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«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!