HUK-COBURG

König Pilsener Appoints Dirk&Philip as Lead Agency

König Pilsener has named Berlin-based Dirk&Philip as its new lead and social-media agency after previous partner David + Martin ceased operations at the end of 2025. Dirk&Philip took over the account at the turn of the year and has produced a first joint campaign that reinterprets the brand claim "Heute ein König" to shift the emphasis toward celebrating others. The campaign comprises two commercials (produced by Simon&Paul, directed by Sandro Jäger) and is scheduled to launch end of July across Addressable TV, digital channels, social media and DOOH, with further on-trade, sponsorship and point-of-sale activities planned. Dirk&Philip says the aim was to develop a younger, future-proof positioning within six months while retaining core brand assets.

Unlock First-Party Data: Unite Brands for Better Insights

The article argues that multi-brand companies keep valuable First-Party data in siloed domains, treating the same customer as different individuals and wasting media budgets. It proposes building an enterprise-wide Identity Graph to unify identities across brands in real time, in a legally clean manner, enabling a consistent view of customers and richer analytics. Real-world brand group examples (e.g., telecoms like Telekom/Congstar; airlines like Lufthansa/Eurowings; Volkswagen AG and its brands Audi, VW, Škoda, Seat, Cupra; insurers HUK Coburg/HUK24; energy firms EnBW/Yello; consumer goods like Nestlé, Coca-Cola, P&G) illustrate the cross-brand challenge. The piece advocates deterministic identity over probabilistic approaches and outlines a pragmatic PoV-driven roadmap (Autonomous Start & Analysis, Business Case, Scaling) with emphasis on real-time activation on websites/apps and minimal integration, positioning Identity Graph as an enterprise asset.

Paid Social 2024: 10 Game-Changer Tips

Sponsored content from OnlineMarketing.de presents 10 game-changing tips for paid social advertising in 2024. The guide covers security best practices to protect Business Manager and ad accounts (including Meta two-factor authentication and Meta Security Check), the importance of fast mobile page loading times for user experience, and using social proof to boost trust, especially in ecommerce. It introduces TikTok Ad Library for competitive ad analysis and advocates cross-channel performance tracking to understand the customer journey beyond pixel data. Additional tips include monitoring competitor comments, collaborating with creators (notably DAK-Gesundheit with doktorsex on TikTok), robust remarketing via tracking pixels, and leveraging Pinterest as a traffic source (Debeka, HUK-COBURG, and DAK-Gesundheit; DAK-Gesundheit reportedly sees around four million monthly Pinterest visits). Brand Lift Studies are recommended to measure brand perception across platforms like Meta, Pinterest, TikTok, Google, and YouTube.