With the claim "Aues für di. Aues für Bärn.", Komet's current campaign for Ewb follows on seamlessly from those of previous years. They were also created by the Bern-based agency and highlighted the wide range of services Ewb provides for the people of Bern.

However, the current campaign is intended to cover all of Ewb's communication needs with one concept - from the image level to employer branding and recruiting. The key to this is a headline style that contrasts the general perception with Ewb's positive, future-oriented view of things.

In combination with everyday images from Bern, all from a bird's eye view, it evokes Ewb's sometimes visionary commitment to a sustainable future at an image and employer branding level - and thus reminds potential and existing employees of the meaningfulness of their work.

At the recruiting level, on the other hand, the headline style opens up a new, equally visionary career perspective for the people depicted in their private environment - by focusing on the employee-friendly employment conditions.

Responsible at Ewb: Cornelia Berger (Marketing). Responsible at Komet: Jeff Gerber (CD), Daniel Müller (Text/Concept), Claudio Parente (AD/Concept), Lisa Oppliger (DTP), Corinne Hert (Client Service Director), Christa Zesiger (Consultant).

In addition to a comprehensive redesign of the website, including a sophisticated design system, the redesign includes a new logo, sophisticated design elements and matching illustrations that focus on Tom the robot. Particular attention was paid to creating a clear, consistent and appealing brand identity that would work optimally in both the digital and analog worlds.

"This time, we analyzed the company's DNA and translated it into a design language that makes the values and emotions visible," says Mathias Bamert, who was responsible for the first brand identity over nine years ago.

The new corporate design has already been implemented in all areas of GoTom, from business stationery and marketing materials to the digital presence. The aim is to position the company even more strongly as an innovative partner on the market.

Responsible at GoTom: Alban Grossenbacher (CEO & Co-Founder), Ginette Lumbiarres (CPO & Co-Founder), Britta Heitkamp (Marketing & Communication). Responsible for Bamert.io: Mathias Bamert (Owner & Creative Director).

PR and positive communication expert Claudia Gabler complements the team around organizational and MarKom strategist Dr. Uwe Seebacher and e-commerce, sales and cyber expert Bernd Trummer with her communicative expertise. This will create a unique synergy for clients that encompasses organizational, communication and tech expertise.

"We are delighted to have Claudia Gabler on board, a proven communications expert with a strong network in Switzerland. The mix of PR and communication expertise combined with technical knowledge, conceptual marketing, sales, AI and organizational development offers our customers unique added value," says co-founder Uwe Seebacher.

"Friendship turned into business. I have been watching the team with great enthusiasm for some time now. Together, we can offer our customers everything from AI to marketing, communication and sales from a single source across all countries. What's more, working with the Fynest experts is a lot of fun," emphasizes Claudia Gabler.

"As an Agency-as-a-Service (AaaS), we want to make our customers happy in all MarCom disciplines. In Claudia Gabler, we have found the ideal person to achieve this goal. Our first joint and enthusiastic customers confirm that we are on the right track. We look forward to advancing many more companies with our overall MarCom and sales approach and making them even more successful," explains Bernd Trummer, Managing Director at Fynest International.

52 percent of the PR professionals surveyed stated that they only occasionally use gender language or gender-sensitive language in their professional communication. Only just over a quarter (28 percent) use gender consistently. This contrasts with 5 percent who do not yet use gender at all and 13 percent who do not plan to do so in the future. 2 percent of respondents stated that they would revert to non-gender-inclusive language in their communication.

Relevance recognized

However, the results also show that almost half (49%) attribute relevance to gender in communication and consider it to be very important or somewhat important. On the other hand, just over a third (35%) rate gender in external and internal communication as rather unimportant or completely unimportant. In turn, 15 percent of respondents have a neutral attitude: for them, gender-sensitive communication is neither important nor unimportant.

Companies provide explicit guidelines

It is striking that significantly more than half of the companies and PR agencies surveyed (59%) already have explicit guidelines for gender-sensitive communication. This still contrasts with 40 percent who have no guidelines for gender-sensitive language in the company.

The pros and cons of gender-appropriate language

Looking at the pros and cons in detail, the reasons for not using gender language and, on the other hand, for using it can be attributed to both internal and external influences.

Those who do not use gender language cite the difficulty of reading texts as the main reason (69%). Other reasons include a lack of conviction on the part of those responsible for communication (45%) and management (42%). Companies also refrain from using gender language because they fear reservations on the part of employees (41%) or customers (36%). A further 16 percent avoid gender language because there are no clear guidelines in the company and 8 percent lack the time to deal with the topic appropriately.

Fear of an increased need for internal coordination or failed test runs, on the other hand, are less likely to lead to the abandonment of gender language (5 percent in each case). Respondents were even less likely to cite a lack of knowledge about gender-sensitive language (3 percent) or a public shitstorm (2 percent) as reasons for not using gender.

Those who consciously use gender language in communication do so mainly to reflect their corporate values (46%) or because they see an advantage in addressing different target groups (43%). In each case, 35 percent cite the conviction of those responsible for communication or social expectations as reasons. Many PR professionals also see advantages in gender-sensitive language for the image and reputation of the company (33%) and for employer branding (32%). Clear guidelines within the company and the expectations of employees (30 percent each) and customers (23 percent) also play a role. At 27%, management conviction is also in the bottom third of motives.

Results in detail

Do you use gender-neutral and/or gender-sensitive communication in your external and internal communications?

• Yes, throughout 28%
• Yes, partially 52%
• No, not yet 5%
• No, not planned for the future either 13%
• No, not in the future 2%

How important is gender language or gender-sensitive language in your view?

• Very important 17%
• Rather important 32%
• Neither 15%
• Rather unimportant 13%
• Completely unimportant 22%
• Don't know 1%

Does your company have explicit guidelines on gender-sensitive language?

• Yes 59%
• No 40%
• Don't know 1%

Why does your company refrain from using gender language or gender-sensitive language? (multiple answers possible)

• Text legibility is made more difficult 69%
• Does not correspond to the conviction of those responsible for communication 45%
• Does not correspond to the management's conviction 42%
• Employees refuse to 41%
• Customers reject it 36%
• There are no clear guidelines in the company 16%
• There is not enough time to deal with the topic 8%
• Internal coordination requirements increase significantly 5%
• Test run was not successful 5%
• Lack of knowledge about gender language or gender-sensitive language 3%
• Fear of a public shitstorm 2%
• Do not know 3%

Why does your company use gender language or gender-sensitive language? (multiple answers possible)

• Corresponds to the company values 46%
• It pays to address different target groups 43%
• Corresponds to the conviction of those responsible for communication 35%
• Company expects it 35%
• It pays off in terms of the company's image and reputation 33%
• It pays for employer branding 32%
• There are clear guidelines for this in the company 30%
• Employees expect it 30%
• Consistent with management's convictions 27%
• Customers expect it 23%
• Do not know 4%

For the PR Trend Monitor News Aktuell and Per conducted an online survey in February 2024 among 327 communications professionals from companies, organizations and PR agencies in Switzerland and Germany.

The special print edition is not in the usual blue 20-minute boxes, but in your letterbox: the special edition is published in German, French and Italian and is distributed by Swiss Post to all 4.6 million households in Switzerland between Wednesday and Saturday.

In terms of content, the issue celebrates the highlights from 25 years. Numerous personalities from sport, business and show business who once made it onto the cover of 20 minutes have posed with their cover page for the anniversary edition and told us what this moment meant to them. Former Federal Councillor Micheline Calmy-Rey talks about the day she was elected to the Federal Council. Singer Luca Hänni explains why there is no more teenage screaming at his concerts today, and Didier Cuche shows off his legendary squat once again.

The anniversary edition also takes a look at the history of 20 minutes. In addition, people from the 20-minute community have their say and the news scouts and readers are given a big thank you.

The special edition is also available in the e-paper following the regular daily edition.

To awaken the spirit of adventure in the Aargau-Solothurn vacation region, Crossfive created a visually distinctive, eye-catching campaign. This is intended to show that not only the hikes and walks are an experience, but also the journey there and back by Postbus.

The Basel agency created an eye-catching badge for each of the region's excursion tips and staged the landscape next to it, which was photographed by Michel Jaussi. Screen advertising was placed in the vehicle, posters, hanging boxes, social media and owned media. In addition, the badges were all embroidered in real life. Excursion fans can collect them via a social media challenge.

The campaign is active until mid-October.

Responsible at PostBus: Claudia Järmann, Alketa Gashi. Responsible at Crossfive: Martin Wyss, Gabriel Körte, Lukas Engel, Alain Stöcklin, Rahel Bütikofer.

Migros Basel offers the largest regional range in north-western Switzerland. The numerous products are made with love and passion in and around Basel. The cooperative is proud of its commitment to the region. The current campaign, which was created in close collaboration with freelance copywriter and concept developer Dieter Boller, aims to highlight the regional diversity of Migros Basel.

Because Migros Basel employees know best which regional products are particularly recommended, they present their personal favorite products themselves and tell us about their personal connection to them and the Basel region.

Classic advertisements, posters and digital advertising materials provide a crisp foretaste of the nine employee stories, which you can find out more about on the Migros Basel website. The campaign started in July and will run until the end of September.

Responsible at Migros Basel: Andreas Lehr (Head of Marketing Communication), Simone Troller (Head of Market Development), Meret Buser, Chantal Brantschen (Art Direction), Michelle Weber (Photography), Michel Blind (Multimedia Producer), Simone Wunderlin (Digital & Content Marketing). External partners: Dieter Boller (Text), Michaela Stalder (Content).

Pepsi's commitment to Swiss women's football includes sponsorship of individual players as well as promotion at club level. The brand is also an official sponsor of the UEFA Women's Euro 2025 in Switzerland. "We want to emphasize that we are serious about our support for women's football in Switzerland," says Andreas Locher, Director Beyond Beer, Water & Soft Drinks at Feldschlösschen Getränke. "That's why we decided to enter into not just one strategic partnership, but several and at different levels." Pepsi wants to ensure that women's football gets the visibility it deserves and that more women are motivated to play football in Switzerland.

Pepsi is now launching its first campaign for the Swiss market under the slogan "Thirsty for more". The two national team players Riola Xhemaili and Nadine Riesen appear as brand ambassadors and faces of the campaign. "Both players are a perfect fit for the Pepsi brand. They embody the ambition and the will that is in 'Thirsty for more'," explains Claudia Leuenberger, Brand Manager Pepsi at Feldschlösschen Getränke. "They also represent the brand with their fresh and likeable personalities. We've never had so much fun on set as with these two professionals."

The campaign idea comes from the Brinkertlück Switzerland agency. In three short commercials, the two players repeatedly discover a "Goal Wall", inspired by a sip of Pepsi and of course with the necessary skills, they always manage to score the perfect goal.

In addition, players from the sponsored clubs - FC Basel, FC Zurich and YB Women - are also appearing. Together with Xhemaili and Riesen, they will appear in a national OLV, DOOH, OOH and social media campaign. Several waves are planned that will extend far beyond the Women's Euro.

Client: Feldschlösschen Getränke AG. Strategy, conception and implementation: Brinkertlück Switzerland. Realization of film and photo shootMcqueen Films. Media: Dentsu.

The visual on the locomotive picks up on the current Lattesso emoji campaign, which has been running since spring 2024 and was realized by Studio Thom Pfister (Markt-kom.com reported). The idea behind it: Emojis stand for quick, uncomplicated communication - just as Lattesso stands for quick, fresh coffee enjoyment.

Using a locomotive as an advertising medium was a strategically well thought-out decision by Lattesso. After all, a locomotive stands for mobility, dynamism and progress. And these characteristics would harmonize perfectly with Lattesso's natural energy kick. In addition, up to 1.2 million people travel on SBB trains every day, which guarantees excellent visibility and a lasting brand presence. Because only a few advertising locomotives are currently on the move in Switzerland, the Lattesso locomotive also enjoys a special exclusivity.

At a time when environmental issues are becoming increasingly relevant, the Lattesso advertising locomotive also wants to send out a strong signal for sustainability. By choosing an environmentally friendly means of transportation, Lattesso shows that responsible consumption and environmental awareness go hand in hand.

The advertising locomotive will be on the rails for 13 months from Friday.

Responsible at Cremo: Jörg Amstad (Brand Manager Lattesso), Karin Kägi (Brand Manager Lattesso), Patrick Th. Onken (Chief Marketing & Innovation Officer Cremo). Responsible at Studio Thom Pfister: Thom Pfister (Creative Director, idea and concept), Roland Zenger (Art Director), Daniel Hackiewicz (Senior Designer), Ursula Rytz (Senior Consultant). CGI and animations: Oli Hallberg, Priska Fuhrer. Production: Remund advertising technology. Marketing: SBB, APG|SGA.

The tourism organization's summer video was intended to bring the Val Surses closer to users and showcase the diversity of the region. The "Story Engagement" advertising format brought the Surset landscape directly to cell phones. According to Capture Media, the stories, which are similar to Instagram stories in terms of their interactive control, achieved an engagement rate of 4.85% compared to a benchmark of 2%. The above-average interaction shows that the video content not only appeals to mobile users, but that it has also demonstrably aroused interest in the Val Surses region.

The summer campaign ran from May 24 to July 21, 2024 and was structured in several parts. In the first phase, users were targeted on various channels - from advertising media in display and social media to static and native ads. The predominantly mobile traffic was optimized daily through the targeted selection of particularly high-performing channels. According to Capture Media, this resulted in a remarkable quality of traffic for the campaign. In the second phase, the message was specifically reinforced by the summer video and the intrinsic interest of the users was further promoted.

Responsible at Tourismus Savognin Bivio Albula: Tanja Amacher (Managing Director), Luana Tscharner (Team Leader and Product Manager Mountain). Responsible at Geyst: Marina Hafner (consultant), Johannes Just (creation). Responsible at Capture Media: Leona Zerr (Lead Digital & Analytics), Ayla Schwarzenbach (Digital Designer), Nicole Ruckstuhl (Commercial Manager).

"The initiators of Radio Alpin, Schawinski and Stefan Bühler, had tried in vain to persuade the Zurich Commercial Court to prohibit Somedia from using the 'Radio Grischa' brand," Somedia announced on Friday. However, the court rejected all applications.

Radio Grischa went on air in 1988, but was renamed Radio Südostschweiz RSO in 2015. "With this renaming, the name Radio Grischa disappeared from the public eye," argued Schawinski and his business partner, as they explain on the Radio Alpin website. If a trademark is not used commercially for at least five years, it is no longer protected under Swiss law.

With the planned launch of Radio Alpin at the beginning of 2025, Schawinski and Bühler wanted to revive the "extremely popular name Radio Grischa" and give the new station this name.

"Brand continues to be used"

Somedia, on the other hand, emphasized that "the Radio Grischa brand with the iconic ibex" is still being used and continues to be offered as an internet radio station by various streaming service providers, for example. The commercial court has now recognized that Somedia never abandoned the Radio Grischa brand, Somedia wrote.

At the beginning of the year, the Graubünden-based broadcaster Radio Südostschweiz lost its license for 2025 after 35 years when the Federal Office of Communications awarded radio licenses. Schawinski had been awarded the license with an application under the name Radio Alpin.

Schawinski denies defeat

It is not true that the trademark dispute over Radio Grischa was decided in favor of Somedia, Schawinski and Bühler contradicted in a statement on the same day. The only issue before the Zurich Commercial Court was the use of the company name Radio Grischa, which Somedia can now continue to use.

"However, it is the Swiss Federal Institute of Intellectual Property (IPI) and not the Commercial Court that decides on the use of the Radio Grischa trademark. The proceedings before the IPI are still pending," wrote Schawinski and Bühler.

"We founded our company under the name Radio Alpin Grischa AG some time ago and had it entered in the commercial register. We are sticking to the Radio Grischa brand for our station," emphasize the radio producers. (SDA)

There is a simple rule that all parents know: children get sick at inopportune moments. Late at night. At the weekend. During the vacations. Then the carousel of thoughts starts: harmless or bad? Act or wait and see? Everyone knows that googling symptoms is tricky. Everyone does it anyway and is often even more worried afterwards. And online forums contain a mix of helpful and horror scenarios.

So what to do? That's exactly why Mal ehrlich and the Hirslanden Group jointly created over 50 articles and published them on Thursday. For this purpose Mal-ehrlich.ch owns the category Health created.

The published texts focus on the topics of babies, toddlers and pregnancy - they deal with typical childhood illnesses as well as other medical challenges such as digestive problems, wounds, teething, insect bites, nutrition and much more.

The content on health-related topics has been written by journalists and checked by experts from the Hirslanden Group. All information is of course for guidance only and does not replace the medical assessment of a specialist in individual cases.

"Hirslanden was the partner of choice for this healthcare category," says Andrea Jansen, strategist and founder of Mal ehrlich. The connection between Mal ehrlich and Hirslanden also has emotional elements: Andrea Jansen and Rebecca Krausse's children were born in Hirslanden clinics. "We have experienced the quality and expertise of Hirslanden ourselves, and it fits perfectly with our values and standards at Mal ehrlich," says Managing Director Rebecca Krausse.

The partnership is also a win-win situation for Hirslanden: "High quality, a sense of responsibility and self-determination - these are values that characterize the Hirslanden Group and Mal ehrlich. That's why we were delighted to receive the request and agreed to this commitment," says Olivia Werth from Hirslanden Baby.

With the freely accessible texts, Mal ehrlich aims to relieve parents, allay their fears and provide help. The platform also hopes that the medical texts will reach a group of parents who were previously unaware of the parents' platform and its commitment. "It would be great if parents could find something about head lice on our website and also learn that the hullabaloo in their heads has a name: Mental Load," says Head of Content Anja Knabenhans.