The Journalist Barometer 2025 by Marketagent and Farner | Team asked more than 500 media makers from the DACH region how they personally experience the changes in the media world.

In response to the socially relevant question of what the Swiss media could do to combat increasing polarization, for example, over 85% cited objective and fact-based reporting and the exposure of fake news. Three out of four are in favor of avoiding sensationalist journalism. However, respondents across the DACH region describe their everyday reality differently: 77% of all journalists surveyed complained that the cost-cutting measures did not allow them to maintain journalistic standards. And one in three Swiss journalists admits that the importance of seriousness in the way they work has diminished.

Media influence social trends

The majority of those surveyed see its power as great. Almost 95% describe journalism as a force that can consciously or unconsciously influence social trends. An overwhelming majority (92%) also believe that it can contribute to the cohesion of society. When asked the critical question of whether journalists in Switzerland should consciously influence trends, respondents are cautious: 65% say "rather not" or "no, definitely not". Just over half (58%) believe that facts should be the main focus, but that personal viewpoints should be allowed to resonate depending on the situation.

Dwindling influence of print and radio

Over 90 percent of Swiss journalists say that print media have lost relevance. Around 70 percent see a loss of importance for television and almost 60 percent for radio. In contrast, journalists believe that social media (almost 85%), online and digital platforms (more than 75%) and podcasts (almost 80%) are gaining in importance. The loss of importance of traditional media is also reflected in the shaping of public opinion. 77% see social media as the top opinion-forming media today and 70% the digital platforms.

Television continues to have a formative influence on public opinion in the view of almost half of respondents (48%), while print media only has a formative influence in the view of around 40%. Radio is clearly lagging behind, with only 25% still believing it has the power to shape public opinion. "What we are seeing is a clear paradigm shift: what used to be the leading medium is losing its appeal," explains Marketagent founder Thomas Schwabl. "Social media and digital news formats have become the most powerful opinion leaders, while traditional media have lost ground. This is not only changing the reach, but also the rules of journalism."

Still a dream job for many

Despite all the challenges: More than one in two Swiss respondents are optimistic that their jobs are very or fairly secure. And those who are still in the profession are passionate about their work, according to the Journalist Barometer. 63 percent describe their job as their dream job.

"Swiss journalists reflect on their role in society with great care," comments Farner Partner Toby Felder on the responses collected by Barometer 2025. "However, the results also confirm that journalists are finding it increasingly difficult to fulfill this role due to economic pressure."

In collaboration with Farner | Team Farner, the digital market and opinion research institute Marketagent surveyed over 500 media professionals in the DACH region, including 168 journalists from Switzerland, from March 3 to 16, 2025 using CAWI (Computer Assisted Web Interviews).

The Swiss Media Forum by the US cartoonist Ann Telnaes, whose Jeff Bezos caricature in the Washington Post was not allowed to be published. Pia Guggenbühl, Managing Director of the Swiss Media Publishers Association VSM, and President Andrea Masüger will provide insights into the crisis and future prospects for the Swiss media. And Hans-Peter Nehmer, CCO Allianz Insurance, will speak about corporate communications in the new era.

In addition, representatives from politics and business will talk about current topics, including the new SNB Chairman Martin Schlegel and Federal Councillor Ignazio Cassis, who will comment on the geopolitical situation in an interview.

Examples of AI applications in the private sector and in journalism will be presented by experts such as Norman Nielsen, AI specialist and former Zalando manager. And this year there will also be the Elephant Round Table, consisting of executives from the five largest Swiss media companies. Chaired by Matthias Ackeret, Felix Graf (NZZ), Susanne Wille (SRG SSR), Pietro Supino (TX Group), Marc Walder (Ringier) and Michael Wanner (CH Media) will discuss the future of the media.

Three breakout sessions will delve deeper into topics such as the perspectives of young media professionals, the media skills of the next generation and corporate communications in the new era. The forum will once again be moderated by Maria Victoria Haas. Further information and the full program are available on the Swiss Media Forum website.

The new Festhalle will catapult Bern to a new level as an event location with space for cultural events, shows, congresses, trade fairs, concerts and other events for up to 9,000 people. Republica has been supporting the LiveCom company Bernexpo for around ten years with the strategic brand management of the new Festhalle - from construction communication and branding to the farewell to the old Festhalle with the "Bye Bye Fest".

The motto for the opening campaign "Big Time in Bern" was intended to emphasize the importance of the newly built multifunctional hall and arouse anticipation. The activating question "Are you ready for Big Time?" appeared on posters, ads and social media. The target group was encouraged to submit clips in which they got ready for "Big Time in Bern". This included celebrities such as footballer Christian Fassnacht, contortionist Nina Burri and radio presenters and comedians Moser and Schelker.

This was accompanied by an activation competition for "Big Time" tickets right up to the opening. The campaign culminated at the event itself, where the best video contributions were shown on a giant screen as a spectacular image film.

Republica CEO Bala Trachsel is pleased with the result of years of work: "I am delighted that the full extent of the new brand identity that we developed on behalf of Bernexpo is finally coming to fruition." Bernexpo CMO Lea Frisch adds: "Together with Republica, we have staged the new Festhalle as what it is: a relevant entertainment brand, a host, an initiator, a networker and thus an independent player that is breaking new ground."

Responsible at Republica: Creative Direction: Florian Birkner, Art Direction Branding: Annina Mettler, Art Direction Campaigning: Pascal Herzog, Consulting: Lara Gross, Brand Strategy: Bala Trachsel, LiveCom: Nora Müller, Stephanie Frei, Text/Concept: Désirée Sattler, Simon Leray, Re Wilk, Danielle Hausmann, Motion: Nina Hofmann, Design: Tamara Lüthi, Content Concept: Valerie Koenen, Visual Storytelling: Fabienne Homberger, Video: Benoit Perritaz.

According to the study by Adobe and Techconsult, around 51 percent of respondents spend more than a quarter of their working time on creative tasks, with 22 percent even spending more than half of their time on this. If marketers had an extra hour a day, 36 percent would use it for creative work, while around 24 percent would invest more time in strategic tasks.

Planning, content and meetings

Nevertheless, everyday life in marketing remains characterized by multitasking: strategy development, content production, analysis and meetings account for over 70% of the daily workload. Particularly striking is the high level of openness among respondents to the use of AI to automate tasks such as reporting (20%), social media planning (19%) and content creation (16%).

Open for automation

The survey also shows that marketers see AI as a tool that makes their work easier and better. There is a great deal of openness to the use of AI - across all areas of activity. Reporting and performance analysis (20 percent), social media planning and posting (19 percent) and content creation (16 percent) are mentioned most frequently. However, classic fields such as email marketing (14%), lead generation and customer communication (10% each) and media planning (9%) are also considered suitable candidates for automation.

The survey was designed and conducted by Techconsult on behalf of Adobe. In April 2025, 206 German and Swiss marketing managers from a wide range of industries were asked about their day-to-day work.

According to the company, Family has doubled in size in the last twelve months, has become more focused in the areas of strategy and media and has acquired various new clients. Johnny Grubenmann was recently added to the Creative Director team, strengthening the creative direction together with Jan Walser (Markt-kom.com reported).

The agency is now announcing the promotion of former Creative Director Flo Weitzel to Executive Creative Director. The native of Rheinhesse has been working for the Ustermer agency since February 2024. He brings international experience with him and has been "formative for the further development of the agency from the very beginning", according to Family. "Flo lives the Family spirit - and actively shapes it. His international perspective helps us to implement our expansion plans. We have achieved a lot in a very short space of time - and Flo is definitely partly to blame," explains Family founder and CEO/CCO Claudio Catrambone with a laugh.

Weitzel is highly motivated: "We have a strong team with which we will cause a stir in the future. I'm really looking forward to the task - and to putting the creative horsepower on the road."

Flo Weitzel studied at the Miami Ad School Berlin, worked in New York and Amsterdam - including for Heimat Berlin, Chimney and Leo Burnett. In Zurich, he was also part of the management team at Saatchi & Saatchi. Most recently, he worked at The Game in Munich for BMW on a global level.

The collaboration starts with a comprehensive image campaign that aims to further build and expand Garmin's brand awareness and image in the Swiss market. The campaign focuses on moving images in linear TV, connected TV, YouTube and online video. It is aimed at people with an active lifestyle.

"With its claim 'Beat Yesterday', Garmin is the epitome of a challenger brand. It is precisely this aspiration to constantly challenge, question and create improvements that we at Pilot Suisse live every day. That's why Garmin and Pilot Suisse are a perfect match and we are incredibly proud to be challenging consumers and the Swiss media landscape for Garmin together from now on," says Ben Moser, Managing Partner of Pilot Suisse.

Felix Hegar, Head of Brand Management at Garmin, describes Pilot as innovative and reliable and is now looking forward to working with the Swiss branch: "With its convincing planning approach, distinctive expertise and a keen sense for the special features of the Swiss communications landscape, Pilot Suisse convinced us right from the start, creating significant added value for our brand presence and campaigns in Switzerland," says Hegar.

The Gassenküche Schaffhausen is part of the VJPS association for youth issues, prevention and addiction support and operates independently. Despite a tight budget, balanced meals are prepared here with a great deal of passion.

Manager Judith Pallotta wanted a logo that reflected the warmth and dedication of the Gassenküche. The hugging cooking pot is intended to symbolize openness and hospitality. A loving embrace, which is passed on through the food, makes the Gassenküche's mission of being a place of cohesion and security tangible.

The new logo also offers the opportunity to continue using the hug symbol as a poster or card, for example to thank donors. It was launched in December 2024 and has been in use since 2025.

Responsible at the Association for Youth Affairs, Prevention and Addiction Support VJPS: Judith Pallotta (Head of Gassenküche Schaffhausen). Responsible at Eclipse Studios: Reto Coaz (art direction), Astrid Welti (consulting, graphic design, illustration).

The campaign focuses on an eye-catching visual look with unusual angles and camera angles. "We set aside the classic image composition and deliberately focused on unexpected angles and perspectives to create a dynamic and eye-catching look," explains Jason Schoch, Managing Director of Sayhey.

Particularly unconventional for the automotive industry: the camera is placed outside the car, while the protagonists can still be heard - a stylistic device that is intended to create closeness and make the campaign even more personal.

The recordings, produced entirely in the studio, show realistic scenes from sunset to night-time driving. The video series presents mobility as part of everyday life and aims to make the Carvolution brand tangible and human through authentic life stories.

The campaign also picks up on a trend. According to data, more and more drivers are giving up traditional car ownership in favor of flexible mobility solutions. So instead of concentrating on the vehicle itself, the campaign sets a new focus and shows that mobility means more than just a car - it is part of life.

The "Sustainable Shapers" award honors individuals who contribute to a more sustainable future through entrepreneurial or social commitment and innovative concepts. Sustainability is viewed holistically - ecologically, entrepreneurially and socially. Felix Graf, CEO of NZZ, emphasizes: "With this award, we want to further strengthen the topic of sustainability among the general public - through role models and future-oriented visions."

The award is aimed at people and not at organizations, companies or projects. The award winners are presented in a media series by Sustainable Switzerland, including in the "Sustainability" supplement of the New Zurich Newspaper. In addition, they gain access to the Sustainable Switzerland community, which offers them synergy potential in the area of sustainability.

An independent jury of experts and network partners will select the winners in the categories "Leadership & Transformation", "Knowledge & Opinion" and "Vision & Innovation". The award will be presented on September 2, 2025 as part of the Sustainable Switzerland Forum in Bern. Nominations are possible until June 30, 2025.

On May 1, 2025, Flavio Niederhauser will hand over operational management and, as Chairman of the Board of Directors, will focus on the strategic development of GLA United, as detailed in a press release. Benjamin Luterbacher and Silvan Hässig will take over operational management as Co-CEOs.

Another step in the realignment is the founding of "GLA Labs". The independent company specializes in future technologies such as AI and blockchain and aims to support companies through the digital transformation with innovative solutions. Miguel Schweiger will lead GLA Labs as CEO from the market launch in late summer 2025.

In future, Flavio Niederhauser will focus on business models and interim management with the "Nox Floc" brand. "Today, our customers not only expect creative solutions, but also technological foresight and concrete implementation expertise," he emphasizes. "With the new setup and the founding of GLA Labs, we are creating the basis for exactly that."

Jochen Sengpiehl, as the former CMO of Volkswagen China, you experienced the dynamic Chinese market at first hand and played a key role in shaping Volkswagen's transformation towards electromobility and digitalization. What challenges did you have to overcome?

Jochen Sengpiehl: Due to the global travel restrictions caused by the Covid pandemic, it was not possible to analyze the Chinese market and the competitive situation for more than two years. When we saw the street scene and the competitive situation for the first time in August 2022 after ten days of hard quarantine in a hotel in Beijing, we could hardly believe our eyes. It was unbelievable to see the innovative power that Chinese manufacturers had developed during this time - and how clearly they had shown us German OEMs [Original equipment manufacturer, editor's note]. technology in terms of software, sensors, batteries, design, autonomous driving and so on.

What was there to do?

In the first phase, it was imperative to carry out a tough and relentless analysis of the competitive situation and derive concrete strategies and measures from this. The key learnings were: five things are needed. First and foremost, a "China for China" strategy, i.e. greater independence from the German headquarters with more autonomy. Secondly, we need to build up our own research and development expertise and develop our own long-term and competitive product strategy for China. Thirdly, we need to reposition and modernize the brand in China. Fourthly, we need to establish and expand strategic alliances in the areas of software, purchasing and development. And fifthly, we need to develop a new design language for electric cars based on Chinese customer needs.

What can Western companies learn from the pace of innovation in China?

"China speed" is the key word. Chinese companies are digitizing the entire value chain of all B2C sectors. They are building holistic digital ecosystems and integrating social commerce options into them. At the same time, innovative key industries are being supported by the state. And finally, society as a whole is motivated, ambitious and performance-oriented - and has internalized this as its purpose.

How must organizations adapt to avoid being overrun by this speed?

European companies have already largely overslept the digital transformation. China and the USA are two to three years ahead of us in the areas of digital sales and marketing and are already in the next generation of transformation with AI. The key is a radical rethink of organizational responsibilities and the management of the process-related marketing value chain. Things like sales, marketing, PR and customer data must be digitally networked and become part of a holistic strategy along all customer touchpoints.

What is your most important recommendation to CMOs when dealing with AI?

AI is a matter for the boss and must be holistically integrated into the organization from the top down. Vertical silo organizations and divisional egoisms stand in the way of the goal of an agile organization. CMOs are becoming "E-CMOs" and need to rewrite their job profiles. The following applies to almost all sectors: digital, digital, digital! In addition, in future there will need to be a separate board member for the AI department - with power and access to all units.

The Swiss Brand Congress is the biggest industry get-together for brand decision-makers, service providers and media representatives. The industry will meet again on June 23, 2025 at "The Dolder Grand Hotel" in Zurich. The focus will be on the challenges of brand management. m&k is a media partner.

In December, the ESC project team announced a creative partnership with ADC Switzerland (Markt-kom.com reported). The association's young members were able to submit ideas to get the public excited about this mega music event. Together with the winning team from the TBWA\Switzerland agency, an image campaign was created and presented at the Fondation Beyeler last week. It can be seen on SRG channels and the ESC media partners throughout Switzerland from the end of April 2025.

The winning team of Naomi Gulla (Art Director), Alisea Ferrara (Junior Art Director), Selina Engeli (Junior Copywriter Creative) and Fabrice Studer (Junior Motion Designer) were accompanied by Manuel Wenzel (Chief Creative Officer), Sarah Rüegger (Creative Director), Claudia Sigg (Group Account Director) and Domenico Catena (Dop and Edit).

"It was great to see how many young creatives responded to our call. We received numerous ideas that went in a wide variety of directions - it was interesting to see how the young people think," said ADC President Thomas Wildberger. "We decided on an idea that was close to the motto and even took it to the extreme in a sustainable way so that it could be adapted to many channels. In order to ultimately achieve the most important campaign goal, namely to inspire not only us, but also the population, who can now really look forward to the ESC. Many thanks and 12 points for the young creatives from the TBWA\ Switzerland agency!"