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Serviceplan

World's Leading Independent Agencies: Serviceplan

(l-r) Markus Noder, group MD international; Alexander Schill, group MD and CCO; and Florian Haller, group CEO, Serviceplan
(l-r) Markus Noder, group MD international; Alexander Schill, group MD and CCO; and Florian Haller, group CEO, Serviceplan

The integrated 'House of Communication' model drives maximum impact and relevance

Serviceplan’s unique way of working is at the core of each ‘House of Communication’: experts from all areas under one roof, perfectly orchestrated, fast and agile.

As the first global agency group to emerge from Germany, with its 24th location opened in New York in 2018, you might expect that we are currently plotting the next move in our global expansion.

You’d be wrong. In fact, we are consolidating and further developing our ‘House of Communication’ model, which we’ve by now introduced across the three major economic regions of Europe, Asia (including China) and the US, winning us 22nd position in Ad Age’s global ranking last year. 

The house of communication concept
Florian Haller What sets our ‘Houses’ apart from other agencies? They are built on three pillars: creativity – including campaigning and content marketing, media and technology. Then we also have consultants for strategy and communication.

Agencies, which specialise in one of these areas, work together in a ‘House of Communication’. They think as a unit, using strong integrative structures while being flexible at the same time. This makes them fast, versatile and agile. 

Building best brands – globally and locally
Markus Noder Each of our offices works in the same way. Having identical structures and working methods allows us to roll out global campaigns efficiently. But it is, of course, very important to consider local idiosyncrasies – and these will likely depend on the product and the market. To achieve the maximum impact, you have to find the right balance between global and local. Simply adapting a campaign often doesn’t achieve the desired results if you don’t have the right cultural fit. For maximum impact and highest relevance it’s important to adapt global campaigns on the basis of local insights. We call this process ‘transcreation’. 

Übercreativity – far more than the sum of individual ideas 
Alexander Schill Whenever colleagues from different disciplines meet to develop ideas for a client, something unique happens; it’s like magic and far more than the sum of the individual ideas. We call it ‘ÜberCreativity’. This is at the core of everything we do. This approach won us nine Cannes Lions in 2018: three gold, three silver and three bronze.

We are working with omnichannel communication nowadays and every client has its own focus. So, for every project, we put together a bespoke team of experts, who work in sync to ensure all details merge perfectly into one big story. Our Mediaplus colleagues are always involved, even if media isn’t part of the brief, to make sure we keep an eye on the KPIs, too.

At a glance... 

• Founded 1970
• Principles 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 4,200+ worldwide
• Locations 24 plus established partnerships worldwide

Q+A

What’s the best work you’ve seen in the past 12 months?
The Nike campaign with American football player Colin Kaepernick – a bold campaign with impressive results. 

What’s the best application of Voice you’ve heard?
Featuring Alexa by Too Many T’s – the first band duet with an AI voice as part of their promo campaign. (Serviceplan Innovation Team was involved in development and production.) 

What will make the biggest impact on your agency this year?
Developing our ‘Houses of Communication’ and integrating creative and content, media and data, and technology under one roof is defining the way we work. It answers our clients’ needs for an efficient business solution in a time of fragmenting digital media. 

How can agencies keep great people?
It’s important to offer individual development plans to talent while also supporting ownership projects and encouraging entrepreneurship within the agency to bring the best out in everyone.

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