What Mediaplus Gruppe does

Mediaplus Gruppe, founded in 1983 and headquartered in Munich, is the media-expertise brand of the Serviceplan Group and operates as one of the world's leading independent media agencies. The company delivers data-driven media consulting, planning, and execution services through approximately 2,200-3,000 specialists across 25 owned Houses of Communication in Europe, North America, and the Middle East, supplemented by around 20 additional partner locations in Asia and South America (44+ markets total). Its service portfolio spans media planning and buying, programmatic advertising, performance marketing, social media and influencer marketing, commerce and retail media, advertising-technology selection, media strategy and innovation, and tailored 'Customized Agency' engagements. Named enterprise clients include MediaMarktSaturn (pan-European Creative Solutions Partner), Westwing, and Em-eukal (Dr. C. SOLDAN), with dedicated vertical expertise in automotive, healthcare, and retail/e-commerce.

The technology backbone is built around AI-powered intelligence and automation. Plus.AI, launched June 2026, is the agency's intelligence layer that transforms fragmented campaign data into actionable decisions through a natural-language interface. Behave.AI, launched May 2026, is a global behavioral-science unit combining target-group analysis with behavioral planning. These sit inside the broader House of AI operating system that connects strategy, creativity, and activation, and are complemented by programmatic advertising for real-time campaign automation and GEO (Generative Engine Optimization) services. The agency also invests in proprietary ad-tech pilots such as the Screen2Save geo-targeting initiative with Initiative Vermisste Kinder.

Commercially, Mediaplus generates revenue through media planning fees, buying commissions, and retainer-based strategic partnerships with enterprise clients; pricing is negotiated individually and not publicly disclosed. Distribution is via dedicated enterprise sales teams, customized agency models, and 25 local offices, supported by an ecosystem of content marketing (Twelve Mail newsletter, TwelveCast podcast, blog), industry events (Cannes Lions, SXSW), and earned media. Mediaplus is consistently recognized as Germany's Mediaagentur des Jahres (2020, 2021, 2022, 2025, 2026), #1 Media Network at Cannes Lions 2025, WARC Media 100 #1 Independent Media Agency 2026, and top of RECMA's evaluation rankings, reinforcing its brand position as a category-leading global independent.

Name

Mediaplus Gruppe

Legal name

Mediaplus Gruppe

Website

https://mediaplus.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Mediaplus Gruppe is the global independent media agency brand of Serviceplan Group, providing data-driven media consulting, planning, and buying for enterprise clients across 25 owned offices and 44+ markets worldwide, with proprietary AI platforms Plus.AI and Behave.AI.

Ownership category

akta.pro rank

Product category

Media Agency Services

NAICS

Media Buying Agencies (54183), Media Buying Agencies (541830), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Full-Service Media Planning & Buying (MPAAABAA)

akta.pro secondary industry

Media Planning, Buying & Optimization (BPAFAAAC)

Keywords

• Media planning services
• Media buying agency
• Programmatic advertising
• Performance marketing
• Retail media advertising

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices20 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Media Agency Services: Data-driven media consulting, planning, and execution services for brands. Revenue generated through media planning fees, buying commissions, and retainer-based strategic partnerships with enterprise clients.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Mediaplus Gruppe is an independent, data-driven media agency that advises brand advertisers on cross-channel media strategy, planning, and buying, and executes media investments programmatically and via traditional channels. The agency combines proprietary AI and behavioral-science platforms (Plus.AI, Behave.AI, House of AI) with services spanning performance marketing, commerce/retail media, social and influencer marketing, and advertising-technology consulting for enterprise clients.

Product overview

Mediaplus Gruppe is a leading independent media agency offering a comprehensive portfolio of data-driven media services. The core offerings include Plus.AI (intelligence layer for data-driven decision making), Behave.AI (behavioral science marketing), and House of AI (integrated AI operating system). Service portfolio spans Advertising Technologies, Commerce & Retail Media, Data & AI, Media Planning & Buying, Media Strategy & Innovation, Performance Marketing, Programmatic Advertising, and Social Media & Influencer Marketing. Additional offerings include Customized Agency (tailored agency model), Growth Booster, Retail Media, and Creative Media. The architecture combines data intelligence tools with traditional media services, unified by AI-powered planning and activation capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Plus.AI: Mediaplus' Intelligence Layer: fragmented data transformed into decisions, faster planning, smarter activation
• Behave.AI
• Customized Agency
• House of AI
• Wachstumsbooster
• Retail Media
• Creative Media

Products and services

• Plus.AI A proprietary AI intelligence layer developed by Mediaplus Gruppe that supports AI-enabled media planning, audience and market intelligence, and activation workflows across the agency's client engagements. It is positioned as a core data-and-AI capability within the agency's House of AI ecosystem.
• Behave.AI Proprietary platform combining behavioral science with AI to inform audience strategy, targeting, and creative/media planning decisions for brand advertisers. Positioned as a differentiator for Mediaplus Gruppe's planning work.
• House of AI An agency-wide AI operating system that orchestrates Mediaplus Gruppe's AI capabilities (including Plus.AI and Behave.AI) and embeds AI into the agency's media planning, buying, performance, and analytics services for clients.
• Media Planning & Buying Core media agency service covering strategic media planning and execution buying across offline and digital channels on behalf of brand advertisers.
• Programmatic Advertising Programmatic media buying capability covering real-time bidding, audience targeting, and inventory management across display, video, and digital-out-of-home formats for brand advertisers.
• Performance Marketing Performance-oriented media activation across paid search, paid social, and digital channels, focused on measurable ROI and conversion outcomes for advertisers.
• Commerce & Retail Media Retail media and commerce media service covering advertising on retailer marketplaces, e-commerce platforms, and shoppable media environments to drive measurable sales outcomes for brands and retailers.
• Social Media & Influencer Marketing Social media and influencer marketing services, including paid social planning, creator/influencer partnerships, and community activation for brand advertisers.
• Customized Agency (In-House / On-Site Agency) Bespoke, customized agency model in which Mediaplus teams are embedded within or alongside client marketing organizations to operate as an in-house or on-site media agency function.
• Advertising Technology & Adtech Consulting Consulting and implementation services covering advertising-technology (adtech) and martech stack selection, integration, and optimization for advertisers.
• Wachstumsbooster (Growth Booster) Growth-oriented media offering ("Wachstumsbooster", German for "Growth Booster") targeting performance-driven outcomes such as leads, sales, and customer acquisition through combined media, content and data services.
• Creative Media Creative media offering that fuses media planning with creative ideation and production to deliver integrated campaigns for brand advertisers.
• Media Strategy & Innovation Strategic media consulting service that helps advertisers define media strategy, channel mix, and innovation roadmaps, including experimentation with emerging media and AI-enabled media planning.

Quantifiable outcome

• Awarded Media Agency of the Year 2026 (5th time)
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature4 records

Partnerships

Two partnerships are on record, tiered minor and core.

• Initiative Vermisste KinderminorStrategic or Co-development Partner · 1 January 2025Screen2Save project: geo-intelligent display of missing persons ads on car-sharing screens to help find missing children faster. Mediaplus leads the initiative with technology partners.
• Serviceplan GroupcoreStrategic or Co-development PartnerMediaplus is part of Serviceplan Group, operating alongside Serviceplan (Creativity & Content) and Plan.Net (Digital Experience & Technology). The group includes 25 Houses of Communication and approximately 20 additional partner locations in Asia and South America.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hearts & Science: Omnicom media agency built around data, technology, and analytics-led planning. Closely comparable to Mediaplus's AI-and-data-led positioning, competing for the same always-on, data-mature enterprise clients.
• Zenith: Publicis-owned media agency with a strong performance-marketing and data orientation. Closely comparable to Mediaplus on analytics-led media planning and the AI-driven optimization narrative.
• PHD Worldwide: Omnicom-owned global media network with 'sourcing' and strategic planning heritage. A direct competitor for Mediaplus's automotive and global enterprise clients, with comparable data and technology positioning.
• Wavemaker: WPP-owned media agency focused on positive provocation and data-driven decision making. Direct pitch competitor for the same enterprise clients Mediaplus targets, with overlapping service lines in planning, buying, and content.
• Havas Media: Havas's media network operating Havas Media Network and Arena Media. The closest comparable independent-leaning global media network — structurally similar to Mediaplus with bundled creative-and-media offerings and a comparable multi-office model.

Broad incumbents

• Dentsu International: Dentsu's international media operation including Carat, iProspect, and dentsu X. A global incumbent with strong EMEA presence overlapping Mediaplus's core European footprint.
• Omnicom Media Group: Holds OMD, PHD, Hearts & Science, and Annalect. A direct competing global media network, particularly active in automotive, retail, and healthcare verticals where Mediaplus is also positioned.
• Publicis Media: Media arm of Publicis Groupe, housing Starcom, Zenith, Digitas, and Spark Foundry. A global incumbent offering integrated media, data, and digital experience services — a direct head-to-head competitor for the same enterprise RFPs Mediaplus targets.
• IPG Mediabrands: Interpublic Group's media network including UM, Initiative, and Mediabrands Precision. Competes with Mediaplus on global enterprise media mandates and has invested in its own data/AI assets analogous to Plus.AI.
• GroupM (WPP): World's largest media investment group within WPP, operating Wavemaker, Mindshare, Essence, and m/SIX. Directly comparable as a multi-agency media network serving global enterprise clients with planning, buying, and data capabilities — the primary incumbent competitor to Mediaplus's independent positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCixiGXHR1cN4WDXW6isJIWA
• Facebookfacebook.com/Serviceplan
• LinkedInlinkedin.com/company/mediaplus
• Instagraminstagram.com/mediaplus.global
• TikToktiktok.com/@serviceplangroup
• Xx.com/serviceplan

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Mediaplus Gruppe