In order to present its offerings in a target group-oriented and contemporary way, the Viventa technical college needed a new, user-friendly design for its communication. TBS was asked to develop the overarching concept and flyer templates for around 15 educational programs.

Diverse program for various target groups

The range of courses offered by the Viventa specialist school is as diverse as its target groups - pupils and parents, young people and adults of different ages and in different life situations. The diverse range of subjects and courses on offer extends from German courses, vocational preparation courses and the integrative special school Viventa15plus to dance courses for adults and specific programs for parents.

Wide range of topics presented in a colorful way

The basic idea was to reflect the unique diversity of the offerings directly via the colorful palette. Each area is given a clearly defined color code, related offers are at home in the same segment - this is intended to create orientation and a sense of belonging within the school. At the same time, a design system was developed as a modular construction kit as the basis for all communication materials.

Strengthening skills, expanding perspectives

The vision of the college should also be reflected in the image concept and headlines. Authentic images convey a vivid impression of the respective offer, address the target group and create identification. The headlines interact with the image subject and get to the heart of the added value in short statements.

15 flyers and 1 folder as a complete package

TBS realized the flyers for all defined offers in close cooperation with Viventa. The textual content was worked out in detail by Viventa, designed by TBS and implemented as a complete package through to printing.

GoMore was founded in Denmark in 2005 and has been active in Switzerland since 2021. The car-sharing platform brings private vehicle owners together with people who need a car temporarily. The company is available in Denmark, Sweden, Finland, Spain, Austria and Switzerland.

"The company's vision is to increase the utilization of private vehicles while reducing the number of cars in cities and the environmental impact - for more sustainable mobility," says Burcu Biçer, GoMore Country Manager Switzerland.

Contcept Communication is now responsible for PR work throughout Switzerland. "With our expertise in the areas of mobility and a strong focus on sustainability, we are delighted to be accompanying GoMore on its expansion course in Switzerland," says Barbara Ryter, CO-CEO of Contcept Communication.

There's something for young and old alike in Coop's spring collection campaign. This time it includes a colored pencil set, an LED flower lamp, a practical lunch box and an insulating drinking cup. However, the plush donkey "Emilio" is at the center of the collecting activity.

Moving images with the yay factor

As an animated character, the little donkey is a central component of moving image communication. "An animated character is not only an emotional eye-catcher, it also makes it possible to tell a lot in a very short space of time. And that is particularly important in short formats such as 15-second commercials," explains Valencia CCO Tommy Schilling. Accordingly, care was taken in the storyboards to present the various collector's items as quickly and strikingly as possible without the spot losing any of its emotionality. The moving images were realized together with Boutiq Films for production and Postoffice Studios for character design and animation.

360-degree communication

The central moving image in various formats is framed by a variety of communication measures that develop a large advertising impact in a short space of time. Valencia offered everything from the campaign website to POS, print and social media from a single source and ensured that all elements interlocked tactically. Coop's "Hello Spring" collection activity runs from Thursday to April 20, 2025.

Client: Coop Cooperative. Campaign conception and implementation: Valencia Communication. Moving image production: Boutiq Films. Animation: Postoffice Amsterdam. Media Planning: TWmedia. Music: HitMill.

The "Night of Sponsorship" once again proved to be a beacon event for the industry, a rendezvous of creativity and commitment in sponsorship. Right in the middle of it all was the m&k team, which captured the exclusive voices of the protagonists immediately after the award ceremony in order to authentically document the emotions of this special evening in the surroundings of the Zurich Kunsthaus.

Sponsoring Switzerland: Importance and challenges of the award

Markus Simmen, Member of the Board of Sponsoring Switzerlandemphasizes the importance of the Sport Excellence Awardwhich was awarded for the sixth time. It serves as a central communication platform for all players in sponsorship - givers and receivers. Simmen remembers the beginnings shortly before coronavirus, a time that impressively demonstrated the activity and cohesion of the industry. The award makes an important contribution to the internal justification of sponsorship activities and recognizes their value. For Simmen, there are always challenges for both sides in sponsorship, a continuous cycle of give and take. The 2025 vintage shows the immense range of the scene, from sport to health and culture.

Focus on the jury: innovative spirit and the courage to try something new

Oliver Niedermann, CEO of Ticketcorner AG and jury president of the Sponsoring Excellence Award, is extremely satisfied with the 2025 vintage. The diversity of the projects, from large corporations to small companies with exciting activation, reflects the vibrancy of the Swiss sponsorship market. For Niedermann, innovation and the courage to try something new, even with the risk of failure, are the most important success factors. The jury held intensive discussions, but ultimately came to a unanimous decision. For the future, he hopes for a broad range of projects and an earlier dialog in order to be able to present an even more meaningful shortlist.

The main prize winner: Tudor Pro Cycling Team - More than just victories

The "Tudor Pro Cycling Team" was founded in 2022 by two-time Olympic champion Fabian Cancellara. Since making the leap into the professional category of world cycling in 2023, the team has already celebrated a number of successes. In 2025, the Swiss racing team is continuing its attack and now has two potential winning riders on the team, Marc Hirschi and Julian Alaphilippe, who have already won major races. This is primarily possible thanks to the sponsorship of the Geneva watch brand Tudor, for which the team represents a flagship project in its comprehensive marketing initiatives in cycling.

"Tudor Pro Cycling Team" has set itself the goal of becoming one of the world's best cycling teams and inspiring enthusiasm for cycling in Switzerland. The path to the top of the world will be pursued with a clear value structure. "Swiss. Human. Performance." is the framework with which the Swiss team puts people at the center of its actions and drives innovation in all areas.

Jury President Oliver Niedermann honored the winner with the words: "The 'Tudor Pro Cycling Team' absolutely convinced the jury. Thanks to the shared vision and the comprehensive commitment of the sponsor Tudor from the start of the project to the top of the world, a sustainably successful company has been established in Switzerland."

Three special prizes awarded

The seven-member independent jury scrutinized all the projects submitted, paying particular attention to the criteria of innovation, relevance, creativity and impact. The high ratings led to three special prizes being awarded to "Pink Cube Test Your Breast", the "EVZ Women & Girls Program" and "The Flipcode Mystery".

Special Responsibility Award for "Pink Cube Test your Breast"

The Pink Cube brings education about breast cancer to women and men of all ages. Gynecologists show them how they can examine their breasts themselves and which early detection measures are important for them. With its eye-catching pink design and the words "Test Your Breast", the container attracts attention and makes an important topic more accessible.

Special Pioneer Award for "EVZ Women & Girls Program"

EVZ launched a program in 2023 to get girls and women interested in ice hockey and offer them equal opportunities. The Women & Girls program is not a stand-alone project or brand, but an integral part of the club. With the clear vision "Do it right or not at all", EVZ is pursuing ambitious goals for fair and sustainable promotion in women's sport.

Special Activation Award for "The Flipcode Mystery"

As a main partner of the SRF series "Tschugger", Samsung launched the immersive sponsorship multichannel campaign "The Flipcode Mystery" with lead agency Sir Mary in November 2023. Fans became "chuggers" themselves and were able to solve a criminal case involving the then newly launched Samsung Galaxy Z Flip5 mobile phone live on TV. The innovation of this 360-degree case lies in the fact that both the TV sponsorship billboards and the off-air multichannel measures of the Samsung campaign could be realized with the original cast of the series.

Pink Cube also wins the audience award

Of all the projects submitted, the nine nominated for the main prize and the special prizes were presented live to the large audience at the Zurich Kunsthaus. As in 2024, over 275 people from the Swiss sponsorship scene voted online for the Audience Award, which this year went to Pink Cube Test Your Breast.

Changes to the Board of Sponsoring Switzerland

The General Assembly of Sponsoring Switzerland took place in the run-up to the Night of Sponsoring. Fabienne Merlet, Head of Partnerships & CSR at the Locarno Film Festival, was elected to succeed Melanie Schmid and Markus Simmen as Head of Communications. The President also announced that Prisca and Beat Ritschard, who had been on the Board for over 25 years, 15 of which they had spent in charge of the secretariat, would be stepping down from the Board in the middle of the year.

Sabrina Vögeli and Luana Bergamin from Bergamin Conceptions will take over the management of the office.

Further information on the award-winning cases can be found at SponsoringSwitzerland.ch. The next Award Night is expected to take place on March 25, 2026.

You know that smiling, puffed-up pig with false eyelashes and a bow in her hair that used to stand on the counter at the village butcher's? There's something wrong with that thing - not back then, of course, but from today's perspective. Talking and usually dancing animals (and other foods) that are cheerfully offered for consumption in advertising leave a very strange aftertaste. Even before the food is eaten! Someone is using personification to humanize a product in order to make it more likeable, more approachable - that's what we were taught in rhetoric lessons. You're supposed to love the products.

Personification? Rhetoric lessons? Yes, the very subject we probably all pretty much hated. And why did we hate these lessons so much? Because we constantly had to ask ourselves what this humanistic educational worm's breakfast was doing in our own youth.

With or without style

Our everyday lives and advertising in particular are full of rhetorical figures and stylistic devices, we are surrounded by them - we are spoiled with rhetoric at every turn. And with good reason: rhetoric works. Whether you want it to or not, and advertisers want it to. It brings statements to the point, makes them catchy, memorable, powerful. With After all, style is better than without Style (except perhaps for ice cream). Rhetoric is therefore literally half the battle for copywriters and concept developers.

Whether square, practical, good or easy breezy - if you have style, it brings a lot! But not always, of course, because you can overdo it, as in this column. And style elements are not welcome everywhere: In the slogan hui, in the operating instructions pfui.

Just don't mess it up!

They are a bit like spices in cooking: You want to suggest something special - then take a sniff at the superlatives. If you want to be memorable, check whether the parallelisms and alliterations are still fresh. Do you want to be original and arouse curiosity? Mix your own neologism. Just make sure you don't get too much - always season well - there's still something missing - just don't mess it up!

Sexy footwear

Speaking of spice: How about M&Ms for rhetoric lessons, for example? A personification example in extremis (and alliteration is included!). These M&M mascots are probably the only talking foods that have "really" "understood" that they are actually there to be eaten - and satirize it. But that's not all: they even had to be "retired" for a short time. Because two "female" mascots suddenly "wore" sneakers instead of high heels, which apparently led to a shitstorm because they weren't sexy enough. The footwear! A piece of candy! The pompous sow sends her regards.

Analyzed since 2025 Sarah Pally In her column "Blossoms and Pearls", she comments on industry-related terms with a personal touch, from a linguistic perspective - as well as with a precise view of developments in the industry. Pally is a partner in the Partner & Partner agency in Winterthur. She has been working in the fields of content marketing, text/concept and storytelling in the communications and marketing sector for 15 years.

Ruf Lanz has been supporting Museum Haus Konstruktiv since 2015, often with artistic communication measures.

According to Director Sabine Schaschl, "Markus Ruf and his team always succeed in creating unexpected approaches that bring our museum into conversation beyond the initiated art circles". The campaigns have also received numerous awards, most recently the Gold at the Swiss Out of Home Award and the Evergreen of the ADC Switzerland.

This is why Ruf Lanz was also commissioned to design the relocation communication. After more than 20 years in the historic industrial building of the Ewz substation in Selnau, the museum will move to the Löwenbräukunst site in spring 2025.

Under the ambiguous slogan "Our move becomes concrete", the new floor plan itself becomes art. And a loving homage to Piet Mondrian, Fritz Glarner and Camille Graeser. In this way, the public can get a concrete picture of the new premises and the art that will soon be on display there.

The campaign will be played out in the greater Zurich area on printed and digital posters, in advertisements and on social media.

Responsible at the Museum Haus Konstruktiv: Sabine Schaschl (Director and Chief Curator), Andreas Durisch (President of the Foundation Board), Ladina Hurst, Pascal Schlecht (Marketing and Communications). Responsible at Ruf Lanz: Mario Moosbrugger (Art Direction & Visual Composing), Markus Ruf, Danielle Knecht-Lanz (Creative Direction), Markus Ruf (Text), Gian Marco Juon (Consulting), Sherif Ademi (DTP). External partners: RTK Medientechnik (lithography).

After just over a year in office Andreas Häuptli is stepping down as Chairman of SRG.D for professional reasons. The growing demands of SRG.D's transformation phase could no longer be reconciled with his role as Managing Director of TCS Zurich, the largest section of Touring Club Switzerland.

Häuptli brought his experience from the association sector and the media industry to SRG.D - including from his previous position as Managing Director of the Swiss Media Association VSM. His resignation affects not only the management of SRG.D, but also his seat on the Board of Directors at national level.

Until a successor is appointed, the chairmanship will be managed on an interim basis.

With crime novels at the top of the bestseller lists and a continuing interest in true crime, SRF is dedicating an entire week of programming to the genre. On "Swiss Literature Day" itself, radio programs such as the "Culture Talk" with crime writer Paul Ott or the radio play about Friedrich Glauser's constable Studer are on the program. Regional crime novels and their growing popularity will also be discussed.

A special feature: the author Gabriela Kasperski writes a crime story together with the audience live on Radio SRF 1, which is read out on the radio at the end of the day and published. published online will.

The crime thriller focus will run throughout the week: on March 19, "Kulturplatz" will shed light on the fascination of true crime, on March 20, "Einstein" will be dedicated to the DNA-based hunt for criminals, and on March 23, there will be additional online content on Swiss crime thriller culture.

With this broad program, SRF wants to show that the fascination for crime stories in Switzerland is unbroken - whether in books, radio plays or on the big screen.

Overview of the entire program for the "Swiss Literature Day" on SRF.

A Tibits location was opened in Zug in August 2024. Now a collaboration with the EVZ is raising awareness of plant-based alternatives among sports fans. "Conscious and sustainable nutrition is also a relevant topic in the sports environment and the partnership underlines that top-class sport and an enjoyable, plant-based diet can complement each other - without the need for a fundamental change," says Amar Abbas, Head of Marketing. It is hoped that this will also inspire a new generation of sports fans to take a more conscious approach to their diet.

Campaign with EVZ players

The partnership is accompanied by a campaign in the arena and the city of Zug. Captain Jan Kovář, player Lena-Marie Lutz and player Mike Künzle are the faces of the campaign, which shows with a wink that conscious nutrition can contribute to top performance.

The cooperation with the EVZ is not Tibits' first commitment to sport. Professional cyclist Marlen Reusser and national ice hockey coach Patrick Fischer are also already committed to the brand.

Almost at the same time as Kambundji won the 60-meter hurdles title at the European Indoor Championships in Apeldoorn, Bernina launched the new 3-series. The company presents the new B 335 and B 325 models as compact, powerful, versatile and precise - characteristics that "suit Ditaji Kambundji perfectly". "The Bernina 335 is small and handy - ideal for me because I can take it anywhere and be creative," says the hurdler. As a professional athlete, she has a busy professional schedule, but in her limited free time she is passionate about textile projects such as sewing accessories.

"With the new machines, we want to introduce the next generation of sewing fans to Bernina," explains Henrique Wolter, Head of Product Management for sewing and embroidery machines at Bernina.

Since its foundation in Zug in 2013, Tincan has developed steadily. In 2023, the agency expanded to Zurich in order to broaden its base (Markt-kom.com reported). A new strategic opportunity has now arisen: the establishment of a presence in French-speaking Switzerland.

A coincidence led to this: Yannic Bucher, who used to live next door to Tincan partner Peter Niederberger, was planning an agency in French-speaking Switzerland together with Lara Twerenbold. Their focus: sustainability, climate and democracy.

Instead of potential competition, a collaboration emerged. Tincan recognized the potential and brought Yannic onto the team as Creative Consultant and Lara as Marketing Consultant. At the same time, they continue to drive their specialist agency Another Narrative forward.

Multilingualism as a strategic advantage

With this expansion, Tincan aims to strengthen its multilingual consulting and implementation expertise. For companies and institutions with a presence in both language regions, there is now a uniform strategy with locally anchored content. Local expertise is particularly crucial for national campaigns: whether an association with regional locations or a brand with target groups in both language regions - proximity to the market enables a tailored approach and authentic implementation.

Long-term development with a sustainable focus

The two new Tincan consultants are currently working in small premises in Geneva and are establishing the brand step by step. "The development has time and can grow organically. But we have high hopes for this experiment. Multilingual and locally anchored campaigns have often been a challenge in the past - now we can implement them in a targeted and authentic way," says Tincan partner Peter Niederberger.

With 140 team members at its Zurich and Zug locations, MME combines interdisciplinary expertise with close partnership - an approach that clearly differentiates the company in the market.

The Heads Corporate Branding agency is supporting MME in sharpening its brand profile and further expanding its positioning. Simone Raubach, Deputy Managing Director and Senior Brand Consultant at Heads, emphasizes: "Through our 'Heads Brand Profiling' we have identified the key strengths of MME. We are now looking forward to making these qualities even more tangible through the brand."

The measures are intended to strengthen MME's presence and underline its role as a pioneering consulting firm in a dynamic market environment.