Added value from the start
With Goldbach Manufaktur, the marketing agency is expanding its advertising portfolio to include high-profile events. Co-managing directors Oliver Schibli and Marco Gasser explain what’s behind it.
m&k Die Goldbach Manufaktur—founded two years ago as AdManufaktur—has expanded its core business. What’s new?
Oliver Schibli: Today, Goldbach Manufaktur’s clients not only benefit from performance-driven campaigns, but can also extend their message through themed worlds and events. Marco Gasser Exactly. For example, we can work with our partners in influencer marketing to create content that we then integrate into our clients’ campaigns as a holistic storytelling concept and distribute across our channels. This allows us to expand our reach even further.
What was your core business before?
Schibli: Goldbach Manufaktur’s core business has always been—and continues to be—performance-driven campaigns for direct clients and agencies, based on the TX and Goldbach ad inventory. Goldbach Manufaktur supports its clients throughout the entire campaign process, from strategy and planning to buying, optimization, and reporting. Our goal is always to optimize a campaign to the point where clients are more than satisfied with its performance.
In the press release regarding the restructuring of Goldbach Manufaktur that's what was said in January, You can offer «360-degree event marketing.» What does that entail?
Marco Gasser: At Goldbach, we’re now not only marketing media brands like Spotify and the Sonntagszeitung, but also expanding our portfolio to include high-profile Swiss events. This is how we strive to support our partners with our sales expertise. In consultation with our advertising inventory partners, we specifically target the desired customers and win them over with a tailored storytelling concept and a fitting thematic world: This provides added value for clients right from the start, because we already bring an initial idea for activation to the table.
«After this difficult period, artists simply deserve to receive the best possible support.»
How do you assess the current situation in the Swiss events industry? Are the most serious consequences of the COVID-19 pandemic behind us, and are event organizers and guests once again «in the mood for live events»?
Gasser: We are currently in a transitional phase, and it remains to be seen how we will adapt to the new normal. I believe there will be an oversupply in the cultural sector, as audiences need to regain their confidence in packed venues. But we’re already seeing very clearly in the world of sports that fans are eager to attend live events again.
What impact will the pandemic have on the events industry? For example, will «hybrid» events remain a permanent fixture in many companies’ event portfolios?
Gasser: Events will always be an integral part of the communications mix. We are strong believers in lifestyle and thematic worlds. This allows us at Goldbach Manufaktur to seamlessly combine social media, influencer marketing, performance marketing, and events, offering a comprehensive package of innovative solutions. The «offline» event world will regain importance in the post-COVID era. At the same time, however, lifestyle and thematic worlds—such as mobility and sustainability—are becoming increasingly important. At Goldbach Manufaktur, it’s important to us to connect these worlds and offer 360-degree solutions. After all, for a brand, it’s not enough to simply post a cool Instagram post. We must convey the right message across all platforms. To this end, we offer cross-media content and storytelling concepts that skillfully link the entire TX and Goldbach advertising inventory, that of our partners, social media, and events. After this difficult period, cultural creators simply deserve the best possible support. And here at Goldbach Manufaktur, we’re doing our part to help.
