Advertising alliance: joint venture is called "Admeira

The name "Admeira" is composed of the English term "advertising" for advertising and the word "meira," which means "target" in Romansh. The company name thus combines a term from Romansh, which is deeply rooted in Swiss culture and stands for solid values, with the global, modern word "advertising." "The search for a suitable company name with a high degree of identification and at the same time a strong statement was a great but exciting challenge," says Martin Schneider, CEO of Admeira. Schneider adds: "The name must differentiate itself, function independently of language, and be independent and memorable. We are very pleased to have hit the bull's eye with the brand 'Admeira', which fully meets all our requirements."

How like To you the name? Poll on the right!

By bundling the marketing of the media offerings of Ringier, SRG and Swisscom, Admeira aims to offer advertisers networked communications via the best and widest-reach media platforms in Switzerland and thus a Swiss response to competition from foreign advertising companies. Admeira's stated goal, according to the statement, is to sustainably strengthen the Swiss advertising market and media center in the face of globalized competition. The company's services would be open to all advertising clients, publishers, agencies as well as other providers of advertising inventory "at fair and market-driven conditions."

The operational launch of Admeira is planned for April 4. The company will then appear on the market for the first time under the new brand. The designated CEO of the planned joint venture with over 280 employees is Martin Schneider, previously CEO of Publisuisse. The designated Chairman of the Board of Directors is Marc Walder, CEO of Ringier.

Planned launch uncertain

Whether the company can start operations as planned is currently open. The joint venture between Swisscom, SRG and Ringier is being harshly criticized, particularly by publishers and the Swiss Media Association, and is being fought through the courts. According to the critics, the alliance endangers media diversity in Switzerland and leads to an uneven playing field in the industry. The complaint, which the association together with Tamedia filed this week with the Federal Administrative Court, is pending (Werbewoche.ch reported). The publishers assume that this will have a suspensive effect - the operational start of the company could be delayed for up to a year pending a court decision. (pd/hae)

The Executive Board is composed of:

Martin Schneider, Chief Executive Officer
Bruno Battaglia, Chief Financial Officer
Arne Bergmann, Chief Sales Officer
Beniamino Esposito, Managing Director Publishing
Markus Hollenstein, Chief Marketing Officer
Beatrice Kniel, Managing Director Broadcast
Philipp Scheidegger, Managing Director Digital
Marc Sier, Chief Operating Officer

The Board of Directors is composed of:

Marc Walder, Ringier, Chairman of the Board of Directors
Roger de Weck, SRG
Gilles Marchand, SRG
Beat Grossenbacher, SRG
Urs Schaeppi, Swisscom
Ueli Dietiker, Swisscom
Roger Wüthrich-Hasenböhler, Swisscom
Claudio Cisullo, Ringier
Alexander Theobald, Ringier

Admeira. What a stupid name.

- Dieter Langhart (@denkquer) March 17, 2016

#Admeira - all well and good. But how do you pronounce's? Admaira? Admera? Can a Swiss explain that to a German?

- Tanja Höhn (@TanjaHoehn) March 17, 2016