MediaMarktSaturn and Serviceplan Group Launch AI-Driven Marketing Production Model, with the Benelux Leading the Rollout in Europe
Effective immediately, the partnership includes the joint development of MOMENTUM: an innovative production and content organization designed to support MediaMarktSaturn’s full marketing value chain.
MediaMarktSaturn has appointed Serviceplan Group as its Creative Solutions Partner for the entire European marketing operation.
The Benelux is among the first regions where MediaMarktSaturn and Serviceplan Group are rolling out their new AI-driven marketing production model, MOMENTUM.
The collaboration aims to establish an integrated organization for operations, services, and technology. At its core is a dedicated structure in which client and agency jointly manage, develop, and continuously optimize the entire marketing value chain.
The transformation ambition behind this new model is to further strengthen MediaMarktSaturn’s “Experience Retail” strategy, with an even greater focus on delivering exceptional customer experiences. MOMENTUM is built on the ambition of reaching customers with the right message at the right moment—personalized, omnichannel, and in real time across all relevant touchpoints.
Raymond Mesterom, Managing Director of MediaMarkt Benelux, commented:
“With MOMENTUM, we are taking an important step together with Serviceplan Group in the further evolution of our European marketing operations: faster, more data-driven, more scalable, and at the same time more relevant for our customers in every individual moment. We are, of course, proud that the Benelux is among the first regions where this new approach is being implemented.”
As part of the joint operations, services, and technology organization, MediaMarktSaturn and Serviceplan Group are developing MOMENTUM OS, a modular system that seamlessly integrates tactical creativity, production, data, automation, and distribution within a single infrastructure.
Existing production structures, processes, and workflows are being fundamentally redesigned. Fragmented, manual, and channel-specific ways of working are being replaced by an integrated, highly automated, and scalable model for content and marketing production across all markets and channels.
The processes, systems, and resources within this organization are jointly established and managed by teams from MediaMarktSaturn and Serviceplan Group. Specialists focus on AI, automation, content production, data, and technology. This approach is supported by a European network of central production hubs and local market teams, creating an optimal structure for more efficient workflows, faster alignment, and greater content consistency across markets. At the same time, the strong involvement of local teams ensures maximum regional relevance.
Marc Verschoor, CEO of Serviceplan Group Netherlands, added:
“Since last year, we have been MediaMarkt’s creative agency in the Benelux. The addition of MOMENTUM now enables us to establish a real-time marketing operation that allows us to respond faster, smarter, and more relevantly to evolving consumer expectations.”
The rollout of MOMENTUM will span eleven European markets. The launch will initially begin in the Benelux and DACH region (Germany, Austria, and Switzerland), followed by Italy, Spain, Turkey, Poland, and Hungary over the course of next year.
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