Publicis Media Germany, Miss Germany Studios and the Seven.One Entertainment Group have agreed on an extensive strategic cooperation. In future, the partners will jointly create new marketing opportunities as part of the Miss Germany female empowerment platform and the broadcasting of the competition on stage, online, on free TV and on the streaming platform Joyn. Female empowerment is at the heart of the cooperation, as is the development of creative and attention-grabbing offers for partner brands.
"'Miss Germany' has changed. The former beauty pageant has turned into an open platform to support female talent," says Max Klemmer, who has been the sole managing director, partner and successor to his father Ralf Klemmer for three years. "Today, it's about recognizing women who take responsibility, are role models and have their own mission. Our aim is to promote these women, create a strong network and empathy for a world in balance - and thus strengthen the economy. I am delighted to have found strong partners for this approach, such as Publicis Groupe and Seven.One Entertainment Group. It was a perfect fit right from the start."
The competition for the 2025/26 season focuses on the personality of the candidates. In addition to ambition, commitment and attitude, charisma and charisma play a more important role than physical appearance. The application phase for participants aged 18 and over is already underway in the three categories Female Founder (Next Gen female founders), Female Mover (Next Gen male-dominated professional fields), Female Leader (Next Gen executives).
Publicis Media recognized the potential of the new competition early on and supported it with insights and know-how from the very beginning. Together with the Seven.One Entertainment Group and its marketer Seven.One Media, the competition will now also be set up as a multimedia ecosystem and broadcast as a content format on sixx and on the super streamer Joyn.
"Brands need real, moving stories from strong personalities with high identification potential," comments Christoph Pietsch, Chief Growth Officer Publicis Groupe. "We think the way Miss Germany is developing into a female empowerment platform under family entrepreneur Max is impressive and courageous on a personal level, and right and clever from a business perspective. The long-term task of developing a new brand experience and a brand ecosystem together with the team in order to reposition the Miss Germany brand is not only a perfect fit for our agencies, but also for the partnership team: making good stuff with good people," says Pietsch.
"This offers brands completely new opportunities to reach their target groups. We can create individual solutions for customers in any industry in a very agile, flexible and fast manner. Together with our partners, we set standards with creative 360-degree campaigns that surprise and touch, adds Kathrin Wiesner, Director Groupe Media Solutions at Publicis Media Germany.
sixx station boss Ellen Koch explains: "sixx and 'Miss Germany' are a perfect match. Why? Women with competence, charisma and ambition play a key role for both brands. 'Miss Germany' honors female role models. Who better to accompany and broadcast this than sixx and Joyn? We are looking forward to a Miss Germany documentary series and the big show for the 2026 final."
Michael Stix, Chief Sales Officer DACH and Managing Director of Seven.One Media, adds:
"The partnership around 'Miss Germany' sends a strong message to the advertising market. The format offers a first-class advertising environment that clearly focuses on attitude, diversity and female empowerment and perfectly reflects the zeitgeist. Advertisers can position themselves in a socially relevant context and benefit from the unbeatable combination of reach on TV and on Joyn as well as the creative excellence of our companies."
As part of the partnership, Publicis Media will have the opportunity to offer exclusive advertising formats in the "Miss Germany" environment and to realize attention-grabbing staging and activation formats.
The start of the Miss Germany 2025/26 season is already being announced in a large-scale 360° campaign. This includes TV spaces and social media ads on TikTok, Instagram, Facebook and YouTube. The entire season will be produced from July and broadcast on TV and streaming at the beginning of next year.
