The UK’s leading behavioural planning agency, Total Media Group (TMG), and Europe’s largest independent media group, Mediaplus, have launched Total Mediaplus, a new joint venture that will see two new central hubs simultaneously established in both London and Munich. Total Mediaplus will provide an integrated range of media planning and activation services, including behavioural planning, ATL advertising and digital strategy and delivery across the full channel mix. Campaign work on TMG’s clients, including tech giants Lenovo and Moto and FMCG brand Rustlers, has already begun.
London/Munich, March 19 2018 —The UK’s leading behavioural planning agency, Total Media Group (TMG), and Europe’s largest independent media group, Mediaplus, have launched Total Mediaplus, a new joint venture that will see two new central hubs simultaneously established in both London and Munich.
With its international sales rising 34% YOY, the move was necessitated by the growing number of TMG’s clients using the London headquarters as their main access point for planning and activating media campaigns in Europe, and the continued market uncertainty around Brexit. At the same time Mediaplus, the media arm of Serviceplan Group, has been seeking a London-based partner to provide UK access to its client base.
Total Mediaplus will provide an integrated range of media planning and activation services, including behavioural planning, ATL advertising and digital strategy and delivery across the full channel mix. Campaign work on TMG’s clients, including tech giants Lenovo and Moto and FMCG brand Rustlers, has already begun.
Guy Sellers, CEO of Total Media Group, said “The creation of Total Mediaplus greatly expands our footprint across EMEA. The move provides us with instant access to Mediaplus’s international network of offices across Europe, plus its country experts with specialist local market knowledge and strong media owner relationships. This is going to lead to an enhanced ability to provide our clients with robust, highly specialised local, national and international campaigns across Europe.
“We’re delighted with this collaboration of two like-minded entrepreneurial businesses. The fact that both agency groups are independent was an important factor as it meant culturally we work along the same lines,” Sellers adds.
Andrea Malgara, MD of Serviceplan added: “With Total Media, we have found a successful partner who is a perfect match for us and our DNA. After completing a number of joint projects as part of the joint venture, we are delighted that we will now be able to offer our innovative services to our customers”.
In 2016 TMG opened a joint venture agency, Running Total, in Manchester with partners John Marshall and Colin Reynolds. In just one year Running Total has enjoyed huge success, winning over 12 clients including Yale, moo.com and Brand Attic. In October 2017, TMG opened tech and innovation hub, Total Media Labs, to deliver additional digital expertise across the agency group.
Total Media creates media strategies based on the knowledge of people’s behaviour; how people think, feel and act. We uncover these insights by deploying a full range of research capabilities, from ethnography to neuroscience to behavioural economics to data analytics. It’s through this approach that we deliver authentic, creative and effective media solutions.
Established in 1982, Total Media Group is comprised of Total Media Limited in London, Total Media Connect in Solihull, Running Total based in Manchester and Total Media Labs, a tech and innovation hub based in Estonia. The group offers the complete range of media planning and activation in the UK and international markets.
Total Media holds Investors in People Gold recognition, IPA awards for advertising effectiveness and a platinum IPA for its commitment to staff training. The group employs over 120 people, with its head office in Kensington. Total Media Group’s clients include Lenovo, Moto, Epson, Fred Olsen Cruise Lines, Investec, Rustlers, Carabao and Carmignac.
Total Media Group was recently included in the Sunday Times International Track 200 for the second consecutive year for its increased international media billings.
The Mediaplus Group is the largest independent and partner-run media agency in Europe with over 1,500 employees and with offices in Munich, Hamburg, Cologne and Frankfurt and is already represented in the following countries outside of Germany: Norway, Finland, Sweden, Denmark, UK, Ireland, Netherlands, Belgium, Luxembourg, France, Spain, Portugal, Switzerland, Austria, Italy, Poland, Czech Republic, Slovakia, Slovenia, Romania, Bulgaria, Croatia, Serbia, Bosnia, Montenegro, Macedonia, Turkey, UAE, Russia, Ukraine and Belarus.
Customers who are served by the Mediaplus Group internationally include BMW, Hornbach, WMF and the Adelholzener Group.
Mediaplus links classic media planning with expertise in digital media, geo-media, CRM, research and neuromarketing.
Image from left: Thomas Laranjo (Managing Director Total Media Ltd), Florian Haller (CEO Serviceplan Group), Guy Sellers (CEO Total Media Gruppe), Andrea Malgara (Managing Director Mediaplus Group)
Mediaplus expanded to Ukraine as well: The IQ Group joined the Servcieplan Group and will continue its work as IQ Mediaplus. More information.