Switzerland is not actually new territory for Le Berg. The Berlin-based film production company has already realized various projects for Swiss clients such as Audemars Piguet and Rivella. The decision is therefore also a natural progression, according to a press release.

"It's important to me to take this step as a Swiss citizen. I spend a lot of time in my home country and know my way around there. I understand the market and know its peculiarities," Managing Director Gabriel Waldvogel is quoted as saying. "It just feels very natural to open a head office here."

The new location not only represents an expansion of his business - a "real symbiosis of the two markets Switzerland and Germany" is planned, Waldvogel continues. "The Swiss market is also very interesting for us creatively. I am delighted that we can now also shake up the advertising industry in Switzerland with our international directing talent."

Swiss agencies and clients have long since caught wind of Waldvogel's intention: Following successful collaborations with brands such as Mercedes-Benz, Google, Aldi and Adidas, the new Swiss office, in collaboration with Jung von Matt Limmat, set up a campaign for the luxury kitchen manufacturer V-Zug to. In addition, the film production for the Swiss racing simulator manufacturer Racing Unleashed was recently in Italy for a campaign shoot.

Waldvogel's vision is to build long-term partnerships with agencies and brands and bring new ideas to the screens: "Switzerland is a dynamic market with a high level of innovation. There is a lot of fresh air here and I look forward to contributing to the development of the industry with Le Berg."

The study conducted by Prof. Dr. Claudia Bünte from the SRH Berlin University of Applied Sciences shows a clear trend: 73 % of marketing managers from the DACH region use AI, but only a fraction exploit the full potential. While some market leaders achieve competitive advantages through the targeted use of AI, around 20 % of the potential effects remain unused in many companies. In the fifth wave of the long-term study, marketing managers were asked about the current and future importance and use of AI in marketing as well as the impact of AI on company success and team composition in marketing.

Lack of know-how

The biggest challenge is the lack of training. 60 % of respondents state that there is a lack of training, while 58 % feel overwhelmed by the multitude of AI tools. There is also a noticeable knowledge gap at management level: managers are 21 % less proficient in AI tools than their teams and have less of an overview of the tool landscape - which is slowing down the potential transformation. 79 % of companies confirm that their marketing departments are not sufficiently trained for the use of AI.

AI as a success factor - but only with know-how

The study also shows that companies that use AI systematically are often more successful. More than two thirds of those surveyed see AI as a decisive success factor. According to the respondents, AI will also determine the future of companies.

"But without targeted further training and strategic integration, the potential remains limited," says study director Prof. Dr. Claudia Bünte. "Companies need to invest in AI knowledge now in order to remain competitive in the long term."

The study is based on a survey of 208 marketing managers from the DACH region and is the longest continuous study on the use of AI in marketing in the German-speaking world.

From May 16 to August 23, 2025, Namuk is calling on families throughout Switzerland to consciously spend more time outdoors every day. Whether on the playground, in the forest or on a scavenger hunt - every outdoor activity counts. To make participation as easy as possible, children can record their experiences on a challenge poster: They mark whether they were outside a little or a lot on one day and color in what they did. "We deliberately didn't want any digital tracking. Everyone who takes part is actually a winner," says "La Stratégiste" Regula Bührer Fecker, who supported Namuk in designing the challenge. The aim of the challenge is to raise awareness of the positive effects of nature and exercise and to establish healthy habits in the long term.

The official poster is available free of charge in all Transa stores or can be ordered online via Namuk.com. Inspiration is provided by a Accompanying landing page with 100 creative outdoor ideas. Those who successfully master the 100 days can win attractive prizes - including an SBB family GA, a night walk in the Lewa Savannah at Zurich Zoo or overnight stays from Switzerland Tourism.

Why outdoor time is so important

The challenge builds on the findings of the Namuk Outdoor Study 2023, which shows that children in Switzerland only spend around 1.5 hours a day outside on average - including the journey to school and breaks. Parents are aware of the positive effects: they see a clear connection between plenty of exercise in the fresh air and their children's mental and physical health. Nevertheless, many families fail to prioritize outdoor time in their everyday lives.

"We need to talk about outdoor time"

Namuk has long been concerned about getting children outside again. In a CEO Franz Bittmann explained in an interview with Markt-kom.com at the beginning of 2024What if society didn't just talk about what children should do less of, but what they could, should or should do more of? Outdoor time! We are convinced that a child who spends a lot of time outdoors is simply busier and happier." Now the Outdoor Challenge 2025 aims to motivate families to do just that - with simple means and without pressure.

Campaign with creative partners

The campaign was conceived by La Stratégiste in collaboration with Namuk's in-house team. Tasty is responsible for the film production and the illustrations are by Maurus Zehnder. Support also comes from Transa, SBB, Switzerland Tourism and Zurich Zoo.

Philipp Skrabal beat fellow nominees Gordon Nemitz, Chief Strategy Officer at Thjnk Zurich, and Lorenz Clormann, Executive Creative Director at Wirz, in the race for the title of "Advertiser of the Year" 2025. This is his fourth nomination for the most prestigious personal award in the Swiss communications industry. Andrea Bison, founder and co-CEO of Thjnk Zurich and "Advertiser of the Year" 2024, presented Skrabal with the "Egon" at the award night on Thursday evening at the Razzia restaurant in Zurich.

In her laudatory speech, Bison emphasized that the title "Advertiser:in of the Year" is more than just an award - it is also a promise. "To creativity, to the courage to break new ground and to the responsibility we all bear when we tell the stories that shape our world," said the "Advertiser of the Year" 2024 to the more than 100 invited guests on stage at the Razzia. "Philipp Skrabal has proven over the years that creativity is not a question of budget, but of attitude," continued Bison. "Good advertising doesn't just sell, it also has something to say."

Skrabal started his career as a graffiti artist. After working at agencies such as Publicis, Advico Young & Rubicam and Wirz, he has been shaping the creative direction of Farner for over a decade. As Chief Creative Officer, he has shaped Farner into one of the most creative communications agencies in Switzerland, which recently won the Swiss Creative Ranking 2024.

His creative signature has shaped numerous campaigns for companies such as SBB, Arosa Tourism and Greenpeace. Winner of several awards - including two Cannes Lions - his work has also sparked debates and set new standards. Philipp Skrabal is also strongly committed to promoting young talent in the industry: he is Vice President of the Art Directors Club Switzerland, a member of the Ad School Board and a member of ADC Europe and the Creative Club Austria CCA.

Read the interview on Philipp Skrabal's nomination here.

The Gisler Summit is the largest annual event of the Gislerprotokoll association and is an occasion for inspiration, information and exchange on topics from the DEI cosmos. All members and interested parties are invited to attend. The Gisler Summit was sold out this year. The Gisler Summit was preceded by the association's general meeting, at which board member Karin Knapp was thanked for her work over the past three years.

About toxic women and a queer Christ

The Gisler Summit was opened by co-initiator and association president Nina Bieli. As in previous years, she presented the results of the Stereotype Analysis 2024 (Markt-kom.com reported). For the first time since the analysis was carried out, a very clear decline in stereotypical gender portrayals was observed.

After the welcome, Sophia Fritz was the first speaker. In her keynote speech, the author expertly demonstrated how toxic notions of femininity can be, such as the image of the "good girl" or the "power woman".

Theologian Anselm Schuber provided a change of pace. In front of an audience that was unaccustomed to him, he described what is probably the "last blind spot" of Christianity, namely the supposed masculinity of Christ, in an engaging yet relaxed manner. In his presentation, he showed how queer the understanding of Christ has been throughout the centuries.

Slam poet Moët Liechti then loosened up the audience with a pointed, profound and eloquent performance.

Former professional footballer Sarah Akanji closed the event with a critical look at football in Switzerland and the gap that still exists between women and men in the sport, even in the year of WEuro2025.

This year's Gisler Summit once again scored points with a variety of very different insights into the DEI cosmos - some closer to everyday advertising life, others further afield, but no less relevant. "The discussions and topics at the Gisler Summit 2025 show that a lot is happening in very different areas. And we are delighted that we were able to reflect this at our event - in front of an audience that was, as always, very interested and engaged," says Nina Bieli, President of the Gisler Protocol.

For the IBW Higher Technical School of Southeastern Switzerland The Chur-based agency Yes Creative Digital Marketing launched a campaign that promoted last Saturday’s information day in a humorous way tailored to the target audience. Building on the success of the previous year’s campaign, the agency focused on brand recognition.

Yellow-Hot

The creative concept is based on a playful word swap: familiar idioms that normally include the word «money» are reimagined using «yellow» instead. This is intended to create a strong connection between yellow, money, and continuing education. The striking yellow design elements, characteristic of the IBW, run throughout the entire campaign and ensure high brand recognition—whether on traditional posters or digital advertising materials.

Responsible at Yes: Project Management, Concept – Richi Brändli, Art Direction – Dominik Kurmann, Text – Mena Dressler. Photography & Video Production: MovieMaint.

The employer promise and the honest campaign idea "Now let's be honest" are intended to create a unique positioning for KPT in the highly competitive job market. The employer brand was created in a three-phase process, with Klar taking the lead for the employer promise and internal activation and Family for the creative concept.

The starting point was a survey in which around 40 KPT employees from different areas and levels shared their views and experiences in personal interviews. The bottom-up approach is relevant for an identity-creating acceptance of the work culture at every level. A clear promise that shows internally and externally what employees can and may expect. The overarching values of authenticity, drive and dialog form the foundation of these values. They reflect KPT's corporate culture and specific way of working and form the core of our differentiating employer positioning.

Let's be honest

The "Now let's be honest" concept is intended to present the employer values in the spirit of the marketing campaigns: likeable and with a pinch of humor. The content addresses the values in a surprising way as well as other topics that are relevant for employees in the application process. The result is four films and four campaign subjects that were produced in the KPT offices in Bern with KPT employees. The campaign was supplemented with additional text subjects.

Internal anchoring

Employee retention and loyalty is the top priority in employer branding and is crucial for the successful recruitment of new talent. The internal activation of employer values is therefore the starting point for the new employer image. The aim is to inform and motivate employees to actively live the values of authenticity, drive and dialog and to cultivate the work culture with their personal contribution.

"The entire process with the KPT and Family teams was not only very efficient, but also a lot of fun," says Alessandra Bally from Klar about the project. "With management, HR and marketing, the project team had exactly the right specialist areas to get a project like this to the finish line quickly. The impressive working culture was noticeable from the very first meeting and is reflected in the results".

Responsible at KPT: Tina Dubach (Head of HR / client), Marc Bissig (Head of Marketing, Communication + Digital Sales / client), Christa Künzli (responsible for HR specialist topics / project manager), Daniel Knuchel (Team Leader Marketing Communication / project team), Nicole Stuker (HR Business Partner / project team), Claudia Kurz (Team Leader Content Marketing / project team). Responsible at Klar Employer Branding: Christian Dietrich (Head of Strategy / CEO), Peter Trüb (Partner, Creative Strategy and Text), Lionel Büttner (Partner and Creative Director), Alessandra Bally (Account Manager and Brand Consultant), Hanna Zimmermann, Gioia Varesi, Michael Zürcher (Art Direction), Delia Haueter (Graphics). Responsible at Family Agency: Claudio Catrambone (CCO), Jan Walser (Creative Director), Alexandra Niggeler (Account Manager and Agency Producer), Severin Binkert (Graphics). Film and photo production: Jens Derler (producer), Tom Streller (director), Fabian Hugo (DoP and photo), Edit (Marc Ambühl), Bildergut (image editing), Matthias Auer (photo).

20 Minuten is expanding its digital advertising portfolio with a new, immersive solution: the "Double door" format presents itself as a dynamic animation in which the editorial page opens like two doors, creating a stage for advertising messages. The format is available exclusively on the platforms of 20 minutes and 20 Minutes and appears on desktop devices.

Thanks to its large-scale placement and special mechanics, "Double Door" promises high visibility and stands out from traditional advertising formats. To ensure a targeted and exclusive advertising impact, the format is limited to one playout per day and is only available for selected booking periods.

Interest in the format is already high, according to 20 minutes. Advertising partner Swisscom was the first brand to use "Double Door". "Double Door is an innovative advertising format that combines sophisticated technology with an appealing design and fits seamlessly into digital environments. Thanks to its special placement and design, it gives brands an eye-catching presence and high visibility," explains Krister Koplimets, Head of Ad Products & Data at 20 Minuten.

The discussion about outdoor advertising in the city of Zurich is entering the next round: the motion originally submitted by the Alternative List (AL) called for a comprehensive ban on commercial billboard advertising - not only in public spaces, but also on private property if it is publicly visible. This would affect not only traditional advertising spaces at train stations, in streetcars and buses or on public vehicles, but also digital advertising media on buildings. The Zurich City Council rejected the motion last year on the grounds that it would represent a significant intervention in the local economy and could jeopardize advertising revenue of around CHF 28 million annually.

The municipal council has now adopted a watered-down version of the SP parliamentary group by a narrow majority: 58 votes were in favor of the amendment, 57 against and there were no abstentions. Although the new model is less restrictive than the AL's original advertising ban, the advertising industry remains concerned.

KS/CS warns of negative consequences

In a press release, KS/CS Communication Switzerland reacted critically to the decision. The association emphasizes the importance of outdoor advertising as a communication channel for the local economy, creative artists, political actors and non-profit organizations. It also warns that restricting poster advertising could further accelerate the already strong migration of advertising money to digital channels and international tech platforms.

Jürg Bachmann, President of KS/CS, is clear: "The far-reaching restriction of outdoor advertising in the city of Zurich would weaken the economy, society, culture and politics. In particular, it would impair consumers' freedom of choice, because advertising is information." KS/CS also points out that outdoor advertising is one of the most CO2-efficient advertising media compared to digital channels.

LSA is disappointed

In addition to KS/CS Communication Switzerland, Leading Swiss Agencies LSA has also criticized the decision of the Zurich municipal council. The association of leading Swiss communication agencies warns of the negative economic and cultural impact of the planned restrictions. "Outdoor advertising is an essential part of urban life in Zurich. A ban has far-reaching negative consequences: It deprives the city of considerable revenue, weakens the economy and restricts SMEs in particular in their communication," says LSA President Andreas Hugi. The measure would also make it more difficult to advertise cultural events, as posters are an important information channel. LSA is therefore calling for a fact-based discussion of the issue and a solution that takes equal account of economic, cultural and social interests.

What's next?

The Zurich City Council is now obliged to draw up a draft bill within the next two years. KS/CS has already announced that it will critically monitor the further process and advocate a business-friendly implementation. The debate about the future of outdoor advertising in Zurich is therefore likely to continue for some time to come.

In November, KS/CS invited guests to the Razzia to discuss the planned restrictions on outdoor advertising. Click here for the Insights.

"With Mark, we are bringing 25 years of strategy excellence in-house. He knows how brands grow - and that makes him the perfect match for the Family", Family CEO Claudio Catrambone is quoted as saying in the press release.

Before joining Family, Becher was Strategy and Digital Strategy Director at Publicis Groupe, where he worked for Digitas Switzerland, Publicis Zurich and Saatchi & Saatchi Zurich. Prior to that, he worked strategically for various other agencies such as Notch Interactive and FCB Zurich. Mark Becher also passes on his knowledge to the next generation as a lecturer at the Lucerne University of Applied Sciences and Arts.

Becher has already received various national and international awards. His expertise lies in the areas of "brand management, awareness building and strategy with measurable impact".

The new portal of the Swiss Painting and Plastering Contractors' Association SMGV "Appliform" is explicitly aimed at end users. Clients, architects, planners and other target groups can find inspiration and specialist knowledge here.

Dachcom developed the naming, branding, content concept, screen design and content integration for the new platform. The overarching goal: an optimal user experience. The agency also developed the marketing concept for the new portal.

After the agency had already developed the association's website Smgv.chwhich is primarily aimed at industry professionals and association members, has undergone a visual and content-related makeover, the focus of the platform Appliform.ch The focus is now clearly on the end consumer. The aim is to draw their attention to the creative diversity of the painting and plastering trade and new industry trends with an inspiring and informative website.

The name for the new platform is independent, but at the same time maintains the proximity to the SMGV and the existing publication "Applica". Visually, Appliform breaks new ground and stands out from other association measures. The portal is intended to strengthen the association's image and present the painting and plastering professions as apprenticeships with a future.

Appliform's screen design is spacious and modern and offers a convincing user experience with clear user guidance and elegant aesthetics. The collection of references, ideas and specialist knowledge is constantly being expanded. The business directory enables interested parties to find the right painting or plastering company in their region at any time. For companies, the portal offers the opportunity to place advertising on the platform and the connected channels and thus reach their target audience efficiently. Appliform also offers the renowned "Swiss Prize for Plaster and Paint" a new platform to bring it to the public's attention.

In addition to the new portal, social media channels were also set up for Appliform in order to address the target groups efficiently in this way too.

"The young creative scene has once again proven its potential," says Maximilian Börke, Head of Marketing at Ringier Media Switzerland. "The judging of the ADC Switzerland Young Creatives Award 2025 was a real highlight full of fresh ideas and bold concepts. With their creative concepts, the young talents showed how a news brand can be part of the lives of a young generation in a new, captivating way and impressively demonstrated that the media consumption of the future will be shaped by innovation."

The works were judged last week by representatives of the View and the other sponsors of the young talent competition - APG|SGA Out of Home Media, Cash, Swissfilm Association and Keystone SDA - as well as ADC members. m&k-Editor Beat Hürlimann was also on site to catch votes (Markt-kom.com reported).

In addition to the coveted Young Creatives Awards, the winners can look forward to a membership in the "Young ADC" and are thus part of ADC Switzerland. The Young Members will also receive a "ticket" to join the jury at the next ADC judging and thus decide on the shortlist and bronze awards on the first jury day. Through a cooperation with Weischer.Cinema Switzerland, the winning teams will also represent Switzerland at the Young Lions Competition in Cannes in June. To toast their win, all winning teams are also invited to the "Advertiser of the Year" award night on Thursday evening, where they can network with leading industry figures.

The award ceremony was once again hosted by SRF 3 presenter Céline Werdelis, who also welcomed the Media team, which was chosen in a separate selection process by Weischer.Cinema, to the stage for the first time. Like the Young Creatives winning teams, the Media team will also take part in the Cannes Young Lions Competition.

The winners of the ADC Young Creatives Award 2025

• Film category: "Everything in view" by Francesca Kleinstück & Emil Maeder

• Outdoor category: "Clickbaiting With Comments" by Alex Gubler & Jenna Davis

• Category CyberThe Blicket" by Josephine Jeanguenin & Patricia Schneider

• Category Media (powered by Weischer.Cinema Switzerland)Sara Schild & Delia Montagnolo

The ADC Young Creatives Award is organized by ADC Switzerland with the support of main sponsor View as well as APG|SGA Out of Home Media, Cash, Swissfilm Association, Keystone SDA, Swiss International Air Lines and the event partner LSA Leading Swiss Agencies. Weischer.Cinema Switzerland is also taking part as the official Swiss Cannes Lions representative and ADC cooperation partner. Media partners are m&k and personal.