fischerAppelt Kommunikation GmbH vs VML

Neue Blogbeiträge: Episode #5 Matchplan, Vibes over Views, Episode #4 Frauenbasketball

Neue Blogbeiträge auf fischerappelt.de: Episode #5 'Was die Wirtschaft vom Sport lernen kann' (21.09.2026), 'Vibes over Views' (17.09.2026), Episode #4 'Frauenbasketball zwischen Hype und Wachstum' (14.09.2026).

Olympic Gold Medalist Joins ALBA Basketball Marketing Podcast

This article covers the fourth episode of the podcast "Matchplan: Sportmarketing" by Horizont and FischerAppelt, featuring Olympic gold medalist Svenja Brunckhorst. Brunckhorst, now a basketball manager at ALBA Berlin, discusses the gap between the rising enthusiasm for women's basketball in Germany and the actual investment from sponsors. She emphasizes that while many people enjoy women's basketball, few are willing to financially commit. The conversation also touches on the need for professional structures, personal branding for athletes, and the role of female role models in sports. The article highlights the broader challenges of turning momentum in women's sports into sustainable growth.

• Svenja Brunckhorst, Olympic gold medalist in 3x3 basketball, is a manager for women's basketball at ALBA Berlin.
• She is a guest on the fourth episode of the podcast "Matchplan: Sportmarketing" by Horizont and FischerAppelt.
• Brunckhorst states that many people appreciate women's basketball but are not yet willing to invest money.

Mercedes-Benz and Andrea Petković Discuss Sports Marketing on Podcast

HORIZONT and the agency fischerAppelt have launched the second episode of their podcast 'Matchplan Sportmarketing.' The episode features Christina Schenck, Head of Digital & Communications and Investor Relations at Mercedes-Benz, alongside former professional tennis player Andrea Petković. They discuss sports marketing and sponsorship from their respective viewpoints. Schenck outlines how sports sponsorship, such as Mercedes-Benz's global partnership with the WTA, serves as a crucial touchpoint to reach audiences through brand experiences rather than just products. Petković provides the athlete's perspective, explaining that professional athletes function as small businesses that rely heavily on sponsors to fund travel, coaching, and medical costs, which ultimately shapes their personal branding.

• HORIZONT and fischerAppelt released the second episode of the 'Matchplan Sportmarketing' podcast.
• Mercedes-Benz uses sports sponsorships like its WTA partnership to drive experience-based consumer connections.
• Former tennis professional Andrea Petković highlights that athletes function as small businesses and depend heavily on sponsorships to fund operations.

Jon Cook Steps Down as CEO of WPP Creative and VML

Jon Cook, global CEO of VML and WPP Creative, will step down after more than 30 years with WPP, effective March 2027. Eric Campbell, currently CEO of VML and WPP Creative in North America, will succeed Cook as global CEO of VML, while retaining his North American role at WPP Creative. Cook will remain in his positions until the transition to ensure a seamless handover. The announcement, made on October 2, 2026, follows the recent exit of Troy Ruhanen from Omnicom Advertising, marking significant leadership changes in major holding companies. WPP has not yet named a successor for Cook's role as CEO of WPP Creative, which he has led since its launch in February 2026. Cook also led the creation of VML in 2024 through the merger of VMLY&R and Wunderman Thompson. These changes come amid broader restructuring at WPP, with the industry closely watching the impact on creative landscape and client relationships.

• Jon Cook will step down as global CEO of VML and WPP Creative, effective March 2027.
• Eric Campbell will succeed Cook as global CEO of VML, retaining his North American role at WPP Creative.
• Cook will remain in his roles until March 2027 to ensure a seamless transition.

Cakes Body Launches In-House Media Studio Cakes Media

Beauty brand Cakes Body, known for its founder-led TikTok virality, has launched its own entertainment company, Cakes Media, to bring brand marketing in-house and operationalize virality. The company grossed $100 million in sales since launching in 2022. Cakes Media aims to create social-first content and owned media for digital and streaming platforms, with a focus on long-form documentary-style episodes repurposed for short-form content. The studio is funded from the brand's top-of-funnel marketing budget. The move reflects a broader trend of brands building in-house studios to earn attention through entertainment rather than traditional advertising.

• Cakes Body launched Cakes Media, an in-house entertainment company, in September 2026.
• The company grossed $100 million in sales in three years since its 2022 launch.
• Cakes hired former Red Bull executive Caley Wildermuth as head of content.

VML Named Network of the Year and VML UK Crowned Agency of the Year at 2026 Gerety Awards

VML has been named Network of the Year and VML UK has been crowned Agency of the Year at the 2026 Gerety Awards, as highlighted in the latest news roundup.