Mediaplus (Serviceplan Group) Appoints Gino Baeck As New Ceo

Mediaplus Belux, part of the Serviceplan Group, an independent, European, family-owned and partner-driven group, is pleased to announce the appointment of Gino Baeck as its new CEO.

With an outstanding 30-year track record in the media industry, Gino Baeck has delivered strong results as CEO of Mindshare, Maxus and WPP Media (formerly GroupM), and as Chair of the Board at WPP. He brings extensive expertise in media strategy, leadership and transformation. Throughout his career, he has helped shape media strategies for leading brands while actively contributing to the evolution of Belgium’s media landscape. 

Gino joins Mediaplus Belux with a clear ambition: to transform the agency into the most creative and innovative media agency in Belgium. His vision is rooted in combining strategic excellence, creativity, and innovation to deliver impactful, future-proof solutions for clients while building the best place to work for his team.

“Mediaplus stands out for its entrepreneurial spirit, positive mindset, and strong focus on creativity and innovation. The agency was built as an integrated model from day one, with robust AI capabilities while always keeping human intelligence at the heart of everything we do. We also believe deeply in the power of local relevance. We are hands-on, client-centric, and highly ambitious, and I’m excited to drive growth for our brands, our people, and our company,” said Gino Baeck. 

Under his leadership, Mediaplus Belux aims to strengthen its positioning as a forward-thinking media partner, leveraging data, technology, and creativity to drive growth and differentiation in an increasingly complex media ecosystem.

“Gino’s appointment marks an important milestone for Mediaplus Belux. His extensive experience, strategic vision and leadership perfectly align with our ambition to further strengthen Mediaplus as a creative and innovative media agency. We are very pleased to welcome him and confident he will play a key role in the next phase of our development,” said Peter Vande Graveele, CEO of Serviceplan Group Belux.