German agency says it is bringing Procter & Gamble's microdrama format to Germany
Brandplace chief executive Sandra Freisinger-Heinl told Meedia that P&G already produces microdramas in the United States, and put a branded series at a low six-figure budget.
What this basis means: Disclosed by the company about itself, and not independently confirmed.
Sandra Freisinger-Heinl, chief executive of the Munich branded-content agency Brandplace and chair of the Branded Content Marketing Association since 2016, said her agency is working to bring microdrama to Germany as a branded format. Speaking to the German trade title Meedia on 8 September 2026, she said: "Procter & Gamble once invented the soap opera. These days the company produces microdramas in the United States, and we are in the process of pushing the format in Germany too" ("Procter & Gamble hat einst die Soap Opera erfunden. Mittlerweile produziert das Unternehmen in den USA Mikrodramen, und wir sind gerade dabei, das Format auch in Deutschland zu pushen").
She gave a production outline for a branded series: 60 to 120 episodes of about 90 seconds each, shot in roughly a week, at what she called a low six-figure budget, against costs in the millions for a large branded-entertainment production. The figures are the agency's own and carry no stated method or sample.
She added that video-on-demand services and broadcasters are "all looking at the subject at the moment", without naming any. No German commission, broadcaster or brand contract was disclosed. Brandplace was spun out of the media agency ma media in 2022.
Companies Brandplace, Procter & Gamble