«We can offer customers a significant advantage»
MK What does Infel hope to achieve through this new collaboration?
ALFREDO TRASATTI Owner and CEO of Infel AG: “With the combined expertise of the agencies brought together here—in the form of relevant content, efficient technology, and targeted marketing—we can provide both existing and new customers with a genuine and significant advantage.”.
MK Is this a step toward a merger?
CHRISTOPH CAMENISCH Owner and CEO of Digital Innovation Lab AG and President of inspiratio.net: inspiratio.net is a network of owner-managed companies, all of which operate in the market as legally independent entities. A merger is not planned. Our network benefits from the owners’ initiative and their willingness to take on responsibility. We do not currently plan to accept additional companies into the network, but we do not rule it out either. We are primarily looking for new areas of expertise that the market demands; growth is not our main goal.
MK What about confidentiality in our collaboration?
CAMENISCH Confidentiality is clearly defined, and there is a charter in place among the companies in the network. We always disclose our collaboration to clients. From a technological standpoint, we ensure confidentiality through our own document servers.
MK How do you handle competitive situations?
MICHAEL HÄHLEN Partner and CEO at in flagranti ag: There are already areas of overlap, and some of them are intentional. Genuine collaboration on equal footing is only possible if both sides understand what the other is doing. Competition isn’t ruled out—it actually stimulates business, even for us. Here’s an example: in flagranti has—and will continue to have—its own content department with its own staff and proven strengths in content marketing and concept development; the team has nothing to hide and looks forward to collaborating.
TRASATTI In addition to its decades of experience in corporate publishing, Infel intends to focus even more strongly on the areas of storytelling and strategy consulting. I clearly see a complementary portfolio of the partners’ individual strengths in this regard.
MK How do you plan to attract talent from Zurich to Lyss?
CAMENISCH We’re already active in Zurich, but we’re not very well known yet. Our people are flexible; many commute from far away every day. We’re looking for talented individuals who want to grow—so the commute isn’t the deciding factor. Within our network, we offer the unique opportunity to work side by side on projects with specialists from a wide variety of disciplines. This is particularly inspiring for young talent and contributes to their professional and personal development.
TRASATTI By leveraging the diverse strengths and expertise of our network partners, we can offer young talent a comprehensive introduction to content marketing. The idea is that they can rotate through different stages at the individual agencies—just as is already possible today as part of the Academy program. Now we want to further expand this offering.
MK What will change for your existing customers?
HÄHLEN All previous points of contact at the respective companies remain available as before. Nothing has changed at all. In our day-to-day work, Infel’s joining inspiratio.net has no impact on our customers. However, thanks to our enhanced content expertise—particularly in marketing—we will be able to serve our customers even better in the future.
TRASATTI In the future, we will be able to identify and interpret the needs, goals, and challenges of existing and potential customers in a more comprehensive way right from the start. This will allow us to achieve our goals more efficiently, in a more targeted manner, and at a lower cost to the customer.
MK Does the customer still have a choice, or is he required to work with inspiratio companies?
CAMENISCH Of course, all of our clients continue to have complete freedom of choice. Because commissions are never paid within the network, we always strive to put together the best possible team for our clients and aim to maintain established teams.
