Magic Pencil | Our Experience

Our Experience

It’s been a fascinating journey over the past 30 years and we’re proud that some of our original clients are still with us today. This wealth of experience will stand you in good stead, whatever business or communication challenge you need addressing.

Our Clients

Broadly speaking, the clients we work with fall into four main groups:

  • Enterprise

    Major international organisations with both national and global marketing requirements, often through multiple sales offices, channels and in multiple languages. Typically Fortune 500 or SMI companies trading across EMEA+.

  • SME

    Companies, often with owner managers, who have a strong or growing market position and want to improve it by being a David amongst Goliaths. Typically needing to refresh or rebrand as their business develops or elevate their marketing efforts to date.

  • Entrepreneurial

    Ambitious entrepreneurs needing help to kick-start their business often from a standing start. Typically involves brand naming and development and early launch activities to help hit the ground running.


    Encompasses non-governmental organisations (typically based in Switzerland and neither part of a government nor a conventional for-profit business), as well as traditional not-for-profit organisations. Both NGOs and NFPs have a variety of communication needs.

Typical assignments we work on

  • Ongoing Integrated Campaigns

    We’re often involved in campaigns that span significant periods or are building towards a specific climax. It doesn’t really matter how a campaign is structured, or whether other agencies are also involved. What matters is that we’re flexible enough to stay creative while managing the fluctuating demands of the campaign.

  • One-off Projects

    We do get calls out of the blue from clients (and companies we’ve never met), asking us to help them out of a pickle. It might be a super-fast turnaround, an ad campaign or even a significant brand repositioning. Whatever its scope or size, we’re always eager to throw our collective weight behind it.

How we’ll work together

Sole agency, on a roster, working in partnership with another agency… Businesses differ as do creative needs over time and we’ve worked in just about every possible permutation over the years – both strategically and tactically. What’s important is the end result and that always remains our focus.

How we evolved

Has it been that long! The Magic Pencil started way back in 1985 in Lausanne, Switzerland.

In 2009, Peter Whiteside, the founder, retired and Fredrik Karlström (an Associate Director) took up the reins. Despite the economically challenging times, we’re proud to have grown ever since, and are delighted to still have some of the clients we grew up with. This period also saw us beef up our brand strategy services in response to market needs, and today we’re a fully integrated creative agency, with a London presence through Chaos.

To reflect this, in 2014 we repositioned as the Cosmopolitan Creative Agency, neatly encapsulating who we are and what we stand for.


We know where we excel but we also know specialist partners that can bring extra-special skills, as projects require. Via the Magic Pencil Creative Network we enjoy a significant presence in London through Chaos. You’ll often find us sharing ideas and resources to ensure our creative solutions will turn heads.


We’re currently part of the Fédération Romande de Publicité, the Swiss Graphic Designers (SGD), and every year we sit on the jury for Caterpillar’s EMEA Dealer Marketing Awards. Sure, industry accreditation and recognition is much appreciated. But it’s what our clients say that matters most. We’d be more than happy to share their thoughts with you.

Our Agency Sector Experience

Retail +
Consumer Goods


Healthcare + Wellness

  • Alcon
  • Apollo Soyuz
  • Bacardi-Martini
  • Bounty
  • Caviar House
  • Cerelac
  • Classic Malts
  • Columbus
  • Eden Water
  • Everywear Activewear
  • Gordon’s Gin
  • Heineken
  • Johnnie Walker
  • KitKat
  • Kodak
  • Lakshmi
  • Logitech
  • Maccash
  • Maggi
  • Manor
  • Marlboro
  • Mövenpick Ice Cream
  • Nescafé
  • Nespresso
  • Nestlé
  • Nestlé Baby
  • Oshadhi
  • Philip Morris (Brand)
  • Philip Morris International
  • Snowide
  • Springboost
  • Strauss Coffee
  • Usha Veda
  • Vivace
  • White Doctor
  • BCGE Private Banking
  • Beau-Rivage Hotel Neuchâtel
  • Beau Soleil Collège Alpin International
  • Blancpain
  • Caviar House
  • Clinique La Prairie
  • Ecole des Roches France
  • GEMS World Academy
  • Golden Putter Club
  • Hotel Edelhof
  • Jacob & Co.
  • KBL (Kredietbank Luxemburg)
  • Le Mirador Spa Hotel
  • Parmigiani Fleurier
  • Sustainable Luxury Forum
  • Swiss Kubik
  • TAG Aviation
  • Watch-in
  • AC Immune
  • Alpaderm
  • Anecova
  • Aqualigne
  • Augurix
  • Cardinal Healthcare
  • Clinique La Prairie
  • Cryovac Medical
  • Debiopharm
  • Dentsply Maillefer
  • Humulin
  • Ixxéo Healthcare
  • Medtronic
  • Nautilus
  • Nomen Healthcare
  • Prozac
  • Simplement Cru

Manufacturing +

Technology +

Charity +

  • Alcoa
  • Amicon
  • Attexor
  • Blancpain
  • Cryovac
  • De La Rue Giori
  • Display Trend
  • Frewitt
  • Jacob & Co.
  • KBA-NotaSys
  • Nokia-Maillefer
  • Numico
  • Parmigiani Fleurier
  • Rieter
  • SinterCast
  • Socochim
  • Socorex
  • Swiss Kubik
  • Tetra Pak
  • Alcyon
  • AlpVision
  • Biothermic
  • Digicall
  • Digital
  • Fastcom
  • KeyMotiv
  • Kudelski
  • Linkom
  • Mig&co.
  • Networkers
  • Pix4D
  • PME-emploi
  • Silicon Graphics
  • STP (Swiss Tech Partners)
  • TC (Technology Center) Illicit Trade Strategies and Prevention
  • Urbanet
  • Watch-in
  • Youzzers
  • 1819 Just Ask
  • AIBA (Association Internationale de Boxe)
  • AMPA (Association pour le Maintien du Patrimoine Aéronautique)
  • Bethraïm
  • Eben Hezer Foundation
  • Economiesuisse (Swiss Business Federation)
  • Education 4 Peace
  • FAI (Fédération Aéronautique Internationale)
  • FIDIC (International Federation of Consulting Engineers)
  • FISA (Fédération Internationale des Sociétés d'Aviron / World Rowing)
  • FIVB (Fédération Internationale de Volleyball)
  • GHF (Global Harmony Foundation)
  • ICRC (International Committee of the Red Cross)
  • IFFAMPAC (International Federation of Family Association of Missing Persons from Armed Conflicts)
  • IFOTES (International Federation of Telephonic Emergency Services)
  • IOC (International Olympic Committee)
  • ISSA (International Social Security Association)
  • La Main Tendue
  • Oak Foundation
  • Restoring Family Links (ICRC)
  • SLF (Sustainable Luxury Forum)
  • The Missing (ICRC)
  • Total LandCare
  • UEFA (Union of European Football Associations)
  • UN (United Nations)
  • UNI (Union Network International)
  • WBCSD (World Business Council for Sustained Development)
  • WCFSD (World Commission on Forests and Sustainable Development)

Education +

Travel + Transportation


  • Beau Soleil Collège Alpin International
  • Ecole des Roches, France
  • EHL (Ecole Hôtelière de Lausanne)
  • EPFL
  • GEMS World Academy
    • HEC Lausanne
    • HES-SO
    • HIM (Hotel Institute Montreux)
    • IDC Institute
    • IMD Business School
    • Oak Hill School
    • San Jose University
    • SEG (Swiss Education Group)
    • DHL
    • HEATHROW Airport
    • SBB CFF FFS (Swiss Federal Railways)
    • TAG Aviation
    • AK+ Partners
    • CATIL
    • Joelle Rossier
    • People First
    • PME-Emploi
    • PTC
    • Speaker’s Corner (Employer Branding Workshop)
    • Valeur+

    Hospitality +

    Insurance + Financial + Legal


    • Beau-Rivage Hotel Neuchâtel
    • Golden Putter Club
    • Hotel Edelhof
    • Lausanne Convention Bureau
    • Lausanne Hospitality Consulting
    • Lausanne Tourisme
    • Le Mirador Spa Hotel
    • Anglo Irish Bank
    • Anker Bank
    • BCGE (Banque Cantonale de Genève)
    • BCGE France
    • Blue Alpen
    • Capital Transmission
    • Europay
    • Fourth Capital
    • Institute of Banking & Finance
    • KBL (Kredietbank Luxemburg)
    • Swiss Derivatives
    • Synchrony Asset Management
    • Bombardier Recreational Products
    • Jan-Autos Garages BMW



    Broadcast +
    Arts + Media

    • SPG Intercity Commercial Property Consultants
    • VP Constructions
    • Bureau de l’Egalité
    • Chic Services
    • Edipresse 24H
    • Edipresse Le Matin
    • Evasion
    • Hotel Yearbook
    • RTSR
    • Svenska Trycket (Swedish News)
    • Watch-in

    Specialist Market Expertise



    Anti-Counterfeit +
    Contraband Comms

    • Alcoa
    • Mövenpick Ice Cream
    • Nespresso
    • SPG
    • Sustainable Luxury Forum
    • WBCSD (World Business Council for Sustained Development)
    • WCFSD (World Commission on Forests and Sustainable Development)
    • BCGE (Banque Cantonale de Genève)
    • AlpVision
    • Philip Morris International
    • SICPA (Security Inks)
    • TC (Technology Center) Illicit Trade Strategies and Prevention