Better than planned
Noteworthy: Sometimes (due to editorial content), advertisements end up in placements that couldn’t be any better—even if they were intentionally booked. The telling synergy in the January 20 issue of the SonntagsZeitung caught our attention.
Placements Sometimes (due to the editorial content) advertisements are placed in positions that could not be better, even if they were booked intentionally. The telling synergy in the SonntagsZeitung of January 20 was striking. In addition to an article on the "Ospel succession" with the core statement that the Board of Directors "underestimated the loss of trust", an advertisement for Fernet-Branca appeared with the headline "Quite bitter". Naturally, this unplanned placement also appealed to Rotor, the Zurich-based communications agency responsible for the Fernet-Branca budget of its client Campari. "Mr. Ospel is the perfect brand ambassador," says Luca Santarossa. (pan)
