In close collaboration with Helsana, the Zurich-based consulting and creative agency Zense structured the complex strategy content, visualized it and made it tangible through storytelling. The aim: to get to the heart of the content in a simple way and to take around 3,400 employees on an emotional journey through the upcoming strategy.

In a first step, the result of the collaboration is a strategy presentation, a concise key visual, an interactive intranet page and accompanying
Communication tools such as posters and screensavers. The strategy launch with the management presentation took place in January at a major employee event.

Even though the strategy communication is still ongoing, the first positive interim results can already be drawn: The central messages have been received and Helsana employees are using the key visual developed by Zense independently and with pleasure - in presentations, visualizations or as decoration in the office, says Marisa De Faveri Schweizer, project manager for the strategy project on the part of Helsana Corporate Communications.

The Kestenholz Group, headquartered in Pratteln, specializes in Mercedes-Benz and has quadrupled in size over the last twenty years. Most of the expansion has taken place in Germany, which has prompted the owner family to fundamentally rethink the meaning of the brand. An analysis carried out by Yellow showed that "Kestenholz" could make a significant contribution to differentiation, especially in highly competitive Germany. This was the starting point for the renewal of the brand.

Based on the company's origins and history, the Basel brand specialists worked with the owner family and management to sharpen the values and positioning and identify the differentiating features. In a second step, they revised the corporate identity and design.

The results are documented in a comprehensive brand manual, which serves as a guide for the marketing managers in the individual sales regions. The creative team also designed a compact brand booklet for employees, which serves as a guide to actively living the brand in their day-to-day work.

Yellow also sensitized the members of the management team as part of a brand camp, during which the new corporate movie also celebrated its premiere. Yellow's creative department is now overseeing the rollout of the new corporate design and providing ongoing support to the marketing teams in the development of communication measures that strengthen internal brand awareness and external brand perception.

Responsible at the Kestenholz Group Thomas Kestenholz (CEO), Jan Kriwanek (Marketing), Agency Yellow, Partner Corporate Movie Grunerfilms

With an anniversary appearance at Rhema and various communication measures, the location brand Rheintal.com celebrated its tenth anniversary. The platform was launched in 2015 by the St.Gallen Rhine Valley Association and aims to make the region visible beyond municipal boundaries - for skilled workers, returnees and companies as well as for the local population and guests.

Rheintal.com sees itself as an instrument for regional location marketing. The brand portrays people, companies and places in the Rhine Valley and presents the region as a cohesive unit. In terms of content, it focuses on proximity and authenticity, for example with contributions on quality of life, economic prospects and regional ties.

High-profile projects

One of the successful projects is the image film "Wa macht üsers Rhintal so grossartig?", which was created in collaboration with Widnau artist Nico Arn. The video reportedly reached 2.8 million views within two months. The "Rhinfluencer:innen" social media initiative, in which people from the region acted as ambassadors, also achieved a high reach.

At the Rheintal.com stand at this year's Rhema, visitors received information material and a printed bag with a night motif of the Rhine Valley. In addition, a video was produced on site with voices from the local population, capturing personal perspectives on life in the region.

Ruedi Mattle takes over

The anniversary also saw a change at the top of the association: Reto Friedauer, who had been President for many years, handed over his office to Ruedi Mattle, previously Vice President. Sabina Saggioro is now in charge of management. She emphasizes: "With Rheintal.com, we are making visible what distinguishes our region as a place to live and do business. The brand brings people, communities and companies together - and shows that the Rhine Valley is more than just a geographical term: it is a shared promise."

Nine tourism organizations from Germany, Austria, Switzerland and Italy form the AlpNet network to promote the development of responsible and nature-friendly Alpine tourism.

The members of AlpNet include Allgäu Tourismus, Tirol Werbung, SalzburgerLand Tourismus, Graubünden Ferien, Luzern Tourismus, Made in Bern, Valais/Wallis Promotion, IDM Südtirol-Alto Adige and Trentino Marketing. Together they represent around 155 million overnight stays per year.

As part of the Alpine Climate Summit 2025 on the Zugspitze, AlpNet presented the so-called Alpine Manifesto which formulates ten common guiding principles. The aim is a sustainable approach to nature, people and the environment in the Alpine region.

Karin Seiler, President of AlpNet and Managing Director of Tirol Werbung, emphasizes: "The Alpine Manifesto is more than a symbolic solidarity. It is a practical guideline and a common mission to ourselves."

Invitation to participate

The principles of the manifesto range from respectful behavior in nature to climate-friendly travel and the promotion of regional value creation. The regions rely on measures that have already been tried and tested. Tyrol, for example, is focusing on coordinating use and dialog with the "Bergwelt Tirol - Miteinander Erleben" program. In Salzburger Land, projects such as "GuestMobility Ticket" and "Respect and Protect" enable gentle mobility and visitor guidance.

In the Allgäu, over 120 partner businesses are contributing to the "Climate-neutral Allgäu 2030" project to reduce CO₂ emissions. South Tyrol is focusing on sustainable offers and collaborations with "Mindful in the mountains" and "Visiting pioneers". Trentino emphasizes safety and local quality with projects such as "Prudenza in montagna".

The Swiss destinations are also making concrete contributions: Lucerne offers overnight guests free travel on public transport, Bern promotes conscious tourism with "ViaBerna" and educational programs on climate issues, and new approaches are being implemented in Valais with "Fairtrail Valais" and the future "Mobility Ticket", among others.

According to AlpNet, the Alpine Manifesto is not just a position paper, but an invitation to guests, businesses, municipalities and politicians to actively contribute to sustainable development in the Alpine region. Further information on the manifesto and the regional projects can be found at Alp-net.eu.

The guiding principles at a glance

1. We respect the nature and wildlife of the Alps. 
2. We behave respectfully towards other guests and locals. 
3. We leave nothing behind in the natural alpine landscape. 
4. We prefer the existing accommodation offer.
5. We select tours in the Alps carefully and prepare them well. 
6. We cross the Alps carefully and stay on paths, trails and pistes. 
7. We respect the operating times and rules of snow sports facilities and cross-country ski trails. 
8. We buy regionally and support local companies. 
9. We travel environmentally friendly. 
10. We carry the beautiful memories of the Alps in our hearts. 

Dr. Ursula Nötzli will become co-director of the CAS Strategic Communication Management with AI at the HWZ Zurich School of Business on September 1, 2025. She will gradually succeed Stefan Eggenberger, who has led the course to date and will focus on consulting mandates from spring 2026.

The handover will take place as part of the strategic development of the Marketing & Digital department. The staggered handover is intended to ensure a continuous transfer of knowledge and high program quality. According to the HWZ, additional experts have already been recruited in addition to the new appointment in order to further expand the range of continuing education courses.

"With Ursula Nötzli, we are gaining a leading personality with excellent and proven practical and research experience," says Dr. Valerio Stallone, Head of the Department of Marketing & Digital. "Her profile perfectly complements our team and strengthens the HWZ's position in the field of communication in the long term."

Nötzli himself emphasizes the relevance of the topic: "The rapid development of artificial intelligence challenges us to rethink communication practices. Efficiency gains are quickly visible - but real strategic rethinking requires experience, depth and openness. I find passing on my knowledge and developing new perspectives in dialog with the students very enriching."

With a doctorate in economics, she has extensive experience in strategic communication, sustainability and corporate management. In September, she will also become a partner and co-owner of Hirzel.Neef.Schmid.Konsulenten (Markt-kom.com reported). Previous positions include the TX Group, ABB Switzerland, Credit Suisse, GAM Holding and editorial offices of the Neue Zürcher Zeitung and Finance and economy. She completed the Advanced Management Program at the MIT Sloan School of Management.

With the "LLM Content Ingest API Initiative", the IAB Tech Lab has proposed a new framework that responds to the growing challenges posed by generative AI. The aim of the initiative is to provide publishers with a technical option to control the use of their content by large language models (LLMs) and AI agents and to ensure fair remuneration.

The background to this is the increasing use of web content by AI systems, which have been proven to reduce traffic to publisher sites. According to studies by the IAB Tech Lab, a decline of 15 percent or more is not uncommon. At the same time, the importance of AI-controlled search results and chat interfaces is growing, which means that brand content is also being played out without direct control.

The new framework is intended to support rights holders in monetizing their content on the one hand and, on the other, offer the opportunity to actively control their own presence and content in AI systems. "It's clear that AI agents based on large language models are changing the way users interact with content," says Anthony Katsur, CEO of the IAB Tech Lab. "This initiative aims to provide publishers and brands with a fair, enforceable and technically sound path forward."

Martin Radelfinger, President of the IAB Switzerland Association, emphasizes the relevance for the local market: "The LLM Content Ingest API initiative launched by the IAB Tech Lab is an important step towards securing the economic foundations of the open web in the age of generative AI. For publishers and brands, it is about gaining transparency and controllability in AI-based playout and creating a fair framework for the monetization of their content."

The initiative is open for discussion and further development. Publishers, brands and developers are invited to participate in the standardization process. Further information is available on the Website of the IAB Tech Lab retrievable.

The biggest challenges when preparing for audits, adapting ESG frameworks or dealing with changing regulations are often cumbersome keyword searches that lack context. Siloed systems and scattered documentation as well as a large loss of time due to manual updates make the efficient provision of information and documents even more difficult.

AI-based policy management software provides a remedy

S-PRO, a company founded in Ukraine and now based in Switzerland that specializes in digital innovation and software engineering, has now developed policy management software to overcome this challenge. This offers employees and stakeholders simplified access to the information they are looking for in the form of an intelligent chatbot. Instead of searching through static PDFs or portals, they can ask questions in simple language using text input and receive precise answers based on their internal guidelines. Integration into existing communication platforms such as Sharepoints, Teams or the intranet means that it can be provided with minimal operational effort and works with the existing document structure.

Scalable, self-learning and compliant

The intelligent chatbot adapts to a company's individual requirements and grows with them. It can manage thousands of policies across teams and regions and continuously learns from user interactions to improve accuracy and close knowledge gaps. It provides users with analytics on which policies are being asked, misunderstood or underutilized. This supports compliance, reduces risk and helps to make better decisions.

Major efficiency gains at the IUCN

The NGO International Union for Conservation of Nature and Natural Resources, based in Gland (VD), has gained practical experience with this software. The mouthpiece of nature at the United Nations was faced with a major documentation challenge. With over 2,000 active and archived resolutions, the policy team needed to understand complex contexts, track updates and access important content - all within a reasonable timeframe. To simplify this process, S-PRO developed the ChatR&R solution - a custom AI policy explorer adapted to IUCN's specific structure. It allows users to retrieve, explore and interpret decisions in seconds using simple prompts, without any technical training. "For some applications, document preparation can take up to two weeks. Today, we have initial results in ten seconds, which is really a big improvement. The quality of the result is also impressive and I have already received many requests for further projects in the same way," says François Jolles, CIO & Director of Global Information Systems at IUCN, about the solution.

Source and further information: S-PRO

This article originally appeared on m-q.ch - https://www.m-q.ch/de/compliance-vereinfachen-mit-ki-basierter-policy-management-software/

The Marketing Tech Lab in Hamburg presented the results of its latest Marketing Tech Monitor on Wednesday. The study sheds light on the level of technological maturity in marketing, sales and service in the DACH region. According to the study, only 3 percent of the companies surveyed achieve a high level of integration in their MarTech infrastructure.

Companies with a high level of maturity are characterized by defined strategies, structured project procedures and cross-functional collaboration. These so-called "leaders" work with roadmaps, systematically analyze customer journeys and use advanced CRM and CX systems. On the other hand, there are laggards who fail due to unclear responsibilities, a lack of target images and too many different tools.

Projects between power play and passion

In addition to technical and organizational hurdles, the study also highlights interpersonal tensions as a stumbling block for digital transformation. Over 60 percent of failed projects lacked either experienced project managers or clear documentation of requirements. Power conflicts between departments were identified as a key obstacle. "Successful transformation requires less 'PowerPoint romanticism' and more resilient methodology and content," says the report.

Data management as a gold mine

There are still major deficits in the area of data management. Only a few companies have established consolidated data structures. A lack of integration, poor quality and limited access are slowing down progress in personalization and the use of AI. Companies with a higher level of maturity are making targeted investments in data lakes, quality assurance and access concepts.

CX as a business priority, faltering AI implementation

Although the importance of customer experience is recognized, implementation remains fragmented in many cases. Only around a third pursue a systematic, cross-channel approach. The report emphasizes that CX initiatives are only effective if they are based on a solid database and a clear target system.

The picture is also mixed when it comes to artificial intelligence: although more than 50% of companies have an AI roadmap, operational implementation is rare. Only 11% actively use AI, and this is mainly in the areas of content management and conversational AI. Higher-value applications such as causal AI or marketing mix modeling remain the exception. The development of internal skills is considered a prerequisite - but is only a priority for around 2 percent of respondents.

"Our analysis this year clearly shows that without clean data, clear responsibilities and a well thought-out roadmap, projects for data-driven customer interaction will be a gamble," says Dr. Ralf Strauss, Managing Director of Marketing Tech Labs. "However, those who think strategically and focus on people can successfully shape the digital transformation."

As part of its "Scale Up 2027" growth strategy, Six is realigning its Marketing and Communication department. The aim is to make existing activities even more strategic and proactive in future. To this end, the stock exchange operator has appointed Patrick Farinato as its new Chief Marketing & Communication Officer (CMCO). He will take up the position on September 1, 2025 and will be a member of the extended Executive Board in this role. Farinato succeeds Alain Bichsel, who has shaped the organization for many years and is actively supporting the handover. Bichsel will continue to play a role within Corporate Communications in the future, Six writes in a press release.

Patrick Farinato has many years of experience in strategic marketing and communications management. He currently runs his own consultancy firm. Previous positions include Läderach Chocolatier Suisse as CMO and CCO, Bank Vontobel as Global Head of Marketing & Analytics and international management positions at Bosch, SAM Sustainable Asset Management and Man Group. He is also a member of the Board of Directors and Chairman of the Advisory Board of the Myty Group.

"In Patrick, we have gained a proven and very entrepreneurial expert as CMCO," Six CEO Bjørn Sibbern is quoted as saying in the press release. "He has many years of international experience in marketing and communication, which he has already successfully applied in various industries and similar tasks." At the same time, he thanks Alain Bichsel for his contribution to date and looks forward to continuing to work together in the new setup.

With Michael Volkart as a partner, Panter is bringing an experienced entrepreneur in the field of digital services and products into the agency. Volkart will become a member of the Board of Directors and will also be operationally involved in customer projects and the further development of the company. His activities will focus on strategic positioning, expanding the AI offering and participating in initiatives and collaborations relating to digital innovation.

Panter has been active in Zurich for twenty years and has worked with partners such as Impact Hub Zurich, start-ups such as Inyova or Wolfpak.ai and other platforms over the years.

According to the press release, Volkart shares the agency's values and vision: "The combination of entrepreneurial spirit, social relevance and digital innovation are firmly anchored at Panter." After many years of consolidation and stagnation, the industry is once again experiencing a spirit of optimism, comparable to the early 2000s, when companies began to seriously integrate the internet into their business models. With regard to current developments in generative AI and large language models, Volkart emphasizes: "At Panter, we see the opportunity and responsibility to bring these developments to organizations in a meaningful way - practically, responsibly and with a focus on concrete benefits."

Panter is a co-initiator of the Swiss {ai} Weeks, which will take place in more than ten Swiss cities in fall 2025. The series of events with over 55 partner organizations offers space for hackathons, events and professional exchange around AI applications. Volkart has been involved in the initiative since its inception.

Agence Trio in French-speaking Switzerland is reorganizing its operational management: Laura Jenny and Maxime Chabloz will become Managing Partners and take over the day-to-day management. At the same time, both are joining the European agency group Myty, which Trio has been a part of since last year, as partners. The current CEO Michael Kamm will remain with the agency in a strategic role, as detailed in a press release.

With this move, the agency, which was founded in 1931, aims to strengthen its position within the Group and make more targeted use of synergies. Chabloz describes the change of role as a broadening of perspective: "We are taking part in the strategic exchange with the group, as well as with all sister agencies, which gives our work a new perspective: more international, with a broader vision of trends and a better connection to the world of agencies."

According to the press release, the internal realignment is intended to strengthen the agency's agility and contribute to the further development of its services. The aim is to accelerate growth and further develop the offering for customers.

The balancing act between economic performance requirements and numerous mandatory training courses presents many companies with major challenges. Which methods and formats actually lead to sustainable learning success? The conference offers insights into the latest scientific findings on human performance in safety-relevant contexts, effective learning processes and the legally secure design of instructions. Important topics include didactics, methodology, psychological influencing factors and innovative training formats that are increasingly proving their worth.

Companies such as BKW, Swisscom and Graubündner Kantonalbank will share their comprehensive safety training concepts and discuss their experiences in a clear and practice-oriented manner. This symposium is aimed at specialists and managers from the fields of safety, personnel development, training, operations and organization as well as those responsible for prevention and risk management. Supervisory bodies and representatives of employee and employer organizations as well as consultants in the field of safety will also find valuable impulses for their work.

The conference is organized by SAVE AG. This company specializes in the practical transfer of knowledge between security experts on the subject of risk management,
Corporate security, building security, safety and health protection (AS&GS), fire protection, information and infrastructure security, civil protection as well as machine and process safety, incident prevention, natural and environmental hazards, guarding and integral security concepts. The SAVE AG team can draw on a large network.
security environment and has access to a large network.

Further information and the complete conference program

This article originally appeared on m-q.ch - https://www.m-q.ch/de/sicherheitsschulungen-sicherheit-erfolgreich-geschult-was-wirkt/