With the development and launch of "Ibex Fairstay Gastronomie", Ibex Fairstay is responding to the increasing demand for sustainability and responsible behavior in the catering industry. The Chur-based agency Yes Creative Digital Marketing supported Ibex Fairstay in developing a brand strategy and accompanied the launch with a variety of communication measures.

Among other things, the existing website of Ibex Fairstay and added a new page specifically tailored to the needs of restaurants. In addition, information materials and templates were created to communicate the new label's sustainable approach clearly and effectively.

Together with the production partner Mediamarc Yes also produced authentic testimonial videos in which industry experts share their experiences: Daniel Schwarz, Team Guide Corporate Communications & Sustainability at Familie Wiesner Gastronomie, talks about his participation in the certification process, while Marc Tischhauser, Managing Director of GastroGraubünden, provides insights into the successful implementation of sustainable gastronomy concepts.

These testimonials form the core of a comprehensive digital campaign to position the new gastro label specifically in the Swiss restaurant scene. In addition to video formats and optimized web content, the campaign includes targeted advertising via digital channels such as Google Ads, Meta Ads and LinkedIn Ads to achieve maximum visibility and reach among relevant target groups.

Responsible at Yes: Project management, concept - Shirin Luchsinger, art direction - Dominik Kurmann, text - Mena Dressler, social media management - Erina Dvorak. Photography & Video Production: Mediamarc.

Is artificial intelligence stealing our jobs? Where do we get our energy from? And what does Europe actually want from Switzerland? These questions not only concern Switzerland, but also divide opinion into polarized camps. For some, there is no way around Europe, while others are afraid of foreign judges. And while some are already looking for skilled jobs on the labor market, others are using artificial intelligence to rethink their everyday office life.

Good journalism plays a prominent role in the process surrounding strong opinions and steep theses; this is where you get the information for your own, at best well-founded, opinion and come into contact with new perspectives. The new headline campaign of the SonntagsZeitungby creating a stage in public space for pointed positions and their opposing views, thus placing opposing perspectives in relation to one another. Posters and digital platforms are cleverly used for this purpose - and streets and online platforms in Switzerland are turned into discussion platforms.

In most cases, posters do not stand alone, but share attention in the public space with other posters. This is very similar to the way opinions are expressed in public debates. The headline campaign uses this juxtaposition as its springboard - and places two opposing opinions in relation to each other on two adjacent posters.

The headlines are pointed, pointed and target the nerve of current social debates. "We don't want foreign dishes", "More renewable energy for better prospects" are phrases that could also be heard at the regulars' table, at a family dinner or in the National Council.
Such statements are immediately followed by the opposing positions on the posters right next to them. This creates a dialog in the public space that allows opposing opinions to have their say, provokes and at the same time encourages reflection. Because only those who get an overview of the landscape of different positions can really understand heated debates - a claim that is formulated in the campaign's slogan: "On Sundays, we understand heated debates".

While the headlines pick up on opinions that were not expressed by the SonntagsZeitung itself, the visual implementation bears the traits of the brand's established imagery: the headlines are placed on the typical blue background and are framed by reduced speech bubbles. On the one hand, this emphasizes the effect of the headlines as pronounced thoughts and at the same time develops the previous style of the brand. Sunday newspaper-bubbles continue.

The OOH and DOOH posters have been on display in German-speaking Switzerland since mid-March. In addition, the headlines with opinions on Switzerland's energy supply are being used strategically in mountain regions. From the end of March, the campaign will bring current debates to digital platforms in the form of online banners.

Responsible at Tamedia: Samuel Mollet (Acquisition & Loyalty Manager Lead Verticals Consumer Business), Daniel Keller (Acquisition & Loyalty Manager Verticals Consumer Business / Print Sales). Responsible at Ingo Zürich: Sonja Gross, Johannes Jordan, Felicia Aepli, Aurora Wilde, Jael Abderhalden, Samuel Wicki (creation), Kira Vaterlaus (consulting), Kim Prinzing (DTP).

Like already in the previous year Twint leads the reputation ranking of Swiss companies. The company is particularly highly regarded in French-speaking Switzerland and among women and young people under the age of 30. "Twint is seen as an absolute top company that offers better services than other companies in the sector and stands out positively," explains Anja Reimer from NIQ GfK. "No other company enjoys such strong identification among the Swiss population."

Twint CMO Jens Plath is delighted with the result: "The trust of our more than five million users is of central importance to us. We are particularly pleased to be recognized together with other Swiss Love Brands."

Changes in the ranking

Zweifel remains in second place, scoring particularly highly in German-speaking Switzerland and among younger consumers. Ricola rises to third place, pushing Migros down to fourth place. Lindt & Sprüngli moves up four places to fifth place, followed by Coop, which climbs two places and - like Zweifel - is particularly popular with young consumers.

Digitec Galaxus makes it into the top 10 for the first time after the company is now one of the 50 most important Swiss companies due to increased awareness. The cantonal banks moved up five places to eighth place, while SBB dropped four places to ninth - although it received the best rating in terms of environmental sustainability. Geberit remains unchanged in tenth place.

Demographic differences in ranking

The results show clear regional and demographic differences. In French-speaking Switzerland, Migros is in second place, followed by Lindt & Sprüngli. Rolex, Nespresso and Logitech are among the ten most valued companies here.

Among women, Migros is just ahead of Ricola in third place, while Landi is also in the top 10. The men rate Ricola best, followed by Zweifel and Migros. Mobiliar and Logitech are among the most highly rated companies.

In terms of age, Twint clearly leads the ranking for young people under 30, followed by Zweifel, Coop and Migros. Ricola, Zweifel and Lindt & Sprüngli occupy the top three places among the over-50s.

Rega dominates the NPO ranking for the eighth time in a row

Swiss Air-Rescue Rega remains the undisputed leader among non-profit organizations. "This award is thanks to our employees, who give their all around the clock to help people in distress," says Rega CEO Ernst Kohler.

The Swiss Paraplegic Foundation and the Swiss Red Cross follow in second and third place. They are followed by Médecins Sans Frontières, Spitex Switzerland, Fairtrade Max Havelaar and WWF Switzerland, which moved up three positions. The Cancer League, Swiss Mountain Aid and Bio Suisse complete the top 10.

The NIQ GfK Business Reflector measures the reputation of the 50 leading Swiss companies and 20 best-known non-profit organizations. The representative survey is based on 3,800 interviews conducted between mid-January and mid-February 2025. The aim of the study is to provide precise reputation monitoring for companies and NPOs.

After more than 19 years at 20 Minuten, CMO Annina Flückiger is taking a new career direction, the company writes in a press release.

Flückiger has been responsible for marketing at 20 Minuten since 2006 and has continuously taken on additional tasks - such as co-development and publishing management of the lifestyle magazine 20 Minutes Friday. She later took on the role of Chief Commercial Services and Marketing Solution & Head of Branding at Tamedia Advertising before setting up and managing the Commercial Content division for 20 Minuten. In this role, she joined the Executive Board of 20 Minuten at the beginning of 2020. As Chief Commercial Content Officer, she was responsible for the Commercial Publishing department, marketing, 20 Minuten's lifestyle offerings and the luxury magazine Encore.

With the establishment of 20 Minuten's own marketing organization as of 1 January 2025 and the associated adjustment of the business areas, Annina Flückiger took on the role of Chief Marketing Officer. She holds a Master's degree in Business Communications and an EMBA in Marketing. "I am proud and grateful to have played an active role in shaping the development of 20 Minuten over many years - at a time when the media industry has undergone major changes. Now is the right time for me to open a new chapter," says Annina Flückiger about her decision.

Victoria Rispy will assume overall responsibility for the marketing activities of 20 Minuten as Head of Marketing on April 1, 2025. She joined 20 Minuten as Head of B2C Marketing at the beginning of 2025. The marketing expert moved to 20 Minuten from Migros, where she had worked in various marketing roles since 2015, most recently as Brand Manager Freshness. Rispy holds a Master of Arts in German Literature, Communication and Media Studies from the University of Bern and has completed further training in brand management and marketing communication.

As Head of Marketing, Victoria Rispy reports directly to Bernhard Brechbühl, CEO of the 20 Minuten Group.

With the title "Digital Shaper Eastern Switzerland", East#digital recognizes people who are providing impetus for the region with new technologies, bold concepts and creative solutions - be it in the fields of artificial intelligence, digital administration, e-commerce or software development. The aim of the award is to make digital pioneering work visible and promote discussion about forward-looking developments in Eastern Switzerland.

High response and prominent winners

Experience from previous years shows that interest is high: in 2023, St.Gallen social media policeman Roger Spirig won with a lead of over 400 votes. In 2024, Christian Brenner, CEO of Philoro Switzerland, won with his idea of the "Crypto-Vreneli".

For this year's edition, the editors of East#digital nominated 55 individuals and teams who impressed with digital innovations, special achievements or relevant awards in 2024.

The Voting begins on Tuesday. In the first round, each person can cast three votes. The ten most voted candidates will be shortlisted. In the second round - from July to the end of August - the community decides on the winner.

The award ceremony will take place on September 26, 2025 as part of the 3rd Digital Conference Eastern Switzerland at the Einstein Congress in St.Gallen.

The digital economy is undergoing a process of transformation - characterized by artificial intelligence, geopolitical uncertainties and changing market conditions. With this year's guiding theme, Dmexco 2025 aims to encourage companies to invest in innovation and actively shape the future. The trade fair will take place in Cologne on September 17 and 18, 2025.

"Be Bold. Move Forward. is more than a motto. It's an attitude and a challenge," says Verena Gründel, Brand & Communications Director at Dmexco. "Studies show that companies that invest decisively and drive innovation during economic downturns grow faster than their competitors in the long term." Dmexco wants to bring these movers and shakers together to set trends and develop forward-looking solutions, Gründel continues.

The German Digital Industry Association (BVDW), the conceptual sponsor of the trade fair, also emphasizes the importance of a willingness to take risks: "New technologies offer groundbreaking opportunities. The digital economy has always been an industry of creators and bridge builders," says President Dirk Freytag.

First speakers and exhibitors confirmed

In Cologne, the trade audience can look forward to presentations by international experts, including Carsten Maschmeyer (Maschmeyer Group), Jean-Remy von Matt (Jung von Matt), Vanessa Stützle (Luqom), Alma Lipa (L'Oréal DACH), Sir Martin Sorrell (S4 Capital), Rezo (Nindo) and Dora Osinde (Ogilvy Group Germany).

Numerous companies have also already confirmed their participation. These include Shopware, Otto Advertising, Disney, Criteo, HubSpot, Douglas Marketing Solutions, United Internet Media, Media Impact and IQ Digital.

Expansion into Asia

Dmexco will also be present on the Asian market for the first time this year. On October 8 and 9, 2025, the eCommerce Expo | Dmexco Asia will celebrate its premiere in Singapore and aims to provide new impetus for the digital economy in the Southeast Asian region.

The film focuses on the functions and benefits of the app, which makes fashion and trends accessible at the touch of a button. It is also intended to reflect the urban, expressive and trend-conscious identity of Metro Boutique. "This project allowed us to fully express our passion for detail," says Svenja Tschannen, Creative Director at Sayhey. "From make-up and accessories to interior design, the possibilities for telling creative stories with fashion are endless."

Despite the short design and production time, the company says it was able to deliver a high-quality result. "Speed and flexibility play a key role for us. This project shows that creative and precise solutions are possible even under time pressure," adds Jason Schoch, Managing Director of Sayhey.

"The collaboration with Metro Boutique has rekindled our enthusiasm for the fashion industry. We are hungry for more projects where we can reshape and redefine the boundaries of creativity, technology and aesthetics," says Svenja Tschannen, Creative Director at Sayhey.

41 % of Swiss Gen Z already prefer ChatGPT to Google when it comes to searching for information. This is the result of a representative study by the Swiss web agency Beyondweb. The study on the use of AI by Gen Z in Switzerland reveals that search behavior, trust in artificial intelligence and the future prospects of the younger generation are changing rapidly. This is also having a demonstrable impact on how Swiss students learn and work - with direct consequences for their professional lives.

How long will Google remain the most popular research tool?

Just over half of the respondents in the study stated that they use Google more often than ChatGPT. On the other hand, 31 % of Gen Z use ChatGPT primarily because it provides them with precise answers immediately - without a flood of advertising and tedious source searches. "Google is like a huge library where you have to search for a long time to find the right book. ChatGPT, on the other hand, is like a personal assistant that has the answer ready and waiting," explains study author Ato Herzig from Beyondweb. "There is a tendency for ChatGPT to become more popular as a research tool than Google."

Noticeable digital gender gap in AI

There are also differences between the genders: men rely on AI more often: 58 % prefer ChatGPT to search for information, while women continue to trust Google with 51 %. The frequency of use also differs - 52 % of men use ChatGPT daily, compared to only 34 % of women. "Studies by Harvard Business School and the Bank for International Settlements show that there is up to 40 % less AI adoption among women worldwide," explains Herzig. "Possible reasons could be that women more often express ethical concerns and fear that AI will be interpreted as an 'unfair advantage' in the workplace," he estimates.

Of the women who use AI, 12 % have full confidence in the technology. The figure for men is only 2 %. It remains unclear why this is the case - whether it is due to different communication patterns or more targeted use.

Is a machine really creative?

While 45 % of non-academics surveyed believe that AI can replicate human creativity, only 31 % of students do. You can see an educational divide here: People with university degrees tend to view creativity as a deeply rooted human process. "It's like modern art - some see it as pure technique, others as something unique," explains co-author Kim von Däniken. "Gen Z is divided on whether AI is more the painter or just the brush."

Looking for answers instead of finding them

The study shows that search engine optimization (SEO), marketing strategies and educational offers must adapt to this development. Those who rely solely on Google for marketing today could be overtaken by an AI-based strategy tomorrow.

At the same time, the education system must respond to the fact that students are increasingly using AI as a research tool as a matter of course: Instead of strict prohibitions, new concepts are needed to integrate its use into the learning process in a meaningful way. The next generations will grow up in a world in which knowledge is no longer sought, but delivered. According to Kim von Däniken, the study on AI use in Switzerland underlines the fact that Web 4.0 is not far off: "Google was the compass - ChatGPT will become the navigator of the future."

In March 2025, a standardized online survey was conducted in Switzerland with 204 people from Generation Z (born between 1995 and 2010). The sample was segmented according to gender and level of education. The survey was conducted using an online questionnaire with closed and supplementary open questions. Quality assurance was ensured via a market research platform, which ensured a targeted selection of participants and the verification of the data. After the survey was completed, the closed questions were statistically evaluated and the open answers were analyzed thematically. More information on the methodology and the complete study can be found on the Website of Beyondweb.

In addition to content production and community management, the agency is also responsible for performance marketing, including targeted paid campaigns on platforms such as Facebook, Instagram and other relevant channels. In addition, a new and fresh design concept was developed for the brands on social media. Continuous monitoring, reporting and data-based optimization should ensure that the campaigns are efficient and targeted.

Another focus of the collaboration is on web analytics and tracking. With the help of Google Analytics and other analysis tools, the agency generates insights into user behavior and the performance of digital measures. This should enable data-driven optimization of all TwoSpice marketing activities.

"Our aim is to support brands in sustainably strengthening their online presence and effectively reaching the various target groups," explains Marleen Albert, Head of Social Media at Dreifive.

Responsible at TwoSpice: Claudia Jauch (Head of Marketing), Lisa La Torre (Senior Marketing Manager), Giada de Giovanni (Junior Marketing Manager), Beni Fischer (Graphics). Responsible at Dreifive: Asya Cekic (Junior Social Media Consultant), Ramona Huber (Teamlead Social Media), Tiziana Tarzia (Teamlead Social Media), Marleen Albert (Head of Social Media | Partner), Jolanda Kessler (Head of Digital Advertising | Partner).

B&L Schlauri celebrates its anniversary with a big party for all employees and customers and a new corporate identity. The Schläfle Trittibach agency was commissioned to revise the corporate design, website and print products.

The long history of the joinery was the inspiration for the new logo, which was created from the idea of the annual rings of a tree trunk. The letters B and L were created as a monogram, depicted with fine lines. The square shape of the logo and the color concept in red, white and black were retained, which ensures recognition. The revised brand is intended to radiate both precision and professionalism. The renewed design runs consistently through all design and communication areas.

Responsible at B&L Schlauri: Daniel Schlauri (Managing Director). Responsible at Schläfle Trittibach: Marcel Schläfle, Christoph Trittibach (Creative Direction); Michael Fuchs (Web Development).

With the AI Challenge, Microsoft Switzerland wants to show how versatile artificial intelligence is already being used - and how much potential it offers for everyday life. On the platform Lerneki.ch three examples provide an insight into the creative use of AI. Lerneki.ch is part of the Microsoft Philanthropies training initiative and is implemented by Leiseder Kommunikation & Marketing.

Justin Metry, a 25-year-old carpenter from Valais, combines traditional craftsmanship with modern technology. "I'm excited about the possibilities of AI. Where I used to have to color designs by hand, AI now does it for me - in one click."

12-year-old Jil Kommer from Toggenburg and her father Lars use AI to produce music. They use artificial intelligence to compose complete songs - from the first line of text to voice generation, sound design and mastering. "For us, it's not just about creating a song, but about telling stories, moments and feelings," says Jil. Their talent did not go unnoticed: the band Enigma discovered the duo and commissioned them to create stage videos for live performances.

AI is also being used in agriculture: Roland Vonarburg, a mushroom grower from Lucerne, relies on an intelligent harvesting aid. An AI system analyzes the size of the mushrooms and marks ripe mushrooms with a light spot. "This allows the pickers to harvest 30 percent more from day one," explains Vonarburg.

AI challenge for creative minds

Whether in crafts, music or agriculture - AI can be used in a wide variety of areas. Now it's up to Switzerland's creative AI users: anyone with an exciting idea can submit a short video by May 18, 2025 on Lerneki.ch apply.

A jury, including Primo Amrein, AI National Skills Director Switzerland at Microsoft, and the well-known Swiss farmer Sepp, will select the four winners. They can look forward to exclusive AI training at the Microsoft Innovation Hub in Zurich - including accommodation and meals.

In addition to the competition, Lerneki.ch offers a free online training course that teaches basic knowledge about artificial intelligence. Those who complete it receive a digital badge based on the driving school L. "This modern L signals: Anyone who knows about AI is equipped for the future," says Primo Amrein.

Following the successful launch in September, "Forza! XXL" is the next step for the podcast: The integration of the football talk show "Blick Kick" gives the Forza! world a digital talk format. The show will be hosted by Tobias Wedermann, Head of Football at Viewand Florian Raz, Sports Journalist of the Year 2024, together with the previous "Blick Kick" moderation team Fabian Fuhrer and Rebecca Spring.

To kick off "Forza! XXL" on Monday, they discuss the current form of the Swiss national team with former internationals Alex Frei and Blerim Dzemaili. The format will be available on Blick.ch, YouTube and as an audio podcast on all popular platforms.

"With its mix of analysis, entertainment and in-depth interviews, the Forza! crew strikes a chord with Swiss fans," says Emanuel Gisi, Head of Sports at View. "That's why it's only logical that we offer Tobias Wedermann and Florian Raz an additional stage." While "Blick Kick" was broadcast weekly, "Forza! XXL" will appear whenever major topics need to be discussed on and off the pitch.

New live results directly on your cell phone

In addition to the expansion of content View also introduced a new digital feature: With "Live Activities", app users receive the results of the Super League in real time as a widget directly on their cell phone screen. Anyone following a match in the live ticker can activate the desired match at the touch of a button.