Total Media Group

We are thrilled to announce Total Media Group, which includes both our behavioural planning media agency Total Media and our behavioural consultancy Behave, has joined forces with Mediaplus, Europe’s leading independent media agency and a subsidary of Europe’s biggest independent agency group, Serviceplan.

With around 2,000 employees across 25 locations, Mediaplus Group offers concentrated media expertise globally, in particular within Europe, North America, Asia and the Middle East, and is headquarted in Munich, Germany. Our partnership first began back in 2016, when we sought a post-Brexit international partner, while Mediaplus looked for a strategic like-minded partner in the UK.

Following this news, our existing Chairman and Founder Mike Sell will be retiring, taking on his new role of Grandad, whilst Guy Sellers steps into our Chair role. Tom Laranjo, previously CEO of Total Media London, will be stepping up to become CEO of Total Media Group, and Celine Saturnino is moving up to become CEO of Total Media London. Penny Took will also move from Managing Director of Total Media Connect, our Birmingham office, to CEO of Total Media Connect.

Tom Laranjo, CEO of Total Media Group, comments: “Total Media Group has gone from strength to strength over the past 12 months. Our media business delivered a 90% pitch conversion rate leading to £60m in new additional billings, and our behavioural consultancy Behave delivered groundbreaking work around AI and psychological safety into nationally known brands. It has also helped launch brands like TikTok into the UK and is currently working with Snap.

“Joining Mediaplus is an acknowledgement of our potential for growth as one entity, combining our behavioural expertise with Mediaplus’ global footprint. Mediaplus is a long-term partner of ours, so we know this will be a fruitful and happy partnership. Ultimately, everything we do is in service of our clients, our people and our partners – our commitment to these principles is reflected in the leadership team of Mediaplus.”

We’ve already worked together on client briefs for over seven years, collaborating on multiple shared client briefs including BMW, De’longhi, and E.ON. The phenomenal growth of our joint venture showed the potential value of an opportunity to come together fully.

Total Media Group, including Total Media (London), Total Media Connect (Birmingham) and Running Total (Manchester) will now operate the UK media agency arms of Mediaplus. Behave will act as its central consultancy, delivering behavioural insights to relevant clients across the Group.

Matthias Brüll, CEO Mediaplus Group, adds: ”The acquisition of Total Media Group is the next milestone in our strategic growth agenda, strengthening the global expertise of Mediaplus. At the same time, it represents a significant expansion for the entire Serviceplan Group. The UK is an important market for the management of global clients, which is why we established a joint venture with Total Media in 2016, which has become an absolute growth and success story. Together with our partners in London and now newly appointed CEO Tom Laranjo, we serve major international clients such as BMW, De’Longhi and E.ON. Full integration is therefore a logical step that will enable further synergies and even closer interaction.  The combined depth of expertise and breadth of services of our two agencies, together with the international structure of the Mediaplus Group, makes us not only a leader in the UK market, but also the partner of choice for global account management.”

Guy Sellers, Chairman, Total Media Group, comments:  “Total Media has always been proudly independent, and we are delighted to be joining forces with Mediaplus, Europe’s largest independent agency. Having worked with Mediaplus across a wide range of clients since 2016 this is a very natural coming together. I believe the access to wider resources and geographic reach will be very exciting and create opportunities for our teams and clients alike.

“I wish a fond farewell and thanks to Mike Sell who founded the agency over forty-two years ago. His leadership and encouragement has helped grow Total Media into the business it is today together with its distinct culture and style.”


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Jess Huntrods - Marketing and New Business Manager

Author: Jess Huntrods - Marketing and New Business Manager