Vincent Ducrot, CEO of Swiss Federal Railways, wins first 2021 CEO Image Ranking

  • Vincent Ducrot, CEO of Swiss Federal Railways (SBB), has won the Sonntagszeitung Swiss CEO Image Ranking. A survey of staff members has shown that he is popular with his employees.
  • Outgoing Glencore CEO Ivan Glasenberg has moved up to place two. Journalists look back at his term in office in a positive way.
  • Severin Schwan (Roche) came in third. Roche has weathered the coronavirus crisis well, according to Sonntagszeitung.

Vincent Ducrot, CEO of Swiss Federal Railways (SBB), has won the CEO Image Ranking published by Sonntagszeitung for the first quarter of 2021. He thus took the top spot for the first time ever. UNICEPTA has analyzed the media presence of the CEOs of all Swiss companies listed on the SMI as well as those of Coop, Glencore, Migros, SBB and Swiss Post.

A major reason for Ducrot’s leading position was a survey among SBB employees which showed that employees’ trust in the management team has increased exponentially since Ducrot assumed his position, reports Basler Zeitung. “Ducrot has a close relationship with his employees, which was necessary after the turmoil of the past years,” writes the paper. Aargauer Zeitung adds that Ducrot was responsible for the breath of fresh air in the company. “Since he assumed the position as CEO in spring of 2020, sensitivity for potential conflicts of interest has increased,” writes the paper. Overall, media outlets look back positively at his first year in office.


Ivan Glasenberg (Glencore) being praised ahead of his farewell, Severin Schwan (Roche) voices criticism

Ivan Glasenberg, CEO of Glencore, has made it into the Top Ten of the image ranking for the first time. He will be succeeded at the helm of the company by Gary Nagle within the first half of 2021. The first media outlets have already published pieces praising him. According to Finanz und Wirtschaft, for instance, Glasenberg will leave behind a “tidy company. The Zug-based commodities group was able to close the crisis year of 2020, during which demand for raw materials plummeted at times, with surprisingly good results.” Tages-Anzeiger, meanwhile, writes that Glasenberg turned the company into the biggest commodities corporation in the world.

Severin Schwan completes the podium. So far, the Roche CEO has steered his company through the coronavirus crisis successfully and is sticking to the broad positioning, with Roche being both a researching pharmaceutical company as well as a diagnostics group. The diversified business model was one of the corporation’s biggest advantages during the pandemic, concludes Handelsblatt. Schwan also harshly criticized the level of digitalization in the Swiss healthcare sector, which has been picked up on by many media outlets. During the pandemic, Roche invested a lot in order to produce various coronavirus tests, writes St. Galler Tagblatt.


Roberto Cirillo (Swiss Post) re-enters the Top Ten after one year

Just as in the annual ranking of 2020, Nestlé CEO Ulf Mark Schneider came in fourth. According to The Wall Street Journal, Schneider has successfully transformed the group since assuming his position in 2017. He also managed to “make the group more profitable and increase its growth potential,” adds Frankfurter Allgemeine Zeitung.

Fabrice Zumbrunnen, CEO of Migros, follows in fifth place. Tages-Anzeiger appreciates his leadership qualities. “Migros was able to increase its 2020 revenues by over 4 percent to CHF 29.9 billion,” despite major revenue losses in the travel and hospitality business, the paper writes. Furthermore, Zumbrunnen has promised further price cuts to customers, notes Blick.

Mario Greco (Zurich Insurance) and Jan Jenisch (LafargeHolcim) share the sixth spot, with Joos Sutter (Coop) ranked eighth. Björn Rosengren (ABB) and Roberto Cirillo (Swiss Post) share ninth place. This also marks Cirillo’s re-entry into the Top Ten of the image ranking. Tages-Anzeiger took stock of his tenure so far, writing that under Cirillo, “Swiss Post has implemented a new strategy. Divisions were merged and investments were announced. This strategy also includes a change of high symbolic value: The years of closures of Post branches are to come to an end.”


To create the Sonntagszeitung CEO image ranking, UNICEPTA evaluated a total of 293 articles published by leading Swiss outlets as well as Der Spiegel, FAZ, Handelsblatt, The New York Times, The Wall Street Journal and The Economist between January and March 2021. The ranking is based on the results of the UNICEPTA “SMI-Benchmark”. In said benchmark, the Media & Data Intelligence provider continually evaluates the media presence of all SMI CEOs (plus Swiss Post, SBB, Coop, Glencore and Migros) as well as the tonality of the coverage.


UNICEPTA is one of the leading providers of visionary, AI-powered media and marketing intelligence solutions, delivered with a human factor of analytics, insights, and advisory services.​ ​Our media and audience tracking provides you with the insights you need for more personalized and engaging customer and company interactions.​ Connecting media, digital & social, marketing and business analytics, our integrated digital platforms compile real-time information flows into reports, live dashboards and immersive corporate and brand newsrooms, supported by Analytics & Insights advisors to help your team spot issues and opportunities immediately. As a result, we deliver smart insights to drive faster, better decisions for strong performance. With over 450 colleagues from 44 nations across our offices in Berlin, Cologne, Krakow, London, Shanghai, Washington, and Zurich, UNICEPTA supports renowned cross-sector market leaders.



Salierring 47-53
50677 Cologne

Christina Westerhorstmann
Phone: +49 173 9061 058