With Nadine Vasella, Anna-Lea Michael, Rosanna Blättler and Pascal Thoma, four new staff members have been recruited. Nadine Vasella joins Wirz Wietlisbach Dialog as Head of Consulting. She comes from the Red Cross, where she was responsible for fundraising, and is no stranger to agency head Guido Wietlisbach: The two already worked together at Ogilvy One. Anna-Lea Michael and Rosanna Blättler also have a wealth of experience in the communications industry. Anna-Lea Michael most recently spent seven years at Metzgerlehner Worldwide, while Rosanna Blättler acquired her dialog know-how at Alex Schmid. Pascal Thoma, who starts as a junior consultant, was most recently with STO Pharmawerbung in Wil. Together, they will look after clients such as Die Schweizer Post, TCS, Betty Bossi, Orange and ERZ Entsorgung und Recycling Stadt Zürich.

The new consulting quartet of Wirz Wietlisbach Dialog: Rosanna Blättler, Nadine Vasella, Pascal Thoma and Anne-Lea Michael (l.t.r.)
 

Since the beginning of 2011, the titles Zürichseezeitung and Zürcher Unterländer, as well as Zürcher Oberländer, which belong to the Tamedia media group, have taken their cover from the Winterthurer Landbote of Ziegler Druck- und Verlags-AG. They thus have the same domestic, foreign, business and cultural pages. Landbote Editor-in-Chief Colette Gradwohl is in charge of the jacket editorial team.

This will soon come to an end. Instead of the Landbote, the paper will in future be produced in collaboration with Tamedia's own Berner Zeitung, as Zimmer said. However, not all details have been clarified yet. For example, the question of management is still open. According to Zimmer, the editorial staff of the regional newspapers will be increased, but he could not yet say by how many people.

According to Zimmer, the reason for the cancellation is "open strategic questions about the future of Ziegler Druck- und Verlags-AG. In this situation, all partners had mutually terminated the entire cooperation agreements between Zurich regional newspapers and Landboten in recent months - in addition to the editorial cooperation for the mantle, also the joint advertising marketing.

For months, there has been speculation about what will happen to Ziegler Druck- und Verlags-AG. The media have reported that the owners intend to sell the company. Christoph Blocher, for example, was mentioned as an interested party (Werbewoche.ch reported). (SDA)
 

In this function, he will continue to do journalistic work for the Sonntagszeitung, among other things, Tamedia wrote in a statement on Friday. For example, Spieler will be in charge of the Money Advisor section, which he has already successfully managed in previous years.

Martin Spieler was appointed Editor-in-Chief of the Sonntagszeitung in March 2010. He created the national research desk in Bern and strengthened cooperation with the editorial team of the Sunday newspaper Le Matin Dimanche in French-speaking Switzerland. He was also a member of the steering committee of Medien Deutschschweiz and Tamedia Publications Romandes. Previously, he was Editor-in-Chief of Handelszeitung for seven years and also Head of Journalism Business Magazines at Axel Springer Schweiz.

Martin Spieler's successor as editor-in-chief is not yet known.

Teaser image: Keystone

By the time you read this, I'll already be in our vineyard in Tuscany. Speaking of Italy: they are much more creative than the Züri Fäscht organizers. If you enter the country by car without a CH sign stuck on, you will now be fined up to 300 euros. This is also creativity à l'Italianità. I wish everyone who has to award advertising contracts that they are courageous and go beyond the normal. And in the next and last column before the vacations, we will go through my theories again together, internalize them and hopefully put them into practice, right, dear City of Zurich? The stand-out of the week is that from now on, our red wine "Theophil" can also be drunk in Dieter Meier's Argentinian bistrots.

An example of banal advertising for an attractive event is the communication for the Züri Fäscht. Of course, the fireworks are the main attraction. But this is only the case when there is a bang and the weather is clear. On a two-dimensional poster, this is a quote from a firework display and not a poster with fireworks. Unfortunately, the taxpayer not only has to pay for the fireworks, but also for these announcement posters and advertisements.

I would spontaneously have much better ideas for advertising this event. Certainly not as flat as it has been posted here. For such a big event with eating, drinking, dancing, chilling, barbecuing, laughing and other things, any creative person can certainly come up with better ideas.

My theory: unlike Circus Knie, Züri Fäscht has no idea and no CI. Knie always surprises with an idea. Be it from the past or like this year with the Bubbels. And above all, Knie has a CI. Back to my theory: unimportant or unnecessary products go to enormous creative lengths to catch the public's eye. Beer A or B to Burger C or D organize creative advertising campaign ideas. But if the city of Zurich approves a Grand Spectacle and provides financial support, then the possibility of a Grand Spectacle is dealt with in a bureaucratic way by the city.

Dominik Geissbühler has proven over the years that opera performances have been advertised anew and creatively every year. Once again, the city confirms its uninhibited, bureaucratic and inartistic attitude. Incidentally, a good idea costs the same as no idea. The tax form is also designed in such a way that you really don't like it. There is still a lot to do for the coveted and excellent city of Zurich.

The stand-out of the week is that our red wine "Theophil" can now also be enjoyed in Dieter Meier's Argentinian bistro.

 

Social media, classic advertising, brochures, advice at the POS... With today's variety of interaction options with customers, companies are confronted with the risk of investing in the wrong measures and neglecting channels that are relevant for success. The consulting and research company Accelerom has therefore launched a success check that tests the marketing and communication mix (MarKom-Mix) in terms of effectiveness and efficiency in a short time: the 360TEV (Touchpoint-Efficiency-Valuator) - Multichannel-Marcom-Check. 

The check includes 80 instruments and media in marketing, communication, sales and service. In contrast to many other studies, Accelerom surveys not only paid media (paid advertising measures/classical advertising) but also owned media (channels that the company manages or controls/corporate publishing) and earned media (content that originates from consumers, e.g. social media, virals, word of mouth) - online and offline. The tool-supported success check is carried out on a customer-specific basis and is particularly suitable for strategy development, campaign planning and target group marketing. Optimization potentials for brand management, the choice of off- and online media mix, mobile internet communication or sponsoring activities are revealed.

Our subscribers can read more about Accelerom's new success check in the print edition of Werbewoche number 12 (05.07.13), or online: MarKom mix put to the test.

More information on Accelerom's website: Accelerom.com/multichannel-check.

(Teaser image: Keystone)

Do you like riding the streetcar? Or the bus? If I'm completely honest: I HATE public transport. Not because I'm annoyed by the Cobratram, which squeaks and rumbles more than the old high-floor vehicles. At least I know it's still running. Not because it always takes me longer to get to my destination than expected. Not because I usually can't get a seat. And not because no one helps me because I can't manage the three little steps up to rolling happiness alone with the baby carriage on my index finger. I hate riding the streetcar because of the passengers. I understand that people think: "Well, she'll manage with her baby carriage. I carry my notebook myself." It's every man for himself. But what's worse are the grumpy faces of the passengers. They must have had a terrible experience just before boarding. Perhaps their dear mother-in-law was shot over by a crazed neighbor five minutes before the streetcar left. Or has canceled the inheritance. Otherwise you don't look like that.

Yuck, a fellow human being

Be that as it may, can you imagine striking up a conversation with another passenger on the streetcar? If a community of suffering forms, à la "I'll help you get on with your trolley/suitcase/ballast of life" or "I'll let you have my seat", then perhaps. But the basic rule is: talk as much as necessary, as little as possible. Like the other day on the bus: an old lady with a seat approached another old lady without a seat. She said: "Tell me how old you are. If you're older than me, I'll get up and let you sit down. I'm 87 though!" She laughed and was pleased with her cheeky idea. The other one replied: "You're probably too well out of bed today," and turned away. Pure public transport. Everyone hates that the bus doesn't just run for them. And now I think so too.

Anti-single streetcar

But now VBZ is thinking "make love not war" and jumping into the ring as a matchmaker. There are also people in Zurich who occasionally smile on the streetcar or look up from their cell phone. And sometimes even look at someone else. Once something so outrageous has happened, you usually have to get off the tram and only think afterwards: I wish I'd said something! That's why there is now a singles streetcar, which is actually an anti-singles streetcar. Because you are supposed to "find the nice lady, the nice gentleman from the other day on the streetcar. Finally get to know the people you see every day on the streetcar, on the bus or at a stop." Oh my goodness. Just one ride with them is enough for me!

But the VBZ remain honest. A look, a smile, maybe the love of your life ..." In Zurich's public transport system, the slogan is: "Zoe ruffles Zlatan" or "Ivo impresses Ines". Apparently the creators of the campaign, the agency at the airport, have not had good experiences with buses and streetcars either. Otherwise the tone of the slogans would probably have been less rude. For the wimps, "Tina meets Tobi" and "Katja cuddles Knut" were quickly formulated - but nobody is really interested in the cuddlers and snugglers. VBZ Head of Marketing Communications Alain Kohler doesn't mince his words either: "In the cramped Cobratram, you're bound to get close to each other quickly." What would otherwise be a nuisance is for once an advantage. The main thing is that things move quickly and the output is right. Is Mr. Steinbrück around here somewhere?

Incidentally, you pay 25 francs on the single streetcar for the human contact shortly before the wedgie and the imposing behavior up to the "Bläuele", which is normally free on the bus or streetcar. It was not possible to find out whether you also have the chance to get off in between for a small extra charge.

Stimulus is one of the original tricks of advertising. But do stimuli still work in advertising at all? Can you advertise without stimuli? And how do you advertise with them? These are the questions posed by the strategists and creatives at the In Flagranti agency in Lyss in their latest research. The results were published in the agency's own magazine ZaK, or "Zeitung für anregende Kommunikation". The magazine has a circulation of 2500 and is sent to "friends and clients". However, self-promotion is on a very small scale. "Up to 90 percent of the content is for the research topic," explains Lorenz Schmid, partner and head of consulting at In Flagranti. "We are more than an advertising agency," the self-promotion says. With a claim like that, he says, it is therefore crucial to keep coming up with new knowledge and to be able to deal with it. "We want to transfer, deepen and sensitize knowledge," says Franziska Wehrle, Head of Marketing.

When searching for topics, "we're always interested in those that get lost in the big howl," explains copywriter and strategist Jon Andrea Florin. "There are new buzzwords all the time. At the moment, transmedia storytelling is all the rage. But we're questioning supposed certainties, such as knowing what makes the average Swiss tick or how stimuli work." According to Florin, In Flagranti is convinced: "Attraction is a topic that is slowly being neglected because of all the content. But appeal is something that is closely linked to advertising. It doesn't work without it. Not even in nature: No deer can advertise rutting without a rutting cry. No flower catches the eye without attractants or colorful blossoms." In order to get to the bottom of the phenomenon and the mechanisms of the stimulus effect, In Flagranti has started research together with the specialists from Management Tools in Beckenried.

"This company understood perfectly how to respond to our problem," Schmid finds. As a basis for the stimulus study, various teams at In Flagranti designed ads for the fictitious mineral water "Zakua" that were as differentiated as possible. Each of these was to work distinctly with a stimulus. Motto: "What makes me curious?" After studying countless works from the broad field of advertising, four basic stimuli were defined for this purpose: The Kindli scheme, "with the Jöh effect, which also works with animals." - Sex and eroticism, "what immediately comes to mind". - Physical stimuli, "which has a very direct effect on the senses" - and finally irritation. A fictional ad was designed for each of these four stimuli. "We would not have been able to test the four stimuli with existing products, because with well-known advertisements there is a large disturbance factor at the trade show," says Florin.

At Management Tools, the ads were then presented to 40 test subjects. The course of gaze and the time spent on the individual elements were measured within 5 seconds. "It was impressive to us how a strong stimulus can absorb the whole perception. True, the attention is given. You look, you engage with what's shown, which is also what the heat maps show. But too strong a stimulus sucks everything away from the brand. No one knew what it was about anymore, let alone what the brand was called," Schmid also noted. Another insight: within a second, you have to have understood an ad, otherwise it falls through. "What is highly irritating is not liked," says Florin.

The results can of course not flow 1:1 into the further work. In advertising, "a lot of gut feeling" is still involved in the design. "But we learned a lot and had some stimulating discussions during the analysis," Franziska Wehrle reveals. The next research idea is therefore already in the pipeline.

Andreas Panzeri

Researching with their teams at In Flagranti: Jon Andrea Florin (l.), Franziska Wehrle, Lorenz Schmid.

 

This year's collection under the motto "Be unique" focuses on elements such as colorful animal prints, color blocking and elaborate sequin embroidery, playful details and sophisticated lacing. The images for the logo and all other advertising materials were created with advertising photographer Tobias Stahel. In addition to the website, the centerpiece is a lookbook with a sunny, warm mood to whet the appetite for a hot summer in Gilford swimwear.

Responsible at Werbeanstalt Schweiz: Ramona Romagnoli (consulting), Sara Hiltebrand, Mike Surokva, Daniele Pucci, Katja Wölfel (creation). DTB: Andi Laub. Photography: Tobias Stahel. Image processing: Stephan Riederer, Pixelpolish. Hair & Mak-Up: Peter Schell. Model: Jovana Prosenik.

Members of the seventh and eighth generations of the Gassmann family will join various boards of directors of the companies belonging to the holding company. The Board of Directors of the holding company Multimedia Gassmann will also be expanded, as the Group announced in a press release on Thursday. In addition to the family members, Rudolf Meier, a lawyer from Biel, and Roger Burkhard, CFO of the Gassmann Group, have been elected to the Board of Directors.

Marc Gassmann hands over the management of the group of companies to Marcel Geissbühler. He has been General Manager of the media company since 2005. According to the press release, the company intends to achieve an even more efficient organization, continue to offer marketable products and services and develop new, promising business areas and intelligent collaborations. To this end, the company organization will be adapted to the requirements of changing markets. The necessary decision-making basis will be developed in the coming months.

The previous investment strategy will be continued. Following the investments in electronic media (2008 purchase of Radio Canal 3 and 2012 participation in Radio 32) and in publishing (2012 purchase of Terre & Nature SA), investments in customer printing will follow in 2013: according to the press release, the purchase of a latest-generation sheet-fed offset press to replace the previous eight-color press is in preparation. The investment in finishing with a modern high-performance saddle stitcher has already been made.

The Customer Printing division is responsible for around 50 percent of Group sales and is to be further strengthened in terms of productivity and flexibility. As before, it is headed by Markus Schär and Jean-Marc Peltier for Courvoisier-Attinger Arts graphiques. Further innovation projects in the areas of digitalization, printing and media as well as the development of new, promising business areas are being actively pursued, the group added. It is also looking for investment opportunities and is interested in developments and start-ups in the areas of media, communication and digitalization.

 

The train was designed by Zurich designer Nadine Geissbühler. She creatively captures various facets of Zurich with her images, according to a statement.

Says Mark Saint, Project Manager Sponsoring Engagements, Zürcher Kantonalbank: "Right from the start, it was quickly clear that the train should delight passengers and people along the railroad lines, it should surprise and be remembered. We therefore decided on a motif with a close connection to the canton of Zurich, which arouses curiosity and appeals to the tastes of many." SBB advertising trains also exist in the regions of Vaud, Basel, Zug/Lucerne and eastern Switzerland The trains are each in service for at least a year.

You can find a larger representation of the image on the Facebook page the advertising week.

It will be presented to the public for the first time today, Thursday. The broad-based advertising campaign starts in February 2014. "Aida" is the name of the musical that the Thunerseepiele will be performing in 2014.

So I wrote: "But now nothing seems to stand in the way of publishing the TV figures. At least that's what the latest Mediapulse announcement says. You can tell from my wording that I have slight doubts, because what happened behind and in front of the scenes during these 170 days is unbelievable and actually unimaginable." We also planned to publish the most important ratings in a small article, for which we left space until Wednesday. So everything was prepared.

When I took a quick look at Twitter on Wednesday afternoon, I read a tweet from Tages-Anzeiger editor Angela Baradun. "Unbelievable! The TV ratings are blocked again," it said. When I verified the matter, we decided to make the numbers unreadable with a ban bar. So far so good. Nick Lüthi then creatively added "... will never be good again" to the title of my editorial "was lange währt ...".

In the meantime, another two weeks have passed. Not much has happened. The BSW Leading Swiss Agencies, whose members account for 80 percent of all TV advertising investments in Switzerland, was naturally "extremely displeased about this new development, the causes of which lie in the breakdown of negotiations between Mediapulse and the 3+ channel," according to a media release. He expects corrected data by August 15 at the latest. Item.

What happens now? Mediapulse now has until next week to draft a new legal brief (you should be a lawyer!) in response to the Federal Administrative Court's order. Then it depends on how the court reacts. If it wants to have the tiresome matter quickly off the table, it will decide something before July 15, but if it takes its time, nothing will happen before August 18 - if I interpret the matter with the court vacations correctly.

So this means continuing to fly blind. It's hard to imagine what would happen if the Federal Administrative Court were to allow publication. Will the whole thing then go to the Federal Supreme Court and the quota fiasco start all over again? Litigating instead of looking for solutions together, that seems to be the motto. What is going on here is unbelievable and damages the entire media industry. And what is being done about it? Nothing. Great!

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