The Serviceplan Group launches its new competence centre for geo intelligence at its site in Cologne in September 2018: Mediaplus Geo Intelligence stands for the intelligent linking of company and geo data, expertise and specially developed tools. The core of this new offering is to incorporate regional characteristics and differences more in the media planning, predict customer behaviour, identify new business areas, indicate possible sales potential and thus create more efficient national campaigns.
In this competence centre, agencies that are part of Serviceplan – Mediaplus, mediascale and Serviceplan Public Relations & Content – work hand in hand together. Overall responsibility lies with Esther Busch (Managing Director of Mediaplus Geo Intelligence and Mediaplus Cologne), while Matthias Chorherr, General Manager of mediascale and Wolfgang Bscheid, Managing Director of mediascale, are responsible for digital development. An experienced person on site, Frank Behrendt ensures optimum coordination with content offerings from the specialist agency Serviceplan Public Relations & Content. Serviceplan is therefore the first agency group in Germany with an overarching geo competence centre for all media and channels.
“The principle of the average German has become obsolete,” explains the Managing Director of Mediaplus Geo Intelligence and Mediaplus Cologne, Esther Busch, who has led and built up the media agencies at the site. “Anyone communicating with the average person is not really addressing anyone in particular. Because regardless of whether it’s about mentalities and values, the real sales potential of a brand or specific media usage behaviour, Germany has a vibrant regional diversity that we can tap into to increase the relevancy and efficiency of national advertising campaigns.”
Despite, or even because of, advancing globalization, more and more people feel the need for regional roots. The direct and familiar environment gains in relevance. This relevancy can also be used for national campaigns. Across all channels, there are countless ways of tailoring communication to individual regions and thus create a new proximity to customers. Mediaplus Geo Intelligence supports its customers in all the relevant communication areas and helps them achieve a differentiated communication strategy using new geo insights and culture profiles. It also supports creative agencies involved in developing tailor-made campaign motifs. Experts from Mediaplus Geo Intelligence ensure optimum media implementation using specially developed tools.
“Regional marketing has long ceased to be a niche for small, regional companies or chains and is significantly more diverse than mailshots and insert advertising,” says Matthias Chorherr from mediascale. “Nowadays, thanks to programmatic advertising, pretty much all digital forms of advertising can be utilised with regional variations. This also gives large, national campaigns the benefit of using regional features.”
