MediaMarktSaturn and Serviceplan Group Launch Future-Ready Model for Marketing Production in Europe

Jun. 15, 2026

MediaMarktSaturn has appointed Serviceplan Group as its Creative Solutions Partner for the entire European marketing process. The partnership aims to establish an integrated operations, service and technology unit. At its core is a dedicated set-up in which client and agency jointly manage and continuously evolve the full marketing value chain.

At the heart of the collaboration, effective immediately, is the joint development of MOMENTUM - an innovative, AI-powered production and content organization designed to serve MediaMarktSaturn’s entire marketing value chain.

The transformation ambition behind this new model is to consistently advance MediaMarktSaturn’s “Experience Retail” strategy, with an even stronger focus on delivering superior customer experiences. MOMENTUM is built on the ambition to reach customers with the right message at the exact moment of need - personalized, cross-channel and in real time across all relevant touchpoints.

Michael Schuld, CMO of MediaMarktSaturn, said:
 

“With MOMENTUM, together with Serviceplan Group, we are creating a true game changer for our European marketing: faster, more data-driven, more scalable - and at the same time more relevant for our customers in every single moment.”

 

As part of the joint operations, service and technology unit, MediaMarktSaturn and Serviceplan Group are developing MOMENTUM OS, a modular system that seamlessly integrates tactical creation, production, data, automation and distribution within a single infrastructure.

Existing production structures, processes and workflows will be fundamentally redefined. Fragmented, manual and channel-specific approaches will be replaced by an integrated, highly automated and scalable content and marketing production model across all markets and channels.

The unit’s processes, systems and resources will be jointly set up and operated by teams from MediaMarktSaturn and Serviceplan Group. Dedicated experts will focus on AI, automation, content production as well as data and technology. These efforts are complemented by a Europe-wide network of central production hubs and local market teams, creating an optimal set-up for more efficient workflows, faster alignment and more consistent content across markets. At the same time, the strong involvement of local teams ensures maximum regional relevance.

Florian Haller, CEO of Serviceplan Group, added:

“As a Creative Solutions Partner, we see our role not only in developing communication, but in translating diverse capabilities and technologies into effectivesolutions for our clients. With MOMENTUM, we are jointly building an organization that is fully aligned with the demands of modern customer experience.”

 

The roll-out of MOMENTUM will span eleven European markets. It will initially launch in the DACH and Benelux regions, followed by Italy, Spain, Turkey, Poland and Hungary over the course of next year.