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 is one of the largest independent media agencies in Europe and part of the Serviceplan Group — an integrated communications network headquartered in Munich. Founded in 1983, the agency group today brings together around 2,200 specialists across more than 20 wholly owned offices in Europe as well as markets in Asia, the Middle East, and North America. Through partner locations, Mediaplus maintains a presence at 42 sites worldwide. Its service portfolio spans Media Strategy & Innovation, Media Planning & Buying, Data & AI, Performance Marketing, Advertising Technologies, and Commerce & Retail Media. Through its group-wide AI framework House of AI, Mediaplus combines proprietary data models with deep market expertise to deliver measurable brand growth for its clients. Mediaplus has repeatedly been ranked among the leading independent media agencies in both the WARC Media 100 and the RECMA Quality Ranking, and was named Media Agency of the Year at the German Media Awards for the fifth time in 2026.