All Marketing knowledge

FC Bayern named Gemini its official Consumer AI Partner and Pixel its Smartphone Partner — a marquee club showing how sponsorship now sells AI usage, not just awareness.

Lidl hit back at Aldi with a mocking film in Germany's discounter 'app war' — a comparative-advertising spectacle that's really a fight over loyalty-app data.

Motel One appointed Berlin agency EightSix to build a 13-country sonic identity covering The Cloud One too — a bet on audio as a cross-border recognition asset.

The DFB-Pokal's first rebrand in a decade, by Strichpunkt and MANERA, goes digital-first with a violet accent and distinct trophy logos for men's, women's and junior play.

A German court banned Netto's 'environmentally friendly' yogurt ad in a Deutsche Umwelthilfe greenwashing win — a precedent raising the bar for sustainability claims.

IPG Mediabrands agency Initiative widens its German leadership as the Omnicom-IPG merger reshapes the media landscape.

Frankfurt utility Mainova keeps incumbent media agency Dunkelgrün after a multi-stage pitch — a lesson in defending the client you already have.

Hamburg agency TankTank wins an EU-wide tender to run Bioland's three-year 'Grenzenlos Bio' organic campaign.

The agency Markenzeichen has won the marketing account for Fraport, operator of Frankfurt Airport — a win that spotlights the steady value of corporate and infrastructure brand work.

VML Germany's chief creative officer Simona Suman has left — and the agency won't replace the role directly, a small move that reveals how WPP's networks are reshaping creative leadership.

L&C New York has repurchased the minority stake held by Germany's Serviceplan Group, ending a three-year partnership and returning the creative shop to full independence.

Cologne agency Denkwerk has been appointed to handle brand experience for juice maker Eckes-Granini, the company behind granini and hohes C.

Berlin agency Lit Create has won Deutsche Kreditbank's strategic brand development account, a notable branding mandate for one of Germany's largest direct banks.

German ad budgets are being reordered as paid search overtakes TV and retail media surges, with Google, Amazon and Meta now capturing more than half of all ad investment.

German toy maker Schleich is producing a weekly 'Horse Club' video series using a custom AI pipeline, turning generative AI into an always-on content engine.

German retail giant Otto is testing an AI shopping assistant built with Google Cloud, pushing agentic commerce into the mainstream of German e-commerce.

Hamburg agency Grabarz & Partner has ended its roughly decade-long partnership with Porsche, turning a painful account loss into a dignified industry moment as Serviceplan takes over.

Bübchen and Antoni Soap release a new wave of the Supersanft platform, starring dancing hip-hop babies. Marketing Minute on selling the feeling, not the feature, in a boring category.

Publicis's first Vodafone Germany work, Glasfaser@Home, reframes the brand around fibre broadband through young couples moving in together, a lesson in selling the moment, not the megabits.

Jägermeister has launched its own sneaker, 'The Curt', with Hamburg label Flowers for Society — a permanent lifestyle line, not a limited drop, as the 90-year-old brand pushes into streetwear.