20 minutes is discontinuing its printed daily newspaper throughout Switzerland at the end of 2025. This is the media company's response to changes in media usage and declining revenues in the print business. Over the past two years 20 minutes significantly expanded its digital market position and fully took over its own marketing at the beginning of 2025.

Investment in the digital offering is at the heart of the new strategy: substantial funds will flow into the further development of the product, brands and commercial offerings. From the fourth quarter of 2025, corresponding innovations are to be gradually introduced, including artificial intelligence applications and new digital advertising environments.

At the same time, the organization is being restructured. The previously separate editorial teams in German-speaking and French-speaking Switzerland will be merged into one national editorial team with offices in Lausanne, Bern and Zurich. The regional offices in Basel, Geneva, Lucerne and St. Gallen are to be closed at the end of 2025. In future, regional reporting will be covered by a network of correspondents.

Désirée Pomper, currently journalistic director of the Swiss-German edition, will take over the overall journalistic management of 20 minutes and 20 Minutes. Philippe Favre, founding editor-in-chief of 20 Minutes, will become Directeur Romandie and will head up the Lausanne site as well as the activities in French-speaking Switzerland and the collaboration with the joint venture L'essentiel in Luxembourg. French-speaking Switzerland will also be represented in the national editorial team in future.

Subject to the ongoing consultation process, the changeover will lead to a reduction of up to 80 full-time positions in the editorial and publishing departments, the statement continues. A social plan is planned for the employees affected.

The printed edition of 20 Minuti in Ticino is also to be discontinued at the end of 2025. In future, activities in the region will focus on the news portal Tio/20 minuti. The print and online offering of L'essentiel in Luxembourg will remain unchanged.

"We are starting from pole position into the digital future and are completely realigning our services and our organization. At the same time, we very much regret the associated job cuts. We will support our employees closely during these changes," explains CEO Bernhard Brechbühl.

Désirée Pomper adds: "The new national editorial team allows us to work more closely together between German-speaking and French-speaking Switzerland and create a digital product with content from a single source that continues to meet the needs of both parts of the country."

With "CannesFessions", the Ralph agency is launching a hotline where festival participants can leave their most entertaining Cannes moments anonymously. The campaign is intended as a tongue-in-cheek contribution to the festival week and is aimed at anyone who would like to share their personal faux pas or escapades in an entertaining way. Whether it's face-first into a palm tree along the Croisette, other embarrassing customer interactions or repeatedly getting lost at night in Le Suquet - all stories are welcome, they say.

According to the agency, the recorded stories are technically anonymized so that no conclusions can be drawn about the sender. However, how and when the anecdotes will be published remains to be seen. Editorial contributions, podcasts or a mention in the "Ralph Magazine".

According to CEO Chris Hassell, the aim of the CannesFessions is to "bring a bit of entertainment to Cannes". Chief Growth Officer Gareth Jones adds: "Cannes is also a place for the stories that are not submitted to the competition - but still belong there."

The hotline has already been activated and can be reached on +44 1880 280085. In addition, business cards with a reference to CannesFessions are currently circulating along the Croisette.

The internationally active creative agency has offices in London, New York, Los Angeles, Tokyo and Mumbai. The agency works for brands such as Tubi, Sky, Spotify, Apple TV+, Corona, Netflix and Sony.

The board of the Swiss Tourism Association STV is proposing National Councillor Reto Nause as the new president. The long-standing Bernese municipal councillor is to succeed Nicolò Paganini, who is leaving the association after around five and a half years at the helm.

Nause has experience in executive and federal politics and is familiar with both urban and Alpine tourism realities. As head of the Directorate for Safety, Environment and Energy of the City of Bern, he has specialist knowledge of sustainability issues - an area that plays a central role in the STV. His work on the National Council's Finance Committee underlines his familiarity with financial policy issues, which are also important for tourism policy work at federal level.

"In Reto Nause, we are proposing a strong leader with bridge-building qualities to the General Assembly," says STV Vice President Stephan Kurmann. "He brings political experience, an understanding of financial policy and a clear commitment to the development of tourism throughout Switzerland."

As President, Nause wants to bundle the various interests within the industry and represent them in a targeted manner. He sees tourism as a connecting element between the economy, society and the environment. "The tourism value chain is central to our country. It deserves the appropriate political attention and good framework conditions," says Nause. "I see my role as bringing together the interests of the various sectors, sharpening common concerns and representing them with conviction to politicians and the public."

The previous President Nicolò Paganini had been in office since 2020 (Markt-kom.com reported). His term of office included the further development of the STV association structures and the challenges of the Covid-19 pandemic. The announced resignation marks the start of an orderly transition phase. Nause should be able to prepare for the upcoming new funding period of the location promotion message at an early stage. The election and official handover of office will take place at the General Assembly on August 22, 2025 in Locarno.

For the current advertising campaign, Swissquote is positioning itself with a visual and symbolic break with the traditional financial world. At the center is an advertising film in which a woman rides a bull through an urban setting - an image that reinterprets the well-known "Wall Street bull". The campaign is explicitly aimed at a broad audience, including women, and aims to set an example of openness and accessibility when it comes to investing.

The ad also highlights Swissquote's sponsorship commitment to the UEFA Women's Euro 2025. The key message: "Take your finances by the horns."

The campaign was conceived by Cavalcade, the film was directed by Erik Morales and produced by Blur in Barcelona. In addition to the central spot, the campaign will be played out via various channels - including TV, digital out-of-home formats, posters and online advertising media.

Responsible at Swissquote: Jan De Schepper, Chief Sales and Marketing Officer; Romain Le Baud, Head Marketing; Camille Padel, Brand Marketing Manager; Fanny Vario, Brand Manager. Responsible for Cavalcade: David von Ritter, Creative Director, copywriter; Arbnon Pajaziti, Art Director; Emma Parente, Graphic Designer; Nina Hugentobler, Client Director; Patricia Azevedo, Account Manager.

Cloud provider Salesforce has launched Marketing Cloud Next, a further development of its marketing solution. At the heart of the innovations are AI agents that take over tasks in the entire marketing funnel independently, according to Salesforce. The AI agents can automate the creation of campaigns, performance optimization and personalization, among other things. In particular, they replace classic "do-not-reply" messages with bidirectional communication across every channel, according to the press release.

The AI agents would act completely autonomously: They create content, define target groups, personalize messages and web layouts, optimize performance and manage coordination between team members and channels. According to Salesforce, functions such as automated lead management, paid media optimization and the integration of unstructured data are also available for marketing departments. The solution is embedded directly in Salesforce Cloud services and is suitable not only for marketing, but also for sales and customer service applications.

The new Agentforce functions - Campaign Creation, Personalization Decisioning, Lead Management, Paid Media Optimization and Segment Intelligence - are already available, according to Salesforce. An expansion of the partnership with Linkedin is also planned for November 2025. This will enable marketing departments to track conversion events, synchronize customer and company lists for ad targeting and view Linkedin's target group analyses in the Marketing Cloud Next data cloud, according to the press release. (Filip Sinjakovic/dwi)

This article first appeared in Netzwoche.

The Haco Group reportedly focuses on the development and production of custom-made snacks. Studio Thom Pfister was commissioned with the design and implementation of the presentation at the PLMA 2025 international trade fair. The aim was to make the company and its bars visible.

At the heart of the design was a reduced, visually striking staging in which the bars are presented stacked. The implementation was carried out in collaboration with Oliver Hallberg and aimed at clear, aesthetically oriented communication.

Responsible at Haco: Isabelle Brechbühl (Sales Assistant Custom-Made Snacks), Patrick Freiberg (Head of Sales Custom-Made Snacks). Responsible at Studio Thom Pfister: Thom Pfister (Creative Director), Ursula Rytz (Consultant), Roland Zenger (Art Director), Daniel Hackiewicz (Graphic Design & Web Development), Sharon Moor (Graphic Designer).

Zattoo celebrates its anniversary in June 2025 20th anniversary. The platform was launched in 2005 by Bea Knecht and Sugih Jamin with the aim of streaming live TV legally and accessible to everyone on the Internet. Just one year later, Zattoo had already reached over one million users - without an advertising budget. The official premiere took place in the summer of 2006 during the World Cup.

Since then, the company has played a key role in shaping the development of digital television. According to its own statements, it was a pioneer in mobile TV apps, smart TV applications, replay TV and on-demand offerings, among other things. Zattoo was also an early innovator in the advertising market, for example with the dynamic exchange of advertising blocks in the live stream.

Today, Zattoo operates white-label platforms for over 30 providers in ten countries, including 1&1 in Germany, Salt in Switzerland and Waoo in Denmark. The platform is available on a wide range of devices and has a broad technical reach. Zattoo has been climate-neutral since 2020 and was honored with the Technology & Engineering Emmy Award in the same year.

In future, Zattoo intends to focus on four strategic business areas: the direct-to-consumer business in the DACH region, the end-to-end TV platform for internet providers, modular offerings for broadcasters and OTT providers as well as advertising solutions in the connected TV sector.

To mark its anniversary, Zattoo is thanking its paying subscribers in Germany and Switzerland with a free month of Zattoo Plus Entertainment. In addition, 20 annual subscriptions for "Zattoo Ultimate" will be raffled off from Monday.

"20 years ago, we took the first step towards bringing television to the internet, against a lot of resistance, but with a clear vision. Today, millions of people stream via our platform. That fills us with great pride. We are celebrating this anniversary with gratitude and with the drive to continue shaping TV and video streaming in the future," says Roger Elsener, CEO of Zattoo.

Mental health affects us all: every second person suffers from a mental illness at some point in their lives; we all experience mental stress from time to time. Strengthening the psyche and recognizing problems at an early stage is worthwhile - on an individual, social and economic level. The "How are you?" campaign aims to make a contribution to this.

On behalf of Health Promotion Switzerland, the campaign has been implemented for many years by the Pro Mente Sana Foundation in collaboration with numerous cantons and organizations throughout German-speaking Switzerland. The new campaign phase was developed with the Neu agency, which won the multi-year campaign budget in a multi-stage agency evaluation with a strategy and creative pitch.

After the previous phases of the campaign were strategically aimed at removing taboos, raising awareness and talking about one's own feelings, the focus is now on six impulses for strengthening mental health: cultivating relationships, discovering new things, paying attention to lifestyle, recognizing self-worth, seeking conversation and accepting support. Their effectiveness is proven - and intuitively easy to understand.

This intuitive comprehensibility is also a challenge for the campaign. In order to convey the unsurprising impulses in an eye-catching way, they are combined with humorous examples in the campaign. On the one hand, these are intended to motivate people to engage with the issue and, on the other, to associate the topic of mental health, which is still suppressed by many, with a zest for life, joy and energy.

The relevant topic should appeal to a broad target group. Particular attention was paid to a younger target group in the creative and media-strategic development of the campaign. This group is the most flexible in terms of behavioral patterns and is also in a phase of life that brings many new challenges and therefore also psychological stress.

The campaign is being launched these days with a broad-based poster campaign and numerous digital measures. Designed to run for several years, the measures will be expanded and further developed, as well as activated via suitable channels to suit the context, time and target group.

Responsible at the campaign office "Wie geht's dir": Norina Schwendener, Svenja Sutter. Responsible for the sponsorship of the campaign: Tamara Estermann, Canton of Lucerne; Muriel Langenberger, Pro Mente Sana; Michael Müller, Health Promotion Switzerland; Annett Niklaus, Canton of Zurich; Denise Rudin, Canton of Graubünden; Corina Schweighauser, Canton of Basel-Stadt. Responsible at Neu Creative Agency: Andrea Braschler, Simon Rehsche, Nico Ammann, Nicole Vizcardo, Pian Gumpp, Fadi Nemr, Adriana Stepanov, Maison Fitzgerald. Image processing: Patrik Rohner. Media: Mediaplus Suisse, Swiss Online Publishing.

In its latest study, the TV genre initiative Screenforce Switzerland examined the positioning of YouTube compared to TV in the Swiss advertising market. The Insight Institute conducted qualitative interviews with 26 video experts. The results were presented for the first time at the Screenforce Day at the end of May.

The focus was on six comparison criteria: Targeting, flexibility, measurement, reach, price and quality. The results show clear differences, particularly in terms of targeting, advertising impact and the quality of the advertising environment. While TV stands for broad audience appeal, high credibility, demonstrable measurability and a consistent quality environment, YouTube scores above all for flexibility and granular targeting.

From the respondents' point of view, TV formats perform better in the evaluation of content: they are considered to be of higher quality, more credible and more effective - not least due to the usage situation, the technical quality on large screens and the stronger emotionalization through storytelling.

At the same time, respondents also see advantages in YouTube, particularly in terms of budget efficiency, speed and target group precision. However, a price comparison is difficult, as numerous factors such as spot length, target group definition and contact frequency have to be taken into account.

YouTube: neither friend nor foe

Overall, the experts see YouTube neither as direct competition nor as a supplement to TV, but as an independent channel with specific strengths. The choice between TV and YouTube therefore depends heavily on the campaign objective, target group and budget.

As one interviewee summed it up: "TV is like a Zürcher Geschnetzeltes, YouTube is fast food. Both taste good." The full study results are available on the Screenforce Switzerland Website retrievable.

According to its own information, Blue News is one of the widest-reaching digital news platforms in Switzerland and is available in four languages. The content includes national and international news with a focus on sport and entertainment. The portal informs over half a million readers every day.

The marketing of the news portal will remain in the hands of Ringier Advertising. Following a pitch with several competitors, Blue Entertainment decided to continue the collaboration that has existed since 2016.

Ringier Advertising will therefore remain responsible for the platform's advertising marketing beyond 2026. According to Cyril Wick, CEO of Blue Entertainment, Ringier Advertising impressed with "its strategic focus, technical expertise and deep understanding of our brand". Thomas Passen, Managing Director of Ringier Advertising, sees the extension of the mandate as confirmation for the team: "We look forward to continuing this strong partnership and working together to provide innovative impetus in the digital advertising market."

Joyn Switzerland is presenting the "Joyn Newcomer Award" for the first time in collaboration with the Zurich University of the Arts ZHdK. The prize is awarded to a graduation project from the Master's degree course in film that impresses with its narrative style, creative realization and proximity to the audience. The award ceremony will take place on Friday as part of the official ZHdK graduation ceremony.

The award-winning film will be released on the streaming platform Joyn Switzerland, giving it a national stage. The award is also endowed with 5000 francs. The award is not only intended to facilitate entry into professional film exploitation, but also to create visibility for new talent and promote contact with the industry.

With the award, Joyn Switzerland aims to strengthen diversity in national filmmaking. Andrea Haemmerli, Managing Director of Seven.One Entertainment Group Switzerland, says: "Young filmmakers bring fresh perspectives and socially relevant topics to the film landscape. It is important that we not only applaud them, but actively support them and make them visible."

A four-member jury will decide who receives the award. The jury includes director Pierre Monnard, producers Flavio and Silvio Gerber from Filmgerberei, Andrea Haemmerli and Jacqueline Sasse, Head of Content Strategy at Seven.One Entertainment Group Switzerland.

The Harvard Business Review reportsthat 58% of consumers already obtain product recommendations directly from ChatGPT & Co. In the last Christmas quarter, AI referral traffic on US retail sites increased 13-fold. Visibility is shifting from Google rankings to model responses. Anyone who sounds generic there disappears. Even with perfect SEO. And because visibility is shrinking, prompts are being tweaked instead of principles.

Prompt optimization is cosmetic

Companies react reflexively: they tweak individual prompts, ban filler words, test system messages. That works - exactly once.
As soon as a new model, another team or another use case comes into play, the tuning starts all over again. Prompt optimization cures individual cases, but does not build an identity. Worse still, it shifts responsibility from the brand to authors. Everyone tinkers with their own shortcut, there is no overall direction.

This is precisely where a different logic comes in: Prompt economy thinks of language not as text, but as infrastructure.

Prompt economy thinks language as infrastructure

A prompt economy shifts the focus from the individual text to systemic control. Three layers are enough:

1. Verbal Identity Code: Five rules define posture, syntax, language mode. 25 ID markers define terms, greetings, rhythm. The marker becomes a machine language.
2. Prompt library: Ready-made templates take target group and channel specifics into account. Newsletter, Insta post, PR statement: parameters in, tone out.
3. Feedback loop: An audit dashboard measures tonality fidelity and highlights the need for corrections. Language becomes controllable like a KPI.

The result is a central voice OS that humans and machines understand equally. If texts come from the system, then at least with recognition.

Effects on day-to-day business

Scalability: A defined code is model-agnostic. Whether GPT-4o, Claude 4 or your own LLM - rules remain, engine changes.

Consistency: Briefings no longer degenerate into gut feelings. Every line is comprehensibly on-brand.

Efficiency: Teams save approval loops; copywriters become code writers who maintain markers and evaluate data feedback.

Differentiation: Coded deviation becomes an advantage. While the competition sends "friendly reminders", your brand reminds: "Time for the next step - we're ready when you are."

A 2025 study in Nature Communications shows that brand-typical speech patterns increase perceived authenticity by up to 22 percent, even in fully automated dialogs. Not a stroke of prompting genius, but replicable brand logic.

Conclusion: Without coding, only arbitrariness remains

Prompt optimization is patchwork. Prompt economy is architecture. It turns language into an infrastructure layer that every touchpoint can tap into: consistent, scalable, unmistakable. Without this coding, AI does not multiply the character, but the arbitrariness of a brand.

The future of brand management will not be decided by text versus text, but by code versus code.

* Julius Jäger is Executive Strategy Director at Jung von Matt Brand Identity. In the interview with m&k, he recently revealed how important a clearly defined verbal identity is for a brand, especially in times of artificial intelligence. In his exclusive guest contributions, he takes an in-depth look at the Measurability of language and the importance of a "prompt economy".