McCann-Erickson is giving itself a new management structure in Switzerland.The advertising agency with offices in Zurich and Geneva, the media agency Universal McCann and other subsidiaries will now be combined in the umbrella organization McCann-Erickson WorldGroup Switzerland.Its Chairman and CEO will be Heinz Flückiger, in addition to his office as Chairman of the advertising agency and member of the European Executive Board. The agency will have a new CEO in Edi Andrist, previously Vice Chairman and CD Switzerland. Erwin Brunner, Managing Director of McCann-Erickson, Zurich, is appointed Vice Chairman. Urs Jaermann, previously Deputy Managing Director in Zurich, is now Director of Business Development and Strategic Planning for Zurich and Geneva and a member of the Executive Board Switzerland. According to McCann-Erickson, the new structure will enable the company to offer its clients a "one-stop strategy" for integrated communications services. (sm)

Vierwaldstätter Verlag wants to shake up the Swiss program guide marketBy Daniel SchifferleSince the beginning of March, the new program guide TVvier has been trying its luck in the Swiss market. With virtually no editorial supplements, the magazine delivers pure program information for an entire month, lean and mean. TVvier aims to sell at least 15,000 subscriptions by the end of the year.
The model for TVvier comes from Berlin and is called nurTV, a four-week program guide that is content with a lot of program information but only very brief editorial content. Rüdiger Hahn, the editor of TVvier, took the concept for the Swiss magazine from nurTV. Until the end of last year, he worked with his brother, who has been publishing nurTV since 1999.
Last year, it was decided to offer a magazine with the same concept on the Swiss market. To this end, Hahn founded Vierwaldstätter Verlag GmbH, based in Horw LU, in March. Legally, the German and Swiss companies are independent of each other. The two magazines also have no synergies in terms of content.
At a price of four Swiss francs, the magazine provides over 130 pages of pure program information. Only two double pages per issue are reserved for actual editorial content. Written in large print, they do not suggest much in-depth information. A program booklet that is clearly not made for bookworms.
TVdaily and suspected
Switch buyers in our sights
The Swiss program guide market was analyzed intensively in advance and various weaknesses were identified, says Hahn. "TVtäglich, which is enclosed with six Swiss newspapers and magazines, is being used less and less. It's a throwaway product." Another Hahn insight: "Many Swiss people are not committed, they buy sometimes this and sometimes that program guide." Hahn is counting primarily on these switchers, who don't yet have a regular TV guide.
But he also sees opportunities for TVtäglich. Various smaller publishers have already approached him and inquired about the conditions for TVvier. Their reasoning: It would be simpler to include TVvier only once a month than to include TVtäglich four times in the same period. Whether or not to go down this route will be decided before the summer, says Hahn.
Ads are still thin on the ground in the Swiss magazine
At the moment, TVvier is printed with a circulation of 300000 copies. 50000 of these go to the newsstands. The remaining 250000 copies are distributed, with each issue serving a specific area in German-speaking Switzerland. TVvier aims to gain 15000 subscribers by the end of the year. Hahn is convinced that this goal will already be reached with the third issue.
The advertising page in TVvier costs a uniform 14350 Swiss francs. However, the ads in the first two issues were thin on the ground. There were mainly ads from countertrade deals, for example with Weltwoche and Beobachter. In addition, it was mainly direct marketing companies that advertised in the new magazine.

Stärkle's departure from Radio Argovia fuels hopes for just one private radio associationBy Markus KnöpfliIf all is not deceptive, the two private radio associations will merge this year. It is still unclear how this miracle will be achieved. But one thing is certain: the fact that Christian Stärkle, President of the smaller association, is leaving the private radio stage is fueling the discussion about one association instead of two.
It has been exactly five years since the former Association of Swiss Private Radio Stations (VSP) split. Back then, in March 1996, Radio Argovia left the VSP in protest. It was initially followed by Radios 24 and Sunshine. Shortly afterwards, they founded the association Privatradio Suisse (PRS), with Argovia managing director Christian Stärkle as president. According to Stärkle, the departing radio stations wanted a professionally managed association with a full-time managing director, which the VSP majority did not want at the time.
Although the PRS has since gained a few new members (see box), the VSP, with top radio boss Günter Heuberger as president, remains clearly the larger association in terms of numbers with 19 members. In addition, there is even a third association in French-speaking Switzerland, the RRR. And the president of both the PRS and the VSP is also the association's managing director.
It is no wonder that such sobering results have led to repeated calls for a united association. Especially in view of the RTVG revision. Several attempts were made to bring the two feuding presidents together. They succeeded, but no concrete result was achieved.
Radiotele would integrate PRS into the VSP
The situation has now changed in that Stärkle will be leaving AZ Medien at the end of June. This also brings up the topic of a merger again, as a PRS without Stärkle will inevitably fall apart. Stärkle himself only confirmed in response to specific questions: "A merger of the two associations is currently being discussed, but I am not involved in the talks."
Heuberger also sees an opportunity for an agreement: "We assume that the departure of Christian Stärkle will remove one of the reasons that led to the split between the private radio stations," he says. His idea is simple: no merger, but the PRS members dissolve their association and can apply for membership of the VSP.
Bruno Oetterli, Managing Director of Radiotele, PRS member and long-time advocate of a unified private radio presence, has completely different ideas. If he had his way, the PRS should be "integrated into the VSP". In the best case scenario, the RRR would also join. Above all, however, Oetterli proposes Christian Stärkle, a media professional who is also politically savvy, as part-time managing director of the association. It doesn't really matter who becomes president.
As far as Stärkle is concerned, this idea has not been plucked out of the air, as he would like to set up his own business as a media consultant and is currently looking around for possible consultancy mandates. He has some, such as the management of Radio-Pool 2000, the private TV association Telesuisse and TeleNewsCombi, as good as in the bag. A further mandate as managing director of a united private radio association would not be inconvenient for him, as he confirms.
Will a neutral from the mountains win the race?
But Heuberger rejects such a proposal outright: "Stärkle as managing director - that is not acceptable to the majority," he says firmly.
The PRS, on the other hand, apparently takes a different view. But because they also know that Heuberger and Stärkle are currently hardly compatible, the PRS has brought Martin Muerner, Head of Broadcasting at Radio BeO and VSP board member, into discussion as the future joint president.
Heuberger, in turn, sees this as an attempt to split the VSP. "There is no question of personnel. Our General Assembly has only just shown that the VSP is united," he states.
And Muerner himself? "I know that I'm being considered as president," he said. He also knows the reason: "I like both Heuberger and Stärkle and in the past, as a neutral from the mountains, I was something of a bridge between the two." This is why he, who also wants a united association, does not want to comment on Oetterli's personnel ideas. "The future structure of the association must function independently of individuals," he says. But would he make himself available as president? "I don't want to answer that question for WerbeWoche," says Muerner. And he adds: "I want to bring everyone to the table. I don't want to push myself forward."
As muddled as the situation may look, the optimism of Stärkle, Heuberger, Oetterli and Muerner is intact. They all believe that a united private radio association is still possible this year.
Privatradio Suisse (PRS) members: Argovia, BE 1 (formerly Förderband), Edelweiss, ExtraBern, Sunshine, Z, 24, 105*.

Members without voting rights: Radiotele, Spotpromotion, AIE Communication
Association of Swiss Private Radio Stations (VSP) Members: Aktuell, Basilisk, Canal 3, BeO, Central, Emme, ERF, Grischa, L, Lausanne FM, One FM, Pilatus, Ri, Rottu, Top, Zürisee, 3iii, 32, 105*Left the VSP: Munot
* Radio 105 is a member of both associations.
Comment

Five years is enough! The whole thing is actually hilarious: In 1996, some radios split off from the rest of an interest group with the aim of carrying out "more professional association work". But little was noticed. And now, with Christian Stärkle's departure, the association is disbanding anyway.
everything disappears into thin air.
To do without a unified presence for five years, especially in an industry that only gets around three percent of the gross advertising pie - that's almost a bravura performance. With respect: some people are taking themselves too seriously.
When I consider that the same radio stations have been working together in various pools across association boundaries for years; and that the same people often cooperate better in the TV sector - just think of the heterogeneous TeleNewsCombi - then I reach for my head in view of the radio problems.
Nevertheless, how can they be solved? Should we rather do without the proven expert and integrative Stärkle as Managing Director? Or the no less competent and active President Günter Heuberger, one of the few radio pioneers independent of publishing houses? On the other hand, will Stärkle not become entangled with other consultancy mandates? Is the former government council candidate more than a mere tactician and silent lobbyist? Conversely, can a sometimes blustering Heuberger, who is polarizing in Eastern Switzerland, unite the association?
Is it an either-or situation - or would a power pack with President Heuberger and Managing Director Stärkle be possible after all? Of course, Martin Muerner or Markus Ruoss would also be needed as deputy and, above all, as a hinge.
And of course the devil is in the detail. But honestly: these details are and remain peanuts. So: five years is enough. Get your act together at last! Markus Knöpfli
Corrigendum

Blick loses 4870 copies
An error crept into our report on circulation figures in WW 14/01. It is true that Blick lost 1.5 percent of its circulation. However, this does not result in a loss of 11700 copies, but only a loss of 4870 copies.

The film and broadcast communications agency Regardez, which has developed design packages for shows such as "Akte 01" and "Super Sport Olympia," has moved to Badenerstrasse 623 in Zurich.The agency was founded in mid-1999 by Jürg Steudler, Omar Siegenthaler, Bart Wasem and Manuel Messerli (from left). Previously, the four, who have experience in TV, Web and advertising, worked together at Sat 1. Regardez offers consulting and realization for on-air design, on-air promotion, off-air and on-line communication, product publicity, music clips, film openers and cinema trailers. According to Jürg Steudler, Writer and Producer, the core business is primarily on-air design. Currently, the agency consists of six employees and two interns. (dz)

On- and offline campaigns will merge even more in the futureBy Patrick HedigerAdvertising on various online channels presents advertisers with new challenges. Communication tools such as cell phones or set-top boxes on TVs demand new interactive forms of advertising.
Compared with the advertising market as a whole, the online advertising market is still very modest - at least when measured in Swiss francs. This will not change much in the next few years. In 2005, Internet-based advertising in Europe is expected to bring in a good six billion euros. According to the study "Rewriting Online Ads" by the U.S. market research institute Forrester Research, this corresponds to five percent of total European spending on advertising. There will be an increasing merging of online and offline campaigns. The battle for the attention of the target group and advertising budgets will become tougher.
Interactive scenarios are already in demand today
New interactive devices, such as more powerful cell phones and set-top boxes on TVs, demand new forms of advertising. According to Forrester, advertisers need to move away from traditional "one for all" advertising campaigns and pay more attention to the framework of digital marketing. It's about figuring out how they can design a cross-channel customer experience.
The question is, what are their goals, their role, and their measurement methods in developing the interactive scenarios with which to influence the customer? In order to create a holistic customer experience and reach the customer on as many interactive media as possible, it is necessary for the various departments such as communications, direct marketing, sales and customer service to work together directly.
New forms of success control on the rise
Thanks to the tracking options available online, the success of digital scenarios will be measured not only in terms of their distribution on PCs. Factors such as awareness creation and customer service are just as important. The U.S. market research institute Forrester therefore recommends that advertisers not only negotiate good CPMs (cost per mille), but also question their measurement. This also gives rise to new forms of success monitoring.
Furthermore, access to login and traffic measurements from specialized companies should be required. Advertisers should evaluate their performance-based contracts not only on the basis of click-through rates and sales, but with the help of more precise result-oriented measurement methods. In this way, Marcom managers can work with media planners to develop the best placements and digital advertising scenarios. Services that put better campaign design tools in the hands of advertisers.
New networks emerge between agencies
When implementing advertising campaigns in the form of digital scenarios, it also comes to
to a change in the creation of advertising. Instead of having everything designed and executed in one place, the
various subtasks delegated to specialized stores.
However, the merging of overall production, distribution and technology deployment will continue to be the preserve of traditional and online agencies. In each advertising campaign, new networks will be created according to the needs of the digital scenarios.

Every year, the Tages-Anzeiger magazine exhibits photos and awards a prize for the best work.By Beat Fritsch The photo night launched by editor-in-chief Roger Köppel three years ago has become a nuit fixe in the agenda of Zurich's advertisers and creative artists. This year, the event was once again held in the Selnau substation of the EWZ, which was able to put itself in the best possible light as a sponsor. During the interview with presenter Monika Schaerer, Bruno Hürlimann of the EWZ could not resist a little side-swipe and pointed out that the electricity industry was probably doing better than the telecommunications companies at the moment. Last year, telecom provider Orange was the main sponsor.
The winner of the CHF 10,000 prize comes from Geneva and is called Steeve Iuncker. His work about the life and death of Xavier, an AIDS patient, impressed the audience the most (WW 14/01). Criticism was heard here and there that the subject matter was somewhat hackneyed. Nevertheless, the expressive and emotional photographs of the terminally ill Xavier certainly deserved the prize.
The audience included artist Garda Alexander, who had just finished her work for the newly opened Hotel Seefeld (formerly Florida). She was responsible for the color concept and image selection of the renovated building and attended the photo night accompanied by web designer Catherine Stroppel from Atelier 10012.
Also meeting at the long bar were Jürg Brauchli from Tamedia's Executive Board, Tages-Anzeiger advertising manager Fridolin Holdener, who has since recovered from the spinal fracture he suffered at the end of last year, and Tages-Anzeiger publishing manager Dietrich Berg. Gabi Wettstein, who is jointly responsible for organizing the photo night at Tamedia, took the opportunity for a chat with Tamedia employee Ralph Hermann, who will be taking up his new post at advertising agency WHS in a month's time.
From the advertisers and their facing venues, we saw media specialist Petra Kreussler chatting with Caroline Villiger of Bols-Cynar-Ballantine's. Jolanda and Dominique von Matt from Jung von Matt/Limmat came with the new junior partner Alexander Jaggy.
Also present were PickPay advertising manager Sandra Ulrich with her friend Beat Stähli from Plakanda, Mister Direct Marketing Tarzis Bono, Jacqueline Joos, formerly with Lowe Lintas GGK and more recently head of communications at the women's magazine Annabelle, Claudia Gillardon from Facts, former Persönlich publishing manager Renato Turri, who can't complain about a lack of work at his own new company Yesway, agency owner Roland Sutter of Sulzer Sutter, Manuela Gualeni of Publicis, and last but not least SonntagsZeitungs event editor Johannes Bösiger, who will soon be detaching himself from the Tamedia Group in order to establish his own professional independence. For the time being, however, Bösiger is keeping it a secret what kind of company project it will be.
The bar and appetizers were organized by event manager Stefan Merz, who is always happy to be hired by Tamedia to host a wide variety of events. Merz was also responsible for the legendary five-year anniversary of Facts.
Hanspeter Lebrument, accompanied by Myriam Engler, came especially from the Grisons. With them, of course, we were able to rave about the still superb snow conditions in the Prättigau and Landwasser valleys, which were then checked again on the spot and in person on the Easter days in Davos.
Beat Fritsch

visited the magazine's third photo night, which has already become a tradition, at the Selnau electricity substation before Easter. Conclusion: Culture is alive and well, and it attracts masses of people. In any case, the exhibition room was packed.
Those who otherwise meet at the quite a few events will be located at the most diverse events of the scene. Do you already have something to report? Pick up the phone (01 296 97 98) or hit the keys (info@werbe woche.ch). Event tips as well as further shortlist pictures are available online at www.werbewoche.ch.

Anita Kopp, junior AD at Freiburghaus und Banderini, Bern, has a sober relationship with advertisingBy Anita VaucherAnita Kopp always thinks carefully about what she says and avoids putting her foot in her mouth when dealing with people. The young woman is ambitious in a pleasant way and always strives to learn something new in order to do her best professionally and to be satisfied with herself.
Ambition is not a dirty word for junior AD Anita Kopp. Demanding everything of herself, never giving in and never lulling herself into complacency - these are the qualities that characterize her daily routine. It's possible that her colleagues at work sometimes find this a bit troublesome, Anita Kopp muses. As an ambitious person, you tend to be a loner and risk overtaxing your colleagues, the 26-year-old suspects. However, disputes must always be about the matter at hand. Nevertheless, she appreciates working in a team and needs the exchange of ideas.
During her apprenticeship as a typeface and advertising designer, Anita Kopp also attended a vocational school for design. This brought her a good deal closer to her dream job as a graphic designer. She had already enjoyed drawing as a child, and at the age of fourteen, Anita Kopp knew that she wanted to pursue a career in design. Looking back, she considers the two courses she took to become a sign painter and graphic designer to have been very valuable. They gave her a lot of practical everyday experience and also shaped her for her future career, says Anita Kopp.
In the advertisement that finally led her to Freiburghaus and Banderini, she was particularly attracted by the job title of concept designer/ AD. She said to herself right away that she could definitely learn something there. And after a little more than a year at the Bernese advertising agency, she sees her expectations for this job more than confirmed. Anita Kopp is convinced that at Freiburghaus and Banderini, everyone who really wants to get ahead gets a chance. She likes her job, which brings her something new and unexpected every day. This also corresponds to her desire never to fall into routine at work and to always be challenged anew.
Every now and then, the AD also treats herself to some time off
In her day, Anita Kopp had to work meticulously as a typeface painter. Today, as an AD, she is fussy in a different way, the 26-year-old says with a laugh. She thinks mainly about how she wants to achieve her career milestones. When she's working on a project, she sometimes forgets to look at the clock.
The fact that work in which she has invested her heart and soul disappears into oblivion after a few weeks does not bother the AD woman. Anyone who can't come to terms with the fact that advertising is a disposable product is in the wrong profession, she is sure. For Anita Kopp, it is also important not to be pressured into doing something that cannot be done out of personal conviction.
It's not easy to take a step back, especially in hectic phases, but it's important to maintain a healthy distance from work. Sometimes Anita Kopp goes to a museum to distract herself.
Switching off after work is an impossibility for the young woman. Anita Kopp is convinced that the advertising profession is hardly suitable for drawing a line under the daily work routine after office hours. Advertising is omnipresent in the streets, and she is constantly reminded of her work by the presence of advertising, especially on posters, she notes.
This also gives her the opportunity to see advertising from the consumer's point of view, which in turn provides food for thought for her own work. For her, it only gets tedious when the work follows her into her dreams because "the worm is in it" or she otherwise can't solve a button.
No desire for rheumatism blankets and Black Forest trips
The advertiser Anita Kopp has attached an advertising sticker to her mailbox. She has nothing to do with the advertising that flutters through the mailbox. There are hardly any highlights of advertising work, she defends her sticker. And special offers from discounters or Black Forest trips with rheumatism blankets as a loss leader are just not her thing.
Advertising should stimulate thought and must trigger positive feelings in the viewer and surprise him with an unusual point of view. Kopp is convinced that pseudo-funny advertising or so-called "knee-slapper" ads, which also try to take the consumer for a fool, ultimately damage the industry itself. She'd rather watch a Cannes reel and regrets that her employer doesn't make TV commercials more often.
Although she feels she can fully live out her creativity with her current job, a freelance job would be a challenge for her. She would be particularly attracted to the different working environments of the various employers, with advertising strategies that could range from strongly conservative to overstretched, she dreams to herself.
She would certainly have no problem with self-imposed personal barriers that would prevent her from promoting a certain cause. She shows herself to be tolerant. But then Anita Kopp quickly comes back down to earth. "I have very high expectations of myself, and that's why I want to accumulate my backpack of knowledge at the moment before I plunge into the adventure of self-employment." Incidentally, her goal was never to be self-employed at the age of 22.

Sulzer Sutter enters a new advertising period for all Parisienne peopleThe "plasticine period" of the Parisienne advertising lasted six years. Now, a new umbrella appearance replaces the old campaign designed by Sulzer Sutter, Zurich, with annually changing artists. The appearance, again designed by the agency in Zurich Seefeld, is intended to deepen the artistic positioning that the "Plastilin campaign" established. Furthermore, a Parisienne Special Mild will be launched with the new umbrella appearance. The 6-mg product closes a gap in the range of the more than 100-year-old Swiss cigarette brand, through which regular smokers have so far been able to drift away. In addition to the artistic form of implementation, the new umbrella identity uses the colors yellow of the main products and blue of the newly launched cigarette as a means of communication. Yellow forms the base color, on which the action of the so far approximately 52 motifs takes place in blue. These show strikingly visualized picture stories by means of hand, foot and other imprints, which can be easily deciphered by the viewer with a little imagination. page 10

Now Affichage has to learn how to deal with the French outdoor advertiserBy Markus KnöpfliThrough a majority shareholding in the Austrian outdoor advertiser Gewista, JCDecaux now calls the shots at Europlakat, in which Affichage has a 49 percent stake. Whether that suits Affichage is another matter.
Affichage is to remain Swiss - that is the reason for the share transfer restrictions in the Articles of Incorporation of Switzerland's largest outdoor advertiser. In concrete terms, even large shareholders can only register a maximum of 5 percent voting rights in the share register. The French outdoor advertiser JCDecaux, among others, felt the effects of this when it acquired a 30 percent stake in Affichage in 1999 and also demanded a seat on the Board of Directors. Until now, JCDecaux has had to make do with a meager 5 percent of the voting rights.
On the other hand, Jean-Pierre Bonny, Chairman of the Board of Affichage until last year, was open to "constructive talks with a view to a joint approach abroad". Whether this "joint approach abroad" was envisioned at Affichage in the same way as it will be at Europlakat cannot be assumed. Because JCDecaux is now calling the shots there.
Now the affichage must
Show your colors
Admittedly, Europlakat, which is active in outdoor advertising in Eastern European countries, is still 51 percent owned by the Austrian outdoor advertiser Gewista and 49 percent by Affichage. In addition, an equal cooperation agreement applies between the two partners with regard to all strategic issues.
But it should be borne in mind that Gewista is now controlled by JCDecaux, which also has the (few) voting rights in Affichage. Conclusion: The French outdoor advertiser holds a clear majority in Europlakat, not only financially but also vocally.
At present, it is still unclear whether JCDecaux's coup came as a surprise to Affichage or whether they were prepared for it in Geneva. What is certain is that Affichage will now have to cooperate with JCDecaux for the first time.
The deal was set up by JCDecaux as follows: JCDecaux and the financial investor B&C Holding are setting up a joint venture called JCDecaux Central Eastern Europe Holding (DCEE). JCDecaux will hold 58.5 percent of DCEE, B&C 41.5 percent. B&C, which holds a 51 percent stake in Gewista, will contribute this share to the new holding company, as will JCDecaux, which holds 16 percent of Gewista shares. JCDecaux is also contributing its 30 percent stake in Affichage.
Europlakat is currently still of small but growing importance for Affichage: in 1999, just four years after its founding, the company brought in 25 million Swiss francs for the Swiss outdoor advertiser, which corresponded to 9 percent of Group sales and around 3 percent of Group profit. Last year, Affichage's share of Eastern European sales revenue actually grew to 27.8 million Swiss francs, an increase of 11.1 percent.
Weko decides on May 7 - perhaps

Since 1999, the Competition Commission (Comco) has been investigating whether JCDecaux's 30 percent stake in Affichage "qualifies as an agreement under competition law". On May 7, the Weko will now issue a decision at the request of its secretariat. What the application will contain is being kept under wraps. However, it is by no means certain that the case will now be brought to a conclusion after a good year and a half. It is also possible that the Weko will continue to investigate the case.

Too much is too much. O. Maybe not, especially since the magazine is called The Oprah Magazine. But 12 pages of photos of the most famous entertainer in the U.S., including the cover, is a bit excessive. In addition, there are five pages of Oprah interviews with Toni Morrison, Gloria Steinem, Marion Jones and Christiane Amanpour. And that's not all: every Oprah statement can also be discussed and philosophized about at www.oprah .com. While we rack our brains over efficient customer loyalty measures here, the eloquent businesswoman bluntly demonstrates what star loyalty can be. Diversification down to the last detail. Starting with a strong TV presence and ending with a media presence that is not just about reporting on others, but telling the readership how to behave in life. Be it in psychological or everyday matters. In the spirit of "Don't despair, ask Oprah. Conclusion: Oprah for President. Along with Hillary Clinton, perhaps. O. K. But that's definitely too much. Chandra KurtColumn

Communication, insensitive
From Mike Müller
Time and again, we read about criticism of "insensitive communication": SBB salaries, SAir severance payments, Cantonal Bank bonuses. Truly, there was insensitive communication. While the army communicates with modern means, the league of board members lapses into the tone of an old fighting sow. The tailored suit becomes a butcher's apron, the four-fruit suit a batik overall.
The explanation is simple: The topshots of the Swiss economy continue their education in the wrong place after graduating from the HSG, for example in Entlebuch; they received the butcher's apron (Ackermann-Versand) as a gadget on the last day of the workshop. So what exactly happened at that cattle market in Wolhusen, when Lalive, Honegger and Schmidheiny had to sell an old ram to a wholesaler from Lucerne in a practical exercise? All three first began to praise the ram with chosen words, referred to the beautifully developed portfolio between the thighs and even tried a slightly crude man joke to arouse the wholesaler's willingness to buy. The latter took a deep drag from his stogy and walked away shaking his head. Purified, the CEOs tried their luck on a cattle trader from the bowl, put on the most arrogant city air they could possibly manage with their important faces, and sold the ram at a far inflated price.
An editor of the Entlebucher Woche, who had observed the event, wanted to snap a picture of the three men. They took the film from him and gave him some PowerPoint slides. It was written there in English that they could not give interviews due to foot and mouth disease. They confused their doctor's degrees with medical secrecy.
mikemü[email protected]
Mike Müller is a performer and
Vocational teacher.
Language Observer

Spralchemie - language between money and spirit
When the alphabet was invented in 1500 BC, the elite who used it consisted mainly of merchants and traders. Among the first alphabetically recorded information, available as tablets from Crete and Syria, are many stock lists, accounts, conversion tables of masses and weights, and so on.
Not only language is changing, but also the way we use it. For about two hundred years, for example, it has increasingly served commercial purposes. Here, it is supposed to attract attention, present a product and show its advantages (classic advertising), awaken people's fantasies and desires as well as their desire to belong (lifestyle), present a company in the best light and arouse sympathy (PR), plant concise messages in people's minds (claims and naming), make people feel good by addressing them in a certain way, and bind them to a company as customers (corporate language). Language should promote business.
Stringing letters together can generate thoughts, feelings or money - if the order is right. A g, an e, an l and a d - money. Money is one among many words in the language. But it has the fascinating property that, used as a language, it can actually generate money: It is able to create its very essence out of its linguistic form. This is demonstrated by brochures of banks and insurance companies. Does language get caught in the maelstrom of money? Where does it lead to if advertising increasingly takes possession of culture? Do we have to found language associations?
The defense of the language is not necessary. As long as there is always a new generation that rediscovers it, it will remain young and fit. It lives and changes, absorbs new terms, also from other cultures, integrates them, transforms them, also digests the "casual language creations of unscrupulous advertising copywriters", it is flexible, pliable, elastic, it provides fresh words and ways of expressing itself every day, it blossoms new...
Let's think back to the stock lists from Crete and Syria. Even if the letters were used differently in the high points of our writing culture (religious, literary, philosophical, scientific works), the fact that today they increasingly serve commercial purposes again is merely a return to the origins.
Beat Gloor, www.textcontrol.ch

Credit Suisse Group (CSG) has entrusted London-based Euro RSCG Wnek Gosper with a global branding campaign.Euro RSCG Wnek Gosper will implement a corporate campaign for CSG in print, TV and possibly the Internet, to be launched worldwide in the fall. About $20 million is available for this purpose, according to the agency. The campaign aims to increase the group's public awareness and communicate its values, it said. Euro RSCG Wnek Gosper prevailed in a two-stage pitch against Honegger von Matt, Advertising Art & Ideas (both Zurich) and Kirshenbaum Bond & Partners (New York). Credit Suisse chose the London-based agency because it understood the approach of a corporate-level campaign very well and implemented it in an intelligent yet emotional way, CSG communications manager Karin Rhomberg told WerbeWoche. (sm)

In addition, Eva Keller (45) will become the new managing director of the Swiss Press Association. She was elected by the association’s executive committee. She will replace Peter Hartmeier in this role, who will become head of corporate communications at Tamedia AG in early July. Keller has worked for the association since 1996 and became deputy managing director in 1999. Among other things, she was jointly responsible for organizing the association’s conferences.
Irène Inderbitzin has been the new managing director of StepStone Switzerland since April 1. She succeeds Gerhard Frick, who had been leading the Swiss branch of the European job and career portal on an interim basis.
Myriam Mathys, currently Director of New Media and a member of the Executive Board of the Basler Mediengruppe (BMG), will be leaving the company this summer. Following Mathys’ departure, Urs Peter Naef, Head of Publishing in Zurich, will take over responsibility for New Media and IT.
Effective May 1, Roland Dekker will join Ottiger & Partner in Lucerne as a new consultant. He will succeed Markus Püntener. Koni Gebistorf, in the Concept/Copy department, and Sascha Bachmann, as a graphic designer, have also been working at the agency since early April.
Brigitte Egli and Dagmar Verde-Gall are the new consultants at the Zurich-based PR agency Frei und Partner (F&P). Egli previously worked in the communications department at Miracle Software AG, while Verde-Gall worked at ZKB.
Since April 2, Henry Oswald has been strengthening the sales and customer service efforts at Karl Schwegler AG. Oswald has many years of experience in sales and is considered
as a professional in the graphic arts industry.