With TMG’s international sales rising 34% YOY, the move was necessitated by the growing number of its clients using the London headquarters as their main access point for planning and activating media campaigns in Europe, and by the continued market uncertainty around Brexit. At the same time Mediaplus has been seeking a London-based partner to provide UK access to its client base.
Total Mediaplus will provide an integrated range of media planning and activation services, including behavioural planning, traditional and digital media buying. Campaign work on TMG’s clients, including tech giants Lenovo and Moto and FMCG brand Rustlers, had already begun prior to the joint venture.
The Serviceplan Group is the largest owner and partner-managed agency group in Europe, consisting of more than 40 specialist agencies in creation, technology and media. Operating in 37 markets, with generated agency fees of €388 million.
Guy Sellers, CEO of Total Media Group, said “The creation of Total Mediaplus greatly expands our footprint across EMEA. The move provides us with instant access to Media Plus’s international network of offices across Europe, plus its country experts with specialist local market knowledge and strong media owner relationships. This is going to lead to an enhanced ability to provide our clients with robust, highly specialised local, national and international campaigns across Europe.
“We’re delighted with this collaboration of two like-minded entrepreneurial businesses. The fact that both agency groups are independent was an important factor as it meant culturally we work along the same lines,” Sellers adds.
Florian Haller, CEO of Serviceplan Group said: “This joint venture will bring business benefits to both agency groups. For Mediaplus and its clients the move provides us with better access to the important UK market, Total Media’s specialist country knowledge and their behavioural planning expertise.”
In October 2017, TMG opened tech and innovation hub, Total Media Labs, in Tallinn, Estonia, to deliver additional digital expertise across the agency group. Prior to this, in 2016 TMG opened a joint venture agency, Running Total, in Manchester with partners John Marshall and Colin Reynolds. In just over a year Running Total has enjoyed huge success, winning over 12 clients including Yale, Beauty Bay and Brand Attic.