Major German media group snaps up UK agencies

Credit: Total Media Group

Total Media Group, which includes the agencies Total Media and Behave, has been acquired by Mediaplus, an independent media agency and part of Serviceplan.

After the acquisition, Total Media (London), Total Media Connect (Birmingham), and Running Total (Manchester) will become Mediaplus’ UK media arm.

Behave will provide behavioural insights to clients globally.

Mediaplus, based in Germany, has about 2,000 employees across 25 locations. Total Media and Mediaplus have been partners since 2016, collaborating on clients including BMW, De’Longhi, and E.ON.

Guy Sellers, chairman of Total Media, said: “Paul and his team from Moore Kingston Smith guided us through the sale process to Serviceplan, which involved many moving parts. Their calm and expert advice from start to finish helped us achieve a great result.”

Paul Winterflood, head of media M&A at Moore Kingston Smith, said: “This is a landmark transaction combining two significant independent players in the media space. We were delighted to work with the Total Media team on this deal. I am confident that the expanded group will continue to flourish, and I look forward to following their progress.”

Moore Kingston Smith Corporate Finance guided Total Media through the exit strategy, negotiations, due diligence, and contracts.

The team was led by Paul Winterflood, with support from Henry Waugh and Thomas Betti-Berutto. Legal advice was provided by Osborne Clarke, led by Simon Smith.