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Moore Kingston Smith has recently advised Total Media Group on its sale to Mediaplus, a subsidiary of Europe’s largest independent agency group Serviceplan.
Total Media’s approach, focusing on behavioural expertise, blends behavioural science, advanced technology and human ingenuity to deliver media solutions. As a result, the group has attracted brands such as TikTok and is currently working with Snap.
The deal involves the Total Media Group, including Total Media (London), Total Media Connect (Birmingham) and Running Total (Manchester), which from now will operate the UK media agency arms of Mediaplus. The behavioural consultancy Behave, also part of Total Media, will act as a central consultancy, delivering behavioural insights to relevant clients across the new group globally.
Germany-based Mediaplus has around 2,000 employees across 25 locations. The group offers concentrated media expertise globally with particular focus on Europe, North America, Asia and the Middle East.
The Moore Kingston Smith corporate finance media team was appointed to advise Total Media due to the firm’s expertise in the media and marketing services sectors. The team advised Total Media on the exit strategy, negotiated the offer and head of terms, and advised the company through the due diligence process and contract negotiation.
The team was led by Paul Winterflood, head of media M&A at Moore Kingston Smith, supported by Henry Waugh and Thomas Betti-Berutto.
Guy Sellers, chairman of Total Media, said: “Paul and his team from Moore Kingston Smith led us through the sale process to Serviceplan which involved many moving parts. Their calm and expert advice and support from start to finish helped us achieve a great result.”
Winterflood added: “This is a landmark transaction combining two significant independent players in the media space and we were delighted to be able to work with the Total Media team on it. I am confident that the expanded group will continue to flourish and I look forward to following their progress together.”
