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Friendventure's Julian Hansmann has bundled six owner-managed German digital agencies into Friends Digital Group — the squeezed middle of the agency market answering scale with consolidation.

Sparda-Bank München's 'Oberhammer Oberbayern' music video — its first work with Twentyrising — turns regional pride into its hook, then buys Twitch and TikTok to reach a younger audience.

Ikea and thjnk's 'Gemacht fürs Leben' dramatises durability by following one wardrobe across life stages — a lesson in making an abstract benefit felt, and selling sustainability through emotion.

Fisherman's Friend is making its Cola flavour permanent with a WeCreate campaign that blends authentic social content with a fully AI-generated nightlife film — a smart template for AI in brand work.

DMAX has anchored its autumn campaign with giant real-life installations — including a 6.35-metre working lighthouse — in German cities: an unscrollable physical stunt built to be shared.

A quarterly read on which brands are actually cutting through emotionally in Germany — and how the 2026 World Cup reshaped brand attention.

A tangible marker of the squeeze on German creative agencies — a rescue-by-acquisition that keeps the Häppy brand alive under a bigger roof.

As advertisers face pressure to report campaign CO2, a bigger German player is forming — a martech/sustainability niche that's quietly becoming a buying criterion.

A fresh international launch account on German soil — a challenger-brand story in a QSR market dominated by McDonald's and Burger King.

One of the most concrete 'AI replaces the production shoot' cases from a mainstream German advertiser — a live test of cost, quality and where humans still sit.

A deliberate identity stretch by Germany's No. 3 telco — and the flagship output of its Publicis/Leo lead-agency era.

YouTube turns German creator content into a measurable performance-retail channel overnight — pulling influencer budgets toward bottom-of-funnel commerce.

Otto Group fashion brand bonprix expanded its partner-commerce strategy by selling apparel through shoe retailer Deichmann's online marketplace — its second external channel.

Omnicom media agency UM successfully defended the media mandate for European public broadcaster Arte in a competitive pitch, retaining the incumbent relationship.

ING Deutschland signed a 10-year extension as main sponsor of the German Basketball Federation, running through at least 2036 and covering all national teams.

An OWM member survey found 88% of German companies rate retail media 'important', but advertisers are pushing for shared standards, better ROAS measurement and pricing transparency.

Following a pitch, Geely awarded a full-service advertising mandate to Havas Germany to steer its German market launch, spanning strategy, creative, media, events and PR.

Hamburg soft-drinks brand fritz-kola launched a 'why not' relaunch shifting away from political activism toward personal freedom — and made its first use of Spotify audio ads.

Frankfurt private bank Metzler replaced its geometric wordmark with a handwritten logo derived from the owner family's historical signatures — a heritage brand betting on human warmth.

Audi named Martin Sander its new board member for Sales and Marketing, effective 1 October 2026, as VW Group reshuffles several top sales/marketing posts at once.