"Switching between worlds requires empathy and adaptability"

As an experienced board member and entrepreneur, Bührer Fecker brings in-depth knowledge in the development of new business models as well as a deep understanding of consumers and social trends. Her perspective will help Tibits to remain innovative in the future and take advantage of new opportunities in the growing market for plant-based nutrition.

"We are delighted to have Regula Bührer Fecker, an outstanding personality, on board. Her experience and flair for contemporary developments are of great value to Tibits, especially at a time when sustainable nutrition and conscious consumption are becoming increasingly important," says Daniel Frei, Chairman of the Board of Directors of Tibits.

In the following interview, Regula Bührer Fecker talks about her new position on the Board of Directors, her perspective on the Tibits brand and the opportunities for companies in the field of sustainable gastronomy.

m&k: Regula Bührer Fecker, you are a new member of the Tibits Board of Directors. What motivated you to take a seat there?

The vision of Tibits has inspired me since it was founded: to make vegetarian and vegan food not only widely available, but also enjoyable and natural. I am delighted to be able to help shape this mission with my colleagues on the Board of Directors in the future.

What challenges can you help with in word and deed?

With everything that keeps Tibits busy. The task will be very varied and exciting.

You have been shaping the Swiss advertising industry for decades. What motivated you to take the path of communication strategy?

When I started working in advertising, I didn't even know that "strategy" existed as a discipline in its own right. Even at one of my first employers - Jung von Matt, then still "Honegger von Matt" - there were no dedicated strategists around the year 2000. It was consultants with an affinity for strategy who developed briefings, concepts and presentations. It was precisely this part that fascinated me from the very beginning. So I focused on it: I trained further, gained experience abroad and consistently deepened my strategic thinking.

Your approach is based on human insights and innovative concepts. How do you find the balance between creative innovation and the need to address target groups effectively?

It is clear to me that relevance for the target group is non-negotiable. That's where the scope for creativity lies, like we reach people. Innovation often arises when we take a close look at what really moves people - and then find a surprising, new way to respond.

In your career, you have supported numerous companies - from start-ups to large corporations. What challenges do you see in developing communication strategies for different company sizes?

I like switching between worlds - but it requires empathy and adaptability. You always have to rethink yourself: the culture, the resources, the objectives. There are always competitors with bigger budgets or sectors with louder voices. My job is to show organizations how much they can achieve with their resources - and how courage can multiply these resources.

You are described as one of the most astute and creative advertisers in Switzerland. What qualities do you think are crucial for success in the industry?

The courage to get to the heart of the matter, to trust your own opinion and to expose yourself. Without buckling at the first headwind.

You repeatedly emphasize the aspect of humanity in communication. How do you define this term - and why is it so important for the success of brands?

Humanity means triggering resonance. The best campaigns touch us - they strike a chord within us. This requires a keen sense for the zeitgeist and nuances, for real needs.

Your work often involves supporting transformation processes in companies. What role does communication play in successful change?

A central one. Change triggers uncertainty - good communication can provide orientation, create trust and release energy. If it is honest, clear and close to people, it becomes a lever for real change.

Your company, La Stratégisteis known for its customized solutions. Can you give us an example of a particularly challenging project?

No, it's still too early. I started two months ago.

You are celebrated as a role model for young women in the industry. What role does mentoring play in your work and how do you promote young talent?

Thank you very much for your kind words. I think I'm good at listening and getting to the heart of things, even if it hurts sometimes. Once this point has been overcome, it's about thinking together about solutions that suit the other person and the challenge.

You have a keen sense for social trends. What trends do you see in the communications industry that companies should take into account in the coming years?

Many companies are stuck in a performance corset - everything is geared towards short-term KPIs and the money is tied up too much in Silicon Valley. As a result, long-term brand development and the connection to the Swiss public fall by the wayside. I believe that Swiss advertisers urgently need a new balance between performance and local relevance. And more self-confidence and courage again.

What are the values that you live by every day at "La Stratégiste" and incorporate into your work - and how are these reflected in the projects?

It makes me happy when customers say goodbye and tell me that we were able to solve something together and that my contribution has helped them noticeably.