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Serviceplan is Germany's biggest independent marketing group, privately owned and run by the Haller family. In recent years, following the appointment of group creative director Alexander Schill, the agency has also developed a growing reputation as one of the country's most creative agencies. In 2013, it was named the local #1 for creativity by trade magazine HorizonT, and has generally remained among the top three ever since. The main Serviceplan creative business is partnered by digital unit Plan.net (now the local leader in its sector in Germany and now incorporating ecommerce specialist Hmmh), media shop Mediaplus (a joint venture with Jung von Matt), market research specialist Facit and production platform Solutions. The altter division also houses separately branded creative agency St Elmo's. Serviceplan has also steadily expanded its footprint into other European markets, most notably France, and also several countries in Asia. There is a strategic alliance in the UK with Unlimited Group, and across North and South America with Ariadna Communications. By mid 2020, the group's footprint extended to 35 countries. For the year to June 2022 - despite the Covid pandemic - group revenues hit a new record of €623m. The majority of revenues are still generated in Germany - where Serviceplan is more than three times the size of the next biggest independent Jung von Matt - but international now accounts for around a quarter of sales. The group was founded in Munich in 1970 by Swiss-born marketing executive Peter Haller. The business is still controlled by him, together with his son Florian Haller as group CEO and Ronald Focken as chief growth officer. Serviceplan celebrated its 50th anniversary in 2020.
Capsule checked 27th October 2020
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Historical profile information for Serviceplan
Adbrands Daily Update 6th Oct 2020: Serviceplan is making a new push into the US market through an equity arrangement with local creative boutique Pereira O'Dell. Serviceplan already has an office in New York, but the new partnership will add a presence on the West Coast in San Francisco. Serviceplan is acquiring an initial 30% holding in the US agency, whose owners will in turn purchase an undisclosed stake in the German group. In due course, Serviceplan intends to build its holding to majority control. The shares being acquired by Serviceplan were previously owned by Brazilian company Grupo ABC, now a unit of Omnicom.
Adbrands Daily Update 9th Sep 2020: BMW is to consolidate its advertising across Europe for both the main BMW brand and Mini with Serviceplan, already its partner in several markets including Germany, and S4 Capital's Mediamonks production network. They will be supported by consulting agency Berylls under the shared banner of "The Engine". That partnership will replace third-party agencies in all other markets - for example FCB in several countries including the UK and Russia, SCPF in Spain and 180 Kingsday and TBWA in Netherlands, Belgium and other markets. It's not yet clear where this leaves Anomaly Berlin, which was awarded the global account for Mini earlier this year.
Adbrands Daily Update 7th Nov 2019: "Forever Young". Sometimes keeping it simple is really the best strategy. At a time when many retailers are investing substantial sums in lavish Christmas spots that have a vague air of desperation about them - M&S's seasonal food ad, also out today, is a perfect example - German discount supermarket Penny has stripped right back to basics. Re-emphasising its position as a force to be reckoned with, agency Serviceplan delivers a simple but wholly charming spot that creates a warm halo around the Penny brand without trying to sell a single product. Beautiful scenery combines with a little visual sleight of hand: the soundtrack makes you assume these are kids. "Christmas is for children," says the tag line. "But also for us all."
Adbrands Daily Update 15th Aug 2019: Serviceplan is to launch its first pan-European healthcare division in a partnership with UK group Unlimited's Health Unlimited. Serviceplan Health will launch initially in the UK, Germany, Poland, France, Italy, Belgium, Spain and Russia, with other markets to follow in due course. The business will be led by global business director Jola Mazurek, managing partner Florian Bernsdorf and creative partner Mike Rogers.
Adbrands Social Media 12th Aug 2019: "Choose Your X". German agency Serviceplan's hold on the global BMW account keeps getting stronger. We've noted before how this independent group has planted strategic outposts in multiple smaller markets, not just in Europe but elsewhere also, to give it greater clout with multinational clients. And with creative like this, it poses a considerable threat to rival local incumbents. This new campaign for BMW's revamped x1 and x6 models could easily have originated in the US, and were it not for the foreign numberplates, would just as easily air there. We said it before: watch out big boys, the Germans are coming!
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