R/GA vs Saint Elmo's

Droga5 Creative Mariano Jeger Joins OutFront, Launches IRL Studios

Mariano Jeger, former executive creative director at Droga5, has joined OutFront Media as the first chief creative officer of its new division, IRL Studios. The unit combines OutFront's creative agency, Creative Studios, with its innovation tech unit, XLabs, into a single offering. Jeger will report to Stacy Minero, OutFront's chief marketing and experience officer. He brings experience from Droga5, TBWA\Media Arts Lab, and R/GA, where he led creative for Latin America. IRL Studios aims to unify OutFront's creative and tech capabilities in out-of-home advertising.

• Mariano Jeger joined OutFront Media as chief creative officer of IRL Studios.
• IRL Studios combines OutFront's Creative Studios agency and XLabs tech unit.
• Jeger reports to Stacy Minero, chief marketing and experience officer at OutFront.

Google Health Launches AI Wellness Coach with R/GA

The article discusses the shift in wellness technology from data-driven optimization to holistic, AI-powered guidance. Google's new Health platform, built on Fitbit and Gemini AI, moves beyond passive monitoring to offer personalized, adaptive support. R/GA served as Google's end-to-end creative partner, defining brand strategy, design system, and launching an integrated campaign featuring Stephen Curry. The article highlights consumer trends like 'data-induced fitness shame' and the growing demand for proactive, holistic wellness, citing McKinsey and R/GA research. It also emphasizes the importance of 'Brand DNA' in the age of AI agents.

• Google launched Google Health, a platform built on Fitbit and Gemini AI, offering personalized health coaching.
• R/GA served as Google's end-to-end creative partner for Google Health, defining brand strategy and launching a global campaign with Stephen Curry.
• McKinsey research shows 84% of US consumers consider proactive, holistic wellness a top priority.

Ari Halper: B2B Should Mean Business-to-Person

Ari Halper, global ECD and head of creative excellence at R/GA and a juror on The Drum B2B Awards' Creative Aces jury, argues that B2B marketing should be reframed as B2P (Business-to-Person). He says marketers must remember they are communicating with people, not organizations, and that creative ambition in B2B can match B2C. Halper describes pragmatic use of AI as a strategic and creative partner—researcher, analyst and comp artist—while emphasizing the continuing need for human judgment and craft because AI tends to accommodate rather than challenge. He also discusses brand building, arguing long-term brand success is composed of many shorter efforts that should aggregate toward a consistent narrative. The Drum B2B Awards entries close July 23.

• Ari Halper is global ECD and head of creative excellence at R/GA.
• Halper is a juror on the Creative Aces jury for The Drum B2B Awards.
• Halper advocates reframing B2B as B2P (Business-to-Person).

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.