Shortlist: Champagne blissful trends
The HandelsZeitung marked the industry's last official event before Easter with the presentation of its commissioned study, "Advertising Trends 2002.".
The last official date for the industry before Easter was set by the HandelsZeitung with the presentation of its commissioned study Advertising Trends 2002.Shortlist Champagne-Sweet Trends
By Beat Fritsch
The event always attracts vast numbers of professionals from the advertising and marketing scene, and this year over 500 people once again turned up at Lakeside on the Zürichhorn. The annual advertising trend study is based on a written survey of communications managers from the 500 most advertising-intensive Swiss companies and cadres in advertising and media agencies.
There are occasional whispers that the survey doesn't reveal any more than people with experience in the industry and common sense can figure out for themselves. Perhaps that is the secret of the study's success. The results are easy to understand and plausible because you have already thought about all this yourself, but perhaps not thought it through to the end. For example, the fact that a sharp decline in the number of new web agency start-ups goes hand in hand with stagnation in the dotcom market.
For those who skipped the presentation, here's an ironclad summary of the status and development of the advertising market in 2002: no one is leaning too far out of the window at the moment, but everyone is cautiously optimistic for the second half of the year.
Quite the opposite of last year's study. Optimism was the order of the day! Well, first things come differently, and secondly than one thinks. The Americans have probably bombed the culprit for the misery to death in his bunker in Pashtun country, and if not, he could be blamed again if the forecasters miss the mark again this year. So Churchill's rule applies here, too: "Don't trust statistics you haven't fudged yourself."
Despite the subdued growth prospects, the HandelsZeitung did not let itself down. The champagne was already flowing at the aperitif, and the buffet was also a source of enthusiasm. At the buffet, we unexpectedly met Sabina Cadalbert. The former Publimedia advertising manager has returned from New York and can now be found at Onspirix. There, they are trying to crack the Swisscom monopoly of the last mile. That's the few meters from the distribution box to the telephone socket. Onspirix does this by radio because Swisscom jealously guards its cables and is determined not to allow anyone else access to this lucrative market, as Sabina explained.
At Easter, quite a few Zurichers go to the mountains. In Davos, one saw Heinz Krebs, ZürichExpress publishing director, Pickpay advertising manager Sandra Ulrich, but also her younger sister Yvonne Ulrich. After the Repi of the communications association Idée-VfW, she felt well prepared for the oral exam to become a marketing communications planner, which she - and over 100 other youngsters from the industry - had to take this week.
Even after Easter, the Zurich glut in Davos is unlikely to subside. In the ice hockey playoffs, the Davos team plays against the Lions from the Zurich Skating Club. ZSC fans include Gerry Stadler from MPG or Andy Lehmann from Mediahaus Seefeld. On the Davos side, you can see the brothers Georg "Gigi" and Roman Gasser from the communications agency Viva. It's a matter of honor, after all, because Georg Gasser is also head of marketing at the Davos Spengler Cup.
Beat Fritsch with an oversized HandelsZeitung at Lakeside Zürichhorn. As every year, the presentation of the advertising trend study attracted a large audience from all fields of marketing communications before taking leave of the professional life for the Easter holidays.
Those who organize convivial occasions in the communication scene, with or without clever presentations, are located at the most diverse events of the scene. Do you already have something to report? Reach for the receiver (01 296 97 98) or into the keys ([email protected]). Event tips as well as further shortlist pictures are available online at www.werbewo che.ch.
By Beat Fritsch
The event always attracts vast numbers of professionals from the advertising and marketing scene, and this year over 500 people once again turned up at Lakeside on the Zürichhorn. The annual advertising trend study is based on a written survey of communications managers from the 500 most advertising-intensive Swiss companies and cadres in advertising and media agencies.
There are occasional whispers that the survey doesn't reveal any more than people with experience in the industry and common sense can figure out for themselves. Perhaps that is the secret of the study's success. The results are easy to understand and plausible because you have already thought about all this yourself, but perhaps not thought it through to the end. For example, the fact that a sharp decline in the number of new web agency start-ups goes hand in hand with stagnation in the dotcom market.
For those who skipped the presentation, here's an ironclad summary of the status and development of the advertising market in 2002: no one is leaning too far out of the window at the moment, but everyone is cautiously optimistic for the second half of the year.
Quite the opposite of last year's study. Optimism was the order of the day! Well, first things come differently, and secondly than one thinks. The Americans have probably bombed the culprit for the misery to death in his bunker in Pashtun country, and if not, he could be blamed again if the forecasters miss the mark again this year. So Churchill's rule applies here, too: "Don't trust statistics you haven't fudged yourself."
Despite the subdued growth prospects, the HandelsZeitung did not let itself down. The champagne was already flowing at the aperitif, and the buffet was also a source of enthusiasm. At the buffet, we unexpectedly met Sabina Cadalbert. The former Publimedia advertising manager has returned from New York and can now be found at Onspirix. There, they are trying to crack the Swisscom monopoly of the last mile. That's the few meters from the distribution box to the telephone socket. Onspirix does this by radio because Swisscom jealously guards its cables and is determined not to allow anyone else access to this lucrative market, as Sabina explained.
At Easter, quite a few Zurichers go to the mountains. In Davos, one saw Heinz Krebs, ZürichExpress publishing director, Pickpay advertising manager Sandra Ulrich, but also her younger sister Yvonne Ulrich. After the Repi of the communications association Idée-VfW, she felt well prepared for the oral exam to become a marketing communications planner, which she - and over 100 other youngsters from the industry - had to take this week.
Even after Easter, the Zurich glut in Davos is unlikely to subside. In the ice hockey playoffs, the Davos team plays against the Lions from the Zurich Skating Club. ZSC fans include Gerry Stadler from MPG or Andy Lehmann from Mediahaus Seefeld. On the Davos side, you can see the brothers Georg "Gigi" and Roman Gasser from the communications agency Viva. It's a matter of honor, after all, because Georg Gasser is also head of marketing at the Davos Spengler Cup.
Beat Fritsch with an oversized HandelsZeitung at Lakeside Zürichhorn. As every year, the presentation of the advertising trend study attracted a large audience from all fields of marketing communications before taking leave of the professional life for the Easter holidays.
Those who organize convivial occasions in the communication scene, with or without clever presentations, are located at the most diverse events of the scene. Do you already have something to report? Reach for the receiver (01 296 97 98) or into the keys ([email protected]). Event tips as well as further shortlist pictures are available online at www.werbewo che.ch.
