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Carl Elsener, CEO of Victorinox AG, has been selected as the first «Marketeer of the Year». The innovative entrepreneur from Central Switzerland accepted the award on 1st March as part of a gala event in Zurich. Carl Elsener’s victory represents the commendation of an outstanding individual from the Swiss economy who writes success stories with his company, uses his creativity to take chances, has the courage to carve out new paths, and puts ground-breaking ideas into practice in the digital age.

The award was presented by Swiss Marketing, Admeira and the Serviceplan Group Switzerland. A distinguished jury determined the prize winner though a multi-stage examination and decision process. In her laudatory speech, Professor Martina Dalla Vecchia, lecturer at the Institute for Information Systems at the FHNW Basel [University of Applied Sciences and Arts Northwestern Switzerland] and jury member, highlighted the brilliant repositioning of the company, which previously only produced knives, saying: “The signs in a global marketing environment were recognised in good time. Victorinox managed to successfully establish itself in new business areas.”
Visibly moved, the CEO of the family business said: “This award fills me with great joy and gratitude. Gratitude to our employees, customers and partners. Due to their great dedication and loyalty, they have all contributed significantly to the fact that the Victorinox brand has increased in significance and presence in the past few years.”
The jury, consisting of representatives from the Swiss advertising industry, media, and research, gave the following reasons for their decision:

“Carl Elsener has built up the original production operation to a global brand with a great deal of passion and bravery. After the terrorist attack on 11th September 2001, he was able to align the company to be forward-looking through skilful diversification, and to build up another source of income for the company in new business areas alongside knife production. He recognised the value of the ‘Victorinox’ brand as one with a high level of quality, functionality and an iconic design, from which all business areas today – pocket knives, household and professional knives, watches, luggage and perfume – could profit. In addition, he skilfully invested in new markets such as Asia and South America in a fast-changing environment. In all of his decisions, however, his responsibility to his employees and the sustainability of the company always took centre stage.”


About the Event:
The ‘Marketeer of the Year Award’ was presented for the first time at the Razzia restaurant in Zurich in the presence of over 100 guests from the cultural, economic and marketing sectors. Hosted by Christa Rigozzi, the ceremony was also attended by award’s two other nominees, Philip Bucher, Managing Director and partner of Doppelleu Boxer AG, and Dominik Kaiser, founder and majority shareholder of 3 Plus Group AG.
The ‘Marketeer of the Year Award’ will again be awarded by Swiss Marketing, Admeira and the Serviceplan Group Switzerland next year.