Mediaplus vs PHD

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.

PHD Dominates in COMvergence’s New Business H1 Barometer

PHD ranks #1 globally for total and net new business in H1 2026, according to COMvergence's New Business H1 Barometer.

Bose Media Head: Attention Is Proxy, Not Result

Kelly McArdle, Global Head of Media at Bose, argues that attention metrics are a proxy for, not a measure of, business outcomes. She criticizes ROAS for rewarding channels closest to conversion while ignoring demand creation. Her approach includes evaluating reach, attention, memory, incrementality, and contribution together. She defends long-term brand investment against short-term performance pressure, referencing Ehrenberg-Bass Institute and 'The Long and the Short of It'. McArdle also discusses AI's role in accelerating media decision-making and AI discoverability's growing importance. She identifies range, curiosity, and judgment as essential traits for future media leaders. The piece is an interview published ahead of the Drum Awards Festival.

• Kelly McArdle is Global Head of Media at Bose.
• She previously spent nearly a decade at PHD Media.
• She argues that attention is a proxy, not a result, and would not pay a premium for it unless it improves business outcomes.

Mother Berlin's Uber Eats Campaign Stars Bruce Darnell

Mother Berlin has launched its first Germany-wide campaign for Uber Eats, adapting a global creative idea for the local market. Titled 'Du hast dir einen Deal verdient!' ('You've earned yourself a deal'), the campaign features TV personality Bruce Darnell as the new testimonial. In several spots, protagonists endure awkward everyday situations, after which Darnell appears and declares they deserve an Uber Eats deal. The films run on TV and streaming services, supported by social media assets and out-of-home motifs. Franziska Walter, Marketing Director DACH & Poland at Uber, emphasizes Uber Eats' role in daily life. The spot was produced by Tony Petersen Film, directed by Holger Jaquet, with media planning and buying handled by PHD. The creative team includes Alexander Nowak, Christina Rankel, and Christian Lotz at Mother Berlin.

• Mother Berlin created its first Germany-wide campaign for Uber Eats.
• Bruce Darnell appears as the new testimonial in the campaign.
• The campaign slogan is 'Du hast dir einen Deal verdient!'.