Interview with Tom Lou Krummenacher and Cian Via from Goldbach Commercial Content

«Good stories sell better»

Tom Lou Krummenacher and Cian Via talk about impactful content, the newly founded content department at Goldbach, and why a social post is sometimes not enough.

Tom Lou, Cian, you are part of the newly founded “Goldbach Commercial Content” department. For those who have never heard of it: What exactly do you do?

Tom Lou: We create storytelling campaigns: Vfrom the idea and concept to implementation and reporting. A full-service.

Cian: In short, we combine content and cross-media based on a story.

The term “Commercial Content” sounds a bit like Advertising, but also like content. What is really behind it – and why is it needed?

Tom Lou: It’s about promotional content. Advertising is not just performance. We want to emotionalize Brands and implement campaigns that stick with people for a long time.

Cian: Commercial Content brings the best of both worlds together: effective content marketing and cross-media strategies from a single source. This creates measurable added value.

How would you explain what you do to your grandparents in simple terms?

Tom Lou: We don’t sell Advertising, we tell stories.

Cian: Better than Grandpa!

How does the entire project process work for you – from the initial idea to broadcasting – and how do you ultimately recognize that it is successful Commercial Content?

Tom Lou: It varies greatly. We always address the Need of the Brands and adapt to find a tailor-made solution. There is no clear way to go and we don’t do any copy-paste concepts. The first indication of – as you call it – successful Commercial Content: when we can convince our clients with our story.

Cian: The second indication: when the goals are fully achieved according to reporting and customer feedback. We develop individual concepts that flexibly and transparently address the wishes of advertisers and agencies. This is how we jointly find the best way – whether we completely take over the story and implementation or build on existing material and existing campaigns.

And how long does such a project usually take? Are we talking about weeks, months, or a lunch break plus coffee?

Tom Lou: There is no fixed duration for tailor-made solutions. Sometimes smaller campaigns that are a little more complex take longer than large campaigns with a simpler structure.

Cian: It really depends on the situation. What is certain is that we are very fast and agile – a clear advantage for short-term projects. Nevertheless, sufficient lead time and good interaction with the clients and the agency are crucial in order to turn a good story into a great story.

What are common questions or concerns from your clients when they speak to you for the first time?

Tom Lou: We have already been able to implement numerous creative campaigns. Even though we are still a young team, our work is convincing more and more clients.

Cian: Current budget restrictions and the focus on short-term ROI severely limit the openness to try new things. But the two of us are convinced: If you never leave the safe harbor, you will not discover new worlds.

Why is it so important today to tell a message across multiple channels? Isn’t a strong social post enough?

Tom Lou: A strong social post can achieve a lot, but it only reaches the target group via a single channel and usually not repeatedly. With our complete solutions, we address people in an authentic way via various touchpoints. This is how we increase recognition.

Cian: A message across multiple channels makes it possible to draw the target group’s attention to a Brand or product in different everyday situations and thus create an optimal user journey.

What should agencies and advertisers bring with them when they work with you?

Tom Lou: Openness to new things and courage – if that is the case, we can work optimally and implement effective campaigns together.

What trends are you currently observing? Is there anything that surprises or excites you?

Tom Lou: More and more agencies are actively approaching us. We actually thought that we would primarily work directly with Brands. But the market clearly shows: Holistic content marketing is in demand like never before. For us, this confirms that our approach is exactly in tune with the times – and we are very excited to set new standards together.

Cian: Media and content are often planned separately, but the greatest Impact lies in the interaction. One hand washes the other: If both are coordinated, a common thread emerges that sustainably connects strategy and brand impact.

Where is Commercial Content heading in the next one to two years?

Tom Lou: Time is flying by for us at the moment. It feels like we started the new department yesterday. Thanks to the learnings of the last nine months, we have been able to position ourselves internally much more productively and are already benefiting from our network. But there is still a lot of potential. We want to use this so that people keep hearing from us and we bring a breath of fresh air to the market in the next one to two years.

Cian: As already mentioned, we are sensing a clear Need in the market and see great potential to enable Brands to create individual stories that set them apart from others. Let’s talk about it again in two years.

And what would be a complete success for you if you look back on the development of your department in a year?

Tom Lou: If everyone who has already implemented campaigns with us is planning new projects with us. That shows us that we are doing something right.

Cian: To put it in Georges’ words: “Goldbach Commercial Content… what else?” (laughs)

And last but not least: If your team were a series, what would it be called? “Better Call Commercial Content” perhaps?

Tom Lou: (laughs) Not so bad … if we’re already on these puns, “How I met your Client” also fits.

Cian: Both very good (laughs). In terms of content, something like Mad Men: Reimagined by Goldbach Commercial Content would probably be the most appropriate – adapted to today’s times, of course.