With courage and attitude: Gregor Eicher nominated as CMO of the Year
He makes banking bolder, more human, and more digital—with a creative touch, a clear purpose, and a keen sense of the market and people. Gregor Eicher, Head of Marketing & Sales at Bank Cler, is among the nominees for Switzerland’s most prestigious marketing award: the «CMO of the Year 2025.».
An Award with Significant Impact
On August 21, the title "CMO of The Year" will be awarded for the fourth time - an award that underlines the relevance of marketing and communication in the Swiss economy. In times of digitalization, sustainability and a growing need for meaning, the CMO profile plays a central role. The award-winner exemplifies excellence in brand management, customer focus, innovative strength and leadership quality.
An experienced marketing strategist with attitude
Gregor Eicher has been with Bank Cler since 2016. Initially as Head of Marketing, he also took over the Sales division in 2022. Prior to that, he spent 14 years at Credit Suisse, most recently as Vice President Global Media Strategy. His approach: innovation paired with analytical thinking, creative curiosity and a sense of self-irony.
He sees himself as someone who builds "a good bridge between both sides of the brain" - creative in storytelling, but equally strong in data-driven analysis. "We don't want to polarize for the sake of pure provocation, but we are aware that we won't please everyone with the campaign. We accept that," says Eicher.
Success story 2024: growth, impact, effectiveness
In the past financial year, Bank Cler increased its profit to CHF 43.6 million (+1.1 % compared to the previous year), client assets grew by 2.8 % and the number of clients by 2.1 %. Eicher and his team also made headlines in terms of communication:
The out-of-home campaign "Werbung naja, Zins gut" was named Campaign of the Year 2024.
The "Zak" campaign "Get Zak as your second bank" received a silver Effie. The "Passig Geld" initiative met with a particularly positive response both internally and externally.
Eicher always emphasizes the team effort: the successes are not only personal awards, but also recognition for the "top team" and the agency partners.
Modern brand management with a clear signature
Bank Cler does not want to be a generic bank. Under Eicher, it positions itself as a modern retail bank with a national approach that is dedicated to dialog about money. With humorous, pointed and differentiating campaigns, the brand consciously sets itself apart from the mainstream.
This is particularly evident in the neobanking app Zak, which is positioned as a smart second bank. Since April 2024, a new savings account with attractive interest rates has been integrated there. The user interface has also been completely redesigned - a clear commitment to the user experience. At the same time, the bank also invested in the physical customer experience, for example with the redesigned branch in Neuchâtel and a new location in Lucerne.
Sustainability meets sponsorship
Bank Cler's sustainable investment solutions were awarded the "MSCI ESG Fund Rating" - proof of the consistent expansion of sustainable offerings. The bank also lives the purpose concept in its sponsoring activities: with formats such as "riser", a platform for up-and-coming talent in music, electronics and classical music, or the collaboration with the Swiss Youth Symphony Orchestra.
Conclusion: Marketing that moves
Gregor Eicher is an example of a new generation of CMOs who take a holistic approach to brand management: close to the customer, clear in purpose, bold in creation and resilient in figures. His nomination for "CMO of The Year" is an expression of this attitude - and a sign that banking can be done differently.
