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Free-from food maker Dr. Schär has named German FMCG marketer Dieter Lutz as its new marketing chief, a sign of how seriously special-diet brands now invest in brand marketing.

German discounter Lidl, via M+C Saatchi, ran a guerrilla out-of-home stunt mocking a viral $60 New York loaf to flex its own price competitiveness in the US.

Skincare brand Sebamed has launched an emotional new brand campaign by agency Track, humanising its clinical 'science for healthy skin' claim around the pH 5.5 message.

German strategist Liane Siebenhaar has gone independent with 'Forderland,' an AI-powered brand-intelligence consultancy that tracks how brands appear across LLMs, social and news.

ARD Media has unveiled 'Audionited,' bundling linear radio and digital audio into a single programmatic booking with one CPM — a structural simplification of German audio buying.

Scholz & Friends casts actor Merlin Sandmeyer as a 'love coach' for Stadtwerke Stuttgart, reframing the energy transition as a relationship between residents and their city.

The Ipsos Global Trustworthiness Index 2026 finds advertising professionals and influencers ranking below politicians in Germany — a sobering benchmark for the ad economy.

The Edeka group and Netto launched a €99 co-branded crisis-preparedness 'emergency backpack' alongside the Bundeswehr's 'Red Storm Charlie' civil-defence exercise.

Serviceplan has created a new global premium-positioning campaign for Lufthansa, 'Premium lives in the details,' betting that specificity rebuilds premium credibility.

Deutsche Telekom has appointed Maurice Moitroux, from luxury watchmaker IWC, as its new private-customer marketing communications chief — a notable luxury-to-telco crossover.

Serviceplan Culture has formed a strategic partnership with sports investment platform Monarch Collective, backing women's football as the UEFA Women's Champions League season kicks off.

Cheese brand Bergader has launched 'Dein Bisschen Alpen', its first work from new agency Thjnk — ditching the category's tired cow imagery to sell a feeling instead.

Germany's OVK has raised its 2026 forecast: digital advertising is set to grow 13.8% to nearly €9bn, with video overtaking to become the market's largest format.

FlixBus has picked young Berlin agency Unicorn as its new global creative lead, backing a shift from performance marketing to brand-building and an ambition to become a 'love brand'.

Dyn and Ströer put AI-produced, regionally targeted Handball-Bundesliga highlights on digital street screens from 2026/27 — a glimpse of automated, contextual out-of-home.

Germany's media agencies say half of every ad euro will flow to three global platforms in 2026, in a €30bn market now ~69% digital — and warn of an AI-driven 'Zeitenwende'. Why advertisers should diversify.

Bonial, Marktguru and Shopfully launch a joint initiative (IDH) to move German retailers from print leaflets to measurable digital retail media — and reveal the real barrier to European ad independence.

A Berlin court says transit operator BVG must keep running Nius ads it tried to pull. Why the ruling is a brand-safety and acceptance-policy wake-up call for out-of-home media.

German broadcaster Seven.One Media is partnering with Criteo and Kleinanzeigen on new data deals designed to make its TV advertising more addressable and measurable.

Jung von Matt is relaunching its technology division under new leadership, with Max Lederer vowing to build the tech brand as big as Jung von Matt itself.