German communications consultant Thomas Mickeleit, formerly Director of Communication at Microsoft, presented the "CommTech Index Report 2025" in Zurich last week. This study is based on a survey of corporate communications practitioners from companies and agencies in Germany, Austria and Switzerland.

In a podcast discussion with Christoph Soltmannowski from Text Akademie, Mickeleit explains why the euphoria surrounding digitalization and AI does not automatically lead to real innovation: Investment skews, skills gaps and regulatory risks - keyword EU AI Act - are slowing down progress.

Data competence is becoming a critical factor for budget defense and creative stakeholder journeys. Failed newsroom concepts call for holistic change processes instead of pure technology implementation.

What counts now? Retraining offensives, balanced budgets and experimentation spaces for data-driven dialog communication. Communication professionals must master the marathon of digital transformation in order to be able to use artificial intelligence for stakeholder-centered communication.

The CommTech Index Report 2024/2025 is available here download.

The management boards of the 100 largest Swiss employers are more diverse today than they were 20 years ago. While in 2006 no management board had a proportion of women of at least 30%, this is now the case in 31 companies. The proportion of women on management boards rose from 4% in 2006 to 22% today. On boards of directors, it has risen from 10% to 33% since 2010. "We are making good progress," says publisher Guido Schilling, "but we are still lagging behind in comparison with the EU."

Boards of Directors: more women, changed skills profiles

The distribution of board seats has changed steadily in recent years. Companies have filled between 37% and 48% of vacant seats with women, which has led to a greater mix. Today, 62 percent of companies have at least 30 percent women on their board of directors - in 2010 it was only 2 percent. At the same time, the number of companies without women on their board of directors fell from 44% to 3%.

The requirements profile for chairmen of boards of directors has also changed. The proportion of people with a background in mathematics, IT, natural sciences and technology (STEM) has risen from 22% to 34% in the last ten years. The number of chairmen with a legal background fell from 27 to 15 percent, while the proportion of economists rose from 33 to 41 percent. Companies are focusing more on economic and technological expertise in order to better master challenges such as digitalization and artificial intelligence.

Management boards: Slow development with catalyst effect

The change in the management boards was slower. It was not until 2023 that the gender benchmark stipulated by company law was reached at 20%; today, the proportion of women is 22%. "It took 15 years to raise awareness," says Schilling, "a real catalyst effect only came about when companies had two or more women on their management boards."

There has also been a change in key functions: in 2006 there were only two female CEOs and two female CFOs, whereas today there are twelve and 16 respectively. Schilling assumes that companies with a higher proportion of women will be better positioned in the "war for talent" in the long term.

Proportion of women also increasing below the management level

The Schilling Report has been recording the proportion of women below management level since 2016. The data shows whether there is sufficient female leadership potential for management positions. In the last ten years, the proportion of women in middle management has risen from 22% to 28% and in top management from 14% to 21%. "This broadening of the gender diversity pipeline is crucial for a sustainable mix at all management levels," says Schilling.

Internationalization and the public sector as drivers

Parallel to gender development, the Executive Board has become more international. The proportion of members without a Swiss passport is now 49%, the highest figure since the survey began. Switzerland's attractiveness for foreign managers has increased, especially after the coronavirus crisis. 63% of newly appointed members of the Executive Board do not have a Swiss passport.

The public sector is also making progress: In the federal administration, the proportion of women in top management rose from 17% in 2016 to 42% today. According to Schilling, the federal government shows that prescribed quotas can not only be set, but also successfully implemented.

SMI companies as pioneers

The companies in the Swiss Market Index (SMI) already reached the gender benchmark of 30% on the Board of Directors and 20% on the Executive Board in 2022. Today, the proportion of women on SMI management boards is 28% - well above the overall average of 22%. While the German DAX index was still ahead of the SMI (6%) in 2016 with a 9% share of women, the SMI has now taken the lead with 28% compared to 25%.

The complete Schilling Report 2025 will be published in May and is available in German, French and English at Schillingreport.ch retrievable.

The second thesis paper from auditing and consulting firm EY Switzerland examines the near future of AI in three theses.

Thesis 1: AI content fatigue is on the rise

AI-generated content is now an integral part of digital communication, but it is increasingly being rejected. The growing amount of predictable, slickly polished text means that users are increasingly turning to authentic formats such as podcasts or interviews. "Users are increasingly drawn to authentic human perspectives to understand the context and the person behind opinions," explains Adrian Ott, Partner and Chief Artificial Intelligence Officer at EY Switzerland.

When used judiciously as an editorial and quality control tool, AI can support rather than replace human creativity. When creating a new article with AI, there are now a number of ways in which superfluous jargon and AI writing styles can be completely removed, keeping the content fresh and easy to read and allowing authors to focus on their original thoughts. An entire branch of science (Human-AI Interaction, "HAX") has emerged around the interaction between humans and AI, investigating this connection and identifying ways forward.

Thesis 2: Company data as a hurdle for AGI

Development continues to progress - particularly in the direction of artificial general intelligence (AGI), which could theoretically handle any intellectual task at a human level. In practice, however, its use often fails due to the poor quality of company data or complex decision-making processes. "The dream of loading all company data into an AGI that immediately gains an overview of the company is unlikely to work as expected," says Ott. "The question is not only when AGI will arrive, but also how long it will take to integrate it into our business world in a meaningful way." Efficiency, reliability and trust therefore play just as central a role.

Thesis 3: More efficient AI models on the rise

At the same time, there is a growing focus on the energy consumption of large AI models. While powerful models previously required enormous computing capacities, developments such as the Chinese DeepSeek model show that considerable results can be achieved with fewer resources. In the long term, this could lead to a split in the AI landscape: On the one hand, highly complex, self-learning systems for research and innovation, and on the other, efficient models for everyday use.

Human-AI partnership as a key factor

For companies, this means that AI remains a decisive competitive factor, but its use must be strategic. While the demand for credible content is increasing, new, cost-efficient AI models offer opportunities for customized applications. Those who invest in the quality of their data at an early stage could benefit from technological developments in the long term.

Here the entire thesis paper can be read in detail.

Together with the Sotomo research institute, Ex Libris got to the bottom of the reading habits of the Swiss population. Michael Hermann, Managing Director of Sotomo, categorizes the results: "The survey results clearly show how much reading enriches the emotional and cognitive world of the Swiss population."

Reading makes you attractive

At a time when social media is taking up more and more time in everyday life, there is a clear tension between digital and traditional leisure activities in Switzerland. While reading is perceived as a source of peace, inspiration and education, social media is viewed rather critically by respondents. For example, only 12% of respondents consider social media to be a source of energy, while 64% view social media negatively in this respect.

Readers are also perceived positively overall and associated with qualities such as curiosity and intellectuality, while social media users are more often seen as superficial. Reading also makes people attractive: 84% of respondents find people who read a lot attractive.

Reading relaxes

A full 68 percent of respondents feel relaxed after reading and 65 percent find it calming. Even when reading for a long time, the effect remains positive: 87% of respondents report that they feel good afterwards, and hardly anyone has negative feelings when reading for a long time. In comparison, a quarter of respondents stated that they experience negative feelings when using social media for long periods of time.

For the majority, reading is primarily a means of entertainment (77 %), relaxation and knowledge acquisition (74 % each). At the same time, books also promote social connections: 57% of respondents regularly talk to others about the books they have read.

Reading time: During the vacations or before going to sleep

Reading is particularly popular during the vacations - 64 percent of respondents turn to books more often on vacation, a time when peace and quiet is often particularly appreciated. Almost as many, 61 percent, read before going to sleep as a relaxing habit to wind down at the end of the day. Even at the weekend, 60 percent of respondents find time to immerse themselves in stories. However, reading is not just restricted to quiet moments. For example, 34 percent of Swiss people use their commute to read. Public places such as cafés and parks provide a suitable environment for 20 percent of respondents.

Novels and crime thrillers most popular

The favorite genres are colorful and testify to a lively reading culture that encompasses knowledge, suspense and deeper insights. Novels are the most popular genre at 68 percent, followed by crime novels and thrillers (57 %). Women read novels particularly frequently (84 %), while men have a stronger preference for crime novels and thrillers (62%). But it's not just about suspense: interest in facts and knowledge also remains strong. Non-fiction books are very popular with both genders.

The reading barometer shows that for many Swiss people, literature is a way of developing empathy and gaining new perspectives. "The effect of literature is multifaceted: novels promote empathy and stimulate the imagination, non-fiction books broaden horizons and provide confidence in conversation," explains Daniel Röthlin.

Long texts cause problems for three out of four respondents

The survey shows how highly the Swiss population values its reading ability: 99% of respondents consider their own reading ability to be important. This unanimous agreement is evident across different age and gender groups.

In view of the omnipresence of social media and the short-lived content that demands our attention in small doses, the question arises as to whether our ability to concentrate on longer texts is suffering. The survey results shed light on this: 75 percent of respondents report that they have no difficulty concentrating on longer texts. However, a closer look reveals an interesting trend: the influence of age groups is particularly noticeable here. Young adults between the ages of 18 and 35 are the most likely to state that they have problems concentrating when reading longer texts (40 percent) - possibly an indication of the effects of the fast pace of digital life. In contrast, the middle age group of 36 to 55 years and the over 55s appear to be significantly less affected.

Bookshelf as a mirror of personality

Printed books are more than just a source of knowledge. They are faithful companions, mementos and expressions of personal values and stories. A look at the number of books people own reveals a fascinating Swiss culture: 41% of respondents have more than 100 printed books in their household. The older generation in particular keeps extensive collections. The passion for books is also reflected in the number of books that are actually read: The majority read all of their books. Two thirds state that they read (almost) all of their books to the end.

After reading, 86 percent keep their books, which often serve as lasting treasures and mementos. Only 12 percent say they throw their books away after reading.

While 22 percent of respondents insist that books should remain pristine, 52 percent are neutral towards markings or dog-ears. 27 percent even consider personal notes to be part of an active reading process. 78 percent of respondents finish every book they start and three quarters read books patiently to the end without skimming the last chapter first.

For the survey, 1044 people were interviewed between October 1 and 8, 2024. The results are representative of the language-integrated population of German-speaking Switzerland aged 18 and over. The survey was conducted online via the Sotomo online panel. The 95 percent confidence interval (for a 50 percent share) for the overall sample is +/- 3 percentage points. The "Ex Libris reading barometer 2025" can here can be downloaded.

Tincan has produced an image clip for the Bossard Group that provides a stage for the invisible heroes of the industry. With a cinematic look, the film shows fasteners and employees whose important work often remains in the background, but who make a decisive contribution to the success of their customers.

Cinematic storytelling for more emotion

The image film relies on a strong visual narrative that brings viewers closer to the importance of these silent heroes. With a cinematic look and intense images, the film pays tribute to the work of employees in logistics and industry in an impressive way. This approach conveys the topic emotionally and authentically, so that the film not only informs, but also touches. The - sometimes small and inconspicuous, but elementary - connecting elements and solutions are also put in the spotlight in the film and heroically staged.

Recognition for the invisible heroes

"It was important for us to highlight the often hidden effect of correctly used fasteners and solutions. These small parts are usually totally underestimated, but make a huge contribution to our customers' success. We wanted to move away from the image that we are perceived as a simple 'screw supplier'," says Alain Bollschweiler, Head Communication & Branding at Bossard Group. "Tincan's image film has achieved this and shows how important fastening technology and the employees behind the scenes are for the company, without ever being in the spotlight." The film leaves a lasting impression and draws attention to the valuable work of these "hidden heroes".

"The image clip for the Bossard Group illustrates how films can be used as a medium to convey meaningful messages in an emotional and captivating way," summarizes Baris Erdal, Motion Consultant and Senior Partner at Tincan.

Responsible at Bossard Group: Alain Bollschweiler (Head Communication & Branding); Marleen Seilheimer (Senior Corporate Communication Specialist). Responsible at Tincan: Baris Erdal (project management, concept, direction), Balin Imfeld (camera, editing), Ephraim Tännler (camera assistant), Jana Meyer (production assistant), Marc Odermatt (lighting), Andrin Hettinger (drone).

For the first time in ESC history, the mascot was developed in an open competition among students and apprentices. A total of 1100 creative minds from the FHNW Academy of Art and Design Basel and the Basel School of Design took part. A jury of representatives from the organizing committee selected the five best designs. Brunner's design will now be realized and will spread the ESC spirit in Basel from May.

The mascot bears the name "Lumo", derived from "luminous" for light and energy. With bright colors, expressive hands and wild, flaming hair, it stands for the power of music. It is intended to embody the message of the ESC 2025 - "United by Music" - and unite people regardless of origin or age.

"I am over the moon to be allowed to design the mascot for the ESC 2025. It gives my creativity a big national and international stage - a huge opportunity for me," says Brunner. Together with art director Artur Deyneuve, her design was refined for production. The mascot is to be realized with regional or national manufacturers.

The agency Jung von Matt prevailed in an extensive pitch. According to a press release, the decisive factors in choosing the new agency were its international focus and the team's extensive expertise in the required areas. The corresponding invitation to tender was issued in line with the expiry of the existing contracts.

Mini and Jung von Matt have already worked together successfully in 2000 and from 2015 to 2021.

The product test videos are advertised during the campaign period and targeted at the relevant target group. The Dreifive agency was responsible for the technical implementation of the campaign: a shoot in front of a blue screen, the use of 6K film cameras, an accompanying photo shoot and voiceover recording directly on set ensured a high-quality production.

"With this campaign, we are combining entertaining content with real added value," explains Cheryl Schlatter, Team Lead Social Media at Dreifive. Marco Fritsche presents Ayce's "Click & Work" system in an authentic way. "Our aim is to reach a broad target group with snackable social media content and achieve real impact," Schlatter continues.

Responsible at Jumbo: Megan Riva (Junior Project Manager Communications), Zorica Jurkovic (Head of Advertising). Responsible at Dreifive: Natalie Kühne (Social Media Consultant), Ramona Huber (Teamlead Social Media), Cheryl Schlatter (Teamlead Social Media), Juliane Miehling (Digital Arts Designer), Sandro Kohler (Senior Arts Designer), Marleen Albert (Head of Social Media|Partner).

In the 2010s, Bargetze worked as a stuntwoman in around 40 film productions, including "Avatar", "Transformers" and "Iron Man". Now she reports directly from Hollywood for Blue News and takes the audience on forays through the city. She meets familiar faces, visits film industry locations and shows life in the Californian metropolis. "I want to tell readers inspiring stories from the dream factory and pass on the vibrant energy of the people here," she says.

For Blue News, the new column means an expansion of the entertainment offering. "With Simone Bargetze, we are even closer to the stars and show Hollywood from a personal perspective," says Claudia Lässer, CEO of Entertainment Programm.

The latest shopping trend report from Bring! shows that Swiss consumers are increasingly taking a closer look at their shopping behavior. 84% plan their purchases with detailed lists in order to save money. Offers play a central role in this: 43% focus specifically on offers, 59% prefer to buy supplies at a discount. However, despite rising prices, 61% do not want to reduce their food shopping budget - they are more likely to save on non-food items such as shoes or accessories.

At the same time, health awareness is growing. Around a fifth of consumers are paying more attention to sugar-free products and meat alternatives. Dietary supplements and protein-rich foods are also gaining in popularity. 36% of Swiss people plan their meals in advance to ensure a healthy diet. In French-speaking Switzerland, 45% use nutrition apps, compared to just 27% in German-speaking Switzerland.

Another trend is the conscious use of environmental resources. 62% prefer seasonal products, 59% regional products - both with significant growth compared to the previous year. 85% of consumers accept restrictions in order to consume more sustainably.

"Consumers today are more price-conscious and organized than ever before. Planning and offers determine shopping, while healthy eating - especially sugar-free and vegan products - continues to gain in importance," summarizes Raphael Thommen, CCO of Bring! Labs.

Further details and the full report can be can be downloaded here.

V-Zug household appliances combine minimalist design with outstanding functionality. The new campaign conveys this with exciting perspectives that show that every detail of the products meets the highest standards. The visual language captivates with close-ups in warm tones and clear lines along product details. This emphasizes the precision with which the products depicted were developed. The campaign is intended to emphasize that V-Zug products continue to set standards in terms of aesthetics and design at a top international level.

Chief Marketing Officer and member of the V-Zug Executive Board, Nathalie Noël, emphasizes the message of the campaign: "V-Zug products are committed to high functional and aesthetic maxims. In the best sense of the word, they are perfect distillations of the most important Swiss values: elegant design, uncompromising functionality, the highest Swiss quality standards, sustainability through efficiency. This is exactly what we are condensing in the campaign."

The campaign with the claim "From Switzerland. For your home." further develops V-Zug's previous brand identity while remaining true to the company's core values. "We place a strong focus on the products, their details, textures and design lines. These are brought into focus through unseen perspectives and interesting angles, so we celebrate Swiss perfection and innovation in a contemporary way and at the highest level, and in this way represent the high functional quality standards that the appliances fulfill," explains Christian Kies, Chief Creative Officer of Jung von Matt.

The campaign follows a multi-channel strategy and uses a variety of advertising formats, including TV commercials, OOH, social media ads and other digital placements. The campaign kicked off with the TV launch on February 17, 2025; digital advertising media will be rolled out on an ongoing basis.

Customer: V-Zug. Agency: Jung von Matt Limmat. External partners:inside: LeBerg, Jung von Matt Impact, Blish.

In his role, André Caradonna is responsible for the strategic and operational development of Maz's marketing activities. His aim is to further strengthen the institution's position as a leading training center for journalism and communication.

"We are delighted to welcome André Caradonna with his extensive technical expertise and marketing experience. We are focusing on modern and targeted marketing to further increase our reach and impact in the education sector", Maz CEO Martina Fehr is quoted as saying in a press release.

Caradonna studied media and communication science, journalism and sociology at the University of Fribourg. He then worked for several years in various agencies before switching to the corporate side. As Head of PR/Sponsoring at Swisscom, he promoted the business customer sector, while at Bernexpo Groupe he was responsible for corporate and product communication. He also worked for the Insel Group and Ender Diagnostics, in each case as Head of Communications and Marketing.

André Caradonna will take on his new role at Maz with an 80% workload. He will also remain active as "KreativAgent Caradonna" and support companies with marketing concepts and projects.