This year marks the 20th anniversary of the launch of the Graubünden regional brand. Graubünden was one of the first regions in the Alps to enter the competition as a brand. The path from that pioneering project to the present day is lined with numerous milestones and milestones. The umbrella organization of the Graubünden forestry and timber industry created the first product brand, Graubünden Holz, and in 2006 Lenzerheide became the first destination to adopt the Graubünden brand image - a dozen other Graubünden vacation regions were to follow suit.

From 2004, the uniform tourist signage along the main traffic routes ensured visibility within the canton, and in 2008 the advertising ambassadors Gian and Giachen began their triumphal march into the heart of a steadily growing fan base in German-speaking Switzerland. Ten years after their launch, the positioning of the brand was sharpened in 2013 with the brand idea "NaturMetropole Graubünden", which highlights the many contrasts between nature, culture and progress.

Past versus future

To mark its 20th anniversary, the Graubünden brand office dedicated its Brand Day to the tension between the past and the future. Philosopher Yves Bossart received great applause for his philosophical reflections on the phenomenon of time with its dimensions of past, present and future.

An illustrious panel discussion with Urs Wohler, Andreas Rotzler and Hans-Peter Rest looked back on the birth of the regional brand. In conversation with host Gieri Spescha, Managing Director of the Graubünden brand, Brand Council President Andrea Frei emphasized the quality of the broad network of brand partners and licensees. The German futurologist and trend researcher Marcel Aberle presented theses on the Graubünden brand and a "future image for the Graubünden nature metropolis" as the result of a broad trend research. Aberle attests that the Graubünden regional brand has the potential to develop into an "avant-garde region for progress" and a "laboratory region for the future".

In his presentation, cantonal councillor Marcus Caduff used various examples to express his confidence that Graubünden could successfully embark on this path of the future. AI expert and digital entrepreneur Roger Basler de Roca immersed the audience in the current and future possibilities of artificial intelligence and ended his presentation with an urgent appeal: "We need AI ambassadors in companies, schools and administration". Wirz advertising man Livio Dainese gave a tongue-in-cheek account of the success story of the two Graubünden cult bucks Gian and Giachen, while the impressed audience gave stage poet and comedian Patti Basler a long round of applause at the end for her witty and profound Instant Protocol with pianist Philippe Kuhn. An anniversary aperitif with Grisons snacks rounded off Brand Day 2023. A record number of around 200 people from the worlds of business, culture, the environment, politics and society had registered for the event.

The Graubünden brand office with Managing Director Gieri Spescha is managed by Quant on behalf of the Graubünden government. In its anniversary year, the Graubünden brand has over one hundred licensees.

Carole Räber comes from Acne Zurich. Prior to that, she worked for three years at M&C Saatchi and four years at Publicis in London. She holds a Bachelor of Science in Business Administration with a focus on Marketing & Communication.

"Strategic planning is a focal point of our daily work. Carole Räber will take us to the next level both professionally and personally," says Managing Director Strategy Gordon Nemitz.

Thjnk Zurich was founded in June 2016 by consultant Andrea Bison and creative Alexander Jaggy. Today, strategist Gordon Nemitz and creative Pablo Schencke complete the management team. After seven years, the company has 30 employees and serves 16 clients.

Hmmh is establishing a new location in Switzerland. The expansion represents a logical step in Hmmh's ongoing internationalization strategy, according to a statement from the House of Communication. The location in Zurich complements the locations in Germany, the Middle East and Poland.

Marvin-Sebastian Karácsony, who will work closely with the other Serviceplan Group brands in the Zurich House of Communication to provide customers in Switzerland with comprehensive support along the entire digital value chain, will be responsible for setting up the Swiss branch. The aim is to expand the existing customer business, acquire new customers and expand the partner ecosystem with relevant technology partners such as SAP CX, Emarsys, Akeneo, Contentserv and Salesforce.

"Hmmh is already known beyond the borders of its home market as a partner in technological consulting and the implementation of transaction-oriented ecosystems and experience platforms. I am looking forward to the task of increasingly supporting Swiss customers in the implementation of their connected commerce solutions and digital transformation with a local team," Karácsony is quoted as saying in the press release.

Before joining Hmmh, Marvin-Sebastian Karácsony worked at the Swiss agency Ginetta for almost eight years. There he led various strategy, design and development projects for global brands and was a member of the Extended Executive Management Team. Prior to that, he was responsible for the growth of Evernote Business in EMEA at Evernote. His previous positions include Microsoft Switzerland, where he worked for five years and supported major customers in their digital transformation. He is currently also active as a start-up founder and consultant.

The aim is to appeal to an "increasingly international and digitally savvy audience", according to a press release issued on Thursday. In addition to new lettering, the new look also includes graphic elements and the hashtag "ThePeakToBe".

In addition to "ThePeakToBe", other key messages were also designed in the form of social media-compatible hashtags. The "T" as a design element consists of dynamic lines and is reminiscent of the steel structure of the new directional tower. In terms of color, the brand now shines in blue with red highlights.

The Titlis brand identity is not a temporary campaign, but an independent and sustainable design system that implements the corporate strategy - developed according to the "digital first" principle.

Titlis project as a trigger

The brand image will become visible at the start of the 2023/2023 winter season and, according to the press release, will go hand in hand with the planned architectural upgrade of the Titlis summit. Under the name "Project Titlis", Herzog & de Meuron have designed the extension of the directional tower, a new mountain station and an additional railroad line to the summit. The project is due to be completed by 2029 (SDA/pd/swi)

Responsible at Titlis Bergbahnen: Norbert Patt (CEO), Urs Egli (Head of Marketing), Fabian Appenzeller (Head of Communications). Responsible at Markenfels: Gernot Honsel (mandate management), Dr. Ulrike Grein (strategy), Taco van der Lujit (creative direction).

In the fall of 2023, the zoo management around director Stefan Meier re-evaluated the agency for its marketing and communication tasks. Bühler & Bühler won the pitch. The 23-strong Zurich agency will support the long-term campaign planning for all areas of the zoo from 2024.

The next era begins in January with the opening of the newly built entrance gate: "With the integrated Goldau landslide museum and an indoor 'Magic Forest' playground for children, the zoo experience starts right outside the park entrance," says Katrina Wenger, Head of Marketing, Sales and Education and member of the management team. Guests will benefit from an attractive bad weather offer and much shorter waiting times. In addition, the new, more upmarket Bubo restaurant will open at the same time, which can also be visited without paying admission to the park.

"We have found the ideal agency in Bühler & Bühler. Their range of services covers all of our needs across the board. They are also extremely agile and 100% customer-oriented," says Katrina Wenger with conviction.

Celonis has made it its mission to make processes usable for people, companies and the planet. The OOH campaign, consisting of digital and analog posters in the minimalist Celonis design, followed this motto. The Swiss-German message "Prozess Mining, kännsch?" on the posters conveyed a cheeky approach with local color. Addressing key accounts directly, such as "Hoi ABB", personalized the communication to strengthen the bond with existing partners. The hook of the copy, that companies can save up to one million francs through process mining, was intended to confidently attract attention.

The resolution of how process mining actually works was provided on the campaign landing page through three success stories. In all three stories, the credibility of the campaign's statements was addressed in a discussion between colleagues and underpinned with further facts.

In addition to OOH and online measures, the most important accounts were approached live on site: Celonis relied on a guerrilla measure for account-based marketing. A sustainable Velopresso coffee bike distributed not only coffee but also the seasonal Swiss specialty Vermicelles. Without a motor or noise, the coffee bike created a relaxed atmosphere for conversation and became the central point of contact for a direct exchange with the Celonis ambassadors. Here, too, visitors were able to actively engage with the topic of process mining via the success stories and call them up on a retro telephone.

To further increase awareness of the brand, Live Lab's Motion team for social media accompanied the on-site activities with photos and videos and filled the editorial plan of Celonis' social media channels with content over a period of two weeks. The combination of innovative marketing measures and a personal approach was intended to establish Celonis as a key partner in the process mining sector in Zurich.

When you look in the mirror, you want to see yourself - whether you're in a hotel, getting dressed up at home or trying on clothes in a clothes store. The main problem is often the wrong light. Störi Licht wants to remedy this by importing lyz mirrors from Germany to Switzerland. These can simulate different lighting moods even in very dark corners of a room.

In order to communicate this in both the B2B and B2C markets, Störi Licht commissioned an integrated campaign from the Agentur am Flughafen in St. Gallen.

From now on and until further notice, Störi will be promoted with an advertising campaign as well as banners, direct mailings, a microsite and PR.

Responsible at Störi Licht: Peter Schwarber (CEO). Responsible at agency at the airport: Max Eugster (overall responsibility), René Eugster (Creative Direction), Wilko Nuber (Art Direction), Katie Eugster (Art Direction Interactive) Elia Vogt (Graphics), Andrin Zürcher (Text).

The editorial management of the Messenger of the original Switzerland is being reorganized. After editor-in-chief Flurina Valsecchi left the Messenger and Christoph Clavadetscher, who has been head of the editorial team and a member of the Executive Board for many years, is stepping down at his own request, a new team will take over the management of the editorial team.

Dominik Jordan will lead the new editorial team as Editor-in-Chief and will also take a seat on the Bote der Urschweiz management board as a representative of the editorial team. The long-time employee of the Lucerne Newspaper is an experienced journalist and knows the Central Switzerland region inside out. Jordan has been Head of the Canton of Lucerne section since 2020 and as such is responsible for content on Lucerne cantonal and municipal politics. Previously, he worked for two years as Head of Foreign Affairs and Editor at the same newspaper. The father of a two-year-old son began his journalistic career in 2014 after completing a commercial apprenticeship as a trainee at the Lucerne Newspaper started.

"The Bote der Urschweiz is a newspaper with excellent roots in the region. I am very excited about shaping this traditional title as Editor-in-Chief," says Jordan.

Young and regionally anchored management team

At Messenger Jordan is supported by a young management team consisting of long-standing Messenger-employees with a regional background. Robert Betschart from Muotathal, Head of Sport since 2016, is taking over the position of Deputy Editor-in-Chief. However, the 39-year-old will remain responsible for sport. The 29-year-old Nadine Annen from Schwyz, editor and page editor at the Messenger since 2015, will take on the role of Head of Production in the new editorial team. The editorial team will be completed by 27-year-old Laura Inderbitzin from Muotathal, who has been with the Messenger as Head of Digital/Multimedia. Both Inderbitzin and Annen began their journalistic careers at the Messenger started with an internship. All three members of the editorial team mentioned above have a degree in journalism, media and communication.

During the transitional period until the new editorial team takes over in March, Christoph Clavadetscher, supported by Nadine Annen and Robert Betschart, will continue to manage the Messenger-Editorial.

Against this backdrop, the TX Group has defined medium-term margin targets for its Group companies. For example, the commuter media in the 20 Minuten division should achieve an adjusted EBIT margin of 14 to 16 percent by 2026. The Tamedia division with the traditional paid media brands should achieve a margin of 8 to 10 percent by 2026.

Excluding the out-of-home advertising business, the target for the advertising sales company Goldbach is 18 to 22%. The target for Goldbach Neo out-of-home advertising is a margin in the range of 12 to 14 percent.

The TX Group defines adjusted EBIT as the normalized operating result before depreciation, amortization and impairment losses from business combinations. At the end of the first half of 2023, all divisions were still far from the targets set for 2026.

With today's publication of the margin ranges, TX Group is fulfilling the promise it made last year. At the Investors' Day, the Group will explain in detail the development of the media and advertising market and the targets for the individual companies.

The media release reaffirms the distribution policy. Normally, 35 to 45 percent of free cash flow before mergers and acquisitions and after dividends to minority interests and repayment of lease liabilities will be distributed. (SDA)

Nau Media is launching a whole series of new digital magazines in one fell swoop. With a total of eleven different subject areas Health, Cars, Living, Food, Love, Luxury, Travel, Animals, Beauty, Family and Tech trends there is something for everyone, according to a press release issued on Thursday.

The new online magazines are available as an app. They also each have a Nau.ch-style website with their own URL. "The aim of the new digital magazines is to address and reach even more people from the Swiss population. Our offering is becoming even broader and we are now also surprising people with softer topics that don't necessarily have to be news-related," says Yves Kilchenmann, CEO of Nau.ch. "With this step, Nau.ch is evolving from a single site into a versatile online network."

Nau.ch network for Switzerland

"We want to inspire - with varied, entertaining and diverse content," say Sophie Keilwerth and Marla Eva Moser, Co-Heads of Services and Special Interest. "With the free new magazines, we want to offer a positive user experience and thus added value in everyday life." Keilwerth and Moser's team will provide the content for the magazines, which will feature around 30 new articles per day in future.

As Head of Communications at McKinsey Switzerland, the German-Italian PR expert Yannick Orto succeeds Dominic Baumann, who took over the management of the "von Rundstedt SME Desk" and the management of KMU Problemlöser in spring 2023 after almost four years at McKinsey Switzerland.

Orto has worked for Credit Suisse in Zurich since 2019, initially in the Group Corporate Communications unit, including as a media spokesperson specializing in financial communications and human resources, and later in the Chairmans Office to head up the Client & Investor Framework. Prior to this, he gained journalistic experience at various print and online media in Germany. From 2016 to 2019, he worked as a TV producer for ARD's Geneva studio, focusing on the United Nations and Swiss politics.

"McKinsey in Switzerland combines global expertise with in-depth local knowledge. Our consultants support private and public organizations from various industries to sustainably improve their performance. I am also enthusiastic about the concentrated knowledge of the Swiss partner group, which is reflected in in-depth analyses," says Orto about his new position.

"Times better: Malbuner". The agency has now extracted the underlying claim and brand and transformed it into entertaining commercials. Under the campaign claim "Makes you envious", the focus is on moments when you simply feel like eating a fine slice of herb bacon or some country smoked ham.

Moments when you are envious of everyone who is enjoying a fine piece of charcuterie. Especially when your own plate is filled with overcooked appetizers in hip galleries, sports gels on an Alpine bike ride or something completely undefinable at parents' evening. A total of seven commercials stage precisely these moments. Sometimes, even in Appenzell, people prefer to enjoy a little charcuterie from Malbuner.

The series, humorously directed by Felipe Ascacibar, thrives on the diversity of the stories and the amusing cast, as well as on the lyrical soundtrack, with which different stories are always told in a recognizable way. The films have been available to watch online since the beginning of November and on TV since Monday.

Responsible for Malbuner: Philipp Ospelt, Marc Engelhard (Marketing). Responsible for TBWA\Zurich: Manuel Wenzel, Michael Kathe, Maude Mahrer, Severin Miszkiewicz (creation); Lukas Diem, Julia Lenauer (strategy); Karin Schweizer (consulting); Fabrice Studer, Karl Hofmann (ViDo); Stephan Sliwensky (media); Iva Bozovic (PR); Michelle Steinauer, Anna Lena Delli Santi (TBWA\Buzz). Responsible for Shining Film: Caroline Braun, Leonardo Sanfilippo (Executive Producer); Felipe Ascacibar (Director); Timon Schäppi (DOP); Christos Dervenis (Line Producer); Antonia Grosse (Production Coordinator); Laurin Biersack (Editor); Supreme Music (Music); DubDub Studios (Audio Post); Lukas Kärcher (Postproducer).