Following a rigorous review process, De’Longhi Group has awarded its North American business to Mediaplus North America.
The agency selection is pivotal to De’Longhi’s global ambitions. The company launched its first worldwide campaign, “Perfetto,” in 2021, with a plan to extend the campaign starring brand ambassador Brad Pitt to cover product innovations launching in North America in 2023. Mediaplus Group will lead the brand’s holistic media business inclusive of integrated media strategy, planning and buying.
“Right from the start, we could feel the Mediaplus team’s enthusiasm and deep knowledge of the category, consumer, competition, challenges and opportunities endemic to the US and Canada,” remarked Maria Colon, Head of Marketing & Customer Experience for De’Longhi North America. “The team dug deep, and then got up to speed in a way that is entirely aligned with how we ourselves operate: work hard, push limits and always say yes to a challenge.”
Tamara Alesi, Mediaplus North America’s new CEO, added, “Our ambition is simple, be the agency with whom everyone loves to work – our talent, our client partners, our publishers. De’Longhi’s very personal and creative approach to its businesses is a perfect fit for how we and our clients see us: Human, Connected, Curious and Unbound.”
The win in North America means that Mediaplus Group now supports De’Longhi in 30 countries. In addition to the De’Longhi brand, Mediaplus Group will also lead the Braun Household media planning and buying in North America.
Mediaplus North America is enjoying an acceleration, having expanded its relationship with YuMove to include Brand and Performance initiatives. The new team’s efforts also helped secure the global Mediaplus Group win of Golden Goose.
The De’Longhi Group is based in Treviso, Italy and is on the forefront of the small domestic appliance category with a range of premium products under three internationally renowned brands; De’Longhi, Kenwood, Braun and Capital Brands, The De’Longhi Group is committed to continuing their mission to create exceptional products that improve the lives’ of the consumer through innovative technologies and unparalleled design.
The De’Longhi brand is based in Treviso Italy and the global leader in espresso and comfort products. Highest quality, high Italian design and meaningful product innovations are the core values of the De’Longhi brand. De’Longhi is present in over 123 countries and creates products in three main categories: espresso, specialty cooking and home comfort. After more than a century of perfecting its products, De´Longhi remains committed to creating innovations that bring convenience and style into every customers’ home; making the everyday better.
Mediaplus Group was founded in 1983 as a Serviceplan subsidiary and is today not only the largest independent and partner-led media agency in Europe, but is also represented around the globe with over 25 locations and partnerships and around 1,000 employees. In the global “RECMA-Qualipack” ranking, Mediaplus is number one in terms of quality among independents worldwide. As innovation agency for measurable brand success, Mediaplus is more than just media: It is the combination of insights, data, media and creation. We link traditional and digital media planning with brand-specific target group models and media strategies, geo-media, performance marketing, social and search marketing, and programmatic advertising. Integrated working practices, increasing automation and the use of the latest data-driven technologies ensure campaign efficiency at Mediaplus: highly agile expert hubs gather around tables in the House of Communication to use their specific expertise to find the perfect solution for clients such as BMW, De’Longhi, Nikon, Paysafe and Siemens Healthineers.