Corporate publishing relies on new media
A representative survey by the Forum Corporate Publishing
A representative survey conducted by Forum Corporate Publishing. (CP) of around 40 CP service providers in German-speaking countries has revealed that more than 83 percent of respondents rate the general development of the CP market as "good" to "very good". General growth of 10 to 20 percent was calculated. Almost a fifth of the companies even anticipate growth of 50 percent. A good two thirds of those surveyed expect both the print and new media sectors to have strong growth potential in the future. Only 14 percent of corporate publishing service providers believe that the print sector has greater growth opportunities. As many as 19 percent see the increase in growth only in the new media sector. A clear 63 percent of respondents predict a 10 to 20 percent shift in sales potential towards the Internet/intranet. 48 percent forecast the development in the Internet sector for 2001 as "very good" to "good".
Stable whispers from the Federal Court.
The Federal Supreme Court has muzzled the Swiss people's favorite farm animal. Nevertheless, the Swiss dairy cows under Lovely's herd management do not want to silence their mooing. "Lovely may continue to advertise strong bones", was the message in full-page advertisements in the Sunday press at the weekend. Anyone who dialed the attached number 0800 80 55 80 was told over the phone, alongside much mooing and advertising growling, that the Swiss dairy cows were "surprised and disappointed" by the Federal Court's muzzle. The fourth Federal Nutrition Report expressly states that calcium prevents "bone fragility in old age". And it is precisely this calcium that is also contained in milk. The agency responsible, Advico Young & Rubicam, therefore wanted to do the cows justice once again with this advertisement. The dairy cattle should not be incited to demonstrate in Lausanne until the written reasons for the judgment are available. However, after many milk drinkers and other ethno-animal lovers contacted Lovely's advertising breeders to say that they were sad about Lovely's provisional emergency slaughter, the agency wanted to correct the press reports that had been misunderstood by many. "Lovely may continue to advertise for milk. We have only been forced to make a few changes to the wording," says CD Peter Brönnimann, explaining the somewhat milky reasoning of the Federal Court's stable order. For the time being, Lovely will be spared an end as carcass meal in the feeding troughs of her fellow cows.
Condor is more successful than you might think.
If you look at the ADC medal table, the production company Condor can be pleased to have won an award at this year's judging. In fact, Condor has even more reason to celebrate: the ADC evaluation only shows those companies as winners that actually submitted the award-winning work. Condor productions were also submitted by the agencies that commissioned them. In total, Condor won two silver and three bronze awards, as Martin Fueter, member of the Executive Board, told WerbeWoche. "With 5 out of 20 awards in category 6, we have really made a splash," said Fueter.
Pucci Sulzer becomes a member of BSW.
The Association of Swiss Advertising Agencies (BSW) has accepted Pucci Sulzer as a new member. Pucci Sulzer Werbeagentur AG was founded in 1985 and is owned by Giovanni Pucci, Daniel Sulzer and René Zbinden. Pucci Sulzer employs 15 people. Important clients include Bauknecht, Ericsson, Lancia, Freixenet, Assugrin, Migros and the Raiffeisen banks.
Self-promotion with service area.
The Velvet agency does not present itself in its annual self-advertisement. Instead, the Lucerne-based advertising agency edits an "everyday mirror" that is created during a project trip by the nine-strong team. Entitled "Autogrill", the latest travel report describes impressions of 24 hours at a highway service station near Piacenza. "We realized that this type of self-promotion is a better door opener than the conventional agency portrait," says designer Peter Moser. "Autogrill" is 140 pages long, with texts by Beat Bieri to liven up the illustrated book, which is also available in bookshops.
Anti-violence campaign? No, thank you.
At the beginning of August, Kommunikationsverband.de called on advertisers to develop design proposals for campaigns against "violence from the right". Ten agencies took part. The media were less enthusiastic. Jochen Pläcking, CEO of DDB Worldwide and spokesman for the communications association, asked around 150 publishers, editors-in-chief, publishing and advertising managers to print the subjects free of charge. "Unfortunately, we received a large number of refusals in response, mostly in connection with the reference to the journalistic support given to this topic," regrets Pläcking.
Alli wänds Heidi.
On February 14, the world premiere of the new "Heidi" film by Zurich-based Vega-Film will be screened at the Berlinale. For Graubünden-Ferien, the event also marks the start of a comprehensive MyHeidi advertising project. The first activity will be a Heidi stand at the Basel Holiday Fair from February 9 - 11.
Basel is world-class.
The book "Weltformat" by Charles Stirnimann and Rolf Thalmann shows Basel's contemporary history in posters. The birth of the modern political poster in Switzerland was the first proportional election to the National Council in 1919. Since then, the poster has become an indispensable advertising medium for political campaigns. The poster book on the history of Basel and Switzerland in the 20th century with around 200 illustrations has been published by Christoph Merian Verlag.
Editorial: The ADC steps up the offensive
The Art Directors Club Switzerland turned 25 years old and is more active than ever. While in the early days it was largely kept out of the public eye, today it cannot complain about a lack of attention. The club celebrated its 25th anniversary with a lavish gala attended by numerous representatives from the worlds of business, politics and culture. The media reported extensively on the event. To mark the anniversary, WerbeWoche spoke to ADC President Jean Etienne Aebi about the true capital of advertising and the enemies of good advertising (see page 37).
The ADC's mission has remained the same over the years: to improve advertising. Today, the doyen of the Swiss advertising industry can say without false pride that the ADC embodies the recognized authority for creative quality in our country. And that needs
today more urgently than ever. Refusal to buy because of bad advertising is a reality today. In the consumer democracy, many products are no longer asked for when advertising
bores people, insults them or even takes them for fools. The price
for attention has also risen massively because information oversaturation and sensory overload have raised the perception threshold. Less and less impact costs more and more money. Mass alone cannot do much to change this. The sheer quantity and volume of advertising can even have a counterproductive effect. "The more creative, the more effective? Advertising as added or reduced value for brands" is the motto of an event that the ADC will be holding next May - to show that creative advertising also has an impact on the market. Also in May, the ADC will publish a research study to show how its concerns are perceived by customers. The study is sponsored by the market research institute IHA-GfM and WerbeWoche. We will inform you of the results as soon as they are available.
Samuel Helbling
Stable whispers from the Federal Court.
The Federal Supreme Court has muzzled the Swiss people's favorite farm animal. Nevertheless, the Swiss dairy cows under Lovely's herd management do not want to silence their mooing. "Lovely may continue to advertise strong bones", was the message in full-page advertisements in the Sunday press at the weekend. Anyone who dialed the attached number 0800 80 55 80 was told over the phone, alongside much mooing and advertising growling, that the Swiss dairy cows were "surprised and disappointed" by the Federal Court's muzzle. The fourth Federal Nutrition Report expressly states that calcium prevents "bone fragility in old age". And it is precisely this calcium that is also contained in milk. The agency responsible, Advico Young & Rubicam, therefore wanted to do the cows justice once again with this advertisement. The dairy cattle should not be incited to demonstrate in Lausanne until the written reasons for the judgment are available. However, after many milk drinkers and other ethno-animal lovers contacted Lovely's advertising breeders to say that they were sad about Lovely's provisional emergency slaughter, the agency wanted to correct the press reports that had been misunderstood by many. "Lovely may continue to advertise for milk. We have only been forced to make a few changes to the wording," says CD Peter Brönnimann, explaining the somewhat milky reasoning of the Federal Court's stable order. For the time being, Lovely will be spared an end as carcass meal in the feeding troughs of her fellow cows.
Condor is more successful than you might think.
If you look at the ADC medal table, the production company Condor can be pleased to have won an award at this year's judging. In fact, Condor has even more reason to celebrate: the ADC evaluation only shows those companies as winners that actually submitted the award-winning work. Condor productions were also submitted by the agencies that commissioned them. In total, Condor won two silver and three bronze awards, as Martin Fueter, member of the Executive Board, told WerbeWoche. "With 5 out of 20 awards in category 6, we have really made a splash," said Fueter.
Pucci Sulzer becomes a member of BSW.
The Association of Swiss Advertising Agencies (BSW) has accepted Pucci Sulzer as a new member. Pucci Sulzer Werbeagentur AG was founded in 1985 and is owned by Giovanni Pucci, Daniel Sulzer and René Zbinden. Pucci Sulzer employs 15 people. Important clients include Bauknecht, Ericsson, Lancia, Freixenet, Assugrin, Migros and the Raiffeisen banks.
Self-promotion with service area.
The Velvet agency does not present itself in its annual self-advertisement. Instead, the Lucerne-based advertising agency edits an "everyday mirror" that is created during a project trip by the nine-strong team. Entitled "Autogrill", the latest travel report describes impressions of 24 hours at a highway service station near Piacenza. "We realized that this type of self-promotion is a better door opener than the conventional agency portrait," says designer Peter Moser. "Autogrill" is 140 pages long, with texts by Beat Bieri to liven up the illustrated book, which is also available in bookshops.
Anti-violence campaign? No, thank you.
At the beginning of August, Kommunikationsverband.de called on advertisers to develop design proposals for campaigns against "violence from the right". Ten agencies took part. The media were less enthusiastic. Jochen Pläcking, CEO of DDB Worldwide and spokesman for the communications association, asked around 150 publishers, editors-in-chief, publishing and advertising managers to print the subjects free of charge. "Unfortunately, we received a large number of refusals in response, mostly in connection with the reference to the journalistic support given to this topic," regrets Pläcking.
Alli wänds Heidi.
On February 14, the world premiere of the new "Heidi" film by Zurich-based Vega-Film will be screened at the Berlinale. For Graubünden-Ferien, the event also marks the start of a comprehensive MyHeidi advertising project. The first activity will be a Heidi stand at the Basel Holiday Fair from February 9 - 11.
Basel is world-class.
The book "Weltformat" by Charles Stirnimann and Rolf Thalmann shows Basel's contemporary history in posters. The birth of the modern political poster in Switzerland was the first proportional election to the National Council in 1919. Since then, the poster has become an indispensable advertising medium for political campaigns. The poster book on the history of Basel and Switzerland in the 20th century with around 200 illustrations has been published by Christoph Merian Verlag.
Editorial: The ADC steps up the offensive
The Art Directors Club Switzerland turned 25 years old and is more active than ever. While in the early days it was largely kept out of the public eye, today it cannot complain about a lack of attention. The club celebrated its 25th anniversary with a lavish gala attended by numerous representatives from the worlds of business, politics and culture. The media reported extensively on the event. To mark the anniversary, WerbeWoche spoke to ADC President Jean Etienne Aebi about the true capital of advertising and the enemies of good advertising (see page 37).
The ADC's mission has remained the same over the years: to improve advertising. Today, the doyen of the Swiss advertising industry can say without false pride that the ADC embodies the recognized authority for creative quality in our country. And that needs
today more urgently than ever. Refusal to buy because of bad advertising is a reality today. In the consumer democracy, many products are no longer asked for when advertising
bores people, insults them or even takes them for fools. The price
for attention has also risen massively because information oversaturation and sensory overload have raised the perception threshold. Less and less impact costs more and more money. Mass alone cannot do much to change this. The sheer quantity and volume of advertising can even have a counterproductive effect. "The more creative, the more effective? Advertising as added or reduced value for brands" is the motto of an event that the ADC will be holding next May - to show that creative advertising also has an impact on the market. Also in May, the ADC will publish a research study to show how its concerns are perceived by customers. The study is sponsored by the market research institute IHA-GfM and WerbeWoche. We will inform you of the results as soon as they are available.
Samuel Helbling
