The agency will be responsible for the creative account in the Benelux
AMSTERDAM, 3 July 2025 – Following an extensive agency pitch, retailer MediaMarkt has chosen Serviceplan as its new creative agency for the entire Benelux. A customised set-up from Serviceplan’s Houses of Communication in Brussels and Amsterdam, together with partners in Luxembourg, will work on future campaigns that further strengthen MediaMarkt’s omnichannel strategy. The consumer electronics retailer is determined to use creative relevance even more in the coming years to accelerate growth. The choice for Serviceplan was based on its demonstrated expertise in both strong creative work and a clearly proven, efficient production chain for “assets at scale”. Pitchpoint supported the pitch process from the Belgian market.
The pitch, which ran from early March to the end of June this year, had three rounds. In the final round, three agencies remained in the running. Serviceplan presented MediaMarkt with a powerful extension of the existing “Let’s Go” pay-off into a new communication platform that can be used year-round, with suitable activations for the entire customer journey. In addition, Serviceplan scored highly with its AI-based efficient process, THE MAKE LINE, as a daily production engine. This set-up of high-quality, effective creativity combined with streamlined, AI-driven production is at the core of Serviceplan – also beyond the Benelux. This formula has, among other things, contributed to the Serviceplan Group recently being named Independent Network of the Year once again in Cannes.
Raymond Mesterom, Marketing Director MediaMarkt, on the importance of the decision: “For MediaMarkt, in line with our ‘Experience Electronics’ strategy, the relationship with the consumer is crucial – and communication is number one in that. This choice is a conscious and ambitious step to truly bring innovation and visibly lift our brand to the next level. Every day, we must prove that we understand consumers, that we can surprise them, and that we can bring electronics and the services around them to life for them. With this agency orientation, we are taking an important new step. It is one which, together with my team, I want to build on as a new foundation for our entire marketing strategy – and in Serviceplan I have found a strong partner for that.”
Peter vande Graveele, CEO Serviceplan Group Belux, on the challenge: “It does not happen often that in a pitch you immediately feel you are made for each other. With our set-up, we brought – and bring – the best of two worlds together for MediaMarkt: effective and highly creative retail communication, built on a proven AI-driven production process. I am absolutely delighted that we now get to put everything we presented into practice.”