For the first time, hansgrohe put its global media budget out to tender. And the Mediaplus Group was successful! The decision was made after a multi-stage pitch process, in which Mediaplus prevailed over several competitors. The mandate includes media strategy, media planning and buying.
Munich, June 30, 2022 — New building, renovation or replacement, these are the motives for buying sanitary products – no matter where in the world they are. The Mediaplus Group is to make a significant contribution to ensuring that these products then come from hansgrohe. The agency group prevailed over other competitors in a multi-stage pitch for the global media budget of the premium manufacturer of showers, shower systems, bathroom and kitchen fittings.
The mandate covers media strategy, planning and buying for the premium brand's international focus markets. hansgrohe and Mediaplus are taking the joint approach of converting a highly decentralized model of global media planning to a hybrid variant. This involves bundling central efficiencies while at the same time taking local market and customer needs into account. The planning and control of all measures will therefore be centrally managed by Mediaplus in Munich. The goal: market growth, in both the B2B and B2C segments. Mediaplus is to support hansgrohe with a data-centric media strategy, with analytical and strategic research into trends, markets and target groups, and with a global operating model for buying and managing media.
"The decision-making of our target groups is complex. Their consumption habits and ways of obtaining information have also changed significantly. Digital media and emotional storytelling are also playing an increasingly important role here. That's why we want to move to a stronger one-to-one communications approach. The goal is to increase brand awareness and to convince potential customers at the perfect moment along their customer journey to the dream bathroom with our content and, of course, products. Mediaplus' data-centric approach convinced us just as much as its special understanding of the different needs of the hansgrohe target group in a global market", explains Oliver Fies, Head of Brand Management at hansgrohe.
"The chemistry was right from the start", says Julia Ketterer, General Manager Client Consulting Mediaplus. "Working for a traditional medium-sized company is never off-the-shelf media, but continuous consulting, thought leadership and an individual media selection. In doing so, we work in close cooperation with the management in Schiltach. We are very pleased that we can now continue to write this incredible success story from a small craft business to a world-renowned premium label together with hansgrohe."