Mediaplus proudly wins the vanHaren international account

From Germany to Spain, Portugal, Belgium, Romania and the Netherlands – the family-owned company DEICHMANN (vanHaren for the Belgian market) now has a new international partner: the owner-managed Mediaplus Group. Building on many years responsibility for the German account, Mediaplus has won the pitch for five additional European markets. The integrated media strategy will be coordinated centrally from Germany.

Mediaplus and Europe's largest shoe retailer Deichmann have been working hand-in-hand since 2014. So far, media activities have focused primarily on the German market. In a multi-stage pitch, the agency prevailed against several competitors and will expand their mandate across European markets. Spain, Portugal, Belgium, Romania and the Netherlands have now been added to the list. The international cooperation began in January of this year.  

"Few industries are as trend- and competition-driven as the footwear business, and yet we continue to grow. Of course, our agency partner also has a part to play in this. The DEICHMANN/Mediaplus team already works together very well in Germany. Now, for the mandate extension, the Mediaplus Group has also convinced us with its offer, its professionalism, its understanding of the different markets and its passion for DEICHMANN. I look forward to taking the next steps together internationally as well," explains Maren Ilenseer, Head of International Media at DEICHMANN.

The budget includes planning, strategy and purchasing and the mix includes the full range of media across all channels. Increasing brand and ad awareness in the short term and attracting new customers in the long term is the common goal. With a data-driven media strategy in real time, the omnichannel retailer primarily appeals to young, fashion- and trend-conscious people and families. 

"Our dedication to innovation and operational excellence has positioned us to effectively cater to DEICHMANN's needs across diverse European markets. Through the implementation of unified international strategies, we're propelling brand expansion beyond the borders of Germany and it makes us very proud. We’re excited to make this brand-new partnership come to life!” Enzo Ricciulli, Managing Partner Mediaplus Belux. 



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Chloe Le Garrec
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