All Marketing knowledge

Mother Berlin localised Uber Eats' celebrity strategy, making German TV personality Bruce Darnell the face of its German campaign, replacing Hollywood's Jude Law.

Volkswagen launched the ad push for its ~€25,000 electric ID. Polo, with DDB Berlin leaning on humour and everyday practicality over tech specs.

Germany's statutory health insurers are among the country's biggest advertisers — but a funding reform and a public 'premiums, not posters' backlash are forcing a reckoning that will ripple through the ad industry.

German challenger Ahead is using community and creators to push its lower-sugar sweets out of D2C and into the mainstream confectionery aisle — a playbook for scaling into retail.

Chinese carmaker Omoda has become the first automotive partner of Valorant Esports EMEA, using the VCT Barcelona finals to debut its Omoda 4 before the car even goes on sale.

Germany's dm has taken its online pharmacy dm-med to national TV for the first time, with a campaign built around ordering drugstore and pharmacy items together in one basket.

Deutsche Bahn has unveiled its biggest rebrand in years — built around a 'The Makers' idea and a new 'Schwelle' (railway-sleeper) design principle from Strichpunkt.

A €1m raise and a cap table full of famous names is Joony's route into Germany's drinks aisle. We weigh the upside of borrowed attention against the brutal reality of retail.

Germany's skilled-labour shortage has turned hiring into a marketing problem — and REWE's answer is a creator-hosted dating show aimed at filling 3,000+ apprenticeships.

The German Cup's first redesign in ten years splits its palette by context — heritage green for stadiums, electric violet for the feed. A template other sports brands will copy.

Comedian, influencer and rap duo: Knack & Back's new campaign casts three stars whose audiences barely overlap, aiming for 200 million impressions across social and ad-supported streaming.

The Deutscher Werberat's half-year report logged 836 complaints — nearly triple a year earlier — with gender discrimination still the leading issue.

Vodafone and Borussia Dortmund have used AI to reconstruct the never-filmed first-ever Bundesliga goal, scored in 1963, in 'The Unseen Goal'.

Munich coffee house Dallmayr's new umbrella campaign, 'Jedes Mal besonders', reframes the daily coffee as a ritual worth celebrating.

US sleep-tech firm Eight Sleep calls Germany its most important Continental market, growing roughly 4x on a hardware-plus-subscription model.

Germany's skilled-trades image campaign has built a custom Fortnite map to recruit Gen Z — becoming part of the game rather than an ad around it.

ARD Media and DAZN are jointly selling the Saturday Bundesliga conference across radio and streaming — a first-of-its-kind public-private ad tie-up.

Rysm's founders have completed a management buyout, taking the 250-person agency back into independence from WPP's Hirschen Group.

As the burger market obsesses over smaller, flatter smashburgers, McDonald's Germany is going the other way — reviving its oversized 'Der M' with the tagline 'Dein Hunger braucht's BIG'.

As German retail drowns in app coupons and flash sales, Hornbach's new national campaign celebrates the opposite — a 'Dauertiefpreisgarantie', a permanent low-price guarantee, and no discounts at all.