Key Messages
- Independence is a competitive advantage – no holding group hierarchies means faster decisions and more flexible client solutions.
- Mediaplus aims for 50%+ revenue outside Germany by 2030 – a major strategic shift from 85% German market share in 2019.
- The integrated House of Communication model – combining data, tech, media and creativity – is uniquely positioned for the AI-driven communications landscape.
Matthias Brüll and Thomas Le Thierry on Independent Expansion
At the center of this shift is a clear strategic ambition: Mediaplus built its reputation on the strength of local markets – above all, Germany. Now, the group aims to generate more than 50 percent of its business outside Germany by 2030. In 2019, 85 percent of revenue still came from the German market. That balance is already changing.
Thomas Le Thierry (l.), Matthias Brüll (r.), Image: Mediaplus
To support this transformation, Brüll has created the new role of Global Chief Growth Officer. The appointment of Le Thierry – a veteran with leadership experience at Dentsu Media, Vizeum and his own entrepreneurial ventures – reflects how Mediaplus intends to grow: with greater international consistency, faster decision-making and the flexibility of an independent structure.
For Brüll and Le Thierry, independence is more than a company characteristic. It is a competitive advantage. Without the complex hierarchies of large holding groups, Mediaplus can respond more quickly to client needs, develop more flexible solutions across markets and focus directly on business outcomes.
Le Thierry brings to the role what he describes as a conviction in Mediaplus’s “spirit, model, and timing.” He points in particular to Serviceplan Group’s integrated House of Communication model, where data, tech, media and creativity are brought together. In his view, this setup is increasingly relevant in an AI-driven communications landscape, where clients need more seamless consumer experiences across touchpoints.
On winning complex, cross-market pitches, Le Thierry is clear: success depends on ideas and on understanding what a client really needs, not only what the brief says. The strongest solutions combine existing capabilities with fresh thinking and a precise reading of the business challenge.
The advertising landscape is entering what Le Thierry calls “a golden age for independent communications groups.” Mediaplus has spent the past years patiently building the structures, capabilities and international footprint needed for its next stage of growth. The next phase is underway.
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.