Publishers' associations launch creative competition - and meet with criticism

Freedom of the press is a cornerstone of democracy. Nevertheless, competent journalism has many enemies - even in Europe, where the freedom of the press is taken for granted by many, the four publishers' associations from Austria, Germany, Switzerland and Luxembourg state in a joint declaration. The erosion of editorial freedoms through state surveillance and escalating security laws, economic bottlenecks and the dominance of US corporations on the web would endanger press freedom and journalistic work in Europe. The joint campaign aims to convey the message that freedom of the press must remain unchallengeable.

VÖZ President Thomas Kralinger also emphasizes that freedom of the press is a fragile asset in Austria that must be protected. The aim of the joint campaign is to draw attention to this. "We want to shake things up and draw attention to a key issue. The best way to do this is with a well-made print ad."

The President of the Federal Association of German Newspaper Publishers (BDZV), Helmut Heinen, confirms: "Germany is one of the few countries in which the right to freedom of opinion and freedom of the press is not only enshrined in the constitution, but is practiced on a daily basis. Nevertheless, there are also developments in our country that cause us concern. We have to keep raising awareness of press freedom - also with the help of clever campaigns in words and images."The President of the Swiss Media Association, Hanspeter Lebrument, emphasizes: "Especially in direct-democratic Switzerland, private media are a guarantor of freedom of the press and diversity of opinion. Preserving these achievements and defending them where necessary is therefore not just a virtue of the media, but a necessity for an open and free society. We therefore also regard creative professionals as allies in the fight for freedom of the press for journalists."

Key data on the competition

Young creatives between the ages of 18 and 28 who are working in the creative industry or in training are eligible to enter. An expert jury made up of publishers, creative directors and marketing specialists will objectively assess, evaluate and award prizes for the work submitted. The aim is to develop a print idea (a series with a maximum of three subjects per campaign is also possible) as well as line extensions for online platforms and social media channels. The winner will receive a one-off flat fee of 1,500 euros. Submissions should be sent by email to wm(at)voez.at by December 1, 2014. The briefing can be under this link can be downloaded in PDF format.

BSW and ASW reject support

The competition is not supported by the associations BSW Leading Swiss Agencies and ASW (Alliance of Swiss Advertising Agencies). In a letter to the Swiss Media Association submitted to Werbewoche, BSW Managing Director Peter Leutenegger states that the competition is unfair and therefore refuses to support it. Although the BSW shares the concerns of freedom of the press and supports the efforts of the publishers' associations, the conditions of the competition are "contrary to public decency" and the competition presentations are not fairly compensated - both the winning team (1,500 euros for all work and rights) and the other teams that came away empty-handed.

"Of course we recognize that we can judge differently on the subject of press freedom for idealistic reasons and that a competition for young talent, in the sense of participation without compensation, can be accepted. But a competition for young talent, organized by publishers, should at least meet the most minimal requirements," he writes.

A young talent competition must be designed in such a way that the winners are guaranteed media recognition and the winners or the top 3 are "decently compensated" (significantly higher prize money, trip to Cannes, etc.). In addition, the realization work (production of advertisements, online etc.) of the winning team would have to be compensated separately and the copyrights of third parties would have to be paid. The Swiss Media Association did not comply with the requested adjustment of the conditions and the requested statement is not available.

Swiss participation desired

Swiss jury member Riccarda Mecklenburg understands the criticism. From the BSW's point of view, it is understandable and appropriate, she told Werbewoche. Nevertheless, she is of the opinion that the decision to participate should be left to the agencies - and would find it a shame if no work were submitted from Switzerland due to the differences. (hae)