The magic of storytelling: How Goldbach Commercial Content recharges brands
At the Charlatan Restodisco, where light, sound, and illusion intertwine to create a interplay of perception and impact, Tom Lou Krummenacher and Cian Via presented the concept behind Goldbach Commercial Content (GCC). Their credo: Good stories sell better—and they create memorable brand moments.
The advertising market is full of content offerings, but they are rarely truly comparable. This is precisely where Goldbach Commercial Content comes in. Founded in 2025, the unit within the Goldbach Group - managed under the umbrella of Swiss Radioworld - offers brands a holistic approach to cross-media storytellingwhich is having an effect.
Tom Lou Krummenacher and Cian Via are a well-rehearsed duo: young, agile and convinced that emotionality is the decisive lever for successful brand communication.
Storytelling with a system
GCC sees itself as Interdisciplinary interface between idea, concept and playout. "We create storytelling campaigns from the initial idea to reporting," says Krummenacher. The unit combines content marketing with cross-media planning - from a single source, measurable and emotionally charged.
The focus is always on the story. A story that not only informs, but also moves. Advertising is not understood here as a pure performance instrument, but as a narrative level that Makes brands tangible.
The one-stop store for brands with attitude
GCC is not a modular system, but a workshop for brand identity. Instead of standardized templates Customized conceptstailored to the respective needs of the customer.
Whether existing content packages or individual campaigns - the goal is always the same, to create a story that carries. Cross-media playout ensures that a message does not fizzle out in the feed, but is communicated via generates recognition across multiple touchpoints - digitally, on the radio, in print or on social media.
From Purina to Ricola: stories that stick
In its first year, the team has already shown what is possible. From awareness campaigns for MSD to emotional storylines for Purina, GCC combines speed, agility and precision.
Brand knowledge that lasts
The evening at Charlatan was also a lesson in storytelling. Instead of a classic presentation, Krummenacher and Via relied on a brand quiz that Memory power of the audience tested.
Distorted jingles, discolored logos, altered commercials - anyone who recognized the brand understood what GCC is all about: recognition is no coincidence, but the result of a consistent narrative. Hosted by a drag queen, the whole thing became a show act that perfectly reflected the idea of the evening: Brands have to trigger emotions in order to be remembered.
Courage as a raw material
Despite a difficult market environment, Krummenacher and Via are optimistic about the future. More and more agencies are seeking to join forces with GCC - a sign that the market integrated storytelling wants.
"If you never leave the safe haven, you won't discover new worlds," says Via. And Krummenacher adds: "Success is when customers return to start new projects. GCC wants to bring a breath of fresh air to the industry - with courage, attitude and stories that last longer than any commercial.
Conclusion: The harmony of the channels
You could call GCC Conductor of a brand orchestra see. Instead of playing individual instruments - social, print, radio - separately, the team orchestrates the entire score. The result is a melody that resonates emotionally and makes brands unmistakable.
