There are thousands of ways to discover Lisbon. But none is as characteristic as a streetcar ride. The cables along the historic streetcar lines are also omnipresent in the city. Although not photographed on purpose, they can be found in numerous travel photos taken by tourists.

The creative minds at Leo Burnett Lisboa discovered a typography in this tangle of cables. It doesn't impress with its legibility, but is reminiscent of scribbly first attempts at writing. But it symbolizes Lisbon in a way that no other font could do better.

With the support of the city council, the font was printed on a Website released for use. There you can also find out from which angles the letters were taken. Each of them stands for a specific place in the city that you can visit by streetcar. This creates personal and spontaneous city tours, for example when you follow your own name through Lisbon. (sis)

The Cineman editorial team, headed by Stefan Gubser, is supported by Raphaela Dreyfus (formerly a trainee at Cineman) and Adrian Nicca (formerly editor for Cinergy Content). Media manager Markus Röösli, who was previously Product Manager for Beobachter.ch at Axel Springer, was recruited as Product Owner.

To further advance the technical implementation, two new developers were hired to support Senior Developer Luzius Hausammann: Gregory Plüss (formerly Web Developer at Future Connection) in the area of Front End Web Development and Boris Stock (formerly Senior Software Developer at BlankPage) for the further expansion and development of the platform in the area of Mobile.

The sales team headed by Danilo M. Ciaravolo will also receive active support with Benjamin Baruffa (formerly Group M) and a newly created position as Operations Manager Sales. From February 2014, Roman Faé (formerly Sales Manager at AE Group Holding) will also join the company as Key Account Manager.

 

At Anibis.ch everything that can be found in Swiss households is traded - from mopeds to artificial hairpieces. That's why Goldbach Interactive has given the teleshopping show ani+bis from the 80s and 90s a revival. Where else are even pocket-sized table bowling pins touted with the same passion as a vintage model car or an Elvis plastic figure?

Now every seller can promote his products, services or job offers with a teleshopping spot. Similarly, shoppers also have the option of having search results displayed as videos. This is made possible by an interface that Goldbach Interactive developed together with Impossible Software. The video spots can be used by buyers and sellers as advertising and seamlessly distributed via social media.

The new ani+bis teleshopping show is currently being promoted with a broad-based campaign with the headline "Act now".

 

Associations and agencies agree that paying a pitch fee is mandatory. Voices on the opposite side counter this demand by arguing that there is hardly any other industry in which a client should finance the acquisition. Against this backdrop, the management consultancy Inverto is conducting the online survey "Pitch fee is mandatory! Or not?".

Pitch fees are not standard

Almost a third of the companies surveyed have never paid a pitch fee. 64 percent have already paid a pitch fee one to five times, but only 19 percent pay agencies regularly (> 6 times). On the other hand, pitches are not mass events. 65 percent usually only invite one to three agencies.

Pitches are particularly common in traditional advertising

80 percent of those surveyed have already carried out a pitch in the field of traditional advertising. 87 percent also consider a pitch fee to be useful in this area. In second place for the payment of pitch fees is the online marketing sector with 55 percent.

Pitch fees rarely rise above 5000 euros

28% would never pay a pitch fee, regardless of the budget size of the assignment; the majority (63%) consider pitch fees of EUR 500 to EUR 5,000 to be appropriate, depending on the budget size, while only 9% consider higher fees to be justified. The average recommendation for the fee level is based on different budget classes (50,000 to > 1,000,000 euros).

Reasons for pitch fees: High agency costs and better quality

For two thirds, better presentation quality, greater effort and the appreciation of the agencies are the top reasons for paying a fee, while only 55% also want to secure the copyrights. In contrast, half believe that only genuine agency interest in the assignment is a decisive factor in determining pitch quality.

Pitch fees will die out

Almost two thirds believe that pitch fees are dying out, predominantly the respondents from purchasing and management. They do not expect a negative impact on pitch performance. 53 percent (of those who believe in fewer pitch fees) assume that performance will nevertheless increase.

You can find the complete survey results here.
 

5000 customers, 500 former customers, employees, business partners, doctors, physiotherapists and 2000 non-customers were surveyed. "We wanted to take a self-critical look at our positioning, the image of the brand, our marketing concept and our corporate identity," explains Patrik Meier, Chief Branding Officer of Kieser Training.

In addition to the advertising style, the core of the brand, the internal culture and the behavior towards the customers were also reviewed. The evaluation showed that the offer had a lot of potential, but that the image of Kieser Training was rather "training for old and sick people". The customers are convinced of the offer, but the image must be changed among those who do not yet train with Kieser, says Patrik Meier.

The core task of the image adjustment was therefore to visually modernize the brand while bringing out the proven offering, according to Henrik Kattrup, Managing Partner at Kunde & Co: "The quintessence is: 'Strong body. Strong attitude.' From that, we derived the new tagline: 'Yes to a strong body.'"

Particular attention was paid to ensuring that the employees supported the concept. For this reason, the new marketing concept was presented to a large part of the Kieser Training workforce at an internal kick-off in Cologne's Musical Dome in September 2013. The roll-out of the new image started on December 27, 2013.

Kunde & Co also created an ordering system for advertising elements for the 140 Kieser Training studios in the umbrella region. With the new print-on-demand system, the studios can make their own adjustments to the predefined advertising elements.

 

Digital out of Home not only remains on course for growth, but also recorded a strong increase of a full 62 index points 686 (624), followed by Internet with an increase of seven index points 753 (746).

Compared to the previous month, TV advertising pressure fell by three 627 (630) index points, while the decline for teletext amounted to one index point 61 (62). Radio, on the other hand, recorded stable advertising pressure at 426 (426) index points.

Electronic media as a whole lost one index point and closed at 633 (634), while advertising pressure in the overall market remained stable at 235 (235). This is shown in the December edition of the Goldbach Index (Gemi).

Every year, private individuals, companies and organizations file numerous complaints against advertisements, posters, TV spots, YouTube films or other advertising subjects. In the future, they will be able to voice their objections to aggressive, discriminatory or otherwise unfair commercial communication even more easily and directly. Two clicks on Fair-advertising.ch and the complaint form can be filled out online.

On the website, the media, lawyers and interested parties can also find all important information about the Fairness Commission, such as the principles "Fairness in Commercial Communication", all activity reports since 1995 and the collected media releases since 2001. For the first time, all chamber members as well as all technical experts who put their industry-specific know-how at the service of fair advertising without compensation are also listed by name.

Through the mediation of BSW leading swiss agencies, the agency at the airport took on the graphic and technical relaunch of the website for the symbolic fee of a Lake Zurich tour with lunch.

 

On average, consumers own more than 10,000 items. This is the "over-indulgence", the material abundance in which we live. But the varnish of the affluent society, which is geared towards material growth, is peeling, says Simonetta Carbonaro. "I've been pointing this out for over 15 years." And she is no longer the only one.

The crisis cannot simply be overcome, but will inevitably lead to a different way of living together in Western societies. "It's about transformation." People are realizing that the dream of constantly growing prosperity has come to an end.

Marketing has lost touch with reality

In times of uncertainty, people have a need for community. No longer "Me", but "We". Consumers are networking, exchanging ideas, forming alliances, developing social innovations and new forms of consumption, as the shareconomy shows.

But marketing has not understood that people are reorganizing themselves, the consumer psychologist criticizes, and gives a few examples:

- "Brand management says that the brand accounts for the majority of the company's value. The customer replies: Why don't you just communicate your values?" 

- "Brand managers claim that brand awareness is based on maximizing the visibility of the brand. Customers, however, are looking for content and credibility." 

- "Event managers sell the most expensive shows to stage the brand experience. But customers want to look behind the scenes and understand what the brand stands for." 

- "Communication appeals to the hedonism and individualism of consumers. But people are looking for their lost identity and a new sense of community."

(Simonetta Carbonaro, Photo: Ogilvy/Dominik Fricker)

Understanding what is

Consumers are turning their backs on "over-indulgence". However, this does not mean that they are saying goodbye to consumption. Carbonaro is not proclaiming the "Age of Less", but rather the "Age of Essentiality" - a return to the essentials.

She calls on marketing and communication managers to become anthropologists. Instead of being market researchers or neuropsychologists, companies need to get to grips with society again. No longer orient themselves to customer wishes - and consequently chase after customers with ever new product variations that only last for a short time anyway.

Instead of interpreting consumer insight studies, marketing managers need to understand what is happening to people outside, what moves them. Recognize the needs of customers. And work with them to develop solutions to the challenges of everyday life.

"He who sees no alternative is blind."

(Photo: Ogilvy/Dominik Fricker)

Werbewoche spoke to Simonetta Carbonaro about brand management and the challenge for companies in the transformation process. You can read more in the next print edition of Werbewoche, which will be published on February 7 - and from then on, of course online.

Isabel Imper

 

The SDV Junior Award is also extended until February 7, 2014. Juniors benefit from free participation, and this year the fees are sponsored by the ZHAW Zurich University of Applied Sciences. The winning work of the previous year will be implemented as the motto of the Swiss Dialog Marketing Award in the following year.

Campaigns can still be submitted online at Sdv-award.ch/participation.

 

The existing license obliges Radio Top to broadcast a daily program window produced in the corresponding region in each of the cantons of Zurich/Schaffhausen, Thurgau and St. Gallen. With the change to the license, which is being made for financial reasons, the previous obligation to broadcast program windows is to be removed. In future, local information is to be broadcast as part of the overall program.

In its consultation with the Federal Office of Communications (Bakom), the Schaffhausen government criticizes the resulting reduction in journalistic capacity, as stated in a press release on Tuesday. Dispensing with the program windows would lead to a further reduction in regional reporting. A reduction in journalist positions responsible for the canton is unacceptable under any circumstances.

Radio Top reported an annual loss of just under 753,000 francs at the end of 2012 and is also expecting a considerable annual loss for 2013, meaning that the balance sheet loss is likely to exceed five million francs. According to Radio Top, it is not possible to cover costs with the current license conditions. (SDA)

 

Creative Director Jörg Bewersdorff has been in charge of creation together with Stefan Dätwyler since 2012. The award-winning copywriter and concept developer can look back on experience in both international network agencies and creative agencies. His previous positions include OgilvyOne, Mech Berlin, Springer & Jacoby Direct and Tequila\, the brand activation agency of TBWA\.

Born in Zurich, Nadine Vasella initially joined the agency in 2013 as consulting group manager before taking on overall responsibility for consulting within a short space of time. She came from the Swiss Red Cross, where she was responsible for fundraising. Prior to that, she was in charge of international accounts at Ogilvy One, among others. Wietlisbach and Vasella already worked together at Ogilvy One.

In the final round of bidding, he had to beat out the youth channel Joiz and the youth portal Toasted.ch, both of which had outbid him. But Schawinski won with his last offer, which he said he had submitted in an envelope to bankruptcy trustee Thomas Rüegg at 11 am.

No information about the price

The Radio 1 operator did not want to reveal how much he paid for Radio 105. However, his second offer was considerably higher than the first.With the announcement of the distress sale in the Swiss Official Gazette of Commerce a week ago, Schawinski had offered 784'534 francs for the youth station.

Now the new Radio 105 owner, together with the bankruptcy trustee, must submit the license transfer application to the Federal Office of Communications (OFCOM). The bankruptcy of a licensed private radio station is a precedent. Among other things, the Federal Department of the Environment, Transport, Energy and Communications (Uvek) must check whether the application meets the licensing requirements and whether the performance mandate is being complied with. It has a maximum of three months to do so, Bakom spokeswoman Deborah Murith told SDA.

Previous team remains in place

Radio 105 plans to start regular broadcasting already on Thursday with the "Morning Show". Until then, a non-stop program with music, enriched with some information, will run successively. Jan Müller will remain program director. He and the entire Radio 105 presenter team have already signed employment contracts with their new employer, Radio 1 AG. Schawinski is taking over a total of eleven program staff and one advertising salesperson from the bankrupt station. The programs of the new Radio 105 will be produced and broadcast from the premises of Radio 1 near the Zurich Schauspielhaus. The name Radio 105 will remain, the Zurich private radio pioneer assured.

Price too high for Energy

The takeover of Radio 105 has been the subject of tough wrangling in recent days. Radio Energy was considered another promising contender until Monday evening. However, the station, which belongs to Ringier, took itself out of the running shortly before the bidding closed. It no longer made sense to outbid the unreasonably high bids, Energy CEO Dani Büchi told SDA. The 105 brand had been severely damaged in recent days, and listeners and advertisers were unsettled. It is more than questionable whether one can still be successful with this starting position.

On Saturday, a big 105 Forever party will be held at Zurich's in-place Aura to celebrate the station's resurrection.