"This can't be a coincidence...", says Bruno Böhlen. The slope painter for the Lauberhorn races has already uncovered the "biggest marketing coup of all time" with the "slope color" at the end of SwissSki's sponsorship of Swisscom (Werbewoche.ch reported). After introducing the slope colors at all FIS World Cup races, Bruno now wants to prove that Swisscom is also behind the new jersey colors of the Swiss national football teams.

Bruno on a mission to fans, players and manufacturers

To kick off the campaign, Bruno travels to the Swiss national team's European Championship preparation camp. When he gets nowhere with the fans in the stands, he sneaks into the national team's dressing room, where he is caught by Manuel Akanji, Nico Elvedi and Vincent Sierro. After the players don't want to help him either, Bruno tries to confirm his theory with the manufacturer of the national team jerseys. No matter what he finds out on his mission, one thing becomes clear with every step he takes: Swisscom, as the official partner, is rooting for the Swiss colors.

Surprising comeback

The "Trikotfarbe" campaign is an unexpected continuation of the "Pistenfarbe" campaign. Once again, the two freelance creative directors Andy Lusti and Susen Gehle are behind the concept, who developed the idea together with the Swisscom team and implemented the production by Marty-Trezzini and Swisscom's internal multimedia crew.

"Just like Bruno, most ski fans root for the Swiss national football team in the summer. When the new national team jerseys were presented by the Swiss Football Association (SFV), we immediately noticed the unusual blue. With the piste color in mind, this was the perfect opportunity to pick up the ball again and retell the story with the Swisscom colors," Susen Gehle and Andy Lusti report on the creation of the campaign. And Swisscom CD Jürg Brauchli adds: "The slope painter builds a bridge from the old national team sponsorship to the new national team sponsorship and shows in a charming way that Swisscom supports the dreams of the Swiss at all levels."

The story is being told on various channels in the context of the European Football Championship.

Client: Swisscom Switzerland. Creation & Conception: Andy Lusti & Susen Gehle. Project Management: Pascal Morgenthaler. Creative Director: Jürg Brauchli. Communication Functional Lead: Simon Lanzi. Social Media Manager: Jeffrey Gabriel. Film production: Marty-Trezzini, Swisscom. Directed by: Yves Marty, Simon Lanzi. Producer: Gianluca Trezzini. DoP: Jonas Steinbacher, Maxime Da Costa, Noah Rakic. 1. AC: Tim Rüegg. Assistant Producer: Lea-Gioia Gloor. Lighting: Fabio Stecher, Niculin Felix, Jonas Rasi. Sound: Florian Hillner. Set design/equipment: Lara Roos. Hair & Makeup: Viviane Saner. Grading: Franziska Heinemann. Sound Design: Levi Giger.

Switzerland is a global leader in innovation and has a unique education system and excellent research facilities. Nevertheless, there is a lack of the necessary financial support, particularly in the area of deep tech, where research-intensive technological innovations are developed. There is a lack of sufficient venture capital, which means that Switzerland is gradually falling behind the international competition.

This is precisely where the "Deep Tech Nation Switzerland" foundation, which was officially launched at the Swiss Economic Forum, comes in. The foundation aims to mobilize 50 billion Swiss francs for start-ups and scale-ups in the deep tech sector over the next ten years. This should create up to 100,000 new jobs in Switzerland. The foundation wants to improve the conditions for this so that start-ups and scale-ups can grow more easily, making Switzerland more attractive for Swiss and international investors.

Incorporate Need for Action into your appearance     

In close cooperation with Deep Tech Nation Switzerland, Serviceplan Suisse created the entire branding, which, in addition to the overall visual appearance, also included the development of the messaging and a website. With the two main messages "Need for Action" and "Time for Action", the urgency of the situation should be tangible, but without painting a black picture and addressing the different target groups in a positive and activating way.

Deep Tech Nation Switzerland was officially launched on June 6 at the Swiss Economic Forum by Swisscom CEO Christoph Aeschlimann and Sabine Keller-Busse, President UBS Switzerland.

In addition to the website and DOOH advertising media at the SEF, Serviceplan Suisse also created the intro and outro film for the presentation at the SEF. Further communication media are being planned.

Responsible at Deep Tech Nation: Joanne Sieber, Daniel Fisler, Lisa Appels. Responsible in the House of Communication: Micha Seger (Executive Creative Direction), Kelsang Gope, Joss Arnot (Text), Philipp Intlekofer, Luca Di Francesco, Michael Winnicki (Art Direction), Nico Podgorny, Rabea Müller, Nicole Grogg (Consulting), Marcel Benz, Philip Zsifkovits (Strategy), Barbara Meier (Realization), Nathalie Diethelm, Raul Serrat (Overall responsibility). Film production: McQueen Films.

The ADC Award Night was once again the final highlight of this year's Creative Days. From a total of 347 submissions, the jury selected the best works for a cube: a total of 42 bronze, 14 silver and four gold cubes were awarded by the gold jury on Wednesday. There was also a Grand Prix and the ADCESG Award this year. Presenter and former Miss Switzerland Christa Rigozzi hosted the awards ceremony on Saturday evening.

Grand Prix for "The Good Life

According to ADC Switzerland, a Grand Prix is only awarded if a Gold work "shines a little bit more than the others, if it is a little bit more moving, to the point, entertaining and relevant". For President Thomas Wildberger, the history of the impoverished grand dame of Denner simply perfectly realized from the first to the last frame: "The idea, the storytelling, the craft and not least the music are coherent down to the last detail and the entire film is an outstanding work that never stops being fun to watch, even after several viewings." "The Good Life" by Thjnk Zurich for Denner therefore wins gold in the Film - TV/Long Formats category as well as this year's Grand Prix.

Gold was also awarded for the work "The Flipcode Mystery" by Sir Mary for Samsung in the Digital Interactive Promotions category. "Samsung's Tschugger crossover sets nothing less than new standards in the Interactive Promotions category," says Wildberger. "The dovetailing of online and linear TV, social content and scavenger hunt was fun to take part in - and then also to judge."

Another gold cube was awarded to Freitag in the Spatial Experience category. With the anniversary campaign "30 years of Freitag: Thursday Weeks", the bag manufacturer took aim at Migros. In the 1990s, Migros copied the cult Freitag bags and called them Donnerstag. For the company's anniversary, the tables were turned in an original way and a homage to the copy was created: "By turning the Freitag Tower into the Donnerstag Tower and disguising it as Migros, Freitag demonstrated a sense of humor and a great deal of creativity. That was gold for us in the Promotion & Spatial Experience category," explains Wildberger.

Gold and ADCESG Award for Islam Alijaj and Team Farner

When ADC cubes are awarded, political advertising is not the first thing that comes to mind. With the support of "Giving a Voice to the unheard", SP politician Islam Alijaj makes it into the National Council in October 2023. For this strong campaign implementation, Team Farner was awarded the special prize for Gamechanger, the ADCESG Award, as well as Gold in the Creative Effectiveness category. "Islam Alijaj didn't really stand a chance. He started the National Council elections from a hopeless 11th place on the list, has a speech impediment and is in a wheelchair. He made it into the upper chamber with his candidacy at the first attempt. An outstanding achievement, both by Islam and Team Farner," summarizes Thomas Wildberger.

 "Voll das Leben" from Digitec Galaxus is an evergreen

The evergreen must also inspire the ADC jury in the long term, namely over several years. The "Voll das Leben" campaign by Galaxus, which has guaranteed ADC cube wins for many years, was honored as a complete work. It is also among the silver winners again this year.

Rosa Zimmermann and Jannis Pfister are Student of the Year

Rosa Zimmermann and Jannis Pfister won the title "Student of the year" with their interactive build-your-own-adventure film "starrk.". Three other works by students also made it onto the shortlist.

The complete medal table with the winners of the 14 silver and 42 bronze medals is can be viewed on the ADC Switzerland website.

This should save Swiss Post up to CHF 45 million a year from 2026. As Swiss Post Minister Albert Rösti told the federal media on Friday, the financing of the universal service is thus secured for the time being.

This should allow Swiss Post to continue to provide the public service on its own. Rösti also wants to ensure the basic service without subsidies in the long term.

In the planned revision of the ordinance, the Federal Council is responding to the challenges facing Swiss Post with a minor reform. Later on, it intends to redefine the universal service in a revision of the Postal Act.

His proposal on Friday sets out the direction for a consultation draft on the revision of the Postal Ordinance. The Federal Department of the Environment, Transport, Energy and Communications (DETEC) is to prepare this by the end of February 2025.

Reductions in punctuality ...

For households, the revision of the ordinance means that Swiss Post will be less punctual. Only 90 percent of letters and parcels will have to arrive on time according to the specifications. Currently, 97 percent applies to letters and 95 percent to parcels.

These requirements would force Swiss Post to make excessive investments geared towards peak times, Rösti explained to the media at the Federal Palace. Bernard Maissen, Director of the Federal Office of Communications, said that these were minimum requirements. He expects punctuality to settle between the previous and the proposed new values.

... and delivery area

The obligation to deliver to all houses that are inhabited all year round, which has been in force since 2021, is to be dropped. According to Albert Rösti, this will affect three percent of all homes or 60,000 households.

Settlements with five or more houses on an area of one hectare that are inhabited all year round will continue to be served, explained Maissen. This is a return to the regulation before 2021. Swiss Post is looking for solutions for remote houses. "No one will be left behind," Rösti assured.

The Federal Council is sticking to the delivery of parcels and letters on five working days and press products on six weekdays for as long as possible and also in the key points of the revision of the ordinance, Rösti continued.

Stronger digital offering

The Federal Council wants to meet the changing habits of the population and companies as a result of digitalization by including digital letters in the basic postal service.

According to Rösti, senders send their letter from their computer or smartphone to Swiss Post, which encrypts it in real time and delivers it securely to the recipient. If digital delivery is not desired, Swiss Post will print out the letter and deliver it on paper. According to Rösti, the cost of this has not yet been determined.

The volume of letters sent by Swiss Post has fallen by a third in the last decade. Swiss Post expects a further 30 percent decline by 2030.

Digital payment transactions are well advanced in Switzerland. This is reflected at the post office counter. Cash deposits, which have already fallen to a quarter since 2000, are expected to fall by as much as 80 percent by 2030. However, as cash continues to play an important role, the Federal Council wants to retain analog cash payments.

In future, however, the payment account will also include an online payment method, such as a debit card or a payment app, and an internet payment service. Use of the digital offering is voluntary.

Postal Act must be revised

In a second step, the national government considers a comprehensive modernization of the universal service to be unavoidable. For the necessary revision of the Postal Services Act, the Uvek is to present key figures on the structure of the universal service from 2030 in 2025. The Federal Council is therefore not committing itself to further measures at this stage.

Rösti said that, from a current perspective, this would hardly lead to the abolition of A Mail. However, Swiss Post should not be obliged to provide a basic service that does not meet requirements. Otherwise it would inevitably find itself in financial difficulties. (SDA)

In 2023, Wirz and Graubünden Ferien launched the Patgific golf campaign, which showed that you can play golf in Graubünden in a very relaxed way (Werbewoche.ch reported). The current campaign aims to reduce the pressure on golfers to perform even more: anyone who plays a bad round of golf in the mountain canton is doing something good and making a valuable contribution to nature. For every bad handicap, Graubünden Ferien donates five francs to promote biodiversity.

"Playing more relaxed and doing something for the environment - golfing in Graubünden is always a win-win situation, even if you lose," explains Jan Kempter, Creative Director at Wirz.

The fundraising mechanism is simple to implement: Golfers play a tournament or an EDS round as normal. If they worsen their handicap in the process, they can simply take a photo of their scorecard and donate it. upload on the landing page. The total donation amount is then increased by five francs.

The fundraising campaign is advertised with an online campaign that includes a film, several snippets as well as social and native ads.

The campaign is a joint initiative of Graubünden Ferien, the Office for Nature and the Environment, Terraviva and the Grisons Golf Association with the aim of promoting biodiversity on the region's golf courses. Golfers have until October 6 to play as poorly as possible.

Responsible at Graubünden Ferien: Yves Luetolf (CMO/Vice Director), Antonella Klee (Marketing Manager), Sara Ragettli (Digital Marketing Manager). Responsible at Wirz Group: Jan Kempter, Evelyn Schellenberg, Adrian Busse, Lana Zumbrunnen, Janna Löhr, Marleen Diener, Julia Keller, Ruwanie Hayoz, Giovanni Bucca, Oliver Fäs, Günter Prächt. Production: Studio Nord: Nadja von Burg & Valentin Kathriner (film production and direction); Valentin Kathriner (Director of Photography and Edit); DubDub Studios (Audio Postproduction): Gregor Rosenberger (Audio Engineer), Sandro Palomba (Producer). Media: Capture Media.

The Metzger name has been a constant in the Swiss advertising landscape for over 40 years. After Ted Metzger founded the agency in Zurich's Seefeld district together with his wife Kathryn and creative partner Matthias Blatter, the first issue of the AdvertisingWeek with the headline "Metzger and Blatter take off".

The young, wild agency was quickly able to attract well-known clients: Hotelplan, PKZ, Emil Frey, LaPrairie, Christ, Shopping Center Spreitenbach, Railtour Suisse and Patria Versicherungen all contributed to the fact that the agency soon needed more space and so moved from Zurich Seefeld to Zollikon. This was followed by several name changes to Metzger Lehner Briccola, later Metzgerlehner and today's MRB (Metzger Rottmann Bürge). The Metzger name remains the constant to this day and makes the creative agency probably the oldest independent, owner-managed Swiss agency in family ownership.

Advertiser through and through

Ted Metzger was born in Arbon TG on November 6, 1939, the son of a baker and confectioner. After leaving school, he trained as a typesetter before moving to Zurich, where he worked as an advertising assistant at Amag Schinznach from 1963. At the same time, he completed his basic training as an advertising assistant at the SAWI in Biel. In 1965, he moved to Brüllmann & Contini in Biel, where he worked as an advertising assistant for General Motors Suisse.

Back in Zurich, Ted moved to Magazine zum Globus in 1967, where he headed the advertising department for ten years and also increasingly worked as a copywriter and concept developer. In 1978, he returned to the agency side and became head of the consulting group and a member of the extended management of Adolf Wirz AG. On October 1, 1982, he set up his own business with Kathryn Metzger and creative partner Matthias Blatter and founded the full-service agency Metzger/Blatter/Partner, now MRB.

A person with many ideas

It is with gratitude and great respect that we bid farewell to a courageous entrepreneur, gentleman, aesthete and old-school advertiser - a man with many ideas that still inspire us today. We will always remember his wit, his creativity, his passion for beautiful things and his deep connection with the advertising industry to the end.

Early works by Metzger/Blatter/Partner

In the latest advertising film, Arosa Tourism uses emotional storytelling to encourage parents to spend more time with their families. The moving story focuses on a father who has too little time for his child due to his work commitments. He realizes too late how important it is not to miss out on these precious moments. The film is a reminder that the time we spend with our children is priceless and that it is never too late to focus on what is important.

The film, produced by director Philippe Woodtli from Woop Productions, is stylistically very different from previous Arosa Tourism productions and has a clear goal: it should go straight to the heart and appeal to viewers on an emotional level. "We deliberately want to take a new approach and inspire viewers with an authentic, touching story," explains Marion Schmitz, Vice Director and CMO of Arosa Tourism.

Arosa fulfills family wishes

In Arosa, families have the opportunity to experience their own personal dream moment. On the Landing page or on Arosa Tourism's social media channels, families can now enter their Arosa wish experience. Ten of the most innovative and impressive wish moments will be realized by Arosa Tourism.

Concept: Marion Schmitz (Arosa Tourism). Production: Woop Productions, Bytheway.studio, Philippe Woodtli (Director, Producer), Marc Mauron (Producer), JD (DOP), Florence Gross (Camera), Oliver Muff (Light), Marion Fritschi (Styling & Set Design), Tina Michel (Styling Assistance), Nicola Fischer (Hair & Make-up).

For its expansion into the German market, the digital financial magazine The Market has expanded its editorial team with three high-profile, experienced figures in German financial journalism.

Angela Maier has been working as an editor for the The Market Germany in Munich. She previously reported for the WirtschaftsWoche as chief correspondent. From 2013 to 2022, she worked as a correspondent and reporter at the Manager Magazine. Before that, from 2004 to 2013, she was a correspondent for the Financial Times Germany in Frankfurt and Munich and from 1996 to 2004 editor at the Frankfurter Allgemeine Zeitung.

Arne Gottschalck strengthens the team of The Market Germany since mid-May 2024 as an editor in Hamburg. Prior to that, he worked as a freelance journalist specializing in financial and economic topics and as a finance writer for Allianz Global Investors, among others, since 2016. From 2006 to 2016, he worked as a financial editor at Manager Magazine online. From 2000 to 2006 he was an editor at the Handelsblatt publishing group.

Ulrich Hanke will be based in Frankfurt from September 2024 as editor for The Market Germany report. From 2013, he was publisher and editor-in-chief of his own investment bulletin. Prior to that, he worked as an editor at Gruner + Jahr Wirtschaftsmedien from 2012 to 2013 and as an editor at WirtschaftsWoche.

With the three new additions, the team of The Market Germany complete. The NZZ Financial Magazine expanded to Germany in spring 2024 (Werbewoche.ch reported). Mark Böschen is Managing Editor.

The red ducks were present at various locations in Central Switzerland. On screens in the city of Lucerne, on flyers, on social media, in the form of bathing ducks in letterboxes and on screens in VBL buses and at Lucerne railroad station. This is also where the new communication school behind the red duck holds its classes. The name Quakkomm is a combination of the words "Quak" and "communication", according to a press release.

The school offers a two-part course that culminates in diplomas in proofreading and editing. Various communication courses are also offered - for example on social media, video production and media work.

The school is run by Jasmin Huwyler and Dominique Riedweg. Huwyler is a qualified proofreader and copywriter with a federal certificate and is responsible for the technical side of things. As an industrial engineer, Riedweg takes care of the figures and supports the lecturers with his didactic knowledge as a vocational school teacher. The team is made up of various personalities with extensive expertise in their respective fields.

No competition for Maz & Co.

But does Lucerne - the home of the Maz Institute of Journalism and Communication - need another (communication) school? In the opinion of the sponsors, yes - but with a but. "We don't want to compete with the existing schools in the region," explains Riedweg. "Rather, we see our offer as a supplement. Our courses are very diverse. For specializations that we don't offer, we are happy to recommend other schools." Jasmin Huwyler adds: "New courses are being added all the time and we will continue to cover one or two niches in Central Switzerland."

The Gislerprotokoll association now has over 200 members from western to German-speaking Switzerland - including large companies and educational institutions as well as communication and advertising agencies and independent creative professionals. The association thus pools an enormous amount of expertise in inclusive communication, which is now to be made accessible to all interested parties.

Because the Gisler protocol now offers Workshop and advisory services organized by the association and run by the members themselves. These include workshops on inclusive language and inclusive imagery - but also on inclusive digital solutions. Workshops on the DEIB strategy (diversity, equality, inclusion and belonging) as a whole, specific expert reviews or keynotes on the Gisler protocol in general can also be booked.

In conversation with m&k advertisingweek.ch Nina Bieli, co-initiator and president of the Gisler Protocol, takes a closer look at the new offerings and shows why and where there is still a need for action in Swiss advertising.

m&k advertisingweek.ch: Who are the new workshops and advisory services of the Gisler Protocol aimed at?

Nina Bieli: For all interested agencies and companies who would like to get expert input on one of the topics on offer or who are faced with specific questions in connection with inclusive communication or Diversity, Equity, Inclusion and Belonging (DEIB) in general.

How can we imagine these offers in concrete terms?

It was important to us to cover the most popular topics with our offers and at the same time make the association's extensive know-how accessible. We currently cover the following topics: Inclusive language, inclusive imagery, inclusive digital products, DEIB strategy in general and expert reviews on specific issues. There are workshop formats as well as specialist inputs and keynotes. So there is something suitable for a wide range of needs.

What is the current state of diversity in advertising in Switzerland?

It's getting better and better. We are now seeing more and more really great, creative, freely conceived advertisements that portray very different people as well as people in non-stereotypical roles. At the same time, however, there is still a "hard core" that continues to use stereotypes and tries to portray a supposed Swiss idyll - i.e. primarily people who are clearly white and without a migration background. In our view, these advertisements are becoming increasingly less creative in a national and, above all, international comparison.

Everyone seems to be willing to be more inclusive and diverse in the advertising industry. Is the implementation lacking?

Sometimes the implementation, sometimes the courage. We continue to find that choosing a person in a non-stereotypical role is a brave decision for some companies. The same applies to casting non-white people or using variants of inclusive language.

What could help here?

To show those responsible that it doesn't always take the really big steps. Even small steps towards more facets are steps in an important direction. When it comes to inclusive language, many companies still have questions and find it difficult to use special characters - it's worth taking a closer look at the topic and seeking advice to show that inclusive language can largely succeed without special characters.

Which topics are the most urgent?

This varies from company to company. As I have already mentioned, there are certainly many question marks when it comes to inclusive language. But also around digital solutions or visual language. When compiling the offers, we were guided on the one hand by the expertise that is available in the association, but on the other hand, of course, by what is often in demand.

At this year's brand congress around 650 participants listened to various presentations on strategic and digital topics on two main stages at the Dolder Grand Hotel in Zurich. The motto "Everything new with AI?" provided a platform for intensive discussions on the impact of artificial intelligence (AI) on the brand world.

McDonald's - At the Speed of Culture | AI as a disruption in market research

At the Brand Congress 2024, Swiss agencies TBWA\Zurich presented creative cases from their clients McDonald's and SBB. m&k Advertisingweek.ch asked Manuel Wenzel and Lukas Diem to take part in a short video talk following their presentations.

The power of thinking differently

Götz Ulmer, Creative at David+Martin, made people sit up and take notice in his presentation on the importance of being different in the age of AI: "In the future, creative mediocrity will be completely replaced by AI," said Ulmer. At the same time, it will become an even more valuable tool for extremely accelerating processes, promoting thought-provoking ideas and putting the fear of the white screen to rest. However, Ulmer is convinced that AI will never be able to replace cutting-edge creation. "Because it has not been trained by humanity's previous pool of knowledge, but is always new and unique." He emphasized that true innovation often lies outside conventional thought patterns.

AI as a challenge in marketing

According to this year's "Marketing Barometer" by ESB Marketing Network and StrategyOne, the integration of AI is one of the biggest challenges for Swiss marketing decision-makers. Of the 150 respondents, only 9 percent consider themselves to be well positioned digitally.

Despite the hype surrounding AI, basic data work is being neglected. Digitalization and AI should not be thought of in terms of tools, but in terms of the problems to be solved. AI is not an end in itself. Additional uses of AI include creative forecasting and targeted targeting based on eye movements. More important than the AI solution is the data setup.

Grand Theft Insurance by Baloise: Creativity in a traditional industry

By opening a virtual branch in the most dangerous city in the world, Publicis Inspire and Baloise are showing courage to explore new territory. What potential is there in a campaign of this kind - a symphony of gaming, pop culture and innovation? m&k Werbewoche.ch asked Florina Perroud, Senior Campaign Manager Employer Branding, Baloise and Rob Hartmann, Executive Creative Director, Publicis Inspire for a video talk.

Reparking in the head at Weleda

"We don't want to die out with the age pyramid. The future of Weleda depends on new markets and products," said Tina Müller, CEO of Weleda, analyzing the situation when she took up her position at the 125-year-old natural cosmetics company. She is therefore expanding the brand as both a premium and a natural product. However, sustainability is only number two of the purchasing factors in the cosmetics sector. The number one factor is product performance - and Weleda wants to continue to innovate in this area.

On success strategies and innovations

Caspar Coppetti, co-founder of On, defined new goals and markets that the Swiss sporting goods manufacturer wants to conquer. The short-term goal is 2 to 2.5 billion Swiss francs in turnover. According to Coppetti, this goal is achievable in two to three years.

The strategy for this is clear to him: the market now consists not only of running, but sport in general. "Essentially, at the Paris Olympics, we hope that the Olympians equipped by us will win four to five medals," says Coppetti. In tennis, too, On will be the shoe that stands for high standards. The next markets will be outdoor and fitness, where there are many areas that are waiting for On as the "most premium brand".

Katjes polarizes with success

Tobias Bachmüller has been CEO and co-owner of Katjes for 28 years. Instead of comprehensive brand positioning, he defines the core idea of the brands in the portfolio in just one or two words. Katjes stands for "vegan", Wick for "cooling menthol". Unlike many marketers, he sees the decline in television consumption among younger target groups as an opportunity.

Katjes reaches its customers more precisely and efficiently via digital channels with short advertising formats. The company does not shy away from positioning itself in a polarizing way, for example with the message "without animal gelatine" in connection with a Muslim woman. His success proves him right: the family business has grown by 100 percent in each of the last two five-year periods. m&k Werbewoche.ch met Tobias Bachmüller for an in-depth video talk after his presentation. Click here for the article.

New paths in Swiss tourism

The "golden flower" as a symbol for Switzerland is being replaced by the new "Switzerland" brand world, with which Switzerland Tourism is pursuing a consistent one-brand strategy (Werbewoche.ch reported). CMO André Hefti describes Switzerland as a large natural playground for young and old. The golden flower, which was used for 30 years, is giving way to a dynamic logo that meets modern digital requirements. The new logo integrates a Swiss cross in the "T" of the "Switzerland" lettering and is thus intended to ensure global recognizability. This change, which should be completed by the end of the year, marks a significant step in the further development of Swiss tourism marketing.

Isabelle Cornaz currently works at Radio RTS in Lausanne for the program "Tout un monde", where she covers international news. She was previously a correspondent in Moscow for several years. A proven and experienced journalist, she speaks French, Russian and Spanish. Her "first-class professional experience as well as her profound knowledge of international politics" will be a great asset to the organization, RSF Switzerland writes in a press release.

In her new role, Isabelle Cornaz will be supported by Denis Masmejan, Secretary General and Head of Operations of RSF Switzerland, and will have access to the large network of national sections and offices of Reporters Without Borders' global parent organization based in Paris.

Cornaz succeeds Bertil Cottier, who provided RSF with his legal expertise for four years. During his time in office, Cottier "made a significant contribution to positioning RSF Switzerland on numerous issues in the area of freedom of information", according to the statement. He also ensured that RSF's representation in German-speaking Switzerland and Ticino was strengthened.