TL;DR: Lobi, a B2B content marketing agency co-founded by Michel Crestin, is joining Fast Growth Advisors. The move combines FGA’s messaging strategy expertise with Lobi’s editorial production. For B2B startups, it means a continuum between defining the messaging and deploying it in content.
Why is Lobi joining Fast Growth Advisors?
Lobi has been producing B2B marketing content since 2018. White papers, articles, newsletters, for tech companies that need to explain what they do to demanding audiences. The recurring pattern: clients arrived at Lobi without structured messaging. The agency had to understand the positioning first, before it could write anything useful.
Fast Growth Advisors has the opposite problem. Messaging work produces frameworks, value propositions, sales narratives. But the editorial execution, turning that framework into 12 blog posts, 4 case studies and a monthly newsletter, stayed with the client. Who did not always do it.
The move closes that gap. Messaging gets built, then deployed, by the same team.
What does it change in practice for B2B clients?
Three things.
One point of contact, from diagnostic to content. No more briefing a content agency on messaging it did not build. The team that defines the WHO/WHAT/DIFF/VALUE is the team that produces the content aligned with it.
Content that converts, not content that fills. Lobi’s editorial SEO expertise, combined with FGA’s messaging framework, produces content that serves a precise commercial objective. Every article, every white paper is built to move the prospect forward in the sales cycle.
The editorial AI dimension. Lobi had started integrating AI into its production workflows. That work now joins Fast Growth’s agentic approach and the NOMO IA platform. AI agents do not replace writers. They structure, verify, and speed up editorial work.
Who is Michel Crestin, co-founder of Lobi?
Michel Crestin is an unusual profile in content marketing. After running Budget France (consumer B2C), he moved into B2B digital with one conviction: tech companies needed media, not brochures. He co-founded Lobi in 2018, then Cooldrive and Affikeys.
His specialty: understanding the business reach of a technology and translating it into content that decision-makers actually read. Not content for search engines. Content for the humans who make buying decisions.
Michel joins the Fast Growth Advisors team as co-founder and partner, in charge of content strategy and editorial direction.
FAQ
Does Lobi continue to exist as a separate brand?
No. Lobi’s activities are integrated into Fast Growth Advisors. Existing Lobi clients now benefit from the full FGA offering: messaging, content, and editorial AI.
Are content marketing services available without the messaging work?
Yes, but we recommend starting with a messaging diagnostic. Producing content without a structured framework is decorating a house with no foundations. The diagnostic makes sure every piece of content produced serves the right message.