In response to growing demand from marketers for fully integrated capabilities, WPP Media replaces GroupM as the name for WPP's global media business. WPP Media manages more than US$60 billion of annual media investment and works with more than 75 % of the world's leading advertisers in over 80 markets. Mindshare, Wavemaker and EssenceMediacom will continue to serve their clients as brands within WPP Media with dedicated teams, leveraging shared capabilities, technology and support functions.
WPP Media is seamlessly connected to WPP's wider global agency networks and capabilities through WPP Open - WPP's AI-powered marketing system - creating the industry's most advanced platform for scaled and integrated services across creative, production, data, commerce and personalized media delivery. WPP Open is backed by £300 million of annual investment and partnerships with leading AI companies.
WPP Media's fully integrated offering enables clients to unify media, data and production and holistically manage their owned, earned, shared and paid activities to achieve personalization at scale. The company's services are further enhanced by best-in-class connected commerce and cutting-edge measurement and analytics capabilities.
WPP Media is built on a commitment to accelerate investment in learning and development initiatives that open up career paths for the jobs of the future and ensure employees are equipped to drive the transformation of marketing and media in the age of AI.
WPP is the creative transformation company. We harness the power of creativity to build a better future for our people, our planet, our clients and our communities. For more information, visit wpp.com.
WPP Media is WPP's global media collective. In a world where media is everywhere and in everything, we bring together the best platforms, people and partners to create unlimited growth opportunities. For more information, visit wppmedia.com.
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A clear trend in BAV 2025 is the clearly positive development of digital brands. Last year, "comfort brands" made gains - brands that convey a sense of security and safety to consumers. A clear reaction to the emotional stress that the coronavirus crisis is causing us. This year, on the other hand, digital brands such as Twint, Apple and Samsung are among the winners - as they were before the crisis. This suggests that Swiss consumers have become accustomed to the coronavirus crisis and are returning to old patterns.
In addition to digital brands, the main winners are those that embody a young, progressive brand image. Switzerland may be looking to the future with a little more optimism again. At the same time, the snack brand Zweifel is celebrating great success, climbing five places to second place. The focus on the "healthier" product varieties Vaya and Joy Snacks is clearly going down well with consumers and shows that health is also playing an increasingly important role in the snack sector.
Euro 2024 as a success factor for Coca-Cola and SBB
Coca-Cola and SBB are also rising in consumers' favor and have made significant gains in the rankings. Coca-Cola's sponsorship commitment to Uefa Euro 2024 and the high reliability of SBB, particularly in comparison to Deutsche Bahn during the tournament, are likely to have contributed to this success. Both brands were evidently able to capitalize on the positive mood surrounding the major football event. "As WEuro2025 is taking place here in Switzerland this year, there are once again great opportunities for local brands to stand out positively," says Ingo CEO Swen Morath.
Swissness and "Love Brands"
Swiss brands continue to dominate the list of "Love Brands", which underlines the strong emotional attachment of Swiss consumers to local products. In addition to the global brands WhatsApp and Google, the list includes local icons such as Twint, Rega and Migros. 31 of the top 50 "Love Brands" are domestic brands, with even more over-50-year-old consumers. This strong presence of Swissness shows that tradition and trust are important purchasing criteria even in times of crisis.
What's more, it seems that in Switzerland, the way to the heart is through the stomach: a total of 22 of the top 50 come from the "Food" category. Zweifel, Le Gruyère and Lindt landed on the podium in this category.
Gen Z loves Twint, Nike - and the post office
Among the under-30s, on the other hand, Twint and Nike lead the "Love Brands" ranking. What is surprising here is the success of Swiss Post, which has improved significantly among Gen Z and is in 10th place. Swiss Post's success in this segment probably has to do with the change in shopping habits in this segment. Another study by Ingo, the Media Use Index, shows that Gen Z as a whole orders online much more frequently than a few years ago, but with smaller shopping baskets - due to providers such as Temu and Shein. Presumably, the small feeling of happiness when receiving the goods is also transferred to the deliverer, which is usually Die Post.
Brands with "creative impact" determine the cultural discourse
"Creative impact" is another dimension that is surveyed in the BAV. "Creative impact" refers to a brand's ability to have a lasting influence on cultural discourse - through innovation, inspiration or simply through its advertising. The creative impact of a brand is an important indicator of its future success and the BAV shows which factors have the greatest influence on this.
The current evaluation shows that "enabler" brands such as Lego, Apple, Samsung and Ikea in particular have a high "creative impact". These brands are not only particularly inspiring in terms of communication, but also enable consumers to become creative themselves. This is why universities that promote the creative potential of their students, such as ETH and ZHAW, are also at the top of the rankings.
Responsible at Ogilvy: Matthias Müller (CSO), Martin Keller (CEO). Responsible at Ingo Zürich: Peter Petermann (Executive Strategy Director), Swen Morath (CEO). Responsible at Scholz & Friends Switzerland: Elena Mokulys (Strategy Director), Mathias Rösch (CEO).
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Customers of Do it + Garden Zugerland can expect a revised store concept for the product range and sales area. The first "specialist store for homemade joie de vivre" is not intended to offer a typical DIY store product presentation in confusing warehouses, but rather the ideal space for plenty of inspiration to try out, create, design, plant and work.
The accompanying launch campaign by Team Connect will appear in OOH, POP and print from the end of January and is intended to create anticipation for the new shopping experience in the Zugerland store. The subjects of the campaign show do-it-yourselfers decorating their homes with colors or plants, creating a balance with the baking or DIY range or developing completely new energies with a crochet hook.
To bring the creative vision to life and fulfill the client's desire for efficient production, Team Connect turned to generative AI. The participating agencies Scholz & Friends, Ogilvy, Wunderman Thompson and Hogarth use AI technologies to increase their productivity and pave the way for their seamless integration into rapidly evolving business processes.
Responsible at Do It + Garden: Roland Seiler (Head of Do it + Garden), Kai Hannwacker (Head of MarKom), Aline Nyffenegger (Head of POP Management & Strategic Projects), Cyril Biland (Manager Media Excellence).
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Do it + Garden has transformed itself from a DIY store into the first specialist store for home-made joie de vivre. This is also reflected in the product range: new additions include the cooking and baking ranges.
You can fall in love with DIY, especially at Christmas time: Baking, decorating or crafting become a favorite activity to which you dedicate yourself with devotion. So much dedication that the homemade items come to life, become part of the family and are happily reciprocated. For example, with a loving hug that shows: The best Christmases are homemade.
This is the guiding principle of the campaign, which is orchestrated on TV, online videos, online banners, social media, radio, in-house advertising press and at the POP.
Team Connect, the WPP team for the Migros specialist stores, is made up of the agencies Scholz & Friends, Ogilvy, Wunderman Thompson and Hogarth.
Responsible at Do It + Garden: Roland Seiler (Head of Do it + Garden), Kai Hannwacker (Head of MarKom), Stephanie Schefer (Project Manager MarKom), Aline Nyffenegger (Head of POP Management & Strategic Projects), Cyril Biland (Manager Media Excellence). Responsible at Team Connect: David Fischer, Christian Vosshagen, Barbara Hartmann, Franziska Staeger, Patrick Bucher, Aster Loerli, Monja Mangieri (creation); Elisa Stahel, Elodie Caucigh, Nhan Nguyen, Mathias Roesch (consulting); Matthias Müller, Evelyn Weissheim (strategy); Roxana Hudson, Léa Ottiger, Michael Ottinger, Petra Zehnder (Production Project Management); Kosma Tyszkiewicz, Stephanie Fuchs, Tobias Holtermann, Britta Roenspiess, Nicole Andres, Wilhelm Dukart (Production); Film: Hafengold Film; Ralph Loop, Knut Post, Benjamin Horstkotte (director); Recording studio: Jingle Jungle; Media: Dentsu Media, Webrepublic.
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This positioning is based on a simple idea: the beauty of do-it-yourself is not just the result, but the making itself. It creates relaxation, balance, satisfaction, pride - in short, homemade joie de vivre. This is also reflected in the new brand claim "Make it. Love it." and in the new campaign for the Do it + Garden spring range. It calls on us to do things that we generally don't even think we can do. But we can: when gardening, barbecuing, designing with garden furniture, we are all creators. And that fits perfectly with spring, a time of creation in which everything comes into being anew.
The orchestrated campaign plays on TV, radio, online, social media, OOH, print and can be found on the sales floors of the stores. Team Connect is the customized WPP agency for Migros Fachmärkte AG. Team Connect is made up of the agencies Scholz & Friends, Ogilvy and Wunderman Thompson for strategy and creation, and the Hogarth agency for production, which work in different constellations for the individual specialist stores.
Responsible at Do It + Garden: Roland Seiler (Head of Do it + Garden), Kai Hannwacker (Head of MarKom), Stephanie Schefer (Project Manager MarKom), Aline Nyffenegger (Head of Pop Management & Strategic Projects), Helen Round (Project Manager MarKom), Cyril Biland (Manager Media Excellence). Responsible at Team Connect: David Fischer, Christian Vosshagen, Barbara Hartmann, Franziska Staeger, Martin Arnold, Joana Faria, Roger Krage, Aster Loerli, Patrick Bucher, Cinthia Stettler, Monja Mangieri (creation); Ella Papadakis, Tom Hubli, Mathias Rösch (consulting); Matthias Müller, Evelyn Weissheim (strategy). Production: Hogarth; Sebahat Film + Foto. Photography: Simon Opladen. Media agency: Dentsu, Webrepublic.
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In the course of the brand transformation, SportXX already in the fall with a 360-degree image campaign showed how it is helping to shape the future of sports as a sports retailer: with training for the body and training for the mind. "Strong Body. Strong Mind. Strong Me." Now the new positioning is also to be transported into the winter context. Therefore, for the cold season, the communication was moved into a wintry look and associated with this, the activities that take place in the snow were highlighted.
Käslin as a returning ambassador
In addition to seasonal winter images in the TVC, selected digital advertising materials and measures at the POS, Ariella Käslin is also involved again. As an ambassador, she underpins the importance of holistic training. In order to meet the challenges of everyday life, one should train body and mind. This message runs through all channels. Accordingly, not only typical action scenes but also moments full of mindfulness can be seen in the campaign.
Responsible at SportXX: Beat Kronenberg (Head of Marketing and E-Commerce), Simona Maiolo (Group Brand Manager SportXX), Stephanie Tschopp (Manager Media Excellence), Ester Grau Garcia (Head of Online Shop SportXX and Bike World).Responsible at Team Connect: Deborah Buccarella, Franziska Saxer (project management), Gabriel Schuster (concept, art direction), Jehmsei Keo (concept, text), Julia Fuchs, Dilay Bön (graphics), Benjamin Franken (executive creative direction), Sandro Tschuor (overall responsibility SportXX), Peter Petermann, Swen Morath (overall responsibility).
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"Team Connect," as the new agency model is called, is to build a tailored agency ecosystem for Migros' specialty stores, focusing on two crucial areas: The Creative & Strategy division will pursue the goal of strengthening the brand management of all specialty store brands and setting new standards in Swiss retail with fresh, surprising ideas. This will be accompanied by Content & Production, which will enable the brands to respond not only more quickly but also more efficiently to the market and customers in the future.
"A new agency approach like Team Connect is the future," says Patrik Pörtig, CEO of Migros Fachmarkt AG, "because brands in retail today have to be much more data-driven and customer-oriented." As of Jan. 1, 2021, Migros' specialty stores with its Do it + Garden, Melectronics, Micasa, SportXX and Bike World brands were transferred from the Federation of Migros Cooperatives to Migros Fachmarkt AG. This company defines the strategic orientation of the formats and provides all the central services so that the ten regional cooperatives can organize the operations of the stores in a customer-centric and focused manner. In this strong team, the consistent further development of the specialty stores is being driven forward at high speed. "In future, each brand will operate entirely independently and compete directly against the competition in its own category.
But there are more and more opportunities to leverage synergies across the specialty stores - especially in the area of data, of course, but also in customer experience and production. Our declared goal is to develop each of the five brands into a frontrunner in its category," says Pörtig.
20 experts from various WPP agency
Team Connect is made up of around 20 experts from the various WPP agencies in Switzerland: Ogilvy, Scholz & Friends and Wunderman Thompson. They are joined by retail experts from Scholz & Friends Commerce in Germany and an international production team from Hogarth.
"With Team Connect, we have the chance to build something completely new: a truly integrated and at the same time highly agile team with the best experts WPP has to offer. Putting together such a team from several agencies of a holding company is a completely new approach. I think this example will set a precedent," says Elke Guhl, Chief Customer Officer at Migros Fachmarkt AG. Elke Guhl has been a member of the management team since last September and has since been building a new, overarching customer excellence organization for the formats. She led the agency pitch process, which now coincides perfectly with the launch of her new internal organization.
"We are thrilled to have won such a weighty mandate in the Swiss market. The future of strong retail brands consists of the perfect combination of creation, customer experience and data strategy. It is our ambition to make Migros' specialty stores the benchmark here," explains Peter Petermann, who will lead WPP's Connect team together with his colleagues Tobias Händler and Swen Morath.
Team Connect had prevailed in a 4-month pitch against two other international agency holdings as well as several local players. "We are convinced that with Team Connect we have found the right partner for our transformation. I would like to express my gratitude to our previous agencies for their great commitment and the unbelievably professional handover process over the last few weeks," Guhl concludes.
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