Observed Signal · Jul 9, 2026 · Company Launch · Source: persoenlich.com News · Impact: 2/5 · Sentiment: Neutral
Michael Hinderling: Advertising World Is Fundamentally Changing
Michael Hinderling has launched a new Zurich-based digital agency, Heart Identity, positioning it as a studio against 'digital interchangeability.' In a persoenlich.com podcast episode for ADC Switzerland, Hinderling — co-founder of Hinderling Volkart and former Managing Director and Partner at Dept — discusses why he returned to self-employment and how artificial intelligence represents a 'tipping point' that will fundamentally change the advertising and marketing industry. The piece notes Hinderling sold Hinderling Volkart to Dept in 2020, left Dept in 2024, and recently founded Heart Identity. The podcast series '50 Jahre ADC' is being presented by the persönlich publisher with support from Migros Supermarkt AG and is available on major podcast platforms.
New agency launch and an industry figure's view on AI matter locally to creative and agency markets, but this is not a major platform policy or technical change affecting the broader AdTech infrastructure.
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Key Takeaways & Evidence Grounding
- Michael Hinderling opened a new Zurich digital agency called Heart Identity in July 2026.
- Hinderling co-founded the digital agency Hinderling Volkart and sold the company to Dept in 2020.
- After the 2020 sale, Hinderling served as Managing Director and Partner for Dept's Swiss market and left Dept in 2024.
- The persoenlich.com podcast episode featuring Hinderling appears as part of the '50 Jahre ADC' series, presented by the persönlich publisher with support from Migros Supermarkt AG.
- The podcast is available on the website and on major podcast platforms.
Connected Companies & Entities
2 Entities mapped“On the occasion of the anniversary, the persönlich publisher is giving ADC Switzerland — with the support of Migros Supermarkt AG — the podc...”
“In 2020 they sold the company to Dept, where Hinderling subsequently worked as Managing Director and Partner for the Swiss market....”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Heart: Hinderling launches AI-focused agency in Zurich
Michael Hinderling has founded Heart, a Zurich-based boutique agency, together with Severin Klaus and Milo Peter. Operations began in May 2026 and the company is based at Werdstrasse 109 in Zurich; Klaus and Peter joined the founders’ team in July. Beat Muttenzer is named as a co-founder and Katrin Park and Dario Linke are listed as core team members. The three founders most recently held senior roles at Hinderling Volkart and Dept. Heart positions itself as a deliberately small, senior-led firm focused on digital brand and product development guided by artificial intelligence, aiming to build adaptive, learning systems and to prioritise relevance and innovation over pure efficiency. The company gave no headcount or client details.
Peter Hirrlinger: I Took Off in Germany
Profile and podcast interview with Swiss-born advertising creative Peter Hirrlinger, who moved to Munich in 1996 and built a successful career working at agencies including GGK Basel, WHS (Reini Weber), Heye & Partner and Start. Hirrlinger — who has worked for both McDonald's and Burger King and has been self-employed since 2010 — was a member of the German Art Directors Club (Deutscher ADC) from 1996 and served on its board until 2023. The article notes a personally-Verlag podcast series '50 Jahre ADC', produced with support from Migros Supermarkt AG, that features industry voices reflecting on advertising careers and history.
Pablo Schencke: Agency Journey and ADC Triumph
Pablo Schencke, Executive Creative Director (ECD) and Partner at Thjnk Zürich, is profiled in a persönlich.com feature tied to a new episode of the '50 Jahre ADC' podcast. The piece highlights Thjnk Zürich’s award success at this year’s ADC with the 'Ortsschilder' campaign and traces Schencke’s international advertising career — born in Chile, studies in Chile and the USA, creative roles at agencies including Leo Burnett (Chile), 180 Grados, Jung von Matt/9 (Hamburg), and later roles in Switzerland at Spillmann/Felser/Leo Burnett, Jung von Matt Limmat, Publicis and Thjnk Zürich. The podcast series celebrating ADC Switzerland’s anniversary is produced by persönlich Verlag with support from Migros Supermarkt AG and is available on the publisher’s site and major podcast platforms like Spotify and Apple Podcasts. Credits list Matthias Ackeret (moderation), Corinne Lüthi (production) and Christian Beck (distribution).
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