On Wednesday, in 40 keynotes, master classes and workshops, over 60 speakers spread across five movie theaters at the Zurich Frame shared and discussed their insights on the current and controversial topics that are moving the industry.

The numerous highlights of the programme included the award-winning Oded Lavie from Publicis Groupe, who had travelled from Israel, a statement by top German creative Terry Ellmer on dealing with culture and subculture(s) in marketing, a presentation by Isabelle Rogat (Isi) on the "Hot Sh*t", which can be used to mobilize trend cycles and the attention economy for your brand, and Dr Daniel Knapp from IAB Europe, who had joined the event from Sydney to present data and figures on the status of digital advertising.

The practical masterclasses and workshops were particularly popular this year. There were also several panels on key digital marketing topics such as retail media, sustainability and responsible media. According to the organizers, the fact that all of these topics are becoming increasingly relevant to society also underlines the importance of the conference.

"Dex has become an institution," says IAB Switzerland President Martin Radelfinger. "The only Swiss digital conference of this size and importance has become indispensable not only because of its impetus and knowledge transfer. Networking is also absolutely key: for many, Dex is the opportunity to meet colleagues, companions and friends from the industry once a year - in a setting that is as exciting as it is relaxed."

Since 1 September 2024, the Swiss start-up has been operating as NMQ Switzerland - and, according to a press release, has thus gained "access to an international network, global expertise and technical experts as well as efficient teams that are active around the clock thanks to a global organization". This merger was a strategic and deliberate step to further promote the agency's growth.

Clarity, efficiency and a doer mentality

With the meaning "No More Questions", NMQ Digital stands for clarity, efficiency and a "doer mentality", as the press release continues. In addition to Zurich, the agency has six other company locations in Amsterdam, Bogota, Istanbul, Lisbon, Kuala Lumpur and Portland (OR - USA), making it one of the few full-service agencies that actually operates physical offices around the globe. On the one hand, this enables a "round-the-clock" operation, with which digital hard work can be outsourced in such a way that strategic activities can be driven forward during the day and implemented by a background team at night. At the same time, internationality opens doors to a wide range of cultures, enables us to recognize trends and social developments at an early stage and thus offers customers far-reaching expertise.

Existing team remains in place - and is growing

The Swiss team of the former Digital go agency will remain in place - a basis that should maintain the trust of clients in services and their quality. However, the team will be joined by Martin Radelfinger, President of the IAB Switzerland Association, who will act as Strategic Advisor and Partner of NMQ Switzerland. On the other hand, the founders and managing directors of NMQ Digital, Lorissa Salomons and Dilo Kruyswijk, who are based in Amsterdam and Istanbul, will join the business development team. According to the press release, this is a "promising constellation of international resources, far-sighted marketing know-how and a stable Swiss core team".

The General Assembly of the IAB Switzerland Association took place once again on August 27 at the Razzia restaurant in Zurich. In his welcoming address, IAB Switzerland President Martin Radelfinger spoke positively about the past year and the association's current course. One of the major highlights of his review of 2023 was the sold-out DEX23 digital conference.

However, IAB Managing Director Urs Flückiger also pointed out how competitive the market for training providers has become, which has had a direct impact on the IAB Academy's income. Although revenue in 2023 slightly exceeded that of the previous year, the association is currently revising all training courses. The Executive Leadership course will be the first to be launched with a new concept in 2025.

Relaunch for Advisory Board, new Next Generation Circle

The Annual General Meeting also voted on various proposals from the Board of Directors. For example, the IAB Advisory Board will undergo a relaunch and will now have an external head as the Advisory Circle. The Honorary President of the IAB, Ueli Weber, has made himself available for this position. The Board of Directors has also focused on the future and announced the Next Generation Circle, a forum for the younger generation.  Under the leadership of Peter Tschachtler from Publicis, this will soon begin its work.

Elections were also on the agenda. Roger Baur stood for the newly created position of Vice President. He was elected unanimously, as was Martin Radelfinger, who stood for re-election as President. There were also two departures to report. Both Christian Hermle and David Burst stepped down from the Board after many years. Their work was thanked accordingly.  A succession plan is in the works.