McDonald's Switzerland is praised and recognized as an exemplary employer. In addition to excellent working conditions, the career opportunities in particular are considered a strong asset: anyone who starts at McDonald's on the grill or behind the till has every chance of making it from the proverbial dishwasher to millionaire.

In the battle for new talent, this fact is being deliberately exploited as part of a new recruiting campaign by TBWA\Zurich. The means of communication are real careers of leading McDonald's heads from all over Switzerland. Their LinkedIn profiles provide the creative template: like a burger, the various career steps are layered on top of each other and result in a career that makes you want to stack salad, patties and promotions at McDonald's.

Several franchisees, who have worked their way to the top at McDonald's step by step, made themselves available for the campaigns. Their respective subjects are used in the surroundings of their restaurants.

Responsible at McDonald's Switzerland: Severine Caspard. Responsible for TBWA\Zurich: Manuel Wenzel, Sabrina Brandenburger, Mark Taylor, Mark A. Levay, Pedro Velasquez, Monelle A. Kanza, Sabine Grossmann, Marion Schwager, Melanie Furrer. Responsible at OMD Switzerland: Christina Schumann.

The campaign is played out on social media, Google and YouTube ads and deliberately relies on a creative "slow burn" concept that gradually increases awareness. A key element is the close involvement of the Marko community: all the actors were cast from the Marko community and the campaign itself is inspired by user-generated content. In exaggerated everyday scenes, experiences relating to second-hand fashion are humorously staged - such as an unintentional encounter with the former owner of an item of clothing or the moment when a vintage purchase unexpectedly changes your own style.

"We wanted to capture the special moments that make second-hand shopping so unique - be it the unexpected find, strange encounters or the pure coincidence that turns an old item of clothing into a new favorite," says social media manager Anne-Sophie Jentgens, explaining the spring campaign.

Marko's media strategy relies on a combination of awareness and confidence elements to anchor the brand in consumers' minds in the long term. The campaign was produced in collaboration with 12Ahead and Vear Films.

Responsible with Marko: Anne-Sophie Jentgens (Concept - Social Media Manager), Nadine Buchschacher (Co-Head of Marketing), Alexander Sutter (Co-Founder). Responsible at 12Ahead: Joël Huber (Assistant Camera), Athina Weber (Photography), Srishti Savkur & Jennifer Bistoletti (Hair & Makeup). Responsible at Vear FilmsDario Bistoletti (Camera Operator), Noah Zanetti (Gaffer), Marco Kropp (Runner).

Myriam Käser has headed the Group Communications & Corporate Responsibility (GCR) department as a member of the Group Executive Board since June 2024. Together with her team, she has defined new priorities in a comprehensive strategy process. This has resulted in an "organizational development of the department", as detailed in a press release. Among other things, this includes greater integration of corporate communications and a targeted focus on AI and digital transformation.

Andrea Meier is taking over as the new Head of Corporate Communications. The newsdesk, media service and film team will be merged with the Corporate Communications department. Meier was previously responsible for Partnerships & Live Experience at Swisscom and has extensive experience in the communications industry. She will be succeeded by her previous deputy, Julia Werner.

With the new "Comm Tech & Transformation" department, Swisscom is also focusing more on digital communication and AI-supported processes. Michèle Westhues Estermann, who has already worked intensively on the use of AI in corporate communications in her previous role, will take over as head of the department.

"I am convinced that the new set-up will enable us to make even better use of our digital potential, exploit the opportunities offered by AI and manage communication and stakeholder management in a more strategic and agile way overall," says Myriam Käser about the realignment.

According to Numéro10, it has been constantly evolving for 20 years and is continuously integrating new communication disciplines - from traditional advertising to guerrilla and buzz marketing to digital content and influencer marketing. Today, the agency combines all areas of "360-degree digital communication" under one roof, including a branding unit, a campaign unit, a content unit and its own photo and video studio. The new brand identity is intended to reflect this diversity.

The new design is based on a broad color palette with high-contrast combinations. Instead of a static logo, the focus is on a flexible graphic system that can be customized. It breaks with traditional corporate design guidelines and offers employees more creative freedom. The design is intended to appeal in particular to a younger target group that does not want to commit to a fixed style, but instead embraces openness and diversity.

Another change concerns the name: The agency is adding "Am Bundesplatz" to its logo - a reference to the location opposite the Federal Palace. This also underlines Numéro10's firmly established bilingualism.

Ellen Ringier always followed her grandfather's credo that life is about giving others a chance. This principle has shaped her professional and private commitment. With the establishment of the Elternsein Foundation and as editor of the parents' magazine Fritz+Fränzi she campaigned tirelessly for families and education. Her aim was to empower parents and educators - with sound information, practical tips and a clear social concern.

She also left a significant mark on culture, for example as the long-standing president of the "Museum for Concrete and Constructive Art" and as a member of the board of directors of the Schauspielhaus Zurich. At the same time, she campaigned against anti-Semitism and intolerance with "Rock gegen Hass".

Independence was of central importance to Ellen Ringier - whether in her marriage, her career or her philanthropic work. She was a woman of soft tones when it came to her own achievements, but loud and unequivocal when it came to standing up for her convictions. "You can't do the same, you have to do the same" was one of her principles.

"In Ellen Ringier, we are losing a visionary personality, a committed philanthropist and a role model for generations. Her legacy will live on in the lives of all those she touched and inspired," writes Ringier CEO Marc Walder in an obituary published on Wednesday.

Around three million people in Switzerland carry out unpaid voluntary work every year - whether it's at football training after work or at the weekend in the Scouts. Volunteers support people and organizations throughout Switzerland and are an indispensable part of society.

The "Netzwerk freiwillig engagiert", an association of 21 non-profit organizations, is committed to promoting volunteer work. It creates visibility for volunteering and supports cooperation between the organizations. Rebel Communication realized a national awareness campaign on behalf of the network.

The multilingual campaign brings volunteers from the backstage into the spotlight. The claim "Always there" emphasizes the importance of volunteers and the valuable contribution they make to our society. Themed social ads use authentic images and videos to tell stories from the everyday lives of volunteers and show their diverse areas of work.

Responsible at Netzwerk freiwillig engagiert: Aina Waeber (Swiss Association of Youth Organizations), Jasmin Wirsch (Swiss Red Cross). Responsible at Rebel: Kris Goricanec (overall responsibility), Teresa von Einem-Roth (art direction), Martino Beretta (creation), Sina Grass (creation), Linus Cotardo (text), Jennifer Isele (consulting), film and photo: Tinus Meier, media: Feris Zebib.

The Swiss IGF was founded in 2015 as the national platform of the global UN Internet Governance Forum (UN IGF). With an open approach, it brings together representatives from politics, business, science and civil society to discuss Switzerland's digital future. The topics range from cybersecurity and platform regulation to artificial intelligence - determined by a "Call for Issues" in which all interested parties can submit proposals.

By founding the association, the Swiss IGF aims to become more independent in organizational terms and more broadly based financially. The Mercator Foundation Switzerland is supporting the development of the new structure in the first three years with the aim of creating a structure that is supported by the community. "The aim of the funding is to ensure the financial and structural independence of the Swiss IGF in the long term. This is central to the credibility of the conference as a neutral platform for intersectoral, digital policy dialogue," says Riccardo Ramacci, Portfolio Manager Digitalization and Democracy at Mercator.

Bakom also remains involved: The Federal Office is continuing its patronage and will continue to contribute to the funding. "After ten years of successful informal development work, the time was ripe for this step," says Thomas Schneider, Deputy Director of OFCOM. The new set-up allows for even better involvement of the community as well as other projects in addition to the annual conference.

Nicolas Zahn, who has been a member of the Swiss IGF core team for some time, will take over as Managing Director. He is taking over the executive role from the previous co-secretaries Jacques Beglinger and Livia Walpen, who played a key role in establishing the platform. "The new structure will allow us to grow sustainably and further deepen this exchange by involving all stakeholder groups," says Zahn. "The goal for 2025 is clearly to establish this new structure and actively expand our membership base, also in order to expand and broaden the Board of Directors at the next General Assembly. Another important goal will be to develop a sustainable financing model."

The new association remains open to interested parties. The next General Assembly will take place in October 2025 as part of the Swiss IGF Conference and will provide an opportunity for active participation.

For Amag's 80th birthday, Rosarot is focusing on visual fireworks: inspired by the Holi festival, the campaign's key visual stages explosions of color - a symbol of the diversity, dynamism and joy that Amag embodies in the world of mobility. The campaign focuses on the Amag anniversary week from March 19 to 25, with numerous activities and a big competition with 80 prizes. The Zurich agency was responsible for the overall creative appearance - from the motto to the POS to the campaign - and realized all measures and radio spots.

Lots of color and social media fireworks

A broad-based multi-channel campaign ensures that Switzerland learns about the big anniversary. In the social media ads, the colors explode directly on the screen, while a windshield wiper reveals the screen for the next anniversary campaign. In the display banner and DOOH formats, the key visual draws attention to itself by gradually unfolding.

Colored POS

In keeping with the start of spring, Amag is also continuing the colorful concept at the point of sale: the explosions also serve as campaign disruptors here - from floor and vehicle stickers to rotairs, posters and positioning elements. Rosarot implemented all means for all three language regions and also developed further activation ideas for the POS.

Responsible at Amag: Céline Högger (Senior Manager Communications & Projects), Cristina Ravalli (Head of Marketing Communications & Event). Responsible at Rosarot: René Karrer (Creative Direction, overall responsibility), Matthias Koller (Creative Direction), Evelyne Stöckli (Consultant), Alessia Togni (Consultant), Pablo Kunz (Art Direction), Thorsten Hainke (Senior Text/Concept), Olga Winter (Motion Design), Fabio Montefiori (Polygraph), Joe Bastiampillai (Social Media Consultant). Responsible at Drastik: Simon Wick (Motion Design). Responsible at JingleJungle: Alessandro Marinelli (Audio Engineer).

In a total of 20 categories submitted will be awarded. These include the proven classics in addressed and partially addressed dialog marketing, the "Multichannel/Crossmedia" category and the industry categories, in which gold, silver and bronze will once again be awarded this year.

The "classics" will be supplemented with several special categories - such as "Creative Use of Data" (integration of intelligent mechanics or AI, smart and successful journeys, sophisticated marketing automation, etc.). And those who offer resource-saving solutions with smart production are invited to take part in the "Craft Production" category, for example. Winners have the chance to earn points for the Swiss Creative Ranking to collect.

Submission is simple as usual, the costs remain unchanged. SDV members and members of SDV partner organizations also benefit from reduced submission fees.

Since launching its first crypto ETP, 21Shares claims to have become the largest provider in this area. The company's products are now listed on 13 exchanges and the business model has been imitated worldwide.

To emphasize its own pioneering role and its trustworthy Swiss origins, 21Shares is now focusing on a new image campaign. Fastr was commissioned to develop a campaign that appeals to both the financial sector and private investors. The focus is on 21Shares' deep expertise and its comprehensive research base, which sets the company apart from other providers. At the same time, its Swiss origin is presented as a sign of quality - in a market in which trust plays a central role.

The campaign is currently present both online and offline in the Zurich financial and investment sector.

HR Campus, a provider of comprehensive HR services, has been working with Allink since 2017. A simple marketing inquiry turned into a strategic transformation process. Eight years later, the next brand evolution was due.

The organically grown range of products and services called for a presence that radiates digital expertise without losing its approachability and appeal. With the Website relaunch the digital experience of the HR Campus brand is to be strengthened. The new platform has a clear offer structure, an intuitive user experience and targeted SEO optimization to generate relevant leads.

The company's own employer branding also plays a central role. An authentic visual world with team members instead of models as well as personal specialist articles are intended to make the company tangible for customers and potential employees. The claim "Happy Employee, happy Company." developed by Allink in 2017 is given an even more prominent place. CEO Moritz Marti is convinced that the company's growth has also been made possible thanks to the rebranding in 2017. "The current brand evolution ensures that HR Campus will continue to live up to its role as an opinion leader and leading HR service provider in the future."

Effective implementation on all channels

The brand evolution is also reflected visually. The specially developed brand font "Campus Sans" ensures an open and accessible typeface on all applications. Handwritten elements and illustrations have been simplified and animated to meet digital requirements. The imagery relies on natural light and strong contrasts, while the striking HR Campus yellow remains as a unifying element.

The internal HR Campus marketing team implemented various communication measures based on the concept developed by Allink. "I'm proud of our team, which applied the new image to all channels with great commitment and flair. The close collaboration with Allink makes it easy for us to communicate the HR Campus brand to the outside world," says Patricia Zingg, overall project manager. "A rebranding only unfolds its full effect when it is applied and we are looking forward to the road ahead," adds Christina Flückiger, Head of Marketing and Communication at HR Campus.

Responsible at HR Campus: Patricia Zingg (overall responsibility for brand evolution and website relaunch), Anja Buser (core project team and content development), Fabio Müller (core project team and strategic design responsibility), Jessica Lujber (brand evolution designer), Julie Gall, Melanie Truninger (web publisher and linguistic adaptations), Vanessa Bird (web publisher and photos), Simone Burgener and Daniel Burgener (HR Campus management), Christina Flückiger (Head of Marketing and Communication). Responsible at Allink: Roger Lang (Design Director), Jesse Rinderknecht (Junior Brand Designer), Marc Wöltinger (Strategy & Content Director), Florin Schweizer (Brand Marketing Consultant), Nicolai Spicher (Senior Digital Designer), Alban Bochsler (Technical Director), Simon Zangger (Photo & Film Director), Mitch Hottinger (Photo & Film Producer), Christoph Schlatter, David Zangger, Fabian Schiltknecht (overall responsibility), Davide Rossetto (Brand Font), Meili & Hess (SEO & Google Ads).

The SWA's anniversary annual meeting focused on the trends and challenges of tomorrow's marketing. In his welcoming speech, SWA President Roger Harlacher emphasized right at the beginning how much has happened in the field of AI since last year: "The development is gigantic - AI has definitely taken its place. What we need now is a deep dive into the new technologies and the marketing of the future."

According to Harlacher, speed is the biggest challenge here, but reflection is also required. Because in a world in which more and more is possible faster and faster, values and reliability are becoming more important for brands, and orientation and trust are gaining in significance. Hence his appeal to the audience: "Let's be inspired by the new possibilities and technological trends for brands, but let's also take enough time for reflection".

Strong SWA in its anniversary year

The SWA was founded in 1950 and is now celebrating its 75th anniversary. Roger Harlacher was particularly pleased that the SWA is still a strong voice in the Swiss advertising market at the age of 75 - even stronger than ever before. After a successful year for the association with numerous activities such as webinars, expert group meetings and various initiatives, the SWA was able to announce a new record number of 215 active member companies.

There were five departures from the Board of Directors and four new Board members were elected. This means that the 11-member Board of Directors from various sectors is once again complete.

There was a surprising change in the Executive Committee. Roger Harlacher announced that he had decided to step down as President. After 16 successful years, he felt the time was right for a successor. He brought Jan De Schepper, Chief Sales and Marketing Officer of Swissquote, onto the stage right away (Markt-kom.com reported). Jan De Schepper expressed his thanks for the introduction and is looking forward to the exciting topics and challenges in the association. On behalf of the Board of Directors, he also announced that Roger Harlacher had been appointed Honorary President for his services.

SWA Director Roland Ehrler also took the opportunity to bid Roger Harlacher a fitting farewell. As a special farewell gift, he received a painting specially created for the occasion by his son, freelance artist Luca Harlacher. After the emotional farewell to Roger Harlacher, Johannes Hapig welcomed the guests as host and led them through the evening with wit and charm.

Kemp-Robertson and Polomski: What the future holds

The first keynote speaker was Paul Kemp-Robertson, Chief Content Officer at Lions, who presented the eager audience with "44 Ways to Win in 2029". At the same time, he emphasized that there is not just one path that leads to success, but many paths. In addition to some predictable inputs such as "Understand your emerging buyers" or "Win the internet every day", Kemp-Robertson also presented some surprising tips that brands can use to stand out in the age of AI: "Focus on what will not change" and "Over-index on trust".

Kemp-Robertson also emphasized the importance of creativity and vision. His advice to the audience: "Be a visionary, not a creator". And to management he recommends: "Don't kill creativity in the name of efficiency". Because he is certain that something will still be true in 2029: "It is creativity that makes brands famous". Not entirely unironically, he concluded by telling the guests: "Ignore predicitons about the future." Because we all have it in our own hands how we face the future.

The second keynote speaker Jens Polomski, LinkedIn Top Voice for AI and co-founder of SnipKI from Cologne, was on the SWA stage for the second time in a row. He reminded the audience that AI is more than just a text generator and showed impressive examples of what AI can achieve not only in the audiovisual sector, but also in medicine and materials research.

Polomski emphasized the possibilities that AI offers us to implement ideas quickly and cheaply. Even without programming skills, we can build and integrate tools ourselves. And at a speed that is almost unbelievable. Polomski needed just over eight minutes to create his own image generator with AI. He concluded by advising the guests: "There are no more excuses for not implementing ideas", and looking to the future, he is certain that "there is still a lot to come".

Panel discussion and aperitif riche

After the two presentations, Johannes Hapig hosted the "Next Gen Marketing Podium". Jens Polomski was joined on the panel by "Advertiser of the Year" Andrea Bison (Thjnk), Yaël Meier (Zeam) and Jan De Schepper (Swissqoute).

At the end, SWA Director Roland Ehrler thanked the audience for their patience and quickly moved on to the celebratory stand-up dinner. The mix of guests from customers, agencies and marketers as well as the 75th anniversary provided plenty to talk about for a long time.

The next SWA Annual Meeting will take place on March 19, 2026 at StageOne in Zurich.