Media Plan vs Mediaplus

ChatGPT: Jetzt mit Werbung, auch in Deutschland.

Werbetreibende erreichen ChatGPT-Nutzer künftig auch in Deutschland. Media Plan analysiert, welches Potenzial ChatGPT Ads haben und worauf Marken jetzt achten sollten.

Hornbach Builds Working 35mm Camera from Hardware Store Supplies

Hornbach's new campaign, 'Built from Hardware Store Supplies,' showcases a series of films shot on a fully functional 35mm film camera constructed entirely from items sold in its stores. Created by HeimatTBWA\, the campaign includes two main films and a behind-the-scenes documentary. Five makers from Europe built the camera over seven days at a Hornbach store in Bucharest, using a magnifying glass for the lens, a cement mixer to drive the film, and a cut-open organic waste bin as a lens hood. The campaign aims to demonstrate the breadth of Hornbach's product range and celebrate the maker spirit, contrasting with AI-generated imagery. It was developed over 1.5 years following a decade-long idea period, timed with the #HornbachCamera project.

• Hornbach and HeimatTBWA\ built a working 35mm film camera entirely from hardware-store products.
• The camera was constructed by five European makers in seven days at a Hornbach store in Bucharest.
• The lens was a magnifying glass; a cement mixer drove the film.

Kölln assigns media account to Mediaplus Hamburg

German food manufacturer Peter Kölln has appointed Mediaplus Hamburg to handle its media planning and buying after a competitive pitch. The agency will develop an integrated digital-first strategy for the traditional brands Kölln and Mazola, focusing on brand building and activation around relevant purchase occasions. Mediaplus will collaborate with creative agency virral on campaign development. The partnership aims to strengthen Kölln's market leadership in the cereal market and revitalize the Mazola edible oil brand, particularly among younger audiences. The first joint campaigns are scheduled to launch in September 2026.

• Peter Kölln awarded its media account to Mediaplus Hamburg following a pitch.
• Mediaplus Hamburg will handle media planning and buying for the Kölln and Mazola brands.
• The agency will develop a digital-first strategy along the customer journey.

Takko launches Fall/Winter TV campaign with Michelle Hunziker

Takko Fashion launches its Fall/Winter 2026/27 campaign featuring Michelle Hunziker. The campaign, described as more extensive than previous ones, includes linear TV spots (20-second) from September 10 on channels like RTL, Sat.1, ProSieben, Vox, RTL Zwei, Kabel Eins, sixx, and Sat.1 Gold, plus streaming (Prime Video, Netflix, RTL+, Joyn, HBO Max, Disney+) via Mediaplus, online, print, social media (Facebook, Instagram), and OOH/DOOH. The company aims to strengthen its 'Quality Fashion Discounter' positioning and increase brand awareness. Meanwhile, Takko's planned sale by its hedge fund owners reportedly failed; CFO Stefan Macheleidt and Senior Marketing Director Matthias Lueg have left the company. Takko reported net revenue of €1.283 billion for FY2025/26.

• Takko launches 20-second TV spot on September 10, 2026 across German broadcasters.
• Michelle Hunziker is featured in Takko's Fall/Winter campaign, showcasing six looks.
• Mediaplus handles media planning including linear TV, streaming, and paid social.