The "Tudor Pro Cycling Team" was founded in 2022 by two-time Olympic champion Fabian Cancellara. Since making the leap into the professional category of world cycling in 2023, the team has already celebrated a number of successes. In 2025, the Swiss racing team is continuing its attack and now has two potential winning riders on the team, Marc Hirschi and Julian Alaphilippe, who have already won major races. This is primarily possible thanks to the sponsorship of the Geneva watch brand Tudor, for which the team represents a flagship project in its comprehensive marketing initiatives in cycling.

"Tudor Pro Cycling Team" has set itself the goal of becoming one of the world's best cycling teams and awakening enthusiasm for cycling in Switzerland. The path to the top of the world will be pursued with a clear value structure. "Swiss. Human. Performance." is the framework with which the Swiss team puts people at the center of its actions and drives innovation in all areas.

Jury President Oliver Niedermann honored the winner with the words: "The 'Tudor Pro Cycling Team' absolutely convinced the jury. Thanks to the shared vision and the comprehensive commitment of the sponsor Tudor from the start of the project to the top of the world, a sustainably successful company has been established in Switzerland."

Three special prizes awarded

The seven-member independent jury scrutinized all the projects submitted, paying particular attention to the criteria of innovation, relevance, creativity and impact. The high ratings led to three special prizes being awarded to "Pink Cube Test Your Breast", the "EVZ Women & Girls Program" and "The Flipcode Mystery".

Special Responsibility Award for "Pink Cube Test your Breast"

The Pink Cube brings education about breast cancer to women and men of all ages. Gynecologists show them how they can examine their breasts themselves and which early detection measures are important for them. With its eye-catching pink design and the words "Test Your Breast", the container attracts attention and makes an important topic more accessible.

Special Pioneer Award for "EVZ Women & Girls Program"

EVZ launched a program in 2023 to get girls and women interested in ice hockey and offer them equal opportunities. The Women & Girls program is not a stand-alone project or brand, but an integral part of the club. With the clear vision "Do it right or not at all", EVZ is pursuing ambitious goals for fair and sustainable promotion in women's sport.

Special Activation Award for "The Flipcode Mystery"

As a main partner of the SRF series "Tschugger", Samsung launched the immersive sponsorship multichannel campaign "The Flipcode Mystery" with lead agency Sir Mary in November 2023. Fans became "chuggers" themselves and were able to solve a criminal case involving the then newly launched Samsung Galaxy Z Flip5 mobile phone live on TV. The innovation of this 360-degree case lies in the fact that both the TV sponsorship billboards and the off-air multichannel measures of the Samsung campaign could be realized with the original cast of the series.

Pink Cube also wins the audience award

Of all the projects submitted, the nine nominated for the main prize and the special prizes were presented live to the large audience at the Zurich Kunsthaus. As in 2024, over 275 people from the Swiss sponsorship scene voted online for the Audience Award, which this year went to Pink Cube Test Your Breast.

Changes to the Board of Sponsoring Switzerland

The General Assembly of Sponsoring Switzerland took place in the run-up to the Night of Sponsoring. Fabienne Merlet, Head of Partnerships & CSR at the Locarno Film Festival, was elected to succeed Melanie Schmid and Markus Simmen as Head of Communications. The President also announced that Prisca and Beat Ritschard, who had been on the Board for over 25 years, 15 of which they had spent in charge of the secretariat, would be stepping down from the Board in the middle of the year.

Sabrina Vögeli and Luana Bergamin from Bergamin Conceptions will take over the management of the office.

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Further information on the award-winning cases can be found at SponsoringSwitzerland.ch. The next Award Night is expected to take place on March 11, 2026.

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.

The two agencies have already worked together successfully on projects in the past - including the websites of the Hotel Bellevue Terminus in Engelberg and the "Renovating Buildings Yes!" project for ETH Zurich. The now deepened partnership is intended to bring creative and technical expertise even closer together to create customized digital experiences.

"The strategic partnership with Pixmill allows us to seamlessly combine our creative concepts with innovative web solutions. This allows us to respond even more specifically to the needs of our clients and offer them real added value," explains founder Kevin Casado, Managing Director and CEO of Wecatch Creative Agency.

Delia Guerriero, founder, design director and member of the management board of Wecatch, adds: "Creativity and digital technology are inextricably linked today. Our partnership with Pixmill allows us to combine visionary design with cutting-edge web development to create unique digital experiences."

PixMill also sees the cooperation as a significant development: "The close collaboration with Wecatch opens up new opportunities for us to implement innovative and aesthetically sophisticated web projects. Together, we create digital solutions that are both visually and functionally impressive," says Reto Eller, Managing Director & UX and Frontend Specialist at Pixmill.

The St. Gallen-based company serves clients from all over German-speaking Switzerland and the Lake Constance region. The two founders focus on effective communication that goes beyond visibility. "Communication must reach the right people, have an impact and create trust," explains Isabel Schorer. "We support our clients in getting their messages across clearly and sustainably - whether in day-to-day business, in crisis situations, in location marketing or as part of political communication."

Maya Grollimund adds: "The increasing flood of information makes it ever more difficult for companies and institutions to get their message across. Our job is to create clarity and reach relevant target groups with precise, strategic communication."

The company focuses on the areas of expertise "Strategic Communication & Crisis Management", "Public Affairs & Political Communication", "Location Marketing & Site and Real Estate Communication" and "Corporate Communication & Stakeholder Management".

Experienced team with a strong network

The two Pace founders have many years of experience in strategic communication. Isabel Schorer has extensive expertise in public affairs, stakeholder management and location promotion, while Maya Grollimund specializes in corporate and crisis communications. Together with her team and in collaboration with specialized partner companies, individual communication strategies will be developed and implemented in a targeted manner.

On April 3, 2025, the best web projects will be crowned with a Best of Swiss Web award for the 25th time. The jury members reviewed a total of 328 project submissions and deemed 85 of them worthy of a shortlist (Markt-kom.com reported). But only ten projects will be given the opportunity to claim the title "Master of Swiss Web 2025".

The Master title is awarded to the web project that receives the most points. This includes the votes from the expert jury, the Netzticker readers' poll and the audience at the Award Night. Netzticker readers can vote for their favorite project from March 18. Anyone who registers for the competition by March 17 is eligible to take part. Net ticker registered have

The ten nominated projects

Democratizing the accessibility of live events

• Contractor: Yoveo | Team Farner

The "Democratizing the accessibility of live events" project sets new standards for inclusion. The innovative, AI-supported web app enables people with visual and hearing impairments to participate in live events without barriers using audio description and noise-free audio tracks in real time. People without disabilities also benefit at events with many parallel activities. An inspiring project with great potential for the future.

Images of Switzerland Online

• Contractor: Nextension

The "Images of Switzerland Online" website offers an inspiring and innovative way to experience historical postcard views of Switzerland. With playful navigation and embedded maps, large amounts of historical image data and artist biographies are made accessible. A new kind of access to art history that is exciting for both enthusiasts and academics.

Bucher Connect service platform

• Contractor: Eyekon, Intelliact

The "Bucher Connect" project is setting new standards in digital fleet management. The IoT-supported platform enables real-time monitoring and optimization of municipal fleets worldwide, reduces service costs and maximizes vehicle utilization. With a user-friendly, modular structure and intuitive design, it offers significant added value for cities and municipalities, strengthens brand loyalty and promotes an optimal customer journey.

Chopard - The Future of Ethical Luxury Commerce

• Contractor: Merkle

With its digital platform, Chopard has created a high-quality symbiosis of brand experience, e-commerce and user experience. The website conveys the luxurious and artisanal character of the brand, combined with a clear and functional e-commerce architecture. The new platform combines a sophisticated and seductive shopping experience with the highest level of process consistency and global reach. A clear gold benchmark.

The apprenticeship campaign for Gen Z

• Contractor: Webrepublic

The jury recognizes the excellent work for Login's apprenticeship campaign for Gen Z. The campaign impresses with its in-depth understanding of the target group, creative implementation and proven success. A sophisticated performance campaign generated 44 percent more applications. A role model for modern apprenticeship marketing and a deserving Master candidate.

Investment Library

• Contractor: Mutoco

Swiss Life AM's Investment Library makes complex financial products understandable and accessible for investors and financial experts. The platform transforms financial communication in asset management through a centralized, interactive presentation of financial data. This innovative, data-driven solution increases efficiency and simplifies client communication, resulting in an optimized user experience and significant revenue growth.

Marketplace Zermatt - Matterhorn

• Contractor: Astound Commerce, Persistent Systems Switzerland

The Zermatt digital marketplace integrates accommodation, ski passes and additional services on a single platform and offers a seamless omnichannel experience. Centralized booking optimizes conversion rates and local value creation. Split payment technology automates billing, while guests receive real-time information on weather and slope status. Innovative and forward-looking.

Nemo broke the trophy

• Contractor: Jung von Matt Limmat

Innovative, bold and fast: With "Nemo broke the trophy", Mobiliar shows how to react creatively to current events and achieve an enormous reach. The brand identity is conveyed humorously and consistently. Quick-wittedness, quality and speed are convincing. A clear idea that was implemented quickly and effectively - a prime example of excellent brand experience.

Swiss Life "myLife Light"

• Contractor: Cando

MyLife Light from Swiss Life simplifies complex problems brilliantly. By digitizing 80 percent of cases, it offers SMEs a fully digital, user-centric solution for pension fund matters. It measurably increases efficiency at Swiss Life and for customers. A project that combines efficiency and pragmatism - a role model for many companies.

Woz - The News In The News

• Contractor: Kind regards

The Woz has impressively demonstrated with its "News in the News" campaign that print and digital can work together perfectly. An interactive banner of the current Woz-issue on Zeit.de and Spiegel.de achieved an impressive 92% visibility. Instead of traditional advertising, the campaign offered real journalistic added value for a discerning target group. This bold and intelligent solution shows how high-quality journalism can attract new readers in the digital age.

The award ceremony for the 25th edition of Best of Swiss Web will be held on April 3 at "The Hall" in Dübendorf.

According to the study, the use of generative AI in marketing was rated as the most important marketing trend by respondents. More than half (57.6%) of the participants were aware of this, making it the most well-known of the marketing trends surveyed. Nevertheless, many see potential for greater integration in companies. For example, respondents would like to see more intensive use of generative AI in the future, as the benefits of this technology, such as the optimization of processes or support for creative tasks, are increasingly being recognized.

ChatGPT in particular stands out with a high awareness (74.1%) and usage rate (71.2%). Specialized applications, such as the AI-supported image generator Adobe Firefly and the tool for creating virtual characters Character.ai, are also gaining increasing attention in the industry. This shows that in addition to all-round solutions, specialized applications also help to increase efficiency and creativity in marketing.

Focus on customer and value-oriented marketing

In addition to generative AI, the survey highlighted the high relevance of customer- and value-oriented approaches - marketing approaches that focus on individual customer needs as well as sustainable and ethical corporate values. Two thirds of respondents rate these trends as particularly important for their company's marketing strategy. These approaches aim to build long-term trust and strengthen customer loyalty through a personalized customer approach and sustainable business models.

Analytics & data science as pioneers

The survey also shows that the area of analytics & data science in marketing - data analysis methods in marketing that work with statistical and AI-supported models to predict patterns and trends - appears to be at the forefront of the use of generative AI. Experts from this field agree with statements on the integration of AI into company processes significantly more often than others. This is particularly the case when it comes to the promotion of the use of AI by management, the use of AI tools for a fee and the existence of people responsible for the use of generative AI. Automated analyses, data-based decisions and efficiency gains make this area a best-practice example that could inspire other marketing areas.

A look into the future

The results show that generative AI as well as customer and value-oriented approaches could represent a long-term change in marketing. The authors recommend that companies invest in the development of clear strategies and further training at an early stage in order to benefit from these trends and position themselves successfully against the competition.

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The Flybridge-The survey was conducted among 139 marketing professionals from Switzerland and shows which topics are currently of concern to the industry.

The 100-page whitepaper describes the business models and value chains created by AI and addresses the often-discussed promise of efficiency. The authors make it clear that AI will neither lead to the abolition of service providers nor to creative uniformity. Topics such as the "twin transformation" - the parallel digital and sustainable transformation of companies - as well as legal and ethical issues are also covered.

"Our main target groups are managers and decision-makers in agencies and marketing departments who are facing the challenge of strategically integrating AI into their processes," says Nina Haller, GWA Executive Board member and co-author of the white paper. "Our aim is to provide all players in the communications industry with a compass for navigating through this transformative phase."

Discrepancy between claim and reality

The GWA member survey shows a clear discrepancy in the self-image of agencies: 79% consider themselves to be advanced in dealing with AI, but only 17% actually use complex applications. Haller sees this as a "dangerous overconfidence" and calls for more courage to change.

The transformation is being driven by four key forces: revolutionary efficiency gains, radically changing market needs, disruptive reorganization of value chains and democratizing decentralization, Haller continued. Those who actively shape the AI transformation now and position themselves as orchestrators of complex communication solutions can "develop a completely new value proposition".

The GWA AI White Paper 2025 has been available since Thursday free for download ready

Zero-party data differs from first- or third-party data because it comes directly from customers. They actively provide information about their interests and purchasing intentions via surveys, quizzes or preference queries. The advantage: the data is voluntary, accurate and legally compliant. "Zero-party data enables companies to communicate directly, transparently and confidentially with their customers - without complex tracking or legal uncertainties," explains Sophie Schönenberger, Managing Consultant at Elaboratum and co-author of the white paper.

Advantages for both sides

Through the targeted use of zero-party data, companies can better tailor their offers to individual needs. This not only improves the customer experience, but also strengthens customer loyalty. "Zero-party data is the key to true personalization - provided directly by customers, used in compliance with data protection regulations and indispensable for a tailored customer experience," says co-author André Schulz, Senior Managing Consultant at Elaboratum.

In a white paper, Elaboratum demonstrates in a practical way how companies can systematically integrate zero-party data into their marketing strategy in order to:

- create personalized customer experiences through direct preference statements,
- Strengthen trust and loyalty through transparent data usage,
- act in compliance with data protection regulations - without cookies or third-party tracking, and
- marketing more efficiently by reducing wastage.

Practical strategies for data collection

In order to use zero-party data profitably, companies must provide targeted incentives for data sharing. The white paper provides insights into various methods such as interactive content, personalized product recommendations and incentivized surveys that motivate users to voluntarily share information.

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Further information and a free download of the white paper can be found on the Website of Elaboratum.

The Best of Swiss Web jury met on Monday and scrutinized a total of 328 category submissions. The 103-member jury nominated 85 web projects for the shortlist of the 25th edition (List at the end of the article). These projects are among the best digital web projects of the year and can hope to receive further awards at the Award Night.

Master of Swiss Web 2025

The projects in the running for the title of "Master of Swiss Web 2025" will be announced next Monday. The reader vote for the Master of Swiss Web will start on March 18. Anyone who registers by March 17 is eligible to take part. registered for the net ticker have. The final winner of the trophy will be revealed at the Award Night on April 3 at The Hall in Dübendorf.

On Thursday, all participants will receive the login details for their ticket account for the award ceremony by e-mail. The organizers will award two free tickets per submitted project. Additional tickets for employees and guests can be purchased at a price of CHF 290 plus VAT. It is also possible to book entire tables for ten people each. Tickets are available at Bestofswissweb.swiss. (Tanja Mettauer)

The nominees at a glance

After working in branding and design studios in Barcelona, Zurich and Amsterdam, Shirin Pfisterer joined Scholtysik in 2019. She is responsible for brand experiences for clients in the life sciences, technology, finance, healthcare, education, research and industry sectors. Her focus is on brand management in the digital space and in particular the evidence-based, user-centered development of digital touchpoints that are both user-friendly and brand-typical.

Pfisterer's involvement is intended to strengthen the integration of the younger generation into the agency management and underline the agency's focus on strategic branding and brand management in a contemporary context, writes Scholtysik in a press release.

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.

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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).

The new award is intended to make best practices visible and promote the exchange of successful strategies in the areas of SEA, SEO and comprehensive search engine marketing. "With the Search Award, we are creating a platform that makes the innovative power and dynamism of search engine marketing visible," says Jens Fauldrath, Chairman of the BVDW Search Focus Group.

The prize is awarded in three main categories: SEA, SEO and Comprehensive Search. These are further divided into eight sub-categories. Both specialized campaigns and comprehensive strategies are awarded. The jury consists of 24 experts, including Jens Fauldrath from Get:traction for "Comprehensive Search", Katharina Knolle from Webnetz for "SEA" and Christoph Baur from Bits & Passion for "SEO".

Projects can be submitted from Monday. The deadline is May 5, 2025 and the winners will be announced at DMEXCO in September in front of around 250 selected participants.