Martin Walthert has succeeded in aligning Digitec Galaxus’ marketing with the new situation of informed, competent and “defensible” customers. The company relies on an editorial content team that produces content instead of advertising. The majority of the marketing measures are developed in-house and only partially by external agencies. The company also succeeds in combining image and product communication in an exemplary manner. In doing so, they use the findings of behavioral economics, such as gamification and status, for their work. Martin Walthert studied journalism at the University of Zurich. Already during his studies, in addition to other part-time jobs, he helped out at Digitec, where he already practiced an early form of content marketing by sending out newsletters. Directly after his studies, he joined Digitec, where he still works. He is responsible for the advertising campaigns of Digitec and Galaxus, which are consistently popular in Switzerland. Digitec stands out for its advertising with positive and especially also negative customer reviews, and Galaxus has been advertising for years with funny parodies of various advertising genres.