The realignment of Marketagent Switzerland focuses on speed, new research tools and in-depth methodological expertise. An interdisciplinary team of psychologists, sociologists and business economists is available for consumer research studies. With an ISO-certified online panel of over 3.2 million people and around 1,000 study projects per year, the institute aims to continue to provide well-founded market insights. The portfolio includes ad-hoc studies, multi-client analyses and AI-supported in-depth interviews, which are intended to more closely interlink quantitative and qualitative research.

The tried-and-tested Omnibus will be continued in 2025, supplemented by new research tools such as the Labor Market Compass, the Cryptobarometer and the "Brand.Diamonds" brand ranking. A key innovation is the AI-based method "Glaut", which supplements open questions in questionnaires with in-depth qualitative analyses. "Simple open questions are about to be replaced by an AI upgrade," says Roland Zeindler, the new Managing Director of Marketagent Switzerland.

Marketagent sees the realignment as a clear signal for future-oriented research. Founder Thomas Schwabl emphasizes the optimistic view of the future: "Roland is an experienced colleague who will leave the beaten track with us and lead Marketagent Switzerland into the future."

Zehnder has positioned itself as the leading Swiss provider of indoor climate solutions and is primarily established as a provider of energy-efficient comfort ventilation. The Group offers comprehensive system solutions - from ventilation units to complex ventilation distribution systems.

A quality and training program as well as more intensive cooperation with proven specialist partners should ensure the desired premium quality across the entire system landscape. To this end, the relationship with specialist partners will be intensified through targeted marketing and a circle of certified "Zehnder professionals" will be created.

Clear strategy as a basis

TBS designed the partner program in close collaboration with marketing, sales and the technical specialists at Zehnder Switzerland. As part of a preliminary market analysis, selected partners were asked about their requirements and wishes. Building on this, the basic principles of the program were developed and defined in detail in workshops - from positioning, quality criteria and partner evaluation to the exclusive benefits for certified partners. At the same time, key messages and communication for the launch of the new program were developed.

Quality label introduced

Certified partners of Zehnder can now be recognized by the "Zehnder Climate Partners" signet. The label thus becomes a certificate and a distinction with added value. At the same time, the name for the partner program is set: catchy and clearly understandable, differentiating in the market and in line with Zehnder's brand promise.

New program, new partner presence

A new visual world and a professional environment were created specifically for the specialist partners within the new Zehnder image - from the claim and label to the imagery and icons. As a result, there is now a clearly defined partner presence and a package of consistently designed communication materials - including a new landing page on the Zehnder website.

Better together" campaign

Partnership at eye level means working together quickly, directly and efficiently. Zehnder Climate Partners work hand in hand with the Zehnder professionals and have a direct line to Zehnder. The key visual shows this in exactly the same way and is used consistently across the various advertising materials - flyers, advertisements, landing page and partner presentation.

TBS provided Zehnder with conceptual support throughout the entire project - from the analysis and design of the program to the communicative launch and onboarding of the sales team. The imagery, text modules and visual elements were also realized by TBS. The program was successfully launched and already has 31 award-winning partners in Switzerland.

In 2025, Swiss is launching a new flight experience on long-haul flights: "Swiss Senses" offers passengers a new cabin design and a wide range of product and service innovations. The experience concept will be rolled out in stages.

A movie is supposed to announce the upcoming innovations in advance. But how can technical innovations be presented if the final designs are still being worked on and cannot be shown?

Filmgerberei has developed a teaser film for Swiss that does not show the finished products, but rather the development process behind them. In it, employees describe from their perspective how they help shape the Swiss Senses flight experience - be it in design, cuisine or technology. Their stories are visualized through carefully composed images that atmospherically capture both the craft of the employees and the essence of the future flight experience.

Responsible at Swiss: Oliver Lips (Project Lead, Content Marketing), Jenny Messikommer (Marketing Coordinator Swiss Senses), Dario Mastrogiovanni (Head of Content Marketing), Stefan Vasic (Head of Marketing). Responsible at the film tannery: Marike Löhr (Producer), Balz Chen (Concept, Text), Laurids Jensen (Director), Nicolas Heitz (DOP), Gabi Morales Alvarado (Set Design) Nicolas Bechtel (Edit), Silvan Wacker (VFX), Simon Hardegger (Grading).

From March to May, Swiss Crime Prevention (SCP) is running an awareness campaign against online romance scams. According to the SKP, the cantonal and municipal police forces are also involved in the campaign. Under the motto "Romance Scam. True love costs nothing" to protect internet users from fraudsters. Videos, social media content and a website are intended to illustrate the problem.

Feelings are exploited

Online love scams start with a simple contact request. This is intended to raise the victim's hopes of finding true love. The scammers then build up a relationship of trust. They then demand money and deliberately exploit the victim's emotional dependency and willingness to help.

Emotional manipulation is a central component of the scam. Many victims do not want to admit for a long time that they have been taken for a ride. If the scam is ultimately discovered, many victims do not report it because they are ashamed to have fallen for the scam. The campaign is therefore not only intended to raise awareness, but also to motivate victims to report cases of fraud.

Do not send money

According to the Institute for Combating Economic Crime in Neuchâtel, fraudsters are well organized. AI tools such as ChatGPT are used to overcome language barriers and create authenticity. Several victims are often defrauded at the same time. The motives of the perpetrators can be completely different. Some hope to make a quick buck. In some cases, however, the money can also end up in the pockets of criminal organizations.

The campaign is therefore primarily aimed at ensuring that victims do not send any money. The scammers would then give up more quickly. It also prevents the victims from suffering as a result of intensifying the supposed relationship. Knowledge of the perpetrators' actions is therefore important for successful prevention and early detection. (Filip Sinjakovic/ml)

This article first appeared in Netzwoche.

What often gets lost in the hectic everyday life of an agency was made up for on Friday evening: together with clients, companions, friends and family, the Zurich agency Ese Agency celebrated its milestones achieved to date.

Swiss Music Award winners heat things up

In addition to a DJ line-up, guests were treated to a performance by two close companions of the agency: SMA winners in the "Best Hit" category L Loko & Drini got both clients and colleagues dancing.

Shot bar, games and karaoke

In addition to live acts and drinks at the bar, Ese Agency created its own little experiences: darts duels were organized together with agency partner Geberit. A beer pong battle was organized together with House of Beer (Feldschlösschen). And the cell phone game "Babyrace", created for Denner, evoked nostalgia at the arcade machine. There was also a shot bar and a karaoke booth. Red Bull and Vito provided the guests with drinks and pizza à la discretion.

Career in the History Room

From high school graduation to advertising agency - Ese and its three founders Elia Binelli, Severin Gamper and Emanuel Ernst have come a long way. In order to show the full story since 2014, the meeting room was quickly converted into a museum. Some of the agency anecdotes also brought back flashbacks for customers.

The Migros sales trolley has a long history: in 1925, the company started with five Ford T models in Zurich to supply people directly with everyday products. At that time, the product range was still fairly limited, with Hörnli, coffee, rice, sugar, soap and coconut oil. Over the decades, the concept changed from staffed vending trolleys to self-service, until the vending buses disappeared completely in 2007. Now one of these vehicles is returning - not as a sales outlet, but as a rolling piece of company history.

The "Merci Bus" makes stops in small and large communities and brings along Migros products, coffee and cake as well as a dose of nostalgia. As a special thank you, one of the most popular products will be given away in each municipality - from chocolate to Cervelat.

The tour joins the countless activities surrounding the Merci anniversary campaign from the pen of Wirz which consistently follows the motto "Merci". With this trip to remote corners of Switzerland, Migros is underlining its claim to be close to the people.

Merci Bus tour dates

The Swiss Insurance Association SIA represents the interests of the private insurance industry. With its priorities for the years 2025 to 2028, it aims to create optimal framework conditions for the business activities of its members and to highlight the economic importance of the insurance industry to the public.

Over 700 experts from member companies are involved in the SIA's various committees. In order to bring the strategy closer to this important target group, Seed has produced a seven-minute film in close cooperation with the SIA. Committee members involved in developing the strategy explain the seven strategic thrusts.

The SIA is also addressing the interested public with a short version. This film is used on the insurance association's social media channels, on its website and at events.

Responsible at SVV: Jan Mühlethaler, Deborah Keller, Sara Jurkovic. Responsible at Seed Audio-Visual Communication: Simon Koller (screenplay, director, editor), Dominic Hiss, Stefan Dux (camera), Patrice Gerber (motion design), Bettina Frymerman (production manager), Felix Courvoisier (producer).

The beauty brand Ferandini Cosmetics embodies sophisticated skincare with a medical approach. The term "cosmeceuticals" refers to products between cosmetics and pharmaceuticals. The skincare line stands for trained and sophisticated skincare with active ingredients that contain a high proportion of plant-based ingredients.

Schläfle Trittibach was commissioned to create a pure product campaign for the cosmetics line. Pointed headlines surround the packshots of the various cosmetic products. The simple design blends seamlessly into the product design. This is in line with the pharmaceutical approach.

The campaign can be seen on social media, posters, advertisements and at the POS in selected stores.

Responsible at Ferandini: Tamara Ferandini (BoD & Managing Director). Responsible at Schläfle Trittibach: Marcel Schläfle, Christoph Trittibach (creative direction); Domingo Delgado (photography); Aschmann Klauser (retouching).

After working in branding and design studios in Barcelona, Zurich and Amsterdam, Shirin Pfisterer joined Scholtysik in 2019. She is responsible for brand experiences for clients in the life sciences, technology, finance, healthcare, education, research and industry sectors. Her focus is on brand management in the digital space and in particular the evidence-based, user-centered development of digital touchpoints that are both user-friendly and brand-typical.

Pfisterer's involvement is intended to strengthen the integration of the younger generation into the agency management and underline the agency's focus on strategic branding and brand management in a contemporary context, writes Scholtysik in a press release.

Metaloop supported the healthcare start-up Milviva in finding a name and creating a logo. As part of this collaboration, the agency also developed a new product brand called "Mildao" and was responsible for its complete visual identity.

Metaloop took on the brand design for the dietary supplement, which was specially developed for people with histamine intolerance - from the naming and logo design to the packaging design. The brand identity combines scientific expertise with an accessible and trustworthy brand personality.

The herbal formulation of the product is also reflected in the visual language. The agency's design approach follows the philosophy that design in the pharmaceutical and health sector should also have an emotional impact and at the same time create trust. This led to the development of an authentic brand identity that now enriches the market for natural alternatives for histamine intolerance.

As part of the comprehensive brand development, Metaloop created a coherent brand experience that convincingly communicates the values and mission of the start-up.

Responsible at Milviva: Tony Hrnek. Responsible at Metaloop: Jonas Hauser (Creative Direction and Consulting), Rachel Pfaffen (Creation).

McDonald's is primarily associated with products such as Big Macs, cheeseburgers and fries. In order to position the fast food restaurant more strongly as a chicken destination, TBWA\Zurich is relaunching the McDonald's global brand: the burger roaster is becoming the specialist for chicken - not only on all advertising channels, but above all at 183 locations in Switzerland.

The rebranding is implemented consistently: The employees wear the new CI on their new uniforms, including the Chicken logo on the chest. On the illuminated menu above the counter: only Chicken products. Two McDonald's restaurants in Zurich and Geneva underwent a complete rebranding and opened on March 4, 2025 for all chicken lovers.

McDonald's CEO Lara Skripitsky greets the old and new chicken fans on the tray with a statement: "Dear Chicken Lovers, this is for you. Crispy, spicy or juicy - sometimes it just has to be chicken. That's why we serve you chicken in our 183 restaurants for chicken lovers throughout Switzerland."

Television also switches to chicken: Under the claim "The Place for Chicken Lovers", TBWA\Zurich celebrates the opening of a new restaurant and guides viewers through the selection of chicken specialties in an entertaining way. As sound branding, the jingle "Da-da-da-da-daaa" is given a "chicken-iesque" touch. The McDonald's lettering rises into the sky with the new chicken emblem. The film was realized with the directing duo Giger Brothers and Stories.

In addition, opening posters for the rebranding are being used in (D)OOH, and the story is being told digitally and on social media in numerous videos.

Responsible at McDonald's Switzerland: Kat Howcraft, Severine Caspard, Dana Canizares. Responsible at TBWA\Zurich: Manuel Wenzel, Sabrina Brandenburger, Mark Taylor, Monelle A. Kanza, Mathias Bart, Davide Schenker, Gvozden Milosevic, Patrick Milles, Kinga Hadobas, Marion Schwager. Responsible at ViDo VideoStefanie Bollag Bereiter, Domenico Catena, Fabrice Studer, Nicolao Negrello. Film production: Stories, Giger Brothers.

The designed subjects can be flexibly adapted to the needs of the regional Raiffeisen banks with modular videos and statements. In this way, local commitments of the cooperatives can be specifically emphasized. "A high degree of adaptability is essential for the complex communicative structure of the Raiffeisen Group - without losing consistency," explains Sandra Bürkle, Head of Marketing Raiffeisen Switzerland.

FS-Parker-ECD Benjamin Franz is satisfied: "The production was logistically challenging, but the effort was worth it in view of the year-round output." CCO Hannes Sigrist-Thompson adds: "The anniversary and campaign elements reflect a Raiffeisen look that we have been able to establish over several years in both static and moving images. The look is dynamic when it comes to generating emotions and pragmatic when it comes to conveying the values typical of Raiffeisen."

The branding is accompanied by various campaigns that are played out over the course of the year.