The new Munich-based venture will be led by Karin Immenroth and Minh Nguyen, respectively global chief data officer and global director at Mediaplus, within which Behave is housed.

The consultancy helps clients target growth by understanding human behaviour, combining behavioural science, strategy, and technology.

Its Germany launch coincides with the advent of Behave’s AI-powered suite of new products, which are built on a proprietary knowledge database that can analyse marketing and campaign data to identify human behaviour patterns. 

Immenroth already works across global and national AI projects and accounts, collaborating with UK staff on international campaigns. Behave projects have already been handled in Europe for brands including snack manufacturer Lorenz Nic Nacs and water filtration brand Brita.

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 part of media agency Mediaplus (then known as Total Media, which was acquired by Mediaplus). Both are part of agency group Serviceplan Group, sitting within its House of Communication UK, an MRS-accredited business.

Behave’s UK operation comprises a team of more than 20 behavioural experts, who work with clients including E.ON, Zoetis, and Hiscox.