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  • Why New Players Outperform Established Brands in AI Search?

    AI is transforming commerce: Why topical authority is becoming more important than brand strength, and how companies can ensure their visibility in AI-generated responses.
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  • Why Emotional Context Drives Advertising Effectiveness

    Explore why emotional context drives ad effectiveness in a cookieless world and how brands can plan human moments to boost impact and behavior change.
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TWELVE Mail Issue 21 focuses on the CMO Barometer 2026 – and on a clear message: AI has become a key management task in marketing.
Featured

  • Serviceplan Health I Colorectal CancerAwareness Month March: Serviceplan and the Felix Burda Foundation give 3D animated animals a voice

    For the first time, the Felix Burda Foundation is using 3D animated animals to highlight the importance of bowel cancer screening in a new awareness campaign for Colorectal Cancer Awareness Month in March. Serviceplan Health & Life is responsible for the concept and implementation of the campaign and has already won numerous awards for creative health communication with the #DealOfALifetime and #Preventiophobia campaigns for the Felix Burda Foundation.
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  • Serviceplan Innovation | Space Trash Signs Visualize Consequences of Space Pollution

    Space exploration is booming, but it is also creating space trash. The Space Trash Signs initiative from Serviceplan Innovation creatively draws attention to this problem. In collaboration with Steve Wozniak's company Privateer, it is creating new astronomical constellations from space debris.
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TWELVE Mail Issue 21 focuses on the CMO Barometer 2026 – and on a clear message: AI has become a key management task in marketing.
Read more
Several small, glossy turquoise robots with rounded heads, glowing chest lights, and purple eyes stand together on a reflective surface. Behind them is a dark space filled with a dense grid of purple and blue light points and connecting lines that form a digital network.
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How AI agents and human judgment work together to make marketing faster, clearer, and measurably better — welcome to the “Agency of Agents.”
A minimalist search bar appears on a black background. A magnifying glass icon is visible on the left, followed by the typed text “Future of Search” in white letters.
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More than a billion people use generative AI, reshaping the way we search. Discover how marketers can stay ahead of the curve and prepare for what’s next.
A person holds both hands open in front of their body, while a large spherical ball of light floats between their palms. The sphere has a bright orange and yellow core, surrounded by several concentric rings made of white and blue light lines. Numerous fine light rays extend outward in all directions, creating a dynamic effect of energy or a digital network. The background is dark and blurred, filled with golden light particles.
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Rob Wrubel, Co-Founder of Silverside AI – the agency behind the most watched AI ad in history – unpacks why early adopters are pulling ahead, and why hesitation isn’t an option.

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All TWELVE Mail Issues
Several hot air balloons in various colors and patterns are ascending into the sky. In the foreground, large balloons with red, yellow, and blue striped envelopes are visible, with two baskets carrying people above white fabric sheets. In the background, more smaller balloons float against a clear blue sky.
TWELVE Mail | Issue #20

Internationalization, creative excellence, and AI power: The 20th edition of TWELVE Mail shows why #TogetherWeAreUnlimited is more than just a hashtag.
Close-up of a golden lion sculpture with a flowing mane, set in a sunny hotel complex with palm trees. People stroll in the background among white buildings and sunshades.
TWELVE Mail | Issue #19

In this edition of TWELVE Mail, we explore how creativity can connect brands with people in ways that are relevant, lasting — and built to make a difference. We introduce former and new Sparkies and Young Lions who are shaping the creative future. Plus: AI agents as brand guardians – and how we find our bearings amid the rapid evolution of our industry.
Design by Yinka Ilori: Abstract graphic with colourful, curved lines and shapes emanating from a central point, surrounded by numbers and digital elements on a dark background.
TWELVE Mail | Issue #18

As markets fluctuate, supply chains are being reconsidered, and AI is reshaping our lives, we believe in the power of communication. In this issue, you’ll find articles on rising expectations for agencies, CEO positioning, and the future of the Brand “Made in Germany”. We explore key questions: How can brands create emotional resonance? And what strategies should they use to connect with Gen Z?