Switzerland and the EU are not playing first fiddle in the global AI race. This is set to change. At the AI summit in Paris at the beginning of the year, the European Union announced extensive investments in the AI sector in order to catch up with global competition and strengthen Europe's technological sovereignty. Together with a clear focus on the development of safe and ethical AI, these investments are intended to help Europe become a global leader.

In a new GenAI study, Adesso examines how Swiss companies currently assess Switzerland and Europe in terms of generative AI, how fit they consider themselves to be and what role GenAI now plays in their day-to-day work. To this end, the IT service provider surveyed 100 managers from the Swiss economy.

Key findings of the study:

• Companies are waiting for "GenAI made in Europe". The respondents send a signal about the need for European alternatives. For 59%, it is important or very important that the GenAI applications that their company uses or could use were developed in Europe. This shows a great awareness of digital sovereignty and a strong desire not to become dependent on non-European providers.
• Regulation is a necessary instrument. The majority of respondents are in favor of stronger regulation of AI applications such as ChatGPT: 51% "somewhat" agree, 24% even "completely" agree. These figures show that companies not only accept regulation, but that many see it as a necessary instrument for dealing responsibly with AI.
• The GenAI fitness of companies is increasing. Companies now see themselves as better prepared for GenAI. The proportion of companies that feel well or very well prepared has risen from 31% in the previous year to 39%. At the strategic level, however, GenAI is only tentatively arriving in companies. Only 50 percent have already developed an AI strategy - and 25 percent of these companies only take traditional AI into account.
• AI agents are on the radar, but hardly ever in use. Currently, 39 percent of respondents state that they are evaluating the possible uses of AI agents. Only 11 percent are already using AI agents productively in individual areas. These figures show that the next evolutionary stage of GenAI - autonomous, actively acting AI agents - has not yet arrived on a broad scale in companies.
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Ralf Schmidt, Head of CC Data & AI at adesso Switzerland, encourages companies to take a more decisive approach: "Artificial intelligence is not just changing processes - it is calling entire business models into question. In view of the rapid development of new application possibilities, it is clear that it is no longer a question of whether companies have to act, but how consistently and sustainably they do so."

The full impact report can be downloaded here can be downloaded.

Adesso was founded in Dortmund in 1997 and currently employs over 10,400 people in the adesso Group. As a national subsidiary of Adesso SE, Adesso Schweiz AG distributes the consulting and IT service provider's service portfolio on the Swiss market. Adesso focuses on the core business processes of companies and public administrations with consulting and individual software development. Adesso's strategy is based on three pillars: the deep industry know-how of its employees, extensive technological expertise and tried-and-tested methods for implementing software projects. The result is superior IT solutions that make companies more competitive.

The Bernese Communication Prize is awarded annually to people who stand out for their communication without having the relevant specialist training. This year's prize goes to Thomas Binggeli. According to jury president Nik Eugster, Binggeli has not only established innovative products in the bicycle industry, "but has also established a friendly communication culture" that involves both partners and customers.

The award ceremony took place on Thursday at the Alpine Museum in Bern. In his acceptance speech, Binggeli emphasized: "This award stands for the bicycle. I also see it as an incentive to continue seeking dialog with our customers and the community and to drive innovation forward." He will receive a specially created work of art, which was designed by the Brienz School of Woodcarving as part of an internal competition.

Previous award winners

• 2011: Steff la Cheffe, beatboxer and rapper
• 2012: Bernd Schildger, zoo director
• 2013: Francis Foss Pauchard, Olmo founder
• 2014: Hans Zurbrügg, Founder and President of the Bern International Jazz Festival
• 2015: Mujinga Kambundji, sprinter
• 2016: Prof. Dr. Thomas Stocker, climate researcher, University of Bern
• 2017: André Lüthi, CEO Globetrotter Group
• 2018: Andrea Staudacher, event designer Future Food Lab
• 2019: Livia Anne Richard, playwright and director
• 2020: Peter Glauser & Mike Glauser, inventors, producers and marketers of the "Belper Knolle" tuber
• 2021: Christoph Spycher, Head of Sport at YB
• 2022: Linda Nartey, former Head of the Bern Cantonal Medical Office
• 2023: Christine Wyss, Co-Director Buskers Bern
• 2024: Reto Nause, Director of Security, Environment & Energy City of Bern

The assessment by EcoVadis - one of the leading independent platforms for sustainability ratings - is based on 21 criteria in the areas of environment, labor and human rights, ethics and sustainable procurement.

Further improvement

ISS Switzerland improved further in the areas of environment (+4 points), ethics (+2) and sustainable procurement (+3) compared to the previous year. The separate assessment in "Carbon Management" to the highest level "Leader" is particularly emphasized - a rating that companies with comprehensive CO₂ management and strategic target anchoring receive for the climate categories Scope 1, 2 and 3.

"After the last year's platinum award this result is proof of the consistent further development of our sustainability management - and of our aspiration to implement effective solutions together with our employees and for our customers," says Marc Amstutz, Head of Sustainability & Environment at ISS Switzerland. Because EcoVadis is continuously tightening the criteria and threshold values, this year's gold award also underlines ISS Switzerland's continued high level of commitment to sustainability, as stated in a corresponding press release.

ISS Switzerland: "Strong sustainability partner"

According to ISS Switzerland, its goal is to achieve net-zero CO₂-emissions in direct business activities - and along the entire value chain by 2040. This commitment is also reflected in our customers' day-to-day operations. "Our sustainability strategy is effective when it also becomes tangible for our customers - in the form of measurable CO₂ reduction activities, smart services and efficient use of resources on the path to climate neutrality," emphasizes Amstutz.

ISS Switzerland thus remains a strong sustainability partner - both internally and externally - and underlines its role as a driver for sustainable and responsible facility services and real estate solutions in Switzerland.

Source: ISS Switzerland

This article originally appeared on m-q.ch - https://www.m-q.ch/de/wieder-gold-rating-von-ecovadis-fuer-iss-schweiz/

The IT service provider Bechtle, which is also active in Switzerland, had its short to medium-term emissions reduction targets validated by the SBTi. The declared goal is to achieve net-zero emissions by 2050 at the latest. The SBTi is a joint initiative of the global non-profit environmental organization Carbon Disclosure Project (CDP), the UN Global Compact, the World Resources Institute (WRI) and the World Wide Fund for Nature (WWF). It supports companies in achieving emission reduction targets in line with the latest climate science. A key basis for this is the Paris Agreement, in which the signatory states committed to limiting global warming to 1.5 degrees compared to pre-industrial levels.

The emission reduction targets submitted by Bechtle to the SBTi are in line with the 1.5 °C target of this climate agreement. Bechtle AG undertakes to reduce absolute greenhouse gas emissions in categories Scope 1 and 2 by 54.4 % by 2030 and to reduce Scope 3 emissions from the categories "purchased goods and services" and "use of sold products" by 55 % per EUR 1,000 of value added by 2030. The basis for comparison is 2019 in each case. These targets were reviewed as part of the SBTi validation process and meet the requirements of the current SBTi standard.

Commitment to long-term net zero target by 2050

In addition, Bechtle has signed the official Net-Zero Commitment Letter of the SBTi. This commits the IT company to achieving net-zero greenhouse gas emissions for all relevant emission sources from Scope 1 and 2 as well as intensity-related for the above-mentioned Scope 3 categories by 2050 at the latest. The measures are aimed at systematically reducing direct and indirect emissions along the entire value chain. By signing the pledge, Bechtle wants to give even more emphasis to the goals anchored in the Sustainability Strategy 2030.

"The validation of our targets by the SBTi underlines the credibility of our commitment to climate protection. We take our responsibility as one of Europe's leading IT service providers seriously and expressly support the SBTi's science-based approach," says Antje Leminsky, COO of Bechtle AG.

Guidelines for responsible entrepreneurship

With the Sustainability Strategy 2030, Bechtle has defined economic, ecological and social goals. It refers to the UN Sustainable Development Goals and comprises the four strategic action areas of ethical business, environment, people and digital future. Each field of action is underpinned by a program that includes targets, milestones and operational measures.

Source and further information

This article originally appeared on m-q.ch - https://www.m-q.ch/de/it-dienstleister-bechtle-erhaelt-validierung-seiner-emissionsreduktionsziele/

The strategic role of corporate communications falls short of expectations in many organizations. This is the result of the PR Trend Monitor 2025, which was conducted by Dpa subsidiary News Aktuell together with communications agency PER. The analysis is based on an online survey of 192 communications experts from companies and organizations in Switzerland and Germany.

94% of respondents consider it important for corporate communications to have a seat at the table when strategic decisions are made in the company. Specifically, 62 percent rate this involvement as "very important" and 32 percent as "somewhat important". However, the reality is different: Only 13 percent of participants stated that their department is an integral part of the strategic decision-making team. A further 16 percent are at least occasionally involved.

The largest proportion, namely a third, describe their own role as advisory, while 30% merely act as an operational mouthpiece for decisions that have already been made. Six percent do not see themselves in any of these categories.

The results highlight a persistent discrepancy between aspiration and reality: although the strategic relevance of communication is recognized, its systematic integration into decision-making processes often fails to materialize. The PR Trend Monitor thus provides an insight into a central challenge facing the industry - and at the same time underlines the potential for a stronger positioning of communication at the highest management level.

The Gottlieb Duttweiler Institute GDI has developed the "GDI Major Shifts" model based on its many years of trend research. This identifies 20 key developments in five categories - society, technology, economy, environment and geopolitics - and classifies them within their respective life cycles. The aim is not to view macroeconomic trends in isolation, but to understand them as dynamic developments that reflect transition phases and strategic uncertainties more precisely.

The model is based on the established STEEP framework and is continuously supplemented with new findings. In practical application, it helps companies to classify future developments and derive specific options for action.

As part of the GDI Strategic Foresight service, the institute helps organizations to translate findings from trend analysis into concrete strategic measures. "With the GDI Major Shifts, we offer our clients a data-based analysis of the environment. It serves as a solid basis for sound strategic decision-making," says Susan Shaw, Head of Strategic Foresight and member of the Executive Board at the Gottlieb Duttweiler Institute.

A short version of the model is publicly available and can be can be downloaded free of charge.

The increasing expectations on companies to take a stand on social or political issues raise questions about the opportunities and risks for reputation. In a new white paper, Hans-Jakob Boesch from Hjb and Sabrina Huber from Sabrina Huber Consulting provide decision-makers with guidance. The two are part of the "Reputation Experts" network.

Three criteria are central to a well-founded decision: Relevance of an issue for the company, acceptance by the stakeholders and a clearly recognizable benefit. "And companies should certainly not allow themselves to be put under pressure by third parties on this issue, but should decide solely on the basis of their own interests," Hans-Jakob Boesch is quoted as saying.

The guidelines are aimed at board members, management boards and communication managers. It addresses both strategic consideration and the operational implementation of political statements. "Nothing is more dangerous than loud talk or loud silence without a plan and substance," says Sabrina Huber.

The white paper includes food for thought, identifies risks and contains a checklist for implementation. It is available on Reputationexperts.ch ready for download.

Reputation Experts published a white paper back in February. In it, Susanne Müller Zantop advocated the introduction of a "reputation board" in companies.

The importance of cyber security in procurement is growing, but many corporate procurement departments are facing considerable challenges. This is shown by a recent survey conducted by IT security service provider Sophos among 201 purchasing managers from various industries and company sizes in Germany.

Cost optimization as the biggest obstacle

According to the survey, the four biggest challenges among all respondents are:

• Focus on cost reduction instead of long-term security (45 percent)
• Lack of or hardly any standardized security criteria in the supplier evaluation (41.6 percent)
• Too little awareness of cyber security in purchasing departments (40.1 percent)
• Lack of coordination with own IT/security department (39.6 percent)

At 45%, the focus on cost reduction is the most frequently cited challenge. This tension between efficiency and protective measures shows that cyber security is possibly still often treated as a secondary priority in procurement.

Company size determines challenges

Around 42% of respondents criticize the lack of or hardly any standardized security criteria in supplier evaluation. In addition, almost 40 percent complain about a lack of coordination with their own IT or security department; this factor is mentioned particularly in larger companies (over 52 percent in companies with more than 1000 employees).

The survey also reveals differences depending on the size of the company. Smaller companies (100-249 employees) struggle in particular with a lack of technical expertise (35.8%) and non-standardized security criteria (54.7%). Large companies with 1,000 employees or more mainly see coordination problems with the IT or security department (52.6%).

While smaller companies obviously lack the necessary skills, complex structures often make effective security integration difficult in larger companies.

Administrations lack know-how, utilities urge cyber security awareness

There are also clear differences between the sectors. The public administration sector reports a lack of expertise and a lack of standards particularly frequently (60.0% each). In the financial sector, the lack of training is particularly significant at 53.8%.

In retail, on the other hand, the figures are consistently low: only 13% see a lack of expertise as a problem, while only 17.4% complain about a lack of supplier transparency. Almost 100 percent of utility companies complain about a lack of awareness of cyber security in purchasing departments.

"The fact that utility companies are complaining about the lack of cyber security awareness in purchasing is very serious," comments Michael Veit, security expert at Sophos. "Especially in sensitive sectors, security aspects should not be sacrificed to cost optimization."

The appeal: Even more priority for cyber security in purchasing departments too

The results of the survey show: Cyber security is also increasingly being recognized as a critical factor in corporate procurement. However, there is still a lack of knowledge, internal coordination and structural guidelines in many places. Companies are therefore called upon to give the topic more priority - both through training and clear guidelines in supplier evaluation.

"Many purchasing departments are currently facing the challenge of integrating cyber security aspects into their processes in a structured way," says Michael Veit. "However, there is often a lack of expertise, clear criteria or close cooperation with IT. Yet the supply chain in particular is a decisive lever for a company's security situation. That's why procurement needs clear security guidelines, trained employees and close coordination with IT managers. The resilience of entire supply networks, for example, no longer depends solely on firewalls, but also on the decisions made in procurement."

Source: Sophos

This article originally appeared on m-q.ch - https://www.m-q.ch/de/cybersicherheit-im-einkauf-zwischen-kostendruck-und-fehlenden-standards/

The board of the Swiss Tourism Association STV is proposing National Councillor Reto Nause as the new president. The long-standing Bernese municipal councillor is to succeed Nicolò Paganini, who is leaving the association after around five and a half years at the helm.

Nause has experience in executive and federal politics and is familiar with both urban and Alpine tourism realities. As head of the Directorate for Safety, Environment and Energy of the City of Bern, he has specialist knowledge of sustainability issues - an area that plays a central role in the STV. His work on the National Council's Finance Committee underlines his familiarity with financial policy issues, which are also important for tourism policy work at federal level.

"In Reto Nause, we are proposing a strong leader with bridge-building qualities to the General Assembly," says STV Vice President Stephan Kurmann. "He brings political experience, an understanding of financial policy and a clear commitment to the development of tourism throughout Switzerland."

As President, Nause wants to bundle the various interests within the industry and represent them in a targeted manner. He sees tourism as a connecting element between the economy, society and the environment. "The tourism value chain is central to our country. It deserves the appropriate political attention and good framework conditions," says Nause. "I see my task as bringing together the interests of the various sectors, sharpening common concerns and representing them with conviction to politicians and the public."

The previous President Nicolò Paganini had been in office since 2020 (Markt-kom.com reported). His term of office included the further development of the STV association structures and the challenges of the Covid-19 pandemic. The announced resignation marks the start of an orderly transition phase. Nause should be able to prepare for the upcoming new funding period of the location promotion message at an early stage. The election and official handover of office will take place at the General Assembly on August 22, 2025 in Locarno.

Artificial intelligence has been transforming the healthcare sector for years. The emergence of generative AI is now giving this development an additional boost. It promises healthcare facilities further optimization of their processes and even more personalized patient care, for example through the automated analysis of patient records, the creation of medical documentation or virtual assistants.

Generative AI in healthcare: Five key aspects

Healthcare facilities have long recognized the enormous potential of generative AI and many of them have already experimented with initial applications. Now they want to use this technology on a large scale, but are often still considering how best to approach this project. Technology provider Dell Technologies explains five key aspects for developing a GenAI strategy.

1. Clear goals. Of course, the introduction of generative AI (GenAI) should not be an end in itself. It should solve problems that are closely related to strategic healthcare priorities such as improving patient care, streamlining processes or increasing operational efficiency. Healthcare organizations find these use cases by identifying weaknesses where traditional methods do not work and determining whether and how GenAI can close these gaps.
2. Robust data infrastructure. High data quality is a basic prerequisite for the successful use of generative AI. However, health data is often fragmented and scattered across many systems. A robust data processing infrastructure is therefore required to support GenAI applications. This includes data pipelines, secure storage systems and tools for integrating information from different sources such as patient records, imaging systems and clinical notes. Scalable solutions that can grow with the volume of data are best used.
3. Governance framework. Generative AI is subject to regulatory requirements such as the European Union's AI law and must meet ethical standards. To ensure that their GenAI applications meet these requirements, healthcare organizations can implement a governance framework. This should be developed jointly by IT, clinical managers and the legal department and provide employees with guidelines for the use of patient data, compliance with regulations and ethical decisions.
4. Culture of innovation. A culture of innovation and experimentation is required to make the most of the opportunities offered by generative AI. Overcoming the silos of IT and clinical teams is a crucial step in this direction. A simple but effective way to do this is to introduce a training program in which IT shows healthcare professionals how to use GenAI tools in their workflows. In addition, IT teams and clinical managers should be supported in developing practical solutions together.
5. Performance measurement. When implementing generative AI, it is best for healthcare organizations to start small, measure the impact and then expand the implementation based on demonstrable success. For example, if a GenAI solution reduces administrative errors in one department by a significant percentage, scaling this solution horizontally could have a positive impact across the organization. Important KPIs for measurement include efficiency gains, cost savings and patient satisfaction.

"Generative AI offers healthcare facilities the opportunity to sustainably optimize their processes and further improve patient care," explains Dr. Marten Neubauer, Field Director Healthcare at Dell Technologies in Germany. "They can best exploit this potential if they develop a strategy that creates a clear framework for anticipating and overcoming the challenges they will face when implementing this technology."

Source and further information: Dell Technologies

This article originally appeared on m-q.ch - https://www.m-q.ch/de/generative-ki-klopft-an-die-krankenzimmer/

It's that time again: Best of Swiss Apps is launching the search for the best Swiss apps of the year. The deadline for submissions is September 8, 2025. Since its launch in 2013, the Best of Swiss Apps Award (BoSA) has established itself as the most important industry prize for mobile and web-based applications in Switzerland. It is the showcase for digital excellence in app development in Switzerland - and a recognized quality award that makes innovation, craftsmanship and impact visible.

The 2025 edition of Best of Swiss Apps features the following further developments and special awards:

Web Apps category becomes "Technology"

In the "Technology" category, we evaluate the technical excellence of mobile applications and their backend systems. Among other things, we evaluate how performant, stable and secure the solution is implemented, how well the platform guidelines are adhered to, how resilient it is to network or system failures and, in particular, how appropriate the choice of technology is with regard to the project objective.

Web apps category becomes "Extended Interaction"

The "Extended Interaction" category recognizes apps that stand out through innovative and immersive user experiences by pushing the boundaries of traditional mobile interaction. The category evaluates projects that use extended realities (mixed, augmented & virtual reality) as well as smartphone apps that create new forms of interaction and extended digital experiences through the creative use of sensors, camera functions or other technological possibilities.

Swico start-up support program

Swico, the trade association for the ICT and online industry, is supporting start-ups to take part in Best of Swiss Apps. Three start-ups are given the opportunity to submit a project in up to two competition categories for the "Best of Swiss Apps" award free of charge - worth CHF 1,350.
The start-up projects regularly take part in the competition and are assessed by the expert juries in the respective categories. Start-ups that have been entered in the commercial register for less than five years as an AG or GmbH are eligible. Swico membership is not required. Interested start-ups can apply apply here until Thursday, August 21, 2025.

"hack an app" award

The "hack an app" award from ti&m is back on board. For over ten years, ti&m has been inspiring children for IT with its IT youth development program "hack an app". During the four-day courses, they develop their own app with the help of ti&m employees and immerse themselves in the fascinating world of technology in a fun way. To get even more children interested in IT, ti&m has teamed up with Best of Swiss Apps to launch the "hack an app" award was launched. It honors the best app for children between the ages of 11 and 14.

Award Night on November 6, 2025 in the Kongresshaus

This year, the award ceremony will take place on November 6, 2025 at the Kongresshaus in Zurich. The "hack an app" award and the "Best of Swiss Software" award will also be presented.

A total of 289 works were submitted by 50 different entrants. This is fewer than last year and initially suggested that this was not a very tolerable year. Not at all. The standard was above average and, on closer inspection, it is noticeable that the digital categories are consistently well filled in terms of number and content. The trend was also fueled by the newly created Social & Creators category, which also brought with it various new sub-categories, such as Real-Time Respone or Influencer Marketing. While - it must be admitted - the very traditional categories such as ads or posters are entering the fall of their careers.

The judging: the wizards assemble

On the first day, a total of 66 works were classified as bronze-worthy; they thus made it to the gold jury, which met on the second day. Every year, a special personality is also a member of this previously selected expert jury: This time, "20 Minuten" CEO Bernhard Brechbühl acted as guest juror. In the end, 22 silver cubes (more than had been awarded for a long time) and 6 gold cubes were chosen. In addition, the ADCESG Award, the Student of the Year and an Evergreen.

The gold cubes went to

• In the category "Photography - Fashion, Beauty, People, Portrait" to "Zermatt Unplugged 2025" for Zermatt Unplugged by Studio Geissbühler.
• In the category "Digital - Interactive Promotions" to "Steal Marina's Artwork" for the Kunsthaus Zürich by SiR MaRY.
• In the category "Film Long Format" to "Chocolat ohne Trallala" for Migros Supermarkt AG by thjnk Zurich (production: Pumpkin Film).
• In the category "Social and Creators - Real-Time Response" to "Nemo broke the trophy" for Mobiliar by Jung von Matt LIMMAT.
• It even won gold twice: In the Film Craft category and in the Art Direction category "La Beauté du Sport" for Ochsner Sport by thjnk Zurich (production: Czar Film).

The silver cubes went to

• In the Digital - Technological Craft category to "Accessibility Cybathlon ETH Zurich" for Cybathlon ETH Zurich by Farner | Team Farner.
• In the Digital - Creative Data category to "Geberit Toilettenpause" for Geberit International by INGO Zurich.
• In the long format film category to "La Beauté du Sport" for Ochsner Sport by thjnk Zurich (production: Czar Film).
• In the Film - Online Film category to "Psychological Violence" for Child Protection Switzerland by Neu Creative Agency (production: Rosas & Co Film).
• In the category Film - Online Film to "Galaxus Deutschland - Wer bin ich?" for Digitec Galaxus from Digitec Galaxus.
• In the long format film category to "Moneymaker" for Migros Supermarkt AG by thjnk Zurich (production: Feit Film).
• In the Film Craft category to "Chocolat ohne Trallala." for Migros Supermarkt AG by thjnk Zurich.
• In the category Design - Editorial and Book Design to "YES Magazine" for Studio Thom Pfister by Studio Thom Pfister.
• In the category Posters - Print to "Galaxus - Babel Campaign" for Digitec Galaxus by Digitec Galaxus.
• In the category Posters - Print to "Werbung aufräumen" by Neu Creative Agency for Rotho.
• In the PR category to "Nemo broke the trophy" for Die Mobiliar by Jung von Matt LIMMAT.
• In the Creative Effectiveness category to "Nuggets of Love" for McDonald's Switzerland by TBWA\ Switzerland.

Double silver was won by:

• In the Digital - Online Measure category and in the Creative Media category to "WOZ - The News in the News" for WOZ Die Wochenzeitung by Freundliche Grüsse.
• In the PR - Campaigns category and in the Good category to "Friendship Bracelets" for Pro Juventute by Farner | Team Farner.
• In the Film Long Format category and in the Film Craft category to "100 Years Anniversary" for Migros Supermarkt AG by Wirz Group (Production: Zauberberg Productions / Feit Film).
• In the Film - Online Film category and in the Audio Craft category to "Falling for Autumn" for Switzerland Tourism by Wirz Group AG (production: Mcqueen Films).
• In the category Design - Product & Package Design and in the category PR - Individual Work to "Migros Recycling Bags" for Migros Supermarkt AG by Wirz Group.

The Student of the Year

As part of Switzerland's most important creative competition, students and graduates from (technical) universities or private schools with a creative focus are invited to submit their best creations, semester or final projects in the "Students" category. The winner was "Spitfire - Raging Together" by Jessica Baumgartner for the Zurich University of the Arts (ZHdK). A short documentary that portrays women in the metalcore and hardcore scene.

For the third time, the coveted ADCESG Award which is not just an award for better advertising, but for a contribution to a better world. This year, exelixis capital AG was found as a partner, adding even more significance to the award. Co-founder Michael Dieckell acted as an expert and used his specialist knowledge to help the jury categorize the eligible cases. On this basis, the jury decided to give the ADCESG Award to the "Accessibility Cybathlon ETH Zurich" for Cybathlon ETH Zurich by Team Farner.

The cube looks different every year; this time the elegant and cool specimen was designed by Le Bois and its founder and designer Bianca Gerber, whose designs stand for regionality, sustainability, ecological production and timeless aesthetics.

Winning an evergreen means entertaining people for years with advertising at a high level. And being honored by the ADC several times in that time. One client has achieved this in recent years, as well as this year. The evergreen therefore went to "Switzerland is our sports ground" for Ochsner Sport by Thjnk Zurich.

After awarding a Grand Prix two years in a row, the jury was unable to agree on a winner this year. According to jury chairman Thomas Wildberger, the magic of all 6 gold awards made a Grand Prix unlikely, because as they were all rated equally highly, it was simply impossible to agree on a winner. Especially as the decision had to be unanimous.

The abracadabra

All in all, the ADC members experienced a creative high-flying week. The motto "Orchestra of Wizards", which stood over the Creative Day that rounded off the judging as always, brought inspiration in various creative areas. The award ceremony on Friday evening made all the winners seem even happier thanks to Christa Rigozzi's magical presentation. The whole event was crowned by a dinner and subsequent party at the Dupont restaurant in the heart of Zurich's city center.

ADC Managing Director Hanna Jackl: "The Creative Days 2025 were a powerful symbol of creative excellence in Switzerland - bold, relevant and inspiring. My thanks go to our board and especially Thomas Wildberger, the members, the numerous guests, the great keynote speakers for their inspiring impulses - and the team that brought these days to life with so much commitment and passion."

ADC President Thomas Wildberger was also enthusiastic and the great weather also reflected the mood. "There is no magic formula for good advertising. But a real wizard knows how to do it and at least tries to turn every brief, no matter how generic, into an ADC cube. It has been shown that despite the much-cited pressure on the industry, creativity cannot be prevented. Where there is a belief that great ideas make the difference, creativity always finds its way to results that touch people."