Tuesday, June 23, 2026

ZEISS RMS appoints Mediaplus Performance for global media management

ZEISS Research Microscopy Solutions will work with Mediaplus Performance on a global performance media mandate. The Munich-based agency is taking over media steering for the ZEISS business unit, which provides microscopy systems for research, industry and clinical use.

The assignment focuses on digital lead generation in an international B2B environment. According to the companies, the aim is to make campaigns across markets more measurable, comparable and efficient.

Central setup across around 20 markets

Mediaplus Performance will coordinate the activities from its Munich headquarters. Implementation will be aligned with ZEISS RMS global marketing and regional teams. Campaigns are planned across EMEA, APAC and LATAM, covering around 20 countries. Italy, Korea and Brazil were named as examples.

The media work will focus in particular on search engine advertising and social media. A central reporting dashboard is intended to support ongoing analysis across all markets. Digital channels will be assessed based on their contribution to both lead volume and lead quality.

B2B audiences in research and industry

The campaigns target decision-makers and project owners involved in selecting, implementing and evaluating modern microscopy solutions. They also address opinion leaders who help shape technology standards in their specialist fields.

Theresa Schatt, Head of Global Marketing Communications at ZEISS RMS, described the partnership as a way to improve transparency in international campaign management and allocate budgets more precisely. Florian Berger, Managing Director at Mediaplus Performance, highlighted defined target groups and relevant data as key factors for lead quality.

The collaboration followed a joint workshop and audit process. The mandate began at the start of the year and is designed as a long-term partnership.

Context

For companies marketing complex technologies, consistent international performance structures are becoming increasingly important. In research, industrial and clinical environments, reach alone is rarely the main measure of success. Lead quality and transparent campaign data are critical. The mandate underlines how much B2B marketing in technology-driven markets now depends on central data and reporting systems.