Observed Signal · Jun 29, 2026 · Campaign Launch · Source: Meedia · Impact: 1/5 · Sentiment: Positive
Pelikan Returns to Brand Advertising via CTV
Pelikan has launched a new brand campaign for the German market in summer 2026, its first major brand advertising push in many years. The campaign, created by Hannover-based agency Kochstrasse and placed by Hamburg’s masterplan media, targets parents, children and teachers around the back-to-school moment. Ads will run as TV spots and across online and social channels, with placements on Connected TV publishers and streaming apps. Pelikan is part of the European Hamelin Group, which also markets brands such as Oxford, Herlitz, Elba and Unilux. Ulrich Kunert heads marketing at Hamelin; his Pelikan team includes Sandra Rick (Product Manager) and Laura Dubian (Online Manager).
A traditional-brand CTV campaign and agency placements are relevant to media buyers and CTV inventory demand but represent a single-advertiser activity rather than an industry-shifting development.
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Key Takeaways & Evidence Grounding
- Pelikan launched a new brand campaign for the German market starting summer 2026, focused on the back-to-school moment.
- The creative work was produced by Hannover agency Kochstrasse; media buying and placement are handled by Hamburg agency masterplan media.
- The campaign runs across TV spots, online and social media, and is being placed on Connected TV publishers and streaming apps.
- Pelikan is part of the European Hamelin Group, which also offers brands Oxford, Herlitz, Elba and Unilux.
- Ulrich Kunert is Head of Marketing at Hamelin; Sandra Rick (Product Manager Pelikan) and Laura Dubian (Online Manager Pelikan & Herlitz) are on his team.
Connected Companies & Entities
1 Entity mapped“The Hamburg agency masterplan media is responsible for the media tasks and will place the spot across a mix of Connected-TV publishers and s...”
Ontology Mapping & Concepts
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