Agence Trio in French-speaking Switzerland is reorganizing its operational management: Laura Jenny and Maxime Chabloz will become Managing Partners and take over the management of day-to-day operations. At the same time, both are joining the European agency group Myty, which Trio has been a part of since last year, as partners. The current CEO Michael Kamm will remain with the agency in a strategic role, as detailed in a press release.

With this move, the agency, which was founded in 1931, aims to strengthen its position within the Group and make more targeted use of synergies. Chabloz describes the change of role as a broadening of perspective: "We are taking part in the strategic exchange with the group, as well as with all sister agencies, which gives our work a new perspective: more international, with a broader vision of trends and a better connection to the world of agencies."

According to the press release, the internal realignment is intended to strengthen the agency's agility and contribute to the further development of its services. The aim is to accelerate growth and further develop the offering for customers.

Uber is currently running a large-scale campaign at Geneva and Basel airports and at busy train stations in Switzerland. The campaign was implemented by PHD Media Switzerland in collaboration with Goldbach Neo and the agency Dept. The focus is on travelers, who should be made aware of the Uber app directly at the point of arrival and at the moment of mobility decisions. Uber is positioned as a convenient solution for the first or last leg of the journey and the worldwide availability of the app is emphasized.

The forms of advertising used include mega posters, digital screens and branding on baggage carousels and in transit areas. At airports, travelers are targeted in areas such as check-in, arrivals, transit and general airport areas. Measures are also being implemented at railroad stations such as Zurich main station, Winterthur, Bern, Lucerne and Lausanne.

The campaign has been running since April 2025 and ends in September. It will continue at Zurich main station until the end of November.

As part of its "Scale Up 2027" growth strategy, Six is realigning its Marketing and Communication department. The aim is to make existing activities even more strategic and proactive in future. To this end, the stock exchange operator has appointed Patrick Farinato as its new Chief Marketing & Communication Officer (CMCO). He will take up the position on September 1, 2025 and will be a member of the extended Executive Board in this role. Farinato succeeds Alain Bichsel, who has shaped the organization for many years and is actively supporting the handover. Bichsel will continue to play a role within Corporate Communications in the future, Six writes in a press release.

Patrick Farinato has many years of experience in strategic marketing and communications management. He currently runs his own consultancy firm. Previous positions include Läderach Chocolatier Suisse as CMO and CCO, Bank Vontobel as Global Head of Marketing & Analytics and international management positions at Bosch, SAM Sustainable Asset Management and Man Group. He is also a member of the Board of Directors and Chairman of the Advisory Board of the Myty Group.

"In Patrick, we have gained a proven and very entrepreneurial expert as CMCO," Six CEO Bjørn Sibbern is quoted as saying in the press release. "He has many years of international experience in marketing and communication, which he has already successfully applied in various industries and similar tasks." At the same time, he thanks Alain Bichsel for his contribution to date and looks forward to continuing to work together in the new setup.

The campaign focuses on the courage to start a business. "Anyone who has the courage to start a business deserves strong partners at their side," says Stefan Moser, member of the Executive Board at BEKB. The cantonal bank is positioning itself as a personal, competent and networked partner that accompanies founders through the entire process.

For BEKB itself, the campaign was also a step into new creative territory: the visual subjects are intended to have an authentic, close-up perspective - in an editorial visual language that is more reminiscent of magazine reports than classic advertising. The focus is on real founders.

Authentic, modern, approachable

The personalities portrayed stand for initiative, willingness to take risks, perseverance - and courage. "It was important to us to develop a campaign that looks real - with people who make a difference, but also with a clear, independent visual language," explains Svenja Tschannen, Creative Director at Sayhey. "That's why we show entrepreneurs who have already successfully gone their own way."

How much interest is there in women-only business events in Eastern Switzerland? Galledia Event AG investigated this question in a survey of around 2,000 women. Over 340 responses provide a differentiated picture: the majority of respondents would like to see events that focus on current and business-related topics. The focus is on content relating to entrepreneurship, leadership and industry knowledge - classic gender topics are less in demand.

One key result: the desire for mixed networks is clearly pronounced. Many participants criticize the fact that women-only events are often one-sided and make it difficult to exchange ideas with other target groups. Encounters between young and old, different sectors, positions and genders are called for.

There are also clear preferences when it comes to the choice of format: compact, flexible events - for example in the morning or over lunchtime - are particularly popular. Structured formats such as group discussions or "bring a friend" offers also help to integrate new participants more easily and break down barriers.

The results of the survey will be incorporated into the future event design of Galledia Event AG and should help to develop targeted offers that meet the expectations of the target group.

For franchises, partner networks, and other distribution systems, communication has always been a balancing act: between centralized control and local autonomy, between brand management and day-to-day operations. With the increasing prevalence of Generative Artificial Intelligence (GKI), the parameters are shifting once again—rapidly and profoundly. Communication is not only becoming more efficient, but its very role is being fundamentally questioned. This is because GAI brings new possibilities, but also new demands: on governance, competencies—and on the tone of voice.

GKI as a Tool for Brand-Consistent Communication

The challenge is particularly great in decentralized sales systems: brands must remain tangible, even when communicated through many different channels. The tone of voice plays a central role in this. GKI-based applications make it possible for the first time to automatically generate brand-compliant content—while also allowing for local adaptations. This bridges the gap between consistency and flexibility, between centralized brand management and local dialogue.

«Generative AI can add a new level of depth to communication within the sales system.»

This requires clear communicative positioning: What language does the brand speak? What visual style is appropriate? Which narratives support the brand’s identity—and which ones do not? Integrating these parameters into AI-based systems is not merely a technical process, but a strategic one. Communications managers in sales organizations must lead this process—not merely support it.

The communication function between the center and the periphery

Sales systems thrive on connections: between headquarters and the market, between system providers and system users. Communication plays a moderating role here. But this role is changing. With GKI, new questions are coming to the forefront: How can all stakeholders be empowered in their use of AI? How can a shared understanding of language, attitude, and responsibility be established? And how can trust be built—both internally and externally?

The 2024 Trend Study on Communication in Digital Transformation shows that organizations that strategically embed GKI are developing new forms of collaboration. Communications departments are becoming centers of expertise that not only deliver content but also set standards, anticipate trends, and provide guidance.

Outlook: From Orientation to Orchestration

Generative AI is changing not only the HOW but also the WHY of communication. This is particularly noticeable in sales systems. The opportunity lies in orchestration: If we succeed in using generative AI as a unifying element—both technologically and culturally—a new quality of communication emerges. A quality that preserves brand identity without ignoring local realities. One that relies on trust rather than control. And one that views communication as a strategic management tool—not merely as a means to implement individual measures.

Generative AI can add a new level of depth to communication within the sales system. But it requires the right mindset, dialogue, and clear language. After all, only those who understand their organization’s voice will continue to be heard in the future.

Context: What the 2024 Trend Study Reveals

The ZHAW trend study «Communication in the Digital Transformation 2024» by Nicole Rosenberger, Markus Niederhäuser, and Katharina Krämer is based on a survey of 115 communications professionals and 15 expert interviews. It provides a nuanced picture of current developments: One-third of the communications departments surveyed are already systematically using generative AI—primarily for text creation, but increasingly also for conceptual and strategic tasks. The majority are still in the testing phase, often without an overarching strategy or clear guidelines.

The differences between types of organizations are significant: While publicly traded companies are often pioneers in the integration of GKI, public administration in particular tends to be more cautious—for reasons of data protection or governance. A key finding of the study concerns competencies: The demands placed on communications professionals are changing significantly. In addition to basic technical knowledge, ethical judgment, management skills, and narrative sensitivity are more in demand than ever.

More Than Just Technology

Overall, the study shows that GKI is not just a new technology, but a driver of structural change in communication. Those who define clear guidelines early on and actively integrate GKI into their strategy, organization, and culture can not only respond more quickly—but also communicate in a more sustainable way.

This article first appeared in the m&k print edition 2/2025.

As part of the new advertising campaign for Quali-Petdays, Swiss specialist retailer Qualipet commissioned audio production company Silverspot to create 27 radio spots in three national languages. The concept and implementation were carried out in close coordination with Fabian Rauber from Qualipet and were realized entirely in the company's own studio in Uster.

All voice recordings were produced with professional voice actresses from Silverspot's internal roster. The aim was to achieve a brand-appropriate and consistent tonality across all three languages.

The campaign is complemented by individually composed campaign music, which also comes from Silverspot. This is intended to give the radio spots an unmistakable acoustic identity. The campaign can be heard on various stations throughout Switzerland.

This summer, Rivella is once again focusing on an extensive festival commitment in order to appeal to the young, experience-oriented target group with emotional brand experiences. The focus is on a modern brand presence that creates proximity and achieves relevance in the young community.

The current "Festivella" campaign alludes to the fact that the best festival moments don't happen on stage, but between the songs. Because it's not just the big headliners or the perfect drop in your favorite song that make a festival special, it's the small, spontaneous moments like a laugh after falling in the mud, a shared hangover after a night of dancing the night away or the feeling of simply being free.

The tonality of the campaign, launched in German and French, is clearly geared towards the target group and meets them where they are. Accordingly, all visuals will be played out immediately as OLV, display and social media ads and placed as DOOH and OOH at and around various festivals over the summer.

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Responsible at RivellaFrancesco Camenzind (Brand Manager Rivella), Andrea Murer (Social Media & Content Marketing Manager), Niels Niemann (Digital Manager), Marianna Länsitalo (Head Brand Management Communication & Digital). Responsible for FamilySvenja Hässig, Jan Walser, Tobias Peters, Philip Meier, Severin Binkert, Marc Ambühl; Alexandra Niggeler Production: VisualEyes International; Photography: Florian Schüppel; DOP: Patrick Wulf.

The need for skilled workers in the building sector is immense - also in order to achieve the energy and climate targets. The varied and meaningful apprenticeships in building technology actually offer the best prospects. But they are often not "top of mind", neither for young people nor for their parents.

Suissetec's out-of-the-box approach aims to raise awareness of the professions of building technology planner, sanitary and heating engineer, plumber and ventilation system installer among the relevant target group. To achieve this, Suissetec relies on sponsorship with a regional approach and a digital extension.

A perfect fit for the target group

With the Amateur League, a division of the Swiss Football Association, as a communication partner, all football clubs were made aware of the offer. In 2024 and 2025, 100 football teams were drawn from well over 1000 interested parties. They will all receive a sponsorship package worth CHF 2,000 and, in return, will play their matches with "Toplehrstellen.ch" jersey advertising.

The juniors (C, D, E and FF-15) of career choice age thus advertise the training courses in building technology every weekend. Coaches, parents and spectators on the sidelines are also deliberately targeted.

The digital extension

Aleanza is responsible for a digital campaign before and after the summer vacations with parents as the target group: the first wave in June will take the form of paid measures on Google and meta channels. A second wave will follow in August 2025, in time for the start of school and football, with retargeting measures and additional testimonial clips.

The long version of the video provides emotional information about the commitment of toplehrstellen.ch and the attractiveness of careers in building services engineering.

And the video shorts ensure visibility and traffic on the landing page.

The message to parents focuses on the one hand on the provocative question of whether even more money in football makes sense - and on the other hand on the emotional connection between a passion for football and the professional future of their children.

Responsible at Suissetec: Christian Brogli (Head of Marketing and Communication), Alessio Büchi (Project Manager Football Sponsoring). Responsible at Aleanza: Roman Vincenz (Consulting), Marc Aeschbach (Creative Direction), Antonia Bolla (Digital Marketing). Production: Alex Pushyn, Video Forge (video), Urs Matter, Aleanza (photography).

With the website Extremes.wsl.ch WSL and Zense are presenting a new digital format for communicating research findings on climate extremes. The interactive platform was developed to present complex scientific findings on the effects of droughts, heatwaves and heavy precipitation on the environment and society in Switzerland in a way that is understandable to a wide audience.

The content of the platform is based on a four-year WSL study on extreme weather events and their consequences. The aim was to use the research to create a means of communication that invites users to explore and understand. The result is a web app with interactive elements, clear imagery and a minimalist design that deliberately addresses the topic with a pinch of black humor.

"Research into climate extremes is a serious topic - but that doesn't mean we can't engage people with humor and creativity," explains Marion Deichmann, project manager at Zense. The platform was presented for the first time at the WSL specialist event "Forum for Knowledge" at the beginning of April 2025 and has since attracted numerous visitors.

Responsible for the WSL Extremes research program: Astrid Björnsen (Co-Lead). Responsible at Zense: Marion Deichmann (project management); Madleina Dörig (design). Implementation Partners: Mirko Lemme (programming).

Nau Media has worked with "Impact Panorama" presented a new digital advertising format that aims to generate attention with large-scale displays. The format was introduced in collaboration with the digital agency Incubeta, the client Thurgau Travel and Publica4. The first campaign uses the advertising medium to prominently showcase the river cruise provider's travel offers and fleet.

The ad is designed to integrate seamlessly into the editorial environment on Nau.ch. This should increase the attention of the target group and achieve an inspiring effect. "With the 'Impact Panorama', we can present our high-quality trips in a visually impressive way that appeals to our target group emotionally and inspires them to make a booking," says Daniela Baade, Head of Marketing at Thurgau Travel.

According to Nau Media, the new format is a further step in the development of innovative advertising opportunities. "We are offering our partners a unique opportunity to stage their messages perfectly," explains Edon Morina, Key Account Manager at Nau Media. Incubeta also sees potential in the format for branding objectives in the upper funnel: "A new, attention-grabbing format that ideally serves the awareness and inspiration objective," say Christina Neumüller and Lorenz Hauser from Incubeta.

Radio ZüriLeu went on air on June 1, 2025. The new radio station from Zurich is hosted exclusively by artificial intelligence and is available via DAB+ in the greater Zurich area and via the web app Radio-zuerileu.ch receivable.

The format focuses on music and largely dispenses with traditional moderation. The AI-controlled voice named Roman announces short announcements or compact weather updates around every four songs.

Roger Givel is behind the project: "We wanted to create a radio format that is focused on music, clear, modern and without unnecessary words. AI makes it possible," says Givel, who had already initiated the AI-based station Radio Lozärn and is now bringing his concept to the urban area of Zurich.

The station sees itself as a further development of classic radio models and demonstrates how automated content can be implemented in a linear format.