The aim of the campaign, conceived and managed by CRK, is to put the nursing professions in the spotlight in an authentic way and to strengthen public perception in the long term.

In close collaboration with 35 nurses from twelve Central Switzerland hospital sites, a total of 16 short videos were created within six months. The content was developed entirely by the nurses and honestly reflects their everyday lives, challenges and moving moments. No subsequent adjustments were made to messages or content - the focus was on authenticity right from the start. The videos were produced with the help of CRK's multimedia production team.

The campaign was launched in January on Instagram, TikTok and YouTube and reportedly reached over three million people, from which around one million ThruPlays were generated. Several videos went viral on TikTok without any financial investment, and the campaign was also picked up in various media. The target group was Central Switzerland, especially younger people about to start their careers and people returning to work.

An accompanying behind-the-scenes video documents the collaborative production process and is intended to create additional proximity to the people involved. "Our aim was to give carers a stage on which they could become the directors of their own story," explains Maja Freiermuth, who led the campaign.

The official campaign was completed in March. However, the videos can still be viewed on social media channels and on the campaign website.

Responsible at the hospitals of Central Switzerland: Nicolaus Fontana, Markus Rüdisüli, Peter Werder, Fortunat von Planta and 35 nursing staff from the hospitals in Central Switzerland. Responsible at CRK: Maja Freiermuth (Project Management), Patrick Marty (Consulting), Whitney Bründler (Multimedia Production), Tobias Häfliger (Multimedia Production), Max Eschler (Multimedia Production).

With the campaign launch on Friday morning, an association of representatives from politics, business and society is taking a critical stance against what is perceived as growing state paternalism. Die Antwort is responsible for the concept, implementation and media strategy and won a two-stage pitch beforehand.

The campaign relies on satirical exaggeration and visual provocation: four poster motifs focus on how everyday habits such as meat consumption or driving could potentially be banned. Reference is also made to the current ban on advertising in public spaces passed by the Zurich city parliament - a process that the initiators interpret as an encroachment on freedom of communication. The campaign sees itself as a creative protest against such developments and, according to its own statements, aims to stimulate a social debate on the limits of state regulation.

The central visual idea is based on the image of a state that treats citizens like children. The central statement, "You should not think, but obey the prohibitions", is deliberately exaggerated as a stylistic device.

The initiative is backed by the Swiss Retail Federation, the Swiss Trade Association, GastroSuisse and the Consumer Forum, among others. Individual voices from politics and business - including National Councillor Daniela Schneeberger and meat sommelier Michael Vogt - publicly support the campaign. On the associated Landing page citizens can take a stand and submit their own examples of regulations that are perceived to be overbearing.

In addition to the overall creative implementation, the answer is also responsible for media planning. As long as it is still permitted, the campaign will mainly be played out on traditional billboards. For the advertising industry, it also positions itself as a statement on the role of communication in public discourse.

The Federal Department of the Environment, Transport, Energy and Communications (DETEC) has once again awarded the concession for regional television in the Biel/Bienne coverage area to Canal B. Canal B was already awarded the license in January 2024. new concessionaire has been appointedwhereupon the previous provider TeleBielingue lodged a complaint (Markt-kom.com reported). The Federal Administrative Court then judged both applications to be largely equivalent and referred the case back to the Uvek for reassessment.

According to the Radio and Television Act, preference is given, in the case of equal applications, to the one that promotes the diversity of opinion and offerings in the respective coverage area more strongly. In the current assessment, the Uvek concludes that Canal B is structurally more independent and performs slightly better in terms of content criteria. In particular, the thematic and opinion-related diversity as well as the diversity of formats and actors involved were decisive. While TeleBielingue is part of the Gassmann Group, Canal B is organized independently.

A further appeal against the decision may be lodged with the Federal Administrative Court within 30 days.

To mark its 55th anniversary, the educational institution Ecap welcomed around 600 guests from all over Switzerland to the Kursaal Bern. The event was conceived and implemented by Ediii. The Zurich-based agency was responsible for the strategic development of the central idea, the visual brand staging and all content and media productions - including logo animations, presentations, moving image formats and communication media. Ediii was also responsible for directing the show and coordinating the technology and moderation.

In addition to a festive setting, the event also offered a substantive discussion of current challenges in education, integration and social justice. Two panel discussions focused on specific topics. The first panel discussion, moderated by Giuliana Tedesco-Manca, Deputy Managing Director of Ecap, was dedicated to the future visions of the next Ecap generation. In the second round, representatives from academia, politics and trade unions spoke about the future of adult education in Switzerland.

A change in the Ecap presidency also took place during the ceremony: National Councillor Balthasar Glättli took over as President, while Fiammetta Jahreiss was confirmed as Vice President. Finally, over 50 long-serving employees were honored for their commitment. The evening was hosted by Rubina Meixger. The event ended in a convivial atmosphere with music and culinary highlights.

Responsible at Ecap: Guglielmo Bozzolini (Managing Director ECAP), Giuliana Tedesco-Manca (Deputy Managing Director ECAP). Person in charge at Ediii: Cédric Wiestner, Frédéric Prinz. Photo and video: Gian-Andrea Lüthi.

The study is based on 411 online interviews with TikTok users in Germany. According to the study, a good third (34%) definitely or probably want to use the TikTok Shop. A further 34 percent are undecided, while 14 percent rule out making a purchase in the store. At the time of the survey, the TikTok Shop was not yet available in Germany - visual examples from existing international versions were therefore used to simulate the purchasing situation.

The Puls product researchers see cosmetics, drugstore goods, food, clothing, shoes and jewelry as product categories with great sales opportunities. "Even though Everyday Goods is the most popular category, the TikTok Shop is also becoming interesting for products in other categories such as clothing, media and home," says Charles Bahr, CEO of ZCG, a consultancy specializing in Gen Z. Brands could tap into new target groups on TikTok by collaborating with suitable partners.

On average, TikTok users who are interested in paying are willing to pay up to 50 euros per product. This means that it is not only the lower price segment that is relevant for the platform, according to the study authors. For the research team, the existing willingness to buy is also an indicator: 48% of respondents have already purchased recommended products via TikTok. "The simplified ordering option in the new store will significantly increase the importance of TikTok for German e-commerce in the short term," says Stefan Reiser, Managing Director at Puls.

The survey was conducted between March 25 and 28, 2025, based on a pre-qualified online panel. According to the provider, the study complies with ISO standard 20252:2019 for market, opinion and social research.

A total of 79 awards were presented to the Best of Swiss Web winners at the gala night in Dübendorf on Thursday evening: 11 gold, 25 silver and 43 bronze.

As the best web project of the year, "Bucher Connect Service Platform" won the title of Master of Swiss Web 2025. The project was commissioned by Bucher Municipal and developed by Eyekon and Intelliact.

The project also won three gold medals in the "Marketing", "Productivity" and "Technology" categories.

"Best of .swiss" award for Zermatt Tourism

Zermatt.swiss from Zermatt Tourism won the special "Best of .swiss" prize for the best web project with a .swiss extension. The website "invites you to enjoy a relaxing visit online by combining our six Swissness criteria of quality, innovation, design, down-to-earthness, trustworthiness and multilingualism", praised jury president Fabian Unteregger. At the heart of the site is the easy-to-use accommodation search function, which transparently rates all types of accommodation in good Tripadvisor style. "At no point do you virtually fall into a crevasse or sprain your ankle while surfing in Zermatt."

Goldbach Crossmedia Award for Arosa Tourism

The Goldbach Crossmedia Award was also presented for the eighth time as part of the Best of Swiss Web Award Night. With a multichannel strategy paired with AI, creativity and community engagement, Yoveo | Team Farner and Arosa Tourism were able to secure the gold trophy at this award night.

In the Campaign the Swiss population was asked to formulate their personal dream of a perfect vacation in the mountains. With the help of AI, over 43,000 of these submitted dreams were visualized. In a further step, various advertising subjects were prepared in a channel-optimized way and presented cross-media - on social media, as TV commercials and on cable cars, public transport buses, limited-edition stamps and bath towels.

In line with the brand promise "Arosa makes dreams come true", numerous submissions were not only visualized, but also realized. The well-known tourist destination gave away wellness weekends or après-ski experiences to all participants. Ultimately, this co-creation approach not only led to a wide range of advertising opportunities, but also lent the campaign authenticity and created a collective experience.

Silver went to the campaign "Werbung naja, Zins gut." by Bank Cler, realized by Neu Creative Agency. And bronze went to "Migros as Playmobil" from the client Migros Supermarket, realized by the Wirz Group.

The "LXmas For You" campaign by the airline Swiss, realized by MSM Digital and Tamino Productions, won the audience award donated by Goldbach. In the run-up to the Award Night, customers, agencies and all other interested parties were able to vote for their favorite campaign.

The BoSW Gold winning works at a glance

• Brand Experience: Nemo broke the trophy
• Business: Chopard - The Future of Ethical Luxury Commerce
• Creativity: WOZ - The News In The News
• Digital Commerce: Marketplace Zermatt - Matterhorn
• Innovation: democratizing the accessibility of live events
• Marketing: Bucher Connect service platform
• Performance Campaigns: The apprenticeship campaign for Gen Z
• Productivity: Bucher Connect service platform
• Public value: democratizing the accessibility of live events
• Technology: Bucher Connect service platform
• User Experience: Images of Switzerland Online

(Joël Orizet/tme/swi)

Since April 1, Nashua Gallagher and Emilie Rauschütz have been strengthening the product team at View. Gallagher, previously Lead Product Manager at NZZ, brings experience from international media companies such as Financial Times, The Economist and Cartoon Network. Her focus is on digital strategies, the integration of AI tools and growth management.

Rauschütz starts as Product Manager in the sports team at View. She previously worked at Bitpanda and N26 and gained experience in sports journalism at Deutsche Welle, Onefootball and View Sport. Its aim is to further develop digital sports content and bring it closer to users.

With the new additions, Chief Product Officer Stephanie Leue is focusing on data-driven optimization and innovative user experiences: "With Nashua and Emilie on board, we are taking an important step towards modern product management and strengthening our ability to create great experiences," says Leue.

On Wednesday, the country's best recruiters were chosen in Zurich and the current recruiting trends were presented to 150 guests. With outstanding results in all categories, Helsana achieved this year's overall victory, ahead of Migros Bank and Graubündner Kantonalbank.

The Best Recruiters study examined the recruiting quality of the 450 largest employers in Switzerland and Liechtenstein for the twelfth time. The results were presented for the first time by Christian Pasteka, who took over the management of the study at the beginning of 2025. His predecessor Agnes Koller will continue to act in an advisory capacity. The new Best Recruiters portal was also presented at the event, which enables companies to carry out individualized analyses and comparisons based on the study results.

The study results at a glance

While TikTok and video content continue to gain ground and usability is also making significant progress, the study results also point to clear deficits in the areas of cyber security, leadership communication and speed of response to applications.

The study is particularly critical of the IT security of career websites. Only six percent of the sites examined are adequately protected against data breaches. In addition, loading times on mobile devices are often too long, which makes them difficult to use.

Shortcomings are also evident in the application process. A test with a fictitious inquiry from a 17-year-old about opportunities to get to know and try out the company revealed that 59% of companies did not respond. Compared to the previous year, this is a decrease of 32 percentage points.

The topic of leadership continues to play a subordinate role in recruiting. Only two percent of job advertisements contain information on leadership style, and the topic is rarely addressed on employers' career websites. Diversity within management is hardly ever made visible.

The use of video content is highlighted positively: 72% of career websites now use videos, three quarters of which provide concrete insights into everyday working life. Social media is also increasingly being used for recruiting purposes - LinkedIn remains the leader, while TikTok is gaining in importance with an increase to 17 percent. At the same time, there is still room for improvement in community management on platforms such as LinkedIn and Instagram, as interaction rates are below ten percent.

At the "Spotify Advance Event" in New York, the streaming service presented the further development of its advertising platform. The innovations include the introduction of the Spotify Ad Exchange (SAX), a programmatic trading platform for digital audio advertising. SAX enables advertisers to access logged-in Spotify users via real-time auctions and offers comprehensive measurement functions. Following initial tests in the USA and Canada, SAX is now available in several international markets, including Europe.

The Spotify Ads Manager has also been expanded and offers extended targeting options, new first and third-party measurement solutions and performance-based campaign objectives. These include the new "App Install" marketing objective, which allows advertisers to target users who are most likely to download an app.

Automatic creation

With Spotify Gen AI Ads, the company is also introducing an AI-supported tool that automatically creates audio ads including scripts and voice-overs. The solution was previously only available in the USA and Canada, but is now gradually being rolled out internationally. In addition, the internal "Spotify Creative Lab" supports companies and agencies in the development of customized campaigns.

Advertising revenue more than doubled in 5 years

According to the company, advertising revenue has more than doubled since 2020. Spotify Ads Manager revenue increased by over 50 percent in the fourth quarter of 2024, and the use of video ads on the platform grew by 44 percent year-on-year in the US.

Thanks to the cooperation with City Lights, Livesystems is now marketing digital screens in central locations in Zurich, including in District 1 and the Old Town. The sites are located in urban hotspots with high footfall, such as the pedestrian zone in Niederdorf. Advertisers can book the new spaces directly in the Livesystems advertising network and combine them individually.

As with most of Livesystems' other advertising spaces, the performance of the new screens is evaluated by the market research institute Intervista. The data collected can be accessed in the "Inventory Finder" planning tool and enables data-based campaign planning. With this expansion, Livesystems' Swiss-wide DOOH network will grow to over 13,000 screens.

City Lights owner Jürg Knecht sees long-term potential in the collaboration: "Livesystems is the ideal partner for the future of City Lights AG. Their strong sales team and technical expertise offer the best conditions for successfully marketing our advertising locations in the long term."

The water supply of the city of Zurich is the competence center for drinking water in Switzerland and takes care of the treatment and distribution of water.

In the continuation of the information campaign, six new facts about the water supply show what is being done in the background to ensure the best drinking water for the whole of Zurich - also for future generations.

The result is a whole series of informative subjects - charming illustrations package the tidbits of knowledge in an equally eye-catching and entertaining way. The campaign concept, illustrations and text were created entirely by TBS.

The campaign can be seen on mobile posters and VBZ streetcar and bus posters. It will also be published on the city of Zurich's website and played out via the city's and WVZ's social media channels.

Due to its popularity, the postcard set will also be continued as a giveaway and distributed to all visitors to the water supply. The motifs are also used for internal communication materials, lectures and presentations.

Four years after the last relaunch, the new Annabelle from Friday in a revised design with fresh typography and an individual color concept for each issue. Art Director Bobi Bazooka is once again responsible for the graphic update and has worked with Creative Director Nathalie De Geyter to further develop the award-winning look. The magazine's digital presence has also been revamped. "The new look of Annabelle is light, elegant and leaves room for playfulness and the unexpected," says De Geyter.

Content supplemented Annabelle has added a lifestyle section to its range, in which the editorial team presents favorites from the worlds of fashion, beauty, living, jewelry and watches. The selection is intended to provide orientation in an increasingly digital consumer world, explains Editor-in-Chief Barbara Loop: "In a digital world in which new products are advertised every day, a magazine like Annabelle reduce the flood of information, select the best products. The readers trust Annabelle."

With the "Sandwich" column, the prominent last page of the magazine has been given new content. Michèle Roten and Claudia Senn take it in turns to write about topics that concern people in midlife. Roten, former Annabelle-producer and author of the Tagi-column "Miss Universe", is looking forward to the new platform: "I want to give an insight into what it's like to live in this world as a woman who is no longer quite so young." Senn, longstanding Annabelle-editor and now works for Zeitlupe and as a freelance author, wants to encourage people with her personal texts: "I want the column to be fun and give older women a voice. It should also be radically personal."

The column is illustrated by Art Director Bobi Bazooka and will appear in every issue from now on.