MediaMarkt selects Serviceplan Brussels and Amsterdam following extensive pitch

Agency to handle creative communications across the Benelux region

Following a comprehensive pitch process, consumer electronics retailer MediaMarkt has appointed Serviceplan as its new creative agency for the entire Benelux region. A customized setup based in the Serviceplan Houses of Communication in Brussels, Amsterdam, and with partners in Luxembourg, will handle future campaigns to further strengthen MediaMarkt’s omnichannel strategy. The brand is committed to leveraging creative relevance to accelerate its growth in the coming years. Serviceplan was selected for its proven ability to deliver both strong creative work and a highly efficient asset-at-scale production chain. The pitch was facilitated by PitchPoint in Belgium.

Running from early March to the end of June, the pitch included three rounds. In the final stage, three agencies were shortlisted. Serviceplan stood out with a compelling evolution of the existing "Let’s Go" payoff into a new communication platform that can be used year-round with activations spanning the full customer journey. The agency also impressed with its AI-powered production process, THE MAKE LINE, acting as a daily production engine. This combination of high-quality creativity and streamlined, AI-driven production is central to the Serviceplan model — not just in the Benelux but globally. It’s this formula that helped Serviceplan Group once again be named Independent Network of the Year in Cannes.

Raymond Mesterom, Marketing Director, MediaMarkt:

“In line with our ‘Experience Electronics’ strategy, the relationship with our customers is key — and communication plays a central role in that. This decision reflects our ambition to truly innovate and elevate our brand. Every day, we must show that we understand our consumers, that we can surprise them, and that we bring electronics and the service around it to life. This agency partnership marks a new foundation for our entire marketing approach. I see Serviceplan as a strong and reliable partner for this journey.”

Peter Vande Graveele, CEO Serviceplan Group Belux:

“It’s rare to feel during a pitch process that you’re simply meant to work together. With our setup, we’ve brought — and will continue to bring — the best of both worlds to MediaMarkt: highly effective creative retail communication and a proven, AI-driven production engine. I’m truly excited that we now get to bring everything we pitched to life.”