The Fastr agency was in the lead for the design of the opening event and worked closely with the specialist for spatial staging and interactive brand experiences Aroma. The Umwelt Arena in Spreitenbach near Zurich was extensively redesigned for the magnificent opening ceremony with around 500 guests.

BYD is entering the Swiss market with the BYD Seal, BYD Sealion 7 and BYD Seal U DM-i models. Further models will be added to the range on an ongoing basis.

After almost a decade as co-founder and creative director, Florian Beck is retiring from the advertising industry. His departure marks the end of a formative era, the agency writes in a communiqué. A new chapter is now beginning that will continue to focus on creative continuity.

Under his leadership, Sir Mary has developed into one of the top advertising agencies in Switzerland since it was founded in 2016. "It has been an incredible journey that I have been able to go on with a great team. I am proud of what we have built together and I am leaving Sir Mary with gratitude and full of confidence in the future of the agency," said Beck about his departure.

He is leaving his future open. "I know one thing for sure: this is my farewell to advertising. Anyone who knows me knows: it's either full throttle or not at all. For me, advertising has always been the best job in the world." After a quarter of a century in the industry, the time has now come for something new, Beck continues: "I want to sit in front of a blank white piece of paper again, waiting to be written on, scribbled on or torn up. And to have much more time for the really important things in my life, like my family."

Adrian Merz succeeds Beck

The succession has already been arranged: Adrian Merz, the previous Executive Creative Director, who has been part of Sir Mary for four years, will take over the creative direction. With his many years of experience and deep roots in the agency's culture, he will continue and further develop the current course.

"We thank Flo for his tireless commitment, his visionary creativity and his formative influence on Sir Mary. His spirit and ambition will remain within our four walls," says Maurizio Rugghia, Managing Partner, on behalf of the entire agency. "At the same time, we look forward to writing the next chapter of Sir Mary's success story with Adrian."

Communications consultant and filmmaker Timo Wäschle is expanding his portfolio with a weekly talk show in podcast format. "Wäschle wills wissen" aims to take up unusual perspectives from the media, communication and show business. Carlos Leal, known from productions such as "Casino Royale", "Better Call Saul" and "MacGyver" - and for many still today as the frontman of the Swiss hip-hop formation Sens Unik.

In the interview, Leal gives personal insights into his career, life in Hollywood and the importance of slipping into different roles - both professionally and privately.

"'Wäschle Wills Wissen' is a project close to my heart - a stage for exciting people who have accompanied me on my journey through corporate, film and show business," says Wäschle, who incorporates his experience from radio, TV and storytelling into his talks. The talks are recorded in a studio in Zurich's Niederdorf on Froschaugasse, where the Protestant Bible was printed. "Where content marketing originated," says Wäschle. He wants to address communication professionals, creatives and all those who "like to take a look behind the scenes". Talks with guests such as Sunnie Groeneveld, Beat Mörker and Manuela Leonhard are also planned. New episodes appear weekly on Wäschle's YouTube channel and Spotify.

In the last 10 years, the number of bicycle accidents has increased by a whopping 50 percent, the majority of which were caused by the cyclists or e-bikers themselves. The cycling association Swiss Cycling is therefore launching the digital Self-test "Ready to bike"which was developed together with the IT company Eviden and the Road Safety Fund.

With the self-test, cyclists and e-bikers can playfully check their knowledge and riding technique in just a few minutes. At the same time, they receive tips and personalized offers for greater safety. To ensure that the self-test is used, a campaign by Feinheit will publicize it in the coming months.

Presence on the Internet and in bike stores

The visual appearance of the campaign is intended to appeal to as many cyclists and e-bikers as possible and encourage them to test their knowledge. A competition should provide an additional incentive. The focus of the campaign is on people who are new to e-bikes. This is because the increasing number of accidents can also be explained by the fact that e-bikes have brought many people back onto bikes who have not ridden for a long time.

The target groups are addressed both online and in bike stores: the campaign can be seen digitally in Google searches, on social media, YouTube and online portals. It draws attention there in particular with videos and knowledge questions. In stores, the campaign is present with flyers, posters and tags that are attached to e-bikes and bikes.

Responsible at Swiss Cycling: Lisia Bürgi (co-project manager), Matthias Schlüssel (co-project manager), Paloma del Mar Kilchenmann (deputy project manager). Responsible for fineness: Stephanie Auderset (project management, concept & text), Simon Hugi (deputy project management & concept), Moritz Friess (concept & online marketing), Emily Wren (visual design), Catherine Pearson (layout), Alexandra Theiler, Lara Hubacher (animation).

Philipp Skrabal, Chief Creative Officer and Partner at Team Farner, was named "Advertiser of the Year" 2025 in March (Markt-kom.com reported). In the HWZ podcast "Stefanundstefan" hosts Stefan Eggenberger and Stefan Vogler discuss with Skrabal on the importance of creativity in advertising and the challenges facing the industry. He emphasized that advertising should not only sell, but also convey a message - an attitude that his predecessor Andrea Bison had already highlighted in her laudatory speech.

Creativity and innovation are crucial for success, says Skrabal. Teamwork and understanding the needs of customers are particularly important to him. In a changing digital landscape, he advocates more curiosity and courage to develop your own ideas and break new ground. At the same time, promoting young talent is important to him: Young talents need room to experiment in order to actively shape the future of the industry.

The full episode is available on the usual podcast platforms.

Would you like to find out more about Philipp Skrabal and his ideas for the industry? Click here for the exclusive winner interview with m&k:

"Our industry and our creative product deserve more respect"

Rivella can now be called directly on the free number 0800 807 111. The voice of comedian Eric Lüthi, aka "Bresha", answers the call - in his typically dry manner, somewhere between comedy and honest community talk.

It all started on April 1 with a simple post on social media: "We have a hotline - true or not? Have you called yet?" This was followed the next day by a humorous video. Not an April Fool's joke, but a genuine offer of dialog. Open, direct and with a large portion of tongue-in-cheek. Further platforms for feedback are also offered with numerous posts on social media.

The hotline and the genuine community reactions are at the heart of the campaign. It is intended to convey that Rivella takes the community seriously. What is said on the phone flows directly into the rest of the campaign. When Rivella Yellow is celebrated, it is shared loud and proud with the world. When criticism comes, it is listened to carefully - and taken as an impetus to talk openly about the product, taste and expectations. Rivella really wants to know what Switzerland really thinks about Rivella Yellow.

Live call event and other activations

Further measures will follow in the next few weeks. On April 9, Bresha will answer the phone in person and respond to calls live. On April 14, the hotline will make a stop at Zurich main station - with a guerrilla campaign including on-site sampling.

On April 21, honest reactions from passers-by regarding community opinions from the hotline and online will follow. A competition to win yellow Rivella sweaters will be launched on April 28. And on May 5, there will also be a look behind the scenes in the case movie.

The measures are aimed at further increasing spontaneous brand awareness of Rivella Yellow, triggering trial purchases and appealing to the young target group of 18 to 25-year-olds in particular. At the same time, the topic of hate and love in social media is reflected in a humorous way - and the community is actively involved in the exchange.

The campaign is aimed at German-speaking Switzerland. In addition to OOH posters in Zurich, there is also an interactive Snapchat lens to discover. This shows the community which Rivella Yellow type they are. From "Mandatory drink for everyone who knows what taste is! 😏💛" to "Vegan Rivella? What's next, decaffeinated espresso? 🤔"

Responsible at Rivella: Andrea Murer (Social Media & Content Marketing Manager, overall responsibility), Niels Niemann (Digital Manager), Francesco Camenzind (Brand Manager Rivella). Responsible at Monami (Communication): Sui Thin Ip, Luca Rey, Matthias Lahoda (production); Loris Di Gregorio, Luis Balzer (CGI/motion design); Gianni Peng, Max Mottas, Anna Lena Delli Santi (creation/conception); Tim Schärer (project lead).

The new headquarters of the design studio, which was founded in 2021, is located in the heart of the Museumsquartier, opposite the Swiss National Library and the Museum of Communication.

"The environment we spend time in shapes the way we think and feel," writes Studio Thom Pfister in a press release. This is why the design studio has created an inspiring environment that encourages people to come together and is at the cutting edge of technology. The large shop window front also provides an insight into the studio's work - "but also opens up our view from the inside out", the statement continues.

In ten years, Live Lab has developed from a small team into an established agency with almost 30 employees. Now it is taking the next strategic step with its expansion into the Middle East. "Dubai, Riyadh, Doha - these are places where an incredible amount is currently happening," explains co-founder Maximilian Souchay. "There is hardly a more exciting region for live communication at the moment, and we want to be right in the middle of it and help shape these developments."

The economic upturn in the Middle East is visibly characterized by tourism, events and investments in the corresponding infrastructure. The region is increasingly positioning itself as a global hotspot for business, sport and culture. Major international events are attracting a global audience and creating a growing demand for innovative live communication.

Right time

A key success factor for the expansion that had been sought for years was the right local management. In Ties Hendriks, a former Zurich resident and event expert who has been working in Dubai for years, Live Lab has found the ideal location manager.

"The region is one of the most exciting markets for events and brand experiences," says Hendriks. "The Middle East is a global hub for creativity and innovation - and I'm looking forward to establishing Live Lab here and setting new standards together with local and international partners."

International orientation with a clear goal

With the expansion, the agency now has the opportunity to provide customers in the region with even more targeted support and to further expand its own position on the international market. One example of this is Expo 2025 in Osaka, where Live Lab has a team on site all year round to support various projects.

How do resistant fruit and vegetable varieties develop? What role does cow dung play in healthy soil? And how much pesticide is needed? The new image film by Maybaum Film for Agroscope addresses a wide range of questions. To illustrate the diversity of the competence center's research activities, the film team travelled through Switzerland and filmed in Affoltern ZH, Conthey, Leytron, Central Switzerland and the Jura, among other places.

Agroscope conducts research in areas such as agroecological production systems, sustainable livestock farming and the development of climate-resistant varieties. The film aims to make the scientific work behind these topics tangible. "I was particularly impressed by how Agroscope uses targeted research to develop new varieties of fruit, vegetables and cereals that are more resistant and better adapted to future climatic conditions," says camerawoman Aline Pulver.

In addition to the cinematic realization, the musical design was also in the hands of Maybaum Film. The specially composed soundtrack combines natural sounds with modern elements to emphasize the connection between science and nature, as audio engineer Tim Zumstein explains.

The main film can be viewed on the Agroscope website and on YouTube and is also used at events, trade fairs and during visits. In addition, short versions were created for social media to make the research content accessible to a wide audience.

Responsible at Agroscope: Marc Andrey (Head of Communications). Production: Maybaum Film, production manager: Michel Alraun, producer: Alex Büche, camera & editing: Aline Pulver, color: Silvan Michel, music, sound design & mastering: Tim Zumstein.

Institut Montana is starting the new school year with a fresh new look. The measures include a modern website and a manifesto film that focuses on the school's international and holistic education. In collaboration with Sandeep Abraham's film production company and the Fair Factory agency, a project was created that allows teachers, students and parents to have their say.

The film is aimed at families who are looking for a school that, in addition to "excellent academic quality, focuses above all on people", according to a communiqué. In addition, various testimonial videos were produced in which students, parents and teachers answer frequently asked questions and describe their personal experiences.

The Manifest film will be shown in cinemas in Central Switzerland and online until the end of April 2025. The redesigned website contains virtual tours, detailed information on the educational programs and insights into everyday school life.

Responsible at Institut MontanaAlexander Biner (Director), Aline Kaspar (Head of Marketing), Katherin Noor (Marketing Assistant). Responsible at FairFactoryKurt Schmid, Claude Schaub (graphics). Film productionSandeep Abraham Filmproduktion (Production Company), Sandeep Abraham (Director & DoP), Luis Oliveira (1st AD), Olivier Walther (Gaffer), Walter Gilgen (Sound), Giada Marina Giorgo (Hair & Make-Up) Edwin Parayampillil (Editing), Hastings Switzerland (Sound Studio), Marion Bernet (Photographer), Olai Interactive (Website Realization), Webrepublic (SEO conception).

ds

VBZ commissioned the agency Ads&Figures to implement a targeted meta-campaign to promote its information day. The aim was to direct as many interested parties as possible to the careers page and strengthen VBZ's image as an attractive employer.

To minimize wastage, the ads were targeted based on interests, demographics and language preferences. The campaign ultimately relied on a multilingual approach in German, English, French, Italian, Spanish, Portuguese, Macedonian, Ukrainian, Serbian, Albanian and Polish. In addition, VBZ optimized the careers page so that users could access relevant information in their own language.

According to the company, the campaign achieved a high level of efficiency: the cost per thousand impressions (CPM) was less than CHF 5 and the average click price (CPC) was less than 13 centimes. The click-through rate (CTR) reached 4.56% for all clicks and 2.42% for link clicks. In total, the career site recorded over 11,000 visits during the campaign period.

Tobias Gees, Head of Recruiting & Employer Branding at VBZ, draws a positive balance: "It was nice to see that the success of the meta-campaign translated directly into the real world. The visitors to the information day were very well informed about the jobs at VBZ in the transport service and very motivated to start with us directly."

For future campaigns, Ads&Figures recommends further refining the multilingual strategy and examining the use of video content. A targeted analysis of the performance of individual language groups could also enable further optimization.

Responsible at VBZ: Tobias Gees (Head of Recruiting & Employer Branding VBZ). Responsible at Ads&Figures: Eloy Martinez (Team Lead Social Media & Programmatic), Fabian Wydler (CEO & Founder), Alessandro Graf (CBDO and Partner).

Under the title "Be yourself and more - become a trainer", the campaign shows how working as a trainer strengthens teams and also promotes personal growth.

Creative approach for a strong message

The agency won the pitch with a storytelling approach that combines authenticity and inspiration. The campaign breaks with clichés and shows coaches as personalities who can combine their passion for sport with work, family or other interests. "Our challenge was to create a campaign that combines emotional depth with a clear message," explains Svenja Tschannen, Creative Director at Sayhey.

Focus on personal growth

The campaign tells emotional stories of people who discover new perspectives and challenges through their work as coaches. A main film shows how coaches at different stages of their lives not only lead sporting teams, but also grow personally as a result.

The content of the campaign will be presented via social media, national platforms/broadcasters and at Swiss Volley events in order to reach as many people as possible. The aim is to reach a broad public and encourage people throughout Switzerland to volunteer.