TWELVE Mail

PENNY - The Kids

Everyone is talking about the future of the next generations - but hardly anyone is listening. Yet our decisions primarily affect those who are rarely asked for their opinion: Children and young people. Time to change that! PENNY has been supporting young people from all over Germany for years with its Förderpenny donation initiative.

12.Jan.2026

TWELVE Mail

Informative, up-to-date and entertaining - with our TWELVE Mail Innovation Update we keep readers informed of industry-moving meta trends and throw in a few surprises with background information, opinions and inspiration from wihtin the Serviceplan Group cosmos.

A large, modern indoor atrium of an office building with multiple floors, glass railings, and open work areas. Bright blue horizontal and vertical light lines stretch across the entire space, creating the impression of a digital grid spreading over the floor and through the air.

TWELVE Mail Issue 21 focuses on the CMO Barometer 2026 – and on a clear message: AI has become a key management task in marketing.

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.

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.

As markets fluctuate, supply chains are rethought and AI reshapes our lives, we believe in the power of communication. In this issue, you'll find articles on rising expectations of agencies, CEO positioning and the future of the 'Made in Germany' brand. We explore key questions: How can brands create emotional resonance? And what strategies should they use to connect with Generation Z?

The image is abstract and depicts a central sphere emitting colorful light bands and lines in all directions, with a mountain of binary numbers in the foreground, symbolizing the connection between technology and creativity.

Faced with the challenge of achieving more with less, CMOs are clearly focusing on the potential of artificial intelligence. But AI has so much more in store for us than just efficiency gains. Everything that will shape the future of CMOs in 2025 is covered in the 17th edition of TWELVE Mail.

AI #BeyondBoundaries: In our 16th issue of TWELVE Mail, our experts from around the world share their perspectives on the boundless impact of AI: across our disciplines, they present state-of-the-art AI-supported solutions and cases, describe developments in our own AI labs and highlight the potential for companies and brand experiences. All visuals were created using our own legally compliant image generation platform "Serviceplan Gen.AI".

Welcome to the age of ÜberCreativity! With Cannes Lions around the corner, we look into the campaigns with the greatest potential, our meaning of ÜberCreativity and ideas that have an impact across various media. Read more about it in our 15th edition of TWELVE Mail.

Ready for a journey through the multifaceted world of brands? In our 14th edition of TWELVE Mail, we get to the heart of ÜberCreativity, navigate dark social and learn how cultural marketing becomes measurable. We also explore the possibilities of virtual onboarding experiences and look at building our agency brand.

In our 13th TWELVE Mail, we have a look at the marketing year 2024 and give you background information and interesting facts about the topics that will be relevant for CMOs next year: Sustainability, Artificial Intelligence, Gaming, Customer Journey Management, Creative Production and Emotional Brand Building.

See all TWELVE Mails

Say hello to Stockholm

Scaling AI | Innovation Day Recap

The Future of Search and AI

PENNY - The Kids

ZDF - The swarm is coming

CMO Barometer 2026

Record Year for Serviceplan Group

TWELVE Mail

TWELVE Mail

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