To the point: Let yourself be surprised
Surprises all around. Federal President Merz is surprised by the harsh reactions of German Cavalry Colonel Steinbrück in the tax dispute. The well-meaning magistrate is also surprised that Israel has recalled its ambassador for consultations after he, as Federal President, met with Holocaust denier Ahmadinejad for an official dinner.
Surprises all around. President Merz is surprised by the harsh reactions of the German cavalry colonel Steinbrück in the tax dispute. The bona fide magistrate is also surprised that Israel orders its ambassador home for consultations after he, as President of the Swiss Confederation, meets Holocaust denier Ahmadinejad for an official dinner. The Swiss delegation to the UN Conference against Racism is also surprised by the departure of virtually all European delegations after Iran's president, not surprisingly, used the conference as a platform to ridicule Israel.
Surprises can be both positive and negative. You are open to everything and let yourself be surprised. Just like children are surprised by the Easter bunny. But you are also surprised when, due to poor planning, you have to be rescued by air rescue on a mountain tour in equipment that is inadequate for the actual weather conditions.
Business, too, is always good for surprises. Switzerland's biggest advertiser is planning a new advertising campaign. The whole story is preceded by a sophisticated procedure for evaluating the best possible new agency. At the same time, the top Migros executive announces that he doesn't like the existing advertising anyway - actually no surprise, because otherwise there wouldn't be a pitch - that the advertising budget is too big anyway and therefore saving is the order of the day. Not really surprising either.
This, in turn, comes as a surprise to the media industry. For years, the orange giant was a safe and important revenue generator. Just the planned announcement of a budget reduction led to panicked reactions. Is that surprising? Not really.
So it's not surprising that the new Migros ad is being hyped up as a national event. The guest list of the launch event for the new advertising reads like a directory of editors-in-chief. The detailed portrait of the Migros marketing man and his new advertising agency in Schweizer Illustrierte, which appeared on the day of the premiere, also no longer really surprised anyone. Perhaps more surprised were the readers of the magazine, which in its latest issue reproduces the photos of the Migros annual report. On 47 pages, framed by four pages of Migros advertising. TeleZüri viewers would rather be surprised by a Jöh report showing how the chicken in the new Migros commercial was made to obey. Let's be surprised by what's in store for us.
Pierre C. Meier, Editor-in-Chief
[email protected]
Surprises can be both positive and negative. You are open to everything and let yourself be surprised. Just like children are surprised by the Easter bunny. But you are also surprised when, due to poor planning, you have to be rescued by air rescue on a mountain tour in equipment that is inadequate for the actual weather conditions.
Business, too, is always good for surprises. Switzerland's biggest advertiser is planning a new advertising campaign. The whole story is preceded by a sophisticated procedure for evaluating the best possible new agency. At the same time, the top Migros executive announces that he doesn't like the existing advertising anyway - actually no surprise, because otherwise there wouldn't be a pitch - that the advertising budget is too big anyway and therefore saving is the order of the day. Not really surprising either.
This, in turn, comes as a surprise to the media industry. For years, the orange giant was a safe and important revenue generator. Just the planned announcement of a budget reduction led to panicked reactions. Is that surprising? Not really.
So it's not surprising that the new Migros ad is being hyped up as a national event. The guest list of the launch event for the new advertising reads like a directory of editors-in-chief. The detailed portrait of the Migros marketing man and his new advertising agency in Schweizer Illustrierte, which appeared on the day of the premiere, also no longer really surprised anyone. Perhaps more surprised were the readers of the magazine, which in its latest issue reproduces the photos of the Migros annual report. On 47 pages, framed by four pages of Migros advertising. TeleZüri viewers would rather be surprised by a Jöh report showing how the chicken in the new Migros commercial was made to obey. Let's be surprised by what's in store for us.
Pierre C. Meier, Editor-in-Chief
[email protected]
