Chairman of the Board of Directors Christoph Richterich on the future of Jean Frey AGChristoph Richterich demands patience: the newly appointed Chairman of the Board of Directors of Jean Frey AG does not intend to publish a list of investors until April. He is counting on a good understanding with the other Swiss publishing houses and is already clarifying possibilities for alliances. When will you announce the investors?
Christoph Richterich: We will do this in April, when Filippo Leutenegger has officially taken up his position as CEO. At that time, we will provide information on the composition of the Board of Directors. On the other hand, we will create as much transparency as possible with regard to the shareholder structure and investors. I am absolutely certain that all those who are concerned now will see that we will be one of the most independent publishers.
However, waiting until April to provide information is dangerous. After all, the uncertainty surrounding the investors is tarnishing Jean Frey AG's image on a daily basis. Can't things be done more quickly?
Richterich: For technical reasons, we cannot disclose this information in advance. After all, this is a private equity deal that still has to be placed in the coming weeks. In the meantime, as Chairman of the Board of Directors, I can vouch for the fact that neither political interests nor foreigners will be behind the investors. On the other hand, I understand the reactions in the market. Everyone is now rubbing their eyes a little and wondering what and who might come along. In the Swiss publishing business, people are used to well-known publishers backing a media company. We are doing something new. And we have the opportunity to work towards a truly independent publishing house.
However, there is now talk of broad links with SVP circles. If there are political colorations, shouldn't representatives of other parties also be involved?
Richterich: The proximity to the SVP or future investments from these circles are contrived. It is very clear to us that we will not have any politically motivated investments among our investors. I myself am a completely apolitical person and do not belong to any party. Nobody can prove anything else to me. The independence and personal responsibility of the editors-in-chief and editors of Jean Frey AG are of central importance to me.
Going it alone does not make things any easier for Jean Frey AG. On the contrary, many industry experts say that the Jean Frey titles would have been in better hands if they had been sold to Ringier. Because then they would have been able to fall back on an existing national infrastructure and a broad media network. How do you intend to compensate for this?
Richterich: That is certainly a key point. On the one hand, we will build on what already exists. On the other hand, we are already clarifying where there are opportunities for alliances. It's not our opinion that we have to set everything up from scratch ourselves. We will work together with other publishers, be it in distribution or printing. At this point, I would like to emphasize once again that there is no enmity or fear of contact, neither with Ringier nor with Tamedia nor with any other Swiss media company.
The fact that the new management team at Jean Frey AG is not familiar with the industry also gives rise to discussion. You yourself have never managed a publishing house before. Why do you think you are the right person for the chairmanship of the Board of Directors?
Richterich: One of my slogans is: "Think the unthinkable." Often, knowing too much is actually a danger, it can be paralyzing. There is definitely a risk of industry blindness. Having worked in marketing and communication for many years, I am very familiar with the needs of the market. I still lack detailed publishing-specific knowledge. That is why we will strengthen the Board of Directors with people who can contribute both journalistic and broad publishing expertise.
Your own job title is lawyer. What are your affinities with the communications industry?
Richterich: I have been working in the media sector for 15 years. My focus is on strategic consulting. I am a lawyer by training. However, right after my studies I
into the communications industry. First at GGK International, later at Farner PR. I was then a member of the management of McDonald's Switzerland and on the European Marketing Board of McDonald's Europe. Five years ago I founded the company Richterich & Partner AG, Management Consulting for Communication and Marketing. I also represent Switzerland as a delegate of the International Chamber of Commerce for the areas of marketing, sales and advertising.
Is TV professional Filippo Leutenegger really the right man to be CEO of a print publisher?
Richterich: Filippo Leutenegger fulfills the profile we were looking for. I am convinced that he is the best choice. Also because he is known for his independence. Like me, however, Leutenegger will seek support for areas that are not his core competence.
As Editor-in-Chief, however, Leutenegger's popularity would have a much greater impact on the public. In the role of CEO, he will now remain largely hidden behind the scenes. Isn't that a missed opportunity?
Richterich: Filippo Leutenegger is responsible for the management of Jean Frey AG. He represents the company both internally and externally. We didn't choose him for show; he was our preferred candidate.
A question that interests everyone: When will Weltwoche start with the new concept?
Richterich: As quickly as possible, that's our goal. Weltwoche is at the top of the agenda. We will make a decision this week or next. If we still need to fine-tune the concept, this will certainly be possible within a short space of time.
Before the end of April?
Richterich: As I said, as soon as possible. But I don't want to commit myself yet. Interview: Daniel Schifferle

SBB's health insurance company has an unconventional name and a new lookBy Anita Vaucher SBB's health insurance company has gradually separated itself from its parent company and has become an independent company. This is why it now has a new name and a striking new look.
Atupri is the new name of the former occupational health insurance fund, which was once only open to employees of the Swiss Federal Railways (SBB). The name is surprising and may even cause a shake of the head here and there. In any case, it is very much in line with the trend of Axpo, Novartis and other new names created by traditional Swiss companies whose original names are no longer remembered.
The name is based on the health insurance company's credo "Quality à tout prix". However, the health insurance company does not see itself as a low-cost insurer offering extremely low premiums. Branding has become much more important in Switzerland today than it was five years ago, says Lahor Jakrlin from the Fruitcake agency.
More than just printing new business cards
Paradoxically, the Bern agency was awarded the mandate a year and a half ago precisely because it offered the client, i.e. the SBB health insurance company, exactly what it did not want. The company was advised to first define its corporate identity before developing a strategy and looking for a new name.
It was not just a matter of changing the letterhead or reprinting business cards. The name change was intended to develop and implement a new corporate identity and philosophy. To make matters worse, SBB, one of Switzerland's strongest brand names, had to be replaced.
A special working group, the Future Task Force, evaluated the existing and future core values. The employees were also involved and were gradually prepared for the new image in workshops. The aim of the project was to relaunch the SBB health insurance fund with a new brand and image - or, to put it another way, to rebrand the health insurance fund. Although the new look had already been presented to around 150 employees on November 5 last year, they held tight until the official announcement last week.
To make sure that nothing really went wrong, the Fruitcake agency also submitted six favorites out of 17 possible names to the Intellectual Property Office within two months last fall. At the same time, three mini-companies were founded and entered in the commercial register. This was intended to prevent any nasty surprises and clear the way for the definitive name.
Targeted product and corporate communication
Established in 1910, the SBB company health insurance fund was converted into a foundation in 1995 as part of the revision of the Health Insurance Act. This opened up the health insurance fund to the entire Swiss market and made it accessible to all policyholders. At the beginning of this year, the fund had over 110,000 policyholders and a premium volume of CHF 277 million. Last year, it was also voted health insurance company of the year by the magazines Beobachter and K-Tipp.
In future, product and corporate communication will be targeted and differentiated to the various markets and target groups and communicate the new name to a broad audience. A corresponding image campaign will be launched at the beginning of April.

The Lausanne-based PR agency Delacrétaz & Bauer Communication DBCOM will be collaborating with the agency Dr. Peter P. Knobel AG in Zug. This partnership gives the Lausanne agency access to Hill & Knowlton’s internationally active agency network, the third-largest in the world. DBCOM employs 12 people and generated 2.4 million Swiss francs in fees in 2001. The PR agency Dr. Peter P. Knobel has 14 employees and reported 2.7 million Swiss francs in fees for the past year. Lovely Ammann. Last Sunday, not only did 1.3 million Swiss viewers watch Simon Ammann’s dream jumps, but they also saw the flight of the Swiss dairy cow Lovely during the commercial break that followed. The commercial showcased the latest amazing feat of Switzerland’s strongest dairy cow. After tap dancing and playing soccer, Lovely displays her flying skills on the ski jump to celebrate Switzerland’s first gold medal at the Olympic Games in Salt Lake City. The commercial was filmed in December in Engelberg on behalf of AY&R.
Destalk is launching Mubaplus. Switzerland’s longest-running public trade fair, Muba, will open on February 22 in Basel with a new concept and a new name. Under the Mubaplus label, the well-known Muba will be joined by the Wohnsinn 2002 home design fair, the Gsund 2002 health fair, Sportdays 02, and the Basel Vacation Fair. The new advertising concept for Mubaplus was developed by the Basel-based advertising agency Destalk. The new name will be promoted on shopping bags, through a poster campaign, and via a TV commercial as the primary medium.
FCZ Supermen. When Switzerland’s eight best club teams compete in the final round for the Swiss soccer championship starting on February 24, FC Zurich will be there. And because the city club is looking forward to this phase of the championship with optimism, FCZ is drawing its fans’ attention to the final round even before the first match against Servette Geneva with a very special poster. The belief in the Zurich players’ “Superman” qualities was brought to life by Hesskiss’s Roland Hess (art direction) and Tamàs Kiss (text). The illustration was created by U.S. illustrator Dick F. Dixon. Nicole Mayer provided consulting services. Setaprint sponsored the printing, and Clear Channel provided the billboard space.
One good wave… and your happiness is saved. This surfer’s saying could also serve as the tagline for Swisscom’s latest TV commercial: The “La Ola” wave, made famous by the 1986 World Cup in Mexico, sweeps across various continents before reaching its climax in the stadium in Salt Lake City. The distinctive arm movement of Africans, Asians, Russians, and Appenzellers symbolizes simple, global communication. With this, the creative team at AY&R conveys two of the client’s benefits to the target audience at the same time: Swisscom connects people around the globe and sponsors the Swiss Olympic team. One Swisscom wave, and the Olympics are saved? Creative Director: Martin Spillmann; Art Director: Mathias Babst; Copy/Concept: Jürg Brechbühl; Director: Walter Kehr.
Get to the EXPO safer with the eggplant penis. Since February 11, vegetables, fruits, and shells have been adorning APG billboards in an unusual way. However, these natural products—staged in a clearly ambiguous manner by cR DDB, Basel—are not promoting healthier eating or a Migros campaign. Rather, they are part of the Federal Office of Public Health’s (FOPH) current Stop AIDS campaign. The new campaign is intended to highlight that the FOPH and AIDS-Hilfe Schweiz are supporting the Expo.02 Arteplage project «Le premier regard.» To this end, they’ve come up with eye-catching visuals such as an eggplant penis, green lemon breasts, and snow-white fennel thighs. This foray into the fruit basket is meant to serve as a simple yet memorable reminder to practice safe sex, which gives AIDS no chance: After all, a glance is the beginning of every sexual encounter. CD: Thomas Schaub; AD: Michi Oswald; Photo: Harry Burst.
Just One Internet Panel Left in 2003. In Switzerland, there will most likely be only one internet panel left next year. Urs Wolfensberger, Managing Director of MMXI Switzerland GmbH, made this statement to *WerbeWoche*. Wolfensberger expects the New York Stock Exchange’s regulatory authority to approve the merger between Jupiter/MMXI International and Nielsen/Netrating before the end of this year. Wolfensberger, who sees himself «in a very relaxed situation,» believes that the panel costs of both research firms—at 3 to 4 million Swiss francs per year—are too high for the Swiss market.
Editorial

Impact research is complex; surveys rarely yield flattering results for the media. Media consumers’ skepticism is considerable. A study conducted by Demoscope in 2000 confirms this: According to the study, 70 percent of the Swiss population believes that the media wields too much power. However, only 54 percent believe political parties have too much power, and 51 percent believe the same of the state. The much-cited “fourth estate”—the media industry—is perceived as more powerful than the state. This is evidenced not only by the rising number of cases the Press Council has to deal with, but also by the fact that ordinary courts are increasingly called upon to rule on press-related lawsuits. This is likely just the tip of the iceberg. Ultimately, it is the credibility of the media that suffers as a result.
There are many prejudices against the media industry. Discussions most often center on depictions of violence in the media. While the media were once often blamed for the rise in violence in society, this attitude has given way to a more nuanced perspective. Scholars assume a more complex interplay of several factors: media violence has a relatively small, mostly indirect and mediated influence, but this influence affects a particularly large number of people due to its ubiquity. A significant direct influence, on the other hand, is rare. One person who has long studied the effects of media is Heinz Bonfadelli, full professor of journalism and media studies at the University of Zurich. Read our interview with him on pages 25 and 26. Samuel Helbling, Editor-in-Chief

The online marketer Qualiclick wants to make permission marketing a second mainstay alongside traditional online advertising.News Qualiclick relies on permission
While the prospects for banner advertising are poor, the targeted customer approach through requested e-mail messages is seen as having great potential. Permission marketing is expected to generate around half of Qualiclick's turnover in future. To this end, a separate department with five employees will be established, which will be headed directly by Managing Director Christoph Morach. Roger Baur, previously Key Account Manager and now responsible for marketing at Qualiclick and Deputy Managing Director, will take over the online advertising division.
Sima receives advisory board The Swiss Interactive Media Association (Sima) has established an advisory board to support it in strategic, content-related and political matters. The advisory board consists of Joachim Asbrede, Swiss CEO of Oracle; Christine Beerli, Member of the Council of States and Director of the Biel School of Engineering and Architecture; Adrian Bult, CEO of Swisscom Fixnet; Fulvio Caccia, President of the Federal Communications Commission; Balz Hösly, Director of the OSEC export promotion association; Ueli Maurer, Professor at the Institute for Theoretical Computer Science at ETH Zurich; and Barbara Rigassi, Deputy Director of the State Secretariat for Economic Affairs.

German advertising windows want to eliminate overspillBy Markus Knöpfli Good news for Swiss media agencies: IP Multimedia and RMB Switzerland want to make overspill impossible on German advertising windows - at least during prime time. This should bring more orders and money to Switzerland.
The problem is well known: While interstitial advertising is permitted on TV in Germany, it is subject to restrictive regulations in Switzerland. This means that although foreign advertising windows broadcast a lot of interstitial advertising, these advertising blocks are usually not allowed to be used for Swiss commercials. In return, companies that book spots in the advertising blocks prohibited for Swiss advertising receive the service in Switzerland free of charge as so-called overspill in addition to the service in Germany. Multinational companies in particular exploit this to the full. The broadcasters, their marketers in Switzerland and also the Swiss media agencies are thus deprived of money. Not least because some of the permitted twelve minutes of advertising time per hour can no longer be used.
The two marketing companies IP Multimedia (Switzerland) and RMB Switzerland now want to remedy this situation. On the initiative of IP Multimedia (Switzerland), they have been looking for some time for a technical solution to be able to cross-fade the - from a Swiss perspective - surplus interruption advertising blocks on RTL, RTL 2, Pro 7, Sat 1, Vox and Kabel 1 - at least during prime time (7 to 10.30 p.m.). However, the cross-fade is not to be done with Swiss advertising, which would be prohibited; the aim is rather to keep the program running and use the time saved to extend the respective hinge advertising blocks.
To make this possible, the program must be saved, which is technically complex, especially for live broadcasts, and can also lead to different start times. A solution to this problem has already been found in Austria. IP Multimedia and RMB Switzerland are confident that the project can be completed by the middle of the year. A number of tests are already underway.
"We want to differentiate the Sat-1 program and advertising window more strongly from the German program," says Matthias Luchsinger, CEO of RMB Switzerland. "It is also intended to increase investment in TV advertising in Switzerland." This is because in order to achieve the same performance as before, multinational companies will also have to have a budget for Switzerland in future. "This means that money that was previously withheld from the Swiss market due to overspill will be invested here."
Michi Frank, CEO of IP Multimedia (Switzerland), agrees and adds: "Our customers also want more money to come into Switzerland." But what if advertisers who previously benefited from overspill are scared away? Frank shrugs his shoulders: "I only look at the Swiss market," he says.

Basler Mediengruppe (BM) relocates its customer printing from Basel to Reinach BL.News BM relocates customer printing to Reinach
Only web offset printing will remain in Basel. The partial relocation as of July is intended to generate synergies for the Group. What this means for the employees affected (around 140 in Basel and 250 in Reinach) is still unclear. In Reinach, BM owns Birkhäuser + GBC. In November, the group had already relocated the forms printing company EGB Print from Gelterkinden BL to Reinach and cut ten jobs.
SF DRS cuts 45 jobs Swiss television DRS wants to save around 30 million francs in its 2003 budget. This is to compensate for a lack of advertising revenue. The "Mittagsmagazin", "Mittagstalk" and "Schweiz Südwest" (all SF 1) will fall victim to this round of cuts. The SF 2 youth magazine "Oops" will be replaced by a cheaper in-house production. The cuts mean a reduction of 45 jobs (equivalent to around 5 % of total staff).
Webland and Schlossgold for "Live ran" The football program "live ran" on Sat 1 Switzerland starts the final round with two new sponsoring partners. The Münchenstein-based Internet service provider Webland AG is joining as the main sponsor. The Feldschlösschen brewery in Rheinfeld is joining as co-sponsor with its non-alcoholic Schlossgold brand. The two contracts were signed for the duration of the final round from February 23rd.
bruary to May 4.

Affinity of ads among supporters in the "alternative culture "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".

According to the Financial Times (FT), free newspaper publisher Metro International is considering closing its Zurich title Metropol.News Ft sees Metropol on the brink of extinction
Sources for this are not given. According to the FT, the rapid global expansion has had serious consequences for the company's cash flow and balance sheet, so that Metro has to worry about its financial resources. In an interview with the FT, Metro CEO Pelle Törnberg commented on the financial situation: "If we stop the expansion and cease operations in two or three cities, we will already see a profit this year." Metro International's PR agency Shared Value in London said that the FT journalist was probably reflecting the opinion of an analyst. As the publication of the annual financial statements is due on February 19, no information on the situation of individual Metro stocks can be provided at present.
Metro postpones launch in Paris The Paris edition of the free newspaper Metro could not be launched on Monday as planned. Following protests from French press distributors and trade unions, the publisher Metro International postponed the launch for the time being. However, the commuter paper should be launched "in a few days". Press distributors and trade unions see this as a threat to press freedom and consider the publication of free daily newspapers to be anti-competitive. According to the Financial Times, Metro Paris is to be launched with a circulation of 300,000 copies. The paper will be distributed by hand, as the publisher has not been granted permission to set up newspaper boxes in Paris.

Cullen Bum-Bum has caught everyone’s eye—or rather, his subtly hairy body. He can be seen in every pose in the new summer collection catalog—though usually only lightly clad. What’s interesting about this presentation concept is that Sisley shows us how the clothing designs look when the models are more or less undressed. The clothes don’t have to be worn properly; instead, they’re left open, draped over a firm butt, and so on… It’s also clear that Sisley models are either walking around in their underwear or wearing clothes without any underwear at all. Combining both fabrics seems to be totally out of style. Since that’s the case, the colorful brochure requires a few asterisks to cover up areas completely devoid of fabric—which hopefully won’t lead to this campaign being mistaken for one from a news magazine. The only provocative thing about the whole thing is the spontaneity of the individual shots, because Sisley makes it clear: drop your pants or spread your legs, and you’re our star—for one season, at least. I’d rather wear underwear after all. Chandra Kurt
Column

Three Strategists
By Dominik Imseng
The first person I met had the eyes of a snake and the bearing of a three-star general, even though he used to sell underwear and import tea. By then, however, he was talking about «brand equity,» demanding campaigns that «add to the brand’s value,» and wearing pants with no fewer than twelve pleats during presentations.
The second one I met was also bald and tried so hard to come across as interesting—even wild, if not downright devilish—that I didn’t notice him until he had to leave again. Writing wasn’t his thing either—I remember a piece he wrote that, at best, could be passed off as a bad prose poem.
As mentioned, this strategist is now working at Mephisto elsewhere. Since he’s supposed to fill even the largest room there just by his presence, it must be a very small agency.
Finally, the third person with whom I had the honor of speaking was, like the other two, academically educated, yet he refrained from citing his Matthias Horx quotes. Incidentally, he misspelled Clausewitz’s first name, asked me about the latest clubs instead of my opinion, and generally gave me the impression of someone who, instead of becoming a district attorney, had only managed to become a claims adjuster at a mid-sized insurance company.
And one more thing: The most impressive work I’ve seen from Jean Rémy von Matt was his strategic groundwork leading up to the successful Porsche presentation. And Reini Weber—the greatest of them all—once said, «These days, everyone’s going on and on about »planning.’ Back in the day, we just called it ‘thinking.’”
With that in mind: a change in strategy!
[email protected]
Dominik Imseng is a copywriter at Jung von Matt/Limmat.
Business lunch

Boredom and the Long Wait
Let’s keep this brief for once and state right off the bat: Our visit to the Orsini restaurant, located within the Savoy Baur en Ville hotel complex and owned by the CS Group, was marked by unadulterated boredom and an exquisitely modest menu. There was only one contrast to this: the price. While it wasn’t outrageous given what was on offer, it was far beyond a respectable value for money. This shows how one can be deceived by a beautiful facade: Instead of having to nod to the virile and omnipresent director, Monsieur Manfred Hörger, I would have much preferred to focus on what the plates and the wine cellar had to offer.
Let’s start with the wine cellar: Offering just two or three open bottles of Italian red wine these days must be considered either a flagrant disregard for the basic wine knowledge of the average luncher or an attempt to cater to the habits of those darkly clad, multilingual bankers: “Mineral water, please!” That can’t possibly have been the limit of the cellar’s selection! But it is. Of course, if you delve into the selection of seven-deciliter bottles, things look a bit better. But for two people, at lunchtime, just before the New York Stock Exchange opens?
The dish on the plate was underwhelming. A chicory salad with guinea fowl breasts—fortunately sliced—garnished with pink and white grapefruit segments was a yawn-inducer; the guinea fowl lacked any sophistication in its seasoning, the sauce for the salad was an indefinable something and tasted just like that: like a yawning void. The main course—Brasato al Barolo—was a bit of an imposition. The meat was tough and marbled with fat and cartilage, so clearly not from the proper cut of beef (shoulder). And the meat had only a passing acquaintance with the red wine used in the marinade; it lacked that slight tartness that makes brasato so delicious—especially when paired with a full-bodied Barolo. The accompanying sauce was good, but not quite enough. There was also mashed potatoes and a few vegetables. The dessert promised pears in syrup: yet another dish where one could easily suspect that the pears had previously been slumbering in a can (which they probably hadn’t, but their texture and flavor suggested as much). The mocha mousse, added as a color contrast, did little to enhance the dish.
The service was exceptionally courteous, to be sure, but it took a while for the business lunch (59 francs, three courses) to arrive. As for the restaurant itself: it’s relatively small but always packed at lunchtime, so reservations are recommended. Seats are a bit cramped, so it’s best to stick to uncontroversial topics. Let your cell phones ring? That would be an imposition on the
Guests streaming into the «Orsini» from the surrounding major banks. Lots of off-the-rack dark suits, a few women in Chanel outfits. There are parking spots on Münsterplatz. But risk getting a ticket just for lunch? Better not. Carlo Bernasconi
Orsini at Münsterhof, Waaggasse 3
8001 Zurich
Phone: 01 215 27 27

Andreas Stalder has been project manager of the X'02 marketing fair since November 2001Head of the week "X'02 should become even more professional and better"
If he hadn't always been interested in design and beautiful furniture, Andreas Stalder might have realized his boyhood dreams and become a truck driver or firefighter. But after leaving school, he decided to do an apprenticeship as a decorator at Globus. After completing his training, he gained practical experience as a decoration manager, furnishing consultant and shopfitting employee in various companies. In 1989, he set off on a six-month trip during which Stalder explored the USA and South America.
In 1990, he came into contact with marketing for the first time as an employee in the exhibition and advertising department at Switzerland Tourism. In 1996, he took over as Head of Exhibitions and Décor, where he was responsible for the CI and CD as well as various exhibition projects.
Stalder, who now had a family with two children, wanted a job where he would no longer have to travel so often: "When I heard that the launch of Diax was imminent and a trade fair manager was needed, I applied spontaneously," he recalls. When he took up the position in 1999, he was busy making the new brand known in the trade fair sector.
During his tenure, Stalder slowly but surely built up an ever-growing network: "I was so attracted to it that I sometimes got a little entangled in it," he says with a laugh. This was also one of the reasons why he decided to leave telecommunications last summer when Reed Messen offered him the management of X'02.
The goals that Stalder wants to achieve together with his team are clear: "We want to make X'02 an even more professional and better trade fair." In the longer term, he wants the trade fair to develop into a brand with an independent character. The existing CI/CD has already been revised and the new brochure stands out not only because of its newly integrated imagery, but also because of the clear and simple structure of the individual sections.
Stalder is optimistic about this year's event despite the economic slump last fall: "So far, we are very satisfied with the number of confirmations of participation we have already received. In addition, many new customers have registered, which of course makes us particularly happy."
Family is sacred to the 36-year-old. Every free minute, and sometimes even "extra time off", is therefore reserved for his two daughters, aged eight and six, and their mother. Daniela Zivadinovic

Publisuisse, the marketer of SRG TVs, has made three explosive offers to the TV pools TeleNewsCombi (TNC) and Télépool Romand (TPR): Offer one: TNC and TPR will each be included free of charge as a pool in Publiplan, the SRG online booking system. The advantage for TNC and TPR is that they can be found and booked in the same place as the SRG stations. "We are like a kind of Migros that offers the little ones a place in the rack," says Publisuisse Director Ingrid Deltenre. Offer two: A combination between SF DRS and TNC - where this makes sense, for example around the SF-1 program "Schweiz aktuell". There, customers could also book TNC at a combined rate. "SRG for the breadth, private broadcasters for the depth," Deltenre advertises. She also has similar ideas for French-speaking Switzerland. However, this offer only makes sense if the pools are each connected to the Mediaoptimizer. This is the case with the TNC, but not yet with the TPR. Offer three: Publisuisse wants to acquire publicity reports (such as AMAG News on SF 2) for the private sector. The reason: public service reports are in demand among customers, but SRG TVs have hardly any space for them. The advantage for the private broadcasters: "They get attractive programs for free," says Deltenre.
Deltenre submitted these offers to the Romands on February 1. They will not comment until the end of February at the earliest. The TNC members, on the other hand, have already been aware of the first two offers for two years. However, they did not accept them, but chose Tele 24 (selig) as their regional language partner at the time. Deltenre therefore renewed the offer at the last screen-up. Yesterday, Wednesday, she was invited by TNC boss Christian Stärkle and Radiotele managing director Bruno Oetterli and also made them the third offer. But why so much effort? Deltenre: "We want to raise TV advertising to a more professional level." However, it has nothing to do with SRG and private broadcasters closing ranks against foreign advertising windows. (mk)

JvM/Limmat uses the new planning tool Trendsensor as a source of inspirationJvM/Limmat has been offering its in-house Trendsensor for several months now in order to be able to react to relevant trends in good time and make strategic recommendations. This is a planning tool that is used as an early indicator. "It's not a tool to identify or create trends, but to use consumer insights strategically," explains co-initiator Carlos Friedrich, Planning Director and GL member at JvM/Limmat. The measurement tool is not intended to replace traditional market research. Rather, the aim is to find out what is currently popular with trendsetters. The trend sensor is a qualitative video survey of around 100 people per issue, but it makes no claim to be representative.
The young people surveyed are segmented into two groups: Trendsetters and Followers. The groups are divided according to qualitative criteria such as response quality, confidence or spontaneity. "Only the trendsetters, i.e. the innovators and early adopters, are included in our trend sensor," says Carlos Friedrich. After all, they are the ones who will influence and shape the near future with their innovations. They jump off a trend as soon as it reaches the masses and the first approaches to the mainstream are foreseeable.
Carlos Friedrich continues: "We want to reveal one of the most important sources of purposeful creativity: the conversation with contemporaries as probably the best way to listen into the social noise."
Where the trend of tomorrow is born
According to junior planner Regula Fecker, the aim is not to obtain representative results, but "what you would hope for from an interesting conversation: inspiration". The trend sensor, which is conducted quarterly, is made available as an updater within the agency and to JvM clients in Switzerland, Germany and Austria. So far, surveys have been conducted on the streets of Zurich, New York, London and Berlin.
The young and still new members of the scene largely come from the subculture of the design industries such as fashion, design, graphics, photography and gastronomy and provide information on the latest phenomena in these areas such as consumption, brands, leisure and advertising. JvM argues that the trendsetters in the global village are not particularly different and that they communicate with each other internationally, which is why the agency can draw parallels between the trend metropolises and Swiss conditions, even if not all of them are relevant.
It is much more important for those responsible to use the tool to enable agency clients to make contact with street and youth culture. In the first four Trendsensors, the Planning Director did not notice the increasingly popular brand weariness among young people. He explains the movement more in terms of a pseudo-attitude among many young people who may not publicly admit to their affinity for brands, but who are still strongly oriented towards brands due to their clique behaviour. Luca Aloisi