The revised brand positioning has been visible since Monday. The previous claim "Ready together" has been replaced by "Discover what you can do" and the visual appearance of the brand has been slightly adapted and modernized. "Our brand is well positioned," says Olaf Geuer, Head of Brand at Swisscom. "But the competition is challenging us, new technologies and players are conquering the market. A strong brand that customers feel connected to is more important than ever." This is why a cross-divisional team at Swisscom has sharpened the brand positioning and image and launched a new communication platform.

To kick off the repositioning, a Image campaign launched. In a TV and cinema commercial, a father tells his daughter Mia a personalized bedtime story about a monster princess with the help of generative artificial intelligence (GenAI). This story is first adapted as a book in the commercial, then filmed and ends in a movie premiere that father and daughter experience together.

Elements of the campaign become real

"We are not only focusing on the unique book of the monster princess in the commercial, but also going one step further," says Alice Sauerer, Head of Marketing Strategy, Campaigning & Insights. "We are realizing it - written and illustrated with the support of GenAI - as a high-quality children's book, making AI innovations, which are sometimes perceived as abstract, and our new brand positioning tangible for everyone." In line with the claim "Discover what you can do", the book contains instructions on how to create your own bedtime story with the help of GenAI.

The Monster Princess book will be published in a limited edition of 6000 copies. In addition to the TV commercial, the campaign will be accompanied by posters, DOOH and various online and social media measures.

Responsible at Swisscom: Olaf Geuer (Head of Brand), Pierre Besnard (Head of Marketing Communications & Commercial Management), Alice Sauerer (Leader Marketing & Channel Management), Felix Zürcher (Project Manager Communication Platform and Campaign), Nicolai Reuland (Co-Lead Brand Marketing & Communications), Tamaris Erni (Co-Lead Brand Marketing & Communications), Régine Cavicchioli (Creative Director), Simon Lanzi (Concept Designer), Pascal Frey (Creative Director Brand & Design Lead), Milos Radovic (Head of Marketing Strategy B2B), Chrystelle Muratel (Head of B2B Marketing), Karoline De Falco (Social Media Manager) External partners: David Lübke (Creative Direction), Marvin Hugentobler (Creative Direction), Edi Walker (Consulting), Serviceplan Production: CZAR (Film Production), Bart Timmer (Director), Nanu Segal (DOP), Florian Nussbaumer (Executive Producer), Louis von Mallinckrodt (Line Producer), Maciek Pocoga (Photographer), Ballad (Music), Dubdub Studios (Sound Design & Mix) Media: Swisscom and Mediaschneider in close cooperation.

Migrolino relied on the expertise of the Zurich agency Rosarot to make the freshness of its own ready-to-eat range "Migrolino Truly Good" even better known.

To ensure that the freshness campaign really comes across as "fresh", Rosarot decided to forget its own good manners. "Yes, you can't talk with your mouth full, we already know that," says Franz Neugebauer, concept developer and copywriter at Rosarot. "But when food is as fresh as Migrolino's, you have to tell people about it, don't you?"

In the campaign, Rosarot therefore shows people who can't keep the freshness of the products to themselves when they bite into them - and say directly, with their mouths full, how extremely fresh they are. It may not be the English way, but it is likeable, humorous and attention-grabbing.

Fupa on all channels

The motifs can now be seen in Migrolino stores, on OOH, DOOH and online. The campaign is rounded off with a radio spot and its own social media implementations, in which the mouth is also filled to the brim.

Responsible at Migrolino: Nina Wick (Marketing Project Manager), Alexandra Vogel (Marketing Manager), Fulden Bas (Marketing Assistant), Lara Stürmer (Marketing Assistant), Seraina Hummel (Marketing Assistant), Pascal Wetter (Digital Marketing Team Leader). Responsible at Rosarot: René Karrer (Creative Direction), Felicia Lauper (Consulting), Nadine Ticozzelli (Consulting), Franz Neugebauer (Concept/Text), Carmen Stähelin (Concept/Text), Boris Stoll (Art Direction), Maria Alcover (Graphic Design), Horatiu Sovaiala (Video/Photo/Content Creation), Joe Bastiampillai (Social Media Consulting), Fabio Montefiori (Realization/DTP), Claire Hulla (Realization/DTP). Production: Corinne Zeltner, nom-nom (Food Styling), Sophia Singh (Hair & Make-Up).

The more, the better. At least that's the theory. Galaxus Mobile's new campaign refutes this statement with a wink: five people walking a dog on a lead - awkward. Three consultants holding a presentation at the same time - incomprehensible. Four men sharing a urinal - impractical.

In six commercials, Galaxus Mobile uses absurd scenarios to make it clear: "Not everything is better together, but Galaxus Mobile is". With the "Family + Friends" option, all subscribers can save money. The costs are reduced by one franc per group member for a maximum of five people - i.e. a total of four francs per month.

The campaign can be seen online from Monday in German-speaking and French-speaking Switzerland, on relevant social media channels such as Instagram and TikTok and on web TV.

Responsible at Digitec Galaxus: Martin Walthert (Chief Marketing Officer), Flurin Spring (Creative Director), Jill Wanner (Leader Brand Communications), Amber Roth (AD), Julian Stauffer (Teamlead Creation, Director), Mariya Alipieva (Project Management, Brand Communications), Manuela Rüegg (Producer), Valentina Sproge-Werndli (DoP), Christian Walker (Photographer / Gaffer), Daniel Kobi, Manuela Rüegg, Julian Stauffer, Amber Roth (Concept), Cédric Feusi (Digital Marketing), Luca Giugliano (Digital Marketing & Media Planning), Language Services (French transcreation). External partners: Streecasting.ch - Andrea Sponring (casting), The Spot - Philippe Favre (location scouting), Amanda Brooke (styling, hair & make-up), Amma Bruchez (assistant styling), Viviane Rapp (set), Maude von Giese, Lena Bucheli (assistant set), Michele di Fede (photo & video assistant), Florian Hinder (set sound), Lea Mannale, (runner), Marko Strihic (editor), Simon Hardegger (grading), Christian Spirig (color grading photo), UKO - The Audio Suite (sound post-production).

A wide logo with red letters on a white background, a clear look and better legibility: since Sunday, the SonntagsBlick in the new layout. Thanks to the redesign, the Sunday title is now more closely aligned with the new design of the digital View-appearance. The new look also reflects "the digitalization at Ringier" and takes into account trends in the European media world, according to the media company.

The new layout was developed internally by SonntagsBlick-art director Chris Waeber and SonntagsBlickeditor-in-chief Reza Rafi developed and implemented. "The time has come to SonntagsBlick more appealing and modern - with the focus remaining on good stories and powerful visuals," says Rafi about the relaunch. "It was also very important to us that we move towards the future with this layout, but still remain fully in the tradition of this title, with which Ringier invented Swiss Sunday journalism in 1969."

The OOH campaign comes at a strategically favorable time, according to a press release. "Significant changes in the Swiss DIY landscape" will enable Jumbo to further consolidate and expand its market position. The DIY store will soon be the only nationwide provider with locations throughout Switzerland. Communication is therefore consistently focusing on customer proximity and a personal shopping experience.

The implementation focuses on DIY enthusiasts who are supported by a blue elephant trunk in everyday situations - when gardening, furnishing, barbecuing or repairing bicycles. Derived from the well-known Jumbo logo, the trunk symbolizes the presence and support that customers experience in every Jumbo sales outlet. The blue trunk becomes a recurring element of all campaign subjects and is intended to playfully embody the brand promises of proximity, competence, variety and service.

The OOH campaign is being played out throughout Switzerland and draws customers' attention to both the stationary Jumbo experience and the seamless connection with the digital offerings.

Responsible at Jumbo: Zorica Vokic (Head of Advertising), Cécile Imhof (Project Manager). Responsible at Company Production: Michael Gloor (Producer), Christopher Graage (Producer), Sven Germann (Photographer). Responsible at Kreisvier: Sandro Looser (Chief Client Officer), Selina Girletti (Consultant), Moritz Staehelin (Creative Director/Text), Sven Kahler (Senior Art Director), Christian Schirmer (Senior Copywriter), Nissrin Asri (Interactive Media Designer), Celine Kohler (Desktop Publisher), Cyrill Nussbaumer (Image Editing).

Just like fashion, hay fever is subject to intense seasonal fluctuations. The testimonial campaign picks up on this theme and humorously visualizes the classic symptoms, such as tingling and itching. The measures were developed by Studioaulac, which is based on Lake Constance.

The subjects can be seen in various digital channels - including DOOH, social media feeds, stories and reels. The campaign is complemented by programmatic advertising with contextual targeting, direct buys and traditional ads in German- and French-speaking Switzerland.

Vresponsible at Zeller: Johanna Rudolph, Rahel Natterer, Yulia Kirschner. Responsible for Studioaulac: Burghard Drews.

Company formation, export financing, succession solutions - the corporate clients of Switzerland's second-largest universal bank have different needs. ZKB positions itself as a reliable partner that responds to these needs and, based on its service mandate, does more for everyone - including all companies. With personal support in every entrepreneurial phase.

The proximity that ZKB strives for in direct cooperation should also be noticeable in the advertisements and social media ads, which are aimed specifically at entrepreneurs. And to those who would like to become one.

Responsible at ZKB: Jan-Hendrik Völker-Albert, Felix Peyer, Fabiano Annoscia, Alexandra Rahm, Cornelia Grüninger, Florian Gruber, Dominik Streich. Overall responsibility for conception and creation: Rod Communication. ProductionTasty Pictures, Lea Fee (Executive Producer), Alessandra Dolci (Producer), Giosch Netzer (Junior Producer), Apricotberlin (Photographers/Directors), Fabian Kimoto (DoP), Sean Fee (Editor), Pablo Nouvelle (Music), Nurali Kushkov (Colorist). Media realization and image processing: Blish, Jlona Kopf, Jana Weber, Fabrizio Rutishauser, Carolina Alpiger, Roman Aebi, Jasmin Knecht, Talia Al-Kenani. MediaWebrepublic, Chiara Naunheim (Consultant Programmatic Advertising), Beatrice Krischan (Senior Consultant Print), Florina Berg (Consultant Social Media Marketing), Sandra Fischer (Consultant Media Strategy), Nadine Schuler (Account Manager).

To mark its 10th anniversary, Newsroom Communication has revamped its own brand identity and is presenting newly designed Websitecolor scheme and logo. The new image is also visible on the newly labeled agency façade in Bern's Breitenrain district.

The composition of the Board of Directors is also changing: Stefan Niedermaier, IT entrepreneur and co-owner of Gassmann Medien, and Iva Bozovic, Chief Marketing Officer at Oomnium and former Business Director at TBWA\Switzerland, are joining. Peter Marthaler, former Head of Communications at Mobiliar, and agency owner Marcel Suter are leaving the Board of Directors after almost ten years to make way for the two new additions.

The agency emerged from a student project in 2015. Originally started as a newsroom concept for events, this was followed somewhat later by consulting mandates for the year-round communication work of organizations, which has now become established in many companies and is often referred to as the "corporate newsroom".

According to the agency, it intends to further deepen its expertise in the area of corporate newsrooms in future and "ensure that communications and marketing departments get even more out of their channel silos in the future". Further details will be announced at the next edition of the event "Newsroom Insights" on June 18, 2025 be presented.

After several months of renovations, the Blue Cinema Abaton will reopen at the end of May 2025, looking better than ever and featuring Zurich’s first IMAX theater (Markt-kom.com reported).

«Not all movie theaters are the same. The new IMAX screen is so huge, the colors so intense, and the sound so captivating that you feel like you’re right in the middle of the movie and experience the story with your whole body.» says Rahel Künzle, Head of Marketing & E-Commerce at blue Cinema, adding: «Our dream was to make this immersive experience tangible even in our advertising.»

Great Cinema for Great Cinema

The creative team at Insighters, led by Creative Directors Susen Gehle and Andy Lusti, took on the challenge and developed the opening campaign for the new Blue Cinema Abaton, which they brought to life in collaboration with the film production company Polarwind.

«When asked how to best portray great cinema, there was only one answer for us: with great cinema,» explains Susen Gehle with a smile. Her creative partner, Andy Lusti, adds: «Something great is born from many small details, into which everyone involved has poured their heart and soul and expertise to bring the story to life.» The story presents a visit to the new IMAX theater in true Hollywood style as an epic blockbuster, peppered with loving nods to numerous cinema classics.

Hollywood in the Heart of Zurich

«We also drew heavily on Hollywood’s bag of tricks for the special effects so we could shoot all the scenes authentically and »in camera,«» reveals Fabian Weber, director and producer of *Polarwind*. The “advertising blockbuster” was filmed right across from the Abaton at the Schiffbau.

The thrilling launch of the space shuttle Atlantis from the Kennedy Space Center in Florida was also filmed «in camera.» The spectacular footage comes from the IMAX film «Space Station 3D» and is being used exclusively for the opening campaign of the new Blue Cinema Abaton. The action-packed story culminates in a monumental aerial view of Zurich, created by Wombat Studios from over 100 photos and edited using AI. The cross-media key visual depicts the Blue Cinema Abaton as the city’s new center, with its landmarks and buildings arranged in concentric circles around the renovated entertainment complex.

At the product level and at the point of sale, the conceptual idea is brought to life visually, with each offer placed at the center of concentric circles of light, much like those radiating from a movie screen. The cinematic campaign is now live and will be rolled out in several phases.

Responsible at Blue Cinema: Rahel Künzle (Head of Marketing & E-Commerce), Linda Turan (Senior Marketing Manager), Stefan Schumacher (Head of Creation & Production), Nadja Dietiker, Florian Schilling (Marketing Production Professional), Jan Bosshard (Technical Specialist), Livio Federspiel (POS Photography). Responsible at Insighters: Andy Lusti, Susen Gehle (Creative Direction, Strategy, Concept, Copy), Lukas Wietlisbach, Fabian Rietmann (Art Direction), Wombat Studios, Lily Metzker (Image Editing). Contact at Polarwind: Fabian Weber (Director/DP), Dominik Gspan (1st AD), Thomas Hrabovsky (1st AC), Roman Brändli (Gaffer), Jakob Wessely (Best Boy), Till Schlatter (Grip), Emilie Fischer (Set Design & Props), Vivane Saner (Hair & Makeup), Manuel Freivogel (Set PA), Oliver Don (Editor), Unsere Farben (Color Grading), Very Noise Music (Music), Denis Elmaci (Sound Design and Mix), Das alte Lager (VFX).

SPG supports people with spinal cord injury throughout their lives with a service network that is unique in the world. To fulfill this mission every day, we need motivated and inspired people who pull together.

Under the motto "Become part of something bigger", Freundliche Grüsse worked closely with the SPG to sharpen the employer brand and develop a new, cross-media employer branding campaign. Because if you want to do pioneering work, help shape innovation and enable people with spinal cord injury to lead a self-determined life every day, the Swiss Paraplegic Group is the right place for you. With over 2000 specialists from more than 100 disciplines, great things are possible here.

The campaign is divided into the areas of awareness, consideration and conversion. People who work for the Swiss Paraplegic Group are at the center of all advertising materials and content formats. In the awareness phase, the focus is on the Group as an attractive employer with a wide range of development opportunities, and the headline is appropriately expanded with: "Become part of something bigger. Become a nurse with us". Various professions are teased in different advertising formats and videos to highlight career opportunities at the Group. The ads are being played out in DOOH, OOH, on rail posters, hanging boxes, social media and YouTube.

In the consideration phase, specific job profiles are shown to make the uniqueness of the jobs tangible. In longer videos, employees provide authentic insights into their everyday lives. They show where they do pioneering work, what drives them and how their work makes an impact. In the final phase, the focus is on specific advertised positions.

Responsible at SPG: Katrin Birrer, Stephanie Steiger (Employer Branding Manager), Stefanie Kaufmann, Christa Bray (Marketing & Communication); Andrea Federer (Head of Visual Communication); Aleksandra Mladenovic (Project Manager Online Marketing); Andrea Zimmermann (Project Manager Media & Communication). Responsible at Friendly regards: Samuel Textor, Pascal Deville, Fabian Biedermann (overall responsibility); Eva Brun, Kathy Känzig (consulting), Jaqueline Rufener, David Elmiger (concept/text), Kevin Zysset (art direction), Pascal Pfohl (content production), Julia Felder (graphics/motion design); Studio Linden (film and photography), Ansichtssache (DTP).

Blue Cinema is opening its new Imax auditorium at the Abaton cinema in Zurich-West on Saturday. This is the first time Zurich has had an Imax cinema that uses particularly high-quality projection technology and digital surround sound. According to the operator, the aim is to provide a more intense cinema experience.

In addition to the Imax auditorium, the modernized cinema now also includes a First Lounge. Here, guests can watch films in comfortable reclining chairs and have access to a separate foyer. Blue Cinema already offers a similar concept in other cities in Switzerland.

There is also a new café-bar integrated into the building, which is also open to non-cinema guests. The gastronomic offer ranges from breakfast and light meals to cocktails in the evening. A self-service store completes the new concept.

For the official opening weekend on May 24 and 25, Blue Cinema is offering 2-for-1 cinema tickets as well as other activities such as Imax demonstrations and special screenings in the First Lounge. The regular program starts on Saturday with the first previews of the film "Mission: Impossible - The Final Reckoning".

Cyril Wick, CEO of Blue Entertainment, emphasizes the importance of the new opening for the company: "With the Imax auditorium and the First Lounge, the Abaton in Zurich is setting new standards for cinema experiences - both for cinema fans and for corporate events."

For the opening campaign for the renovated Blue Cinema Abaton, Insighters and Polarwind are relying on an advertising blockbuster. Find out more here.

The 62-year-old head of the SRF regional editorial office for Eastern Switzerland and Graubünden is taking early retirement at the end of November 2025. She is leaving SRF at her own request so that she can devote more time to her passion as a dog trainer.

Lorenzetti has been with SRF for 28 years. After starting at "Regionaljournal Ostschweiz" in 1994, she switched to "Regionaljournal Ostschweiz" for three years. Tages-Anzeigerbefore returning to "Regionaljournal" as editor and deputy studio manager in 2006. Since 2015, she has been responsible for the management and also has coordinating tasks on the SRF regional editorial board.

Lorenzetti looks back positively on her time: "It has been many wonderful years and I am lucky to lead a dedicated team that reports on Eastern Switzerland and Graubünden every day with great expertise." She is now looking forward to the new phase of her life.

Ursula Gabathuler, Co-Editor-in-Chief Audio/Digital at SRF, regrets Lorenzetti's early retirement: "With her deep understanding of the region, she has shaped the 'Regi' for many years. She led her team with a high degree of competence, commitment and warmth and passed on her passion for local journalism to many colleagues."

The successor for the management of the "Regionaljournal Ostschweiz" is currently still open.