Berger has been the owner and managing director of St. Gallen-based BPR Communications for six years. In addition, Markus Berger is the new president of the Public Relations Association for Eastern Switzerland and Liechtenstein (PROL).
Effective August 1, Heinz Baumann will take over as head of a consulting group at Universal McCann Zurich. For the past eight years, he has served as project and publishing director.
The German online advertising agency Adlink will open a Swiss branch in Zurich on June 1. Martin Radelfinger will serve as managing director. He was previously a member of the executive board and co-owner of Wirz Interactive.
Corinne Blaser will become managing director of CineCom’s new Cinema & Print division, which was launched on July 1. Daniel Fisler will serve as her deputy.
On June 1, Ruedi Danioth will assume the position of SW Commissioner for Training and Examinations. The 54-year-old previously served as managing director of SMC Olten.
Doris Leuthard, a lawyer from Aargau, assumed the chairmanship of the Swiss Fair Trading Commission effective the beginning of May. She succeeds Rolf Engler. At the same time, Carlo Schmid-Sutter replaced Markus Kündig as chairman of the foundation.
Theodor Klossner is the newest partner at Engineering Management Selection (E.M.S.). Most recently, he served as Marketing and Channels Manager and a member of the executive board at Silicon Graphics.

For the first time in its history, the creative yearbook of the most innovative advertising campaigns lives up to its role as a shining example. For the 2000 edition, McCann-Erickson Creative Director Frank Bodin—a conceptualizer and designer—came up with the idea of a volume illuminated from within. What was nearly abandoned as a financially reckless idea due to high costs was saved by him and his enthusiastic colleagues thanks to an equally innovative idea: the engraved acrylic book covers found a financially strong sponsor in IP Multimedia. On the inside, pictograms provide instructions on how to handle the book. In bringing the book to life—which, as a tactile experience, has what it takes to be a work of art—he was supported by Art Director Lisa Leuch and, for production, Dani Strickler, among others. Say it with flowers. Anyone who shied away from buying a bouquet for Mother’s Day can make up for it virtually. “Fresh Herb Cards” is the name of an electronic postcard service offered by Bioforce AG in Roggwil. At www.bioforce.ch, those who enjoy writing can find postcards featuring nine plant motifs, ranging from Drosera rotundifolia to Crataegus oxyacantha. These electronic greetings do have one drawback—unfortunately, they don’t (yet) have a scent.
A NEW FUTURE AS «GOURMET-MARTI.» The Kunsthaus restaurant in Zurich is undergoing renovations and will also be adopting a new culinary concept as part of the project. To this end, the Zurich Kunsthaus Foundation, chaired by City Councilor Thomas Wagner, has launched a design competition. To the surprise of many, Zurich-based advertising executive Peter Marti was among the five finalists. As he explained to *WerbeWoche* upon request, however, Marti does not intend to work behind the bar himself. He is merely acting as a «driving force»—or should we say “straw chef”?—on behalf of a Zug-based interest group. They’ll still have time to buy new pots, lids, and aprons. The Kunsthaus has decided to postpone the decision until the end of June. No wonder, since so-called “gros pièces” must be cooked only at low temperatures; otherwise, they become tough.
HONOR FOR AARGAU-BASED PRINTER. The Köpfli & Partner printing company in Neuenhof, Aargau, has been nominated for the «European Printer of the Year» award. According to company president Dölf Köpfli, out of more than 4,000 candidates, about 30 made it to the final round. The award, presented for the seventh time by the South African paper group Sappi, is «the equivalent of the Oscars for the film industry for printers,» said Köpfli.
Freedom of Advertising in Jeopardy? On May 19, members of the European Publishers Council will launch a campaign to promote freedom of advertising. According to the
Following the EU’s decision to ban tobacco advertising starting in 2001, advertisers now see alcohol advertising and advertising aimed at children as being under threat as well. The campaign highlights the fact that consumers are perfectly capable of distinguishing between reality and advertising. In addition to print and online advertising, an opinion poll is being conducted on the website www.adfreedom.com, and the results will then be presented to EU decision-makers.
Why not do it like Anton from Tyrol? «Get Dirty!» is Axe’s call to all men. Of course, this is just so they can wash up again with the new Phoenix shower gel. And since the manufacturer claims the scent guarantees hot nights, Axe Phoenix samples are being distributed right inside condom packaging. Night owls will be coming across these in Swiss nightspots in the near future. The message is clear: First the sample pack, then pick up a woman. But be careful: The new shower gel can’t prevent unwanted pregnancies or other disasters.
An Animal-Themed Mambo Mailing. The Publicis advertising trio—Daniel Krieg (copywriter), Simon Staub (art director), and Jo-Wayne Peacock (graphic designer)—came up with an unconventional promotional mailing for the streetwear label Mambo. They mailed out 200 transparent plastic boxes, the contents of which were indicated only by the stamp «Caution: Live Contents» and the phrase «Summer clothes are here.» Since Mambo is established as an «anti-brand,» people knew to expect something out of the ordinary. Just not for the repulsively funny contents: Inside the plastic cube, a vast swarm of moths were crawling and fluttering around a wad of cotton. Daniel Krieg on the macabre advertising idea: “A shipment of cotton was forgotten in the warehouse at the Zurich Zoo. They found an extremely happy buyer in us.”
«ROBINSON» IS NO LONGER ALONE. First came the series, then the talk show covering the series—before, during, and after—and soon there might even be a channel dedicated solely to this series. But first, TV 3 has now released the book based on the series, in collaboration with the general-interest publisher Werd Verlag. «Expedition Robinson: Adventures in the Malian Archipelago» is the title of the photo book. Hot on the heels of the tropical-sun-tanned and sand-flea-bitten bodies of the heroes surrounding the island god Penunggu, the (photo)camera follows the everyday life of the extraordinary. This work—a cross between a cheap travel brochure and a dry school essay—exudes a raw intensity that reaches its climax on page 64 in the chapter «Tengah is on Fire!» (It was featured in *Blick*). With a «Robinson» recipe for «Tengah-style» lobsters, this little book is the famous—because it’s repeatedly cited as the ultimate choice in numerous interviews—book to take with you to a deserted island.
SEEKING THE BEST ADVERTISEMENTS IN BERN. To prove that good advertising is created outside of Zurich as well, Publicitas Bern is announcing the seventh annual URS Advertising Award. Advertisers in the Canton of Bern can enter in the categories «Best Bern Classified Ad» and «Best Bern Local Ad.» For the category «Best National Ad from Bern,» it is sufficient for the ad to have been created in the Canton of Bern. The deadline for submissions is June 6, 2000. Entry forms are available from Publicitas AG, Kurt Müller, Seilerstr. 8, 3001 Bern.
Editorial: Self-Discipline
The debate over advertising bans clearly shows that even if advertising is not morally or ethically objectionable, it nonetheless carries ethical and moral risks. In 1993, 74.7 percent of voters rejected the popular initiative to reduce alcohol-related problems, and 74.5 percent rejected the popular initiative to reduce tobacco-related problems. These twin initiatives were shelved, but the issue of advertising bans remained on the table. However, government intervention guarantees neither fairness nor good taste. It stifles competition and cements market shares. Nevertheless, it remains highly popular among populists. In both the U.S. and the EU, a ban on tobacco advertising is effectively a done deal. Further restrictions on alcohol, automobile, and toy advertising are on the agenda. Switzerland will only be able to avoid this trend if values such as fairness, integrity, and credibility in advertising are consistently enforced here on a voluntary basis.
In 1966, the Swiss Advertising Association (SW) established the Swiss Fairness Commission, which oversees the fundamental rules and principles of commercial communication. It is composed of advertising professionals, consumers, and media professionals. As a self-regulatory body, it combats abuses and misconduct. Consumers and competitors can file complaints with it free of charge. At the same time, the SW emphasizes self-regulation: in 1992, for example, it reached an agreement with the Swiss tobacco industry to voluntarily restrict its advertising activities—such as those related to the protection of minors.
The efforts toward self-discipline that we practice are far more efficient and citizen-friendly solutions than bans. Anyone who refuses to accept the declaration of bankruptcy of civic responsibility and wants to prevent government interference must advocate for effective self-regulation within the industry. The fact that Switzerland fares better in this regard than Brussels and Washington is due in no small part to the Swiss Advertising Association, which will be holding an event on May 19 at the Zunfthaus zur Meisen
Celebrating its 75th anniversary—in the same place where it was founded in 1925.
Samuel Helbling

The One Show has a high standing in the American advertising sceneVOn Thérèse Balduzzi Numerous representatives of the New York advertising scene flocked to the Lincoln Center to attend the 24th One Club awards ceremony. The gold, silver and bronze pencils were awarded mostly to American agencies. Internationally, English-speaking countries had the advantage. There were no Swiss awards to report.
Other award ceremonies attract a more international audience, but also seem more anonymous. At the annual awards ceremony of the One Club, an organization founded 25 years ago by and for art directors and copywriters, almost the entire New York advertising scene comes together.
The introduction of the well-known comedian Al Franken created a great atmosphere. His witty statement of solidarity with the current strike of the actors' union SAG was met with great applause, although the audience included the very employers who are trying to reduce actors' fees.
The awards were presented by Hal Curtis of Wieden & Kennedy and Chuck McBride of TBWA Chiat/Day, who were members of the equally high-caliber and strict jury: Out of a total of 15400 entries from agencies around the world, only 28 golds were awarded, most of them to U.S. agencies. In some categories, no gold prizes were awarded at all.
Politically incorrect spots are also created in the USA
By far the most "Pencils" were won by the agency network Fallon McElligott (New York, Minneapolis, London): a total of 14 awards, seven of them gold, for campaigns for the sports channel Liberty Network (Fox), the United States Tennis Association and Sports Illustrated magazine.
In the commercial for Liberty Network, a man sings the American national anthem with politically incorrect lyrics, the gist of which is, "Men are men and must have their sport."
Wieden & Kennedy of Portland won a total of seven awards (three gold) for their work for Nike and Miller Genuine Draft. Crispin Porter & Bogusky of Miami won six awards for its anti-smoking campaign (Florida Tobacco Pilot Program), which was the inspiration for the national anti-smoking campaign. Multiple winners also included Cliff Freeman & Partners of New York, Martin Agency of Virginia and Loeffler Ketchum Mountjoy of North Carolina, with four awards each.
London agencies scooped prizes in the print category
Most of the international prizes were awarded in the print category: Saatchi & Saatchi Singapore and London won three prizes each. Of these, two golds went to the Singapore agency for the "Bubble Wrap" ad for Borneo Motors. South African agency TBWA Hunt Lascaris received four awards. Other international gold winners were Abbott Mead Vickers BBDO of London and BBDO Denmark. Silver went to DDB Advertising Paris, F/Nazca S&S San Paulo and Ogilvy & Mather Buenos Aires and Singapore.
At One Show Interactive, Euro RSCG Interaction won four awards; honored at this award was the group of 40 agencies in 26 countries specializing in interactive media.

SMEs often lack the staff and time to do serious marketing. This observation prompted Monika Suppiger and Christine Thaddey to found snap! event and marketing services GmbH. "We see ourselves as an outsourced marketing department," explains Thaddey, "which relieves the management of SMEs. Training and further education are not necessary, and there are no gaps due to vacation or illness. "The range of services includes the organization of events and trade fair appearances, PR and media work, mailings and customer gifts. The women operate from Küssnacht am Rigi and want to acquire customers primarily in Central Switzerland.
Christine Thaddey comes from the advertising industry, Monika Suppiger previously worked in marketing. (ba)

Two years after the founding of the interest group for electronic media (IGEM) on the initiative of IP Multimedia, the advertising time marketer of the SRG broadcasters has now decided to join. The former Publisuisse director André Hofer had categorically refused to sit together with private broadcasters in one and the same interest group. Hofer's successor Ingrid Deltenre has no problem with this at all. "Being part of IGEM offers us a good opportunity to further consolidate our position as an active and innovative leader in the electronic advertising market and to be able to drive future development together with our market partners," she says.
Publisuisse also sees its role primarily in balancing the interests of SRG and private stations. This applies both to the new radio and TV law and to the ongoing development of planning and booking tools, as well as to all issues relating to audience research.
For its part, IGEM is participating in the optimization of the electronic TV planning tool "mediaoptimizer by publisuisse" as a first consequence of the new partnership.
After Publisuisse joined, IGEM now unites a total of 27 suppliers and buyers, making it the most important Swiss industry organization in the electronic media sector. (dse)

On the day of advertising on Weinbergstrasse will be seen only wallAlmost gray in gray will be the billboard wall at Central on May 19. And not because everyone has run out of money for advertising. On the contrary. On the Friday in question, on Advertising Day, special homage will be paid to the industry. Then the new motif of the campaign "Advertising for Advertising" of Swiss Advertising SW will adorn the billboard on Weinbergstrasse for 24 hours. At first glance, however, this poster will be indistinguishable from the wall - only on closer inspection will the slogan "Advertising makes everyday life less gray" bring resolution. This short and concise message makes sense.
Onlookers familiar with the area will immediately notice that the prominent advertising space does not scream "buy me. That everyday life can be dull without a dash of advertising - that's exactly what the campaign wants to convey. "We don't have to tell anyone anymore that advertising helps sell products," says Wirz CD Hanspeter Schweizer. The aim of the campaign, he says, is to arouse sympathy, acceptance and goodwill among the public.
Wirz comes up trumps with a new strategy
The May 19 billboard celebrates the 75th anniversary of Swiss Advertising SW and continues the "Advertising for Advertising" campaign launched in 1986. In the past, however, the creatives had a different concept in mind - until now, the effect of advertising was demonstrated by means of typographic games with generally known brands.
Wirz Werbeberatung decided on a new strategy for a good reason. "Advertising involves more than we can cover with logos," says Schweizer. In addition, the campaign had been on the same track for a relatively long time. The umbrella organization and the campaign are thus both entering a new era.
Carole Koch

The radio display is a great place for advertising - and for confusing driversBy Markus Knöpfli Anyone who listens to the radio via FM always receives frequencies with their device that are inaudible to the human ear. Radio broadcasters use this "frequency drop" for so-called station recognition. But it can also be used to transmit messages - and advertising.
"Have a good trip," it says for a few seconds on the radio display, which otherwise shows the name and frequency of the station tuned in. Another friendly message of the kind that radio stations have been broadcasting more and more frequently in recent years.
Radio broadcasters with digital studios are able to use the so-called Radio Data System (RDS) beyond mere station recognition; by also using and selling it for additional messages such as the name of the piece of music being played or even for advertising purposes.
The former is actually being done, the latter at least attempted. Today, most stations tell their listeners via display which piece is currently playing or will come next, or which presenter is currently yakking away. In some cases, however, editors also send friendly messages such as "Drive carefully" or "Have a nice weekend" over the airwaves.
The whole thing has one drawback: RDS is very slow. A maximum of eight characters can be shown, which roll leisurely across the display like a running advertisement. Therefore, RDS is unsuitable for sending longer messages, especially if they are to reach people during the activity during which they most often listen to the radio: driving. Contrary to a widespread opinion, however, the repurposing of RDS is not illegal according to the Federal Office of Communications.
Radio stations want to leave car-driving listeners alone
So far, sending RDS advertising messages has hardly met with demand. Radio advertising marketer Radiotele doesn't even carry RDS ads in its lineup, and managing director Bruno Oetterli doesn't know of any station where sales are flourishing. Most of the requested stations do not use RDS for advertising purposes either, partly even because they do not want to tempt their car-driving listeners to keep their eyes on the radio display rather than on the traffic.
WerbeWoche is aware of only two stations that use RDS commercially: Radio Extra Bern has been offering it for advertising messages for two years, with a 20 percent surcharge on the normal secondary rate - but so far without having sold a single second, as Michael Schüpbach, sales manager at Extra Bern marketer Conradio, assures us.
Radio 24 is a little more successful: once an hour, it broadcasts the short message "J. H. Keller - Chrysler and Honda," the slogan of a sponsor. For a year, the Keller garage is thus repeatedly brought to the attention of Radio 24 listeners, says Belcom sales manager Richi Gasser.
Incidentally, Radio 24 was one of the last local radio stations to start using RDS beyond actual station recognition only four weeks ago - at the request of listeners who wanted to know the titles of the tracks being played. Since then, the telephone operator has been noticeably relieved, but the new advertising medium has confused some listeners. In any case, one recently called and asked for more detailed information about the music track "Honda"...
Coorigendum In the front article of WerbeWoche, issue number 18, entitled "Free Swisspool in planning", there is talk of a readership study - commissioned by TA-Media and NZZ - which shows "that the commuter newspaper 20 Minuten achieves by far the best results of all Zurich newspapers". This statement is not correct. It should correctly read: "...that the commuter newspaper 20 Minuten achieves by far the best result of all Zurich newspapers in the target group of 22 to 35 year-olds".

Wine & Partners shows what successful European wine marketing looks likeWine & Partners cashes in on wine promotion. The Viennese agency was founded by Dorli Muhr, who now employs five staff members and serves clients such as Robert Mondavi, Lenz Moser, Alois Kracher and Freie Weingärtner Wachau. And they do so throughout Europe. Top labels with top products.wine promotion is your specialty. But you also work for culinary products. How did you come up with this menu?
Dorli Muhr: Because eating and drinking is one of the most beautiful things there is. Why should I voluntarily do something that is less beautiful? However, it is important for Wine & Food PR that the products have a good taste and an exciting story.
If need be, you can also invent them...
Muhr: No, that would be nonsense. You can't do that without philosophy. You have to be able to convey a story with the product. By the way, it doesn't necessarily have to be related to luxury.
But luxury sells better.
Muhr: Not necessarily. If
If the philosophy of the product is right, the consumer will buy it. They often have a love-hate relationship with luxury. They want it, but can't necessarily afford it. A good story that people can identify with has much more influence than luxury. That's why we work very closely with our customers. For some, we even make sure that they work with the right importers in each European country. After all, they have to be convinced of the philosophy of the product. Otherwise, as we know, they can't stand behind it. The story has to be round - from the producer to the buyer. We have to convey taste. We can't just say "this is great, you have to eat or drink this," but show how you can recognize something good.
And how do you do that?
Muhr: For example, I give wine seminars especially for women and show them that they can recognize for themselves what is a good wine and what is a better wine. The point is that they develop trust in taste, that they shouldn't let themselves be talked into everything.
A fact that does not only apply to women when it comes to wine. Why do so many consumers lose their own power of judgment out of reverence for the contents of a wine bottle?
Muhr: Wine is sophisticated, and so far it has not been easy to find access to wine. Especially for wines from the Old World, i.e. France or Italy. In contrast to the competition from the New World, such as Chile, California or Australia, they are often closed, more difficult to access, still have to be stored and so on. This creates uncertainty.
Don't these two poles of wine totally clash?
Muhr: Of course, because in the Old World "good" is defined as that which cannot be approached and which "the layman" does not understand. This can be controlled either by quantity or price. In the New World, on the other hand, wine is sold as an accessible and immediately enjoyable beverage. There, in contrast to Europe, stories and explanations are always included on the label. The wine buyer is informed right from the start and is not left standing in the dark wine cellar. Personally, I like this much more, although I appreciate the wines from both sides of the oceans very much. Knowledge about enjoyment must be accessible and available to everyone.
One of your main clients is Robert Mondavi Winery, for which you work the European continent. Isn't it difficult to represent a label that doesn't enjoy the same level of recognition in all countries?
Muhr: It's more of a challenge. Of course, working with the core markets of Austria, Germany, and Switzerland is already a lot of fun, especially since the term Robert Mondavi doesn't have to be explained very much. The label is already well-known, and we don't have to start with Adam and Eve. That's not the case everywhere. But PR is like a relationship between a man and a woman. There's also never a point in time when you say, "Now I've achieved it." You're constantly working on it. You can actually only recognize an emotional status, but you can't measure anything. Relationship building is indeed constant work, and PR is interpersonal communication. Those who understand PR to be propaganda are absolutely wrong. One of the most essential tools of PR is understanding the other person. Recognizing how to convey a piece of information so that it is useful to the recipient, and so that he or she ultimately does something with it.
Do you have only female employees for this reason?
Muhr: Women are clearly more sensitive in this respect. For example, I can tell who my female employees are talking to by the way they behave on the phone. They respond differently to our customers. Men are often tough decision-makers, and women are more concerned with the atmosphere and know how to work with emotions.
Interview: Chandra Kurt

Endemol takes a stake in Bichsel & Burger - TV 3 still waiting for "Big Brother" licenseBy Markus Knöpfli The Dutch Endemol Entertainment takes a stake in the TV production company Bichsel & Burger Medien AG (B&B), which produces the millionaire show for TV 3. This increases TV 3's chances of being able to take over Endemol's "Big Brother" format.
Officially, Endemol's entry into the Swiss market has nothing to do with TV 3. But without longer-term prospects in Switzerland, Endemol would hardly have set foot here.
The Zurich-based TV production company B&B is being acquired 50 percent by the Dutch company Endemol Entertainment. B&B has already produced the "Millionaire Show" for TV 3, a format for which Endemol holds the rights in several European countries. With a total of around 400 TV formats, Endemol is Europe's biggest provider in this field (see box).
Endemol will take a seat on the Zurich-based company, which will be renamed B&B Endemol, with two as yet undetermined board members. However, Freddy Burger remains Chairman of the Board of Directors, Hannes Bichsel Board Delegate. B&B Endemol has a share capital of CHF 100,000. Bichsel did not want to disclose any sales figures to WerbeWoche, but B&B was already in the black in its first year, he says. For B&B, the participation of the largest format provider is interesting, "because it gives us access to everything we would like to have at any time.
B&B was founded in 1991 by former SF-DRS head of entertainment Hannes Bichsel and human resources manager Freddy Burger - with a view to launching private TV in Switzerland. Initially, however, B&B, which today employs a total of six permanent staff and numerous freelancers along with the two founders, produced abroad.
"For five years, however, the Swiss market has been so interesting that we only produce for Switzerland," says Bichsel. Clients so far have included SF DRS and TV 3. Next year, B&B Endemol will produce its 1,000th show - to mark its tenth anniversary.
After participation sale of the "Big Brother" license?
Is the stake in B&B now a sign that TV 3 and Endemol have reached a commercial agreement regarding the "Big Brother" format? Or was Endemol's stake in a Swiss production company a prerequisite for the big deal with TV 3? "Neither - nor, the two things have nothing to do with each other," says Endemol, TV 3 and B&B in unison.
Endemol spokesman Thomas Notermans explains that Endemol is already active as a TV producer in 16 countries and is involved with local partners everywhere in order to be able to take into account the respective cultural conditions. In addition, the first contacts between B&B and Endemol were established last year, Bichsel adds.
But one thing is clear: If TV 3 receives the license for "Big Brother" from Endemol, the show will definitely be produced by B&B Endemol, according to Notermans.
And it takes four months for casting and house construction. That makes things pretty darn tight for TV 3, which wants to start "Big Brother" in October. "You're right about that," says Bichsel, who expects a decision by the end of May. And because he believes that "Big Brother" is coming, he has already made initial considerations and preparations. But he doesn't want to say any more details.
TV 3 also seems to be getting nervous. "The matter will be decided quickly," says press spokeswoman Andrea Hemmi confidently. She hopes for a decision in the next few days. Only: she and TV-3 boss Jürg Wildberger have been saying that for weeks. However, neither wants to comment on where the problems lie.
Endemol, on the other hand, is relaxed. "We hope that it will come to a contract with TV 3, but there are still some questions open," says Notermans. "It would be nice if the matter could be cleared up in the next few weeks..."
Endemol: TV and InternetThe company Endemol Entertainment NV, based in Hilversum (NL), operates in 16 countries and produces many of the best-known TV shows on German-language television, such as the "Millionärsshow," "Big Brother" or "Verzeih mir.
In addition to TV, Endemol also operates online businesses. In Holland and Spain, the company has a stake in each of two Internet portals for entertainment and leisure.
Endemol was founded in 1994 by Joop van den Ende and John de Mol, who merged their previously independent production companies. The company has been listed on the Amsterdam stock exchange since 1996. In March 2000, Spain's Telefonica acquired the two share packages of Van den Ende (26 percent) and De Mol (28 percent) for 5.5 billion euros, giving it a majority stake in Endemol.
Endemol is extremely successful: In the 1998/99 financial year, it achieved revenues of 962 million guilders and a net profit of 92 million guilders.
Four TV magazines in French-speaking Switzerland instead of just threeWW18/00: New campaigns, French-speaking Switzerland has a choice of three TV magazines
En effet, vous citez, en pas de page, sous le titre "les romands ont le choix entre trois magazines TV" TéléTemps, Télé Top Matin et TV8 en omettant de mentionner le magazine TVguide distribué à 202140 exemplaires, le samedi, dans les quotidiens 24heures et Tribune de Genève. Le magazine TVguide est, avec 429000 lecteurs, le deuxième magazine TV de Suisse romande. It is also the leader in the economic zones 11 and 12, making it an important player on the Swiss media scene. C'est donc bien quatre magazines TV qui sont auHourd'hui offerts au lectorat romand et, bien entendu, aux annonceurs.
Benoît Flach,Director Publimag Lausanne

For years, Edipresse has been flirting with a substantial presence in the French newspaper market. Now, the strongest media group in western Switzerland is taking the plunge across the Rhone: It is expected to launch the Saturday newspaper Tribune Mont-Blanc in September, serving the border regions of Haute Savoie, Evian, Chamonix and Annecy. In keeping with French custom, Edipresse will acquire advertisements on its own initiative. More about the border crossing on the slippery French media parquet can be found on page 22.

Ticino advertising agencies fight for SMEs, major customers and against the arrogance of the German-speaking SwissBy Carlo Bernasconi Enclosed to the south by the national border, to the north by the Gotthard massif: Ticino advertising agencies operate in a small-scale market. And they mainly serve SMEs with creative solutions. Mostly in poster form. That's where the desire of the Latin man to see his product as larger than life as possible comes to the fore. A visit to three agencies, in Chiasso, Lugano, Bellinzona.
Admittedly, the address is not exactly noble. Grancia, near Lugano, who knows that place? After all, it is the headquarters of the largest agency in Ticino, Publigoods SA. And of such an internationally active company as BIC. But although it is within shouting distance of the agency, it advertises its stationery elsewhere. A circumstance Rolando Wetter would like to change. "Certain large budgets have migrated in recent years (Fernet-Branca, Alfa Romeo Campari). We would like to bring them back through quality," says the agency manager, who has been in the job since the beginning of the year.
Wetter previously worked for APG for twelve years as a sales manager and was a member of the management team in Zurich. Now he is the director in Grancia, and when asked what is typical about advertising in Ticino, he says: "It is perhaps a bit more cynical and playful. There is more play. It's looser, in dealing with the image, for example. It's also very emotional."
Poster business - the
Core business of the Ticino
Publigoods was founded ten years ago. One of the co-founders was Paolo Spalluto, who left the agency in 1998 and is now picking up where he left off with Spalluto & De Bernardi in Chiasso. And if he's looking more for international clients, there's a reason for that. Spalluto, a dazzling figure on the Ticino advertising scene with an Italian passport, is currently mainly looking after Banca di Sondrio with a national budget and sees his agency as a portal to the north. "Switzerland," he stresses, "is too expensive for advertising."
Not that Publigoods limits itself to business with SMEs in Ticino. Admittedly, the size of the agency, with 14 employees and gross operating revenues of seven million francs, is not a disadvantage for Wetter: "The customer always has a direct line to the agency manager.
And we are eager to travel. It doesn't matter to us whether we have to go to Venice, Zurich or Geneva to see the customer," he adds. After all, as a full-service agency, Publigoods offers all areas of communication and a little more besides: The agency is affiliated with Globalcom for trade shows and events, Theorema, strategic marketing based on Prof. Sperry's method, C.I.B, Corporate Intelligence Bureau, and, with the company Gateway, International Media Planning.
Certainly, Wetter points out that Publigoods is a poster-friendly agency, but still advertises print-heavy. "The poster has a good spread in Ticino and is the fastest in terms of communication," says the former APG sales manager. "You could even take the poster as a basic medium, which suits the mentality of the Latino."
Syntesi, the new
Full service agency in Ticino
Admittedly, the preference for the poster as a means of communication also has other reasons: "With five percent BK for print ads in the three big newspapers Giornale del Popolo, Corriere del Ticino and La Regione Ticino, we are just missing out on begging," says Wetter. No wonder, since the three papers have leased their ads to the "P".
Even though the Ticino market, with a population of around 200,000 people, provides a sufficient livelihood for just a few agencies, last year saw the establishment of another full-service agency in Ticino, this time in Bellinzona. Syntesi Sagl is run by Mario Carnevale, PR specialist, Fulvio Roth, CD, and Ivano D'Andrea, consulting.
The three men still each own their own company (Carnevale & Partner, Roth & Partner, Multifiduciaria SA), meet once a week on Via San Gottardo and act as a general contractor to clients, as Mario Carnevale says. And he immediately points out that they have taken over the APE opinion research institute in Lugano. "One contact for all needs: We are the only agency in Ticino that can offer that," says Carnevale proudly.
For Roth, Carnevale and D'Andrea, too, the maxim that small flocks make a mess has applied up to now. But the three partners of Syntesi - and to this end they have placed this umbrella over their three companies - want to expand, to the north and to Italy. "We can be nationwide," says Carnevale, who works in German-speaking Switzerland with Frei & Partner, Zurich, which is affiliated with the Porter Novelli International network, and in French-speaking Switzerland with CCC, Communication, Contact, Conseil. "Everyone brings their know-how to the partnership," says the agency's creative head, Fulvio Roth. And he sums up what he means by that in one sentence: "We sell communication concepts, not billboards."
Like Publigoods, Syntesi lists a number of national and cantonal clients for whom the agency handles communications in Ticino, from Ospedale San Giovanni in Bellinzona to HC Ambri-Piotta, while Publigoods handles the budget for HC Lugano, which comes as no surprise to anyone in Ticino, since Publigoods co-owner Mario Mantegazza is also the main sponsor of this year's ice hockey runners-up. But Swisscom, Migros and Credit Suisse are also on Syntesi's client list.
When Fulvio Roth is asked what distinguishes the Ticino advertisers from the others, he says: "We perhaps go one step further in creation - in terms of flexibility, we offer added value." On the other hand, he - in this the same as Wetter - by no means hides the Latin mentality: "We don't feel trapped in a scheme X," says the creative. Which prompts Mario Carnevale to add, "that you can also work seriously and professionally in Ticino," only to remark self-critically, "We also made up the clichés about Ticino ourselves."
There is no question that Syntesi does not want to be touched by this. At present, the focus in Bellinzona is on building up the department for Internet solutions - here, according to Roth, the southern canton still has some catching up to do. At the same time, the CD can imagine being considered as a partner for large Swiss agencies. Carnevale is less concerned with the aesthetic-visual problem than with the linguistic-aesthetic problem: "The translations of slogans that we sometimes have to read and see sometimes make us nauseous," he says.
Spalluto's advantage: in 48 minutes he is in Milan
Having worked as an advertiser in Ticino for ten years, Paolo Spalluto and his partner Tecla De Bernardi "don't want to win prizes, they want to increase sales for the customer," he explains. He feels closer to Italian advertising not only because of his origins - especially since his father had already successfully built up the Italian branch of McCann-Erickson in Milan and he was fed advertising with his mother's milk, so to speak. "Italian advertising is closer to the market," says Spalluto.
His client list is already considerably long for an agency that is two years old, but the current Publigoods director Rolando Wetter puts it into perspective that these are clients for whom Spalluto still worked during the Publigoods times. Spalluto is not too concerned about this, because he currently spends one or two days a week in Zurich and is thinking of opening an accounting office in Zurich next year, "because we are closer to the customers and suppliers there and also to combat the arrogance of Zurich advertisers," emphasizes Paolo Spalluto.
Zurich and Milan are the next destinations for the ambitious Spalluto. What he likes about Chiasso is that he can be in Milan in 48 minutes - although, as an Italian, he wouldn't want to move his agency to the Italian advertising metropolis. "There, we would be one of many agencies," he says, preferring to take advantage of Switzerland's service benefits.
Syntesi is also striving to cross the Gotthard. For Mario Carnevale, it is a matter of refuting the prejudice of the German-speaking Swiss who think that "no substantial work can come out of Ticino agencies," and after all, all three of Syntesi's partners are multilingual, says Carnevale in genuine Bernese German. Admittedly, he is realistic about Syntesi's role: "We can't compete with Wirz Werbeberatung, but we can with medium-sized agencies in Lucerne, Basel and Zurich."
Graphic artists like tourists on Lugano's waterfront promenades
In fact, a look at the work of the three agencies proves that substantial creative solutions are also found in Ticino. Which is not surprising, because in Ticino, Wetter says, there are numerous graphic designers vying for commissions. "Every year, 30 to 35 graphic designers enter the market, and they can't be absorbed by that." So there are a lot of graphic designers who communicate, the agency manager says, putting a question mark behind the professionalism of their work. "They're hurting the agencies because they're dumping prices."

Manuela Stier focuses on technology and aesthetics.With her PR agency Stier Communications AG, founded in 1995, the PR consultant and sales manager specializes in integrated communications for technology, service and construction companies. Many people think that technology is not aesthetic," explains Stier. She wants to remedy that.Her clients include Ascom, ABB, Kaba and numerous SMEs. "I'm not looking for million-dollar contracts, but prefer small, interesting work." What she appreciates about this is the freedom she has to help companies achieve a consistent image.
In recent years, the agency in Weiningen ZH has grown to five employees, and in 1998 it was converted into a stock corporation. However, Manuela Stier does not want to hire more than seven employees, despite the need for additional staff. Flexibility is more important to her than growth at any price. (ba)