Photo © BB® Switzerland
By Estelle Richard
In an industry where agencies are born in the morning and collapse by nightfall, where the digital promise often comes down to a two-person office and a network of freelancers scattered across the continent, BB® Switzerland has made the opposite choice. An uncomfortable choice. A costly choice. A human choice.
BB® Switzerland is a 360° marketing agency active throughout Switzerland, with in-house control over every lever that truly makes a difference: marketing strategy, digital and web, photography and video, branding and design. The agency owes this command to its people: everything is done internally, by real salaried employees who are in it for the long haul. Because lasting relationships are built with stable teams that know your world, understand your challenges and carry your ambitions as if they were their own. There is no invisible outsourcing here, no production chain split across three countries. Just one team, one roof, one responsibility. “We fully stand by that choice,” says Amancio Luis Cougil, the agency’s French-speaking Switzerland director. This demanding structure makes BB® Switzerland one of the few agencies in the market capable of steering a project from A to Z without ever losing the thread. The client does not speak to a project manager who relays to a contractor who subcontracts to someone else. They speak to the team that will execute. That detail changes everything.
At BB® Switzerland, the client does not speak to a project manager who passes the brief on to a supplier. They speak directly to the team that will deliver. That detail changes everything.
But maintaining that position comes at a price. A 100% Swiss agency means a bill that is 20 to 30% higher than an offer from an agency based in a European country. Amancio Luis Cougil’s answer is not a sales pitch, but a hard-earned market truth: “We are fortunate to work with companies that know what ten years of presence in a market are worth. Local credibility cannot be bought remotely.” Clients who choose BB® Switzerland are not looking for the lowest price; they are looking for the right price, a partner who understands the codes of Romandy and picks up the phone, who sits across the table. And in this ecosystem, where trust is the primary currency, that proximity has no serious rival.
Then there is another challenge. The one that keeps Amancio Luis Cougil awake at night and is reshaping the sector beneath his feet a little faster every month: artificial intelligence. AI is everywhere. In the speeches, in the tools, in people’s minds. And with it has come a dangerous illusion: that anyone can now do marketing. A prompt, an image generated, a post published. Job done.
“Between generating content with AI and delivering market performance, there is a world of difference. And that world is our business.” BB® Switzerland has not chosen to ignore AI, nor to endure it; on the contrary, it is investing heavily in data, tools and training to make it what it should always be: an accelerator of expertise, not a substitute. That said, Amancio Luis Cougil does not hide the pressure that the rise of artificial intelligence places on agency jobs. Copywriters, graphic designers, content creators: these profiles are now facing the partial obsolescence of their traditional skills. It is a reality he confronts head-on, without pretense. “I am one of those who see the threat of human obsolescence,” he says. “We have to defend humanity, because we are facing technologies that can replace us on a massive scale.” So he pushes his teams to adapt, to learn, to integrate what is changing in order to remain viable and to ensure the agency remains a place where people can still work in ten years’ time.
“Between generating content with AI and delivering market performance, there is a world of difference. And that world is our business.”
Perhaps this is what best defines Agence BB® Switzerland: an agency built on uncomfortable convictions. Bringing work in-house when everyone else is lightening up. Investing in people when algorithms seem sufficient. Defending proximity when distance is becoming the norm. This is not nostalgia for the past. It is a bet on the future. One for an agency that still deeply believes durable performance is built with people, not despite them.
For more information: https://agence-bb.ch/
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