N24 launches an Internet service for broadband connectionsWith the increasing spread of broadband Internet connections, the merging of television content with Internet sites is also being driven forward. "As early as 1999, when the English company NTL put together the interactive special program MTV Select for the music channel MTV, there was talk of the "viewser", the hybrid being between television viewer and Internet user. In the meantime, time has also passed in cyberspace, but the fusion between television and the Internet has not yet become established. As it seems to be more difficult in the short term to bring the Internet into the television, more and more attempts are now being made to bring TV into the Internet.
While this made little sense two years ago due to low internet density and a lack of bandwidth, convergence projects on the internet are now perfectly justified. Internet penetration has increased significantly and the number of households with broadband connections is also growing steadily. Broadband connections, for example via cable or ADSL, are necessary to be able to enjoy a reasonably acceptable picture quality of streamed content on the Internet.
The German television channel N24 has taken the increase in the number of broadband connections to heart and launched an Internet service aimed exclusively at owners of such connections. The website www.n24broadband.de streams the N24 TV program live and provides additional information. This can be background reports or links to the current program, but also advertising or online shopping opportunities. This additional content is provided by a dedicated editorial team and is intended to enable viewers to participate interactively in the program.
Even if the quality of television broadcasting on the Internet is respectable, it is not yet on a par with normal TV. And it is unlikely to generate much revenue either. Patrick Hediger

Ten million square meters of industrial and commercial space - just ten times as much as the old town areas of Bern and Zurich combined - are no longer needed in Switzerland and are waiting for a new use as residential or commercial space. This enormous potential of unused space is reason enough for Fidemedia AG, based in Bremgarten in the canton of Aargau, to launch its own magazine. The magazine, which is being published for the first time these days, is called Renova Invest, the Swiss magazine for real estate and locations. The four-color magazine is published in collaboration with Sprach.bild, Agentur für Kommunikation GmbH, St.Gallen.
Renova Invest sees itself as a platform for investors, users, owners and building managers in Switzerland and abroad. It provides information on loft living, brownfield sites, industrial uses, renovations and refurbishments. The illustrated magazine also focuses on the marketing of real estate projects and facility management. Renova Invest is written bilingually in German and English. The first issue comprises 48 pages.
This year, four normal issues plus two special issues are planned. From 2002, the magazine will be published monthly. Renova Invest is available at newsstands for 9 francs. A subscription to the new magazine is available for the first year and a half (18 issues) at a price of 128 francs. (dse)

Swisscontent's activities reveal new trends in the content businessBy Alessandro MonachesiThe horizontal portals have been built and supplied with news. But the hunt for vertical content is still in full swing. Swisscontent is trying to maneuver itself into a good starting position.
Looking back, the years 1999 and 2000 must seem like the golden age for content providers: portals and new website projects were springing up like mushrooms. And they all needed content. As a result, the web was soon teeming with online editorial offices and media companies eager to secure a slice of the cake.
Today, the time for big portal announcements is over. At best, long announced latecomers are still trying to get their place in the sun. But anyone who thinks that this means that the content market is now also quiet is mistaken: the last three months have brought new partnerships, customer wins and trends to light.
The statement that the Swiss portal landscape is built is only true to a limited extent. Comprehensive horizontal portals will hardly ever be built, but this does not apply to platforms dedicated to a specific topic: In the area of finance and business, for example, several projects have been announced. Moneycab.ch, a new financial portal, recently went online. Moneycab CEO Markus Gisler is bringing his own eighteen-strong editorial team with him. Postfinance's online presence and Swisslife's Redsafe financial portal, as well as other banking projects, are still awaited.
Financial information is still the main area of demand
However, the new vertical portals are not the only potential buyers of specialized content. Günther Nierlich, CEO of
T-Online Switzerland, is convinced that, alongside travel and hobbies, finance is the most sought-after content. T-Online would like to expand its content and make parts of it chargeable. The financial area is likely to be one of them.
Sunrise wants to expand the content of the portal with the help of the Basler Mediengruppe and its attractive titles (Basler Zeitung, Beobachter, Bilanz, TR7, Weltwoche). As Sunrise already has a broad range of news, it can be assumed that there is also great interest in vertical content.
The Swisscontent engine is running at full speed
The ever-growing need for vertical content comes at just the right time for content provider Swisscontent Corp. The latter founded the publishing company Yellowcontent Corp. with Swiss Post, which supplies the journalistic content for Yellowworld.
When Swiss Post admitted to the media in mid-May that the concept with a broad range of services and news had clearly failed to achieve the hoped-for profitability, insiders expected Yellowworld to focus more on Swiss Post's core competencies and sometimes make major cuts in the news area. "We won't be cutting the news", contradicts Oliver Flüeler, press spokesman for Swiss Post: "An attractive portal needs good horizontal content."
The direction of the announced streamlining measures has not yet been decided, but according to Flüeler, the cooperation with Swisscontent will not be affected. First and foremost, the planned vertical channels are to be streamlined.
Good news for Swisscontent, which has also been able to announce a whole series of new customers in recent months and thus significantly reduce the cluster risk: The e-board at Zurich main station at the end of March, the Orangeworld portal in mid-April and Redsafe at the end of April.
Swisscontent has agreed a cooperation in the opposite direction with Wirtschafts-Medien AG, publisher of Bilanz, and will in future accept content from Bilanz itself. According to Bendicht Luginbühl, CEO of Swisscontent, further cooperations with suppliers of business content are planned in addition to Bilanz. This is despite the fact that the company's own business editorial team has only recently been expanded. "We will also soon be supplying Postfinance with business content in particular," Luginbühl reveals.
The Bilanz deal demonstrates a new quality in the vertical content business: The content supplier is focusing on the lucrative areas of finance and business and is itself becoming a content recipient. The signs are changing, and probably not only at Swisscontent; an interesting development that shows that the content market will not be calm for a long time yet.

Frank Bumann has been Head of Marketing Communications at SBB's Passenger Division since May 1Head of the week: "There's a lot I can do here, I can make a big difference" /
This man has a nose for big appearances: Who else manages to be quoted 22 times in the media without delivering a truly spectacular story? An erotic advertisement, threatened measures against snooping snoopers and a failed project were enough to earn Bumann a place in the tabloids. "It's great to be quoted so often
becomes. In the end, I was able to find an unconventional way of
Saas-Fee in this way," says Bumann.
However, his media presence not only helped Saas-Fee, but also himself. He was even mentioned in a newspaper a year and a half ago as a possible successor to Lucerne's almost legendary transport director Kurt H. Illi. "I didn't hear anything about that," says Bumann modestly. However, the job would have appealed to him. After six years as transport director, Bumann decided last year: "I need a new challenge." Finding a job was not too difficult for the ambitious HSG graduate. "I was a finalist for several jobs."
He was accepted by SBB. "Because it appeals to me to work in such a large company and because I believe that a lot can be achieved here." He explains that he has plenty of ideas. However, he doesn't want to reveal what they are, let alone what he intends to change. "I want to get to grips with the job and talk to my new colleagues before I take a position on this," he says diplomatically.
After all, everything is new to him: the business, the employees, the location, the budget: instead of being the Director of Tourism in Saas-Fee, he now works as Head of Marketing Communications for the SBB Passenger Division, instead of 18 employees he has 20, instead of living in Saas-Fee he now lives near Bern, instead of a budget of CHF 3 million he has a budget of CHF 20 million: "You can do a lot with that," he says, smiling mischievously.
As with Saas-Fee, he is likely to resort to unconventional tactics. In contrast to the competition, he relied on a foreign agency: that of Professor Kleiber-Wurm in Munich. "This allowed us to stand out from the competition and be unconventional."
However, Bumann's hobbies are unexpectedly conventional: he likes hiking, skiing, cross-country skiing, collecting mushrooms and "enjoys spending time" with his partner and friends. "It's the best way for me to relax," he says. Annelies Friedli

Expenditure fell sharply in some casesCold rain in advertising March
Compared to the same period last year, gross advertising expenditure in March in the media analyzed by Media Focus fell by a total of 3.3% or CHF 12.4 million - the worst monthly result since December 1998!Nevertheless, a few rays of sunshine were primarily enjoyed by media with low sales, such as the selection of trade journals (up 0.3 % or 65,000 francs), posters (up 3.3 percent or 1.3 million francs), radio (up 5 % or 0.6 million francs) and teletext (up 5.3 % or 80,000 francs)
Newspapers and consumer magazines, on the other hand, were caught in the persistent rain and recorded a gross decline of CHF 6.2 million (minus
3.8 %) or CHF 3.5 million (minus 5.2 %) compared to March of the previous year. Television fell by CHF 3.8 million (minus
5.6 %). The cinema also recorded its first decline in the current year with a loss in sales of CHF 0.5 million (minus CHF 10 %). And the first heavy downpour hit the Internet, which has been in operation since January 2000, which slumped by 26.4 percent (minus CHF 0.5 million).
Despite the poor month of March, gross advertising expenditure in the first quarter of 2001 was 0.2 percent or CHF 1.5 million higher than in the same period of the previous year. Over the quarter as a whole, the Internet was able to maintain its top position with growth of 6.6 percent despite the slump in March, followed by trade magazines (plus 6.1 %), cinema (plus 5.4 %), posters (plus 2.9 %) as well as TV and teletext (plus 2.5 % each). The losers, on the other hand, are newspapers (down 1.4 %), magazines (down 1.7 %) and radio (down 3.1 %). Markus Knöpfli
Gross advertising expenditure by media March 2000/2001 in comparison in 1000 Fr. 2000 in 1000 Fr. 2001 +/- in %
Daily newspapers 162 095 155 918 -3.8
Publ. journals 67 751 64 252 -5.2
Trade journals 21 371 21 436 +0.3
TV 67 470 63 687 -5.6
Radio 11 887 12 480 +5.0
Cinema 4,549 4,095 -10.0
Teletext 1 507 1 587 +5.3
Poster 38 623 39 898 +3.3
Internet banner 2 017 1 484 -26.4
Total 377 270 364 837 -3.3
Corrigendum

In WerbeWoche 16/01, we made a mistake in the content for which we apologize. In an interview with Pierre-Paul Vander Sande, CEO of RMB International, we claimed in a question that Radio 105, which is managed by RMB Switzerland, was reporting losses in the millions. This claim was false; we do not know the corresponding figures. The question had already been asked incorrectly during the interview and should actually have read as follows: "RMB Switzerland manages Radio 105, but this is obviously a loss-making business for RMB due to the guarantee contract with Radio 105. The contract expires at the end of this year. Will you be renewing it?" The current situation: Radio 105 and RMB have now signed a letter of intent stating that they intend to continue working together. The exact modalities are still being negotiated.

The Zurich-based advertising agency Publicis restructured the management of its creative department in May, recruiting all of the new managers from its own ranks. The new Executive Creative Director is Markus Gut. The member of the Executive Board, who has overall organizational responsibility in his new role, was previously CD.ADC Honorary President Jean
Etienne Aebi now holds the position of Chief Creative Officer.
Officers, from which he manages a number of mandates and is responsible for overarching coaching tasks.
In future, AD Uwe Schlupp and copywriter Daniel Krieg, who have been appointed CDs, will fulfill a dual function. In addition to the responsibility that each now bears for a portion of the mandates managed by the agency, both will continue to carry out their traditional activities.
Luigi Del Medico's responsibilities have also been expanded. The senior AD is responsible for projects with a focus on cinematic implementation.
The agency justifies the changes in terms of a generational change as well as the fact that it wants to provide a broader base for the growing demands on the creative department, which has around 40 employees. (ew)

The luxury glass brand Magnum will in future be managed by McCann-Erickson. The Unilever subsidiary Birds Eye Wall has withdrawn the global advertising budget for Magnum from Lowe Lintas and awarded it to McCann.News Magnum joins McCann-Erickson
The change is part of a large-scale consolidation process at Unilever. A company spokeswoman explained that the decision was made for strategic reasons and does not mean that there was anything wrong with Lowe Lintas' work.
Neue Sentimental Film also enters DenmarkThe German advertising film producer Neue Sentimental Film (NSF) acquires a 25 percent stake in B & W Film in Copenhagen. B & W Film was founded in 1998 by Nicholas Berglund and Stig Weiss and produces commercials, music videos and documentaries. The investment means that the company now has a "strategically important bridgehead in the Scandinavian market", NSF announced.
Timberland is looking for a global agencyThe US clothing company Timberland is looking for an agency for global creation and strategic planning. They are looking for offices in the USA, Europe and Asia as well as experience in promotion and POS marketing. It was only in February that Timberland hired its first European agency, the London-based start-up agency Cave Anholt Jonason.
Y&R loses European CEOOBert Meerstadt steps down as CEO of Young & Rubicam Europe, Middle East and Africa (Y&R EMEA). He is leaving the agency in the summer to become Chief Commercial Officer at the Dutch railroad company. Meerstadt took over the position from Bruno Widmer around a year ago, having served as President of Y&R EMEA since September 1998. His successor will be Etienne Boisrand, formerly CEO of Y&R France and Chairman of Y&R in Asia.

Berner Tagblatt Medien AG becomes Espace Media Groupe, and BZ launches a new header paperBy Markus KnöpfliBerner Tagblatt Medien AG, which presented a top result last year, renames itself Espace Media Groupe, launches a Solothurn split edition as of 2002 and offers itself as a partner for all cases in Biel and Fribourg.
Berner Tagblatt Medien AG (BTM) will change its name to Espace Media Groupe (EMG) at its Annual General Meeting (AGM) at the end of June. The choice of a French name probably deliberately underlines a strategy expansion that BTM wants to undertake at the AGM by amending its articles of association. The EMG purpose article is intended to express that in the future the company also wants to contribute "journalistically and economically to building bridges between the German and French-speaking parts of Switzerland.
According to BTM-VR president Charles von Graffenried, this is "a pre-signal" to the Bieler Tagblatt (BT), the Freiburger Nachrichten (FN) and La Liberté "that they could have our support if necessary. Von Graffenried has his eye primarily on Edipresse, which is also eyeing the publishers in question. According to von Graffenried, the BTM is "ready to help" the BT, which is already linked to the Berner Zeitung editorially and in an advertising combination. To the FN, he expressed his "sympathy, but without wanting to force anything," but added that a solution like the one in the Bernese Oberland was "not necessary" at the FN (see box). And Paulus-Druckerei, which publishes La Liberté and is a minority shareholder in the FN, von Graffenried explicitly wants to stand by "in the fight against Edipresse". Here, "all combinations are possible," he said.
Long-term planning games at the Berne headquarters
The BTM is less helpful in the Solothurn area, where the BZ currently has around 1,100 subscribers, while the Solothurner Zeitung (SZ) has 30,000. As of January 2002, the BZ is launching another headline paper under the title Solothurner Tagblatt (ST) with its own nine-member local editorial staff and with early delivery.
The aim is to appeal primarily to commuters oriented towards Bern. With an initial circulation of 12,000 copies, the ST will be the smallest of a total of seven independent BZ splits.
Von Graffenried wants the project to be understood primarily as a "strategic step. Profit expectations are not in the foreground. The expansion was necessary for the survival of the BZ after Vogt/Schild-Habegger AG, the publisher of the Solothurner Zeitung, had refused to cooperate with the BTM. The BZ must continue to grow in order to survive in the long term.
in the advertising market.
However, he said, this should not be seen as a declaration of war against the SZ, but he hoped that the publishers in Solothurn, Olten and Zofingen would one day reconsider the situation after five years of the Mittelland Zeitung (MZ) association with the Aargauer Zeitung. Von Graffenried went on to say that PubliGroupe, which holds a 35 percent stake in SZ, expects the MZ association to generate around 1,000 more advertising pages per year. By comparison, the BZ expected 1200 additional ad pages for its intended cooperation with the SZ. By the way: The BZ expansion in Solothurn will not change anything for the BTM free newspaper Solothurner Woche, which BTM Group CEO Albert P. Stäheli described as a "pearl".
BTM achieved another top result last year. With consolidated group sales of 208.3 million Swiss francs (previous year 194.0), it generated a corporate result after taxes of 36.3 million (32.8 million) Swiss francs, which corresponds to a profit increase of around 11 percent. Corporate cash flow increased to 42.6 million (40.3 million) francs. Tamedia, which holds a 49 percent stake in BTM's subsidiary BZ, was paid a good CHF 10 million; BZ simultaneously received around CHF 4 million from Tamedia from its 15 percent stake in SonntagsZeitung. Upon request, these figures were confirmed as approximate.
BTM in numbers(monetary values in 1000 francs)
2000 1999 %
Sales 208,269 194,034 7.3
Net profit (after taxes) 36,310 32,781 10.7
Net income 24,146 23,366 2.9
Corporate cash flow 42.6 40.3 5.7
Source: BTM
Countermeasures in the drawer

"For us, the BZ split is a frontal attack on our newspaper and our company, even if this is still being glossed over on the part of BTM," Rudolf Rentsch, director of Vogt/Schild-Habegger, said when asked. "But we are not sitting
like a rabbit in front of a snake." Of course, he has a "package of countermeasures" in the drawer. Moreover, he knows: According to the BTM business plans for the ST, which were presented to him by the BTM, the ST loss will be well over 5 million francs in the first year and a good 25 million francs cumulatively after five years. "Therefore, the BTM has neither a journalistic nor an economic motive for launching the ST," Rentsch says. The road to Solothurn will be "rocky" for BTM, said AZ publishing director Ueli Eckstein, who also held out the prospect that "more could come from the MZ group than has been announced so far." However, he did not want to confirm whether PubliGroupe had actually promised MZ 1,000 more advertising pages per year. What is certain, however, is that the four participating publishers and PubliGroupe had arrived at practically identical results in separate calculations.
The federal government is also squinting to the west

The Fribourg News (FN) is currently looking for a new partner to provide it with four national pages (foreign, domestic, sports and mix) almost ready-made. Until now, the FN has received this service from the Solothurner Zeitung (SZ), but due to the new Mittelland Zeitung association, SZ has terminated its contract with the FN at the end of the year. According to FN editor-in-chief Marcel Waeber, an assurance has already been received from Schaffhauser Nachrichten. Negotiations will soon be held with this and other possible partners, but not with BZ and Bund, as their national pages are too comprehensive in terms of subject matter. With regard to further cooperation, however, Waeber stated: "Everyone is talking to everyone. The federal government is also interested in us."

Celebrities in advertising are a guaranteed eye-catcher. After all, advertising is the last thing you expect, rather the prelude to an exciting home story. But if it's just an appearance in an ad campaign with, say, Matt Damon for the Skechers shoe brand and Jeremy Irons for Donna Karan, the subjects leave an empty aftertaste that is rarely coupled with the product. A movie celebrity is a brand that is valued for its appearance in the film. The role of the mute dress wearer seems like a failed supporting role. Fortunately, because modeling and acting are two totally different professions that require different talents. Hasn't that always been the case? Chandra KurtColumn

The Kuoni lie
from Jan Krohn
As a good advertiser, I discover new worlds in my free time. And since I wanted to feel safe far away from the Piedmontese wineries, the eternally fruity New York or the Tate Gallery, I chose as a vacation destination - well, what? - well, the Maldives. It didn't seem that stupid a thought, because I decided to hole up in a lottery boat. They weren't going to get me there, the cadre cadavers.
Hours later I dove down - into a supposedly ad-free underworld. I bubbled and floated and stalked happily towards the reef when a double-headed moray eel grinned at me from the first rock hole, resembling to the scales the nightmares that the washed-up GGK text fossil gave me at the beginning of my career, who had his back scrubbed by assistants willing to ascend after his midday swim in the lake. The next shock came in the form of an inflated Napoleon fish, which bazooka'd me head-on, freezing the blood in my 7 mm neoprene, and outed itself as Chief Overhead Super Worldwide Reefdirector by wiping the mask off my head with a marking blow of its huge tail. Mayday! I struggled for breath and composure. And watched out of the corner of my eye as the gray shark, smiling evenly past me, swam with blond, shoulder-length hair and the coat of arms of the University of St. Gallen on its dorsal fin. When the mean ADC-octopus stretched out its rolex-torching arms towards me and wanted to get at the rest of my nibbled integrity, I grabbed the harpoon and shot - at myself, because now it was clear to me: In this life there was no escape. I would have to evolve up several levels and be reincarnated. And that was not very likely. As a good advertiser.
[email protected]
Jan Krohn is a freelance copywriter and concept developer
Language Observer

From parting wink to central locking:
"The Very Best of Warmdushing"
Farewell wink
Decal Tattoo Artist
Airbag retrofitter
All those who know me and whom I have forgotten-greeters
Aluminum foil user
At-evening-before-check-in
Trailer hitch protection cap user
To-the-even-better-version-waiter
Freeway service station price-conscious shopper
Oven preheater
Balcony smoker
Bambi winery
On-landing clapper
Half-full night tanker
Package insert reader
Document collector
Big Brother on Video Recorder
Cheap phone calls
Bingutangekommenbescheidsager
Till-the-buckle-up-sign-
extinguished-are-sitters
Body Mass Index-
Post controller
CD Wiper
Diet Coke Drinker
Comics socks wearer
Home WC Closers
Steam iron water softener
Pressure plug fixed screwdriver
Duden Nachschlager
Shower gel preheater
Spare key holder
First reminder payer
Timetable viewer
Folded Plan Falconry
Dishesnochamgleichentagspüler
Flu Vaccinator
I'll-settle-you-now-go-Betoner
Indoor track jogger
Yogurt cup rinser
Candle wax popler
Clothes-on-the-Day Outrigger
Trunk vacuum cleaner
Complete system buyers
Bank statement verifier
Expletive avoider
Life Planner
Air in spare wheel tester
Radio listener, television
Mouse ball cleaner
With-outstretched-arm-across-crosswalk-walker
Power cord-not-on-a-cable-
Puller
City entrance sign brakeman
Password recorder
Test driver
Quota admonisher
Speed trap detector
Hubcap polisher
Scooter rider
Back seat buckle
Shadow parker
Desk Cleaner
Schwarzfahrtbeichter
Swimming pool pinball
Backup creator
Seat Pisser
Seat cushion-with-in-stadium-
Driver
SMS picture shipper
Software buyers
Sun visor rattle
Economy key user
Cheat Sheet Copier
Mirror hair dryer
Daily newspaper stealer
Keyboard Cleaner
Tetrapak butterfly
Frozen fries defroster
Dream Woman Seeker
Loyalty point collector
Expiration date reader
Hot shower
Advertising Wayzapper
What-are-you-thinking-about
Dentist syringe beggar
Central locking device
Beat Gloor, www.textcontrol.ch

Also, Peter Grädel will become the new Head of Corporate Communications at Rieter Management Ltd. as of May 31. He takes over from Barbara Meili.
With Edi Burri, Euro RSCG Switzerland has a new production manager. He will take up his duties on June 11 at the Swiss headquarters in Zurich.
Since May 1, Alice Frankenne and Doris Haenni have been on board as healthcare consultants at Catwalk, a PR and advertising agency in Berne.
The Board of Directors of Medien Z Holding has elected Marketing Manager Mike Gut to the Executive Board of Radio Z AG.
Jean Laporte is the new Marketing Director of McDonald's Switzerland. The fast food company's new communications manager is Olivier Laube.
Andy Bürki will join Tages-Anzeiger and Magazine as the new Zurich Area Sales Manager on August 1. He replaces Markus Graber, who is moving to Cash as advertising manager.
Esther Leimbacher takes over paper consulting and sales promotion at Baumgartner Papier AG. She will succeed Regula Krügel-Durband.
Curdin Accola takes over the management of Trimarca AG for Marketing and Communication in Chur. Hansruedi Schiesser, the previous sole owner, will devote himself to marketing consulting, conception and creation as a member of the management board.
Since the beginning of May, Frank Wetzel (32) is the new sales manager at Trendcommerce St.Gallen GmbH.

SBB jumps on a modern communications bandwagon with JvM/LimmatAt the beginning of this year, Zurich-based agency JvM/Limmat won the SBB mandate in a pitch. "Jung von Matt was the most creative agency in this presentation. It showed us a modern way, and that's exactly what we were looking for," says Fritz Zimmermann, passenger traffic marketing communications at SBB.As market research studies over the past two years have shown, SBB's acceptance is high, but the public lacks an emotional connection to the brand. Furthermore, the image still smells of state iron.
But SBB is a modern company that thinks for the customer, says Zimmermann. In the next five or six years, for example, development will move strongly in the direction of the electronic world. It will be possible to order tickets over the Internet, and the control mechanism in the trains will also be carried out electronically.
Separate campaigns are planned for the timetable change, the Half-Fare Card, and e-business. To ensure that the viewer perceives these components as a single presentation, they have the same emotional touch and the same tonality and visual language.
"SBB is profiled as a likeable brand and its competitive advantages are confidently conveyed," says consultant Marion Marker, who works from
a "benefit-oriented offer communication with a strong image component".
Solved a communication ticket to the future
The new SBB network advertising starts with an offensive for the timetable change from
June 10. A key visual designed by JvM/L for this purpose shows a glowing track. The motif is intended to convey in an emotional way that SBB now runs higher frequencies and that connections have become faster. It is striking that the motif contains no rational information apart from a logo and an Internet address.
"In conjunction with the Internet address, the visual says to the viewer: SBB is now driving to hell as well as furthermore that you can find out everything about the timetable change on the Internet," says CD Daniel Meier.
By deliberately omitting the headline, the subject makes a little secret of its message and already pursues the intention of positioning SBB as an e-brand. Ernst Weber

Soft drink manufacturers quench thirsty throats with different campaignsThe soft drink market is stable. According to the market research institute ACNielsen, sales volume in the Swiss retail trade rose only moderately from 269.8 to 271.7 million liters over the last three years. The trend in sales was better over the same period, rising from 336.2 to 346.3 million Swiss francs, with dairy serums seeing the most striking growth. In the battle for flavors, cola beverages are far ahead of the second-placed orange beverages (17 percent) with 43 percent.But the calm market conditions are deceptive, because things are far from friendly in the soft drinks industry. In recent years, the launch cadence has increased rapidly. Brands are staging themselves with the most unusual and calculated marketing strategies possible and are fighting for their shares. In creative competitions, a corresponding development can be seen in the work submitted. For the approaching thirsty season, local agencies have also designed and implemented campaigns for their soft-drink customers. You can find a selection starting on page 6