Team
Small team. Big impact. Four people. Dozens of AI agents, plus selected specialists and partners. We combine strategy, technology and execution capability.

Ana Arrowsmith
Digital marketing
Editorial planning, community management, ad management and reporting. Campaign support from concept to evaluation.

Johanna Hullár
Creative Direction and AI Visual Production
Visual concept development, generative AI, video and 3D production. Swiss Design Award laureate 2024, Prix de l'ECAL 2020.

Mike Schwede
AI Strategy & Transformation
25+ years of digital transformation. AI strategy, workshops and implementation for SMEs, corporates and associations. Lecturer at ZHAW, University of Bern, HWZ and other universities.
BBA HSG/Steinbeis · Oxford Saïd AI Program · MIT Machine Learning

Sandro Gafner
AI Engineering & Data Science
Specialist in complex AI architectures – from RAG systems and knowledge graphs to data analysis. Technologies: LlamaIndex, Python, modern LLM infrastructure. BSc in Industrial Engineering and Management Science.

Ad Designer
Creative production · Copy · Format adaptation · Visual QA
Produces advertising materials in every format before the first coffee goes cold. Knows Meta specifications by heart. Has never said, “that is not my job”.

Campaign Manager
Meta Ads · Google Ads · LinkedIn · A/B testing · Reporting
Starts campaigns while you are still in the briefing. Tests variants, pauses underperformers, escalates to Mike when human judgement is needed. No office, no coffee break, full availability.

Media Planner
Channel planning · Budget allocation · Audience analysis · Timing optimisation
He does not plan media budgets – he optimises them. He knows CPM benchmarks for every industry, sleeps soundly, and never bills overtime.

Project Manager and Meeting Assistant
Minutes · Task tracking · Follow-ups · Agenda preparation
He never misses a deadline. Ever. Drafts minutes while the meeting is still in progress, assigns tasks before everyone has left the room. His only blind spot: He never asks whether the meeting was really necessary.

Research and Strategy Analyst
Deep Research · Competitive Intelligence · Trend Analysis
Never sleeps. Reads everything. Forgets nothing. While you are still opening Google, it has already analysed 47 sources and created a market overview. No degree, no LinkedIn – but more context windows than your entire team.

SEO & Ads Analyst
Google · Meta · TikTok · Search Console · CTR optimisation
Has never paid an agency for reporting. Pulls raw data, builds reports people actually read. Favourite line: «The title has a 0.3% CTR. We can do better than that.»

Strategy Advisor
Scenario planning · Frameworks · Workshop preparation · Decision analysis
Think in scenarios, not slides. Prepare for executive workshops, strategy documents, and counterarguments at the touch of a button.

Web Designer
Framer · Layout · CMS · UX · Trend scouting
Has a view on whitespace. Knows every trend before it becomes a trend. Likes to stitch – Nano Banana in the morning, at lunch and at dinner. Delivers drafts in minutes, not weeks.
Partners we have worked with
Media coverage
CHF 56,000 a month: Zurich now has US-style wages – nau.ch, April 2026
Will employees soon only speak to the boss's avatar? – nau.ch. April 2026
Researcher warns: critical know-how is lost with AI- nau.ch, February, 2026
Artificial intelligence: Will AI soon pester us with phone surveys?- nau.ch, January, 2026
Is social media nearing the end because of the flood of AI videos?- nau.ch, December, 2025
Why the traditional HR job has no future- nau.ch, November, 2025
Artificial intelligence: What Meta is now doing with your posts- nau.ch, May, 2025
Is AI getting too good? Milk girl wrongly under suspicion- nau.ch, April, 2025
Christoph Blocher falls victim to an AI fake video – SRF warns- nau.ch, March, 2025
AI-generated people flood Instagram – manipulation looms- nau.ch, February, 2025
ChatGPT knows the user's location but denies it- nau.ch, November, 2024
Cash is back in fashion with Gen Z- headtopics.com, October 2024
Because men feed AI: «Stereotypes are reproduced» - nau.ch, September 2024
Miracle cure makers advertise with fake AI weight-loss photos- nau.ch, May, 2024
«New dimension»: teachers warn of bullying by AI- nau.ch, May, 2024
Princess Kate: Is the new video an AI fake? This is what an expert says- nau.ch, March, 2024
AI-powered Instagram study identifies the most successful Swiss accounts- werbewoche.ch, February, 2024
Chaos at OpenAI is dangerous for the whole world- nau.ch, November, 2023
Marketing podcast by Fabio Zahnd with Mike Schwede- nau.ch, June, 2023
«Companies overestimate social aspects in the office»- nau.ch, May, 2023
Sometimes it only takes a few clever tricks to succeed- htr.ch, May, 2023
Artificial intelligence: Will computers soon have to pay social security contributions?- nau.ch, May, 2023
How TikTok shapes our image of women- blick.ch, April, 2023
Expert reveals: AI will replace many jobs – but not these- nau.ch, April, 2023
Danger TikTok - is China using this app to make us stupid? - blick.ch, April, 2023
Why a TikTok ban is not an issue in Switzerland- nau.ch, March, 2023
Alisha Lehmann outshines Roger Federer - tv.telezueri.ch, February, 2023
20 Minuten is the Swiss company with the biggest reach on TikTok - 20minuten.ch, February, 2023
Marketing: TikTok annual analysis of Swiss brands and companies - Nau.ch, February, 2023
Why Swiss companies want to go viral on TikTok - Blick.ch, April 2022
Interview: TikTok is the future - Persönlich, July 2021
1 year of the TikTok ranking in Switzerland: which companies are successful - Werbewoche, May 2021
Mike Schwede moves on and announces pitch win - Persönlich and Horizont.net, April 2021
Online shops are booming, but is that enough? - Werbewoche, April 2021
Online marketing in 2021 - Digital Commerce, Die Post, January 2021
TV interview, 10vor10 “Companies boycott Facebook” from 6 July 2020 - SRF, July 2020 (full programme)
TikTok works differently: this is how Swiss companies use the platform for marketing - Direct Point, July 2020
«We generated a big response» - Persönlich.com, June 2020
Hit pause for hate - #StopHateforProfit - Die Antwort, May 2020
Real digital with Mike Schwede - Die Antwort, May 2020
We act entrepreneurially! - Die Antwort, May 2020
The first beer chat between Reto and Mike - Die Antwort, May 2020
Mike Schwede joins as a new partner - Persönlich.com, May 2020
New management board member Mike Schwede - Die Antwort, May 2020
Discussed marketing trends - Persönlich.com, June 2018
Are likes the new stars of gastronomy - Casino Bern, January 2018
Digital means efficient: Mike Schwede – the Swiss influencer - HWZ, September 2017
Q&A with Switzerland's digital rock stars - SlidesLive, August 2017
Presentation by social media pioneer Mike Schwede drew keen interest - Consulting Cluster, June 2017
Mike Schwede at the SWA annual meeting 2017 - SWA - ASA, March 2017
«Switzerland lacks an affinity for the digital world» - Werbewoche, March 2017
#SWA17 ON STAGE Mike Schwede - SWA - ASA, March 2017
TV interview 10vor10: The future of Facebook - SRF, February 2017
First pop-up brunch was a success - Bieler Tagblatt, February 2017
The who’s who of digital Switzerland - Handelszeitung, September 2016
cooala app for brand fans: wants to revolutionise advertising - Coolbrandz, June 2016
«The Facebook strategy is completely wrong» - Handelszeitung, February 2014 - My review 2020
Mike Schwede | cooala, strategy consultant - Gründen, October 2013
MySignTalk with internet entrepreneur Mike Schwede about his startup cooala. - MySign, February 2013
«THE STATE DOES NOT DO ENOUGH»: 9 questions for Mike Schwede of cooala - Startwerk, December 2012
App-solutely good holidays - TagesAnzeiger, October 2012
Mike Schwede goes offline - Bieler Tagblatt, December 2011
Mike Schwede internet briefing social media conference - Vimeo, May 2011





