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 Alex 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 since then. The main Serviceplan creative business (and its satellite agency St Elmo's) are partnered by digital unit Plan.net - now the local leader in Germany - as well as media shop Mediaplus (a joint venture with Jung von Matt), market research specialist Facit and production platform Solutions. The agency 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. For the year to June 2019, group revenues hit a new record of €442m. 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 sales reached a high of €105m. 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 managing director.
Capsule checked 5th October 2018
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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!
Adbrands Social Media 30th Jul 2019: "Your Baby's Dream Never Stops". Do babies dream? It's an interesting question. Yes, presumably, and German network Serviceplan sets out to imagine what that might be like for P&G's Pampers. In fact, this impressive and charming spot is a co-production by Serviceplan's outposts in South Korea and - bizarrely - Ukraine. Yet more proof that Serviceplan is an increasingly potent force to be reckoned with. Cleverly, the independently owned network has established a presence in less competitive countries (like Ukraine) where it can build a strong presence without going head to head with the major groups, while also stealing a place on the roster for Procter & Gamble at the expense of Publicis Groupe. That allowed Serviceplan to report another set of record results for the financial year just ended. Watch out, big boys; the Germans are coming.
Adbrands Social Media 28th Feb 2019: "Dabei: Be There". It took not one but two agencies to deliver the new domestic branding campaign for German telecoms giant Deutsche Telekom - ultimate owners, as our US readers probably already realise, of the T-Mobile brand. House agencies DDB and Serviceplan worked together on the campaign to ensure that it's really not one you could possibly overlook. 'Dabei' literally means "there", but in the sense of "Be There" - or as this campaign entreats - "Let's All Be There Together". In a world where most telecoms companies tend to go for greater subtlety, this In Your Face approach certainly makes you sit up and pay attention.
Adbrands Social Media 13th Feb 2019: "Your Turn". Germany agency Serviceplan continues to go from strength to strength creatively with this clever - if slightly alarming - stunt on behalf of World Animal Protection, an NGO that campaigns for better conditions for farm animals. We're glad those hapless commuters took it all so (comparatively) calmly. You have to feel especially sorry for the mum with two small children. Lucky volunteers, too, that they got the chance to explain the charity's work to the newly released human guinea pigs instead of getting punched out!
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