{"id":52505,"date":"2026-01-27T08:30:00","date_gmt":"2026-01-27T07:30:00","guid":{"rendered":"https:\/\/tolunacorporate.com\/?p=52505"},"modified":"2026-01-26T17:33:50","modified_gmt":"2026-01-26T16:33:50","slug":"spotlight-mma-smarties-2025-dach-gold-winners","status":"publish","type":"post","link":"https:\/\/tolunacorporate.com\/nl\/spotlight-mma-smarties-2025-dach-gold-winners\/","title":{"rendered":"Spotlighting MMA&#8217;s SMARTIES 2025 DACH Gold winners: what makes a winning campaign?"},"content":{"rendered":"<style>.kb-row-layout-id52505_214eaa-76 > .kt-row-column-wrap{align-content:center;}:where(.kb-row-layout-id52505_214eaa-76 > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:center;}.kb-row-layout-id52505_214eaa-76 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:minmax(0, 2fr) minmax(0, 1fr);}.kb-row-layout-id52505_214eaa-76 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id52505_214eaa-76 > .kt-row-column-wrap{grid-template-columns:minmax(0, 2fr) minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id52505_214eaa-76 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id52505_214eaa-76 alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-2-columns kt-row-layout-left-golden kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-middle kb-theme-content-width\">\n<style>.toluna-column52505_813b8c-6f > .kt-inside-inner-col,.toluna-column52505_813b8c-6f > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column52505_813b8c-6f > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column52505_813b8c-6f > .kt-inside-inner-col{flex-direction:column;}.toluna-column52505_813b8c-6f > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column52505_813b8c-6f > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column52505_813b8c-6f{position:relative;}@media all and (max-width: 1024px){.toluna-column52505_813b8c-6f > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column52505_813b8c-6f > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column52505_813b8c-6f\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading52505_af98e7-4c, .wp-block-toluna-advancedheading.kt-adv-heading52505_af98e7-4c[data-kb-block=\"kb-adv-heading52505_af98e7-4c\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_af98e7-4c mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_af98e7-4c[data-kb-block=\"kb-adv-heading52505_af98e7-4c\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_af98e7-4c wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_af98e7-4c\">The <a href=\"https:\/\/tolunacorporate.com\/inspiring-marketing-excellence-insights-from-mmas-smarties-x-global-awards\/\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-accent-charged-magenta-color\"><strong>MMA SMARTIES\u2122 Awards<\/strong><\/mark><\/a><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-primary-blue-current-color\"> <\/mark>are among the most important global recognitions in modern, impact-driven marketing. They celebrate campaigns that combine creativity, innovation, technology, and measurable business results.<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading52505_ec17f5-9b, .wp-block-toluna-advancedheading.kt-adv-heading52505_ec17f5-9b[data-kb-block=\"kb-adv-heading52505_ec17f5-9b\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_ec17f5-9b mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_ec17f5-9b[data-kb-block=\"kb-adv-heading52505_ec17f5-9b\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_ec17f5-9b wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_ec17f5-9b\">As an initiative of the Marketing + Media Alliance (MMA) Global, the SMARTIES help brands, agencies, media and technology partners systematically advance marketing effectiveness. The SMARTIES DACH 2025 edition honors outstanding work from Germany, Austria and Switzerland, executed between January 2024 and June 2025, that set new standards for marketing excellence.<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading52505_27b895-5b, .wp-block-toluna-advancedheading.kt-adv-heading52505_27b895-5b[data-kb-block=\"kb-adv-heading52505_27b895-5b\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_27b895-5b mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_27b895-5b[data-kb-block=\"kb-adv-heading52505_27b895-5b\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_27b895-5b wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_27b895-5b\">As a global knowledge partner of MMA, Toluna contributes consumer insights, analytical depth and effectiveness research into the collaboration, supporting the development of more informed and more impactful marketing decisions. Based on a systematic pattern analysis, this whitepaper summarizes the shared characteristics of the <a href=\"https:\/\/mmaglobal.com\/smarties\/awards\/programs\/dach\/insights-tips#:~:text=Credits:-,Impact%20Media,game%20changer%20with%20one%20shot\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-accent-charged-magenta-color\">DACH 2025&#8217;s Gold winners<\/mark><\/a> and answers the key question:<\/p>\n<\/div><\/div>\n\n\n<style>.toluna-column52505_fc832b-b6 > .kt-inside-inner-col,.toluna-column52505_fc832b-b6 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column52505_fc832b-b6 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column52505_fc832b-b6 > .kt-inside-inner-col{flex-direction:column;}.toluna-column52505_fc832b-b6 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column52505_fc832b-b6 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column52505_fc832b-b6{position:relative;}@media all and (max-width: 1024px){.toluna-column52505_fc832b-b6 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column52505_fc832b-b6 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column52505_fc832b-b6\"><div class=\"kt-inside-inner-col\"><style>.kb-image52505_86af4a-ca .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<figure class=\"wp-block-toluna-image kb-image52505_86af4a-ca size-large\"><div class=\"\"><img decoding=\"async\" width=\"1024\" height=\"729\" src=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/01\/Group-398442-1024x729.png\" alt=\"\" class=\"kb-img wp-image-52506\" srcset=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/01\/Group-398442-1024x729.png 1024w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/01\/Group-398442-300x213.png 300w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/01\/Group-398442-768x546.png 768w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/01\/Group-398442-1536x1093.png 1536w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/01\/Group-398442.png 1653w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/div><\/figure>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id52505_fb9569-a4 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id52505_fb9569-a4 > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id52505_fb9569-a4 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id52505_fb9569-a4 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id52505_fb9569-a4 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id52505_fb9569-a4 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id52505_fb9569-a4 alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column52505_d92892-d0 > .kt-inside-inner-col,.toluna-column52505_d92892-d0 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column52505_d92892-d0 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column52505_d92892-d0 > .kt-inside-inner-col{flex-direction:column;}.toluna-column52505_d92892-d0 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column52505_d92892-d0 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column52505_d92892-d0{position:relative;}@media all and (max-width: 1024px){.toluna-column52505_d92892-d0 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column52505_d92892-d0 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column52505_d92892-d0\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading52505_82ca9b-67, .wp-block-toluna-advancedheading.kt-adv-heading52505_82ca9b-67[data-kb-block=\"kb-adv-heading52505_82ca9b-67\"]{margin-bottom:0px;text-align:center;font-size:var(--global-kb-font-size-xl, 2rem);line-height:40px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_82ca9b-67 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_82ca9b-67[data-kb-block=\"kb-adv-heading52505_82ca9b-67\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h2 class=\"kt-adv-heading52505_82ca9b-67 wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading52505_82ca9b-67\">What truly defines the DACH Gold Winners 2025 \u2013 and why do they win?<\/h2>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading52505_c5226c-67, .wp-block-toluna-advancedheading.kt-adv-heading52505_c5226c-67[data-kb-block=\"kb-adv-heading52505_c5226c-67\"]{margin-top:var(--global-kb-spacing-xs, 1rem);text-align:center;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_c5226c-67 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_c5226c-67[data-kb-block=\"kb-adv-heading52505_c5226c-67\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_c5226c-67 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_c5226c-67\">Consolidating our findings, we present 6 key principles of Gold winners, with 3 examples of each principle in practice:<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id52505_34b33b-b5 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id52505_34b33b-b5 > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id52505_34b33b-b5 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:repeat(2, minmax(0, 1fr));}.kb-row-layout-id52505_34b33b-b5 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id52505_34b33b-b5 > .kt-row-column-wrap{grid-template-columns:repeat(2, minmax(0, 1fr));}}@media all and (max-width: 767px){.kb-row-layout-id52505_34b33b-b5 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id52505_34b33b-b5 alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-2-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column52505_434268-83 > .kt-inside-inner-col,.toluna-column52505_434268-83 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column52505_434268-83 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column52505_434268-83 > .kt-inside-inner-col{flex-direction:column;}.toluna-column52505_434268-83 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column52505_434268-83 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column52505_434268-83{position:relative;}@media all and (max-width: 1024px){.toluna-column52505_434268-83 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column52505_434268-83 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column52505_434268-83\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading52505_da0e4e-de, .wp-block-toluna-advancedheading.kt-adv-heading52505_da0e4e-de[data-kb-block=\"kb-adv-heading52505_da0e4e-de\"]{margin-bottom:var(--global-kb-spacing-xxs, 0.5rem);line-height:30px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_da0e4e-de mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_da0e4e-de[data-kb-block=\"kb-adv-heading52505_da0e4e-de\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h5 class=\"kt-adv-heading52505_da0e4e-de wp-block-toluna-advancedheading has-primary-blue-current-color has-text-color\" data-kb-block=\"kb-adv-heading52505_da0e4e-de\">1. <strong>Intelligent category rethinking at the core <\/strong><\/h5>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading52505_a6e8c9-d9, .wp-block-toluna-advancedheading.kt-adv-heading52505_a6e8c9-d9[data-kb-block=\"kb-adv-heading52505_a6e8c9-d9\"]{margin-top:0px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_a6e8c9-d9 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_a6e8c9-d9[data-kb-block=\"kb-adv-heading52505_a6e8c9-d9\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_a6e8c9-d9 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_a6e8c9-d9\">At first glance, the nine Gold Winners appear diverse. Only the pattern analysis reveals a highly consistent signature: DACH campaigns do not win because they are loud, emotional, or technologically flashy. They win because they rethink their categories intelligently, solve problems with precision, and stay deeply aligned with their brands.<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading52505_175ff0-cd, .wp-block-toluna-advancedheading.kt-adv-heading52505_175ff0-cd[data-kb-block=\"kb-adv-heading52505_175ff0-cd\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_175ff0-cd mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_175ff0-cd[data-kb-block=\"kb-adv-heading52505_175ff0-cd\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_175ff0-cd wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_175ff0-cd\">Here&#8217;s what the pattern data revealed:<\/p>\n\n\n<style>.wp-block-toluna-iconlist.kt-svg-icon-list-items52505_c17f43-42:not(.this-stops-third-party-issues){margin-top:0px;margin-bottom:0px;}.wp-block-toluna-iconlist.kt-svg-icon-list-items52505_c17f43-42 ul.kt-svg-icon-list:not(.this-prevents-issues):not(.this-stops-third-party-issues):not(.tijsloc){margin-top:0px;margin-right:0px;margin-bottom:var(--global-kb-spacing-sm, 1.5rem);margin-left:0px;}.wp-block-toluna-iconlist.kt-svg-icon-list-items52505_c17f43-42 ul.kt-svg-icon-list{grid-row-gap:5px;}.wp-block-toluna-iconlist.kt-svg-icon-list-items52505_c17f43-42 .kb-svg-icon-wrap{color:#ED0A8D;}.wp-block-toluna-iconlist.kt-svg-icon-list-items52505_c17f43-42 ul.kt-svg-icon-list .kt-svg-icon-list-item-wrap .kt-svg-icon-list-single{margin-right:10px;}.kt-svg-icon-list-items52505_c17f43-42 ul.kt-svg-icon-list .kt-svg-icon-list-item-wrap, .kt-svg-icon-list-items52505_c17f43-42 ul.kt-svg-icon-list .kt-svg-icon-list-item-wrap a{color:#000000;color:#000000;}.kt-svg-icon-list-items52505_c17f43-42 ul.kt-svg-icon-list .kt-svg-icon-list-level-0 .kt-svg-icon-list-single svg{font-size:20px;}<\/style>\n<div class=\"wp-block-toluna-iconlist kt-svg-icon-list-items kt-svg-icon-list-items52505_c17f43-42 kt-svg-icon-list-columns-1 alignnone\"><ul class=\"kt-svg-icon-list\">\n<li class=\"wp-block-toluna-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-52505_3afa28-1b\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_check-circle kt-svg-icon-list-single\"><svg viewBox=\"0 0 512 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M504 256c0 136.967-111.033 248-248 248S8 392.967 8 256 119.033 8 256 8s248 111.033 248 248zM227.314 387.314l184-184c6.248-6.248 6.248-16.379 0-22.627l-22.627-22.627c-6.248-6.249-16.379-6.249-22.628 0L216 308.118l-70.059-70.059c-6.248-6.248-16.379-6.248-22.628 0l-22.627 22.627c-6.248 6.248-6.248 16.379 0 22.627l104 104c6.249 6.249 16.379 6.249 22.628.001z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\"><strong>Lateral thinking<\/strong> demonstrated by 7\/9 winners<\/span><\/li>\n\n\n\n<li class=\"wp-block-toluna-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-52505_a5345c-63\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_check-circle kt-svg-icon-list-single\"><svg viewBox=\"0 0 512 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M504 256c0 136.967-111.033 248-248 248S8 392.967 8 256 119.033 8 256 8s248 111.033 248 248zM227.314 387.314l184-184c6.248-6.248 6.248-16.379 0-22.627l-22.627-22.627c-6.248-6.249-16.379-6.249-22.628 0L216 308.118l-70.059-70.059c-6.248-6.248-16.379-6.248-22.628 0l-22.627 22.627c-6.248 6.248-6.248 16.379 0 22.627l104 104c6.249 6.249 16.379 6.249 22.628.001z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\"><strong>Disrupting the status quo: <\/strong>6\/9<\/span><\/li>\n\n\n\n<li class=\"wp-block-toluna-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-52505_fd9305-94\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_check-circle kt-svg-icon-list-single\"><svg viewBox=\"0 0 512 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M504 256c0 136.967-111.033 248-248 248S8 392.967 8 256 119.033 8 256 8s248 111.033 248 248zM227.314 387.314l184-184c6.248-6.248 6.248-16.379 0-22.627l-22.627-22.627c-6.248-6.249-16.379-6.249-22.628 0L216 308.118l-70.059-70.059c-6.248-6.248-16.379-6.248-22.628 0l-22.627 22.627c-6.248 6.248-6.248 16.379 0 22.627l104 104c6.249 6.249 16.379 6.249 22.628.001z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\"><strong>Fresh consistency: <\/strong>6\/9<\/span><\/li>\n<\/ul><\/div>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading52505_8e31d8-c4, .wp-block-toluna-advancedheading.kt-adv-heading52505_8e31d8-c4[data-kb-block=\"kb-adv-heading52505_8e31d8-c4\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_8e31d8-c4 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_8e31d8-c4[data-kb-block=\"kb-adv-heading52505_8e31d8-c4\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_8e31d8-c4 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_8e31d8-c4\">We loved how <strong><a href=\"https:\/\/www.volkswagen-group.com\/en\/group-15765\">Volkswagen Audi<\/a> <\/strong>did this with their <strong><em><a href=\"https:\/\/www.deutscherdigitalaward.de\/shortlist\/the-audi-audit-ai-clears-the-clutter\/\">AI Audit<\/a><\/em><\/strong> initiative, which turned the neglected world of used-car images into a premium AI-curated brand asset. Instead of fixing dealer behavior case by case, Audi solved a systemic category flaw with an AI &#8220;art director&#8221; that produced clean, consistent, and high-performing visuals.<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading52505_32c882-2b, .wp-block-toluna-advancedheading.kt-adv-heading52505_32c882-2b[data-kb-block=\"kb-adv-heading52505_32c882-2b\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_32c882-2b mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_32c882-2b[data-kb-block=\"kb-adv-heading52505_32c882-2b\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_32c882-2b wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_32c882-2b\">Another great example is <strong><a href=\"https:\/\/www.schaeferei-stuecke.de\/\">Sch\u00e4ferei St\u00fccke<\/a>&#8217;s <em><a href=\"https:\/\/rainbow-wool.co.uk\/\">Rainbow Wool<\/a> <\/em><\/strong>campaign. It transformed a hidden farming reality \u2013 the slaughter of gay rams \u2013 into a cultural movement that blends craft, fashion, and activism, effectively rethinking three categories at once.<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading52505_2ae09d-10, .wp-block-toluna-advancedheading.kt-adv-heading52505_2ae09d-10[data-kb-block=\"kb-adv-heading52505_2ae09d-10\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_2ae09d-10 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_2ae09d-10[data-kb-block=\"kb-adv-heading52505_2ae09d-10\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_2ae09d-10 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_2ae09d-10\">Finally, <strong><a href=\"https:\/\/www.kind-vermisst.de\/en\/screen2save\">Screen2Save<\/a> <\/strong>did an incredible job with their <strong><em><a href=\"https:\/\/www.kind-vermisst.de\/en\/screen2save\">Real-Time Child Alert System<\/a> <\/em><\/strong>campaign. They turned everyday media like in-car screens, retail media, and DOOH into Germany&#8217;s first automated, geo-targeted alert system for missing children. This shifted the category from advertising inventory to public safety infrastructure.<\/p>\n<\/div><\/div>\n\n\n<style>.toluna-column52505_3be2b6-72 > .kt-inside-inner-col,.toluna-column52505_3be2b6-72 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column52505_3be2b6-72 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column52505_3be2b6-72 > .kt-inside-inner-col{flex-direction:column;}.toluna-column52505_3be2b6-72 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column52505_3be2b6-72 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column52505_3be2b6-72{position:relative;}@media all and (max-width: 1024px){.toluna-column52505_3be2b6-72 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column52505_3be2b6-72 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column52505_3be2b6-72\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading52505_50996c-60, .wp-block-toluna-advancedheading.kt-adv-heading52505_50996c-60[data-kb-block=\"kb-adv-heading52505_50996c-60\"]{margin-bottom:var(--global-kb-spacing-xxs, 0.5rem);line-height:30px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_50996c-60 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_50996c-60[data-kb-block=\"kb-adv-heading52505_50996c-60\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h5 class=\"kt-adv-heading52505_50996c-60 wp-block-toluna-advancedheading has-primary-blue-current-color has-text-color\" data-kb-block=\"kb-adv-heading52505_50996c-60\">2. <strong><strong>Human truth as a strategic filter<\/strong><\/strong><\/h5>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading52505_a6ecad-f4, .wp-block-toluna-advancedheading.kt-adv-heading52505_a6ecad-f4[data-kb-block=\"kb-adv-heading52505_a6ecad-f4\"]{margin-top:0px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_a6ecad-f4 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_a6ecad-f4[data-kb-block=\"kb-adv-heading52505_a6ecad-f4\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_a6ecad-f4 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_a6ecad-f4\">The most effective DACH campaigns start with the real human problem behind the marketing challenge. Human truth acts as a strategic anchor that ensures ideas feel authentic rather than manufactured. According to the pattern data, 6\/9 winning campaigns were grounded in human truth.<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading52505_3da642-58, .wp-block-toluna-advancedheading.kt-adv-heading52505_3da642-58[data-kb-block=\"kb-adv-heading52505_3da642-58\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_3da642-58 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_3da642-58[data-kb-block=\"kb-adv-heading52505_3da642-58\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_3da642-58 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_3da642-58\">The takeaway? Prioritize insight before idea. DACH&#8217;s Gold winners addressed problems people genuinely have, not problems marketers wish they had. Like the increasing spread of fake news. <strong><a href=\"https:\/\/www.telekom.com\/en\">Telekom <\/a><\/strong>tackled this intelligently with their campaign, <strong><em><a href=\"https:\/\/mmaglobal.com\/smarties-2025\/finalists\/winners\/region:15\">Activating a Nation against Fake News<\/a>. <\/em><\/strong>They began with an insight: 70% of people believe that others fall for fake news, while only 16% believe they themselves do. The campaign closes the &#8220;self-immunity&#8221; gap, reframing disinformation as a personal threat.&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading52505_bef1f7-90, .wp-block-toluna-advancedheading.kt-adv-heading52505_bef1f7-90[data-kb-block=\"kb-adv-heading52505_bef1f7-90\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_bef1f7-90 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_bef1f7-90[data-kb-block=\"kb-adv-heading52505_bef1f7-90\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_bef1f7-90 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_bef1f7-90\"><strong><a href=\"https:\/\/www.bepanthen.nl\/\">Bepanthen <\/a>Eye Drops <\/strong>was another testament with their <strong><em><a href=\"https:\/\/youtu.be\/hX9na5C_plI\">Game Changer with One Shot<\/a> <\/em><\/strong>commercial, which was based on a real gamer insight: dry eyes kill performance. The brand repositioned a medical product as a performance tool for a community under constant visual strain.<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading52505_df040e-e4, .wp-block-toluna-advancedheading.kt-adv-heading52505_df040e-e4[data-kb-block=\"kb-adv-heading52505_df040e-e4\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_df040e-e4 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_df040e-e4[data-kb-block=\"kb-adv-heading52505_df040e-e4\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_df040e-e4 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_df040e-e4\">The <strong><em>Real-Time Child Alert System<\/em> <\/strong>by <strong>Screen2Save <\/strong>mentioned above also exemplifies this principle. The campaign was rooted in perhaps the most urgent human truth: when a child goes missing, every minute counts.<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id52505_2032b4-6c > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id52505_2032b4-6c > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id52505_2032b4-6c > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:repeat(2, minmax(0, 1fr));}.kb-row-layout-id52505_2032b4-6c > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id52505_2032b4-6c > .kt-row-column-wrap{grid-template-columns:repeat(2, minmax(0, 1fr));}}@media all and (max-width: 767px){.kb-row-layout-id52505_2032b4-6c > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id52505_2032b4-6c alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-2-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column52505_0cf925-4d > .kt-inside-inner-col,.toluna-column52505_0cf925-4d > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column52505_0cf925-4d > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column52505_0cf925-4d > .kt-inside-inner-col{flex-direction:column;}.toluna-column52505_0cf925-4d > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column52505_0cf925-4d > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column52505_0cf925-4d{position:relative;}@media all and (max-width: 1024px){.toluna-column52505_0cf925-4d > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column52505_0cf925-4d > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column52505_0cf925-4d\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading52505_e2bfe7-f1, .wp-block-toluna-advancedheading.kt-adv-heading52505_e2bfe7-f1[data-kb-block=\"kb-adv-heading52505_e2bfe7-f1\"]{margin-bottom:var(--global-kb-spacing-xxs, 0.5rem);line-height:30px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_e2bfe7-f1 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_e2bfe7-f1[data-kb-block=\"kb-adv-heading52505_e2bfe7-f1\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h5 class=\"kt-adv-heading52505_e2bfe7-f1 wp-block-toluna-advancedheading has-primary-blue-current-color has-text-color\" data-kb-block=\"kb-adv-heading52505_e2bfe7-f1\">3. <strong>Cultural precision beats data density<\/strong><\/h5>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading52505_53633e-6e, .wp-block-toluna-advancedheading.kt-adv-heading52505_53633e-6e[data-kb-block=\"kb-adv-heading52505_53633e-6e\"]{margin-top:0px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_53633e-6e mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_53633e-6e[data-kb-block=\"kb-adv-heading52505_53633e-6e\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_53633e-6e wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_53633e-6e\">While many regions increasingly rely on technical targeting (more data, more segments, more personalization) DACH winners achieve precision through cultural logic. They focus on communities, contexts and behaviors, not demographic clusters. Relevance emerges where cultural meaning lives, creating impact not through data density but through deep cultural understanding.<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading52505_c7a962-2a, .wp-block-toluna-advancedheading.kt-adv-heading52505_c7a962-2a[data-kb-block=\"kb-adv-heading52505_c7a962-2a\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_c7a962-2a mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_c7a962-2a[data-kb-block=\"kb-adv-heading52505_c7a962-2a\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_c7a962-2a wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_c7a962-2a\">The pattern data tells us:<\/p>\n\n\n<style>.wp-block-toluna-iconlist.kt-svg-icon-list-items52505_9dc7d2-39:not(.this-stops-third-party-issues){margin-top:0px;margin-bottom:0px;}.wp-block-toluna-iconlist.kt-svg-icon-list-items52505_9dc7d2-39 ul.kt-svg-icon-list:not(.this-prevents-issues):not(.this-stops-third-party-issues):not(.tijsloc){margin-top:0px;margin-right:0px;margin-bottom:var(--global-kb-spacing-sm, 1.5rem);margin-left:0px;}.wp-block-toluna-iconlist.kt-svg-icon-list-items52505_9dc7d2-39 ul.kt-svg-icon-list{grid-row-gap:5px;}.wp-block-toluna-iconlist.kt-svg-icon-list-items52505_9dc7d2-39 .kb-svg-icon-wrap{color:#ED0A8D;}.wp-block-toluna-iconlist.kt-svg-icon-list-items52505_9dc7d2-39 ul.kt-svg-icon-list .kt-svg-icon-list-item-wrap .kt-svg-icon-list-single{margin-right:10px;}.kt-svg-icon-list-items52505_9dc7d2-39 ul.kt-svg-icon-list .kt-svg-icon-list-item-wrap, .kt-svg-icon-list-items52505_9dc7d2-39 ul.kt-svg-icon-list .kt-svg-icon-list-item-wrap a{color:#000000;color:#000000;}.kt-svg-icon-list-items52505_9dc7d2-39 ul.kt-svg-icon-list .kt-svg-icon-list-level-0 .kt-svg-icon-list-single svg{font-size:20px;}<\/style>\n<div class=\"wp-block-toluna-iconlist kt-svg-icon-list-items kt-svg-icon-list-items52505_9dc7d2-39 kt-svg-icon-list-columns-1 alignnone\"><ul class=\"kt-svg-icon-list\">\n<li class=\"wp-block-toluna-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-52505_d231b6-12\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_check-circle kt-svg-icon-list-single\"><svg viewBox=\"0 0 512 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M504 256c0 136.967-111.033 248-248 248S8 392.967 8 256 119.033 8 256 8s248 111.033 248 248zM227.314 387.314l184-184c6.248-6.248 6.248-16.379 0-22.627l-22.627-22.627c-6.248-6.249-16.379-6.249-22.628 0L216 308.118l-70.059-70.059c-6.248-6.248-16.379-6.248-22.628 0l-22.627 22.627c-6.248 6.248-6.248 16.379 0 22.627l104 104c6.249 6.249 16.379 6.249 22.628.001z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\"><strong>Clever &amp; unique targeting <\/strong>was demonstrated by 6\/9 winning campaigns<\/span><\/li>\n\n\n\n<li class=\"wp-block-toluna-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-52505_db9b96-95\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_check-circle kt-svg-icon-list-single\"><svg viewBox=\"0 0 512 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M504 256c0 136.967-111.033 248-248 248S8 392.967 8 256 119.033 8 256 8s248 111.033 248 248zM227.314 387.314l184-184c6.248-6.248 6.248-16.379 0-22.627l-22.627-22.627c-6.248-6.249-16.379-6.249-22.628 0L216 308.118l-70.059-70.059c-6.248-6.248-16.379-6.248-22.628 0l-22.627 22.627c-6.248 6.248-6.248 16.379 0 22.627l104 104c6.249 6.249 16.379 6.249 22.628.001z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\"><strong>Personalization at scale<\/strong>, interestingly, was only demonstrated by 3\/9 winning campaigns<\/span><\/li>\n<\/ul><\/div>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading52505_587ac4-63, .wp-block-toluna-advancedheading.kt-adv-heading52505_587ac4-63[data-kb-block=\"kb-adv-heading52505_587ac4-63\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_587ac4-63 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_587ac4-63[data-kb-block=\"kb-adv-heading52505_587ac4-63\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_587ac4-63 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_587ac4-63\">The <strong><em>Rainbow Wool <\/em><\/strong>campaign we shared above reflects this principle well: it reached LGBTQ+ communities, allies, and craft\/fashion microcultures, creating cultural clusters with identity relevance. &nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading52505_a084ad-7a, .wp-block-toluna-advancedheading.kt-adv-heading52505_a084ad-7a[data-kb-block=\"kb-adv-heading52505_a084ad-7a\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_a084ad-7a mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_a084ad-7a[data-kb-block=\"kb-adv-heading52505_a084ad-7a\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_a084ad-7a wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_a084ad-7a\">As did <strong><a href=\"https:\/\/www.mcdonalds.com\/de\/de-de\/GermanyNewsroom\/article\/monopoly-2024.html\">McDonald&#8217;s x Knossi&#8217;s <em>Monopoly: The Great Prize Show<\/em><\/a><em>. <\/em><\/strong>It targeted the creator and streaming community instead of just targeting &#8216;youth.&#8217; Twitch and Discord culture replaced demographic segmentation here.<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading52505_3c4339-d6, .wp-block-toluna-advancedheading.kt-adv-heading52505_3c4339-d6[data-kb-block=\"kb-adv-heading52505_3c4339-d6\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_3c4339-d6 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_3c4339-d6[data-kb-block=\"kb-adv-heading52505_3c4339-d6\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_3c4339-d6 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_3c4339-d6\">Rounding off this section is <strong><em><a href=\"https:\/\/www.ruegenwalder.de\/wurstpromoter\">#WURSTPROMOTER<\/a> <\/em><\/strong>by <strong><a href=\"https:\/\/www.ruegenwalder.de\/de\">R\u00fcgenwalder M\u00fchle<\/a>. <\/strong>It did a fantastic job activating Swiftie fan culture via hidden clues and social codes, using fandom as a precision target rather than age.<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading52505_571579-73, .wp-block-toluna-advancedheading.kt-adv-heading52505_571579-73[data-kb-block=\"kb-adv-heading52505_571579-73\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_571579-73 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_571579-73[data-kb-block=\"kb-adv-heading52505_571579-73\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_571579-73 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_571579-73\">What this tells us is that winning campaigns reach people through cultural meaning \u2013 in communities, contexts and moments, not through statistical segmentation.<\/p>\n<\/div><\/div>\n\n\n<style>.toluna-column52505_cf77b0-65 > .kt-inside-inner-col,.toluna-column52505_cf77b0-65 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column52505_cf77b0-65 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column52505_cf77b0-65 > .kt-inside-inner-col{flex-direction:column;}.toluna-column52505_cf77b0-65 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column52505_cf77b0-65 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column52505_cf77b0-65{position:relative;}@media all and (max-width: 1024px){.toluna-column52505_cf77b0-65 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column52505_cf77b0-65 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column52505_cf77b0-65\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading52505_ae2e7b-f2, .wp-block-toluna-advancedheading.kt-adv-heading52505_ae2e7b-f2[data-kb-block=\"kb-adv-heading52505_ae2e7b-f2\"]{margin-bottom:var(--global-kb-spacing-xxs, 0.5rem);line-height:30px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_ae2e7b-f2 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_ae2e7b-f2[data-kb-block=\"kb-adv-heading52505_ae2e7b-f2\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h5 class=\"kt-adv-heading52505_ae2e7b-f2 wp-block-toluna-advancedheading has-primary-blue-current-color has-text-color\" data-kb-block=\"kb-adv-heading52505_ae2e7b-f2\">4. <strong>AI for clarity, not for show<\/strong><\/h5>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading52505_89f136-e7, .wp-block-toluna-advancedheading.kt-adv-heading52505_89f136-e7[data-kb-block=\"kb-adv-heading52505_89f136-e7\"]{margin-top:0px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_89f136-e7 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_89f136-e7[data-kb-block=\"kb-adv-heading52505_89f136-e7\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_89f136-e7 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_89f136-e7\">Technology often serves the role of showpiece in many markets. The DACH Gold winners, however, take a different approach: they use tech to create orientation, not spectacle. AI and data simplify rather than overwhelm. With this mindset, usefulness becomes the new creativity. According to the pattern data, 5\/9 winners make use of tech\/AI in a meaningful way. These campaigns use technology to increase relevance and remove friction rather than a mere spectacle.<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading52505_54606f-9c, .wp-block-toluna-advancedheading.kt-adv-heading52505_54606f-9c[data-kb-block=\"kb-adv-heading52505_54606f-9c\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_54606f-9c mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_54606f-9c[data-kb-block=\"kb-adv-heading52505_54606f-9c\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_54606f-9c wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_54606f-9c\"><strong>Audi&#8217;s <em>AI Audit <\/em><\/strong>strikes again here. Custom AI filtered out bad dealer images, selected the best shot, and synced listings in real time, automating brand consistency.<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading52505_287818-79, .wp-block-toluna-advancedheading.kt-adv-heading52505_287818-79[data-kb-block=\"kb-adv-heading52505_287818-79\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_287818-79 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_287818-79[data-kb-block=\"kb-adv-heading52505_287818-79\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_287818-79 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_287818-79\"><strong>Unilever (<a href=\"https:\/\/www.magnumicecream.com\/nl\/home.html\">Magnum<\/a>)&#8217;s <em>Ice Ice Maybe?<\/em><\/strong> Is another great example: it used weather, footfall, and product-level REWE sales data to trigger dynamic media only where impulse potential was high.<br>And once again, <strong>Screen2Save<\/strong>&#8217;s <strong><em>Real-Time Child Alert System&#8217;s <\/em><\/strong>automated geo-targeting and dynamic radius expansion deserve a shout out for turning media technology into a clarity engine powering real-time alerts.<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id52505_a2c353-3e > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id52505_a2c353-3e > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id52505_a2c353-3e > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:repeat(2, minmax(0, 1fr));}.kb-row-layout-id52505_a2c353-3e > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id52505_a2c353-3e > .kt-row-column-wrap{grid-template-columns:repeat(2, minmax(0, 1fr));}}@media all and (max-width: 767px){.kb-row-layout-id52505_a2c353-3e > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id52505_a2c353-3e alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-2-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column52505_5e00ee-fc > .kt-inside-inner-col,.toluna-column52505_5e00ee-fc > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column52505_5e00ee-fc > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column52505_5e00ee-fc > .kt-inside-inner-col{flex-direction:column;}.toluna-column52505_5e00ee-fc > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column52505_5e00ee-fc > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column52505_5e00ee-fc{position:relative;}@media all and (max-width: 1024px){.toluna-column52505_5e00ee-fc > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column52505_5e00ee-fc > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column52505_5e00ee-fc\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading52505_effe04-be, .wp-block-toluna-advancedheading.kt-adv-heading52505_effe04-be[data-kb-block=\"kb-adv-heading52505_effe04-be\"]{margin-bottom:var(--global-kb-spacing-xxs, 0.5rem);line-height:30px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_effe04-be mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_effe04-be[data-kb-block=\"kb-adv-heading52505_effe04-be\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h5 class=\"kt-adv-heading52505_effe04-be wp-block-toluna-advancedheading has-primary-blue-current-color has-text-color\" data-kb-block=\"kb-adv-heading52505_effe04-be\">5. <strong><strong>Emotion and storytelling as purposeful amplifiers<\/strong><\/strong><\/h5>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading52505_1c3b5d-aa, .wp-block-toluna-advancedheading.kt-adv-heading52505_1c3b5d-aa[data-kb-block=\"kb-adv-heading52505_1c3b5d-aa\"]{margin-top:0px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_1c3b5d-aa mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_1c3b5d-aa[data-kb-block=\"kb-adv-heading52505_1c3b5d-aa\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_1c3b5d-aa wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_1c3b5d-aa\">In contrast to other regions where large narratives or emotional dramatization drive effectiveness, the DACH Gold winners see storytelling and emotional evocation through a different lens: not as central mechanics to inflate campaigns, but as selective tools used only where they reinforce relevance and clarity.<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading52505_0060f4-7f, .wp-block-toluna-advancedheading.kt-adv-heading52505_0060f4-7f[data-kb-block=\"kb-adv-heading52505_0060f4-7f\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_0060f4-7f mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_0060f4-7f[data-kb-block=\"kb-adv-heading52505_0060f4-7f\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_0060f4-7f wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_0060f4-7f\">Here&#8217;s what the pattern data reveals:<\/p>\n\n\n<style>.wp-block-toluna-iconlist.kt-svg-icon-list-items52505_0a4e42-fa:not(.this-stops-third-party-issues){margin-top:0px;margin-bottom:0px;}.wp-block-toluna-iconlist.kt-svg-icon-list-items52505_0a4e42-fa ul.kt-svg-icon-list:not(.this-prevents-issues):not(.this-stops-third-party-issues):not(.tijsloc){margin-top:0px;margin-right:0px;margin-bottom:var(--global-kb-spacing-sm, 1.5rem);margin-left:0px;}.wp-block-toluna-iconlist.kt-svg-icon-list-items52505_0a4e42-fa ul.kt-svg-icon-list{grid-row-gap:5px;}.wp-block-toluna-iconlist.kt-svg-icon-list-items52505_0a4e42-fa .kb-svg-icon-wrap{color:#ED0A8D;}.wp-block-toluna-iconlist.kt-svg-icon-list-items52505_0a4e42-fa ul.kt-svg-icon-list .kt-svg-icon-list-item-wrap .kt-svg-icon-list-single{margin-right:10px;}.kt-svg-icon-list-items52505_0a4e42-fa ul.kt-svg-icon-list .kt-svg-icon-list-item-wrap, .kt-svg-icon-list-items52505_0a4e42-fa ul.kt-svg-icon-list .kt-svg-icon-list-item-wrap a{color:#000000;color:#000000;}.kt-svg-icon-list-items52505_0a4e42-fa ul.kt-svg-icon-list .kt-svg-icon-list-level-0 .kt-svg-icon-list-single svg{font-size:20px;}<\/style>\n<div class=\"wp-block-toluna-iconlist kt-svg-icon-list-items kt-svg-icon-list-items52505_0a4e42-fa kt-svg-icon-list-columns-1 alignnone\"><ul class=\"kt-svg-icon-list\">\n<li class=\"wp-block-toluna-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-52505_13d0c1-0a\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_check-circle kt-svg-icon-list-single\"><svg viewBox=\"0 0 512 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M504 256c0 136.967-111.033 248-248 248S8 392.967 8 256 119.033 8 256 8s248 111.033 248 248zM227.314 387.314l184-184c6.248-6.248 6.248-16.379 0-22.627l-22.627-22.627c-6.248-6.249-16.379-6.249-22.628 0L216 308.118l-70.059-70.059c-6.248-6.248-16.379-6.248-22.628 0l-22.627 22.627c-6.248 6.248-6.248 16.379 0 22.627l104 104c6.249 6.249 16.379 6.249 22.628.001z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\"><strong>Brilliant storytelling <\/strong>4\/9<\/span><\/li>\n\n\n\n<li class=\"wp-block-toluna-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-52505_29db74-98\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_check-circle kt-svg-icon-list-single\"><svg viewBox=\"0 0 512 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M504 256c0 136.967-111.033 248-248 248S8 392.967 8 256 119.033 8 256 8s248 111.033 248 248zM227.314 387.314l184-184c6.248-6.248 6.248-16.379 0-22.627l-22.627-22.627c-6.248-6.249-16.379-6.249-22.628 0L216 308.118l-70.059-70.059c-6.248-6.248-16.379-6.248-22.628 0l-22.627 22.627c-6.248 6.248-6.248 16.379 0 22.627l104 104c6.249 6.249 16.379 6.249 22.628.001z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\"><strong>Emotion &amp; human connection <\/strong>4\/9<\/span><\/li>\n\n\n\n<li class=\"wp-block-toluna-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-52505_e09a4a-e0\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_check-circle kt-svg-icon-list-single\"><svg viewBox=\"0 0 512 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M504 256c0 136.967-111.033 248-248 248S8 392.967 8 256 119.033 8 256 8s248 111.033 248 248zM227.314 387.314l184-184c6.248-6.248 6.248-16.379 0-22.627l-22.627-22.627c-6.248-6.249-16.379-6.249-22.628 0L216 308.118l-70.059-70.059c-6.248-6.248-16.379-6.248-22.628 0l-22.627 22.627c-6.248 6.248-6.248 16.379 0 22.627l104 104c6.249 6.249 16.379 6.249 22.628.001z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">A combination of both 2\/9<\/span><\/li>\n\n\n\n<li class=\"wp-block-toluna-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-52505_72c8cc-44\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_check-circle kt-svg-icon-list-single\"><svg viewBox=\"0 0 512 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M504 256c0 136.967-111.033 248-248 248S8 392.967 8 256 119.033 8 256 8s248 111.033 248 248zM227.314 387.314l184-184c6.248-6.248 6.248-16.379 0-22.627l-22.627-22.627c-6.248-6.249-16.379-6.249-22.628 0L216 308.118l-70.059-70.059c-6.248-6.248-16.379-6.248-22.628 0l-22.627 22.627c-6.248 6.248-6.248 16.379 0 22.627l104 104c6.249 6.249 16.379 6.249 22.628.001z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Neither 3\/9<\/span><\/li>\n<\/ul><\/div>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading52505_f36629-bb, .wp-block-toluna-advancedheading.kt-adv-heading52505_f36629-bb[data-kb-block=\"kb-adv-heading52505_f36629-bb\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_f36629-bb mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_f36629-bb[data-kb-block=\"kb-adv-heading52505_f36629-bb\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_f36629-bb wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_f36629-bb\">The top 3 campaigns that exemplify this?<strong> Telekom&#8217;<\/strong>s<strong><em> Activating a Nation Against Fake News, Rainbow Wool, <\/em><\/strong><em>and <\/em><strong>Screen2Save&#8217;s<\/strong> <strong>Real-Time Child Alert System. <\/strong>The first uses an emotional metaphor to make invisible harm tangible, while the second creates a strong emotional and narrative pull through activism, identity, and craft. The third positions emotional urgency as inherent, not constructed, turning emotional into &nbsp;a natural amplifier.<\/p>\n<\/div><\/div>\n\n\n<style>.toluna-column52505_c33182-e1 > .kt-inside-inner-col,.toluna-column52505_c33182-e1 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column52505_c33182-e1 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column52505_c33182-e1 > .kt-inside-inner-col{flex-direction:column;}.toluna-column52505_c33182-e1 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column52505_c33182-e1 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column52505_c33182-e1{position:relative;}@media all and (max-width: 1024px){.toluna-column52505_c33182-e1 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column52505_c33182-e1 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column52505_c33182-e1\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading52505_bb8be7-e6, .wp-block-toluna-advancedheading.kt-adv-heading52505_bb8be7-e6[data-kb-block=\"kb-adv-heading52505_bb8be7-e6\"]{margin-bottom:var(--global-kb-spacing-xxs, 0.5rem);line-height:30px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_bb8be7-e6 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_bb8be7-e6[data-kb-block=\"kb-adv-heading52505_bb8be7-e6\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h5 class=\"kt-adv-heading52505_bb8be7-e6 wp-block-toluna-advancedheading has-primary-blue-current-color has-text-color\" data-kb-block=\"kb-adv-heading52505_bb8be7-e6\">6. <strong><strong>Balance innovation with consistency&nbsp;<\/strong><\/strong><\/h5>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading52505_5ffb37-61, .wp-block-toluna-advancedheading.kt-adv-heading52505_5ffb37-61[data-kb-block=\"kb-adv-heading52505_5ffb37-61\"]{margin-top:0px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_5ffb37-61 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_5ffb37-61[data-kb-block=\"kb-adv-heading52505_5ffb37-61\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_5ffb37-61 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_5ffb37-61\">Innovation is often understood as a departure from what already exists. But to the DACH Gold winners, innovation feels like a natural evolution rather than a complete reboot. To them, rethinking categories does not mean abandoning the brand. The campaigns change the playing field, but never their core values. This blend of fresh impulses and brand-true clarity makes <strong>fresh consistency<\/strong> one of the region\u2019s strongest patterns (with 6\/9 winning campaigns incorporating it).<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading52505_ca390a-fc, .wp-block-toluna-advancedheading.kt-adv-heading52505_ca390a-fc[data-kb-block=\"kb-adv-heading52505_ca390a-fc\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_ca390a-fc mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_ca390a-fc[data-kb-block=\"kb-adv-heading52505_ca390a-fc\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_ca390a-fc wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_ca390a-fc\">From <strong>McDonald&#8217;s x Knossi&#8217;s <em>Monopoly, <\/em><\/strong>which reinvents a classic promotion as live entertainment, to Telekom&#8217;s campaign that extends the brand&#8217;s purpose-driven role into societal responsibility, the Gold winners modernized boldly yet on-brand. Audi&#8217;s AI Audit did this brilliantly too by translating Audi&#8217;s design standards into AI logic and making even low-glamour images feel premium and consistent.<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading52505_b3378b-54, .wp-block-toluna-advancedheading.kt-adv-heading52505_b3378b-54[data-kb-block=\"kb-adv-heading52505_b3378b-54\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_b3378b-54 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_b3378b-54[data-kb-block=\"kb-adv-heading52505_b3378b-54\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_b3378b-54 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_b3378b-54\"><\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id52505_aca9df-c7 > .kt-row-column-wrap{align-content:center;}:where(.kb-row-layout-id52505_aca9df-c7 > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:center;}.kb-row-layout-id52505_aca9df-c7 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:minmax(0, 1fr) minmax(0, 2fr);}.kb-row-layout-id52505_aca9df-c7 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id52505_aca9df-c7 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr) minmax(0, 2fr);}}@media all and (max-width: 767px){.kb-row-layout-id52505_aca9df-c7 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id52505_aca9df-c7 alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-2-columns kt-row-layout-right-golden kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-middle kb-theme-content-width\">\n<style>.toluna-column52505_32478d-a8 > .kt-inside-inner-col,.toluna-column52505_32478d-a8 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column52505_32478d-a8 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column52505_32478d-a8 > .kt-inside-inner-col{flex-direction:column;}.toluna-column52505_32478d-a8 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column52505_32478d-a8 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column52505_32478d-a8{position:relative;}@media all and (max-width: 1024px){.toluna-column52505_32478d-a8 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column52505_32478d-a8 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column52505_32478d-a8\"><div class=\"kt-inside-inner-col\"><style>.kb-image52505_2f83a7-69.kb-image-is-ratio-size, .kb-image52505_2f83a7-69 .kb-image-is-ratio-size{max-width:284px;width:100%;}.wp-block-toluna-column > .kt-inside-inner-col > .kb-image52505_2f83a7-69.kb-image-is-ratio-size, .wp-block-toluna-column > .kt-inside-inner-col > .kb-image52505_2f83a7-69 .kb-image-is-ratio-size{align-self:unset;}.kb-image52505_2f83a7-69 figure{max-width:284px;}.kb-image52505_2f83a7-69 .image-is-svg, .kb-image52505_2f83a7-69 .image-is-svg img{width:100%;}.kb-image52505_2f83a7-69 .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<div class=\"wp-block-toluna-image kb-image52505_2f83a7-69\"><figure class=\"aligncenter size-full\"><div class=\"\"><img decoding=\"async\" width=\"2560\" height=\"2560\" src=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/01\/Group-39846-scaled.png\" alt=\"\" class=\"kb-img wp-image-52560\" srcset=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/01\/Group-39846-scaled.png 2560w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/01\/Group-39846-300x300.png 300w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/01\/Group-39846-1024x1024.png 1024w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/01\/Group-39846-150x150.png 150w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/01\/Group-39846-768x768.png 768w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/01\/Group-39846-1536x1536.png 1536w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/01\/Group-39846-2048x2048.png 2048w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/div><\/figure><\/div>\n<\/div><\/div>\n\n\n<style>.toluna-column52505_77ec9e-d1 > .kt-inside-inner-col,.toluna-column52505_77ec9e-d1 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column52505_77ec9e-d1 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column52505_77ec9e-d1 > .kt-inside-inner-col{flex-direction:column;}.toluna-column52505_77ec9e-d1 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column52505_77ec9e-d1 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column52505_77ec9e-d1{position:relative;}@media all and (max-width: 1024px){.toluna-column52505_77ec9e-d1 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column52505_77ec9e-d1 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column52505_77ec9e-d1\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading52505_c5f546-f4, .wp-block-toluna-advancedheading.kt-adv-heading52505_c5f546-f4[data-kb-block=\"kb-adv-heading52505_c5f546-f4\"]{margin-bottom:0px;font-size:var(--global-kb-font-size-xl, 2rem);line-height:40px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_c5f546-f4 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_c5f546-f4[data-kb-block=\"kb-adv-heading52505_c5f546-f4\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h2 class=\"kt-adv-heading52505_c5f546-f4 wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading52505_c5f546-f4\"><strong>What winners are made of<\/strong><\/h2>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading52505_b0acdb-97, .wp-block-toluna-advancedheading.kt-adv-heading52505_b0acdb-97[data-kb-block=\"kb-adv-heading52505_b0acdb-97\"]{margin-top:var(--global-kb-spacing-xs, 1rem);font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_b0acdb-97 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_b0acdb-97[data-kb-block=\"kb-adv-heading52505_b0acdb-97\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_b0acdb-97 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_b0acdb-97\">Viewed as a whole, the DACH Gold winners 2025 reveal a clear, highly consistent profile. These campaigns do not rely on a single mechanic, but on a precise interplay of principles.<br>&nbsp;<br>This synthesis defines what sets the DACH winners apart and why their effectiveness is so consistently strong. They may not be the loudest or most emotional campaigns globally \u2013 but they are among the most strategically sound and thoughtfully crafted. They&#8217;re examples of creativity that thinks clearly, feels deeply, and lands perfectly.<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id52505_5339d2-2b > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id52505_5339d2-2b > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id52505_5339d2-2b > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id52505_5339d2-2b > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id52505_5339d2-2b > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id52505_5339d2-2b > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id52505_5339d2-2b alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column52505_7a0e8c-23 > .kt-inside-inner-col,.toluna-column52505_7a0e8c-23 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column52505_7a0e8c-23 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column52505_7a0e8c-23 > .kt-inside-inner-col{flex-direction:column;}.toluna-column52505_7a0e8c-23 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column52505_7a0e8c-23 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column52505_7a0e8c-23{position:relative;}@media all and (max-width: 1024px){.toluna-column52505_7a0e8c-23 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column52505_7a0e8c-23 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column52505_7a0e8c-23\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading52505_146791-d3, .wp-block-toluna-advancedheading.kt-adv-heading52505_146791-d3[data-kb-block=\"kb-adv-heading52505_146791-d3\"]{font-size:var(--global-kb-font-size-xl, 2rem);line-height:40px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_146791-d3 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_146791-d3[data-kb-block=\"kb-adv-heading52505_146791-d3\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h2 class=\"kt-adv-heading52505_146791-d3 wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading52505_146791-d3\"><strong>Looking ahead<\/strong><\/h2>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading52505_17aec0-fe, .wp-block-toluna-advancedheading.kt-adv-heading52505_17aec0-fe[data-kb-block=\"kb-adv-heading52505_17aec0-fe\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_17aec0-fe mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_17aec0-fe[data-kb-block=\"kb-adv-heading52505_17aec0-fe\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_17aec0-fe wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_17aec0-fe\">The developments across this year\u2019s Gold winners, combined with global shifts, point toward a marketing landscape in which clarity, cultural precision, and brand truth continue to define DACH\u2019s competitive strength \u2013 but with new impulses shaping the next wave of excellence. Here&#8217;s what we predict moving forward:<\/p>\n\n\n<style>.kb-row-layout-id52505_ada21e-55 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id52505_ada21e-55 > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id52505_ada21e-55 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-bottom:0px;grid-template-columns:repeat(2, minmax(0, 1fr));}.kb-row-layout-id52505_ada21e-55 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id52505_ada21e-55 > .kt-row-column-wrap{grid-template-columns:repeat(2, minmax(0, 1fr));}}@media all and (max-width: 767px){.kb-row-layout-id52505_ada21e-55 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id52505_ada21e-55 alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-2-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column52505_8b0d41-98 > .kt-inside-inner-col,.toluna-column52505_8b0d41-98 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column52505_8b0d41-98 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column52505_8b0d41-98 > .kt-inside-inner-col{flex-direction:column;}.toluna-column52505_8b0d41-98 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column52505_8b0d41-98 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column52505_8b0d41-98{position:relative;}.toluna-column52505_8b0d41-98, .kt-inside-inner-col > .toluna-column52505_8b0d41-98:not(.specificity){margin-bottom:0px;}@media all and (max-width: 1024px){.toluna-column52505_8b0d41-98 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column52505_8b0d41-98 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column52505_8b0d41-98\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-iconlist.kt-svg-icon-list-items52505_7c6701-2b:not(.this-stops-third-party-issues){margin-top:0px;margin-bottom:0px;}.wp-block-toluna-iconlist.kt-svg-icon-list-items52505_7c6701-2b ul.kt-svg-icon-list:not(.this-prevents-issues):not(.this-stops-third-party-issues):not(.tijsloc){margin-top:0px;margin-right:0px;margin-bottom:0px;margin-left:0px;}.wp-block-toluna-iconlist.kt-svg-icon-list-items52505_7c6701-2b ul.kt-svg-icon-list{grid-row-gap:5px;}.wp-block-toluna-iconlist.kt-svg-icon-list-items52505_7c6701-2b .kb-svg-icon-wrap{color:#ED0A8D;}.wp-block-toluna-iconlist.kt-svg-icon-list-items52505_7c6701-2b ul.kt-svg-icon-list .kt-svg-icon-list-item-wrap .kt-svg-icon-list-single{margin-right:10px;}.kt-svg-icon-list-items52505_7c6701-2b ul.kt-svg-icon-list .kt-svg-icon-list-item-wrap, .kt-svg-icon-list-items52505_7c6701-2b ul.kt-svg-icon-list .kt-svg-icon-list-item-wrap a{color:#000000;color:#000000;}.kt-svg-icon-list-items52505_7c6701-2b ul.kt-svg-icon-list .kt-svg-icon-list-level-0 .kt-svg-icon-list-single svg{font-size:20px;}<\/style>\n<div class=\"wp-block-toluna-iconlist kt-svg-icon-list-items kt-svg-icon-list-items52505_7c6701-2b kt-svg-icon-list-columns-1 alignnone kt-list-icon-aligntop\"><ul class=\"kt-svg-icon-list\">\n<li class=\"wp-block-toluna-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-52505_830a4a-e9\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_check-circle kt-svg-icon-list-single\"><svg viewBox=\"0 0 512 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M504 256c0 136.967-111.033 248-248 248S8 392.967 8 256 119.033 8 256 8s248 111.033 248 248zM227.314 387.314l184-184c6.248-6.248 6.248-16.379 0-22.627l-22.627-22.627c-6.248-6.249-16.379-6.249-22.628 0L216 308.118l-70.059-70.059c-6.248-6.248-16.379-6.248-22.628 0l-22.627 22.627c-6.248 6.248-6.248 16.379 0 22.627l104 104c6.249 6.249 16.379 6.249 22.628.001z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">AI will deepen its role as a simplification engine rather than a spectacle tool. Dynamic optimization, real-time creative variation and predictive targeting will strengthen under the principle: \u201cmake it simpler, not noisier.<\/span><\/li>\n\n\n\n<li class=\"wp-block-toluna-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-52505_fd19ae-0b\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_check-circle kt-svg-icon-list-single\"><svg viewBox=\"0 0 512 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M504 256c0 136.967-111.033 248-248 248S8 392.967 8 256 119.033 8 256 8s248 111.033 248 248zM227.314 387.314l184-184c6.248-6.248 6.248-16.379 0-22.627l-22.627-22.627c-6.248-6.249-16.379-6.249-22.628 0L216 308.118l-70.059-70.059c-6.248-6.248-16.379-6.248-22.628 0l-22.627 22.627c-6.248 6.248-6.248 16.379 0 22.627l104 104c6.249 6.249 16.379 6.249 22.628.001z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Commerce, retail media and AI-enabled optimization will accelerate, merging brand, media and conversion more tightly across the full consumer journey.<\/span><\/li>\n\n\n\n<li class=\"wp-block-toluna-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-52505_f5392e-44\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_check-circle kt-svg-icon-list-single\"><svg viewBox=\"0 0 512 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M504 256c0 136.967-111.033 248-248 248S8 392.967 8 256 119.033 8 256 8s248 111.033 248 248zM227.314 387.314l184-184c6.248-6.248 6.248-16.379 0-22.627l-22.627-22.627c-6.248-6.249-16.379-6.249-22.628 0L216 308.118l-70.059-70.059c-6.248-6.248-16.379-6.248-22.628 0l-22.627 22.627c-6.248 6.248-6.248 16.379 0 22.627l104 104c6.249 6.249 16.379 6.249 22.628.001z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Cultural micro-precision will intensify. Creator co-creation, community-based mechanics and moment-triggered activation will push DACH further away from demographic segmentation and closer toward context-driven effectiveness.<\/span><\/li>\n<\/ul><\/div>\n<\/div><\/div>\n\n\n<style>.toluna-column52505_3e1a05-b3 > .kt-inside-inner-col,.toluna-column52505_3e1a05-b3 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column52505_3e1a05-b3 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column52505_3e1a05-b3 > .kt-inside-inner-col{flex-direction:column;}.toluna-column52505_3e1a05-b3 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column52505_3e1a05-b3 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column52505_3e1a05-b3{position:relative;}@media all and (max-width: 1024px){.toluna-column52505_3e1a05-b3 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column52505_3e1a05-b3 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column52505_3e1a05-b3\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-iconlist.kt-svg-icon-list-items52505_c9fbc8-8b:not(.this-stops-third-party-issues){margin-top:0px;margin-bottom:0px;}.wp-block-toluna-iconlist.kt-svg-icon-list-items52505_c9fbc8-8b ul.kt-svg-icon-list:not(.this-prevents-issues):not(.this-stops-third-party-issues):not(.tijsloc){margin-top:0px;margin-right:0px;margin-bottom:0px;margin-left:0px;}.wp-block-toluna-iconlist.kt-svg-icon-list-items52505_c9fbc8-8b ul.kt-svg-icon-list{grid-row-gap:5px;}.wp-block-toluna-iconlist.kt-svg-icon-list-items52505_c9fbc8-8b .kb-svg-icon-wrap{color:#ED0A8D;}.wp-block-toluna-iconlist.kt-svg-icon-list-items52505_c9fbc8-8b ul.kt-svg-icon-list .kt-svg-icon-list-item-wrap .kt-svg-icon-list-single{margin-right:10px;}.kt-svg-icon-list-items52505_c9fbc8-8b ul.kt-svg-icon-list .kt-svg-icon-list-item-wrap, .kt-svg-icon-list-items52505_c9fbc8-8b ul.kt-svg-icon-list .kt-svg-icon-list-item-wrap a{color:#000000;color:#000000;}.kt-svg-icon-list-items52505_c9fbc8-8b ul.kt-svg-icon-list .kt-svg-icon-list-level-0 .kt-svg-icon-list-single svg{font-size:20px;}<\/style>\n<div class=\"wp-block-toluna-iconlist kt-svg-icon-list-items kt-svg-icon-list-items52505_c9fbc8-8b kt-svg-icon-list-columns-1 alignnone kt-list-icon-aligntop\"><ul class=\"kt-svg-icon-list\">\n<li class=\"wp-block-toluna-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-52505_2536d4-b1\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_check-circle kt-svg-icon-list-single\"><svg viewBox=\"0 0 512 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M504 256c0 136.967-111.033 248-248 248S8 392.967 8 256 119.033 8 256 8s248 111.033 248 248zM227.314 387.314l184-184c6.248-6.248 6.248-16.379 0-22.627l-22.627-22.627c-6.248-6.249-16.379-6.249-22.628 0L216 308.118l-70.059-70.059c-6.248-6.248-16.379-6.248-22.628 0l-22.627 22.627c-6.248 6.248-6.248 16.379 0 22.627l104 104c6.249 6.249 16.379 6.249 22.628.001z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Innovation will increasingly balance boldness with credibility. Brands will be expected to demonstrate measurable transformation \u2013 especially in sustainability and social impact \u2013 while staying firmly rooted in their identity.<\/span><\/li>\n\n\n\n<li class=\"wp-block-toluna-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-52505_b13fe1-87\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fas_check-circle kt-svg-icon-list-single\"><svg viewBox=\"0 0 512 512\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M504 256c0 136.967-111.033 248-248 248S8 392.967 8 256 119.033 8 256 8s248 111.033 248 248zM227.314 387.314l184-184c6.248-6.248 6.248-16.379 0-22.627l-22.627-22.627c-6.248-6.249-16.379-6.249-22.628 0L216 308.118l-70.059-70.059c-6.248-6.248-16.379-6.248-22.628 0l-22.627 22.627c-6.248 6.248-6.248 16.379 0 22.627l104 104c6.249 6.249 16.379 6.249 22.628.001z\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Emotion will <a>remain<\/a> an amplifier, not a driver. Yet global benchmarks suggest that even a strategically rational region like DACH may need to use emotion more deliberately to remain competitive internationally without sacrificing its trademark clarity.<\/span><\/li>\n<\/ul><\/div>\n<\/div><\/div>\n\n<\/div><\/div><\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id52505_dbdbe4-d9 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id52505_dbdbe4-d9 > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id52505_dbdbe4-d9 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id52505_dbdbe4-d9 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id52505_dbdbe4-d9 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id52505_dbdbe4-d9 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id52505_dbdbe4-d9 alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column52505_863f11-d3 > .kt-inside-inner-col,.toluna-column52505_863f11-d3 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column52505_863f11-d3 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column52505_863f11-d3 > .kt-inside-inner-col{flex-direction:column;}.toluna-column52505_863f11-d3 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column52505_863f11-d3 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column52505_863f11-d3{position:relative;}@media all and (max-width: 1024px){.toluna-column52505_863f11-d3 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column52505_863f11-d3 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column52505_863f11-d3\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading52505_c04c29-30, .wp-block-toluna-advancedheading.kt-adv-heading52505_c04c29-30[data-kb-block=\"kb-adv-heading52505_c04c29-30\"]{padding-top:0px;margin-top:0px;font-size:var(--global-kb-font-size-md, 1rem);font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading52505_c04c29-30 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading52505_c04c29-30[data-kb-block=\"kb-adv-heading52505_c04c29-30\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading52505_c04c29-30 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading52505_c04c29-30\">Overall, DACH will continue to rely on precision, context, and brand truth \u2013 the region\u2019s long-term advantage in an increasingly volatile market.<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id52505_15db7f-b9 > .kt-row-column-wrap{align-content:center;}:where(.kb-row-layout-id52505_15db7f-b9 > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:center;}.kb-row-layout-id52505_15db7f-b9 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-right:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);padding-left:0px;grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id52505_15db7f-b9{border-top-left-radius:10px;border-top-right-radius:10px;border-bottom-right-radius:10px;border-bottom-left-radius:10px;isolation:isolate;}.kb-row-layout-id52505_15db7f-b9 > .kt-row-layout-overlay{border-top-left-radius:10px;border-top-right-radius:10px;border-bottom-right-radius:10px;border-bottom-left-radius:10px;}.kb-row-layout-id52505_15db7f-b9{border-top:10px solid transparent;border-right:10px solid transparent;border-bottom:10px solid transparent;border-left:10px solid transparent;}.kb-row-layout-id52505_15db7f-b9 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id52505_15db7f-b9 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 1024px){.kb-row-layout-id52505_15db7f-b9{border-top:10px solid transparent;border-right:10px solid transparent;border-bottom:10px 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