dentsu X vs JOM Group

Commerzbank Moves Media Account from dentsu X to Deep Media

Commerzbank has awarded its media account to Deep Media after a pitch, ending dentsu X's tenure which began in 2022. The Frankfurt-based bank confirmed the decision, stating that Deep Media won the media re-tender in 2026. The account is estimated to be in the high eight-figure range. Deep Media, a Hamburg-based agency founded in 2019 and specializing in performance marketing, already handles Commerzbank's subsidiary comdirect, with a partnership since 2020. The first campaign produced under the new mandate is the 'Success Stories' campaign, which launched in mid-September and spans multiple channels including TV, CTV, digital out-of-home, and social media. The bank's media plan includes placements with major broadcasters and platforms like Amazon, Netflix, and YouTube.

• Commerzbank has moved its media account from dentsu X to Deep Media after a pitch.
• Deep Media will handle the media planning for Commerzbank's brand, with the account estimated to be in the high eight-figure range.
• Deep Media has been a partner of Commerzbank's subsidiary comdirect since 2020.

Dave & Buster's Appoints Gut and Mediaplus as New Agencies

Dave & Buster's, the restaurant and entertainment chain, has appointed Gut as its creative agency of record and Mediaplus as its media agency of record following a pitch that included incumbents Deloitte Digital and Dentsu X. The move comes as the company seeks to reverse a 13-quarter sales decline. The CMO, Jeremy Tucker, stated that the brand awareness is around 90%, so the focus is not on a brand refresh but on driving foot traffic. The new agencies will work to make the 45-year-old brand relevant again, leveraging their expertise to attract more customers to locations.

• Dave & Buster's appointed Gut as creative AOR and Mediaplus as media AOR.
• The pitch process included incumbents Deloitte Digital and Dentsu X.
• The company has experienced declining sales for 13 consecutive quarters.

Claudia Wolffgardt named Managing Director at dentsu X and MWO Health

Claudia Wolffgardt has been appointed Managing Director and Integrated Client Lead at dentsu X, effective immediately. She also assumes leadership of MWO Health, a brand of dentsu X, succeeding Linda-Maria Diodati, who left the agency earlier this year. This move follows the integration of MW Office into dentsu X, with MWO Health continuing as a specialized health communication brand. Wolffgardt will report to Andrea Biebl, President of iProspect, dentsu X, and MWO Health. Her role combines strategic consulting with expertise in media, creativity, customer experience, data, and technology, ensuring continuity in client relationships and strengthening collaboration between dentsu X and MWO Health. This promotion underscores dentsu's commitment to developing internal talent and is part of ongoing restructuring within dentsu Germany.

• Claudia Wolffgardt is appointed Managing Director and Integrated Client Lead at dentsu X, effective immediately.
• She also takes over leadership of MWO Health, a brand of dentsu X, succeeding Linda-Maria Diodati, who left the agency earlier this year.
• Wolffgardt will report to Andrea Biebl, President iProspect, dentsu X and MWO Health.

Whitepaper: Wie Sie Ad Fraud erkennen und Werbebudgets schützen

Neues Whitepaper der JOM Group zum Thema Ad Fraud: Hohe Reichweiten, starke Klickraten und gute Conversion-Werte sehen im Reporting überzeugend aus. Doch was, wenn ein Teil davon gar nicht von echten Nutzer:innen stammt?

Cheapest Media Contact Can Be Most Expensive

A Talking-Heads column by Katharina Wildau (JOM Group) published on Horizont argues that media planning's narrow focus on cost-per-contact and short-term efficiency can be counterproductive. Wildau, a member of JOM Group's management, explains why the cheapest audience contacts may deliver lower long-term value and higher overall costs, and urges media planners to adopt a broader definition of efficiency that accounts for reach quality, campaign effectiveness, and strategic goals.

• Article published on August 26, 2026.
• Author is Katharina Wildau, member of the management (Mitglied der Geschäftsleitung) at JOM Group.
• Column argues that the lowest-cost media contacts can be the most expensive when accounting for long-term effectiveness and quality.