Tamedia launches broad-based brand campaign with FRASER of Switzerland

Tamedia, one the leading Swiss media companies, has appointed FRASER of Switzerland as its new agency partner for a comprehensive awareness campaign for its four core brands: Tages-Anzeiger, Basler Zeitung, Berner Zeitung, and 24 heures. The campaign aims to further raise Tamedia’s profile as Switzerland’s leading quality media company.

The communication campaign with the slogan “Vielstimmig statt eintönig” focuses on Tamedia’s values of balanced, high-quality journalism that highlights different perspectives and stands for diversity of opinion, while also showcasing the individual identity of the titles within the group.

“With ‘Vielstimmig statt eintönig’ we are showing what our titles stand for: independent, reliable quality journalism that provides guidance and promotes the free formation of opinion,” explains CEO Jessica Peppel-Schulz, adding: “The campaign connects our strong regional brands. Every day, our readers experience diversity of opinion — surprising, astute, profound, and sometimes humorous. We stand for balance, supported by independent research and regional expertise.”

Benjamin Baumann (founder of FRASER) is also delighted about the collaboration: “We are proud to have Tamedia as a client in Switzerland, following on from UBS. The long-standing tradition and strength of the Tamedia brands are an excellent fit for us. For

FRASER of Switzerland, this campaign mandate is a significant step in our ongoing development in Switzerland.”

Lea Zaydowicz (Account Director, FRASER of Switzerland) adds: “From the very beginning, our collaboration was based on partnership and courage, just like the campaign itself. Tamedia thrives on diversity. Four brands, four regions, one common stance: diversity instead of monotony. That’s exactly what we’re highlighting.”

FRASER of Switzerland is responsible for campaign strategy, conception, creation, media strategy, and distribution, providing end-to-end support for activities throughout the user journey. The campaign launches on December 1, 2025, with OOH, DOOH, special placements in various train stations and airports, paid and organic social, display, Google, podcast audio ads, and placements in trams.

About Tamedia

Tamedia dates back to the Tages-Anzeiger, which was founded in 1893. Today, the national media company employs 1,400 people in German-speaking and French-speaking Switzerland and comprises the leading editorial network. Tamedia’s daily and weekly newspapers, magazines and news platforms are locally anchored and internationally networked. They create publicity and offer guidance and entertainment. Tamedia’s renowned media brands include 24 heures, Basler Zeitung, Bilan, BZ Berner Zeitung, Das Magazin, Der Bund, Finanz und Wirtschaft, Le Matin Dimanche, Schweizer Familie, SonntagsZeitung, Tages-Anzeiger, Tribune de Genève, and the Zurich regional newspapers. The portfolio also includes newspaper printing plants and an in-house marketing unit. Tamedia is a company of the TX Group.

About FRASER of Switzerland

FRASER of Switzerland serves brands such as UBS, Selecta, and Tamedia and is part of FRASER, an independent, owner-managed creative agency founded in Berlin in 2018, which now has offices in Berlin, Zurich, Cape Town, and Dubai. As an international agency with digital DNA, FRASER develops contemporary communication for ambitious brands. The focus is on intelligently combining creativity with technology and distribution to achieve maximum effectiveness.