Mediaplus wins ZEISS RMS global media remit

Mediaplus Performance will oversee search engine advertising and social media campaigns

Mediaplus Performance has been appointed by ZEISS Research Microscopy Solutions (RMS) to lead its global performance media activities, with a focus on digital lead generation across international markets.

The partnership supports ZEISS RMS’s efforts to expand and improve the scalability of its digital marketing activities within the research, industrial and clinical microscopy sectors.

Mediaplus to manage international lead generation

ZEISS RMS, a subsidiary of Carl Zeiss AG, develops light, electron and X-ray microscopy systems used across scientific research and industrial applications. The company selected Mediaplus Performance as its media agency following a workshop and audit process designed to assess and strengthen its existing digital marketing activities.

Under the agreement, Mediaplus Performance will oversee search engine advertising and social media campaigns while building a centralised framework for measuring lead quality and campaign effectiveness across multiple regions.

Campaign management will be coordinated from the agency’s Munich headquarters in collaboration with ZEISS RMS teams globally. Activity is currently being implemented across EMEA, APAC and LATAM markets in approximately 20 countries, including Italy, South Korea and Brazil.

Centralised reporting supports campaign optimisation

The agency has introduced a centralised reporting dashboard intended to support campaign analysis, performance comparisons and budget allocation across markets.

According to ZEISS RMS, the approach is designed to improve visibility into campaign performance and create a more consistent global structure for digital lead generation activities.

Theresa Schatt, Head of Global Marketing Communications, ZEISS RMS: “Together with Mediaplus Performance, we are further developing our digital lead generation capabilities and creating a solid foundation for international campaigns. The combination of centralized management and transparent reporting helps us better understand and compare the impact of our activities while allocating budgets more effectively.”

Campaigns target specialist research audiences

The campaigns are aimed at decision-makers and project leads responsible for evaluating and implementing microscopy solutions within research and industrial environments. ZEISS RMS said the strategy also targets opinion leaders involved in shaping technological standards in their respective sectors.

Florian Berger, Managing Director, Mediaplus Performance: “From the very beginning, our partnership with the ZEISS RMS team has been highly collaborative. This allowed us to define clear priorities early on, especially regarding highly specific target audiences and the effective use of relevant data. This ensures that the leads generated stand out not only in quantity, but above all in quality.”

The partnership began earlier this year and is structured as a long-term collaboration.

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