Mawave vs SAMY

HDI and Ralf Schumacher Launch Second Campaign Film

HDI, together with brand ambassador Ralf Schumacher and agency Mawave, has released the second film in its current advertising campaign. The 20-second spot humorously depicts a bromance story, referencing the final scene of "Fast & Furious 7" and elements from WirkaufendeinAuto.de ads. The campaign aims to strengthen HDI's brand in the private customer segment and appeal to new target groups, making insurance offerings more understandable. The agency Mawave, led by Managing Director Till Weyerhäuser, delivers its first major work for HDI with this campaign. The spot is being distributed across Instagram, TikTok, and LinkedIn.

• HDI and Ralf Schumacher launched a second campaign film two weeks after announcing their partnership.
• The 20-second spot was created by social-first agency Mawave, led by Managing Director Till Weyerhäuser.
• The spot references the final scene of 'Fast & Furious 7' and elements from WirkaufendeinAuto.de advertising.

Mawave News & Press: Ralf Schumacher wird Markenbotschafter für HDI

New press releases added: Ralf Schumacher becomes brand ambassador for HDI; Mawave hires Niklas Falkenstein as Head of Social & Creative; E.ON launches YouTube reality format 'House of Power'; Mister Spex selects Mawave; and more.

AI is not the problem, mediocre agencies are

In a guest article for Horizont, Jason Modemann, CEO of the social lead agency Mawave, argues that artificial intelligence is not the end of agencies, but rather exposes mediocre agency work. He suggests that AI radically changes the agency industry, but not in the way many believe. The article is opinion-based, providing practical insights on how AI tools can be integrated into workflows and how agencies need to adapt to stay relevant. It emphasizes the importance of quality and differentiation in the face of AI-driven efficiency.

• Jason Modemann is the CEO of Mawave, a social lead agency.
• Mawave is a social lead agency.
• The article discusses the impact of AI on the agency industry.

SAMY Acquires Get Engaged in Nine-Figure Deal

Madrid-based social media agency SAMY has acquired U.S. influencer marketing agency Get Engaged in a cash-and-equity deal valued in the low nine figures. The acquisition provides SAMY with a U.S. base and access to clients such as DoorDash, Sephora, and Raising Cane's. Get Engaged co-founder Alex Dermer stated that founders will retain 'meaningful ownership' in the combined business. The deal aims to combine Get Engaged's cultural insight with SAMY's data, technology, and global reach.

• SAMY acquired Get Engaged in a cash-and-equity deal valued in the low nine figures.
• The deal provides SAMY with a U.S. base and clients including DoorDash, Sephora, and Raising Cane's.
• Get Engaged founders will retain 'meaningful ownership' in the combined business.

Victor and Amaia to Lead SAMY’s Social-First Strategy Across Iberia and Southern Europe

Victor García del Barrio joins us as Country Manager for Iberia (Spain and Portugal), while Amaia Álvarez takes on the role of Managing Director, Southern Europe.

The North Face expands SAMY remit with influencer management brief

The North Face has appointed SAMY to lead its influencer management strategy and execution as the outdoor brand increases its investment in creator-led marketing and culturally relevant storytelling. The remit builds on a partnership that saw SAMY refresh The North Face's social media strategy in December 2024. As The North Face's social agency of record, […]