"We show the economy in its best light" - Maximilian Börke on the "Bilanz" campaign

What is the idea behind the campaign and was it developed internally or in collaboration with an agency?

The new Balance-The campaign presents the brand in a clear, concise and confident manner and refers to the journalistic depth, relevance and quality of the title. The main subjects stage the central value proposition from the user's perspective: access to the protagonists of the economy, knowledge that gets you ahead, as well as luxury and style. The campaign was developed in-house through close collaboration between the marketing and editorial teams and the agencies Kumpf & Co and Publicis/Prodigious. Lukas Maeder, one of Switzerland's most renowned photographers, is responsible for the photography and videography.

m&k: Maxilian Börke, who is the campaign aimed at and where will it be shown?

Maxilian Börke: The campaign is aimed at a discerning, business-minded target group who value orientation and attitude - and have a particular awareness of style and luxury. The campaign will be seen throughout German-speaking Switzerland. The focus is on video formats and digital placements that bring the new brand presence to life. Visually strong subjects on social media, business platforms and in high-quality environments complement the campaign. It is also prominently displayed on digital out-of-home spaces in Zurich, Zug, Basel and Bern, as well as at Zurich Airport.

The subjects refer to the relaunch of Balance.ch. What's new about the digital presence and how does the site differ from the print magazine?

With the relaunch of Balance.ch we want to use the strengths of the Balance digitally as well. The redesigned platform offers daily updates, inspiration, longreads, rankings and selected content from our partner brands such as Handelszeitung, Bolero, Bonanza, Homes and Millionär. This package of exclusive analyses, in-depth research and carefully curated lifestyle content forms a strong offering for current and future decision-makers.

Can you explain some of the key features of the new brand campaign and how they contribute to the Balancemagazine to the decision-makers in the business world?

The focus is on a minimalist, modern look with Balance sheetRed as the dominant brand color - a clear visual signal for self-confidence and recognizability. The campaign relies on moving, cinematic video sequences that dynamically stage the brand world and make the new appearance a digital experience. Supported by precise typography and minimalist design, the result is a high-quality, contemporary image. This is how we position Balance as the premium business title in Switzerland for people who lead, shape and look for the background behind the headlines.

The campaign also promotes the luxury and lifestyle expertise of the Balance. What specific advantages does Balance.ch for B2B clients, especially in terms of access to exclusive business information and in-depth analysis of leadership and luxury brands?

Balance.ch offers a unique combination of economic substance and stylistic expertise. This creates a particularly attractive environment for B2B customers: they reach a high-caliber target group with decision-making and purchasing power - people who shape companies, invest and live brand awareness. In addition to in-depth analyses and leadership content Balance a strong luxury and lifestyle expertise, such as in the format Balance Watches. This creates Balance.ch an environment that intelligently combines premium brands, leadership topics and economic depth and gives advertising partners access to an exclusive, content-rich audience.