Sophie Vanderwinkel, new Managing Director of Mediaplus


Sophie Vanderwinkel, new Managing Director of Mediaplus

As from 1 September, Sophie Vanderwinkel, will be the new Managing Director of Mediaplus, the media agency of the Serviceplan group. Sophie Vanderwinkel succeeds Kathleen Soontjens who becomes part of the holding management in Belgium, and who will henceforth hold the position of Chief Relationship Officer, with a focus on the relationships between the various agencies of the group and their clients, employees and partners. 

Sophie Vanderwinkel, 43, mother of twins, has worked her entire career for Sanoma, where she has held various positions. Her last position within the Finnish group was that of Head of Inbound Sales & Advertising Care, which has allowed her to combine media, data and content based on behaviouristic analyses. Today this combination is the basis of the media offerings desired by the modern consumer. This consumer no longer wants to be harassed by unsolicited advertising that is not in line with his or her expectations. 


As a reminder, Kathleen Soontjens took over the leadership of Mediaplus in 2014 after the Serviceplan group’s acquisition of the media agency Mundo Media. Today, together with the data and programmatic agency Mediascale, Mediaplus has about twenty employees in Brussels. With this, it is the smallest but also the most dynamic and modern agency of all the media agencies in the UMA ranking.


Kathleen Soontjens: "I'm really proud of the work that the Mediaplus teams deliver every day to our clients. Our positioning, at the crossroads of creativity and data, demonstrates that our common goal is ‘growth’. I am looking forward to the arrival of Sophie, whose experience shall strengthen Mediaplus, and also to the new challenges that await me at Serviceplan".

Sophie Vanderwinkel: “After 20 years with Sanoma, it was time for me to look for another professional challenge. For me, Mediaplus is a further logical step in my career. Their alternative positioning perfectly matches my vision of the role that the media should fulfil today. Integration and innovation must underpin each relevant media strategy for brands and consumers. The Mediaplus teams have been formed in light of this mission and it will be a real pleasure to lead this agency, which is already doing very well.”

Peter Vande Graveele: “I am very happy to welcome Sophie to Mediaplus. She has the profile that I have sought for some time to perpetuate the growth of our media agency. From now on Kathleen will be my second-in-command, but I am also reassured because I know that, with Sophie, our media agency will be in good hands.”

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Nancy Delhalle

Chief Marketing Officer

+32 2 774 01 00