Total Media Group has been acquired by German independent network Mediaplus.
Mediaplus has purchased the UK group from its majority stakeholders, CEO Guy Sellers and chairman Mike Sell.
Sell is set to retire, with Sellers moving into Sell’s role as group chair.
Tom Laranjo, CEO of the Total Media agency, will replace Sellers as group CEO, with Laranjo’s previous position filled by chief operating officer Celine Saturnino.
Total Media Group’s brands — Total Media, Total Media Connect and Running Total (based in London, Birmingham and Manchester respectively) — will become agency arms of Mediaplus. They will retain their agency names.
Meanwhile, the group’s consultancy, Behave, will become Mediaplus’ central consultancy and deliver behavioural insights to clients across the company.
Matthias Brüll, Mediaplus’ group CEO, said: “The acquisition of Total Media Group is the next milestone in our strategic growth agenda, strengthening the global expertise of Mediaplus.”
Total Media Group and Mediaplus launched a joint venture, called Total Mediaplus, in 2016. Total Media Group had sought a post-Brexit international partner as Mediaplus was interested in entering the UK through a strategic partnership. The two companies have since collaborated on client briefs, including for BMW, De’Longhi and E.ON.
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Laranjo said: “Joining Mediaplus is an acknowledgement of our potential for growth as one entity, combining our behavioural expertise with Mediaplus’ global footprint. Mediaplus is a long-term partner of ours, so we know this will be a fruitful and happy partnership.”
Sellers expressed the “wider resources and geographic reach will be very exciting and create opportunities for our teams and clients alike”.
Furthermore, Sellers wished a “fond farewell and thanks” to Sell, who founded Total Media in 1982. He added: “[Sell’s] leadership and encouragement has helped grow Total Media into the business it is today together with his distinct culture and style.”
Mediaplus is a subsidiary of European independent agency group Serviceplan and has its headquarters in Munich, Germany.
