Goldbach Merges Goldbach Audience AG with Goldbach Media AG
Goldbach is consolidating its video marketing operations: Goldbach Media AG and Goldbach Audience AG are being merged into a single marketing unit. With this move, the TX subsidiary is responding to the increasing convergence of TV, streaming, and online video. However, the reorganization will also have personnel implications: Up to 35 layoffs or termination notices with the option to accept new terms are planned.
Advertisers and agencies are increasingly planning campaigns across media formats and expect simple, integrated access to reach and ad inventory. In the realm of moving images, linear television, streaming, online video, and on-demand services are becoming increasingly similar in terms of usage, planning, and marketing. Against this backdrop, the shareholders of Goldbach Media and Goldbach Audience have decided to merge the two companies into a single marketing unit and restructure them.
The new organization is designed to consolidate the expertise of both business units and create a centralized point of access to high-quality video inventory. In the future, advertisers and agencies should be able to plan and book video campaigns more easily across media and platforms. Services, technology, and processes will be tailored to this goal; at the same time, redundancies will be eliminated and workflows simplified.
As part of the necessary restructuring and planned merger, job cuts are planned. Currently, up to 35 layoffs or notices of contract modification are expected. Goldbach Media AG and Goldbach Audience AG have initiated a consultation process to explore ways to avoid or reduce layoffs and to mitigate their consequences. The figure mentioned represents the upper limit and may be reduced as the situation develops. The affected employees will be supported through a voluntary severance plan.
«With this merger, we are creating an organization that meets the changing needs of customers, agencies, and partners and provides simple, integrated access to video content. We regret the impact this will have on our employees. We will manage the consultation process responsibly and carefully review all proposals,» says Christoph Marty, CEO of the Goldbach Group. The final structure of the new organization and the next steps will be determined after the consultation process is completed.
