pilot vs PION3ERS

pilot bei der DMEXCO 2026

pilot announces participation in DMEXCO 2026, a major digital marketing expo, indicating strategic industry engagement.

Omnicom Media Leads Germany New Business Ranking in H1 2026

COMvergence's New Business Barometer for Germany recorded 77 pitches with a net volume of USD 844 million in the first half of 2026. Omnicom Media led the agency group ranking with a net gain of USD 188 million, including USD 148 million from eleven new clients and retained accounts for Dyson and IBM. The Pilot Group, an independent agency, achieved the highest retention rate of 80% with a net volume of USD 126 million, securing second place. Mediaplus of the Serviceplan Group followed in third with nine client wins and a net volume of USD 37 million. The three largest pitches were for Jaguar Land Rover, Deutsche Postcode Lotterie, and Dyson, totaling USD 230 million. Following the acquisition of IPG Mediabrands, Omnicom consolidated its new business figures from Q1 2026.

• COMvergence recorded 77 pitches with a net volume of USD 844 million in Germany for H1 2026.
• Omnicom Media led the ranking with a net gain of USD 188 million.
• Pilot Group achieved 80% retention rate and second place with USD 126 million net volume.

clever fit vergibt Media-Etat an pilot Nürnberg

clever fit hat seinen Media-Etat an pilot Nürnberg vergeben. Dies ist ein neuer Kunden- und Etatgewinn für die Agenturgruppe.

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.

Industry Leaders Demand Independent Measurement for Media Diversity

At the AGF Forum in Frankfurt, industry leaders emphasized the critical need for independent, transparent audience measurement to ensure media diversity. AGF CEO Kerstin Niederauer-Kopf warned against relying on opaque data from big tech platforms, which often function as black boxes. The event highlighted how AI can rapidly generate fake media sites and bot traffic, polluting online metrics and eroding trust. The speakers argued that verifiable measurement is the foundation for advertising investment and content production, and that its absence threatens media pluralism. They also noted potential conflicts between the EU Digital Omnibus and the European Media Freedom Act, as well as the growing need for human oversight in an AI-driven landscape.

• AGF CEO Kerstin Niederauer-Kopf called for more transparency and verifiable measurement methods in audience metrics.
• Pion3ers Managing Director Norman Wagner demonstrated creating a fully AI-generated online publication and simulating bot traffic in 7.5 minutes.
• Niederauer-Kopf linked independent audience measurement to media diversity and democratic stability, referencing the European Media Freedom Act.