWA President Stalder Gérard only appeared in the excused guests section). However, it seemed that great care was taken not to mix the two with the same groups. On the same day, it was announced that an appeal had been lodged against the appointment of the new SWA Board of Directors and that an extraordinary general meeting would be convened (WerbeWoche reported on the SWA kerfuffle in detail). The ASW showed diplomatic skill and made sure that the two exponents were not sitting at the same table.
In contrast to the SWA, there is unity and joy at the ASW. The members of the Board of Directors were all confirmed, Carmelo A. Buffoli became the new Vice President with broad support, and the Alliance gained a new old President in Diego Bally. Bally lives the rotation principle in its purest form. As a reminder, the Executive Committee is made up of three people who hold the titles of President-elect, President and Past-President for one year each and are thus involved for three years. Bally is already in its second round of three.
The budget is balanced and closed with a small plus. Benno Frick expressed the wish not to have to read in these columns that the ASW is swimming in money because the capital base has been expanded again. So: ASW may now have a little more cash, but it is far from swimming in it! At best, it's enough for a sitz bath ... happy, Benno?
Only briefly did two members try to play agents provocateurs and inject some life into the matter. At the last AGM, Jörg Suter pleaded for a one-off contribution of CHF 1,500 per member for the ASW communications budget.
The Board of Directors tried to implement the increased demands on association communication without incurring costs, which was largely successful. Nevertheless, Suter did not seem satisfied with what had been achieved. Hans-Ruedi Tanner, on the other hand, finds the current ASW campaign "The pearls among advertisers" too over-candid.
Bally referred to the voluntary work carried out by the Board in the militia system and immediately invited the provocateurs to join in. Some members then rose to speak briefly to praise and thank the ASW management for their work. And it's not as if Suter and Tanner were really unhappy, they were simply trying to inject a bit of pep. Bally also confirmed this: "Jörg and I get on brilliantly."
SW President Carlo Schmid Sutter had withdrawn at short notice, while Managing Director Monika Luck represented the umbrella organization of Swiss advertisers. Anyone who had seen the news the night before knew why. Schmid is somehow stuck at the Gotthard. In his second presidency - the one at Astag, where the trucks are organized - he is currently biting his teeth out at the Federal Council's traffic regime. The Advertising Day, which took place in Berne the day before this issue went to press, but only after the editorial deadline for this Advertising Week, is therefore likely to have been a meeting that was not without fuel. Provided nobody got sick. The traditional guest of honor of the Federal Council this year was to be Transport Minister Moritz Leuenberger. The very minister who is currently giving the SW President sleepless nights.
It was also a (nearly) sleepless night for many direct advertisers who gathered at the Zurich Kongresshaus for the fourth DM Award Night. After the official end, a large number of guests enjoyed themselves at the bar with many drinks until very late.
Incidentally, the whole thing could have been called DM-Award by Fisch Meier Direkt. The agency, which is part of the Publicis Group, not only organized the event for the first time, but also won the most prizes with eight awards. Lowe/Lowe Direct took second place and Matter und Partner, a so-called classic agency, came third with five awards.
The Award Night was reorganized by Fisch Meier Direkt following the various criticisms of last year's event. Following criticism that the event was oversized, the dramaturgy slow and boring, the location poor and so on and so forth - the usual points of criticism - the aim was to counteract this.
The prize-giving ceremony was carried out extremely swiftly, with Sandra Studer as presenter providing the necessary glamor and Kisha and René Rindlisbacher in the show block. Comedian Rindlisbacher was the main source of amusement. First, he warmly welcomed the guests to the Advertiser of the Year award, until he was enlightened by Sandra Studer. "Dialog marketing! Those are the ones with the overfilled letterboxes", the comedian inevitably launched into a quarter-hour-long industry rant that brought tears of laughter. Gilbert Fisch in particular had to put up with some very personal side blows. Easy. He took them in his stride.
Beat Fritsch

in front of the Zurich Kongresshaus, where the fourth DM Award Night took place. Beforehand, the shortlist team visited the AGM of the Allianz Schweizer Werbeagenturen in Rothrist, where, among other things, they tasted Michel's new Trink-dich-gesund juice (Rivella), which didn't agree with the shortlist author, so he went straight to the mountains for a cure.
We can find out who gathers or is awarded in the scene at various industry events. Do you already have something to report? Pick up the phone (01 296 97 98) or hit the keys ([email protected]). Event tips and further shortlist images are available online at www.werbewoche.ch

With the purchase of TV 3's studio premises, Kanal 1 has taken a step forward, but important questions regarding the three-country TV project of Hanno and Erwin Soravia, the two sons of the Carinthian construction industry, remain unanswered. The required Swiss partner is still missing, and cable distribution is also still a long way off, but Peter Kölbel, project manager of Kanal 1, is optimistic that they will be able to start in September or possibly a month later. Eight hours of programming with magazine shows, reality formats, reports, talk shows and discussion panels will be broadcast daily. The annual budget of Kanal 1 will be well below the 70 million francs of TV 3, Kölbel reveals.
The start will be made within the framework of the Austrian satellite license. However, there will be no Swiss content at this time. These will be launched as soon as the license for Switzerland is available. Kanal 1 is still looking for a Swiss partner to take over the 51% majority stake in the Swiss company required by the license. Now that Ringier and Tamedia have already declined, he could well imagine a partner from outside the media industry. "An advertising agency, for example," says Kölbel.
He also remains confident about the unresolved distribution problem. As soon as the channel has a Swiss license, which he expects to happen in six months at the earliest, Cablecom will have to grant the station an analogue channel.
Together with the program launch in autumn, Kanal 1 is planning a free program magazine to be published five times a week, which will be produced and printed in Vienna. The magazine, entitled U 1, is intended as a promotional tool and will be distributed in around 100,000 copies in Zurich, Bern and Basel. For this purpose, Kanal 1 has purchased the approximately 450 orphaned Metropol boxes. (dse)

Neue Luzerner Zeitung opens the doors to the "old aunt" in the Central Switzerland media marketBy Markus Knöpfli AG für die Neue Zürcher Zeitung is expanding its regional newspaper strategy by acquiring Ringier's 49 percent stake in Neue Luzerner Zeitung. It will transfer this stake to LZ-Medien-Holding, where it will become the largest shareholder with a 33 percent stake.
According to COO Martin Werfeli, Ringier's reason for exiting Neue LZ was that the last Ringier investment in a regional newspaper no longer fitted in with the strategy of the internationally active group. All the more so as Ringier had only held a minority stake in Neue LZ.
The situation is different for the NZZ. With its majority shareholdings in St.Galler Tagblatt (SGT) and Bund, it already has two regional newspapers in its portfolio and can now expand this with the Lucerne branch. Beat Lauber, NZZ manager responsible for regional newspapers, describes speculation that the NZZ is now considering cooperations with SGT, Bund and Neuer LZ, including the possibility of a headline system, as "absurd". "We want strong, regional roots, and this is optimal at Neue LZ," he says. Synergies between SGT and Bund are certainly an issue in the NZZ Group, and Neue LZ with its six split editions will certainly be invited to participate. However, it is not about merging sub-editorials, but rather about cooperation in the areas of IT, accounting or distribution. In the editorial area, cooperation would only be considered for special pages, supplements or major events.
Lauber does not want to change much in the advertising market either. He describes the Swisspool, to which SGT and Neue LZ belong, as a "good thing". However, he does not see a pool of NZZ newspapers. On the other hand, the three regional newspapers have a Publicitas lease, which gives the NZZ Group more weight compared to the "P". Lauber is cautious. "We are an important customer for the 'P'," he only confirms.
"We were not looking for this change in shareholders, but we understand Ringier's reasons for leaving and are satisfied with the new shareholder." Erwin Bachmann, Delegate of the Board of Directors of LZ-Medien-Holding, commented on the new situation with these words. For the Neue Luzerner Zeitung itself, however, this would not result in any significant changes. "There will be no headline system," he also says.
On the other hand, he sees the fact that NLZ "as the largest source of income for our company" is now 100 percent under the LZ Medien umbrella as positive. The reason: Ringier was previously able to milk almost half of the Neue LZ dairy cow before it was transferred to the LZ Medien stable for accounting purposes. Ringier did not care how the entire farm was doing economically. NZZ, on the other hand - like the 1,900 or so other LZ Medien shareholders - will only eat the profits of the entire farm or share in any overall losses. In this respect, it shows more responsibility, but also secures more opportunities to have a say, for example in the printing sector or with private radio stations.
NZZ now holds stakes in five local radio stations
In any case, it is expanding strongly in these two areas through the acquisition in Lucerne. After the complete integration of Neue Luzerner Zeitung AG, LZ-Medien will hold stakes in the printing companies LZ Multicolor and Kündig, as well as 16% in Radio Sunshine and 36.4% in Radio Pilatus. Lauber's strategy here: The regions will continue to be served with these media types, but he will examine "optimizations" in commercial printing, as he says. And with his stake in five radio stations (in addition to Sunshine and Pilatus, also BE1, Aktuell and Ri), he wants to have a clearer say in the current pool discussions. Incidentally, LZ-Medien-Holding still holds 6.5% in Tele Tell, 23.75% in Swissclick, 33.3% in Pressevertriebs AG (in which Ringier and Zuvo also each hold a third), 16.7% in Surseer Woche, 32% in Digitaldruck Pyramis AG and 100% in the publishing houses Maihof and Profi Press.
But before the NZZ entry in Lucerne is really possible, two (probably rather small) hurdles still have to be overcome: Firstly, it needs the approval of the Competition Commission, and secondly, the LZ Medien shareholders will probably have to change the transfer restriction provisions at the AGM on June 18, which previously allowed individual shareholders to hold shares of no more than 20 percent. However, NZZ can then propose two persons for election to the twelve-member LZ Medien Board of Directors. The increase in share capital by CHF 2.6 million to CHF 7.8 million associated with the NZZ entry, on the other hand, had already been decided earlier and in a different context.
Incidentally, Tamedia, which holds a 5 percent stake in LZ- Medien-Holding, did not wish to comment on NZZ's investment.
NZZ wants to negotiate lease with "P"

The new lease agreement between St. Galler Tagblatt and Publicitas has been signed. In principle, the previous contract has simply been extended, says Lauber. He won't say for how long. However, he confirms that the SGT has considered withdrawing from the "P" lease. However, this topic will only be discussed with the "P" once the new PubliGroupe management under CEO Hanspeter Rohrer is in office, says Lauber.

The Zurich-based advertising agency Publicis is supporting the French perfume retailer Marionnaud with its entry into the Swiss market.Etat-News Publicis wins perfume pitch Marionnaud is Europe's largest perfumery chain with 980 points of sale, according to Publicis. From April 25, all existing stores of the Marionnaud subsidiary Alrodo will be renamed and the Marionnaud brand officially launched in Switzerland. The campaign includes classic advertising (TV commercials, posters, print) as well as dialog marketing and POS measures.
Konnex looks after Fujifilm The photography group Fujifilm has awarded its Swiss media budget to the young Zurich media agency Konnex as of the beginning of July. Fujifilm distributes the complete range of films and cameras in the amateur and professional sectors. Konnex will handle the entire media planning and execution for all areas in collaboration with the lead agency Wunderman in Zurich.
Frame Eleven makes ARD weather Jörg Kachelmann's weather company Meteomedia AG takes over the weather forecast on ARD following the "Tagesthemen" program. The Zurich design agency Frame Eleven has been entrusted with the design of the completely new format. They are responsible for the basic concept, the design, the new weather maps and even the virtual studio.
Euro RSCG and JWT share Reckitt The British chemicals group Reckitt Benckiser is dividing its global advertising budget between Euro RSCG and J. Walter Thompson (JWT). In future, Euro will be responsible for the household cleaners, dishwashing detergents and textile care divisions. JWT will take over the surface care and health & personal care divisions. In total, Reckitt Benckiser's advertising expenditure amounts to over 300 million pounds (720 million Swiss francs). Both agencies will manage the new client from their London offices.

"Only in times of crisis does it become clear whether a company has mastered its media work".books service Media work in times of crisis
Karin Müller is convinced of this. The media consultant for large and medium-sized companies, who previously worked for Tages-Anzeiger, Blick, SonntagsZeitung and Tele 24 and got to know the industry with all its mechanisms, lurking dangers, tricks and rules of the game and now regularly contributes her experience as a TV coach, has written a non-fiction book on the subject of "Professional media work in times of crisis". It is entitled "Hotline Presse" and was published by Orell Füssli. In it, the author argues for the greatest possible openness towards the media: "Only those who provide information quickly and honestly will not become a pawn in the hands of press representatives." She advocates playing out worst-case scenarios, because "in a crisis, both the press and the public know no mercy". Karin Müller describes how "voles, the distinguished, henpecked journalists and senior reporters" hunt for their stories and how to work most constructively with such representatives of a certain typology. These psychological recipes are supplemented with brief analyses of media work in various crisis situations from everyday life. The book also provides many tried-and-tested tips, from how to dress to how to reduce stage fright when dealing with media representatives.
Karin Müller: "Hotline Presse", Orell Füssli Verlag, Zurich.
ISBN 3-280-02692-X, 49 francs.

Objective: Promotion of fire prevention products and the new ordering option via the online store of Gebäudeversicherung.Gebäudeversicherung Bern Advertising media: Banner advertising to accompany advertisements, bus and streetcar posters. Use: From mid-April to mid-May.
Client: Gebäudeversicherung Bern; responsibility: Bernhard Müller, Head of Public Relations, Ittigen. Advertising agency: Hofer AG Kommunikation, Bern; www.hofer kommunikation.ch, consulting and placement: Publimedia Webadvertising AG; responsibility: Tiziano Obrecht.

Martin Müller, a Germanist with a penchant for lexical depth, deals with dialect words in German-speaking Switzerland in his latest work and has collected terms for women and menBücher-Service Also for Naisälis and Doorfnoggels
and for what women and men usually do together behind drawn curtains. In Zurich, this would be referred to with the verb "böpperle", whereas in the canton of Uri it is called "boorä" or (more forcefully): "boorzä". Müller has equipped his "Word Museum" with 3000 terms, almost exclusively nouns. The book belongs on the shelf of every so-called industrial poet, for whom nothing human is alien in the search for the right word in dialect.
Martin Müller, "Amedisli. Woman and man in Swiss German". Verlag Huber, Frauenfeld, ISBN 3-7193-1274-7, 39.80 francs.

The Olympic Museum in Lausanne, in collaboration with its educational department, has launched a visitor brochure. It was illustrated by Lausanne-based graphic designer Albin Christen, who has made a name for himself beyond Switzerland’s borders in recent years with his poster for the 2000 Montreux Jazz Festival and the St. Valentine’s Day Swatch watch. He also illustrates the business section of the French-Swiss weekly magazine L’Hebdo. The new brochure uses drawings to explain the origins, meaning, and purpose of the Olympic Games. Goldbach Media received payment for the Moneycab acquisition. When the Goldbach Media Group acquired the financial portal Moneycab from Tamedia, Credit Suisse, and Bluewin in December 2001 and saved it from closure, the purchase price and terms were kept confidential. Now, some of the terms have come to light: «The 33.3-% stake in Finanzfachmarkt AG («moneycab») was sold on December 11 for CHF 3.3 million,» states the 2001 annual report of Tamedia AG. As Netzticker reports, it can be assumed that the other two shareholders paid the same amount for the acquisition of the financial portal. Peter Hartmeier, Tamedia’s press spokesperson, neither confirmed nor denied this transaction when asked.
Stapled eight times… For its client Generali, the creative team at McCann-Erickson in Geneva drew inspiration from the saying «double-stitched holds better» and brought to life an unconventional idea that communicates the precautions taken not only visually but also through touch. Instead of the usual two staples, the magazines featuring the double-page Generali ad were bound with eight staples. Another unusual feature was the advertising space, which was left blank except for the Generali logo. Although this unique idea «has no real connection to the rest of the communication,» the client was so impressed right away that they decided to run the ad, explains Creative Director Timo Kirez.
The LIA Awards now also recognize pseudo-advertising. The submission deadline for the London International Advertising Awards is June 17. The awards are seeking the best work in the categories of interactive media, packaging design, outdoor advertising, print, radio, and TV/cinema, published between July 1, 2001, and June 30, 2002. For the latter three categories, the «Lavoie’s Playground» competition is being held for the first time: On the initiative of jury president Paul Lavoie (Creative Director at the Canadian advertising agency Taxi), entries may be submitted here that were not used by the client, were rejected, or were created for the creator’s own portfolio (www.liaawards.com).
Trimedia Switzerland Maintains Its Revenue. The Trimedia Communications agency network consolidated its revenue in 2001. The Swiss branches in Geneva, Zurich, Bern, and Lugano generated 14.5 million Swiss francs, a result similar to that of the previous year (14.3 million Swiss francs). The year 2000 had been a record year, with growth of 30%. Swiss revenue currently accounts for about one-third of the network’s total revenue, whereas just five years ago, Trimedia was represented exclusively in Switzerland. Today, the network also includes agencies in Brussels, Paris, Düsseldorf, Frankfurt, Berlin, and Vienna.
Beautiful Views. On April 17, the newly renovated VBZ office building at Bellevue was reopened to the public. It now features a new sandwich kiosk, a ticket office, and restroom facilities. At the same time, the «Schöne Aussichten» project launched in the building’s seven display cases. The monthly rotating series of poster-sized images thematically address the concerns of the companies and institutions funding the exhibition project. This permanent, rotating exhibition aims to offer artists and designers of all kinds an opportunity to present their current work to a wider audience. The public gallery defines itself as an intersection of art in architecture, cultural sponsorship, design, and advertising. The project is curated by Agnès Laube and This Dormann. The first poster series was designed by Hinder Schlatter Feuz and focuses on the new use of the VBZ building. In May, the Red Cross will follow with «Humanity,» captured in photographs by Niklaus Spoerri.
Brand imagery of a completely different kind. «51 Views of Mount Matterhorn» is the title of a book about the work of Swiss artist Nic Hess. Born in Zurich in 1968, Hess—who studied at the Gerrit Rietveld Academy in Amsterdam and the Berlin University of the Arts—explores iconic brand symbols that are apparently recognized and understood worldwide. Hess, currently a fellow at P.S.1 in New York, weaves these trademarks into wall installations. A monumental work by Hess, which hangs in the reception area of the European headquarters of the U.S. corporation Dow Chemical in Horgen, gave the book its name. «51 Views of Mount Matterhorn» is published by Hatje Cantz Verlag, Stuttgart.
Editorial

Speak so I can see you. Anyone who takes the time to look for similarities in advertising across different industries will be overwhelmed by the uniformity of advertising messages. No wonder designer brands are becoming increasingly interchangeable in consumers’ minds, and purchasing decisions are being made more impulsively.
The most important asset of many companies—their brand—is weakened by uniform trends in advertising fonts, motifs, and colors. To counteract this largely self-inflicted interchangeability of their brands, companies usually have only one option: they increase their media budget to get noticed by customers. This would be cheaper if the advertising in question weren’t so unimaginative. An inspiring textbook on this topic has been published, titled *Deviating from the Norm*. It was written by Werner Gaede, professor emeritus at the Berlin University of the Arts (see page 20). Over the course of 800 pages, he uses images and quotes to reveal the secret of advertising: his conclusion is that campaigns are always successful when they break rules, deviate from norms, defy expectations, and subvert familiar patterns…
In the foreword to this book, Walter Lürzer (Lürzer’s Archiv) offers comfort to uncreative advertisers with this precautionary observation: «Stupid advertising is successful as long as it isn’t significantly stupider than the majority of the population.»
When you look at it that way, every society ultimately gets the advertising it deserves.
Samuel Helbling, Editor-in-Chief

In his book "Deviating from the Norm", Werner Gaede shows how successful advertising worksBy Andreas Panzeri Creative solutions are realized by breaking the rules, by deviating from the norm. Berlin-based Werner Gaede explains how this is done in a book with over 4,000 examples on 760 pages.
"The theory of breaking the rules, of deviating from the norm, is undisputed in theory and practice. But no one has yet answered the question: Which norms are broken in creative advertising and how?" writes Werner Gaede in the introduction to his book "Deviating from the Norm". He taught verbal communication and verbal design as a professor at the Berlin University of the Arts. Today he is emeritus, "but still active". And very well-read, as his book's record-breaking collection of quotes and wisdom of all kinds on the nature of communication shows.
Gaede scatters these suggestions with a great sense of association among the more than 4,000 examples from advertising, which have been collected on the 760 pages of his comprehensive "bible" not only as documents, but above all as a very rich treasure trove of ideas. "There are books that you merely taste, others that you devour, others finally - but there are only a few - that you have to chew and digest, so to speak," Gaede quotes Francis Bacon (1561-1626).
Only the knowledge of the rule enables the deviation
In Gaede's book, however, the reader must first find out how such digestion works in a rather new sense. Unlike conventional textbooks, the reader is not guided by a continuous running text. True to Bert Brecht's recipe "You have to learn from the old to make something new", Gaede provides a collection of material for further exploration of the questions posed, rather than his own ideas that have been thought through to the end.
"This book is intended to guide and stimulate! It is not a closed system, but an open one. That's why it contains a large number of examples; they demonstrate how to do it," says the author, explaining the unconventional form of his textbook, in which the reader is initially faced with the choice on each page of whether to read the quote at the top left, the headline at the bottom right or perhaps the table in the middle, the theorems in the large box or perhaps the basic considerations in the small box first.
However, the longer one struggles through these multi-layered pages, the more one becomes captivated by the constantly new contexts that open up. Creativity is "the ability to see new relationships, to produce unusual ideas and ideas and to deviate from conventional thought patterns", Gaede could be quoted as saying about this interactive form of reading. He is even clearer in his summary: "The best books are the ones that everyone thinks they could have made themselves."
However, a reader could hardly have compiled the examples from the history of communication and advertising found around the globe that Gaede presents for study in his great work. "Theories without examples are like examples without theories," he explains the meticulous documentary style of his textbook. The communication scientist comments on all examples as implemented ideas based on certain rules. However, Gaede usually starts from the back when he says: "Knowledge of these rules enables a better, more conscious violation of these rules and norms. Only those who know the norms can find the deviations."
How a flop illustrates a creative surprise
For Gaede, every advertiser must assume that around 95 percent of contacts are made with a low-involvement audience. This means that only two to five percent of the information offered is noticed. For this reason, Gaede's solution is always to deviate from the norm. This increases attention. It activates the target person. Or to quote Umberto Eco: "Together with the emotional component, the aesthetic component is certainly the most important. Advertising is governed by the baroque precept: the poet's intention is to amaze." Those who prefer a more everyday formulation will find the following sentence in "Deviation": "Before Fosbury, no one had thought that the high jump could be performed in any other way than from the front." Or in other words: strawberries with green pepper instead of cream and sugar as before.
In this sense, the book is conceived as a "catalog of norms". It repeatedly culminates in the message: "Creative advertising can only be created if rules are broken, if you deviate from norms. Inventing a purple cow, for example." Or as Richard Strauss said during rehearsals for his opera "Salome": "Courage, gentlemen, the more wrong it sounds, the more right it is." Behind all these rule-breaking, however, it is essential to stick to the rule: "You can only be successful in the long term if you know why you are successful."
Gaede, who studied German, journalism and theater studies, has gained the basis for all of these considerations "in advertising practice" during various professional engagements, for example at Stern and the Hamburg agencies Lintas and McCann. Werner Gaede is also an honorary member of the Art Directors Club Germany. 26 agencies have supported the book and are each featured on one page with an advertisement on the subject of deviation.
"Deviating from the norm" is suitable for both copywriters and visual designers. True to the motto: "There is nothing more practical than a good theory", Gaede naturally summarizes his collected documents scientifically time and again. For copywriters, there are various interesting passages in the book, in which the numerous possible variations with language and its deformations and alienations are dealt with. True to the insight of a certain Rudyard Kipling, who said: "Words are the most powerful drug used by mankind", various chapters deal with topics such as youth languages, vulgarism, dialect, foreign words, rare words, new words and word mixtures such as wave kissing or Schweppstase, as well as scientifically analyzing phrases such as "pocket book an entertaining vacation". Gaede describes vertical extensions, for example: "Tio Pepe. Just drinking nothing is drier."
"The true poets of our time are in the advertising agencies," he says, as the playwright Tennessee Williams flattered him with such ideas.
For visual designers, there is also talk of redundancy norms or association norms, image-headline relationships, norms of image communication or typographic norms.
As befits a professor, the book is supplemented with a very extensive bibliography. And if this review has perhaps included a few more quotations than usual, then Werner Gaede should be mentioned again here at the end - with an explanation on his book jacket: "No one should say that I have reported nothing new. The arrangement of the material was new."
Werner Gaede: "Abweichen von der Norm", Wirtschaftsverlag Langen Müller/Herbig, Munich. 760 pages, ISBN 3-777844-7416-0.

Tamedia Chairman of the Board Hans Heinrich Coninx sees the great uncertainty in politics and society as the main reason why the Tamedia Group had to report a loss of 11.8 million Swiss francs in 2001 (2000: 117.1 million Swiss francs profit). However, this poor result is due to special provisions for the purchase of Belcom as well as special write-offs for the now closed TV 3 channel, which tore a hole of CHF 55 million in Tamedia's coffers. Belcom cost a total of 95.8 million francs, but a value adjustment of minus 25 million francs was made immediately.43.4 million francs, allowing a dividend of 1.50 francs per share. Sales fell by 61.8 million francs to 756.1 million francs. The operating result before depreciation and amortization amounts to
145.7 million francs. This corresponds to a margin of 19.3% instead of the expected 25%. "However, our balance sheet is solid and very healthy," emphasized Coninx at the media conference.
The medium-term goal remains a profit margin of 22 to 25 percent. The Focus project and a CHF 20 million savings program are to take effect in the current year. The investment and recruitment freeze will be maintained (pan/mk).