In addition, Sebastian Rundy has been the new deputy creative director at the Zurich-based communications agency Inhalt & Form since February. After completing his training, he worked as an art director at MTV and at Saatchi & Saatchi in London. Rundy moved to Switzerland eight years ago. Most recently, he served as creative director at Diem Seiler DDB.
Dominique Bugnon will become the new French-language media spokesperson for the Federal Department of Defense, Civil Protection, and Sports (VBS) in early March. He previously served as a Federal Parliament correspondent for various local radio stations in French-speaking Switzerland and will replace Claude-Henri Schaller, who became secretary general of the Neuchâtel Department of Education last fall. In addition, Claude Gerbex, who has served as a DDPS spokesperson since 1996, has been appointed second deputy to Chief of Information Oswald Sigg.
At the Adliswil-based dialog marketing agency Fisch Meier Direkt, Karin Riesen, previously head of the consulting group, has taken over as head of Consulting Unit 1 since the beginning of the year. Susann Knöpfel has joined Fisch Meier Direkt from Lowe Lintas GGK. She has been leading the newly created Consulting Unit 4 since mid-February. The previous head of both units, Andrea Wedel, is moving to the agency’s strategic planning department.
Nicol Mühlegger is now in charge of public relations at Vita-Life, which is based in Eschen, FL.

Now that the reorganization of the PR division at Wirz has been completed, Andreas S. Thommen is leaving the advertising group at the end of March. He will become a partner at Hirzel Neff Schmid Konsulenten in the middle of this year. Thommen is a managing partner at Wirz Corporate Communications, a member of the Wirz Group Executive Board, and a partner at Wirz Partner Holding AG.
The Zurich-based advertising agency Jung von Matt/Limmat has added a prominent new member to its board of directors: Hansjörg Zürcher will join the board as the third member alongside Dominique von Matt and Holger Jung. Zürcher served as Creative Director (CD) at Advico Young & Rubicam from 1989 to 1998. He subsequently worked as a freelance creative consultant. In addition to his new responsibilities, the former CD will continue to work as a freelance creative for competing agencies.
Lorenz Killer has been named the new account director at the Basel-based agency IPW Marketing. He succeeds Andreas Kreienbühl, who has moved on to a new role in the e-commerce industry. Killer most recently worked for Lowe Direct.
Since February, the agency owned by Frank W. Bienenfeld and Mark Soldini has been operating under the name Soldini Bienenfeld Advertising Agency. The owners have parted ways with the name “Appendix K1,” which had been the name of the graphic design firm located at Kreuzstrasse 1 in Zurich for over 20 years.
The new Bandli + Karrer studio for graphic and editorial design moved into its new location at Widmerstrasse 66 in Zurich in early February. Arno Bandli and Daniel Karrer were long-time designers at Das Magazin, published by Tamedia AG, and were responsible for art direction at the business magazine Bilanz for the past two years.

Talks between Deltenre, Stärkle and Oetterli "In principle, I welcome the offers that Publisuisse has made to the private TVs, we are one heart and one soul," says Christian Stärkle, Head of Belcom and Managing Director of TeleNewsCombi (TNC). "The offers are certainly not uninteresting for the private TVs, but we haven't hammered in any big nails yet," says Radiotele Managing Director Bruno Oetterli. Stärkle and Oetterli met last week with Publisuisse director Ingrid Deltenre, who had submitted three free or low-cost offers to them for the attention of the TNC (WW 6/02) - in order to promote TV advertising in Switzerland. Deltenre proposes that the TNC should be connected to Publiplan, that a kind of combination between SF DRS and TNC should be developed and that publicity reports should be acquired for the private TVs.
The reactions from Oetterli, Stärkle and some of the TNC members who were asked show that there is a great deal of interest in the Publiplan in particular. It could be launched from the middle of the year. They are more cautious about the other two points. "The devil is in the detail," Deltenre also knows. The specific structure of the combined offers (tariff, distribution key, special forms of advertising), for example, will lead to discussions, and Stärkle in particular wants to prevent the TNC from degenerating into a garbage bin when it comes to publicity reports. He insists on quality and editorial sovereignty.
On February 22, the TNC members will discuss the proposals, followed by a meeting with Deltenre a month later. Stärkle expects that a concrete package can be put together by the end of April.
Why did Stärkle turn down a similar offer two years ago? "Because Tele Züri had a mixed channel with Tele 24, we had to take Tele 24 as our partner instead of SF DRS," he says. In addition, Publisuisse wanted to market the former TeleCombi without Radiotele. "Today we are one step further", Oetterli comments with satisfaction on his involvement in the talks. Markus Knöpfli

(Values = "Supporters" index of the ad compared to the average of all ads in the industry; 1.00 = average = 100%)Best of Print Advertising The 2001 ad hits from the Advertising Index of the market research institute Demoscope
In collaboration with the market research institute Demoscope, Publimedia presents readers of WerbeWoche with an extract of the results from the Advertising Index (AX Print) five times a year. This index (see box) is a module of the Market Radar and measures the popularity of advertising subjects. In the top two rows are the subjects that achieved the greatest acceptance in the relevant psychographic target group (see compass rose). The three subjects that performed best among the entire sample, i.e. all four target groups, in the 4th quarter of 2001 are shown under the title "Top Three".
Cigarettes Meccarillo's man with newspaper 1.3

Banks/credit cards/post Allianz Taucher 1.9
Beverages Carlsberg Eisberg (Simko, Geneva) 1.7
Car Saab Performance (Fisch Meier Direkt) 1.3
Advertising Index

For the Advertising Index ad tests, a representative sample of around 800 people is surveyed in 8 survey waves. The respondent first completes a psychological test (50-item test) and then leafs through a booklet containing 45 advertisements. As when reading a magazine, they are free to linger over each advertisement for as long as they wish. Before turning the page, she rates the ad on a scale from 5 ("appeals to me a lot") to 1 ("doesn't appeal to me at all"). Supporters" are people who are "very" or "fairly" attracted by an ad. The acceptance of advertising determined in this way correlates strongly with other functions of advertising impact and is therefore suitable for benchmarking.
For the segmentation of the sample according to target groups, Market Radar uses a psychographic test, the so-called 50-item test. With the help of this test, the value orientations of the respondent are determined and assigned to one of the psychogram fields (see wind rose). The value orientations range from South (conservative) to North (progressive) and from West (outward-looking, materialistic) to East (inward-looking, idealistic).
Further information on the Advertising Index and the Market Radar is available from Demoscope. Publimedia provides planning support with the Advertising Index, the Radar and now the Print Advertising Monitor (PAM).

Every year, the Beobachter magazine, which is published by Jean Frey Verlag, awards the Prix Courage to particularly courageous people who are otherwise not in the public eye. by Beat Frtisch This year's gala was particularly festive, as the Prix Courage was being awarded for the fifth time and the Beobachter is celebrating its 75th anniversary. In addition to Federal Councillor Ruth Dreifuss, other political celebrities also attended the event.
Former Federal Councillor Otto Stich has patronized the Prix Courage jury since its inception. The committee once again chose a worthy winner. Malica Skrijelj won the prize for a long and nerve-wracking fight for equal pay, which she had to fight through several instances and which also resulted in her being dismissed. Her employer paid the engineer from Serbia, who worked on a lathe in Valais, around 1,000 francs less than the men in the same company. So pay attention, advertising agency owners: a female consultant must earn the same as a male consultant. That's what the law says!
The Audience Award went to Siegfried Gufler, who saved a girl from drowning in Lake Arosa and bravely ventured into the ice-cold water because - Siegfried Gufler is a non-swimmer!
The Prix Courage event traditionally also attracts exponents from the communications industry, although it is not the typical advertising party. Among the guests of Beobachter publishing director Peter Kümmerli were Fred Dietiker, media manager of the Swiss milk producers, Daniela Camponovo from Camponovo und Partner, the advertisers Daniel Matter and Fredy Collioud, MGB advertising manager Beat Mühlemann and Roger Berthoud from the Basel agency Schneider Berthoud. But also Marco Lehner from Metzgerlehner, Christa Holenstein from Werbehaus Zürich, Pick-Pay advertising manager Sandra Ulrich with Beat Stähli from Plakanda and Epa advertising manager Jürg Kräuchi. They all enjoyed a full program which, in addition to the award ceremony, included show blocks with African expressive dance, a Dürrenmatt reading by Dietmar Schönherr and, last but not least, the Valais rock lady Sina.
It's amazing, by the way, how things can sometimes change quickly even in Switzerland, which is known for being rather slow. The retiring Beobachter owner has set completely new benchmarks. Prix Courage presenter Röbi Koller, for example, should be making a different, revised announcement today than the one the guests heard last week. There was still talk of Matthias Hagemann, who was no longer there; and of Michael Ringier, who was not yet there. Well, a week later, Hagemann was there again briefly. But Ringier is no longer allowed to come. And whoever has the damage doesn't have to worry about the ridicule. Those invited will no doubt be asking themselves today who the real hosts were among all the absentees.
The whole story could also have consequences for commercial printing on the Rhine, according to nasty tongues. It has been reported that production managers are currently only awarding their contracts to the Basel-based company with a bad feeling. It could be that Hagemann calls two hours before the color matching appointment on site to say that the order has been canceled. The printing press had just been sold because an interested party had happened to drop by. A rogue who thinks evil.
Beat Fritsch

attended the Prix Courage awards ceremony at the Volkshaus in Zurich. Coupled with the 75th anniversary of the Beobachter, the event was of course booked out in no time at all, and the tables were correspondingly cramped. In addition to political celebrities in multipacks, there were also many representatives from the communications industry. Beobachter founder Max Ras would have been delighted. After all, he was an advertiser!
Anyone else who celebrates anniversaries, comes together at advertising parties or is entertained in style can be found at a wide variety of events in the scene. 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

Wild posters are now presented by Alive in a beautiful aluminium framePolo Hofer in the Bierhübeli, karaoke in the Kleine Oper or cabaret in the Herzbaracke: cabaret of this kind has been publicized in Switzerland for decades with approved "wild posters" from Alive. The company was founded in 1973 by Steff Gruber, a young filmmaker at the time. Since then, Alive's practical services have been used for over 20 million small posters - almost exclusively for event posters. However, more and more advertising agencies are now also booking poster space for their products and services with the formerly "alternative" poster company, and this popularity has also led to negative developments. "My company and services have been copied and the small posters are plastered on every corner in huge numbers," complains Gruber. In Zurich, political circles have therefore included the topic of small posters on the agenda of their meetings. The call for a "clean city" is getting louder and louder.
For this reason, Alive has now launched a new project, Plakat.com. The Plakat.com network has over 1000 fixed locations in Zurich with a capacity of around 3800 DIN A2 posters. The aluminum poster frames are located in suitable, well-frequented places such as restaurants, bars, clubs, discos, trend stores, hotels and stores. In other words, wherever they are seen by the young and outgoing public. In addition, around 100 attractive outdoor spaces are available at VBZ stops, kiosks and busy pedestrian locations.
The Plakat.com concept, which Steff Gruber financed from his sale of the Xbox.com domain to Microsoft, is "the ideal alternative to wild posters". The network can be booked in Target Advertising according to the criteria Party, Music, Classic, Cinema and Commercial. At a price of CHF 1.17 per day and poster, the price-performance ratio exceeds that of wild posters, "because many sites have to be repositioned up to three times a day", as Gruber calculates. Andreas Panzeri

Affinity of ads among supporters in the "middle-class corner "Best of Print Advertising The advertising hits 2001 from the Advertising Index of the market research institute Demoscope
In collaboration with the market research institute Demoscope, Publimedia presents readers of WerbeWoche with an excerpt of the results from the Advertising Index (AX Print) five times a year. This index (see box) is a module of the Market Radar and measures the popularity of advertising subjects. In the top two rows are the subjects that achieved the greatest acceptance in the relevant psychographic target group (see compass rose). The three subjects that
The best-performing companies in the entire sample, i.e. in all four target groups, in the 4th quarter of 2001 are shown under the title "Top Three".

Muse & Musse Véronique Freymond
What was the last cultural event you attended?
Véronique Freymond: Top: "All shall be/Grosse Fuge/Déjà-vu/Symphonie in C" at the Opera House. Spoerli's productions and the performances with the Zurich Ballet are always a sensual experience. Flop: "Magdod/ Volts and Visions" at the Kaufleuten. An experiment (dance and new media) in which the senses fell by the wayside.
What are you reading right now?
Freymond: "The world's back." Elke Heidenreich's short stories about life and love. Great losses and small triumphs are told with humor and charm.
Which CD do you currently prefer to listen to?
Freymond: Dusted - "When we were young" and, newly discovered, Chopin's piano works.
Which movie would you most like to see again?
Freymond: "Il Postino", because the sun is always shining in the movie.
What TV show did you fall asleep during the other night?
Freymond: At the "Word for Sunday".
What is your latest discovery on the Internet?
Freymond: www.phonogen.com
What could you never do without?
Freymond: To my dental floss.
What do you do in a free minute?
Freymond: Thinking about what I could do in a free hour.
Love is ...?
Freymond: ... "the spice" in the
Life.

Last Thursday, the Belgian newspaper La Libre Belgique and the Geneva business paper L'Agefi reported that the indebted multimedia marketer RMB International (RMBI) intends to sell its subsidiaries in Switzerland and Austria to the Swiss outdoor advertising company Allgemeine Plakatgesellschaft (APG). The deal will be completed by February 15 at the latest. While La Libre Belgique merely assumes all this, the Agefi article suggests that the information has been confirmed by RMBI Board President Marie-Hélène Crombé, but this could be a newspaper hoax. The very fact that APG was to go on a shopping spree in Belgium must be doubted. If so, then the Affichage holding company would probably be negotiating there. APG was also blindsided by the news. Both APG press spokesman Jürg Sager and Peter Stebler, head of APG International and deputy CEO of APG, gave credible assurances that they had first heard about the purchase plans via WerbeWoche. Affichage was also surprised at the highest level and finally denied the news: "The report is not true, we are not in talks in Belgium," said the spokesperson.
Affichage Chairman of the Board of Directors and National Councillor Jean-Philippe Maitre via his CFO Ulrich von Bassewitz. Affichage CEO Christian Kauter was unavailable due to vacation.
There has been virtual silence on the part of RMBI. No statement was available from Crombé himself, and Matthias Luchsinger, CEO of RMB Switzerland and as Manager Area Central Europe also responsible for RMB Austria, did not want to comment on the newspaper reports. But perhaps the two newspapers were on the right track, but confused APG with Clear Channel Plakanda (CCP), the second Swiss out-of-home advertiser. WerbeWoche therefore asked CCP whether there was any interest in RMB Switzerland. "No", says CCP CEO Beat Roeschlin briefly. Is CCP also not in talks in Belgium? "No," says Roeschlin again, but then adds: "And if that were the case, I wouldn't tell you." The denial from CCP VR President Peter Gmür is clearer: "I can categorically deny that. We don't have anything like that cooking." However, he did not know whether Clear Channel London was negotiating with RMB International, but he had not heard anything. Markus Knöpfli

More than half of the top 50 advertising clients increased their budgets in 2001By Hans-Jürg Gränicher After an advertising year with an overall decline in investments, the two largest Swiss retailers are still at the top of the top 50 biggest spenders. However, a massive reduction in budgets has relegated Migros to second place behind Coop.
Since August, Swiss advertising clients have invested rather cautiously in advertising, which is also reflected in the overall result for the 2001 advertising year: 3.0 percent or CHF 121.4 million less was spent on advertising than in the previous year.
The balance sheet for advertising clients is mixed. 29 of the 50 largest advertising clients increased their investments in commercial advertising compared to the previous year. In the top ten, however, only three of the ten leading companies (Coop, Amag, Procter + Gamble) increased their advertising expenditure.
With a 7.8 percent increase in its advertising budget, Coop became the new leader among clients in 2001. Meanwhile, the previous leader, Migros, cut its expenditure by a hefty 15.5 percent compared to its anniversary year. Swisscom, in third place in the rankings, gave advertising another big boost in the final months of the year and closed the advertising budget just 1.1 percent below the previous year's figure.
The top ten includes three telecom companies and three global branded goods groups: Procter + Gamble, Nestlé and Effems. Amag is once again the representative of the automotive industry with the highest advertising expenditure. UBS, the largest Swiss bank, is in 9th place in the corporate hit parade. Its advertising budget has shrunk by 24.9 percent compared to 2000.
In turn, 20 of the 50 most advertising-friendly companies increased their expenditure by double-digit percentages. Zürcher Kantonalbank was the most positive, with an increase of 89.5 percent, followed by Interdiscount with a budget increase of 81.6 percent. The bronze medal for the third-largest increase in investment goes to Möbel Pfister - the furniture retailer's advertising budget grew by 54.2 percent compared to the previous year.
TV gains market share at the expense of print
The market shares of the media groups are also on the move. Although print media continued to lose ground, publishers can still be pleased: two out of three advertising francs are still invested in print media. Newspapers, which were hit hard in 2001, still secured two out of five advertising francs.
Television stations increased their market share by 1.5% and were able to claim 17.7% of annual advertising expenditure. The poster companies increased by 0.7% and achieved a market share of 10.8%.
A breakdown of gross advertising expenditure across the various TV channels shows that the SRG channels recorded gross advertising income of CHF 27 million less last year than in 2000. However, their market share is still 58%. The Swiss TV windows increased their advertising income by 25.5 percent, which corresponds to a gross figure of CHF 38 million.
The private channels increased by 32.2% and generated around CHF 26 million more than in the previous year. However, these high growth rates are likely to cease in future following the closure of TV 3 and Tele 24.
The media are at the top of the list of advertising sectors. Their gross advertising expenditure amounted to CHF 545 million in 2001. It should be noted that Media Focus charges for fillers and self-advertisements at the normal insertion price.
The silver medal goes to the transport sector with gross advertising expenditure of CHF 438 million, followed by the food sector with investments of CHF 341 million.
The IT and office sector is massively down on the previous year. The decline in gross advertising expenditure is primarily attributable to telecom companies, which cut their expenditure by 17.5%.
In the retail sector, it is primarily the consumer and cash-and-carry markets as well as the department stores that massively increased their advertising investments. The reported 30.7 percent drop in investment in the services sector is not representative because until the end of 2000, all Internet advertising was integrated into this sector. Since January 2001, expenditure on Internet advertising has been allocated to the sectors actually advertised.
A lack of elections and votes as well as the reluctance of political parties and associations led to a larger drop in the investments/associations segment. Cigarette manufacturers also cut their expenditure by 8 percent.
On the other hand, massively higher advertising expenditure for hair care, perfumes and fragrances led to a 7.1% increase in the cosmetics/personal care segment compared to the previous year. Manufacturers of household cleaning and care products also invested more than in the previous year and increased their advertising expenditure by 9.5%.

Affinity of ads among supporters in the "Christian camp "Best of Print Advertising The advertising hits 2001 from the Advertising Index of the market research institute Demoscope
In collaboration with the market research institute Demoscope, Publimedia presents readers of WerbeWoche with an excerpt of the results from the Advertising Index (AX Print) five times a year. This index (see box) is a module of the Market Radar and measures the popularity of advertising subjects. In the top two rows are the subjects that achieved the greatest acceptance in the relevant psychographic target group (see compass rose). The three subjects that
The best-performing companies in the entire sample, i.e. in all four target groups, in the 4th quarter of 2001 are shown under the title "Top Three".

Axel Springer Editura, the subsidiary of Axel Springer Verlag, merges its publishing activities with Romanian Publishing Group (RPG), which is owned by Libedi GmbHNews Springer merges in Romania
which is owned in equal parts by the Edipresse Group and Antonios Liberis (Greece). A corresponding letter of intent has been signed. The transaction is still subject to approval. The company will be called RPG. Axel Springer Verlag will hold 40 percent and Libedi GmbH 60 percent.
SF DRS: Satisfied with market shareSwiss Television DRS was able to keep its market share stable in 2001. As Director Peter Schellenberg explained at the annual media conference, SF DRS achieved a share of 41.2 percent (+0.1%) in the main evening and 32.9 percent (+0.4%) throughout the day. Of the foreign channels, RTL performed best (7%), followed by ARD (5.6%) and Pro 7 (4.8%). The discontinued Swiss channels Tele 24 and TV 3 achieved market shares of 2.9 percent (+0.3%) and 4.1 percent (+0.6%) respectively.
The Competition Commission (ComCo) no longer intends to investigate the increase in newsstand sales prices by several Swiss daily newspapers. In a letter to the Swiss Press Association (VSP), the Competition Commission has announced that it will not be initiating proceedings.
Liquidation of TV 3 has begun Following the definitive end of the Tamedia private broadcaster TV 3, the creditors of TV 3 AG have now been asked to file their claims against the media company with the responsible liquidator, as TV 3 announced. The shareholders' general meeting had approved the liquidation on December 28, 2001. The corresponding resolution was published in the Swiss Official Gazette of Commerce on Monday.

Best of Print Advertising The 2001 advertising hits from the Advertising Index of the Demoscope market research institute
In collaboration with the market research institute Demoscope, Publimedia presents readers of WerbeWoche with an excerpt of the results from the Advertising Index (AX Print) five times a year. This index (see box) is a module of the Market Radar and measures the popularity of advertising subjects. In the top two rows are the subjects that achieved the greatest acceptance in the relevant psychographic target group (see compass rose). The three subjects that
The best-performing companies in the entire sample, i.e. in all four target groups, in the 4th quarter of 2001 are shown under the title "Top Three".