Key Messages
- MediaMarktSaturn has appointed Serviceplan Group as its Creative Solutions Partner for the entire European marketing process.
- MediaMarktSaturn and Serviceplan Group are developing MOMENTUM OS, a modular system that seamlessly integrates tactical creation, production, data, automation and distribution within a single infrastructure.
- The roll-out of MOMENTUM will span eleven European markets. It will initially launch in the DACH and Benelux regions, followed by Italy, Spain, Turkey, Poland and Hungary over the course of next year.
MediaMarktSaturn and Serviceplan Group launch Future-Ready Model for Marketing Production in Europe
MediaMarktSaturn has appointed Serviceplan Group as its Creative Solutions Partner for the entire European marketing process. The partnership aims to establish an integrated operations, service and technology unit. At its core is a dedicated set-up in which client and agency jointly manage and continuously evolve the full marketing value chain.
Munich, June 15, 2026 – At the heart of the collaboration, effective immediately, is the joint development of MOMENTUM - an innovative, AI-powered production and content organization designed to serve MediaMarktSaturn’s entire marketing value chain.
The transformation ambition behind this new model is to consistently advance MediaMarktSaturn’s “Experience Retail” strategy, with an even stronger focus on delivering superior customer experiences. MOMENTUM is built on the ambition to reach customers with the right message at the exact moment of need - personalized, cross-channel and in real time across all relevant touchpoints.
Michael Schuld, CMO of MediaMarktSaturn, says:
“With MOMENTUM, together with Serviceplan Group, we are creating a true game changer for our European marketing: faster, more data-driven, more scalable - and at the same time more relevant for our customers in every single moment.”
Florian Haller, CEO Serviceplan Group and Michael Schuld, CMO MediaMarktSaturn
As part of the joint operations, service and technology unit, MediaMarktSaturn and Serviceplan Group are developing MOMENTUM OS, a modular system that seamlessly integrates tactical creation, production, data, automation and distribution within a single infrastructure.
Existing production structures, processes and workflows will be fundamentally redefined. Fragmented, manual and channel-specific approaches will be replaced by an integrated, highly automated and scalable content and marketing production model across all markets and channels.
The unit’s processes, systems and resources will be jointly set up and operated by teams from MediaMarktSaturn and Serviceplan Group. Dedicated experts will focus on AI, automation, content production as well as data and technology. These efforts are complemented by a Europe-wide network of central production hubs and local market teams, creating an optimal set-up for more efficient workflows, faster alignment and more consistent content across markets. At the same time, the strong involvement of local teams ensures maximum regional relevance.
Florian Haller, CEO of Serviceplan Group, adds:
“As a Creative Solutions Partner, we see our role not only in developing communication, but in translating diverse capabilities and technologies into effective solutions for our clients. With MOMENTUM, we are jointly building an organization that is fully aligned with the demands of modern customer experience.”
The roll-out of MOMENTUM will span eleven European markets. It will initially launch in the DACH and Benelux regions, followed by Italy, Spain, Turkey, Poland and Hungary over the course of next year.
About MediaMarktSaturn Retail Group
MediaMarktSaturn Retail Group is Europe’s leading retailer for consumer electronics and related services. As part of its strategic transformation, the company is evolving from a traditional product-driven retailer into a solution-oriented omnichannel platform, fully integrating customer centricity and sustainability into all its business activities.
Under the concept of “Experience Electronics,” MediaMarktSaturn defines both its repositioning and its value proposition to customers. Through its portfolio of formats and brands, the company places a strong focus on customer experience and personalised advice.
The group operates under the MediaMarkt and Saturn brands, connecting around 1,070 brick-and-mortar stores with online sales platforms across 11 European countries and holding a number one or two market position in nine of them. Its private label portfolio includes PEAQ, KOENIC, ISY and ok.
MediaMarktSaturn employs around 50,000 people and is majority-owned by CECONOMY AG. In the financial year 2024/25, the company generated revenues of €23.1 billion, with online sales accounting for approximately 26 percent.
With around 2.2 billion customer interactions annually across all channels, the retailer reaches a vast audience. (Data as of September 30, 2025)
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About Serviceplan Group
Serviceplan Group SE & Co. KG is Europe’s largest owner-managed agency group (Source: W&V / GWA 2025). Founded in Munich in 1970, it now employs over 6,500 people at more than 40 locations in 24 countries. In the 2024/2025 fiscal year, the group generated fee revenue of €866 million, representing a 6% increase over the previous year and significantly exceeding the market average.
At the core of the business model is the internationally established House of Communication model, which fully integrates strategy, creation, media, data and technology under one roof and has been rolled out worldwide. 62% of clients receive integrated, cross-group support, enabling consistent execution across the entire marketing value chain.
The Serviceplan Group’s performance has been validated externally on numerous occasions: 19 Cannes Lions (2025) as well as awards for Independent Network of the Year and Independent Agency of the Year. Further recognition includes top placements at D&AD, ADC, Clio, Webby, and Eurobest, as well as leading positions in national and international agency and media rankings. Ad Age ranks the Serviceplan Group among the 15 largest agency groups worldwide. Furthermore, a client satisfaction rate of 87%, achieved for the third consecutive year in 2025 and based on the annual, independent survey of 2,761 clients, confirms the group’s high performance.