Matter & Partner have launched phase 3 of the addiction prevention campaignPublic relations work in the field of addiction prevention is a tough job. After all, bad habits in particular are extremely resistant to facts and arguments. So for the Zurich agency Matter & Partner, which is already in its sixth year of developing the campaign of the cantonal addiction prevention offices, it was important not to fall into worn-out patterns with a boldly admonishing forefinger. Instead, the third phase of the campaign, "Addiction Begins in Everyday Life," which is just getting underway, focuses on the everyday roots of alcohol, tobacco and drug abuse. Unspectacular snapshots show the gradual transition from harmless everyday consumption to addictive behavior. The new magazine laut & leise (loud & quiet) reinforces the flow of information.
and the homepage www.sucht praevention-zh.ch page 10

In addition, eight ADC members have resigned for «very different and personal» reasons, namely Otmar Bucher, Willi Bühler, Renato Faccinetto, René Fehr (who wanted to «just make a personal change for a change and not always do the same thing»), Barbara Groher, Paul Kaelin, Beat Keusch, and Heiri Scherrer. Three new members have already been admitted during the current club year (see WW 38/99): Daniel Krieg, Markus Rottmann, and Jürg Aemmer.
At the 75th General Meeting of Schweizer Werbung (SW) last week, three new members were elected to the board. Diego Bally of D & A Diego Bally will represent the advertising consultants. Ingrid Deltenre, director of Publisuisse, will represent the advertising buyers. They replace Stefan Kaister and André Hofer. Beat Lauber of Ringier was also newly elected to the board as a representative of the publishers.

The commuter newspapers Metropol, 20 Minuten, ZürichExpress (ZE) and the Basler Mediengruppe (BMG) have received thick mail from the Basler Verkehrsbetriebe (BVB).the letter - a mixture of semi-public submission and survey - invites the four publishers to submit their ideas and offers for box locations at BVB stops by June 15, 2000. BVB spokesman Pius Marrer did not want to give any further information, but WerbeWoche knows from reliable sources: BVB is asking, among other things, whether the individual providers are claiming an exclusive right. The possibility of installing boxes in streetcars and buses, as in Zurich and Winterthur, is not mentioned - but not ruled out either.
The tender was initiated by BMG, which had submitted a request to BVB for boxes at bus stops at the beginning of the year. BMG is still in "intensive talks" with BVB, said Beat Meyer, BMG board delegate, when asked by WerbeWoche. Sacha Wigdorovits, project manager of 20 Minuten, also announced an offer (see also p. 28), Metropol managing director Urs Zeier was cautious, and ZE publishing director Heinz Krebs, currently away on vacation, had previously announced that ZE would only be active in Berne and Basel by working together with publishers based there. (mk)

Exploding prices for sports rights - marketing is under enormous pressure to innovateBy Daniel Schifferle Expensive to buy and produce, unpopular with advertisers: booking sports programs is an uncertain business and demands more inventiveness from Publisuisse than any other environment. After all, more income would be necessary if the sports events with high ratings are to continue to be shown on SF DRS in the future.
The rights costs for the Olympic Games, European Championships and World Cup have soared to spherical heights over the last twenty years. The examples speak for themselves: in 1984, CHF 29.2 million flowed into the coffers of the Summer Olympics in Los Angeles, in 2004 it will be twenty times more in Athens, namely CHF 591 million. In the same period, the rights costs for the Winter Games have multiplied by a factor of thirty.
However, all this is a mere pittance compared to the DM 3.2 billion paid by the Kirch Group for the 2002/2006 World Cup. A side effect of the price explosion: fewer and fewer players are haggling over the vertically climbing rights prices for hot sporting events. No wonder, then, that SF-DRS head of sports Urs Leutert does not know where Swiss television's position will be in the longer term in the sports rights market, which is developing into a cartel.
Pain threshold reached - no pay TV for ice hockey yet
No need to worry just yet: SF DRS has booked the Olympic Games, European Football Championships and World Cup for the first half of this decade, and the bouquet of other popular highlights such as Alpine ski races, Formula 1 and cycling remains plentiful for the time being. But with the 120 million francs for sports programs, the pain threshold has now been reached.
Better use of exploitation chains, the magic word with which German private broadcasters are trying to better finance their sports offerings, could help. However, the small Swiss market offers few prospects. This has now been confirmed by a study by SF DRS. It specifically examined the possibilities of secondary exploitation of ice hockey rights via pay TV.
"Financially, it would never pay off," Leutert sums up the result, "which is why we won't be pursuing it any further." This conclusion is not surprising. Experience in the much larger German market has also been sobering in terms of viewers' willingness to pay for sports pay TV.
Foreign broadcasters give
set the tone
However, if the sports programs are shown on free or public TV, interest is huge. Major sporting events regularly top the market share charts. And: Swiss viewers want to watch sports broadcasts on SF DRS. "Despite the sometimes somewhat bumpy style," says Head of Sport Leutert.
As far as the standard of sports reporting is concerned, the foreign channels set the pace and direction: Sat1 for football, RTL for Formula 1 and Austria for the ski circus. "And we are constantly chasing after these increasingly sophisticated standards," Leutert notes self-critically.
Creativity and the innovative power of advertising are in demand
The marketers of advertising environments in the sports sector are no less challenged. Paradoxically, measured against their ratings, the programs bring far too little money into Publisuisse's coffers.
The reason for this is that sports programs are at odds with the planning routines of media agencies and are therefore considered unattractive. Sports programs are short-term, unpredictable and subject to frequent cancellations. With so many disadvantages, otherwise valid arguments such as an extremely advantageous CPM are hardly convincing.
Special efforts and creativity are required. This is why Publisuisse created the position of PM Sport in the fall of '99. The job holder Ole Rauch's task: to increase revenues from the sports environment with more customer-oriented advertising offers.
Minimizing risk is one of the most important tasks. The latest Publisuisse offer includes a performance guarantee with
a cost ceiling for a specific series of competitions. If there are more matches than planned, the customer receives the additional service free of charge; if competitions are canceled, the customer does not pay for them either. "The advantage: we can communicate these offers at the end of the year and still get involved in the customer's budget planning," says Rauch. To ensure that this happens, a little extra is included: Anyone who registers on the
Publisuisse homepage interested in the sports packages can take part in a competition.
Hardly any use for virtual advertising
Internationally, marketers are taking innovative approaches to better exploit the potential of sports advertising. FIFA has allowed virtual perimeter advertising since the beginning of the year, and this has been possible in Germany since the beginning of April.
"No demand from us," Leutert waves it off. And Leutert has already ruled out the latest possibility of gaining additional advertising space with so-called GetUps for Switzerland. GetUps, carpets next to the goal that appear as additional boards when the camera is set up accordingly, are "bordering on surreptitious advertising" according to Leutert.

Paul Riesen is now responsible for marketing and communication at Medien Z Holding AGHead of the week
"Business to business will become one of my key areas"
He recently saw Max again. It was in another commercial. "But the dog is still good," says Paul Riesen happily. Max and Riesen found each other at Migros. The famous jingle and the funny movies too, by the way.
"Sometimes you have to draw a line," says Paul Riesen. For him, it has to do with development that he wanted to do "something different" after 15 years as Head of Advertising for Migros. "In the non-food sector and in the specialist stores area, communication has probably contributed a great deal to market success. I look back on that with satisfaction."
Since May, Paul Riesen has been responsible for marketing and communication at Medien Z Holding AG. "My job is to help develop new marketing strategies for the company as a whole. Communication should become more professional," is how he summarizes his staff function. In addition to him, Benedikt Luginbühl is responsible for Swisscontent Corporation and Jürg Bachofen for the radio division in the new management team. Klaus Kappeler will also act as Managing Director.
The newly formed marketer of radio, TV and online media has set itself a target of "100 million francs in sales" for the future. "However, this is not the essential information, but the movement behind this goal," says Riesen, explaining his new motivation. He sees part of his future in the new media as a particularly attractive area.
We need to talk not just about business to consumer, but about business to business. Riesen is convinced that this is where the future is slowly but promisingly beginning to take shape.
Instead of working with 34 people as he did at Migros, Riesen will now have to tackle these tasks as a lone fighter. A change that attracts him just as much as the change of scenery. This means that he will be on the train almost every day on his way to potential business partners such as Banner.ch. It's also fitting that the father of two grown-up children still wants to live in Münsingen.
"In a large company, you feel a certain embeddedness. On the free market, the wind is stiffer," says the communications and marketing man, analyzing another insight into his new situation. In this situation, Riesen can no longer spend around 130 million francs a year as he did back then as head of advertising; instead, he now has to generate 100 million francs in sales. "Earning is even more fun, that's human nature, at least for me," he says of the new challenge.
Andreas Panzeri

Publicis and Pumpkin Film produce an anniversary video for APGThe shareholders of Allgemeine Plakatgesellschaft (APG) were the first to see the almost 12-minute image video at their general meeting on May 24. Now, APG will show the film to its customers in its anniversary year and, above all, use it during a roadshow in front of a wider audience, as APG CEO Christian Kauter explained.The content of the film, realized by Publicis, is about the advantages of the poster, even if only the APG product range is shown. Susann Henggeler from Pumpkin Film is responsible for the production.
The image video does not come in the form of an APG brochure, but with testimonials from Angie Becker ("I am living proof of how quickly posters work") and communications professionals such as Benedikt Weibel (SBB), Sabine Krippendorf (Swisscom), Martin Heller (Expo.02) and Markus Gut (Publicis).
The appearance of the latter, however, seems embarrassing. What else can be expected from Gut than praise for the medium of his client? Any other statement by any media planner from another agency would not only have been just as good, but more credible.
Markus Knöpfli

The French-speaking Swiss business magazine presents itself anew after a thorough renovationBy Christophe Büchi The French business magazine Bilan, published by Edipresse, will appear at the end of this month with a new look and a new concept. The new editor-in-chief, Alain Jeannet, wants to make his monthly magazine once again the reference object par excellence of French business journalism.
The days when Bilan's sister publication, the Welsh Bilanz, stood alone in a barren Welsh business press forest are over. A lot of young forest has been planted among the trees. The former stock exchange paper L'Agefi has become a real business daily, even the only daily business newspaper in Switzerland; and thanks to a very successful going public, publisher Alain Fabarez now has money like hay.
It is not for nothing that he is planning to launch a monthly magazine soon. But there's also PME Magazine from the Handelszeitung group (PME = SME = small and medium-sized enterprises), which is developing ambitions under its new editor-in-chief François Schaller. Then the Ringier weekly magazine L'Hebdo has also greatly expanded its business section. And the daily newspaper Le Temps, which is backed by potent French business representatives such as the Geneva private banker Bénédict Hentsch and the Sandoz family foundation, regards the economy as its hunting ground anyway.
So the time has come for Bilan to sound the tally once again. The new editor-in-chief, Alain Jeannet, who has taken over from Max Mabillard, explains the direction of travel to WerbeWoche: "We will continue to make a haut-de-gamme magazine. At the same time, however, we want to get closer to the readers and also appear more modern. In addition, I'm concerned that we think prospectively and offer more practical information."
The prince counters the attacks on his financial center
What this means in concrete terms can be seen in the Bilan issue, which will be published on May 31. In a first section under the title "Acteurs & Tendances".
is macroeconomic business journalism. The June issue includes a major report on the best French employers, based on a survey of 800 companies. It also contains an interview with the Prince of Liechtenstein on the subject of the Ländle financial center.
The magazine section "Entreprendre" moves from macroeconomics to microeconomics. Here, events at the corporate level are highlighted. For example, you can read how Baumgartner, which is active in the paper trade, wants to fend off an unfriendly takeover by raider Asher Edelman. Or how a company's telecom bill can be reduced.
The "Idées fortes" section is reserved for intellectual debate on economic issues. Ares-Serono's scientific advisor, for example, comments on the New Economy. And Logitech CEO Daniel Borel has his regular column here.
The new Bilan powers are making great efforts in the area of the Internet. The "E-Bilan" section comes with a massive "Who's who.ch": 100 people who play a key role in French e-business are portrayed. Finally, in a last part, titled "My Bilan" in an Anglophile way, a bit of lifestyle is spread out. It's all about money, career and pleasure.
There you read about the seven dream villas that are currently for sale in French-speaking Switzerland, and the like. Jeannet: "The French business press is a small segment. If you want to be successful, you have to offer a colorful cocktail of topics, which must also include lifestyle issues."
The circulation of Bilan is to take off steeply
The new Bilan has a hefty 208 pages, including 75 advertising pages. In its heyday, Bilan sold around 23,000 copies; today, the circulation is around 20,000. After a few years of stagnation - PME Magazine sends its regards - the circulation curve is now to be bent upwards again.
Jeannet therefore wants to activate the cooperation with Bilanz, even though the new look is more of a departure from the old Bilan-Bilanz concept. The latter has its good reason. "Unlike the Swiss-German media, which can specialize more, a French business magazine has to present itself as a 'généraliste,'" explains Jeannet. As a former Ringier pioneer in the Far East, he is also very familiar with Zurich conditions.

Swisscom Mobile takes aim at the holes in its competitors' networksA communicative counteroffensive conceived for Swisscom Mobile by the Zurich advertising agency Publicis knows exactly what it is aiming at: the last weak point of its competitors, the patchy mobile network coverage of young telecom companies such as Diax and Orange. Swisscom Mobile is shooting at the holes in its competitors' mobile network coverage with witty radio and TV ads. The campaign appeals to the company's own potential subscribers, but most of all to the mobile network subscribers concerned, whose everyday calls are apparently repeatedly interrupted due to gaps in coverage. The appearance is a communicative demonstration of the strength with which the former monopolist muscularly asserts its claim to market leadership in the mobile communications boom business. By pushing its competitors through the gaps and over the edges of its unfinished networks - in keeping with the motto "Schadenfreude ist die schönste Freude" ("Schadenfreude is the best joy"). page 18

Commuter newspaper 20 Minuten wants to go to Bern and Basel in the fallBy Markus Knöpfli A new Demoscope study clearly shows that 20 Minuten is the number two newspaper for Zurich's 15- to 49-year-olds. But the commuter paper wants more and is launching two offshoots in Bern and Basel in the fall.
Just last week, 20 Minuten was rebuked for its claim to be the No. 2 newspaper in Zurich (see p. 2), but now the paper is rehashing that claim. Unlike the study published in March, this time 20 Minuten is building on facts: It had Demoscope survey 2,000 people in WG 43 during three weeks in April and also surveyed the other Zurich titles.
According to the study, 20 Minuten is number 2 at least among 15- to 49-year-olds: 33 percent of them read 20 Minuten frequently or from time to time. Only the Tages-Anzeiger (62 percent) is read more frequently in this target group. The ZürichExpress (ZE) is still read by 30 percent, with Metropol lagging behind at 15 percent, and Blick and NZZ at 22 and 26 percent, respectively.
In the target group of 15 to 29-year-olds, the result is even clearer: Tagi comes in at 58 percent, followed by 20 Minuten with 46 percent and ZE with 37 percent. Metropol achieves only 19 percent. If, on the other hand, the total number of respondents is taken, 20 Minuten comes in third behind the Tagi (62 percent) and ZE (32) with 31 percent. 35 percent would rather do without Metropol, 13 percent 20 Minuten and only 11 percent ZE.
Younger readers would be able to do without Metropol
Another statement makes one sit up and take notice: The younger the audience, the more likely they would do without Metropol. 48 percent of 15- to 29-year-olds do not need Metropol, while only 12 percent could live without 20 Minuten and 15 percent without ZE. Among all respondents, the differences were less pronounced: 35 percent would be most likely to do without Metropol, 13 percent without 20 Minuten and only 11 percent without ZE.
Such figures seem to inspire 20 Minuten: The paper is about to launch commuter papers in Bern and Basel at the same time in the fall, explained 20 Minuten project manager Sacha Wigdorovits.
Has 20 Minuten Schweiz - as before the launch in Zurich - made offers of cooperation to the publishers in Basel and Bern? "No comment," said Wigdorovits and Beat Meyer, board delegate of the Basel Media Group (BMG). There are no denials. Charles von Graffenried, Chairman of the Board of Berner Tagblatt Medien (BTM), however, confirmed that 20 Minuten had already knocked on his door about six months ago. There have not yet been any concrete talks; BTM first wants to wait for the decision regarding the concession for official publications in and around Bern, which is expected today. It is unclear whether the Swiss Confederation has also been made happy with a 20-minute offer; publishing director J. Pepe Wiss could not be reached by WerbeWoche.
46 percent of 15- to 29-year-olds in the one-million Zurich
Read 20 minutes
Readers' Circle 2 (Frequent/Affiliate Readers) WG 43DemoSCOPE Media Radar April 2000
Sample: 2000 interviews, period 3 weeks

The Yearbook of Advertising, now in its 37th edition, has been published by Econ Ullstein Verlag in Munich. Its 800 pages feature the year’s campaigns, up-and-coming agencies, key themes of the year, and strategic positioning for 2000. Sarah Rieder wrote an article on «The Advertising Year 1999 in Switzerland.» The yearbook also analyzes visual languages, flagship campaigns, and communication venues. News from the «Bienenhaus.» According to the Federal Council, the new Stop AIDS campaign is not pornographic. Nor does it seriously offend religious sensibilities, according to the response to an interpellation by EDU National Council member Christian Waber. He sees «pornographic statements» in the campaign’s visuals created by Seiler DDB cR Basel and laments the absence of «new themes such as fidelity and responsibility». However, because the transmission of the HIV virus is closely linked to sexual contact, the Stop AIDS campaign must «repeatedly address sexuality,» writes the Federal Council, which also takes the view that while young people may be faithful, they do change partners “after a certain amount of time.”.
Lifestyle for Dessert. “Nachtisch” is the name of a new Swiss trends and lifestyle magazine that debuted on May 20 with a print run of 10,000 copies and is aimed at an urban audience aged 18 to 30. Nachtisch is produced by students, journalists, and graphic designers from Bern. The first issue was nearly fully booked with ads. However, the team is considering partnering with a marketing agency, editor Christof Moser told WerbeWoche. The Nachtisch website currently features excerpts from the magazine; in two to three weeks, web-specific content created by an online editorial team is set to be added.
Berliner Type Seeks Design Entries. For the 32nd time, kommunikationsverband.de, in collaboration with the Federal Association of Printing and Media, is announcing the Berliner Type competition. This international award honors the best printed materials in the German-speaking world. Entries include flyers, brochures, catalogs, sales folders, annual reports and environmental reports, employee, customer, and in-house magazines, corporate design manuals, and documentation. In addition, an International Corporate Design Award will be presented. Agencies, companies, creative professionals, and media outlets from Germany, Austria, and Switzerland are invited to submit their best work by June 9. Application materials are available by calling 0049 228 94913 0.
The comparison made by *20 Minuten* was unfair. The claim published in February by the commuter newspaper 20 Minuten that it was the second-largest newspaper in Zurich was unfair. A committee of the Swiss Fair Trading Commission found this to be the case and upheld a corresponding complaint filed by the ZürichExpress (ZE). "20 Minuten" had commissioned Demoscope to survey its own readership figures and then compared them with the WEMF data for the other Zurich daily newspapers, but did not include the ZE in the comparison. 20 Minuten Board Chairman Wolfgang Larese is considering appealing the decision to the plenary session of the Fairness Commission. Meanwhile, however, the ZE has also filed a civil lawsuit against 20 Minuten.
800 newspaper boxes for Metropol. The commuter newspaper Metropol will install about 300 additional newspaper boxes at train stations in June. By the end of June, there should be a total of 800 to 850 Metropol boxes in the area between Schaffhausen, Frauenfeld, Zug, and Baden, said Managing Director Urs Zeier. Since Wednesday, Metropol has been published with a detachable real estate supplement introduced by an editorial piece. It is attached to the main paper with spot glue in such a way that it can be easily removed.
An advertising blunder by the Swiss «Software Police.» Everyone is innocent until proven guilty: An advertisement by the Swiss branch of the Business Software Alliance (BSA) flouts this fundamental principle of criminal law. The international trade association is working to curb the volume of pirated software. A B12-sized poster currently on display by BSA Switzerland makes a sweeping accusation that all readers are guilty of criminal activity. The campaign was conceived by the Munich-based advertising agency Fahrnholz Junghanns & Raetzel. The headline not only condemns the viewer a priori—without the slightest reasonable suspicion against them—but also immediately threatens consequences. Even if BSA Switzerland’s calculations are correct and a piracy rate of 33 percent in the software industry in 1998 actually caused direct damages of around 115 million francs, this remains an advertising blunder, and thus an arrogance that is more foolish than reason allows.
AZ Medien Group Reports Strong Results. In 1999, the AZ Medien Group increased its revenue by 4.8 percent to 196 million francs. Operating profit rose by 11.2 percent to 12.1 million, and consolidated net income increased by 4.2 percent to 4.5 million francs. All business segments showed improvement; only the customer printing segment failed to meet its budget targets. Hans-Erich Fischer and Eduard Stäuble are stepping down from the Board of Directors; Frank Boller, CEO of Diax, has been proposed as a new member.
SBB plans to offer locker locations in Basel and Bern. Following the S-Bahn stations in and around Zurich, SBB also intends to offer stations in the Bern and Basel regions to commuter newspapers as locker locations. Unlike in Zurich, where SBB offered storage unit locations on its own, in Basel and Bern it plans to coordinate the bidding process with other public transportation providers. The first meetings have already been scheduled in Bern, while in Basel, only preliminary contacts have been made so far.
Editorial: Marketer or Mathematician?
The debate over the effectiveness of advertising is as old as advertising itself. No other topic preoccupies clients and agencies more than the question of whether their advertising is successful. It’s not uncommon for tempers to flare: Clients are accused of lacking the courage to embrace innovative advertising, while creatives at agencies are countered with the claim that they’re only interested in awards and accolades rather than concrete, measurable advertising success.
Advertising effectiveness research still has a long way to go. Accountability in advertising is considered more important in Anglo-Saxon countries than in continental Europe (see also WW 18/00). But here, too, advertising spend is now being scrutinized more critically by the accounting departments of advertisers, and marketing professionals are required to provide evidence of advertising effectiveness. This is no coincidence: Simon Broadbent’s book *Accountable Advertising: A Handbook for Managers and Analysts* was recently published in German. In the article on page 22, Wolfgang J. Koschnick presents Broadbent’s approach, which focuses on the rational use of advertising budgets. His guiding principle is: «Make every step you take in advertising as predictable as possible. Then relatively little can go wrong.»
Customers’ uncertainty about whether their advertising budgets are truly being put to good use has opened up a new market for media auditors in the media sector. These firms offer media auditing services and verify whether advertising budgets are being spent wisely. In November 1998, Media Audits entered the German market with this new service. The international consulting firm keeps a close eye on media agencies to get more value for its clients. Media Audits calculates key metrics for optimal advertising spend by analyzing marketing and media data. In its first year, the German branch already managed a volume of over two billion marks. It will be interesting to see how things develop from here.
Samuel Helbling

Eurosport wants to combine Internet and TV for the European ChampionshipEurosport wants to integrate the Internet into its TV coverage during the European Football Championship, thus ushering in a new TV era: In the "EURO 2000 Nightclub," the pan-European sports channel will offer up-to-date coverage in text and sound of all matches on its website. Eurosport will only be able to broadcast the best scenes on its website, because according to Fabian Winkler, press officer at Eurosport AG Switzerland in Zurich, direct video transmission of the games is not possible for legal reasons.
In addition to current reporting, the sports channel offers statistics and background information on all teams and players. Football lovers can use chat rooms and discussion forums to discuss essential issues such as the justification of a red card and voice their opinion on who will be European champion or who should be voted best player.
From midnight, television and Internet merge
From midnight, the Internet and television will be properly linked. Visitors to the website www.eurosport.com decide what European TV viewers will see in the top right-hand corner of the screen at night. For example, they vote on which game should be rebroadcast at night. The voting list also includes reruns of past European championships and features on specific topics.
On the right side of the screen, a webcam directly from an Amsterdam bar is temporarily displayed. And in the lower part of the TV picture, statements and greetings from the chat are played. The "EURO 2000 Nightclub" is accompanied by music, there are no presenters.
In order to attract the European Championship-enthusiastic masses to the website, Eurosport is relying, among other things, on promotions in various bars in the cantons of Zurich, Bern, Lucerne and St.Gallen, where visitors can win merchandising articles in raffles.
According to Winkler, the combination of TV and Internet is a test run: If the concept proves successful, other events could also be accompanied in this way. The next major event is already just around the corner: the Olympic Games in Sydney.
Alessandro Monachesi

Every year, the Art Directors Club, vulgo ADC, and its members celebrate not only the opening of the yearbook, but also a bit and always themselves.ADC book brought enlightenment By Beat Fritsch
Every year, ADC awards a special prize to an institution that makes an exceptional, innovative contribution to creative culture and its dissemination. It went to the Willisau Jazz Festival, or rather to its initiator and tireless organizer, graphic designer Niklaus Troxler, who resides in faraway Willisau. With persistent commitment, he managed to turn his festival into one of the leading events of modern jazz. ADC President Jean-Etienne Aebi remarked on the sidelines that Troxler should be awarded with dice all the time anyway, because his work is always so good. So the special prize was only the logical consequence.
Every year, the honorable members of ADC include in their ranks, for the duration of one year, a person who, outside of advertising, has made a publicly effective contribution to creative communication at a high level with consistency. With the election of Tages-Anzeiger cartoonist Nico as this year's guest member, ADC truly honored someone with a highly creative, yet also very sharp pen. Nico's caricatures are always very close to the boundaries of political correctness. But not only his caricatures: quoting Billy Wilder, he compared honors to hemorrhoids - with increasing age, every asshole gets them. Such apt sayings, well below the belt, were of course particularly well received by those present. But Nico has long been a favorite of ADC, and not just because of his drawings. With steady regularity, the campaigns for Nico's yearbooks have also already been awarded numerous throwing honors.
Every year, one of ADC's exponents takes on the task of designing the yearbook. This year, the honor fell to Frank Bodin, CD of McCann-Erickson Geneva. His idea of equipping the book with a kind of light sculpture as a cover caused a horrendous cost explosion, but ultimately succeeded in inspiring the sponsors and reassuring the ADC treasurer. The rumor has not yet been confirmed, however, that Bodin is now also to design the ADC cubes for the new millennium - also in the form of luminous objects.
Every year, some people bask in the praise while others slave away. This refers to Helen Müller, who as ADC managing director is tirelessly responsible in the background for organizing ADC events and maintaining the infrastructure of the creative association.
By the way, the fact that Danielle Lanz, the Advertiser of the Year, also celebrated her birthday on the same day was completely lost in the hustle and bustle of the awards ceremony. We offer our belated congratulations. Many worry lines could be seen on the forehead of "Mister Golden Ear" alias Frank Bienenfeld. Rumor has it that the organization of the radio spot competition is still weighing on his mind.
Conclusion of the vernissage: Perhaps the concentrated creative power of the yearbook content outshines some of the daily achievements of our ADs and copywriters. As an object, by the way, it would look good in any designer's living room. For a targeted use in the bedroom, the light intensity of the book cover is not yet sufficient to replace a bedside lamp. As one of the explanatory pictograms on the inside cover shows, however, the yearbook can be used as a dim light source to illuminate a hot number under the covers. And since the book runs out of batteries after two to three hours, it seems to be predestined for this purpose. If you like to do it longer, just change the batteries.
The illuminating ADC YearbookH 2000 was conceived by Frank Bodin and may be called the throw of the millennium not only because of its coincidence in time.
The book - or more precisely, the object in book form - is a thoroughly successful work. This was also the basic tenor of the creatives on the occasion of the vernissage; although this guild is known to distinguish itself more through colleague scolding than praise. "Outstanding" was a predicate that could be heard on several corners. Frank Bodin has obviously done an outstanding job.