The first of December marks the date: a restructured and repositioned MCH Global is being launched as a full-service agency for experience marketing on the Swiss market too. In the interview, Kathrin Morlock, Head of MCH Global in Switzerland, speaks about the relaunch, the power of experiences and emotions and how live and digital optimally complement each other.
Kathrin, in March, it was announced that a new agency was being set up in order to offer customers holistic services both globally and locally. The restructured and repositioned MCH Global is now to be launched. Who are you?
MCH Global is the MCH Group's international agency brand for 360-degree experience marketing. The services we provide extend from the strategy, via the concept, right through to implementation. All in all, around 50 colleagues will be working for us at the locations of Zurich, Dubai, Shanghai, Hong Kong and Los Angeles.
MCH Global is being relaunched on 1 December 2018. The familiar Rufener brand is being integrated in the repositioned MCH Global brand. The services that have been provided to clients to date will remain unchanged. And, with our new holistic orientation, we will now be taking care of projects from A to Z.
What do you understand by "Next Generation Experience Marketing"?
Experiences are the global currency of today, and emotions are the centrepiece of any meaningful experience. Experience marketing is when live communication is extended along the entire customer journey, with virtual experience spaces being offered to clients in addition to the real-time experience. That not only includes exhibitions, conferences and events but also additional platforms such as roadshows, pop-up stores, in-store product launches and many more.
You refer to new requirements that are being placed on experience marketing through digitisation. What are these?
New formats, solutions and platforms are needed for events, congresses, exhibition stands and sponsorship activities. In future, much greater scope will exist for scaling a fixed-date event in terms of time and place. Digitisation supports the live momentum and conveys it into a new dimension – with the experience continuing beyond the event, exhibition or activity. It is a matter of synchronising the different marketing activities to provide sustainable community management and, above all, of generating genuine impact so that the outlay on marketing also pays off. We can support our clients with innovative approaches and solutions – including those in the group's own Trend Report, which gives the greatest coverage to live marketing anywhere in the world. Through our proximity to the strategy experts of our colleagues at Reflection Marketing, these inputs are channelled directly into the concepts. It is ultimately always a matter of 'experience' design.
What are the advantages of live, and the advantages of digital?
Live will always have the advantage of bringing people together at the same place. Even if an event is broadcast worldwide in real time, it will never be possible to convey the emotions and atmosphere of the venue, even with the advances in technology. Precisely at a time when people are allegedly interacting "socially" via a screen, the need for genuine encounters and experiences is increasing once again. The true vibrations and sensory impressions cannot be transported digitally as yet – or can only be transported to a limited extent. "Digital" can, however, prepare for an event and extend it, such as by keeping a community going and expanding it. In addition, the different target groups can be selectively addressed with their own content and focused messages and services.
What are the challenges that you have to overcome by the time the new agency is launched?
Internally, a great deal of progress has already been made on the transformation and it has even been completed in certain areas. We're ready to go. It's now a matter of ensuring that our clients and the market understand how we have expanded the services we offer and how, together, we will be shaping next generation experience marketing. Together we will be filling our clients' vision with life and experiences – on all platforms, in all dimensions and always adopting a 360-degree perspective.
Where is MCH Global located within the MCH Group?
As a brand, MCH Global belongs to MCH Live Marketing Solutions AG, which is the new name given to Expomobilia AG in November 2018. This was the first step in the planned simplification of the company structure of the LMS companies in Switzerland. In the first half of 2019, the MCH companies MCH Global AG, Rufener Events Ltd, Reflection Marketing AG, Oceansalt LLC and Technofot AG are to be merged in MCH Live Marketing Solutions AG. The latter will then be present on the market with the three brands of MCH Global, Reflection Marketing and Expomobilia. We have built up and expanded the Live Marketing Solutions Division over a period of many years and will now be bundling these competences.
Media release: MCH Global – a next generation agency for experience marketing launches on the Swiss market