All Marketing knowledge

Ricola and Jung von Matt Limmat are reviving the iconic 'Wer hat's erfunden?' slogan after 12 years, making the fact that younger audiences don't know it the joke.

Clear labelling and a credible host are what make podcast advertising work — and as the EU's Digital Fairness Act approaches, that transparency is shifting from best practice to expectation.

The HDE consumer barometer shows German consumer sentiment slipping year-on-year, dampening the outlook for the all-important Christmas shopping season — a warning for retail marketers.

From 20 November 2026, the EU's CCD2 rules treat 'Buy Now, Pay Later' as credit, adding creditworthiness checks and withdrawal rights at checkout — reshaping a key conversion lever for e-commerce.

The fourth Germany match under coach Jürgen Klopp drew below 10 million TV viewers for the first time (around 9.7 million on RTL), though it still beat ARD's 'Tatort' — a signal for sponsors and broadcasters.

Sparkasse and Scholz & Friends are scaling 'Mission Neues Sparen' with giant murals and the 'Die Neusparer' series to sell its S-Neo savings proposition to younger Germans.

A German study by Rakuten TV Enterprise and Omnicom Media finds multiple connected-TV ad contacts sharply outperform a single pre-roll on recognition and recall.

Cupra has won HORIZONT's Sportbusiness Award for Sponsor of the Year, recognised for turning padel sponsorship in Germany into community co-creation rather than logo placement.

Munich adtech firm Crossvertise has launched a self-service HbbTV planner that lets small advertisers plan, optimise and book regional addressable TV campaigns from €5,000.

Rewe Group has retired its long-standing red-and-yellow square logo for a new corporate design and mission built for digital channels, rolled out gradually to avoid waste.

Mercedes-AMG's global 'Too Hard To Resist' campaign casts a talkative, retake-obsessed Brad Pitt to launch its electric GT 4-door coupé — and notably lets him speak.

Lidl rode the viral croissant trend with a 'NeckCroissant' travel pillow handed out on a flight to Paris Fashion Week, each one carrying an app coupon for a real croissant.

Carsten Schwecke, formerly RTL Deutschland's commercial chief, will lead MediaMarktSaturn's fast-growing retail-media and marketing business across 11 countries from 1 November 2026.

Galeria, Germany's last nationwide department-store chain, has filed for its fourth insolvency since 2020 after summer and autumn sales collapsed despite a profitable 2025.

S4 Capital's Monks has made management changes at Monks Germany and across its European operations, following earlier turbulence at the German unit.

Retailer Kaufland is reorganising its marketing, bringing German and international responsibilities closer together under expanded executive oversight.

Agency thjnk has successfully defended the account of Hanover utility Enercity in a competitive pitch, remaining its lead creative agency.

Kai Strehler is rejoining Deutsche Bahn to lead its social media, a role he previously held, at one of Germany's most-watched corporate accounts.

Burger King Germany has ended its social-media partnership with Berlin agency Charles & Charlotte after about 18 months.

McDonald's Deutschland is reformatting its McChicken from its familiar elongated shape to a round patty as it expands its chicken line-up.