Today, brands are no longer built purely in campaign cycles, but through ongoing interaction with their target audiences. At the same time, the media business is undergoing structural change: moving away from a volume-driven buying model toward data-based, flexible management across markets. For brands, this means consistently treating media as part of strategic brand management – internationally connected, technologically grounded, and clearly focused on impact. We spoke with Matthias Brüll, Global CEO of Mediaplus, about what will determine success in the future.
Matthias, when we talk about brand management: what is fundamentally different today compared to a few years ago?
Matthias Brüll: Brands today exist in a state of constant competition. They are experienced every single day – on platforms, in social media, in retail, everywhere. There are no longer any clearly defined windows where attention is exclusive. Every placement, every touchpoint shapes the image of a brand. That’s why media now belongs to the strategic core of brand management.
What role does data play in this?
Matthias: Today, data creates a level of transparency that didn’t exist before. We connect markets, investments, and KPIs within a shared structure. Clients can see how their media spending contributes to specific objectives. At the same time, we can compare performance internationally, learn from it, and optimize more quickly. That’s why we built our Global Data Platform at Mediaplus that enables exactly this level of transparency and connects markets worldwide.
And how is AI changing this work?
Matthias: Of course, it helps us analyze faster, create reports, or adjust budgets. But anyone who only wants to make media more efficient is missing the bigger picture. The real issue is structural change. Digital platforms work differently from traditional volume-based models. Decisions must be more flexible, data-driven, and continuously reviewed. AI supports exactly that. It helps us identify patterns, simulate scenarios, and react more quickly. But it does not replace a strategic approach. If you continue to define media solely through buying, AI won’t change that either. We need to rethink media. AI is a tool in that process.
With all this technology, where do people fit in?
Matthias: Brands work through trust, habits, and emotional attachment. Technology can help us recognize patterns. But it cannot replace an understanding of how people make decisions. With the right data, developments can be better classified and predicted today. But in the end, we need people who evaluate these insights and take responsibility for them. The future is not about choosing between machine or human, but about the interaction between the two.
Looking ahead, what will determine the success of brands in the future?
Matthias: Anyone who plans rigidly will lose relevance. Media is successful where it remains flexible, operates on a clear data foundation, and is strategically led. It’s about making impact measurable and consistently learning from it. Media doesn’t just determine how visible a brand is, but how consistently it is perceived, how quickly it can adapt – globally and locally – and whether many individual touchpoints form a stable brand image. The success of media therefore lies in its ability to continuously manage this process, not just execute individual actions.
