Mike, what kind of anniversaries have you pulled off in recent years?

Too many to name – and some brands prefer to keep things low-key. But just to give you an idea: I led the 125-year global anniversary for F. Hoffmann-La Roche, the 50-year celebration for Walder Wyss, and anniversaries for major banks and FMCG giants. Altogether, we’re talking over 600 years of anniversary firepower. Easy.

Why is JEFF such a go-to when it comes to anniversaries?

Because anniversaries aren’t just a cake and a speech. They hit all your audiences at once – your people, your clients, your partners, sometimes even the general public. That means different channels, different messages, different moves: a campaign, a microsite, a string of events. But they all need to feel like one thing. Cohesive. Clear. And that’s exactly what we build – with creative, strategy, and production all under one roof.

What’s the secret sauce for a successful anniversary campaign?

The pressure’s always high. The bigger the number, the higher the expectations. Top management is involved, the whole company’s watching, and budgets aren’t negligible. So first: alignment. Everyone needs to agree on what this anniversary is actually about. And that can take time – and tough conversations. But it’s worth it.

Then you need a solid story. Messaging that speaks to everyone and works across every touchpoint. Simple. Bold. Sharp. The clearer it is, the louder it resonates.

And hey, it’s a once-in-a-decade thing – so go big. Do something bold. Something your brand wouldn’t dare to do on a regular Tuesday. That’s how you make memories.

And where do people usually go wrong?

Anniversary campaigns are beasts. They take time, energy, headspace. You need a team with the capacity to carry it. If you throw it on top of someone’s day job, they’ll burn out before the cake’s cut.

We also tell clients: don’t do everything. Do the right things – and do them really well. Focus is your friend.

And timing matters. You can’t hit the same note all year long. Think about rhythm, drama, peaks and pauses. Keep your teams sane, your audiences engaged, and your story alive – from kick-off to closing toast.

What anniversary would you love to bring to life yourself?

I’d love to be part of something big – like the 700-year celebration of the Swiss Confederation back in ’91.
Or anything that moves the people of Switzerland. Feels like we could use something like that these days.