The Story Lab
Dentsu Aegis Network Switzerland is launching its own content marketing unit, The Story Lab. The first campaign is already underway.
Responsible for the unit is Jens Brecht, Managing Director of Amplifi Switzerland, who will be supported by Daniela Shlezinger from January 2017.
Jens Brecht on the new unit: "The goal of The Story Lab is to create a brand experience for consumers - through data-driven content, exclusive media partnerships and social media interaction with consumers." For example, the rights for international formats such as the TV show Ninja Warrior, as well as campaigns tailored specifically to customers and media partners will be part of the portfolio.
"There are already 15 units for content marketing in the Dentsu Aegis network worldwide. We are pleased that we can now further expand the number here in Switzerland.Story means the combination of data and editorial expertise. Lab stands for our collaboration with production and media houses to produce and market qualitative, novel content," adds Brecht.
The first campaign was launched in November with Aldi Suisse: A TV mini-series around the up-and-coming swinger Remo Käser, conceived together with the international retailer and produced with Eqal Productions. A camera team accompanied Remo Käser, who is supported by Aldi Suisse, at home, during training, and at this year's Federal Wrestling Festival in Estavayer, where the 19-year-old came in 3rd place. The show will be broadcast on Star TV.
Thomas Spiegel, CEO Dentsu Aegis Switzerland: "With The Story Lab, we want to offer new starting points for our customers on the one hand. On the other hand, content marketing and content development are business areas that are already of great importance today."
