Serviceplan to open media buying wing

Serviceplan Middle East is set to launch a media planning and buying arm in the region.

Mediaplus is due to launch in April with the hiring of two people, with plans to expand to 20 by the end of June next year. Rami Hmadeh, managing partner at Serviceplan Middle East, said: “What we’re adding is media, which we were doing under Serviceplan Group, but now we plan to start the Mediaplus brand itself, which will be up and running around April.

“We were indirectly involved in media already, but in order to bring the proper tools which will differentiate us from all the media buyers over here and media agencies, we need to be more visible.

“We’re not offering media as just a side service – this is why we’re launching the actual brand with the expertise. We have the expertise of the CEO of Mediaplus International who will be visiting Dubai soon. We’re already hiring people and bringing some talent from Germany over here.”

Serviceplan Middle East currently runs Serviceplan for advertising and plan.net for its digital offering. The Serviceplan name was introduced to the region in November when Plan.net Middle East re-branded in order to bring it in line with its German parent company, the Serviceplan Group.