Incubeta

Swisscard Uses Puns to Promote Miles Collection

Swisscard commissioned Zurich-based creative consultancy Futureworks to create what they describe as the brand’s first top-of-funnel campaign for the Swiss Miles & More credit cards. The campaign uses wordplay that merges well-known travel destinations with the German word for miles (examples: Mallorca → “Meillorca”, Miami → “Meilami”, Malaga → “Meilaga”) and the claim “Meilen machens möglich” to explain the everyday benefit of collecting miles. Swisscard says the goal is to make the value of mile-collection simple and memorable for a broad audience. Nikola Vuongova, Brand & Campaign Lead for the Swiss Miles & More credit cards at Swisscard, framed the work as a new, playful communication approach. The campaign ran through mid‑June across Zurich train stations, Zurich Airport, Working Bicycles, social channels and the streaming service Zattoo; media planning was handled by Incubeta.

Measurement Must Improve to Unlock Marketing Budgets

Fabian Zimmermann, Managing Director and Head of Client Success Northern Europe & DACH at Incubeta, argues that marketing budgets underperform because measurement often confuses correlation with causal business impact. Dashboards and platform metrics (e.g., conversions, ROAS) can mislead by optimising within-channel signals without proving additional demand or profit. Zimmermann recommends a broader measurement architecture combining cross-channel measurement, incrementality tests, experiments and Marketing Mix Modeling (MMM) to attribute true incremental revenue and profitability. He cautions that AI amplifies existing problems when trained on fragmented or mis-specified goals and that simply increasing budgets will only scale inefficiency unless organisations identify real growth drivers.

Incubeta Expands Google Capabilities with Agreement to Acquire XPON’s GMP and GCP Business

Incubeta has announced an agreement to acquire XPON’s Google Marketing Platform (GMP) and Google Cloud Platform (GCP) business, enhancing its capabilities in the digital marketing space.