Performance Media & AdTech Consultancies · Agency & Consultancy · AdTech Vendor
Mediaplus
Global media agency offering planning, buying, analytics and AI-enabled consulting.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Mediaplus Germany GmbH & Co. KG
- Entity type
- COMPANY
- Founded
- 1983
- Headquarters
- Friedenstraße 24, Munich
- Company size
- 1,001–5,000
- Market cluster / sector
- Performance Media & AdTech Consultancies
- Market role
- Agency & Consultancy · AdTech Vendor
- Official website
- mediaplus.com
What Mediaplus does
Mediaplus operates an agency-led services model centred on media strategy, planning, buying and optimisation for advertiser clients. It creates value by combining channel expertise, campaign execution, data analysis and selected proprietary tools into a bundled operating model that can manage both brand and performance objectives. As part of Serviceplan Group, it also benefits from network scale, broader creative and consulting capabilities, and geographic reach that support multinational account servicing and cross-sell.
Category differentiation
Mediaplus is a media agency and consultancy, not a standalone DSP, SSP or consumer media platform. It should be distinguished from pure adtech vendors by its service-led operating model, even though it uses proprietary analytics and AI tools.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Mediaplus is a German-headquartered media agency and consultancy within Serviceplan Group. Its core business is advising brands on media strategy, planning and buying, while also offering adjacent services in performance marketing, retail media, social media marketing, creative-media integration, PR, brand strategy, audio, commerce platform consulting and search visibility consulting for generative engines. The group also promotes proprietary AI-enabled capabilities such as House of AI and Data & AI to support cross-channel optimisation and measurement. The company makes money primarily from service fees tied to managed media planning and activation, supplemented by consulting retainers, project fees and media-related remuneration linked to spend or outcomes. Its paying customers are businesses rather than consumers, especially enterprise brand marketers, performance teams, e-commerce leaders, CMOs and communications teams seeking outsourced media expertise and data-led campaign execution.
Company news briefing
Briefing updated:
Mediaplus remains a core revenue driver, generating €378 million (up 2.7%) alongside international expansion and AI-led investments. The agency secured third place in Germany's H1 2026 new business ranking with nine client wins and a net volume of USD 37 million, while continuing to orchestrate major multi-channel campaigns such as Takko Fashion's Fall/Winter activation. Additionally, UK leadership has published analysis addressing how agentic buying and AI integration could reshape the programmatic advertising stack and DSP workflows.
Business model & monetisation
The company monetises mainly through managed service fees for media planning, buying, optimisation and consulting. Commercial mechanisms include retainers, project-based fees, performance-linked compensation and media-related commissions or margins on inventory negotiations. Additional revenue comes from specialised services such as retail media operations, social activation, PR, analytics, AI-enabled optimisation and commerce platform implementation.
- Media planning and buying services
- Service fees, retainers and media-related remuneration
- Performance marketing and programmatic activation
- Managed service fees and outcome-linked compensation
- Data, analytics and AI-enabled optimisation
- Consulting and specialist service fees
- Retail media operations
- Managed service fees
- Strategy, PR and commerce consulting
- Project fees and retainers
Products & capabilities
No products with linked sources are available in this view.
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Competitors & alternatives
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German media agency for cross-channel planning, buying and creative services.
German full-funnel agency group for strategy, media and performance.
Digital marketing group combining agency services, analytics, affiliate tools and AI.
Integrated German agency group for communications, media and digital delivery.
Performance media agency with proprietary planning, buying and attribution tools.
Side-by-side comparisons
Featured market maps
Comprehensive market landscape of media agencies in Germany (2026), mapping the global agency holding groups (WPP, Omnicom Media Group, Publicis Groupe, Dentsu, Havas) alongside leading owner-managed independent agencies (Serviceplan/Mediaplus, pilot, Crossmedia, PIA Media, JOM Group, TRG).
This overview provides a concise snapshot of the German DOOH landscape and selected market participants. It is intended for orientation only and does not claim to be exhaustive. The selection is based on current market observations and publicly available information. As the German DOOH market continues to evolve rapidly, numerous additional players and specialized providers are active across the ecosystem. Further information on additional providers and market participants is available upon request or can be added upon verification.
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
DSPs Face Uncertain Future in Agentic Era
Agentic Advertising · Recorded impact score: 2/5
Nick Tong, Managing Partner at Mediaplus UK, analyzes how agentic buying could reshape the programmatic advertising stack. He argues that because AI agents can interpret a campaign brief, interrogate supply across multiple SSPs and publishers, and execute against defined parameters, the DSP may no longer serve as the primary buyer interface. As BVOD, CTV, and DOOH inventory become digitally transactable, agents could orchestrate buys across channels, forcing DSPs to justify their distinctive value, traders to evolve beyond platform operation, and agencies to focus on strategy, governance, and accountability. Tong stresses that DSPs will not disappear, but their role will change. He also highlights unresolved issues around transparency, data, and commercial models.
- Nick Tong, Managing Partner bei Mediaplus UK, argues that AI agents could replace DSPs as the primary buying interface.
- Agentic buying could enable cross-channel orchestration across BVOD, CTV and DOOH inventory.
Motel One launches first brand campaign without linear TV
Campaign · Recorded impact score: 2/5
Motel One, the German budget hotel chain, has launched its first integrated brand campaign, titled "One great place to leave. And come back." The media plan, crafted by agency Mediaplus, has a clear digital focus, deliberately excluding linear TV. Video advertising will be delivered via streaming TV+ and online video, supplemented by YouTube and social media, with a further focus on out-of-home advertising. The campaign, running across Europe with a focus on Germany, was created by Hamburg-based new agency Circus Ramezani, supported by strategy partner Serotonin. The creative concept reinterprets hotel communication by highlighting the experiences guests have in the city, leveraging Motel One's central locations. The campaign extends into owned channels, including digital screens in hotels, to reach guests at various touchpoints. Motel One had appointed Mediaplus, a Serviceplan Group subsidiary, as its media agency in mid-2025 after a pitch.
- Motel One launched its first integrated brand campaign on October 19, 2026, with the claim 'One great place to leave. And come back.'
- The campaign's media plan, created by Mediaplus, deliberately excludes linear TV and focuses on digital channels including streaming TV+, online video, YouTube, and social media.
Doctors Without Borders Ad Uses Scent to Boost Awareness
Campaign · Recorded impact score: 2/5
Doctors Without Borders (Ärzte ohne Grenzen) and media agency Mediaplus have launched a print campaign that reinterprets classic perfume advertising. The ad features a floral motif with a flacon labeled 'Un parfum sans frontières' and a scent sample that turns out to be disinfectant, not perfume. The campaign aims to draw attention to medical aid in crisis regions. It appears in print magazines like Cosmopolitan and Good Health, with additional placements in FAZ Magazin, Brigitte, Gala, Bunte, Freundin, and Emotion. Postcards with scent samples are distributed via Flaconi and beauty salons, and DOOH ads are placed near perfume stores like Douglas. The campaign was created with Mediaplus Berlin and the Mediaplus Creative Collective, with the idea developed with Republic Marketing & Media Solutions. Mediaplus has handled fundraising campaigns for Doctors Without Borders since 2021.
- Doctors Without Borders and Mediaplus launched a print campaign featuring a scent sample that smells like disinfectant.
- The campaign appears in magazines like Cosmopolitan, Good Health, FAZ Magazin, Brigitte, Gala, Bunte, Freundin, and Emotion.
Dave & Buster's Appoints Gut and Mediaplus as New Agencies
Agency Appointments · Recorded impact score: 2/5
Dave & Buster's, the restaurant and entertainment chain, has appointed Gut as its creative agency of record and Mediaplus as its media agency of record following a pitch that included incumbents Deloitte Digital and Dentsu X. The move comes as the company seeks to reverse a 13-quarter sales decline. The CMO, Jeremy Tucker, stated that the brand awareness is around 90%, so the focus is not on a brand refresh but on driving foot traffic. The new agencies will work to make the 45-year-old brand relevant again, leveraging their expertise to attract more customers to locations.
- Dave & Buster's appointed Gut as creative AOR and Mediaplus as media AOR.
- The pitch process included incumbents Deloitte Digital and Dentsu X.
Hornbach Builds Working 35mm Camera from Hardware Store Supplies
Creative Campaign · Recorded impact score: 1/5
Hornbach's new campaign, 'Built from Hardware Store Supplies,' showcases a series of films shot on a fully functional 35mm film camera constructed entirely from items sold in its stores. Created by HeimatTBWA\, the campaign includes two main films and a behind-the-scenes documentary. Five makers from Europe built the camera over seven days at a Hornbach store in Bucharest, using a magnifying glass for the lens, a cement mixer to drive the film, and a cut-open organic waste bin as a lens hood. The campaign aims to demonstrate the breadth of Hornbach's product range and celebrate the maker spirit, contrasting with AI-generated imagery. It was developed over 1.5 years following a decade-long idea period, timed with the #HornbachCamera project.
- Hornbach and HeimatTBWA\ built a working 35mm film camera entirely from hardware-store products.
- The camera was constructed by five European makers in seven days at a Hornbach store in Bucharest.
Careers & open positions
Open positions indexed from verified career portals and applicant tracking systems.
| Position | Department | Location | Posted |
|---|---|---|---|
| Senior Behavioral Research Consultant (all genders)(Senior) | Mediaplus | München | |
| Senior Account Manager (all genders)(Senior) | THE MARCOM ENGINE | München | |
| Art Director (all genders)(Mid-Level) | Saint Elmo’s | München | |
| Senior/Team Lead Copy (all genders)(Senior) | Serviceplan | Nürnberg | |
| Creative Director - Art (all genders)(Director) | Saint Elmo’s | Hamburg |
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Questions about Mediaplus
What is Mediaplus?
Mediaplus is a media agency and consultancy within Serviceplan Group that provides media planning, buying, analytics, performance marketing and related advisory services to brands.
Who uses Mediaplus?
Its customers are mainly enterprise advertisers, brand teams, performance marketers, e-commerce leaders, communications teams and other business-side marketing organisations.
How does Mediaplus make money?
It earns revenue chiefly from managed service fees, retainers, project work and media-related remuneration tied to planning, buying, optimisation and specialist consulting.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
17 publicly documented primary sources and citations linked across the market graph.
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