Behind Numbers are marketing and online specialists Jean-Claude Zulauf and René Linder as well as entrepreneurs and tech professionals Arben Lekaj and Hans Oury. Their services are aimed at SMEs that want to use digital marketing but do not have the internal resources to set up their own team.

"SMEs have an enormous need for comprehensive digital marketing expertise," says Co-Managing Director Jean-Claude Zulauf. "However, recruiting, building and managing a suitable team is often not financially viable or logistically feasible. Added to this are the challenges posed by rapid technological change, a shortage of skilled workers and fluctuating workloads."

Numbers analyzes existing campaigns, websites and systems and develops individual strategies. Automation and AI-supported tools are used to provide transparency about key figures and progress.

The company relies on a subscription model and two entry-level packages with all-inclusive prices to make access to professional digital marketing plannable. Further information can be found at Numbers.ch.

Switzerland wants to be climate-neutral by 2050. The energy solutions company Helion Energy has set itself the goal of actively driving forward the new energy world. But how does Helion Energy manage to prevail against 700 competitors in a highly competitive market? Especially in the field of solar systems, heat pumps and charging solutions, where comparable services are offered. The answer: with an outstanding digital user experience, including in the form of the best Swiss app of 2024 (BOSA) - the Helion One app.

The Video of the LSA Live Talk from Wednesday is now online.

According to Lenovo's "AInomics CIO Playbook 2025", 94 % of AI projects in the EMEA region have been successful. Companies are increasingly investing in generative AI, while interpretive and predictive AI are becoming less important. The share of IT budgets for AI will increase to 20 % by 2025, up from 13 % in the previous year. The willingness to invest is particularly high in Germany, France and the UK.

Despite this positive development, challenges remain. Scaling problems (30 %) and insufficient data quality (29 %) are slowing down implementation. In addition, there is often a lack of clear guidelines: 22 % of companies have no plans for AI governance, which makes integration more difficult. At the same time, the use of professional AI services is becoming increasingly important. While 27 % of companies currently use such services, 53 % are planning to implement them and a further 19 % are reviewing their use.

The demand for hybrid IT infrastructures is also increasing. 65 % of companies in the EMEA region primarily rely on on-premises or hybrid architectures to meet data protection and compliance requirements. This is confirmed by Giovanni Di Filippo, President of the EMEA Infrastructure Solutions Group at Lenovo: "Most companies have left the hype phase behind them and are focusing on the sustainable implementation of AI."

The type of applications is also changing. The focus is shifting from AI-supported applications to the development and management of AI models. Companies need to ensure that their AI strategies are not only innovative, but also sustainable and scalable. According to Lenovo manager Greg Smith, the success of AI projects depends not only on technology, but also on expertise and professional support: "Executives are quickly gaining confidence and are increasingly turning to diversified approaches such as AI-as-a-Service."

According to the study, four key challenges need to be overcome in order to successfully implement AI: maintaining data sovereignty and compliance (32 %), seamless integration into existing systems and processes (32 %), employee training and development (31 %) and access to high-quality data (31 %).

What makes a workplace truly inspiring? Bühler & Bühler's new "Vibe Guide" provides a practical guide for companies and teams who want to create enthusiasm in their day-to-day work. The handy book contains tips for constructive feedback, creative sessions and conflict resolution as well as interactive elements such as blackout poetry and origami for relaxation.

Raphael Bühler, CEO and Partner of Bühler & Bühler, explains the motivation behind the project: "The right vibe makes life better and is a key to success. This is especially true in the agency and marketing world, where a healthy atmosphere is an important factor for creative performance." In addition to practical tips, the book provides personal insights into the agency's corporate culture - from manifestos to the weekly mantras of Chief Creative Officer Doris Bühler.

"Good vibe is non-negotiable" - with this guiding principle, the "Vibe Guide" sums up Bühler & Bühler's philosophy. The publication was produced in a limited edition and can be ordered free of charge from the agency.

After 20 years, "G&G - Faces and Stories" is disappearing from the SRF program. The measure is part of the strategic realignment "SRF 4.0", with which the media company is concentrating its resources more strongly on primetime in the face of falling commercial income and rising costs.

SRF Director Nathalie Wappler emphasizes: "Unfortunately, it is essential that we start implementing the carefully prepared adjustments to the offering, originally planned for 2026, as quickly as possible." The decision will entail drastic changes for the early evening program. From August 2025, a moderated newsflash, "Mini Chuchi, dini Chuchi" and purchased entertainment formats will be broadcast between 6 p.m. and 7 p.m. instead.

By discontinuing "G&G", SRF is saving around CHF 2 million a year and cutting around 20 full-time positions. Affected employees will be supported by SRG's social plan.

Editorial director Paola Biason is saddened: "The discontinuation of our program is an extremely painful loss - for our dedicated team, for the Swiss cultural scene, for social journalism and, above all, for our audience." Despite future reporting on people topics in other SRF formats, Swiss celebrities are losing an important platform with the discontinuation of "G&G".

Goba is relying on celebrity support: former World Cup winner Tina Weirather is to become the face of the Flauder drinks brand. With her experience in skiing and her fame as a TV expert, she is set to provide fresh impetus for the brand.

According to the company, the collaboration is based on shared values such as quality and passion. Measures are planned that combine sporting dynamism with Flauder's attitude to life - through exciting insights and inspiring stories, as they say. Nothing more concrete is yet known.

The acquisition of Teads by Outbrain creates a new player in the digital advertising market. The merged company combines branding and performance advertising on a platform that enables advertisers to achieve end-to-end measurability across various channels - from web and mobile to connected TV (CTV). The technology is based on a combination of contextual and behavioural data as well as AI-supported predictive optimization.

The transaction value is reportedly around 900 million dollars - of which 625 million in cash and 43.75 million Outbrain shares. With an estimated advertising revenue of 1.7 billion dollars (2024) and synergy potential of up to 75 million dollars, the merged company Teads intends to further expand its position in the adtech market.

The new company, which claims to reach around 2.2 billion consumers worldwide, will be led by Outbrain CEO David Kostman. "This transformative merger creates a company that directly addresses a major gap in the advertising industry: a scaled end-to-end platform that can drive results from branding to purchase decisions across all screens," Kostman is quoted as saying in a press release.

The previous Teads bosses Jeremy Arditi and Bertrand Quesada will take on the roles of Co-President and Chief Business Officer for America and the international markets respectively.

The agency Skipp Communications is increasingly focusing on artificial intelligence and neuromarketing. By opening its own neuromarketing laboratory, it aims to establish new standards in data-based advertising effectiveness research. The aim is to carry out AI-supported analyses in real time and thus make campaigns more precise and efficient. "We can carry out salience analyses in real time and with combined artificial intelligence," explains Skipp founder FiFi Frei. The accuracy rate is over 90 percent - regardless of whether it is a poster, a social media story, an advertising clip or a website.

The new laboratory in Fürstenau will also serve as a competence center for other agencies. Skipp is cooperating with universities of applied sciences and a company specializing in neuroscience in Scandinavia. "Our test runs in recent months have shown that significantly more than half of today's campaigns are not set up optimally and therefore do not have the desired effect.

achieve," continues Frei. With a data-based approach, the agency wants to help companies to use their marketing measures in a more targeted and cost-efficient manner.

Collective 57 sees itself as a creative meeting place for aspiring marketers who want to exchange ideas and learn from each other. The community is intended to meet the need of many young marketers for practical knowledge, mentoring and relevant networks - an area that has hardly been covered in the Swiss marketing landscape to date because the networking events are mostly aimed at experienced managers or large agencies, according to the initiators.

In contrast to formal conferences, the concept focuses on interactive formats and practical insights. "As the world increasingly shifts to digital and the concept of the 'third place' disappears, professional communities are becoming more important," says co-founder Joshua Gallacher. "Face-to-face meetings are becoming a sign of social status - they are the place where real connections are made and careers are advanced."

The first event in Zurich is limited to 40 participants. Due to the high demand, the plan is to double the capacity in future and offer further events.

The opening took place with Marco Wölfli, Nadia Goedhart and Sandro Galfetti, moderated by Tobi Flückiger. Highlights include a dedicated EA FC 25 championship with influencer Cubanito, the "Joganito Rush Cup by Knorr" in 2vs2 mode and the "Interdiscount Racing Championship" with prizes and goodies for the best drivers. In addition to gaming tournaments, cosplayers, influencers and e-sports professionals are also part of the program.

Thomas Haslimeier, Head of Shopping Centers at Coop, sees the Game Days as a logical development following the success of Game Week in Volkiland: "Gaming inspires generations, promotes creativity and brings people together - that's exactly what we want to celebrate with the Game Days."

The event is supported by partners such as Sony, Sinalco, Knorr and Interdiscount. The exact dates and programs are available at Game-days.ch available.

Jan Maurer has decided to leave Swiss Marketing at the end of January to return to the private sector. From March 1, he will head the marketing department of the family-owned company Hauenstein in Rafz, which was founded in 1890.

Marco Ancora is a successor who ideally meets all the requirements, as Swiss Marketing writes in a press release. He has an impressive track record in sales and marketing across various industries, holds recognized certifications in these areas and has "done an outstanding job" as a member of the Board of Directors of Swiss Marketing Zurich and as a member of the new Central Executive Board. Before and during this time, he held various positions in marketing and sales at various national and international companies, including Hilti and James Hardie.

The introduction of TV advertising on the SRG stations DRS, TSR and TSI marked the beginning of a new era in brand communication. The first advertising block was broadcast there on February 1, 1965. Long commercials of more than 60 seconds in length were added in 1976, providing deeper insights into the brand stories. Four years later, short spots of just 7 to 14 seconds followed - to convey messages concisely.

The 1990s brought interstitial advertising with the new Radio and Television Act - a format that opened up new creative possibilities for advertisers. In 2005, an interactive live TV commercial campaign in a Migros branch attracted attention: viewers could not only watch, but also actively participate.

The 2000s were characterized by technological innovations. The introduction of the 16:9 widescreen format improved the visual quality of advertising, while the electronic delivery of commercials made processes more efficient.

TV advertising remains central

Despite changes in media usage, TV advertising remains an important part of the advertising landscape. Frank Zelger, CEO of Admeira, emphasizes: "Over the past 60 years, TV advertising has made a significant contribution to the awareness and successful positioning of our customers' products. This journey is far from over. TV advertising will remain an indispensable and important success factor for the foreseeable future."