Ewz produces enough renewable energy in its own solar and hydropower plants in Zurich and Graubünden to cover 100% of customers' daily electricity requirements in the basic supply. This guarantees security of supply and stable prices - and the supply is also environmentally friendly and conserves resources. Other energy suppliers have to buy in international electricity trading and pass the prices on to their customers.

In order to convey such technical facts emotionally, Ingo has created a campaign that presents Ewz's differentiating feature in a pointed and surprisingly relevant way. "You take the annual production of electricity that is generated locally in reservoirs, at the Letten hydropower plant or on Zurich's solar roofs. Then you divide it by the amount of electricity a household appliance - such as a blender, toaster or robot vacuum cleaner - needs per use," explains Katrin Rüesch, Senior Campaign Manager at Ewz. That gives you the millions and billions, but they also need to be accompanied by vivid visuals.

Jonathan Heyer has realized the films and images in meticulous detail. "The idea differentiates Ewz for both the heart and the brain and appeals to both through its striking nature," explains Samuel Wicki, Creative Director at Ingo. This is a charming way of raising awareness of the fact that the energy for normal everyday electrical things comes from local Ewz production sites in Switzerland: "Your energy - 100% homemade".

The campaign can be seen from Monday until mid-June in Zurich and Graubünden in videos, on posters, on public transport, on social media, digitally and in cinemas. In addition, the community will be introduced to the Drop game "Catch fruit and win an e-bike" activated.

Responsible at Ewz: Katrin Rüesch (Senior Campaign Manager), Adrian Furger (Head of Campaigning & Branding), Pascal Schaub (Head of Marketing). Responsible at Ingo Zürich: Corina Carabelli (consulting), Michael Gallmann, Johannes Jordan, Jenna Davis, Jan Sauer, Samuel Wicki (creation), Felicia Aepli, Kathrina Seiler (production), Claudia Riedlberger, Linnéa Lindberg, Lisa Kraan (strategy / social media). Film and photo production: Sebahat Film+Foto, Sebahat Derdiyok (producer); Jonathan Heyer (photography); Birdviewpicture, Ricardo Perret, Niels Epting (drone); Cloudscape (visual effects, 3D animation); Patrik Rohner (image editing); Simon Hardegger (grading); DubDub Studios (sound design).

The mandate for Movemi includes the two brands Activ Fitness and Fitnesspark. The aim of the collaboration is to activate new target groups, clearly differentiate the brands and further expand market penetration, writes Sir Mary Media in a press release. The collaboration is based on a data-driven, performance-oriented approach that thinks and integrates creation and media across all channels.

"We were looking for a partner who could strategically support our growth in the market and further develop our brands with a modern, impact-oriented media approach - all from a single source. Sir Mary Media convinced us with their way of thinking, flexibility and strength of implementation," says Silvia Talabér, Head of Marketing & Communications at Movemi, explaining the choice.

Activ Fitness comprises 124 locations and is reportedly the largest fitness chain in Switzerland - complemented by the premium offering of 16 fitness parks. Both brands are to benefit from a comprehensive media mix that is geared towards both awareness and conversion - with differentiated campaigns at local, regional and national level. These include location-specific SEA activities for both brands, regional branding campaigns for Fitnesspark in German-speaking Switzerland, national awareness campaigns for Activ Fitness and targeted measures to accompany studio openings.

m&k: Roman Reichelt, you are CMCO of Brack.Alltron since last October. During this time, the Renaming of the company - formerly Competec - as well as the coup, the Name sponsorship of the UBS Football Super League to take off. Now a Complete rebranding including new campaign realized. Pretty sporty for half a year, isn't it?

Roman Reichelt: I used to have more time for my children, yes (laughs). But I also have one of the most exciting professional challenges of my career right now. And I have some of the most motivated people around me who are eager to learn. It's all coming together right now and that makes me extra-productive.

What comes together?

Firstly, a clear and ambitious corporate vision from our CEO. Secondly, the absolute trust of my management colleagues and our Board of Directors to build a team and a strategy for marketing and brand without compromise. And - last but not least - the good starting position as Switzerland's number 2 in the market with a brand that many people already know but are not yet top of mind or top of heart.

First, explain the idea behind your new branding. Under the Competec umbrella, there were various brands, but end customers were mainly familiar with Brack.ch. Now everything looks clearer and more organized. Why was that important to you? 

At the beginning, we cut and analyzed some data and figures a little differently than the company was used to. We quickly realized that we are non-existent in various geographical and socio-demographic segments, while we are almost the market leader in others. An expression of a historically grown, pragmatic brand approach. We realized that the brands and their appearance are good and have brought us here. But they need to move with the times and be clearer and more coordinated if we want to grow our sales with them as planned.

What did you decide then?

First, we played "the weakest flies" and replaced the group name Competec, which still requires explanation even after 20 years, with the linguistic and visual combination of our strongest B2C and B2B brands - Brack.Alltron. Brack's previous branding was the visual guide. We tried to modernize it with colors, fonts and line thicknesses. Cautiously and yet noticeably. Without creating a "Jaguar gate" for our loyal customers. Alltron, on the other hand, will be given a major overhaul in the coming months.

What exactly does that mean for your best-known brand "Brack.ch"?

First of all, that it will simply be called Brack in future - period. We want to be a brand, not a URL. And in future, this brand will stand for more than just "delivering". The new positioning of our Group-wide brand house is "Unboxing Potential", a play on words with the moment of truth in e-commerce. A credo that tells customers and employees that something always begins when they open our package. We know that you don't just buy products. The microphone might be for your first podcast. The laptop for your new high score. The spirit level for the leaning garden shed in the chindsgi that you want to repair on a voluntary basis. For the Brack brand, this leads to the claim "Unpack what's inside you".

The campaign was launched at the beginning of May in collaboration with BrinkertLück. Here, too, everything looks new, both visually and in terms of content. Everything must have been created at the same time as the rebranding by Hotz Brand Consultants. What was the hen and what was the egg?

We selected BrinkertLück in a co-creation pitch with three agencies. As we only had a total of six months, the advertising concept and brand positioning ran in parallel and even cross-fertilized each other. Dennis Lück and his team did the best job of echoing our briefing and preventing the advertising presence from becoming too pretentious, pretentious or kitschy. That's why all the motifs break a little with the empowerment of the claim. When we say "Unpack the superstar that's inside you", we're not showing the perfect TikTok singer with two million followers - but the girl whose brother isn't so convinced of her talent. Lots of wordplay, tongue-in-cheek, close to the ground. And yet at the end you know: whatever you're planning, we have it in our range.

The website has also been given a makeover?

The webshop is of course another Moment of Truth. We have made it more aesthetic, fresher and clearer. We have revised hundreds of details such as discount labels, fonts, imagery, icon library, integration of editorial content and logic for marketing focuses. This already looks much better, but anyone familiar with the matter knows that this is just the tip of the iceberg and that we still have a lot of work ahead of us. Under the leadership of our new CIO Tobias Quelle, the next releases are already in preparation.

Finally, the change of your word mark. Brack without .ch - a departure from Swissness? Is the focus no longer on the domestic market?

We are a strong number 2 in e-commerce in this country - in fact, we are the largest independent player. If anything, the opposite is true. With our new direction, we want to win over even more hearts in even more regions of Switzerland. The .ch will remain, just not in the logo. We are making our pure Swiss identity more relevant in other places, for example by making the people who pack the millions of parcels every day from our warehouse in Willisau, Lucerne, more visible so that our customers can unpack what's inside them.

With the renaming and a new appearance at all touchpoints, Brack is taking a "significant step in its strategic realignment towards a broader customer base throughout Switzerland", the company announced. "In future, the Brack brand should be a modern Swiss brand, not just a URL," says Group CMCO Roman Reichelt, explaining the fresher web presence, the new advertising and the disappearance of the ".ch" in the modernized logo. "We wanted to explain the benefits we can provide from the customer's perspective. The old claim 'Brack delivers' was not ideal for this." A completely new positioning was therefore developed together with customers. "The brand essence is called 'Unboxing Potential' and combines the central moment of unboxing with several meanings. Unboxing potential, for example, or internal pride in our logistics center, where everything revolves around packing and unpacking," says Reichelt. For the Brack brand, this leads to the claim: "Unpack what's inside you." (Read a detailed exclusive interview with the Group CMCO here).

Fresh brand image and web store

"The new design of the Brack brand is young, digital, modern and focuses on people rather than logistics," says Chris Steinacker, CEO of Hotz Brand Consultants. "Nevertheless, we left the logo recognizable during the brand refresh."

Progressive accents were set without irritating regular customers too much. The Brack marketing and IT teams then took over the declination. "We reworked hundreds of details such as discount codes, fonts, imagery, the icon library and the integration of editorial content. As a result, the store already looks much more appealing. But we still have a lot of plans to optimize for our customers," says Fabian Büchler, Head of Performance & Deal Marketing at Brack.Alltron.

"Unpack what's inside you"

Together with Brinkertlück Creatives, the new branding gave rise to the campaign, which can now be seen throughout Switzerland. "When you order from Brack, you don't just unpack a product, you unbox your own potential. This sets us apart from the competition," says Dennis Lück, founder and Managing Director of Brinkertlück Creatives, explaining the idea behind the new campaign. Franziska Coninx, Head of Brand, Strategy & Creatives at Brack.Alltron, adds: "This idea runs humorously as a common thread through all the subjects. Brack shows moments in which customers blossom - but never pathetically, but with a break, a wink."

Generated with AI in Switzerland

All subjects were created in Switzerland with the help of generative image and video AI and labeled accordingly. Lück emphasizes that, contrary to common perceptions, this was not a short process: "Creation and feedback processes were in a different league here. This requires precise processes, specially developed AI workflows and genuine co-creation with the customer. This is the only way to turn playful technology into a campaign." The assets are played out digitally, in print, on social media and as (D)OOH.

The new brand identity and the new advertising campaign can now be seen on all channels and at all touchpoints.

Responsible at Brack: Roman Reichelt (CMCO), Franziska Coninx (Head of Brand, Strategy & Creatives), Fabian Büchler (Head of Performance & Deal Marketing), Pierre Bohren (Lead Retail Media), Johannes Hapig (Head of Content, Newsroom & PR), Alisha Fateh (Head of CRM & Insights), Patrick Hoerdt (Lead Brand Motion & Design), Sandrine Knechtli (Lead Advertising ATL / BTL), Marion Moosbrugger (Lead Planning & Brand Management), Aylin Brocca (Marketing Manager Advertising), Andrea Ries (Marketing Manager Advertising), Julia Weishaupt (Graphic Artist), Florence Schaffter (Graphic Artist), Manuel Vargas (Photographer), Martina Renold (Graphic Designer), Andrea Sikora (Graphic Designer), Verena Forster (Lead Digital Journeys), Joy Meier (Lead Social Media Content), Oliver Lüscher (Web Designer Social Media Content), Marie-Line Obussier (Lead Editorial Content), Lukas Keller (Lead PR & Newsroom), Simone Franzke (Lead Internal & Executive Board Communications), Franziska Heimberg (Lead Loyalty Marketing). Responsible at Hotz Brand Consultants: Chris Steinacker (CEO), Giulia Bruschi (Brand & Business Strategy Director), Patrick Ensslin (Head of Brand Experience Design) Lukas Mettler (Brand Experience Design Director), Selina Zeder (Brand Experience Design Director), Andjela Bulatovic (Brand Strategy Consultant), Lia Haferl (Senior Brand & Interaction Designer), Antonio Santoro (Senior Designer), Ivo Moosberger (Senior Designer), Micaela Pitre Salgado (Brand Designer), Emanuel Lopes (Motion Designer). Responsible at Brinkertlück Creatives: Creative Direction: Dennis Lück (Founder and Managing Director), Manuel Scheuble (Creative Director Text), Text / Concept: Tim Boin (Senior Copywriter), Ed Dawson (Copywriter), Ana Dimitrov (Copywriter), AI / Art Direction: Daniel Hesse (Senior Art Director), Filip dos Santos (Senior Art Director / AI), Andres Henao (AI Expert) Manuel Köpfli (Art Director / AI), Margarete Hertzsch (Art Director / AI), James Lama (Trainee Art / AI), Project Management: Wendy Buck.

The Clio Awards in New York are one of the most prestigious international creative competitions. As the only Swiss agency nominated, Farner | Team Farner was able to convert its shortlist place for the award-winning campaign "Giving a Voice to the Unheard" into a bronze statue in the Local/Regional category.

The campaign for Islam Alijaj from the SP appeared at the beginning of 2023 and supported his election to the National Council the following October. Part of the campaign was an AI avatar. With the help of text-to-speech, the National Council candidate was able to largely compensate for his speech impediment for the presentation of his election program. Supported by over 100 supporters, his campaign became a movement for the rights of people with disabilities.

On Tuesday, around 40 PROL members met at the Mosterei Möhl in Arbon for the 50th General Assembly. Co-Presidents Claudia Eugster and Stefanie Krüsi drew a positive balance for the past year: the organization's membership and finances are stable. In addition, members were offered eight varied events that promoted exchange and further training.

As part of the elections for the term of office from 2025 to 2027, six existing Board members and the two auditors were confirmed. Nora Fuchs stepped down from the Board after ten years and Fabian Kleemann was elected as a new Board member. He works as a communications specialist for the City of St.Gallen.

After the meeting, participants were able to learn more about the history of Möhl Mosterei at a cider tasting.

According to the report, the global press freedom situation has been classified as "difficult" for the first time. In 42 countries, covering more than half of the world's population, the situation is even perceived as "very difficult". Particularly affected are countries in which media are finding it increasingly difficult to remain financially stable due to economic pressures, leading to closures. In almost 90 percent of the countries examined in the report, media can no longer achieve long-term financial stability.

"Without economic independence, there is no free press," says Denis Masmejan, Secretary General of RSF Switzerland. "Weakened media become the prey of political decision-makers, oligarchs and autocrats. Economically weakened media have less and less opportunities to defend themselves against the enemies of the free press, disinformation and propaganda."

In the USA (rank 57), the economic and social situation of journalism has deteriorated significantly over the last two years. In some states, entire regions are turning into news deserts. Local journalism in particular is paying a high price for this. Donald Trump's second term in office has further intensified this trend, although the extent of his decisions to date is not yet fully apparent in the current ranking.

Switzerland remains in 9th place in the ranking and is therefore in the group of countries in which the overall press freedom situation can be described as "satisfactory". In this country, the biggest challenges remain unresolved legislative issues and the tense economic situation of many editorial offices. It is also problematic that there is still no draft legislation in Switzerland that addresses the regulation of large online platforms. SRF Switzerland President Isabelle Cornaz is therefore calling for regulation: "It is important to regulate the functioning of these platforms, which are being used by more and more citizens to obtain information, so that we retain the right to reliable and transparent information."

On Wednesday, the Federal Council elected Martin Bürki as the new Chairman of the Federal Communications Commission Comcom. He succeeds Christian Martin, who has been a member of the Commission since 2018 and has chaired it since 2024, as reported by the Confederation.

Bürki studied sports science and history at the University of Bern and holds an Executive MBA from the Bern University of Applied Sciences. He has worked in the Swiss telecommunications industry for more than 17 years and has headed Ericsson Switzerland for the past 14 years.

Bürki thus has many years of management experience with in-depth knowledge of the industry as well as a sound understanding of technological developments and the challenges of the telecommunications market. The 57-year-old will take over the role of Comcom President on August 1, 2025.

As an independent licensing and regulatory authority in the telecommunications sector, Comcom is responsible in particular for awarding universal service and radiocommunications licenses. Among other things, it is currently preparing for the award of new mobile radio licenses from 2029, according to the statement.

The previous Chairman, Christian Martin, stepped down as Chairman of Comcom at the end of March 2025. "The Federal Council would like to thank him for his services," the statement continues. (Marc Landis/NetzKI Bot/jor)

This article first appeared in Netzwoche.

Accidents involving passengers on buses and streetcars, such as tripping when getting on and off or falling as a result of an emergency stop or collision, have tended to increase in recent years. The Federal Office of Transport has therefore investigated the reasons for the increase in incidents - and how they can be minimized. As a result, VöV has developed a Prevention campaign which has been used by more than 30 public transport companies throughout Switzerland since the end of April 2025.

"You have it in your hands"

The campaign focuses on two main causes of accidents: boarding and alighting and being held in the vehicle. Around half of all accidents in streetcars and buses can be attributed to these two causes. Passengers can therefore help to prevent accidents in streetcars and buses themselves by adopting the right behavior. The campaign explains simply and directly how passengers can protect themselves. Accordingly, the main message of the campaign is "It's in your hands".

The measures are aimed at raising passenger awareness of safe behavior - in particular pressing the door button when boarding and alighting so that the door stays open longer, as well as holding on or sitting down immediately in the vehicle. This should reduce the number of passenger incidents on buses and streetcars in the long term.

The main visual feature of the campaign is a stylized hand. The so-called "hero hand" was designed in an eye-catching comic style to attract the attention of passengers and convey correct behavior on public transport in a likeable way.

The campaign comprises four subjects and is primarily communicated via the microsite, screens, posters and flyers in buses and streetcars as well as at bus stops. Social media channels and websites of the various transport companies are also used. Information on the prevention campaign is available on the Micro-Site available in the three national languages German, French and Italian.

Responsible at the Association of Public Transport: VöV office. Responsible at Dynamite: Roger Bosshart (consulting and text); Ralitsa Ruseva (art direction); Aleksandra Wolkow (graphics).

Gerhard Bayard was Head of HR/Personnel Development and Training at SRF for around five years. He also became a full member of the Executive Board on October 1, 2021. He is now relinquishing his duties at the end of October at his own request in order to return to Zurich University of the Arts (ZHdK) as Head of HR.

Bayard already held this position at the ZHdK between 2016 and 2020. Prior to this, Gerhard Bayard had already worked for SRF for around 21 years, most recently as Head of HR Consulting and Administration and Deputy Head of Human Resources.

"With the departure of Gerhard Bayard, SRF is not only losing an extremely committed and experienced HR boss, but also a person for whom the well-being of employees was always his top priority, even in difficult times," said SRF Director Nathalie Wappler. "The professional support, development and management of employees has become even more indispensable due to the constant change in the media industry and the economic and political hurdles. Gerhard has always stood up for this."

According to SRF, a successor to Gerhard Bayard has not yet been appointed.

Lachen Hospital stands for first-class medicine, professional care, a proven team culture and a close connection with the region. The new overall image is intended to give these values even more meaning and visibility.

To this end, Dachcom initially turned its attention inwards to the hospital. The newly developed figurative mark symbolizes the employees who shape and advance the hospital with their professional expertise, their humanity and their team spirit. Medical and human strengths merge into a concise symbol that is intended to create trust. The closeness and humanity of the hospital is also expressed in the new core message "Laughter makes you healthy".

With a fresh color scheme, emotional imagery and modern, clear typography, Lachen Hospital aims to strengthen its internal identification and external differentiation. The new branding is used in all applications and communication measures and also characterizes the new website, which is currently being designed by Dachcom.

Responsible at Spital Lachen: Martin Kaspar (Head of Communications and Marketing). Responsible at Dachcom: Team Winterthur.

With last year's website relaunch, health insurer Atupri also realigned its content marketing. The focus should be on content that is actually searched for and consumed.

As a strategic content marketing partner, Flin supports the implementation of the various focus topics. In close cooperation with the health insurance company, the agency is creating a content nurturing network geared towards maximum relevance, which should literally get the content marketing strategy up and running.

Matching content and offer

The first topic is "jogging". With suitable content, Atupri and Flin want to motivate beginners and returning runners to start running - and thus draw attention to the support for health-promoting measures provided by Atupri's supplementary insurance.

At the heart of the campaign are practical training plans that guide beginners step by step - including weekly training updates by email. The content was developed in close collaboration with fitness coach Niklaus Jud from Unik Sports and Olympic medal winner Markus Ryffel.

"The running story is a successful starting point. In future, we will regularly address new focus topics that are geared towards the needs of our target groups," explains Alana Bienz-Ruchti, communications specialist at Atupri.

Marketing automation is a central element of the collaboration. "We don't want our content to be intrusive," explains Flavio Dal Din, co-founder and project manager at Flin. "Our aim is to automatically guide customers to the right supplementary insurance from Atupri with relevant content."

Responsible at Atupri: Alana Bienz-Ruchti (Communications Specialist), Florence Hauri (Communications Specialist), Sarah Tanner (Communications Specialist). The campaign is now running on Atupri's digital channels. Responsible at Flin: Flavio Dal Din (Project Management and Strategy), Leandra Brun and Lukas Günter (Content Marketing), Larissa Krattinger (Marketing Automation). Partner: Fabio Zahnd (social media content), Silvio Felder (gateB, implementation of marketing automation), Karin Messer (graphics)