NMQ Switzerland: Where digital excellence and sourdough bread meet
The digital agency NMQ Switzerland combines international digital expertise with a strong local focus - and surprises with a bakery in the office. m&k spoke to the agency's leading minds about strategic expansion, technological innovations and the secret to the success of its unique corporate culture.
m&k: What were the main reasons for the merger of Digital go with NMQ Digital?
Marco Kohler, Country Head Nmq Switzerland: The merger was strategically crucial to accelerate our growth and position us to benefit both locally and globally. By having access to a global, owner-managed agency like NMQ, we now have the opportunity to access internationally proven solutions at any time. Another reason was that we not only wanted to operate globally, but also needed to strengthen our local proximity to our clients in the DACH region. Our customers expect tailor-made solutions that are both internationally sound and locally relevant.
How will being part of an international network affect the way NMQ Switzerland works?
Marco Kohler: By integrating into the NMQ network, we can manage our projects seamlessly across different time zones. This brings us enormous efficiency gains. At the same time, it opens up opportunities for us to benefit from technological innovations such as artificial intelligence or data analytics platforms that are being developed globally. We can adapt these technologies at an early stage and offer them to our customers in Switzerland on a customized basis.
What is NMQ Switzerland's growth strategy, particularly with regard to global expansion?
Pascal Käser, Head of Growth Nmq Switzerland: We see our growth as two-pronged. On the one hand, we are strengthening our position in the Swiss market in order to continue to be perceived as a local partner. The DACH countries and the USA, where we have already taken our first steps, are particularly exciting. Our strategy is to expand with existing partners and customers and to use our international expertise in a targeted manner to support local companies in their global expansion.
What new synergies will result from integration into the global network?
Pascal Käser: One of the biggest synergies is the technological support we now receive. Whether it's digital marketing platforms or cloud-based solutions, we have immediate access to cutting-edge technologies and experts to help us integrate them into customer projects. A second synergy is scalability. Thanks to our international presence, we can complete projects much faster and more efficiently and adapt the results to local needs.
How do you ensure that local trends and needs are not lost in the global approach?
Pascal Käser: Our Swiss identity remains the core of our work. We understand local needs and trends very well. We are firmly rooted in the local corporate culture, but at the same time open to global developments. This means that we adapt global best practices to local markets to provide the best possible service. In the Swiss market in particular, our customers attach great importance to customized solutions that set them apart from their global competitors.
What technological changes and innovations do you expect from the integration of NMQ Digital?
David Müller-Omachlik, CTO Nmq Switzerland: There are many technological innovations that are now available to us. One of the most exciting fields is the automation of processes using AI-supported platforms. This allows us to make repetitive tasks more efficient and significantly increase the quality of our projects. Another major topic is the strengthening of the Data & Analytics division. We now have tools that allow us to gain deeper insights into customer needs and develop personalized marketing strategies based on them.
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Which global technological trends do you see as particularly relevant for NMQ Switzerland and its customers?
David Müller-Omachlik: Artificial intelligence and automation are key topics, but social commerce, the co-cieless future and voice search are also becoming increasingly important. These trends make marketing more complex as they require new platforms and tools. Our aim is to use the right technologies for our clients to increase efficiency and at the same time overcome the increasing fragmentation in marketing.
How do you integrate the global 24/7 working method into the existing processes of the Swiss teams?
David Müller-Omachlik: Our biggest challenge, and at the same time our advantage, is to integrate the global teams seamlessly into our existing processes. Thanks to 24/7 availability, we can pass on tasks that end here in Switzerland directly to international teams. This speeds up the entire workflow enormously. At the same time, we ensure that our Swiss teams continue to act as personal contacts for customers on site and ensure local quality.
What role do artificial intelligence and modern marketing technologies play at NMQ Switzerland?
David Müller-OmachlikAI has become an integral part of the marketing world. We use it in many areas, for example to automate campaigns and analyze large volumes of data. However, we do not see AI as a replacement, but as an extension of human potential. Humans remain the driving force behind every decision, technology just helps us to make them faster and more accurately.
What made you decide to join NMQ Switzerland?
Martin Radelfinger, Advisor and Partner Nmq Switzerland: For me, it was a combination of trust and inspiration. I have known the founders for many years and appreciate their uncompromising focus on the customer. The merger with NMQ has made it possible to scale this business further without losing the personal touch. I have also learned in my career that it is essential to work with people who inspire and share the same values. The team at NMQ Switzerland fulfills all of these criteria.
What challenges do you see in scaling an agency business?
Martin Radelfinger: The biggest factor is the management of people. Agency business is always people business. It is not easy to scale the culture and quality that make an agency successful without cutting corners. However, NMQ Switzerland has all the prerequisites to master this. They bring a combination of local values and global professionalism that is rare.
There is a bakery in your agency. How did that come about?
Master baker: The idea arose from the desire to combine the digital dialog that we live every day in our work with an analog meeting place. For us, agency work is about creating connections - between brands and people, between ideas and their implementation. The bakery is the physical place where this exchange can take place on a personal level. Many of our business meetings start with a coffee or a piece of sourdough bread. This combination makes us truly unique.
What is your specialty?
Master baker: Our specialty is our traditionally made sourdough bread. It stands for quality, patience and craftsmanship - values that are also reflected in our work as an agency. Then there is our handmade coffee, which is not just a drink, but an invitation to dialog. We consciously encourage exchanges between people, be it for an informal chat or a creative meeting.
What do bakeries and agencies have in common?
Master baker: It's about the same thing in both areas: bringing people together. In the digital world, we do this through creative campaigns and platforms, in the analog world through the encounters that take place in our bakery. Quality, sustainability and genuine craftsmanship are core values that guide us in both areas. Whether it's a piece of bread or a digital campaign - both are based on the conviction that genuine connections are crucial to success.