BÄRBEL EGLI-UNCKRICH CAMPAIGN
The Berlin-based creative agency The Goodwins has secured three new clients: World Vision Germany, Ocumeda, and Solar Materials. The largest account is the lead agency role for the children’s aid organization, which The Goodwins will take on following a pitch.
For World Vision, the assignment includes further developing the brand and creating future campaigns. Ocumeda, a tele-ophthalmology platform, has brought the agency on board as its agency partner following a selection process. For Solar Materials, The Goodwins is refining its positioning and brand definition.
“Three very different clients, three exciting projects,” says Tim Stübane, Managing Director of Creative and Founder of The Goodwins. What the three new clients have in common, he says, is growth that “has an impact both environmentally and socially.”
World Vision Germany, headquartered in Friedrichsdorf, is one of Germany’s largest charitable organizations. In fiscal year 2025, its revenue totaled 162.1 million euros, down from 188 million euros the previous year. About 40 percent of the funding comes from public grants, a source that has been under pressure since the federal government cut its humanitarian aid budgets. This is where The Goodwins come in; their biggest challenge will be to stabilize the organization’s private donor base.
World Vision has re-tendered its creative account several times in recent years: Initially, the organization worked with Serviceplan; later, DDB Düsseldorf won the pitch. The media account has been with Mindshare since 2020.
Ocumeda connects optical stores that take retinal images and record measurements with ophthalmologists who analyze this data. Customers receive their results within a few days. Since 2023, the company has been majority-owned by the Fielmann Group, which initially acquired just over 91 percent of the shares. In October 2025, Zeiss Vision Care purchased 10 percent for 10 million euros, based on a valuation of 100 million euros and with an option to acquire up to 25 percent.
Solar Materials, founded in Magdeburg in 2021, dismantles end-of-life solar modules layer by layer—rather than shredding them—and recovers glass, aluminum, copper, silver, and silicon in their pure forms. Since 2025, the company has been operating an industrial recycling line with a capacity of up to 10,000 metric tons per year. In April 2026, the cleantech startup secured up to 20 million euros in the first closing of its Series B funding round, with investors including the EIC Fund and Nova by Saint-Gobain. By 2030, approximately 400,000 metric tons of end-of-life modules are expected annually in Germany. The communications strategy is accordingly B2B-focused: the target audience consists of solar park operators as well as repowering and revamping projects.
The Goodwins’ client roster also includes Deutsche Telekom, Kleinanzeigen, SMA Solar, Rossmann, and Qonto, as well as NGOs such as WWF and SOS Children’s Villages. Most recently, the agency developed the 2026 Earth Hour campaign for the WWF and, together with its sister agency The Goodforces, the Green Party’s state election campaign in Rhineland-Palatinate. In 2025, it received the German Sustainability Award in the advertising and PR category.