Observed Signal · Jun 19, 2026 · Partnership · Source: Adzine · Impact: 3/5 · Sentiment: Positive
Serviceplan to Automate MediaMarktSaturn Marketing Processes
MediaMarktSaturn has partnered with the Serviceplan Group to centralize and automate its marketing creation, production, data and distribution processes. The joint unit, called "Momentum," will operate as a shared operations, service and technology organization — led and staffed by teams from both companies — to prepare campaign building blocks faster for specific markets, channels and touchpoints. Momentum will provide a modular working and technology environment that connects creative, production, data, automation and distribution, complemented by production hubs and local market teams. The rollout starts in DACH and Benelux and Momentum will operate across 11 European markets, with Italy, Spain, Turkey, Poland and Hungary due next year. The initiative emphasises automation and AI to scale content production while retaining local market adaptation.
A large European retailer centralising creative, production and distribution with an agency partner and adopting automation/AI can materially change content supply chains and retail marketing efficiency across multiple markets, but it is not an industry‑wide platform or policy shift.
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Key Takeaways & Evidence Grounding
- MediaMarktSaturn and Serviceplan Group formed a partnership to centralize and automate marketing processes.
- The joint unit is named "Momentum" and will act as a combined operations, service and technology entity for creative, production, data, automation and distribution.
- Momentum will be staffed and operated by teams from both MediaMarktSaturn and Serviceplan, including specialists in AI, automation, content production, data and technology.
- Rollout begins in DACH and Benelux; Momentum will be used in 11 European markets, with Italy, Spain, Turkey, Poland and Hungary slated to follow next year.
- The model includes a modular work and technology environment plus production hubs and local market teams to enable efficient cross-market content adaptation.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Ceconomy/MediaMarkt expands in-store services
Ceconomy, the parent company of MediaMarkt and Saturn, is expanding its service offering and testing unconventional concepts to change the in-store customer experience. MediaMarkt plans to introduce a "Pay-on-Shopfloor" concept that, according to the publisher Lebensmittelzeitung, is to be rolled out in Germany "soon." The article was published by Lebensmittelzeitung on July 16, 2026 and written by Tom Wanka. The initiative is positioned as an attempt to transfer in-store advisory services into the digital shopping journey.
Carsten Schwecke to Lead Retail Media at MediaMarktSaturn
Carsten Schwecke, formerly Chief Commercial Officer at RTL Deutschland and previously head of marketing at Seven.One Entertainment Group, will become co-CEO and Managing Director of MediaMarktSaturn Marketing GmbH on November 1, 2026, leading the retail media and partner marketing unit jointly with CMO Michael Schuld. Schwecke focuses on expanding first-party data activation, offsite media, and the publisher business, broadening the growth strategy beyond retail media and partner marketing. He succeeds Boris Prondzinski and Torsten Ahlers, who are leaving amicably; Ahlers supports the handover until January 31, 2027. In fiscal year 2024/25, retail media revenue reached around 91 million euros, up from about 5 million three years earlier. For offsite expansion, MediaMarktSaturn partners with Unlimitail.
Carsten Schwecke joins MediaMarkt Saturn Retail Media
Carsten Schwecke, former marketing chief at ProSiebenSat.1 and RTL Deutschland, will become Managing Director of MediaMarkt Saturn Retail Media & Partner Marketing on November 1, 2026. He succeeds Boris Prondzinski and Torsten Ahlers, with Prondzinski leaving on November 30 and Ahlers staying until end of January to support the transition. Under Schwecke, the business will be broadened, focusing on activation of first-party customer data, offsite media monetization, and expansion of the publisher business. Schwecke's appointment follows a turbulent career, having left Axel Springer in late 2023 for ProSiebenSat.1, then moving to RTL Deutschland after being put on leave, and leaving RTL after a year due to restructuring. He emphasizes that AI can generate almost anything but trust, which is created where people actually buy, highlighting the intersection of media, data, and ad tech.
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