"The trend is our friend" - Goldbach celebrates Red Velvet Party despite headwinds
450 guests, red velvet, a lively atmosphere—and one phrase that sticks with you: «The trend is our friend.» m&k was there exclusively at the Kaufleuten, where the industry came together for an evening of renewal during these challenging times. The video, featuring interviews and the atmosphere of the event, is the centerpiece of this article.
The Goldbach "Red Velvet" party came later in the year than usual - and perhaps precisely at the right time. While the renovation of the Dolder Bad as a traditional location changed the event anyway, the economic realities of the industry provided an additional undertone: advertising money is no longer flowing as it used to, the entire industry is under pressure and Goldbach is also facing difficult months. But it is precisely in moments like these that we see what culture really means.
This culture was palpable at Kaufleuten: a mixture of cohesion, attitude and the will to preserve the company's lighthouse character - even under the new leadership of Christoph Marty. The 450 guests who gathered on this mild November evening made it clear that Goldbach is not just a marketer, but a fixture in the Swiss media landscape.
An evening that brings the industry closer together
In the m&k video, organizer Michelle Sameli opens the evening with a warm welcome and the feeling of closing a year together that, in retrospect, has been anything but easy. Alexander Duphorn and Tom Spiegel emphasized how important it was to unite the TV, digital and OOH worlds under one roof - not as an internal closing of ranks, but as a conscious invitation to the entire industry not to let the dialogue break down in times of change.
Kaufleuten provided the perfect setting: warm lighting, red velvet, excellent catering and show moments that amazed even in a serene media world. An aerial acrobat made her way across the stage, a three-meter-high stilt walker made his way through the hall and gave the m&k video a special sequence. It was an evening that demonstrated how important it has become to spend time together - especially when the agenda is otherwise dominated by cost pressure, restructuring and market uncertainties.
"The trend is our friend" - OOH as a ray of hope
In the midst of this backdrop, one man made a particularly striking appearance: Diego Quintarelli. Outwardly dressed from head to toe - red bow tie, tailor-made tuxedo, neatly parted hair and the style that brought the Red Velvet motto to life in an unmistakable way. His words resonated with the optimism of the genre that is currently giving the industry the most confidence: Out-of-Home.
While other channels are stagnating or struggling, OOH is showing amazing resilience. Quintarelli put it almost casually, but all the more succinctly, in the midst of the hustle and bustle: The advertising trend is our friend. A phrase that was less a marketing platitude than a positioning statement. Goldbach is investing, Goldbach is integrating, Goldbach is rebuilding - and right now it is using the power of a genre that has a visual impact, a physical presence and has gained momentum across Switzerland.
Goldbach sets an example - and sticks to its culture
Celebrating together, breathing in together, looking ahead together - the "Red Velvet" edition showed that Goldbach is taking a stand despite the headwinds. The employees, the partners, the customers: They all carried this evening. And they all radiated something that has become a rare resource in challenging times - confidence.
Under Christoph Marty, Goldbach is setting a new course, but one thing remains unmistakable: the brand thrives on its culture. From encounters, from dialog, from the courage to be a host even when the situation is not all sunny.
The Red Velvet evening was therefore more than just an event. It was a signal that the industry is on the move. And sometimes an evening together helps us to feel that.
