Swiss Cannes experts assess the chances of Swiss submissions "Neither province nor superpower" Frank Bodin, CEO Euro RSCGWith 305 submissions, Swiss agencies are not as euphoric this year as they have been at Cannes in the past - quantitatively speaking. In terms of quality, however, 2001 should be a particularly good year, according to the experts. According to our Cannes survey, there are also some secret favorites. We asked important Swiss Cannes experts the following questions: "Which international spot absolutely has to win an award in Cannes? Which are your favorites among the Swiss spot submissions?
How many awards and nominations in the shortlist would you expect to be appropriate for Switzerland?
How few prizes would have to be won for Switzerland to be considered an advertising province? What does the Cannes competition mean to you?
What is your best personal experience in Cannes and what is your resolution for this year in Cannes?
Please finish the sentence you started "In Cannes, you win above all when ...""Neither a province nor a great power "Frank Bodin, CEO Euro RSCG
Which international spot has to win an award?
Frank Bodin: Far away from any civilization, some brown bears by the river. A man runs screaming into the picture and starts an unconventional brawl with one of the bears. One kick between the bear's legs and the man is able to snatch a salmon from it and run away. Leo Burnett catches himself a lion with such a refreshing spot for fresh canned fish by John West.
Which are your favorites among the Swiss submissions?
Bodin: Lion chance: The Hakle "windshield wiper" spot by AY&R, because it demonstrates the consumer benefit in a rather dry category in a cheerful way. Two shortlist chances: the milk cow playing chess with Kortschnoi and Médecins sans Frontières. I can't judge some of the spots because I never watch Tele 24 after midnight.
Which Swiss contributions in the print sector have a chance?
Bodin: Shortlist chances: The Médecins sans Frontières subject showing the tongue of last year's gold winners. World literature for the VBZ. The dairy cow in the sleeping bag. Flims/Laax/Trallala for the highest halfpipe. "Sacré du Printemps" for the Zurich Ballet. The SBB poster "Brussels-Geneva". The beer mat idea for Alcoholics Anonymous. The Suva gravestones. The Arena poster to carry away. Not to be forgotten: The Kuoni poster from AY&R with the biggest lion chance.
How many awards would be appropriate for Switzerland?
Bodin: The goal should be one Film Lion, three Print Lions, one Media Lion and one Cyber Lion per year. And one Grand Prix every seven years. But nobody should be surprised if there isn't a single Lion this year.
From how low a price point would Switzerland have to be labeled an advertising province?
Bodin: Are we advertising Swiss advertising? Are we thinking about brand management for Swiss quality advertising? How often is Switzerland present in AdAge? What other international PR channels do we systematically use? Do we have ambassadors? In which libraries abroad is the ADC Yearbook Switzerland available? What are we doing to make Switzerland an attractive advertising location for foreign companies? How do we focus on promoting young talent? In how many agencies is international standard the measure of all things? - Switzerland is neither a province nor a great power, but a small democratic country with the population of a decent-sized US city. And with characteristics such as prosperity, willingness to compromise and slowness. Advertising is just a reflection of this reality. And even the ADC cannot escape it: As long as 25 percent of the works submitted to the ADC are automatically allowed to adorn themselves with bronze, i.e. a quantitative yardstick is applied, the quality will not improve.
What does the Cannes competition mean to you?
Bodin: The best creative school in the world.
What is your best personal experience in Cannes so far?
Bodin: To have won a lion.
Your resolution for this year?
Bodin: Winning a Media Lion.
In Cannes, you win above all when...
Bodin: ...you don't lie on the beach.

The redesign of eBund illustrates two trends in online publishingThe electronic edition of the Bernese daily newspaper Der Bund, eBund, has been presented with an updated appearance since June 5. In addition to changes to the appearance, the structure of the website has also been revised to improve navigation. The eBund offers advertisers a new type of advertising in the form of an advertising window integrated into the text section (430 ¥ 140 pixels), which can be booked on a daily basis for a fixed amount. eBund is also changing in terms of content: the online news is being massively expanded. Under "eBund aktuell", visitors are now also offered news from the foreign, domestic, regional, business and tabloid sections. The content of the current daily newspaper will continue to be published online in full, but will no longer be placed so prominently on the homepage.
The redesign of eBund illustrates two trends in web publishing: On the one hand, website operators are providing advertisers with increasingly attractive advertising space in the center of the website. This development can be explained above all by the sluggish development of the online advertising industry. Website operators have realized that they need to make concessions to advertisers. According to Peter Wyss, Head of New Media at Bund Verlag AG, the new positioning should guarantee more attention. Billing via fixed amounts also makes it possible for customers with special requirements to place advertising in an uncomplicated manner.
Standardization trend in web design
The new eBund also documents a long-standing trend towards a certain degree of design standardization in the online media landscape. This is also confirmed by Wyss: "With the redesign, despite maintaining an independent presence, a convergence of the appearance with similar offerings was accepted, which proved to be user-friendly. A similar approach was already evident in the recent redesign of Blick Online: although the site retained its distinctiveness, it was given a three-column layout. Such a layout can now be found on the websites of most newspapers. The main navigation menu is located on the left-hand side of the screen, the main section in the middle of the screen is reserved for main texts and headlines, while the right-hand column is usually used to highlight special offers or those of partners.
A convergence of the various websites can also be seen in portals and e-commerce stores. Smaller e-commerce providers in particular often benefit from the industry leaders' research into usability and copy design elements that have proven their worth. This helps visitors to find their way around new websites more quickly. Clemens Hörler

Goal: Generate traffic and strategic placement.Leybold Optics advertising material: Gif banner.
Client: Leybold Optics. Advertising agency: FKP & Partner, St. Gallen.

The ADC New York has honored Niklaus Troxler, Willisau, with silver at the ADC Awards for his poster "Ellery Eskelin-Han Bennink" in the Graphic Design category. It was designed for Jazz in Willisau. He also won a Distinctive Merit for a poster for Art Nyon. A Distinctive Merit in Advertising went to McCann-Erickson, Zurich, for "Police Control" for Alcoholics Anonymous.

AY&R designs an international image for reinsurer Swiss ReThe Zurich agency Advico Young & Rubicam (AY&R) spent around two years designing a global image campaign for the Swiss reinsurer Swiss Re. Since mid-May, the advertising campaign, which initially consists of three subjects, has been running in Europe, the USA, South America, Asia and Australia. According to the agency, this unusually long development period by Swiss standards is due to a discussion that was held with the managers of the Swiss Re divisions in the markets mentioned so as not to violate national ethical conditions in which the campaign appears.
"Although the whole process took over two years, it was nice to have so much time for a concept for once," says Christian Baertschi, consultant at AY&R.
The new image is also intended to position Swiss Re among its 9,000 employees as a company that provides unconventional solutions in capital and risk management through creative thinking. This is to be achieved with the claim "Solutions beyond the obvious", which is used to explain a motif showing several skyscrapers bending in a stormy wind. Ernst Weber

(1st quarter 2001) Affinity of advertisements with supporters in the "bourgeois corner "Best of Print AdvertisingThe advertising hits 2001 from the Advertising Index of the market research institute Demoscope
In cooperation with the market research institute Demoscope, Publimedia presents the readers of WerbeWoche five times a year with an excerpt from the
Results from the Advertising Index (AX Print). This index (see box) is a module of the Market Radar and measures the popularity of advertising subjects. In the top two rows are those subjects that achieved the greatest acceptance in the relevant psychographic target group (see wind rose). The three subjects that
in the entire sample, i.e., all four target groups in total, performed best in the 1st quarter of 2001 are shown under the heading "Top three".

Major differences between ACNielsen and MMXI Internet panels by Markus KnöpfliACNielsen has published the data from its Internet home panel for Switzerland for the first time. However, although the panel is almost identical to that of MMXI Switzerland, the results differ considerably in some cases. The usage time in April alone shows a difference of over half an hour.
According to data published for the first time by Nielsen/Netratings, 1.57 million people in Switzerland used the web at home for an average of six hours in April. MMXI Switzerland reports completely different data for April (WW 21/01): According to this, 2.195 million people used the web for around five and a half hours.
The differences are surprising, as the panels are almost identical: Although MMXI clearly has the larger panel with 4863 people, ACNielsen falls slightly short with 3333 participants. MMXI estimates the population of people with an Internet connection at home at 2.8 million, ACNielsen at 2.99 million. Both carry out monthly surveys in order to adjust the data on an ongoing basis. And both measure Internet use on the panel participants' PCs using software that transmits the data simultaneously to a central office.
And yet the biggest difference is already in the extrapolated number of active Internet users, which differs by 600,000 people (!). A second significant difference lies in the ratings. The top 20 domain list from Nielsen/Netratings only resembles that of MMXI in the first nine places, while there are striking differences further down the list. In 10th and 11th place, ACNielsen lists Geocities.com and Bluewindow.ch, two candidates that are not in the top 20 of MMXI. And in 13th, 17th and
19, Nielsen/Netratings brings further "outsiders" into play with Netscape.com, Gmx.net and Yahoo.fr. Others such as Altavista.com or Swissonline.ch make great leaps forward or backward, depending on the panel.
Attempts at explanation are not beyond all doubt
There are attempts to explain the differences on both sides, but they are not very credible. ACNielsen claimed that MMXI was primarily targeting heavy users when recruiting panel participants, while Nielsen/Netratings only asked whether an Internet connection was available at home.
However, this is disputed by MMXI: they also ask for an Internet connection, they say. MMXI complains that the Nielsen/Netratings software does not recognize an interim switch to offline applications, which is why higher usage values are shown. However, the difference of half an hour seems too small for this.
However, the ACNielsen panel has an advantage that MMXI cannot (yet) offer: It measures what percentage of net visitors click on a banner or button. The average click rate in April was 0.43 percent. New forms of web advertising are constantly being integrated into the measurement software.

Last week once again marked the anniversary of the presentation of the most popular generator of ideas - alongside the Lürzer's archive - for all creatives struggling for imagination: The vernissage of the latest ADC yearbook by Beat Fritsch was on the program at Studio Aeschbacher.
As always, the book of (advertising) books shows the award-winning campaigns from the last ADC judging. That's why this year's book, designed by Müller+Hess, will once again serve as a resource for lazy coupon designers.
The team around magazine chief layout designer Wendelin Hess consisted of partner Beat Müller, Ludovic Balland and Stephan Liechti and came up with something special: The central section of the tome shows, as usual, the works that were awarded cube honors by the jury. True to the yearbook motto "Losing is like winning. Only the other way around", the pages of the dazzling winners are framed by expressive pictures of losers and photographically staged failures. Printed on ordinary newsprint! A concept as simple as it is captivating, as Jean Etienne Aebi has already aptly noted in the foreword.
Speaking of forewords: we are extremely reluctant to correct our creative gods. Especially when it comes to the youngest ADC Honorary President. But the glossy paper mentioned by Aebi simply doesn't exist, even if it looks like it! A glance at the credits reveals that the substrate for the glossy pages is a Phoenix Imperial semi-matt (!) bright white class 3 KD, which - like many an advertising campaign - was given a boost with a subsequent gloss coating.
Enough of the quibbles and know-it-alls: the book will serve its purpose, and the inside pages really shine! Well done! Not only because of the brilliantly realized work, but also because of the sensational printing.
Not quite of the same opinion
was the man for the rough stuff, Andreas Mossner from Advision. According to his own statement, shortly before our arrival he had read the riot act to the Honorary President regarding the works generally described as creative by the ADC members. I wonder if something like the envy of the (dice) dispossessed was expressed here? The others have already dealt with this recurring theme at the dice party at the ADC Gala.
As the whole event took place in perfect garden pub temperatures, and even more so opposite the sunlit outdoor seating area of the Schiffbaukneipe LaSalle, for once the advertisers did not show too much will to persevere. The interest in the drinks served was alarmingly low, and that in the delicious snacks from fine caterer Peter Gamma only marginally greater. As a result, after the customary speeches of praise, the instant exchange of the latest industry gossip and the acceptance of free books, the majority of the high-creativity society in attendance quickly left.
The prologue to the fairy tale:
A fairy-tale and fairy-like women's shortlist has long been due again. And not one for women, but one exclusively with women!
So the invitation to the launch party of Babina Mayer's agency Biba-Models came at just the right time. Simply fabulous! The beautiful woman from Graubünden is - 8-ung, play with words! - by the way, but nevertheless an experienced professional in the modeling business.
Eight years ago, more out of fun than professional ambition, she organized fashion shows with colleagues in Chur's trendy Felsenkeller restaurant. In view of the immediate demand, they soon became the crowned Biba models, who not only presented (beauty) princesses and princes, but also concepts for choreography and events.
The progress of the fairy tale:
As the entire court attracted more and more beautiful princesses and princes, the strict guardians of public morals in Zurich became aware of the Bündner beauty monarchy. The demand from the city for minstrel-like looking Graubünden noblemen and women grew almost immeasurably. Her Majesty Queen Biba and her palace ladies therefore decided to reside in Zurich from then on.
The fairy tale's secret of success:
A court ball had just been announced, to be held in the time-honored Giesserei in Zurich-Oerlikon. And as if on cue, all of Zurich's single young men, shortlist author included, trooped to the Kastell on Birchstrasse to sing to and beguile the ladies from the distant canton.
We were even told that envoys from unknown and distant empires had been seen at the festival. The Sultan of Baghdad had sent his envoy Emir Baur to the festival, the Emperor of China even sent his deputy.
The epilogue of the fairy tale:
This is exactly how Biba's princesses and princes came to the banks of the Limmat...and if they haven't died, you can still book them today. Whoever believes is blessed!
BEAT FRITSCH

can't drive - and he shares this characteristic with WHS owner Reini Weber or Advertiser of the Year Markus Ruf. Because he never took the driving test! But since he only earns a fraction of the income of the advertising stars as a shortlist author, he couldn't afford his dream car anyway. All the more reason for him to sit on the hood of the Porsche 911, which belongs to the notorious party animal Emanuele N., who expressly forbade his name from being mentioned. The beauties on the hood of the luxury car belong to the Biba Models agency.
We can find out who does admirable advertising and is rightly admired for it - or who tells fairy tales - at various events on the scene. Do you already have something to report? Pick up the phone (01 296 97 98) or get in touch (info@werbewoche .ch). Event tips and further shortlist images are available online at www.werbewoche.ch

Is it possible to burn your fingers in branding? Impiric asked itself this question after Young & Rubicam's direct marketing network decided to change its name again after just one year. The change of name from Wunderman Cato Johnson to Impiric in February 2000 was intended to position the agency as a modern, holistic specialist for customer relationship management. However, Jörg Rindlisbacher, CEO of Impiric Switzerland, says that this was not well received by the market. However, Rindlisbacher still thinks highly of the Wunderman name. Agency founder Lester Wundermann enjoys a reputation with "inestimable value in direct-to-consumer marketing", explains Daniel Morel, CEO of Wunderman. For this reason, the name change decided by Young & Rubicam at the time is now to be reversed, even if this is somewhat embarrassing for a communications agency after such a short time. During a transitional phase until the end of the year, the Swiss branch will operate as Wunderman Impiric (pan).

LGK places the electricity brand 1 to 1 energy with a childish questionnaireThe advertising offensives of the two Swiss electricity giants could not be more different: While Axpo is promoting itself as a manufacturer, Bernische Kraftwerke AG and 40 electricity plants in the Mittelland region are focusing on their product and turning electricity into a brand for the first time, 1 to 1 energy. Consequently, the two companies are also taking a different approach to brand development - six years before the comprehensive opening of the market: while Axpo is courting acceptance and awareness with unbaked butter plait, raw beans and a futuristic, cosmopolitan commercial with a socialist hero aesthetic, the Mittelland-EW-Allianz 1 to 1 energy is profiling itself with a more provincial, but all the more human appearance. Its dialogue strategy is therefore also pragmatic: in the run-up to the vote on the Federal Electricity Market Act, the Alliance for 1 to 1 energy is presenting itself as a competence center with its question-and-answer campaign in order to also be seen as a friendly, customer-oriented electricity partner by private households in the event of definitive liberalization. At the center of the brand launch are children with their simple but overwhelming questions. page 10

The NZZ wants to attract new customers and readers with the planned Sunday paperBy Markus KnöpfliThe ship of the "old aunt" NZZ is setting sail to go fishing for the first time with an independent Sunday title in the advertising and reader market. One of the captains is Tobias Trevisan, who has experience with new launches from his time at Tamedia.
When the NZZ launches its announced SonntagsZeitung project next spring, it will probably take this step not least because the launch triumvirate includes Tobias Trevisan alongside Felix E. Müller and Thomas Häberling. As Publishing Director Newspapers, he is not only in charge of publishing issues, he also brings know-how and intimate knowledge from the early days of SonntagsZeitung (SoZ) and Facts from his time as Publishing Director at Tages-Anzeiger. When asked about this, Trevisan is evasive and says: "I am sure that our team is capable of bringing the project to fruition."
The national title in newspaper format is aimed at a target audience via early delivery and newsstands which, according to Trevisan, is above the other two titles in terms of level of education and sophistication. Information on the content and design of the paper is somewhat vague. Trevisan will not comment on the size of the editorial team or the color scheme of the magazine. In the medium term, however, it should reach a circulation of 150,000 copies - as much as the NZZ's domestic circulation. Nevertheless, Trevisan wants to generate readers for the new paper "mainly outside the NZZ readership".
Market expansion or cut-throat competition?
He wants to achieve this through market expansion and double readership, but above all through displacement. "The future readers of NZZ am Sonntag are probably primarily SoZ readers today. It would therefore be surprising if the SoZ circulation were not affected," says Trevisan. Nevertheless, he also believes that an expansion of the market is possible. Both Sunday titles currently have a reach of only 40 percent in German-speaking Switzerland, while Le Dimanche Matin alone has a reach of around 50 percent in French-speaking Switzerland.
In the advertising sector, Trevisan wants to "address new segments that do not book NZZ on weekdays, but rather advertise with SoZ, the regional press and in magazines". This will "possibly cost SoZ frequencies, but no campaigns", he says; the daily press, however, will probably lose campaigns.
The organization of Sunday home delivery is still unclear. The obvious solution would be to award the contract to Zuvo, in which NZZ and Tamedia each hold a 50 percent stake, but Zuvo has an exclusive contract with SoZ for Sunday delivery. The same applies to other contract organizations outside the greater Zurich area. However, Trevisan does not consider a contract with Zuvo to be impossible. "We know the legal situation, but have not yet held any talks," he says. The "worst case scenario" (own contract organization) was also assumed. He even wants to look into joint distribution with SonntagsBlick.

Christoph Marty has been the new publishing director of the Tamedia news magazine FactsHead of the Week since April 1 "I have always been guided by my intuition"
The fact that Christoph Marty now holds a management position in the communications industry as Head of Facts Publishing is a coincidence: two weeks before starting his commercial apprenticeship, Marty did not yet know where he would start. On instinct, he then decided on a position at ofa Orell Füssli Werbe AG - and thus set the course for a long career.
Once Marty had his degree in the bag, he continued his career at the print marketer, including as Marketing Service Manager and Team Leader for advertising agencies and key accounts.
After six years, the Schaffhausen native felt the urge to do something new: "It was time to look for another challenge." Although he had been offered a leading position at ofa at the time. "As a 25-year-old, I didn't feel ready to take on such a responsible role," he explains today.
Instead of climbing the career ladder, Marty joined the then TA Media AG as project manager for marketing services. The fact that he earned less in the new job didn't matter to him. His philosophy is to approach things with heart rather than prestige. "I have always been guided by my intuition."
His success proves him right: after starting at the Zurich publishing house, Marty worked his way up to become Head of Sales Promotion, became Head of Marketing at Facts and in April took over as Publishing Director of the news magazine.
The 33-year-old takes the leap to the top in his stride: "For me, a job has to be fun above all else." Making a career has never been his goal. He needs a fascinating job like the air he breathes, as well as challenges in his private life: "I'm currently training for the New York marathon." Marty says that running gives him new energy.
And he can make good use of this fuel in his new role - Facts struggled with declining circulation for the first time last year. But Marty is optimistic: "Although we are in a consolidation phase, I am convinced that Facts has growth potential."
After all, he hasn't just been familiar with the product since yesterday. His predecessor René Gehrig, now a member of the Management Board of Tamedia AG, had already transferred a large part of his responsibilities to him the previous year. "The move from Facts to the new media company was the ideal time for the appointment," explains Marty. Nevertheless, he is of course also entering new territory - namely the feeling of being solely responsible for a product. Carole Koch