The previous corporate design in orange, white and black has been replaced by a bright, cheerful color combination that reflects the national colors of the agency's 150 locations around the world. This symbolizes the versatile, cosmopolitan way of thinking and the joy and passion for national, lively and independent communication, the agency writes in a press release on Thursday.

New location

In keeping with its new image, the agency will soon be changing its location. The move from tranquil Wallisellen to the Steinfels site in the heart of Zurich's vibrant Kreis 5 district is planned for mid-June 2014 and also signals the spirit of optimism at FCB Zurich.

New credo

The new credo "Brave together" succinctly sums up the brand promise of FCB Zurich, according to the press release. "Brave" stands for the courage to be creative, perseverance and consistency. But also for loyalty and bravery. "Together" signals the mutual appreciation between FCB Zurich and its Swiss clients as well as the open exchange between the locally based agency and the global FCB network. And last but not least, the team spirit within the agency, which Cornelia Harder has managed for almost six years.
 

Allink developed the packaging design for the new edition of the popular classic, which was redesigned from scratch. It stands out due to its straightforward and reduced design. And it evokes memories of summer vacations in Italy, colorful Vespas, and a time when
which everything was still a little easier.

Responsible at Midor: Martina Laco (Product Manager), Stefan Eberle (Product Group Manager), Roberto Falvella (Packaging Development). Responsible at Allink: Christoph Schlatter (Creative Director), Roger Lang (Graphics), Angela Hofstetter (Graphics), Peter Derron (Photography), Edith Kaiser (Image Editing).
 

Bitch. My first thought when Lara Gut grinned cheerfully at me one morning at the station: I'm splitting up. To come out as a relationship splitter so publicly, I found a second later then still courageous. And that she apparently calls the unhooked men mustard tubes, an interesting approach. The second case: Mel Winiger. Since her Geberit waterfall appearance, I only see her heart-shaped, smooth Fudi in front of me. Even if, of course, that was never ever her own backside. But the association remains. I hear Winiger - and see an ass.

Both women are eye-catchers. Well-known eye-catchers, at the sight of whom one feels sympathy in the best advertising case, the so-called me-too effect. Whether image profile and advertising suitability are given? Under certain circumstances. Even if it's hard to imagine Mel on a Closomat (or want to. Or should. Geez). And for Lara Gut, who rightly doesn't want to be a darling and has meanwhile made her wilfulness her trademark, an aluminum collector's kübeli fits as well as pink ankle socks.

Celebrity testimonials are still thin on the ground in Switzerland. The selection is not so much based on the criteria already established and applied abroad (to repeat: visual awareness, degree of likeability, product fit and image profile), but often on the personal preferences of decision-makers. In the process, the most important property criterion, credibility, falls by the wayside. The fact that advertising statements by celebrities are bought does not have to be explained to the consumer. But when Christa Rigozzi advertises heating technology, one can at best find it "cute," but a coherent overall picture does not emerge. It's more likely when a young woman positions herself as a sporty Red Bull presenter, hosts a show called "The Experiment - Where's your limit?" and advertises the Migros sports line: Annina Campell. That's consistent. And a fat shot in the arm. The Bakom saw the RTVG violated, which prohibits "permanent program employees " of Swiss television to participate in advertising. The SRG is fined, the situation not clarified: For what is a permanent cooperation? Especially in the entertainment sector, assignments are clearly limited to individual programs or projects, and the income is not enough to live on for all those who are not "permanently" on assignment. A sideline is needed. And this is where the vicious circle comes full circle: The basic prerequisite for the success of a personality is a strong TV presence with the greatest possible reach. In Switzerland, this will continue to be provided primarily by Swiss television in 2014. And it pushes all those who do not show their face there "all the time" involuntarily into a legal (and moral) dark gray area again and again: Am I allowed or am I not allowed? Should I? And what happens if I just do it? To read at the beginning of this paragraph.

So in order not to have to do without "faces of brands" and above all their impact value, other strategies are needed. In the digital age, the necessary media presence is built up in other ways: Radio voices get faces on the web. Top tweets bring followers. Creating and moderating new formats that may not bring in ratings, but a high number of downloads. You no longer put celebrities in an artificial frame, but instead emphasize those qualities that actually make them outstanding. Show the things they believe in, what they fight for and, of course, the things they would buy. Not only a face is enough, it needs the whole personality. Then a testimonial also advertises with heart. And so, in conclusion: cheers to Miggy! I really buy everything about this cool pig.
 

In the inquiries, management and marketing terms are blithely thrown around. The whole litany is prayed down: Win-win situation, efficiency increase, synergy gain, positive image transfer, communication optimization, target group-appropriate environment, etc. etc.

The simple word partnership can have many meanings. In addition to the media partnership mentioned above, there is a partnership for peace, which comes from NATO. There are town twinning arrangements, recognizable by the signs prominently displayed at the entrance to towns in our neighboring countries, indicating, for example, that the Goethe and university town of Ilmenau is twinned with Tirgu Mures in Romania and Blue Ash in the USA. Interesting to know. Registered partnerships have been known for some years and to remain politically correct, there are also same-sex partnerships.

Let's ask Wikipedia what a partnership is. It says "A partnership is a sexual and social community between two people at the same time" and continues "In a narrower sense, partnership also refers to the commitment that two people who meet on an equal footing enter into in a sexual relationship designed to last". If we leave the sexual component on the side, then we come closer to the matter. It's about things like "companionship", "permanence", and "equality of eye level".

What does this mean when applied to a media partnership? Such a partnership can be very useful. Many cultural and sporting events, for example, would not be possible if the public or private media did not support them by drawing attention to them and reporting on them.

But it's a different story for a trade magazine. If we leave all the marketing gobbledygook on the side for a moment, very many inquiries are about just one thing: A commercial company wants to save costs. They want to have ad space available, but pay nothing for it. The partner then generously gets a logo presence on the invitation and one at the event. Why does the word rip-off come to mind? Or the regulars' table joke: Partnership means that the partner creates?

Pierre C. Meier, Editor-in-Chief [email protected]
 

Meckel (46) succeeds long-time editor-in-chief Roland Tichy (58), who is moving to the newly founded DVH Ventures as managing director. Tichy will also remain active as a journalist for the media of the Handelsblatt publishing group.

Meckel has been Professor of Corporate Communication and Director of the Institute for Media and Communication Management at the University of St. Gallen since 2005, as well as a consultant for strategic communication. She began her journalistic career in 1990 as a presenter, reporter and editor for various news and magazine formats at the broadcasters WDR, Vox and RTL.

In 1999, she was appointed Professor of Journalism and Communication Studies at the University of Münster and took over the management of the institute. In spring 2001, she became government spokesperson for the state of North Rhine-Westphalia under Minister President Wolfgang Clement, and almost two years later she was appointed State Secretary for Europe, International Affairs and Media by Minister President Peer Steinbrück. Meckel has written numerous books and academic articles.

72 percent of the approximately 100 online marketing experts surveyed assume thatThe experts believe that email, as a proven and universal medium, will not disappear from the scene any time soon. According to the experts, it is more likely to effectively combine other communication channels such as apps, social media and document management in the future.

Email and social media will complement each other more

"Email marketing is one of the most important and most widely used areas of online marketing. This will remain the case for the foreseeable future," emphasizes Dr. Torsten Schwarz, Head of the Eco Competence Group Online Marketing. According to the survey, social media will continue to gain in importance in the coming years. As many as 45 percent of those surveyed assume that social media will at least partially replace email. According to Schwarz, however, the following applies to the future: "In data-driven marketing, email and social media will strongly complement each other."
 

Special smart TV advertising is therefore not only gaining in importance, it is also being received positively by consumers. These are the key findings of the latest "Smart TV Effects" study by digital marketer Tomorrow Focus Media, which surveyed a total of 5166 TV owners in its network in February 2014. The majority of consumers are now technically up-to-date. The study shows that around 41% of respondents own a TV that is less than two years old. In addition to the screen size, the integrated internet function was also a decisive factor for 13% when purchasing a TV set. The number of smart TV owners has thus risen from 23% in the previous year to 26% today. The market for smart TVs is therefore far from exhausted; 32% of current non-owners are planning to buy a smart TV in the next twelve months.

One in four smart TV owners (25.1%) now also actively use the device to go online - a significant increase on last year, when only one in five (20.4%) did so. Another finding of the study: those who actively go online with their smart TV today do so regularly. More than half of the respondents who use their smart TV to actively go online do so several times a week or even daily (53.5%). The peak of Internet use via smart TV during the day is reached in prime time between 8 p.m. and 11 p.m. - regardless of the day of the week.

The TV's internet function is used particularly frequently to watch videos or use the TV channels' media libraries. However, around 43% of respondents now also use the available smart TV apps; this represents an increase of 14% compared to the previous year. News, weather and program apps are particularly popular, followed by entertainment apps, photo and video apps and social TV apps. The latter in particular have become more popular compared to the previous year (+7%).

Around one in three smart TV owners use their TV's internet functions primarily to catch up on missed programs (30%). 27% switch to the Internet when they are not interested in the TV program. One in five respondents (22%) switch to the Internet to watch special films that are not shown in the program. And just under 15 percent use the internet on their smart TV, especially during commercial breaks. However, they are by no means lost to the advertising efforts there: 41% of active internet users can remember having seen advertising in the smart TV apps (previous year: 35%). Video advertising is particularly memorable (63%), but around one in three users also remember standard banners and animated banners (35% each).

Twenty-five percent of smart app users have already clicked on advertising within the smart app - more than half of them (58%) because they were interested in the advertised product, while 27% felt motivated to click by the design of the advertising. However, the positive assessment of this relatively new form of advertising is particularly interesting: around 61% of respondents think it is generally okay for free apps to be financed by advertising. One in three (35%) find advertising in smart apps less annoying than in TV programs, and as many as 14% state that they have already become aware of interesting products and offers more frequently through advertising in smart apps. The targeted combination of traditional TV advertising and smart TV advertising therefore appears to be a very promising model for the future.

Clemens Koob

Key Facts

- More than a quarter of respondents now own a smart TV.
- A further 32% are planning to buy a smart TV in the coming year.
- One in four smart TV owners go online with their device - 31% of active users access the Internet via TV several times a week, 26% even daily.
- Almost every second smart TV user also uses smart TV apps.
- Advertising in smart TV apps attracts attention: 41% of users of smart TV apps notice the advertising placed there.
- 25 percent have already clicked on advertising in the Smart TV app.
 

Until now, Facebook has integrated its advertisements into its own environment. At its developer conference F8 at the end of April, the leading social network presented a new advertising network under the name Audience Network, with which Facebook advertising can also be placed in third-party mobile applications. This expansion is characteristic of a strategic realignment: instead of bundling everything under its own website, personal profile data is collected as widely as possible and ads are sold wherever possible. In this way, Facebook is overtaking itself: when Mark Zuckerberg moved his project to Silicon Valley near San Francisco ten years ago after initial successes among students at the elite universities on the East Coast, there was no viable business model anywhere in sight. The Facebook founders and the first investors were satisfied with the assumption that it would sooner or later pay off to draw the attention of hundreds of millions of people to a site. When Google manager Sheryl Sandberg came on board as COO in 2008, her first priority was to make Facebook profitable and she found the right solution: advertising. The recipe was simple and obvious: get as many people as possible to a website (facebook.com), collect user profile data and use it to sell ads. All on one website. It worked like a charm. Although the Facebook ads performed below average, they were also cheap to book. And so Facebook made a lot of money, went public in 2012 and made even more money. In the first quarter of the current year, turnover rose by 72% to 2.5 billion dollars compared to the same quarter of the previous year, while net profit tripled to 642 million dollars.

But appearances are deceptive. There are worrying developments in Facebookland: Firstly, for many Facebook users, especially younger ones, it is no longer attractive to communicate with their friends, families and work colleagues on a single site where everyone can see everything. According to an American study from January, Facebook has lost around 11 million young users in the USA alone since 2011. Instead, small applications that can be used to communicate with specific groups of friends are becoming increasingly popular. This was and is the hour of Snapchat, Instagram, WhatsApp and the like. On the other hand, more and more users left their desktops behind and preferred mobile devices - the only place where it was difficult to earn money with advertising. Only Google was already making good money with mobile advertising back then. And it did so by collecting profile data not just on one site, but on as many as possible. The basis for this reorientation of Internet advertising was a uniform privacy policy and terms of use for all Google services, which came into force on March 1, 2012. This made it possible to display targeted advertising based on user data, for example from Google searches on YouTube - and also on mobile.

The main aim is to collect signals from users

This put Facebook, but also competitors such as Twitter and the like, in a tight spot: in the fall of 2012, Mark Zuckerberg bought the free photo and video sharing app Instagram for the sensational sum of one billion dollars. A year later, he tried to snatch up Snapchat, an instant messaging application for smartphones and tablets that allows users to send photos to friends that are only visible for a few seconds. However, Snapchat CEO Evan Spiegel left Zuckerberg out in the cold with his 3 billion offer (in cash) last November. A year earlier, Facebook had already tried to enter the race with Poke, a Snapchat imitation - a flop. Now Facebook wants to steal Snapchat's thunder again and announced an update for the Messenger app at the end of April, which makes it easy to share snaps and videos. The latest takeover coup in this series is the acquisition of the instant messaging app WhatsApp for a total of 19 billion (in cash and shares). When making such acquisitions, Facebook has repeatedly affirmed that it will continue to operate the application unchanged and will not integrate it into Facebook itself. Although this is often questioned, it makes sense in the light of the new strategy: with these apps, complemented by its own products such as Facebook Messenger and Facebook Camera, the main aim is to collect signals from users. What preferences they have, where they hang out and who they know. Facebook's latest moves fit in with this: The purchase of the fitness tracking app Moves, which continuously records users' physical activities and locations.

And with FB Newswire, the news offering is being expanded - both excellent opportunities to harvest signals about user behavior.

And so Facebook's announcements at the developer conference fit in perfectly with this strategy. On the one hand, there is the newly announced advertising network. On the other hand, there is a series of innovations that have made the Facebook platform appealing to app developers. The Parse development environment, which can be used to develop apps for all common platforms, is important here - this opens up numerous new opportunities for Facebook to collect user data in the background. And, of course, this increases the reach of Facebook's own advertising, which further boosts its own advertising revenue. Mobile already accounts for 59% (Q1/2014) of Facebook's advertising revenue.

YouTube is playing an increasingly lucrative role in the mobile sector

Facebook's rapid growth in the mobile advertising market can hardly leave market leader Google cold. And so it comes as no surprise that Vic Gundotra announced his resignation a few days before the Facebook developer conference. He is regarded as the father of Google+, the initiative not only for a social network, but also for the integration of many Google services. It is noteworthy that, according to unconfirmed employee reports, the majority of the Google+ development team - over a thousand employees - will be moved to other areas of the company, primarily to the Android mobile operating system. Just three years ago, Google CEO Larry Page made the bonuses of all employees dependent on the success of the company's own social media strategy. Google now has to accept that Google+ cannot compete with Facebook in the social sector, and so a rethink has taken place here too: Away from the strategy of bringing everything under one roof, back to diverse ubiquity. YouTube in particular is playing an increasingly lucrative role in the mobile sector. There are also signs of a similar strategic rethink at Twitter - currently at a stock market low. In October 2012, the video sub-app Vine was purchased and has so far continued to operate independently. And with MoPub, an advertising network for mobile and with Trendrr and Gnip, specialists for social media data were acquired. Given the dominance of Google and Facebook, other competitors such as Apple, Yahoo and Microsoft are far behind and have to fight to stay in the mobile race.

It is becoming clear that only those who have outstanding user profile data and can use it on automated trading platforms, where it is purchased via programmatic buying, can be successful in digital advertising. Internationally oriented technology heavyweights are enjoying themselves on this playground - making it increasingly tight for domestic publishers on the mobile advertising market. The keyword RTB (real time buying/ bidding), the automation of trading processes, is already being approached with marked restraint in Switzerland. Now another acronym with ambiguous potential is coming into play: DMP - Data Management Platform. This enables publishers to merge user data from different sites or agencies to merge profile data from different campaigns. And above all, it can be used to exchange such data with third parties. This is exactly the game that the big players play in their own realm. So far, there is no such thing in this country, or at best only on a small scale. First of all, the question of who owns such data (e.g. from a campaign) and who is allowed to do what with it needs to be clarified. There is a need for industry-wide clarification here. But as long as the motto "everyone does what they think is right" applies, everyone on the Swiss market is using far too little data to be able to make a dent against the international high-tech companies, even in their own country.

Christoph J. Walther

Google and Facebook dominate mobile

Last year, spending on mobile advertising rose by 105 percent globally, reaching 17.96 billion dollars. According to a report published by market research company eMarketer in March, mobile advertising is set to grow by a further 75.1 percent this year, reaching 31.45 billion dollars. This corresponds to almost a quarter of all spending on digital advertising worldwide. Two thirds of this revenue went to Google and Facebook, which accounted for three quarters of growth in the mobile sector in 2013 (USD 6.92 billion out of a total of USD 9.2 billion). Facebook in particular was able to increase its market share significantly. In 2012, the social network only accounted for 5.4% of the global market. In 2013, this share rose to 17.5% and is expected to grow further to 21.7% in the current year. The lion's share of the mobile advertising market belongs to Google with almost 50 percent. However, eMarketer estimates that this share will fall to 46.8 percent in the current year due to the rapid advance of Facebook. As recently as 2012, mobile advertising accounted for just 11 percent of Facebook's own global advertising revenue. Last year, this figure jumped to 45.1 percent and stood at 59 percent in the first quarter of 2014. According to eMarketer, this share is expected to reach 63.4 percent by the end of the year. Mobile accounted for 23.1 percent of Google's global advertising revenue last year and this figure is expected to rise to 33.8 percent this year. Meanwhile, Twitter reported that mobile advertising accounted for 80% of total revenue in the first quarter of 2014. In the previous quarter, this figure was 75 percent. Twitter generated the majority of this revenue in its American home market.

Away from the hoodie culture

Just as Google CEO Larry Page had already done, Facebook boss Mark Zuckerberg appeared on stage again at the end of the keynote speech and preached to the choir or to his own employees. Earlier in his presentation, he reminisced about Facebook's tenth anniversary in February and spoke about the tenth anniversary of meeting his wife, Priscilla Chan, and looked ahead to his 30th birthday on May 14 - which puts him above the average age in his own company and in Silicon Valley. He announced that the Facebook motto "Move Fast and Break Things" would be replaced by the less pithy "Move Fast with Stable Infra". And on the threshold of a new phase in his life, he announced a new vision for his company and attempted to realign the corporate culture: The goal, he said, was to "build a culture of love for the people we serve that is strong if not stronger than software hacking". These words are likely to be remembered as the turning point for Zuckerberg and for Facebook as the day he came of age.

What does the industry think?

Catrin Rubenson, CEO of Admazing
"The opportunities that arise from the comprehensive use of profile data are exciting for the industry and for us as an online media service provider. For example, we have good experience with video ads on YouTube, where we use video categories together with Google profile data as targeting. We are already using this development profitably for our customers. In Switzerland, there are various companies and publishers that collect data together or release anonymized data for extended use. We are also happy to use these offers - after examining the cost, benefit and data protection aspects. However, data protection and data sovereignty are not always fully clarified. This is one reason why less data is available to Swiss users than in other countries. For example, we do not use our own data across all customers. In principle, however, we would of course like to see more correct profile data and offers that can be used for campaigns."

Christoph Zimmer, Head of Corporate Communications Tamedia
"We see the development of Facebook's advertising network primarily as competition for Google. Of course, such offerings are also competition for Swiss providers; the large international companies benefit from economies of scale in terms of technology and mass due to their size. However, the strong focus on video also has positive effects; the market is developing as a result and our high-reach Swiss offerings with their high-quality positioning are benefiting from this."

Alexander Horrolt, Managing Director of Goldbach Audience (Switzerland) AG
"To counter the dominance of global corporations, we need data-sharing alliances or jointly managed marketplaces for automated trading of premium inventory. Such cooperation models are essential to compensate for a lack of data depth as well as a lack of economic and personnel capacities. Spain is leading the way with 'Aunia', a closed ecosystem for video publishers. Such a model is particularly suitable in Switzerland, where even large video players are reaching their limits as demand increases. In our small, relatively poorly monetized digital market, standardized processes would take the pressure off national players and at the same time make them competitive with global brands. We are taking this approach with the Swiss Audience Network: data is aggregated for campaigns managed jointly across all publishers and used in the interests of the campaign, but remains with the publisher or neutral technology enabler - the optimal balance between cooperation and competition."

Branko Radosevic Russo, Head of Sales Digital Media Ringier
"The topic of big data and the marketing of this data has also been an important topic in the Swiss market for some time, and Ringier is also dealing with it intensively. The quantity of data does not mean that it also meets the quality requirements. Efficient use is much more important. A lot of user data does not automatically mean more revenue. The US market relies on volume and a low CPM strategy. True to the motto: The user costs almost nothing, so it doesn't matter if my message doesn't reach the right user. The scatter loss hurts less because the costs are not high. Ringier is closely monitoring the further development of the issue in Switzerland and is working on a solution adapted to the Swiss market. However, we are not allowing ourselves to be blinded by the sales and forecasts of the US market."

 

Moreno Volpi has been responsible for TCS communications since 2009 and has had a strong impact on TCS's internal and external communications during this time, according to a statement issued by the association on Thursday. After five years, he will leave TCS on May 31, 2014, to take on a new challenge.

His successor Yves Gerber will take over the business as well as the management of the communications departments in Vernier and Berne on July 1, 2014. Yves Gerber has many years of experience in the media and communications sector. For the past 12 years, he has worked as a journalist for RTS radio and television in western Switzerland. He was also involved in the launch of the Sunday newspaper Dimanche.ch and worked as a communications consultant for various companies. Yves Gerber is a native French speaker and also speaks German and Italian.

In the transitional month of June, the leadership will be taken over on an interim basis by Rudolf Zumbühl, the director of the Corporate Communication functional area. Yves Gerber and his team will be tasked with coordinating the club's entire internal and external communications and further developing the perception of TCS. Like his predecessor, he will also act as spokesman for the media in western Switzerland.
 

René Eugster founded today's agency at the airport in 1993 under the name "René Eugster Kommunikationsberatung ASW" and has led it as owner and creative head ever since. Having won more than 200 creative awards, he regularly acts as a juror at renowned competitions. In addition, he has been a lecturer at various further education institutes for 25 years - including his own and most recently at the Miami Ad School.

1. you could swap your smartphone with someone else's for a day. Would you? And if so, with whom?
With Hugh Hefner or James Bond.

2. what does not come to the office under any circumstances?
Pictures by Rolf Knie or Roswitha Wachtmeister.

3. what would you most like to promote?
For exciting, enthusiastic people.

4. if you had not become an advertiser - what then?
Rock star or banker.

5. has your media behavior changed in the last three years? (If yes, how?)
Yes, very much. I now try to multitask through the media like my kids. First, second and third screen can be wonderfully next to newspapers, mailings, etc. simultaneously read and edited;-)

6. is the opinion true that you can't grow old in agencies, or is that a prejudice?
It's certainly a profession with an expiration date. I'll be 50 this year and still have enormous fun with it.

7. what do you see as the biggest challenge for advertising at the moment?
If we disregard the increasing short-termism and the sometimes unworldly cost ideas, then it is certainly the fact that pitching, thinking and working is too strongly channel-specific.

8. do you think you deserve the salary you earn?
Yes, that's why it's called that.

9. Do you fall for advertising? When?
Oh, yeah. All the time. Sometimes I fear that we advertisers are the only ones who believe in our messages.

10. ever thought about leaving the advertising industry?
Of course. At that age, it's probably normal to be preoccupied with the two-thirds of one's remaining life.

11. What inspired you to enter the advertising/communications industry?
Clearly the demanding versatility that makes every day a challenge: ladies' stockings in the morning, then emergency power generators, then arteriosclerosics again - it doesn't get more exciting than that.

12. what would you not promote under any circumstances?
We have had a clear stance on this at the agency for 21 years: church, sex and politics.

13. what are you determined to achieve?
Health, happiness and contentment.

These advertising communication commandments "What are the deadly sins or how to get to advertising heaven?" is what I am trying to describe here.

1st Commandment: Thou shalt not intellectually underestimate thy target audience. A dog can immediately tell if you're scared of it, if you think it's stupid, or if you're being honest. That's also how consumers work towards advertisers. So don't think anyone is stupid.

2nd commandment: You shall not exaggerate. Staying cool and scoring points with it would be the goal. Anyone who advertises the cheapest and best offer as a piggy bank, a fox, a red pen, or a claimant will not be blindly believed. As Media Markt says, he's not bl... What do you fi nd

3rd commandment: You shall repeat a joke no more than three times. Unless he's as good as when Chaplin takes the medals from Goering in The Great Dictator. Also some funny punchlines from the commercials can be repeated more often. But the opposite is unfortunately much more often the case. I will tell times in another column exclusively bad punch lines. E.g. how Peter in the Zalando commercial complains about the many young men dying of excitement. Gaga.

4th commandment: Do not pack more than one message in your advertising message. 80 percent of the posters, which can only convey a one-second message, are peppered with three to seven messages. Here is another example. If you throw five tennis balls at the Federer and say "catch!", then the Federer cannot say "roger". On the other hand, your opponent will be able to catch a single ball that is not even thrown precisely.

5th commandment: Don't get paid badly for your serious work. The sin of participating in a competitive presentation for free also falls under this commandment. It is also important not to propose a solution to the client before five working days. A briefing with an idea presentation that does not lead to an ideal advertising solution - as is usually the case - should not be pursued out of niceness. Stop designing superficial, boring and thus unsuccessful advertising for financial reasons. My idea of acting as Moses actually makes sense. Maybe an advertising bible will come out of it one day. Now already arrived at the 5th commandment, I have only about 400 strokes good. So the 6th commandment follows. I will add the other four commandments in the next issue.

6th Commandment: You shall not spend money unnecessarily. It may sound complicated, but it's not. Spending money unnecessarily means throwing advertising next to mailboxes, broadcasting boring TV commercials unnecessarily often, hanging a 30,000-franc super poster in the train station that no one pays attention to. To be continued in the next advertising week. My upbeat is that I have quit smoking and survived this column without relapsing.

Moses laid down rules back then. Such rules would also be necessary for the advertising industry today. I'll give it a try.

Theophil Butz, graphic designer, advertising agency owner, inspirer and, for the last three years, also mothballs for Werbewoche readers. Please send any relevant information to [email protected]
 

It advertises with the unappetizing but effective motif for insect repellent from Vapona. The slogan: "Don't become a meal" - don't become a meal for insects. The majority of the online community simply find the human shake repulsive. One blogger even speaks of a reincarnation of fascism. (sis)