Crossmedia vs Mediaplus

Crossmedia Aligns Leadership Around the Next Era of Independent Growth

Entering its 27th year, the global independent media agency is sharpening its focus on growth, corporate strategy and operational discipline as it works to become the world's most trusted media agency.

DSPs Face Uncertain Future in Agentic Era

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.
• Tong forecasts that DSPs will not disappear but their distinctive value will be questioned.

Motel One launches first brand campaign without linear TV

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.
• The creative mandate was awarded to Hamburg-based new agency Circus Ramezani, with strategy support from Serotonin.

Doctors Without Borders Ad Uses Scent to Boost Awareness

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.
• Postcards with scent samples are distributed via Flaconi and beauty salons, with DOOH ads near Douglas stores.