Bounteous vs Saint Elmo's

ING Germany Appoints Saint Elmo's as Creative Agency

ING Germany has appointed Saint Elmo's, a subsidiary of the Serviceplan Group, as its new creative agency following a competitive pitch against several participants. The decision comes as part of ING's ongoing efforts to refresh its brand communications and creative strategy. Saint Elmo's will be responsible for developing and executing creative campaigns for the financial services provider, with the first project already in progress. The pitch win marks a significant addition to Saint Elmo's client portfolio and reinforces the agency's position in the German market. The move is seen as part of broader trends in the banking sector to modernize their marketing approaches and engage with customers through more compelling creative content.

• Saint Elmo's, a subsidiary of the Serviceplan Group, has won the creative pitch for ING Germany.
• The pitch involved multiple unnamed participants competing for the account.
• The first creative work from Saint Elmo's is already underway for ING Germany.

Saint Elmo’s und BVB präsentieren Mockumentary „Buying Borussia“

Saint Elmo’s ist neue Kreativ-Agentur von Borussia Dortmund. Zum Auftakt der neuen Bundesliga-Saison präsentieren der BVB und Saint Elmo's einen satirischen Film, der die aktuellen Entwicklungen des Profifußballs aufs Korn nimmt.

Borussia Dortmund and Saint Elmo's Launch 'Buying Borussia' Satire Campaign

Borussia Dortmund and Munich-based agency Saint Elmo's have launched 'Buying Borussia,' a satirical mockumentary released at the start of the 2026/27 Bundesliga season. The film, the first output of Saint Elmo's new lead agency mandate, follows a fictional wealthy heir who tours the club's stadium and evaluates Borussia Dortmund through the lens of luxury, return on investment, and status symbols. The campaign is intended as a humorous counterpoint to the growing commercialization of football. In parallel, the club and its fans issued a statement reaffirming their support for Germany's 50+1 rule, which prevents outside investors from taking majority control. The role is played by content creator Max Früchtl. BVB marketing chief Marius Happe and Saint Elmo's CCO Matthias Harbeck emphasized the satirical tone. The English-language film is distributed via the club's German and international channels.

• Borussia Dortmund and Saint Elmo's launched the mockumentary campaign 'Buying Borussia' at the start of the 2026/27 Bundesliga season.
• The campaign features a fictional wealthy heir, played by content creator Max Früchtl, who tries to buy the club.
• BVB and its fans publicly reaffirmed their commitment to the 50+1 rule, opposing full investor ownership.