All Marketing knowledge

Car-rental brand Sixt and Jung von Matt produced a same-day reactive ad mocking a running German political scandal — a textbook newsjacking play.

Beauty retailer Douglas is retendering its media business across all 22 of its European markets, just a year after consolidating DACH spend with Carat.

L'Oréal has concluded its DACH media review and awarded its roughly €350m business to Omnicom Media Group, ending Wavemaker's tenure.

Health insurer AOK has launched a national umbrella-brand campaign by Scholz & Friends personifying everyday worries as unwelcome bedroom roommates.

German energy provider Yello has launched a new brand campaign created by Mutabor Advertising — its first on creation duties — retiring the cult mascot 'Klyma Wandel' to focus on cost control.

Germany's Payback has launched 'Payback Produkte', an in-app marketplace selling thousands of items, as the loyalty giant with 35 million users evolves from points scheme to commerce platform.

German email and cloud provider GMX has unveiled its first logo overhaul in more than 20 years, part of a United Internet rebrand that aims to sharpen its appeal as an advertising medium.

Kantar Germany CEO Ben Ballensiefen says German brands rank high on value but lack emotional appeal, and 'Made in Germany' needs to sell excitement, not just trust.

Kantar's Media Reactions 2026 finds 75% of marketers plan more AI-assistant investment, yet only a quarter of consumers trust AI product recommendations.

Berlin transit operator BVG and agency GUD stationed bodybuilders at a U-Bahn station to help exhausted Berlin Marathon finishers down the stairs.

Hamburg agency KNSK has rolled out an international 'Perfect Match' campaign for German pet-food maker Josera, using a visual trick to build its credibility in cat food.

Public-broadcaster sales house ARD Media has launched 'Flex-Kombi', letting advertisers assemble their own national radio buys by audience, region and budget for the first time.

German grocer Kaufland is scaling retail media by using Xtra-Card loyalty data to target shoppers, winning an ECR Award for a data-driven Coca-Cola 'Meal Deal' campaign.

Germany's federal road-safety campaign 'Runter vom Gas' returns with motorway posters using children's drawings instead of shock imagery, after the public voted for the gentler route.

Henkel's got2b lands a viral TikTok moment as German singer Mark Forster — famous for never removing his cap — reveals his hair in a creator-led hair campaign.

PepsiCo is launching its Chester's snack brand and its cheetah mascot in Germany, targeting Gen Z in a bid to grab share of a competitive salty-snacks market.

A LinkedIn survey of 585 German marketing leaders finds 79% believe peer recommendations now outperform traditional campaigns — especially with Gen Z buyers.

Ex-F1 driver Ralf Schumacher becomes HDI's new brand ambassador in Germany — and cheekily mocks WirkaufendeinAuto.de, a brand he once endorsed.

After sharply falling sales, Bonprix CMO Nicolai Johannsen is refocusing the Otto Group fashion brand on the over-40s with a data-driven customer-centric strategy.

Lidl celebrates a 10th fresh-produce award with a royal-themed 'Frischekönig' campaign featuring Riton — and a cheeky jab at rival Rewe.