All Marketing knowledge

German fitness chain clever fit has awarded its media account to agency pilot Nürnberg, a notable win in the fast-growing, price-competitive gym sector.

Mini is leaning into its cult status by inviting customers to help shape the brand, treating owners as active co-creators rather than passive buyers.

German rail operator ODEG and agency KNSK are using a relatable 'Mum' figure to nudge passengers toward more considerate behaviour on trains, with humour instead of scolding.

Publicis has won a mandate to work for insurance giant Allianz Deutschland, extending a remarkable run of global and regional account wins for the holding company.

Germany's TV awards honoured Lanz, Raab and Wontorra. Why premium, award-winning TV still assembles the large, engaged audiences advertisers should pay for.

Fraud0 warns most web traffic isn't human and AI is accelerating bots. Why verifying that your impressions reach humans is one of the highest-ROI moves in marketing.

Welt am Sonntag retired its signature blue bar in a relaunch. Why heritage rebrands should evolve distinctive assets with care - recognition is costly to rebuild.

S4 Capital's Monks Germany is heading into a 'restart' amid reported turbulence. Why agency stability is a procurement criterion, not just a nice-to-have.

Half of German brand marketers want to in-house creative with AI, a GWA whitepaper finds. Why wanting to and doing it well differ - and the hybrid model wins.

Hornbach's 'No Project Without Drama' took the Gerety Grand Prix. Why a sharp human creative idea still out-travels flashier tech-led work on the awards circuit.

Scholz & Friends launched a bundled social and culture unit, Circus. Why networks keep spinning up social sub-brands - and how to tell if the talent is really native.

Mediaplus won the heritage food brand Peter Kölln's media account. Why even in a cautious market, distinctiveness and smart media planning beat private-label pressure.

A thjnk co-founder is leaving to run a brand client-side. Why in-house marketing now poaches agency leadership, and the agency-brand boundary is blurring both ways.

Germany's design-agency sector is growing just ~2%, HORIZONT's ranking finds. Why flat design budgets are a warning to treat brand identity as an asset, not a cost.

BMW's tie-in with Sony's 'Spider-Man: Brand New Day' put its Neue Klasse on the big screen — but showing Spider-Man promos on owners' in-car displays has sparked a backlash.

Jung von Matt has won the advertising account for Hamburg's transit authority HVV, with JvM Tech and MaibornWolff also set to rebuild hvv.de — a mobility win with a digital core.

Katjes' 'Seid sweet zueinander' campaign, by antoni_jellyhouse, runs across six European markets with a message of everyday openness over prejudice — without the preachy tone.

VW brand chief Christine Wolburg says the carmaker's comeback runs on creator marketing, everyday moments, currywurst and real buttons — a deliberate turn away from a pure-tech story.

s.Oliver's new campaign uses AI to pair Heidi Klum with a digital clone of her 1990s self, dramatising the brand's decades-long claim on casual style.

Edeka planted a five-metre broccoli T-Rex at Berlin's Potsdamer Platz for its 'Survival of the Frischest' push, dramatising that frozen fruit and veg keeps its nutrients — and cuts waste.