All Marketing knowledge

Aldi Süd's 'Günstig ohne Bonus-App' campaign mocks the loyalty-app discounts of Rewe, Lidl and Edeka — and Lidl has hit back with a comedy spot, in a price-positioning battle experts say Lidl is winning.

After absorbing Interpublic, Omnicom Media Germany has named the leadership of its merged organisation under CEO Paul Remitz — and promises a 'completely new operating model'.

Hamburg agency Achtung has won product and brand PR for fast-scaling protein brand More Nutrition across the German-speaking region — a hot D2C food account with baggage.

WPP performance agency Syzygy wins insurer Huk-Coburg's search advertising in a pitch, uniting SEO and SEA under one roof — even as its chief heads for the exit.

World Cup winner Mario Götze fronts a national TV campaign for Germany's next generation of elite athletes, timed to the 2026/27 Bundesliga kick-off.

A new 6,000-person DACH study finds roughly two-thirds of Germans have bought directly off an email newsletter — a reminder that owned email remains a high-conversion channel.

Mercedes-Benz headlines GameStar's 'FYNG City' at Gamescom 2026 — the only major carmaker on the floor — with the largest trade-show presence in its German unit's history.

Aldi, dm, P&G and roughly 30 others say they will stop advertising on right-wing YouTube channels after a Campact investigation — a fresh test of automated brand safety.

DRYLL, a Berlin hydration brand co-founded by World Cup winner André Schürrle, unveiled its first global platform 'Fueling Insanity' by Zurich agency Sir Mary.

Cupra premiered its electric Raval in Berlin with a surprise Kim Petras 'secret gig', treating the car launch as a street-culture event rather than a conventional reveal.

Former Philips marketer Thomas Schönen is rejoining the company as head of marketing for the DACH region — a boomerang hire prizing institutional knowledge.

Agency Häppy has rolled out the first-ever cross-media brand campaign — anchored by a debut TV spot — for Finnern's specialist cat-food brand Kattovit.

Long-time Coca-Cola marketer Michael Willeke is leaving the beverage giant for a DACH marketing leadership role at Paramount — an FMCG-to-entertainment move.

Oral-care D2C brand Happybrush launched its first TV commercial fronted by Manuel Neuer, backed by a mid-seven-figure media package from ProSiebenSat.1's SevenVentures.

BBDO Germany has installed Ina Behrendt as Chief Creative Officer at holding level, reshuffling creative leadership barely a year after the last change.

Berlin's transit operator BVG and Jung von Matt released a tongue-in-cheek film crowning Berlin — not Paris — the real 'city of love', extending a decade-old platform.

Germany's LFK Baden-Württemberg media authority imposed a record €36,000 fine on influencer Hanadi Diab for inadequate ad labelling in Instagram Stories — its largest ever.

Lufthansa and Serviceplan Munich turned in-flight etiquette debates — armrest rights, clapping on landing — into a limited 'Travel Etiquette Collection' of merch.

Content-marketing specialist Storyboard has retained Porsche's 'Christophorus' customer magazine account after a competitive pitch — a reminder that owned magazine media is still one of the most durable premium-brand marketing tools.

A new Sasserath Now study identifies a clear perception gap: German brands enjoy strong quality associations globally, but almost none are perceived as genuinely luxurious. A challenge worth solving for German premium brands.