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(l-r) Florian Haller, Alexander Schill and Markus Noder: “We cover local needs while maintaining global standards”
(l-r) Florian Haller, Alexander Schill and Markus Noder: “We cover local needs while maintaining global standards”

Serviceplan aims to be a true House of Communication that ignites a new spark every day for its clients

At a time when it is tougher than ever to grab people’s attention and agencies have to constantly evolve to remain relevant to their clients’ businesses, Serviceplan’s holistic idea of a ‘House of Communication’ has never been more appropriate. 

What binds us all together is the passion to develop and coach fascinating, economically successful brands that evoke emotions in consumers’ minds: best brands. We achieve that with innovative communication and ÜberCreativity – finding new ways to move consumer hearts creatively, through media, technologically and by integrating all three. 

The House of Communication is dedicated to our core agency values: independence, integration, innovation and international mindset. These shape who we are, how we work and make ÜberCreativity possible. 

We may be the biggest INDEPENDENT agency group in the world because our managing partners are individually responsible for the success of their agency. This is how we nurture personal dedication and entrepreneurship without interference from investors or external shareholders.

INTEGRATED working is our living path to success. With a passion to overcome commu­nication barriers in disciplines, cultures and markets, our set-up allows us to master challenges that seem impossible at first sight.

We develop successful INTERNATIONAL communication concepts for global partners, always taking cultural, social and economic peculiarities into consideration. All our Houses of Communication cater to that belief and mission. This is how we cover local needs while maintaining global standards.

ÜberCreativity is the INNOVATIVE magic that happens when all parts of the House of Communication come together to create world-first ideas. Whatever our function in the Group, we put our creative ingenuity into making outstanding multiplatform solutions for our valued clients. ÜberCreativity allows us to curate the most engaging stories across platforms. That means our ideas should be powerful enough to raise your Share of Market and Share of Soul, thus putting you on the fast track to becoming a best brand.

ÜberCreativity is embedded in the House of Communication, as it is possible only when the whole is more than the sum of its parts. Next to classical agency Serviceplan, our brands include media agency Mediaplus and digital specialist Plan.Net, both leaders in their sectors. More than 40 specialised agencies orchestrate our ‘house concert’ of media, online, PR, market research and big-data specialists, brand strategists, creatives, designers, and dialogue and CRM experts. 

The idea of an integrated approach goes back to the 1980s, when, with the simple but complex idea of serving a client’s complete needs, Dr Peter Haller and Rolf O Stempel set up Serviceplan in Munich. Integration was at the heart of its activities from the outset – a paradigm shift for the German ad industry. 

Since 2006, CEO Florian Haller has expanded the ‘house’ idea globally. The Serviceplan Group has established 37 offices worldwide. Eight have their own House of Communication and five more are becoming fully operational as such. That is how we ensure that a brick of success can become a strong house that incorporates the different disciplines, rooted in the unique idea that made Serviceplan successful: building best brands for our clients, whatever their need. 

We continue with our vision and passion in 2018. To start smart offline PR ideas (face-to-face contact will be a ‘comeback’ trend); with temporary videos on Instagram and new ways to promote products with influencers; a strategic shift to data-based marketing; and the possibility of making content reactive – and, of course, über-creative.

Serrviceplan Group – Q&A

Will you go to Cannes this year?

AI: the best and the worst scenarios are…
Best: to take AI from a pure catch term to valuable products and services. Worst: AI stays at the level of a meaningless and inflationary marketing label on mediocre products.

What will you change in 2018?
With Serviceplan New York, we will open our first location in the US this year. This is one of the most significant steps we have taken towards increasing our international footprint.

The best work of the past year is...
"Fearless Girl", State Street Global Advisors. A simple, relevant and powerful piece of work with global PR coverage at its best.

Serviceplan: at a glance

Founded: 1970.
Principals: Florian Haller, group CEO; Dr Peter Haller, group MD; Alexander Schill, group MD and CCO; Markus Noder, group MD international; Ronald Focken, group MD; Fabian Prüschenk, group MD.
Staff:  3,500.
Locations: 37 worldwide.

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