The Mediaplus Group, part of the Serviceplan Group, has won the pitch to take over responsibility for Bosch's international media account with immediate effect.
The account covers markets in Europe, Asia, Australia, New Zealand, Africa and the Middle East. Lead agency Mediaplus Cologne will take responsibility for media strategy, buying and planning, handling the budget for ten different Bosch business units with ten 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 centralised 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,” explains Tim Dworak, Senior Corporate Marketing Communications & Campaign Manager at Bosch, who is leading the collaboration with Christopher Beutler, the company's Global Category Expert Marketing.
At the heart of the efficient control system is the so-called Central Hub: 15 employees will manage Bosch's international media activities bringing together ten different divisions with individual target groups and needs. An additional Mediaplus Digital Hub will manage Bosch's digital-first approach through a global media dashboard.
The dashboard acts as a central platform for global campaign management: by bundling all media activities in one place, it increases efficient control, monitoring and optimisation in real time – and enables standardised reporting for accurate analysis and rapid strategy adjustments.
“Developing a media strategy across 38 countries and ten 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. We offer the same services as the major international networks, but on top of that, we score points with our flexibility, creative freedom and individual client orientation,” explains Esther Busch.
As Managing Partner of Mediaplus and CEO of the House of Communication Cologne, Esther is responsible for the account alongside Elke Reibetanz and Julian Simons, Managing Partners of Mediaplus.
Matthias Brüll, CEO Mediaplus, adds: “I am extremely pleased that we succeeded in winning Bosch, another international client in a highly competitive market. The global control via our central hub enables us to efficiently implement campaigns with a high international impact. This account is a testament to our ability as a well-connected, global agency to develop the best solutions for our clients.”
