Adello Magazine & Ad Insider
Adello's publishing project — spreading the latest marketing and business insights from experts across various sectors and marketing categories. Free and organic, every edition.
James Reynolds, CEO & Founder of SEO Sherpa, shares how search has expanded far beyond Google — to TikTok, ChatGPT, voice assistants, and social platforms. A practical guide to staying visible across all search touchpoints in 2025.
"Companies need to recognize that search isn't just Google anymore. You must be nimble and willing to learn about new platforms and adopt a platform-specific approach."
— James Reynolds, SEO Sherpa
Clara Valls, Marketing Director, explores how B2B marketing is becoming more personal and people-focused — why the line between B2B and B2C is fading, and how to build trust, pick the right channels, and use automation without losing the human touch.
"One mistake I've seen far too often is teams jumping straight into tactics — without asking the most important question: what are we trying to achieve?"
— Clara Valls, Marketing Director
Isabelle Bart, Startup & Innovation Coach at Impact Innovator, explains why technical brilliance alone is not enough — and how founders can achieve commercial goals while building something people actually want.
"Many founders become so emotionally attached to their ideas that they struggle to recognize when the market opportunity simply doesn't exist."
— Isabelle Bart, Impact Innovator
Sam Shrager, Executive Director of Marketing at BCB Group, reflects on the current state of content marketing and how to create genuine value in the age of AI — where customer-centric content beats product-centric every time.
"Truly valuable content stands out by being customer-centric, actionable, and unique. Generic marketing content often fails to address the audience's real needs."
— Sam Shrager, BCB Group
David Sayce shares insights on when rebranding is necessary and how to keep the balance between evolution and audience trust. Alexander Peter Wolski adds practical recommendations on integrating AI tools and building a culture ready for change.
"Rebranding is not a decision to take lightly — but certain signs indicate when it might be necessary: market shifts, new industries, or when your brand no longer aligns with your audience."
— David Sayce, Rebranding Expert
Alice Farella Monti, Personal Professional Branding Expert, reveals the core principles for standing out in today's crowded space — why authenticity, a clear USP, and a distinct perspective matter more than polish or volume.
"If you are strong and bold enough to remain your authentic self and reach your public, your credibility and effectiveness are boosted at their best."
— Alice Farella Monti, Branding Expert
Anthony Bédel, marketing strategist and behavioral insights analyst, explores the psychology behind effective visual storytelling, how the brain processes imagery, and why distinctive brand assets form positive associations that stick.
"Visual storytelling speaks to our emotions, leaving a lasting impact. It transcends aesthetics, connecting brands with audiences on a deep, instinctual level."
— Anthony Bédel, Behavioral Insights Analyst
Isabelle Hen-Wollmarker, former Head of Red Bull Media World & Immersive Experiences, shares how VR, AR, and MR technologies are transforming brand storytelling — creating more engaging, interactive, and personalized narratives.
"Innovation is a key element. The goal is to find new ways to bring a brand to life using immersive storytelling."
— Isabelle Hen-Wollmarker, Red Bull Media
Ken Yamane, Executive Officer at FreakOut, shares effective strategies for placing ads within video content across YouTube, CTV, and social platforms. Success in video advertising requires more than embedding ads — it demands a strategic approach.
"Unlock the full potential of video advertising and discover how to make your brand blossom in the vast and dynamic landscape of digital video content."
— Ken Yamane, FreakOut
Minas Theocharidis, CEO of Minds, shares insights on using creativity wisely in the age of AI — how AI can benefit marketers while preserving human creativity, and why humans still hold the key.
"Remember, humans still hold the key. Let's embrace AI's potential wisely and stay ahead in the game."
— Minas Theocharidis, Minds
Lauritz Elmshäuser, CEO of HYGH AG, drives the rapid expansion of Digital-out-of-Home advertising across DACH. He shares his vision for how pDOOH converges with online strategies and amplifies cross-media impact.
"pDOOH is not limited to big brands — when executed in a multi-channel strategy, it can serve as a powerful tool for any brand seeking to convey a message."
— Lauritz Elmshäuser, HYGH AG
Wendy Pouw, Managing Director of IAB Netherlands, shares her strong opinion on the upcoming challenges in digital advertising — the disappearance of third-party cookies, increasing privacy standards, and issues with personalized advertising.
"With the launch of iOS 14 there will be tactical shifts for performance campaigns with the new privacy opt-in standards being introduced."
— Wendy Pouw, IAB Netherlands
Ad Insider sheds a spotlight on click bait, click farms, and device farms — how app install fraud operates at scale across the programmatic ecosystem. An inside view, with an anonymous industry source.
"Their claim: deliver app downloads around the world at virtually any price."
— Anonymous Source, Ad Fraud Industry
Findings from Dr. Augustine Fou, the most prominent ad fraud investigator, confirm Adello's own data science team discoveries — a detailed look at how fraud operates across the programmatic ecosystem.
"His discoveries confirm the findings of our data science team."
— Dr. Augustine Fou, Ad Fraud Investigator
Alice Farella Monti · Fractional Manager & Personal Branding Expert
Alice Farella Monti reveals the core principles for standing out in today's crowded space — why authenticity, a clear USP, and a distinct perspective matter more than polish or volume.
"If you are strong and bold enough to remain your authentic self and reach your public, your credibility and effectiveness are boosted at their best."
— Alice Farella Monti
Louis Venant · Founder of COSATIC & Digital Media Director, Mediamix SA
Louis Venant shares his insights on the programmatic advertising industry in Switzerland — new channels, AI-driven capabilities, CTV, DOOH, and virtual reality as the next frontiers for advertisers.
"We will witness the integration of programmatic advertising in emerging digital mediums such as connected TV, DOOH, and even virtual reality."
— Louis Venant, COSATIC
Tim Berkefeld · Programmatic DOOH Expert, Brand Community Network
Tim Berkefeld unveils the evolution of DOOH from static to dynamic, contextually relevant content — and how AI will drive even more impressive results in the next five years.
"I believe that AI will be able to create something you wouldn't find otherwise and that will ultimately be much more appealing."
— Tim Berkefeld, BCN
Niklaus Knecht · Co-Founder & CMO, Papers AG
Niklaus Knecht explores Switzerland's Web3 ecosystem — the transformative potential of decentralized systems in finance, healthcare, and education, and what the future job market in blockchain development looks like.
"Switzerland is currently a hub for blockchain and cryptocurrency projects, and the future looks promising as long as regulations remain favorable."
— Niklaus Knecht, Papers AG
Abraham Yael · NFT Artist & Digital Creator
Abraham Yael, NFT artist from Mexico featured at Times Square and Art Basel Miami, shares his vision on the exponential growth of crypto art and advocates for collaboration within the digital art community.
"As artists in this movement, it is our responsibility to influence and inspire others positively."
— Abraham Yael, NFT Artist
Marian Glaeser · CEO, brighter AI
Marian Glaeser explores innovative anonymization solutions — bridging the gap between privacy and innovation, enabling companies to work with data in a compliant manner for analytics purposes.
"Our mission is to enable companies to work with data in a compliant manner while using it for analytics — bridging the gap between privacy and innovation."
— Marian Glaeser, brighter AI
Irina Mazur · Chief Product & Marketing Officer, Revieve
Irina Mazur shares how brands can leverage personalization — from automation and AI to transparent communication and consent-driven strategies — to forge lasting customer relationships.
"Personalization is not just an approach but a philosophy to customer engagement focused on delivering meaningful, relevant customer experiences."
— Irina Mazur, Revieve
JJ Delgado · Dr. Digital Economy, General Manager MOVE Estrella Galicia Digital
JJ Delgado explains why an entrepreneurial mindset — focused on innovation, experimentation, and risk-taking — is essential for navigating digital transformation and developing new solutions to complex problems.
"An entrepreneurial mindset is focused on innovation, experimentation, and risk-taking — essential for developing new solutions to complex problems."
— JJ Delgado, MOVE
Bugge Holm Hansen · Head of Nordic Metaverse Summit, Copenhagen Institute for Future Studies
Bugge Holm Hansen shares a futurist perspective on navigating the metaverse — embracing uncertainties, testing strategy resilience, and using strategic foresight to prepare for unforeseen events.
"The goal of strategic foresight is not to predict the future, but to discover perspectives of many different futures and use those to make decisions today."
— Bugge Holm Hansen, Copenhagen Institute
Olivier Laborde · Director of Innovation & Digital Transformation
Olivier Laborde explores how gamification enhances customer experience and builds brand loyalty by tapping into people's natural desires for achievement, competition, and recognition in non-game business contexts.
"Gamification is the application of game design elements and mechanics to non-game contexts to engage and motivate people to achieve their goals."
— Olivier Laborde, Innovation Director
Ken Ip · Chairman, Asia MarTech Society & CSO, Neverland
Ken Ip shares his perspectives on how ChatGPT and generative AI will change the future of marketing — and how to use these tools effectively and ethically in commercial settings.
"AI-powered tools like ChatGPT will change the future of marketing forever. It is up to marketers to decide whether to view it as a threat or an opportunity."
— Ken Ip, Asia MarTech Society
Kavya Pearlman · Founder, XRSI – XR Safety Initiative
Kavya Pearlman develops standards for the emerging technology ecosystem — identifying cybersecurity and privacy risks in XR technologies and proposing solutions. A deep look at what safety in the metaverse really means.
"The biggest risk from the Metaverse is that we may not just lose our privacy, but our agency, our cognitive autonomy and even our free will."
— Kavya Pearlman, XRSI
Josephine Gerves · MD & Partner, DEPT® & Co-Founder, Meta Festival
Josephine Gerves discusses challenges, opportunities, and crucial steps toward equity in the metaverse — where decentralization and blockchain offer a real chance for power to the people.
"The blockchain and NFTs are already examples of power to the people in their basic concepts — we can all be part of the metaverse, build it, even own parts of it."
— Josephine Gerves, DEPT®
Athena Demos · Co-founder & CEO, Big Rock Creative (BRCvr)
Athena Demos explores Web3 communities as the backbone of the metaverse — how their shared vision amplifies individual contributions, breaks geographic boundaries, and why designing for participant experience changes everything.
"I don't think there is a metaverse without communities. It is a requirement. Everything we build, we're building for people to come and interact with it."
— Athena Demos, Big Rock Creative
Shirly Valge · COO, VELAS
Shirly Valge discusses the latest developments in blockchain and cryptocurrencies — challenges of mass adoption, integration into existing systems, and why regulation will be the final stage of crypto popularization.
"The next, final stage of crypto popularization will be its adaptation for all segments of the population — starting with the creation of convenient user interfaces."
— Shirly Valge, VELAS
Alison Alexander · Co-founder & COO, Metacampus
Alison Alexander shares her personal story on Web3's potential to empower underrepresented communities. Janina Vinklere adds exclusive insights from NFT Paris 2023 and how the NFT market could shape the future of business.
"Using the Blockchain to record contracts reduces the likelihood of people being abused by their employers."
— Alison Alexander, Metacampus
Sandra Moerch · Chief Content Director, Purpose & Sustainability, SAP
Sandra Moerch, UN Women Board Member and Stanford WiDS Ambassador, shares how to effectively amplify the message of sustainability — and why it's no longer an option for brands to ignore sustainability in their content strategy.
"It's no longer an option for brands to ignore sustainability issues. There's a clear opportunity to win favor with consumers through the right approach."
— Sandra Moerch, SAP
Mark Forster · Investor, Serial Entrepreneur & Chairman, IAB Metaverse Division
Mark Forster shares why the metaverse is mobile-first — a thought that may seem controversial, but is backed by data on how people actually access immersive digital experiences today.
"The metaverse is mobile-first. Mobile phones are the most universal device and the most popular way to access the metaverse."
— Mark Forster, IAB Metaverse Division
Romain Girbal · Co-Founder, Exclusible
Romain Girbal makes the case for why the metaverse is not hype — exploring the Web3 revolution, why you should put your hopes in the metaverse, and what Adello observed at the NTR Metaverse Summit in Berlin.
"I strongly oppose those who claim that the metaverse remains science fiction or that it is already a stillborn project."
— Romain Girbal, Exclusible
Dr. Mark van Rijmenam · Founder, Digital Futures Institute
Dr. Mark van Rijmenam explores AI-generated content and the fundamental question it poses — at what stage does the relationship between humans and machines evolve so that we can no longer regard one as superior in creative terms?
"At what stage does the relationship between humans and machines evolve into one so fundamentally changed that we can no longer regard one as superior to the other in creative terms?"
— Dr. Mark van Rijmenam, Digital Futures Institute
Olivier Bureau · Co-Founder, Exclusible
Olivier Bureau discusses why brands should prioritize Web3 communities in their metaverse marketing strategy — and Daniel Renggli shares how to empower marketing teams using innovative tech realities.
"The Web3 community is a significant part of the company strategy. Brands must make them happy — this is the big difference between Web2 and Web3 communities."
— Olivier Bureau, Exclusible
Dr. Anita Lamprecht · Metaverse & FutureLaw Lecturer, Weblaw Academy
Dr. Anita Lamprecht explores Soulbound tokens and tokenized digital identity — raising crucial questions about what can and cannot be tokenized, and how data protection laws must evolve to protect personal sovereignty in the metaverse.
"Biological knowledge × Computing power × Data = the Ability to Hack Humans. Will data protection laws suffice to give us legal ownership over sensitive data?"
— Dr. Anita Lamprecht, Weblaw Academy
Antony Vitillo · Entrepreneur, AR/VR Consultant & Developer
Antony Vitillo explores how music evolves through technology — virtual concerts, metaverse events, and AI-generated music. Virtual concerts are not just hype: they offer unique advantages that have already attracted famous brands and artists.
"Virtual concerts are the present of music and for sure will be its future. They offer so many advantages and have already got the interest of famous brands and artists."
— Antony Vitillo, AR/VR Developer
Chuck Brooks, President of Brooks Consulting International, and GeoCTRL explore the synergy of the Metaverse and IoT — how immersive environments will boost the advancement of connected devices, while raising new demands on security strategy.
"Being IoT security ready should be a priority pursuit for everyone connected. A viable IoT risk management strategy requires assessing situational awareness, policies, technology integration, and cyber resilience."
— Chuck Brooks, Brooks Consulting International
Dr. Martha Boeckenfeld, Dean and Partner at Metaverse Academy, shares her vision of the Metaverse future — how innovative technologies are developing at an accelerated pace, and why people, not technology, remain the most important asset.
"As we build beyond the universe with new experiences, technology is only the enabler, but we must not lose sight of the most important asset: People."
— Dr. Martha Boeckenfeld, Metaverse Academy
Malte Landwehr, Head of SEO at idealo, shares stories about how entrepreneurs and politicians manipulate Google Autocomplete in ways most SEO professionals can only dream of — and what patterns you can extract for your own marketing toolkit.
"If you can influence search behavior and content creation, you can influence Google Suggest. And how do you influence those? By influencing public discourse."
— Malte Landwehr, idealo
Alan Smithson, Co-Founder of MetaVRse and XR For Business Podcast Host, shares his insights about the technologies behind the Metaverse and how they influence Web3 — and why immersive, interactive, and decentralized experiences are the internet's future layer.
"The metaverse will be the internet we enjoy today — with video, audio, text, and images — plus a more immersive, interactive, decentralized, and autonomous layer on top."
— Alan Smithson, MetaVRse
Gabriele Romagnoli, Head of Business at ShapesXR, explores the hidden potential of VR/AR, their current limitations, and what the future holds. A conversation on how the technology has leapt forward — and how much further it still has to go.
"There was a huge leap in the recent year, and a lot was improved. The VR/AR options available now are much better than 3 years ago — the industry has made a big difference."
— Gabriele Romagnoli, ShapesXR
Delphine Forma, Senior Compliance Manager at BitMEX and crypto advisor, shares her view on the future crypto trends and opportunities in Switzerland — from regulatory developments and DeFi to the broader societal changes blockchain technology enables.
"The industry is not only about crypto but about the technology which is changing our society by enabling direct interactions and disintermediation."
— Delphine Forma, BitMEX
Alexa Duarte D'Agostino, entrepreneur and business strategist, shares her opinion on marketing fundamentals in a time of geopolitical uncertainty and shrinking budgets — why brands should move from hard selling to connecting consumer values with brand identity.
"There is a new paradox in marketing: some think it is the easiest aspect of business, others the hardest. Both are right — and that gap is where the opportunity lives."
— Alexa Duarte D'Agostino, Business Strategist
Simon Kingsnorth shares his opinion on the top digital marketing trends — relevancy, inclusion, and sustainability as the three strong pillars, plus Apple's return to mobile advertising and why a recession can be an opportunity for sharper marketers.
"During a recession, there will be less competition for advertising, which means your ads will have more visibility at a lower cost."
— Simon Kingsnorth, Marketing Strategist
Joel Hansen, Head of Marketing & Partnerships at LOI Venture and TEDx Speaker, shares the simple secrets of successful digital marketing — and why in the pursuit of perfection, we often forget the essentials that actually move the needle.
"When you tune into the right people — podcasts, tweets, books — you can tap into an unparalleled curiosity that can drive forward any idea you have."
— Joel Hansen, LOI Venture
Marissa Pick shares how to use the full potential of customer advocacy — why it is too often confused with customer loyalty, and how B2B marketers can transform satisfied customers into genuine brand advocates.
"Customer advocacy can help transform loyal customers into advocates for your brand. Yet, sadly, they are too often overlooked in marketing strategies, despite their accessibility and effectiveness."
— Marissa Pick, Marketing Expert
Sarra Dadoul, General Manager Brand & Business Unit and Member of the Swiss Women Board Members Club, dives into luxury marketing — what channels luxury consumers prefer, how they are influenced, and how the metaverse and NFTs are changing this premium segment.
"Luxury is all about exclusivity. Thanks to NFTs, it is possible to live this exclusivity in the virtual world — owning items in the metaverse makes owning cool again."
— Sarra Dadoul, Luxury Brand Expert
Mark Schaefer, marketing strategist and author of several bestsellers, discusses how to create a business strategy in an era of Black Swan events — why trendlines from the past no longer reliably predict the future, and how to reimagine marketing strategy accordingly.
"The future has been re-written in the last two years, and our trendlines will be interrupted with unintended consequences. We might have to reimagine marketing strategy for the time being."
— Mark Schaefer, Marketing Strategist
Ryan McCallum, President at Canada Sport Marketing and Formula 1 Paddock Club Distributor, shares the features of working with major sports clients — and why the human side of the business is the one constant in 18 years of motorsport experience.
"Something we always take into consideration is the human side of the business. We want to build a true relationship with clients so they think of us the next time they consider sponsoring or hosting an event."
— Ryan McCallum, Canada Sport Marketing
Prof. Dr. Enrico Molinari shares a futuristic story and his vision of the metaverse — describing in clear words how Web 3.0 technologies will transform our daily lives, from urban services to professional work and global social interaction.
"The metaverse has many meanings: as a daily user it is a fun experience, as a professor it is a new way of creating work, and as a global influencer it is the convergence of social media and smart society."
— Prof. Dr. Enrico Molinari, Economist & Digital Transformation
Lavinia D. Osbourne, Founder of Women in Blockchain Talks, explores how blockchain — designed to be inclusive — has lost that ideal along the way, with women representing only 14.5% of the workforce. She shares how to get inclusivity back on track.
"For an industry designed to open up global financial and social services to a more diverse range of people, this lack of diversity is disappointing. So what can we do to fix it?"
— Lavinia D. Osbourne, Women in Blockchain Talks
Megan Conahan, Executive Vice President at Direct Agents, shares 6 tips on how to survive the post-pandemic consumer spending pullback — and why brands that adopt new strategies now will be better positioned as the landscape stabilises.
"The landscape has changed, and brands will need to adopt new strategies to weather the storm. Six major topics cannot be ignored when living with our new reality."
— Megan Conahan, Direct Agents
Barry Rabkin shares his insights on the marketing strategy and tactics in autonomous vehicles, drones, and industrial robotics — and why effective marketing requires tight alignment between customer, channel, problem, offering, and message.
"Sales are the inevitable result when you are reaching your target audience and educating them about an effective solution to an unaddressed problem that they passionately want to solve."
— Barry Rabkin, High-Tech Marketing Expert
Benjamin Shapiro, Founder & CEO of I Hear Everything and host of the MarTech & Voices of Search podcasts, tells the story of how abject failure as a marketer turned into a successful content-as-a-service business built on listening to customers.
"Our realization is that marketers today are struggling with finding channels that both help them build awareness and drive demand — we build products and services to help them solve that."
— Benjamin Shapiro, I Hear Everything
Tony Moroney, Founder of Beta Digital and Co-Founder of The Digital Transformation Lab, shares his experience and advice on how organisations can succeed in the metaverse — where value creation, gamification, and community are the defining characteristics.
"Companies must recognise that the metaverse is characterised by virtual communities, gamification, and value creation — it creates an opportunity to bring consumers inside your brand."
— Tony Moroney, Beta Digital
Tim Moore walks through the essential rules to know before entering the Web 3.0 and NFT market — why anti-fraud and anti-money laundering awareness is critical, and what rights and responsibilities come with buying and selling NFTs.
"We need to be aware of anti-fraud and anti-money laundering because a common user is not very well acquainted with such concepts when it comes to buying NFTs and understanding their rights."
— Tim Moore, NFT & Web3 Expert
James Watson discusses how VR and AR are changing the landscape of marketing — from experiential retail to medical training — and why immersive technologies are essential tools as consumers increasingly seek experiences over possessions.
"VR/AR experiences that allow customers to try out products before purchasing are forms of experiential marketing — an essential strategy for today's customers seeking experiences over possessions."
— James Watson, VR/AR Marketing Expert
Thomas Hutter, CEO of Hutter Consult, explores the near-future opportunities of the metaverse and when Web 3.0 adoption will take place. Plus Augustin Romaneschi on NFT games, blockchain gaming, and how startups can start positioning themselves now.
"It is important to start now and plan for a long-term perspective. It's not sustainable to pursue multiple paths simultaneously unless there are enough resources and talents available."
— Thomas Hutter, Hutter Consult
Bertrand Blancheton describes what steps a company must undertake to smoothly integrate the metaverse into their business — starting by offering a virtual version of what you already do in the real world as the most authentic entry point.
"It's a smart idea to start by offering a virtual version of what you do in the real world — a natural way to enter the metaverse and an authentic way for your business to be recognised by customers."
— Bertrand Blancheton, Metaverse Strategist
Jessie Lizak reminds marketers that first-party data collection can contribute to business growth — and that panicked marketers should take a breath, because Google is not shutting off all cookies, just third-party ones.
"Panicked marketers should take a deep breath. Google is not shutting off all cookies, just third-party cookies. Your powerful first-party data can still be used to track basic data from visitors to your own website."
— Jessie Lizak, First-Party Data Expert
Frida Ekholm shares advice on how to adapt digitalization for fashion brands — and why the pandemic widened the gap between digital leaders and laggards, but also created a window for even the most analog brands to accelerate their transformation.
"In today's digital world, every brand stands the same chance. The most attractive streets are located in the palms of consumers' hands: on their smartphones."
— Frida Ekholm, Fashion & Digital Expert
Adrian Sandmeier, author of 'Video Marketing For Marketers' and founder of youstream, discloses the secrets of successful video marketing — why the customer journey maps directly to cold, warm, and hot traffic, and how to target each stage correctly.
"The principle of the customer journey matches 1:1 with cold, warm and hot traffic. It's very important to distinguish the different forms of traffic — this makes your video marketing efforts much more efficient."
— Adrian Sandmeier, youstream
Chris Tradgett, Co-Founder at Publisher Discovery, explores how affiliate marketing has merged with influencer marketing — and why the pandemic brought a tipping point where technologies became more favourable and influencers adopted a blended approach.
"The pandemic brought a tipping point — influencers are adopting a blended approach with fees and commissions, moving far beyond the old coupon and cashback model."
— Chris Tradgett, Publisher Discovery
An Driessens discusses the importance of verified and communicated brand positioning strategy — why it stimulates sales, forms long-term loyalty, increases customer trust, and creates a strong competitive edge in a world that has never been more digital.
"Have the basics of good brand building and best-in-class marketing really changed? The world is truly digital — and yet the fundamentals remain."
— An Driessens, Global Brand Strategist
Yoann Pahud Hernandez, Director of Sales & Marketing at The Ritz-Carlton Hotel de la Paix, Geneva, shares how to deal with post-pandemic recovery and create new touchpoints with local audiences — combining service excellence with authentic human connection.
"Hospitality in Switzerland is seen more like a science. In Spain, it is treated like art. It is crucial to combine both while keeping an important part of authenticity."
— Yoann Pahud Hernandez, Ritz-Carlton Geneva
Miret Padovani, Director of Marketing & Communications at Badrutt's Palace Hotel, focuses on the three marketing pillars: Flexibility, Personalization, and Relevance — and reveals where to gather behavioral data for your marketing campaigns.
"Marketers should consider different scenarios that might unfold. Flexibility enables us to accept uncertainty without being too committed to a specific plan."
— Miret Padovani, Badrutt's Palace Hotel
Kate Strachnyi, Founder of DATAcated, shares why data storytelling is essential, how to translate creative performance into data, and how to read and understand advertising heatmaps to discover new behavioral patterns.
"Data represents real life. It is a snapshot of the world in the same way that a photograph captures a small moment in time."
— Kate Strachnyi, DATAcated
Darrell Alfonso, Global Marketing Operations Manager at Amazon, talks about the key qualities of marketers, AI, automation challenges, and how to empower your business with new-generation marketing. Also featuring Ingo Hoffman on AI in autonomous retail.
"The two key qualities of marketers that thrived? Agility and execution. Agility is being able to pivot when plans change, execution is following through."
— Darrell Alfonso, Amazon
Silena Severini, CEO & Founder at LeMarket, talks about the need for digitalization, the role of expert advisors, the importance of content and community building, and the integration of sales and marketing in B2B.
"During digital transformation of B2B companies, we should not prioritize technology over teams. They are the ones who give power to the brand."
— Silena Severini, LeMarket
Melanie Borden, brand strategist based in New York, reveals the secrets of storytelling art and explains why your content must always have a story tied to your end goal — and why marketing breaks can lead to very unfortunate consequences.
"Your storytelling content must help others. Just remember to tell your marketing story till the end."
— Melanie Borden, Brand Strategist
Damon Burton, SEO specialist and author, shares everything you need to know to get started with SEO — what to begin with as a beginner, what to ask SEO agencies, and when you don't even need SEO services at all.
"SEO is a funny thing. It's not hard, but it's not easy. It's not fast, but it's not slow. One thing it definitely is — it can be a gateway to a flood of website visitors."
— Damon Burton, SEO Specialist
Prof. Dr. Harley Krohmer, Professor of Marketing at the University of Bern, speculates on four hypotheses about post-crisis consumer behaviour and digital business opportunities — and how collaboration between corporates and startups may define the future.
"Which decisions should governments and people take, and how will these decisions change our future world? The following four hypotheses focus on future consumer behavior and digital business opportunities."
— Prof. Dr. Harley Krohmer, University of Bern
Kathrin Hösli, Head of Explorations at Swisscom, explores how enforced digital adoption may permanently shift how people want to work and collaborate — and why open innovation ecosystems are better positioned to capture this structural change.
"Our routine is dramatically changing and many employees, students and customers may not want to switch back, as this new digital way of collaboration brings many advantages."
— Kathrin Hösli, Swisscom
Michel Jordi, creator of the Swiss Ethno Watch, focuses on the cultural and political dimensions of mask-wearing — a global public health measure that became a proxy for values, trust, and national identity during the pandemic.
"What shocks me is how our politicians played it down because they were unable to provide supplies. Masks became a rare commodity resulting in a guerilla war among nations."
— Michel Jordi, Swiss Ethno Watch
Laure Frank, Digital & Omnichannel Director at Manor, shares the strategic priorities set under customer-centric considerations and what it takes to build resilient omnichannel retail operations as the baseline expectation going forward.
"This crisis is a unique eyes-opening event. It's a real chance to get the strategic priorities set under customer-centric considerations with a strong commitment of the overall organization."
— Laure Frank, Manor
Cedrick Wolf, formerly of Teads and 20 Minuten, explains why uncertainty shifts consumption from material to information — and why understanding transformation as an ongoing process, not a project, is the key to navigating disruption.
"We need to understand transformation as an ongoing process, not as an ending project."
— Cedrick Wolf, Digital Media Expert
Joko Vogel, Co-CEO of Cycling Unlimited AG, converted the Tour de Suisse into a 100% digital event fully supported by all sponsors — sharing what it takes to push digitalization in a direction that makes sport more attractive and exciting for fans worldwide.
"We would like to push digitalization in a direction that makes sport even more attractive, entertaining, and exciting for fans and spectators."
— Joko Vogel, Tour de Suisse
Frank Bodin, President of the ADC Art Directors Club Switzerland and one of Europe's most influential advertising figures, shares his perspective on creativity, brand loyalty, and why the right idea remains the essence of every successful campaign.
"Data are only enablers, instruments. But without the right idea linked to this instrument, every campaign will evaporate."
— Frank Bodin, ADC Switzerland
Prof. Dr. Kuno Schedler, the main driver of government digitization in Switzerland for almost 30 years, reveals the importance of people in the quest for digital government — and why smart administration requires public and private actors working together.
"It is the people with their needs, knowledge and ideals who live change and thus create new structures."
— Prof. Dr. Kuno Schedler, St. Gallen University
Markus Naef, CEO of SwissSign Group, shares his vision for a successful digital future — why digitalization will help companies be more efficient and deliver growth, and how to embrace it as a huge opportunity rather than a threat.
"Don't be afraid of the digitalization, embrace it as a huge opportunity for companies, the country, and customers."
— Markus Naef, SwissSign Group
David B Horne, serial entrepreneur and author of Add Then Multiply, shares the FACE framework for startup success and talks about the opportunities start-ups have in economic crises if well-positioned for investors.
"The strongest key factors for long-term survival: a strong executive team, product-market fit, willingness to take risks balanced by the discipline to cut losses."
— David B Horne, Serial Entrepreneur
Lida Tohidi, Global Award-Winning Diversity Consultant, shares her work promoting diversity and inclusion in technology companies — and how digital tools can accelerate equal opportunity beyond gender and background.
"Companies with diverse management teams are more innovative. They're more likely to produce winning ideas — and as a result, they make more money."
— Lida Tohidi, Diversity Consultant
Kamales Lardi, Digital Transformation Expert and Future Visionary, advocates a clear strategy: stabilize business models, analyze data and markets, identify trends, and develop scenarios. Continuous adaptation is the key.
"Making the leap from vision to action can be challenging even under normal conditions. During a crisis, having a clear and concise approach can help accelerate achievable outcomes."
— Kamales Lardi, Digital Transformation Expert
Thomas Kaiser, Partner at Ringier Digital Ventures, shares recommendations on when and how to approach Corporate Venture Capital — and why the most successful business models today will inevitably attract challengers from the outside.
"The more successful a business model is today, the greater the chance that it will attract challengers. Disruption, in all consistency, always comes from the outside."
— Thomas Kaiser, Ringier Digital Ventures
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