AVANTGARDE vs Saint Elmo's

ProSieben Show Producer Launches Tween Skincare Brand Milly&Elly

Daisy Rosemeyer-Elbers, former ProSieben executive producer known for Joko and Klaas shows, has co-founded Milly&Elly GmbH with Andjela Emmerich, a former Avantgarde agency employee. The startup targets the gap in the German market for skincare tailored to girls aged 10-14, offering four products formulated with mild ingredients. The brand launches after 1.5 years of development and six-figure investment. Dermatologist Christina Schnopp advises. Products will initially sell online and later expand to drugstores. The company is based at Bavaria Film grounds in Geiselgasteig.

• Daisy Rosemeyer-Elbers and Andjela Emmerich founded Milly&Elly GmbH.
• Milly&Elly launches four skincare products for girls aged 10-14.
• The brand required 1.5 years of development and a six-figure investment.

Christine Thienemann Founds Civina Agency

Christine Thienemann has founded Civina, a live-communication agency with offices in Zurich and Davos. Civina GmbH was registered in the canton of Graubünden in February 2026, with Thienemann as sole shareholder and managing director. The agency focuses on bespoke live communication formats and event production for brands, including product and brand launches, meetings, incentive travel, and corporate/client events. Thienemann previously served as Managing Director of Avantgarde Switzerland (since 2023) and has worked with clients such as American Express, the Audi Revolut F1 Team and Lucid Motors. Her prior roles include positions at Avantgarde (1997–2006), BMW Motorsport, Leo Burnett (Cape Town) and General Motors (experiential marketing for Cadillac and Chevrolet in Switzerland).

• Christine Thienemann founded Civina GmbH and is its sole shareholder and managing director.
• Civina GmbH was entered in the commercial register of the canton of Graubünden in February 2026.
• Civina operates offices in Zurich and Davos and offers bespoke live-communication and event production services (product/brand launches, meetings, incentive travel, corporate and client events).

ING Deutschland: First major campaign by Saint Elmo's

ING Deutschland has appointed Saint Elmo's as an additional agency for strategy and creative in August 2026. The creative agency, which won the pitch against several competitors, has now unveiled its first major campaign for the financial services provider. The campaign, titled '1000 Meinungen' (1000 Opinions), focuses on retirement savings. Details of the campaign execution are limited due to the paywall, but the partnership marks a significant addition to ING's agency roster.

Dallmayr launches new umbrella campaign for Italian coffee moments at home

Dallmayr, the German premium coffee brand, has launched a new umbrella brand campaign titled 'Jedes Mal besonders' (Every time special). The campaign aims to position Dallmayr as the brand for special coffee moments at home, evoking Italian café culture. The centerpiece is a 20-second TV commercial created by agencies Fantomas and Saint Elmo's, with production by E+P Commercials, directed by Duncan Winecoff. The spot features a couple dressing up for a fancy restaurant but ultimately enjoying coffee at home, reminiscent of a recent Frosta campaign. The campaign includes five TV and digital spots for Dallmayr's product ranges: Prodomo, Crema d’Oro, Home Barista, and Röstkunst, each telling a distinct coffee moment. The commercials will run online from now until end of November, and on linear TV from October 26 to November 15.

• Dallmayr launched a new umbrella brand campaign with the motto 'Jedes Mal besonders'.
• The campaign includes a 20-second TV commercial created by agencies Fantomas and Saint Elmo's.
• The commercial was produced by E+P Commercials, directed by Duncan Winecoff.

Penny Rewards Funny TikTok Comments with Shopping Vouchers

German discount supermarket chain Penny has launched an interactive TikTok campaign called 'Comment Coupons' to reward users who post particularly funny and creative comments on its videos. Running from June 1 to the end of September, the campaign uses a proprietary AI scoring system to evaluate comments based on community resonance and content relevance, assigning voucher values of 10, 25, or 50 euros. So far, over 4,000 comments have been rewarded with a total of 45,000 euros in vouchers. The campaign was developed by lead creative agency Saint Elmo's, with social media execution by Charles & Charlotte, media planning by Pion3ers, and AI support from Plan.Net Belgium. Digital out-of-home billboards in eight German cities also displayed rewarded comments. The initiative aims to strengthen Penny's brand platform 'Echte Freude' (Real Joy).

• Penny launched the 'Comment Coupons' campaign on June 1, running until end of September.
• The campaign rewards funny TikTok comments with vouchers worth up to 50 euros.
• Over 4,000 comments have been rewarded with a total of 45,000 euros in vouchers.