Press Releases - Serviceplan Group - Serviceplan Group Press Releases at en-us Copyright 2021 Serviceplan Group Pushes the Establishment of ‘House of Communication” in France Under the New Leadership of Carole Giroud Serviceplan Group, Europe's leading independent communication group, announces the appointment of Carole Giroud as the Managing Director of its French “House of Communication”. The “House of Communication” is the home of the core Serviceplan Group brands; Serviceplan, Mediaplus, Plan.Net and Solutions. The goal is
to further build up and establish the highly integrated offering of the “House of Communication” in the French market, under the expert guidance of Carole Giroud as newly appointed Managing Director.
With the appointment of Carole Giroud as Managing Director of the French House of Communication, Serviceplan Group enters a new stage in the building of Serviceplan Group’s profile in France. In order to successfully complete this new phase of development, Carole Giroud, who founded and led the Serviceplan Lyon agency to success, has been entrusted with the management of the Serviceplan Group’s French House of Communication company, succeeding Alain Roussel.
The agency has recently reorganized itself in order to strengthen the different pillars of its offering: creative and content (Serviceplan), media, studies and data (Mediaplus), experience and technology (Plan.Net) as well as print and digital production (Solutions). The managers of these units, all partners involved in the common success, continue to sit on the board of the agency led by Carole Giroud: Stéphane Perrot, Marion Dolbeau, Pierre-Emmanuel Muller and Luc Didelot. 

Marion Dolbeau, Carole Giroud, Luc Didelot

Stéphane Perrot, Pierre-Emmanuel Muller 

Markus Noder, CEO of Serviceplan International commented: “I’m very happy that Carole Giroud will take over the leadership of the House of Communication in France. She is a trusted partner and a great leader. Together with the Management team we will establish the highly integrated offer of the House of Communication in the very important French market”.

Carole Giroud, Managing Director of the House of Communication France added: “I look forward to establishing and promoting the concept of “House of Communication” in France. Thanks to the teams in place and an agile organization, our company is now ready to respond in a fully integrated way to all the communication issues faced by our clients, however complex they may be. As part of Serviceplan Group, a powerful independent international network, we are also able to help our clients meet global challenges and establish themselves as strong brands in their markets. A promise we make to them every day through our
commitment: "Building Best Brands". 

2021-01-18 00:00:00
Unleash Your Party Animal: Serviceplan Shanghai Budweiser Party Animal Packs Bring the Party Home Quirky social media films and animal paws make the most of being at home with witty ‘Party Animal’ campaign

Serviceplan Shanghai Budweiser party animal packs bring the party home. Two funny films – ‘Disco Wolf’ and ‘Smiley Cat’ - illustrate a unique and witty Budweiser social media campaign conceived by Serviceplan Shanghai to make entertaining at home more enjoyable with animal-inspired games and props.
Titled ‘Unleash your party animal’, the campaign features home party kits for Budweiser drinking games inspired by the charades game ‘Heads Up, where you guess the identity of the other person. However, this game has an unusual and unique twist, for it comes with animal paws inspiring the players to unleash their inner party animal.
We all remember those parties where some of the guests are outspoken or behave in hilarious ways. These quirky party guests are depicted in the two spots with metaphors to animals, the ‘Disco Wolf’ who throws some crazy shapes on the dance floor, or the ‘Smiley Cat’, a feline beautifully feline guest whose smile is impossible to resist. ‘Home Party Animal world’ was the creation of Serviceplan Shanghai Executive Creative Kan Wing Ho,
who created paws that party guests can wear to take on their spirit animal, and also directed the two spots, which have a distinctly quirky retro vibe and aesthetic inspired by vintage Chinese movies.

COVID 19 was a brutal blow for Budweiser and its consumers, who prefer going to restaurants, (Karaoke) bars and night clubs for socializing, having fun and letting off steam, as opposed to staying at home. As the King of Beers, Budweiser wanted not only to stimulate business during lockdown, but also to help consumers have some well-deserved fun in their own homes while their favourite places of entertainment were closed. So, Budweiser and Serviceplan Shanghai inspired consumers to bring the fun into the safe confines of their homes by not just advertising to them, but providing real life solutions to enrich their home gatherings: original games, engaging drinking rituals and fun props to unleash your HomeParty Animal. The campaign ran on social media and the e-commerce platform JD. 

Ario LIU, Brand Manager, Budweiser, commented: „We started with IH consumer behaviour understanding. We wanted to engage our consumers with the whole experience, but not only drinks. In this case, the ‘Party Animal’ idea also provided games and props solutions. We look forward to the 2.0 version to be launched on more channels.“ 

2020-12-07 00:00:00
METRO and Serviceplan call for support of the hospitality industry all over the world at Christmas METRO has launched an extensive international campaign on TV and online, which will be shown in up to 18 countries. It draws the attention of consumers to the challenges faced by the food service industry during the Covid-19 pandemic in the Christmas period, and at the same time offers them an opportunity for a pleasant respite from the challenges of their everyday lives during lockdown. The campaign film was created by Serviceplan Campaign Hamburg.

The global COVID-19 pandemic has already led to high revenue losses in the hospitality industry this year. No real recovery is expected in the coming months either, due to continuing restrictions. To support its partners and clients in the food service industry, METRO is launching an extensive TV and digital campaign aimed at consumers. The idea and implementation of the Christmas film was developed by METRO's global creative agency, Serviceplan Campaign Hamburg.

The objective of the global “Give your kitchen a break” campaign, is to encourage as many people as possible to order their favorite menu for this year’s festive season at a restaurant near them. Following recent months, during which daily life - including all its new and old challenges – has taken place in people’s homes for most of the time, now at least the kitchen at home gets a break.

Gisele Musa, VP / Global Director Branding METRO commented: “#GiveYourKitchenABreak is another proof of our brand purpose, of how we are championing independent gastronomy in every possible way. Usually our communication is targeted for business people, but this time we stretched our audience, also in terms of media spent, to connect with the general public. Because of the pandemic, the gastronomy business is having the hardest time ever; but also people are fed up with their lockdown home situation. And this was the insight to send out an invitation to the whole society to play a role, to show their support while enjoying giving their kitchen a break by ordering Christmas menu from independent restaurants. It allows gastronomy to keep serving and people can still enjoy all the choices around them. A perfect combination for this special Christmas.”

At the center of the campaign is a film that will be used internationally on TV and online. The video describes the every-day-life of a regular family during recent months. The featured family´s story mirrors the current situation of many families: during lockdown life solely takes place in one´s own home: home-office, home-schooling, cooking meals or doing online gym classes at home.

Enjoying nice food, making preparations for the festive season and spending quality time together often fall short because of the challenges faced during everyday life during this unprecedented pandemic. So, to make life easier at Christmas, instead of cooking your own food, the festive menu is ordered and delivered by a nearby restaurant.

"Christmas is the season of joy. That's what we want to focus on in our campaign film - on the one hand, the joy within the family, which creates time for relaxing and spending time together through taking a break in the kitchen, while at the same time doing a good deed and supporting independent restaurants." says Michael Schneider, Managing Director of Serviceplan Campaign Hamburg. 

2020-11-19 00:00:00
Cherkizovo and Serviceplan Russia Shake Up Traditional Russian Sweets Category with Unconventional Product Unique campaign reinvents the traditional boxes of chocolates gifted in Russia on Teacher’s Day as ‘Hamcolates’ 

Every year on 5th October, Russians celebrate their children‘s teachers on Teacher’s Day, traditionally gifting them boxes of chocolates.
Serviceplan Russia teamed up with Cherkizovo, leading Russian Producers of meat products, to put a unique spin on the traditional chocolate-giving, switching chocolates for ham with a new product named ‘Hamcolates’.
There are many different holidays in Russia, but it seems like there is one main gift that is given on every single one of them: chocolates, chocolates, chocolates. In Russia, traditionally more than 68% people choose chocolate for a gift, especially as a thankful gesture to teachers. So Teachers get swamped with chocolate boxes every autumn at the start of the school term, and with 1,225,000 teachers in Russia, that equates to a mountain of chocolates!
The unconventional ‘Hamcolates’ product was launched by Cherkizovo in Russia on Teacher’s Day, 5th October 2020. Serviceplan Russia devised the concept of Cherkizovo’s new Hamcolates product, creating a packaging design in the style of a box of chocolates, but this time the box contained ham instead of chocolate.

This assorted ham packaged in the style of a chocolate box was launched with a bang: just
before Teacher’s Day, Serviceplan Russia seeded videos on social media representing
Whats App chats of parents and teachers, which sparked a discussion about the not-sosweet chocolates and created a social media buzz which people started sharing instantly.
People could order the Hamcolates online at:

Immediately after Teacher’s Day, Cherkizovo launched ‘Candy Trade-in’, which invited teachers to exchange unwanted chocolates for brand-new packs of Hamcolates in O’KEY supermarkets. 550 boxes of unwanted chocolates were exchanged for Hamcolates in 2 days. 
After the launch, Hamcolates started an smm campaign challenging any occasion for sweet gifts while offering the alternative solution of giving meat gifts in an ironic way. Maybe one day, meats really will become the new sweets.
Evgenia Arakbina, Executive Creative Director, Serviceplan Russia commented: “Creativity has no limits. It was a fun and pleasure to create provocative product concept, to work on its pack design and then to use the power of situational marketing to launch it. This is what represent our Übercreativity approach. And it is just a beginning.” 
The communication strategy and creative materials for the campaign were developed by Serviceplan Russia, while PR and media support was organized by Louder agency which is part of Serviceplan Group in Russia.
Cherkizovo Group is Russia’s largest manufacturer of meat products. The Group is a Top 3 producer in each of the Russian poultry, pork and processed meat markets. Cherkizovo Group encompasses nine full-cycle poultry production facilities, sixteen modern pork

production facilities, eight meat processing plants, nine feed mills and 300,000 hectares of
agricultural land. The Group’s key competitive edge is its vertically integrated business
model, which includes all agricultural operations from grain growing to end-product
manufacturing while also ensuring top quality across the production chain. 

2020-11-18 00:00:00
Cherkizovo and Serviceplan Russia Shake Up Traditional Russian Sweets Category with Unconventional Product Unique campaign reinvents the traditional boxes of chocolates gifted in Russia on Teacher’s Day as ‘Hamcolates’ 

Every year on 5th October, Russians celebrate their children‘s teachers on Teacher’s Day, traditionally gifting them boxes of chocolates.
Serviceplan Russia teamed up with Cherkizovo, leading Russian Producers of meat products, to put a unique spin on the traditional chocolate-giving, switching chocolates for ham with a new product named ‘Hamcolates’.
There are many different holidays in Russia, but it seems like there is one main gift that is given on every single one of them: chocolates, chocolates, chocolates. In Russia, traditionally more than 68% people choose chocolate for a gift, especially as a thankful gesture to teachers. So Teachers get swamped with chocolate boxes every autumn at the start of the school term, and with 1,225,000 teachers in Russia, that equates to a mountain of chocolates!
The unconventional ‘Hamcolates’ product was launched by Cherkizovo in Russia on Teacher’s Day, 5th October 2020. Serviceplan Russia devised the concept of Cherkizovo’s new Hamcolates product, creating a packaging design in the style of a box of chocolates, but this time the box contained ham instead of chocolate.

This assorted ham packaged in the style of a chocolate box was launched with a bang: just
before Teacher’s Day, Serviceplan Russia seeded videos on social media representing
Whats App chats of parents and teachers, which sparked a discussion about the not-sosweet chocolates and created a social media buzz which people started sharing instantly.
People could order the Hamcolates online at:

Immediately after Teacher’s Day, Cherkizovo launched ‘Candy Trade-in’, which invited teachers to exchange unwanted chocolates for brand-new packs of Hamcolates in O’KEY supermarkets. 550 boxes of unwanted chocolates were exchanged for Hamcolates in 2 days. 
After the launch, Hamcolates started an smm campaign challenging any occasion for sweet gifts while offering the alternative solution of giving meat gifts in an ironic way. Maybe one day, meats really will become the new sweets.
Evgenia Arakbina, Executive Creative Director, Serviceplan Russia commented: “Creativity has no limits. It was a fun and pleasure to create provocative product concept, to work on its pack design and then to use the power of situational marketing to launch it. This is what represent our Übercreativity approach. And it is just a beginning.” 
The communication strategy and creative materials for the campaign were developed by Serviceplan Russia, while PR and media support was organized by Louder agency which is part of Serviceplan Group in Russia.
Cherkizovo Group is Russia’s largest manufacturer of meat products. The Group is a Top 3 producer in each of the Russian poultry, pork and processed meat markets. Cherkizovo Group encompasses nine full-cycle poultry production facilities, sixteen modern pork

production facilities, eight meat processing plants, nine feed mills and 300,000 hectares of
agricultural land. The Group’s key competitive edge is its vertically integrated business
model, which includes all agricultural operations from grain growing to end-product
manufacturing while also ensuring top quality across the production chain. 

2020-11-18 00:00:00
The Dark Side of Sugar: Metal Band Covers Famous Sugar-themed Songs to Highlight Dangers of Hidden Sugar to Mark World Diabetes Day Sugar-sweet pop lyrics meet the metal musical genre in ‘Risen from Shadows’, a new band formed to front ‘The Dark Side of Sugar’ Musical Project, launched on World Diabetes Day, November 14th to draw attention to the adverse health effects of hidden sugar in food. The project is in collaboration with Action on Sugar and all proceeds will be donated to the fight against diabetes.

With the release of their first music video on World Diabetes Day, the metal band ‘Risen from Shadows’ and their co-initiators warn in an unusual way about the dangers of hidden sugar in food. The cover of ‘Suga Suga’ by Frankie J, which has already been covered by Robin Schulz in his platinum hit ‘Sugar’, is released to kick off the sugar-awareness project ‘The Dark Side of Sugar’.

The Dark Side of Sugar is not just a collection of dark sounding remakes; it is music with a mission. The message is simple: While more and more people suffer from dangerous diseases such as Type 2 diabetes, the food industry continues to hide sugar in our food.

The ‘Dark Side of Sugar’ band will give iconic sugary-sweet pop songs a metal makeover. "Is that too extreme?" asks Marcel Neumann, founder of Risen from Shadows. "No. It is not. Because sugar has an absolutely dangerous, dark side. Poor diet is a major contributor to serious and potentially fatal diseases such as type 2 diabetes. This is what we want to make clear with our music."

The new music video from ‘Risen from Shadows’ illustrates these dangers in a frightening way. Features not only include the typical metal pentagrams, snakes and skulls are associated with the metal music genre, but also transforms sugar-rich food into creepy artefacts.

With Risen from Shadows hard guitars meet a weakness for cover versions. The band, founded by Marcus Neumann and Stephan Moritz, unites the greats of the German metal scene for a unique project: to transform sugar-sweet pop classics into eerie metal songs.

The band worked on their debut throughout Lockdown 2020 in studios in Berlin and Dortmund. The result is a collection of hits we all know – like we have never them heard before.

Myles Lord, Managing Creative Director, Serviceplan Berlin comments: “Music has always been a great way to reach people - music travels further and deeper than any advertising campaign ever could and ultimately becomes part of the culture. And with today's platforms like Spotify and Apple Music we have the incredible opportunity for the fans to engage and become part of the initiative. Through the Dark Side of Sugar project, we aim to educate and inspire change to reduce harm. And empower people to help raise funds for charity, by simply pressing play on their favorite streaming platform.”

The campaign is backed by the band Risen from Shadows and Mokoh Music Berlin, Simon&Paul and the agencies Serviceplan Berlin and Mediaplus - with the support of the British non-profit organisation Action on Sugar. They are all united by the goal of drawing attention to hidden sugars in food.

Holly Gabriel, Registered Nutritionist at Action on Sugar explains:

"We were thrilled to support Serviceplan with this innovative campaign which aims to draw attention to where sugar is added unnecessarily to the food and drink we consume every day, often without us realising. Action on Sugar has successfully created international awareness about the impact of excess sugar consumption on population health.

As a result, some manufacturers and retailers have started to reduce sugar in their products and provide healthier options. But we still need more transparency in the food industry, better labelling and improved products so we can all make informed choices.”

Sugar as a cause of widespread disease

People in the UK consume double the recommended amount of free sugar that is recommended. The effects of excessive sugar consumption are dramatic: Poor diets that are high in free sugars increase risk of obesity and related health conditions such as Type 2 diabetes. It is also a major contributor to tooth decay, especially in children. More people than ever are at risk of Type 2 diabetes. If nothing changes, more than five million people will have diabetes in the UK by 2025.The food industry, however, uses misleading labelling to keep consumers in the dark when it comes to hidden sugar in food.

THE DARK SIDE OF SUGAR is a project around the album of the same name, which consists of dark metal versions of pop classics. The first single release, a cover of the hit "I want Candy" by Bow Wow Wow, was already released on Halloween.

The release of the entire album is planned for the end of 2020. Main platform of the project is the website, where the initiators uncover in which foods the industry hides sugar and how to identify it.

The video will be premiered on World Diabetes Day on YouTube, while simultaneously the single will be released on all online streaming platforms.

The project can also be found on Instagram (@risenfromshadowsband), Facebook (@risenfromshadows) and Tik Tok (@risen_from_shadows).

Artist Profile Spotify:

Funds raised from this project will be donated to diabetesDE – Deutsche Diabetes-Hilfe e.V.- who are not involved in the project in any other way than accepting donations for their efforts to fight diabetes. 

2020-11-16 00:00:00
Stefania Siani Appointed Chief Creative Officer of Serviceplan Italy Siani, one of Italy’s most awarded creative, joins Serviceplan Group from DLV BBDO.

Serviceplan Group, Europe’s Number one independent agency group, has appointed Stefania Siani as CEO and Chief Creative Officer of Serviceplan Italy.

Serviceplan Group welcome Stefania Siani as Chief Creative Officer and CEO of Serviceplan Italy. Siani moves to Serviceplan Italy from DLV BBDO and Proximity BBDO, where she held the position of Vice President and Chief Creative Officer.

Stefania Siani will take on a Serviceplan Group board position as CCO and CEO of Serviceplan Italy, strengthening the leadership team and working closely with existing CEO Giovanni Ghelardi. With the appointment of Siani, Serviceplan Italy welcomes a creative powehouse with the expertise and creative gravitas needed to fulfil the Serviceplan Group’s creative ethos of ÜberCreativity, a higher form of creativity in which different disciplines, talents, cultures, media and technologies come together and interact. By ramping up the ÜberCreativity within the Italian House of Communication, and with the help of Serviceplan Group’s international footprint, Siani has the ability to make the Italian brands represented by Serviceplan Italy globally famous. 

Stefania Siani, CEO and Chief Creative Officer, Serviceplan Italy commented: “My decision to accept this exciting challenge stems from a deep awareness of the crisis and the contraction of the traditional agency model. I share the vision of Serviceplan Group, number one agency group in Europe, of hybridizing strategic creativity, media and technological specialization in a single model: that of the “House Of Communication”. At the headquarters of Serviceplan Italia in Via Solferino 40, in the intellectual and pulsating center of the city of Milan, we bring together communicators, media strategists and digital transformation experts under one roof. To meet the two real needs of the market: the need for specialized skills and a single matrix for coordinating communication activities. This is what I consider ‘the future’: the real answer to evolve the role of agencies from service providers to value drivers. My experience will be at the service of creating a powerful Italian legacy. I am about to take this step with an immediate harmony with my new partners: above all Giovanni Ghelardi, Michele Lorenzi and Vittorio Bucci. They are some of the best, most concrete and accredited professionals in their sector.”

Siani is one of Italy’s most celebrated creative talents and has been appointed President of the 2020 edition of ADCI Awards, the most prestigious award for Italian creativity. She is ADCI Vicepresident (Cannes representative in Italy) and founder of the Equal Prize, for gender equality and inclusion in advertising.
Siani has been awarded at the most recognised awards on a national and international level including; the Italian and European Art Director's Club, the D&AD, the New York Festival, Epica, Clio Awards and Cannes Lions.
Her illustrious CV includes a place on the 2018 film jury at Cannes Lions, Stefania Siani began her career in DDB as a copywriter before moving to Ata De Martini & C., Red Cell and then 1861 United (Wpp Italy Group) where she was appointed Creative Director. During her career she has worked with an impressive roll call of iconic brands including; Mercedes-Benz, Procter & Gamble, illy, Tempo, Rolling Stone, Luxottica, illimity bank, Gruppo Fater, EON and Porsche Italia.

Markus Noder, Managing Partner, Serviceplan International, said: “We are thrilled that Stefania Siani made the decision to join the Serviceplan Group. Stefania is one of the most awarded and recognized Creatives across Europe. Her creativity, business mastery and inspring leadership will strengthen our unique integrated offer in the House of Communication in Milan and also enhance the ÜberCreativity of the
Serviceplan Group on a global level.”

Giovanni Ghelardi, CEO Serviceplan Group Italy added: “Together we will be stronger. The strength of an entrepreneurial group with one of the strongest independent networks in the world behind it, is to decide its own destiny with more freedom. That's why, even in a difficult time like this, we never stop investing and thinking about how to evolve. Today Serviceplan in Italy takes an important step forward with the entry into the agency of a truly exceptional creative professional. We are proud to welcome Stefania Siani and are certain that her talent together with that of the media and technology will be put at the service of the
entrepreneurial success of many excellent brands! "

Jason Romeyko, Worldwide Executive Creative Director, Serviceplan Group commented: “Italy is one of the most creative countries in the world. Stefania’s arrival is not only an important appointment for our House Of Communication in Milan, but strengthens our international creative power. I can’t wait to make some great work with her!” 

2020-11-16 00:00:00
Kyivstar Challenges 4G Myths with Serviceplan Ukraine Campaign First ever campaign shot using LED CUBE technology stars Ukrainian musical icon Sergey Babkin

4G Myths, A Serviceplan Ukraine campaign for Kyivstar sets out to encourage customers to subscribe to 4G, with a series of 7 videos dedicated to dispelling the most popular myths surrounding it.
Three years have passed since the launch of 4G in the Ukraine, however some subscribers haven’t yet made the switch to 4G. So Serviceplan Ukraine rose up to the challenge of finding out the barriers stopping them from moving over to 4G, and created a campaign to overcome those obstacles. The research found several issues which were preventing customers from switching to 4G; a fear of complicated technology; a belief that 3G speed is sufficient; a feeling that 4G is only for the elite; a misconception that coverage of the 4G is
not stable in the Ukraine; a myth that 4G is expensive and uses a lot of traffic; and another myth that 4G quickly uses up the smartphone battery.
The hero of the new Kyivstar campaign is Ukrainian musician Sergey Babkin, who stars in all 7 videos. Thanks to LED CUBE technology, it was possible to shoot all 7 films in one day, despite the complexity of the concept and the challenges faced shooting with Covid restrictions. In the series of films Babkin played 8 different characters who symbolize the different misconceptions of customers surrounding 4G. Using LED CUBE technology, 8 different virtual locations were created in one studio. 

Igor Klymenko, Creative Director, Serviceplan Ukraine commented: “We had a brief to create a series of informational videos. Usually these are quite formal, "educational" films, but we decided to go the other way. We created a concept, where the hero embodied in various comic images of his inner doubts".

"Every day, the smartphone is playing an increasing role in our daily lives. It’s not only for music, video or online games, but also for work. Not only to call your dearest, but see them regardless of distance. That's why high-speed 4G is a must have!” said Yuriy Chornenkiy, Head of Marketing Communications, Kyivstar 

2020-11-12 00:00:00
PENNY AND SERVICEPLAN CAMPAIGN CELEBRATE CHRISTMAS FOR EVERYONE PENNY and Serviceplan Campaign Celebrate Christmas for Everyone with Heart-warming Animated Film and Fundraising Collaboration with German Red Cross
“Imagine if everyone did that: then it would be Christmas for everyone”, is the tag line of the 2020 PENNY Christmas campaign. PENNY’s heart-warming animated festive campaign has a charitable message in keeping with the need for a community spirit now more than ever.

Under the motto “Imagine if everyone did that: then it would be Christmas for everyone.” PENNY and lead agency Serviceplan Campaign are speaking out in favour of more charity and fellowship during these uncertain times. The core message of the campaign is communicated via an animated film produced by Glassworks Amsterdam.In addition to Serviceplan Campaign and Glassworks, Plan.Net Technology and Neverest as well as Spark Marketing Entertainment and 2Wei are responsible for the conception and implementation of the campaign.

The iconic Bob Marley track "Three Little Birds" was reinterpreted especially for the PENNY Christmas film by British singer-songwriter Frances. The long version of the song will be released on all major music platforms.

Not only the story, but also the technology of the online film is exceptional and special: The emotional film shows the story of the boy Felix, who reinterprets the often negatively connoted sentence "Imagine everyone would do that". Because: If we all help, then it really is Christmas for everyone. This message is conveyed through a combination of 3D and 2D animation and is a homage to vintage cartoons, which were particularly popular at Christmas. In addition to the film, print motifs will be shown in PENNY's Owned Media channels and in the stores.

As part of the Christmas campaign, the Zipfelmann, a religion-neutral symbol of humanity and solidarity in the form of a chocolate figure, is celebrating its comeback simultaneously in the film and in the PENNY shops. While Felix gives the Zipfelmann to a homeless person in the film, customers can buy the Zipfelmann in the PENNY stores from 9 November. The entire proceeds from the sale of the Zipfelmann will be given to the homeless aid of the German Red Cross.

Christoph Everke, Creative Managing Director of Serviceplan Campaign explained: "The film is based on a very simple idea: the world would be a better place if we not only imagined it, but also acted accordingly. This is our message to you...The great thing is that PENNY is actually doing something constructive, and putting this message into practice at Christmas, together with the German Red Cross.”

With this campaign, PENNY once again picks up on a target group-relevant topic and puts its message into action beyond pure communication. "As a discounter that addresses people in all walks of life, it is close to PENNY's heart to give something back. Especially in these challenging times we want to celebrate a 'Christmas for all'. For this reason, I am pleased that our Zipfelmann not only delights our customers, but also benefits the homeless aid of the German Red Cross and that we can do good as in the past years. ", added Stefan Magel, Divisional Director Trading Germany REWE Group and COO of PENNY. 

2020-11-10 00:00:00
No Glaciers = No Home: ‘Meltdown Flags’ Climate Data Project Visualizes Devastating Glacier Retreat and Stages Digital Protest to Highlight Effect of Climate Change on the World’s Glaciers Environmental science specialists from METER partner with global communications agency Serviceplan and design studio Moby Digg on Meltdown Flags digital protest to highlight climate change and recognise postponed United Nations Conference of the Parties (COP26)

After almost a year of protests, which began in December 2019 when handsewn Meltdown Flags were carried through the streets of Madrid during the COP25 climate change conference, and continued with an ongoing educational mission and an exhibition of the flags in the alpine museum of legendary Italian mountaineer Reinhold Messner, ‘Meltdown Flags’ will stage a digital protest during the cancelled COP26 between 9-19 November 2020.

Today, on what would have marked the first day of the most important international climate meeting of the year - silence. The COP26 was due to begin in Glasgow this week and was postponed to November 2021 due to the Covid-19 pandemic. This new date may be too late for the planet’s ice, for Scientists have reported Greenland's ice sheet has passed a "point of no return". Therefore the mission of ‘Meltdown Flags’ is to bring the urgent topic of glacier meltdown back to the table in these unsettling times of the pandemic and political turmoil, in the form of a digital protest between 9-19 November, the original dates of the nowpostponed United Nations Conference of the Parties (COP26).

The climate initiative "Meltdown Flags" combines data and design to show the serious consequences of glacier extinction. Flags are seen as symbols of the highest national representation and emotional value - especially among politicians. The concept behind ‘Meltdown Flags’ is simple: the effects of global warming and consequent glacier retreat is visualized in the flags through reducing the proportion of the color white in the national flags of countries with glaciers, according to historical data and glacier projections. 

The data utilized in the ‘Meltdown Flags’ project has been obtained from databases and projection models from METER, UNESCO, NASA, and the universities of Zurich and Innsbruck, among others. Key dates are the years 1995, 2020, and 2050 referring to the year of the first UN Climate Change Conference in Berlin, the present-day status, and the goal year set within the Paris Agreement to limit the global temperature increase to 1.5°C, respectively.

‘Meltdown Flags’ was launched in December 2019 during the 2019 COP25 in Madrid, and the hand-sewn ‘Meltdown Flags ‘are currently on display in the alpine museum of legendary Italian mountaineer Reinhold Messner in Bolzano, until 2021.

‘Meltdown Flags’ is an initiative by environmental science specialists from METER, together with global communication agency Serviceplan and design studio Moby Digg. ‘Meltdown Flags’ was made possible through an ongoing collaboration between Serviceplan Group, Moby Digg, Standardabweichung and Hyperinteractive.

The flags of Argentina, Austria, Canada, Chile, France, Greenland, Iceland, India, Iran, Italy, Mexico, Norway, Pakistan, Peru, Russia, USA and Uzbekistan, all countries with glaciers, have been converted into ‘Meltdown Flags’, with the white areas in each flag reduced according to the historical data. Glacier projects for each country were collected from METER, UNESCO, NASA and the Universities of Zurich and Innsbruck. All flags can be viewed here, along with details of the ‘Meltdown Flags’ project: 

With the help of prominent supporters in the field of climate change and the environment, the initiative will put out informative and interactive content via social media during 9-19 November, from videos on glacier science to raising flags as AR filters. Partners and other websites can integrate interactive flag widgets easily into their content by visiting this site:

Despite the dominant presence of Covid-19, the ‘Meltdown Flags’ project has gained wide support in 2020. From world-renowned Italian mountaineer Reinhold Messner and French glaciologist Dr. Heidi Sevestre, to UN environmental ambassador Malcolm Wood. From global climate organizations such as Protect Our Winters to national climate legislation groups like Fundación Glaciares Chilenos, who use the Chilean Meltdown Flag to advocate for glacier protection in the country’s legislation.
Reinhold Messner commented: “I’ve been to all these countries. In many places where we climbed over glaciers in the past, there is [no more] ice. I’ve seen the dying glaciers visualized in these “Meltdown Flags” with my own eyes.”

Dr. Sevestre explained: “Projects like Meltdown Flags are so important because as scientists we often underestimate how little people know about glaciers. We need these initiatives to make science accessible, to make it exciting, but above all to put this knowledge into practice."

Christian Hertel, VP Marketing, METER Group added: "We have documented and researched global climate change for decades. With Meltdown Flags, we want to make that knowledge accessible, to educate about the importance of environmental science, especially of glaciers, and encourage people to act."

Matthias Harbeck, CCO Serviceplan Germany said: "Serviceplan Group is aware of its responsibility and has recently launched a worldwide climate-neutral plan, starting in Germany. We all love our home – and we all love the world we inhabit. With ‘Meltdown Flags’, we want to appeal to decision-makers worldwide to protect the world we all call home from the climate crisis."

The eradication of the world’s glaciers would have dire consequences on nature, biodiversity and ultimately on the fate of humanity, warn the world’s leading scientists and Sir David Attenborough in his new documentary ‘A Life On Our Planet’ and accompanying book.
Greenland’s ice is melting faster than at any time during the past 12,000 years, and increased loss of ice could trigger sea level rise of up to 10cm by the end of the century. The rate of glaciers meltin matches any in the geological record for the Holocene period (the period since the last ice age).*

For every centimeter of sea-level rise 1 million people would lose their homes. The planet’s most vital resource is also at stake: Glaciers are a vital life source, storing 69% of the world's freshwater. If they were to melt completely, humanity would lose access to drinking water, a source of energy, and irrigation. Complete meltdown would bring sea level rise to a record high.

UN Secretary-General, António Guterres, attests to a "lack of political will" of governments to meet their contractually-agreed climate targets. Patricia Espinosa, executive secretary of the U.N. Climate Change agency, has urged governments to restart their post-pandemic economies with climate goals in mind.

‘Meltdown Flags’ show the past, current and future state of meltdown. An insight into a dangerously accelerated rate of glacier melt. Starting from 1995, the year of the first United Nations Climate Change Conference, to 2050, the year set out by the UN to reach net-zero emissions and limit global temperature to 1.5 °C.

The data visualization takes place in both physical and virtual space: On the campaign site all flags and data can be explored interactively. Visitors can support the cause in various ways, from CO2 compensation to creating visuals using custom typography. AR filters act as crossmedia connection by turning physical flags into interactive mobile data visualizations, a technique used for educating on climate change in school, for example in India.

The goal of the ‘Meltdown Flags’ initiative is to educate about the importance of glaciers, provide solutions to reduce emissions and put pressure on politicians to deal with the climate crisis. 

2020-11-10 00:00:00
Iconic Russian Musician Dmitry Malikov Stars in World First ‘Laundry Records’ Project supported by Miele Serviceplan Russia worked with Miele and legendary Russian pop star on groundbreaking recording studio created in a laundry. 

Miele and Serviceplan Russia teamed up with famous Russian singer Dmitry Malikov on an unusual initiative to turn a laundry full of Miele washing machines into a fully functioning recording studio.

In an ideal world you need complete silence to record music, so is it possible to record an album with washing machines? A groundbreaking new project from Miele and Serviceplan Russia named “Laundry Records” proves you can, if you use Miele washing machines.
A real-life operating laundry was created in the basement of a hotel, and transformed into a recording studio with all the necessary equipment, including high sensitivity microphones and an audio console, with a team of sound engineers, and constantly working washing machines. The laundry in the hotel was equipped with Miele professional machines prior to the Laundry Records Project, which was the reason for choosing this particular location to create a recording studio with domestic Miele machines.

The first one to test the studio was Dmitry Malikov – a legend of Russian pop music.
Recording his new neoclassical composition in these unusual circumstances was a great responsibility. Grand piano, guitar, clarinet, drums and chimes – every instrument had to be recorded clearly so that Dmitry’s touching melody could sound perfect. Dmitry and his musicians (Grishaev Evgeniy, Golovchenko Mikhai and Over Serrano Villalon) played the track a number of times, and the spinning drums didn’t seem to bother them or inhibit their performance. In honor of this outstanding experiment, the composition was given the name ‘Keep Spinning’.

Dmitry Malikov is celebrated in Russia for his 30-year career as a musician, composer, pianist, charity volunteer and blogger. Malikov is an accomplished musician in the genre of pop as well as symphonic music, and one of the most awarded musicians, winning the Gold Gramophone Award on 10 separate occasions (in 1996, 1997, 1998, 1999, 2001, 2002, 2003, 2005, 2015 and 2019), as well as receiving the accolades of Best blogger 2017 ( and Media person of 2017 (AdIndex Award).

The experiment with Laundry Records was made possible by Miele washing machines and tumble dryers. The noise level during a washing machine’s cycle is one of the key factors determining consumer’s choice of brand – and Miele home and professional appliances are proven to be some of the quietest in the market.

But Serviceplan Russia wanted to shout loudly about the low noise levels of the Miele machines: so the creative team came up with the concept for ‘Laundry Records’, an unconventional and genuinely product-oriented project. The success of the recording with Dmitry Malikov in the laundry recording studio, proves that the noise levels of Miele washing machines and tumble dryers really are minimal, to the point of being able to record music unhindered when the machines are functioning. It’s possible to hear this in Dmitry Malikov’s instrumental track or see it for yourself in video footage from the studio.

The project doesn’t stop there – quite the opposite: the next step is an album: Miele is inviting musicians to record their own songs in this unusual studio. Both solo artists and bands can apply on the project’s page and share their songs to win a professional recording and music video shoot inside Laundry Records – and a chance to become a part of Miele’s upcoming album.

The project’s execution required the joint effort of a large team: Miele’s marketing teams for both home and professional appliances were in charge of procuring the access to the laundry and all the work with the appliances. Redesign and professional recording of the track, as well as supervision over the artist, was made by Fancy State Music Agency. The production company responsible for the shoot were Antidrama. 

Idea, strategy, visuals for all of the campaign’s elements including identity, landing page design, single cover and supporting advertising materials were developed by Serviceplan Russia, with PR support by Louder agency and media placement by Mediaplus Digital. All the three agencies are part of Serviceplan Group and make up the House of Communication in Russia. Operating according to single-window approach, all the division work in synergy and guarantee that all the campaign’s elements are integrated.

Executive Creative Director Evgenia commented: “This project shows that the idea is key. Not just what media you choose, but how you can bring creativity to your product. The ‘Laundry Records’ supported by Miele project was made with the principles of Übercreativity in mind. The product is visible, along with use of music, PR, new aesthetics and digital promotion, but the core of ‘Laundry Records’ is the creative idea itself. Plus the vast amount of work and dedication of a big team on agency and client side to execute the idea with excellence”

Marketing Director of Miele Veronika Shlepina commented: “Recording a track in Laundry Records was an experiment and even a challenge, both for us and the musicians, including Dmitry Malikov. Some people would be sceptical about the sound quality in a room full of working washing machines and tumble dryers, but Miele appliances were up for the job and showed their best side. Such benefits of our washing machines as silent ProfiEco motors and “Extra Quiet” option for additional noise cancellation work stronger together, and help to provide something more than just comfort at home. You’ll see and hear this “more” yourselves when you watch the video with the new track from Laundry Records – titled ‘Keep Spinning’.” 

2020-11-05 00:00:00
Serviceplan Beijing’s ‘Truly Mystical’ Campaign for New Budweiser Fruit-Flavoured Beer Goes Viral in China A unique social media campaign conceived to launch Budweiser ME3 has generated more than 2.1 billion impressions 

A Serviceplan Beijing campaign designed to launch Budweiser’s new product ME3 has gone viral in China, making a social buzz within the generation Z target audience. Serviceplan Beijing created digital videos, social media posters and merchandising to promote the new Budweiser ME3 fruit flavoured beer on Chinese mobile platforms TikTok and Weibo, helping their client to reach an unprecedented new peak of sales on e-commerce.

Digital films titled “The Mystical New Spark” and “The Mystical Smile” were shared on TikTok and Weibo, generating over 2.1 billion impressions with click rates of more than 58 million, and views by more than 51 million people in China. The new product campaign launch for Budweiser ME3 received huge exposure and was ‘Liked’ by at least 10 advertising media platforms.

Budweiser tasked Serviceplan Beijing with the mission of creating an outstanding campaign to market an epoch-making new product. The Budweiser ME3 beer defies genres and is neither a traditional lager nor a classic fruit beer. So Serviceplan came up with a brave, unique, ground-breaking social media campaign to market the new product to Generation Z.

The new ME3 beer has a unique yet undefined taste that appeals to a younger target group who aren’t constricted by tradition and rules, so Serviceplan came up with the concept ‘Fanatically Enigmatic’, meaning that the beauty outside of tradition can only be felt by true individuals. Serviceplan created the first ever beer drinking ritual of consuming beer through a straw, in order to differentiate the new product from other beer brands on the market, and create a social buzz around the beer for Generation Z.

Ms. Celine Huang, Associate Marketing Director at Budweiser China commented:

"We fall in love with Serviceplan when they proposed the “Truly Mystical” idea on the first time we met online during the pandemic. We’re affirmative on this creative approach on our new ME3 launch, that would activate the young target consumers in China as it reveals the true insight from this specific target group."

Mr. Marcus Ma, Managing Director at Serviceplan China Beijing added: “This is a very challenging yet fun campaign to work together with Budweiser China. The team on this project has truly dedicated their efforts and treated ME3 as their own product development. I believe this is essential to gain absolute trust from client for letting us to roll out such a bold campaign, that plays a very unusual communication for a new product launch within the category.“

By creating viral videos and visual content and seeding it on social media platforms TikTok and Weibo, combined with an e-commerce platform. Serviceplan created a social buzz around a unique new product for a new generation from a traditional brand.

Serviceplan Beijing was recently ranked in the top 20 hottest agencies of 2020 by Campaign Brief Asia. 

2020-11-02 00:00:00
SERVICEPLAN GROUP BELGIUM LAUNCHES VIRTUAL ÜBERCREATIVE DEPARTMENT   Serviceplan’s Belgian House of Communication are piloting an innovative new concept of a virtual ÜberCreative Department.  The department will be headed up virtually by Serviceplan Group’s Worldwide Executive Creative Director Jason Romeyko as ECD, leading a creative team based in Brussels, Zurich and Hamburg. 


ÜberCreativity is a core value of the Serviceplan Group, and refers to all of its experts working together on an integrated, cooperative basis across its Houses of Communication worldwide. ÜberCreativity is a special form of innovation that results when various specialists, cultures, talents, media and technologies are brought together. The concept of ÜberCreativity was developed by Jason Romeyko in 2017.


Since the pandemic accelerated the need for working from home during lockdown, Romeyko, who has years of experience in working virtually with creative teams across the world through his role of Worldwide Executive Creative Director, had the idea of partnering the concept of virtual working with ÜberCreativity, resulting in the new format of a Virtual creative department at Serviceplan Belgium. The months of confinement during lockdown were proof that an agency no longer needs to be brick and mortar - it can operate virtually at the same high level of creativity. 


This concept will be piloted at Serviceplan in Brussels, with Romeyko at the helm of the Virtual ÜberCreative department, along with the creative board based at the House of Communication in Hamburg (Maximilian Schöngen and Wolf-Eike Galle), and copywriter Henry Clarke who is based at Serviceplan in Zurich. This new concept will strengthen the creation coming out of Serviceplan Group in Belgium, with Romeyko supervising the international teams and local Dutch and French-speaking creative teams.  The experience carried out in Belgium is a pilot experience which will then be extended to other countries, both to manage local and international clients.

Worldwide Executive Creative Director Jason Romeyko commented: “Historically, the Belgian communications market has always been one of the most progressive in Europe. That’s why I’m really thrilled to pilot a new Virtual ÜberCreative set-up for the House of Communication in Brussels, which will provide the opportunity to flavour our output with world class creative teams from Zurich, Hamburg and beyond while I sit in Vienna or at an airport somewhere. Together with the local talent in Brussels they will fast-track ÜberCreative campaigns designed for Belgian screens.” 

2020-10-14 00:00:00
SERVICEPLAN GROUP BELGIUM LANCE UN DÉPARTEMENT VIRTUEL ÜBERCRÉATIF Jason Romeyko, Worldwide Executive Creative Director, dirigera l'équipe virtuelle inaugurale ÜberCréative 

La House of Communication belge de Serviceplan pilote un nouveau concept innovant de département créatif virtuel. Le département sera dirigé virtuellement par Jason Romeyko, Worldwide Executive Creative Director du groupe Serviceplan, à la tête d'une équipe créative basée à Bruxelles, Zurich et Hambourg.
L'ÜberCréativité est une valeur fondamentale du groupe Serviceplan, et fait référence à tous ses experts qui travaillent ensemble sur une base intégrée et coopérative dans ses Houses of Communication du monde entier. L'ÜberCréativité est une forme particulière d'innovation qui résulte de la mise en commun de divers spécialistes, cultures, talents, médias et technologies. Le concept d'ÜberCréativité a été développé par Jason Romeyko en 2017.
Comme la pandémie a accéléré la nécessité de travailler à domicile pendant le confinement, Jason Romeyko, qui a des années d'expérience dans le travail virtuel avec des équipes créatives du monde entier grâce à son rôle de directeur créatif exécutif mondial, a eu l'idée de s'associer au concept de travail virtuel avec ÜberCreativity, ce qui a donné lieu au nouveau format d'un département créatif virtuel chez Serviceplan Belgium. Les mois de confinement pendant la fermeture ont prouvé qu'une agence n'a plus besoin d'être physique - elle peut fonctionner virtuellement au même haut niveau de créativité.
Ce concept sera testé à Serviceplan à Bruxelles, avec Romeyko à la tête du département ÜberCréatif virtuel, ainsi que le comité créatif basé dans la House of Communication à Hambourg (Maximilian Schöngen et Wolf Galle), et le copywriter Henry Clarke qui est basé chez Serviceplan à Zurich. Ce nouveau concept renforcera la création issue du groupe Serviceplan en Belgique, Romeyko supervisant les équipes internationales et les équipes créatives locales néerlandophones et francophones. L'expérience menée en Belgique est une expérience pilote qui sera ensuite étendue à d'autres pays, tant pour gérer les clients locaux qu'internationaux.
Jason Romeyko, directeur créatif exécutif mondial, a commenté l'expérience : "Historiquement, le marché belge de la communication a toujours été l'un des plus progressistes en Europe. C'est pourquoi je suis très heureux de piloter une nouvelle installation ÜberCréative virtuelle pour la House of Communication à Bruxelles, qui nous donnera l'occasion de mettre en valeur notre production avec des équipes créatives de classe mondiale de Zurich, Hambourg et au-delà, pendant que je serai assis à Vienne ou dans un aéroport quelque part. Avec les talents locaux de Bruxelles, ils accéléreront les campagnes d'ÜberCréativité conçues pour le marché belge". 

2020-10-13 00:00:00

Today, Serviceplan Group and bi-coastal creative agency Pereira O’Dell have announced that they are joining forces in a partnership that will strengthen Serviceplan Group’s US presence and expand Pereira O’Dell’s global reach.

With Serviceplan Group´s worldwide network spanning 35 countries and Pereira O’Dell’s US operations rooted in New York and San Francisco, the new alliance strengthens the international reach of both agencies. This partnership will supercharge creative capabilities for Serviceplan and facilitate the global integration of key clients across the network, while giving Pereira O'Dell an international offering for clients in the US.

“For Serviceplan Group, this stake is a strategic step towards increasing our existing global footprint,” said Florian Haller, CEO Serviceplan Group. “Following our long-term international strategy, we believe in our goal to offer our integrated agency concept with creative & content, media & data and experience & technology in all relevant international markets. Our partnership with Pereira O‘Dell is the next logical step forward.”

"We are thrilled about our new partnership with the Serviceplan Group,” said Andrew O’Dell, CEO, Pereira O’Dell. “From our very first meeting, we knew our shared vision of creative excellence, independent spirit and creating a unique global offering, was not only exactly what we wanted for Pereira O'Dell as an agency, but for our clients too. We are looking forward to navigating this next chapter, together.”

Each agency will remain independent and continue to go-to-market under their respective brands, but will now be able to collaborate seamlessly on campaigns as needed. This is the initial step in Serviceplan’s projected growth trajectory and US investment strategy.

Markus Noder, Member of the Executive Board of Serviceplan Group adds, “This step is an enabler for the lasting success of our House of Communication concept in the US. I am looking forward to pushing our common vision together with our new partners, Pereira O‘Dell.”

German engineering meets American daring

The partnership comes in a year which has been unsettling for the world with the Covid-19 pandemic. Serviceplan Group rode the wave and despite the challenges faced by the Coronavirus lockdown, maintained market stability reporting global agency fees of 448 million EURO for the financial year ending 30 June 2020. Thanks to Serviceplan Group’s international orientation, integrated mindset, focus on digitalization and partner-managed structure, the performance confirms its status as Europe’s leading owner-managed agency group. The initial discussions surrounding this new partnership were developed during an October 2019 meeting when both parties identified many similarities in their free-spirited culture and approach and a desire for continued growth in their respective markets. This partnership solidifies Serviceplans purchase of shares from Omnicom/Grupo ABC. Ciesco, the London based Specialist M&A firm acted as the exclusive advisor for Serviceplan, led by their CEO Chris Sahota.

“This strategic partnership has been in the works for quite some time, and is an important moment for the group as we expand our offering in the US,” said Stefan Schuette, CEO Serviceplan US House of Communication. “Our agencies are well aligned in terms of structure, culture and agency philosophy, which made the decision even easier. We are thrilled to be able to offer clients even more communications services in an integrated format.” 

2020-10-06 00:00:00
Serviceplan Shanghai Creates BUD-Meal Slot Machine for Budweiser On ‘BUD X Eleme Super Brand Day’ Budweiser and Serviceplan invited consumers to ‘Use your luck to decide what to eat’ with a virtual and physical slot machine generating food and Budweiser combos

For the first ‘BUD X Eleme Super Brand Day’ in China, Serviceplan teamed up with Budweiser and food delivery giant Eleme to create cuisine and Budweiser meal combos. The BUD-Meal Slot Machine invited consumers to ‘Use your luck to decide what to eat’, with a virtual or physical slot machine generating thousands of choices of BUD customized meals featuring BUD beer.

In recent years the business of food delivery has boomed in China, however Beer made up only 0.3% of total home delivery orders. So Serviceplan Shanghai collaborated with Budweiser and food delivery company Eleme to cultivate consumer behaviour to order beer alongside cuisine. Serviceplan Shanghai found an interesting insight, that people always struggle to decide what to eat when they make food delivery orders. In order to solve this everyday problem, Serviceplan partnered Budweiser with the Chinese food delivery giant Eleme to create a digital campaign.

For Serviceplan Shanghai’s first campaign for Budweiser they created "BUD X Eleme Super Brand Day“, featuring a digital and physical version of the BUD-meal slot machine which enabled consumers to try out their luck in getting different BUD meal combos. In order to translate the consumer experience from online to offline, a real-life BUD-meal slot machine was launched in Hema store.

Designed with interesting icons, each food combo’s name has its own social slang. In order to create a mysterious feeling and anticipation of what the consumer will get for the delivery, Serviceplan Shanghai also created a special packaging. Within 3 days of the campaign launching in China, 138,944 BUD beer combos had been sold, with a 433,515 engagement of the BUD-Meal slot machine. More than 80,000 stores listed BUD customized beer combos. The first FMCG brand hub launched on the Eleme platform, with more than 1 million consumers visiting the site and 242,153,685 exposure on social platforms.

Serviceplan China Group Creative Officer: Kan Wing Ho said: “The question of ‘What to choose when you have too many options?’ reveals a true human behaviour and mental struggle. Based on this insight, we offered a simple yet interesting solution to help increase the in-home consumption of Budweiser, effectively.”

Mora Ma, Associate Marketing Director, Budweiser commented: “It’s always a beer brands’ pain point to activate the food delivery platform. Beer is not a consumer’s destination purchasing category like food, so the question is, how to attract the consumer’s attention? The ‘BUD-Meal Slot Machine’ is a perfect solution. Great creative comes from a common insight ‘what to eat today?’. Through the activation we successfully changed BUD from a ‘nice to have’ to ‘must-have’ in the food delivery realm. We’re looking forward to the ‘BUD-Meal Slot Machine 2.0’!” 

2020-10-02 00:00:00
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