Nominated as CMO of The Year: Martin Schweikert and the power of strategic communication
As Chief Communications Officer of BKW AG, Martin Schweikert is among the finalists for the title of «CMO of the Year» 2025. His holistic approach, his commitment to the energy transition, and his ability to translate complex topics into effective messages impressed the jury.
An Award with Significant Impact
On August 21, the title will be awarded for the fourth time «CMO of the Year» awarded—a distinction that underscores the importance of marketing and communication in the Swiss economy. In an era of digitalization, sustainability, and a growing need for meaning, the CMO plays a central role. The award recipient exemplifies excellence in brand management, customer-centricity, innovation, and leadership.
Strategic Communication with a Long-Term Perspective
Martin Schweikert has been with BKW since 2013 and, as Chief Communications Officer (CCO) since 2019, has been responsible for corporate communications. Previously, he worked at Swisscom, among other places, where he also held senior positions in PR and corporate communications. His approach: viewing communication, branding, campaigning, political communication, and sponsorship as a holistic system.
At the heart of his work is BKW’s transformation from a traditional energy provider to a comprehensive solutions provider for energy, infrastructure, and living environments. The «Solutions 2030» strategy, launched in 2024, reflects this focus and explicitly takes into account customers’ changing needs.
Communication that touches people
Schweikert’s understanding of a brand is not abstract, but something that can be experienced. One example of this is BKW’s emotional presence at the Lauberhorn Race, where over 1,000 employees celebrated the brand in person—for him, proof of how a brand can touch people.
Schweikert describes his approach as follows: „I make transformation possible—with the ability to get things done and a clear view of the big picture. And I believe in communication that connects, inspires, and drives change.“
Business Success Meets Social Responsibility
2024 was a strong year for BKW: With an EBIT of 789.9 million Swiss francs (+27.3% year-over-year) and innovative projects, the company scored points not only financially but also in terms of its core business. Campaigns such as the one for «Energy Transition Careers» significantly boosted the company’s appeal as an employer, both in German-speaking and French-speaking Switzerland.
With «Solutions 2030,» BKW is pursuing ambitious sustainability goals. The company aims to achieve net-zero emissions in Scopes 1 and 2 by 2040. BKW stands out for its innovations in renewable energy production and sustainable infrastructure projects. The company is investing heavily in the expansion of hydro, wind, and solar power both in Switzerland and abroad and has an ambitious pipeline of projects.
CMO Nomination as a Sign of a Changing Role
Schweikert sees his nomination not only as personal recognition, but also as a signal: «»I was surprised—because my background is in communications, not traditional marketing. That makes me value this nomination all the more as recognition for my holistic approach to communications—for the best energy transition brand!"
This approach also reflects the changes taking place in the industry: The lines between communication, marketing, and brand management are becoming increasingly blurred. There is a need for individuals who can integrate these fields and develop them strategically.
Attitude and Pace as Factors for Success
For Schweikert, transformation begins in the mind. His credo: «She needs clarity, consistency—and a genuine understanding of culture. Without a clear stance, any technology remains empty.» At the same time, he calls for more courage and a willingness to experiment in marketing. He says that speed, a culture of testing, and a desire to try new things are crucial today.
The Award: More Than Just a Title
The «CMO of the Year» Award honors individuals who go beyond the scope of their roles to make a significant impact—as leaders, brand managers, and drivers of change. The award highlights the growing importance of marketing in an era of digitalization, sustainability, and a focus on purpose.
With his inclusive, forward-looking communication efforts, Martin Schweikert embodies precisely the qualities that the award aims to highlight.
