Mediaplus Group has appointed Tessa van der Starre as CEO of Mediaplus Netherlands, with the new leadership role set to begin on September 1, 2026. Van der Starre joins the organization after 18 years at WPP, bringing extensive experience across media, client leadership, and agency management.
During her career at WPP, van der Starre held several senior positions, including CEO of EssenceMediacom and Chief Client Officer at WPP Media. Her experience has covered organizational leadership, client relationships, talent development, and the management of large media businesses.
Her appointment comes at a time when the media and advertising industry is being reshaped by artificial intelligence, data, automation, and changing consumer behavior. Media agencies are increasingly expected to combine strategic thinking with technology capabilities while maintaining a strong understanding of local audiences.
AI is becoming particularly important across media operations. Agencies are using AI and data-driven tools for audience analysis, media planning, optimization, personalization, and measurement. At the same time, marketers are still working through questions around data quality, transparency, privacy, and the appropriate level of automation.
Mediaplus has also been increasing its focus on AI and data across its global operations. The group has developed AI-powered media capabilities and has highlighted the growing importance of connecting data, insights, AI applications, and media workflows.
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Against this backdrop, leadership experience that combines client management with organizational transformation is becoming increasingly relevant. Agencies are navigating a market where clients want greater efficiency and measurable results while also expecting partners to understand rapidly changing technologies.
Van der Starre’s background in building organizations and developing teams could be particularly relevant as Mediaplus Netherlands enters its next phase. The company said her people-focused leadership approach aligns with its broader culture and highlighted her experience in creating long-term client relationships.
Her appointment also reflects a broader shift within media agencies. Leadership is increasingly being defined not only by traditional advertising expertise but also by the ability to navigate technology, data, AI, and international collaboration.
As the advertising ecosystem continues to evolve, Mediaplus Netherlands will be operating in a market where local relevance and global capabilities increasingly need to work together. Van der Starre’s experience across both dimensions positions her to lead the organization through that changing environment.
