Media conglomerate EssenceMediacom has secured a media interest in RTL Deutschland, gaining control over RTL as well.
In a significant move, media agency EssenceMediacom has entered into a partnership with RTL, extending beyond traditional media planning to encompass optimising and orchestrating RTL Germany's existing activities. This collaboration, intended to be ongoing, commenced on September 1.
RTL, a leading European entertainment network, has appointed EssenceMediacom to handle consulting, purchasing, and optimisation for their media services, with a focus on the digital sector. This appointment marks a return for EssenceMediacom, who previously managed RTL's media services before the company restructured and centralised its media consultancy and buying with them as a single partner.
Thorsten Braun, Chief Marketing, Brand and Consumer Products Officer at RTL Germany, expressed confidence in EssenceMediacom's ability to secure linear reach, expand RTL's streaming service RTL+, and utilise modern technologies like AI. He also emphasised the importance of this partnership in enabling 'even more effective' growth in brand perception, the group's offerings, and user numbers on RTL+.
RTL aims to create more consistency and efficiency in steering and managing media sector consulting services through EssenceMediacom in the future. By bundling their media sector consulting services with a central partner, RTL hopes to streamline operations and improve efficiency.
EssenceMediacom will also manage RTL's counter-business activities. In addition, they will provide RTL with infrastructural advice to help extract maximum benefit from data for planning and implementation.
Notably, the parent company of EssenceMediacom, WPP Media, is undergoing international restructuring, including personnel changes in Germany. Daniela Tollert, who recently joined Publicis Media from WPP Media in Germany, will likely play a significant role in this partnership.
This partnership comes at a time when WPP Media is undergoing significant changes, reflecting a broader trend in the media industry. The collaboration between RTL and EssenceMediacom is set to bring about exciting developments and growth for both parties.
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