Mediaplus Group Acquires UK's Total Media Group

May. 29, 2024

The Mediaplus Group has acquired 100 percent of the British Total Media Group. With this acquisition, Europe's largest independent media agency group not only bolsters its presence in one of the world's key markets but also progresses another step in amplifying its global Mediaplus competence and servicing international clients. As part of the Serviceplan Group, Mediaplus is present worldwide with more than 2000 employees in a total of 25 countries, with operations in Europe, North America, Asia, and the Middle East.

The Total Media Group encompasses the media agency Total Media and the consulting agency Behave, which specialises in behavioural research (both located in London), Total Media Connect in Birmingham, and Running Total in Manchester. Since 2016, the Mediaplus Group and Total Media have forged a highly successful partnership through the Total Mediaplus International joint venture. Within this collaboration, the partners have served esteemed clients such as BMW, De’Longhi, E.ON, Delta Pronatura, and Scholl. Following the acquisition, the joint venture and all entities under the Total Media Group umbrella will be fully integrated into Mediaplus, further solidifying its comprehensive service offerings.

Matthias Brüll, CEO of Mediaplus Group, stated: 

"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."

 

As a crucial part of the acquisition, Mediaplus has acquired all shares of the Total Media Group from the previous majority shareholders, Mike Sell and Guy Sellers. Guy Sellers is set to assume the role of Chairman of the Total Media Group, taking over from Mike Sell, who will be departing from the company. The position of CEO of the Total Media Group will be entrusted to Tom Laranjo, who has formerly led the media agency Total Media.

Tom Laranjo, CEO of Total Media Group, commented: 

“Total Media Group has gone from strength to strength over the past 12 months. Our media business delivered a 90% pitch conversion rate, and our behavioural consultancy Behave introduced groundbreaking work around AI and psychological safety into nationally known brands. 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.”