Key Messages
- Consistency should amplify local relevance, not replace it: as global platforms reshape media consumption, Costin Mihaila argues agencies must combine shared standards and technology with deep local market understanding.
- Mihaila moved from large international holding networks to Mediaplus Group, drawn by its entrepreneurial culture, speed and close client relationships, while still benefiting from the scale to invest in AI, automation and international capabilities as an independently run, family-owned company.
- Strong cross-border collaboration depends on more than geographic reach: clear responsibilities, shared standards and a common understanding of how teams work together are essential to delivering consistent quality across markets.
As Global Chief Market Officer of Mediaplus Group, Costin Mihaila is responsible for supporting the agency group's international growth and strengthening collaboration across its global network. In an interview with Roastbrief, he reflects on the opportunities and challenges facing international agency organizations today, from creating consistent client experiences across markets to balancing global scale with local expertise.
A central theme of the conversation is the role of consistency in an increasingly connected media landscape. As global platforms such as Google, Meta and Amazon continue to shape media consumption worldwide, agencies are expected to combine shared standards, technological capabilities and international best practice with a deep understanding of local markets. According to Mihaila, consistency should support local effectiveness rather than replace it. “Consistency is an instrument to amplify local relevance,” he says.
The interview also explores Mihaila's move from the global agency network environment to Mediaplus Group. After many years in leadership roles within large international holding companies, he was drawn to Mediaplus by its entrepreneurial culture, operating speed and close client relationships. He describes the company as occupying a distinctive position within the industry: large enough to invest in AI, automation and international capabilities, while remaining flexible as an independently run, family-owned organization.
Another focus of the discussion is cross-border collaboration. Mihaila argues that successful international teams depend on more than geographical reach or market presence. Clear responsibilities, shared standards and a common understanding of how teams work together are essential to delivering consistent quality for clients across regions. Strengthening these connections between local and global teams will be a key priority as Mediaplus continues to expand its international footprint.
The interview was conducted and first published by Roastbrief.
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About Mediaplus
Mediaplus, headquartered in Munich, is one of Europe’s largest independent media agencies and part of the Serviceplan Group. The Mediaplus Group employs around 2,200 people in more than 20 wholly owned offices worldwide and has a presence in over 40 locations, including partner offices. Its services span Media Strategy & Innovation, Media Planning & Buying, Data & AI, Performance Marketing, Advertising Technology, and Commerce & Retail Media. As an owner- and partner-led company, Mediaplus stands for personal responsibility, long-term client relationships, a drive to innovate and entrepreneurial thinking. True to its claim “People. Pioneering. Progress.”, Mediaplus combines strategic consulting with data and AI expertise and a deep understanding of brand and business growth. Through “House of AI”, the group-wide AI framework, it pairs proprietary data models with in-depth market expertise. Mediaplus has been repeatedly recognized in the WARC Media 100 and the RECMA Quality Ranking, and in 2026 was named Media Agency of the Year at the German Media Awards for the fifth time.