When you walk into Lobeco, you immediately sense a breath of cabin air before the Champions League final. Founder Lorenz Beringer, once Head of Social Media at FC Bayern, and Managing Director Sebastian Iffert, also an FC veteran, have built up an agency that combines strategy, creation and technology like a coach combines tactics, team spirit and talent. Today, the 130-strong team works at four locations - Munich, Zurich, Berlin and Shanghai - to turn clients into digital champions.

The sporting DNA characterizes the working style: clear roles, high tempo, well-rehearsed processes. In-house production of all content is the standard here, not the exception. Tailor-made solutions such as the AI tool "CorporateGPT by LOBECO" are created in the AI Lab, while formats ranging from live streams to AI-supported video series are produced in the in-house studio. Workshops, training programs and the AI driving license enable customers to play confidently themselves - using state-of-the-art digital gaming systems.

Game system for sustainable success

Sebastian Iffert, Managing Director, is primarily responsible for the further development of the Swiss location. "At the same time, I look after the Automotive, Financial Services and Healthcare divisions." He describes the collaboration with customers as sparring at eye level: defining goals together, shaping paths, learning continuously. Lobeco's USP: in-depth social media expertise combined with the ability to combine organic, paid and data into a powerful unit. For Iffert, "lifelong learning" is not just a motto, but a must in order to achieve long-term success in a dynamic market.

Creative playmaker qualities

Carsten Jamrow, Creative Director, moved from Jung von Matt to the Lobeco team in 2024 - a completely new start for him. "Above all, we want to become much stronger conceptually," he says. Jamrow focuses on brand-specific trend integration and speed: seizing trends while they are hot and implementing them in a way that fits the brand personality. With content produced in-house, Lobeco can react on a daily basis - an advantage that often makes the difference between a hit and a miss in social media.

"Above all, we want to become much stronger conceptually" - Carsten Jamrow

Lobeco's customer portfolio was one of the reasons for Jamrow to make the switch: Lidl in Switzerland as an extremely large customer, Paulaner as a traditional brand with an international character, BMW and BMW Motorrad as well as sports customers such as FC Bayern and Bayer Leverkusen. The challenge with these customers is to develop something unique for each channel that gives it an additional push. "It's not enough to simply have a creative idea that fits every channel. These days, it's so important to develop your own ideas on TikTok, to see what works for the target group on Instagram and not just to bring the classic idea to the channels."

Local class, international tactics

Claudine Caviezel has managed Lobeco's Swiss office since 2025. In Zurich, she combines local expertise with international digital strategy - close to the customer and attentive to the linguistic and cultural peculiarities of Switzerland. Creative storytelling is not a buzzword, but a lived practice: creativity and data flow into each other from the idea and strategy to implementation and playout. The close collaboration with the headquarters in Munich is characterized by plenty of scope for local solutions. Claudine Caviezel brings a holistic view from her international corporate experience - and a sense of rhythm that stems from another source: her passion for electronic music, which remains to this day. As a teenager, she experienced the beginnings of the Zurich techno scene, hosted television programs about DJs and techno and still thinks in beats when structuring campaigns. This "sense of rhythm" also characterizes her dealings with clients, who are increasingly expected to perceive social media as a C-level topic - as a business driver, not just a communication channel, as she says in the m&k video talk.

"We build up expertise in the companies" - Claudine Caviezel

For Claudine Caviezel, anchoring social media as a holistic strategy tool for clients is a major concern. Lobeco Switzerland meets this with a clear profile: eleven years of experience as a pure digital agency, sound industry knowledge and a team enablement approach that builds up know-how sustainably in companies. Whether workshops, data monitoring, product launches or campaigns - the Zurich team complements the internal resources precisely. And it is growing - healthy, customer-oriented and with the aim of being the partner for Swiss brands that recognizes trends without losing sight of the brand essence.

Double pass between Zurich and Munich

Working closely with Claudine Caviezel, Frederik Paschko is driving interdisciplinary collaboration between the headquarters and the Zurich site - with a hybrid management approach that closely interlinks the two teams. Paschko heads the Consumer Goods & Sports division at Lobeco. The sports science graduate has held various positions at Lobeco since 2018 and today wears the captain's armband for clients such as Lidl Switzerland and Swiss-Ski. For Paschko, lessons learned from the consumer goods and sports sectors complement each other perfectly; both fields are based on very similar tactical orientations: Sport is about arousing emotions, building up coverage and retaining fans in the long term - precisely these mechanisms can be transferred to consumer goods. Sponsorship acts as a hinge between the two worlds by embedding brands in emotional worlds of experience.

Paschko's understanding of consulting follows a clear principle: building close customer relationships, creating trust, identifying problems together and not putting together standard packages, but developing tailor-made and successful tactical plans. He makes decisions based on sound data and always at a strategic level - with the aim of not only supporting customers, but also empowering them in the long term. "We use stories and relevant content to create awareness, emotionalize and activate target groups - and thus achieve real business impact for our customers," he says.

Head coach with Champions League aspirations

"Turning our customers into digital champions is our aspiration," is Lorenz Beringer's game plan. Beringer founded Lobeco in 2014 after moving from FC Bayern with the motivation to take brands to "Champions League level". The second location in Shanghai followed early on - to recognize trends that often only arrive in Europe years later. "This is super relevant for all our customers in Switzerland and Germany." His changemaker philosophy can be seen in projects such as BMW Motorrad, where Lobeco rejuvenated an older target group, or Swiss Ski, whose digital transformation the team has been supporting for years. For him, analysis, a tailor-made strategy and rapid implementation are the game plan for winning titles. He took a toolbox for change management and leadership with him from his Executive MBA in St. Gallen, which is still the basis of his work today.

"Turning our customers into digital champions is our aspiration" - Lorenz Beringer

The values that also characterize Lobeco form another important foundation: Team spirit, motivation and performance orientation - principles that he not only promotes within his own team, but also lives by when working with customers. "We never see ourselves as individuals, but always as a team that requires different talents." He sees social media as the engine of modern brand management - and his aim is to build the perfect social media engine for every brand: powerful, precisely coordinated and ready to accelerate growth at all levels. For him, the Zurich location is a strategic key to combining customer proximity in Switzerland with international clout.

Brand identity with gaming intelligence

Andreas Torwesten, Director Brand Building, ensures that the social media presence is closely aligned with the brand strategy. Fewer channels, but excellently used - as with BMW Motorrad on TikTok - is his motto. Data provides the foundation, creativity decides the game. "It's not enough to simply bring a classic idea to the channels - each channel needs its own creative," says Torwesten. His recipe for success: test new platforms early on, as he did with TikTok for BMW Motorrad in 2019, and learn from successes and failures alike in order to build the largest channel in the automotive industry.

The view of the pitch from the outside

As the new Managing Director, Dirk Huefnagels brings decades of marketing experience to the table, including his time at HypoVereinsbank and Otto and his work with top creative agencies such as Wieden+Kennedy. He expects agencies to have in-depth industry knowledge and the ability to get clients in front of the wave.

"I had always planned to simply switch sides" - Dirk Huefnagels

In sports sponsorship, he does not think in terms of image transfers, but in terms of concrete business impact - and uses the example of FC Bayern to show how emotional fan loyalty leads to measurable business results. For Huefnagels, it is crucial that agencies understand the client's business model, remain curious and anticipate trends - only then can they offer real added value.

AI as the new playmaker

Niklas Ben El Mekki, Head of AI & Video, manages the combination of moving image content and AI in the in-house studio. CorporateGPT, chatbots, personalized videos - this is where formats are created that combine speed, quality and cost optimization. The AI driver's license prepares customers for the European AI Act. "For the first time, high-quality AI video creation is possible in hours instead of weeks," he says, which sounds like a double whammy in injury time. Lobeco's innovative CorporateGPT platform is hosted entirely in Germany and offers companies data security with full AI functionality. In workshops, his team provides targeted training in "AI thinking" - the ability to use AI creatively and strategically and to work more effectively in the process.

Conclusion:

Lobeco acts like a well-coordinated top team: clear roles, a common goal, constant analysis and the courage to try new moves. The mixture of sporting DNA, digital expertise and technological innovation turns customers into contenders for the title in the digital premier league rather than followers. And with an AI lab, TV studio, workshops and experience from projects ranging from Swiss Ski to BMW Motorrad, the team not only has the game plan for today - but also for the coming seasons.

Weber brings together well-known personalities. Rolf auf der Maur from Vischer brings legal expertise. Remo Baumeler from Audienzz strengthens the data sector. Tom Hanan from Webrepublic represents the agency scene.

Andra Iltgen from xeit adds the technology perspective. Beat Krebs from OMG contributes media expertise. Yves Mäder represents Google Switzerland. Jeannine Micheli from AMAG represents the client side.

René Plug from GoTom contributes e-commerce expertise. Sven Ruoss from Postfuturum brings publishing experience. Guido Trevisan from the Goldbach Group completes the board.

Focus on strategic development

The aim is to create tangible added value for members - through relevant content, orientation in the digital transformation and concrete support for current challenges in the industry - for a strong, networked and future-oriented digital advertising world.

The Advisory Circle is intended to open up new partnerships. The experts promote the international transfer of know-how. Each personality brings their own special industry experience to the table.

Weber and his team accompany the digital transformation. They provide support for current challenges in the advertising industry.

The committee directly supports President Martin Radelfinger. Vice-President Roger Baur also benefits from the expertise. Board members Evelin Wachter, Eva Maria-Mörtenhuber, Stefan Wagner and Alexander Horrolt receive additional advice. Managing Director Urs Flückiger coordinates the collaboration.

IAB Switzerland represents agencies, media companies and technology firms. The association is committed to standards and transparency. The Advisory Circle strategically strengthens industry representation.

Budgets are moving to Meta, Google and TikTok, while consumers consider traditional media to be more credible. This is precisely where the VSM campaign "Credibility works better" comes in. It aims to show why quality in the media environment is also crucial for the advertising industry.

The initial situation: advertising money is flowing out - a wake-up call for the industry

Andrea Masüger, President of the VSM, describes the drastic development in the Swiss advertising market: advertising revenue in the print sector, which was still at CHF 3 billion in 2000, has fallen to around CHF 650 million - less than a quarter of the value at that time. Although some of these amounts have shifted to the online segment, another problem is emerging here: up to 75% of online advertising budgets from Switzerland now flow abroad, particularly to tech giants in Silicon Valley or China.

This development is of great concern to the VSM. The motivation behind the campaign is clear: the association wants to counteract the trend and bring a certain amount of advertising money back to Switzerland. Masüger emphasizes that a strong, domestically based media system with trained, professional journalists can offer a better environment for the advertising industry than obscure platforms or social media channels. He is convinced that advertising is more effective and resounding in a credible environment, which benefits advertisers as well as the media landscape and democratic structures in Switzerland.

Masüger explains that the campaign deliberately chooses an economic focus, even though the role of the media is undeniably important for democracy. In the current situation, in which marketing managers are under great pressure to perform, the message of the economic added value of credible advertising environments is particularly effective.

The advertising client's dilemma: performance vs. brand strength

Gustav Baldinger from PwC Switzerland sheds light on the core problem from the perspective of advertising clients (CMOs): They find themselves in a Dilemma between short-term performance goals and the long-term development of their brand. Short-term performance goals such as conversion rates and click-through rates are currently steering budgets heavily towards social media, as these platforms seem to offer measurable key figures and reporting.

At the same time, however, the importance of "Brand Safety". 82% of the companies surveyed stated that the topic is becoming increasingly important as they want to place their advertising exclusively in secure environments. Baldinger notes that many marketers criticize the lack of transparency in advertising reporting on social media platforms and question the accuracy of the measurement data. According to forecasts, over 170 billion dollars in advertising expenditure could be wasted by 2028 due to ad fraud, such as click fraud, which calls into question the actual advertising impact on digital platforms.

Baldinger emphasizes that a credible advertising environment is becoming increasingly important for 81% advertisers, especially when it comes to image and brand awareness. The PwC study therefore recommends Swiss media companies to move and Simpler booking platforms (like a One-stop solution or "One ID") that create a better user experience for CMOs. They should also sensitize advertisers to the short, medium and long-term nature of marketing budgets and "realign the compass for advertising decisions". Reaching younger, digitally savvy target groups through attractive offers in journalistic media is also seen as an opportunity.

The voice of the consumer: Trust in facts

Dr. Andrea Umbricht from gfs-zürich presented the consumer perspective that underpins the results of the PwC study. The population of German-speaking Switzerland pays significantly more attention to traditional media, which includes print media and online news portals. Trust and credibility than social media. On a scale of 1 to 5, consumers rate print media with an average trust score of 3.6 and online news portals with 3.3, while social media only scores 2.1. The situation is similar for credibility (print: 3.8; online news portals: 3.4; social media: 2.1).

The Fake News-The problem of fake news is omnipresent for consumers: 96% of respondents state that they have been confronted with fake news more frequently in the last two years, and 95% expect a further increase in the future. An overwhelming majority of 85% see social media as the main source of fake news, while only 2% share this assessment for traditional media. The respondents expect the consequences of the increase in fake news on social media to include a growing social divide, the influencing of political decisions and uncertainty among the population. Two thirds of the population are also aware that independent fact checks on platforms such as Instagram, Facebook and X were largely discontinued at the start of 2025.

What the Advertising impact two thirds of the population (65%) consider advertising in traditional media to be more credible than on social media (3%). The willingness to buy is also positively influenced: 70% state that they are more likely to buy a product if the advertising appears in a fact-checked environment. Advertising in traditional media is also perceived as less annoying (22%) compared to social media (69%).

An experimental test in which advertising videos for fictitious products were shown either in social media formats (Instagram, TikTok) or in journalistic online media (NZZ, Tages-Anzeiger) confirmed these findings: advertising in traditional media was perceived significantly more (82% vs. 68%), remembered better and the advertised brands were named correctly more often. The evaluation of advertising was also more positive in traditional media, particularly with regard to Professionalism (3.4 vs. 3.0) and Credibility (3.2 vs. 2.8).

"Brands must avoid fake news environments like the devil avoids holy water: the current gfs study and several international studies clearly show that they have a direct negative impact on the brand." - Prof. Dr. Dominique von Matt, von Matt/second opinion

The "Credibility works better" campaign: a clear message

Ladina Heimgartner, CEO of Ringier Media Switzerland and initiator of the campaign, emphasizes that the figures underpin the media industry's previous "gut feeling": media have so far undersold their advertising environments. The campaign with the claim "Credibility works better" is aimed simultaneously at decision-makers in the advertising industry and the general public from August 28. The advertising measures include a multi-channel strategy with print and online advertisements, posters, radio and TV spots.

A deliberate statement of the campaign is the decision not to invest in social media. Heimgartner explains that the media are convinced that brands benefit from the environment and that a serious, professional, credible and fake-news-free environment has a positive effect on the brand itself. The campaign is intended to show that investments in media are not only worthwhile for the media, but also for the economy itself, as this represents added value for advertising customers and at the same time demonstrates responsibility for Switzerland as a media center.

The campaign's radio spots, as presented in the sources, introduce scrolling behavior on cell phones and the absurdity of Fake News at Social media ad absurdum. Examples of this are posts about creative charging methods that lead people to believe they can charge cell phones in the microwave. Or posts about hollow earths and reptiloids that control the world as heads of government. Another example is the misconception that craft glue is the perfect face mask. Each of these commercials ends with a clear message: "The algorithm doesn't distinguish between fake news and facts. We do. Swiss media.".

Heimgartner also sees this campaign as a possible Blueprint for other countries facing similar challenges in the global advertising market.

The creative handwriting behind the campaign

Marco Meroni, Managing Director of June Corporate Communications (Jung von Matt Group), which is responsible for the implementation, emphasizes that the campaign with the Unique selling point: credibility works. "That is the central argument, supported by the gfs-zürich and PwC studies. That's why we designed a multichannel campaign on all relevant channels," he explains.

The objective is clear: Part of the online advertising volume should flow back into journalistic media. "You need strong arguments for this, and credibility is precisely this argument."

Meroni describes the playout as staggered rolloutThe campaign will start with advertisements in the print media, followed by out-of-home measures and radio and TV commercials that will continue into October. Personally, he likes the "Smartness" of the headline campaignwhich remains stylistically close to journalistic reality and at the same time focuses on scientific findings support.

Conclusion and outlook: How suitable is the campaign for achieving the objectives?

The campaign "Credibility works better" is built on a solid foundation of scientific knowledge. It directly addresses CMOs' dilemma between short-term performance and long-term brand building, as well as consumers' growing need for trustworthy information and advertising environments. The explicit focus on the economic benefits for advertisers, rather than solely on the role of media for democracy, is a strategic decision that is considered expedient in the current market situation.

The campaign is based on convincing figures: the higher Willingness to buy in fact-checked environments, the better perception and recall of advertising in journalistic media and their significantly higher Credibility compared to Social media. The spots that show the absurdity of Fake News on social media are designed to provoke thought and draw attention to the role of serious media.

Can current events contribute to the emotional charge?
The VSM campaign is broadly designed to address the fundamental issues of fake news and credibility. Although it cannot be modified for current events, the general framework of the "Algorithms don't distinguish between fake news and facts. We do." highly relevant to current discussions, such as the "Trump debate" or the decisions of large tech companies regarding fact-checking. The fact that 65% of the population know that independent fact-checking on social media platforms has been largely discontinued adds urgency and relevance to the campaign message.

These findings, coupled with the emphasis on the Brand Safety and the demand for more Transparency in advertising reporting, provide a strong basis for argumentation. It remains to be seen how quickly the advertising industry will "realign its compass" and whether the media industry will manage to implement the desired technical simplifications for advertising bookings (e.g. through a one-stop store) in order to recoup the lost budgets in the long term. The campaign is a bold step towards repositioning the value of quality and credibility in an increasingly fragmented and often disinformed media landscape.

The key finding of the DUO study: AI-based phishing is one of the biggest threats to identities in 2025, according to 34 % of the executives surveyed. At the same time, however, AI is also modernizing identity protection. 87 % of companies in Europe are introducing appropriate security solutions in their corporate networks to ward off AI-based attacks. 

Significant risks for identity security

Although executives understand the importance of identity security, there are major gaps in terms of trust and implementation. According to the study, only a third (34 %) of European executives believe that their current identity provider (IdP) can prevent attacks on identities. This is partly due to complex systems and a lack of transparency regarding potential vulnerabilities.

A full 96 % of executives say that a complex identity infrastructure compromises their overall security. In addition, 88 % admit that they do not have a complete overview of the identity risks in their company. No wonder: on average, IT and security teams use five tools to solve an identity problem.

The consequences can be costly. Almost half (48 %) of decision-makers report financial losses due to identity theft. In response to this risk, 76 % have already increased their investment in identity security for 2025.

Constant phishing and MFA gaps

This is particularly important given the constant threat of phishing, which requires the comprehensive implementation of multi-factor authentication (MFA). However, while 88 % of executives believe that phishing-resistant MFA is critical to their security, only 32 % are confident in their phishing controls.

Nevertheless, 42 % of European companies have already introduced FIDO2 tokens for phishing-resistant MFA. The hardware tokens in accordance with the standards of the FIDO Alliance (Fast IDentity Online) are connected to a computer as a USB stick, for example, and offer a high level of security as the private key remains on the device. However, these tokens are often reserved for privileged users due to the cost of management (59 %), hardware costs (47 %) and additional training (44 %). At least 52 % of managers want to introduce passwordless access, but expect implementation to be challenging.

70% want to consolidate providers - also to improve real-time transparency

In general, there are a number of hurdles when it comes to securing identities. For example, a significant 80 % of IT leaders admit that identity security solutions are added as an afterthought to infrastructure planning rather than integrated from the outset. This can lead to additional costs, complexity and impaired transparency. To improve this, 70 % of teams are actively looking at consolidating vendors.

In addition, real-time visibility into the behavior of identities and devices is necessary for security and IT teams to make informed decisions. After all, 53 % of companies currently have fully integrated identity and device telemetry.

"Companies need modern identity solutions that prioritize security without compromising user-friendliness," summarizes Christopher Tighe, General Manager at Cisco Switzerland. "Only a security-oriented IAM - identity and access management - in the corporate network guarantees strong identity protection against AI attacks."

This article originally appeared on m-q.ch - https://www.m-q.ch/de/ki-gefaehrdet-und-schuetzt-identitaeten-gleichzeitig/

Operating income amounted to CHF 117.1 million and was therefore slightly below the previous year's level. While revenue in the user market fell by 2% overall - in particular due to declining revenue from the architecture and design community DAAily platforms - growth in the digital sector partially offset the structural decline in the print business.

In the advertising market, NZZ grew in the online segment thanks to a new marketing partnership in Germany and the acquisition of the digital agency Attackera: advertising income rose by 3 percent overall to CHF 47.3 million. However, the negative trend in the print advertising market continued and dampened growth.

Investing in quality and innovation

The editorial team and digital products were further expanded - with new podcasts, newsletters and app functions. This contributes to the strategy of strengthening the position in the reader market and increasing customer loyalty.

According to NZZ, the second half of the year will remain challenging: the pressure from artificial intelligence and the economic uncertainty will demand a lot from the media company. Nevertheless, thanks to its clear strategy and strong brand, NZZ believes it is well equipped to actively shape the digital transformation and make targeted investments in promising areas.

According to Deloitte, one in four companies already using generative AI will test AI agents in pilot projects or proofs of concept. This figure is likely to double by 2027. In Switzerland, particularly in the financial sector, this development is already in full swing. But the challenges are real: outdated systems, inadequate data quality and a shortage of specialists are still slowing down some projects. The companies that will be successful are those that integrate AI into their strategy, invest in modern interfaces and provide their teams with targeted training. Why are AI agents winning over more and more organizations? Here are the reasons.

1. automate to focus on value creation

AI agents execute complex business processes quickly, precisely and consistently. They take on repetitive tasks - from document processing to real-time analyses - and enable the complete automation of certain workflows. Example: The onboarding of suppliers or logistics partners, which used to be done manually, can now be fully automated. The agents analyse documents, standardize them and generate inquiries, invoices or payment orders within seconds - ready for approval. The result: more time for strategic, creative and interpersonal tasks. Capgemini estimates that 64 % of companies are aiming for exactly this effect, and BCG predicts up to 60 % productivity gain in the long term.

2. a personalized experience for All employeesn offer

AI agents are not rigid: they adapt to roles, contexts and preferences in order to provide individual support. Some concrete examples:

• In HR: An agent helps employees to update their rights, benefits or personal data after a marriage or birth.
• In sales: An agent creates dynamic customer profiles with history, sentiment, contract status and generates personalized e-mails that can be sent immediately.
  The result: higher individual productivity and a better employee experience.

3. promote human-machine collaboration

In the future, multiple AI agents will collaborate with each other and with humans to solve complex problems and achieve common goals. In a networked environment (ERP, collaboration tools, CRM, etc.), this intelligent cooperation paves the way for finer, contextual automation - and more job satisfaction. It is the transition from incremental improvements to real business transformations.

4. increase resilience and competitiveness

Using AI agents today means preparing for the future. Every project launched strengthens the culture of innovation, increases digital maturity and creates sustainable value. Waiting probably means widening the gap with the competition. Taking action means creating a competitive advantage based on performance and agility.

Conclusion: The time of isolated experiments is over. AI agents are redefining work, processes and collaboration. Companies that focus on a structured, mature and well-managed AI strategy now will benefit in the long term. Now is the time to turn technological momentum into a real business lever.

To the author:
Yvan Cognasse is Head of Enterprise Architects, Continental Europe, at Oracle.

This article originally appeared on m-q.ch - https://www.m-q.ch/de/warum-unternehmen-auf-ki-agenten-setzen/

Rodolphe Eurin, born in 1975, completed his studies in physics (BSc.) and as an operations and production engineer (MSc.) at the Swiss Federal Institute of Technology in Zurich (ETHZ) and holds an MBA from IMD in Lausanne. Rodolphe Eurin has extensive experience in the healthcare sector. He worked in the pharmaceutical industry for F. Hoffmann-La Roche and later in medical technology for Medtronic as part of the EMEA management team of the spine surgery business unit before moving into the world of hospitals and healthcare. Rodolphe Eurin was COO of a group of private clinics before becoming CEO of Hôpital de La Tour in Geneva in 2018, a position he held until the end of 2024. Since the beginning of 2025, he has been an independent Board member and consultant. He is passionate about patient-centric care and optimizing medical outcomes as differentiating factors for the future of healthcare institutions.

The Chairman of the Board of Trustees of the Wilhelm Schulthess Foundation, Peter E. Bodmer, says: "I am convinced that with Rudolphe Eurin, a proven expert will lead Schulthess Klinik successfully into the future. I would like to thank the outgoing CEO Andrea Rytz for her outstanding services to Schulthess Klinik and the Wilhelm Schulthess Foundation. She is handing over to her successor a successful company with an excellent national and international reputation." And Rodolphe Eurin says: "I am looking forward to shaping the future of Schulthess Klinik together with the management, medical staff and all employees. The clear focus on outcome research and the resulting outstanding results are key success factors for a healthcare institution and have long inspired my admiration for Schulthess Klinik. It is a great honor to lead an institution that enables patients to regain the best possible quality of life, while at the same time being committed to education and research for medical excellence in orthopaedics and thus also contributing to the sustainability of the healthcare system."

Source: Schulthess Clinic

This article originally appeared on m-q.ch - https://www.m-q.ch/de/rodolphe-eurin-zum-neuen-ceo-der-schulthess-klinik-berufen/

Cyber criminals do not stop at job seekers: cybersecurity service provider Trend Micro has uncovered a widespread, global criminal infrastructure that imitates reputable companies, exploits trustworthy communication channels and lures job seekers into traps with gamification elements. Victims take on simple tasks, such as liking and subscribing to social media pages or writing product reviews, which are completed in groups of typically 30 to 40 tasks at a time. Many victims report that they initially receive small commissions to build trust. Subsequently, however, they have to make higher and higher deposits in order to receive supposedly more lucrative commissions. This continues until the victims no longer make any new payments and lose the sums paid in and the supposed wages.

Millions moved in cryptocurrencies

According to security researchers, the perpetrators transfer millions of euros via cryptocurrency wallets, while the victims lose between a few hundred and hundreds of thousands of euros. In one case, a single wallet received payments of over 160,000 euros (187,000 USD) in less than two months. Another wallet was linked to transactions amounting to more than 1 million euros (1.2 million USD).

The report is based on direct interactions with scammers, infrastructure mappings of malicious websites and forensic analyses of associated cryptocurrency wallets and shows the key approaches of the "task scammers":

• Imitation of real companiesincluding recruitment agencies and digital agencies
• Gamified cheating platforms with VIP levelsreward series and incentive systems
• Widespread use of SMSWhatsApp, Telegram and fake websites to create credibility
• Domain registrations via notorious registrar services, with 
  Hundreds of identified lookalike domains
• Cryptocurrency paymentsthat conceal money flows and facilitate international money laundering

Those affected report a high level of emotional stress and behavioral patterns that are reminiscent of gambling addiction. In some cases, task scams are also linked to larger criminal structures involving forced labor in scam operations and human trafficking in Southeast Asia.

More transparent recruitment practices required

"Task scams have become one of the most financially and psychologically damaging cybercrime threats facing individuals today," said Robert McArdle, Director of Forward Looking Threat Research at Trend. "The underlying infrastructure - from domain registrars to SMS delivery services - requires immediate attention. Companies can reduce the risk by being transparent about their recruitment practices and training job seekers on how to recognize legitimate communications."

Such modern fraud methods are highly targeted and designed to remain undetected. In a recent Trend Micro global study of over 6,500 consumers, 39% of respondents said they only realized they had fallen victim to a scam after they had already lost a significant amount of money. To protect against such scams, Trend Micro has developed the apps ScamCheck and Scam Radar developed. This allows users to recognize early on when they are being targeted by fraudsters. Scam Radar provides real-time protection by identifying the scams used by cybercriminals as they happen. Users are warned immediately and can take countermeasures before any damage is done. 

Source: Trend Micro

This article originally appeared on m-q.ch - https://www.m-q.ch/de/task-scams-betrugsform-mit-starkem-wachstum/

Pollutec has been the leading European trade fair for environmental and climate protection for 47 years. It is aimed at industry, cities and regions. Last year, an additional format was held in Paris, Porte de Versailles, for the first time. Nevertheless, Lyon remains an extremely attractive location every two years: 51,000 trade visitors and 2,000 exhibitors, including 200 start-ups, attended in 2023.

Springboard for eco-innovations

We are currently seeing ecological regression and dwindling commitment. Nevertheless, Pollutec continues to see itself as a springboard for eco-innovations. The trade fair is convinced that ecological change is a transnational issue and even sees it as a key to European sovereignty. Pollutec Exhibition Director Anne-Manuèle Hébert comments: "Pollutec 2025 is taking place in an unusual political context - unfortunately, the signs for an ecological turnaround are not green. The environment is not a political issue - ecology is a science. Pollutec's task is to present solutions for the ecological transformation of companies and regions that could make a more liveable future possible. In doing so, we always pursue a systemic approach - in our view the only one that is viable and sustainable in the long term. Science will therefore be a central theme of the upcoming edition of the trade fair. Because without reliable, verified data that has been validated by research experts, we will not make any progress. Pollutec is firmly committed to action and to change in industry and regions."

Diverse supporting program

With its 2025 edition in Lyon, Pollutec remains clearly focused on environmental issues. The focus remains on key topics relating to the transformation of companies.
The event will focus on four main topics, from which the supporting program of Pollutec 2025 will also be derived:

• Health: making the interdependence of environment and health visible and rethinking our lifestyles to create a healthier and more sustainable future.
• Decarbonization: exploring innovative solutions to effectively reduce the carbon footprint in industry and regions.
• Bioeconomy: moving away from fossil resources, strengthening local and natural resources and promoting a regenerative, nature-based economy.
• Science: Putting knowledge and research back at the center of environmental policy debates.

Once again this year, Pollutec is offering a wide-ranging program with an international scope - including panel discussions with leading minds in the industry and inspiring presentations: 400 specialist lectures, 16 discussion forums, the Pollutec Innovation Awards, business meetings, themed forums and villages, international delegations, etc.

Tickets are already available on the website: https://www.pollutec.com/fr-fr/registration.html

This article originally appeared on m-q.ch - https://www.m-q.ch/de/pollutec-2025-zentrale-themen-fuer-industrie-umwelt-staedte-und-regionen/

The Swiss family business Avesco, now in its 6th generation and active throughout Europe in the fields of construction machinery, energy systems and construction technology solutions, has developed a new brand positioning together with Day Partners. The aim was to formulate the company's own entrepreneurial attitude more precisely, to sharpen its profile in the market and to further develop its communication with customers and potential employees in a coherent manner.

Positivity as an entrepreneurial decision

The development of the positioning was based on a comprehensive analysis of the corporate culture, the company's own competencies and the perception of external target groups. In a multi-stage process, central internal company convictions that characterize Avesco's self-image were identified. It emerged that, in addition to technical expertise, it is above all a positive, solution-oriented attitude that shapes day-to-day activities. Characteristics such as openness, accessibility, trust and confidence are key to the company's identity.

Following the analysis, an overarching positioning was formulated. It expresses the fact that Avesco combines economic objectives with value-based corporate management: Positivity is seen as a driver of progress within the company - both in dealing with challenges and in working with customers, partners and employees.

"For us, positivity is an entrepreneurial decision," explains Group CEO Mario Meier: "It enables us to make constant progress and is based on our expertise and many years of experience. We always look to the future, with the will and ability to take responsibility and solve seemingly unsolvable challenges for our customers." This attitude runs through all business areas and strengthens Avesco's market position in a competitive environment.

Providing authentic insight

The strategic foundations formed the starting point for two films that were created as part of the collaboration. The cross-business corporate film uses the word "yes" to illustrate how Avesco works with customers and how challenges are tackled on a day-to-day basis. The employer branding film is aimed at potential new employees and - based on the same basic idea - provides insights into the working environment and the basic attitude of Avesco.

Both films were realized with the film production company Mint Mediahouse and the director Lorenz Klapfer. A conscious effort was made to ensure an authentic portrayal. Philipp Pongracz, Head of Marketing at Avesco: "We didn't want to show a staged façade, but rather Avesco as it is: accessible, pragmatic and with a clear yes to progress."

Specialized in partnership-based cooperation

The collaboration between Day Partners and Avesco took place in a close, equal exchange, which is what the agency founded by Annette Häcki and Marcel Walzl (both previously Jung von Matt) at the end of 2023 specializes in. Since then, DAY Partners has used its collaborative approach to support companies such as FIS, BKW and the international brand Prolicht alongside Avesco.

"In every project, we see ourselves as a joint team in which everyone involved contributes their skills and perspectives - and these are taken seriously by everyone," explains Annette Häcki. As a result, both the positioning of Avesco and the development of the films were created in close collaboration between the agency and the client or film production. The films are now in use and can be seen on the Avesco website and other company channels.

Responsible: Julia Ewers (DAY Partners), Tobias Gruber (Sandgrain), Annette Häcki (DAY Partners), Lorenz Klapfer (Director), Michael Mair am Tinkhof (Mint Mediahouse), Mario Meier (Group CEO Avesco), Philipp Pongracz (Head of Marketing Avesco), Marcel Walzl (DAY Partners)

The natural cosmetics brand thus takes over first place from the Bavarian Andechser Molkerei Scheitz. In the observation period from July 1, 2024 to June 30, 2025, Weleda was able to convince current customers the most of its quality (90.9 score points).

The top 10 quality champions 2025

Andechser Natur is once again in 2nd place (88.6 points), followed by the Italian coffee company Lavazza in 3rd place with 88.5 points. Lavazza was in 5th place last year and was therefore able to move up two places. The German automotive group BMW is in 4th place (88.3 points). BMW is a newcomer this year. TeeGschwendner follows in 5th place with 88.3 points. The tea trading company improved by 3 places compared to the previous year.

Peek & Cloppenburg ranked 6th with 88.0 points. The retailer was already in the top 10 in 2023, but not in 2024. The same applies to Breuninger: the department store chain is in 7th place this year (87.2 points), was in third place in 2023 and not in the ranking in 2024.

LEGO is a newcomer and comes in 8th place with 86.8 points. The cleaning brand Frosch is also represented in the top 10 quality champions for the first time. The brand is ranked 9th with 86.5 points. Finally, the tool brand Makita takes 10th place with 86.4 points. Makita is also a newcomer.

The ranking is based on population-representative data from the Brand Monitor YouGov BrandIndex.

Ranking again dominated by retail and FMCG brands

As in the two previous years, the top 10 German quality champions are dominated by brands from the retail and FMCG sectors.

Felix Leiendecker, Head of Data Products DACH at YouGov, says of the ranking: "From organic yogurt to luxury cars - these top 10 brands represent what consumers in Germany value most: Product quality and reliability. The top 3 brands in the ranking, Weleda, Andechser Natur and Lavazza, stand for a new form of quality awareness - where closeness to nature, responsible production and genuine enjoyment come together."

The Quality Champions 2025 comprise 45 categories from the banking & insurance, FMCG, retail, mobility, tourism & leisure, electronics & streaming, automotive and service provider sectors.

Walthert and his team of around 70 people have been responsible for the successful marketing, sustainable branding and high-profile campaigns of Digitec and Galaxus for years. A large part of the work is done in-house. The team regularly uses unconventional approaches - with demonstrable success: the company's turnover and brand awareness have grown continuously.

Every year, personalities are nominated for the award who are particularly committed to their brand, focus on customers, take sustainability into account and are role models as managers. We are looking for people who break new ground and create real added value for companies and consumers alike.

The candidates are nominated by 24 experts from business, marketing, research, media, consulting and education. The Institute for Marketing & Consumer Insight at the University of St. Gallen evaluates the nominations and draws up a longlist. From this, the jury selects a shortlist of six nominees.

A special feature of this year was the first double nomination: Sara Jerman and Angelika Leemann from Rivella. Also on the shortlist were (alphabetically): Gregor Eicher (Bank Cler), Marco Greco (Ochsner Sport), Sonia Milici (Yuh) and Martin Schweikert (BKW).

After being named "Advertiser of the Year 2020" and "Marketing Thought Leader 2022", Martin Walthert has now also been awarded the title of "CMO of the Year 2025". He started his career directly at Digitec Galaxus after completing his studies and has been working there since 2006. Today, as CMO, he relies on a clear in-house strategy with short decision-making paths. Since he joined, the company's turnover has risen from CHF 62 million to CHF 3.228 billion.

The award ceremony took place on Thursday, August 21, in the Papiersaal Zurich in front of 120 invited guests. Vanessa Meier hosted the evening for the third time. The guest of the Spotlight Session was David Degen, Chairman of the Board of Directors of FC Basel 1893.

The "CMO of the Year" is an initiative of Serviceplan Group Switzerland (Serviceplan Suisse AG, Mediaplus Suisse AG and Plan.Net Suisse AG) in partnership with Admeira, APG, 20 Minuten, m&k, persönlich, swissmarketing and the University of St. Gallen.