In order to take part in the judging, all works must now be on Adc.ch must be uploaded. Physical attachments are also required in the following categories and must be sent to the ADC office: Ads, Posters, Direct Marketing & Promotion, Small-but-fine, Design, Creative Media, Photo & Illustration, Art Direction and Text. The detailed specifications for the submissions can be found at Call for Entries 2014 can be downloaded.

The ADC Awards are the annual juries of the Art Directors Club Switzerland. One of the country's largest and most important platforms for discussing and judging creative achievements. It no longer just covers advertising, but practically all aspects of the creative industry such as digital, design, film, photography, illustration and now also sound.

These elections will take place with effect from January 1, 2014, as detailed in a press release. With effect from December 31, 2013, Eric Hoesli will resign from the Journalism Committee and Tibère Adler from the Appointments and Remuneration Committee. In preparation for the implementation of the "Ordinance against rip-offs", Christoph Tonini will also resign from all committees of the Board of Directors with effect from December 31, 2013 and will be invited to attend future meetings in his capacity as Chairman of the Executive Board.

In the coming year, the Winter Olympics, the soccer World Cup, and the US midterm elections will boost the advertising market. In its strong forecasts for 2015 and 2016, ZenithOptimedia assumes that the (southern) European markets will recover steadily and that no new crisis will break out.

In Switzerland, too, the advertising market is picking up, albeit much less dynamically. "The current year will still end with a growth rate of around 1.0 percent, but for 2014 we expect a growth of 1.6 percent, which will continue in 2015 and 2016 in moderate growth rates of 0.7 and 0.8 percent," explains Beat Krebs, CEO Zenith Optimedia Switzerland in a statement. "The big advertisers are often multinational companies that invest more in emerging markets where relevant market share gains are still possible. Against this background, it is difficult to build on previous growth rates."

Beat Krebs, CEO Zenith Optimedia Switzerland

The strongest global growth driver for advertising is mobile (any online advertising delivered to mobile devices). With the increasing penetration of smartphones and tablets, media consumption via these devices is also growing. For the first time in 20 years, this is creating a new channel that increases media consumption without cannibalizing other media channels. For example, in the next three years, 36 percent

of the additional advertising investment will flow into mobile advertising. Television will be the second biggest growth driver, attracting 34 percent of additional advertising dollars, followed by desktop online (25 percent). Despite considerable growth rates, mobile remains a manageable channel for the time being, accounting for just 2.7 percent of global advertising investment in 2013. By 2016, however, this figure is expected to rise to 7.7 percent, which would mean that mobile would overtake radio, magazines and outdoor advertising to become the fourth-largest advertising medium.

"In Switzerland in particular, mobile devices are becoming increasingly popular," Krebs said. "Smartphone penetration will rise from 54 percent this year to 78 percent in 2016. For tablets, it will rise from 19 percent to 30 percent. These are top international figures. However, we in Switzerland are still lagging behind global developments in terms of the acceptance of mobile forms of advertising in the advertising market. Comparatively little money is still flowing into mobile forms of advertising. The Swiss market has a lot of potential here."

The same also applies to overall online advertising in Switzerland. For example, the forecast for Germany in 2016 sees online advertising ahead of newspaper advertising for the first time. In Switzerland, this constellation is still a long way off in the near future, despite continuous growth in online advertising investment and continuing losses for newspapers.

About the study

Zenith Optimedia has been producing the quarterly forecasts for 17 years. They serve the advertising industry as a barometer for planning their media activities and are also used by the media, advertising agencies, management consultants and analysts. Since June 2012, the data on past and future net advertising investment worldwide has been available for the first time in an online database at Adforecast.com is available. Media splits and annual comparisons of all surveyed countries can be displayed and downloaded in graphs and charts. Media genres can also be compared with each other. For customers of Zenith Optimedia agencies, database access is free of charge. Journalists have the opportunity to test the database for one week free of charge. The paid study "Advertising Expenditure Forecast" can also still be ordered at Zenithoptimedia.com.

With Patrik Luther, a proven POS & trade professional joins Blue Spirit. Patrik has many years of experience on the customer side (consumer electronics), at trade agencies and in the 3D production sector and has learned the various facets of sales promotion from the ground up. Most recently, as Managing Director of Proretail for more than three years, he successfully translated his accumulated know-how into added value at the POS for clients such as BMW, Apple, Microsoft and Migros.

According to a press release, Patrik is an ideal addition for Blue Spirit Communications to further expand the trade area of expertise. This was quickly confirmed after the first joint projects. As of 1 December 2013, Luther will therefore be formally integrated into the organization in order to support the projects of Blue Spirit customers as Senior Project Manager POS & Trade on at least 50 percent.
 

He succeeds Oskar Sager, who is stepping down as Head of Marketing at the end of the year for health reasons (Werbewoche.ch reported). Hansueli Siber has headed the Fresh Produce Directorate in the FMC's Marketing Department for four years. In this role, together with the ten regional cooperatives and Migros' own industry, he has further expanded Migros' price-performance leadership and initiated unique programs to improve animal welfare as well as social and ecological conditions in food production.

The 47-year-old son of a butcher's family from the Zurich Unterland region completed an apprenticeship as a meat specialist, later studied economics and worked for various national and international trading and production companies. He began his successful career in retail over 20 years ago at Denner.

"Hansueli Siber knows all facets of the retail trade. He is a proven marketing specialist, thinks in a very customer-oriented and entrepreneurial way. He has the ideal professional and personal qualities for this exciting but also demanding job. In an intensive evaluation process, he prevailed against high-caliber external candidates," said Herbert Bolliger, President of the FMC Executive Board, in a press release. The new head of the Fresh Produce Directorate will be appointed in the coming weeks.

The big winner is Publicis. Their Campaign for L'Oréal won gold, silver and bronze. Also very successful were the Reversible sets by Leo Burnett for Swiss Life, which were awarded silver and bronze. Wirz was also awarded silver for its fundraising campaign for the Christoffel Mission for the Blind. Draftfcb/Lowe, Havas Worldwide and Advico Y&R received bronze.

The Jung von Matt/Limmat agency, on the other hand, came away empty-handed with its project for the NZZ was shortlisted in the "Interactive" category (A list of all Swiss shortlisted places can be found at here.) 

Gold

Category	Agency	Customer
Craft: Print & Poster	Publicis	L'Oréal

Silver

Category	Agency	Customer
Print	Publicis	L'Oréal
Outdoor	Leo Burnett	Swiss Life
Design	Wirz	Christoffel Mission for the Blind
	Leo Burnett	Emmentaler Switzerland

Bronze

Category	Agency	Customer
Print	Havas Worldwide	Zurich Chamber Orchestra
Outdoor	Publicis	L'Oréal
Direct	Draftfcb/Lowe	BMW (Switzerland)
Craft: Print & Poster	Leo Burnett	Swiss Life
Film	Advico Y&R	Sunday newspaper
Radio	Publicis	Renault Suisse
	Draftfcb/Lowe	Theater Rigiblick

Statistics by agency

Publicis	1 gold, 1 silver, 2 bronze
Leo Burnett	2 silver, 1 bronze
Wirz	1 Silver
Draftfcb/Lowe	2 Bronze
Havas Worldwide	1 Bronze
Advico Y&R	1 Bronze

Accepting the award on behalf of Publicis: CD Grischa Rubinick. (Photo: imp)

With 237 entries (4,700 in total), Switzerland submitted significantly fewer entries to this year's Eurobest than in the two previous years (2012: 325, 2011: 345, 2010: 256, 2009: 278). The picture is similar on the awards side (2012: 16, 2011: 16, 2010: 3, 2009: 8, 2008: 9).

Special Awards
 

Network of the Year:
1ST DDB
2. BBDO
3. publicis

Independent Agency of the Year:
1st home, Berlin
2. serviceplan, Munich
3 Forsman & Bodenfors, Gothenburg

Agency of the Year:
1st Serviceplan, Munich
2nd home, Berlin
3rd DDB, Paris

Interactive Agency of the Year:
1st Forsman & Bodenfors, Gothenburg
2nd SMFB, Oslo
3rd Try/Apt Advertising Agency, Oslo

Advertiser of the Year:
Canal+

Young Creatives Competition

In the Young Creatives Competition, the participants had to develop an integrated campaign for a language school within a few hours. Johannes Dörig (AD, Leo Burnett) and Niels Schäfer (AD, Wirz) took part on behalf of Switzerland. The winner was a team from Slovenia, followed by creatives from Sweden (silver) and Denmark (bronze). All works are presented on Eurobest.com (expected to be available from around December 14).

Background information on the festival and more about the Swiss who traveled to Lisbon can be found in the next print edition of Werbewoche (December 20) and on Werbewoche.ch. 

So everything remains the same. Seven agencies can look forward to the awards ceremony on Friday evening: Publicis, Leo Burnett, Havas Worldwide, Jung von Matt/Limmat, Draftfcb/Lowe, Advico Y&R and Wirz.

Werbewoche is on site and will keep you up to date.

Swiss shortlist places

 

Category	Agency	Title	Customer
Print	Publicis	Blonde	L'Oréal
	Publicis	Black	L'Oréal
	Publicis	Red	L'Oréal
	Havas Worldwide	La Mer	Zurich Chamber Orchestra
	Havas Worldwide	Midsummer Nights	Zurich Chamber Orchestra
	Leo Burnett	Everything we need	Swiss Life
	Leo Burnett	Most important thing	Swiss Life
	Leo Burnett	Once	Swiss Life
	Leo Burnett	The End	Swiss Life
Outdoor	Publicis	Blonde	L'Oréal
	Publicis	Black	L'Oréal
	Publicis	Red	L'Oréal
	Leo Burnett	Billboard Memory	Sihlcity
	Leo Burnett	Everything we need	Swiss Life
	Leo Burnett	Most important	Swiss Life
	Leo Burnett	Single	Swiss Life
	Leo Burnett	The Baby	Swiss Life
	Leo Burnett	Once	Swiss Life
	Leo Burnett	The End	Swiss Life
Interactive	JvM/Limmat	Digital Newspaper Holder	NZZ
Direct	Draftfcb/Lowe	The Fastest Christmas Song	BMW (Switzerland)
Media	Draftfcb/Lowe	The Fastest Christmas Song	BMW (Switzerland)
Design	Advico Y&R	ADC Yearbook 2013	ADC Switzerland
	Wirz	Shadow Faces	Christoffel Mission for the Blind
	Wirz	Picnic bag	Tibits
	Leo Burnett	The Swiss Wrestling Emmentaler	Emmentaler Switzerland
Craft: Print & Poster	Leo Burnett	Everything we need	Swiss Life
	Leo Burnett	Most important thing	Swiss Life
	Leo Burnett	Once	Swiss Life
	Leo Burnett	The End	Swiss Life
	Havas Worldwide	La Mer	Zurich Chamber Orchestra
	Havas Worldwide	Midsummer Nights	Zurich Chamber Orchestra
	Publicis	Blonde	L'Oréal
	Publicis	Black	L'Oréal
	Publicis	Red	L'Oréal
Film	Advico Y&R	Nurse Merkel	Sunday newspaper
Radio	Publicis	Opel	Renault Suisse
	Publicis	Ford	Renault Suisse
	Publicis	Peugeot	Renault Suisse
	Publicis	VW	Renault Suisse
	Draftfcb/Lowe	Theater Rigiblick plays the traffic news (2x)	Theater Rigiblick
	Draftfcb/Lowe	Theater Rigiblick plays the weather forecast (2x)	Theater Rigiblick

The old São Jorge Cinema, where the festival takes place. (Photo: Advertising Week)

Shortlist Exhibitions under the open sky. (Photo: Eurobest)

All lists and further information can be found at Eurobest.com.

In order to ensure the continued existence of the company, Hans Burkhardt has taken care of a succession plan. On January 1, 2014, his son Christian took over the majority of the shares and is responsible for the management together with Thomas Freitag.

34-year-old Christian Burkhardt studied business administration at the University of Zurich and holds a doctorate. He has worked in various companies in Switzerland and abroad. Most recently, he worked for Holcim in the area of business development in South East Asia. He is now looking forward to his new role and to taking over the Burkhardt bookbindery in the third generation. Thomas Freitag is a trained bookbinder, HF polygraphy technician and federally certified sales manager. As a long-standing managing director, the 47-year-old knows the business and the industry. The cooperation within the management team is intended to ensure the continuity of the company.

Picture: Bubu.ch

"We should ask ourselves whether we still really understand our craft. Are we still up to the mark? Are we still capable of surprising? I'm not so sure. We are often too close to the political leaders. We've started to speak the same language as them. Politics has completely hijacked the media. We behave like stationmasters. We ask X and Y and we write what they say. We ask for opinions, just like the stationmaster waves trains through. By doing that, we don't make anyone angry anymore, but we don't inspire anyone either." Jacques Pilet is talking about political journalism here, but in my view it applies to all sectors and all media. An armada of communication obstructionists makes sure that only what has been approved in countless conferences is published. And what comes out then? Soft-boiled, boring stories that are of no interest to anyone and that, incidentally, no one reads. Anyone who thinks that we as a specialist medium do not have this problem is mistaken. Countless discussions have to be held constantly in order to defend one's own text. In anticipatory obedience, the interviewee or interview partner wants to delete or at least weaken everything that would give a text or a title a bit of pizzazz. If then finally the PR guy looks at it, then good night.

Most of our readers are communication specialists. So they should actually know how good communication works. It has to be surprising and interesting, and (very important!) it has to make people want to read it. Otherwise it can't do anything. That's logical. But ohalätz! As soon as it's about your own communication, your own company or your own product, things sound completely different. "Couldn't this be worded more positively?" or "I'd rather leave this sentence out".

This reminds me of my advertising past, where some junior product manager found an idea "actually great", but at the same time demanded that the logo should be at least twice as big and the whole text should come across more positively. With the result that a good idea was killed.

Today, I don't see myself as a station manager who waves the trains through, I also sometimes show the red ladle.

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

Advertising on YouTube is very effective, especially when it comes to younger target groups. The problem: they hate it. Burger King has recognized this and responded with a self-deprecating campaign. The result is a success. The Burger King ad offers YouTube visitors what they were looking for on the platform: entertaining entertainment, a surprise effect and a few laughs. Unfortunately, it only works the first time. (sis)

 

In the new issue of Basel geht aus, Asag Auto-Service places tips that focus on the connection between the countries of origin of its dealer brands (VW, Audi, Seat, Škoda) and their culinary specialties. WS Kommunikation designed the four-part series of advertisements.

Responsible at Asag: Jasmine Gasser (Head of Marketing and Communications). Responsible at WS Communication: Reto Meyer (overall responsibility), Nadine Wolleb (consulting), Markus Stöckli (art direction, text), Joe Werner, Marion Philipp (graphics).

What we're talking about here: If we watch a crime thriller on the channels RTL to Kabel 1, we have to watch 30 minutes of advertising for a 90-minute movie. An ordeal. Where is the praised and beloved advertising? 90 percent is untrustworthy and, due to the repetition, hackneyed and negatively loaded. A catastrophic judgment. But it corresponds to reality. What is advertising doing wrong?

My theory is that certain sectors are fighting each other for market share. These include hair dye and hair care products. The TV commercials advertising these products appear particularly late at night. When do women go to bed? Sometimes up to three of these hair beauty stories appear in one block. The problem is that men in particular can hardly distinguish between them after 20 seconds. Not even for my wife. They all start with a lifestyle situation, show the microscopic effect (which I can't comprehend) and end with a great head of hair. It seems to me that all these films are based on the same briefing. And this results in the same solution. So they are at the same level or depth and are repeated again in the next commercial break.

A similar phenomenon can also be found in car or watch commercials. Someone sings: "There, there, there - there, there, there." Idiotically styled, sitting in a car. So what now, I ask myself? Aha, the answer is that he's being towed away by a Citroën. The fact that it is a Citroën has not escaped my intensive research. Incidentally, the scene where someone is sitting in a car and the viewer later realizes that it is a car that is being towed away is something I have seen in at least three variations. But here at Citroën, I haven't found out why this old movie gag is used.

At Breitling, two pilots have to land immediately because their brides are waiting for them. Both girls have the same name and look very sexy. That kind of shit can't possibly go down well with an audience that is supposed to buy a watch for several thousand Swiss francs. I liked the Suzuki weather fairy at first. But now she's getting on my nerves. The children's chocolate voucher is one of the stupidest commercials that I have to endure at least three times every evening.

Motz end. Oh, there's also the dummy from Suva that falls off at work. It doesn't fall onto the factory floor, but onto the garden table at home with his beloved wife. Perhaps the annoying repetition was necessary to understand this punchline. For me anyway. Dear creatives, I can't get rid of the feeling that you don't talk to your customers enough and leave too much to the consultants. My stand-up of the week was the lunch with many former GGK colleagues who worked with Paul Gredinger, who sadly passed away recently at the age of 86.

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