Observed Signal · Nov 11, 2026 · Interview · Source: persoenlich.com News · Impact: 2/5 · Sentiment: Positive
Wirz Celebrates 90 Years as Switzerland's Oldest Major Agency
In an interview, the co-CEOs of Swiss advertising agency Wirz, Petra Dreyfus and Livio Dainese, discuss the agency's 90th anniversary, its ongoing transformation, and the challenges of the current economic environment. Wirz positions itself as a 'Switzerland expert' with a portfolio of domestic brands such as Migros, Ovo, Graubünden Tourismus, CSS, Suva, and Schweiz Tourismus. The agency has undergone a deep restructuring to streamline processes and reduce interfaces for clients, making work more efficient. Dreyfus and Dainese also comment on the significant reduction in Migros's contract volume, which led to layoffs, and their perspective on the end of the Roger Federer campaign era. They emphasize that while transformation is ongoing, the core DNA of the agency remains intact.
The article provides insight into the strategic transformation of one of Switzerland's oldest agencies, reflecting broader industry trends. It is relevant for the AdTech/MarTech sector but focuses on a single agency's anniversary and restructuring.
Track Migros Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your Polaris7 workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Wirz celebrates its 90th anniversary in 2026.
- The agency has implemented a comprehensive transformation to streamline processes and reduce interfaces.
- Migros has significantly reduced its contract volume with Wirz, leading to layoffs.
- The agency counts Swiss brands like Migros, Ovo, Graubünden Tourismus, CSS, Suva, and Schweiz Tourismus among its clients.
- The end of the Roger Federer campaign series for Schweiz Tourismus is seen as a natural change in the industry.
Connected Companies & Entities
“A major client that has significantly reduced its contract volume with Wirz.”
“The subject of the article, celebrating its 90th anniversary and undergoing transformation.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Kreisvier Marks 25 Years; CEO Pushes for Visibility
Basel-based full-service agency Kreisvier is celebrating its 25th anniversary and intends to raise its national profile, CEO Alexandra Vatansever says in an interview. Kreisvier is among the ten largest Swiss advertising agencies by size and revenue, has grown from four to about 50 employees, and counts Coop as a long-term client. In 2022 the agency retained and expanded business across the Coop Bau+Hobby and Jumbo merger. Vatansever, who joined as Managing Director in 2018 and became CEO in 2024, says the agency will emphasize applied creativity, showcase bigger ideas under new creative leadership (David Lübke), and become more visible externally. Kreisvier runs an in-house innovations unit, Kreisvier Lab, and reports using AI in everyday processes for the past two years.
Swiss Art Director Dana Wirz Dies at 61
Dana Wirz, a highly awarded Swiss art director known for creating one of Switzerland’s most famous advertising slogans and numerous notable campaigns, has died at age 61. A long-time creative partner Peter Brönnimann wrote the obituary, recalling their roughly 13-year collaboration at Advico Young & Rubicam and later Spillmann Felser Leo Burnett. Wirz is credited with the 1999 Ovomaltine slogan and celebrated for work for clients including Switzerland Tourism, Mammut and the Swiss Federal Office of Public Health. The article was published on persoenlich.com on 2026-07-09.
ADC Switzerland launches 50th‑anniversary campaign
ADC Switzerland has launched a nationwide campaign to mark its 50th anniversary, using archival Swiss advertising to showcase the club’s historical relevance. A cinema spot, produced with Shining, features excerpts from well‑known Swiss commercials sourced from partners including Admeira and the Museum für Gestaltung Zürich. The spot is running nationwide in cinemas via Weischer.Cinema Schweiz. Outdoor advertising in the Zurich area — both digital and printed posters — is carried by APG|SGA and was produced with support from Prodigious; about 30 award‑winning creatives from five decades are being shown. The campaign motifs are also distributed on social media. ADC previously marked the anniversary with a three‑day celebration and a creative festival earlier in the year.
Receive all future signals for Migros & competitors in your briefing
Never miss material M&A deals, leadership changes, account wins, or product rollouts. Polaris7 monitors 20,000+ primary sources 24/7, delivering verified telemetry directly into your executive briefing.