Key Messages
- Mediaplus is launching Plus.AI, an AI-based media planning management system.
- Plus.AI integrates data, insights, and predictive analytics to enable better media decisions.
- For the first time, the platform makes AI-powered media planning transparent and customizable.
Plus.AI: Mediaplus establishes AI-based steering system for media
Munich, 16 June 2026 — Mediaplus Group today announced Plus.AI, a global AI-based steering system that brings together the agency's collective intelligence (from first-party data and behavioral insights to media workflows and market knowledge) into a single, connected environment. Configured individually to each brand’s business context, the platform is already live across international markets and client projects.
Plus.AI addresses what has become the defining challenge of AI adoption in modern marketing: not the technology itself, but the fragmentation that keeps data, knowledge, and applications disconnected. While many agencies rely on standalone AI tools, Mediaplus built Plus.AI to serve as the overarching intelligence layer across its entire House of AI, accelerating decision-making, reducing complexity, and making the combined expertise of client and agency available in day-to-day operations. The result is a tailored AI co-pilot for every brand.
"The industry is reaching a turning point," says Matthias Brüll, Global CEO of Mediaplus. "AI is no longer an add-on. It is becoming the operational backbone of marketing. With Plus.AI, we have already built that backbone and brought our data-driven expertise together within a connected AI ecosystem. This significantly reduces the complexity of media planning while improving strategic quality. For clients, the platform creates a whole new level of transparency across all media activities: it makes decisions more traceable, enables better control, and drives greater impact."
The Data Architecture Behind Plus.AI
The platform runs on Mediaplus' Global Data Mesh architecture. Data from markets, client projects, and specialist teams retains its ownership and responsibility structures, while the agency's global data platform connects and activates these sources across Plus.AI. This creates a consistent data foundation across markets, while preserving local relevance and the unique business context of each brand.
Plus.AI is built on Akkio, the AI infrastructure platform that powers agentic workflows across leading media companies. Akkio runs on-premises within Mediaplus Group's cloud environment, sitting directly on top of the agency's data and enabling Plus.AI to operate at enterprise scale with full security and governance control. At the same time, agency experts and client teams can understand how decisions and recommendations are made, with the underlying data and processes remaining transparent and traceable.
"Mediaplus operates across dozens of markets with data ownership distributed across teams and geographies, exactly the environment Akkio is built for,” said Jon Reilly, Akkio CEO and Co-Founder. “Plus.AI shows what's possible when AI infrastructure can handle that complexity.”
That foundation is what allows Mediaplus to operate Plus.AI as a true system of intelligence, not a collection of tools.
"Large volumes of data alone do not create value for brands. What matters is turning that data into media intelligence, relevant insights, and informed decisions,” said Karin Immenroth, Global Chief Data Officer of Mediaplus. “That is exactly why we built Plus.AI, to rethink media planning through a single, integrated system: data-driven, AI-supported where it matters most, and built on state-of-the-art infrastructure. In doing so, we are consistently evolving Mediaplus into a data- and AI-first agency.”
About Akkio
Akkio is the AI infrastructure that powers agentic workflows across media companies. By running on-premises within agency cloud environments and sitting directly on top of data, Akkio enables organizations to productionize AI at enterprise scale, automating campaign workflows while maintaining complete security and governance control. Trusted by leading agencies including Havas Media Network, Horizon Media, Mediaplus, and LG Ad Solutions, Akkio helps teams move faster, work smarter, and win bigger. Learn more at akkio.com.
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About Mediaplus
Mediaplus is one of the largest independent media agencies in Europe and part of the House of Communication - an integrated communications network headquartered in Munich. Founded in 1983, the agency group now employs approximately 2,300 specialists across more than 20 international locations in Germany, Austria, Switzerland, and markets in Asia and North America. Its service portfolio includes Media Strategy & Innovation, Media Planning & Buying, Data & AI, Performance Marketing, Advertising Technologies, and Commerce & Retail Media. With the group-wide AI framework House of AI, Mediaplus combines proprietary data models with in-depth market expertise to achieve measurable brand growth for clients. Mediaplus has repeatedly been listed as a leading independent media agency in the WARC Media 100 ranking and the RECMA Quality Ranking, and in 2026 was named Media Agency of the Year for the fifth time at the German Media Awards.