e-dialog vs mediasense

Sir Mary wins Mobiliar digital performance mandate

Swiss agency Sir Mary has won the pitch for the digital product and performance communication mandate of insurance company Die Mobiliar, starting in Q4 2026. The mandate covers strategy, conception, creation, and production. Previously, many of these advertising materials were produced in-house. The agency will focus on making the brand's strength tangible in the mid- and low-funnel. The media agency E-Dialog remains responsible for performance marketing, while Jung von Matt continues to handle branding campaigns since 2018. Sir Mary's co-founder Daniel Zuberbühler expressed satisfaction with the win, noting the agency had a successful year.

• Sir Mary wins pitch for Die Mobiliar's digital product and performance communication mandate.
• The mandate starts in Q4 2026 and covers strategy, conception, creation, and production.
• Previously, many of these advertising materials were produced in-house at Die Mobiliar.

Wirz launches CSS autumn campaign with 'Du-Wir' approach

Swiss health insurer CSS has launched its autumn campaign for the annual switching season, developed by Zurich agency Wirz together with media agencies Webrepublic and E-Dialog. The campaign targets 25- to 50-year-olds and runs across Out of Home, Digital Out of Home, Connected TV, audio, and social media. The creative concept uses a dialogic 'Du-Wir' (You-We) tone to address the target group's life situations and link them to CSS benefits, termed an 'Unlock-Mechanismus'. The campaign aims to strengthen CSS's market leadership in basic insurance, moving beyond pure price communication. It includes dynamic display ads, search engine advertising, and a premium calculator. The campaign is orchestrated along a journey framework using first-party data and contextual targeting. The budget and duration were not disclosed. Key credits include CSS marketing leads Marcel Engelberger and Sebastian Schönbächler, with agency teams from Wirz, Webrepublic, and E-Dialog.

• CSS launches an autumn campaign developed by agency Wirz with Webrepublic and E-Dialog.
• The campaign targets 25- to 50-year-olds and runs across OOH, DOOH, CTV, audio, and social media.
• The creative concept uses a 'Du-Wir' communication style to link customer situations with CSS benefits.

Ad Industry Lacks Strategic Thinkers, Misaligned Incentives Blamed

A report from the WFA and marketing advisory Mediasense reveals that strategic thinking is becoming increasingly crucial as AI automates routine tasks, yet the industry faces a shortage of such talent. The study, based on a survey of marketers, found that strategic thinking topped the list of talent shortages, cited by 72% of respondents. While the quality of marketing talent is generally rated positively, accessing the right skills is difficult. The report emphasizes that developing internal talent is key, but current incentive structures often discourage strategic development, favoring execution and efficiency over impact. Agencies are still evaluated on executional delivery, even as AI commodifies that layer. To close the capability gap, advertisers and agencies must adapt their incentive structures and take a long-term view on talent development.

• WFA and Mediasense published a report on the growing importance of strategic thinking in advertising amid AI adoption.
• 72% of marketers surveyed identified strategic thinking as one of their top three talent shortages.
• 46% of marketers rated the quality of marketing talent as strong or very strong.

ISBA and mediasense report establishes first capability baseline for UK digital retail media networks

New research assesses campaign, reporting and measurement capabilities across five leading UK retail media networks.

Mediasense's Jack Shearring: Governance Beats Gadgets in Marketing

Jack Shearring, vice president of strategy at Mediasense and Drum Awards Festival juror, emphasizes that governance, not technology, is the key to successful marketing transformation. He argues that many organizations have sophisticated tech but unclear data ownership and fragmented agency relationships. For 2026, he would invest in measurement infrastructure over flashy tools, noting that better inputs matter more than better tools in a world of platform automation. He advocates for managing brand and performance as complementary, and for a shift toward probabilistic, modelled, and judgement-driven measurement. Leadership, he says, will favor those who ask good questions and create clarity, not necessarily those with the most knowledge.

• Jack Shearring is vice president of strategy at Mediasense.
• Shearring is a juror at the 2026 Drum Awards Festival.
• He advocates investing in measurement infrastructure for 2026.