Mediaplus Lands Bosch’s International Media Account

Mediaplus, part of the Serviceplan Group, has won the pitch for the global media account of the technology and services giant Bosch. The independent agency group will now oversee media strategy, planning, and purchasing for ten different Bosch business units in 38 countries.

The account covers markets in Europe, Asia, Australia, New Zealand, South Africa, Morocco, Kenya, and Egypt. Lead agency Mediaplus Cologne will take responsibility for media strategy, buying, and planning, handling the budget for 10 different Bosch business units with 10 individual target groups: power tools, home comfort, mobility aftermarket, eBike, smart home, corporate, Rexroth, ITK Engineering, energy and building solutions. 

“Our global positioning across different industries and markets requires a high level of local media expertise in addition to centralized management. Mediaplus’ KPI- and data-driven media strategy plays an important role in supporting the marketing objectives of our business units and further increasing our efficiency,” said Tim Dworak, senior corporate marketing communications and campaign manager at Bosch, who is leading the collaboration with Christopher Beutler, the company’s global category marketing expert.

The ”Central Hub” of operations for the work will feature 15 employees managing Bosch’s international media activities. An additional Mediaplus digital hub will manage Bosch’s digital-first approach through a global media dashboard, which acts as a central platform for global campaign management.

“Developing a media strategy across 38 countries and 10 completely different business units is as challenging as it is exciting. We look forward to writing a joint success story with Bosch and are incredibly proud to have convinced the team to choose us as their first independent agency partner,” said Esther Busch, managing partner of Mediaplus and CEO of the House of Communication Cologne, in a statement.

Details of the deal were not disclosed, but COMvergence estimates the win at $75 million.