Ciesco advised Mediaxplain, a leading full-service media agency, on its sale to Serviceplan Group

Netherlands / Germany
Sell side advisory
Digital Marketing / Integrated Marketing

Transaction overview

We are pleased to announce the successful completion of our latest transaction, advising the shareholders of Mediaxplain*, an Amsterdam-based full-service marketing and media agency, on its sale to Serviceplan, the largest owner-operated advertising agency group in Europe.

The merger sees the formation of a new fully integrated, forward-looking agency consisting of over 100 media, tech, and creative professionals. As of the 1st of July, the Mediaxplain office in Amsterdam is named the “House of Communication”. This marks the first acquisition for Serviceplan in the Dutch market.

Download press release

About Mediaxplain

Founded in 2000, Mediaxplain* was started as a strategic agency by Gun Nieuwenhuis and C.C. Hage who were convinced media strategy should be of much more value to clients than simply buying media. Twenty years later, the company is now widely regarded as the number one agency in Netherlands by reputation. As both a key differentiator and industry leading, the influential strategy work consistently receives praise from their clients which include the likes of Bolletje, Storytel, Binck Bank, Van Gogh Museum and Efteling, amongst others.

Mediaxplain* is well-known for its role as the front runner in the fields of new data solutions, programmatic advertising, e-commerce, influencer and a 360-degree view on media. It has gained valuable experience in recent years managing international clients and working in the international environment.


The Serviceplan Group is the leading independent agency group in Europe. Founded 50 years ago as an advertising agency, Serviceplan quickly developed the concept of the “House of Communication” – the only completely integrated agency model in Germany to date that combines all modern communication disciplines under one roof: whether brand strategists, creative, media, digital or technology experts, market researchers, PR consultants or sales professionals. With 24 of its own locations as well as established partnerships, the Serviceplan Group is represented in a total of 35 countries worldwide and all major economic areas.

Serviceplan’s press release

View serviceplan’s website

Ciesco’s role

Ciesco acted as an exclusive advisor to Mediaxplain* shareholders in this transaction. This transaction is a testament to Ciesco’s expertise in advising companies in the digital, media, marketing and technology sectors, which follows Mavens of London’s sale to Kantar earlier this year.

Commenting on the Mediaxplain-Serviceplan deal, Chris Sahota, Founder & CEO of Ciesco, remarks: “We are delighted to announce another successful transaction completion, Ciesco advised the shareholders of Mediaxplain*, the leading Amsterdam based independent full-service marketing and media agency. Ciesco were able to bring together two leading independent entrepreneurial agencies to create a new local and international offering in the Netherlands. Amsterdam is fast becoming one of the most important international hubs for media and creativity.”

Client testimonials

"Ciesco were chosen for their clear expertise and unique reach into the Media and Advertising industry. From the start, their professionalism and guidance gave us the confidence Ciesco would bring the best match for our agency. Their holistic view on opportunities that fits the future needs of our agency has been very inspirational and has proven to be successful. Ciesco has been more than a partner in this project. We look forward to partnering with them on our future projects."
Christiaan Van Betuw, Managing Partner, Mediaxplain*
"Five years ago, in the growth path of Mediaxplain*, we made a conscious choice to also serve international customers on our own. It has taught us that our services also shine on that podium, but also that our Dutch clients can benefit from initiatives that are developed internationally. In Serviceplan we found that independent entrepreneurial powerhouse that strengthens our position on the Dutch market in terms of digital development power and tooling, and on the other hand enlarges the stage for our services for international clients. Not least in Benelux context."
Gun Nieuwenhuis and Cc Hage, Founders, Mediaxplain
"The House of Communication in Amsterdam is a milestone for the Serviceplan Group in our journey to have presence in the relevant international markets. I am pleased that we can now offer our integrated agency concept with Creative & Content, Media & Data and Experience & Technology under one roof in the Netherlands and that we were able to inspire our idea with Mediaxplain*, a leading, owner-managed media agency."
Florian Haller, CEO, Serviceplan