"Integrating Notch as an 'exotic department' would not have been promising"

Notch Interactive to be integrated into the Publicis Group as of January 1 (Werbewoche.ch reported). Peter van der Touw is taking over the operational management of Publicis Communications as Chief Operating Officer and will also continue to bring together the areas of communications, media and technology. CEO Thomas Wildberger will take over the strategic management of the group and will once again focus more on the creative side. Werbewoche.ch spoke to Notch co-founder and CEO Peter van der Touw about the deal.

Werbewoche.ch: You co-founded Notch Interactive almost ten years ago. Now the agency is losing its independence and becoming part of the Publicis Group. Are you - despite all the joy - also a little wistful?

Peter van der Touw: Rather grateful to our prestigious clients and proud of all the employees who have helped to make Notch one of the country's leading digital agencies for almost a decade. Now a new era begins. We are all very much looking forward to it, because it's not every day that you get the chance to help shape something unique in Switzerland: an agency with over 300 specialists that combines communication, media and technology under one roof.

What was your relationship with Publicis in the past? Were there any points of contact at all?

Publicis is primarily known to us as number one. I have come across a few exponents at industry events or pitches. But there were no other fixed points of contact.

What does the integration of Notch by Publicis say about today's communications industry?

As far as the market situation is concerned, we can speak of a paradox: On the one hand, we are in a displacement market, and on the other, in a growth market. The convergence of communication, technology and media services is creating new business areas and opportunities. On the other hand, the market is undergoing strong consolidation. Only those who can adapt quickly in a dynamic and increasingly complex market will have a right to exist. We believe that only an agency with an overall understanding of all user touchpoints and the customer journey, as well as the relevant experts, is equipped to meet the current and future communicative challenges of customers.

What can Notch do that Publicis can't yet?

A small analogy to football: both teams basically play football, but with different systems. Bayern Munich didn't just bring in an additional striker from Ajax Amsterdam, but integrated the entire team and thus took over a complete, well-coordinated team in one fell swoop in order to be able to operate even more flexibly and with even more tactical variations. We all complement each other perfectly and now play - to paraphrase Johan Cruyff - "Totaalvoetbal", total football.

Is the integration into the Publicis Group also an economic necessity from Notch's point of view?

No. But we are convinced that we are only at the beginning of an increasingly complex world of digitalization and that we can benefit enormously from a network with international know-how and expertise. Simply because other markets are much, much further ahead digitally than Switzerland. Our renowned customers will certainly be able to benefit from this.

Is there a danger that Notch will become "one among many" in the ever-growing, strong Publicis Group and thus at some point become interchangeable?

Not at all. One of Notch's greatest assets is the expertise of its teams and its reputation on the market. Nobody has the slightest interest in changing this. Publicis' "Power of One" initiative - the perfectly orchestrated interplay of communication, media and technology for the best possible customer experience - marks the start of a new chapter for all Notch employees, who will also play an important role in the Publicis transformation by filling a number of key positions. This clearly signals that we are striving for a symbiosis - the best of both worlds. Integrating Notch as an "exotic department" would not have been promising.

You are the new COO at Publicis. Are you giving up the management of Notch?

Notch Interactive will continue to exist as a public limited company with its five shareholders and identical management for a certain period of time and for certain clients, and can utilize the strengths of Publicis in the meantime. For example, the creation of large platform ideas and their realization.

Had the deal been in the pipeline for some time?

A deal like this with international participation takes a certain amount of time.

What was the first thing that went through your mind when you first heard about the idea of Notch becoming part of Publicis? 

In principle, a manager should always have an open ear for new opportunities. If it seems to be an attractive and exciting idea for customers, employees and other bodies, it is worth pursuing it further. 

One had the impression that Notch Interactive had increasingly developed from a former online agency into a full-service agency in the past. Does the agency need to become more specialized again within the Publicis structure and, for example, cut back on creation?

No. Our goal in recent years has been to delve even deeper into dynamic performance campaigning, behavioral economics in UI/UX design, digital branding and content marketing. We can now further expand these areas and specialize even more in this field. The collaboration with Publicis enables us to respond to customer needs in a targeted manner and put together integrated teams to ensure optimal output as quickly as possible.

Will Notch move to Stadelhoferstrasse or will it keep its current location?

We are moving to Stadelhofen as of 1.1.2020.

Will all employees be taken on or will the integration also cost jobs?

Unfortunately, two employees from administrative positions cannot be taken on. We informed these people well in advance and both have a transitional commitment of several months. Otherwise, all employees will be taken on permanently.