In August 2024, it was announced that the contract with the operator Radio 1 would not be extended. The discontinuation of live moderation resulted in job cuts in the team.

New apps for iOS and Android were launched for the launch of digital-only radio, where listeners can still enjoy the "Greatest of All Time" songs. The apps are compatible with modern Android and Apple car systems. In addition, the radio is prominently displayed on the front of the app and website of 20 minutes and can still be received via touchpoints such as TuneIn or the TV set-top boxes from Swisscom and Sunrise.

Advertising customers can book digital display placements in the Goat Radio environment as well as audio spots in the form of pre- or mid-rolls. It is also possible to sponsor Goat directly on the 20-minute front page and integrate it into the stream.

DMD2 is responsible for the operation and distribution of Goat Radio.

In 2024, Thjnk Zurich launched an employer branding campaign for CKW featuring two helpless aliens. The overburdened aliens rely on the support of CKW professionals for all their technical problems.

According to the agency, the campaign with its humorous stories was able to "significantly increase" CKW's appeal as a potential employer among the target group. This is why the campaign is being continued this year: three more films promote the ICT job profile, young talent with a focus on apprenticeships and the compatibility of job and family thanks to part-time work. This time, two CKW employees discover new skills and hobbies of the aliens and even get to know the one-eyed offspring.

The three new films will be shown together with the existing films and have been available on all common social media and online channels since Wednesday.

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Responsible at CKW: Roman A. Müller (Head of Marketing & Communication), Heidi Boss (Head of Branding & Sponsoring), Josef Schumacher (Head of Content Marketing & Storytelling), Carlo Schenker (Head of Digital Marketing & Experience), Rebecca Keller (Squad Lead Talent Acquisition), Laura Odermatt (Digital Marketing Manager), Mariagrazia Panzarella (Digital Marketing Manager), Michael Schönberg (Senior Product Owner Website), Raphael Mueller (Senior Graphic Designer), Celine Müller and Joel Stocker (Mediamatics Apprentices). Responsible at Thjnk Zurich: Alexander Jaggy, Pablo Schencke (GF Creation), Johannes Gorsboth (Text), Mara Schwegler (Art Direction), Andrea Bison (GF Consulting), Andrea Häfliger, Cornelia Nünlist, Roxane Bründler (Consulting), Gordon Nemitz (GF Strategy), Benjamin Calcott (Agency Producing). External partners: Brand film: Benjamin Brettschneider (Director), Dominic Kamp (Producer), Post Production: Infected. Sound design: Hofkapellmeister. Media planning: Salz & Water: Christian Schickler (Managing Partner), Raffael Gava (Consultant).

Architectural historian Sigfried Moeri has delved into the archives of the Burgerbibliothek to trace the history of the guild house and the guild from its first mention in 1383 to the present day.

Under the title "Das Zunfthaus", the result of this meticulous research is now available as a piece of history in a modern guise. An extensive collection of illustrations and photographs, staged by Studio Thom Pfister, unfolds between high-quality linen-covered book covers. The content is designed with great attention to detail and clearly structured with pastel-colored pages. The neon accent on the endpapers and the foil stamping on the cover add a modern touch.

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Responsible at Zunft zur Schneidern BernAnna Katharina Laederach (President). Responsible at Studio Thom Pfister: Thom Pfister (Creative Director), Roland Zenger (Art Director), Ursula Rytz (Consulting and Project Management), Daniel Hackiewicz (Senior Designer), Sharon Moor (Graphic Design), Marianne Schoch (Consulting and Production). Author: Siegfried Moeri (graduate architect ETH and architectural historian lic. Phil I). Editorial: Christof Gertsch (journalist). Photography: Alexander Gempeler (graduate photographer SIYU | SWB). Plan sketches: Siegfried Moeri, 2024. Printing/bookbinding: Bubu.

The new "Goldbach Commercial Content" department acts as an interdisciplinary interface and exploits the potential that lies in combining different media channels, Goldbach writes in a press release. This will result in "cross-media, tailor-made content concepts" for Goldbach customers. These are tailored precisely to the optimal channels by the commercial content team and played out via the corresponding media - digital, print, audio or other formats. The aim is to "tell unique stories that reach the customer's target groups emotionally", Goldbach continues.

Creative concepts for the entire media range

The new department will be managed as part of Swiss Radioworld, which will create synergies with CH Media. "With our newly formed team, we can transform ideas into cross-media concepts, recently also with radio, and offer our customers the complete Goldbach media range from a single source. Especially when it comes to products with a high need for explanation, we can create a great storyline together with CH Media and place the products in the best possible way for the target group," explains Ralf Brachat, Managing Director Swiss Radioworld. In addition to the CH Media stations, other radio stations or media marketed by Swiss Radioworld or Goldbach are also used.

Fachwerk Advertising from Sursee will be the official communications partner of PharmaDavos from 2025. This underlines the agency's expertise in developing innovative and compliant communication solutions for the healthcare industry.

In recent years, Fachwerk Advertising has impressed with smart campaigns for pharmaceutical manufacturers and social recruiting for pharmacies. "Where rules set limits, we unleash our creativity. With passion and a spirit of innovation, we develop solutions that not only meet the strict requirements, but also arouse emotions and leave a lasting impression," says CEO Nektarios Thanasis. "The collaboration with PharmaDavos is a great opportunity to further expand our expertise and strengthen communication in the healthcare sector."

The partnership with PharmaDavos will enable Fachwerk Advertising to provide pharmacies and pharmaceutical manufacturers with even more targeted support and increase their visibility in the industry. "We are looking forward to the agency's collaboration and creative impulses and are convinced that their expertise and experience will make a valuable contribution to our communication strategy," says Natascha Rohrer from the PharmaDavos organizing committee.

Over the coming months, Fachwerk Advertising will support PharmaDavos in its planned activities to optimize communication and better address the needs of pharmacies and pharmaceutical manufacturers.

Despite ongoing uncertainties, 60 percent of the advertising clients surveyed expect their sales to increase in the new year. Around 26% see no change in turnover and only 13% expect a decline. They expect a similar revenue trend as in the previous year. 45% expect an increase, 35% expect no change and only 19% anticipate a decline.

2024: more sales and more earnings

Last year, 82% of advertising companies recorded either the same or higher turnover. This led to an increase for around 44% of those surveyed and to unchanged earnings for around 40%. Only around 18% of companies reported a decline in turnover and 17% in earnings.

Stagnation of communication budgets in 2025

While 51% of advertising companies do not intend to make any changes to their communication budgets, slightly fewer (21%) will increase their budgets than reduce them (28%). This trend is also confirmed by the statements on the development of media budgets.

Consistency in the marketing channels

The breakdown of the marketing and communication budget shows no surprises for 2025. Just under a third (29%) will be spent on traditional (offline) marketing, 13% on event marketing and everything else on digital channels. Social media (12%), display ads (11%), content marketing (10%) and the company's own website and search engine marketing (8% each) account for the largest budgets.

Investments in content creation, branding and sales

In 2025, advertisers want to allocate the most resources to the marketing disciplines of content/campaign creation (25 percent), brand strategy/brand building (24 percent), sales support (19 percent) and marketing operations (16 percent). All other disciplines are less in demand. Sales and Marketing Operations were up on the previous year.

Digital continues to grow - offline remains under pressure

While advertisers plan to split the media budget roughly equally between digital and offline communication, significantly more respondents (38%) want to spend more money on digital than offline (13%) in 2025. However, the proportion of those who want to invest the same amount in offline/online channels is almost the same (55%). Only 6% want to invest less in digital media in the new year, compared to 31% of respondents for offline media.

Classic dominated by OOH/DOOH, print and TV

As in the previous year, within the offline media budget, the OOH/DOOH segment is likely to benefit most from an increase (25.9%) or the same amount (42.4%) of advertising investments.

Direct marketing is also likely to see an increase (19.5%) or the same amount of investment (37.9%). For print, 45.3% of respondents want to invest the same amount, but 31.4% want to invest less and only 7% want to invest more. In contrast, the same number of customers want to invest more or less in TV (9.3%) and 25.6% do not want to make any changes. It is striking that in 2025, 45% of those surveyed cannot afford or do not want to invest in TV, 50% in radio and 57% in cinema.

When it comes to the specific media budget distribution, OOH/DOOH (28%), print (28%) and TV (20%) are the clear top 3. Direct marketing comes in fourth place with 17.6%. All other traditional media (including radio and cinema) each account for less than 3 percent.

Video before display and search

In 2025, digital campaigns will be booked directly (50.2%) and programmatically (49.8%) in roughly equal measure. This is roughly the same as in previous years.

The most popular forms of advertising are clearly video (31.3%), followed by display (29%), search (23.2%) and native (14.2%). Video has thus taken the lead here and search has lost some ground. The distribution among individual providers was not surveyed in the current industry indicator.

Data and customer management as top challenges

Once again, there is little change in the challenges facing advertising clients in the new year. The same topics are at the top of the list as last year. Only this time, "data management" (83.5%) has taken the top spot. The other top topics are "improving customer experience" (78.8 percent), "customer journey management" (77.6 percent), "digital transformation" (73.8 percent) and "artificial intelligence" (71.8 percent).

When choosing an agency, the main focus is on recommendations

The most popular source of information for selecting an agency continues to be personal recommendations (88%) and clearly stands out from all other sources of information. Other important sources of information are the agency website/social media (49.4 percent) and contacts with agency management (48.2 percent). This is followed at a clear distance by the trade press (27.1 percent), the LSA website (25.9 percent), creative rankings (14.1 percent), the LSA ranking (14.1 percent) and the Effie Awards (3.5 percent).

Personal chemistry and culture are most important

The three most important criteria for agency selection are unchanged from the previous year:
Firstly, personal chemistry/culture (97.6 percent), secondly, understanding of the role/skills (83.5 percent) and thirdly, references (74.1 percent).

In addition, agency size (32.9%) remains a relevant criterion mentioned by clients. All other mentions such as rankings, memberships or certifications are each below 4 percent.

Chemistry Meeting as a popular evaluation tool

Chemistry meetings (39.4%) are now clearly the most frequently cited method for evaluating an agency. This is followed by the written request for proposal (25 percent), the competition presentation (20.6 percent) and the direct award (17.6 percent). The trial order (9.5 percent) or the strategy workshop (5.2 percent) are less popular.

The companies surveyed currently work with a good six agencies. Of these, 37% of advertising clients have had this relationship for over 5 years, 45.7% for 2 to 5 years and 11.1% for 1-2 years. Only 6.2% limit their collaboration to the project in question.

Agency support remains constant

Advertisers plan to invest more in the following areas at their top 3 agencies in 2025: Content (40.2 percent), Marketing Technology (32.1 percent), Brand/Communication Strategy (28.7 percent), Media Strategy (27.8 percent) and Creation (26.8 percent). Less will be spent on Live Com (34.7 percent), among other things.

Quotation and agile pricing as the most common form of remuneration

When it comes to the remuneration of agencies, the most common options are the offer and agile pricing (on a time and material basis). Percentage fees and team hire follow slightly behind. The performance-based fee model is rarely used.

Climate remains an issue

For a good third of respondents, the carbon footprint of an advertising campaign is important or very important. Another third answered neutrally with "neither" and for a further third, sustainability is less or unimportant. Nevertheless, 47 percent of the companies surveyed are already carbon-balanced.

 

Media providers and marketers have a duty to protect the climate

A good 35% of advertising companies believe that media providers/marketers are responsible for the climate. In this context, 23.5 percent of respondents would like to see transparency regarding the media's carbon footprint and 11.8 percent would like media providers/marketers to take on the compensation of non-reducible emissions in addition to transparency. Just under 19 percent of respondents said that agencies should calculate emissions and manage them with their customers.

A further 16.5% of companies believe that the advertising industry has no need to take action on climate change and 15.3% want to leave the issue to politicians. Only around 12% of respondents believe that advertisers should determine, reduce and offset their own CO2 emissions in advertising (including media).

Versatile use of AI

AI is penetrating numerous areas at advertising companies: Translation (82.7 percent), content creation (72.8 percent) ad creation (53.1 percent), data analysis (48.1 percent), automation (46.9 percent), programmatic advertising (34.6 percent), personalization (32.1 percent), campaign optimization (29.6 percent), social media (21 percent), predictive analytics (18.5 percent), sediment analysis (13.6 percent) and lead generation (11.1 percent).

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Between October and November 2024, a total of 143 advertising clients in German- and French-speaking Switzerland took part online in the "Industry Indicator 2025" by SWA and LSA, 139 from German-speaking Switzerland, nine from the French-speaking part of Switzerland. Participants were recruited on a personal level. The aim was quality over quantity and it was crucial for meaningful answers that only people who are actually responsible for marketing communication and involved in working with the agencies receive the questionnaire. The detailed results can be obtained from the offices of both associations.

The Zurich agency Gestalten has been supporting "Dry January" for many years with the design of the respective campaign visuals. This year, the subject focuses on a series of events that promises all the more fun without alcohol.

The bright yellow eye-catcher can be seen on all digital media, small posters in the respective cities and a poster display in the Zurich catchment area. The latter was also made possible thanks to the generous support of Swiss Plakat and Ace 2 Ace.

Dry January" is supported by the main sponsor, the Federal Office of Public Health FOPH, as well as the project partners Addiction Switzerland, the Swiss Addiction Association, GREA and the Swiss Blue Cross. These organizations successfully ensure that the population reflects on and consciously controls its personal alcohol consumption at the beginning of the year; at least for one month, but increasingly also beyond that.

People who have their finances in order live better lives in many respects. Bank Cler presents the many positive effects in its image campaign launched in summer 2024 with a humorous film series, among other things.

At the end of the year, the bank and its core agency Neu Creative Agency activated the communication platform with various measures. To this end, the bank places the topic of finance in the context of a New Year's Eve party. The main protagonist is a young man who starts the countdown to the new year a little early - and loudly - and thus irritates his fellow revelers. The message is that those who have their finances in order will also celebrate the New Year more euphorically. The film gained widespread visibility on YouTube and Instagram between Christmas and the end of the year.

In the final weeks of the year, a series of display banners also placed the topic of financial well-being in the context of other seasonal themes and encouraged people to take advantage of Bank Cler's advice as a first step towards the benefits of regulated finances.

Even easier to digest than the banners are various content formats that continuously address different aspects of financial well-being in a surprising and entertaining way on social media.

The campaign is activated continuously and picks up on current events and target group-specific topics. The measures range from the image level to the promotion of individual Bank Cler offers.

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Responsible at Bank Cler: Gregor Eicher, Barbara Tanner. Responsible at Neu Creative Agency: Simon Rehsche, Nico Ammann, Sandy Pfuhl, Adrian Staehelin, Elif Soysal, Pian Gumpp, Fabienne Schoberth, Romana Schmidtpeter, Fadi Nemr. Directed by: Samuel Morris. DOP: Fabio Tozzo. Film production: Marty Trezzini. Production: Gianluca Trezzini, Yves Marty. Sound: Dubdub.

In mid-October, it was announced that the previous Managing Director Eljub Ramic would be leaving the company at his own request (Markt-kom.com reported). Since his departure, Nazifi has already taken over the management of the company on an interim basis.

"Eldi Nazifi has already demonstrated his extensive know-how and passion for sales topics in his role as Head of Sales in recent years. His expertise in selling digital products in the media and communications industry coupled with his management experience are the best prerequisites for taking on the position of Managing Director," says Petra Busch, President of the Board of Directors of News Aktuell Switzerland and Managing Director of News Aktuell. "We are convinced that Eldi Nazifi will not only secure News Aktuell's success in Switzerland, but will also provide new impetus and significantly drive its further development," adds Vithunan Lingeswaran, member of the Board of Directors of News Aktuell Switzerland and Managing Director of News Aktuell.

Nazifi trained as a businessman at GfK Switzerland and is a federally certified sales manager. He has held an MBA from Lucerne University of Applied Sciences and Arts since 2024. He gained sales experience as a field sales consultant at APG|SGA and its subsidiary APG|SGA Traffic. As Head of Digital Advertising at the agency AZ Direct, Nazifi was responsible for the sale of digital customer products. Before joining News Aktuell, he was Head of Sales Out of Home at Livesystems, where he was in charge of setting up and expanding the sales unit for analog public transport advertising (OOH).

Trend 1: Hesitation reflex - fake when in doubt

So now we have reached the point where a majority of people are meanwhile assumes thatthat digital content does not always correspond to reality. This Loss of confidence leads to a "Procrastination reflex" and by no means only concerns the search for information, but also purchasing decisions, product evaluations and social interactions.

In a moment several Trend reports are therefore addressing the omnipresent issue of fake content and the loss of trust in society. Against this backdrop, the latest announcement from Meta acts as an accelerant: Instagram plansto introduce an AI editing function next year that will allow users to "change almost every aspect of their videos". With a simple text input, video content can be reshaped without the need for users to have detailed knowledge of video editing or manipulation.

For media and communication providers, the balance between the use of technological innovations and verifying the truth will be all the more challenging in 2025. On the one hand, media companies will have to actively combat misinformation and at the same time use privacy-enhancing technologies to build trust. On the other hand, the demand for user-generated content will continue to rise as it is perceived as more authentic. Whether Codes of ethics, Labels or new technological tools We will see over the next few months whether the new products actually provide a counter-response to the loss of trust and useful assistance in everyday life.

Trend 2: Platform deals - from conflicts to cooperation

Set 2023 is the year of the hypemade himself Disillusionment spreads in 2024The talk is of AI developments in companies and the associated dealings with the big tech players. Questions about the authorship of the language models and their training data remain unanswered. Publishers and media companies are reacting differently to this: while some are using the crawlers of the AI models block - such as The mirror, BBC and HuffPost - or Complaints such as the New York Timesothers such as Axel Springer, AP, Le Monde and Prisa Media Strategic license agreements or build internal AI solutions, such as Bloomberg or the Financial Times.

The range of different approaches to dealing with AI strategies shows one thing: the switch from search and reach models to AI-based solutions has once again massively increased the financial pressure on the media industry. Strategically, publishers are faced with the challenge of navigating between offensive and defensive approaches. Some organizations hope that the partnership approach will generate new sources of revenue, while others fear being forced into a defensive position.

From the past Transformation cycles However, most have learned that nobody wants to miss the boat and jeopardize long-term competitive advantages through hesitation and passivity. The next few months will show which strategic approach is ultimately the most effective and whether deals with the big tech players will really prove to be sustainable.

Trend 3: AI agents - the advance of autonomous everyday helpers

2024 was the year of prompts and chatbots. The transition from AI tools with isolated tasks to autonomous, agent-based solutions is now underway. These personalized AI agents will embed themselves almost invisibly into everyday life. At least this is how several Trend reports the near future. The first steps in this direction were taken with the presentation of the Apple Intelligence and ChatGPT integration in the smartphone search are already visible.

According to Dentsu three out of four consumers worldwide assume that most aspects of their lives will be controlled by AI in the next ten years. In the long term, personalized agents, so-called Personal Large Action Models (PLAMs)be seamlessly integrated into digital and real life, for example via apps, smart household appliances or vehicles. These agents learn from our behavior, act without conscious input and at the same time respect data protection and personal preferences.

But the challenges are still immense, as Forrester points out in its trend reportThe integration of AI models into our everyday lives requires more computing power, a better database and specific expertise in the application. Deloitte and Capgemini see great potential in software development and in the area of cyber security. Media and communications companies will once again face a double challenge: On the one hand, they will have to implement such large-scale action models internally, and on the other, users will expect such applications and services in media products in the future.

Trend 4: Search 4.0 - personal answers instead of lists of results

2025 marks the end of a formative Internet era. Because what has developed in recent years has already become apparentwill definitely prevail this year: With the rapid expansion of new AI search capabilities, such as ChatGPT Search, Perplexity and GeminiThe way we traditionally search for information on the web is coming to an end. The fact that a few keywords deliver a series of unspecific results already feels anachronistic today. Gartner assumes thatthat the volume of traditional search engines will therefore fall by 25 percent by 2026.

And this doesn't just apply to representatives of younger generations. Many users today switch fluidly between specific information searches and intuitive browsing for new information. This results in a New usage requirementsThe rapid availability of an individual "clear" answer to every possible question. Up to now, this has been achieved through personal exchanges and, in some cases, the opinions of influencers via social media.

If media houses and other organizations in the communications industry want to be able to respond to these needs, they need smaller, parallel User funnels and create personalized access. At the same time, new ways of engaging with target groups are required, in which the authentic relationship and Ritualization are the top priority. Only in this way will organizations be able to free themselves from their current dependence on search engines.

Trend 5: Money, money, money - everything becomes a marketplace

The boundaries between information procurement, entertainment and e-commerce are becoming increasingly blurred. Major retailers are investing heavily in high-quality media offerings and advertising platforms, for example Digitec/Galaxus, Autodoc or Walmartwhile media companies and social media platforms are increasingly mutating into sales platforms - TikTok, for example, now has 15 million retailers worldwide.

Dentsu predicts that by 2025, a major streaming provider will buy a major retailer - or vice versa. The aim of such a takeover would be to diversify the business, strengthen customer loyalty and tap into new sources of revenue by merging advertising pools.

However, this commercialization also has its downsides: Almost half of the users increasingly perceive the online experience as a forced purchase. With this excessive monetization of information and entertainment content, companies are risking the trust of consumers. Creators play in this change 2025 will play a central role: there is an increasing gap between controversial AI influencers and authentic Micro- and nano-influencers from.

Trend 6: Instead of doomscrolling - a new longing for real moments

Sooner or later, every trend generates a Countertrend. "Social rewilding" - the conscious movement towards authentic connections and experiences in the real world - represents a new Accenture the counter-movement to the future of AI. Characterized by the Effects of the pandemic yearspeople increasingly value depth and meaningfulness in their interactions. People are looking for a balanced approach to technology in order to "Doomscrolling" to prevent. The increase in E-Ink cell phones and Dumbphones are visible manifestations of this trend.

The search for more depth and meaningfulness includes social contacts as well as unique and unforgettable offline experiences. Consumers want to connect more with their environment - often, but not exclusively, in nature. Brands that can successfully translate their online communities into real advocates in a real-life context are becoming increasingly important. This combination of digital reach and physical experiences creates lasting memories, enables long-term engagement and new revenue models.

Organizations in the media and communications industry are predestined to create such emotional moments of remembrance by bringing their stories to life offline. This is evidenced by the increase in Live podcast recordingsnew Journalism festivals and even the Building a journalism house. 2025 is the year in which such offline concepts will become a mainstay in the financing mix of media organizations.

Trend 7: Leadership challenge - between autonomy and control

2024 was a challenging year for companies in the media and communications industry - but other sectors faced similar difficulties. Jobs were dismantled and processes for efficiency trimmed. 45 % of employees in Germany were employed in 2024 according to a PwC study a higher workload than in previous years. The financial pressure on managers has led to team restructuring in many places. Decision-making authority was once again located in the hierarchy. This also included increased controls and "Back-to-office instructions.

However, these hierarchical decision-making structures slow down the work of teams and reduce their ability to adapt to changes and uncertainties, a Study by the University of Mexico recently discovered. This is because the increased tracking and strict control mechanisms lead to a feeling of a lack of autonomy among employees, which has a negative impact on motivation and creativity. has an effect.

Managers will face major challenges in 2025: Gartner comes in their trend report concluded that managers are not sufficiently prepared to lead change. It is by no means enough for managers and politicians to be "Simply more desire to work" from employees. Rather, leadership in 2025 must finally be rethought, as in several Trend reports to hold fast. This is the only way to meet the major challenges of the labor market - from Change fatigue from sustainable personnel development and skills shortages to diversity and cross-generational collaboration.

Trend 8: Psychological safety - healthy work culture as a competitive advantage

The greater the shortage of skilled workers, the more creative the solutions for attracting and retaining talent. Personalized benefits, such as flexible working time models, health offers or tailored further training programmes, are becoming increasingly important according to the "LinkedIn Big Ideas 2025" and others Trend reports a strategic advantage for organizations.

However, the reality in companies often points in a different direction: with difficulties in implementing a desired corporate culture. According to the Gartner Trend Report, more than half of HR managers report in a study from 60 countries that managers do not effectively exemplify the prescribed values and corporate culture. This makes it difficult to establish a consistent and motivating work culture. This also includes promoting mental health. The Increase in burnouts and mental stress calls on companies to establish proactive measures such as case management, mentoring programs and clear prospects for personal development.

A toxic working atmosphere not only poisons the mood within the organization, but also takes revenge on the employees. financial level. The trend towards a working world that increasingly focuses on resilience, Psychological safety and the well-being of their employees will therefore be all the more important in 2025.

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* Konrad Weber is a strategy consultant, trend researcher and coach in the field of corporate and team transformation. He advises management teams from large companies to start-ups on the development of new strategies and supports teams and organizations during far-reaching changes. He has been building bridges between content and technology for over 15 years - before becoming an independent consultant as a digital strategist at Schweizer Radio und Fernsehen SRF with several years of experience in project management and strategy development.

All sources and trend reports used by Weber in his guest article are can be viewed in the original on his website.

In 2025, Migros will celebrate its 100th anniversary. With this anniversary campaign, Wirz and Migros are not celebrating the retailer itself, but rather all those who have helped make it what it is today. From the historic opening film to the 360-degree rebranding, the campaign serves as a big “thank you” to all of Switzerland.

An epoch-making start with a touch of humor

The opening film does not begin with the official origins of Migros, but rather thousands of years earlier. It follows the presumed pioneers as they attempt to bring the idea of Migros to life. They all fail miserably—until, 100 years ago, the right moment finally arrives.

A Year of Thanks

The film makes it clear that Migros would not exist without Switzerland. It was only thanks to the country and its people that Migros was able to emerge, thrive, and develop into the institution it is today. Expressing gratitude to the entire population is therefore more than appropriate. To that end, Migros is taking it a step further and consistently calling itself «Merci» during its anniversary year. In this way, it is placing all its communication efforts across every touchpoint under the banner of its anniversary and its gratitude.

The kickoff at the start of the year will be followed by further events leading up to the actual anniversary in August. Further details are not yet known.

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Responsible at Migros Supermarket: Remy Müller, Frédéric Zürcher, Désirée Strassmann, Michèle Leibacher, Janine Zundel (Campaigning), Simone Blaser (Media). Responsible at Wirz Group: Lorenz Clormann, Jannic Mascello, Yannick Schaller, Nico Schläpfer, Livio Dainese, Laura Schädler, Nina Riesen, Vanessa Lehmann-Spalleck, Erasmo Palomba, Nora Moussa, Ruwanie Hayoz, Giovanni Bucca, Yussef Serrat, Corinne Räber, Günter Prächt, Oliver Fäs, Jonathan Müller. Film production: Frank Siegl, Andrea Roman-Perse, Wiebke Feit (Zauberberg Productions x Feit Film), Vedran Rupic (Director), Martin Ruhe (Director of Photography), Ulrich Kreis (Producer), Adrian Cristea (Production Designer), Wiebke Warndorf (Post-Production), Bobby Good, Elias Nilsson, Wolfgang Weigl (Editor), Marta Carbonell Amela (VFX Creative Director), bEpic GmbH (VFX Production), Florian Metzner (Color Grading), Catherine Weber (Online). Music: Sizzer (Music Agency), Mees van der Velde (Music Producer), Richard Aardenburg (Music Supervisor), Michiel Marsman (Executive Creative Director), Sander van Maarschalkerweerd (Executive Music Supervisor). Audio: Jingle Jungle (recording studio), Patrick Steinmann (producer), Nina Cutkovic and Federico Bettini (sound design), Federico Bettini (edit). Photo production: VisualEyes International. Animation: Next Hype. Media: Dynamo Team from Dentsu Switzerland.

Go 2 Flow was founded in 2019 and supports e-commerce companies in achieving their digital goals and profitable growth. The agency Tree Stones was founded in Lucerne in 2008 and has also established itself as an expert for digital solutions in the e-commerce sector and has built up a strong reputation in the industry.

Synergies and advantages

The integration of Tree Stones into Go 2 Flow creates numerous new opportunities, as detailed in a press release. On the one hand, innovative approaches can be promoted thanks to the combined expertise. On the other hand, the acquisition will increase the customer base and strengthen Go 2 Flow's market presence in Switzerland. In addition, the integration of Tree Stones' best practices and processes will also increase the quality and efficiency of Go 2 Flow's services.

"The acquisition of Tree Stones is a significant step for our company. It enables us to expand our range of services and offer our customers even more comprehensive solutions in the digital sector," said Olivier Gachnang, CEO and founder of Go 2 Flow.