Deutsche Telekom has terminated its parent agency Scholz & Friends without notice.NewsScholz & Friends loses Telekom
The reason: S&F Berlin is said to have secretly founded a subsidiary called Nova and sent it into the pitch for the mobile provider Genion despite a customer conflict. However, the agency's management denies the links to Nova and is trying to convince Telekom to reverse the decision. S&F has 40 employees working on the double-digit million budget, which mainly concerns T-Online.
Dunlop awards European account to 180The Dunlop tire brand will be managed in Europe by Amsterdam-based creative agency 180. 180 beat Springer & Jacoby in the final round of the pitch. Account holder Abbott Mead Vickers BBDO had already dropped out earlier. Dunlop, actually a Japanese brand, belongs to the Goodyear Group in Europe.
Y&R launches new Jaguar worldwide
Young & Rubicam (Y&R) New York has been commissioned by car company Jaguar to launch its new X-Type model. Y&R beat out WPP sister agencies Ogilvy & Mather (O&M) and J. Walter Thompson (JWT). O&M is Jaguar's parent agency in North America; JWT serves the group in Europe and other markets. The Y&R team was led by Creative Director Ross Sutherland, who was responsible for the Jaguar account at O&M until last year.
Euro RSCG becomes No. 6 in Spain
Euro RSCG is expanding in Spain: With the acquisition of Grupo Lorente, the country's largest independent agency, the Havas subsidiary moves up to sixth place in the Spanish market. The merged Euro RSCG Lorente will have billings of CHF 400 million. The group includes agencies for classic and Internet advertising, PR, media and direct marketing with around 200 employees in Madrid and Barcelona.

In the USA, spirits are once again being increasingly advertised on radio and TVBy Thérèse BalduzziSpirits distributors in America have begun to lift the voluntary censorship on alcohol advertising on radio and TV. The move away from the decades-old regulation has so far only taken place in individual local markets and is unlikely to catch on.
Leading the turnaround was Seagram Spirits & Wine Group when it launched a spot for Crown Royal four years ago. Since then, the same company has also advertised Chivas Regal and Allied Domecq for Kahlua on television. Last year, Bacardi, Captain Morgan Spiced Rum and Jack Daniel's Whiskey followed suit.
Although advertising for spirits on TV has increased threefold since 1996, it is disproportionate to beer and wine advertising. Whiskey, cognac and vodka represent just three percent of total alcohol advertising on radio and TV.
This is also one of the reasons why spirits companies have turned the corner. They feel they are at a competitive disadvantage compared with lighter beverages and suffer from falling sales figures. "Alcohol is alcohol" is their objection.
The increasing fragmentation of the mass media is also cited as another reason for the abolition of self-censorship. Whereas the three major network stations used to broadcast programs for the whole of America, it is now possible to target advertising in such a way that it reaches a majority of adults, thus avoiding the criticism that young people are being seduced into alcohol.
The detour leads via the cable provider
Nationwide, however, there are still rigorous limits on liquor advertising on radio and TV. Network stations, both radio and TV, do not accept liquor advertising. Most cable stations also do not accept such advertising. Even independent stations and regional ones, which are in partnership with the network stations, behave in a majority negative way.
However, since they are not subject to industry guidelines and are allowed to make their own decisions, they represent one of the options for liquor advertising. The other option is to buy advertising time not from the cable station, but from the cable provider.
In this way, the liquor companies are able to advertise only in local markets, but often during popular programs broadcast nationwide. After all, spots for Seagram products made it onto 100 local stations in this way, reaching 20 percent of cable households.
Radio stations are more open to alcohol advertising because their audiences are proven to be older and there is less risk of children hearing their spots. Almost all liquor brands are now represented with radio spots.
For the time being, television advertising for spirits is still taking place on a small scale, and the spirits companies are behaving cautiously because they fear protest movements. So the venture is being undertaken with some self-imposed restrictions: Allied Domecq, for example, refrains from using models who look younger than 25 in its commercials. Bacardi commercials show young, attractive people dancing and making out, but not drinking.

Noted: A snowman is a snowman, is a snowman, and remains a snowman—even when it’s transformed into an advertising billboard by Toni Molkerei or Hermès. After all, the advertising impact of this masked winter symbol melts away even before the first spring-like rays of sunshine arrive. By then, at the latest, it becomes clear that the ad is completely outdated, dependent on the weather, and, moreover, recognizable only in regions accustomed to snow. It’s interesting, however, how a brand can be reduced to just a few objects—like gold chains or plastic lids—for the sake of recognition. Now, of course, I’m curious to see how Condomeria would decorate its snowman.
Chandra Kurt
Column

Bibeli
By Martin Lanz
Do you have a pubic hair dryer, too? Would you get one if it existed? Would you be grateful to the inventor of the pubic hair dryer for solving one of your biggest problems? As a die-hard hedonist, would you think you absolutely had to buy one? If you’re that kind of person, then you’re out of your mind. You should seek treatment. Take some time to reflect. Read the Bible, for example.
You can now find the Bible at Migros, too. Right there between the condoms and the acne treatments—another little Bible. Ten francs for a piece of happiness. Some advertising agency probably advised the church to do this. People don’t want to read the Bible anymore. Just imagine: there are people who refuse to believe that Moses fathered children at the age of about 800. They refuse to accept that the evil God commanded a father to chop off his child’s head. (He held back at the last moment. A feigned killing. The cruelest form of torture.) They refuse to accept that a disobedient woman was turned into a pillar of salt. They may doubt that Jesus raised the dead. Even himself. They simply refuse to accept that what people believed 2,000 years ago is what they’re supposed to believe today. The Church is at its wits’ end over this “flat earth” theory. (Maybe the Earth really is still flat. People used to believe that, too.) And instead of just leaving out the unbelievable parts, it’s selling them off at a bargain price. As if it were all about the money. Or would you buy that pubic hair dryer if it only cost one franc? Then off to therapy! That’s what I say.
But what if you
Have you read the Greek myths? They’re at least as adventurous as the Bible. At least as believable. They’ve just been reissued. They cost several times as much as the New Migros Testament. But they’re part of a well-rounded education. Just like the Bible. You don’t have to believe everything you read, after all. And you don’t have to believe everything an advertising agency says either, dear Church.
Language Observer

A Hundred Questions for the New Year (26–50)
26. Who might you lose soon?
27. How would you like to spend the last few hours of your life? And the next few?
28. Is your watch fast, slow, or on time?
29. Where or when do you have your best ideas?
30. What do you argue about the most?
31. How many people are you in contact with?
32. How many people have you had sex with? Do you think that's a lot or a little?
33. How do you judge other people? By their appearance? By what they say? By their achievements or their courage?
34. Is there anyone you tell everything to? Are there things you don't tell anyone?
35. What are you most afraid of? Do you give in to your fear?
36. What makes you fall in love?
37. Do you love someone more than yourself? Does that person know it?
38. Would you like to live in a hotel sometime?
39. Do you pee in the shower? Or do you sing? Both? At the same time?
40. How many roles do you play? Are you an individual?
41. If you could clone yourself, how would you divide your life?
42. Do you read books or newspapers more often?
43. Are you living your life, or is life living you?
44. When you're just driving along on the highway like that, do you go faster or slower?
45. Have your childhood dreams come true? Or have you come to your senses?
46. Are there any events that could change your philosophy of life?
47. Are you doing anything to ensure your immortality? Or are you just glad when it's over?
48. What was the first thing you thought about this morning when you woke up?
49. When you're in a new city, do you buy a map, or do you just start walking?
50. What is the best thing that could happen to you right now, as you read this question?
Beat Gloor, www.textcontrol.ch

Lebrument and Heuberger join forces in the battle for the CH East media regionBy Markus KnöpfliLebrument and Heuberger launch two attacks against the St.Galler Tagblatt: In the TV sector, they consolidate their cooperation by founding a joint company, and in the radio sector, they expand the leader pool with Radio L. In St.Gallen, they react calmly. In St.Gallen, the reaction is calm.
The media landscape in eastern Switzerland is not calming down. The newspaper dispute in Thurgau (WW 01/01) has now been joined by two more projects in the TV and radio sector. The players in both cases are Südostschweiz boss Hanspeter Lebrument and Günter Heuberger, boss of the Top Group. In the TV sector, Tele Top and Tele Südostschweiz (TSO) are founding a company under the name Tele Leader AG, in which they will combine production and sales as of April 2001. However, the two station brands and programs remain independent.
The radio project is about the expansion of the Leader pool between the radios Zürisee, Top and Grischa. The pool was supplemented by a plus variant with Radio Liechtenstein as of January 1. The CPM is 7.50 francs.
Both projects can be understood as attacks against the St.Galler Tagblattgruppe (SGT). On the one hand, because the Radio Leader pool with Radio L now overlaps precisely the area which Radio Aktuell will gain thanks to the program merger planned with Ri from April 2001 (WW 45/00). Much more important, however, is the fact that the SGT Group is now further isolated.
However, Lebrument, who came up with the ideas for the cooperations, speaks of quite different intentions. With his alliances, he always pursues one principle: enlarging the advertising market of his media. "Before I went to Heuberger, I talked to St.Gallen," says Lebrument. But at the SGT, neither the radio nor the TV sector clearly stated what they wanted. That's why he knocked on Top's door. But his door was not closed to the SGT.
TV sector not affected by newspaper dispute
Anton Schaller, interim head of Tele Ostschweiz (TO), confirms the talks with Lebrument. However, he rejects the idea that St.Gallen did not want to cooperate. "We just didn't want to commit ourselves right away by founding a company," Schaller says. However, he is still open to cooperation.
And what does Schaller think about the SGT isolation, especially that in the TV sector? "I definitely don't see it that way," he says, referring to the membership in the new TeleNewsCombi, which starts in April. In addition, he says, the company is counting on a high-quality product and, above all, on the license extension for TO that has been applied for (WW 28/00). Schaller expects the latter by the end of January.
He also mentions a discussion recently broadcast by Tele Ostschweiz between Urs Lüdi, Chairman of the Board of Thurgauer Medien AG, and Hans-Peter Klauser, Chairman of the Board of St.Galler Tagblatt AG. According to Schaller, there were signals from both sides that the TV sector was not affected by the newspaper dispute and that they could continue to cooperate there.
"However, that would be a misinterpretation," Lüdi counters when asked. "From the given situation, I lack the motivation to send out signals to St.Gallen for cooperations in other business areas."
One thing is therefore certain: further movement in the media landscape of eastern Switzerland is assured.
Tele Leader frees up funds for studios

Tele Leader, the new company of TSO and Tele Top, will be based in Frauenfeld. From there, the areas of moderation, national sales, promotion and technology will be managed centrally. This concentration frees up money to expand the Top studio in Frauenfeld and build a TSO studio for regional affairs in Chur. At the same time, Tele Südostschweiz terminates its contract with the production company S-Recording (Sennwald).
The Board of Directors of Tele Leader is composed of three top and two Südostschweiz representatives: Lebrument will be Chairman of the Board, Günter Heuberger will be Board Delegate and Managing Director, top sales executive Peter Bronhofer will be Head of Sales and Marketing, and Silvio Lebrument will be Managing Director of Tele Südostschweiz. The fifth position has not yet been filled.
Ostpool becomes Aktuell plus

With the program merger of the radios Aktuell and Ri, the Ostpool did not simply lapse (as erroneously described in WW 45/00), but became Aktuell plus as of January 1. With a total daily reach of 65000 listeners, the pool costs 19.50 francs per second (6 to 9 o'clock). Aktuell alone costs 16.50 francs.

Success models and trends in online business were presented at the Epiphany ConferenceBy Andreas PanzeriConcepts and experiences on the subject of money on the Net were the focus of the Epiphany Conference at the Zurich World Trade Center. Figures and background information were presented by those responsible for the online projects of The Wall Street Journal, 20 Minuten and "Big Brother" on TV 3. There were reassuring reports about the stock market prices of media companies.
In keeping with the theme, Karl Lüönd promised in his welcoming speech: "This year will be the last time we give you printed documentation. Next time you will get all the documentation online." The Managing Director of the Media Institute was once again able to thank PubliGroupe as the main sponsor for the Epiphany Conference of the Swiss Press Association, which was held for the third time this year.
Among the ten prominent speakers, Rich Jaroslovsky of The Wall Street Journal (WSJ) with his already profitable online project and Birger Magnus with the plans of Schibsted's 20 Minuten in this regard met with great interest. Despite a far-reaching look into the future, Hans-Peter Rohner of the Publicitas Promotion Network gave a tangible presentation on current trends in international markets.
Business and investment consultant Hans Kaufmann believes that unlimited access to the Internet at rock-bottom prices is a thing of the past. This development will have a negative impact on the earnings situation of many listed IT companies.
improve the company. Kaufmann also revealed why the Tamedia share is currently undervalued, in contrast to many other stocks from the media world.
Peter Schütz from the University of Applied Sciences in Hildesheim predicted that there is still a lot to be done in the IT business - but associated with this, there are also a pleasing number of new jobs in the new field of knowledge management, Internet scout or issues manager. One of these new jobs seems to be held by Peter de Mönnink, who, as Director Internet of Elsevier Business Information Europe, appealed to quite a lot of futuristically oriented imagination with the description of his networking activities "Content Providing and Selling".
More specifically, Jürg Wildberger from TV 3 spoke about new observations on the mating behavior of a wide variety of media in his container and also presented for the first time the "very successful" figures for the conclusion of the first "Big Brother" experiment, according to his expectations. With the conclusion: "In no other country has the post gone off like in Switzerland," Wildberger earned both recognition from the media specialists and a few laughs for this frank formulation at the meeting of the three kings from the East.
Finally, in addition to such newfangled online developments, the conference tried to present something new from the world of print: Carlo Imboden of Novo Business Consultants AG Bern, together with Markus Zölch of Interpublicum Bern, explained their new monitoring tool for daily newspapers and magazines.
Establish the same identity for print and online editorial teams
In keeping with tradition, Hans Heinrich Coninx spun the web of speakers. The president of the inviting club was presented with the paper title "Paper refiner or trustee of content" by Karl Lüönd. The Tamedia Chairman of the Board of Directors pointed out that he and his managers now have to make faster decisions on a daily basis on the Net than they did a few years ago, for example when launching Facts.
"But the risks are higher," Coninx chatted from the publishers' school. As an interesting detail, he revealed that at Tagi, unlike comparable foreign titles, the online editorial team is integrated into the print editorial team. "The idea is to find the same identity and not to develop an individual life," Coninx said, explaining the concept.
Rich Jaroslovsky of The Wall Street Journal explained why it works the other way around for the financial site WSJ.com. The online offering of this newspaper is already making a lot of money as the world's first publisher platform (for details, see page 27).
20 Minuten wants to become the most read newspaper in Switzerland
"That would be a very short speech if I had to speak here on the subject of 'earning money on the net,'" said Birger Magnus, summing up his first experiences with 20 Minuten's online platform. However, the CEO of Schibsted Print Media AS, Oslo, convinced with very interesting plans for the future. The printed newspaper and the electronic portal as a mutual feeder service are his concept.
This idea forms a focal point in the business policy of 20 Minuten. The recipe envisages a "printed portal" for commuters in the morning, as well as later "news updates" on the Internet and, finally, a versatile website supported by the print medium for playing, shopping, delving and chatting later in the evening.
Schibsted has been gaining relevant experience with the Net since 1996. The websites of Scandinavia Online, founded by Schibsted, now register 5.2 million visitors per month. The online edition of Sweden's aftonbladet.se would already be the fourth-largest online newspaper in the U.S. after usatoday.com, nytimes.com and washingtonpost.com, with 1.32 million "readers" daily.
"In one to two years, we want to be the most read newspaper in Switzerland" were the closing words with which Birger Magnus bid farewell to his Swiss competitors - but only in the context of this conference - not without mentioning: "The audience must come to feel that our website is the best in Switzerland!"
Hans-Peter Rohner, CEO Europe/Asia/Latin America Publicitas Promotion Network, who was introduced as a trend researcher, was first of all pleased with Karl Lüönd's correct spelling of this long title. He then made it shorter and more concise with his visions.
At the beginning, the Internet was thematized as something "potentially dangerous and a threat to publishers," Rohner said. Because of the pronounced West-East divide in Internet development, many European publishers have since learned from the American experience, he said. "They have tried to position themselves as independent content providers in good time and have also accepted the Internet as an offensive, entrepreneurial challenge," Rohner is convinced.
Advertisement as a trigger of
E-commerce transactions
He sees the net as having three valuable sub-areas. Internet as a distribution channel for content and advertising (Blick, for example, can also be read online in faraway countries). Internet as a business platform for print media (Internet readers later also subscribe to the printed newspaper). Internet as a new way to simplify workflows and processes and save costs (for example, digital ad transmission).
Rohner drew a development for newspapers and magazines toward global brands (licensed editions, split editions, Internet editions) as the most important trends. As examples, he cited how Le Monde had already taken over original pages from the New York Times in the course of the American presidential election.
Rohner also sees a growing opportunity for "new" free newspapers in the younger readership segment. "Away from the classic subscription" is the name of a future concept in which interested readers no longer want "everything for two francs" but rather more and more in-depth information on a special topic via the web "even for a charge of 20 francs.
Soon ads
barcoded
With regard to advertisements, Rohner believes that various publishers will want to form new alliances, in some cases also in association with strong industry partners such as car brands or banks. "Classified databases that only provide an overview of offers without also offering the direct, subsequent transaction are hardly competitive."
The advertisement as a starting point for e-commerce transactions could work in the future with printed barcodes in the newspaper. The newspaper as the most important frequency procurer for local and regional retail trade could soon reach potential customers online in a much more targeted manner.
"Cheap Swatch or exclusive JWC - and in the middle nothing works?" That was the question that Karl Lüönd also tried to transfer to the world of Internet newspapers on various occasions during the course of the conference. Or in other words: WSJ.com and the online activities of 20 Minuten can make money. But what about the many Swiss print media in the middle, which so far still functions without a net and thus with a double bottom? - The next Epiphany conference will take place on January 8, 2002.

A new technology should make it possible to advertise by e-mail and process the transaction at the same timeIn Switzerland, marketing by e-mail is still in its infancy. Meanwhile, in the U.S. and the U.K., the first companies are experimenting with systems that allow not only advertising by e-mail, but also the processing of transactions at the same time, without having to leave the mail programs. Cybuy (www.cy buy.com), based in New York and London, claims to be the first to offer technology that allows customers to securely order a product advertised by e-mail with just a few clicks, without having to leave the e-mail program or visit the supplier's website.
Wengier clicks,
higher transaction opportunities
The system also handles back-end services, such as electronically initiating the order with the supplier, recording the transaction route, or supply chain management.
"Most email marketing solutions force consumers to plow through multiple browser windows and click multiple times to buy something, with the chance of actually making a purchase decreasing further with each click" reasons Sandra Robinson, founder of Cybuy, of the benefits of her system.
The fact is that online store operators are also currently trying to reduce the number of clicks required to make a purchase on their website, so that customers do not give up before the purchase is completed. This speaks for Robinson's argumentation.
A technology for
expensive products
However, there are also reasons not to do so: After all, real supermarkets also lure their customers with certain special offers because they hope that these customers lured into the store will be tempted to make further purchases in front of the piles of goods once they have an overview of the entire range. In the same way, special offers advertised via email can serve the purpose of luring a user to the site and enticing them to make even more purchases.
Such subtle insights have not gone unnoticed by Cybuy. The company therefore recommends using the technology primarily for rather more expensive products about which the user already knows and does not first have to obtain information. Otherwise, the additional marketing expenses are hardly worth it.
A prerequisite for the use of Cybuy's system is, of course, the fact that there has already been contact with the customer beforehand and that he or she has read the
email is reminded.
As with e-mail marketing in general, the rule for this program innovation is that promotional e-mails should only be sent with the customers' consent.
In addition, the chance that a purchase will be made is much greater if a company knows the customer and his interests and can supply him with targeted advertising. Finally, it cannot be assumed that a reasonably cautious Internet user will immediately place an order by e-mail with a provider he or she does not yet know. Customer relation managers still have some work to do.
Clemens Hörler

The Raymond Loewy Foundation now also has an offshoot in SwitzerlandEveryone is talking about design, and the Raymond Loewy Foundation is doing something about it. At the end of December, around 20 top names from the international design scene met at the 1st St. Moritz Design Summit, which was organized by the foundation. The high alpine town would like to organize such a summit annually and earn an international reputation. "At the end of the design mania of the last decades, designers will have to take people and their design power much more seriously again," said Michael Erlhoff, co-initiator of the Summit, about its raison d'être.
In Switzerland, the Raymond Loewy Foundation aims to inform the public "about complexity and developments in the field of design" with publications, exhibitions and specific promotional measures, according to foundation spokesman Adrian Erni. It also offers the Lucky Strike Junior Designer Award in Switzerland, which aims to promote young talent. It also nominates Swiss participants for the international Lucky Strike Designer Award. Carlo Bernasconi

The Media Institute's Epiphany Conference at the World Trade Center in Zurich North has already become a tradition.by Beat Fritsch After New Year's Eve, people like to take the opportunity to get together and wish everyone a Happy New Year. In addition to seeing-and-being-seen, there are also a few presentations to be heard.
Hans Heinrich Coninx revealed a secret in his welcome address. He does not decide the title and content of his conference speech himself, but learns them from the program. Karl Lüönd is kind enough to come up with a title, and he, Coninx, then has to write the appropriate speech. This year's paper was about the challenges of the Internet for publishers.
Because this challenge has long dominated the conversation in these fast-moving times, the audience heard nothing really new. Instead of feeling challenged by the Internet, one should occasionally think about making money with it, said one commentator maliciously. Otherwise, the expensive publishing homepages would soon go the way of the dotcom companies battered by the stock market.
One guy who has done it is Rich Jaroslovsky. He actually seems to be making money with the online version of the Wall Street Journal. However, even his 500,000 paying subscribers scattered all over the world seem comparatively puny compared to the potential of users in the global village preached by Internet prophets.
To ensure that those who had devoted themselves mainly to early French in their youth understood everything, a simultaneous translation system was used for the first time. This was, of course, fraught with pitfalls. Sometimes it was a missing battery, sometimes a wrongly set channel or a switch that had not been flipped over - but also the bulky headsets caused amusement again and again.
Not everything else went like clockwork either. During Jaroslovsky's lecture, Karl Lüönd was seen pacing nervously through the foyer. The speaker Peter de Mönnink, who had been announced from Amsterdam, seemed to be late. But Lüönd elegantly got out of the affair with a castling and a bon mot: normal traffic situation was reported on the radio this morning. He suspected that this already included the traffic jam at the Baregg tunnel. And at the "unique" Zurich Airport, the traffic situation was probably also normal, which is why the program had to be changed slightly. Thus, the auditorium arrived 20 minutes earlier than expected to the refe-
advice from Schibsted CEO Birger Magnus.
The delicious and appetizing lunch buffet was also well frequented, and in contrast to last year, the rows of spectators only thinned out after the meal.
insignificant. For this, however, the organizers had to reach into their bag of tricks. Jürg Wildberger's comments on his
Experiences with the cross-media experiment "Big Brother" were listed as the last item on the program. Apparently, no one wanted to miss King Midas Wildberger's insights into how to turn the witty flat-sharing lives of ten rednecks into sounding coin.
Incidentally, if someone discreetly left the room because their cell phone was vibrating, or slipped away into a corner during the coffee or lunch break to make a call, that was also a topic of conversation. "He's up to something again," Jean Frey CEO Peter U. Naef could be heard saying to headhunter Hans Hofmann as Ringier's Thomas Trüb rushed past the two of them, talking intensively on the phone. But many others were also practicing the art of discreetly exchanging information, as befits the very secretive industry.
Beat Fritsch

listened to the speeches and enjoyed the small talk during the breaks at the Epiphany Conference of the Swiss Press Association, which, as every year, is always attended by many prominent figures on the podium and on the floor. This is where all the big names in Swiss publishing do the honors.
Where else do you meet in the communications industry is at a wide variety of events on 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

Advico Young & Rubicam designed the campaign of the year for Médecins sans FrontièresBy Andreas PanzerThe stirring idea did not miss its effect: Médecins Sans Frontières received the most votes for the campaign of the year with the scar subjects by Advico Young & Rubicam (AY&R). The Orange campaign by Euro RSCG Partner and the Fam. Müller agency with its advertising for Escolette share second place.
The shock was twofold: It was not only the scars as signs and letters that Médecins Sans Frontières used to get their message across to the public that shook things up. The experts were also briefly irritated by the fact that in Cannes in 2000, a thoroughly confusable advertisement by Madrid-based McCann-Erickson had been awarded the Golden Lion.
"The sewing stuff didn't come from Madrid," WerbeWoche was allowed to reassure, however, after the organization Médecins Sans Frontières had flawlessly confirmed that Advico Young & Rubicam was the first agency to have its original idea for the scar campaign approved as early as December 6, 1999, while McCann-Erickson, Madrid, was only able to get the later award-winning subject matter approved on
March 21 had presented to the Spanish section of the internationally helpful doctors.
But even if the creatives of Advico Young & Rubicam in Gockhausen can now be happy about the award of the WerbeWoche readers for the best campaign of the year as a consolation for the prize they actually deserved in Cannes - more important than vain prizes honors the communication specialists in this matter but the effect with which ultimately the message of the Médecins has been brought to the people in the meantime.
Plastic surgery for
successful promotion
"Courageous and stirring," was the verdict of the public on a website set up by Médecins Sans Frontières specifically for a discussion around this campaign. "Most of the reactions were positive. Those who were shocked found it meaningful in the end," is how Stephan Müller, responsible for fundraising in German-speaking Switzerland for the aid organization, which was awarded the Nobel Peace Prize in 1999, sums up the feedback on the campaign.
The 2000 appearance consists of seven advertisements, a television and cinema spot, and Internet banners. Creative director Martin Spillmann and consultant Isabella Büeler of AY&R successfully engaged to run the broadly placed campaign proudly through a wide variety of nonprofit budgets of all parties involved.
For the design of the scars, which according to AD Denis Schwarz were intended to strike a symbolic style between repulsion and touching, make-up artist Anne-Rose Schwab, under the guidance of a doctor, cut wounds into the silicone impressions from the skin of real people and sewed them back together.
For the tongue, which no model could hold still enough for a cast, medical objects from the moulage collection of the dermatological university clinic in Zurich were used for modeling. Texter Jürg Brechtbühl added the sentence: "Médecins Sans Frontières: Informs even when others remain silent" to this tongue, which was cut off and sewn back together.
Continuity ensured Orange
the second place
"The Winner is Orange," was the slogan a year ago, when Euro RSCG's work for the mobile operator won WerbeWoche's inaugural Campaign of the Year. Now, Euro RSCG Partner has again landed among the top three best campaigns with the same client - but this time, client and agency have to share the honor of second place with the Zurich agency Fam. Müller.
After the almost esoteric spot from the desert a year ago, Orange followed up with a beautifully sparse film from Arctic Greenland. The motto for the campaign was probably inspired by the English proverb "Never change a winning team. Translated into the advertising idiom, it would then read as follows
"Never forget a good idea".
The agency was allowed to continue its work for Orange Switzerland, even though Orange International shifted its account away from WCRS, London, whose Havas network includes Euro, to Lowe Lintas & Partners following its merger with France-Télécom.
The thus exclusively for the Swiss market conceived spot and print campaign did not want to provoke a style break, as Group Account Head Dennis Flad explains with euro RSCG partner, because the portable radio operator Orange is to be able to count with the obviously also with the specialists among the readers of the advertising week well received advertisement further on a successful continuity.
Wit and trends provided votes for the youngsters
Young is the target audience - and therefore the subjects for "affengeile Ferien" with the subsidiary Escolette from the Hotelplan Group should also be trendy and cheeky. The witty campaign was created by the Müller family. The creative family of three and their freelancers also won second place among WerbeWoche readers with their humorous ideas.
A freaky gorilla cinema spot, a target-group-specific website with a video game, and magazine-style travel catalogs titled "The Beach" or "The City" make up the original advertising media.
What is particularly clever here is the idea of how a functioning community is built up in all these media with the inclusion of youthful comic characters as teen codes. It's also original how the members of the Fam. Müller agency have been involved in the realization as main characters at the same time.
In the vote of WerbeWoche readers, the campaigns presented in 2000 did not exactly go down without a sound bite: By narrow margins, the three ranked advertising campaigns relegated the campaigns for Heineken, Passugger and Tibits to the other ranks.

Muse & MusseSybille Häberling
Which cultural event did you attend last and why this one in particular?
Sybille Häberling: A gospel concert. Because the deep cultural roots of this music impress me.
What are you reading right now and why?
Häberling: "Water music" by
T. C. Boyle (came highly recommended to me).
Which CD do you currently prefer to listen to?
Häberling: None in particular. I like to listen to many musical genres and performers over and over again.
Which movie would you most like to see again and why?
Häberling: "Schindler's List". Because rarely has a film succeeded in touching me so emotionally.
What TV show did you fall asleep during the other night?
Häberling: "Marienhof". Very "witty"!
What is your latest discovery on the Internet?
Häberling: Because the Internet is such a fast-moving medium, I discover new things every day.
Love is...?
Häberling:...bigger and more powerful than anything else.

Le Temps' difficult search for an independent successor to David de PuryBy Christophe BüchiThe sudden death of David de Pury has left the daily newspaper Le Temps in dire straits. It has to look for a new Chairman of the Board of Directors who is independent of the shareholder groups.
The former economic diplomat, "White Paper" exponent and ABB Vice Chairman David de Pury, who had been working as a private banker for some time, had another mandate. Although it was not very lucrative, it was particularly close to his heart: the chairmanship of the board of directors at Le Temps.
This was no accident, as de Pury was one of the main players in the merger of Nouveau Quotidien and Journal de Genève to form Le Temps, which, as is well known, was not without incident (see also In conversation, pages 45 and 46).
According to Le Temps editor-in-chief Eric Hoesli, the merger would hardly have been possible without de Pury: "This newspaper is therefore also his." For his job as publisher, de Pury was even prepared to give up his flirtatious mandate on the monitoring committee of the Fondation Sandoz. This foundation, which was set up by the heirs of the Sandoz pharmaceutical family, represents one of the largest concentrations of capital in French-speaking Switzerland. It owns a huge portfolio of shares, as well as hotels, watch companies and finance companies, and is also one of the largest cultural sponsors in French-speaking Switzerland.
Competition Commission wants independence from shareholders
In addition, Fondation Sandoz has been one of the major shareholders of the publishing house Journal de Genève for several years, which today publishes the merged newspaper Le Temps together with Edipresse (both groups each hold 47 percent of the share capital, the rest belongs to the journalists). However, as the Swiss Federal Competition Commission had only given its approval for the merger on the condition that the Chairman of the Board of Directors was independent of both shareholder groups, de Pury had to choose between the chairmanship of Le Temps and his mandate at the Sandoz Foundation. The fact that he opted for the former shows how much he cared about his publishing job.
De Pury has rendered outstanding services to Le Temps. He succeeded in shielding the newspaper, which was repeatedly attacked, from all challenges. At the same time, as Hoesli told WerbeWoche, he proved to be an extremely liberal president who was careful not to interfere in the interests of the editorial team.
This is anything but a matter of course. After all, not least the Geneva circles that were close to the old Journal de Genève are constantly criticizing the successor newspaper. And certain private bankers, who have to pay for the lavish newspaper, are also increasingly keen to force it onto a more economically liberal course.
Following de Pury's departure, Le Temps must now look for a new president who must have no connection with either Edipresse or the Journal de Genève publishing house. The search is therefore on for a man (or woman) with moral authority, guaranteed liberalism, diplomatic and political tact and a minimum of publishing expertise.
Finding this person may not be so easy. For Le Temps, however, it is a matter of vital importance. After launching several supplements, the newspaper is still in the red - Hoesli is not expected to be in the black until next year at the earliest. Whether the newspaper will be able to keep its shareholders in line depends largely on the person of the president.

APG lets Lucerne graphics students get a taste of the poster airSo much is certain: the country is getting new graphic artists. Since 1997, the nation's outdoor advertiser has invited graduates of the 2nd graphic design class at the Lucerne School of Art and Design (HGKL) to formulate and implement their thoughts, wishes and expectations for the turn of the year; a suitable platform for keeping the common goal high: high-quality posters. After all, Swiss posters should continue to be recognized for their high artistic status in the future.
"The young talent at the HGKL has it in their hands to maintain and develop the good quality of our 'Gallery of the Street'," said APG Director Bruno Niederberger at the vernissage on January 4 in front of the Lucerne Culture and Convention Center, where the ten posters selected by the jury will be on display until January 26.
Scientific advances such as the manipulation of stem cells were implemented in a visionary way. But virtual worlds, violence and resistance to ruthlessness also shaped the works created under the project management of HGKL lecturer Paul Brühwiler.
Luca Aloisi