Mediaplus UK: The Next Chapter in Independent Media Leadership

Total Media has transformed into Mediaplus UK. Now, part of a global independent powerhouse, the agency is positioning itself as the only real alternative to traditional networks according to Group UK CEO Tom Laranjo and global CEO Matthias Brüll.

Nearly a year after Total Media and its behavioural consultancy Behave signed a deal to be acquired by long-time joint venture partner Mediaplus, the below the line agency has completed its rebrand. Now fully integrated into the global Mediaplus Group, the agency is looking to position itself as a formidable alternative to traditional networks, leveraging its unique blend of scale, agility, and independent ownership.

Total Media had spent the previous eight years working alongside Mediaplus on joint client accounts such as BMW, De’Longhi and E.ON. That extensive collaboration provided both sides with ample time to assess whether a full acquisition would be the right fit. With Mediaplus’ strategic vision aligning seamlessly with Total Media’s independent spirit, the transition was a natural progression.

The UK operation now consists of three locations – London, Manchester, and Birmingham – each led by individual chief executives working under group UK CEO Tom Laranjo. Across these offices, approximately 170 communication experts drive the agency’s success. Meanwhile, Mediaplus operates under the House of Communication stable, founded in Germany and now present in Austria, Switzerland, Italy, Brussels, the United Arab Emirates, Romania, France and the Netherlands, totalling over 30 global markets.

Meanwhile , Mediaplus pirates under the House of Communication stable, founded in Germany and now present in Austria, Switzerland, Italy, Brussels, the United Arab Emirates, Romania, France and the Netherlands.

With the rebrand now complete, the agency is focused on solidifying its position as an independent alternative. Tom says, “We’ve been working on the acquisition with Mediaplus for some time, but now that it’s officially gone through and we’re visibly part of one family, the ambition is to really cement ourselves as the only real alternative to the networks.”

Mediaplus Global CEO Matthias Brüll echoes this when he highlights the agency’s long-term partnership and shared vision. “I joined Mediaplus six years ago and from day one, I’ve worked closely with Tom. We had a long warm-up phase, pitching together, winning together and implementing clients across our European network – even when Total Media was more of a partner rather than fully integrated. So this transition feels very natural.”

Sustainability and Responsible Growth

A core tenet of Mediaplus UK’s future strategy is a continued focus on sustainability and responsible practices. The acquisition has only reinforced these commitments, with Tom explaining: “Sustainability is a core part of how we want to be a good business. At the heart of how we deliver for clients, and in how we position ourselves, we focus on sustainable growth. And that’s not just about environmental sustainability – it’s also about how we manage other stakeholders, how we engage with our communities and how we deliver on DEI policies.”

One of the key benefits of joining Mediaplus has been exposure to a broader set of best practices from the agency’s European counterparts. “We’ve been a B-Corp for a while and that’s been a great benchmark, but it’s a relatively Anglo-centric view of best practices,” says Tom. “Working with our German and European colleagues has been exciting because they align more with European policy, which in many areas is more strident and specific.”

Technology and AI at the Forefront

In an industry where AI and automation are rapidly transforming workflows, Mediaplus UK is investing heavily in technology to optimise processes and enhance client outcomes. “AI is unsparingly a huge focus,” says Matthias. “We’ve been developing AI-driven audience identification for years. Now, we’re automating manual work like reporting, which has a massive impact. If you consider we have 2,000 people – removing unnecessary manual tasks frees up time for more strategic, creative and high-value work.”

Tom sees this transformation as an opportunity rather than a disruption. “Now, being part of an ecosystem with that infrastructure in place is exciting. The challenge isn’t just turning data into solutions – it’s adding creativity, innovation and behavioural insights to make those solutions truly market-leading.”

A New Future for Mediaplus UK

As the media and advertising industry navigates a fragmented and fast-changing landscape, Mediaplus UK sees this moment as an opportunity to differentiate itself. Thanks to the agency’s sense of scale and independence, it’s poised for success.

Reflecting on the future, Tom concludes with a mix of ambition and optimism: “Delivering sustainable growth has never been harder, for all sorts of reasons. We all know the enormous number of changes and transformations happening; from geopolitics and economics, to culture, media and technology. There’s just so much going on. Navigating a path to sustainable growth is really tough.

“What we have though is a brilliant blend of technology, process, and talent that allows us to meet this moment really well. But beyond all that, I just really want us to have fun. At its heart, this is a brilliant, creative, fun and innovative industry – if done well. All the reorganisation and transformation that we and everyone else are doing shouldn't just lead to some soulless plug-and-play solution. It should be about delivering with verve and swagger and enjoyment.

With a strong foundation, clear vision, and an unwavering commitment to innovation, Mediaplus UK is ready to make its mark on the global stage.