Mediaplus Launches Singapore Hub via Joint Venture with The Media Shop

Mediaplus Group officially launched Mediaplus (HOC Singapore) Pte. Ltd. on March 1, 2026, establishing a Southeast Asia regional headquarters through a joint venture with The Media Shop, a Singapore-based independent agency with a 17-year operating history in the region.

Joint Venture Structure and Leadership Team

The new entity combines Mediaplus Group's global data and AI capabilities with The Media Shop's established regional client base. The Media Shop continues to operate independently alongside the joint venture.

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Mission MediaMission Media

The nearly 20-person founding team is led by three co-founders: Jessica Toh as CEO, Gary Tang as Managing Director, and Jason Tan as COO and Managing Partner. The structure reflects the dual-ownership nature of the arrangement.

"This joint venture expands Mediaplus' international footprint while further strengthening our data and analytics capabilities," said Toh. "Through the integration with the Group's House of AI ecosystem, we can deliver more efficient and integrated client solutions across Southeast Asia."

The Singapore office serves clients across media strategy, planning, buying, and data-driven marketing. Active client mandates at launch include Bosch (ASEAN), Trolli, and Dr. Beckmann.

Technology Access and Regional Network

The joint venture gives the Singapore team access to Mediaplus' Global Data Platform and Serviceplan Group's House of AI ecosystem, a suite of AI-powered analytics and cross-market consumer insight tools developed at the group level.

Tang described the offering to local clients as bringing "German precision" in technology to Southeast Asia, positioning the venture between large holding company networks and smaller local independents on both scale and agility.

Matthias Brüll, Global CEO of Mediaplus Group, identified Asia as "the second biggest advertising market after the US," framing the Singapore launch as central to the group's international growth strategy. "Many brands are focusing their growth strategies on Asia's high-growth markets," Brüll said. "Cross-market insights into consumer behavior are therefore becoming increasingly important."

Serviceplan Group's existing Asia presence, including a Shanghai office and an India technology hub, provides the Singapore hub with regional connectivity from day one.

Competitive Timing and Market Context

The launch arrives as Singapore's agency market undergoes significant consolidation driven by the Omnicom-IPG merger. McCann Singapore and MullenLowe Singapore merged into a single entity under the McCann brand, effective January 1, 2026, under CEO Paul Soon and President Gonzalo Olivera.

That consolidation is part of a broader APAC restructuring that is retiring legacy agency brands and displacing senior talent across markets including India, China, and Thailand. For new entrants, the disruption creates an opening as clients reassess existing agency relationships.

The Mediaplus-Media Shop joint venture is built on three years of prior collaboration, reducing the integration risk typical of new market entries. The Media Shop has won Marketing Magazine's Media Agency of the Year (Local Hero) award for 10 consecutive years since 2015.

Concurrent Leadership Appointment at Group Level

Concurrent with the Singapore launch, Mediaplus Group appointed Uwe Roschmann as Managing Director at Mediaplus International in March 2026. Roschmann, previously Managing Director Germany for international projects at Omnicom Media Group, reports directly to Brüll and oversees the group's international expansion and global new business development.

The Singapore office's public launch was announced on March 16, 2026, two weeks after operations commenced.