Raphael Werner von Denner is «CMO of the Year 2026»

For the fifth time, the «CMO of the Year Award» has honored a marketing leader who shapes and develops their brand with exceptional dedication and sustainably strengthens its impact. In this anniversary year, the award goes to Raphael Werner, who is responsible for marketing, promotions, digital business, and customer insights at Denner.

Career and Role at Denner

Raphael Werner began his career at Lidl in Switzerland and Belgium before moving to Denner. In his current role, he shapes the brand’s strategic development at the central interface with customers. According to the press release, his keen sense of cultural relevance, data-driven customer engagement, and bold brand communication have provided Denner with significant momentum for growth and differentiation in recent years.

Among the most recent examples of his work are his sponsorship of the Swiss national ice hockey team and the highly acclaimed World Cup short film «The Socceritos,» featuring Terence Hill and numerous stars of the Swiss national soccer team. Added to this is the spectacular «theft» of the Swiss cross from the Lidl logo—a logo that Werner himself had helped create years earlier. According to the press release, all of these projects exemplify how, under his leadership, Denner creates brand moments that generate public attention and go beyond traditional advertising.

Multi-stage selection process for «CMO of the Year»

The award was preceded by a multi-stage selection process. The jury consists of 18 leading representatives from the fields of business, marketing, media, and academia. Their evaluation is based on detailed dossiers compiled by the Institute for Marketing & Customer Insight at the University of St. Gallen. The evaluation considered not only business achievements but also personality, innovative strength, customer focus, sustainability, purpose, and the ability to leave a lasting mark on an organization. The decisive factor, they noted, is not only what a marketing executive has achieved, but also how that person leads, provides direction, and creates a lasting impact.

In addition to Raphael Werner, five other individuals who are shaping modern marketing leadership in Switzerland in various ways were nominated for the «CMO of the Year 2026» award: Veronika Elsener (Victorinox), Andrea Hänggi (Lindt & Sprüngli), Antonia Lepore (AXA), Jens Plath (TWINT), and Roman Reichelt (Brack).

Anniversary Edition at LaSalle im Schiffbau in Zurich

The awards ceremony took place on Thursday, August 20, 2026, for the first time at LaSalle in the Schiffbau in Zurich. With this anniversary edition, the event also set a new tone in terms of venue: The unique atmosphere at Schiffbau combined industrial character with urban elegance and provided the perfect setting for socializing, networking, and honoring the six nominees. Host Vanessa Meier guided the audience through the evening for the fourth time. A special highlight of the program was the Spotlight Session featuring Baschi, one of Switzerland’s most popular musicians; DJ Carol Fernandez provided the musical finale.

Especially in this anniversary year, the award underscores just how much the role of the CMO has changed: Today’s marketing leaders are brand leaders, transformation managers, data experts, innovation champions, and corporate strategists all at once. The «CMO of the Year Switzerland» award highlights the role that excellent marketing leadership plays for businesses and society.

The «CMO of the Year» is an initiative of the Serviceplan Group Switzerland (Serviceplan Suisse, Mediaplus Suisse, and Plan.Net Suisse) in partnership with Admeira, APG, 20 Minuten, m&k, persönlich, Swiss Marketing, and the Institute for Marketing & Customer Insight at the University of St. Gallen. Since its launch, the award has evolved into an important platform for dialogue among marketing executives, the business community, the media, and academia.

For more information about the award winner, all nominees, the jury, and the selection process, please visit: https://www.cmo-of-the-year.ch