After attending secondary school in Samedan, Ruedi Wyler studied at the school of art and design in Lucerne, completing a graphic design apprenticeship at Fritz Kaltenbach’s studio. From 1965, he ran Alfons Biland’s advertising agency studio in Zurich. In 1973, he went to work for GGK Basel as Art Director, and later held the same position at Advico. He then pursued further studies, conducting research into rhetoric, behaviour and motivation as well as advertising technology, before setting up his own advertising agency, Wyler Werbung, in Zurich in 1979. Wyler’s main clients included high-end print media, leading shopping centres and major distributors. Wyler Werbung’s work is characterised by a bold, often humorous visual rhetoric. The numerous national and international awards won by the advertising agency, which has also twice been named the ‘Advertiser of the Year’, are a testament to its truly exceptional standard.