Since its foundation in Zug in 2013, Tincan has developed steadily. In 2023, the agency expanded to Zurich in order to broaden its base (Markt-kom.com reported). A new strategic opportunity has now arisen: the establishment of a presence in French-speaking Switzerland.
A coincidence led to this: Yannic Bucher, who used to live next door to Tincan partner Peter Niederberger, was planning an agency in French-speaking Switzerland together with Lara Twerenbold. Their focus: sustainability, climate and democracy.
Instead of potential competition, a collaboration emerged. Tincan recognized the potential and brought Yannic onto the team as Creative Consultant and Lara as Marketing Consultant. At the same time, they continue to drive their specialist agency Another Narrative forward.
Multilingualism as a strategic advantage
With this expansion, Tincan aims to strengthen its multilingual consulting and implementation expertise. For companies and institutions with a presence in both language regions, there is now a uniform strategy with locally anchored content. Local expertise is particularly crucial for national campaigns: whether an association with regional locations or a brand with target groups in both language regions - proximity to the market enables a tailored approach and authentic implementation.
Long-term development with a sustainable focus
The two new Tincan consultants are currently working in small premises in Geneva and are establishing the brand step by step. "The development has time and can grow organically. But we have high hopes for this experiment. Multilingual and locally anchored campaigns have often been a challenge in the past - now we can implement them in a targeted and authentic way," says Tincan partner Peter Niederberger.
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"The challenges and special features of French-speaking Switzerland must be heard at a national level," emphasizes Tania Cullen, board member of the Swiss LiveCom Association. The region represents a quarter of Switzerland and brings particular added value to the industry with its cultural diversity and specific needs. "Our integration into the national structure of the association is crucial for our voice to be heard in the Swiss LiveCom sector," Cullen continues.
The increased representation of French-speaking Switzerland should contribute to the goal of bringing all regions of Switzerland together in order to be an effective advocate for the industry. According to the Swiss LiveCom Association, a united nationwide network promotes continuous exchange and the joint development of solutions for current and future challenges.
Further training and development
The association is also actively involved in the further training and development of the event industry. Members in French-speaking Switzerland have exclusive access to comprehensive studies, benchmark analyses, sustainability tools, discounts, specialist conferences and numerous further education and training opportunities. "We help our members to be successful in the market through continuous training and access to essential industry knowledge," explains Cullen. In addition, the association represents the interests of the Swiss event industry at a political level in order to ensure economically favorable conditions for the industry.
First event planned in French-speaking Switzerland
In order to promote networking and thus collaboration, the Swiss LiveCom Association is already planning its first events in French-speaking Switzerland for 2025: "We are inviting the entire event industry in French-speaking Switzerland as well as our German and Italian-speaking colleagues to join forces in order to master the challenges of the industry together, develop it further and strengthen our connections," says Cullen.
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But do two different advertising campaigns make sense for one country? "Splitting the communication may come as a surprise, but it proved to be the obvious choice after several researches and analyses carried out by Havas Switzerland," explains Michael Schneider, Head of Marketing and Member of the Management Board at Swica. Because of its knowledge of the French-speaking market, Havas Switzerland is able to provide Swica with the appropriate tools to make a complete strategic analysis of consumer expectations and media targeting.
Swica has been one of the leading health insurers in Switzerland for several years, offering a wide range of products and services that make its policyholders feel well taken care of at all times. The serenity resulting from this security offered by Swica appeals strongly to the Romands, and the communication targets a market already dominated by large providers that have been established for years.
Communication tailored to the target group
Havas' campaign is a response to a very real challenge and has a clear objective: to improve the insurer's brand awareness in French-speaking Switzerland and thus strengthen its presence throughout the country. This is to be achieved by meeting the expectations of the Romands.
"Based on our studies and the insights gained from them, we have developed a specific communication approach for French-speaking Switzerland. This emphasizes Latin hedonism and the values that the French hold dear: Spontaneity and the desire to be 100 percent themselves in all circumstances," explains Roxane Roullier, Head of Communications at Havas Geneva. From this starting point, a clear link was established between the needs of the Romands - and their health thinking - and the Swica attitude and services offered. This unique selling point allowed for extremely interesting opportunities for a global communication campaign during the design phase.
The campaign saw close collaboration between the media and creative teams at Havas Geneva and Zurich. "Thanks to the excellent collaboration between the Swica and Havas teams, we were able to develop a creative solution perfectly suited to the multiple touchpoints of this campaign, while preserving and highlighting a message intended for the French-speaking population," explains Gabriel Mauron, creative and co-managing director at Havas Geneva.
Responsible at Swica: Michael Schneider (Head of Marketing, Market Department); Remo Tanner (Head of Marketing Services, Market Department); Helena Gubernale (Head of Online Marketing, Market Department). Responsible at Havas Village Switzerland: Nathalie Diethelm (CEO Village); Sarah Hammami (COO). Media: Adrian van Velsen (Head of Strategy); Peter Stirnemann (Senior Account Director); Jasmin Siahpoush (Digital Account) Director). Creative: Gabriel Mauron (Creative Director - Co-managing director Geneva); Arnaud Gerats (Copywriter); Antoine Karpat (Senior Copywriter); Simeon Brandner (Senior Art Director); Camille Delesalle (Co-managing director Geneva); Roxane Roullier (Head Of Communication); Marion Vossen (Project Manager).
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With a new print campaign, the young Geneva-based agency shows why it is worthwhile to Coffeeshop Birdie to visit: He's known for serving coffee that everyone likes. At least on this point, everyone agrees. The ideal place, then, to settle a conflict over coffee. Cavalcade shows with a wink that even with the most diverse demands, there's always a common denominator - and it's hot, liquid, and smells like roasted aromas. (hae)
The largest grouping of independent pharmacies in German-speaking Switzerland with its health coaches offers this individualized advice tailored to the destination.
The young Geneva-based advertising agency Cavalcade has developed a concept with speech bubbles derived from swimming rings, which motivate dialog around customers' travel plans: "Let's talk about your vacations...". Three different subjects focus on the main themes of sun, digestion and emergency kit.
The campaign has just kicked off and is being used on posters, brochures, flyers, store windows and online advertising.
Responsible at TopPharm: Judith Lanz (Head of Marketing & Communications), Karin Kollmer (Project Manager Marketing & Communications).
Thierry Meyer, who has headed the editorial team of the Vaudois daily 24 heures since 2006, has decided to take on a new professional challenge. He is stepping down as editor-in-chief at the end of 2017 and will become a partner at the communications agency Dynamics Group.
Over the past eleven years, Thierry Meyer has contributed significantly to the success of 24 heures in Vaud by providing readers with in-depth information on daily events in Vaud together with his editorial team, according to the press release. In addition, Thierry Meyer was the initiator of the celebrations marking the 250th anniversary of 24 heures in 2012. He also contributed to the successful digital development of 24 heures, in particular with the launch of the paid digital subscription in 2015.
Growing up in Morges, Thierry Meyer began his professional career at 24 heures. He then became head of the business section of the daily newspaper Nouveau Quotidien, later moving to Le Temps. From 2000 to 2004, he worked as a permanent correspondent in England , after which he spent two years working for Le Temps as a parliamentary correspondent in Bern.
Serge Reymond, Head of Paid Media at Tamedia: "We regret the departure of Thierry Meyer. With his commitment and his strong attachment to 24 heures, the daily newspaper of the people of Vaud, he has contributed a great deal to the success of 24 heures over the course of more than ten years".
This time, too, drawings by schoolchildren made it possible to develop visuals for the entire canton. Cavalcade thus directly addresses the child that slumbers in all of us. From the drawings, a campaign was realized with a total of eight subjects, each of which was signed by its drawer.
With the Predecessor campaign Cavalcade has recently won a "Bronze Cube" at the ACD Annual Awards in New York. Previously, the agency has already won the Swiss Poster Award Bronze and at D&AD secured a Wood Pencil. (hae/pd)
In the category "Design: Posters / Promotional - Series", the young Geneva-based agency wins a "Bronze Cube" with the child-drawn Campaign for the Natural History Museum in Geneva. The sympathetic dinosaurs, created on the occasion of the 50th anniversary, have already been shown at the Swiss Poster Award Bronze and at D&AD won a Wood Pencil.
The ADC Annual Awards are the oldest, continuously held industry competition in the world. The dice were awarded for the 96th time this year and presented at the ADC Gala during New York Creative Week, May 8-12. In 2016, the Art Directors Club ADC merged with The One Club, the non-profit organization behind The One Show award. The newly formed entity now hosts both competitions. (hae)
Since Monday, the campaign created by the Geneva agency is visible throughout the country. It adapts to the most important moments of the day. "Even when things get tight, there's always room for a smile!" reads, for example, during the morning streetcar ride.
The campaign is used on public transport, e-boards, posters and digital advertising media. In addition, the six-pack packaging was adapted accordingly to spread the good vibes instore as well.
Responsible at Eckes-Granini: Oliver Staerkle; Sarah Gaille. Responsible at Cavalcade: Julien de Preux (AD) and David von Ritter (text concept), Mathilde Veuthey (graphics), Nina Hugentobler (consulting). Media Agency: Zenith-Optimedia Nyon; Allison Gelly, Guillaume de Grave, Sharannath Mohanram. Online implementation: Antistatique Lausanne, Julien Balsiger.
The two satirists Vincent Veillon and Vincent Kucholl, who already have cult status among the French, play the main roles. The two Vincents are particularly fond of taking the German-speaking Swiss for a ride. With invented reports and real or fake guests, the two Vincents follow the course of the world with a satirical eye.
SRF zwei takes over nine shows in the original sound with German subtitles and thus tests whether the Röstigraben exists when it comes to humor. "26 minutes" can be seen every Saturday and Monday in the late evening program and on srf.ch. The satire format will be broadcast on SRF for the time being until the end of June.
The first BTL measures will already be published shortly, according to the statement. The matching campaign will be launched at national and international level at the beginning of summer.
Specifically, a package of 225 shares is to change hands for 750,000 Swiss francs. In return, Freiburger Nachrichten AG will reduce its share capital. The General Meeting of Shareholders will be able to express its opinion on the sale on May 12.
With the share buyback, the newspaper from German-speaking Fribourg wants to strengthen its independence, as Chairman of the Board Daniel Schorno said in an interview published Tuesday in the Freiburger Nachrichten. At Freiburger Nachrichten, about 430 shareholders hold the 1500 shares. Most of them hold one or a few papers. Most of them, he said, are not interested in dividends, but in supporting press diversity and, in particular, the German-language media in the canton.
Until now, the Saint Paul Group was the main shareholder with 300 shares. Schorno stressed that there would be no need for a majority shareholder in the future. The Board of Directors is convinced that the company can best fulfill its public service mission with a broadly diversified shareholder base. (SDA)