MAX-Award 2026 honors top German dialog‑marketing campaigns

The German Dialogmarketing Association (DDV) presented the MAX‑Award 2026 in Hamburg before roughly 120 guests from agencies, companies and media. Twenty‑three awards were handed out – eight gold, eight silver and seven bronze – recognizing campaigns that combined creative ideas with measurable impact.

Gold‑winning entries included: “Mirko as AXE‑CEO” (PHD Germany/Dreamer Agency for Unilever Germany) in Activation; “PENNY – Sheep happens.” (Saint Elmo’s for PENNY Markt) in Brand; “From Hörspiel to Hype: Bibi Blocksberg as digital Love Brand” (KIDDINX Media) in Community; “Lämmi vs. Goliath” (TankTank for Neumarkter Lammsbräu) in Effect; “Next Level Talents” (Apollo GG/fischerAppelt for DB Infra) in Experience; “FAQ YOU & BVB – Balls for Balls” (Saint Elmo’s for F/A/Q Health/Borussia Dortmund) in For Good; McDelivery® Speed Camera Ads (Scholz & Friends for McDonald’s) in Media; and “HON Circle x Mr Doodle” (BBDO for Miles & More) in Relation.

Several campaigns earned multiple medals, notably “Next Level Talents,” “PENNY – Sheep happens.” and the Bibi Blocksberg concept. The MAX Talent Challenge, supported by the UN Refugee Agency, awarded a silver to Jennifer Zhu (Havas) and a bronze to Antonia Niemann (BBDO). “Lämmi vs. Goliath” was voted Best in Show, and Saint Elmo’s Germany was named Agency of the Year. The jury noted a shortage of truly innovative work in the technology category.