Müller experience department store is entrusting the planning and steering of their European media activities to Mediaplus International and Performance Media. The account was awarded following a pitching process that comprised several stages. The focus is on a transnational, individualized moving image strategy and the expansion of Müller into an omnichannel provider.

München, 10 March 2020 — It all began in 1953 with a small hair salon in Ulm. It was here that Müller Handels GmbH & Co. KG was born. Today, Müller operates more than 800 branches in seven European countries. Reason enough for the experience department store to put its international media budget out to tender. Mediaplus International and Performance Media secured the budget in the double-digit million range in a multi-stage selection process.

The agencies' task: to steer a brand-building media strategy across all media into the European markets. At the core of the media activities is a cross-border individualized TV and digital strategy, combined with digital strengthening of the "Click & Collect" ordering service and drive-to-store measures in Germany and other international markets.

"Being able to support Müller in the brand positioning and internationalization of the business in the field of media communication is an extremely exciting task for us", explains Matthias Brüll, Managing Director of Mediaplus International: "We benefit from our highly individual agency set-up and strategic understanding of each market."

"We are pleased to support Müller in the area of digital media planning and to further develop the transformation to an omnichannel offering together with the customer", adds Benjamin Bunte, Managing Director of Performance Media.