Management Consulting for
Communications and Public Affairs


Ursula Fraefel & Partner is an owner-managed consultancy specialising in the areas of political positioning and campaigns, change communication and reputation management.

Ursula Fraefel is the owner of the agency. She has many years of leadership and management experience. From 2010 to 2014, she was Head of Communications & Campaigns at economiesuisse, where she worked on successful national referendum campaigns including the revision of unemployment insurance, the Tax Initiative, the Holiday Initiative, the State Treaty Initiative and the 1:12 Initiative. Prior to that, Ursula Fraefel was editor in chief at Tamedia for the Thurgauer Zeitung, where she led an editorial staff of 50. She succeeded in stabilising circulation and effecting necessary savings with a relaunch. Ursula Fraefel gained her agency experience as a consultant at Burson-Marsteller and Farner, having started her career as a cultural journalist at the Neue Zürcher Zeitung. She holds a Master of Arts from the University of Zurich, an MBA from the University of St. Gallen, and is a graduate of the Swiss Board School for Corporate Governance. 

Partnering Ursula Fraefel is Brandpulse, an agency founded in 2003. It is one of Switzerland's leading branding agencies, with expertise in brand strategy consulting, brand design, 3D design and digital branding.

This partnership aspires to offering brand communications, corporate communications and public affairs consulting from a single source. We lend professional support to our clients' brand communication activities. Our brand strategy expertise is also available to clients in corporate communications and public affairs.


  • Development and implementation of strategies for internal and external corporate communications and interest groups.
  • Positioning of leaders, organisations and their services in online and offline media and in the public sphere.
  • Development of policy positions and campaigns for companies and organisations, including relationship brokering.
  • Reputation analysis, along with development and implementation of ensuing measures.
  • Internal and external communications support during change processes such as the introduction of a new corporate culture.

Our clients are national and international companies, politically involved interest groups and media-exposed individuals from politics, industry and culture. We will be pleased to provide specific information on clients, networks and references upon request.

Ursula Fraefel & Partner advises clients on the development of strategies and concepts as well as their implementation. In our work, we place great emphasis on clear-cut strategic fundamentals, creative solutions and their effective implementation. We want you to succeed, and we do everything to ensure that success. Mutual trust is a precondition for this. 

We avoid conflicts of interest and assume no mandates from counterparties or direct competitors. This is the only way we can operate effectively with full commitment to our clients' interests and collaborate with them in finding the best solution for any given situation.

On matters of brand management, Ursula Fraefel cooperates with the Brandpulse agency. For visual implementations such as websites, publications and moving images, the best partners are selected from a broad network in each case. Many years of professional experience in media, politics and business vouch for our support with content and visuals of the highest grade.


Companies face growing demands; in this age of social media, it is expected that managers and business people take positions on socio-political issues. Those in political life, too, find new claims being placed upon them. To be successful, they need to further develop their brands and values. 

As a result of increased transparency demands from media and society, companies are limited in how much they can delegate sensitive issues to industry associations. They are expected to comment on complex matters such as migration and distributive justice, even if this is not directly related to their business. Commitment to sustainable social and environmental conditions is also expected. Corporate social responsibility is the term expressing this development. 

Media and societal change also mean that traditional political actors such as interest groups, chambers of commerce and political parties have to reposition themselves. In order to maintain appeal for their membership, they need to strengthen their values, develop their brands and communicate clear public messages. How best to address these developments? We are experts on socio-political strategy. We develop solutions and assist you with their execution.


Ursula Fraefel & Partner