DIRECT! 2026: Gigerenzer, Pallenberg, and Krogerus in Zurich
On September 10, DIRECT! by Swiss Post Advertising will bring together thought leaders from the fields of research, technology, and strategy at the Kaufleuten in Zurich. The first program highlights have been announced—and early-bird ticket sales will begin in July.
Four Perspectives on DIRECT! 2026
Four Perspectives on DIRECT! 2026On September 10, 2026, DIRECT! by Swiss Post Advertising will once again bring together prominent figures at the Kaufleuten in Zurich to shed light on marketing and communication from various perspectives: with academic depth, practical experience, and clear stances on the trends shaping the market. The first items on the program indicate where the focus will lie this year: on decision-making under uncertainty, on brand communication in fragmented markets, on platform logic, data, and trustworthy advertising environments, as well as on conceptual frameworks that help us reexamine established patterns.
With Prof. Dr. Gerd Gigerenzer, Sascha Pallenberg, Dr. Hannah Leimert, Roman Tschäppeler, and Mikael Krogerus, visitors can look forward to four compelling perspectives from the fields of research, technology, brand management, and strategy.
Making Decisions When There Is No Certainty
Prof. Dr. Gerd Gigerenzer is a decision-making researcher who explains how good decisions are made when data is incomplete, time is limited, and certainty is lacking. His presentation is likely to be particularly relevant for marketing professionals who must set priorities in an increasingly complex media environment.
Dr. Hannah Leimert explores how holistic brand management can succeed in fragmented markets and how touchpoints can work together to create an impact. In doing so, she addresses one of the key challenges facing brands today.
Platform Logic and the Book *Umdenken*«
Technology analyst Sascha Pallenberg examines how platform dynamics, automation, and data-driven systems are transforming the advertising market—and why context remains crucial. His analysis is intended to help advertisers better understand the structural forces driving digital channels.
Finally, Roman Tschäppeler and Mikael Krogerus offer an exclusive look at their new book, *Umdenken*, and explain why it’s worth questioning familiar patterns. The duo is known for presenting complex strategic concepts in a clear and action-oriented way.
Early-Bird Discount and Study on Media Planning
The full program is scheduled to be announced at the end of June. Ticket sales will begin in early July. According to the organizers, the first 25 orders will receive an early-bird discount of more than ten percent.
In conjunction with the conference, Swiss Post Advertising highlights the study «Knowing What Works,» which is intended to provide a cross-channel basis for decision-making in modern media planning. The study examines which channels generate attention, credibility, and purchase impulses.
Rivella is the official beverage partner for DIRECT! 2026, and Ovomaltine is the official snack partner. Association partners and media partners round out the network of partners supporting the conference.
For more information on DIRECT! 2026 and the study «Knowing What Works,» visit: https://www.post.ch/advertising
