Mediaplus Opens Singapore Hub to Serve Southeast Asia Media Boom

Mediaplus Group officially launched Mediaplus Singapore on March 1, 2026, through a joint venture with The Media Shop, establishing its first operational base in Asia-Pacific and positioning Singapore as the group's dedicated regional hub for Southeast Asia.

The announcement was made public on March 16, 2026. The new entity operates as Mediaplus (HOC Singapore) Pte. Ltd.

Partnership Combines Global Technology With 17 Years of Regional Experience

The joint venture pairs Mediaplus Group's AI-powered Global Data Platform with The Media Shop's 17-year track record in Southeast Asia. The Media Shop has won Marketing Magazine's Media Agency of the Year (Local Hero) for 10 consecutive years, from 2015 through 2024.

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The nearly 20-person founding team is led by Jessica Toh as Co-Founder and CEO, Gary Tang as Co-Founder and Managing Director, and Jason Tan as COO and Managing Partner.

The Media Shop continues to operate independently alongside the joint venture. Its existing client relationships with Bosch ASEAN, Trolli, and Dr. Beckmann provided immediate commercial activity for the new entity from day one.

Matthias Brüll, Global CEO of Mediaplus Group, stated: "With Mediaplus Singapore and the implementation of our global AI-based solutions, we can manage and expand more projects directly from the region. Cross-market insights into consumer behavior are increasingly important as brands focus growth strategies on Asia's high-growth markets."

Singapore's Digital Ad Market Provides Strong Commercial Foundation

Singapore's digital advertising market reached SG$2.1 billion (~US$1.6 billion) in 2022, representing 55% of total ad spend. Search advertising alone accounted for SG$840 million (~US$620 million). Programmatic buying (automated digital ad purchasing) accounts for 65% of digital ad transactions in Singapore.

Southeast Asia's broader entertainment and media market reached US$39 billion in 2023, growing at 6% annually, driven by internet advertising, streaming video, and gaming.

Brüll identified Asia-Pacific as the second biggest advertising market after the US, adding: "We have the ambition to make it grow fast here. Let's see where we end up in 12 or 24 months. But we have a big ambition."

Jessica Toh noted that the joint venture "expands Mediaplus' international footprint while further strengthening our data and analytics capabilities," enabling more integrated solutions for Southeast Asian clients.

Serviceplan Group's AI Ecosystem Enters the Region

A central feature of the venture is access to Serviceplan Group's House of AI ecosystem, which provides local teams with AI-powered tools and cross-market consumer data analysis. The platform is designed to support media strategy, planning, buying, and campaign execution across the region.

Gary Tang, Co-Founder and Managing Director, said the partnership "opens new doors and exposes us to current trends and Mediaplus' technology innovations," including the ability to offer clients what he described as "German precision."

Concurrent with the Singapore launch, Mediaplus Group appointed Uwe Roschmann as Managing Director of Mediaplus International in March 2026. Roschmann, who previously served as Managing Director Germany at Omnicom Media Group, reports directly to Brüll and oversees international expansion and global new business.

Mediaplus Builds on European Base With Asia Entry

Mediaplus Group, part of Serviceplan Group, previously operated hubs in Germany and the UK. The Singapore launch marks the group's first foothold in Asia-Pacific. Multinational clients in the group's broader portfolio include Bosch, Siemens, BMW, Lufthansa, and DeLonghi.

Singapore's household internet penetration stands at 96.5%, with at least 24 specialized media planning and buying agencies already active in the market. The Info-communications Media Development Authority is also updating merger control rules for the infocomm media sector in 2026, a regulatory development that could affect how media agency partnerships and consolidations are structured going forward.