Moore Kingston Smith advises Total Media Group on its sale to Mediaplus

12 June 2024 / Insight posted in Article

Total Media Group, which includes the award-winning behavioural planning and media buying agency, Total Media, and behavioural consultancy Behave, has been acquired by Mediaplus, Europe’s leading independent media agency and a subsidiary of Europe’s largest independent agency group, Serviceplan. This deal is a significant one between two of the largest independent media agencies in Europe. Moore Kingston Smith Corporate Finance advised Total Media during the transaction.

Total Media’s approach, focusing on behavioural expertise blends behavioural science, advanced technology and human ingenuity to deliver effective media solutions. As a result, the group has attracted leading tech brands such as TikTok who chose Total Media for their UK launch, and are currently working with Snap.

The deal involves the Total Media Group, including Total Media (London), Total Media Connect (Birmingham) and Running Total (Manchester) which from now will operate the UK media agency arms of Mediaplus. The behavioural consultancy Behave, also part of Total Media, will act as a central consultancy, delivering behavioural insights to relevant clients across the new group globally.

Headquartered in Germany, Mediaplus has around 2,000 employees across 25 locations. The group offers concentrated media expertise globally with particular focus on Europe, North America, Asia and the Middle East.

The relationship between Total Media and Mediaplus started in 2016 when both agencies sought a strategic post-Brexit international partnership.

Since then, the two agencies have worked together on clients, combining Total Media’s behavioural expertise with Mediaplus’ global footprint. They have shared client briefs and work collaboratively with BMW, De’longhi and E.ON.

The Moore Kingston Smith Corporate Finance Media team were appointed to advise Total Media due to the firm’s expertise in the media and marketing services sectors. The team advised Total Media on the exit strategy, negotiated the offer and heads of terms, and advised Total Media through the due diligence process and contract negotiation.

The team was led by Paul Winterflood, Head of Media M&A at Moore Kingston Smith, supported by Henry Waugh and Thomas Betti-Berutto. The legal advice to the shareholders was provided by Osborne Clarke, led by Simon Smith.

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

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

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