Mediaplus wins Westwing media account

The partnership covers media strategy, planning, and buying, supporting the home and living retailer’s efforts to expand its international brand presence

Westwing has appointed Mediaplus Group as its media agency for Germany and the UK following a multi-week pitch process. The partnership covers media strategy, planning, and buying, supporting the home and living retailer’s efforts to expand its international brand presence, particularly in the recently launched UK market.

The first campaign under the new partnership is scheduled to launch this autumn and will follow a social-first approach aimed at strengthening Westwing’s position among design-focused consumers.

Agency supports international expansion

Westwing currently operates in 23 European countries and processed around two million orders in 2025. Following its entry into the UK market in February 2026, the company is focusing on further international growth with support from Mediaplus Group, while Mediaplus UK will oversee all media activities in the British market.

Andrea Gercken, Director Brand Marketing, Westwing: "With Mediaplus, we have found an agency partner that strategically supports our international growth ambitions. We see significant potential in the combination of brand building, performance marketing, and AI-based media planning to further strengthen our market position and establish Westwing as a premium design brand in the UK as well."

Data and AI shape campaign planning

The upcoming campaign will target design-oriented lifestyle audiences with an affinity for premium products and brands. Mediaplus Group will use data analytics and AI tools developed by Serviceplan Group’s House of AI to generate social listening insights related to audience interests, brand perception, and purchasing barriers.

These insights will inform media planning, audience analysis, and campaign forecasting before activation. The approach is designed to support decision-making across the entire media planning process and improve campaign effectiveness.

UK focus centres on brand building

In the UK, media activity will focus on building brand awareness through premium out-of-home placements. Planned activations include high-profile locations such as Piccadilly Lights, intended to reinforce Westwing’s premium positioning and increase brand visibility among target audiences.

Michael Daubner, General Manager, Mediaplus: "Westwing represents a clearly defined premium positioning within the European Home & Living market. Establishing this premium mindset effectively in new markets is a key priority for us. In Germany, the focus is on activation and performance, while in the UK the priority is strong brand building."

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