SRG Director General Armin Walpen keeps radio advertising as a pledge against fee splittingRadio advertising is a hot potato for SRG. Although it would like to, the path to it leads across a political minefield. SRG Director General Armin Walpen is therefore refraining from an offensive advertising campaign on his radios. Armin Walpen, SWA Director Fredi Schwab has just shown that private radio stations would also gain if SRG radio stations introduced advertising. So far, however, we have hardly heard any desire in this direction from the SRG. Do you really not want radio advertising?
Armin Walpen: I don't have anything against radio advertising in principle. But SRG cannot and will not demand it offensively. We are prepared to do without it, provided that not too much fee money is taken away from us. However, if fee splitting were to be significantly expanded in favor of private broadcasters, we would of course have to look for ways to compensate for this. One of these would be radio advertising.
So if there are no significant additional splitting claims, then radio advertising for SRG will be buried?
Walpen: No, it's not, but we won't go on the offensive on our own initiative. If, on the other hand, the legislator were to come to the conclusion that SRG should do radio advertising on the basis of other considerations, we would not say no.
Can you explain your defensive stance?
Walpen: I remember the introduction of TV advertising in Switzerland and what that triggered. At the time, publishers in particular feared that they could be harmed. Not least because of them, a whole series of advertising restrictions were subsequently introduced that are still in force today. SRG and I as Director General will be careful not to enter a similar minefield in connection with radio advertising.
But do you not share the opinion that private broadcasters would also benefit from a radio advertising platform extended to include SRG stations?
Walpen: The positions on this are controversial. One faction - mainly people who work in acquisition and advertising experts - is of the opinion that this would stimulate the market, which would ultimately benefit everyone. On the other hand, however, we have the local radio stations themselves, the majority of whom fear that their share of national advertising could decline. I cannot and do not want to judge who is right.
The SWA is a fantastic advocate for the interests of the SRG, because its demands in favor of the SRG go much further than you yourself dare to demand.
Walpen: That's right. Our demands actually go less far. We take the view that what we can do today is enough for us. If the SWA demands more, it is certainly not because of the SRG, but because it represents the interests of advertising clients who need good advertising platforms.
The SWA is based on marketing considerations, the SRG very much on political considerations. In today's highly competitive media reality, shouldn't marketing considerations be given greater weight?
Walpen: Many factors play a role in today's media policy. Factors that have nothing to do with economic considerations or the needs of the audience. Media policy often takes place without the audience; their opinions are not always given the weight that one might actually expect. But we also need success with the audience in the future, otherwise the fees will lose their legitimacy. The crazy thing, however, is that it becomes a problem for us because we are so successful. People conclude that we are too powerful and immediately conclude that SRG must be restricted with the aim of weakening our success and our market position. That is a paradox.
Interview: Daniel Schifferle

Consolidated profit at Tamedia 25 million francs lower than in 1999By Markus KnöpfliThe management of the Zurich media group Tamedia AG is satisfied with the first consolidated financial statements after the IPO. Apart from the problem child Schweizer Familie, the print division is doing well, but Tamedia still has to dig deep into its pockets for TV 3 and Winner.
Hans Heinrich Coninx, Chairman of the Board of Directors of Tamedia AG, described the Group's business results as "excellent", although the consolidated profit was 25 million francs lower than in 1999. Despite this "expected" decline, according to Tamedia CEO Michel M. Favre, the profit was still better than in 1998.
Tamedia increased its sales last year by seven percent to CHF 823 million - thanks to higher publishing revenues. The operating result before depreciation and amortization rose by 3.1 per cent to CHF 179 million, although the expansion of electronic media had a negative impact of CHF 43 million on the result. And the operating result after depreciation and amortization was slightly lower than in the previous year due to the acquisition of Finanz und Wirtschaft.
Tamedia's core print business improved its revenues by twelve percent to CHF 712.7 million, which is above the industry average of 8.2 percent gross, emphasized Tamedia CFO Patrick Eberle. The Alpha management job advertisement contributed to the good result, while a decline was recorded in rental and real estate advertisements.
The Tages-Anzeiger, the flagship of Tamedia AG, increased its revenues from CHF 390.9 million to CHF 421.5 million. Despite commuter newspapers. According to Kurt W. Zimmermann, member of the Management Board, the circulation of the Tages-Anzeiger has lost around 11,000 copies and will lose around the same amount again this year. The revenue of ZürichExpress has also grown, namely by 2.7 percent. Facts, which has had its most financially successful year, increased its revenue by 1.1 million francs or 2.5 percent. Thanks to the new online bundle, SonntagsZeitung was able to record 204 additional advertising pages in the last quarter of 2000 alone and increased its revenue by 0.9 percent. Annabelle recorded only little revenue, namely 0.2 million francs, while Schweizer Familie once again suffered a 3.8 percent drop in revenue.
Tamedia is facing difficult times in the electronic media, especially at TV 3. With total revenues of CHF 15.8 million, TV 3 recorded a deficit of CHF 53 million. Although this was CHF 7 million less than expected, a further deficit of CHF 45 million is budgeted for this year. In addition, the break-even point had to be postponed by one year and the total investment over five years had to be increased to CHF 180 million.
Tamedia does not want to be alone
Make TV
Now, of all times, the Luxembourg joint venture partner SBS wants to withdraw from the TV project. "We are in negotiations with SBS regarding a new ownership structure for TV 3. Tamedia has also been fully financing TV 3 since January 2001," said Eberle. Tamedia is therefore currently in talks "with potential and interested partners". Favre added that Tamedia's goal is to find a new joint venture partner. "We don't want to do TV alone," he said.
Winner also posted a weaker result than expected. Income of CHF 3.7 million in Winner's first year was offset by investments of CHF 16 million. Another ten million francs will be needed this year. And the AuctionWinner and PriceWinner internet platforms will be discontinued for the time being. Nevertheless, Coninx stated: "We believe in the success of electronic media and are therefore prepared to continue investing in this area."
Income of tamedia-medien*

(monetary values in CHF million)
2000 1999 Changes
in %
Tages-Anzeiger 421.5 390.9 + 7.8
SonntagsZeitung 86.4 85.6 + 0.9
Finance and economy 40.2 - -
ZurichExpress 31.6 30.7 + 2.7
Facts 46.8 45.7 + 2.5
Swiss family 35.9 37.3 - 3.8
Annabelle 32.2 32.0 + 0.6
TV 3* 7.9 4.4 + 92.5
Electronic publishing 4.6 4.9 - 6.6
Winner 3.7 - -
*TV-3 figures only appear at 50 %, as SBS previously held 50 %
Source: Tamedia
Tamedia in figures

(monetary values in CHF million)
2000 1999 Changes
in %
Turnover 822.8 769.7 + 6.9
Operating result
before depreciation and amortization 179.1 173.7 + 3.1
Operating result
after depreciation and amortization 136.4 137.3 - 0.6
Net profit 105.4 130.4 - 19.2
Employees 1924 1755 + 9.6
Source: Tamedia

Publicis advertises for Swisscom in an old place with a new mediumThere is absolutely no causal connection between the fired Swisscom marketing employee who, according to Blick, misused thousands of cell phone numbers for SMS marketing, and the new Swisscom film advertisement, which was specially designed by the Zurich agency Publicis for the giant e-board in Zurich's main railway station.Nevertheless, one might suspect a tragicomic plot behind the two stories due to their strange coincidence. After all, when the outrageous data theft at Swisscom was discovered, the convicted man had to pack his bags in a hurry and leave the office. Even if he won't end up behind the Swedish curtains straight away. The new Swisscom commercial is also about packing suitcases and going underground.
Based on the well-known claim "Deeper than you think", the silent commercial from Swisscom's in-house agency does not dramatize the hapless marketing man, but rather the attractive Swisscom prices for telephone calls. The spot focuses on the situation that is considered to be the most important preparation for any trip: packing your suitcase.
We see a young man, the type who likes the party scene, calmly unpacking his clothes and then suddenly disappearing into the depths of his suitcase. Irony of fate: the dismissed marketing employee also maintained close contact with the party scene. Apparently, he handed over the secret data material to a Bernese party organizer.
Back to the lead spot: this is followed alternately by three different reminders that focus on the telecom provider's price offers. "With this spot, Publicis has managed to use the new medium in a surprising way and create a direct link to the place of use, the main railway station, with the films," says Sandra Heuberger, the consultant responsible. This opinion can certainly be endorsed, albeit for other, more damaging reasons. Luca Aloisi

Mobile advertising can be used to address the target group directly, but not without their consentWireless advertising could be the stuff of advertisers' dreams. The advertising recipient carries the advertising space with them and has virtually no way of avoiding the advertising. No wonder, then, that one or two companies have succumbed to the temptation to send advertising to more or less randomly selected cell phone owners on their handsets. But as a rule, they don't like such campaigns at all. Customers want to be asked beforehand, because advertising via SMS is something very personal. one form of wireless advertising that is already widespread is web-to-phone SMS: a cell phone owner can be sent a sponsored SMS via websites, which contains a short advertising message at the beginning. There are also SMS services to which end users can subscribe depending on their interests. They are also suitable for specific product information.
WAP with question mark -
because of the high costs
"Wireless advertising is not yet a huge boom, but we are seeing a solid trend towards more advertising on cell phones," says Volker Budde, Vice President Strategic Product Development at Adlink's headquarters in Germany. At the moment, SMS messages still dominate wireless advertising, although WAP would actually be the better advertising medium.
The advertising message does not have to be limited to text alone, the possibilities for interactivity are much greater. The problem is that relatively few people own WAP-capable cell phones, most of which still have a graphically limited display. In addition, WAP use incurs not inconsiderable connection costs. Martin Radelfinger, Managing Director of AdlinkSchweiz, has his doubts about WAP advertising: "People will jump directly from SMS advertising to advertising on handhelds that integrate mobile telephony and PDA functions. Wireless advertising will then be used on the
fully functional Pocket PC browser and on PDA-optimized Channels Avant Go."
Of course, there are already functioning forms of WAP advertising, but they are still very rarely used. Patrick Hofer, Managing Director of Kaufcom, which offers WAP solutions for companies and WAP services: "Experience has shown that the interstitial advertising method, where the user first has to watch a few seconds of advertising before reaching the desired content, is not so popular. When surfing WAP via GSM, such advertising costs the surfer around two centimes each time - with GPRS it is less than 0.3 centimes. We have had good experiences with WAP advertising in the form of links. Depending on the link and link text, click rates of between 8 and 20 percent are achieved."
Target group advertising with
regional design
Studies in Europe and the USA confirm the high click and response rates for wireless advertising. Advertising in which a specified telephone number can be called directly from a cell phone has been very successful in the area of wireless advertising. The adult industry in particular is taking advantage of this.
Location-based marketing is developing into an interesting form of wireless advertising. Because cell phone owners can be located precisely thanks to the radio cells of cell phone antennas, advertising tailored to the respective region could be considered, for example for restaurants or cultural events. Cooperation between the network operator with the location information and the advertiser is important here.
Patrick Hediger

Last year, LZ Medien Holding increased its turnover by six percent to 135.3 million francs and its profit by 48.3 percent to 10.1 million francs.NewsLZ Medien Holding increases profit
Neue Luzerner Zeitung AG accounted for the lion's share of the holding company's turnover, contributing around 111 million francs. 70.1 million of this was generated in the advertising business, 10.2 percent more than in the previous year.
DRS criticizes RTVAThe Radio and Television Corporation DRS (RDRS), the Swiss German-speaking sponsor of SRG, has criticized the Federal Council's draft revision of the Radio and Television Act (RTVA). It welcomes the "yes" to the central role of the public service and agrees with more freedom for other broadcasters, RDRS announced. However, the RTVA raises fears that the Swiss media system will be weakened in the face of foreign competition. The SRG's programming activities would be severely restricted, its financing options limited and its constitutionally guaranteed freedoms undermined.

U.S. technology company Motorola is cutting its advertising spending by at least $250 million. As Ogilvy & MatherNewsMotorola cuts advertising millions
won the group's consolidated global budget in September, there was still talk of a global branding campaign worth more than $350 million. Motorola, which is primarily active in mobile communications and semiconductor technology, announced in mid-March that it would lay off 4,000 employees.
Jaguar shifts entirely to Y&RThe Jaguar car brand has shifted its entire global advertising budget to Young & Rubicam (Y&R). In January, Y&R had already been given preference over previous budget holders Ogilvy & Mather (O&M) and J. Walter Thompson (JWT) when it came to the launch of the new X-Type model. Jaguar said O&M and JWT had done a good job over the past eight years. But for the planned realignment within the luxury car market, the group is relying on a single agency worldwide, he said.
Bcom3 forgoes IPOThe advertising group Bcom3 has cancelled its IPO for the time being. There will be no IPO in 2001, management announced. When Bcom3 was founded in February 2000 by The Leo Group, McManus and Dentsu, an IPO was planned within 12 to 18 months. At present, however, the parent company of Leo Burnett and D'Arcy considers the market too volatile.
Initiative Media instead of ZenithZenith Media has dropped out of the race for Philips' global budget. The Dutch electronics giant wants to consolidate its media spend - around $600 million - with a single agency. Still involved in the pitch are Starcom Mediavest, Carat, Mindshare and OMD, as well as Initiative Media, which Philips added to the list after Zenith dropped out. In Europe, Philips was previously handled by Carat.

For years, Internet users have been spoiled with free offers. Because growth rates for online advertising in the U.S. are expected to be three times lower this year than in 2000, Web operators are drawing conclusions. Yahoo, the online encyclopedia Britannica.com and now also T-Online.ch have already given concrete thought to paid content. Page 18

Commercials for the first time at the International Energy Festival in LausanneBy Anita VaucherThe International Energy Festival has established itself in just a few years. What once began with works films on the subject of energy for a professional audience is now a forum with short film offerings for a broad audience. This year, for the first time, there were also commercials to be seen.
"Press the button, and we will do the rest." Suzanne Buffat, director of the International Energy Festival, quoted this world-famous slogan from Kodak to illustrate how everyday energy consumption is taken for granted. The energy that comes out of the socket is similar to the miracle of the camera: We press the button, and the rest goes by itself, without us needing to know the technical details.
The aim of the International Energy Film Festival is to bring the various energy sources closer to the general public without any political, economic or technological ulterior motives. It took place in Lausanne in March for the eighth time. The festival is the only forum in the world that offers a promotional platform for all existing forms of energy on this planet - a significant concern in a time of progressive deregulation of the energy market. The festival visitor has the opportunity to learn about the need and use, but also about the different cultural significance of this precious commodity in the various countries.
The platform is also intended to
Arouse the interest of advertisers
Short documentaries were shown and this year, as a novelty, commercials produced by agencies from all over the world on the theme of energy. "The interest in this festival should also be aroused among advertisers, so that they can present their work to a broad audience interested outside the advertising industry and the B2B level. But also to make the festival even more attractive through the spots," says Suzanne Buffat.
This year's cooperation with Publisuisse and the Fédération Romande de communication et de publicité (FRP) is therefore to be continued in the coming years. The FRP was responsible for organizing this year's panel discussion on "Catastrophes naturelles et humaines: les communicurs face à la crise".
Complicated facts
communicate humorously
The festival is held every two years in Lausanne, as part of the large public fair "Habitat et Jardin", and for this reason alone can count on a large and diverse audience. In addition, the productions from 25 countries attract many foreign guests.
In the early days of the festival, mainly works films and company portraits of companies dealing with energy were shown, explains Suzanne Buffat. These productions were aimed more at a professional audience. But the image of the Energy Festival has changed fundamentally, with the quality of the contributions greatly improved and the message on a rather complicated issue now communicated clearly, but also with a lot of humor and imagination, Buffat further notes.
Previously, each festival also had a very specific theme. For this year's festival, participants were free to choose their own theme, but were only allowed to submit short films of up to twenty minutes and no longer one-hour documentaries.
Official partners of the festival are the Swiss Federal Office of Energy, the Petroleum Association, Natural Gas - Gaz naturel, the Swiss Federal Institute of Technology, Lausanne, Les Electriciens Romands, the Canton of Vaud and the City of Lausanne. Among others, the President of the Swiss Confederation, Moritz Leuenberger, sits on the patronage committee.
The star makers shone in Lausanne

The international jury had around 50 short films and just as many commercials to judge. The Grand Prix in the short film category went to the Swiss film "The Starmakers" by Laurent Larsonneur; production: Pierre J. Paris, EPFL, Lausanne, and Andreas Koch, Digital Studio SA, Paris. The film has already been shown at the World Exhibition 2000 in Hanover.
In the commercials category, the Grand Prix went to the production "Lapins" by VVL/BBDO, Brussels. The FRP Prix was awarded to a spot for Gaz de France - "Un monde mal adapté" - by the Australie agency in Paris.
Corrigendum

In the Advertising Index for the fourth quarter of 2000 (WW 12/01), an error crept in during data transmission: The author of the Hirz subject "Apricot" is not Sulzer Suter, but Publicis, Lausanne. The market research institute Demoscope only informs us of the agency if this also appears as a signature on the advertisement.

WHA cements NZZ Folio's superior imageIn the course of its ten-year existence, NZZ Folio has established itself in the Swiss leaf forest as a monthly magazine with high reading value. A new campaign designed by Weber Harbeke Alborghetti (WHA), Zurich, therefore characterizes the editorial performance of the NZZ magazine as the measure of all things journalistic. The campaign replaces a successful emotional appearance, which was intended to give a broad audience a taste for intelligent background reporting over a period of three and a half years. The current implementation communicates the professional superiority of NZZ Folio with the determination of an intellectual leader. Convinced that the unique argumentative position was the right one, it was decided not to address readers and advertisers with separate campaigns. On the other hand, an obvious atmospheric affinity, which the NZZ Folio advertising has in common with the NZZ reader campaign, came about not by brainwork, but by chance.page 14

SWA annual meeting calls for adaptation to the European environment, also for the radio advertising platformBy Daniel SchifferleAt this year's annual meeting of the Association of Swiss Advertisers (SWA), criticism rained down in abundance on the draft revision of the Radio and Television Act (RTVA), which took too little account of the liberalization idea. The SWA also called on SRG to open up to advertising on its own radio stations.
Long lists of demands are a classic feature of all SWA events. But usually, advertisers are the addressees of the wish lists. For once, that was different. At this year's annual meeting at the Marriott Hotel in Zurich, the focus of criticism was on the Swiss legislature, and in particular the draft for the new RTVG.
The SWA's demands even went far beyond what is even conceivable at the moment, because in the current revision of the law, advertising for SRG radio stations is not an issue at all. On the contrary. In fact, according to the draft law, their sponsorship opportunities are to be eliminated in the future. But despite these gloomy clouds that keep the public radio sky closed, SWA Director Fredi Schwab made an urgent plea for SRG radio to be opened up quickly to commercial communication.
"Switzerland is the only country in Western Europe where advertisers still have to live without national radio advertising," Schwab pointed out, adding that the local economy could no longer do without national radio advertising opportunities on SRG radio programs.
The many private radio stations would benefit the most
According to Schwab, not only the advertisers would benefit from an opening of the SRG radio stations, but above all the private radio stations themselves, which are still mostly opposed to advertising on SRG radio stations. The additional potential for the private stations would be abundant, as Schwab calculated.
If the radio advertising market is expanded to include SRG stations, he expects a potential of around CHF 250 million per year. That's more than double the roughly 100 million francs in net revenue that private radio stations generate today. For them in particular, the introduction of advertising time on SRG radio stations would be worthwhile, because according to Schwab's calculations, more than 50 million of the 150 additional advertising millions would flow into the coffers of the private radio stations.
For the SRG radio stations themselves, liberalization would bring a potential of between CHF 80 and 90 million, according to the SWA. However, according to the SWA's proposal, this money should not remain entirely in the hands of the SRG. As a sort of sweetener for the commercial providers, 60 percent of SRG radio revenues are to be distributed to private radio and TV broadcasters - as a substitute for cancelled contributions from fee-splitting.
According to the SWA, however, things look bleak for the radio advertising market if today's draft law were to be applied. In this case, Schwab predicted - due to lost sponsorship income - reduced revenues of several tens of millions of Swiss francs.
Strengthen TV vis-à-vis foreign broadcasters
The SWA also expects Swiss TV providers to be weakened instead of strengthened if the RTVA revision follows the draft law. The main goal, however, must be to strengthen Switzerland as a location in cross-border journalistic competition. After all, the TV competition that needs to be held up against is abroad.
For this reason, the financial strength of the SRG must be preserved at all costs, because the latter is already at a marked disadvantage in terms of program purchasing compared to the German broadcasters, next to whose financial possibilities the SRG budget is a mere pittance. One of the SWA's main demands is therefore that SRG's income should not be reduced in any way. In plain language, this means that, contrary to current intentions, it should continue to receive sponsorship in the future.
But the SWA also takes up the cudgels for private broadcasters and calls for them to be given a
rapid relaxation of the advertising rules. And not just when the revised RTVG comes into force in 2005 or even 2006, Schwab demanded. For this reason, Council of States and SW President Carlo Schmid, together with Filippo Lombardi, submitted a parliamentary initiative last December (WerbeWoche reported). It demands an immediate liberalization of the advertising rules according to Euronorm for the private TV stations in Switzerland.

GPS devices in cell phone format record poster site contacts of test personsBy Markus KnöpfliSatellite technology makes it possible: Affichage and Plakanda have agreed on how they want to measure the contact chances of posters. The new method, which will also enable intermedia comparison, can be used in a year at the earliest.
The poster medium used to drive media planners to sheer despair, at least when they wanted to know more about the contact chances of individual poster sites (PS). Up to now, there has been no measurement method worldwide that delivers reasonably plausible values, let alone those that are suitable for intermedia comparison. The fact that the two major Swiss outdoor advertisers each chose a different approach for evaluating the quality of their poster sites did not make things any easier. It is no wonder that the Swiss Advertisers Association (SWA) has also been pressing for a uniform solution for some time.
About a year ago, Plakanda and Affichage therefore commissioned Bernese Professor Martial Pasquier, head of the Input business and marketing consulting firm, to moderate a working group of the two poster companies (see box). This group is now proposing to use the satellite-based navigation system Geographical Positioning System (GPS) in the future to survey the contact opportunities of billboards.
An as yet undetermined number of people will carry a cell phone-sized GPS device on their person for several days. The navigation system records the locations and movements of the test subjects to an accuracy of five meters. By comparing the distance they have traveled with the stored PS position data, it is possible to determine which posters the test person in question might have seen.
Whether and for how long the posters - for the time being only panels of size B12 and B200 - are actually viewed is to be surveyed using a second methodology, but this has not yet been determined.
First positive reactions from media professionals
The main problems of this research approach: GPS devices with a storage capacity of up to seven days cost around 1500 francs. Although they are all-weather capable, they cannot receive the satellite signals in buildings and narrow street canyons. And for them to work in transportation, they have to come close to a window. That requires discipline from the testers.
Also, several crucial parameters are still open - besides the methodology to determine the contact quality, also the sample size. Since it is likely to be several (tens of) thousands, it is already clear that not all PS can be measured. Pasquier therefore wants to limit himself to measuring two to five of a total of about 15 Swiss conurbations each year, for about three months and in a rotation of three to four years.
Nevertheless, the new joint research approach is undoubtedly a step forward, especially since it would also be suitable for intermedia comparison, according to Pasquier. Media experts to whom the rough concept was presented last week reacted positively in principle.
The working group is now having technical feasibility studies carried out and intends to draw up a research concept from July onwards, which will also be discussed with market research institutes. A decision on the final concept is to be made at the end of September, after which a pilot study will be commissioned.
Satellite researchers

In addition to Martial Pasquier, APG Marketing Director Rolf Chiarini and Jürg Sager, Head of APG Poster Research, sit on the Poster Research Working Group on the Affichage side. Plakanda, on the other hand, is represented by CEO Beat Roeschlin and WerbeWoche employee and consultant Wolfgang J. Koschnick.

A new advertising campaign for hair care products does justice to the multicultural country of the USABy Thérèse BalduzziBeauty comes in a wide variety of colors and shapes. The idea of an ideal of beauty that all women must emulate is passé. This is the essence of the new Clairol campaign in the USA, with which the hair products brand wants to reposition itself.
The brand campaign with the slogan "A Beauty all your own" appeals to women's modern self-confidence, in which fashion dictates no longer have any place. The nine-page print ad, published in women's magazines such as Vogue and "O" (Oprah), first addresses the individual reader: "You have an amazing kind of Beauty..." is written in handwriting on a gray page with a white bar. A fingerprint on the lower right corner, exactly where the reader will touch the page to turn it, supports the idea of individuality.
On the next double page appears a group picture of eleven women. No supermodels, but attractive women of various ages with different skin and hair colors. Of the four blondes, one is African-American, another is of more mature age. A young Asian woman with a black leather jacket has dyed her hair dark blue.
Character colors from the
Tip to the crown
The next three double-page spreads are each followed by three short portraits of a blonde, a redhead, and an African-American woman with red hair as well. In the top corner of each are the models' names, their Clairol hair colors, and some of their preferences such as writers, hobbies, pets, and cars. Across the page, a quote from the model is placed in each case: "My ex-boyfriend calls it Whiplash Blonde," it says of the blonde, for example. The information and the quote also appear in handwriting. At the bottom of the page are the individual products that are responsible for the hair color.
Although individual Clairol products are mentioned, separate campaigns will run for the various hair color lines, also with the tagline "A Beauty all your own". The ad was designed by FCB Worldwide in New York. Corresponding TV commercials are planned for the current year.
Twelve product lines
overshadowed the brand
The brand campaign is Clairol's first and was created after the brand lost its top position in America to L'Oréal last year. The company also realized that the campaigns for its now twelve product lines were overshadowing the brand itself. The campaign also features the Clairol hotline number and website address.
The campaign responds to research that found that women have recently come to understand the concept of beauty much more broadly and are no longer willing to accept a narrow definition that is unattainable for the majority. Attitudes toward aging have also changed. However, the new communication approach not only reflects a new awareness, but also does more justice to the American multicultural reality.