European consumer electronics retail giant MediaMarktSaturn has appointed Germany’s Serviceplan Group as its “creative solutions partner” for Europe. The appointment followed a competitive pitch.  

A dedicated unit is being set up called “Momentum,” which incorporates an AI-powered production system that integrates tactical creation, production, data, automation and distribution within a single infrastructure. 

The unit’s processes, systems and resources will be jointly set up and operated by teams from MediaMarktSaturn and Serviceplan Group and will include a pan-European network of central production hubs and local market teams. 

It will initially launch in Germany, Austria and Switzerland and Benelux regions, followed by Italy, Spain, Turkey, Poland and Hungary over the next year.  

The client operates under the MediaMarkt and Saturn brands, connecting around 1,070 brick-and-mortar stores with online sales platforms across 11 European countries. It generated revenues of over 23 billion euros in its last fiscal year.  

Media is not part of the remit.