The traditional Zurich brand Confiserie Sprüngli is working with Jung von Matt Limit for the first time to redesign its visual identity for the Christmas season. The aim is to emphasize the high quality of the iconic products through high-contrast lighting and channel-appropriate staging across all touchpoints.

The claim "Just the way I love it" reflects the uncompromising focus on the individual wishes of customers and creates an emotional connection to the products. Cyrill Hauser, Managing Partner at Jung von Matt Limmat, says: "As a Zurich agency, it is a great pleasure and honor for us to be able to support the cult brand Confiserie Sprüngli in communication matters. The consistency with which the company produces top-quality, world-renowned products at the highest level is very inspiring for a creative agency."

One highlight of the campaign is the Secret Santa campaign, which is taking place for the first time in selected stores (Zurich Paradeplatz, Enge, Stadelhofen, Lucerne and Aarau). Customers can give presents to their loved ones which, with a bit of luck, will find their way to the recipients.

Client: Confiserie Sprüngli AG Agencies: Jung von Matt LIMMAT External partners: blish, Studio Dirk Weyer, Production Katja Sluyter, Brogleworks AG

Digitalization is profoundly changing the world of finance - as the European Consumer Payment Report shows. In Switzerland, the results reveal an ambivalent picture: While AI is perceived as an opportunity for fairness and efficiency in the debt collection process, concerns about data security and emotional distance remain.

Payment behavior and consumer trends
The majority of the Swiss population pays their bills on time, but households with children are more often confronted with delays (39 % compared to 19 % childless households). At the same time, consumer habits have shifted: online shopping and social media tempt 80 % of millennials and 75 % of Gen Z to spend more than they can afford. Even 50 % of baby boomers see themselves influenced by digital channels.

AI in finance: Between opportunities and skepticism
The integration of artificial intelligence (AI) in the financial sector is viewed differently. 39 % of respondents see AI as having the potential to reduce human error in the debt collection process, while 36 % feel less judgmental when talking to a machine rather than a human about payment issues. Nevertheless, 56 % of Generation X and 50 % of men express concerns about data security.

Conclusion: Balance between innovation and trust
The study shows that the digitalization of the financial sector creates new opportunities, but also poses challenges. While younger generations appreciate the benefits of digital technologies, Generation X remains more cautious - especially when it comes to data protection. The coming years will be crucial for building trust and further promoting acceptance of AI-supported solutions.

Seraina Rohrer, who holds a doctorate in journalism and film studies, took up her position as Head of the Canton of Zurich's Department of Culture in mid-August 2024, succeeding her predecessor Madeleine Herzog as the canton's representative on the Board of Directors of Schauspielhaus Zürich AG. As a profound expert on the local cultural landscape, Rohrer has developed a Master's program in film for various universities and universities of applied sciences, worked as a curator, lecturer, foundation board member and columnist, was director of the Solothurn Film Festival and headed the Innovation and Society division at the Swiss Arts Council Pro Helvetia.

David Schärer will join the Board of Directors on January 1, 2025 as the city's deputy and successor to Urs Spinner. The former "Advertiser of the Year 2021/22" has over 25 years of experience in the areas of corporate management and development, strategic communication and stakeholder management and, thanks to his previous work in the media office of Theater Basel, also knows what goes on behind the scenes at a theater. After holding various management positions on both the agency and corporate side (most recently as CMO of Breitling), David Schärer founded his own agency in fall 2024, focusing on campaigning, reputation management and advisory services (Markt-kom.com reported).

The campaign contrasts a well-organized cruise with adventurous Interrail travel and is intended to encourage travellers to explore Europe in an environmentally conscious way. SBB received the Rail Tourism Award from the European Travel Commission ETC and Eurail for its successful implementation.

In the current commercial, two old friends go on a cruise. When a cat thwarts their vacation plans, the two react calmly and switch to the comfortable train.

SBB worked with the Swedish agency Sweet to implement the campaign. It has been running since Wednesday and will continue until December 17, 2024 in various offline and online media.

Just in time for the 25th anniversary of the renowned Bern-based advertising agency and with retroactive effect from January 1, 2024, the two long-standing co-managing directors, Client Service Director Corinne Hert and Creative Director Jeff Gerber, are acquiring 100 percent of the shares in the Bern-based LSA agency Komet by means of a management buyout.

"It was time and the logical next step for the agency as well as for our personal development," says Corinne Hert. Jeff Gerber adds: "Komet has a solid foundation and has been able to provide communications support for many exciting brands, services and products. But we will not stand still and are looking forward to opening the next chapter in the agency's 25-year success story."

Castegnaro succeeds Anastasia Li-Treyer, who is retiring after 18 years at the helm of the association. The new Managing Director brings with her extensive experience in marketing and sales, it was reported.

Most recently, Castegnaro worked at Miele for eight years, including as Senior Vice President Marketing & Brand with international brand responsibility. She previously worked for companies such as Wander, Lindt & Sprüngli and Moët Hennessy. (SDA)

"As a long-standing partner, we are delighted to be supporting the ADC and the young talents this year with two Ringier Medien Schweiz brands," says Maximilian Börke, Head of Marketing at Ringier Medien Schweiz. "On the one hand with the ViewThe first is that the brand is not only an iconic brand, but also shines in a new look after a comprehensive refresh - the perfect starting point for bold and inspiring ideas. And secondly, with CashSwitzerland's most-visited web portal for comprehensive business and financial information, the ideal match for the cyber category."

The ADC Young Creatives Award is the competition for young creatives under the age of 30. In cooperation with Weischer.Cinema Switzerland, this year's event once again serves as a pre-selection for participation in the international Young Lions Competition at the Creative Festival in Cannes. Participants must therefore be born on or after June 20, 1994.

The detailed briefing on View and Cash will take place at the online warm-up event on January 29, 2025 at 6:30 pm. Interested parties can register register on the ADC website.

Participants then have until February 26, 2025 to submit their work. The ADC Young Creatives Awards are up for grabs in the Film, Outdoor and Cyber categories. The winners can also become members of the "Young ADC" and thus part of ADC Switzerland. The Young Professionals can also take part in the judging for the next ADC Award and thus decide on the shortlist and bronze awards on the first jury day.

Besides View As a briefing partner, the organizer ADC Switzerland receives support from the LSA, the long-standing sponsors APG|SGA Out of Home Media, Cash, Swissfilm Association and Keystone SDA as well as from Weischer.Cinema Switzerland as the official Swiss Cannes Lions representative and ADC cooperation partner. The creative young talent competition receives media support from the trade media m&k and Personal.

"The Swiss market combines high quality standards with a strong business ethic. By opening our Zurich office, we not only shorten the distances to our customers, but can also respond even more closely to their specific needs," explains Managing Director Andreas Milk. The agency looks after brands such as KitKat, Lion, Ovomaltine and Rama as well as start-ups such as Reloadz Protein-Water. Now Milk their expertise, creativity and strategic thinking to the Swiss creative landscape.

In Switzerland, the agency, which specializes in the food industry, aims to strengthen existing partnerships and acquire new clients. The agency supports brands from the initial idea to the finished packaging and also aims to create multi-sensory experiences that appeal to consumers on an emotional level.

Although the index is stagnating, digitalization projects are taking place across the board, as other data from the survey shows. Large PR agencies in particular have understood that GenAI has a massive impact on their traditional business model and have therefore invested heavily. This has enabled them to increase their index score from 44 to 48 and overtake all companies. In a country comparison, Switzerland is clearly ahead with an index score of 49, while Austria, with an index score of 44, is slightly below Germany with 45 index points.

Digitization as a marathon

The realization that digitalization is not a sprint, but a marathon, is spreading and is reflected in the self-assessments of where companies and agencies stand in their digitalization. The most startling figure is the percentage decline in the large communication departments that see themselves as "innovators" in digitalization. While 12% still believed they had practically completed their digital transformation in 2023, this year it is only 1%. "There is a growing realization that digitalization requires more time and greater effort, especially because technological leaps - namely GenAI - are significantly raising the bar once again," explains Thomas Mickeleit, head of the CommTech working group.

At the same time, there is movement among small organizations in particular. While 36% still considered themselves to be "latecomers" in the previous year, this figure has now fallen to just 20%. This suggests that small organizations have also taken steps towards digitalization. "But one thing is clear: the large communication departments are pace-setters for digitalization. This can be seen across all the dimensions surveyed," says Caren Altpeter, Co-Chair of the Digital Working Group of the German PR Association DPRG.

Increasing investments in AI

If the respondents, who do not all decide on budgets, have their way, there will be more investment in AI tools, training and education in particular. At first glance, the willingness to invest in process automation, owned media and content creation is encouragingly high. However, a comparison with the previous year is sobering: In all topics except AI tools and training, the willingness to invest is falling, in some cases drastically. "This could become a problem. The strong focus on investment in AI is slowing down digitalization across the board. However, to reap the full benefits of AI, you need a digital infrastructure on which AI tools are based," warns Dr. Andreas Jäggi, Managing Director of the Swiss CommTech initiative ComImpact.

Biggest obstacles: System integration and lack of skills

The biggest barrier to digitalization remains the integration of different systems. The larger the organizations are, the more important this factor becomes. However, the respondents consistently rated the barriers as lower than in the previous year. Many of the hurdles are attributed to a lack of expertise and skills in the team. The respondents' self-assessment of their ability to identify technologies that are useful for communication work differs greatly from this finding. A majority of 54% believe that they are well or very well equipped for this. It is therefore all the more important for communicators to take a close look at their team and close any potential skills gaps

AI is not yet being used strategically in communication

There is great interest in AI and communicators are much more positive about the topic than the population as a whole. 81% of respondents in this survey see AI as an opportunity for their work. However, this is not yet reflected in its actual use. Although more than half (57%) use generative AI in the workplace "occasionally", only 38% have established AI as a daily, integral part of their work. This figure is slightly higher for PR agencies at 44%. It is not yet possible to speak of a strategic use of AI.

At 90 percent, the "production of texts" is currently the most frequently used application for generative AI. 71 percent see a great or even very great benefit in the use of generative AI. Not a single respondent stated that they did not see any benefit.

Impact measurement remains a work in progress - but there is hope

According to the survey, only 56% of all communications departments are aware of the tone with which they are reported on. This means that almost half of communications managers are unable to say whether their company is being talked about well or badly. Key figures that come much closer to success reporting - such as reputation, share of voice or brand value - are only used by a minority. "There is therefore a lot of catching up to do here, which can be done very quickly and with a low budget thanks to artificial intelligence. The necessary AI tools have been developed and are "on the shelf", says PRVA President Ingrid Gogl. This also seems to have reached those responsible, because when asked which key figures should be collected in 12 to 18 months, reputation (14%), return on investment (12%) and brand value (14%) are on the rise. Still low values in the end, but a glimmer of hope for further positive development.

The CommTech Index is an indicator of the digitalization of communication departments and PR agencies in Germany. It was surveyed for the second time in 2024, including Austria and Switzerland for the first time. 352 participants took part in the survey. The CommTech Index Survey was supported by Convento, Dentsply Sirona, the Institute for Management and Economic Research (IMWF), E.ON Deutschland and SwissRe.

The 2024/2025 report can be can be downloaded free of charge from the AG CommTech website.

By merging the complementary product portfolios, both existing and new customers should benefit from even more comprehensive solutions for the entire digital marketing funnel, Cptr writes in a press release.

The company expects a "substantial boost" for the German market. Cptr also plans to expand into other European markets. The aim is to "build a leading European MarTech provider for engagement advertising".

In the course of the takeover of Wagawin, André Mendo, former co-partner and Managing Director of Wagawin Europe, will drive forward the business expansion of Cptr Germany as Country Manager.

In addition, Wagawin CEO Nicolas Leonhardt will support the Swiss company in an advisory capacity during the integration to ensure a smooth transition. "This acquisition marks the successful completion of our realignment in Europe, which we launched 12 months ago," explains Leonhardt. "Thanks to optimized processes and an expanded product portfolio, our European business is now profitable. This step now gives our customers in Germany and throughout Europe access to holistic, transparent and, above all, high-performance digital marketing solutions."

The Wagawin brand is expected to remain in Europe until spring 2025. The integration and full transition to Cptr Germany should be completed by then. The two parties have agreed not to disclose the transaction amount.

Influencer marketing has been part of Dentsu Creative's portfolio in the DACH region for years. With the bundling of services in a cross-location team, the topics of influencer marketing, strategy and conception are growing closer together and becoming one of the agency's elementary service components.

"As a global creative agency, we need to understand which cultural trends are important worldwide. Influencers play a central role here as a source and channel," explains Nils Seger, Managing Director of Rckt - a dentsu creative company. "Influencers are not just a channel, but an integral part of creative strategies for brands that want to influence the zeitgeist. For us as an agency, this means integrating influencer marketing into our strategy and concept at an early stage and also mapping it as an organization."

While more than half of advertisers in Germany expect the economic situation to remain unchanged in 2025, around 40% of CMOs in Austria and France fear that the situation will deteriorate. Only the Netherlands and the Middle East have a positive outlook on the economic situation. Against the backdrop of less optimistic economic and budget developments, it is hardly surprising that AI and marketing automation clearly emerge as top personal topics in the coming year - both in Switzerland and at Europe & Middle East level.

The focus of advertisers in 2025 will be on topics relating to increasing efficiency and technical and functional solutions. The change in focus has contributed to "sustainability" being pushed out of the top topics in marketing and is therefore no longer represented in the top 5 ranking. In the future, alongside the buzzword "AI", topics such as "emotional brand building" and "content creation" will also emerge, particularly in Switzerland. Creativity, both in the message and in its distribution, is in demand and is seen as the key to future success.

This success requires human skills and CMOs will need even better management and leadership skills in the future in order to strategically pursue a visionary goal with a strong team. At the same time, the entire team must remain adaptable and flexible. In a complex (marketing) world, team development and trust are becoming key aspects. The focus here is on strategic competencies and brand management skills, followed by digital competencies including AI.

"The trend will be towards voice search, as this is increasingly in line with user behavior, particularly with regard to smartphones. AI remains a big topic," says Dr. Maria Comos-Birmanns, Head of Marketing and Communication at Kalaidos University of Applied Sciences Switzerland. Inga Niemeyer, Head of Marketing at Baloise, writes: "Tight budgets and resources require marketing activities to be focused on clearly defined goals and topics. Increasing efficiency and effectiveness is a top topic in the coming year".

Read all the study results on Switzerland in detail here.

The CMO Barometer is an annual study in which around 800 top marketers from the most important companies in the DACH region and eight other countries are surveyed. The data is collected in Switzerland, Germany, Austria, BeLux (Belgium, Luxembourg), the Netherlands, Spain, France, Italy, the UK and the Middle East. The study was conducted by the Serviceplan Group for the sixth time, for the fourth time in Switzerland and for the second time in cooperation with the University of St.Gallen (HSG).