“The stage is yours Rob.”
I want to thank everyone who gave me the chance to speak to a wider audience and talk a bit about THIS & THAT in advertising. :)
THE SWISS INFLUENCER MARKETING FORUM
At the Swiss Influencer Marketing Forum, I spoke about “Advertising 3.0” and how brand communication is fundamentally changing through social media, AI, and broader cultural shifts. I argued that traditional advertising is losing its impact and that brands need to create experiences that truly engage people. I emphasized the growing convergence of digital and physical worlds, the strategic importance of building real communities, and the courage to use humor and intentional disruption. Brands should no longer just broadcast messages, but become part of culture and conversation. I illustrated this approach with a new practical project for Baloise that embodies relevant, participatory brand communication.
THE HWZ STAGE
In our talk on dialect in advertising, Matthias Koller and I explored how using local language can make brands feel more human, credible, and culturally relevant. We discussed when dialect creates authenticity and emotional closeness, and when it risks feeling forced or opportunistic. Using examples from Swiss brand communication, we showed that dialect is not a gimmick, but a strategic choice that requires a clear brand attitude, deep audience understanding, and cultural sensitivity.
THE SWISS MARKETING CONGRESS
Together with Florina Perroud, I presented the “Grand Theft Insurance” case to demonstrate how brands can stay relevant by becoming part of culture rather than just communicating messages. Using this campaign, we showed how cultural relevance, bold creative ideas, and a deep understanding of communities allow brands to enter conversations organically. The case illustrated that today, impact is driven less by traditional brand communication and more by attitude, cultural connection, and creative disruption.