Mediaplus

What Mediaplus does

Mediaplus is one of Europe's largest independent media agencies, founded in 1983 and headquartered in Munich, Germany, operating as a core brand within the Serviceplan Group's House of Communication integrated communications network. The agency provides media strategy, planning, buying, and AI-powered optimization services to enterprise clients across DACH (Germany, Austria, Switzerland), the United Kingdom, Asia, and North America, with approximately 2,300-2,500 specialists across 20-25 international locations. Named clients include waterdrop, ZEISS, Ferrero (Kinder Bueno), PENNY, PetPace, and Anzen Health, spanning consumer goods, healthcare, retail, food & beverage, and technology verticals.

The company's product portfolio centers on a proprietary AI stack. Plus.AI, launched in June 2026, is an AI-based media planning management system that serves as the overarching intelligence layer across the agency's House of AI, integrating first-party data, behavioral insights, and media workflows via a Global Data Mesh architecture, built on Akkio AI infrastructure running on-premises within Mediaplus's cloud environment. Growth Investor is an AI-powered tool for impact-based crossmedia planning that evaluates millions of media mix scenarios combining costs, target audiences, reach, and advertising impact. NE.R.O. AI provides cookieless marketing capabilities as the cookieless ecosystem evolves. These products are complemented by service lines in Commerce & Retail Media (including Amazon DSP management), Advertising Technologies, Media Strategy & Innovation, and Performance Marketing.

Mediaplus generates revenue through enterprise-level media agency fees and buying commissions, distributed via direct enterprise sales and integrated within Serviceplan Group's House of Communication model. The agency has executed a material geographic expansion through the May 2024 acquisition of UK-based Total Media Group (London, Birmingham, Manchester) and has signaled continued international ambition through the creation of a Global Chief Market Officer role and the hire of a Dentsu veteran for global business development. Recognition includes repeated German Media Awards Media Agency of the Year honors, listings in the WARC Media 100 and RECMA Quality rankings, and a record Cannes Lions performance in 2025 through its parent group.

Name

Mediaplus

Legal name

Mediaplus Germany GmbH & Co.KG

Website

https://house-of-communication.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

1–10 employees

Short description

Mediaplus is one of Europe's largest independent media agencies, providing AI-powered media strategy, planning, and buying services to enterprise brands across 20-25 international locations, operating as a core brand within the Serviceplan Group's House of Communication.

Ownership category

akta.pro rank

Product category

Media Agency Services

NAICS

Media Buying Agencies (541830)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Media Planning, Buying & Optimization (BPAFAAAC)

akta.pro secondary industries

Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB), Full-Service Media Planning & Buying (MPAAABAA)

Keywords

• Media planning services
• Media buying agency
• Crossmedia optimization
• Retail media consulting
• Data-driven advertising

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Media Planning and Buying Services: Full-service media agency offering media strategy, planning, and implementation services to enterprise clients. Revenue generated through agency fees and media buying commissions.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Mediaplus is an independent media agency providing data-driven media strategy, planning, buying, and implementation services to enterprise brand clients. Its offering is anchored by proprietary AI tools—Plus.AI, Growth Investor, and NE.R.O. AI—that enable crossmedia optimization, cookieless marketing, and AI-powered media steering. Supporting service lines include Commerce & Retail Media, Advertising Technologies, Performance Marketing, and Media Strategy & Innovation.

Product overview

Mediaplus is one of the largest independent media agencies in Europe, operating as part of the House of Communication integrated communications network. The company offers a portfolio of AI-powered media planning tools and services including: Plus.AI (an AI-based media steering system that integrates data and workflows), Growth Investor (AI-powered crossmedia planning), and NE.R.O. AI (cookieless marketing). These core AI products are supported by service offerings including Commerce & Retail Media, Advertising Technologies, Media Strategy & Innovation, Performance Marketing, and Data & AI. Mediaplus employs approximately 2,300 specialists across more than 20 international locations.

Differentiator

Problem solved

Functional benefit

Brands

• Growth Investor: Impact-based crossmedia planning tool using AI to identify optimal media mix by combining costs, target audiences, reach, and advertising impact.
• Plus.AI

Products and services

• Plus.AI An AI-based media planning management system that serves as the overarching intelligence layer across Mediaplus' House of AI, integrating data, insights, and predictive analytics to enable better media decisions and making AI-powered media planning transparent and customizable. Built on Akkio AI infrastructure running on-premises within Mediaplus Group's cloud environment.
• Growth Investor An impact-based crossmedia planning tool that uses AI to identify optimal media mix by analyzing millions of campaign scenarios combining costs, target audiences, reach, and advertising impact for maximum ROI across all media channels.
• NE.R.O. AI A cookieless marketing AI solution providing high-performance and scalable marketing automation without reliance on third-party cookies.
• Commerce & Retail Media Services covering retail media strategy, commerce consulting, Sponsored Ads, and Amazon DSP management to help brands achieve visibility on major marketplaces like Amazon and Otto, optimize media spend, and drive D2C success.
• Advertising Technologies AdTech solutions including Demand Side Platforms (DSP), dynamic ads, rich media, video streaming, and Dynamic Creative Optimization (DCO) for targeted ad delivery, optimized retargeting, and automated purchasing processes.
• Media Strategy & Innovation Creative media strategy services that fuse innovation with data-driven approaches, leveraging real-time data and emerging formats to adapt dynamically and maximize campaign impact.

Quantifiable outcome

• waterdrop campaign expansion from Germany (2020) to international 'House of Hydration' campaign
• +3 more outcomes

Named customers6 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core, strategic and minor.

• AkkiocoreTechnology or Integration · 16 June 2026Akkio is the AI infrastructure powering Plus.AI, Mediaplus's AI-based media planning management system. Akkio runs on-premises within Mediaplus Group's cloud environment, enabling enterprise-scale AI operations with full security and governance control.
• Luma AIstrategicTechnology or Integration · 1 February 2026Luma AI became AI technology partner to Serviceplan Group, standardizing AI for creative work across professional workflows at scale. Partnership strengthens productivity and long-term competitiveness across global operations.
• Reset MediaminorStrategic or Co-development PartnerReset Media partnered with Mediaplus Group for broadcasting PetPace Animal Alerts through geo-targeted messages on digital billboards, web, mobile, and radio as part of the earthquake early warning system initiative.
• Total Media GroupcoreStrategic or Co-development PartnerMediaplus Group acquired 100% of Total Media Group (UK-based) including subsidiaries in London, Birmingham, and Manchester. Acquisition strengthens Mediaplus's presence in UK market and expands global expertise. Leadership assigned to Guy Sellers and Tom Laranjo.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• IPG Mediabrands: Interpublic Group's media network (UM, Initiative, Mediabrands Precision). Competes with Mediaplus for enterprise media accounts and has invested heavily in identity resolution and programmatic, analogous to Mediaplus's NE.R.O. AI.
• Dentsu: Global advertising network (Dentsu International / Merkle) with strong media capabilities. Notable as the prior employer of Le Thierry now hired by Mediaplus, signaling direct talent competition in global media planning.
• Publicis Media: Publicis Groupe's media network housing Starcom, Zenith, and Spark Foundry. Offers integrated media planning, buying, and data services to enterprise brands globally, competing head-to-head with Mediaplus for multinational clients.
• GroupM: World's largest media investment group (WPP), operating agencies like Mindshare, Wavemaker, EssenceMediacom, and mPlatform for global enterprise media planning and buying. Directly comparable to Mediaplus in core media services but with vastly larger scale and holding-company ownership.
• Omnicom Media Group: Omnicom's media arm including OMD, PHD, and Hearts & Science. Provides data-driven media strategy and buying at global scale, directly comparable to Mediaplus's enterprise service offering and Plus.AI-style data integration.

Direct peers

• PHD Worldwide: Omnicom Media Group's strategic media planning agency, with deep European footprint and a planning-led proposition comparable to Mediaplus's data-driven cross-media approach.
• Wavemaker: GroupM-owned media agency focused on growth and emerging media, with strong European presence. Direct competitor for Mediaplus's enterprise client roster, especially in DACH and UK markets.
• Zenith: Publicis Media's performance and ROI-focused media agency. Competes with Mediaplus for the same enterprise advertiser budgets, particularly in programmatic and performance marketing — a core Mediaplus service line.
• Havas Media: Havas Group's integrated media network offering media planning, buying, and analytics. Closely comparable in mid-large independent-style positioning, with a similar emphasis on data-driven planning and content-commerce integration.
• EssenceMediacom: WPP/GroupM agency formed by merging Essence and MediaCom, with significant DACH and UK presence. Directly comparable to Mediaplus in data-led cross-channel planning and the UK market following the Total Media acquisition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

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

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Mediaplus