The new WiVo* brand is the result of a multi-stage development process initiated by the Volketswil location promotion agency. The area currently comprises around 10,000 jobs and is set to grow to over 14,000 by 2040. In order to achieve this, residential and service space is also being planned in addition to commercial use. The central element of the project is close cooperation between politics, business and real estate stakeholders.

The WiVo* brand sees itself as a platform for future development modules - including formats such as WiVo*City or WiVo*Hotel. Pace Communication is responsible for the strategic concept and overall management. The agency was responsible for the strategy, stakeholder dialogue, public relations and organizational support. As creative partner, TKF is responsible for brand development, visual design and initial visibility measures on site.

According to the information provided, more than ten companies have actively participated since the start of the project. The accompanying communication campaign with the claim "The future happens in Volketswil" has received an initial response, as has the new website, which has already recorded over 1500 hits in the first few weeks. On Thursday, the WiVo* advisory board will also be launched to support implementation in four thematic development groups. The office is managed by location promoter Marcel Muri, supported by Pace Communication.

What do Karin Keller-Sutter and Roger Federer have in common? They are both promoting Switzerland as a vacation destination with Switzerland Tourism ST. With a wink, the President of the Swiss Confederation welcomes the 16 teams and their fans to Switzerland - in English, filmed in the Federal Palace. The message: even if you lose in sport, you gain time for lakes, mountains and cities - or in Keller-Sutter's words: "Even if you lose, you win".

The Switzerland Tourism video is currently spreading internationally via social media, media houses, players and even embassies. When asked about the video, Swedish national team coach Peter Gerhardsson replied to Aftonbladet: "Absolutely not. We are there to win games."

The message of greeting marks a first for Switzerland as a tourist destination and is "one of many highlights of ST's Europe-wide destination marketing for the UEFA Women's EURO 2025", as it says. "This commitment by the national government is a strong signal for the joy of sports culture - and presents Switzerland with a great deal of humor as a cosmopolitan, hospitable dream destination," explains Martin Nydegger, Director of Switzerland Tourism. With the active commitment of the President of the Swiss Confederation, official Switzerland is also underlining the growing importance of the European Football Championship and wants to give women's football the biggest possible stage.

The newly created design by Erdmannpeisker is summery, playful and features colorful stickers and is intended to rejuvenate Fortuna's overall appearance.

In the matching TV commercial, a young woman is catapulted directly from everyday life to the south thanks to an instant win. Thanks to the modular system developed by the agency, it was possible to produce the TV commercial with existing visual material that is nevertheless tailored to the Fortuna lottery ticket.

"This modular approach makes it possible to realize high-quality campaigns efficiently and in a targeted manner and to showcase the individual lots prominently," says the agency.

In addition, a radio spot was created for the campaign to provide the best entertainment.

Responsible at Swisslos Intercantonal National Lottery: Anouk Grünert (Head of Product Management Lots), Fabia Leu (Product Management Lots). Responsible at Erdmannpeisker: Gabriel Peisker (Creative Direction), Jenny Ziörjen, Christina Weisser (Art Direction), Selina Helbling (Consulting), Markenfilm Zürich (Film Production), JingleJungle (Sound Studio), Zipmedia (Media Planning).

Suissedigital has elected six new members to its board at its general meeting. The board now has 13 members instead of eleven, including the president, as announced by the association of Swiss cable network operators.

The following persons were appointed to the Board of Directors:

• Julien Bétrisey, Director at Sinergy Infrastructure
• Thierry Burkart, Member of the Council of States
• Sergio Giorgetta, Chief Marketing Officer at Quickline
• Frédéric Mauron, Managing Director at Ftth Fr
• Stephan Obrist, Head of Telecom Operations at WWZ
• Andreas Schwizer, Head of the ICT division at SAK

Suissedigital President Pierre Kohler comments: "With the new composition, we will achieve an even better anchoring of the association in the various regions of Switzerland."

The six new members will replace Adrian Bossart, Dieter Gisiger, Frédéric Goetschmann and Thomas Reber, according to the press release. The four would be stepping down from the association's board due to professional reorientation and retirement.

This article first appeared in Netzwoche.

The increasing integration of artificial intelligence is profoundly changing the digital search for information. Traditional search engines are losing their dominance, while AI-generated overviews - known as AIOs - can reduce click rates on desktop devices by up to 66%, according to Biggie. As a result, companies are faced with the challenge of realigning their digital presence. Instead of relying exclusively on traditional search ads, visibility within AI-generated responses is becoming more relevant.

Biggie is responding to this development with a portfolio of AI-based services. The "AI Search Audit" analyzes the presence of a brand in various AI search systems, provides comparative values to competitors and makes recommendations for improving visibility. In addition, Biggie offers the development of AI-supported advertising campaigns - using tools such as Advantage+, Performance Max or DemandGen as well as platform-specific applications for Google, Bing or LinkedIn.

Another focus is on the development of individual AI agents, for tasks such as reporting, content creation or customer inquiries. These agents can draw on existing data sources such as websites, social media content or CRM systems. Companies also have access to their own secure AI infrastructure, which can be operated independently of individual LLM providers.

The automation of work processes also takes center stage. By combining several specialized AI agents, internal workflows can be digitally mapped and made more efficient. The prerequisite for this is a well-founded prompt strategy that takes various questioning techniques into account.

"The digital landscape is changing, and artificial intelligence is the key driver of this change," says Zbynek Zapletal, Director AI and Digital Media DACH & CZ at Biggie Switzerland. "Success is no longer measured by clicks alone, but increasingly by digital presence and the strategic use of AI in all areas of the company." According to Zapletal, Biggie no longer sees itself primarily as a media agency in this context, but as a developer of AI solutions for strategic brand growth.

What if the business model could be easily scaled - provided that enough suitable specialists could be found? For Schreiner48, the answer was clear: consistently focus communication on potential employees. The branding agency Allink, which has been supporting the company for years, developed the website with a focus on employer branding.

While the services have been streamlined and the page structure simplified, the career and team pages have taken center stage. Prominently positioned, the most frequented page, "Team", now serves as a content hub for personal employee portraits, stories and vacancies. Authentic video testimonials provide an insight into the everyday lives of the customer carpenters and their teams at the individual locations.

Career instead of customers at the center

"The majority of people who visit our website are professional colleagues - we want to pick them up. The new content structure consistently takes this into account," says David Hauser, Co-CEO at Schreiner48. The aim is to address not only the best, but also the most suitable applicants. A gamified Job check conveys the company culture and serves as an icebreaker for establishing contact.

Allink had already worked with Schreiner48 to sharpen the brand identity and give it a new visual identity during the rebranding in 2018. Since then, the signal colors orange, black and white have characterized the striking appearance - from the rolling workshop buses to the digital presence. This should not only strengthen recognition within the industry, but also employee identification. With the current further development, this path is now being resolutely continued.

Responsible at AllinkAlban Bochsler (Technical Director), Marko Minic (Developer), Nicolai Spicher (Senior Digital Designer), Nora Pfund (Online Marketing Manager), Sarah Eicher (Senior Copywriter), Florin Schweizer (Copywriter), Jonas Koutrios (Senior Designer), Simon Zangger (Photo & Film Director), Mitch Hottinger (Photo & Film Producer), Livia Küpfert (Brand Consultant), David Zangger (Creative Director, Partner); Responsible at Schreiner48David Hauser (Co-CEO), Alex Angerer (Co-CEO)

Farner creative director Philipp Skrabal is someone who has both feet on the ground in day-to-day business while keeping an eye on the big picture. And: he is back in Cannes - for the first time in more than a decade.

Observing the industry digitally has long been routine for him. But attending the festival in person, he says, "opens up the sensors in a way that no case film can". Between networking, screenings and discussions, Skrabal reflects critically on what is happening at the festival - but by no means resignedly.

What he notices? A preponderance of short-term success metrics, such as YouTube or RTL activations. He calls this "sand on the beach" - a pointed metaphor for a fleeting effect that has little substance for long-term brand building. Some things seem to him as if there is "no bidding at all", i.e. no real creative competition in the original sense. At the same time, he senses the power that emanates from the location: people, platforms, brands, tech giants - everyone is talking about creativity. "The enthusiasm is real, tangible - and incredibly inspiring," says Skrabal.

What remains when you leave? A clear appeal to his own industry: more care, more brand work, more substance. Because, according to his observation, many excellent works are created where a brand has been built up and nurtured over years. This enables a depth and freedom that short-term campaigns cannot achieve.

For Skrabal, this is a message to all Swiss creatives: to focus more on the narrative core of the brand again - with patience, perseverance and attitude.

What remains when Cannes falls silent? Perhaps a red sofa that symbolizes what machines cannot (yet) do: recognize the moment. Paul Kemp-Robertson, Chief Content Officer of the Lions, spoke to Anna Kohler and Beat Hürlimann from m&k in a speed interview about the festival's new self-image, the role of AI and the "How to Win in 2030" format.

This year's edition of Cannes Lions 2025 shows a festival in upheaval. Not only because the definition of creativity is changing fundamentally. But also because the organizers are taking a conscious step forward: away from the pure world of advertising and towards an expanded business context.

Kemp-Robertson, something like the creative memory of the festival, put it in a nutshell on the terrace of the press center: "We want to prove that creative ideas not only strengthen brands, but can also influence growth and EBITDA." This is why a new forum for managers has been set up that explicitly addresses CEOs - with clear business relevance of creative services.

But what does creativity mean today, when artificial intelligence has become a co-author? "The industry is on the cusp of a massive transformation," says Robertson. AI is less of a tool than a collaborator. The trick is to maintain a balance between machine scaling and human intuition. Or, as Robertson illustrated with a concrete example: a viral Calvin Klein commercial showed an actor on a red sofa. However, he was not the star, but the piece of furniture. A resourceful agency discovered this detail, tracked down the sofa - and turned it into a new campaign. A typical case of serendipity, says Kemp-Robertson. And proof that human intervention can still be unbeatable.

This thesis was also scrutinized in this year's "How to Win in 2030" format. Presented by Alex Jenkins (Contagious), theses from recent years were examined for their relevance - with some worrying results. For example, the statement "humans plus AI always beats AI" is increasingly being questioned. The new thesis: humans can also slow down. This is a call not to romanticize creative personal achievement, but to develop it critically.

Creation is a fermenting process and sometimes agonizing, painful, existential. And just like giving birth, afterwards you are exhausted, diffusely happy, diffusely proud and, above all, glad that it's over. And also a little blinded: Isn't it the prettiest, cleverest baby (probably not)? Or completely terrified: Isn't it the most horrible, useless thing I've ever thought of (probably not, unfortunately)?

That's why we would like to protect it a little longer. The work, the idea, the text, the spot, the concept, the logo - the result of this inwardly raging micro-apocalypse. What if it is not properly understood? If it touches no one, interests no one? If it fizzles out quietly - or at the wrong time, like a firecracker that goes off too early?

At least disturb

Criticism is like the weather: sometimes surprising, sometimes less so, sometimes sunny, sometimes icy - rarely balanced, but often inappropriate. That's part of it. Because good creation doesn't want to please everyone - it wants to say something, show something, disturb something or simply stick. That's why the worst of the terrible criticism is: That the work under discussion does absolutely none of these things.

The more difficult the process was, the more criticism there is. Unfortunately, suffering is no guarantee of quality. Something that has been thrown out can be just as good or bad as something that has been thought through for a long time. That's unfair, but true.

And yet you do it again and again. Because there is no satisfaction quite like when something suddenly takes shape - out of all the fog in your head, out of all the loose ends, out of what was previously just a fleeting idea.

Fear of the weather

It becomes problematic when you no longer dare to do anything because of criticism - out of fear of the weather, so to speak. When you prefer to sketch forever instead of finishing something. When everything gets stuck in the draft stage. And no, even a finished work is of course never really "finished" and certainly not perfect.

You're always wiser with hindsight - and with a bit of distance you usually realize that the baby wasn't actually that pretty/smart/unique. But it was actually quite okay. And sometimes the unexpected happens and you realize: Wow, that was actually really good. But mostly it's just the former, and that's a hell of a lot.

Because ultimately, good creation is not the result of perfection, but of courage. The courage to show something that you don't yet fully understand. The courage to face judgment - and your own gaze. The hardest of all.

Analyzed since 2025 Sarah Pally In her column "Blossoms and Pearls", she uses industry-related terms and comments on them with a personal touch, from a linguistic perspective - as well as with a precise view of developments in the industry. Pally is a partner in the Partner & Partner agency in Winterthur. She has been working in the fields of content marketing, text/concept and storytelling in the communications and marketing sector for 15 years.

Rapperswil-based Gryps AG is being taken over by its current management in a management buy-out. As Ringier announced on Wednesday, CEO Urs Gysling and CCO David Stehli are taking over all shares in the SME portal specializing in operational procurement.

Gryps was founded in 2010 and had been part of Ringier Axel Springer Switzerland RASCH since 2021. Following the complete takeover of RASCH by Ringier in 2023, the platform became fully owned by Ringier (Markt-kom.com reported).

The sale is part of an ongoing portfolio review at Ringier Media Switzerland. The change of ownership will give Gryps entrepreneurial independence and the opportunity for further development under proven management. The 14 employees will remain at the Rapperswil site.

Roman Sigrist, Chief Operating Officer of Ringier Media Switzerland and outgoing Chairman of the Board of Directors of Gryps, draws a positive balance: "Under Ringier's leadership, Gryps has been expanded into a comprehensive SME platform and brand awareness has increased significantly." The new ownership should now lead the company into the next development phase.

The parties have agreed not to disclose the purchase price or other contractual details of the transaction.

At the start of the 2025 motorcycle season, Ducati Switzerland is announcing its collaboration with PHD Switzerland. The agency, part of the Omnicom Media Group, will be responsible for the 360-degree media strategy, including planning and purchasing.

The cooperation covers all media activities in Switzerland and is intended to strengthen the visibility and relevance of the brand in a dynamic market environment. "From a media technology perspective, this is an exciting challenge as it offers the opportunity to develop and implement innovative strategies," says Benji Epstein, Managing Partner at PHD Switzerland. "Our goal is to emphasize the brand values while ensuring that Ducati remains visible and relevant in today's communications landscape."

Ducati Switzerland also sees the partnership as a strategic development. "With PHD at our side, Ducati Switzerland is entering a new era of communication - true to our brand values of style, sophistication and performance," says Timon Burkhard, Marketing Manager at Ducati Switzerland.

The Federal Office of Public Health FOPH, Aids-Hilfe Schweiz AHS and Sexual Health Switzerland SGCH are retendering the mandate for the further development and implementation of the Love Life prevention campaign. An agency is being sought for the period from March 1, 2026 to December 31, 2028, with an option to extend until the end of 2030. Documents for the procedure have been available since Wednesday on the public procurement portal Simap.ch viewable.

The mandate includes the conceptual and operational management of online channels as well as the implementation of digital communication measures. Another focus is on the development of sustainable stakeholder management with a focus on institutions in the leisure sector for young people aged between 16 and 26. The aim is to establish new partnerships that enable joint communication under the Love Life brand.

The mandate also includes support in the production and implementation of communication measures for professionals in the field of sexual health, medical professionals and educational institutions that work with young people. The majority of the content and organization is to be carried out in Switzerland - both at the agency's premises and at those of the demand centre in Bern.

Applications can be submitted in writing until July 23, 2025.