Equmedia
Mediaplus Equmedia is a Madrid-based independent full-service media agency and subsidiary of Serviceplan Group, serving Spanish government, healthcare, automotive, and consumer enterprises with media planning, programmatic buying, performance marketing, and creative-content services.
- Company typePrivate
- Founded2006
- HeadquartersMadrid, Spain
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Equmedia does
Equmedia, operating commercially as Mediaplus Equmedia, is a Madrid-headquartered full-service media agency and a subsidiary of the German-owned Serviceplan Group, structured inside the group's 'House of Communication Spain' alongside sister agencies Serviceplan Spain (creative) and TME/Plan-net (digital experience and technology). It delivers media strategy, planning, buying, and performance services across traditional and digital channels, with programmatic advertising, social media and influencer marketing, commerce and retail media, media research and insights, brand strategy, creative content, public relations, and an 'Innovation & Tecnología' module covering commerce platforms, digital transformation, and blockchain-based identity work for the Spanish government client FNMT-Real Casa de la Moneda.
Its core technology footprint is data-driven media planning and programmatic buying built on real-time bidding and audience targeting, with proprietary positioning around accuracy of media-research insights and integration/interoperability between media, commerce, and creative sister brands within the Serviceplan ecosystem. Pricing is custom B2B engagement-based and is not publicly disclosed; go-to-market is enterprise field sales with senior-led direct engagement (CEO Gerardo Mariñas, Managing Director Celia Caño) targeting Spanish government institutions, healthcare providers, automotive brands, and consumer enterprises, complemented by referrals through the global Serviceplan Group network.
The agency is private, with no venture or PE ownership, and no funding or revenue figures are publicly disclosed; named client logos include Generalitat Valenciana, Diputación de Granada, Junta de Andalucía, RTVE, FNMT-Real Casa de la Moneda, Metro Madrid, Asisa, Vespa, Mitsubishi Electric, Mediaset/Telecinco, Easypark, Pacharán La Navarra, Fitur, and Ifema. The most active vertical is Government & Public Institutions, followed by Healthcare, Automotive, and Retail/Consumer brands, with a Madrid-only operating geography and an employee base of 101–250.
Equmedia firmographics
Firmographics- Name
- Equmedia
- Legal name
- Mediaplus Equmedia
- Website
- https://equmedia.es
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Mediaplus Equmedia is a Madrid-based independent full-service media agency and subsidiary of Serviceplan Group, serving Spanish government, healthcare, automotive, and consumer enterprises with media planning, programmatic buying, performance marketing, and creative-content services.
- Ownership category
- akta.pro rank
Where Equmedia is headquartered
LocationHeadquarters
- HQ city
- Madrid
- HQ country
- Spain
- HQ region
- Europe
Offices1 record
Markets served
Equmedia business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Media Planning & Buying Services: Professional services revenue from media strategy, planning, and purchasing across traditional and digital channels. Services include programmatic advertising, social media marketing, and retail media solutions.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels8 records
Equmedia product offering
Product offeringCore offering
Equmedia is the media and data specialist brand within Serviceplan Group Spain (House of Communication), offering integrated media services to enterprise and government clients in Spain. Its core offering spans media strategy, media planning and buying, programmatic advertising, performance marketing, social media and influencer marketing, commerce and retail media, brand strategy, and creative content services.
Product overview
Mediaplus Equmedia operates as the media and data specialist brand within the Serviceplan Group Spain (House of Communication) ecosystem. The company offers an integrated portfolio of marketing services organized into four main pillars: Creatividad & Contenido (Creativity & Content), Estrategia & Consultoría (Strategy & Consulting), Medios & Datos (Media & Data), and Innovación & Tecnología (Innovation & Technology). The core offering includes Performance Marketing, Programmatic Advertising, Media Planning & Buying, Social Media & Influencer Marketing, Commerce & Retail Media, Brand Strategy, and Commerce Platforms. As part of the House of Communication, Equmedia works alongside sister brands Serviceplan (creative agency) and TME/Plan-net (digital experience and technology experts) to deliver fully integrated communications solutions.
Differentiator
Problem solved
Functional benefit
Products and services
- Media Planning & Buying Strategic media planning and purchasing across traditional and digital channels to maximize client reach and impact. Sold as a standalone service to enterprise and government clients in Spain.
- Programmatic Advertising Automated digital advertising buying using real-time bidding technology and audience targeting to optimize campaign performance for enterprise and government clients.
- Performance Marketing Data-driven performance marketing services focused on measurable results and ROI optimization for client campaigns.
- Social Media & Influencer Marketing Social media strategy and influencer partnership management services that build brand presence and engagement for clients.
- Commerce & Retail Media Retail media network strategies and commerce-focused advertising solutions designed for consumer brands and retailers.
- Media Research & Insights Market research and data analytics services that inform media strategy and audience understanding for client campaigns.
- Brand Strategy Strategic brand positioning and messaging services to define client brand identity and market differentiation.
- Public Relations PR services to manage client reputation, media relations, and public communications.
- Creativity & Content Creative content development services including visual design, copywriting, and multimedia production for client campaigns.
- Strategy & Consulting Marketing strategy consulting services to guide client business decisions and brand direction.
Companies that use Equmedia
Customer profileNamed customers16 records
Segments5 records
Ideal customer profiles4 records
Equmedia technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Equmedia partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ArquetipocoreMediaplus Equmedia reinforced its alliance with Arquetipo by taking on the account of the Conselleria de Educación (Education Department) of the Generalitat Valenciana. This partnership combines Mediaplus Equmedia's media expertise with Arquetipo's strategic capabilities for government communication projects.
Scale indicators1 record
Recent moves5 records
Expansion highlights6 records
Equmedia competitors and assessment
Company assessmentOthers
- Serviceplan Spain: Serviceplan Spain is the sister creative brand under the same Serviceplan Group Spain holding structure; it is adjacent rather than directly competing because Mediaplus Equmedia owns the media mandate while Serviceplan Spain owns the creative mandate — together they form an integrated offering.
Direct peers
- Mindshare Spain: Mindshare is a global media agency network operating a Spanish office in Madrid, competing head-to-head with Mediaplus Equmedia for the same brand and government advertisers; both are full-service media planning and buying shops with programmatic capabilities.
- MediaCom Spain: MediaCom runs a sizeable Madrid operation focused on media strategy, planning, and buying across digital and traditional channels; its positioning on data-driven media and integrated campaigns directly overlaps with Equmedia's core offering.
- Zenith Spain: Zenith, Publicis Groupe's global media agency, operates in Madrid providing media planning, programmatic, and performance marketing; it competes with Equmedia for many of the same Spanish enterprise and brand clients.
- Wavemaker Spain: Wavemaker, the GroupM media agency focused on growth and content, has a Spanish office serving advertisers with media planning, buying, and analytics services — directly comparable in scope and clients to Mediaplus Equmedia.
- Starcom Spain: Starcom's Madrid office delivers consumer experience-led media strategy and buying for major Spanish and multinational brands; like Equmedia it targets automotive, retail, and consumer verticals with full-service media offerings.
- PHD Spain: PHD, Omnicom's strategic media agency, operates in Madrid with comparable media planning, buying, and digital activation capabilities; it targets many of the same enterprise and consumer-brand advertisers as Mediaplus Equmedia.
- Havas Media Spain: Havas Media's Madrid operation provides media planning and buying services for major Spanish brands across consumer, automotive, and retail categories; it is comparable in size and service breadth to Mediaplus Equmedia.
- OMD Spain (Omnicom Media Group): OMD, the Omnicom media network, has a long-standing Spanish presence offering media planning, programmatic, and analytics; its client mix of enterprise advertisers and emphasis on data-driven planning mirrors Equmedia's positioning.
- Carat Spain: Carat, Dentsu's global media agency, runs a Spanish office offering media strategy, programmatic, and performance services; its category mix and integrated media-and-data proposition closely match Equmedia's.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Equmedia social profiles
Digital presenceEqumedia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Equmedia leadership team
Management profileNumber of profiles
Profiles3 records
Equmedia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Equmedia M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Equmedia
What does Equmedia do?
Equmedia is the media and data specialist brand within Serviceplan Group Spain (House of Communication), offering integrated media services to enterprise and government clients in Spain. Its core offering spans media strategy, media planning and buying, programmatic advertising, performance marketing, social media and influencer marketing, commerce and retail media, brand strategy, and creative content services.
Is Equmedia a public or private company?
Equmedia is a private company. It is classified as corporate owned and is currently operating.
When was Equmedia founded?
Equmedia was founded in 2006. It employs 101 to 250 people.
Where is Equmedia based?
Equmedia is headquartered in Madrid, Spain, in the Europe region.
How does Equmedia make money?
One revenue line is on record: media Planning & Buying Services.
Who are Equmedia's main competitors?
Serviceplan Spain is listed as an others. Direct peers are Mindshare Spain, MediaCom Spain, Zenith Spain, Wavemaker Spain, Starcom Spain, PHD Spain, Havas Media Spain, OMD Spain (Omnicom Media Group) and Carat Spain.
Does Equmedia have an API?
No public API is recorded for Equmedia.