TBWA\Zurich celebrates its 20th anniversary and launches the Zeitgeist Spotter Study to mark the occasion.

On the one hand, the focus was on the history of TBWA\ in Switzerland, about which one of the original founders, Uli Wiesendanger, answered questions. Also with Robi Weber, in the meantime jazz pianist and from 1980 to 1990 Managing Director of TBWA\ in Switzerland, and Hanspeter Detsch, former owner of Impuls Werbeagentur, which went to TBWA\ in 1998, two insiders gave further information about the former existence of the agency.

In addition to the exciting retrospective, the anniversary was also taken as an opportunity to present forward-looking developments. With the TBWA\ Zeitgeist spotter global trends are examined for their local relevance in the Swiss market.

Inspired by "Backslash," the trend library of the global TBWA\ network, those trends are identified that are considered to be of particular interest to the people of Switzerland. These include "Mood Geisting", "Zero waste", "Survivalism", "ParaNormal" and "Get mild".

In partnership with the market and opinion research institute Marketagent, a study was conducted on the basis of an online survey in which 508 people from German-speaking Switzerland were asked about their knowledge of and attitudes towards specific social developments. This was done with the specific intention of obtaining clues and indications that would make it possible to validate the importance of global trends for Switzerland. And so one or the other exciting findings were obtained, which are very exciting for our market.

On the occasion of the event, a guest was invited to each of the topic areas and the actual relevance of the individual trend was discussed in a lively discussion panel.

Matthias Kiess, CEO of TBWA\Zurich, concluded: "The Zeitgeist Spotter study serves as a seismograph for social trends. Brands and companies today no longer compete only with brands, but with everything that shapes our culture. The zeitgeist is subject to a great deal of dynamism, which leads to constant changes in the market. That is why it is even more important than ever to be fast and agile. Because the 21st century and people in the 21st century are fast and agile. The better we understand the people in Switzerland, the better we can respond to you. So we are challenged to create relevance for brands within these numerous influences that shape our lives today and get in step with people. That's why TBWA\ develops disruptive solutions that anchor brands in the modern zeitgeist and make them sustainably successful."