As part of the mandate for WWF Switzerland, Jung von Matt Impact is to gain more supporters, strengthen brand awareness and make digital communication measures more sustainable. A particular focus of the collaboration will be on the digitalization of traditional channels, according to a press release.

The agency has already supported other NPOs such as Pro Infirmis, Smiling Gecko and Sporthilfe Schweiz. "We are proud to count WWF Switzerland among our new clients. Together, we want to fully exploit the digital potential and get more people excited about WWF's mission," says Dominik Habermacher, Managing Partner at Jung von Matt Impact.

"With Jung von Matt Impact, we have gained an agency that shares our values, understands our goals and helps us to further develop our digital activities - smarter, more efficient and more sustainable," adds Vanessa Zwinselman, Project Manager Brand and Fundraising Campaigns at WWF Switzerland.

As part of the marketing transformation within the Brack.Alltron Group, Alltron launched a new brand identity this week. The visual and content repositioning was developed together with Hotz Brand Consultants and affects all digital and physical touchpoints.

Alltron, the wholesale distributor specializing in B2B, is part of the Brack.Alltron Group, which was renamed in spring 2025. With the rebranding, the management wants to make the strategic realignment of the company visible. "We want to send a clear signal that we are ready for the future and will continue to focus on quality, innovation and reliability," explains Andrej Golob, Chief Sales Officer at Brack.Alltron.

In terms of design, the new brand identity is based on a combination of the familiar Brack.Alltron red, which signals affiliation with the parent company, and complementary eggplant tones that convey independence. "The ring-shaped design elements that emanate from the dot in the logo lend dynamism to the brand design and give Alltron a clear visual identity that meets the business requirements," says Lukas Mettler, Design Director at Hotz Brand Consultants.

The new look can be experienced physically for the first time at the Connect! trade fair on August 27 and 28 in Zurich. The rebranding coincides with the company's 40th anniversary. The temporary logo extension "4ever young" was designed for the anniversary, with a subtle "40" integrated. "Our new logo, the adapted web store and the anniversary emblem embody the fact that we are still young and dynamic even after four decades - both in our appearance and in terms of market knowledge, trends and range of services," summarizes CSO Golob.

With the "LLM Content Ingest API Initiative", the IAB Tech Lab has proposed a new framework that responds to the growing challenges posed by generative AI. The aim of the initiative is to provide publishers with a technical option to control the use of their content by large language models (LLMs) and AI agents and to ensure fair remuneration.

The background to this is the increasing use of web content by AI systems, which have been proven to reduce traffic to publisher sites. According to studies by the IAB Tech Lab, a decline of 15 percent or more is not uncommon. At the same time, the importance of AI-controlled search results and chat interfaces is growing, which means that brand content is also being played out without direct control.

The new framework is intended to support rights holders in monetizing their content on the one hand and, on the other, offer the opportunity to actively control their own presence and content in AI systems. "It's clear that AI agents based on large language models are changing the way users interact with content," says Anthony Katsur, CEO of the IAB Tech Lab. "This initiative aims to provide publishers and brands with a fair, enforceable and technically sound path forward."

Martin Radelfinger, President of the IAB Switzerland Association, emphasizes the relevance for the local market: "The LLM Content Ingest API initiative launched by the IAB Tech Lab is an important step towards securing the economic foundations of the open web in the age of generative AI. For publishers and brands, it is about gaining transparency and controllability in AI-based playout and creating a fair framework for the monetization of their content."

The initiative is open for discussion and further development. Publishers, brands and developers are invited to participate in the standardization process. Further information is available on the Website of the IAB Tech Lab retrievable.

Rausch presented the new Repair Express treatment in Bern in mid-May. The product launch is being supported by Mujinga and Ditaji Kambundji, who are acting as brand ambassadors. According to Rausch, the two top athletes are not only convinced users of the products, but also stand for values such as naturalness, effectiveness and well-being - terms that characterize the traditional company's understanding of the brand.

For the launch, the St. Gallen agency Vitamin 2, together with creative director Martin Fuchs, director Sven Wedekind and the film production company Boutiq, produced a launch film in the style of a branded documentary. The production combines the everyday sporting lives of the two athletes with the application of the new Repair Express treatment.

The measures can be seen on various channels such as OOH, in consumer and trade media as well as digitally on social media platforms.

Responsible at Rausch: Birgit Schäfer (Chief Marketing Officer), Esther Widmer (Head of Communication), Sophia Hermann (Assistant Marketing Manager). Responsible for vitamin 2: Jan Hasler (key account, concept), Milica Rakic (project management, consulting), Lisa Potocnik (graphic design), Linda Peter (graphic design). Network partners: Martin Fuchs (Creative Direction), Sven Wedekind (Director), Boutiq (Film Production), Lea Meienberger (Photography).

Dr. Ursula Nötzli will become co-director of the CAS Strategic Communication Management with AI at the HWZ Zurich School of Business on September 1, 2025. She will gradually succeed Stefan Eggenberger, who has led the course to date and will focus on consulting mandates from spring 2026.

The handover will take place as part of the strategic development of the Marketing & Digital department. The staggered handover is intended to ensure a continuous transfer of knowledge and high program quality. According to the HWZ, additional experts have already been recruited in addition to the new appointment in order to further expand the range of continuing education courses.

"With Ursula Nötzli, we are gaining a leading personality with excellent and proven practical and research experience," says Dr. Valerio Stallone, Head of the Department of Marketing & Digital. "Her profile perfectly complements our team and strengthens the HWZ's position in the field of communication in the long term."

Nötzli himself emphasizes the relevance of the topic: "The rapid development of artificial intelligence challenges us to rethink communication practices. Efficiency gains are quickly visible - but real strategic rethinking requires experience, depth and openness. I find passing on my knowledge and developing new perspectives in dialog with the students very enriching."

With a doctorate in economics, she has extensive experience in strategic communication, sustainability and corporate management. In September, she will also become a partner and co-owner of Hirzel.Neef.Schmid.Konsulenten (Markt-kom.com reported). Previous positions include the TX Group, ABB Switzerland, Credit Suisse, GAM Holding and editorial offices of the New Zurich Newspaper and Finance and economy. She completed the Advanced Management Program at the MIT Sloan School of Management.

The Smarties test known from developmental psychology puts it in a nutshell: children see a Smarties package and naturally think there are Smarties inside. But surprise - there are pencils inside.

It's about suggestion. You think you know something because you deduce it from certain information. But you don't really know it. Suggestion is therefore the opposite of information and has the advantage or disadvantage (depending on your perspective) that you don't necessarily notice the difference.

Can. Maybe. If.

Advertising naturally sees it as an advantage that people like to draw conclusions quickly - and feel particularly clever in the process. The product with "eco" in the name? Bought, because you want to take responsibility. The cream that made 99% women happy? You think of wrinkle-free faces, but maybe it was just the scent. And who are these women? How many were asked? And how many goodie bags were they bribed with? The obligatory asterisk only makes things even more nebulous: it suggests objectivity and is intended to prevent complaints about false advertising promises - which is also often enough a false conclusion. Or the product with "properties that may contribute to health promotion if you lead a healthy lifestyle", as the professional-looking gentleman in the objective coat earnestly promises. And he must know, as a professional advertising model.

But advertising is rarely a flat lie! It is more sophisticated: it is a realm of possibilities of false conclusions. A "can", a "possibly", a "almost everything for almost everyone", a "contributes to ...". Just like I could possibly contribute to almost taking out the garbage tomorrow - if the weather is right, my mood is right and nothing comes up. Can. Maybe. If. An elegant way of saying: maybe, but probably not.

We know that magic is tricked. With advertising, we are only half aware of it. That's why advertising occasionally slips from the world of magic into the realm of tricksters.

Fish for Kant

More often than we highly rational Kantians would like, we overlook important subtleties - the not-really-promises and suggestive charges are too seductive. We can't and don't want to check or question any of this. And the legal situation basically ensures that we can rely a little on what is suggested. However, the matter is as difficult to grasp as a floundering fish and just as dazzling.

Some of what is suggested could also be recognized with common sense - if one were to make the effort. Or does anyone really think that Smarties make you smart? Of course not - they are only called that because they can be used to measure the cognitive maturity of children. Because the test goes even further: the key question for the children is: what would someone think if they didn't know the actual contents of the box? Children who answer "still that there are Smarties inside" have recognized the mechanism (and qualify directly for the advertising industry). They are considered more cognitively advanced than those who answer "that there are pencils inside". QED.

Analyzed since 2025 Sarah Pally In her column "Blossoms and Pearls", she uses industry-related terms and comments on them 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.

The Marketing Tech Lab in Hamburg presented the results of its latest Marketing Tech Monitor on Wednesday. The study sheds light on the level of technological maturity in marketing, sales and service in the DACH region. According to the study, only 3 percent of the companies surveyed achieve a high level of integration in their MarTech infrastructure.

Companies with a high level of maturity are characterized by defined strategies, structured project procedures and cross-functional collaboration. These so-called "leaders" work with roadmaps, systematically analyze customer journeys and use advanced CRM and CX systems. On the other hand, there are laggards who fail due to unclear responsibilities, a lack of target images and too many different tools.

Projects between power play and passion

In addition to technical and organizational hurdles, the study also highlights interpersonal tensions as a stumbling block for digital transformation. Over 60 percent of failed projects lacked either experienced project managers or clear documentation of requirements. Power conflicts between departments were identified as a key obstacle. "Successful transformation requires less 'PowerPoint romanticism' and more resilient methodology and content," the report states.

Data management as a gold mine

There are still major deficits in the area of data management. Only a few companies have established consolidated data structures. A lack of integration, poor quality and limited access are slowing down progress in personalization and the use of AI. Companies with a higher level of maturity are making targeted investments in data lakes, quality assurance and access concepts.

CX as a business priority, faltering AI implementation

Although the importance of customer experience is recognized, implementation remains fragmented in many cases. Only around a third pursue a systematic, cross-channel approach. The report emphasizes that CX initiatives are only effective if they are based on a solid database and a clear target system.

The picture is also mixed when it comes to artificial intelligence: although more than 50% of companies have an AI roadmap, operational implementation is rare. Only 11% actively use AI, and this is mainly in the areas of content management and conversational AI. Higher-value applications such as causal AI or marketing mix modeling remain the exception. The development of internal skills is considered a prerequisite - but is only a priority for around 2 percent of respondents.

"Our analysis this year clearly shows that without clean data, clear responsibilities and a well thought-out roadmap, projects for data-driven customer interaction will be a gamble," says Dr. Ralf Strauss, Managing Director of Marketing Tech Labs. "However, those who think strategically and focus on people can successfully shape the digital transformation."

With Peace Tea, Coca-Cola is launching a strikingly designed, caffeinated iced tea product for the first time outside North America - exclusively in Switzerland (Markt-kom.com reported). The target group: young adults with an affinity for design and functional added value. But is a strong look enough to score points with Gen Z?

A concept test from Deeptrue with 200 people between the ages of 16 and 29 shows what really matters to this generation. And why early, well-structured feedback should be part of the basic strategic equipment of every market launch today.

Gen Z - selective, but responsive

Generation Z has grown up with an oversupply of messages, products and platforms. They move confidently through digital spaces, deal with social issues and expect more from brands than just product promises. For many, concepts such as attitude, consistency and meaningfulness are not peripheral, but at the heart of the decision.

It is not possible to draw a uniform profile of values. What is noticeable, however, is that superficiality is quickly seen through. Those who are too loud, too smooth or too vague lose out. Those who communicate cleverly and clearly, on the other hand, gain interest. Brands that listen to this generation (keyword consumer listening) instead of just courting them create a basis - not just for consumption, but for relationships.

A sober look at peace tea

As part of a concept test on the DIY market research platform Deeptrue In mid-May 2025 - before the launch in Switzerland - 200 people aged 16 to 29 from German-speaking and French-speaking Switzerland were invited to evaluate the "Peace Tea" product based on the visual concept. The focus was on the design, the communicated product promise - caffeine as an additional functional benefit - and the perceived fit with the target group. Both standardized assessments, such as purchase interest or credibility, and open comments were recorded in order to understand likes, dislikes and spontaneous associations with the product.

The aim of the survey was not confirmation, but honest feedback: Which elements are convincing - whether in terms of design, value proposition or brand fit? Where do doubts arise? And where does Peace Tea remain too interchangeable despite its eye-catching look?

Good first impression

The concept was convincing at first glance: 73% of respondents gave the product idea a positive rating. The eye-catching, colorful design in particular was perceived as suitable for the target group. The language was described as youthful, playful and "different from classic drinks". Peace Tea hit a nerve - at least superficially.

But what sticks - apart from the look?

As soon as it came to the core content, a more differentiated picture emerged: although the promise - iced tea with caffeine - was understood, the functional benefits remained abstract for many. For some respondents, the brand was visually attractive, but the narrative was unclear.

This tension was particularly evident in the open comments. Two interviewees put it this way:

"I can see where it's going, but I don't see the thinking behind it."

"I like the design - but somehow the product doesn't tell me anything about itself."

Attraction yes, connection missing

The results show: Peace Tea is a good example of how design opens doors - but does not yet lay a foundation. The concept appeals, stands out, attracts attention. But for it to become relevant, it needs more than style. It needs a story that sticks - and substance that delivers what it promises.

What brands can learn from the test case

The results show that new products need more than originality - they need connectivity. An honest narrative, recognizable values, a connection to the reality of the target group's life. Anyone who thinks this can be delivered later has often already lost.

This is precisely why early, structured testing is worthwhile: a simple concept test, set up correctly, not only shows whether a product is appealing - but also where it is not yet understood. This is not a weakness, but a strategic advantage. Because such feedback allows adjustments to be made before major investments are made. They make consumer centricity concrete - not as a buzzword, but as an approach.

The DIY market research tools available today, such as those from Deeptrue massively lower the threshold for carrying out such tests. Valid consumer insights can be gained without a long lead time - quickly, comprehensibly and in a way that can be integrated into the development teams. This means that empirical consumer research is not an obstacle, but an accelerator of smart decisions.

Conditional dispute

Generation Z is ready to engage with new products - but not unconditionally. If you take Gen Z seriously, you will not encounter arbitrariness, but clarity. The Peace Tea study shows: Good design is a start, but not an argument.

If you want to launch successfully today, you need more: real listening, early feedback, clear adjustment. Brands that follow this path not only win customers - they win people who feel understood. And that is more than just market success. It is relevance.

Save the diversity

Manifesto for a biodiverse society.

• Helmuth Trischler, Jens Kersten and Katrin Böhning-Gaese
• Publisher: Klett-Cotta
• Year of publication: 2025
• Pages: 208
• ISBN: 9783608966497

Species extinction and climate change threaten the earth and our existence. Both are caused by humans. If we want to avert the impending catastrophe, we have to radically change our way of life. Faced with this mammoth task, some people may resign themselves. However, the authors show that the worst can be avoided with a variety of practical measures, some of which have already been taken. Above all, we need to recognize the value of all that ecosystems provide. We can live in harmony with nature instead of ruthlessly exploiting it.

getAbstract rating: 10

Qualities:

• Controversial
• An eye-opener
• Explosive

Digital diagnoses

Mental health as a social media trend.

• Laura Wiesböck
• Publisher: Zsolnay
• Year of publication: 2025
• Pages: 176
• ISBN: 9783552075429

It is in the logic of social media that they exaggerate complex issues and draw users into a maelstrom of similar content. As private companies, the large social media groups also obey the laws of the market and competition. Both of these are the worst possible conditions for a differentiated approach to mental illness. The author cleverly analyses the mental health trend in social media, highlights problematic developments and argues for a move away from the individualization of healthcare.

getAbstract rating: 9

Qualities:

• Analytical
• An eye-opener
• Explosive

Implement ESG reporting

Reporting requirements and IT solutions.

• Peter Preuss, Neele Baumann and Lukas Kister
• Publisher: Schäffer-Poeschel
• Year of publication: 2025
• Pages: 163
• ISBN: 9783791064369

The EU's ESG reporting obligations, in particular the Corporate Sustainability Reporting Directive (CSRD), are considered a bureaucratic monster. This directive requires companies to disclose comprehensive information on their environmental, social and governance practices. The complex legislation is delaying its transposition into German law. However, companies subject to reporting requirements should already be doing their homework. This book offers them guidance in the jungle of regulatory developments - with a focus on the use of suitable IT.

getAbstract rating: 8

Qualities:

• Feasible
• Systematically

The resilience plan

Strategies for optimizing mental health to stay mentally strong at work.

• Marie-Hélène Pelletier
• Publisher: Vahlen
• Publication year: 2024
• Pages: 170
• ISBN: 9783800675296

Burnt out? Not me! Managers often wrongly assume that they don't need to do anything for their resilience. They underestimate the demands placed on them and overestimate their resources. In her well-structured and easy-to-understand book, mental health expert Marie-Hélène Pelletier encourages you to take care of your mental health in good time, taking into account both your professional and private life. Individual actions are not enough. Neither is copying others. An individual plan is necessary.

getAbstract rating: 7

Qualities:

• Feasible
• An eye-opener
• Systematically

The centerpiece of the campaign is a 30-second spot that shows the players in a staged Grand Maison world - including a ballroom and a garden. Several players such as Laura Freigang, Jule Brand and Sara Doorsoun embody the idea of a self-confident, style-defining generation.

The shots combine sporting precision with symbolic imagery, such as clay pigeon shooting with footballs. It was directed by Nina Holmgren, with camera work and photography by Andreas Bjørseth and Tereza Mundilová. Other video formats and social media assets complement the campaign.

The concept also includes media cooperations, including with the German edition of the Vogue and with Deutsche Telekom. The measures can be seen on TV, digital platforms and social media.

According to Google, the aim of the campaign is to further strengthen the visibility of women's football. "The European Women's Football Championship in Switzerland is a special platform for us to continue working on our goal together with the DFB: to generate more visibility and appeal for women's football in Germany," says Dr. Anne-Katrin Hübel, Senior Director B2C Marketing DACH at Google.

Felix Umbach, Creative Director at Jung von Matt Sports, also emphasizes: "We believe in the power of sport, in good stories and strong images. Because women's football doesn't just need visibility, it needs the right staging."

For Katja Kraus, Managing Director at Jung von Matt Sports, the partnership with Google plays a central role: "The entire investment, especially the content expertise and conviction, helps to promote professionalization in the long term."

The campaign has been running since the beginning of June and will accompany the tournament right up to the European Championship final.

The canton of Aargau has its own AI strategy. It had been written since January 2025 - "now it has finally been released", as Syrian Hadad, Head of Technology and Solution Development in the canton, explains, announces on his LinkedIn profile. The strategy divides artificial intelligence into three categories, which should help to invest wisely in projects.

According to Hadad, the strategy differentiates between specialist AI, generative AI and a combination of the two. Specialist AI is preferably used in administration, while generative AI applications are used by a broader audience, for example for creating content or processing language. The interplay of both forms combines specialist knowledge with generative performance, creating AI assistants that "understand what is needed", Hadad writes.

The aim of the strategy - in whose development the Bern University of Applied Sciences was also involved - is to "create a secure, transparent and ethically responsible framework for the use of AI technologies in order to optimize administrative processes and provide a broader basis for data-based decisions", according to the strategy paper.

Next steps

The canton of Aargau is already working on several AI projects, as Hadad explains. For example, the canton's own secure open source platform for generative AI has been integrated into the canton's IT. It is based on various models, such as Llama from Swisscom, GPT4o and other models from Microsoft Azure's EU Data Bounding. This guarantees the canton technical, legal and financial independence, assures the cantonal IT manager.

Furthermore, an intelligent bot will soon go live that answers questions about the process of applying for scholarships - based on cantonal specialist logic. The company is also working with Adnovum on a RAG-based voicebot based on Microsoft Azure Speech Services and Azure AI Search. The voicebot should not only be able to understand spoken language, but also refer to internal knowledge in order to provide precise answers.

Privacy

The strategy of the Canton of Aargau also includes guidelines for dealing with AI, including with regard to transparency, security and legal compliance. The canton also pays particular attention to the classification and processing of data. The Canton of Aargau's data classification is intended to "systematically categorize data based on its need for protection in order to ensure uniform and legally compliant processing."

The Data Science Board is tasked with ensuring that AI innovations comply with the data classification requirements and process data in accordance with the defined standards. (Dajana Dakic/rja)

This article first appeared in Netzwoche.

With Michael Volkart as a partner, Panter is bringing an experienced entrepreneur in the field of digital services and products into the agency. Volkart will become a member of the Board of Directors and will also be operationally involved in customer projects and the further development of the company. His activities will focus on strategic positioning, expanding the AI offering and participating in initiatives and collaborations relating to digital innovation.

Panter has been active in Zurich for twenty years and has worked with partners such as Impact Hub Zurich, start-ups such as Inyova or Wolfpak.ai and other platforms over the years.

According to the press release, Volkart shares the agency's values and vision: "The combination of entrepreneurial spirit, social relevance and digital innovation are firmly anchored at Panter." After many years of consolidation and stagnation, the industry is once again experiencing a spirit of optimism, comparable to the early 2000s, when companies began to seriously integrate the internet into their business models. With regard to current developments in generative AI and large language models, Volkart emphasizes: "At Panter, we see the opportunity and responsibility to bring these developments to organizations in a meaningful way - practically, responsibly and with a focus on concrete benefits."

Panter is a co-initiator of the Swiss {ai} Weeks, which will take place in more than ten Swiss cities in fall 2025. The series of events with over 55 partner organizations offers space for hackathons, events and professional exchange around AI applications. Volkart has been involved in the initiative since its inception.