OTTO and bonprix appoint Mediaplus as their new media agency

After an intensive selection process, the Munich-based agency Mediaplus, together with its Hamburg office, prevailed over ten competitors. The strategic goal of the collaboration is to anchor OTTO and bonprix even more firmly in the relevant sets of the target groups. The collaboration will start in March 2024.

Jan-Philipp Wachsmuth, Division Manager Marketing Channels & Products at OTTO, says: ‘In Mediaplus, we have found a strong agency partner for the current challenges of the media landscape. The team impressed us across the board in terms of strategy, concept and personality.’ In recent years, OTTO has changed its business model and transformed the company from a retailer to a platform with marketplace partners and its own advertising services. Head of online marketing Wachsmuth cites these changes as the reason for the agency tender: ‘Today, we need integrated media concepts for increasingly fragmented media usage. Mediaplus recognised this task in the pitch process and addressed it repeatedly in its concepts.’

The aim of the collaboration between OTTO and Mediaplus is to anchor the Hamburg-based online shop even more firmly in the relevant set of its target groups. ‘With more than 17 million items from over 6,500 partners, we now offer consumers an extremely wide range of products – and we want to showcase this across all channels,’ adds Wachsmuth. ‘We are convinced that Mediaplus is exactly the right partner for this.’

As part of its brand relaunch, bonprix has been presenting itself since March this year with a new logo and the claim ‘Fashion Made Smarter’, among other things, and is visible with a sharpened profile across all communication channels. Against this backdrop, Corinna Meyen, Head of Social Media Advertising and Programmatic & Classic Media at bonprix, is particularly looking forward to working with the Munich-based media agency: "Our goal is to anchor the positioning of bonprix even more firmly in the minds of our customers. I am convinced that in Mediaplus we have found a partner on equal footing who understands the fashion market extremely well and will successfully support us in the further development of our digital fashion brand. During the selection process, the team demonstrated a very good understanding of our challenges and impressed us with innovative approaches that impressively demonstrated the desired proximity to our target group."

Collaboration to start in March 2024

In the new set-up, the agency will take over strategy, planning, purchasing and reporting for all brand media activities in TV, audio, (digital) out-of-home, display and online video for OTTO, working together with the OTTO teams. Florian Haller, CEO of Serviceplan Group, is delighted: "Having OTTO as a client is a game changer for Mediaplus and the House of Communication in Hamburg. The company's value orientation, its iconic brand and its market position in e-commerce as Germany's largest online shop are what make it so attractive. Our goal for the collaboration with OTTO can be summed up in two words: “unboxing growth”. Bonprix, in turn, is one of Germany's strongest digital brands for fashion, and we are highly motivated to continue strategically supporting the bonprix teams in their exciting brand transformation and to reach the target group with new creative solutions. Our key competence is a holistic, interdisciplinary view of media performance."

Mediaplus is part of the Serviceplan Group and is an internationally active media agency based in Munich. The collaboration between OTTO and bonprix with Mediaplus will start in March 2024, just in time for the companies' new financial year. With the start of the collaboration, Mediaplus will replace the previous account holders bpn and Weischer.JvB.

About OTTO

With 17 million items from more than 19,000 brands, around 11.3 million customers and over 6,500 partners, OTTO (otto.de) is Germany's largest online shop. In the 2022/23 financial year, OTTO achieved a turnover (GMV) of 6.3 billion euros. OTTO is part of the internationally active Otto Group, based in Hamburg, and employs 6,000 people throughout Germany. More information: otto.de/unternehmen.