Eva Keller is the first woman to head the Swiss Press Association in its more than 100-year historyHead of the week "Continuity is guaranteed and the association is open to new ideas" /
Nothing is actually new for Eva Keller at the Swiss Press Association. And it won't be any different when she takes over as CEO in July, the first woman to do so in the association's 100-year history. Keller has been working for the association since mid-1996, exactly the same length of time as her predecessor Peter Hartmeier.
As his deputy and as Head of Publishing Marketing, she has played a major role in shaping the association's work and is familiar with all dossiers. Either because she was in charge of them herself or because she was involved in all of them. However, the fate of such work behind the scenes is naturally that it is less visible to the outside world. But the accomplished publishing expert knows all the ins and outs of her profession. Eva Keller is not only the first woman to head the media association, she was also the first woman in Switzerland to graduate from the Sawi course for publishing specialists in 1988.
However, her career in the media industry began much earlier: While still at secondary school, she completed a traineeship at the then Badener Tagblatt. After spending time abroad, she was taken on permanently by the publishing house Wanner and remained there for the next twelve years. Her positions included personal assistant to Peter Wanner, deputy publishing director of the Badener Tagblatt and managing director of the Limmattaler Tagblatt from 1990 to 1992. Then it was off to Bilanz. First as publishing director and later as managing director, where she worked closely with Peter Hartmeier, the then publisher of the business magazine, for the first time.
However, despite her broad experience and network of contacts in the media sector, it will not be easy for the dynamic woman to build on the legacy of her predecessor: Hartmeier's winning manner, his outstanding communication skills and his contacts in political circles. "He has completely different strengths to me, that's clear," says Keller, but reassures: "The continuity of the association's work is guaranteed." And the association is also open to new ideas.
The single woman lives in an idyllic farmhouse in Remetschwil, a village of 2000 people in the canton of Aargau. Including horse, sheep, chickens and cat. But she doesn't have to look after them herself, they are taken care of. She only lends a hand as much as her time-consuming job allows. Above all, she enjoys entertaining friends in her home and wandering through the woods and meadows: She recharges her batteries by riding, walking and biking, or leaves everything behind her on open-air trips in her convertible. Daniel Schifferle

The MA Strategy is only useful for strategists who have defined their strategyBy Markus KnöpfliThe first workshop of the AG für Werbemedienforschung (Wemf) on the MA Strategy shows: The study can be used in two ways. Media planners can use it to review their own strategies, while representatives of certain media will use it for generic marketing.
At the first workshop held by Wemf on MA Strategy, both its director René Schmutz and Monica Jäggi from the Konnex media agency repeatedly emphasized that MA Strategy is a strategic planning tool that can be used to compare users rather than reach (see box).
It therefore provides information on the frequency of use, but not on the intensity of use. Its aim is not to make an intermedia comparison in all its subtleties, but to illustrate the essential correlations. The MA Strategy can therefore be used to determine which media group is best suited to reach the target group.
MA Strategy does not replace your own mental work
It can also be determined whether titles or channels overlap in a media group. In addition, different media mix variants can be compared with each other. At the strategic level, the MA Strategy can provide assistance in defining the media target group, said Jäggi.
However, media planners must then decide on either a broad or a deep strategy, otherwise they will get lost in the possibilities. Only with the chosen strategy in mind is the MA Strategy also a tool for intermedia comparisons. However, it is not suitable for detailed planning or for analyzing the price-performance ratios of different media types or media-mix combinations. Jäggi draws the following conclusions: "MA Strategy can be used for planning and optimizing the media mix, but it is no substitute for your own mental work or for detailed planning using Mach Basic, Mach Consumer, Telecontrol or radio studies."
Othmar Fischlin from Publimedia took the same line. "No study can replace reality. MA Strategy can therefore only help to review, optimize or support strategic decisions that have already been made."
Two other speakers, Bruno Oetterli from Radiotele and Giordano Giordani from IP Multimedia, pointed out that MA Strategy can be used not only for media planning, but also for marketing one's own type of media. Oetterli consistently applied this marketing approach and used an example to show that, depending on the issue and strategy model, radio, a somewhat underestimated medium in Switzerland, can help to achieve good values in combination with other media - sometimes better values than if it is replaced by other media in the mix.
Oetterli also pointed out that the MA Strategy should also be of interest to radio managers, namely when it comes to forming advertising pools. These are too often put together according to reach alone, but hardly according to affinities.
Finally, Giordani's presentation became somewhat embarrassing as he tried to use MA Strategy to deduce that the IPM has "an interesting media portfolio" to appeal to anyone interested in cars. The proof was not successful, as Giordani promptly mixed up the strategic and detailed planning levels and drew hasty conclusions.
How the MA Strategy comes about

In future, the data for the MA Strategy will be collected with every interview for Mach Basic. The question is whether a title or channel is used daily, weekly, rarely or never. A distinction is thus made between heavy (once a day), medium (several times a week) and light users (once a week). Heavy and medium users together make up the "narrower user group" (ENK).
The approximately 23,500 interviews include print titles, TV and radio stations, cinema and the Internet. This results in the MA Strategy Basic, which can also provide information on the use of small titles and channels.
When combined with the Mach Consumer (around 11500 interviews), the MA Strategy Consumer is created, in which smaller titles and channels are excluded due to the sample size.
Posters and direct mail cannot be included in the MA Strategy, and the Internet is only included as a complete medium. However, the latter is now set to change: Wemf intends to integrate the data from MA Comis into MA Strategy 2001.
After all, from this year onwards, Wemf will only charge those broadcasters and domains that pay for it. This is already the case for print titles.
A clear srg wink with the fence post

For years, they have been arguing about the right method for the intermedia comparison and have each presented their own approaches. Now both Wemf Director René Schmutz and Matthias Steinmann, Head of the SRG Research Service, confirm that the methodological obstacles to a joint intermedia study have been removed and that it would in fact be possible to incorporate radio and telecontrol data into the MA Strategy.
Nevertheless, the first talks were stopped again. Firstly, the research service is currently completely absorbed with the introduction of Radiocontrol and MMXI-Internetpanel. Secondly, Steinmann is surprised that Wemf has agreed to cooperate with the
MMXI competitor ACNielsen (WW 16/01). He is therefore considering providing MMXI clients with the Konso study (43,000 interviews), which is used annually to survey the population for MMXI and whose results are only used internally, as a supplement. This would allow Steinmann to compete directly with MA Comis (2000 interviews).
And Steinmann has yet another fence post ready: How about adding readership questions à la Mach Basic with a limited number of titles to the Konso interviews and then linking them to Radiocontrol data? By the way: TV can also be surveyed with the Radiocontrol clock. The result would be an intermedia study independent of the Wemf - with significantly more interviews...
MA Strategy: useful in strategic planning

(Table on PDF)

After the two previous events, the bar was set high for the third Swiss Direct Marketing Award (DM), which was launched brilliantly by Beat Fritsch in 1999 and topped in 2000: The expectations for this year's event, which took place at the TMC in Zurich-Oerlikon, were raised accordingly - and, to say the least, not quite fulfilled in every respect.
The jury was more balanced this year and the judging was tougher, was the unanimous opinion of the audience. And that was a very good thing. After all, the aim was to achieve a similar reputation for the DM awards as the ADC cubes already have.
Presenter Eva Wannenmacher also referred to top Swiss creative Frank Bodin as the DM golden boy, as he was able to take to the stage twice to receive gold awards. However, many people failed to realize that Carina Hungerbühler should be called the real Miss DM. She worked on several winning campaigns for her former employer Publicis and was therefore allowed to trot down the catwalk three times to collect a prize.
Which brings us to the main problem with the event. The entire prize-giving ceremony dragged on for a while, which was exacerbated by TV 3's Eva Wannenmacher's not exactly lively moderation and lack of expertise. It didn't hurt that Christian Handelsman tried to add a bit of spice in between with some light-hearted remarks.
The atmosphere in the auditorium also seemed rather stiff compared to previous DM Award ceremonies. The clandestine, informal club atmosphere with the many table rochades that prevailed last year in the Kaufleuten was simply not there. Perhaps next year we should consider a gentle redimensioning of the event and a streamlining of the award ceremony dramaturgy.
The show blocks, on the other hand, left nothing to be desired. Entertainment for the eyes and ears is always guaranteed when Tarzis Bono and Adim are responsible for the organization. This year, it was bartenders mixing up the show, a fashion show presented by various models, including three Miss Switzerland title holders, the aforementioned (visually appealing) presenters and a fantastic singing duo, Tanja and Phil Dankner, who delighted the audience.
The performance by keynote speaker Friedhelm Lammoth was also well received. At this year's award, the eloquent and vocal rhetorician did not miss the opportunity to shower the guests in attendance with a hefty dose of not always entirely serious criticism and to explicitly point out that neither clients nor customers, nor even the speaker himself, were exempt from his all-round attack.
Another highlight that brought back memories was Trudi Gerster's performance. As the quintessential Swiss fairytale aunt, she is naturally closely related to the advertisers, she said with a grin. Together with Daniel Brüngger from WBO OgilvyOne, she was presented with a prize in the self-promotion category for an invitation fairytale CD for the agency golf tournament. Gerster lent her voice to the little golf ball that tells the story.
Finally, some well-intentioned advice for the kitchen crew: put in a bit of effort, then maybe there will be a prize or at least some recognition to be won in the TMC kitchen. Because remember: advertisers and direct marketers are usually very convenient. But they still don't want to eat like this!
Many participants can look back on this year's ASW AGM at the Design Center in Langenthal with a smile and a tear in their eye. On the one hand, new members were gained again this year, making the ASW a very fast-growing industry association. On the other hand, President Stefan Hofmann handed over his office to Benno Frick and will no longer be available to the Alliance in the future. He wants to make another move in his life and is emigrating to Brazil at the end of May.
Hofmann was not only known in the ASW as a presidential hard worker. As Chairman of the Audit Committee, around two thirds of current member agencies were scrutinized by him and recommended for admission. Hofmann handed over this equally important position to Markus Diener from the Arbon-based agency Diener Consulting. Diener is now also a member of the board. In addition, Dominique Hildebrand and Heiko Drewanowski have joined the extended board.
In addition to the delicious food from the Design Center's kitchen, there was once again a great supporting program. The group TreeTalk demonstrated how trees talk and sing. Using self-made instruments made from trees, they transported the advertisers into a world of unfamiliar and fascinating sounds that were most reminiscent of the didgeridoos of the Australian aborigines. It is quite possible that such unusual encounters with musically unfamiliar worlds of sound may help to inspire one or two creative minds - after all, inspiration is free...
In addition to the laudatory speech for the outgoing president, the meeting concluded with a colorful and loud samba fireworks display with music and dancers.
And now, at the latest, even the last and furthest behind envied Stefan Hofmann's decision. In view of the concentrated load of sex that samba-dancing Brazilian women tend to exude, for a short time there were probably around a hundred advertisers contemplating emigration.
Beat Fritsch

followed the third Swiss Direct Marketing Award ceremony with alert eyes, open ears and a sharp tongue, which - oh, you inattentive scheduling gods! - took place on the same day as the equally important general meeting of the Alliance of Swiss Advertising Consultants (ASW). Many thanks therefore to Carmelo Buffoli from ASW, who supplied us with pictures and information about the AGM.
Those who otherwise receive prizes or meet up for gatherings can be found at various events in the scene. Do you already have something to report? Pick up the phone (01 296 97 98) or get in touch (info@werbewo che.ch). Event tips and further shortlist images are available online at www.werbewoche.ch

The BSW has a new name and René Hürlimann as PresidentThe Association of Swiss Advertising Agencies (BSW) is now called the Association of Swiss Advertising and Communication Agencies. The abbreviation remains, the logo gets a new design. The president is also new: René Hürlimann from Euro RSCG Switzerland. "The BSW brand should be further strengthened as a guarantee of quality for leading agencies," says René R. Hürlimann. The Chairman of the Board of Euro RSCG Switzerland was elected as the new President for the year 2001/2002 at the 66th General Meeting of the BSW. Hürlimann succeeds Cornelia Harder, Managing Director of Publicis Lausanne, who was elected as "past" president by rotation.
In addition to his new role as President, René R. Hürlimann is responsible for training on the BSW Board. He is also Honorary President and School Board Member of Sawi, represents BSW as Vice President on the Board of Schweizer Werbung (SW) and is a member of
of the International Advertising Association (IAA).
Hürlimann has set four priorities for his term of office: In addition to strengthening the BSW brand, Hürlimann wants to consolidate the new member categories and expand them with other leading agencies in the relevant sectors. The acquisition and training of young talent is to be promoted. The BSW job exchange, bswjobs. com, is to be expanded and supported with a promotion.
The BSW General Meeting also elected Hanspeter Detsch, Chairman of the Board of Directors of Impuls@TBWA, Küsnacht, as President "elect" and Dominique von Matt, Jung von Matt/Limmat, as a new member of the Board. Peter Frey of cR Seiler DDB, Basel, who had been a member of the Admissions Committee for 20 years and of the Board since 1998, stepped down from the Board.
In the course of opening up the association to agencies from the media, dialog marketing, event marketing and interactive disciplines, the association has also gently revised its CD. The new logo was developed by Jung von Matt/Limmat. Andreas Panzeri

Did you notice? Everything okay? Ram bucks are getting it on with inflatable rubber dolls, but the shirt is made of a different material. Wrong. Wearers of the original Ben Sherman shirts are getting it on with both rams and airy sex dolls. Wrong again. The material used to produce the Sherman collection consists of ram’s wool and discarded doll molds…there you go—any more ideas? Perhaps that even hairy four-legged creatures have discovered the charms of silent dolls these days? Hardly. It’s probably just a desperate attempt to live up to the Sherman name. But Cindy Sherman’s quality isn’t found in photographing rubber dolls. All right. Chandra Kurt
Column

Rabbits up my ass
From Anna Esposito
Will is a heavenly power. Not love—that spineless emotion with no guarantees—nor genius or talent, those free gifts of our genes. Only will carries within it the creative spark to bring forth something new. Yet people of will must endure harsh trials: Their path is paved with the inertia of others, with the envy of the lazy, and repeatedly interrupted by their own doubts. I see it in myself. My strong-willed approach to raising my children yields no results—or even the opposite; I can’t even get the weeds in the garden under control. Not to mention work. There, with my art director, I present communication concepts to clients. And—oh, wonder of wonders—they even buy an idea that promises them the moon, in black and white. Then comes the part where I’m Don Quixote tilting at windmills. The art buyer misses every deadline, the consultant is training for a triathlon but has zero stamina for day-to-day business, and the little event manager is only vaguely planning to take action. Where there’s no shared will, there’s no path, let alone a goal. And so, unfortunately, virtually nothing gets done.
At Easter, however, there was a little miracle of willpower: Someone actually slipped a 12-pack of Hakle toilet paper with a bunny print on it my way via a Supercard offer. And it rolled onto our toilet just in time on Easter Sunday. What a master of willpower must have devised this timing—applying the bunny design right on schedule, ordering the print files, and discussing placement with Coop Distribution. Nothing went wrong at all. But wait a minute: I still have plenty of Easter toilet paper left. Those bunnies will be cleaning at least until after Pentecost. Oh well! Despite a great act of willpower—even this attempt seems to have backfired a bit.
[email protected]
Anna Esposito is a copywriter and
Co-owner of Brot und Spiele, Zurich.
Language Observer

Incorrect Separations 111 through 120
wheel
arge
advice
tree branch
assigned
brie
fine
throw
angel eyes
car stereos
che
fred
actor
business
skat
ego
rien
Tue
strand
get involved
Beat Gloor, www.textcontrol.ch

News: The Big Three Account for 39 Percent
The world’s three largest advertising groups collectively account for 38.6 percent of the global advertising market. The British holding company WPP, along with Interpublic and Omnicom from the U.S., maintained their top positions in Advertising Age’s annual agency report. WPP leads the ranking with gross revenue of $7.97 billion. Omnicom reported $6.98 billion, and Interpublic $6.59 billion. Dentsu, in fourth place, generated $3.09 billion—not even half as much.
Fleishman-Hillard Is Number One: Omnicom subsidiary Fleishman-Hillard is the world's largest PR agency by revenue. It jumped from 5th to 1st place in the Council of Public Relations Firms’ ranking, ahead of Weber Shandwick, Hill & Knowlton, and Burson-Marsteller. Fleishman-Hillard’s revenue grew by nearly 61 percent in 2000. It owes most of this growth to acquisitions; organic growth amounted to 27.7 percent. The agency, headquartered in St. Louis, USA, does not yet have a presence in Switzerland.
Publicis Acquires Triangle GroupPublicis is acquiring the Triangle Group, the United Kingdom’s largest independent marketing group. Triangle was founded in 1975 and is considered a pioneer in creative sales promotion. Publicis plans to expand the Triangle brand to mainland Europe. To this end, the agency will work closely with Saatchi & Saatchi.
Jung von Matt Loses Microsoft Starting in early July, Jung von Matt (JvM) in Hamburg will no longer be Microsoft’s German advertising agency. The U.S. corporation is once again relying on international campaigns in Germany as well, after JvM managed the multimillion-budget account for four years. The creative concepts will now come from McCann-Erickson Worldwide in New York, which has been the international lead agency since the summer of 2000. The Frankfurt McCann office will handle the adaptation.

Carlo Schmid-Sutter on tobacco advertising, RTVA, the Internet and sponsorship "Diversity is not in danger in advertising".
As early as mid-May, Carlo Schmid-Sutter's initiative for advertising relief in favor of private TV operators will be discussed. The president of the Swiss Advertising Association (SW) expects the revision of the radio and TV law to take longer.
Which agenda items are the most important for you at the SW's 76th General Meeting?
Carlo Schmid-Sutter: The AGM has less of an operational mandate. It's where we give an account and hold elections. This year's agenda includes the farewell of a long-standing employee: Hanspeter Marti is leaving the association after 30 years. He was the legal conscience of Swiss advertising. And from this point of view, "personnel" is an important agenda item at this AGM.
A long-simmering legal issue is cigarette advertising. The WHO wants a total ban in two years. Switzerland did not support a total ban on advertising at the Anti-Tobacco Convention in Geneva. What is your comment on the situation?
Schmid: I'm actually happy that the Federal Office of Public Health (FOPH), which is now the lead agency on this issue for the federal government, has not gone for a complete ban on tobacco advertising. The FOPH says: certain restrictions on advertising in the area of youth protection are necessary. We support that as well. I am convinced that we can work well with the FOPH under such conditions. However, I clearly state that freedom of advertising must be allowed within the framework of the law and morality, as it says in Article 20 of the OR. In this context, it is our duty to make a stand for freedom of expression, freedom of information and economic freedom. I will continue to work on this issue.
You have submitted an initiative to Parliament for the authorization of interruptive advertising on private television and permission to advertise light alcoholic beverages. What is the state of play here?
Schmid: On May 17 and 18, the Commission for Transport and Telecommunications will deal with this initiative. As the initiator, I will represent it there. Its purpose is to bring forward in time, in connection with the major revision of the Radio and Television Act (RTVA), those points which I myself consider to be more or less undisputed, but which could mean an important step forward for the private broadcasters. Today, I consider the entire discussion about the RTVA to be so complex that I do not believe that this revision will be completed quickly.
The "Millionaire Show" is currently a big TV hit. RTL, with its advertising window in Switzerland, is allowed to interrupt the one-hour show several times. TV 3 is not. Isn't that unfair competitive assistance for stations from abroad?
Schmid: You said it!
You set up a group of 70 members of the National Council and the Council of States in Parliament on the subject of commercial communications. What does the political mix of this group look like?
Schmid: The majority of the group is middle-class, because the middle-class groups also have the majority in parliament. But we also have Reds and Greens in the group.
In the Council of States, you helped to ensure that the new film law would have to be dealt with again. Some producers are now angry with you. Do you understand that?
Schmid: This decision is still the right one. I can't stand up for freedom among advertisers and advocate restrictions on the other side. You have to promote, not restrict. And promotion does not mean that I demand that cinema owners tell me to the minute how many Swiss and how many foreign films they have shown - so that I can then check the balance with a state guideline and hand out fines if they fail to do so. Penalty and fine is not what I understand by cultural promotion. That's why I said this is a police bill. I am in favor of film promotion. But it's not right to levy punitive tariffs, as it were, and use them to finance film promotion.
One idea for the new RTVA would be: Swiss TV does without sponsorship money.
Schmid: I think it's tricky to distinguish between sponsorship and advertising in such a precise sense. Apart from that, many valuable shows would no longer even be possible without sponsorship. And what do we do then? Hand out notes of fines on the street so that we can finance television? Once again: I want to promote - but only if I don't have to punish for it.
Internet advertising is another chapter with an as yet unknown future. As a politician, do you see a need for action here soon?
Schmid: We have a motion in parliament from National Councilor Simonetta Sommaruga regarding spaming. That's not very sympathetic, because self-regulation, namely through fairness, would definitely have been a possibility for me as well. But what Ms. Sommaruga has raised is correct. You can't block this new medium with spaming and make it so unappetizing.
In her speech at last year's SW AGM, Federal Councillor Ruth Metzler called for more fairness in
of political advertising. Has this demand been met?
Schmid: No. Nothing has been done in that direction. I am of the opinion that it is certainly not up to us to do anything about fairness in political advertising. If we did, then that would be a matter for the Fairness Commission. But in political advertising we already have a referee, and that is the electorate. Anyone who fouls too much gets shown the yellow card. That works automatically.
The world's three biggest advertising groups have a combined market share of 38.6 percent of global advertising. In the USA, the concentration of power is even greater. What does that mean for you?
Schmid: That means that the advertising business is of course structured similarly to other industries. In the food sector, too, we have two huge players in Switzerland who divide up the field among themselves. But everywhere there are opportunities for others to get into the business and to assert themselves creatively. In the same way, diversity is not in danger in advertising. The competition will look to the right. Interview: Andreas Panzeri

The French-speaking Swiss magazine L'Illustré gives itself a gentle facelift.NewsL'illustré lifted
With its new graphic concept and modern typography, the magazine aims to appeal to a younger target audience. Although there are no more pictures in the new edition, they are better staged. Regular readers will particularly notice the "Interview" section, which has been newly introduced. The "Multimedia" section is aimed at urban and young readers. At the same time as the magazine's new look, the website has also been modernized. With 379000 readers and 98210 copies sold per week, the magazine is the most popular weekly in western Switzerland.
BTM takes over printing centerThe Berner Tagblatt Mediengruppe (BTM) increases its stake in Druckzentrum Bern from 33.3 percent to 66.6 percent. Via its subsidiary Büchler Grafino AG, it takes over the share of the
Fischer Group, Münsingen. The remaining one-third of the shares will remain with the investment company Marufia AG. The parties have agreed not to disclose the purchase price. BTM has been planning a large regional newspaper printing center with an investment volume of over 100 million Swiss francs for some time. The Fischer Group did not want to participate in this, BTM Executive Board member Urs Schweizer told WerbeWoche. Fischer, however, would remain a printing partner of the Bern printing center.

Best of Print AdvertisingThe Advertising Hits 2000 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. in all four target groups, performed best in the past year are shown under the heading "Top three".

A pizza chain is wooing Hispanics in the U.S. with bilingual TV spotsBy Thérèse BalduzziThe growing Hispanic population in the U.S. has long been catered to by advertising on Spanish radio and TV channels. But for the first time, English-language cable channel Nickelodeon is airing a bilingual commercial, ushering in a new development.
The results of the last census in the United States confirm it: the Spanish-speaking minority is growing exponentially. It increased by 58 percent in the last decade and is now the largest minority in the country. By 2050, they are expected to account for 25 percent of the U.S. population. The so-called "non-Hispanic whites" are well on their way to becoming a minority themselves, a development that has already taken place in California.
The majority of the Hispanic population is under the age of 18. Unlike their parents, who do not learn English until they are adults, their children have mostly grown up bilingual. They speak English at school, Spanish at home, and "Spanglish" among themselves by switching from one language to the other in the middle of a sentence or by Hispanizing English vocabulary and forming "el brode" from "brother," for example.
Parents should show the kids where the pizza is baked
A new TV commercial from the pizza chain Chuck E. Cheese's does justice to this reality. Chuck E. Cheese's serves pizzas and salads combined with entertainment for kids, from games to stage shows featuring the company's mascot. In it, a mouse named Chuck E. performs with his music-making friends. The chain operates 380 stores in 45 states across the U.S., many in Spanish-speaking neighborhoods.
In the "Estudiantes" spot, which runs on the children's channel Nickelodeon, company mascot Chuck E. talks about the Latino parents shown staying with their children at a Chuck E. Cheese's restaurant, in Spanish as a student. He then continues in English, "Parents don't have to get it; they just have to help get you there." Finally, the mouse switches back to Spanish: "No esta mal novatos" (not bad for beginners). The tagline reads, "The real cool place to be a kid."
The spot runs during "The Brothers Garcia," an English-language show with Hispanic themes and characters. This, along with two shows, "Dora the Explorer" and "Taina," are targeted at the Hispanic 15 percent of Nickelodeon's audience and also contain single Spanish phrases.
The decision of Nicke-
lodeon to air bilingual ads is a sign of how mainstream stations are reaching out to the fast-growing minority. The move also represents new territory for Chuck E. Cheese's, the move represents new territory. Last year, the company began a major advertising campaign targeting Hispanic families that aired on major Spanish-speaking network stations Univision and Telemundo. The 15-second spot was conceived by New York-based agency Zambrelli.

Partner & Partner cleans up the communication language of the city of ZurichThe Zurich City Council has commissioned the police department and the civil engineering and waste disposal department to extend a project launched last year on the lakeside promenade to improve security and order to the city districts 1, 4 and 5 as well as to the center of Oerlikon. The new project is based on three pillars: optimizing infrastructure, communicating and enforcing adopted measures, and increasing objective safety and the subjective feeling of safety through police presence. In addition, the diverse experiences gathered on the lakeside promenade are to be implemented.
Lessons seem to have been learned, for example, from an information campaign that gave rise to discussion because it used a verbal crowbar to attack "delinquent" visitors to the lakeside promenade. For example, the headline of a subject intended to dissuade people from urinating in the open was harsh: "Piss off!"
Linguistically like a
Reverse glove
In the meantime, the city has found a more didactically effective language that does not give it the stamp of a curmudgeon: In the current campaign, the concerns are conveyed with humor, as shown, for example, by the headline "Only pee on the wall when there is a urinal".
"The results confirm that it was right how we talked in the lake promenade appearance", says Benno Maggi, owner of the Winterthur advertising agency Partner & Partner, which had conceived the contentious appearance and advised the city again this year in terms of communication.
The advertiser does not want the changed tone of the new appearance to be understood in the sense of a change of mood, but rather justifies it with the fact that "the people who frequent the city are no longer the same as those on the lake promenade".
The campaign is flanked by numerous activities. At the Sechseläuten, for example, a "waste guild" made up of men and women marching at the end of the procession set an example for a clean city. Ernst Weber

AG für Werbemedienforschung (Wemf) becomes the official reseller of the ACNielsen Internet Panel.To this end, both companies have signed a cooperation agreement. In addition to its own Internet studies MA Net (twice a year) and MA Comis (once a year), Wemf will also sell the monthly published data of the Nielsen Netrating exclusively to Swiss media companies as well as advertising and media agencies, while ACNielsen itself will address all other industries (banks, insurance companies, etc.).Thus, ACNielsen gains access to the media and media industry, while Wemf can intensify its contacts. The cooperation model is similar to that of MMXI Switzerland and the SRG subsidiary Publica Data (PD): PD provides the panel operator with access to the media industry, while MMXI takes care of the other industries.
ACNielsen had originally announced the publication of the first data from its Internet panel in April (WW 5/01). But now they will not be presented until May 31. This was announced by Sandra Wüest, Communications Manager at ACNielsen, on request. Wüest did not give any reasons for the delay, but stressed that the March data were available and that the panel was functioning. Moreover, the data would hardly differ from MMXI's. (mk)