Key Messages
- Internationalization: Global expansion as a response to a stagnating home market – focus on UK, USA, and Asia.
- AI deeply integrated: "House of AI" drives efficiency – value only emerges through embedding AI across all processes.
- Independence as an advantage: Fast decision-making and client focus as key differentiators in a consolidating market.
Topic Overview
Mediaplus Between International Expansion, AI Boom, and Industry Disruption
While media budgets across Germany are declining industry-wide, the Mediaplus Group continues to push its international growth strategy forward. Over the past few years, the share of business generated in Germany has decreased in favor of a stronger international footprint. According to Brüll, the agency sees major growth opportunities particularly in Europe, the U.S., and Asia. The UK, Singapore, and the United States are considered especially important strategic markets for the agency group.
Matthias Brüll, Mediaplus
At the same time, the media industry is undergoing a massive period of disruption: network agencies are merging, new AI-driven players are entering the market, and advertisers are demanding increasingly efficient solutions. Mediaplus is leaning into the advantages of an independent agency model – including faster decision-making, stronger integration, and a clear client-first focus.
A key driver of this strategy is the expansion of AI-powered solutions. With its “House of AI,” the Serviceplan Group is developing a system of agentic services and data-driven tools designed to make campaigns faster, more scalable, and more precise. The goal is to optimize communications solutions through data even before campaigns go live. According to Brüll, the real value emerges when AI is deeply integrated into processes and disciplines rather than used in isolation.
The technological shift is also reshaping the workforce. Traditional operational tasks in media buying are becoming more efficient and automated through AI, while data-driven strategic consulting and analytical expertise are gaining importance. As a result, Mediaplus is investing in training programs and new roles focused on data analytics, strategy, and AI applications. Despite the transformation, Brüll does not expect significant long-term job cuts, but rather a shift in responsibilities and skill sets across the organization.
Looking ahead, the Mediaplus CEO has set a big goal: to make Mediaplus the most internationally successful media agency group with German roots – despite, or perhaps because of the current upheaval in the global advertising market.
The full interview was published exclusively in Campaign Germany (German only).
This might also be of interest to you:
