Combating counterfeiting has long since become a key strategic priority for many companies. What used to affect primarily luxury goods manufacturers has evolved into a global digital challenge that impacts industries of all kinds. Online stores, social media, and artificial intelligence make it easier to produce, market, and distribute counterfeit goods worldwide.

Counterfeits Beyond Luxury Goods

In the latest episode of the HWZ live podcast «stefanundstefan,» the two hosts, Stefan Eggenberger and Stefan Vogler, join forces with trademark attorney Marc Wullschleger to explore the mechanisms behind the counterfeit goods trade. It quickly becomes clear that the problem is no longer limited to designer products. Medications, machine parts, and other safety-critical goods are now also being counterfeited—with potentially serious consequences for consumers and businesses alike.

The discussion focuses on questions that are increasingly on the minds of brand managers: Why do people buy counterfeit products? What impact do influencers and social media have on the spread of counterfeits? And how can brands effectively enforce their rights?

AI as a Tool—on Both Sides

The discussion focuses particularly on the role of artificial intelligence. According to the program, AI-based technologies are said to open up new possibilities for counterfeiters while also helping companies detect suspicious listings on platforms. This dual nature of AI makes the fight against brand piracy a constantly evolving battle of wits.

Marc Wullschleger, a partner at Isler & Pedrazzini and president of Stop Piracy since 2023, offers both legal and practical insights. His key message: Companies must secure their intellectual property rights early on, consistently monitor markets and platforms, and respond quickly in the event of an emergency.

Combating brand piracy requires strategy and speed

The series of episodes in «stefanundstefan» illustrates that effective measures against product piracy must be proactive, not reactive. Companies that fail to adapt their protection strategies to the pace of the digital world risk not only financial losses but also damage to their reputation.

Click here to listen to the episode: stefanundstefan | Brand Piracy in the Digital Age

Whether at brunch, at the gym, or at the office: The HWZ fall campaign follows prospective students through various aspects of life. While those around them continue to offer compelling arguments and advice, the main characters are already one step ahead. They know what they want. Under the tagline «You know what you want,» the HWZ Zurich University of Applied Sciences puts the spotlight on people who are confidently taking their next step in their education. The campaign was developed and implemented in collaboration with the Basel-based film production company Grunerfilms and an interdisciplinary creative team.

Eyeglasses as a Visual Styling Element in the HWZ Fall Campaign

A tongue-in-cheek visual element serves as the common thread running through the three stories: the protagonists’ friends and family wear glasses with the key benefits of studying at HWZ printed on them. This literally brings the university’s strengths to life while also making them part of the plot. The punchline: While those around them are still debating, the main characters have long since made up their minds and have already enrolled at HWZ.

The tagline «You know what you want» captures this knowledge advantage and serves as the unifying theme across all topics and formats. The campaign deliberately draws on familiar everyday situations, different generations, and contemporary language. Rather than highlighting individual degree programs, it focuses on the overarching benefits of studying at HWZ.

Sandra Bornand, Head of Marketing at HWZ, explains the approach: «Advertising for education quickly becomes lost in a sea of sameness. That’s why we deliberately wanted to break away from familiar patterns and develop a campaign that stands out, even if it’s a little unsettling at times, and doesn’t have to please everyone. »You know what you want’ fits this vision perfectly. The tagline is confident and leaves the decision up to our protagonists, rather than telling them what’s right for them. The glasses highlight the benefits of HWZ while also leaving plenty of room for humor and unexpected stories.”

Designed to be cross-media and scalable

From the very beginning, the fall campaign was designed so that the creative concept could be carried forward across various channels and formats. In addition to the campaign videos, short clips, social media content, and campaign images were produced. The concept of the glasses makes it possible to highlight various HWZ benefits, messages, and situations and to develop them further independently.

The campaign launched on September 1, 2026, on YouTube, Instagram, TikTok, LinkedIn, and Pinterest with the first two stories. The third story will follow in the fall. Grunerfilms, based in Basel, handled the film production.

Person in charge at HWZ Zurich University of Applied Sciences: Sandra Bornand, Head of Marketing at HWZ; Ivan Schnoz, Video Producer at HWZ (Concept & Direction); Alisha Tobler, Marketing Project Manager at HWZ (Production Coordination & Casting); Leana Schwab, Corporate Communications Project Manager at HWZ (Photography); Laura Oderbolz, Head of Corporate Communications at HWZ (Campaign Communications). Production: Grunerfilms, Basel; Tizian Gruner, producer at Grunerfilms (production manager). Camera: Till Haener. Camera Assistant: Kevin Feuz. Sound: Raymond Anderegg and Simon Manetsch. Lighting Technician: Florian Steffen. Styling: Emma Casanova Raurich. Hair & Makeup: Claudia Kälin. Production Assistant: Jonathan Cohen.

With approximately 3,000 students and 800 faculty members with professional experience, HWZ is Switzerland’s largest university offering exclusively part-time degree programs in business. It offers a wide range of degree programs at the bachelor’s and master’s levels, more than 150 diploma and certificate programs, more than 100 seminars, the opportunity to pursue a doctorate, and customized corporate training. The HWZ is institutionally accredited by the Swiss Accreditation Council.

The video market is undergoing a transformation: Companies are increasingly producing their own content, and AI is fundamentally changing production processes. For Zurich-based commercial filmmaker Lukas Gähwiler, this was an opportunity to reevaluate and refine Lukas Film’s positioning—with a clear commitment to authenticity.

Lukas Film Positioning: Real Instead of Perfect

Under the motto «Promotional videos for companies that prefer to come across as authentic rather than perfect,» Gähwiler works with companies and organizations to develop ideas for their communication and brings them to life using documentary techniques. He follows people in their day-to-day work, conducts interviews, and develops the story based on what he discovers along the way. The goal is to create films and content that can be used across various formats and channels.

«I’m interested in people who have a story to tell and situations that weren’t created specifically for the camera. I observe, listen, and weave a story from what I see and hear,» says Gähwiler.

Methodology: Observe, listen, synthesize

At the heart of this approach is the methodology: Gähwiler accompanies people in real-life situations from their everyday work, rather than staging scenes for the camera. Ideas, interviews, and stories emerge from what actually exists—not from what advertising logic dictates. The result is content that, according to the company, comes across as authentic while also being suitable for use across various channels and formats.

Thorough refinement based on industry discussions

The refined positioning was developed as part of a CAS in Marketing Strategy program at the HWZ Zurich University of Applied Sciences. Among other things, it was based on more than a dozen interviews with clients and industry representatives. Gähwiler emphasizes that this is not a change in direction, but rather a focus on what has set Lukas Film apart for years.

This new focus is evident in a new showreel as well as Lukas Film's redesigned website.

MAS Financial Management HWZ: A New Framework for Financial Continuing Education

The HWZ Zurich University of Applied Sciences is merging its existing MAS Accounting and MAS Controlling programs into the newly designed MAS Financial Management program. According to HWZ, the program is designed to combine cross-functional financial management with targeted professional specialization, thereby setting a new standard in the Swiss continuing education landscape. The first cohorts will begin in October 2026 and April 2027.

The new concept is based on the recognition that, while accounting and controlling fulfill different roles, they work closely together in corporate financial management. External and internal reporting, planning, financing, performance management, and governance cannot be managed in isolation. Finance professionals and executives must therefore understand not only their own discipline but also the interrelationships within the entire CFO organization.

A Shared Foundation, Two Majors

The CAS in Integrated Financial Management at HWZ forms the common foundation of the program. This required CAS demonstrates how accounting, controlling, corporate finance, and performance management interact and, together, provide a solid basis for decision-making by management and executive leadership. Specialization begins only after this common module: Students choose between the Accounting major and the Controlling major.

The Accounting major focuses on how reliable financial information is generated, organized, and made usable for corporate management. The Controlling major focuses on how financial information can be used to derive forward-looking management insights and make well-informed decisions. Both majors deepen students’ expertise in their respective fields without losing sight of the broader financial organization.

«The finance function needs specialists and leaders who have a firm grasp of their discipline while also thinking beyond its boundaries. Only in this way can a company be successfully managed financially in today’s market and competitive environment. That is exactly what the MAS program prepares students for,» says Dr. Nadine Eve Rusch-Schenker, Program Director of the MAS in Financial Management at HWZ and Head of the Department of Banking & Finance, Controlling, and Real Estate.

Earn a degree in four semesters while working

The part-time MAS in Financial Management consists of three CAS programs and a master’s thesis, lasts four semesters, and leads to 60 ECTS credits. With approximately 3,000 students and 800 faculty members with professional experience, the HWZ claims to be the largest university in Switzerland offering exclusively part-time degree programs in business. It is institutionally accredited by the Swiss Accreditation Council.

More information about the new degree program can be found on the HWZ website: https://www.fh-hwz.ch

New HWZ Program Directors for Two CAS Programs

With the addition of Iris Blättler, the HWZ Zurich University of Applied Sciences is strengthening the leadership team for two CAS programs in the field of communication. The former head of communications at the Goldbach Group will join Dr. Ursula Nötzli in leading the CAS in Corporate Communications with AI and the CAS in Strategic Communication Management with AI. Until now, Dr. Ursula Nötzli has been solely responsible for these two programs as the sole program director. With Iris Blättler, she now has an experienced partner at her side.

The goal is to further develop both programs together and incorporate current issues in corporate communications, leadership, and the use of new technologies into the continuing education curriculum.

AI Is Fundamentally Transforming Corporate Communication

For Dr. Ursula Nötzli, collaborating with Iris Blättler is an important step toward continuing both CAS programs in a practical and forward-looking manner. «AI is fundamentally changing corporate communications, from content production to strategic consulting for executive management. With Iris, I’m gaining a partner who is experiencing and helping to shape this transformation firsthand. Together, we want to empower our students to use AI effectively and with a clear strategy,» says Nötzli.

Iris Blättler also comments on her new role: «Communication is becoming more complex and increasingly requires strategic direction, technological expertise, and the ability to reflect. I’m excited to contribute to this through these two CAS programs. The practical content and direct benefits really won me over.»

According to Dr. Valerio Stallone, head of the Marketing & Digital Department at HWZ, Iris Blättler is the ideal addition to the team. With her many years of experience in corporate communications, she brings valuable insights to both CAS programs and enriches them with her strategic perspective on current developments, the press release states.

Iris Blättler: Nearly 20 years of experience in communications

Iris Blättler has nearly 20 years of experience in corporate communications, marketing, and journalism. At various national and international companies, she was responsible for developing and implementing communication strategies as well as managing external and internal communications. She also has extensive experience in providing communication support for change and transformation processes. Most recently, she served as Head of Corporate Communications at the Goldbach Group.

HWZ: Switzerland's Largest Business School for Working Professionals

With approximately 3,000 students and 800 faculty members with professional experience, HWZ is Switzerland’s largest university offering exclusively part-time degree programs in business. It offers a wide range of degree programs at the bachelor’s and master’s levels, more than 150 diploma and certificate programs, more than 100 seminars, the opportunity to pursue a doctorate, and customized corporate training. The HWZ is institutionally accredited by the Swiss Accreditation Council.

For more information on HWZ's CAS programs: https://www.fh-hwz.ch

Edda Rettinger, CH Media: An experienced HR expert with a strong drive to make a difference

Edda Rettinger will become the new Chief Human Resources Officer (CHRO) of CH Media and, in this role, will join the media company’s executive board. She will assume her new position on September 1.

Edda Rettinger brings nearly 20 years of experience in the areas of People & Culture, organizational development, transformation, and digitalization. In her most recent roles, she led the HR departments at ARX (formerly Pini Group) and Calida and served as a member of the executive board at both companies. At Swisscom, she held various leadership and specialist roles—both in Human Resources and in the Digital Business Unit. In addition to a strong background in marketing communications and law, she holds a Master of Advanced Studies (MAS) in Human Resources Leadership (HWZ) and an Executive MBA.

Michael Wanner, CEO of CH Media, is pleased with the new addition: «Edda Rettinger brings a wide range of expertise and the drive needed to consistently advance our HR department. With her expertise in organizational development and transformation, as well as her entrepreneurial mindset, she is an excellent fit for CH Media and the values that define our company.»

Further Develop the HR Department Together with the Team

«I look forward to working with the HR team, the leadership, and the employees to help shape the future of CH Media and contribute to a strong corporate culture. I’m particularly driven by the question of how HR can strengthen people and the organization, thereby contributing to the company’s success,» says Edda Rettinger.

At CH Media, Rettinger succeeds Lydia Zollinger, who is leaving the company at the end of August at her own request. Zollinger had played a key role in further developing the HR department over the past four years.

Economiesuisse and ComImpact: A Growing Network for the Communications Industry

In July 2026, Economiesuisse—Switzerland’s leading business association—will join the professional association ComImpact. The association, which has been promoting CommTech expertise in the Swiss communications industry since its founding in February 2021, now has sixteen partner members—in addition to its six strategic founding partners: Farner Consulting, HWZ, Media Focus, Mobiliar, UBS, and Webrepublic. The Economiesuisse ComImpact network aims to further deepen the exchange of expertise among professionals in marketing and corporate communications.

The initiative, supported by the association, has a clear goal: to make the key competency of CommTech quickly, widely, and easily accessible to Swiss marketing and communications professionals. To this end, members regularly organize free CommTech events to facilitate the exchange of experiences.

Focus on Strategic Direction and Communication Impact

Silvan Lipp, Head of Communications at Economiesuisse, explains the rationale behind joining: «As a partner member of ComImpact, we are part of a strong network that is deeply engaged with developments in the fields of CommTech and AI applications. This exchange of expertise is invaluable for continuously improving our communications. This strengthens our strategic focus and increases the impact of our communications.»

Internal CommTech Working Group as a Foundation

Nicola Sollberger, Project Manager for Communications at Economiesuisse, adds: «With our internal CommTech working group, we have laid the groundwork for quickly identifying, testing, and implementing new technologies. We will actively contribute this experience to ComImpact.»

ComImpact now has a broad network of members that includes companies such as aclevion, BKW, Dreifive, the University of Applied Sciences and Arts Northwestern Switzerland, myconvento, OMD, SBB, Swiss Post, Swisscom, Swiss Re, Pressrelations, Publicis, Sonova, the Swiss Reputation Group, and the Zurich University of Applied Sciences (ZHAW). The associations IAB, LSA Leading Swiss Agencies, Page Society, PR Suisse, and SWA (Swiss Association of Advertising Clients) serve as patrons.

For more information about ComImpact, visit www.comimpact.ch available.

The team from the Bern University of Applied Sciences (BFH) has won the LSA Junior Agency Award 2026. At the Award Night at the Plaza Zurich, they impressed the expert jury with their anniversary campaign concept for Snacketti by Zweifel, thereby prevailing over the finalist teams from four other Swiss universities of applied sciences. The prize money amounts to 1,500 Swiss francs.

Five Universities Advance to the Finals of the LSA Junior Agency Awards

Through internal qualifying rounds, the top teams from the Bern University of Applied Sciences, the University of Applied Sciences and Arts Northwestern Switzerland (FHNW), the Lucerne University of Applied Sciences and Arts (HSLU), the Zurich University of Applied Sciences (HWZ), and the Zurich University of Applied Sciences (ZHAW) for the finals. The BFH team was coached by the Kargo agency. The HSLU team, in collaboration with the furrerhugi agency, won the audience award, worth 500 francs.

Danijel Sljivo and Audrey Arnold, Managing Director of Leading Swiss Agencies (LSA), hosted the evening. With energy and humor, they ensured an entertaining evening. Jan Kempter, 2026 Advertiser of the Year and Creative Director and Partner at Wirz, provided a special highlight of the program. In his personal presentation, he explored the fragility of good ideas, their greatest enemies, and the role of creativity, courage, and perseverance—offering students and guests alike a direct glimpse behind the scenes.

The Snacketti Anniversary as a Challenge

This year’s assignment focused on Zweifel’s Snacketti brand. About 150 students in roughly 35 teams developed concepts designed to bring the brand’s upcoming 50th anniversary to life across generations and actively engage people. They were supported throughout the entire semester by coaches from LSA member agencies.

The winning photo features Audrey Arnold (Managing Director of LSA), the winning team from BFH—Stephanie Dillon and Jiyan Loman—as well as Jürg Brauchli (Head of Brand Communications, Zweifel) and Philip Honegger (Head of Marketing & Communications, Zweifel).

Supporting Young Talent with a Real-World Focus

The LSA Junior Agency Award is Switzerland’s first cross-university competition for marketing communications. Now in its fifth year, it brings together universities, agencies, and clients, fostering exchange between academia and the professional world. In total, more than 40 agencies participated as coaches, including Aroma Creative, Dentsu Switzerland, Havas, Ogilvy, Publicis Groupe Switzerland, TBWA Switzerland, Team Farner, Webrepublic, and Wirz Group, among others.

Leading Swiss Agencies (LSA) is the association of Switzerland’s leading communications agencies. It represents the interests of its members vis-à-vis clients, the media, policymakers, and the public, and is committed to promoting quality, competitiveness, and the next generation of professionals in the Swiss communications industry.

m&k: What makes your podcast relevant today?

stefanundstefan: Relevance doesn't come from the format, but from what people are truly concerned about. We talk about leadership, organization, and responsibility—directly, clearly, and without frills. As long as people are taking responsibility, we need conversations that don't shy away from the issues.

What motivates you to produce a podcast in addition to your professional roles?

Curiosity. And engaging with people who have something to say. We’re not looking for a stage, but rather conversations that spark something. For us, the podcast is a space for reflection in a trialogue.

What role does HWZ play in your podcast—and vice versa?

We have been associated with the HWZ for many years as lecturers and program directors. The HWZ aspires to be the most entrepreneurial university in Switzerland. That is exactly why this podcast is a good fit: it provides a platform to discuss key topics with prominent figures from business and society. The HWZ benefits from this because the focus isn’t on degree programs, but on responsibility, impact, and attitude.

How do you shape HWZ—and how does HWZ shape you?

HWZ provides the framework; we contribute perspectives, guests, and topics. It’s a combination of trust, high standards, and quality. This demonstrates how a university can communicate today: through people, not through structures.

Your topics are considered to be well-covered. How do you bring new perspectives to them?

The topics aren't tired—but the way they're discussed often is. We avoid the predictable: fewer buzzwords, more experience. Relevance comes when people share personal insights instead of just rattling off their résumés.

You're known for speaking your mind. Were there times when you thought, "That was too direct"?

Direct, yes; too direct, no. Our goal is precision, not provocation. If a question isn't appropriate, we rephrase it. Speaking plainly doesn't mean confrontation—it means clarity.

Which guest surprised you the most?

Stefan Eggenberger: Reto Brägger, Jelmoli’s last CEO. His insights into the transformation of an iconic brand leading up to its closure were extraordinary. On the last day of business, before he had to close Jelmoli for good, he answered our questions.

Stefan Vogler: The World Cancer Day podcast. I was impressed by Mirjam Lämmle’s openness—she’s the CEO of the Cancer League—and her sensitivity in dealing with such a delicate illness. She’s a strong, sensitive person.

How has your podcast evolved over the past six years?

From a dialogue to a trialogue. Less explaining, more asking. We’ve deliberately kept the production lean: just like a live show, with minimal editing, and without sharing the questions with our guests in advance. The podcast has become more professional without losing its spontaneity.

You produce as if it were a live broadcast. Is that a concept or just pragmatism?

Concept. We want genuine conversations, not a staged event. That’s why there are no prepared questions. The goal isn’t perfection, but credibility. Guests sense this immediately and start thinking more deeply.

What will be your priorities in the second half of 2026?

We have to keep a little mystery. Topics like brand development, mental training, innovative strength, and neuromarketing are set in stone. At the same time, we remain flexible: If a topic becomes relevant or a personality is intriguing, we react immediately. Planning, yes—but never at the expense of timeliness.

Latest Episode

The latest stefanundstefan podcast with ZFV CEO Nadja Lang: «How Culture Leads to Success at ZFV.»

Next episode: In July—during the World Cup—CMO Marco Greco will discuss Ochsner Sport’s brand turnaround.

Links to all episodes:
stefanundstefan.podigee.io
open.spotify.com/show/2UtlyKSNRr4WyQoYVlMIV0

The Podcasters

Stefan Eggenberger (Iinks) is a strategic communications consultant and lecturer at HWZ.

Stefan Vogler is a brand, marketing, and communications consultant, lecturer, and program director at the HWZ.

HWZ Podcast "stefanundstefan" with Nadja Lang

The latest episode of the HWZ podcast "stefanundstefan" features Nadja Lang, CEO of the ZFV-Unternehmungen (ZFV) cooperative. The conversation centers on one key question: How does a corporate culture emerge that retains employees over the long term—and at the same time wins multiple awards?

Active Collaboration as a Foundation

In the latest episode, Nadja Lang offers insights into modern leadership, collaborative work in practice, and the principles behind ZFV’s award-winning corporate culture. The ZFV-Unternehmungen cooperative has already received multiple awards for its culture—the conversation focuses on how this was achieved and the role that leadership philosophy and collaboration play in the process.

Corporate Culture as a Competitive Advantage at ZFV

This episode of the HWZ podcast “stefanundstefan” explores how ZFV embeds culture not as an abstract concept, but as a lived practice in everyday life. Nadja Lang explains, from her perspective as CEO, which specific measures and attitudes play a role in this process.

«HWZ on Air: stefanundstefan»—the HWZ podcast with Stefan Eggenberger and Stefan Vogler. In their conversations with experts, the two take a close look at relevant topics in the field of communication. They analyze, comment, and offer practical advice. Real-world examples are combined with academic insights, providing the perfect support for everyday communication. Witty commentary included. For more information and to listen to all episodes of the podcast, visit the HWZ website: https://www.hwz.ch

Ad School 2026: Between Creativity, Strategy, and AI

On August 21, 2026, Ad School 2026 will launch its next program—offering two specializations: «Creation» and «Strategic Planning.» The program is designed for talented creatives as well as individuals working in strategic planning and/or consulting who have the appropriate educational background and professional experience in the communications industry.

According to the program itself, the instructors are among the industry’s top professionals. They include, among others, Caspar Heuss, Anne Muhl, Gordon Nemitz, Stefanie Huber, Dan Nessler, Grit Wolany, Dennis Lück, Suzana Kovacevic, Pablo Schencke, David Schärer, and Tobias Zehnder.

The content reflects the reality of the communications industry

The course content is designed to reflect the complex landscape of today’s commercial communication. Topics covered include strategy, creativity, ideas and implementation, brand experience, PR/publicity, media, presentation techniques, communications law, market and trend research, and AI in the creative process. With this broad range of topics, the program aims to provide comprehensive preparation for the demands of the communications market.

Organizers: ADC Switzerland, LSA, and HWZ

Ad School 2026 is a collaboration between the leading industry associations ADC Switzerland and Leading Swiss Agencies, as well as the HWZ Zurich University of Applied Sciences. Detailed information on admission requirements, course content, dates, and instructors, as well as registration options, can be found on the Ad School website: https://www.adschool.ch

While artificial intelligence is multiplying disinformation, journalistic media are facing their most important task: providing orientation where trust and security are being renegotiated. "Strong media are part of our security architecture" is the central thesis of the current episode of the HWZ podcast "HWZ on Air: stefanundstefan". Stefan Eggenberger and Stefan Vogler talk to Pia Guggenbühl, Director of the Swiss Media Publishers Association, about this issue and the central role of quality journalism for security and social cohesion.

The challenge of disinformation

The discussion focuses on the question of how media can maintain their credibility and fulfill their function as a trustworthy source of information in times of AI-generated disinformation. The podcast episode sheds light on the strategies and measures needed to strengthen the population's media literacy and promote social cohesion.

Quality journalism as a stabilizing factor

The discussion partners will discuss the extent to which quality journalism is not only a democratic necessity, but also an elementary component of society's security architecture. Especially in times of increasing digital threats and information manipulation, the media has a key role to play.