London, May 21, 2026 — Behave, the UK-founded behavioural consultancy that is part of Serviceplan Group’s House of Communication UK, today announces its launch in Germany. The expansion is a result of years of rapid growth in the UK market, and a testament to the agency’s approach to media planning that is deeply rooted in consumer insights. The new unit will be led by Karin Immenroth, Global Chief Data Officer at Mediaplus, together with Global Director Minh Nguyen.
The launch will also see Behave introduce its new AI-powered suite of products, Behave.AI, with global availability. Built on a proprietary knowledge database of behavioural science principles, the AI platform analyses marketing and campaign data to uncover underlying human behavioural patterns – the “why” behind performance, brand impact and community resonance.
Will Hanmer-Lloyd, Head of Behave UK said: “Expanding the Behave team into Germany is a significant step. It strengthens our behavioural science capabilities and sharpens our differentiation across research, planning, content and AI. In the long term, we are building a proprietary behavioural knowledge system, in which the team in Germany will play a central role.”
Behave was founded in 2019 as an independent agency and part of Mediaplus Group UK (then Total Media Group). Today, it operates as a global behavioural science consultancy and insight platform for communications as part of the House of Communication UK. The agency combines behavioural science models and experimental design with strategic consulting, alongside data and AI-driven analysis. It works to systematically explain and predict decision-making processes and mechanisms of impact and translate these insights into effective marketing strategies and campaigns.
In the UK, a team of over 20 behavioural experts serve clients across sectors, including E.ON, Zoetis, and Hiscox. Recent projects include uncovering key behavioural drivers among niche political audiences for E.ON and developing a strategy for Hiscox to address overconfidence bias among SME owners, who often underestimate risk and underinsure.
The Munich team, led by Karin Immenroth, focuses on both global and national AI projects and accounts, working closely with UK colleagues on international campaigns. Behave solutions have already been deployed in the region for brands including snack manufacturer Lorenz Nic Nacs and water filtration expert BRITA.
Karin Immenroth, Global Chief Data Officer, Mediaplus, said: “With Behave.AI, we are integrating behavioural research where it becomes particularly effective for media: at the intersection of strategy, data and technology. The new unit strengthens our behavioural science capabilities and expands our expertise in research and planning. This enables us to create global solutions based on a deeper understanding of human behaviour while making decisions faster, scalable and verifiable through AI.”
