Fuss about cross-media advertising presentation
Did Energy Zurich pay for a news report? Tamedia is considering measures.
With his presentation on a
promotion campaign on Radio Energy Zurich has Heinz Frischknecht,
Owner of the St. Gallen advertising agency Ammarkt, at the Crossmedia Symposium
on September 7 in Zurich caused a stir. Frischknecht's
The presentation had given the impression that Radio Energy had taken on a
News article about the opening of a new Interdiscount store in Zurich
last May.
The audio example recorded by Frischknecht is an unfortunate one.
The compilation was, says Energy Program and Marketing Manager
Dani Büchi: "The editorial article about the opening was not
part of the promotional package," Büchi continues. The
The opening of the large branch was newsworthy in and of itself.
Andreas Meili, Head of Electronic Media at Tamedia, however, goes
assuming that the contribution was part of the promotion. Meili
speaks of a serious violation. He is convinced that radio
Energy has thus violated the Radio and Television Act, and
is considering lodging a complaint with OFCOM. He fears a precedent:
"In the future, advertisers will demand the same as with Energy in the
To be present in the news."
René Worni
promotion campaign on Radio Energy Zurich has Heinz Frischknecht,
Owner of the St. Gallen advertising agency Ammarkt, at the Crossmedia Symposium
on September 7 in Zurich caused a stir. Frischknecht's
The presentation had given the impression that Radio Energy had taken on a
News article about the opening of a new Interdiscount store in Zurich
last May.
The audio example recorded by Frischknecht is an unfortunate one.
The compilation was, says Energy Program and Marketing Manager
Dani Büchi: "The editorial article about the opening was not
part of the promotional package," Büchi continues. The
The opening of the large branch was newsworthy in and of itself.
Andreas Meili, Head of Electronic Media at Tamedia, however, goes
assuming that the contribution was part of the promotion. Meili
speaks of a serious violation. He is convinced that radio
Energy has thus violated the Radio and Television Act, and
is considering lodging a complaint with OFCOM. He fears a precedent:
"In the future, advertisers will demand the same as with Energy in the
To be present in the news."
René Worni
