Press Releases - Serviceplan Group - Serviceplan Group Press Releases at en-us Copyright 2020 ÜberCreativity: Serviceplan Group is “raining” change on the advertising industry with The Rainmakers series of video talks In the new video series "The Rainmakers", experts from Serviceplan Group’s Houses of Communication worldwide share their expertise on the latest trends in the communication and marketing industry. In the first episode, Worldwide Executive Creative Director Jason Romeyko explains the concept of ÜberCreativity, and how
creativity can enable an agency to be at the top of its game.

The Serviceplan Group is launching a new business content series entitled "The Rainmakers". Six times a year, specially produced videos will highlight the latest and most important global trends in creativity, design, media and digital. The series was initiated by Jason Romeyko, Worldwide Executive Creative Director Serviceplan Group, and Marcus Schnarr, CMO International Serviceplan Group. It is hosted by Jason Romeyko who
meets international experts from the world of communication selected for their expertise in different sectors to share their insights on a curated series of themes. The videos will be shown on the website and on the Serviceplan Group's social media channels, and will be shared with marketing decision-makers in a regular newsletter.

The first video in the “The Rainmakers” series focuses on ÜberCreativity: Jason Romeyko uses vivid examples to show why this higher form of creativity, in which different disciplines, talents, cultures, media and technologies come together and interact, is essential for successful customer projects. He also talks about the creative process of so-called WigWams, in which a wealth of ideas and solutions for a brand are developed in just four hours, a process that normally takes three to four weeks.
„The Rainmakers“ is produced by Media Ready. The second issue will be published in October. In a dialogue with Chief Digital Officer International Tim Schnabel, Jason Romeyko talks about the new production unit, and reveals how it is possible to radically simplify production processes of individualized, personalized and automated assets, according to the principle: "Someone, somewhere is always working for you". 

2020-09-21 00:00:00
"BAM is back" - Serviceplan Campaign makes dust dance for Germany’s Bamberg Symphony to celebrate post-lockdown reopening of the cultural institution for the Autumn 2020 season The last few months have been very challenging for cultural institutions, including the Bamberg Symphony Orchestra whose concert hall was also empty due to the Covid-19 pandemic, which caused the season to come to a different end than planned. But now, post-lockdown in Germany and observing all necessary hygiene regulations - music can be played again in the concert hall of this iconic orchestra, which is a cultural hub
of the German city of Bamberg. To creatively celebrate the reopening of the new season on 17 September, Serviceplan Campaign has produced a video for the Bamberg Symphony's social media communication under the claim "BAM is back". The film features music playing in the empty concert hall, which causes the dust that
accumulated during the quiet months of lockdown to dance.

Instead of the sounds of the orchestra and thousands of spectators, only silence filled the concert hall of the Bamberg Symphony during the last few months of lockdown imposed due to the global Covid-19 pandemic. Now, thanks to a specially designed and tested safety and hygiene concept, it is possible for the orchestra to resume playing on 17 September, taking into account all legal requirements. The claim "BAM is back" is the expression of all these concepts, preparations and measures.

Marcus Rudolph Axt, Chief Executive of the Bamberg Symphony commented: "In the video 'BAM is back', which is creatively developed and realized by Serviceplan Campaign, we would like to make an artistic statement that deals with the current situation of the cultural industry. It testifies to the long silence of recent months and also to the desire to overcome this silence and to be able to play live for an audience again. With 'BAM is back' we celebrate music, our return and considerateness and want to welcome people back to the place that has missed
them for so long.”

Alexander Nagel, Creative Managing Partner at Serviceplan Campaign: "The film arose from the idea that dust had settled in our concert halls during the pandemic because nothing could take place there anymore. For us, this dust was a symbol of coming to a standstill, which we wanted to transform into a symbol of a new beginning. For this, we let the dust dance to the first sounds that the Bamberg Symphony played again.”

The video "BAM is back" was directed by Emilia Möbus, shot post-lockdown in July while observing Covid-19 safety regulations, and produced by LeHof Media, the Animations were created by Aixsponza.
It is released on the Bamberg Symphony's Instagram, Facebook, Twitter and YouTube channels.

Serviceplan Campaign has been working for the Bamberg Symphony since the spring of 2019 and has, among other things, already produced the image film "The Sound of Bamberg Symphony", which introduces "BAM" as part of the DNA of the Bamberg Symphony and stands for Bamberg as a city as well as for sound, internationality and the wow-effect. 
The Bamberg concert hall, acclaimed as Bavaria’s best concert hall, is a cultural institution in Bamberg, a UNESCO World Heritage City. The Bamberg Symphony was established in 1946 and is an extraordinary orchestra in an extraordinary city. 

2020-09-14 00:00:00
New agencies for the European marketing activities of the BMW and MINI brands.
  • Performance marketing and digitalised sales for modern, tailor made customer relationship management. • New agency constellation will become operational in the third quarter.
  • The future unit will bear the project name “THE ENGINE”. It is a new partner network made up of MediaMonks, the Serviceplan Group and Berylls Strategy Advisors.
  • Munich - The BMW Group is reorganising its European marketing activities for its BMW and MINI brands. The related call for tenders initiated in February 2020 by the BMW Marketing and Purchasing departments reflects the consistent evolution of BMW Group Sales and Marketing towards a data-driven and customer-oriented organisation. By consolidating contents and centralising the European agency and partner network, the BMW Group is establishing an extremely efficient, high-performance marketing engine capable of supporting individualised and modern customer relationship management across all touchpoints for both the BMW and MINI brands. This will enable the organisation to better anticipate the wishes and requirements of existing and prospective customers, with the aim of offering timely, individually and contextually relevant information at each step of the customer journey. As a result, the quality of the customer experience and sense of orientation within the brands’ overall ecosystems will be considerably upgraded. The system is focused on advanced customer data analytics, highly automated production and delivery of communications media, digital media and strong e‑commerce support. The aim is to enhance Marketing input in the areas of vehicle sales, aftersales services and digital services and leverage efficiencies.

    “Our decision to select ‘THE ENGINE’ as our new agency constellation for all of Europe clearly dovetails with our claim to provide the best premium customer experience within the automotive industry,” explains Pieter Nota, Member of the Board of Management of BMW AG, Customer, Brands, Sales. “In the process, we are steadily expanding our expertise in the digitalisation of customer, brand and sales processes and are thus investing in the future of our commitment to providing customers with a source of joy in their lives. I would like to express my gratitude to all those who participated in the pitch stage; everyone delivered professional presentations they’d put their heart and soul into.”

    Transnational agency operating system for all 26 European markets.
    “This system will comprehensively integrate the classic marketing disciplines of strategy, creation and production with all relevant aspects of the customer journey – while elevating them to a high-tech level. In practice, this includes all areas of data-driven performance marketing and analytics, marketing automation, programmatic media and CRM support,” says Jens Thiemer, Senior Vice President Customer & Brand, BMW. “In addition, we are consolidating the management of web operations and e‑commerce within our new agency operating system.” The fully transnational system will cover all 26 European markets including Germany.

    A high-performance marketing engine that eliminates friction.
    The future unit will bear the project name “THE ENGINE”. It is a new partner network made up of MediaMonks, the Serviceplan Group and Berylls Strategy Advisors. At the heart of the new constellation will be the Dutch agency MediaMonks with its highly automated and data-based creative and production skills. The Serviceplan Group will be responsible for the technological and data-driven components as well as management of the local interfaces to support marketing-as-a-service responsibilities. Berylls Strategy Advisors will take on responsibility for the transformation and onboarding of the markets. “‘THE ENGINE’ has given the BMW Group the opportunity to not only secure efficiencies and synergies but also improve innovation, flexibility and quality,” says Ralf Hattler, Senior Vice President Indirect Purchasing. Local Service Hubs will be installed to serve as direct contacts for the national BMW Group subsidiaries in the various markets. “THE ENGINE” will complement the existing international agency hubs for China and the US. The new agency configuration will become operational as soon as the third quarter of this year and start by serving the two large markets of Germany and France. 

    Florian Haller, CEO Serviceplan Group commented: «Winning the BMW mandate is the beginning of a new era for the Serviceplan Group. With our strengths in the areas of Experience, Technology and Data, we feel that, together with our partners Berylls and MediaMonks, we are well equipped to provide this very special client with international, digital and technically advanced support.» 

    2020-09-11 00:00:00
    Serviceplan Group defies Coronavirus Crisis with stable Development during financial year to June 2020

    Throughout the last financial year, ending on 30 June 2020, the Serviceplan Group has maintained market stability despite the unprecedented Covid-19 pandemic and its impact. At EUR 448 million, global agency fees were slightly above those of the previous year (EUR 442 million).

     Market predictions are as sombre as they are realistic. The Zentralverband der Deutschen Werbewirtschaft (German Advertising Federation) anticipates a decrease in sales of between 10 and 20 per cent in the German advertising industry. In light of this, the Serviceplan Group’s balance sheet is all the more gratifying. As Europe’s largest owner-managed agency group, the Serviceplan Group has succeeded in finishing the financial year in a stable position, despite the difficult overall economic situation.

    Florian Haller, CEO of the Serviceplan Group, says: “I am proud that we have managed to buck the industry trend and maintain such stability during the first few months of the global Covid-19 crisis. This is a unique team effort that we have only been able to achieve through the strategic vision and flexibility of our colleagues in Germany and our Houses of Communication around the world. Thanks to our international orientation, our focus on digitalization, our integrated mindset and our partner-managed structure, we were able to further cement our status as Europe’s leading owner-managed agency group, rising to the challenges posed in a difficult market environment.”

    International Houses of Communication as Beacons

    With 24 of its own locations and around 4,200 employees worldwide, as well as further partner locations, the Serviceplan Group has now established itself in 35 countries. The agency’s “House of Communication” model plays a central role in this, and a wide variety of specialist agencies are included under this umbrella. In locations where the Serviceplan Group is represented by several of its agency brands, it operates as a “House of Communication”. This makes Serviceplan the only agency group that combines all communication services from a single source into an integrated and holistic concept across national borders. This concept is constantly being expanded at all locations, most recently in Vienna and Amsterdam.

    With the merger of Serviceplan Group Austria and Wien Nord in January 2020, two leading Austrian agency groups have united under the umbrella of the “House of Communication”. This has resulted in a unique, integrated range of services for creation and content, media and data, technology, strategy and brand partnerships.

    Through the merger with Mediaxplain* and the establishment of the new “House of Communication” in Amsterdam in July 2020, the Serviceplan Group is sending strong signals into the Benelux market.

    Promoting Digital Innovations through Personnel and Content

    The fact that the Serviceplan Group concluded the last difficult financial year in such a confident position is due not least to the sharp increase in demand for digital services. The fee volume of Mediaplus (incorporating Facit) and Plan.Net was EUR 217 million in the past financial year – the increase over the previous year (+ 7%) is mainly due to growing digitalization in the media sector.

    During the Covid-19 crisis, the ongoing strategic realignment of the digital sector towards data-driven consulting, experience, marketing technology and activation has proved beneficial to the agency group, as has the recent appointment of Wolf Ingomar Faecks to head up the Plan.Net Group. Since the start of the year, the new CEO has been responsible for strategic direction as well as further internationalization, and he also acts as Plan.Net Group’s spokesman.

    In addition, a new innovation consulting and development service has been created within the Plan.Net Group, under the name Plan.Net Innovation. Carmen Tscharre-Späth has come on board as an additional Managing Director, focusing particularly on digital products and services, New Work and agile working.

    Under the leadership of Verena Letzner, who has strengthened the management of Plan.Net NEO since August 2019, the “Marketing Governance” service area – advising international corporations on the setup, structure and processes of their digital marketing organization – has been established as a business division.

    In spring, the Serviceplan Group also formed a new global agency division for digital production, known as With more than 1,200 employees in six Hubz on three continents, supports the agency group as an internal production services provider by increasing the productivity, effectiveness and speed of client projects.

    Integrated Services Continue to Impress

    In terms of pitches, the Serviceplan Group’s balance sheet is extremely gratifying. In the last financial year, numerous large international, integrated budgets were won or retained. For example, the House of Communication in Hamburg secured the Tchibo budget for the umbrella brand, non-food and coffee which will be managed in an integrated way by the creation, strategy and social media divisions. Specialist teams from the Serviceplan Health & Life, Serviceplan Consulting Group, Serviceplan Design Hamburg agencies, together with Mediaplus, Mediascale, Plan.Net Performance and Plan.Net Pulse, will be working with an integrated approach as a new international lead agency for the Delta Pronatura brand, Dr. Beckmann. In autumn 2019, the first international campaign was rolled out in some 80 countries. Clients including METRO and VORWERK will continue to enjoy our international, integrated services. The House of Communication Berlin was able to win the pitch for AOK’s content marketing budget in a bidding consortium with the Bauer Media Group. The Serviceplan Group’s clients in Germany also include Bayer, Datev, DER SPIEGEL, MediaMarkt Saturn, R+V, PENNY, Anheuser-Busch InBev and BVG. In addition, Mediaplus International was awarded De’Longhi’s international media budget in 25 countries. Other new Mediaplus clients include Alltours and Schwartauer Werke.

    An agile Group in difficult Times

    One of the Serviceplan Group’s keys to success, which has proved effective particularly in periods of crisis, is the owner-managed partner model. Each company in the agency group is run by one or two managing directors, who also share materially in the company’s success. All the partners are involved in the day-to-day business and look after their clients personally. Florian Haller says: “We are a speedboat, not a tanker. During this period, our unique partner structure has helped a lot in the sense that everyone pulls together. As an independent agency, we are more agile, faster and more flexible in our decision-making, as we do not have to take account of the short-term, ROI-driven interests of shareholders”.

    2020/2021: Extraordinary Market Conditions create a challenging Year

    The 2020/2021 financial year, which began on 1 July 2020, will continue to be impacted by the effects of the previous months of crisis and the resulting global economic recession. CEO Florian Haller explains: “Our clients and their expectations of us as an agency partner are evolving. Keywords such as consolidation, efficiency, cost pressure and data-based communication will continue to gain in importance. We are adjusting to this by being flexible, thinking and acting progressively and consistently pursuing the digitalization push of the past few months”. He continues: “At the moment, no one can forecast growth. But I assure you that we in the Serviceplan Group are taking and have already taken many steps in pursuance of a common goal – we aim to stabilize the agency group, making it reliable and future-proof for our clients and our colleagues”.

    Serviceplan Group commits to Climate Neutrality in Germany

    Future-proof – above all that also means sustainability. As the largest owner-managed agency group in Europe, the Serviceplan Group in its 50th anniversary year has set itself the goal of being a pioneer in this area – in economic, ecological and social terms. In one of the Group’s most important undertakings, all the Serviceplan Group’s German locations will become climate-neutral in 2020. A large number of specific measures relating to travel, digital communication and carbon offsetting through certified climate-protection projects are enabling more sustainable ways of living and working within the agency group. The publication of a climate report will ensure long-term transparency.


    In the past financial year the Serviceplan Group has enjoyed significant creative successes in German and international awards, including the accolade of 5th place in Cannes Lions "Independent of the Decade" Ranking. Serviceplan Group has also enjoyed success in leading rankings of various communication disciplines: creativity (1st place in the Redbox ranking), efficiency (most frequently awarded agency at Effie Germany), digital (1st place in the BVDW creative ranking), design ("Design Agency of the Year" in the PAGE ranking), media ("Media Agency of the Year" at the German Media Award), healthcare (1st place in the Healthcare Marketing creative ranking) and PR (1st place in the PR creative ranking of PR Journal).

    Below is a selection of the awards and ranking results:

    Creative rankings:

    - ADC Germany: 1x Grand Prix and 3x Gold,11 x Silver and 17x Bronze

    - ADC Global: 4x Gold, 3x Silver, 5x Bronze and 4x Finalist

    - Andy Awards: The Serviceplan Group is "Independent Agency of the Year", ranked 5th in the "Overall Network Ranking" and 2nd in the "Number of wins per Office" and won 7x Gold

    - Cannes Lions: The Serviceplan Group takes 5th place in the "Independent of the Decade" Ranking

    - Cresta Awards: The Serviceplan Group is "CRESTA Independent Network of the Year" and wins 3x Grand Prix, 2x Silver and 4x Bronze.

    - Effie Germany: The Serviceplan Group is the most awarded agency and wins 2x Silver and 4x Bronze

    - Healthcare Marketing creative ranking: Serviceplan Health is the most creative agency

    - LIA: The Serviceplan Group is "Global Independent Agency of the Year" and wins 3x Gold, 4x Silver and 1x Bronze

    - NYF Advertising Festival: 1x Grand Prix, 2x Gold, 17x Silver and 12x Bronze

    - Page Ranking: The Serviceplan Group is "Design Agency of the Year

    - PR Journal PR Creative Ranking: The Serviceplan Group is in 1st place

    - Red Dot: 2x Grand Prix, 5x "Red Dot: Best of the Best" Awards and 13x "Red Dot" Awards

    - Redbox Ranking: The Serviceplan Group takes 1st place

    - The Good Report: The Serviceplan Group takes 9th place in the "Top 25 Agencies", 12th place in the "Top 20 Networks" and 8th place with Dot Mini in "Best Campaigns”

    - WARC Ranking: Plan.Net is among the "Top 10 in the WARC 100 Effective Ranking 2019 

    2020-09-02 00:00:00
    Serviceplan China Create TVC for Haier Leader i-Case Product Launch. Off-the-wall new campaign featuring the new i-Case refrigerator appeals to young generation of consumers 

    In the first communication since winning the business in November 2019, Serviceplan China have created the an i-Case product launch campaign for Haier Leader, a sub-brand of the Haier Electrical Appliance Group in China. Following a client brief to launch a new Haier Leader product – the i-Case Refrigerator - and get the attention of young consumers by appealing to Millenials’ lifestyles and attitudes, Serviceplan China conceived an idea which links the key feature of the product to youthful attitudes – an unconventional love story where a couple break up and their refrigerator reunites them.

    The iCase Refrigerator launch is aimed at young Chinese consumers in the 20-30 demographic. The brand wanted to convey a young and fashion-focussed vibe that fits with the stylish and unique design of the new iCase Refrigerator. The main feature of this new product is that the refrigerator is made up of 2 components, which can be separated into single units, and also can be combined into a double fridge. Serviceplan China created an advert which was shown on Leader’s offical Weibo and Wechat platform as well as local TV channels.

    The TVC is infused with humour and attitude and tells the story of a fashionable and unconventional young couple, with added authenticity through the use of a real-life couple rather than professional actors. Showing the unique attitudes of the young generation towards love, whilst emphasising how the Haier Leader product can be integral to their lifestyle. In the TVC directed by Zhao Ning (Production house: Red Horse) a woman is seen packing her suitcase and taking her favourite belongings, which include a gaming console and her half of the i-Case Refrigerator. The cinematic aesthetic of the advert and red and blue palette, complements the contemporary design of the blue toned fridge, while a French soundtrack and post-modern Chinoiserie styling complete the post-modern picture of a tempestuous young couple falling in and out of love.

    Serviceplan China CCO Chong Kin commented: “We always say ‘if you don't have a unique selling point, be the first.’ But what if we have? Our TVC idea perfectly illustrates the USP in an interesting way with an insightful young Chinese story. It's a wonderful execution for product demonstration.” 

    2020-08-12 00:00:00
    Serviceplan Spain Beats 10 Other Agencies in Pitch to Win Valencia Region Tourism Account Turisme Comunitat Valenciana has awarded its communication account to Serviceplan Spain, who will be responsible for national and international promotion of one of the most popular Spanish regions for Tourists from all over the world. 
    Serviceplan Spain has won the account of the Valencian Tourism Community, meaning that for the next two years, the international agency will be in charge of creating innovative new campaigns designed to promote Valencian Community Tourism on a national and international level for Valencia, which is one of the Spanish regions that receives the most Tourists.
    Serviceplan Spain’s work is planned in two phases; an initial one in which an inaugural campaign will be produced, and a second phase that will aim to make the campaign evolve strategically and conceptually by applying new communication formats. To this end, new campaigns will be created in order to update and innovate the communication of the Valencian Community, with the development of a famous and unique “UberCreative” campaign within the tourism sector.
    The campaign strategy will incorporate a new creative concept for ‘Mediterranean Live’, with an objective of raising the profile of Turisme Comunitat Valenciana on a local and global level, while maintaining the claim ‘Mediterranean Live’ and its essence, values and attributes. Serviceplan Spain will conceptualise a new image, messaging, branding and innovative ways that globally communicate the strengths of Valencia’s tourism offering.

    In order to achieve a greater differentiation of communication in the tourism sector, which often has a stereotypical way of communicating, within the winning proposal, Serviceplan Spain will count on the talent and vision of its team with the leadership of Emilio Valverde, Creative Director of Serviceplan Spain since the beginning of 2020, and the support of the international Creative Management Board of the Serviceplan Group, with the Worldwide Executive Creative Director of Serviceplan Group, Jason Romeyko, at the forefront. With this
    team in place, Serviceplan Spain has a vision of making this one of the benchmark campaigns not only for Serviceplan Spain, but also for the parent group.

    Serviceplan is one of the international communication groups that have made the greatest achievements in creativity and innovation in recent years, as recently revealed at Cannes Lions when it was ranked 5 in the Top 10 Independent Agencies of the Decade. 

    In the words of Markus Noder, Managing Director of Serviceplan International: “We are very excited about this campaign in a sector such as tourism that allows us to show our creativity and global innovation, and to be able to support Serviceplan Spain with all the potential of the group, thus promoting a region as important globally as the Valencian Community. For this reason, we want our contribution and teamwork to make this one of the most relevant in our House of Communication, not only in Spain, but also within the group, this year and next. " 

    2020-07-23 00:00:00
    Serviceplan Spain Appointed Communication and Creativity Agency for Palau de les Arts Reina Sofia The Palace of Arts awards account to Serviceplan Spain after public competition with 10 other agencies 

    Valencia, 13 July 2020 — After beating 10 other communication companies in a public competition, Serviceplan Spain has been appointed sole agency for communication and creativity by the Palau de les Arts Reina Sofia in Valencia.

    As the winning agency, Serviceplan Spain will be responsible for all communication and creativity for the Palau de Les Arts Reina Sofía, an iconic cultural theatre and opera theatre in Valencia designed by Valencian architect and engineer Santiago Calatrava and inaugurated in 2005. The Palau de Les Arts is an emblematic building that is part of the renowned architectural complex of the City of Arts and Sciences. The objective of the account is to position the Valencian center as a benchmark of cultural excellence on the national and international scene.

    Following a successful pitch in the public competition against 10 other agencies, Serviceplan has been awarded the contract to carry out the communication strategy and consulting and creativity to cover the needs of the organization for two years. Serviceplan Spain has extensive experience with global brands such as Heineken, Puerto de Indias, Sales Force, Lufthansa, Mercedes-Benz, Val Venosta, Turismo Comunitat Valenciana, as well as proven expertise in the tourism, cultural and entertainment sector. This is a major new account for the international Serviceplan Group, which provides an opportunity to united creativity and innovation, and bring culture, opera and music closer to new audiences. 

    Luis Piquer, CEO, Serviceplan Spain commented: “The agency intends to communicate the cultural programme of the Palau de Les Arts Reina Sofia as a great centre for opera, music and other activities, and thus help cement its reputation as a benchmark of artistic excellence, seeking to bring its content closer to the public in Spain, as well as making it a benchmark of international cultural prestige”.

    Luis Piquer, CEO, Serviceplan Spain 

    The work to be carried out focuses not only on communication, innovation and creativity, but also on strategic consulting with the purpose of formulating positioning and future strategies in accordance with the objectives set by the Palau de Les Arts. The Serviceplan Spain teams in Valencia and Madrid will work closely with those responsible for the different communication areas of the Palau de Les Arts in general, and be responsible for implementing specific actions centred around significant launches. 

    The Palau de Les Arts is equipped with the most modern technologies needed to constitute an avant-garde and modern space, which is the cultural catalyst that has made the Region of Valencia an international centre of musical excellence. Architect and engineer Santiago Calatrava was the creative genius behind the majestic building, which has equipped the city and Region of Valencia with the ability to be a player on the world stage of music, in particular opera and major musical shows. 

    2020-07-15 00:00:00
    Serviceplan Group Strengthens Presence in TheNetherlands with MEDIAXPLAIN* and Serviceplan/ Mediaplus Merger Europe’s leading independent agency group launches a fully integrated House of Communication in Amsterdam

    The independent strategic marketing & media agency Mediaxplain* has merged its business with the Dutch branch of Serviceplan/Mediaplus to form a House of Communication in Amsterdam. The result of the merger is the formation of a fully integrated, future-facing agency consisting of about 100 media, tech and creation professionals. Serviceplan, Europe’s largest independent agency group, takes a majority share and will offer unparalleled digital marketing (media & automation) and data/tech expertise within the newly formed House of Communication in Amsterdam. Along with the firmly established Serviceplan Agency in Belgium, the new Dutch House of Communication in Amsterdam offers the widest range of services to brands and organizations in the Benelux. The leadership team of the new House of Communication in Amsterdam is formed by a marriage of the current Dutch management of Mediaxplain* and Serviceplan/Mediaplus.

    The House of Communication driven by Dutch Entrepreneurship

    Talks between Mediaxplain* and Serviceplan commenced in 2019, with both parties recognising in each other similar philosophies underlying their business model; independent thinking, innovation orientation and entrepreneurship, applied to the day to day management of the agencies and the interface with clients. A unique service portfolio focusing on media, creation, tech & data of Mediaxplain* and Serviceplan/ Mediaplus will now be blended together at the Amsterdam office of Mediaxplain*, which will carry the name House of Communication as of the 1st of July 2020.

    Florian Haller, CEO of Serviceplan Group explains: "For Serviceplan Group, the House of Communication in Amsterdam is a milestone on our way to increasing our existing global footprint in order to be present in the relevant international markets. I am pleased that we can now offer our integrated agency concept with creative & content, media & data and experience & technology under one roof in the Netherlands, and that we have partnered with Mediaxplain* in the Netherlands, an owner-managed media agency with core values aligned with those of Serviceplan.”

    Gun Nieuwenhuis and C.C. Hage, founders of Mediaxplain* explain: “Five years ago, in the growth path of Mediaxplain*, we made a conscious choice to also serve international customers on our own. It has taught us that our services also shine on that podium, but also that our Dutch clients can benefit from initiatives that are developed internationally. In Serviceplan we found that independent entrepreneurial powerhouse that strengthens our position on the Dutch market in terms of digital development power and tooling, and on the other hand enlarges the stage for our services for international clients. Not least in Benelux context.”

    Markus Noder, Member of the Executive Board of Serviceplan adds: “The Netherlands and Amsterdam are quickly developing into one of the most important international hubs for media & creativity. For Serviceplan it was already a place where we sparked some of our House of Communication services in recent years. Through talks with Mediaxplain* these plans and our ambitions have been amplified. With this significant step and the unique matching services of Mediaxplain*, we are able to offer Dutch and international clients the broadest range of specialized services in the field of communication.”

    Peter Vande Graveele, until now CEO of the Serviceplan Group Benelux, considers the merger with Mediaxplain* as a major step in the future development of the Serviceplan presence in the Netherlands, which he started in 2015 by bringing key clients from Serviceplan in Brussels to Amsterdam, amongst them L’Oréal. In September 2018, he founded Mediaplus Amsterdam and embarked on a cooperation with Hornbach, who were already a client of Mediaplus in other European countries. As of 1st July, Vande Graveele transfers his operational responsibilities to the new management team of the Amsterdam House of Communication, but remains a shareholder of the new merger. He says: “I am very proud that we have put Serviceplan Group on the map in the 2 capitals of Amsterdam and Brussels since 2013, and that with this merger we can count almost 200 communication specialists in the Benelux within the newly formed House of Communication Amsterdam.”

    Caption - From left to right: Sander Bots (Managing Director Mediaxplain*), Gun Nieuwenhuis (Managing Partner Serviceplan Group Netherlands), Dirk Jan Theijn (CFO Serviceplan Group Netherlands), Mariska Wilschut (Managing Director Serviceplan NL), Menno Westinga (Managing Director Mediaplus NL), C.C. Hage (Managing Partner Serviceplan Group Netherlands), Christiaan van Betuw (Managing Partner Serviceplan Group Netherlands)

    2020-07-06 00:00:00
    Serviceplan Ranks #5 in Top 10 Cannes Lions Independent Agency of The Decade As Cannes Lions release Lions Creativity Report of the Decade, Serviceplan Group features in the Top 10 rankings 

    Serviceplan takes 5th position in the ranking for Cannes Lions Independent of the Decade, as part of the inaugural Lions Creativity Report of the decade.

    The Lions Creativity Report of the Decade presents six regional agency of the decade awards and six global awards: Independent Agency, Network, Holding Company, Agency, Brand Marketer and Palme d’Or of the Decade. The ten-year rankings chart the ascending performance of the world’s most creative companies, celebrating those that have delivered an unfailing level of world-class creative work. The report’s findings are presented alongside commentary and analysis from sister company WARC.
    Although Cannes Lions was cancelled this year because of the Coronavirus Pandemic, LIONS Live replaced the original dates of the Festival - 22-26 June - with Serviceplan’s ÜberCreativity presentation forming part of the programme, and the Special Award rankings including Independent Agency of the Decade announced on the last day of the digital festival. The Special Award rankings included in the Lions Creativity Report of the Decade can be found here: 

    2020-07-01 00:00:00
    A TV Presenter is Absent from the Screen in Serviceplan France Campaign Highlighting Work of Règles Élémentaires To demonstrate the problem of menstrual precariousness, the Règles Élémentaires TVC features a weather report with the presenter absent from the screen 

    For the first time in the history of French television, a TV presenter is absent from the screen during her scheduled weather forecast, an absence designed to highlight the work of French organisation Règles Élémentaires, who help women suffering from menstrual precariousness. The 3 TVCs created for Règles Élémentaires and its agency Serviceplan France is supported by the French T channels Canal + and France Ô.

    The work of Règles Élémentaires helps some of the 1.7 million * women in France who are victims of menstrual precariousness (source: IFOP, 2019). Because these women do not have the financial means to buy intimate hygiene products - or not in sufficient quantity – it is difficult for some of them to continue with normal day to day life with dignity when menstruating. For some, the solution lies in absence, with these women preferring not to show up at their place of study or work during their period.

    It was in order to make this embarrassing and little-known reality known to as many people as possible that Tara Heuzé-Sarmini created Règles Élémentaires in 2015 as the first association to combat menstrual precariousness. This association has given itself a double mission: to collect intimate hygiene products intended for women in need and to obtain from government authorities free intimate hygiene products for women in precarious situations.

    In order to raise public awareness, the agency Serviceplan France imagined this unprecedented shock operation: removing Weather presenters from the screens when presenting their program, for a reason never invoked in our society in which the subject of mensturation remains a real taboo.

    The operation will be repeated many times between June 1 and June 30 on 6 channels of the Canal group: Comedies, Planet AE, Info Sport, Planet CI, Planet and Polar + as well as on France Ô. 

    2020-06-22 00:00:00
    Serviceplan Russia Develops OPPO Campaign: A Creative Launch During The Pandemic Three videos made with Russian opinion leaders help launch the new Reno3 Series of smartphones

    Serviceplan Russia announces inaugural campaign for OPPO since winning the business in December 2019. The OPPO Reno3 Series launch campaign is comprised of three ‘mockumentary’ videos starring Russian opinion leaders: Alex Mazurov (photographer), Evgeny Ches (graffiti artist), and Oleg Ternovoy (popular singer), each of them sharing unique creative concepts. The three opinion leaders were able to bring their vision to life thanks to the advanced photographic capabilities (‘clear shots’) of the new OPPO Reno3 Series.

    The campaign was launched in Russia at the end of May and will be rolled out in Turkey, Romania, Kazahkstan and Ukraine in June and July.

    This campaign is Seviceplan Group’s first project with the OPPO brand since it won the regional pitch last December. Serviceplan Group has offices in China, Poland and Russia and as a result, demonstrated a synergy of creativity and technology in its concept. The creative idea for the launch campaign is aimed at shifting the focus from self-expression to the inner self. In each of these individual stories, the notion of creativity is explored – coming up with the initial idea and a personality standing behind that idea. The stories are about intelligence and hidden talents within ourselves. In each story, technology plays a role in drawing out these inner talents.

    The shooting of the videos took place in Russia and non-standard filming solution ns were necessary along with online translation.

    One of the videos was shot by the seaside without a wi-fi connection nearby and consequently it was produced in the most natural way, depicting the real behavior of the influencer and the vision they follow. Online shooting didn’t limit the agency team either – the videos were of high quality and the team was able to engage with lots of online participants in real time. The shooting, editing and post-production of the animation and graphics of all three videos was completed in three weeks, thanks to the hard work and strong collaboration of the agency, client, director, Filmservice production company and the three opinion leaders.

    2020-06-04 00:00:00
    Creative Team Aurélien Bigot and Benjamin Le Coz Join Serviceplan France Bigot and Le Coz strengthen the creative team under the leadership of Creative Directors Daniel Perez and Hervé Poupon

    Paris, 1 June 2020 — Serviceplan France have hired distinguished creative team Aurélien Bigot (33) and Benjamin Le Coz (28) to join the agency under the leadership of Creative Directors Daniel Perez and Hervé Poupon. Bigot and Le Coz were ranked in the Top 10 Young Creative Strategy Awards in 2017.

    Bigot has 10 years of experience in Singapore and France as an Artistic Director, and Le Coz brings 7 years of experience as a Copywriter in Parisian agencies. The creative team met in 2017 at Les Gaulois. Both perfectly aligned in their conceptual approach and creative ambition, they decided to abolish the traditional AD/CR boxes which they consider to be constricting, to join forces as “creatives”. It is under this status that they have been working for 4 years, and they joined the Serviceplan agency several weeks before the Coronavirus lockdown in France.

    Ranked in the Top 10 Young Creative Strategy Awards in 2017, they have worked for such famous brands as Orange, Citroën, Nike, Renault, Krys and Transavia. Their achievements include; the Uberescape operation for Transavia; the C3 Aircross launch film for Citroën; and the Porcelain Bones activation for Amgen laboratories. Altogether, their work has been recognized by almost 40 national and international awards including; Cannes Lions, CLIO Awards, New York Festivals and Grand Prix Stratégies.

    Handling traditional media, technological supports and non-media concepts with as much talent, they inject all disciplines with a subtle humour and change of tempo.Their latest campaign was ‘Vitesse de déconfinement’ for Sécurité Routière (Road Safety), released on 12 May as France began to ease lockdown restrictions

    2020-06-02 00:00:00
    València in On Mode: Serviceplan Spain Create First PostLockdown Campaign for Visit Valencia “València en Modo On” encourages a reconnection with Tourism for the region of València, following the period of lockdown during the Global Coronavirus Pandemic.

    Serviceplan Spain is the creative agency responsible for the new Visit València campaign. The positive spirit of the Visit València campaign presses the on button to stimulate the beginning of tourism recovery in the region.
    The campaign features a film voiced by well-known Spanish musician Sole Giménez, whose lyrics partner perfectly with an uplifting film inviting tourists to embrace the simple joys of life that València has to offer, such as gastronomy, natural beauty and the sea. Serviceplan Spain launched the first Visit València tourist campaign during phase 1 of the de-escalation of lockdown measures in the city of València.
    An emotional campaign, ‘València in Modo On’, as well as being a communication campaign, it is part of a wider strategy to position the capital of Turia as the "first line of departure" for national and international tourism. And to enhance its cultural, leisure and entertainment offers for travellers which include nature, culture and fine cuisine.
    The campaign encourages people to feel and connect again, while emphasising the safety and reliability of the city's tourist offer through a digital series and graphics that show València‘s attractions. Outstanding audiovisual production has been elevated by the special collaboration with singer Sole Giménez, one of the most recognized and appreciated voices of Spanish music, whose voice, lyrics and musical composition were commissioned specially for the ‘València in Modo On’ campaign. 

    2020-05-25 00:00:00
    As Lockdown Restrictions are Starting To Be Relaxed in France Under Certain Conditions, Sécurité Routière Launches Campaign To Encourage Prudent Reclaiming of Roads. New Road safety TV, digital and radio campaign created by Serviceplan France with Babel and Madame Bovary.  

    This Monday, May 11, 2020, marks the first day of de-confinement in France, meaning that road users of all kinds including cars, bikes, scooters and motorbikes, will be able to hit the road again. In a new campaign created by the group of agencies Babel + Madame Bovary + Serviceplan for French government Road Safety organization Sécurité Routière, invites French road users to continue with the behaviors of prudence and solidarity that they have so successfully adopted in the past two months during nation-wide lockdown. 

    From May 11 road users will have to relearn how to share the road, find their reflexes, and some will have to discover a new mode of movement. At the wheel, you will have to detach yourself from your cell phone, which has become essential in the past two months. It will also be necessary, despite the joy of reunion, to be careful not to forget speed limits, vigilance and sobriety. To remind the general public of the urgent need to respect traffic rules, the group of agencies Babel + Madame Bovary + Serviceplan has designed and produced a campaign that will be rolled out on television, digital and radio. Running across the campaign is a common message: “During confinement, your compliance with the instructions saved lives; continue on the road”. 

    Aurélien Bigot and Benjamin Le Coz, both creatives on the campaign commented: “By working on this campaign, we have - in a way - contributed to the overall solidarity effort. The constraints of shooting (or rather of "non-shooting") due to the containment pushed us to be creative in a different way. We couldn't have any characters or written scenes, so we choose the format of the “vignette film”, a very demanding exercise in terms of narration.”


    The film was created using stock footage.

    2020-05-12 00:00:00
    Serviceplan Group USA Launches New Website for Key Client ARK Invest Creative agency Serviceplan New York delivered the website overhaul for ARK Invest as part of major rebrand designed to streamline user experience.

    Serviceplan Group USA has designed a brand-new website for key client ARK Investment Management LLC (ARK), a global investment advisor focused solely on disruptive innovation. The client team included Serviceplan New York and Neverest, the group’s content arm based in Los Angeles.
    The website redesign is Serviceplan New York’s first creative project for ARK Invest since Serviceplan Group USA won the account in November 2019. An extensive overhaul of the user interface and experience based on the new brand design developed by the group resulted in a new website. Featuring an updated aesthetic, original iconography, illustrations, interactive content and animations, the site provides an optimized and unique user journey. Rich media is easily integrated into the site structure, allowing the client to host webinars, video, podcasts and whitepaper downloads through the simple, customized content management tool. The
    website redesign project developed as an extension of the initial strategic branding and design tasks assigned to Serviceplan New York, with technical development of the site executed together with Neverest, the multi-media production company of the Serviceplan Group House of Communication.
    “Our new website reflects the commitment to innovation and growth that ARK was founded on. With ARK’s rebrand and website relaunch, we strive to make our philosophy more tangible for every user that with our content. The streamlined user experience substantiates ARK’s thought leadership on investing in disruptive innovation,” said Sebastian Benkert, CMO of ARK Invest.
    “It was a pleasure delivering this new site for ARK Invest - they are a terrific client to work with. It is exciting to see that their unique expertise in disruptive innovation is now front-and-center for their audience,” said Tim Stickelbrucks, CEO of Neverest.
    Stefan Schuette, CEO of Serviceplan New York commented “We are very proud to be delivering this project amid an ongoing crisis that has kept our teams separated. That is the major strength of the House of Communication. We always get things done, even remotely.”

    ARK Invest is a New York-based investment adviser with an international reputation. Rooted in over 40 years of experience, the company aims to identify large-scale investment opportunities in the public markets resulting from technological innovations centered around DNA sequencing, robotics, artificial intelligence, energy storage, and blockchain technology. 

    2020-05-07 00:00:00
    Serviceplan China’s Retro 999 Piyanping Lipstick Social Media And Design Campaign Goes Viral 999 Piyanping is a well known over the counter pharmaceutical brand in China and was traditionally very popular with the older generation but in need of an image overhaul to make it appeal to younger people. This is where the creative team at Serviceplan China came in to work their magic on the brand and come up with a sequel to the successful ‚999 Warm-hearted Leggings‘ campaign, which became a Chinese internet sensation and won Gold at Spikes Asia in October 2019.

    Serviceplan China created a unique social media campaign ‚999 Warm-hearted leggings‘ in 2019 for the brand‘s 999 Cold & Flu remedy, a medicine found in most Chinese bathroom cabinets, with the campaign going viral and reaching a younger generation. The latest campaign from Serviceplan China for the client also broke with conventions and reinvented the brand’s 999 Piyanping anti-itching cream for Generation Z, by creating a range of lipsticks with the formula.

    The 999 Piyanping anti-itching cream is known for its soothing and moisturising effect for skin, but the traditional marketing of the product often used cliche imagery, making it difficult to connect to a younger urban audience. So Serviceplan China’s creative team were tasked with answering the question of how to break conventions and appeal to Generation Z. They came up with ‚999 Love Lipsticks‘, a new product which is safe enough for use for all sensitive skin types and also appeal to fashionable Gen Z with an eye-catching social media campaign and beautifully designed packaging in a retro style, which references oriental typography with a contemporary edge.

    Serviceplan China created 3 visually stunning social media campaigns for 3 different lipstick colours; Sunset Red, Honest Orange and Crane Top Red. Launched in Autumn 2019, the 999 ‚Love lipsticks‘ were a social media sensation in China, generating more than 1.8 million WeChat searches and making it onto Weibo’s Hot Search list.

    Three social media films featured three different love incidents each relating to a lipstick color: “Kiss Playboys goodbye with Crane Top Red”; “Stop the itch of heart with Sunset Red”; and “Be bold to swipe right with Honest Orange”.

    After the campaign launched, Serviceplan China were able to engage a younger generation with the brand on an emotional and aesthetic level.

    As of 2019, China had more than 200 million ‚single‘ people, so the 999 Lipstick campaign was designed to encourage young singles to pursue their own happiness. So Serviceplan China came up with the idea of „Love Without Itch from Heart“, and developed a crossover campaign of “Love Lipsticks”.

    The launch of the 3 lipsticks stimulated a massive discussion from netizens, with the three viral videos breaking out of the conventions of traditional “love stories”, and becoming an instant hit across the internet. The campaign also caught the attention of the Chinese government-owned media including; SASAC (Stated-owned Assets Supervision Administration Commission), CCTV and People’s Daily, and reached more than 10.4 billion impressions. Most significantly, Serviceplan China were able to bring the Piyanping brand to a younger audience, with the campaign leading to a huge increase in sales.

    Serviceplan Greater China CCO Chong Kin said: "After the success of our 999 Warm-Hearted Leggings campaign, once again we have proven to the market that creative works don’t arrive by luck, but instead are the result of combining a talented team and a forward-thinking client." 

    2020-04-29 00:00:00
    Serviceplan Group Wins 7 Gold Awards at ANDYs 2020 Europe’s Leading Independent Agency Group Ranked No.1 Independent Agency Globally

    The ANDY Awards have recognized Serviceplan Group with 7 Gold awards, making it the No.1 Independent Agency at the ANDY Awards 2020 globally. The ANDY Awards are one of the most sought-after awards for creative excellence in advertising, and were founded 55 years ago to represent the highest calibre of global creative talent. Serviceplan Group have won 7 Gold ANDY Awards and take 5th position globally in the 2020 ranking.

    The recognised campaigns from Serviceplan that were awarded are; PIPER „Criminal Reviews“ (Serviceplan Campaign Hamburg/ Neverest) which won a Gold in the Idea and Bravery categories; Dot Inc. „Dot Translate: The First Braille Translator Based on AI“ (Serviceplan Innovation/ Serviceplan Korea), awarded a Gold in the Idea and Reset categories; Sea Watch „Lifeboat – The Experiment“ (Serviceplan Creative Board/ Serviceplan Innovation/ Mediaplus/ Plan.Net), awarded Gold in the Craft and Idea categories; and METER Group Inc. „Made in Fukushima“ (Serviceplan Innovation/ Serviceplan Solutions) awarded Gold in Craft.

    Alexander Schill, Global Chief Creative Officer, Serviceplan Group commented: “In every crisis, creativity becomes more important than ever. I am amazingly proud of my teams for winning 7 golds at the prestigious ANDY Awards.”

    The ANDYs exist to honour the people behind great ideas all in the name of creating a more robust and diverse talent pipeline for the global industry and are produced by the parent organization, The Advertising Club of New York. The AD Club of New York is a non-profit organization for corporate and individual members in the advertising, media, marketing and ad-tech industries.

    View all Andy Awards 2020 winners here: 

    2020-04-29 00:00:00
    "Born Integrated" – Serviceplan Makes Everyone Part of its 50 Year Anniversary Design "Born Integrated" - this is the motto of the Serviceplan Group's half century anniversary. With a unique installation, the integrated agency model is now brought to life as part of the 50th anniversary design.


    2020 - Europe's largest, partner-led agency group celebrates its 50th anniversary. 50 years of creation, innovation, independence, integration. When the agency was founded in 1970, the "Serviceplan" that gave it its name stood for what was then a visionary approach: integrated, holistic communication solutions.

    Integration is also the guiding theme in the anniversary year, for an idea that involves everyone: 4317 employees in 24 Houses of Communication worldwide, partners and friends of the company.

    The SP50 anniversary logo - a clear homage to the original agency logo from the 1970s - was followed by an idea that brings Serviceplan's "Born integrated" philosophy to life in the form of a unique arrangement. Whether agency furniture, business equipment, employee and customer gifts, screensavers, social media profiles, advertisements or even the office dog - everything is part of the whole installation, each element bears a section of the anniversary logo. The logo itself serves as a springboard to a microsite. Read out digitally, it leads to the history of the installation and the holistic basic idea of Serviceplan: integration.

    Alexander Schill, Worldwide Chief Creative Officer Serviceplan Group explains: "Serviceplan  was started in 1970 by two co-founders in Munich, and we have since become Europe's leading independent agency group. In the 50 year anniversary design we combine our pride in the past with the excitement of working together in the future. Because for the future, more than ever before - and not only in view of the current challenges in the world - the individual is nothing without the team. In the future, our industry will be characterized more than ever before by cooperation and the creation of the right teams.”

    The anniversary design and the integrated implementation idea were developed in cooperation between the Serviceplan Creative Board and the Hamburg design agency Studio Oeding.

    Experience the integrated design case at

    2020-04-23 00:00:00
    ROBIN WOOD and Serviceplan Campaign X Draw Attention to Deforestation Caused by Cattle Farming for Meat Consumption In many parts of the world deforestation of natural forests is progressing at a relentlessvpace. Tropical forests in South America in particular are being cleared - mostly illegally - to make room for cattle farms and soya plantations. Serviceplan Campaign X has developed a striking print campaign for the environmental and nature conservation organization ROBIN WOOD, which effectively visualizes the devastating effects of deforestation. 

    Using the claim "Every Serving Comes With a Price", Serviceplan Campaign X has developed a campaign for the German environmental NGO ROBIN WOOD that illustrates the immense damage done to forest areas by deforestation due to cattle farming.
    In South America, cattle breeding and soybean cultivation are the main causes for the - mostly illegal - deforestation and slash-and-burn clearing of tropical forest areas. Still very present are the pictures from last year, when slash-and-burn in the Amazon region was considered one of the causes of the most devastating forest fires in years. A study released in September 2019 by the Monitoring of the Andean Amazon Project (MAAP) stated that over 125.000ha of forest were both cleared in early 2019 and then burnt at the beginning of the Amazon's dry season, as land owners claimed new land for agriculture and pasture using the slash-and-burn technique. (source:
    The campaign was launched as a print ad and OoH. A comprehensive social media campaign (Facebook, Instagram, Twitter) will follow in the coming weeks. For more information about Robin Wood go to:
    Based on the visual similarity of the texture of meat to deforested and burnt forest soil, motifs were developed to illustrate the contrast between culinary pleasure and destruction.

    Fenna Otten, ROBIN WOOD's Tropical Forest Advisor, says: "It is very important to us to stop the large-scale deforestation of tropical forests for meat production. We can only achieve this if we make consumers aware of the effects that unchecked meat consumption has on the environment. This is why we have launched a campaign with powerful visual motifs that encourage consumers to rethink their own behaviour.”
    Markus Maczey, Creative Managing Director of Serviceplan Campaign X adds: "The basic idea of the campaign is to work with detailed and photorealistic illustrations, which at first glance entice with something appetizing, but then, with a delay, reveal their visual drama. This creates a surprise effect and enhances the impact of the motifs.

    In the course of the picture, what appears to be an enticing piece of meat for consumption,
    morphs into memorials of the devastating forest destruction.” 

    2020-04-20 00:00:00
    Kyivstar Launch “Simply Stay Home" Coronavirus Lockdown Campaign Created by Serviceplan Ukraine

    During the period of Coronavirus quarantine, Kyivstar being a socially responsible brand has developed a communication campaign with Serviceplan Ukraine and production company Family Production to support the message #SimplyStayHome.


    Kyivstar is the number 1 Telecom company in Ukraine, and the campaign from Serviceplan Ukraine features 3 spots created with Family Production which encourage people to stay at home whilst letting them know that Kyivstar will help them to stay connected. The #SimplyStayHome campaign is warm and inspiring and serves as a reminder to take care of yourself and your loved ones by staying home during lockdown.

    Igor Klymenko, Creative Director of Serviceplan Ukraine said: “Despite the situation, we believe that quarantine is not a hindrance for creativity, effective work and entertainment. Therefore I am so glad that our team coped with the task successfully, even in such non-trivial circumstances. With this campaign, we demonstrated to our colleagues and all Ukrainians that it is possible to do more, even if you #SimplyStayHome.”

    The campaign was created in two weeks and is comprised of commercials for TV and YouTube, featuring 3 touching stories revealing the lives of ordinary Ukrainian people living through quarantine. One of the spots features Ukrainian music band ‘Brunettes Shoot Blondes’, who composed the soundtrack for the spots. The #SimplyStayHome films were shot remotely and this is one of the first projects in the world to be filmed for a major brand almost completely online. The shoots were executed remotely, and the agency and client teams viewed a live stream of the shoots and gave their feedback online, with video editing and color correction done via streaming and online services. 


    View the 3 spots here:

    #SimplyStayHome Part I:

    #SimplyStayHome Part II:

    #SimplyStayHome Part III:


    Creating a “Simply Stay At Home” social media campaign in a context of isolation was a challenge for all project participants. Of primary importance was observing lockdown and self-isolation regulations. Most of the scenes were shot remotely, including scenes from a song specially recorded in 2 days by Ukrainian group the ‘Brunettes Shoot Blondes’, in which each of the musicians performed their part separately. Representatives of Serviceplan Ukraine and Kyivstar also worked remotely to monitor events on-site. The Family Production Studio crew performed their part of the job by following all the rules: wearing masks, gloves and shoe covers while keeping a distance.


    The result of the creative experiment was a series of warm, inspiring commercials that once again remind you to take care of yourself and your loved ones - simply stay home!


    Serviceplan Ukraine worked with Family Production and the film was directed virtually by Anastasiya Bukovska, Executive Producer at Family Production who said: "Clients call me every day and ask, 'Are you filming during the lockdown? How come?' We know how to do it remotely, safely and effectively, and we have proven technology, and this video is clear proof. But our team is the most important thing to us, so we are very selective on scripts and projects.”

    2020-04-16 00:00:00
    #homefirst Part 2 – PENNY Thanks Couch Potatoes in Social Media Campaign Providing Some Light-hearted Relief during Coronavirus Lockdown Using the already known hashtag #homefirst, the German supermarket chain PENNY now celebrates the "Guardians of Wisdom and Keepers of the couch" in a humourous social media campaign encouraging self-isolation. The video, which can be seen on the PENNY Facebook channel, was created by Serviceplan Campaign.

    The third in a series of campaigns conceived by Serviceplan Campaign for PENNY supermarkets as a response to the Coronavirus lockdown, encourages people to stay at home, and celebrates those who have perfected the art of being a ‘Couch Potato’. Following the #erstmalhelfen (#helpingfirst) campaign which paid tribute to PENNY employees working in stores and logistics during lockdown, and the #erstmalzuhause (#homefirst) social media campaign which thanked families, is a funny new film celebrating “Guardians of Wisdom and Keepers of the Couch”, again with the hashtag #homefirst.
    The new film shows various people in everyday situations within their apartments, and celebrates those "who usually don't celebrate at all" and who have always liked to stay home voluntarily. Created using stock footage, the film sends the message that “staying home is your superpower”, and depicts people who have perfected the couch potato arts of; gaming, knitting, eating and watching screens. The ‘Couch Potatoes’ are very much needed in the current quarantine situation, where everyone should leave their homes as little as necessary,
    because they have already acquired important skills, such as living online or making the couch a comfort zone.
    Stefan Magel, Divisional Director Trading Germany REWE Group and COO of PENNY: “We take the present situation very seriously, but we think it is also important to give people a brief moment of humour and entertainment in these times. That's why we celebrate the voluntary 'couch potatoes' with the highest respect and appreciate – and this is meant very seriously - their many qualities.”
    The film, which was created from stock material, was released on the PENNY Facebook Channel.
    PENNY is launching several communication campaigns to accompany people through the current crisis. These are linked by the used hashtags, which are based on the PENNY hashtag #erstmalzupenny. The #erstmalzuhause (#homefirst) hashtag has already been used to thank families in a social media campaign and the #erstmalhelfen (#helpingfirst) campaign has been paying tribute to employees in the stores and in the
    logistics area. 

    2020-04-15 00:00:00
    PENNY and Serviceplan Campaign Thank Families with Heartwarming #homefirst Film showing Coronavirus Lockdown from the Perspective of Children Last week, the German food retailer PENNY launched a broad communication campaign with the claim #erstmalhelfen (in English: #helpingfirst) to thank all colleagues working in its stores and in logistics. Now PENNY is focusing on the everyday life of families during the Coronavirus crisis lockdown in a social media campaign and accompanying content campaign under the hashtag #erstmalzuhause (English: #homefirst). The campaign was again implemented by the lead agency Serviceplan Campaign.

    A film that shows the special and also challenging everyday life of parents and children in their homes during the Covid-19 crisis is at the centre of PENNY’s new #erstmalzuhause / #homefirst social media campaign. The story is told from the children's point of view – talking about setting up a race track in the hallway, having more time for cuddles, lots of hand washing, parents working in the home office, or the cancelled holiday. The film was directed by Emilia Möbus and the Production Company is Neverest.

    Stefan Magel, Divisional Director Trading Germany REWE Group and COO of PENNY: "It is not only our employees who are currently doing so much at the moment, but also families - many of whom we have as customers - are dealing with major, unexpected challenges in their everyday lives every day. We would like to show them with this campaign that they have our full respect for this."

    Christoph Everke, Creative Managing Director of Serviceplan Campaign: "What is truly extraordinary about this film is the special, documentary closeness that is created by the great footage, but also by the children's perspective on the parents' situation.”

    The spot will be played on the PENNY social media channels (YouTube, Facebook, Instagram) and, to support exchange with the community, will be accompanied by a content campaign on Instagram.

    Here the followers are called upon to post their own content showing them at home with their family, with the hashtag #erstmalzuhause and the tag @pennydeutschland. The usergenerated content is shared on the PENNY instagram page to complement the spot with experiences of PENNY customers.

    PENNY is launching several communication campaigns to accompany through the current crisis. These are held together by the used hashtags, which are based on the PENNY hashtag #erstmalzupenny. Before the #erstmalzupenny campaign, the employees in the stores and in the logistics area were honoured with #erstmalhelfen in a campaign 

    2020-04-02 00:00:00
    PENNY Supermarkets Say A Public Thank you to the “Heroes of the Neighbourhood” Serviceplan Campaign Unites with Germany’s food retailer PENNY to launch communication initiative thanking unsung heroes working in their supermarkets to ensure each neighbourhood has essential food and supplies at this time of national crisis.

    The German food retailer PENNY has launched a broad communication campaign with the motto #helpfirst or #erstmalhelfen meaning: to help is the first priority. The campaign consists of TV and online commercials, print ads and social media communication. PENNY thanks all colleagues in roughly 2,200 stores in Germany and the entire logistics team who, in this exceptional situation, are doing everything they can to provide sufficient supplies for the neighborhood on a daily basis. At the same time, PENNY calls upon all customers to support and take care of each other, such as providing practical tips and tools, for example templates for notes to put up offering help to neighbours.

    Stefan Magel, Divisional Director Trading Germany REWE Group and COO of PENNY: "In the current situation, we as food retailers have a very special responsibility towards our customers and our colleagues more than ever before. For us, they are the heroes of our neighbourhoods, because it is only through their tireless efforts that we can continue to provide for our customers as usual. Mutual support, consideration and thoughtfulness are now our top priorities - both when shopping in the store and in our daily interactions with each other.”

    Christoph Everke, Creative Managing Director, Serviceplan Germany said: “We unite with PENNY in being very proud of the PENNY employees and their outstanding work. As we think they deserve every attention during this time of national and international crisis, we used material which was shot for an internal campaign before Covid-19 became a global pandemic to also show them our respect in public.”

    The campaign implemented by Serviceplan Campaign includes a spot that is currently shown on TV and online

    2020-03-27 00:00:00
    Serviceplan Group forms new global agency unit for digital production with More than 1,200 employees in six Hubz on three continents - with, Serviceplan Group is creating a global production services provider aimed at boosting productivity, efficiency, and speed for client projects.

    It's about bundling expertise, increasing speed and making scalable resources more flexible. Most importantly though, it's also about more efficient production for clients with special requirements for individualised, personalised and automated asset production. After a one-year trial period, Serviceplan Group is forming - a new global production unit, which will support the agency group in all digital production-related matters in a way that is tailored precisely to client needs - anywhere, anytime. functions as an internal production services provider for the Serviceplan Group, initially with no direct client contact. More than 1,200 employees organised within different Hubz on three different continents are on call around the clock to support the Houses of Communication worldwide with manpower and expertise in various digital disciplines. "We're bringing together the advantages and skills of six Hubz and more than 1,200 employees on three continents with 50 years of collective experience at Serviceplan Group. By bundling and networking production in global service provider resources, we're increasing efficiency and ensuring a consistent level of quality," Chief Digital Officer International at Serviceplan Group Tim Schnabel explains.

    Serviceplan has set up six of these globally networked and integrated special units. They include the DevelopmentHub and the MaintenanceHub, where some 500 specialists in Romania, Poland, and India work on the development and production of mobile apps, web applications and software solutions. The team's responsibilities also include continuous technical maintenance and updating content for digital products.

    Another unit, AdHub, is dedicated to the rapid and scalable production of all kinds of advertising media, while the Performance Hub, which is concentrated in Germany, deals with all aspects of performance marketing. This includes paid search, Amazon advertising and the implementation and evaluation of analysis and reporting tools. The SolutionsHub, which is based in Germany, France, Italy, Belgium and Spain, consists of 330 employees responsible for producing and rolling out campaigns and services across all channels and countries. The last of the bunch is the MotionHub, which has sites in Los Angeles, Brussels, Milan, Warsaw, Hamburg, Frankfurt and Munich. This is where video and audio content is created, from art buying and licenses to the production of all manner of content and formats.

    The overall objective is to radically simplify the entire production process. "Translating 300 keywords into 17 different languages, adapting advertising material to 100 individualised target groups, or playing personalised content in real time Europe-wide: these are tasks that take up a great deal of time at an individual House of Communication, but which are now very easily scalable. Bundling to is enabling us to deliver pure production work a great deal faster and at a consistent level of quality," Serviceplan Group Chief Creative Officer Alexander Schill explains. In a planned second step, the range of services, which up until now has only been provided internally, will be formed into an independent provider that will be made available to other agencies, services and clients. 

    2020-03-05 00:00:00
    Serviceplan Group Host ÜberCreative Summit in Zurich: harnessing creative energy at the Swiss House of Communication. “BREAKTHROUGH” is the motto of Serviceplan Group’s first ÜberCreative Summit to be held in Switzerland.


    Today and tomorrow, senior creative staff from all of the agency group’s locations around the world will be meeting in Zurich. Alexander Schill, the joint owner and Global Creative Director of the Serviceplan agency group, created the summit format in 2016, with the aim of bringing together creative minds from all over the world for regular discussion.


    The ÜberCreative Summit in Zurich on 26 and 27 February is the 8th edition of the format for Serviceplan Group, and the inaugural summit in Switzerland. Over two days, top creative minds from Japan, Europe and North America will develop new ideas, discuss their current work, talk about the latest trends and consider how they can turn regular brands into Best Brands. The way to achieve this is to apply ÜberCreativity, a term Serviceplan uses to refer to all of its experts working together on an integrated, cooperative basis across the Houses of Communication. ÜberCreativity is a special form of innovation that results when various specialists, cultures, talents, media and technologies are brought together.


    Raul Serrat, the host of the ÜberCreative Summit, and Executive Creative Director of Serviceplan Switzerland explains: “An exciting story used to be enough to build up a brand. But communication now works very differently. Branding has become a team sport. That’s why it’s important to tackle challenges in an inter-cultural way.” Serrat believes that the event is the ideal platform to foster team spirit and for participants to challenge themselves.


    The ÜberCreative Summit has now become the most important internal event on the calendar for creative leaders in the Serviceplan Group. Each host aims to showcase the event’s location to their guests with an exciting supporting programme. On the agenda this year are guided tours of museums and visits to top local sights, as well as motivational speeches and presentations on inspiring campaigns from the agency group. Of course, there will be work to be done on both days as well. For this, the WigWam brainstorming format will be used to create a large number of ideas in as short a time as possible. The method was developed by Jason Romeyko, Worldwide Executive Creative Director at Serviceplan Group.


    Many award winners will also be bringing their creative energy to Zurich, and Alexander Schill, who will be moderating the ÜberCreative Summit, is himself a leading creative personality in the advertising industry. He has been one of the driving forces behind Serviceplan becoming the most highly ranked creative agency in several countries and has already won 75 Cannes Lions and 2 Grand Prix awards.

    2020-02-26 00:00:00
    The Serviceplan Group wins Barbara Hans as Chief Operating Officer for Asia Barbara Hans has joined the Serviceplan Group in the newly created position of Chief Operating Officer Asia. The esteemed transformation and China expert is to further expand the Asian locations of the agency group, and interlink them more closely with the European markets. Previously, Hans was Managing Director at Spark44, responsible for the development of the Chinese office in Shanghai and as Global Head of Transformation for integration across all locations.

    Barbara Hans has taken on the newly created role of Chief Operating Officer for Serviceplan Group’s locations in Asia, with the aim of building a bridge between Europe and Asia for clients. Hans was appointed Chief Operating Officer for the Serviceplan Group’s Asian locations (China, Malaysia, India and South Korea) on 1st February, 2020. In this newly created position, the 50-year-old will continue to expand the agency offering in Asia, while also strengthening the link to the European market. Hans looks after Asian clients who need support with brand building and advertising in Europe, as well as European clients who want to establish or strengthen their brand in Asia. The cross-continental structuring of the teams will be one of her central tasks.

    Barbara Hans reports to Markus Noder, Managing Director and Partner of the Serviceplan Group, who is responsible for the agency group's internationalization strategy. Noder commented: "China and the Asian region are a market that is as exciting as it is challenging for us. We are very pleased to have won over Barbara Hans, an absolute expert on the Asian economic area, who is familiar with the socio-cultural and digital conditions, as well as the special regulations of the region. We will also benefit from her many years of experience in transformation and structuring processes.”

    "In the more than 20 years that I have been at home in the Asian economic area and especially in China, I have gained extensive insights into consumer behavior and the potential for brands. I am convinced that we can open up great opportunities for both sides," says Barbara Hans. Hans comes to Serviceplan Group from Spark44, where she worked for eight years, mainly for JLR but also new customers such as Harley Davidson and Allianz. For the Customized Agency of the car manufacturer Jaguar / Land Rover she established the Chinese location as one of the three creatively and financially most successful offices. Hans has spent a total of 20 years in China, speaks fluent Chinese and gained expertise at Wolford, Triumph and as Executive Director for Sapient Nitro Shanghai. Her flagship projects included Volvo's brand communication, which she supported during the sale to the Chinese group Geely.

    2020-02-26 00:00:00
    Born Integrated: The 50th Anniversary Design of the Serviceplan Group Is Revealed Celebrating 50 years of Serviceplan: in its anniversary year, Europe's leading independent agency group is marking the momentous occasion with a very special design. Based on the original Serviceplan logo from the early seventies, an anniversary design with the slogan "Born Integrated" was created.

    The new design celebrates the integrated and holistic approach to communication which unites the 24 "Houses of Communication" around the world. At the same time, it is a tribute to the agency's founding fathers, who laid the foundations for today's largest owner-managed and independent communication agency in Europe back in the early 1970s with the then visionary Serviceplan.

    Born integrated - the service plan

    Munich, 1970: Dr. Peter Haller and Rolf O. Stempel launch an advertising agency. They soon realize that they want to be more than just a pure creative agency. They want to offer their clients integrated marketing solutions in which all the different areas of communication interact. An idea was born and it was called: Serviceplan. The DIN A1 size plan represented an integrated and interlinked model of communication, production and distribution strategy. The approach behind it was explained in detail in a brochure entitled "In the future, the overall concept will decide". The service plan quickly proved to be a sales hit for Haller and Stempel, and at the same time it formed the DNA of the agency group and the innovative concept of a service plan lend its name to the agency – Serviceplan was born.

    The anniversary design

    Similarly present as the clear structure of the actual Serviceplan at that time was the original logo : SP, two letters connected with each other, dynamic, modern. In cooperation with Studio Oeding, an anniversary logo was created on the occasion of the agency's birthday, celebrating these origins and adding the number 50. The logo will be used throughout 2020 to complement the Group's corporate logo at various touch points, including advertising, merchandising, business equipment and branding of selected Houses of Communication. 

    2020-02-17 00:00:00
    Serviceplan Suisse makes Surprise magazine vendors visible. Surprise has been supporting disadvantaged people with a number of different measures for over 20 years. Serviceplan Suisse’s new poster campaign is designed to help draw more attention to the street vendors of Surprise magazine.

    Surprise, which is part of the International Network of Street Papers (INSP), offers socially disadvantaged people an opportunity to earn an income by selling the magazine. Over 400 vendors sell the magazine to readers every day.

    In order to help them sell more magazines, Serviceplan Suisse decided to give them an even more eye-catching platform by using the posters in a completely new way. These “poster kiosks” are not just designed to draw attention to the vendors, but also to function as a point of sale. “We are putting the focus on people with this campaign. Each Surprise vendor has their own moving story,” says Andreas Jahn, a member of the Marketing, Fundraising and Communication team at Surprise, about the campaign.

    As part of #VendorWeek, a campaign launched by the INSP for its 9,000-plus street magazine vendors in 35 countries, Serviceplan Suisse turned several posters into Surprise kiosks. During #VendorWeek, the vendors can use the posters to sell more magazines. If there is no vendor at the point of sale, passers-by can scan a QR code to access profiles of the vendors and learn more about their stories.

    The posters will be in place from 3 to 9 February 2020 in areas with high footfall in Zurich’s city centre and Oerlikon and were provided by Clear Channel.

    2020-02-11 00:00:00
    Mediaplus wins De’Longhi’s EMEA media account De’Longhi awards its EMEA media account to Mediaplus. The 30 countries that are part of the account including Germany, the UK, Italy, Spain and Russia, as well as the Middle East. In addition to De’Longhi, this new account also covers the company’s brands Kenwood and Braun household. Mediaplus impressed with its innovative strategic approach, passion for the brands and a high level of digital competence.

    De’Longhi has a new EMEA media agency – and it is called Mediaplus. After a multi-stage and extensive selection process of six month, the Italian group awarded its media account for a total of 30 markets in Europe and the Middle East to Mediaplus. The international team was led by Matthias Brüll, Managing Director Mediaplus International, starting from its Milan branch, to represent them in the international pitch. The final phase of the tender was among three international agencies working on four main countries approach.

    Mediaplus managed to come out on top against its competitors. The account covers the areas of strategy, planning and purchasing. In addition to the implementation of a new organizational model, which will allow the De'Longhi Group to effectively bring in-house the management of 20 percent of media spendings. Above all, De’Longhi was looking for digital strategic competence, challenger and partner in digital and planning consistency across all markets.

    Fabio De’Longhi, CEO of the De’Longhi Group: “Investments in media are very important for the Group and for this reason we have launched a series of initiatives aiming to increase effectiveness in achieving our business targets, including research and elimination of inefficiencies. The goal is to have a larger budget to be allocated to the media to generate greater visibility. In this context, choosing a partner is a very important piece of the puzzle for us. Mediaplus has an entrepreneurial culture similar to ours, with which we share a hands-on and data-driven vision and approach.”

    Matthias Brüll sees the international positioning of the agency group as a decisive factor in winning the pitch. “With a total of three brands and 30 markets, De’Longhi faces diverse and varied challenges in media planning and strategy depending on the different markets. Our international orientation with our own branches in each of the countries we serve and our integration into the respective Houses of Communication gives Mediaplus an advantage over competitors who have to rely on partner agencies for implementation.” According to Matthias Brüll, Mediaplus also scored points as an owner-managed independent: “We presented De’Longhi with a tailor-made integrated model combined with a forward-looking media strategy."

    De’Longhi Group is based in Treviso, Italy, present in 33 countries with commercial branches and sells its products in markets all over the world. De’Longhi is world leader in espresso coffee makers and is known as one of the top brands for Kenwood’s kitchen machines and Braun household appliances.

    Their largest foreign subsidiary is in Germany. Mediaplus Cologne will be responsible for media activities in Germany under the leadership of Managing Partner Esther Busch.

    The Mediaplus Group is already represented in the following countries outside of Germany: Austria, Belgium, Denmark, Finland, France, Ireland, Italy, Luxembourg, Netherlands, Norway, Poland, Portugal, Russia, Spain, Sweden, Switzerland, Turkey, UK and USA and in all relevant Eastern European markets as well as in the Middle East. 

    2020-02-04 00:00:00
    Agency merger: Serviceplan and Wien Nord Merge to Build Austria's Advertising Agency of the Future Serviceplan Group, Europe's largest independent agency group, and Wien Nord, one of the most respected Austrian communications agencies, are joining forces to become one of Austria’s leading agency groups. The merger to form a joint "House of Communication" will create a completely new offering for the Austrian market, with an integrated service portfolio offering clients expertise in; for creativity and content; media and data; technology; strategy and brand partnerships.

    Two of Austria's leading communications agencies have announced that they are joining forces: Serviceplan Group Austria and Wien Nord will merge to form a fully integrated “House of Communication” both sides announced today.

    The merged agency group will be managed by a joint holding with shareholders of both agency groups. The holding will be managed by Markus Noder, Managing Director of Serviceplan International, and Wien Nord Managing Directors Eduard Böhler, Edmund Hochleitner and Markus Mazuran. Serviceplan holds 51 percent of the shares, while 49 percent are held by the previous Wien Nord shareholders, which also include Andreas Lierzer. The group is thus positioning itself as a stream-lined, owner-managed counter-model to the large international networks - with full access to all areas of competence of the Serviceplan Group worldwide. The merger is still subject to approval by the cartel authorities.

    Holistic solutions versus insular thinking

    Florian Haller, CEO of the Serviceplan Group explains: "With the combined power of Wien Nord and Serviceplan in our new Austrian 'House of Communication', we intend to become the leading agency group in the Austrian market in the long term. Digitalisation, globalisation and the fragmentation of markets are increasingly presenting clients with the challenge of coordinating different disciplines and specialist service providers. However, an integrated and stringent communication strategy can only be developed from a single source."

    Markus Noder, Managing Director of Serviceplan International, adds: "Our Houses of Communication combine creation and content, media and data, as well as technology and strategy under one roof - worldwide, integrated and owner-managed. We are very much looking forward to expanding the 'House of Communication' in Vienna together with Wien Nord, and to implementing our common vision of creating Austria's agency of the future with the most exciting range of services on the market".

    Wien Nord Managing Director Markus Mazuran added: "In Austria especially, this offer to customers to assume genuine overall responsibility at the highest level of quality is unique. Independence is also part of our DNA, that's what unites us both".

    "The clear commitment to independence and owner management guarantees our customers entrepreneurial thinking and lean structures, and consequently enables fast processes. The new group will be Austria's most broadly based and at the same time integrated communications agency," say Wien Nord Managing Directors Eduard Böhler and Edmund Hochleitner.


    The new House of Communication Austria

    The future headquarters of the agency group will be the iconic Wien Nord Industriehalle in Gumpendorferstrasse in Vienna's 6th district. The full legal merger is on track to be completed by the middle of 2020 after the necessary approvals have been obtained. The agencies Wien Nord and Serviceplan will in future appear as Wien Nord Serviceplan. They will be joined by Mediaplus Austria, managed by the managing directors and co-partners Ronald Hochmayer and Bernhard Redl. The media agency stands for innovative and creative media management across all disciplines such as strategy, planning, consulting and research. The Wien Nord subsidiary Now, which has successfully established itself on the market since its foundation in 2017, will in future, under the leadership of co-owner Kurt Kaiser, focus even more on the topics of brand partnerships and brand activation and will service the entire European region from Vienna. The Serviceplan subsidiary Plan.Net bundles technology and digital topics, where, depending on the project, the implementation power of the international production units can be called upon.

     "Our declared common goal is to develop the new 'House of Communication' into the leading agency group in the market", explain the Serviceplan and Wien North spokespeople. This includes the development of a serious, cross-channel range of services for the Austrian market with which we not only convince our customers but also attract the best minds in the industry. After all, it is the people behind successful communication.”

    2020-01-29 00:00:00
    "WE HOLD THE MIRROR UP TO THIS WORLD" SPIEGEL, Germany’s Respected News Title Launches Cross-media Brand Campaign Together with Serviceplan 

    SPIEGEL ONLINE has been given a completely renewed appearance and, like the news magazine, is now called DER SPIEGEL. Making the power of the umbrella brand tangible for readers and users is the goal of a brand campaign that SPIEGEL has launched throughout Germany. It was conceived by Serviceplan Campaign Hamburg and will be used online, in social media, in the cinema, in print and out of home. This bold new campaign is the inaugural communication from Serviceplan since winning the DER SPIEGEL account at the end of 2019.

    The new brand communication follows the SPIEGEL DNA: like no other German media brand, DER SPIEGEL stands for independent investigative journalism. It enables its readers to look behind the façade of the superficial news world, provides background information and classifies. Thus, it holds up a mirror to society and confronts the leaders of this world with their actions. In a clever double entendre, the campaign plays on the meaning of ‘Spiegel’ (Mirror), by mirroring major news stories visually.

    This is the core of the brand - and at the same time the central idea of the current campaign. With the claim "We hold the mirror up to this world", DER SPIEGEL positions itself as a strong independent voice that offers orientation. Orientation that is more important today than ever before: climate crisis, populism, a shift to the right in Europe and the discourse about the credibility of the media are unsettling society. We need someone who can uncover grievances and make connections understandable; someone who can clearly say what is going on. Serviceplan Campaign Hamburg makes this attitude of SPIEGEL visible in the campaign. The focus of the creative implementation is to take up topics of current affairs and to look at them from different perspectives. The films and motifs show the unsparing reality and literally hold up the mirror to those responsible for politics and society.

    The campaign starts today with the launch of the new digital SPIEGEL and will be used cross-media. 

    2020-01-17 00:00:00
    The Serviceplan Group marks its 50th Anniversary with ‘House of Communication’ Rebrand and New Logo Europe’s largest independent communication agency celebrates its half centenary in 2020 and kicks off the new year with a new ‘House of Communication’ branding. 

    At the start of 2020, Serviceplan´s anniversary year, Europe's largest independent communication agency group is unveiling a new logo: The agencies Serviceplan, Plan.Net, Mediaplus, Facit, Solutions and Consulting are grouped together under the ‘House of Communication’ umbrella, which is now also part of the official branding.
    The 'House of Communication' concept brings together creation and content, media and data as well as technology and strategy under one roof. This is also reflected in the new branding and corporate design. The agency's official colour is now red. All pillars of the agency will remain independent brands, but their logos will now also include the 'House of Communication'. At an international level, the Serviceplan Group will operate as the 'House of Communication' (HOC).
    Florian Haller, CEO of the Serviceplan Group, explains: "With our 'House of Communication' model we can offer our customers tailor-made communication solutions designed and implemented from a single source. Whether clients are interested in just one specialist discipline or require the full range of communication services – the agencies in our 'Houses of Communication' can offer the complete range of modern communication disciplines all over the world – working in a perfectly coordinated network to guarantee an integrated service.
    With 24 own locations and additional partnerships, the Serviceplan Group is represented in a total of 35 countries across the globe and all significant economic areas. It is the only agency group to be able to provide all communication services in a single offer. In addition to the three largest agency brands, Serviceplan, Mediaplus and Plan.Net, the Group includes the market research institute Facit, the realisation agency Solutions and the strategic consultancy Agency Serviceplan Consulting. 

    2020-01-09 00:00:00
    Serviceplan Group Appointed International Lead Agency of Dr. Beckmann For its repositioning, the Delta Pronatura brand Dr. Beckmann has appointed Serviceplan Group agencies Serviceplan Health & Life, Serviceplan Consulting Group, Serviceplan Design Hamburg, Mediaplus, Mediascale, Plan.Net Performance and Plan.Net Pulse to provide integrated services. The seven Serviceplan agencies will act jointly as Dr. Beckmann’s international lead agency and are tasked with developing a globally uniform repositioning of the brand. The first international campaign for Dr. Beckmann has been launched and will gradually be rolled out in up to 80 countries.

    Dr. Beckmann has appointed Serviceplan Group as its international lead agency. Seven Serviceplan agencies – Serviceplan Health & Life, Serviceplan Consulting Group, Serviceplan Design Hamburg, Mediaplus, Mediascale, Plan.Net Performance and Plan.Net Pulse – will collaborate to provide an integrated range of services for the Delta Pronatura brand.

    For the repositioning of Dr. Beckmann, specialist teams from the areas of campaigning (Serviceplan Health & Life), strategy (Serviceplan Consulting Group), packaging (Serviceplan Design Hamburg), media strategy and planning (Mediaplus), digital planning (Mediascale), SEA and Amazon marketing (Plan.Net Performance) and digital presence (Plan.Net Pulse) are on board. Now the first integrated campaign is being launched, which will be shown on TV, as well as in print, POS and online under the lead of the Serviceplan Group in up to 80 countries.

    The new international slogan, which will be translated into the native language of each country where the campaign runs, is "Freedom to let life happen".

    Marco Buschmeier, Director Global Marketing at Delta Pronatura, says: "With the help of the excellent, fully integrated work of Serviceplan, we were able to take the Dr. Beckmann brand to a whole new level. We have created a new positioning that brings the brand closer to our consumers. For the first time, we have jointly produced a global brand campaign, which we will use worldwide, on TV, in print, digitally and at the POS. For delta pronatura as a medium-sized company, this is a huge step of which we are very proud.”

    “The aim of Dr. Beckmann's repositioning is to further strengthen the DNA of the brand by positioning it even closer and more emotionally in the life of the target group with a new ‘brand feeling’. We call this the ‘Dr. Beckmann feeling’. The exciting thing is that this feeling is designed to ignite or touch the same positive emotions in all countries. All of us at Serviceplan are very proud to be able to work as an international lead agency with such a renowned international brand across all disciplines," says Florian Bernsdorf, Managing Director and Partner of Serviceplan Health & Life.

    "In order to identify this brand feeling, we have been closely involved with the consumers in the individual markets. For example, we spent a day with them at home in order to better understand how Dr. Beckmann products accompany their lives, and where the true added value of the brand lies for them. The great stories consumers told us were the perfect raw material for developing the new brand core," says Alessandro Panella, Managing Director of Serviceplan Consulting Group.

    2019-12-17 00:00:00
    Serviceplan Celebrates 1 Grand Prix and 11 Awards at Eurobest 2019

    A year of success on the international creativity awards circuit for Serviceplan Group is capped by a Grand Prix, 3 Gold, 1 Silver and 7 Bronze at Eurobest 

    Serviceplan approach the end of 2019 with more awards success at Eurobest with a Grand Prix, 3 Gold, 1 Silver and 7 Bronze awards.
    Eurobest Grand Prix and Special Award winners were revealed today by the jury presidents online on the Eurobest website and will be featured in the European Creativity Report.
    Eurobest celebrates the most outstanding creativity from Europe. In total 617 entries from 23 countries within Europe were shortlisted.
    A coveted Industry Craft Grand Prix was awarded to Serviceplan Innovation in Print & Publishing for ‘Made in Fukushima’, a campaign conceived with Meter featuring a book made out of rice straw grown on decontaminated farmland. ‘Made in Fukushima’ was also awarded a Gold in Design, and a Gold and Silver in Healthcare.

    View the ‘Made in Fukushima’ case film

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    In the Brand Experience & Activation category, Serviceplan Berlin collected a Bronze for ‘Mind the Gap’ (BVG), which also won a Bronze in Direct.
    Serviceplan France won a Gold in PR for ‘The Missing Page’ (Saforelle). Serviceplan France were also awarded a Bronze in Brand Experience & Activation for ‘The GPS Quality Label’ (Auchan Retail France). 

    2019-12-13 00:00:00
    Bridgestone Presents “Eyes On The Road”: New Film from Serviceplan Middle East Launches Health Check-Up and Awareness Roadshow for UAE Truck Drivers. Serviceplan Middle East partners with Bridgestone MEA and Dubai Police and government organisations on road safety and health campaign aimed at the UAE truck driver community. 

    Bridgestone MEA worked with Nasser Bin Addullatif Alserkal and RTA on a potentially life-saving health check campaign, designed to offer free health screenings to UAE truck drivers and consequently improve fitness and road safety.
    Launching the campaign is an online film sensitively directed by Nixon Freire out of Hanzo Films. The film follows a truck driver named Sukhjhinder Singh, who explains how he misses his family in India, and talks about his gruelling 24-hour schedule, which allows him only a couple of hours sleep in the cabin of his truck by the roadside. He has driven 1 million km without an accident, so for some respite from his work routine, Bridgestone arranged for him to view the road from another perspective – 1km above the ground in a hot air balloon. 

    Through the film, Bridgestone MEA invites fleet owners to enrol their teams in the ‘Eyes on the road’ health check-up and awareness roadshow, which is aimed at contributing to a healthier and safer society. The film is part of a social media and digital communication strategy conceived by Serviceplan Middle East, and kicks off a 3-week event, during which truck drivers can take part in a free health check-up at one of several strategically positioned truck stops in the UAE. The health screenings will be managed by medical professionals and include checks on BMI, blood pressure, eyes and ears.
    The motivation is to encourage 1,000 truck drivers to have a health check-up. The check-up stations will be positioned at truck stops where drivers park up to rest on long journeys, position across major highways of the UAE in Sharjah, Dubai and Abu Dhabi. As well as a health check-up, drivers will be able to play computer games linked to fitness and mobility skills and have refreshments.
    There will also be a print campaign involving a billboard on the building where the drivers live, making them aware of the event and encouraging them to go for a check-up. Serviceplan Middle East have devised a social media strategy to raise awareness of the free truck driver health checks via Facebook and Instagram, with live streams of the events, Bridgestone product giveaways to participants, and Instagram and Facebook stories.

    Berna Akinci, Head of Marketing, Bridgestone MEA commented: “Safety is a value that is reflected in the quality of our products. That is why this CSR campaign is very important to us. We appreciate the hard work and long hours that truck drivers dedicate to delivering goods and commodities, and it’s our responsibility to keep them and everyone around them safe on the roads. We are happy to be collaborating with Serviceplan Middle East to spread such an important message and celebrate the truck drivers – our heroes of the road.” 

    2019-12-10 00:00:00
    Serviceplan Suisse Create Print Campaign with an edgefor DillySocks with Acclaimed Swiss photographer Jonathan Heye The downside of having good taste.

    Serviceplan Suisse created a humorous campaign for DillySocks in which people paid a steep price for their strong sense of style.

    Serviceplan Suisse have created an edgy print campaign for DillySocks, photographed by acclaimed Swiss photographer Jonathan Heyer. Wearers of the eye-catching socks from Swiss start-up DillySocks have indisputably great taste. And having great taste is a wonderful thing – with a couple of exceptions.

    This was the inspiration for Serviceplan Suisse’s campaign, which humorously showed that it’s not always easy having a fabulous sense of style. Because the brightly coloured DillySocks stand out. So much so that even Father Christmas found himself in difficulties, and there are a few other situations where things could quickly head south as well.

    The campaign featured three themes for both static and moving advertising media. Renowned Swiss photographer Jonathan Heyer was the man making things happen behind the lens.

    The campaign appeared on posters, and in social media ads and cinemas. And because DillySocks make the perfect Christmas gift, the campaign also featured a sales promotion to herald the start of the Christmas shopping season.

    2019-12-09 00:00:00
    Alex Schill, Global CCO & Partner of Serviceplan Group is New York Festivals 2020 Executive Jury President  New York Festivals International Advertising Awards® announced Alex Schill, Global Chief Creative Officer & Partner of Serviceplan Group as the 2020 Executive JuryPresident. 


    This is the 10th year NYF’s Executive Jury will come together and the second year a Jury President will preside over this elite panel of Chief Creative Officers and Executive Creative Directors from around the globe. Jury President Alex Schill, along with the 2020 Executive Jury, will convene in New York City in March for 4 days to select the World’s Best Advertising® across all mediums.


    Alex brings 25 years of global leadership skills, innovation and creativity to his role as Executive Jury President. He thoroughly understands the demands of judging NYF’s finalist entries across all mediums as he previously served as an Executive Jury member for three consecutive terms. Alex’s vast industry expertise and his collaborative creative approach will provide the 2020 Executive Jury with support and ensure that ground-breaking work from agencies around the globe is recognized and rewarded. 


    “We are excited to have a global creative leader the caliber of Alex Schill as 2020’s Executive Jury President,” said Scott Rose, Executive Director of the New York Festivals Advertising Awards. “Alex’s reputation as an innovative award-winning creative and his experience leading creative teams ensure that ground-breaking work from around the world will be judged with meticulous attention.”


    “I am more than honored to serve as Jury President for the 10th annual New York Festivals Advertising Awards Executive Jury. NYF over the years kept its special set up amongst the world’s most precious award shows as it gathers numerous highly reputed CCOs from all around the world together in one room to judge the shortlisted entries selected by the Grand Jury. So, the quality of the outcome is amazingly high, and the value of each statue is undoubtable,” said Alex Schill Global CCO & Partner, Serviceplan Group.

    As Global Chief Creative Officer and Partner of Serviceplan Group, Schill has led the entire agency group worldwide since 2008. He is presently in charge of more than 24 agency locations in cities from Beijing to Zurich leading a global team of 4,200 employees. 

    Under his leadership, in just five years, he has brought Serviceplan to the front row in national and international rankings. In 2016 the agency was ranked No.1 in the German Creative Ranking (Horizont), No.1 in the Digital Ranking (BVDW), No.1 in the Media Ranking (Recma), No. 1 in the Design Ranking (Red Dot) and No. 1 in the Efficiency Ranking (w&v).

    In 2018, Serviceplan was featured in the Top 50 most creative agencies worldwide in the Gunn Report. In 2019 the Serviceplan Group was named Independent Agency of the Year at New York Festivals, Cresta Awards and London International Awards.  And in recent years Alex has won numerous accolades and honors racking up more than 75 Cannes Lions, including two Grands Prix for the agency trophy shelf. He is a sought-after speaker on the international creative awards circuit and has given keynote speeches at Cannes, Eurobest, Dubai Lynx and the Loerie Awards. 

    Alex brings previous experience as a Jury President to his role as NYF Executive Jury President, having served multiple stints as Jury President at Cannes Lions, CLIO, Eurobest, LIA and at D&AD.

    The Executive Jury will convene this March 2020 during the 10th annual Executive Jury judging sessions. Executive Judging sessions will take place in New York City March 31st- April 3rd. The jury of22+ CCO’s creative global minds dedicated to the quality and aesthetics of creative advertising will review all finalist entries selected by NYF’s online Grand Jury. 


    To view the 2020 Executive Jury to date visit: HERE and to view the Grand Jury to date, please visit: HERE.


    The 2020 competition entry deadline is March 2, 2020. For more information on the 2020 competition please visit: HERE or to enter the competition please visit: HERE.


    About New York Festivals:

    New York Festivals®

    Celebrating the World’s Best Work since 1957

    Advertising Awards

    AME Awards ®

    Global Awards ®

    Midas Awards ®

    Radio Awards

    TV & Film Awards


    Entries to each of the competitions are judged around the world by panels of peers in their respective industries. For more information, go to


    2019-12-03 00:00:00
    Keep Going No Matter What Is The Mantra of New Bridgestone MEA Campaign from Serviceplan Middle East Keep Going No Matter What Is The Mantra of New Bridgestone MEA Campaign from Serviceplan Middle East

    First campaign for the iconic tyre brand from Serviceplan Middle East is directed by Douglas Bernardt out of Stink Films


    After winning the business in January 2019, Serviceplan Group Middle East have created their first major campaign for Bridgestone MEA. 

    The impetus of the campaign, titled ‘Keep Going No Matter What’, was to create brand affinity for Bridgestone MEA.  Three different Bridgestone tyres are featured in the campaign; the Potenza, Turanza and Dueler: the Turanza (city tyre) and Dueler (4x4 off-roading tyre) are used in 2 films shot specially for the campaign.  

    The campaign launched in November on the following channels; OOH, programmatic, Facebook, Instagram, YouTube and rich media banners.  The title “Keep Going No Matter What” originates from the DNA of the Bridgestone MEA brand, whose message describes the core of the brand. Serviceplan Group Middle East met a client brief, which aims to focus on the existing brand DNA in a way that relates to the customer. Serviceplan partnered with Dubai Fitness Challenge for its duration of 30 days as an activation supporting the campaign.

    Both films were shot in Azerbaijan with the Prague office of the highly awarded Production house, Stink Films.  Serviceplan Group Middle East worked with multiple-award winning director Douglas Bernardt, who shot the film mainly in camera, with green screen on location in Azerbaijan, and special effects created in post-production.  This is the first campaign that newly appointed Executive Creative Director Akhilesh Bagri has worked on with Serviceplan Middle East.


    Berna Akinci, Head of Marketing for Bridgestone MEA commented: “We are thrilled to reveal our first major campaign with Serviceplan Group Middle East, which constitutes a significant brand revitalization, and much needed strategic requirement for the brand in the UAE. We look forward to working with Serviceplan to further develop and build this campaign, which embodies the Bridgestone DNA of ‘Keep Going No Matter What’.”

    2019-11-27 00:00:00
    Serviceplan New York Wins ARK Invest Account Serviceplan Group’s US House of Communication, headquartered in New York, will handle brand strategy, brand design and websites for ARK Investment Management LLC (ARK), a global investment adviser focused solely on disruptive innovation.

    Serviceplan Group’s US House of Communication have announced a major new business win in the form of ARK, a New York based investment adviser renowned in the US and abroad.

    The US House of Communication will handle brand strategy and brand design for ARK, with a new website design launching in March 2020. ARK is focused solely on investing in disruptive innovation. Rooted in over 40 years of experience, the company aims to identify large-scale investment opportunities in the public markets resulting from technological innovations centered around DNA sequencing, robotics, artificial intelligence, energy storage, and blockchain technology.

    The US House of Communication team for ARK consists of Stefan Schütte, CEO, Serviceplan US House of Communication, and Dominique Steinbrueck, Chief Strategy Officer, who will tap into the resources provided by Tim Stickelbrucks from US House of Communication’s sister company Neverest LA for digital, social and entertainment. Rachel Howald as CCO brings creative leadership into this project, while Sarah Jamshidi as Head of Serviceplan Solutions will ensure that complex operations and asset production is seamless and effective.

    For future assignments with ARK, the US House of Communication are happy to bring all the channel management expertise from MODCo Mediaplus to the table, with the support and expertise Erik Dochtermann, CEO MODCo Mediaplus. Stefan Schütte, CEO of Serviceplan’s US House of Communication commented: “We are excited to be working with probably the most disruptive financial investment company of our times: ARK’s charismatic leader Cathie Wood is convinced that the power of innovation creates value far beyond our imagination. To enlighten everyone on the future of investment, we are providing a holistic brand campaign to convey ARK’s message.”

    Sebastian Benkert, CMO ARK Invest added: “We are very excited about this partnership, because Serviceplan New York helps us to bring out the best of our brand in all our many communication channels. We really enjoy working together with their seasoned international experts in the US House of Communication in New York and tapping into their group’s various global resources at the same time.”

    Serviceplan Group founded the US House of Communication in New York in 2018, with a team of more than 65 specialists based on Madison Avenue. Clients include; Rockstar Computer Games (Media and Content); Lufthansa (Decoupling); Hilti Powertools (Full Service); MAN (campaign content, events, brochureware); Brahmin (media and content).

    The US House of Communication Management team is comprised of: Stefan Schütte, CEO, Serviceplan’s US House of Communication; Sarah Jamshidi, Head of Solutions; Dominique Steinbrueck, Head of Strategy, and Tim Stickelbrucks, Partners, Serviceplan Content Neverest. Partnering with the US House of Communication is MODCO Mediaplus, a 30+ year New York media agency led by CEO Erik Dochtermann, which oversees the channel management leadership

    2019-11-26 00:00:00
    ‘Christmas Is For Children. So For All Of Us’: German Supermarket PENNY Encourage People To Rediscover Their Inner Child Serviceplan Campaign conceive heart-warming Christmas advert for PENNY as an antidote to the everyday worries associated with adulthood.

    This Christmas, PENNY and Serviceplan Campaign are inviting adults to revisit their childhood with a carefree film shot by director Stuart McIntyre to the soundtrack of Alphaville’s ‘Forever Young’.

    PENNY’s first international campaign launched in Germany on Friday 8th November and will air in Austria, Czech Republic, Italy, Romania and Hungary. The heart-warming film depicts a group of OAPs revisiting their carefree youth by sledging down a snow-covered hill. The joyful spot has struck a chord with the public and already has more than 10 million views.

    Motivated by a desire to find reassurance in the current climate of political, economical and environmental uncertainty in Germany and globally, PENNY and lead agency Serviceplan Campaign wanted to create a Christmas campaign that would provide some relief from the problems of contemporary society.

    Consequently, ‘Christmas is for Children: So for all of us’ is the message of the PENNY Christmas 2019 campaign, which embraces Christmas as a time for people to return to a more naïve and positive outlook on life – in the same way that children do. The campaign is about to getting back your inner child and seeing how this can change your life. Why PENNY? Because the customers at PENNY are no strangers to the difficulties that life can pose, and PENNY hopes to alleviate some of those difficulties.

    The motto of the PENNY 2019 Christmas campaign is ‘Christmas is for Children: So for all of us’, and follows the successful 2018 and 2017 Christmas films from Serviceplan Campaign. Intended to make people forget their fears and worries and view Christmas again with the carefree attitude of a child, the heart of the campaign is an online film directed by Stuart McIntyre with Production from ANORAK films.

    We Are Walker reinterpreted the Alphaville track „Forever Young“ with the voice of a child, to complement the theme of the PENNY film. In addition to the film, print motifs will be shown in PENNY's own media channels. The PENNY Instagram Channel will also feature the #KindBleibenChallenge in which PENNY, together with influencers, calls on adults to be children again for a moment. The three Challenge winners can look forward to a trip to Disneyland.

    Christoph Everke, Creative Managing Director of Serviceplan Campaign commented: "Not all of us are parents. But we are all children. Sometimes we seem to forget that. The film and the song 'Forever Young' are intended to give people the opportunity to reflect on their childhood".
    Stefan Magel, Divisional Director Trading Germany REWE Group and COO of PENNY added: "As a discount store at the heart of people's lives, it is important to us to give something back to our customers. Christmas makes it easy for us to feel the anticipation and the childlike excitement. Being able to be a child again is a gift to which we all share the message: 'Christmas is for children. So for all of us". 

    2019-11-14 00:00:00
    Serviceplan, Europe’s Largest Independent Agency Group, set up ambitious Leadership Team for Moscow Office  new management team comprised of award-winning Executive Creative Director Evgenia Arabkina, experienced Managing Director Olga Starichenko and accomplished Strategic Planning Director Anastasia Boykova, will take Serviceplan Russia into a new era.


    Photo from left to right; Olga Starichenko, Anastasia Boykova and Evgenia Arabkina

     Serviceplan Moscow have announced a new leadership team comprising three women at the top of their game; Evgenia Arabkina, Olga Starichenko and Anastasia Boykova.  The goal of the new team is to take Serviceplan Russia to the next level, and raise the profile of Serviceplan Group's 'House of Communication' in Russia, which offers clients an integrated agency comprised of digital, marketing and creative expertise.  


    The Serviceplan Group is the largest and most diversified owner and partner-managed agency group in Europe. Founded in 1970 as a traditional advertising agency, Serviceplan quickly developed its “House of Communication” concept, creating the only fully integrated agency model in Germany, combining all communication disciplines under one roof.  With 4,200 employees the Serviceplan Group is represented in 24 agency locations around the world including Moscow.   Serviceplan Russia's new management team aims to put the House of Communication on the map of the Russian advertising industry. The appointment of the new leadership team in Moscow is a natural progression for Serviceplan Group, as it continues with accelerated internationalisation of the House of Communication model.  


    Serviceplan Russia Managing Director Olga Starichenko has over 18 years experience in major advertising agencies: Saatchi & Saatchi, Leo Burnett and BBDO leading account services for international Clients such as P&G, Dirol Cadbury, The Coca-Cola Company, Philip Morris, X5 and many more.


    Olga Starichenko commented: “Serviceplan globally stands for “Building Best Brands” and thanks to the concept “House of Communication” we have all possible services to come up with fresh omnichannel campaigns. We are here to offer more energy to our clients and the industry itself. It’s an honor for us to join such a famous network and we’ll do our best to be aligned with our experienced European offices.”


    Serviceplan Russia Executive Creative Director Evgenia Arabkina has worked in advertising for more than 15 years, including within the Saatchi & Saatchi and Havas Networks. She set up Havas Life Moscow agency, which focused on the wellness and social responsible advertising.


    With her extensive FMCG experience, combined with digital and wellness expertise, she was the leader of Durex global communication development and other global health brands. Arabkina has won multiple awards including; Effie awards, Red Apple, Ad Black Sea and Young Lions Russia. She believes that in order to incite change, you should put passion into your creative ideas.


    Evgenia Arabkina said: “We are here to change the rules of the game in advertising. This is the time for new creativity, which unites thinking and technology, cultures and talents. Because outstanding creativity is what can change brands into great ones.”


    Anastasia Boykova has more than 10 years planning experience. She began her career at McCann Erickson, where she was mostly responsible for Nestle Purina brands, and from a communication point of view she successfully managed Friskies, Felix and Gourmet in one portfolio. In 2013 she joined the strategic department of Havas and became a trusted lead on two of key accounts: RB and Sandoz. Boykova is proud to be responsible for client winning strategies, and proud to enjoy the trust and love of the creative teams.


    Anastasia Boykova added: “We believe that constant challenge is the only way to win in this ever changing world. So we challenge ourselves, we challenge rules of the game in advertising and push the boundaries to benefit our clients.”


    Serviceplan Russia is a creative agency in the Serviceplan Group, together with Mediaplus, – full digital services and Louder - experiential marketing agencies.


    2019-11-06 00:00:00
    Serviceplan Awarded 2019 LIA Global Independent Agency of The Year Accolade Serviceplan Group win 3 Gold, 4 Silver and 1 Bronze at LIA as well as the Global Independent Agency of the Year Award.


    Serviceplan Group is delighted to be crowned Global Independent Agency of the Year by the prestigious LIA Awards, as well as winning 3 Gold, 4 Silver and 1 Bronze award. 

    Serviceplan China won a Gold and Silver for the 999 Cold Remedy ‘999 Warm-Hearted Leggings’ campaign, making it the most awarded Chinese agency in the competition.

    Serviceplan Berlin were awarded a Gold for Berliner Verkehrsbetriebe (BVG) ‘Mind the Gap’.  Serviceplan Germany collected 1 Gold, 2 Silver and 1 Bronze for METER ‘Made in Fukushima’, as well as 1 Silver for Sea-Watch ‘Lifeboat – The Experiment’.

    The London International Awards (LIA) were founded in 1986 and stand for the belief that creativity is the beating heart of advertising, design and technology. LIA celebrates the creators with annual awards, and is one of only 5 global advertising awards included in the WARC Creative 100 Rankings. LIA no longer host an awards show, instead choosing to fund the Creative LIAisons program:

    Barbara Levy, President of LIA commented: "Year after year, Serviceplan has been surprising and delighting our juries with exceptional work.  This year, once again, they were a dominant force from Germany. As usual, they were particularly strong in design.  We are proud to be able to showcase their work. It is no mean feat to be named Global Independent Agency of the Year in the light of stiff competition. So, they truly deserve that honor.  We applaud and congratulate them,"  


    2019-11-04 00:00:00
    Serviceplan Group Middle East Appoints Akhilesh Bagri as Executive Creative Director Full-service communications agency Serviceplan Group Middle East, the Dubai-based arm of Serviceplan Group, recently announced the appointment of the award winning advertising expert Akhilesh Bagri as Executive Creative Director. 

    Serviceplan Group Middle East have appointed Akhilesh Bagri as Executive Creative Director. Bagri joins Serviceplan Group with 15 years of experience under his belt. During his career he has worked at BBDO, JWT, Leo Burnett and FP7, and brings to Serviceplan Group Middle East a wealth of expertise and experience from working on campaigns for globally recognised brands including; HSBC, Coca-Cola and MasterCard.

    Serviceplan Group is Europe’s leading independent agency group, with headquarters in Munich and 24 agency locations worldwide.

    Akhilesh Bagri began his advertising career 15 years ago in Mumbai, India. He relocated to Dubai in 2011 to join FP7, subsequently working for a series of high-profile agencies including BBDO, JWT, and Leo Burnett. His leadership and creative excellence at these agencies resulted in consistently memorable and popular campaigns for brands across the region including; Emirates Airlines, MasterCard, HSBC, Sony, PepsiCo, Coca Cola, Nestle and Mars Foods.

    More recently, Bagri’s campaigns for Emirates NBD have set a new benchmark for online content in the Middle East. He has received recognition from industry leaders, and awards at a number of internationally recognised advertising festivals including; Cannes Lions International Festival of Creativity, One Show, Clio Awards, Loeries, New York Festival and Dubai Lynx. Serviceplan Middle East has designed the role of Executive Creative Director to improve the creative output of its Dubai agency, expand its capabilities in executing projects, and most importantly, push the creative and strategic offerings of the agency further. Bagri will be responsible for managing and inspiring the creative team, attracting the best talent out there, and collaborating with the client to create memorable campaigns in the region that touch the heart and minds and make a difference.

    The vision going forward is to create an agency that listens before talking, thinks before doing, and works before gloating. The announcement was made by Natalie Shardan, General Manager, Serviceplan Middle East who said: “We’re all excited to welcome Akilesh to the Agency, and have him on board as we embark on our future projects. The process of finding the perfect ECD for us was lengthy and detailed, but we’re very pleased that we landed a great guy. Serviceplan Group Middle East is currently going through positive, drastic changes that will elevate the offerings of our agency. I’m very excited about what’s coming our way, and I know for sure that with Akhilesh as our Executive Creative Director, we’re in great hands as we move forward.”

    2019-10-09 00:00:00
    SERVICEPLAN TRIUMPH AT NEW CRESTA HONOURS Serviceplan Group has emerged as the first-ever winner of Independent Network of the Year at the Cresta Awards. The 2019 edition of the 26-year-old competition includes a new emphasis on recognising the challenges and achievements of independent, owner-managed agencies. The dominant performance by Serviceplan’s digital unit enabled the group to accrue enough awards points to pick up the inaugural trophy for the best independent network.

    Jason Romeyko, Worldwide Executive Creative Director, Serviceplan Group commented:

    "It's an honour for Serviceplan Group to be given the inaugural Cresta Independent Network of the Year award, and from such an internationally respected creative standards organisation. This is a result of the Über-Creativity of all our 4,200 colleagues from our Houses of Communication in the 24 Serviceplan agency locations worldwide, as well as the trust of our partners and clients who work tirelessly to bring great ideas to life. What a privilege to be Cresta's first. You always remember the first."

    This year’s Cresta winners has seen the reinvigorated organisation reveal five special honours for the year— including a surprise selection from the Jury chair.

    BBDO Worldwide has, for the first time since 2015, seized the crown of the Cresta Network of the Year (BBDO is part of the Omnicom conglomerate). This builds out of the performance of its UK office, AMV BBDO, who also triumphed as Cresta Agency of the Year. The latter was a result of a storming multi-award performance for the Viva La Vulva campaign. Strong contributions by BBDO NY, Energy BBDO, BBDO Atlanta in the US, and Darwin BBDO in Belgium, also underpinned the network supremacy.

    Newly created honours are also being presented to Serviceplan Group as the Independent Network of the Year, and to the Brazilian agency Tech & Soul as Independent Agency of the Year. Serviceplan stood out in particular for its digital skills, notably on the Dot.Mini project, while the ‘Distracted Goalkeeper’ campaign was an exceptional performer for the young Sao Paolo based independent.

    The above awards were strictly determined by cumulative award wins (with more points assigned for a Grand Prix than a Gold, and so on) but Cresta has added an innovative new Jury Award in the personal gift of the Jury Chair.

    This year that decision was the responsibility of Anna Qvennerstedt, the much-lauded copywriter and creative director who is chair of the board at Forsman & Bodenfors in Stockholm. She chose ‘Go Back To Africa’, a highly provocative and technologically innovative campaign from FCB/SIX of Toronto for the travel company Black And Abroad. She explained her choice, which elevated a Silver winner up into one of the top five special mentions:

    “I love this campaign for several reasons. It is an inspiring example of how AI and data can inform creative excellence, how it can help this us become more relevant and actually change opinions and challenge misconceptions. I love the wit and the intelligence of the creative idea, how it automatically turns a very negative notion into something positive without being one bit pretentious. And last but not least, it shows why we need diverse perspectives in this industry. 

    Overall, though, it would seem to be BBDO’s year at Cresta - most wins, top agency, top network. On hearing of the new honours, David Lubars, Chief Creative Office BBDO Worldwide & Chairman BBDO North America, commented:

    “Cresta has recently revamped, enhanced and bettered its competition.  It’s a great feeling to know that BBDO and AMV BBDO have been recognized as Network and Agency of the Year, respectively, under these more challenging guidelines.”


    The complete awards can be viewed at


    2019-10-03 00:00:00
    Change Serviceplan Poland Create Gamers and Geeks Ad for G2A.COM Fantasy world of gamers spills over into reality in unique spot for G2A.COM.

    Change Serviceplan Poland beat 12 other agencies to win a brief from G2A.COM for an ad that encapsulates the motto of the popular marketplace for gamers: “You lose when you overpay’.

    The VFX-laden advert was shot at Nu Boyana studios in Bulgaria, and stylishly directed by Szymon Pawlik out of production company Neverest. Released online in Poland as well as the Netherlands, France and UK, the spot for G2A.COM merges fantasy with reality, with the online gaming world infiltrating every day scenarios of gamers.

    G2A.COM is a marketplace for gamers where they can buy games and gaming gear at a significantly cheaper price than other gaming sites. The narrative of the Change Serviceplan ad shows how terrible things happen when gamers overpay.

    Change Serviceplan Creative Team Marcin Nowakowski and Dominik Przerwa said: “Gaming is getting bigger and bigger. It’s not only about entertainment anymore. It’s a huge movement of people who believe that playing games is more than just wasting time. We got a big opportunity to work with a client who is open-minded and feels just like a partner in our everyday duties. We took that trust and mixed it up with hundreds of hours spent on playing games. As a result, we got the idea that feels big and honest at the same time.”

    Marek Magoń, Head of Brand and Marketing Communications at G2A.COM added: “Gaming is a very hermetic segment and not everyone is able to navigate it. That is why we have briefed as many as 12 agencies. Change Serviceplan presented the best idea which perfectly fits both the target group and the philosophy of the G2A.COM brand. The motto: "You lose when you overpay" is a brilliant combination of the gaming term of "losing" and positioning focused on great prices which is crucial for our brand.”

    2019-09-16 00:00:00
    SERVICEPLAN GROUP WINS GLOBAL VORWERK MANDATE Following an extensive pitch, Vorwerk Group has selected the integrated range of services offered by the House of Communication at a global level. The Serviceplan Group impressed Vorwerk with a comprehensive proposal for the implementation of a new brand strategy. The proposal is executed by teams of Serviceplan and Plan.Net agency specialists in design, brand communication, digital and UX, as well as by specialists in consulting and governance. Management and support will be provided by the global Key Account Management team in close cooperation with lead agency Serviceplan Campaign. The collaboration will focus on translating the corporation's newly developed brand strategy into communications measures.

    The Serviceplan Group has made effective use of its globally integrated positioning to assume responsibility for the brand strategy of Vorwerk. Serviceplan Campaign in Munich, with its Managing Directors Christian Sommer, Markus Koch and Ben Hug, is acting as lead agency. The management of the account is in the hands of the international Key Account Management team established in summer 2018, under the leadership of Serviceplan Managing Partner Vincent Schmidlin and with Global Key Accounts Business Director Diane Schulz as Vorwerk's contact partner.

    The Serviceplan Group's specific objective is to develop the corporation's new brand strategy and to translate it into communication measures across all touchpoints, both internally and externally. In addition to a global governance structure, the planned measures include the implementation of a worldwide brand tonality, a new corporate identity and global communications campaigns for all product brands. The Serviceplan Group is also developing guidelines for all digital platforms and for a uniform store concept. Together with end customers, the target group consists primarily of the Group's employees, as well as its large proportion of customer consultants operating in direct sales. The first signs of implementation were visible in the launch of the new Thermomix, which has been underway in all markets worldwide since March this year.

    "With our strategic 'Global Brand Management' initiative, we're completely reinventing the Vorwerk Group's brand strategy, brand positioning and brand architecture. The central focus is on making communication emotionally charged and on ensuring a consistent identity in all companies and across all touchpoints worldwide. In order to accomplish this undertaking, we've put our confidence in the compelling proposal made by the Serviceplan Group. We are very much looking forward to working with them," Vorwerk's Vice President Marketing, International, Hillary Roche, explains.

    Managing Partner of the Serviceplan agencies Vincent Schmidlin adds: "We are honoured to be providing strategic, creative and communicative support to the transformation of the Vorwerk brand, which we are doing globally across all markets using the House of Communication's integrated range of services. Brand Management today is about offering agile working methods and flexible team compositions in order to manage multi-faceted and rapidly transforming tasks in a dependable way. We are very pleased that our proposal was successful, and thank the Vorwerk team for their confidence in us." 

    2019-08-29 00:00:00
    Serviceplan sets the scene for the BMW X Series with ‘Choose Your X’ Campaign The international “Choose your X” umbrella campaign from BMW is launched on the release of the new THE X1 and THE X6. It aims to establish consistent communication, not only for the newly announced vehicle models, but for all existing vehicles in the X Series. Thanks to the modular concept of the campaign, it is possible for all markets to promote their focus range and give these models a place in the created product world.

    The campaign videos directed by Jan Wentz from Production Company Tempomedia are starting on TV and online. In addition, print ads will appear with photography by Emir Haveric. The umbrella campaign will be adapted to all markets worldwide and will be used for at least three years. Three TV adverts, two online launch videos and eight other videos of various lengths have been developed and realised for the campaign. In addition to the strong visual branding of the series using the letter X, this letter is also conceptualised as a symbol of free choice. The campaign celebrates freedom of choice and customer independence.

    “An idea is often simple and effective if it is derived directly from the product. Using an X as the ultimate symbol of free choice is this kind of idea,” said Thomas Heyen, Creative Managing Director and Partner at Serviceplan Campaign International. “And it’s even better if it can also work on a global level and is executed to a to a high level of quality with fantastic partners,” added Markus Kremer, also Creative Managing Director and Partner at Serviceplan Campaign International.

    At Serviceplan Campaign International, the team surrounding Thomas Heyen and Markus Kremer as well as Managing Partner Florian Klietz was in charge for the campaign. 

    2019-08-15 00:00:00
    Serviceplan Greater China Announces Triple New Business Win Serviceplan Shanghai win Home King Account and Nestle Branding Project, and Serviceplan Beijing win LYNK & CO business

    In a triple whammy for Serviceplan Greater China, the agencies in Beijing and Shanghai have won new business with Home King, Nestle and LYNK & CO.
    Serviceplan Shanghai won a Branding Project with Nestle Greater China, and the Home King account. Home King is the largest home cleaning and caring service company in China, located in Xiamen. Serviceplan Shanghai will be responsible for the communications for two of their major service brands.
    After a pitch with a total of 7 agencies, Serviceplan’s Beijing office won a LYNK & CO account, a Chinese car brand under the Geely Group, and joint venture with Volvo.
    Serviceplan Beijing are one of the leading agencies for LYNK & CO, and will be responsible for branding the '02' and '03' models.
    Serviceplan Beijing Managing Director Marcus Ma commented: "We have won Lynk & Co for we have a group of car experts in our agency, who they have strong automotive experience from BMW, which Serviceplan China has worked on the account since 2014. I am delighted to have won Lynk & Co as one of our key clients in our Beijing operation, as we understand Chinese brands are growing strong now a day and many of which are planning for their global expansion, Lynk & Co is one of them and I believe with Serviceplan's automotive experience around the globe, we may assist Lynk & Co to land in Europe in the short coming future."

    (Marcus Ma & Chong Kin)

    Serviceplan Group, Europe´s largest independent agency group, have 2 offices in mainland China: Beijing and Shanghai. In January 2018, Serviceplan China strengthened its senior management team with the appointment of Chong Kin as Chief Creative Officer Greater China, Marcus Ma as Managing Director Beijing, and Bernard Wong as Managing Director Shanghai.

    (Bernard Wong)

    With this dream team at the helm, Serviceplan China has won significant new business, winning accounts with VIVO and Tmall in November 2018, and more recently winning the Home King Account, Nestle Branding Project and LYNK & CO business. 

    2019-08-07 00:00:00
    “Your Baby’s Dream Never Stops With Pampers”: New campaign for P&G Korea Shows Diapers from a Baby’s Point of View An enchanting new animated spot from Serviceplan Korea and Ukraine for Pampers Korea takes viewer into the dream World of a Baby: “Your Baby’s Dream Never Stops with Pampers.“

    A unique animated ad for Pampers from Serviceplan Korea, inspired by the fact that Pampers is known in Korean as ‘Night Diaper’, has been launched online in Korea. The animation shows a baby’s dream where he goes on an adventure in a boat made from his cot, all the while sleeping comfortably wearing a Pampers diaper in his Mother’s arms.
    Sleeping well is extremely important for a baby to grow healthy and happy, and Pampers provide babies with the comfort to enable good sleep. The vision of the spot is to show the emotional benefit of Pampers, and appeal to Millennial Mum’s by strengthening the bonding experience and exploring the dreamscape of a baby.
    The campaign was a collaboration between Serviceplan Korea and Serviceplan Ukraine. 
    Serviceplan Korea created the whole concept and creative and Serviceplan Ukraine was responsible for the production process with the animation studio TPH ONE in Ukraine. 

    The core benefit of Pampers is that they are soft and dry even after using them overnight, so Pampers is called ‘Night Diaper’ in Korea. In other words, Pampers helps babies to sleep comfortably which supports the happiness of both babies and parents. Yet, this nickname can also cause misconception that the product is for night time. However, babies sleep throughout the day. Therefore, the insight of Serviceplan was to change the nickname to ‘Beauty Sleep Diaper’.
    “Your Baby’s Dream Never Stops with Pampers” visualises the vision of Pampers, illustrating how Pampers cares for both Mothers and babies, and supports their healthy growth. The spot raises a question: why not look at the experience of wearing Pampers from a baby’s point of view? Inspired by ‘Beauty Sleep Diaper’, Serviceplan illustrated a baby’s dream where he experiences diverse adventures.
    Serviceplan Korea and Ukraine produced an animation to fully visualize ‘baby’s adventure in his dream,’ and successfully delivered the brand message with a beautiful work as a real movie. 

    2019-08-01 00:00:00
    The Serviceplan Group has closed another financial year of continued growth With EUR 442 million the global agency fees increased by 7% compared to the previous year and is thus well above the average growth in the agency sector. 

    The Serviceplan Group, Europe’s largest owner- and partner- managed agency group, is continuing to grow and can look back on a successful financial year for 2018/2019. The overall agency fee volume for the Serviceplan Group in its 48th financial year (1 July 2018 - 30 June 2019) was EUR 442 million. This represents an increase in sales of 7% compared to the previous year (2017/18: EUR 415 million), which makes it significantly more than the average growth for international agency networks. According to the 2018 AdAge rankings, in the last calendar year, large networks recorded average growth of around 2%.

    The Serviceplan Group is also growing at an above-average rate compared to the agency sector in Germany. With a fee volume of EUR 337 million, sales increased by 4% (2017/18: EUR 324 million), which is significantly higher than the average increase in sales for German advertising and communications agencies, which was reported at 0.56% for 2018 in the GWA Spring Monitor.

    Florian Haller, CEO of the Serviceplan Group: “We are extremely satisfied with the continued growth, which is well above the industry trend in Germany and globally, especially in view of the increasingly difficult environment we find ourselves in. Clients are exercising restraint; advertising budgets tend to be smaller and are partly integrated into building their own digital infrastructure. At the same time, there is a rapidly growing need for integrated communication solutions and agency offers tailored to the needs of individual customers – even across national borders. Here we can score points with our “House of Communication” model, which we are continuously expanding at our now 24 locations worldwide. We are also proud that we have once again received great international recognition for our creative achievements. For example, Serviceplan was named “Independent Agency of the Year” at the New York Festival last spring.”

    New Customer Business, Digitalisation and Internationalisation as the Key Drivers of Growth

    The continuous growth of the Serviceplan Group is the result of three main factors. Above all, a very active new customer business. In the past financial year, the Serviceplan Group was able to acquire or defend over 350 new customers and accounts. In Germany, these include HSE24, LinkedIn, Lufthansa, Calzedonia, Munich airport, Hans im Glück, Weber Grill and Airbnb.

    Thanks to its international set-up with offices in the most important economic areas in Europe, Asia and North America, the Serviceplan Group is increasingly able to serve customers across several different locations and regions, responding to growing customer demand for integrated agency solutions across national borders. These clients include Metro AG, Vorwerk, Hilti and Hipp.

    The Serviceplan Group’s digital business is an additional growth factor and now accounts for around 60% of turnover for the entire Group. Under the umbrella of the Plan.Net Group, the offer was also expanded last year, including the foundation of Plan.Net Neo, which specialises in the data-based integration of content and media. The creation of the new Plan.Net Cologne under the executive management of Willi Kaiser and Jens Krahe is also strengthening the offer.

    After the successful first year of Plan.Net Innovation Studio at the headquarters in Munich, a second innovation hub was founded in the House of Communication in Hamburg at the start of the year.

    The Serviceplan Group can also score points in the field of artificial intelligence and caused a stir with the AI-based Brand Investor Tool, which streamlines media planning in a completely new way, enabling intermedia planning on marketing goals and target groups with integrated success predictions. The Brand Investor is the result of a collaboration between Mediaplus and Plan.Net Business Intelligence. The topic of Artificial Creativity is also playing an increasingly important role in the field of AI.

    International agency fees of the Serviceplan Group in the last financial year came to EUR 105 million. This is an increase of around 15% compared to the previous year (2017/18: EUR 91 million).

    As part of its internationalisation, the Serviceplan Group has established itself as the first German-based global agency group in 35 countries, with 24 of its own locations and around 4,200 employees worldwide, as well as other partner locations. The agency model “House of Communication” plays a central role in this and is being continually expanded at all locations.

    For example, in the autumn of 2018, a new, modern “Maison de la Communication” was opened in Paris; in Spain, the offer was augmented by the media agency Alma Mediaplus.

    For the Serviceplan Group head office in Munich, planning for the new headquarters began in the last financial year. It will be built in the up-and-coming “Werksviertel” quarter in the east of the city and will set new standards for the agency industry. The move is planned for 2022.

    In addition to setting up its own locations, Serviceplan has also been in a strategic partnership with the independent agency groups Hakuhodo (Japan) and Unlimited (UK) since the beginning of 2019, giving it access to numerous other partner locations in Asia and the United Kingdom. The aim of the collaboration is to offer globally operating companies an integrated offer. The partners also want to benefit from each other in the areas of creation, media and data, as well as technology.

    The Best Brands Awards, which have been successful in Germany for 16 years, continue to expand: in the spring of 2019, the brand award based on GfK studies took place for the first time in Russia. In addition to those held in Germany, local Best Brands Awards already exist in France, Belgium, Italy and China.

    Awards & Rankings (selection):

    New York Festivals Advertising Awards: 
    The Serviceplan Group received 24 awards and was named “Independent Agency of the Year 2019”.

    One Show: The Serviceplan Group won five gold awards, all for “Dot Mini” from Serviceplan Munich and Serviceplan Korea, two silver awards and two bronze awards.

    Cannes Lions International Festival of Creativity: Two silver Lions went to Serviceplan France, two bronze Lions were awarded to the German subsidiaries and two additional bronze Lions went to the teams from Serviceplan Munich and Serviceplan Korea, who jointly submitted work for the client Dot.

    ADC for Germany: The agency group won two gold, three silver and 12 bronze awards.

    ADC Global: The Serviceplan Group took home 12 prizes – four gold, two silver and six bronze cubes. All of the gold cubes were awarded for the campaign “Dot Mini. The First Smart Media Device for the Visually Impaired” from Serviceplan Munich and Serviceplan Korea.

    D&AD Award: The Serviceplan Group won four silvers and two bronze awards and came in second place for the most successful design agency. The silver award-wining work included “Le Beck’s” and “Dot Mini”.

    Max Awards: With the highest total score, Serviceplan Group was named "Agency of the Year". As the only German award, the creative ideas and the measurable success of dialogue campaigns are assessed on an equal footing at the Max Awards.

    WARC Ranking: In the ranking of the world’s 100 most creative agencies, Serviceplan Munich ranks 23rd, while Serviceplan Korea ranks 28th. In the ranking of the most successful creative advertising campaigns of the year in Europe, the project “Making the world accessible. Dot by Dot” from Serviceplan Munich and Serviceplan Korea was awarded third place.

    2019-07-25 00:00:00