Objective: To attract smokers to the website via the banners.Krebsliga Advertising media: Full banner, radio spots, competition on the homepage. Deployment: May 9 to June 24.
Client: Cancer League. Agency: cR Communication.

Now comes the SP party newspaper that provides members and sympathizers with first-hand informationLinks.ch, the new members' paper of the SP Switzerland (SPS), was definitely launched on June 20. The circulation of the 24-page paper, which appears eleven times a year, is around 50,000 copies. However, following the departure of SPS spokeswoman Ursula Dubois, who came up with the concept, the monthly still has no editor-in-chief. On an interim basis, SP National Councilor Hans-Jürg Fehr, who publishes the Schaffhausen AZ in his main job, is responsible for the content of the members' magazine. According to Jean-Philippe Jeannerat of the SPS Central Secretariat, the SPS was "disappointed" with the zero number, which is why Links.ch had to be revised again. The paper was to be more journalistic and less text-heavy. In addition, the SPS insisted that the front page be designed in four colors.
According to Dubois' concept, Links.ch was also supposed to appeal to people outside the SP party borders. But this is now being dispensed with. "Links.ch is primarily intended to inform SP members and sympathizers. The paper is not a second weekly newspaper," Jeannerat clarifies.
Links.ch is looking for advertising. The agency Kretz AG, Verlag & Annoncen, in Feldmeilen ZH was commissioned with the acquisition. Links.ch has a total of five advertising pages, two of which are printed in four colors. A full page in black and white costs 4000, in four colors 4900 Swiss francs.
The content in the jacket of Links.ch comes from the SPS, four pages in the center of each issue are written in the various regions - in place of member sheets of the regional parties. An issue for western Switzerland is in preparation. (mk)

People who use the Internet every day for information have less of an impact on the environment than readers of a daily newspaper.Gentle web Television does even better. This is the result of a life cycle assessment study by the Swiss Federal Laboratories for Materials Science and Technology (Empa). The production of televisions and computers pollutes the environment many times less than the production of a newspaper. However, prolonged use of electronic media increases the impact. After 20 minutes of surfing, the eco-balance of the Internet has caught up with that of the daily newspaper. Television viewers, on the other hand, can make themselves comfortable in their armchairs: Only after 80 minutes in front of the screen (four times the "Tagesschau") do they pollute the environment as much as a newspaper reader.
Contract Media launches new siteThe Zurich-based communications agency Contract Media presents itself on the Internet with a new website. The team around ex-Blick boss Sacha Wigdorovits presents itself as well as its clients in words and pictures. Once a month Contract Media wants to present its know-how
redistribute in an email newsletter.
Trade fairs for marketing freaksAt the X'01 and X'Event marketing trade fairs in Zurich, around 400 exhibitors present the latest developments and trends in event marketing, new media, direct marketing, advertising, sponsoring and sales promotion, in addition to special shows and special events, on an area of over 15000 square meters. More information on the trade fair at www.xpage.ch

French outdoor advertising group JCDecaux has lowered the issue price of its shares by around 20 percent.News JCDecaux lowers issue price
The price range for the IPO on the Paris stock exchange, which takes place this week, is now 16.5 to 19.5 euros per share. JCDecaux is still aiming for proceeds of around one billion euros. To achieve this, 24 to 27.5 percent of the shares must now be placed with the public instead of the planned 15 to 20 percent.
Cave Anholt Jonason at an endThe London-based creative agency Cave Anholt Jonason is closing its doors just eight months after its founding. In October, Mark Cave (ex-vice president of Lowe Group), Simon Anholt (founder of World Writers) and Joakim Jonason (co-founder of Paradiset DDB, Stockholm) had joined forces. Their vision of a creative hotshop servicing international accounts from a single location fell through due to personal differences. "We split up because the chemistry between us just wasn't right," explained Mark Cave.
JVM for the Borers in BerlinThe advertising agency Jung von Matt/Berlin was brought into the organization team for the 1st August celebration at the Swiss Embassy by Ambassador Thomas Borer. On the national holiday, a big event under the motto "Switzerland Surprise" is to attract the public and exclusive guests to Switzerland. Last year, Ambassador Borer organized such an event for the first time - at that time with the help of Weber Hodel Schmid, Berlin.
Kirch's entry into EM.TV delayed
The Kirch Group's entry into EM.TV is delayed. At the request of the two groups, the German Cartel Office has extended the deadline for examining the deal to the end of September. The antitrust concerns must be resolved by then. The competition watchdogs are making it a condition that EM.TV sell its shares in the Tele-München Group.

Suitability of a medium to cover a specific target group.Online ABC Affinity index (= composition index).
Affinity relates the reach of the medium in the target group to the reach of the medium in the population.
AgentA program that processes search processes on the Internet on behalf of the user or performs an automated query. Sometimes also with bot function. See also Bot.
Alternative textFor browsers that do not display graphics, text boxes appear in place of banner ads. For browsers that display graphics, text boxes appear during load times.
Animated GIFGif format that plays multiple frames to create a flip-book effect. See Gif.
AppletA program that is started within another program. Only a normal browser is needed to use a Java applet.
AttachmentAttachment to an e-mail. Attachments can be audio, graphic, text, or video files.
AuditingReview of the performance data provided by the ad server by a third, independent party. For example, ad impressions, click-throughs, etc. can be checked.

In addition, there are new faces at the direct marketing agency Fisch Meier Direkt. Susanne Kühne is the new assistant to agency director Gilbert Fisch. She replaces Gisela Kopp, who is leaving the agency after more than six years. Gisela Hengartner will take on the newly created position of Head of Desktop. She was previously a department head at Limmatdruck AG.
Catapult, a full-service agency that is part of Euro RSCG, has appointed Tarzis Bono as its new managing director. He will also join the Euro Group’s Swiss management team. Bono most recently served as a member of the executive board at the direct marketing agency Adim, where he was responsible for dialogue and event marketing.
Gebi Bischoff will become CEO of Update AG in August. He will relieve Hans Ott, the founder and owner of the internet agency, of some of his responsibilities. Ott plans to devote more time to creative projects within the agency. Bischoff has spent the last eight years working as an account director at the advertising agency Zogg Kettiger Gasser.
Pucci Sulzer is expanding its team: New additions include Linda Terrasi (Consulting), Denise Ackermann (Copywriting), Marcel Elsener (Copywriting, Concept), and Judith Frey (Graphic Design).
Dominique Wyss has joined Sotheby’s Switzerland in Geneva as its new media spokesperson.
Werner Rüedi (46) took over as CEO of Yukom Medien AG, a subsidiary of the HandelsZeitungs Group specializing in corporate publishing services, effective mid-June. He replaces Gaston Haas, who is leaving the company to pursue new opportunities.

Danielle Lanz and Markus Ruf at the take-off of their agency Ruf LanzWhen two creative aces found an agency with a lot of advance praise, the industry has great expectations. If the two conceptual designers are Danielle Lanz (1999 Advertiser of the Year) and Markus Ruf (2000 Advertiser of the Year), the reputation is likely to weigh on the agency like a millstone. With Ruf Lanz, the advertising couple is turning their lifelong friendship into a business partnership.When it comes to mergers, it's not always easy to reach agreement on the order of proper names for the company. Who gave in on you and settled for second place?
Danielle Lanz: (laughs) Nobody gave in. We first asked ourselves what sounded better. But with two such short names, there were no preferences. So we left it to chance and "hobbled". Markus chose the longer one.
Markus Ruf, as you know, professional independence was sacred to you. How much did it cost you to give up your freedom?
Markus Ruf: I enjoyed dancing at various weddings. Wyler Werbung, Guye & Partner, Publicis and others were great brides. But after seven years, I wasn't averse to a new challenge. And since Danielle Lanz was thinking about starting an agency at the same time, one thing led to another. The number of people with whom you can imagine a business partnership is, after all, very limited.
You were unable to go on the training trip to the Côte d'Azur because of the agency build-up. What have you had to do without lately, Danielle Lanz?
Lanz: I'm also skipping Cannes this year. Not just for time reasons, by the way. We'd rather invest the money spent there on hotel, festival ticket, Colombe d'or and Martinez bar in the infrastructure. But we're still keeping our fingers crossed for the Swiss finalists.
When two of the most creative and award-winning advertisers start an agency together, the expectations of clients and audiences are high. How do you deal with the pressure?
Ruf: We're pleased that we're trusted with something. And we have created the conditions to ensure that we also have the necessary time in our own agency to make creatively surprising advertising. That's why Katja Barlogis has been with us from the start as head of consulting, and she complements us perfectly. Incidentally, it's true for every creative today: Those who rest on their laurels are wearing them in the wrong place.
Does Ruf Lanz see itself as a full-service agency or rather as a creative consulting agency?
Reputation: Despite all the nice expressions: as an advertising agency. Size is not the deciding factor here. We both worked in large agencies for a long time. Even there, it's only two or three people who invent and launch a campaign. For production, media and web design, we work with very good partners who we've known for a long time.
As we all know, one and one don't always add up to two, especially when two strong, ambitious personalities want to do things together. What sum can we expect from your addition?
Lanz: We didn't just start working together on July 1. We've already gone through the longest trial period in the world. After all, we've been working together successfully for seven years. During that time, we've noticed that we complement each other perfectly. The fact that we're no longer doing campaigns for other agencies, but for our clients, certainly doesn't diminish our ambition.
At the start of your agency, there are three of you. How do you envision the further growth of Ruf Lanz?
Lanz: Our goal is not to become as big as possible as quickly as possible. If an agency has to take on clients just to be able to pay office rents, employee salaries and the like, then usually neither of them is very happy afterwards. It's better to grow slowly, but qualitatively.
What prestigious mandates are you starting with?
Ruf: Although we have not yet made any acquisitions and are only providing information now, we have already received inquiries. As long as no contracts have been signed, we're holding back on announcements. By the way, Ruf Lanz's first campaign was already seen in April in WerbeWoche - the one for the fashion chain BIG.
Ruf Lanz is your first independently managed advertising agency. Do you set priorities when building up the client portfolio, do you have preferences in terms of industries?
Ruf: Not in terms of industries, but in terms of willingness to creatively surprise with advertising. If advertising today is not surprising, it cannot be successful. The ad is skimmed over. The poster is overlooked. And the TV spot at best triggers the need to go to a quieter place. We would like to spare our customers this fate.
How will you divide the customers among yourselves?
Lanz: For now, we both work as a team on all projects. We could put a sign in front of the door like the restaurants and write on it: Here the boss still advertises personally.
What other criteria do you want to use to position Ruf Lanz in the agency landscape?
Lanz: We see ourselves as truffle pigs who like to dig a little deeper to get at the most beautiful tubers or ideas. After all, creativity in advertising is not an end in itself, but a prerequisite for its efficiency. And that makes it more fun. For those who make it. To those who see and read and hear it. And to those who pay for it. Interview: Luca Aloisi

At this year's general meeting of the Interessengemeinschaft Elektronische Medien IGEM, four new board members were elected: Sandra Tuttlies from TV 3 now represents the private Swiss TV broadcasters, Tarkan Özküp from RMB Switzerland the cinema marketers, Andy Lehmann from Optimedia and Corinna Schneider from Micom Carat the media agencies.The past year has brought some upheaval to the Board: Stephan Küng, who moved from Mindshare to Persönlich, left the Board, as did Pierre C. Meier, who resigned from the Board of Directors of Initiative Media Western. Andy Lehmann and Corinna Schneider were elected from four candidates to fill the two vacant seats as new representatives of the media agencies.
There was a rotation in the area of marketers of advertising time in German programs, where IGEM co-founder Klaus Kappeler stepped down at the end of 2000. His seat was taken over by Michi Frank in the course of his move to IP-Multimedia. Frank thus vacated a seat in the Swiss private television broadcasters, to which Sandra Tuttlies from TV3 was elected.
The second IGEM co-founder, Matthias Luchsinger, has also stepped down from the Board of Directors. He will be succeeded by the only candidate, Tarkan Özküp, Chief Sales Officer at RMB Switzerland.
IGEM has now grown to 35 members, a development that IGEM President Urs Renner sees as very positive. "We're not quite complete yet, some media agencies are still missing, for example," says Renner, "but we've gained a large proportion of the targeted members." In future, the interest group will place more emphasis on the online sector: "For us, electronic media clearly means not only television and radio, but also the Internet," emphasizes Urs Renner.
IGEM has also recorded the strongest growth in the area of Internet service providers: Four companies, Ad Pepper Media Switzerland AG, Seven One Media (Switzerland) AG, banner.ch and Active Agent (Switzerland) GmbH, have already joined in the first few months of this year. There are plans to include a representative of the Internet service providers on the Board. A suitable person, to be selected by the board, can stand for election at the next general meeting (ba).

Publicis' follow-up campaign proves the versatility of ZVV transportIncredible things are happening on the shores of Lake Zurich these days. In the materialistic city of Zwingl, of all places, many people will have to revise their view of the world. While disbelievers considered Peter's walk across the water to be pure fiction and skeptics a beautiful legend, the Zurich advertising agency Publicis is now proving them wrong with a streetcar. While Peter in the Gospel begins to doubt the strength of his faith, loses buoyancy and threatens to sink below the surface of the water, the public transport vehicle of the Zurich public transport network, weighing several tons, bravely holds its own over the water.
ser and defies all gravity. This is intended to strengthen the viewer's belief in the user-friendly time and zone system - or so those responsible hope. The ambiguous claim "ZVV - Richtig verkehrt" ("ZVV - Right backwards") is also the visualization style of the campaign. page 6

The fact that advertisers are also contemporaries interested in culture is shown by the rush for tickets to the exclusive preview of the Basel Media Group and Publicitas for the world-renowned art fair Art.By Beat Fritsch Every Tuesday before the official opening, invited guests in the city on the Rhine have the opportunity to get an advance impression of the countless paintings under the expert guidance of art experts.
Admittedly: The real haute-volee of art collectors are always allowed to graze the fair on the Monday before it opens, which means that at the official preview the most exciting works are already marked with the famous red dot. This did not bother the guests, mainly people from the carpet floors, much - the party hangers usually seen at advertising events were not invited. After all, they were not there to buy art - it was the social approach that counted. Where else can you chat about art and family with publisher Matthias Hagemann and his wife Brigitte in an informal atmosphere? Where else can you meet ADC Honorary President Jean Etienne Aebi in such a relaxed and tidy mood? And where else can you meet colleagues from the Basel and Bern advertising scene for an entertaining chat?
Among them were, for example, veteran John Schmid or Roger Berthoud and Urs Schneider from Schneider Berthoud. On our tour, we also met Basel media specialists Jeanne Ruchat and Maja Fricker from The Whole Media. Béatrice and Werner Lang as well as Silvano Spezia from Lang Gysi Knoll, in turn, took advantage of the event to make a trip from the federal capital to Basel. And of the Zurich visitors, CEO Markus Pekeler and CD Oliver Schneider of Impuls@TBWA told us that the agency will henceforth call itself TBWA/Switzerland: The new business cards are already printed.
The line-up of experts was also top-class. Although Expo.02 director Martin Heller cancelled at the last moment, the guests were equally satisfied with the freelance curator and art critic Christoph Doswald, the artists Claudia and Julia Müller, whose exhibits were also on display at the exhibition, and Dr. Gerald Matt from the Kunsthalle Wien.
Nevertheless: As always, quite a few name cards were left behind at this event, and on closer inspection it turned out that a sign-off was generally not considered necessary. In some cases, the lack of decency on the part of the advertisers can make one's hair stand on end. Andrea Waltzer, Nicole Ehrat and Cécile Schumacher, who were responsible for receiving the guests, must have thought the same thing.
So purely out of curiosity we asked at one of the art outlets times after the price of the relatively cheap-looking Picassos. However, the answer of the nice gallery owner left us speechless. 600000 francs for a simple ink drawing is a bit out of our budget. But you can get such Picassos in Florence in every better cellar gallery. Not signed, of course, and probably not quite as genuine as those at the Art. But just as effective when they are pinned on the wall at home without a frame and provided with their own signature for fun.
Beat Fritsch

meets Picasso, Matisse and Giacometti. Such exclusive exhibits were on display at the preview of the Basel art fair Art. The management of the Basel media group invites its customers there to enjoy culture, appetizers and champagne, so that the Zurich advertising scene can also meet at the Rhine knee.
If you want to get an idea of the art or consider advertising as such, you will be located at the numerous events of the scene. Do you already have something to report? Reach for the receiver (01 296 97 98) or into the keys ([email protected]). Event tips as well as more shortlist images are available online at www.werbewoche.ch.

17 percent of Swiss people over the age of 16 have shopped online in the last six months. This puts Switzerland in second place in Europe behind Sweden (26 percent).News Swiss are top online shoppers
The Danes are third with 16%. The European average is 9 percent. This is according to the Global Internet Trends Report by Nielsen NetRatings for the first quarter of 2001.
Jobpilot Index
The career portal Jobpilot.ch and the University of Applied Sciences Solothurn Northwestern Switzerland are launching the Jobpilot Index. It aims to monitor the ten largest job platforms, the recruiting sites of ten leading industry representatives and the quantitative development of the ten most important occupational groups and industries. The results will be presented on a quarterly basis.

For people who have to go to work dressed in their finest attire, part of what makes Sunday so relaxing is being freed from the obligation to wear a tie. This idea, in any case, forms the basis for the first of three planned direct mailings that FCB Leutenegger Krüll in Wallisellen has designed for the SonntagsBlick under the slogan «more life advice.» With this mailing, the Sunday newspaper is sending 350 advertisers and media planners a tie dyed in the «Blick» red, the surface of which features instructions on how to undo the tie’s knot. According to the agency, the idea is intended to reinforce the «More Sunday» positioning and highlight the easy-to-understand style of reporting that helps readers untangle any “knots” they might have in understanding the bigger picture. New display case. If this keeps up, Niklaus Troxler will soon have to buy a larger glass display case for his awards. At the Hong Kong International Poster Triennial, he won first prize in the cultural posters category for his poster for last year’s Willisau Jazz Festival. Following the ADC Europe Gold Award for the annual series of jazz posters for Willisau, he received a silver and a bronze award in early June from the renowned Art Directors Club of New York. So we can confidently recommend the exhibition “Black-and-White Posters,” which will take place from June 23 to July 1 at Willisau Town Hall. For more information, visit www.troxlerart.ch
A Music Festival with a Twist. From June 15 to 24, the Fête fédérale de musique—which takes place only once every five years—will draw some 100,000 music lovers to Fribourg. As a sponsor of this event and the Swiss Wind Music Association (SBV), Möbel Pfister is seizing the opportunity to playfully demonstrate its connection to music in a lively setting. The bridge to the world of music is built by a B12 poster display—designed by Lowe Lintas GGK, Zurich—that has been repurposed as a sliding-door cabinet. Its doors open just wide enough so as not to obscure the lettering.
That’s pretty cheeky. With its latest ad, Cablecom stole Tele 24«s chance as the main sponsor to congratulate its team on winning the Swiss championship. To mark GC’s title victory, Cablecom launched an ad campaign with the slogan »Cablecom congratulates Grasshopper Club Zurich on winning the Swiss soccer championship” and two
Ads featuring cable connections as soccer cleats and soccer ball valves. The ads were designed by the agency Jung von Matt/Limmat. Whether Tele 24—given its financial problems—is particularly unhappy that Cablecom stole this privilege from it is questionable, and Cablecom probably doesn’t care much either way. Cablecom saw—thanks to (unintentional or intentional?) restraint on the part of Tele 24—an opportunity as the future main sponsor that simply had to be seized. Whether the company will still have the opportunity to run such an ad in the next three years depends solely on the soccer skills of GC’s championship team.
When two parties are at odds… Wirz Werbung in Zurich has every reason to be delighted. After all, although its campaign for the merged telecom company Sunrise has so far been anything but original—both conceptually and visually—and closely resembles the look and feel of the ZKB campaign by the same agency, it has nonetheless managed to make quite a splash in the advertising industry. After all, it has sparked a family feud between the two Interpublic brands, Lowe Lintas GGK (formerly Sunrise’s account holder) and McCann-Erickson, Zurich (the former Diax agency). In a farewell ad packaged as a pointed piece of self-promotion, the former thanked Sunrise—in Wirz’s new design style—for the ’extremely successful collaboration over the past three years,« during which it had acquired two million customers for Sunrise. »It’s pretty embarrassing how Lowe miscalculated by 1.1 million customers,” McCann now remarks. After all, McCann claims to have secured this substantial share of customers through its communications work for Diax.
A Slash for Impuls. The Küsnacht-based advertising agency Impuls@TBWA is aligning its branding with that of the international network. The name «Impuls» is being phased out. Instead, the agency is adopting the “falling” backslash from the logo of its parent agency, TBWA. According to TBWA, the backslash symbolizes the agency’s ability to define tomorrow’s possibilities and transform its clients’ futures through the power of an idea.
Editorial

The Economics of Perception
While contemporary art—at its best—captures the spirit of an era, advertising primarily exudes the spirit of the times. It aims—and must, if it is to serve its purpose—to catch the attention of its target audience, ideally to appeal to them, and to trigger a corresponding impulse to buy.
The richer and more open a society is, the more open and elaborate it becomes
The battle for attention is being waged. Advertisers, more than anyone else, cannot escape the economics of attention. Viewed objectively, the entire advertising spectacle is nothing more than a dance for attention. The surest path to market success simply lies in a product’s level of brand awareness.
In an age of highly industrialized media technology, with its overwhelming demands on our attention, attention is a scarce resource. Given the nature of Homo sapiens, we cannot increase the intensity of our perception at the same rate as the number of attention-grabbing events increases.
The glut of options forces people to make subjective choices. Advertisers must also be aware of this fact. Against this backdrop, it ultimately makes no difference whether a potential consumer changes the channel or mentally tunes out. As the recipient of a message, they are lost. Read more about this topic and what the father of consumer research, Professor Werner Kroeber-Riel, has to say about it starting on page 10. Samuel Helbling