The international creative agency Fraser is now responsible for the Zwilling Group, one of the oldest brand companies in the world, founded in Solingen in 1731. With its iconic products and strong brand portfolio, Zwilling is one of the leading international manufacturers of kitchen and household products and has stood for the highest quality, craftsmanship and continuous innovation for almost 300 years.
As part of the new partnership, Fraser will be responsible for realigning the brand and product communication for Zwilling's brand portfolio in order to position the company consistently and effectively worldwide. The account will be managed by the Fraser office in Berlin. At the same time, the other international locations, in particular Cape Town with its strong Content AI production setup, play an important role in the global collaboration.
Proud of the collaboration with a traditional brand
"Zwilling is a brand with almost 300 years of history and is more relevant today than ever. It fills us with great pride to be able to provide global communications support for such an iconic brand," says Benjamin Baumann, Founder and CEO of Fraser. "Winning this account is a significant step for Fraser in Germany and internationally. We look forward to working with Zwilling to shape the future of a brand that so impressively combines tradition and innovation."
Gerrit Schneider, CEO of Zwilling, adds: "Fraser impressed us with his digital understanding and creative clarity. We are looking forward to working together and to the next steps we will take together."
The collaboration between Zwilling and Fraser has already been underway for several weeks. The first major joint work will be presented at Ambiente 2026.
About the Zwilling Group
The Zwilling Group was founded in Solingen in 1731 and is one of the oldest and best-known brands in the kitchen and household products sector worldwide. The company stands for the highest quality, precise craftsmanship and continuous innovation. The Zwilling Group unites several strong brands, including Zwilling, Staub, Miyabi and Demeyere, all of which are known for durable, functional and design-oriented products. With global activities in production, sales and marketing, Zwilling has been setting standards in the industry for centuries and accompanies both professional and amateur chefs around the globe.
About Fraser
Fraser is an independent, owner-managed, digital-first creative agency that was founded in Berlin in 2018 and now has offices in Berlin, Zurich, Cape Town and Dubai. As an international agency with digital DNA, it develops contemporary communication for ambitious brands. Influenced by digital culture, Fraser uniquely combines award-winning creativity, technology and distribution to achieve maximum impact. Clients include brands such as UBS, Ferrari, Power Horse, Tamedia, Sports Illustrated, Selecta and Commerzbank.
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In spring 2025, UBS is launching a new marketing initiative for the personal banking segment in Switzerland. The new target group positioning "For everything that lies ahead" aims to position UBS as a reliable partner for retail & affluent clients in all financial decision-making situations.
The topic of "decisions" in everyday life is the communicative basis of the new platform. Under the motto "We can't help with all decisions. But we can help with many." Everyday decision-making moments in the lives of customers are shown. Accompanied by the positioning slogan, which looks confidently into the future and speaks personally and directly: "For everything that lies ahead."
The subjects aim to create a humorous and authentic effect. For example, they show decision-making situations between forks and chopsticks when eating or deciding on the right wall color when buying a house. The communication campaign is intended to show that UBS is close to the everyday lives of the Swiss and that listening, understanding and helping to make the best decisions on financial topics is the daily task of UBS advisors.
The communication platform was launched in April 2025 with 13 motifs and six social videos throughout Switzerland in high-reach OOH/DOOH media, newspapers, on social media and in other digital channels as well as on UBS owned channels.
Responsible at UBS: Aydin Sahin (Head of Marketing & Digital Sales), Sonja Kingsley-Curry (Head Marketing Initiatives & Innovation), David Schätti (Head Strategic Initiatives & Media buying), Melanie Säuberli, Andreas Greil, Fabian Brosi (Marketing Strategic Initiatives), Pascal Baumann, Mehmet Odabas (Creative Director Innovation & Creative Lab), Jan Duong (Head Digital Media), Aylin Galliver (Digital Media), Carmen Köll (Head Brand & Marketing Strategy), Daniel Crespo (Media Strategy), Tanja Klotz (Media Planner), Joël Frey (Head Content Marketing & Client Communication), Benjamin Fehrenbach (Head Social Media). Responsible agency: Fraser of Switzerland. Production: VisualEyes, ALL IN Production, Südlich-t. Director/Photographer: Niv Shank. Media: Publicis Media Switzerland.
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Six years after it was founded, the creative agency Fraser is opening a branch in Dubai. The independent and owner-managed creative agency with headquarters in Berlin is thus continuing its international expansion - following the openings in Zurich in 2023 and Cape Town at the beginning of this year.
The rapid economic development there makes the United Arab Emirates a highly attractive location for establishing Fraser's digitally driven communications offering - as does the acquisition of the first launch customers, who can be named by the end of the year at the latest, according to a press release.
Highly decorated team
The branch will be led by Managing Director Strategy, Tanya Dernaika, Creative Managing Director Pablo Maldonado and Mia Moussa, Account Director. Head of Consulting Moussa moves from Havas, Pablo Maldonado joins from Grey, both in Dubai. As Chief Creative Officer of the network agency, the highly decorated Argentinian was awarded the Grand Prix at the Dubai Lynx Awards this year, a sister competition to the Cannes Lions.
Also a native of Lebanon like Mia Moussa, Tanya Dernaika is a high-profile strategist with international experience in industries such as automotive, technology, finance and FMCG. After 25 years at Ogilvy in the Middle East, she took on the role of Global Head of Strategy for NIVEA at Publicis OneTouch in Hamburg in 2020 before returning to her home country.
Erwin Groenendal comes from the Swiss company Assos, the global market leader in cycling apparel. As Creative Director and Global Partnership Manager, he has been responsible for the brand, creative storytelling and global campaign management for the past two decades. Prior to his career at Assos, Groenandal worked at design agencies such as Rovai Weber in Florence, where he was Art Director for luxury brands such as Gucci and Ferragamo, and Total Design in Brussels.
"A creative force firmly rooted in Switzerland"
"Erwin is a creative great who is firmly rooted in Switzerland, professionally and personally impressive, with a quarter of a century of experience in building and expanding brands globally - and also on the client side, which gives him an additional valuable perspective," says Nadja Stickl, Managing Director of Fraser of Switzerland.
"Thanks to his creative impetus, we are continuing to grow the Zurich studio together - after my start around a year ago, I am very happy with the studio's development, both in terms of existing customers and new business."
Erwin Groenendal succeeds Andy Schwitter, who built up Fraser of Switzerland together with Nadja Stickl and is now leaving the studio by mutual agreement.
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Fraser CEO Benjamin Baumann says: "This high-caliber team matches our ambitions and the high expectations our customers have of us. Nadja Stickl has proven that she can lead large accounts like McDonald's. We are very happy that she shares the idea and DNA of our agency model and our agency culture. With her, Fraser Switzerland is in good hands."
Nadja Stickl comes from TBWA Switzerland, where she led large teams for renowned international brands (McDonald's, IKEA, Bell, Porsche) as Group Account Director. She is at home in all disciplines of commercial communication and can advise and steer with high strategic competence. Before joining TBWA in 2018, she worked as Account Manager at Wirz BBDO in Zurich.
Andreas Schwitter began his career in Zurich as a typographer and designer and has since worked as a conceptual creative director for various brands and agencies around the world, such as Meta London, Ogilvy London, Impact BBDO Dubai, JWT New York, 360i-New York, Saatchi & Saatchi Stockholm, TBWA Vienna and TBWA Zurich. Andreas Schwitter has already received numerous international awards (Cannes Lions, D&AD, Clios, and others).
Fernando Barbella, Executive Creative Director of Fraser says: "I am delighted to welcome Andreas Schwitter as Creative Director in our new office in Zurich. With Andy's expertise and creativity, our team is poised for even more success and innovation. Andy brings years of experience with different brands and categories. We both share the vision of doing great work together with great people."
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For the past year and a half, Fraser has been serving the Cham-based Selecta Group as lead agency in its 16 international markets. Now, he says, he has been joined by another Swiss client, making the move into the Zurich agency scene definitive.
"Switzerland is the world champion in innovation. We believe that with the new client acquisition, our agency model and service portfolio, now is the right time to take this step," said Benjamin Baumann, CEO of Fraser. "With a strong local Swiss team in Zurich, we will convince more clients to join us in the medium and long term. Zurich is a highly respected agency location with many exciting brands. We are looking forward to our new second home."
Fraser has been in the process of building a leadership and interdisciplinary team for the Zurich office for some time and aims to become an attractive employer in the challenging Swiss agency market.
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