What media plan does

Media Plan is an independent, owner-managed 360° media agency headquartered in Baden-Baden, Germany, with additional offices in Berlin and Hamburg. Founded in 1994 by Frank Lankers, the firm operates as a B22B professional services provider, delivering cross-border media strategy, planning, buying, and campaign optimization services to leading brand clients across DACH. Its service portfolio spans the full media spectrum — Big Screen (linear TV, CTV, streaming), Digital Out-of-Home, Audio, Social Media & Influencer, Print & Cinema, and proprietary Special Creation formats such as #InspireMe — and is structured around an end-to-end value chain of Analysis, Growth Strategy, Planning, Buying, Tracking/Reporting/Optimization, and Scale.

The agency's technical core combines industry-standard media research tools (AGF Scope, AGOF, b4p, GfK, AudioXpert, Zervice, VuMa) with proprietary methodologies including a Full-Funnel Marketing Architecture and Power BI-driven tracking and reporting dashboards that partially automate campaign analysis. Two wholly-owned subsidiaries, adtraffic (Search Engine Advertising) and ON2030 (advertising effectiveness measurement, jointly developed with All Eyes On Screens), extend the platform into performance search and effectiveness measurement. Customer evidence is concentrated in enterprise accounts such as Weleda, HelloFresh, Babbel, N26, Trade Republic, HSE, Shop-Apotheke, Emma and Miles.

Commercially, Media Plan generates revenue through professional service fees, media-buying commissions, and ongoing retainer arrangements with brand clients across primary verticals including Retail & E-commerce, Lifestyle & Luxury, Fintech, Beauty & Healthcare, and Food & Food Tech, with secondary exposure to Travel, Startups/Scale-ups, and Global Big Players. No public pricing, revenue figures, or funding rounds are disclosed; the firm remains privately held under founder ownership with no external institutional backing.

Name

media plan

Legal name

Media Plan Agentur für Kommunikations- und Mediadienstleistungen GmbH

Website

https://media-plan.de

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

51–100 employees

Short description

Media Plan is an independent, owner-managed 360° media agency founded in 1994 in Baden-Baden, Germany, providing cross-border media strategy, planning, buying and optimization across all channels to leading brand clients in DACH.

Ownership category

akta.pro rank

Product category

Media Agency Services

NAICS

Media Buying Agencies (54183)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Media Planning, Buying & Optimization (BPAFAAAC)

akta.pro secondary industry

Full-Service Media Planning & Buying (MPAAABAA)

Keywords

• Media planning services
• Media buying agency
• Cross-media campaigns
• Advertising strategy consulting
• Campaign management services

Headquarters

HQ city

Baden-baden

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Media Agency Services: Full-service 360° media agency providing strategic consulting, media planning, media buying, and campaign optimization services to brand clients. Revenue is generated through service fees, commissions from media buys, and ongoing retainer arrangements with partner brands.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels9 records

Core offering

Media Plan is a full-service 360° media agency that plans, buys, tracks and optimizes cross-channel advertising campaigns (Big Screen, Out-of-Home, Audio, Social Media & Influencer, Print & Cinema) for leading brand clients. Its value chain spans 360° market analysis, growth strategy development, channel-specific planning, independent media buying (linear/programmatic), tracking/reporting and ongoing scaling across DACH and international markets.

Product overview

Media Plan is an independent, owner-managed 360° media agency founded in 1994, providing cross-border media services across all channels including Big Screen (TV/CTV/streaming), Digital Out-of-Home, Audio (radio/podcasts), Social Media & Influencer, Print & Cinema, and Special Creation formats like #InspireMe. The agency operates through a comprehensive value chain comprising Analysis, Growth Strategy, Planning, Buying, Tracking/Reporting/Optimization, and Scale/Future Steps services. Subsidiaries include AdTraffic (performance SEA campaigns) and ON2030 (advertising effectiveness initiative). Their core offering is a full-service media agency model combining data intelligence with human expertise across all traditional and digital advertising channels.

Differentiator

Problem solved

Functional benefit

Brands

• adtraffic: 100% target-oriented performance campaigns for SEA (Search Engine Advertising)
• ON2030

Products and services

• 360° Media Services Full-service 360-degree media agency offering covering cross-border media planning, strategy, and campaign management across all channels including Big Screen, Digital Out-of-Home, Audio, Social Media, Print & Cinema, and Special Creation formats for leading brand clients.
• Big Screen Advertising (TV, CTV, Streaming) Linear TV, Connected TV (CTV) and streaming advertising solutions that combine reach and attention for maximum campaign impact, leveraging comprehensive data and customized strategies to position brands in optimal environments.
• (Digital) Out-of-Home Advertising Intelligent targeting and precise timing for out-of-home advertising, used as a contact medium for reaching target audiences on the move through stationary or mobile touchpoints, integrated into the broader media mix.
• Audio Advertising (Radio, Podcasts, Spotify) Radio, podcast, and Spotify advertising including single spots, host-read ads, storytelling, and genre talk formats for reaching diverse target audiences across audio channels.
• Social Media & Influencer Marketing Social media advertising and influencer content marketing across TikTok, YouTube, Facebook, Instagram, Snapchat, and Reddit for reach, brand awareness, and conversion optimization.
• Print & Cinema Advertising Advertising in newspapers, magazines, and cinema for intensive brand perception and strengthened brand loyalty, integrated into the media mix for special-interest reach and recognition effects.
• Special Creation (#InspireMe) Innovative proprietary media format including #InspireMe — a brand-safe combination of social media and TV in which brands and products are presented by influencers within high-reach advertising blocks, designed to reach younger audiences with a novel media experience.
• 360° Analysis Service 360-degree market, competition, and target group analyses combining experience and data using AGF Scope, surveys, statistics, trend studies, VuMa, and other media-specific tools to inform strategy and planning.
• Growth Strategy Service Strategic 360-degree media mix development including budget allocation and flighting for brand entry, repositioning, sales push, revenue growth, and CSR visibility.
• Media Buying Service Independent media buying across linear and programmatic, digital and analog channels using an international media network for efficient implementation, optimal conditions, and optimal timing.
• Tracking, Reporting & Optimization Service Campaign monitoring, analysis, and reporting using Power BI-based data-intelligent tools that partially automate campaign analysis and present results through user-friendly dashboards for optimization.
• AdTraffic (Search Engine Advertising Subsidiary) Wholly-owned subsidiary of Media Plan delivering 100% target-oriented performance campaigns in Search Engine Advertising (SEA) for clients.
• ON2030 (Advertising Effectiveness Initiative) Joint strategic initiative of Media Plan delivering a new dimension of advertising effectiveness — data-driven strategies and analytics that maximize ad effectiveness and provide budget transparency for clients.

Quantifiable outcome

• Weleda: Brand awareness increased by 5%, brand loyalty increased by 2%, Enzian product awareness increased by 6%, NPS increased by 15%
• +4 more outcomes

Named customers33 records

Segments8 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• ON2030coreStrategic or Co-development Partner · 1 January 2025Strategic partnership with ON2030 for data-driven advertising strategies maximizing ad effectiveness and budget transparency. ON2030 develops strategies that offer new possibilities for maximum advertising effectiveness and transparency in budget deployment. The partnership combines Media Plan's media expertise with ON2030's advertising effectiveness measurement capabilities.
• All Eyes On ScreenscoreStrategic or Co-development Partner · 1 January 2025Strategic partner for Total Video planning and execution. The partnership enables silofree video planning combining Media Plan's media strategy expertise with All Eyes On Screens' video optimization capabilities. Jointly developed whitepaper on 'Total Video' and webinar series on precision audience targeting.
• Ad AllianceminorChannel Partner/ Reseller/ DistributorAd Alliance is one of Media Plan's agency partners for target group-specific, high-performance and precisely fitting campaign planning for advertisers. Long-standing agency partnership for collaborative campaign execution.
• bwinminorOthersSports betting brand; Media Plan provides media strategy and campaign management services for their marketing initiatives.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Serviceplan Group: Largest independent owner-managed agency group in Germany and Europe. Directly comparable to Media Plan as an integrated media/creative house offering 360° services with multiple German offices; both compete for the same enterprise brand clients in DACH.
• Pilot (Pilot Group): Hamburg-based independent media agency group with full-service media planning, buying, and digital capabilities. Comparable to Media Plan in independent positioning, multi-channel offering, and German mid-to-large brand client base.
• Mediaplus: Media-specialist brand within the Serviceplan Group operating as an independent media agency. Closely comparable to Media Plan in pure-play media focus, German market concentration, and 360° media services.
• Scholz & Friends: German independent creative/media agency group with cross-channel capabilities. Comparable as an owner-managed German agency competing for similar enterprise brand mandates across integrated media and creative.
• Jung von Matt: Leading independent German creative/media agency group with multiple German offices. Comparable in independent positioning, cross-channel offering, and enterprise client roster in DACH.

Broad incumbents

• GroupM (WPP): World's largest media investment group operating WPP's media agencies (Mindshare, Wavemaker, EssenceMediacom, etc.). Competes with Media Plan for large brand media budgets but at much greater scale and global footprint.
• Dentsu: Global advertising and media holding company with strong Dentsu/Carat/iProspect media brands. Competes with Media Plan in media planning and buying for multinational brands operating in Germany.
• Publicis Groupe: Global advertising holding company whose media brands (Publicis Media, Zenith, Starcom) compete with Media Plan across integrated media services for global and regional enterprise clients in Germany.
• Ströer: Germany's leading digital out-of-home and multi-channel marketing media company. Comparable in DACH focus and (D)OOH media capabilities that overlap with Media Plan's Big Screen and DOOH offerings, though Ströer is also a media owner.
• OMD (Omnicom): Global media agency network under Omnicom, with strong German presence. Competes with Media Plan for enterprise media planning/buying mandates across all channels.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/agenturmediaplan
• LinkedInlinkedin.com/company/agenturmediaplan
• Instagraminstagram.com/media_plan

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about media plan