Observed Signal · Oct 20, 2026 · Product Launch · Source: DWDL · Impact: 2/5 · Sentiment: Positive
New German Agency Pathos Launches with Jürgen Milski Film
Kevin Claus, Felix Ebell, and Finn-Jordan Max have founded Pathos, a new Hamburg-based agency focused on branded entertainment. The agency's launch film, featuring Jürgen Milski, parodies the 9Live call-in format to critique commodified and forgettable advertising, arguing that ads should be entertaining again. The trio, who previously worked at Jung von Matt or on freelance projects for clients like Samsung, Adidas, and Netflix, will produce an ongoing entertainment campaign. Pathos counts Sparkasse among its first clients and plans to expand across Europe in the medium term.
New agency launch signals continued investment in branded entertainment and creative strategy, but it is a single new entrant and not a major industry shift.
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Key Takeaways & Evidence Grounding
- Kevin Claus, Felix Ebell and Finn-Jordan Max founded Pathos, a new agency for branded entertainment, based in Hamburg.
- The launch film features Jürgen Milski and parodies the 9Live call-in format.
- The film was produced by cndy Film, directed by Thomas Cervenca and Clemens Hillinger, with music by 2WEI Music.
- Sparkasse is named as an initial client of the agency.
- The founders plan to expand Pathos into the European market in the medium term.
Connected Companies & Entities
4 Entities mapped“Previous employer of Kevin Claus and where he met Ebell and Max.”
“Freelance clients of Ebell and Max for entertainment and brand work.”
“Freelance clients of Ebell and Max for entertainment and brand work.”
“Freelance client of Ebell and Max, for whom they worked on communication projects around German original series launches.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Pathos Entertainment founded to merge creativity and media
Kevin Claus, Felix Ebell, and Finn-Jordan Max have founded Pathos Entertainment GmbH, a Hamburg-based agency focused on branded entertainment. The trio, who previously worked together at Jung von Matt, aims to integrate creative and media planning from the outset. The agency's launch client is the Gesamtverband der Sparkassen, and it will also continue work for Netflix. Pathos plans to build a team of six by January and grow to twelve employees by the end of 2027. The founders emphasize creating entertainment formats that engage audiences, contrasting with what they see as the industry's trend toward generic and low-quality advertising.
Sparkassen and Scholz & Friends launch branded miniseries
The Sparkassen-Finanzgruppe and its lead agency Scholz & Friends have launched a five-part branded-entertainment miniseries called "Die Neusparer". The fictional streaming format, featuring musician Mark Forster as himself, is intended to promote modern investing and the Sparkassen depot product S‑Neo under the campaign themes "Mission neues Sparen" and the claim "Dein Geld verdient Besseres." The series will be distributed via streaming services and social channels and forms the core of a cross-media campaign including CTV/Addressable TV, linear TV, out-of-home, print, POS, display and social media assets.
Wolter Twins Star in BB Bank Full-Funnel Campaign
BB Bank launched a full-funnel campaign titled "Bank, wie du willst" starring YouTube entertainers Dennis and Benni Wolter. The campaign was produced in cooperation with Netzeffekt and Jung von Matt Neckar and combines AI-generated opening sequences with a mockumentary-style real-film set. It comprises four 30-second hero films plus social assets and has been running since August 10, 2026 across Connected TV, Meta, Google and TikTok. The creative aims to expand BB Bank's visibility beyond its Baden-Württemberg regional base and target younger audiences. Production partners and business details mentioned include the production company Pretty Well Done (founded with Florida TV) and Netzeffekt, the performance-marketing agency of the Jung von Matt group.
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