Observed Signal · Oct 6, 2026 · Agency Appointment · Source: Meedia · Impact: 3/5 · Sentiment: Positive
Commerzbank Moves Media Account from dentsu X to Deep Media
Commerzbank has awarded its media account to Deep Media after a pitch, ending dentsu X's tenure which began in 2022. The Frankfurt-based bank confirmed the decision, stating that Deep Media won the media re-tender in 2026. The account is estimated to be in the high eight-figure range. Deep Media, a Hamburg-based agency founded in 2019 and specializing in performance marketing, already handles Commerzbank's subsidiary comdirect, with a partnership since 2020. The first campaign produced under the new mandate is the 'Success Stories' campaign, which launched in mid-September and spans multiple channels including TV, CTV, digital out-of-home, and social media. The bank's media plan includes placements with major broadcasters and platforms like Amazon, Netflix, and YouTube.
This is a significant agency shift in the German market, involving a major advertiser (Commerzbank) and a media account estimated in the high eight-figure range. It reflects the competitive nature of media agency pitches and the growing role of independent, performance-driven agencies like Deep Media.
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Key Takeaways & Evidence Grounding
- Commerzbank has moved its media account from dentsu X to Deep Media after a pitch.
- Deep Media will handle the media planning for Commerzbank's brand, with the account estimated to be in the high eight-figure range.
- Deep Media has been a partner of Commerzbank's subsidiary comdirect since 2020.
- The first campaign under the new mandate, 'Success Stories', launched in mid-September and uses a mix of TV, CTV, DOOH, and social media.
- The media plan includes placements on platforms like Amazon, Netflix, YouTube, and various German broadcasters.
Connected Companies & Entities
2 Entities mapped“Agency that won the Commerzbank media account; handles comdirect since 2020....”
“Lost the media account of Commerzbank after handling it since 2022....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Commerzbank Launches Second Brand Campaign Flight with Real Customer Stories
Commerzbank is launching the second flight of its brand campaign 'Erfolgsgeschichten beginnen hier' (Success Stories Begin Here) on September 14, 2026. The campaign features six new testimonials, including yoga influencer Mady Morrison as a private customer and entrepreneurs Paul Watzke and Petra Wallasch, alongside brands like Uvex, Motel One, and Rowe. The creative, developed by lead agency Leo Germany, continues the authentic approach with real customers. The media mix spans TV, digital out-of-home, video, native, display, and social media, with multiple flights planned through 2027. Production was handled by RadicalMedia, directed by Rogier Schalken, with media planning by DeepMedia.
Postbank's Cross-Channel Video Campaign Boosts Brand Awareness
Postbank, with Essencemediacom, ran a cross‑channel video campaign from October 2024 to April 2025 to promote a Tagesgeldkonto. The objective was to boost brand awareness, rapidly capture attention for the limited‑time offer, and generate account openings, while identifying the most effective channels for future planning. The broad target audience (ages 25–64, financial decision‑makers, with net household income ≥ €2,500) was reached across linear TV (ARD, ProSieben, Sky, RTL) and digital platforms (Amazon Prime, Netflix, Dazn, YouTube, Disney+, RTL+, Joyn; Zattoo, Waipu.tv). Essencemediacom used its planning technology and Audienceproject for measurement, deploying a CTV‑oriented system; Netflix could be measured for the first time. Results: digital channels added 3.7 percentage points of incremental net reach to linear TV; 73% reach in the target; 82% On‑Target for digital vs 66% for TV; Facebook was dropped due to contact quality. KPIs were reportedly exceeded.
dentsu consolidates digital offerings under Caspari and Bühler
dentsu Germany has reorganized its digital offering into two new units — Digital Innovation & Transformation and Digital Delivery Media — effective immediately. The move centralizes strategic digital capabilities and separates strategy/innovation from operational media delivery. Markus Caspari will lead Digital Innovation & Transformation, while Digital Delivery Media will be led by a long-serving dentsu manager (reported elsewhere as Patrick Bühler). dentsu Germany says the consolidation aims to raise the quality and integration of its digital services in Germany and to better align strategy, planning and execution. The announcement was published on Horizont (dfv Mediengruppe) on 2026-06-30. This item duplicates an earlier industry signal reporting the same reorganization and leadership assignments at the German dentsu group.
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