All Marketing knowledge

A YouGov survey of German decision-makers finds many expect AI-powered search to replace classic search engines for customer acquisition — a warning shot for SEO-dependent brands.

Germany's biggest advertisers are splitting into two camps: telecoms giants Telekom and Vodafone are raising ad pressure while consumer-goods leader P&G reins its spending in.

Toy maker Playmobil has hired a former Disney marketing chief to lead it out of a period of crisis, betting that storytelling and licensing expertise can revive the brand.

Classifieds platform Kleinanzeigen is challenging tired estate-agent stereotypes in a campaign by agency The Goodwins, celebrating rather than mocking the profession.

Aldi Süd's emotional 'Gutes für alle' campaign positions the discounter as a companion across generations, a warmer brand play in a fiercely price-led German grocery market.

Commerzbank is running a new flight of its 'success stories' platform featuring real customers and entrepreneurs, doubling down on authenticity in a category short on trust.

Adidas is leaning on football nostalgia — debating the greatest-ever Germany shirts — to launch its Nations League push, betting that heritage and fan emotion beat product specs.

Deutsche Telekom has launched a campaign against digital violence — its first project with Jung von Matt — extending the telecoms giant's long run of purpose-led work on online safety.

Tyre marketing rarely troubles the culture. Hankook's returning 'Hank' character — now retired and outdoors — is a masterclass in treating a creative device as a long-term asset.

A Christmas market inside a September music festival? Kaufland's 'Winter Wonderland' turns 'far too early' into a shareable moment — and a young crowd into next year's shoppers.

Brand sympathy is up 37%, yet Penny's 2025 sales grew just 0.7% — the slowest of Germany's discounters. Marketing chief Jan Flemming on the lag between love and the till.

In its debut work since winning the transport authority's account, Jung von Matt turned Hamburg's station floors into a civil-courage prompt — a red line that asks commuters to step up, not stand by.

Ten years after its 2016 viral frenzy, Ritter Sport is reviving its Einhorn (unicorn) chocolate for 1 November 2026 with a deliberate shift away from influencer hype toward retail sales volume.

Rewe is expanding its retail-media partnership with The Trade Desk so that purchase-based audiences from its physical stores now supplement its existing online data.

Aldi's campaign attacking rivals' discount apps — positioning itself as the sole price leader — has provoked Lidl, Edeka and Rewe into hitting back with their own TV spots.

A DMEXCO/Civey survey ahead of the 2026 show finds German marketers investing chiefly in technology and using AI mainly for efficiency gains, exposing a gap between AI hype and revenue impact.

McCann Worldgroup Germany has hired Ole Nagatis from TLGG as a new Executive Creative Director, adding him to its three-person creative leadership line-up.

Immowelt and agency KNSK Berlin sent a floating old-building façade down the Spree to spotlight Berlin's housing crisis days before the city's state election.

In an overnight guerrilla stunt at Munich's Stachus, insurer Die Bayerische projected 'Bist du beraten?' over neobroker Scalable Capital's pension-depot ad, arguing retirement planning needs more than an app.

Nielsen's August 2026 gross figures show Germany's ad market up just 0.9% to €2.39bn, with television down 4.9% while online, out-of-home and cinema grew.