Press Releases - Serviceplan Group - Serviceplan Group Press Releases at en-us Copyright 2020 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
Bridgestone Presents “Eyes On The Road”: New Film from Serviceplan Middle East Launches Health Check-Up and Awareness Roadshow for UAE Truck Drivers. Serviceplan Middle East partners with Bridgestone MEA and Dubai Police and government organisations on road safety and health campaign aimed at the UAE truck driver community. 

Bridgestone MEA worked with Nasser Bin Addullatif Alserkal and RTA on a potentially life-saving health check campaign, designed to offer free health screenings to UAE truck drivers and consequently improve fitness and road safety.
Launching the campaign is an online film sensitively directed by Nixon Freire out of Hanzo Films. The film follows a truck driver named Sukhjhinder Singh, who explains how he misses his family in India, and talks about his gruelling 24-hour schedule, which allows him only a couple of hours sleep in the cabin of his truck by the roadside. He has driven 1 million km without an accident, so for some respite from his work routine, Bridgestone arranged for him to view the road from another perspective – 1km above the ground in a hot air balloon. 

Through the film, Bridgestone MEA invites fleet owners to enrol their teams in the ‘Eyes on the road’ health check-up and awareness roadshow, which is aimed at contributing to a healthier and safer society. The film is part of a social media and digital communication strategy conceived by Serviceplan Middle East, and kicks off a 3-week event, during which truck drivers can take part in a free health check-up at one of several strategically positioned truck stops in the UAE. The health screenings will be managed by medical professionals and include checks on BMI, blood pressure, eyes and ears.
The motivation is to encourage 1,000 truck drivers to have a health check-up. The check-up stations will be positioned at truck stops where drivers park up to rest on long journeys, position across major highways of the UAE in Sharjah, Dubai and Abu Dhabi. As well as a health check-up, drivers will be able to play computer games linked to fitness and mobility skills and have refreshments.
There will also be a print campaign involving a billboard on the building where the drivers live, making them aware of the event and encouraging them to go for a check-up. Serviceplan Middle East have devised a social media strategy to raise awareness of the free truck driver health checks via Facebook and Instagram, with live streams of the events, Bridgestone product giveaways to participants, and Instagram and Facebook stories.

Berna Akinci, Head of Marketing, Bridgestone MEA commented: “Safety is a value that is reflected in the quality of our products. That is why this CSR campaign is very important to us. We appreciate the hard work and long hours that truck drivers dedicate to delivering goods and commodities, and it’s our responsibility to keep them and everyone around them safe on the roads. We are happy to be collaborating with Serviceplan Middle East to spread such an important message and celebrate the truck drivers – our heroes of the road.” 

2019-12-10 00:00:00
Serviceplan Suisse Create Print Campaign with an edgefor DillySocks with Acclaimed Swiss photographer Jonathan Heye The downside of having good taste.

Serviceplan Suisse created a humorous campaign for DillySocks in which people paid a steep price for their strong sense of style.

Serviceplan Suisse have created an edgy print campaign for DillySocks, photographed by acclaimed Swiss photographer Jonathan Heyer. Wearers of the eye-catching socks from Swiss start-up DillySocks have indisputably great taste. And having great taste is a wonderful thing – with a couple of exceptions.

This was the inspiration for Serviceplan Suisse’s campaign, which humorously showed that it’s not always easy having a fabulous sense of style. Because the brightly coloured DillySocks stand out. So much so that even Father Christmas found himself in difficulties, and there are a few other situations where things could quickly head south as well.

The campaign featured three themes for both static and moving advertising media. Renowned Swiss photographer Jonathan Heyer was the man making things happen behind the lens.

The campaign appeared on posters, and in social media ads and cinemas. And because DillySocks make the perfect Christmas gift, the campaign also featured a sales promotion to herald the start of the Christmas shopping season.

2019-12-09 00:00:00
Alex Schill, Global CCO & Partner of Serviceplan Group is New York Festivals 2020 Executive Jury President  New York Festivals International Advertising Awards® announced Alex Schill, Global Chief Creative Officer & Partner of Serviceplan Group as the 2020 Executive JuryPresident. 


This is the 10th year NYF’s Executive Jury will come together and the second year a Jury President will preside over this elite panel of Chief Creative Officers and Executive Creative Directors from around the globe. Jury President Alex Schill, along with the 2020 Executive Jury, will convene in New York City in March for 4 days to select the World’s Best Advertising® across all mediums.


Alex brings 25 years of global leadership skills, innovation and creativity to his role as Executive Jury President. He thoroughly understands the demands of judging NYF’s finalist entries across all mediums as he previously served as an Executive Jury member for three consecutive terms. Alex’s vast industry expertise and his collaborative creative approach will provide the 2020 Executive Jury with support and ensure that ground-breaking work from agencies around the globe is recognized and rewarded. 


“We are excited to have a global creative leader the caliber of Alex Schill as 2020’s Executive Jury President,” said Scott Rose, Executive Director of the New York Festivals Advertising Awards. “Alex’s reputation as an innovative award-winning creative and his experience leading creative teams ensure that ground-breaking work from around the world will be judged with meticulous attention.”


“I am more than honored to serve as Jury President for the 10th annual New York Festivals Advertising Awards Executive Jury. NYF over the years kept its special set up amongst the world’s most precious award shows as it gathers numerous highly reputed CCOs from all around the world together in one room to judge the shortlisted entries selected by the Grand Jury. So, the quality of the outcome is amazingly high, and the value of each statue is undoubtable,” said Alex Schill Global CCO & Partner, Serviceplan Group.

As Global Chief Creative Officer and Partner of Serviceplan Group, Schill has led the entire agency group worldwide since 2008. He is presently in charge of more than 24 agency locations in cities from Beijing to Zurich leading a global team of 4,200 employees. 

Under his leadership, in just five years, he has brought Serviceplan to the front row in national and international rankings. In 2016 the agency was ranked No.1 in the German Creative Ranking (Horizont), No.1 in the Digital Ranking (BVDW), No.1 in the Media Ranking (Recma), No. 1 in the Design Ranking (Red Dot) and No. 1 in the Efficiency Ranking (w&v).

In 2018, Serviceplan was featured in the Top 50 most creative agencies worldwide in the Gunn Report. In 2019 the Serviceplan Group was named Independent Agency of the Year at New York Festivals, Cresta Awards and London International Awards.  And in recent years Alex has won numerous accolades and honors racking up more than 75 Cannes Lions, including two Grands Prix for the agency trophy shelf. He is a sought-after speaker on the international creative awards circuit and has given keynote speeches at Cannes, Eurobest, Dubai Lynx and the Loerie Awards. 

Alex brings previous experience as a Jury President to his role as NYF Executive Jury President, having served multiple stints as Jury President at Cannes Lions, CLIO, Eurobest, LIA and at D&AD.

The Executive Jury will convene this March 2020 during the 10th annual Executive Jury judging sessions. Executive Judging sessions will take place in New York City March 31st- April 3rd. The jury of22+ CCO’s creative global minds dedicated to the quality and aesthetics of creative advertising will review all finalist entries selected by NYF’s online Grand Jury. 


To view the 2020 Executive Jury to date visit: HERE and to view the Grand Jury to date, please visit: HERE.


The 2020 competition entry deadline is March 2, 2020. For more information on the 2020 competition please visit: HERE or to enter the competition please visit: HERE.


About New York Festivals:

New York Festivals®

Celebrating the World’s Best Work since 1957

Advertising Awards

AME Awards ®

Global Awards ®

Midas Awards ®

Radio Awards

TV & Film Awards


Entries to each of the competitions are judged around the world by panels of peers in their respective industries. For more information, go to


2019-12-03 00:00:00
Keep Going No Matter What Is The Mantra of New Bridgestone MEA Campaign from Serviceplan Middle East Keep Going No Matter What Is The Mantra of New Bridgestone MEA Campaign from Serviceplan Middle East

First campaign for the iconic tyre brand from Serviceplan Middle East is directed by Douglas Bernardt out of Stink Films


After winning the business in January 2019, Serviceplan Group Middle East have created their first major campaign for Bridgestone MEA. 

The impetus of the campaign, titled ‘Keep Going No Matter What’, was to create brand affinity for Bridgestone MEA.  Three different Bridgestone tyres are featured in the campaign; the Potenza, Turanza and Dueler: the Turanza (city tyre) and Dueler (4x4 off-roading tyre) are used in 2 films shot specially for the campaign.  

The campaign launched in November on the following channels; OOH, programmatic, Facebook, Instagram, YouTube and rich media banners.  The title “Keep Going No Matter What” originates from the DNA of the Bridgestone MEA brand, whose message describes the core of the brand. Serviceplan Group Middle East met a client brief, which aims to focus on the existing brand DNA in a way that relates to the customer. Serviceplan partnered with Dubai Fitness Challenge for its duration of 30 days as an activation supporting the campaign.

Both films were shot in Azerbaijan with the Prague office of the highly awarded Production house, Stink Films.  Serviceplan Group Middle East worked with multiple-award winning director Douglas Bernardt, who shot the film mainly in camera, with green screen on location in Azerbaijan, and special effects created in post-production.  This is the first campaign that newly appointed Executive Creative Director Akhilesh Bagri has worked on with Serviceplan Middle East.


Berna Akinci, Head of Marketing for Bridgestone MEA commented: “We are thrilled to reveal our first major campaign with Serviceplan Group Middle East, which constitutes a significant brand revitalization, and much needed strategic requirement for the brand in the UAE. We look forward to working with Serviceplan to further develop and build this campaign, which embodies the Bridgestone DNA of ‘Keep Going No Matter What’.”

2019-11-27 00:00:00
Serviceplan New York Wins ARK Invest Account Serviceplan Group’s US House of Communication, headquartered in New York, will handle brand strategy, brand design and websites for ARK Investment Management LLC (ARK), a global investment adviser focused solely on disruptive innovation.

Serviceplan Group’s US House of Communication have announced a major new business win in the form of ARK, a New York based investment adviser renowned in the US and abroad.

The US House of Communication will handle brand strategy and brand design for ARK, with a new website design launching in March 2020. ARK is focused solely on investing in disruptive innovation. 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.

The US House of Communication team for ARK consists of Stefan Schütte, CEO, Serviceplan US House of Communication, and Dominique Steinbrueck, Chief Strategy Officer, who will tap into the resources provided by Tim Stickelbrucks from US House of Communication’s sister company Neverest LA for digital, social and entertainment. Rachel Howald as CCO brings creative leadership into this project, while Sarah Jamshidi as Head of Serviceplan Solutions will ensure that complex operations and asset production is seamless and effective.

For future assignments with ARK, the US House of Communication are happy to bring all the channel management expertise from MODCo Mediaplus to the table, with the support and expertise Erik Dochtermann, CEO MODCo Mediaplus. Stefan Schütte, CEO of Serviceplan’s US House of Communication commented: “We are excited to be working with probably the most disruptive financial investment company of our times: ARK’s charismatic leader Cathie Wood is convinced that the power of innovation creates value far beyond our imagination. To enlighten everyone on the future of investment, we are providing a holistic brand campaign to convey ARK’s message.”

Sebastian Benkert, CMO ARK Invest added: “We are very excited about this partnership, because Serviceplan New York helps us to bring out the best of our brand in all our many communication channels. We really enjoy working together with their seasoned international experts in the US House of Communication in New York and tapping into their group’s various global resources at the same time.”

Serviceplan Group founded the US House of Communication in New York in 2018, with a team of more than 65 specialists based on Madison Avenue. Clients include; Rockstar Computer Games (Media and Content); Lufthansa (Decoupling); Hilti Powertools (Full Service); MAN (campaign content, events, brochureware); Brahmin (media and content).

The US House of Communication Management team is comprised of: Stefan Schütte, CEO, Serviceplan’s US House of Communication; Sarah Jamshidi, Head of Solutions; Dominique Steinbrueck, Head of Strategy, and Tim Stickelbrucks, Partners, Serviceplan Content Neverest. Partnering with the US House of Communication is MODCO Mediaplus, a 30+ year New York media agency led by CEO Erik Dochtermann, which oversees the channel management leadership

2019-11-26 00:00:00
‘Christmas Is For Children. So For All Of Us’: German Supermarket PENNY Encourage People To Rediscover Their Inner Child Serviceplan Campaign conceive heart-warming Christmas advert for PENNY as an antidote to the everyday worries associated with adulthood.

This Christmas, PENNY and Serviceplan Campaign are inviting adults to revisit their childhood with a carefree film shot by director Stuart McIntyre to the soundtrack of Alphaville’s ‘Forever Young’.

PENNY’s first international campaign launched in Germany on Friday 8th November and will air in Austria, Czech Republic, Italy, Romania and Hungary. The heart-warming film depicts a group of OAPs revisiting their carefree youth by sledging down a snow-covered hill. The joyful spot has struck a chord with the public and already has more than 10 million views.

Motivated by a desire to find reassurance in the current climate of political, economical and environmental uncertainty in Germany and globally, PENNY and lead agency Serviceplan Campaign wanted to create a Christmas campaign that would provide some relief from the problems of contemporary society.

Consequently, ‘Christmas is for Children: So for all of us’ is the message of the PENNY Christmas 2019 campaign, which embraces Christmas as a time for people to return to a more naïve and positive outlook on life – in the same way that children do. The campaign is about to getting back your inner child and seeing how this can change your life. Why PENNY? Because the customers at PENNY are no strangers to the difficulties that life can pose, and PENNY hopes to alleviate some of those difficulties.

The motto of the PENNY 2019 Christmas campaign is ‘Christmas is for Children: So for all of us’, and follows the successful 2018 and 2017 Christmas films from Serviceplan Campaign. Intended to make people forget their fears and worries and view Christmas again with the carefree attitude of a child, the heart of the campaign is an online film directed by Stuart McIntyre with Production from ANORAK films.

We Are Walker reinterpreted the Alphaville track „Forever Young“ with the voice of a child, to complement the theme of the PENNY film. In addition to the film, print motifs will be shown in PENNY's own media channels. The PENNY Instagram Channel will also feature the #KindBleibenChallenge in which PENNY, together with influencers, calls on adults to be children again for a moment. The three Challenge winners can look forward to a trip to Disneyland.

Christoph Everke, Creative Managing Director of Serviceplan Campaign commented: "Not all of us are parents. But we are all children. Sometimes we seem to forget that. The film and the song 'Forever Young' are intended to give people the opportunity to reflect on their childhood".
Stefan Magel, Divisional Director Trading Germany REWE Group and COO of PENNY added: "As a discount store at the heart of people's lives, it is important to us to give something back to our customers. Christmas makes it easy for us to feel the anticipation and the childlike excitement. Being able to be a child again is a gift to which we all share the message: 'Christmas is for children. So for all of us". 

2019-11-14 00:00:00
Serviceplan, Europe’s Largest Independent Agency Group, set up ambitious Leadership Team for Moscow Office  new management team comprised of award-winning Executive Creative Director Evgenia Arabkina, experienced Managing Director Olga Starichenko and accomplished Strategic Planning Director Anastasia Boykova, will take Serviceplan Russia into a new era.


Photo from left to right; Olga Starichenko, Anastasia Boykova and Evgenia Arabkina

 Serviceplan Moscow have announced a new leadership team comprising three women at the top of their game; Evgenia Arabkina, Olga Starichenko and Anastasia Boykova.  The goal of the new team is to take Serviceplan Russia to the next level, and raise the profile of Serviceplan Group's 'House of Communication' in Russia, which offers clients an integrated agency comprised of digital, marketing and creative expertise.  


The Serviceplan Group is the largest and most diversified owner and partner-managed agency group in Europe. Founded in 1970 as a traditional advertising agency, Serviceplan quickly developed its “House of Communication” concept, creating the only fully integrated agency model in Germany, combining all communication disciplines under one roof.  With 4,200 employees the Serviceplan Group is represented in 24 agency locations around the world including Moscow.   Serviceplan Russia's new management team aims to put the House of Communication on the map of the Russian advertising industry. The appointment of the new leadership team in Moscow is a natural progression for Serviceplan Group, as it continues with accelerated internationalisation of the House of Communication model.  


Serviceplan Russia Managing Director Olga Starichenko has over 18 years experience in major advertising agencies: Saatchi & Saatchi, Leo Burnett and BBDO leading account services for international Clients such as P&G, Dirol Cadbury, The Coca-Cola Company, Philip Morris, X5 and many more.


Olga Starichenko commented: “Serviceplan globally stands for “Building Best Brands” and thanks to the concept “House of Communication” we have all possible services to come up with fresh omnichannel campaigns. We are here to offer more energy to our clients and the industry itself. It’s an honor for us to join such a famous network and we’ll do our best to be aligned with our experienced European offices.”


Serviceplan Russia Executive Creative Director Evgenia Arabkina has worked in advertising for more than 15 years, including within the Saatchi & Saatchi and Havas Networks. She set up Havas Life Moscow agency, which focused on the wellness and social responsible advertising.


With her extensive FMCG experience, combined with digital and wellness expertise, she was the leader of Durex global communication development and other global health brands. Arabkina has won multiple awards including; Effie awards, Red Apple, Ad Black Sea and Young Lions Russia. She believes that in order to incite change, you should put passion into your creative ideas.


Evgenia Arabkina said: “We are here to change the rules of the game in advertising. This is the time for new creativity, which unites thinking and technology, cultures and talents. Because outstanding creativity is what can change brands into great ones.”


Anastasia Boykova has more than 10 years planning experience. She began her career at McCann Erickson, where she was mostly responsible for Nestle Purina brands, and from a communication point of view she successfully managed Friskies, Felix and Gourmet in one portfolio. In 2013 she joined the strategic department of Havas and became a trusted lead on two of key accounts: RB and Sandoz. Boykova is proud to be responsible for client winning strategies, and proud to enjoy the trust and love of the creative teams.


Anastasia Boykova added: “We believe that constant challenge is the only way to win in this ever changing world. So we challenge ourselves, we challenge rules of the game in advertising and push the boundaries to benefit our clients.”


Serviceplan Russia is a creative agency in the Serviceplan Group, together with Mediaplus, – full digital services and Louder - experiential marketing agencies.


2019-11-06 00:00:00
Serviceplan Awarded 2019 LIA Global Independent Agency of The Year Accolade Serviceplan Group win 3 Gold, 4 Silver and 1 Bronze at LIA as well as the Global Independent Agency of the Year Award.


Serviceplan Group is delighted to be crowned Global Independent Agency of the Year by the prestigious LIA Awards, as well as winning 3 Gold, 4 Silver and 1 Bronze award. 

Serviceplan China won a Gold and Silver for the 999 Cold Remedy ‘999 Warm-Hearted Leggings’ campaign, making it the most awarded Chinese agency in the competition.

Serviceplan Berlin were awarded a Gold for Berliner Verkehrsbetriebe (BVG) ‘Mind the Gap’.  Serviceplan Germany collected 1 Gold, 2 Silver and 1 Bronze for METER ‘Made in Fukushima’, as well as 1 Silver for Sea-Watch ‘Lifeboat – The Experiment’.

The London International Awards (LIA) were founded in 1986 and stand for the belief that creativity is the beating heart of advertising, design and technology. LIA celebrates the creators with annual awards, and is one of only 5 global advertising awards included in the WARC Creative 100 Rankings. LIA no longer host an awards show, instead choosing to fund the Creative LIAisons program:

Barbara Levy, President of LIA commented: "Year after year, Serviceplan has been surprising and delighting our juries with exceptional work.  This year, once again, they were a dominant force from Germany. As usual, they were particularly strong in design.  We are proud to be able to showcase their work. It is no mean feat to be named Global Independent Agency of the Year in the light of stiff competition. So, they truly deserve that honor.  We applaud and congratulate them,"  


2019-11-04 00:00:00
Serviceplan Group Middle East Appoints Akhilesh Bagri as Executive Creative Director Full-service communications agency Serviceplan Group Middle East, the Dubai-based arm of Serviceplan Group, recently announced the appointment of the award winning advertising expert Akhilesh Bagri as Executive Creative Director. 

Serviceplan Group Middle East have appointed Akhilesh Bagri as Executive Creative Director. Bagri joins Serviceplan Group with 15 years of experience under his belt. During his career he has worked at BBDO, JWT, Leo Burnett and FP7, and brings to Serviceplan Group Middle East a wealth of expertise and experience from working on campaigns for globally recognised brands including; HSBC, Coca-Cola and MasterCard.

Serviceplan Group is Europe’s leading independent agency group, with headquarters in Munich and 24 agency locations worldwide.

Akhilesh Bagri began his advertising career 15 years ago in Mumbai, India. He relocated to Dubai in 2011 to join FP7, subsequently working for a series of high-profile agencies including BBDO, JWT, and Leo Burnett. His leadership and creative excellence at these agencies resulted in consistently memorable and popular campaigns for brands across the region including; Emirates Airlines, MasterCard, HSBC, Sony, PepsiCo, Coca Cola, Nestle and Mars Foods.

More recently, Bagri’s campaigns for Emirates NBD have set a new benchmark for online content in the Middle East. He has received recognition from industry leaders, and awards at a number of internationally recognised advertising festivals including; Cannes Lions International Festival of Creativity, One Show, Clio Awards, Loeries, New York Festival and Dubai Lynx. Serviceplan Middle East has designed the role of Executive Creative Director to improve the creative output of its Dubai agency, expand its capabilities in executing projects, and most importantly, push the creative and strategic offerings of the agency further. Bagri will be responsible for managing and inspiring the creative team, attracting the best talent out there, and collaborating with the client to create memorable campaigns in the region that touch the heart and minds and make a difference.

The vision going forward is to create an agency that listens before talking, thinks before doing, and works before gloating. The announcement was made by Natalie Shardan, General Manager, Serviceplan Middle East who said: “We’re all excited to welcome Akilesh to the Agency, and have him on board as we embark on our future projects. The process of finding the perfect ECD for us was lengthy and detailed, but we’re very pleased that we landed a great guy. Serviceplan Group Middle East is currently going through positive, drastic changes that will elevate the offerings of our agency. I’m very excited about what’s coming our way, and I know for sure that with Akhilesh as our Executive Creative Director, we’re in great hands as we move forward.”

2019-10-09 00:00:00
SERVICEPLAN TRIUMPH AT NEW CRESTA HONOURS Serviceplan Group has emerged as the first-ever winner of Independent Network of the Year at the Cresta Awards. The 2019 edition of the 26-year-old competition includes a new emphasis on recognising the challenges and achievements of independent, owner-managed agencies. The dominant performance by Serviceplan’s digital unit enabled the group to accrue enough awards points to pick up the inaugural trophy for the best independent network.

Jason Romeyko, Worldwide Executive Creative Director, Serviceplan Group commented:

"It's an honour for Serviceplan Group to be given the inaugural Cresta Independent Network of the Year award, and from such an internationally respected creative standards organisation. This is a result of the Über-Creativity of all our 4,200 colleagues from our Houses of Communication in the 24 Serviceplan agency locations worldwide, as well as the trust of our partners and clients who work tirelessly to bring great ideas to life. What a privilege to be Cresta's first. You always remember the first."

This year’s Cresta winners has seen the reinvigorated organisation reveal five special honours for the year— including a surprise selection from the Jury chair.

BBDO Worldwide has, for the first time since 2015, seized the crown of the Cresta Network of the Year (BBDO is part of the Omnicom conglomerate). This builds out of the performance of its UK office, AMV BBDO, who also triumphed as Cresta Agency of the Year. The latter was a result of a storming multi-award performance for the Viva La Vulva campaign. Strong contributions by BBDO NY, Energy BBDO, BBDO Atlanta in the US, and Darwin BBDO in Belgium, also underpinned the network supremacy.

Newly created honours are also being presented to Serviceplan Group as the Independent Network of the Year, and to the Brazilian agency Tech & Soul as Independent Agency of the Year. Serviceplan stood out in particular for its digital skills, notably on the Dot.Mini project, while the ‘Distracted Goalkeeper’ campaign was an exceptional performer for the young Sao Paolo based independent.

The above awards were strictly determined by cumulative award wins (with more points assigned for a Grand Prix than a Gold, and so on) but Cresta has added an innovative new Jury Award in the personal gift of the Jury Chair.

This year that decision was the responsibility of Anna Qvennerstedt, the much-lauded copywriter and creative director who is chair of the board at Forsman & Bodenfors in Stockholm. She chose ‘Go Back To Africa’, a highly provocative and technologically innovative campaign from FCB/SIX of Toronto for the travel company Black And Abroad. She explained her choice, which elevated a Silver winner up into one of the top five special mentions:

“I love this campaign for several reasons. It is an inspiring example of how AI and data can inform creative excellence, how it can help this us become more relevant and actually change opinions and challenge misconceptions. I love the wit and the intelligence of the creative idea, how it automatically turns a very negative notion into something positive without being one bit pretentious. And last but not least, it shows why we need diverse perspectives in this industry. 

Overall, though, it would seem to be BBDO’s year at Cresta - most wins, top agency, top network. On hearing of the new honours, David Lubars, Chief Creative Office BBDO Worldwide & Chairman BBDO North America, commented:

“Cresta has recently revamped, enhanced and bettered its competition.  It’s a great feeling to know that BBDO and AMV BBDO have been recognized as Network and Agency of the Year, respectively, under these more challenging guidelines.”


The complete awards can be viewed at


2019-10-03 00:00:00
Change Serviceplan Poland Create Gamers and Geeks Ad for G2A.COM Fantasy world of gamers spills over into reality in unique spot for G2A.COM.

Change Serviceplan Poland beat 12 other agencies to win a brief from G2A.COM for an ad that encapsulates the motto of the popular marketplace for gamers: “You lose when you overpay’.

The VFX-laden advert was shot at Nu Boyana studios in Bulgaria, and stylishly directed by Szymon Pawlik out of production company Neverest. Released online in Poland as well as the Netherlands, France and UK, the spot for G2A.COM merges fantasy with reality, with the online gaming world infiltrating every day scenarios of gamers.

G2A.COM is a marketplace for gamers where they can buy games and gaming gear at a significantly cheaper price than other gaming sites. The narrative of the Change Serviceplan ad shows how terrible things happen when gamers overpay.

Change Serviceplan Creative Team Marcin Nowakowski and Dominik Przerwa said: “Gaming is getting bigger and bigger. It’s not only about entertainment anymore. It’s a huge movement of people who believe that playing games is more than just wasting time. We got a big opportunity to work with a client who is open-minded and feels just like a partner in our everyday duties. We took that trust and mixed it up with hundreds of hours spent on playing games. As a result, we got the idea that feels big and honest at the same time.”

Marek Magoń, Head of Brand and Marketing Communications at G2A.COM added: “Gaming is a very hermetic segment and not everyone is able to navigate it. That is why we have briefed as many as 12 agencies. Change Serviceplan presented the best idea which perfectly fits both the target group and the philosophy of the G2A.COM brand. The motto: "You lose when you overpay" is a brilliant combination of the gaming term of "losing" and positioning focused on great prices which is crucial for our brand.”

2019-09-16 00:00:00
SERVICEPLAN GROUP WINS GLOBAL VORWERK MANDATE Following an extensive pitch, Vorwerk Group has selected the integrated range of services offered by the House of Communication at a global level. The Serviceplan Group impressed Vorwerk with a comprehensive proposal for the implementation of a new brand strategy. The proposal is executed by teams of Serviceplan and Plan.Net agency specialists in design, brand communication, digital and UX, as well as by specialists in consulting and governance. Management and support will be provided by the global Key Account Management team in close cooperation with lead agency Serviceplan Campaign. The collaboration will focus on translating the corporation's newly developed brand strategy into communications measures.

The Serviceplan Group has made effective use of its globally integrated positioning to assume responsibility for the brand strategy of Vorwerk. Serviceplan Campaign in Munich, with its Managing Directors Christian Sommer, Markus Koch and Ben Hug, is acting as lead agency. The management of the account is in the hands of the international Key Account Management team established in summer 2018, under the leadership of Serviceplan Managing Partner Vincent Schmidlin and with Global Key Accounts Business Director Diane Schulz as Vorwerk's contact partner.

The Serviceplan Group's specific objective is to develop the corporation's new brand strategy and to translate it into communication measures across all touchpoints, both internally and externally. In addition to a global governance structure, the planned measures include the implementation of a worldwide brand tonality, a new corporate identity and global communications campaigns for all product brands. The Serviceplan Group is also developing guidelines for all digital platforms and for a uniform store concept. Together with end customers, the target group consists primarily of the Group's employees, as well as its large proportion of customer consultants operating in direct sales. The first signs of implementation were visible in the launch of the new Thermomix, which has been underway in all markets worldwide since March this year.

"With our strategic 'Global Brand Management' initiative, we're completely reinventing the Vorwerk Group's brand strategy, brand positioning and brand architecture. The central focus is on making communication emotionally charged and on ensuring a consistent identity in all companies and across all touchpoints worldwide. In order to accomplish this undertaking, we've put our confidence in the compelling proposal made by the Serviceplan Group. We are very much looking forward to working with them," Vorwerk's Vice President Marketing, International, Hillary Roche, explains.

Managing Partner of the Serviceplan agencies Vincent Schmidlin adds: "We are honoured to be providing strategic, creative and communicative support to the transformation of the Vorwerk brand, which we are doing globally across all markets using the House of Communication's integrated range of services. Brand Management today is about offering agile working methods and flexible team compositions in order to manage multi-faceted and rapidly transforming tasks in a dependable way. We are very pleased that our proposal was successful, and thank the Vorwerk team for their confidence in us." 

2019-08-29 00:00:00
Serviceplan sets the scene for the BMW X Series with ‘Choose Your X’ Campaign The international “Choose your X” umbrella campaign from BMW is launched on the release of the new THE X1 and THE X6. It aims to establish consistent communication, not only for the newly announced vehicle models, but for all existing vehicles in the X Series. Thanks to the modular concept of the campaign, it is possible for all markets to promote their focus range and give these models a place in the created product world.

The campaign videos directed by Jan Wentz from Production Company Tempomedia are starting on TV and online. In addition, print ads will appear with photography by Emir Haveric. The umbrella campaign will be adapted to all markets worldwide and will be used for at least three years. Three TV adverts, two online launch videos and eight other videos of various lengths have been developed and realised for the campaign. In addition to the strong visual branding of the series using the letter X, this letter is also conceptualised as a symbol of free choice. The campaign celebrates freedom of choice and customer independence.

“An idea is often simple and effective if it is derived directly from the product. Using an X as the ultimate symbol of free choice is this kind of idea,” said Thomas Heyen, Creative Managing Director and Partner at Serviceplan Campaign International. “And it’s even better if it can also work on a global level and is executed to a to a high level of quality with fantastic partners,” added Markus Kremer, also Creative Managing Director and Partner at Serviceplan Campaign International.

At Serviceplan Campaign International, the team surrounding Thomas Heyen and Markus Kremer as well as Managing Partner Florian Klietz was in charge for the campaign. 

2019-08-15 00:00:00
Serviceplan Greater China Announces Triple New Business Win Serviceplan Shanghai win Home King Account and Nestle Branding Project, and Serviceplan Beijing win LYNK & CO business

In a triple whammy for Serviceplan Greater China, the agencies in Beijing and Shanghai have won new business with Home King, Nestle and LYNK & CO.
Serviceplan Shanghai won a Branding Project with Nestle Greater China, and the Home King account. Home King is the largest home cleaning and caring service company in China, located in Xiamen. Serviceplan Shanghai will be responsible for the communications for two of their major service brands.
After a pitch with a total of 7 agencies, Serviceplan’s Beijing office won a LYNK & CO account, a Chinese car brand under the Geely Group, and joint venture with Volvo.
Serviceplan Beijing are one of the leading agencies for LYNK & CO, and will be responsible for branding the '02' and '03' models.
Serviceplan Beijing Managing Director Marcus Ma commented: "We have won Lynk & Co for we have a group of car experts in our agency, who they have strong automotive experience from BMW, which Serviceplan China has worked on the account since 2014. I am delighted to have won Lynk & Co as one of our key clients in our Beijing operation, as we understand Chinese brands are growing strong now a day and many of which are planning for their global expansion, Lynk & Co is one of them and I believe with Serviceplan's automotive experience around the globe, we may assist Lynk & Co to land in Europe in the short coming future."

(Marcus Ma & Chong Kin)

Serviceplan Group, Europe´s largest independent agency group, have 2 offices in mainland China: Beijing and Shanghai. In January 2018, Serviceplan China strengthened its senior management team with the appointment of Chong Kin as Chief Creative Officer Greater China, Marcus Ma as Managing Director Beijing, and Bernard Wong as Managing Director Shanghai.

(Bernard Wong)

With this dream team at the helm, Serviceplan China has won significant new business, winning accounts with VIVO and Tmall in November 2018, and more recently winning the Home King Account, Nestle Branding Project and LYNK & CO business. 

2019-08-07 00:00:00
“Your Baby’s Dream Never Stops With Pampers”: New campaign for P&G Korea Shows Diapers from a Baby’s Point of View An enchanting new animated spot from Serviceplan Korea and Ukraine for Pampers Korea takes viewer into the dream World of a Baby: “Your Baby’s Dream Never Stops with Pampers.“

A unique animated ad for Pampers from Serviceplan Korea, inspired by the fact that Pampers is known in Korean as ‘Night Diaper’, has been launched online in Korea. The animation shows a baby’s dream where he goes on an adventure in a boat made from his cot, all the while sleeping comfortably wearing a Pampers diaper in his Mother’s arms.
Sleeping well is extremely important for a baby to grow healthy and happy, and Pampers provide babies with the comfort to enable good sleep. The vision of the spot is to show the emotional benefit of Pampers, and appeal to Millennial Mum’s by strengthening the bonding experience and exploring the dreamscape of a baby.
The campaign was a collaboration between Serviceplan Korea and Serviceplan Ukraine. 
Serviceplan Korea created the whole concept and creative and Serviceplan Ukraine was responsible for the production process with the animation studio TPH ONE in Ukraine. 

The core benefit of Pampers is that they are soft and dry even after using them overnight, so Pampers is called ‘Night Diaper’ in Korea. In other words, Pampers helps babies to sleep comfortably which supports the happiness of both babies and parents. Yet, this nickname can also cause misconception that the product is for night time. However, babies sleep throughout the day. Therefore, the insight of Serviceplan was to change the nickname to ‘Beauty Sleep Diaper’.
“Your Baby’s Dream Never Stops with Pampers” visualises the vision of Pampers, illustrating how Pampers cares for both Mothers and babies, and supports their healthy growth. The spot raises a question: why not look at the experience of wearing Pampers from a baby’s point of view? Inspired by ‘Beauty Sleep Diaper’, Serviceplan illustrated a baby’s dream where he experiences diverse adventures.
Serviceplan Korea and Ukraine produced an animation to fully visualize ‘baby’s adventure in his dream,’ and successfully delivered the brand message with a beautiful work as a real movie. 

2019-08-01 00:00:00
The Serviceplan Group has closed another financial year of continued growth With EUR 442 million the global agency fees increased by 7% compared to the previous year and is thus well above the average growth in the agency sector. 

The Serviceplan Group, Europe’s largest owner- and partner- managed agency group, is continuing to grow and can look back on a successful financial year for 2018/2019. The overall agency fee volume for the Serviceplan Group in its 48th financial year (1 July 2018 - 30 June 2019) was EUR 442 million. This represents an increase in sales of 7% compared to the previous year (2017/18: EUR 415 million), which makes it significantly more than the average growth for international agency networks. According to the 2018 AdAge rankings, in the last calendar year, large networks recorded average growth of around 2%.

The Serviceplan Group is also growing at an above-average rate compared to the agency sector in Germany. With a fee volume of EUR 337 million, sales increased by 4% (2017/18: EUR 324 million), which is significantly higher than the average increase in sales for German advertising and communications agencies, which was reported at 0.56% for 2018 in the GWA Spring Monitor.

Florian Haller, CEO of the Serviceplan Group: “We are extremely satisfied with the continued growth, which is well above the industry trend in Germany and globally, especially in view of the increasingly difficult environment we find ourselves in. Clients are exercising restraint; advertising budgets tend to be smaller and are partly integrated into building their own digital infrastructure. At the same time, there is a rapidly growing need for integrated communication solutions and agency offers tailored to the needs of individual customers – even across national borders. Here we can score points with our “House of Communication” model, which we are continuously expanding at our now 24 locations worldwide. We are also proud that we have once again received great international recognition for our creative achievements. For example, Serviceplan was named “Independent Agency of the Year” at the New York Festival last spring.”

New Customer Business, Digitalisation and Internationalisation as the Key Drivers of Growth

The continuous growth of the Serviceplan Group is the result of three main factors. Above all, a very active new customer business. In the past financial year, the Serviceplan Group was able to acquire or defend over 350 new customers and accounts. In Germany, these include HSE24, LinkedIn, Lufthansa, Calzedonia, Munich airport, Hans im Glück, Weber Grill and Airbnb.

Thanks to its international set-up with offices in the most important economic areas in Europe, Asia and North America, the Serviceplan Group is increasingly able to serve customers across several different locations and regions, responding to growing customer demand for integrated agency solutions across national borders. These clients include Metro AG, Vorwerk, Hilti and Hipp.

The Serviceplan Group’s digital business is an additional growth factor and now accounts for around 60% of turnover for the entire Group. Under the umbrella of the Plan.Net Group, the offer was also expanded last year, including the foundation of Plan.Net Neo, which specialises in the data-based integration of content and media. The creation of the new Plan.Net Cologne under the executive management of Willi Kaiser and Jens Krahe is also strengthening the offer.

After the successful first year of Plan.Net Innovation Studio at the headquarters in Munich, a second innovation hub was founded in the House of Communication in Hamburg at the start of the year.

The Serviceplan Group can also score points in the field of artificial intelligence and caused a stir with the AI-based Brand Investor Tool, which streamlines media planning in a completely new way, enabling intermedia planning on marketing goals and target groups with integrated success predictions. The Brand Investor is the result of a collaboration between Mediaplus and Plan.Net Business Intelligence. The topic of Artificial Creativity is also playing an increasingly important role in the field of AI.

International agency fees of the Serviceplan Group in the last financial year came to EUR 105 million. This is an increase of around 15% compared to the previous year (2017/18: EUR 91 million).

As part of its internationalisation, the Serviceplan Group has established itself as the first German-based global agency group in 35 countries, with 24 of its own locations and around 4,200 employees worldwide, as well as other partner locations. The agency model “House of Communication” plays a central role in this and is being continually expanded at all locations.

For example, in the autumn of 2018, a new, modern “Maison de la Communication” was opened in Paris; in Spain, the offer was augmented by the media agency Alma Mediaplus.

For the Serviceplan Group head office in Munich, planning for the new headquarters began in the last financial year. It will be built in the up-and-coming “Werksviertel” quarter in the east of the city and will set new standards for the agency industry. The move is planned for 2022.

In addition to setting up its own locations, Serviceplan has also been in a strategic partnership with the independent agency groups Hakuhodo (Japan) and Unlimited (UK) since the beginning of 2019, giving it access to numerous other partner locations in Asia and the United Kingdom. The aim of the collaboration is to offer globally operating companies an integrated offer. The partners also want to benefit from each other in the areas of creation, media and data, as well as technology.

The Best Brands Awards, which have been successful in Germany for 16 years, continue to expand: in the spring of 2019, the brand award based on GfK studies took place for the first time in Russia. In addition to those held in Germany, local Best Brands Awards already exist in France, Belgium, Italy and China.

Awards & Rankings (selection):

New York Festivals Advertising Awards: 
The Serviceplan Group received 24 awards and was named “Independent Agency of the Year 2019”.

One Show: The Serviceplan Group won five gold awards, all for “Dot Mini” from Serviceplan Munich and Serviceplan Korea, two silver awards and two bronze awards.

Cannes Lions International Festival of Creativity: Two silver Lions went to Serviceplan France, two bronze Lions were awarded to the German subsidiaries and two additional bronze Lions went to the teams from Serviceplan Munich and Serviceplan Korea, who jointly submitted work for the client Dot.

ADC for Germany: The agency group won two gold, three silver and 12 bronze awards.

ADC Global: The Serviceplan Group took home 12 prizes – four gold, two silver and six bronze cubes. All of the gold cubes were awarded for the campaign “Dot Mini. The First Smart Media Device for the Visually Impaired” from Serviceplan Munich and Serviceplan Korea.

D&AD Award: The Serviceplan Group won four silvers and two bronze awards and came in second place for the most successful design agency. The silver award-wining work included “Le Beck’s” and “Dot Mini”.

Max Awards: With the highest total score, Serviceplan Group was named "Agency of the Year". As the only German award, the creative ideas and the measurable success of dialogue campaigns are assessed on an equal footing at the Max Awards.

WARC Ranking: In the ranking of the world’s 100 most creative agencies, Serviceplan Munich ranks 23rd, while Serviceplan Korea ranks 28th. In the ranking of the most successful creative advertising campaigns of the year in Europe, the project “Making the world accessible. Dot by Dot” from Serviceplan Munich and Serviceplan Korea was awarded third place.

2019-07-25 00:00:00
Serviceplan Group Changes Legal Status and Implements Supervisory Board

As part of its international focus, the Serviceplan Group has changed its legal status with effect from the start of the new financial year. Since 1 July 2019, the agency group has been operating as Serviceplan Group SE & Co. KG (formerly Serviceplan Gruppe für innovative Kommunikation GmbH & Co. KG). This new legal form, which is also recognised outside of Germany, takes account of the ongoing internationalisation.

With the change of the agency group’s legal status, a Supervisory Board has been appointed that will take an advisory role in the future. The new Board will be chaired by Dr. Peter Haller, founder of the Serviceplan Group. Members of the board are; Sybille Stempel, shareholder and daughter of agency co-founder Rolf Stempel; and Anke Schäferkordt, who was a long-standing CEO of media group RTL Deutschland GmbH and RTL Television, Co-CEO of RTL Group S.A., and recently Executive Board member at Bertelsmann SE & Co. KGaA.

Florian Haller, CEO of the Serviceplan Group: “Over the last few years, we have steadily moved forward with the internationalization of the Serviceplan Group and are now the first international agency group originating from Germany that is represented with 24 agency locations worldwide. Next year, we will be celebrating our 50th anniversary and are currently experiencing a very exciting phase of growth and global orientation. Anke Schäferkordt is a renowned expert with many years of experience in the international media sector and I am delighted to welcome her as an external member of our Supervisory Board.”

Anke Schäferkordt: “As the largest independent agency group in Europe, the Serviceplan Group plays a very special role in the rapidly-changing agency sector. I am excited to come on board during this important time of change.”

The management of the Serviceplan Group will continue to be chaired by CEO Florian Haller. 

2019-07-16 00:00:00
Serviceplan Health & Life Goes Global with Formation of ‘Serviceplan Health’ as Germany’s First International Healthcare Agency Network Serviceplan Health’s global management team is comprised of Managing Partner Florian Bernsdorf, Creative Partner Mike Rogers and Global Business Director Jola Mazurek.

 Serviceplan Group is expanding its healthcare expertise in all Houses of Communication worldwide with the launch of a new international brand: ‘Serviceplan Health’. The new brand emerged from the Munich agency ‘Serviceplan Health & Life’. This makes Serviceplan Health the first international healthcare agency network from Germany.

The healthcare division of the Serviceplan Group has launched a major internationalisation offensive. To begin with, the new international Serviceplan Health brand is being established in all Houses of Communication throughout Europe including; Germany, Poland, UK, France, Italy, Belgium, Spain and Russia. Serviceplan Health emerged from the Munich agency Serviceplan Health & Life, which has been one of the leading agencies in the German healthcare market for over 20 years and, for the sixth consecutive time, has been singled out as the most creative healthcare agency in Germany.


In this way, the Healthcare division is following the Serviceplan Group’s successful international model and launching the first international healthcare agency network from Germany.


Serviceplan Health’s global management team is made up of Global Business Director Jola Mazurek, based in Poland, alongside Managing Partner Florian Bernsdorf and Creative Partner Mike Rogers: Bernsdorf and Rogers are also Managing Partners of Serviceplan Health & Life.


In the Houses of Communication in various countries, Serviceplan Health will be managed by local partners who have an in-depth understanding of the key characteristics of their respective markets and take these into account when working together with clients.


In Poland, Serviceplan Health also has a key role not only as a regional hub for the company’s Eastern European activities, but also as a transcreation centre for rolling out global brand campaigns.


The core activities of the agency network include launching and relaunching healthcare brands – both for B2B and B2C. As part of its “Building Best Brands in Healthcare” mission, Serviceplan Health will be offering fully integrated brand communication concepts under one roof in every House of Communication throughout Europe – provided by highly specialised creative, medical, digital and media teams. In times when marketing activities are geared towards customer and patient centricity, this is often seen as being unique in the international agency market.


As well as this, a Medical Board was established consisting of top-class consultants and highly qualified medical authors. The interplay between medical experts and internationally renowned creative thinkers is instrumental in turning a brand into the best brand on the healthcare market.


Florian Bernsdorf, Managing Partner of Serviceplan Health and Serviceplan Health & Life explained:


“Serviceplan Health is our response to the demand for an innovative agency concept which offers our clients the opportunity to consolidate global budgets, whilst benefiting from our highly efficient integrated agency model. We believe that only strong and sustainable brands will be successful in the context of the increasingly global healthcare business. Owing to the complexity of the markets, it is no longer sufficient for brand managers to think and act in terms of individual disciplines. What is needed are concepts that are capable of being implemented at both a global and local level. Strong brands come about from the interplay of all disciplines – which now have a far greater influence on one another due, among other things, to the digital transformation. In the future, it will only be possible to manage brands with the necessary speed, flexibility and efficiency if the reins are held centrally.


In our Houses of Communication, where we pioneered the integrated agency model almost 50 years ago, we can offer all the necessary disciplines under one roof, which sets us apart from our competitors. This is what we now want to make available to our customers in the healthcare market on an international level.”


Florian Haller, CEO Serviceplan Group, added:


“The healthcare market is faced with major challenges and is highly competitive. Under the umbrella of our House of Communication, the Serviceplan Group combines creativity, media and technology. Integrating healthcare expertise in all Houses of Communication is a significant competitive advantage for us in a global context – one that will help us to further expand our healthcare programme and acquire new clients.”


Go to Serviceplan Health’s new website here.


The partnership with The BlocPartners, which has existed since around 2008, will be continued.

2019-07-03 00:00:00
DANIEL PEREZ APPOINTED CO-CREATIVE DIRECTOR OF SERVICEPLAN PARIS Alain Roussel, President of Serviceplan France (French subsidiary of the leading independent European communications group Serviceplan Group) and Hervé Poupon, Creative Director of Serviceplan Paris, have announced the appointment of Daniel Perez as Co-Creative Director of Serviceplan Paris.

Concerned about nurturing talent to contribute to the growth of the company, Alain Roussel and Hervé Poupon wanted, through this appointment, to recognize Daniel's talent and investment in the agency's creative growth, as illustrated by its entry into the ranking of the world's top 10 independent agencies in the Global Creativity Cannes Report 2018. Since joining Serviceplan in 2016, Daniel contributed to 70 French and international awards including the multiple award-winning Parisian Road Safety ‘Virtual Crash Billboard’ campaign.

Daniel Perez, 41, started his career in 2006 as a designer and editor at of the agency TBWA, with Erik Vervroegen. Voted "Young Creative Advertiser of the Year" by Stratégies Magazine in 2008, he worked in the TBWA network (London, New York, Los Angeles, Madrid, Berlin, Paris) where he was involved in major campaigns for international brands including; Adidas, Nissan, Playstation, McDonald's, Amnesty International, Unilever, Michelin, Visa and Apple. He joined Serviceplan France in 2016. Multi-awarded by the most important French and international advertising festivals, Daniel is also a director of advertising films and short films.


2019-06-12 00:00:00
Serviceplan Campaign Creates ‘Be Maximal’ for MAXIMAL G, REWE Group’s Energy Drink Serviceplan Campaign has created a witty campaign for MAXIMAL G, the energy beverage of REWE Group. Titled ‘Be Maximal’, the unique campaign is aimed at Millenials.

We all use up way too much energy in our daily lives, whether we’re at work, shopping, or even sleeping, everything we do uses energy and we need this energy to survive. But how do we get as much energy as possible, without wasting too much of it?

A quirky campaign for energy drink Maximal G claims to have found the answer to this question, with a mockumentary featuring a cyclist who shows her creative yet obscure way of reaching her maximum energy level: a never-seen-before way to get the energy you need. And all this with just the help of a bit of quantum physics and a bike. Now that everyone knows just how easy it is, you can earn your extra dose of energy too. But of course, you could also just drink a can of “Maximal G”.

Serviceplan Campaign came up with the inaugural advert for the MAXIMAL G brand: ‘Be Maximal’ is an unconventional campaign targeting Millenials with its quirky depiction of a cyclist wearing pro-cycling gear and racing backwards down a country lane.

Michael Jaeger, Managing Director Consulting, Serviceplan Campaign commented: "MAXIMAL G is directed at young people who are always either online or out and about. With MAXIMAL G, the REWE Group has launched a product in the market which perfectly matches this kind of lifestyle. Our campaign exactly reflects that lifestyle and will, therefore, be extraordinary and surprising, just like the people that we want to reach out to.”

He continued: "In close collaboration with our colleagues from Neverest, E+P films and director, Matthias Thönnissen, we have been pursuing a modern content approach that puts the digital communication measures into the spotlight and distinguishes itself through shorter periods of implementation in order to consistently produce new and especially current contents for users." 

2019-05-15 00:00:00
Beck’s turns WhatsApp chats From Legendary Nights Out into Personalised Comics with “Heroes of the Night” App An unforgettable night of partying with friends is usually based around a WhatsApp group chat. As the night progresses, you end up with the ultimate archive of legendary stories which often end up disappearing into oblivion and being forgotten forever. Until the invention of the innovative Beck’s “Heroes of the Night” app, which enables every chat history to be turned into an original, personalised comic. Serviceplan Campaign International and Plan.Net Campaign were responsible for turning this idea into a reality.

With the “Heroes of the Night” app, Beck’s is launching a new initiative in keeping with its brand claim “You make it legendary”. From now on, WhatsApp users can simply transform their chat history into a comic and therefore recreate their epic night out with friends in the most unique way.

In cooperation with comic illustrator Matthias Schardt, more than 300 frames were created exclusively for the app. Each individual comic can be saved and shared. The “Heroes of the Night” app, which is available now from the App Store, transforms every member of the group chat into a comic character. Up to ten different characters are available in total, and background scenes and other features can also be adapted individually.

Serviceplan Campaign International, the beer brand’s agency of choice, and Plan.Net Campaign were responsible for the idea, concept development and realisation of the “Heroes of the Night” app.

Susanne Koop, Marketing Director Germany at Anheuser-Busch InBev explained: “As a brand, we are continuously seeking new ways to come into contact with our consumers. For me, ‘Heroes of the Night’ is an app that combines technological know-how and creativity to result in a highly relevant consumer experience,”

Markus Kremer and Thomas Heyen, Partners and Executive Creative Directors at Serviceplan Campaign International commented“The intelligence of the app makes it possible to depict any WhatsApp chat in an extremely authentic way – with locations, times and a varied selection of characters that makes every comic fun.”

Markus Maczey, Chief Creative Officer of the Plan.Net Group and Managing Director of Plan.Net Campaign added: “The main complexity of the programming consisted in bridging the non-existent interfaces of WhatsApp and bringing an entertaining logic to the generated comic.”

The user-generated comics can be saved as an image file or PDF and shared on all social media platforms.

2019-05-14 00:00:00
The Onehand-Cookbook from HiPP Takes the Stress out of Cooking with Young Children Sure to strike a chord with every parent of a young child: cooking with a baby or toddler around is already challenging enough. If only we had more than one pair of hands... Now HiPP and Serviceplan Campaign have come up with the brilliant idea of a Onehand-Cookbook, precisely so that you can hold your little infant in one arm, while simultaneously preparing a delicious meal with the other.

Babies are undoubtedly at their happiest when cradled constantly in the arms of their Mummy or Daddy. Unfortunately, some day-to-day activities don’t lend themselves to being carried out with a baby under one arm – cooking, for example. Which is precisely why Serviceplan Campaign has joined forces with HiPP to design the Onehand-Cookbook, containing healthy and delicious recipes for parents. These can be prepared quickly and simply with just one hand using a jar of HiPP baby food as their starting point.

The Onehand-Cookbook is beautifully illustrated by Ana Jaks with retro-style images inspired by the original HiPP logo of the 1970s. 

Matthias Harbeck, CCO Serviceplan Germany, explains the basic principles: “The cookbook contains 16 lovingly designed and beautifully illustrated recipes. British illustrator Ana Jaks was responsible for the vibrant, colourful illustrations, inspired by the HiPP logo that originated in New York back in the 1970s. And there’s also the special Onehand-Cuttingboard, which makes actions like chopping, peeling, piercing or opening a HiPP jar possible with just one hand. It also acts as a recipe card holder.”

HiPP’s Onehand-Cookbook is intended for multi-tasking parents. All the recipes developed by Claus Hipp are based on HiPP jars full of the best quality organic ingredients. Simply by using these jars, parents can save several steps in the food preparation process, such as chopping, blending or steaming. The recipes also make use of fresh ingredients to provide delicious, balanced meals that can be prepared in a matter of moments.

2019-05-09 00:00:00
Sune Sorensen Directs BMW Commercial About Hard Topics of Family Divide and Forgiveness for Huge Ramadan Launch Director Sune Sorensen creates highly emotional TVC for BMW to launch during Ramadan

Ramadan is a globally significant month, observed by hundreds of millions of people worldwide each year. With 1.8 billion Muslims Ramadan is becoming as important for advertisers as Christmas or the Superbowl. Since Ramadan is the month of giving and generosity, Brands - especially Automotive - offer consumers discounts on their products or services, which clutters the Automotive advertising landscape in the region. So BMW wanted to stand out from the car commercial masses with a TV spot that pulls at the heartstrings.

Director Sune Sorensen collaborated with Serviceplan Middle East on a story about two brothers, who reconcile during Ramadan (the month of forgiveness). Sorensen’s interpretation of the narrative turned into a beautifully told story that takes the audience on an emotional journey in which a father struggles with the heartbreaking memories of his brother, with whom he has had a falling out years ago. The denouement portrays a powerful moment of reconciliation where forgiveness wins over stubbornness and pride. The epic TVC has a cinematically stunning aesthetic and the director wanted to emphasize the importance of putting aside our ego and to forgive, in particular during a month such as the Ramadan, where families get together.  



Director Sune Sorensen: “I was equally humbled and excited to take part in this - it felt like one of those very special moments with a message that really resonated with me. Life is too short to waste it on pride or ego - we only stand to lose that way. And we gain so much from forgiveness and reconciliation. Love always wins.”

Filmed in Lebanon during a 2-day shoot, the commercial features Elie Mitri, a Lebanese actor Sorensen had spotted in a Grand-Prix award-winning film. 

Serviceplan Middle East conceived the campaign and Sorensen worked closely with the creatives throughout; Worldwide ECD, Jason Romeyko; ACD (Copy), Wayne Fernandes; and ACD (Art), Victor Farias. 

Sorensen continued: “The client and agency took a great leap of faith with me on this film. What started off as a 30 second commercial ended up as an epic 3 minute one-take, and it took a lot of courage for everyone to understand the value of that. I wanted to portray the film’s emotional development with a sense of immediacy by creating a proximity to the actor and his feelings of distress and turmoil while they happened. A pain that nor he, or we, could escape from because they appeared in the moment. This meant going beyond the natural boundaries of traditional commercials - to allow space for the internal process to externalize and to allow uncompromising authenticity with the characters. The strength of this approach became apparent almost the second we started shooting. The actors had room to truly convey their emotional distance and Elie could dig deep into his character’s feelings of remorse and resentment for not being able to reconcile with his brother during such an important month of the year - it was very hard to watch, even behind the camera, and let's just say the actors were not the only ones crying. The experience was very moving.”  

The commercial will be featured across on TV across the entire MENA region on Rotana Khaleejiah + MBC Drama (MENA) and Dubai TV.  It will also air online for the GCC region, and on social media platforms (Instagram, Facebook, Snapchat, YouTube).  There is a full-length directors’ cut as well as 15 second TV trailers and 1 minute cuts for social platforms. 

In the Director’s Cut, the film features a very famous song, “Say Something” by A Great Big World (it has several billion hits across social platforms and music streaming services). About the choice of song, Sorensen says: “I spent a great deal of effort getting this song. It meant the world to me. In fact, it so much so that I got in contact with Ian Axel and Chad King personally to convince them why their song was the only right song for me. Everything about this film came naturally to me, it almost spilled out of me, but I needed to feel the music in a way that was equally profound and instant. I adapted over 400 songs to the film during post production and we even composed several of our own but none of them felt right. Until I found “Say Something”. Not just because it was poetic, painful and beautiful, but because it told our story exactly the way I always imagined. The song’s emotional progression matched the narrative and actor perfectly, but the song was also meaningful on more levels. Amongst other, I found it symbolically fitting that many people know the song with Christina Aguilera’s voice - thus eliciting a sense of lost companionship similar to that of the story, but on a very personal level directly with the audience themselves - they will be anticipating her voice, but it never comes, and instead we get this powerful, solitary voice of a man in pain - exactly like our actor.” 

2019-05-08 00:00:00
Serviceplan Greater China Creates Internet Sensation on Chinese Social Media with Witty 999 Cold Remedy Campaign More than 430 million impressions of ‘999 Warm-Hearted Leggings’ print and digital campaign which captures imagination of the Chinese public and updates image of China’s Number 1 selling cold and flu medicine.

999 Cold Remedy is the top selling cold and flu medicine in China. Its classic “999” green and white box is one of the essential items in every Chinese household.


The brand’s look and feel had remained the same since it was first launched in 1991.  999 wanted to rejuvenate its brand image and to attract a younger generation to the product, while communicating 999’s core value “Feeling Warm, from Heart to Heart.”

View the case film here: 

In China people wear old-fashioned leggings during winter in order to keep the body warm and prevent colds. These leggings tend to be as outdated style-wise as the image of 999 Cold & Flu brand. Young people refused to wear these leggings, which made them more prone to catching a cold. So Serviceplan China reimagined winter leggings for a young generation, with tongue-in-cheek styles such as the; ‘Won’t Get Cold Youth’ which looks cold but is secretly warm inside; ‘Wearable Luck’ leggings which will make your wishes come true, ‘Regimen Punk’ that turn you into the hottest dancer at the club; and ‘Client’s Logo Bigger Version’, an ironic dig at the youthful obsession with wearing your designer’s logo as big as possible on your clothes. 

A series of retro posters designed by Danni Wang and Er Suo, Art Directors at Serviceplan Beijing, became a social media sensation, and the campaign became the hottest search on Wechat and Adquan, a leading online media and industry interactive information service platform for the Chinese advertising industry, and a trending hashtag and topic on the search engine Baidu and Weibo, the Chinese Twitter equivalent. It also reached the No. 2 spot on Weibo’s hot search and stayed there for 2 hours: usually the top 3 spots are taken by celebrity gossip. A video of the campaign had more than 21.5 millions views with a 130 million trending hashtag and 15,000 interactions.

More than 10 Government-owned media outlets shared the campaign. There was a 790% of increase on WeChat search on the day of launch, and a 560% increase of views on 999’s official WeChat feed.

Serviceplan Greater China Chief Creative Officer Chong Kin said: “The great thing is that more than 430 million impressions of the 999 Cold Remedy campaign have been generated through social media and mobile apps.”

2019-05-02 00:00:00
Sea-Watch Stages Powerful Campaign for Sea Rescue: "LIFEBOAT - The Experiment" gives a realistic insight into the fears of Mediterranean Refugees At least 6 people still die every day fleeing across the Mediterranean. In 2018 alone, at least 2,277 people attempting to cross the sea were unable to reach dry land.
As the work of civil sea rescue organisations is hampered, the proportion of deaths and missing persons in the Mediterranean has quadrupled since 2015. It is also alarming that 85 percent of Germans are not even aware of the extent of this crisis, according to a YouGov survey* commissioned by Sea-Watch.
Michael Schwickart of Sea-Watch explains: "When we started civil sea rescue in 2015, the mood in Germany was different. A few years later, the willingness to help and support has faded. But even in 2019, the Mediterranean remains the deadliest border in the world.”
Now is the time for the aid organization Sea-Watch to take drastic measures and make these dangers tangible for the general public: with "LIFEBOAT - The Experiment", documented in a film directed by Oscar-nominated Skye Fitzgerald. Leading psychologist Michael Thiel was on hand throughout the experiment as a consultant. 

40 volunteers experienced a simulated Mediterranean crossing in a rubber dinghy for "LIFEBOAT - The Experiment", which was developed together with five refugees who had survived Mediterranean sea crossings and told of their experiences and impressions. 
Based on the first hand accounts of these traumatic experiences, the simulation was designed to be as realistic as possible.
While the 40 volunteers were crowded together on a rubber dinghy in a maritime training facility, the motion of the sea, lighting conditions and background noise were constantly changing for five hours. During the course of the simulation, waves and ambient noise increased, and increasing darkness aggravated the situation. This made the experience even more exhausting for the participants. During the experiment, rescue divers and medical personnel ensured the safety of the participants throughout.

The result: a deeply moving experience that caused the participants to reevaluate their views of immigrants attempting dangerous sea crossings.

The majority of the participants became seasick and complained of dizziness and nausea.
Some of them vomited Seven participants aborted the simulation prematurely by jumping out of the boat and swimming to the edge of the pool - a decision that would mean certain death in the middle of the open sea. After five hours, all the volunteers agreed that only extreme despair and hopelessness could motivate people to take that risk. That no man can do such a thing voluntarily. "Of course, the experiences of refugees cannot be simulated entirely realistically, but the experiment nevertheless creates an approximation of the situation and emotions it evokes. “LIFEBOAT - The Experiment” underlines the
necessity of the sea rescue organization Sea-Watch and gives the participants a deeper understanding of the extreme danger faced by immigrants attempting such dangerous crossings”, said Schwickart of Sea-Watch.

The film: Skye Fitzgerald delivers a powerful 9-minute documentary film:
Under the direction of the Oscar-nominated director Skye Fitzgerald, the interviews of the refugees and participants in “LIFEBOAT - The Experiment”, as well as the entire experiment were filmed.

Skye Fitzgerald explained: "This experiment will be part of the dialogue that brings change. We are starting to think about how we can deal with this crisis in a more meaningful way. If we change even one person's opinion about the Refugee crisis with this experiment, then it was a complete and absolute success."
The creatives behind the project:

Together with Sea-Watch, Serviceplan Hamburg implemented the campaign "LIFEBOAT - The Experiment" - from conception and story development to the shoot, as well as the design and implementation of the campaign website.

Alexander Schill, Global Chief Creative Officer, Serviceplan Group commented: "It was a challenge to create emotions and empathy for a topic with which we have all been familiar with via the media for some time. Saving lives in the Mediterranean Sea – this immediately creates images and headlines. However, the support for this cause is still quite limited and the topic has not been at the centre of the news cycle recently. With “LIFEBOAT - the Experiment” Sea-Watch intentionally chose a different way of creating
attention and reigniting the conversation around the lives lost at sea on a daily basis.”

Elements of the 360-degree campaign:
The 9 minute documentary film of "LIFEBOAT - The Experiment" was produced in German and English and can be viewed on the website: 
The film was shot in a maritime training facility in Northern Germany with a group of German volunteers. The campaign launches on April 25, 2019, and a trailer will be shown in Cinemaxx cinemas in Germany.
Awareness of the experiment is spread nationally and internationally through PR and social media with 15 and 30 second cut downs of the documentary. Background information on the experiment and interviews with the Refugees, Director Skye Fitzgerald and psychologist Michael Thiel are available on the campaign site. 

2019-04-26 00:00:00
The Wedding of the Year: Siri and Alexa say Yes to each other in Vienna In the run-up to EuroPride Vienna in June 2019, an unusual campaign draws attention to the LGBTQ+ destination Vienna. The Vienna Tourist Board, Serviceplan and Vangardist Magazine organised the most sensational wedding of the year: the wedding of Siri and Alexa and thus the world's first AI wedding. The film documentation of the symbolic wedding of the two smart speakers at Belvedere Castle can now be seen on numerous channels as well as on the campaign site

Vienna celebrates "Love for everyone". A very special wedding took place at Belvedere Castle: two world-famous AI women – Siri and Alexa – exchanged vows. The Viennese LGBTQ+ community celebrated the marriage of the language assistants in front of a crowded congregation which included Viennese LGBTQ+ celebrities Pandora Nox and Laksmi Wuggenig. Serviceplan Campaign and Plan.Net Campaign from Munich together with the Vienna Tourist Board and Vangardist Magazine were responsible for the conception and implementation of the spectacular and colourful staging.

Vienna Tourist Board Director of Tourism Norbert Kettner explains: "It is a true pleasure and honor to host EuroPride in Vienna from June 1-16, 2019. Vienna is a cosmopolitan kaleidoscope – a modern world city, where different lifestyles, diversity and respect are actively lived and where our many differences are perceived as our greatest strength. EuroPride, with its multifaceted program, is the perfect occasion to celebrate and explore a city that has emerged from being a hidden gem to becoming a hot spot for the LGBT community."

The publisher of Vangardist magazine, Julian Wiehl, adds: "With the first wedding of two artificial intelligences, we wanted to show that in 2019, smart devices can marry but not all people. Fortunately, marriage for all exists in Vienna, but in other countries the LGBTQIA+ community is still discriminated against. The EuroPride makes an important contribution to further reduce prejudices and malicious bad positions".

The wedding ceremony was made possible by the Alexa Skill "The Pride Skill" developed by Plan.Net Innovation Studio, which is officially available in the Amazon Skill Store. Markus Maczey, Creative Director of Plan.Net commented: “In addition to information about the EuroPride Festival, The Pride Skill contains a very special feature: with a special trigger set, a dialogue can be started between Siri and Alexa that leads to the symbolic marriage of the two language assistants. Only tools provided by Amazon are used for this."

Alexander Nagel, Creative Director of Serviceplan Campaign, adds: "It was fascinating to see how emotionally the wedding guests reacted to the marriage vows between Siri and Alexa. In the campaign, we were able to use technology in a skillful way to set an example for more humanity and equality."

The wedding campaign conceived by Serviceplan Campaign, Plan.Net Campaign and Plan.Net Innovation Studio will start on 25 April 2019. The focus will be on video and photo material taken during the celebrations at Belvedere Palace, which can be seen in the digital channels in particular.

The campaign site provides additional content about the smart bridal couple: In addition to exclusive wedding pictures, several short videos tell the entire love story of Siri and Alexa – from the first date to the honeymoon. And anyone can download the skill themselves, marry their Siri to Alexa and get in the mood for EuroPride 2019 in Vienna at the same time.

2019-04-26 00:00:00
‘Human Heart. Out of stock’: German organ donors encouraged to respond to shortage of hearts with Mediaplus Group campaign for Über Leben Foundation Over 10,000 people in Germany live in constant fear of death, because they are waiting, sometimes for years, for life-saving organs. On average three of them die every day, since annually there are only 955 people who donate their organs after death.

Munich, 11 April 2019 — In Germany, a country with an extreme shortage of organ donors, if only you could order a life-saving organ online. After all you can buy almost everything else online, often with a next-day delivery. However, many seriously ill people wait many years for a donor heart, often dying before receiving one.

So Mediaplus Group and Plan.Net Group collaborated on ‘HUMAN Heart. Out of stock’ – a campaign for the Über Leben Foundation designed to illustrate how many lives could be saved if more people signed up as a donor or made donations. An extraordinary online BILD shop was launched, carrying an offer with all the usual data and details, but the item was particularly unusual: a human heart.

Mediaplus Group and Plan.Net Group also used a multi-platform content management system in order to be able to display the "product ad" with the donor heart across all channels. Unfortunately, visitors to the page found that the heart was out of stock. The product page explained the reason: because there aren’t enough donors in Germany to alleviate the situation of patients awaiting transplant. With just two clicks visitors to the website could fill in an organ donor card.

In Germany you can voluntarily carry a donor card with you. The message of the campaign was to encourage people to carry a donor card: you can’t place an order to rescue your own life. One reason for the low number of donors in Germany is that many people have not yet made a decision on the question of whether they would like to donate their organs in the event of their death or filled in their organ donation card.

As a result of the initiative there was an increase of 220% in the number of people requesting the donor card, and 2.5 million media impressions resulted from the campaign.

Jorit Ness, Managing Director, Foundation Über Leben commented: “The action was unmistakably clear – no life on order. In order to improve the situation of the organ donation in Germany lastingly, it is essential that many more people make the decision to donate during their lifetime. People need to decide whether they would like to save another life in the event of their own death. Only about one third of the German population has an organ donor card – we wanted to change that with this campaign.” 

2019-04-11 00:00:00
French Federation for Research Into Epilepsy Launch campaign with Serviceplan France on International Epilepsy Awareness Day On ‘Purple Day’ – the 11th edition of an annual International day of Epilepsy awareness - the French Federation for Research into Epilepsy launch an unprecedented communication campaign to highlight epilepsy, and appeal for donations to fund the foundation’s research into the condition.

To coincide with International Epilepsy Day on 26 March 2019, the Fondation FranÇaise pour la Recherche sur ‘l’Épilepsie (FFRE), which supports research into epilepsy in all its forms, decided to convey their message in an unexpected and unique way. The Serviceplan France ‘Cash Épilepsie’ campaign aims to highlight the everyday experiences of people with epilepsy, and launch an appeal for donations.

Epilepsy is a neurological disease that affects more than 600,000 patients in France and 3 million people including caregivers, yet there is little public awareness of the condition within the general public.

The Fondation Française pour la Recherche sur ‘l’Épilepsie (FFRE) opened a fake pop up shop in Paris for 3 days, selling items which had belonged to people with Epilepsy. To illustrate the everyday reality of this little-understood condition, the boutique pretended to sell second-hand “cut price” objects. More than forty curious shoppers were drawn into the store, surprised to discover that the objects had all been broken or damaged by their previous owners during an epileptic seizure. The potential buyers then learnt the troubling stories behind the objects, such as a coffee table that had been broken when someone had fallen during a seizure and injured herself.

The salesperson was then able to raise the “customers” awareness about epilepsy, and explain that due to indifference or stigma about epilepsy, and a lack of funding and donations, they had to use a shocking ploy so that a store like that would never exist in reality.

The campaign was designed to highlight the condition of Epilepsy and make it a healthcare priority. The customers became the stars of an original video filmed using a hidden camera, which became the Foundation’s new online campaign: “Cash Epilepsie. Broken lives at cut down prices.”

Epileptic seizures most often take the form of unpredictable absences and bouts of unconsciousness that lead to falls. Depending on where they happen, these falls may have minor or serious consequences. So when you have epilepsy, the most ordinary living environments and the most ordinary everyday objects can be potentially dangerous. And even for patients whose treatment is under control, the fear of seizure is constant. They are
afraid of dangers caused by the seizures and of how other people view the disease.


2019-03-26 00:00:00
FORMER OGILVY GERMANY CHIEF CREATIVE OFFICER MICHAEL KUTSCHINSKI TO JOIN PLAN.NET IN HAMBURG The acclaimed creative director is joining Plan.Net’s management team to further develop the agency group’s digital creation activities in Hamburg. Before moving to Plan.Net, Kutschinski was CCO Germany and Global Creative Leader Customer Engagement & Commerce at Ogilvy.

Plan.Net is delighted to announce this new injection of creative power in Hamburg, where Michael Kutschinski is to take on the position of Managing Director Creation at Plan.Net UX. In his new role, he will be working closely alongside founder and Managing Director Christoph Mecke in running and further expanding the agency, which specialises in user experience. Here, the main focus will be on the interplay between creativity and technology in optimising user experience across all digital channels. He also plans to provide ongoing assistance to existing Plan.Net clients in their internationalisation activities. Michael Kutschinski will be reporting to Klaus Schwab, Managing Partner of the Plan.Net Group.

As Michael Kutschinski explains: “I’ve been interested in the area of user experience for 25 years. The interface between people and machines – and therefore also between people and brands – has become almost infinite during this time. Together with Plan.Net UX, we will use our creative expertise to ensure that all the interaction points for our clients offer maximum benefits.”

Until the end of last year, Michael Kutschinski was Chief Creative Officer at Ogilvy Germany and Global Creative Leader Customer Engagement & Commerce at Ogilvy, Berlin. He spent the last 15 years at the WPP subsidiary, which he joined in 2004 as Executive Creative Director, before being promoted to Global Chief Creative Officer of OgilvyOne Worldwide until OgilvyOne was integrated into Ogilvy. During this time, Kutschinski (53) looked after major accounts such as BMW, Deutsche Bahn, Nescafé, o2 and Volkswagen. His CV also includes positions at Jung von Matt in Hamburg and at Pixelpark in Hamburg and New York. Over the course of his career, Kutschinski has won over 350 awards and has been on the panel of judges at Cannes Lions, The One Show, the Art Directors Club and the New York Festival.

Plan.Net UX Managing Director Christoph Mecke is delighted at this new creative addition to the team: “Michael Kutschinski and I are both very passionate about digital brand experiences. These days, an outstanding user experience is the most important interface between brands and people. I am very much looking forward to continuing this mission together with him.”

Klaus Schwab, Managing Partner of the Plan.Net Group, adds: “We are very proud to have one of the top creatives in the digital sector as part of our management team here in Hamburg. Michael Kutschinski combines first-class creative expertise and vast international experience with an in-depth understanding of all things digital. Together with him and Christoph Mecke, we want to focus our attention even more on developing relevant experiences for major brands.” 

2019-03-14 00:00:00
Creative Frontman Richard Chong Strengthens Serviceplan Malaysia Team Serviceplan Malaysia have hired Senior Creative Director Richard Chong to work closely with General Manager Elaine J. Chew with the remit of expanding Serviceplan business in the region.

Founded in 2017 to increase the footprint of Serviceplan Group in the APAC region, Serviceplan Malaysia is the leading creative agency for BMW Malaysia, the fringe agency for OCBC Bank Malaysia and recently won new business with TA Management. An integrated brand agency thinking globally and acting locally, Serviceplan Malaysia has a focus on integration, data and technology as key factors in the evolution of brands.

Elaine J. Chew, Serviceplan Malaysia General Manager commented: “Richard and I worked together years ago, and we both had a good working chemistry which allowed us to come together again. Richard is passionate, has an eye for details and most importantly is a good listener. Richard takes the time to understand the brands and issues at hand; resulting in great creative solutions. Richard is also a good mentor and inspiration to the Creative and Brand Management team here at Serviceplan Malaysia.

After gaining a B.F.A. in Visual Communications and Art Direction in the USA, Richard returns to Kuala Lumpur, Malaysia to embark on an advertising career which has seen him work at high profile global agencies including; Y&R, JWT, Grey, McCann and Publicis. He left Malaysia to take up a bigger role in Beijing as Group Creative Director at McCann Healthcare, where he also served as a Global Creative Council member within the network. Richard has led various creative teams and was responsible for some big brands, both in Malaysia and China including; Maxis, Petronas, OCBC, Astro, Nestlé, BMW, Tourism Malaysia, Johnson & Johnson, Reckitt & Benckiser,

Richard’s work has been recognised with creative and effectiveness awards including; D&AD, LIA, One Show, AdFest, Spikes, Asian Marketing Effectiveness Awards (AMEs), PMAA and the EFFIEs.

As an idea-based “Creative Frontman”, he’s looking forward to continue pushing effective media-neutral creative solutions for all brands under his care.

2019-03-13 00:00:00
Professional Racecar Driver Aurora Straus Stars in BMW ‘Power Has Come A Long Way’ Spot by Serviceplan ‘Power has come a long way’, a digital film from BMW starring Aurora Straus with an all-women crew helmed by Director Rachel McDonald with Director of Photography Rachel Morrison - the cinematographer on the Oscar-winning Black Panther- launched on International Women’s Day. The spot from Serviceplan New York tells the story of Aurora Straus, a 20-year-old professional racecar driver, Harvard freshman and founder of ‘Girls With Drive’

The film marks the launch of Aurora Straus’s ‘Girls With Drive’ website. BMW is a proud supporter of Straus, who currently races in the 2019 Pirelli World Challenge season in a BMW M4 GT4. The new video covers Aurora’s initial deferral of Harvard in order to compete in motorsports.

Straus started ‘Girls With Drive’, a non-profit focused on helping girls and young women get involved in male-dominated industries (particularly politics, business, and STEM, which includes the automotive industry). Her main focus is a mentorship program that connects successful professional women with young women and girls who are interested in the business side of the automotive world. In addition to the mentorship program, she is developing a ‘school tour’ and an internship program. 

2019-03-11 00:00:00
Sarenza and Serviceplan France Collaborate with BECOMTECH to Train Next Generation of Women Coders in France To celebrate International Women’s Day 2019, French shoe brand Sarenza and Serviceplan France developed #ChangerLeCode with BECOMTECH to improve gender equality in the digital tech professions.

To coincide with International Women’s Day 2019, a coding training program for young women designed to improve gender parity in the digital industries, has been developed by Sarenza with Serviceplan France and BECOMTECH.

For Sarenza, a French company specializing in the online sale of shoes and accessories, equality between men and women at work is a priority topic: 64% of the company’s employees and 6 of the 10 members of its Management Committee are women.

On the occasion of International Women’s Day on March 8th2019, Sarenza decided to illustrate this commitment by highlighting the work of BECOMTECH, a French national association whose ambition is to help young women break into the world of digital and computer programming. BECOMTECH promote gender parity in the profession of digital and computer programming and introduce girls to digital and computer sciences at high school and college.

Sarenza Director General, Hélène Boulet Supau,commented: “Women represent only 16% of tech employees. And, although for years many companies and associations have been working to raise awareness, demonstrate and alert people to the fact that there are too few women in the digital business, the results are not tangible enough. Because of the mix of trades, companies are at the end of the journey: the operational change is cultural, and it is everyone's business. And at Sarenza? We have been working for many years to engage and change the mindset about gender parity in employment. "

Serviceplan France created an online film which reveals some of the outdated presumptions that coding is not a profession for women, when every man interviewed automatically presumes the codes he is shown were made by a man. The Sarenza training programme enables girls to learn coding, and paves the way for a new generatio of women coders who could potentially change the male-dominated industry in France where only 2% of coders are women.



2019-03-07 00:00:00
MATTHIAS BRÜLL OVERSEES MEDIAPLUS INTERNATIONAL Matthias Brüll is joining the Serviceplan Group as Managing Director Mediaplus International. In this newly created position, the experienced media strategist will be overseeing the expansion of the Mediaplus Group’s international activities from May 2019 onwards. Prior to taking on this role, Brüll spent twelve years working in various management positions within GroupM, most recently as Chairman and CEO of Wavemaker Germany, Austria, Switzerland.

Europe’s largest independent media agency Mediaplus is taking another important step towards internationalisation. This May, Matthias Brüll will be assuming the newly created position of Managing Director Mediaplus International. The 51-year-old can look back on many years of experience in the German and international media industry and will be managing the further development of Mediaplus’ international activities from the headquarters of the Serviceplan agency group in Munich.

“Matthias Brüll is an excellent media strategist with a high level of international expertise, who has been at home in the increasingly complex media and communications industry for many years now. With him on board, we will be stepping up the international activities of the Mediaplus agencies as part of the Serviceplan Group’s overall strategy – with the goal of further establishing the only independent German global network. I personally hold Matthias in very high regard and look forward to him joining us here at the House of Communication in Munich very soon,” says Florian Haller, CEO of the Serviceplan Group.

Matthias Brüll previously held various positions at global network GroupM for twelve years; from 2006 to 2010 as Managing Director at MediaCom Germany, and until 2015 as CEO of MEC Germany. Subsequently, Brüll became responsible for GroupM’s business operations in Germany as CEO for two years, before joining the newly established media agency Wavemaker in 2017 as Global Chief Product Officer, where he went on to become appointed Chairman and CEO for Germany, Austria, Switzerland. Before developing his career at GroupM, the graduated business economist worked in senior positions within the media sector, first at Daimler AG and then at the BMW Group.

Matthias Brüll: “I am really looking forward to taking on this exciting new task at Europe’s largest owner-managed agency group and, together with a strong team, to successfully steering Mediaplus International into the future. Our aim is to provide our clients with a clear, forward-looking range of products to help them find their way around the rapidly changing communications sector and to develop successful, tailor-made solutions that can be used across the market as required.”

As the Managing Director of Mediaplus International and Managing Partner of Mediaplus Group, Matthias Brüll will manage the international business of the Mediaplus agency group and report to Florian Haller, CEO of the Serviceplan Group. 

2019-03-05 00:00:00
Reporters Without Borders Germany and Serviceplan Turn Fonts of Banned Newspapers into Symbols of Press Freedom. A unique campaign that reconstructs the fonts of banned daily newspapers to bring them back into circulation, as “Fonts for freedom”. 

More and more media organizations are censored or closed and journalists arrested. These are drastic measures taken by oppressive regimes to limit freedom of press. As a reaction Reporters without Borders Germany launched the campaign FONTS FOR FREEDOM, conceived by Serviceplan Campaign Hamburg to turn the fonts of prohibited newspapers into symbols of press freedom. Reporters Without Borders Germany reconstructed the house fonts of 9 newspapers banned by governments in Turkey, Azerbaijan, Vietnam, Cambodia, Tanzania, Hungary and Russia. Countries with a track record of suppressing freedom of press. The fonts were then given to major German newspapers like Süddeutsche, Die Welt, TAZ and Augsburger Allgemeine. They used the Fonts for Freedom on their title- and media pages along with matching topics. This way, every single daily became a symbol of press freedom.

Further initiatives followed: Reporters Without Borders Germany launched a striking demonstration against one of the most notorious enemies of press freedom: Turkish president Erdoğan. When he visited Germany in 2018, he was confronted with billboards promoting press freedom as he left Berlin airport. The special: the confronting headlines where set in exactly the fonts of the newspapers he had recently banned.

"We are very happy to create a platform together with Reporters Without Borders Germany to bring banned newspapers back in the public spotlight." said Sön Becker and Eduard Hörner, responsible creative directors.

To give the campaign an even wider reach billboards, posters and banners set additional statements for press freedom. All were using the fonts of previously banned newspapers.

Supporters of the ‘Fonts for Freedom’ campaign could make a personal stand for press freedom online by writing their own statement using a Font for Freedom or supporting the charity with donations. On the website there is a growing permanent archive for fonts of shut down newspapers. Everyone is invited to download or directly use these fonts to spread the message on the streets and on social media.

The ‘Fonts for Freedom’ campaign was a successful statement in support of freedom of press. The campaign saved banned newspapers from being forgotten and supports journalists worldwide who fight for freedom of the press. Reporters without Borders Germany strongly believe that press freedom is one of the foundations of democratic society, and their mission is to stand up for freedom of press throughout the world.

Serviceplan Campaign Hamburg worked closely with selected typographers to recreate the fonts of banned newspapers. The motivation was to use these fonts to take a symbolic stand and illustrate that the truth cannot simply be erased through censorship. Because there is no freedom without press freedom. 

2019-02-26 00:00:00
Best Brands 2019: Adidas, Lego, Lillet and Amazon Receive Coveted Brand Awards at Ceremony in Munich The 16th annual Best Brands awards took place in Munich on 20th February, where the strongest brands of the year were honoured during an awards ceremony with musical performance by Hollywood star Kiefer Sutherland. Moderated by Klaas Heufer-Umlauf, the awards presented during the ceremony included; Adidas – ‘Best German Corporate Brand International award’; Lego – ‘Best Product Brand’ award; Lillet - "Best Growth Brand"; and Amazon in the special category ‘Best Digital Life Brand’.

Since its inauguration in 2004, the annual Best Brands event has become an influential industry fixture, and the 16th edition of the awards gala recognized Germany's best brands in Munich on 20 February. Best Brands is the only marketing award to measure the strength of a brand on the basis of two criteria based on extensive representative GfK studies: actual economic market success and the attractiveness of the brand in the perception of consumers.

The evening gala at the Hotel Bayerischer Hof in Munich was attended by more than 700 invited guests from the business, trade and media industries, as well as selected VIPs, who gathered to celebrate the award winners in the categories; "Best German Corporate Brand International"; "Best Product Brand"; "Best Growth Brand"; and this year's special category "Best Digital Life Brand".

More than 14,000 consumers take part in the various Best Brands studies and, form the empirical basis of the study together with 30,000 households of GfK Consumer Panels, and 27,000 stores of GfK Retail & Technology. The consumers annually select the winners from more than 300 potential Best Brands candidates from around 40 sectors.

The coveted marketing prize is now also awarded annually in China, Belgium, Italy, France and, for the first time this year, in Russia. The success of Best Brands, which has grown over the years, is the result of the professional cooperation of all partners – GfK, ProSiebenSat.1 Media SE, WirtschaftsWoche, Markenverband, DIE ZEIT, the audio marketer RMS and the Serviceplan Group.

2019-02-21 00:00:00
Amazon, Samsung, Cristaline, Bosch, Huawei and Bose Awarded at 2nd Edition of Best Brands France Best Brands of several European countries rewarded at awards ceremony on February 11th in Paris, according to exclusive study conducted by GfK.

On February 11th 2019, the awards ceremony of the second French edition of Best Brands was held at the Théâtre des Sablons in Paris.


Best Brands rewards the most successful brands in several European countries, according to an exclusive study conducted by GfK. During the ceremony the AMAZON, SAMSUNG, CRISTALINE, BOSCH, HUAWEI and BOSE brands were named 2019 winners in four categories, based on their scores obtained from 4,500 French consumers surveyed at the end of 2018.


Launched in Germany in 2004 by Serviceplan and GfK, Best Brands is a brand performance barometer. Best Brands measures the strength of brands each year in several European countries, based on a cross-analysis of their real economic success in their reference market, and the emotional preference of consumers. Jacques Séguéla kicked off the event which brought together more than 400 decision-makers from the world of business, marketing, communication and media at the Théâtre des Sablons in Neuilly-sur-Seine. 


During the ceremony the AMAZON, SAMSUNG, CRISTALINE, BOSCH, HUAWEI and BOSE brands were rewarded in the following categories, followed closely by other prestigious brands.


To establish this barometer of brand performance, GfK collected at the end of 2018 the opinion of a more in depth sample than that of 2018, with 4,500 French consumers questioned on 365 brands in 27 categories of product, according to the following methodology:


Why is Amazon leading the way? Winner for the 2nd time, Amazon increases its Best Brands score in 2019 thanks to a good performance on the experience criterion, considered strong and positive. The distributor therefore obtains French consumers a score of 53 (against an average 2019 to 31). They very much note the experience offered by Amazon, moreover on the rational criteria such as the quality of the service, the respect of the promise, as in the emotional dimensions. The American giant is clearly identified as "market leader" by consumers, who abound on the criteria of performance and reputation (reputation and positioning).


BEST PRODUCT BRAND: SAMSUNG : number 1 all categories

Samsung is once again named Best Product Brand in all product categories. Its Best Brands score is driven by strong economic performance elements, including its Cross-Selling indicator at 30% above the 2019 average. This reveals the Korean brand's ability to convert French consumers into consumers in multiple product categories for future purchases. Samsung also presents a high ‘Share of Soul’: this component is fuelled by a loyalty score almost double the 2019 average (58 versus 33). French consumers attribute a status of ‘friend to the brand’, revealing a long-term relationship of trust. The criteria of singularity ("different from others") and innovation are also noted very positively in the study.


Cristaline: a relationship of trust

Cristaline Water is the first consumer brand in the Best Brands 2019 ranking and 2nd in the Top 10. With a loyalty score twice above average, the brand has a good base on the economic criteria of ‘Share of Wallet’. It is also positively evaluated on the ‘Share of Soul’ criteria. French consumers give the brand high marks on the criteria of Trust, Response to Expectations and Quality. These indicators are particularly sensitive in the Agri-food universe, and are crowned with a score of 54 on the "Good Quality / Price" criterion - more than twice the average found in the Best Brands 2019 study.



The German brand Bosch is for the second time in the Top 3 Best Product Brand France, and is the 1st brand in the category Home & Garden. Bosch is particularly illustrative of the experience: French consumers very positively consider the criteria of Trust, Quality and Service. The brand is considered reliable, delivering the product promise. It is also considered a "close friend" by French consumers. This relationship, combined with a solid ‘Share of Wallet’, is illustrated by a very good cross-selling valuation (the brand's ability to recruit and convert consumers outside of its benchmark product category).

Best Growth Brand : Huawei

Huawei is the 2019 winner for the progression of its Best Brand score between the 2018 and 2019 editions. The Chinese telecoms player sees its good performance on the criteria of ‘Share of Wallet’ confirmed by a positive memory imprint, and especially higher than the 2019 average. This is partly revealed by a high level of satisfaction among French consumers. They attribute positive ratings in Innovation (+ 32% compared to the average), Design (+ 24%) and its positioning in the trends of the period ("Fashion" + 35%). Huawei is entering the consumer landscape and can now count on an acquired community, with a Loyalty score well above the 2019 average.


Best Golden Age Brand: BOSE

Bose is the brand with the Best Brands Best ‘Golden Age’ score: consumers aged 50 and over, which the Best Brands study is focusing on this year. This population now represents more than 25 million consumers in France and is expected to grow significantly in the coming years. Far from clichés, the Golden Age are mostly active and have 2/3 of monthly income over 3000 €. They have a relationship with brands supported by values of Protection, Simplicity and Freedom, including a particular expectation on the criteria of quality / price, eco-responsibility and transparency on manufacturing processes. 

Bose is therefore very positively perceived by the Golden Age in France. They even give the brand double marks compared to the average Best brands 2019 on the criteria of Quality, Innovation and Trust. Bose is thus in sync with Golden Age values and their expectations of brands. The brand is also distinguished by its Loyalty score (74 against an average of 33), ranking it even No. 1 across all categories on this criterion among French 50 and over. A criterion that is all the more interesting as the brand shows a significant potential inCross-selling.

2019-02-14 00:00:00
New York City Commuters Experience the Trauma of Being Caged in Powerful Experiment from World Animal Protection US and Serviceplan Campaign International. The objective of the new World Animal Protection US experiment called ‘Your Turn’ is to raise awareness about the poor conditions farm animals are held in and encourage people to help farm animals live cage-free lives and consider animal welfare when purchasing meat. 

Documented in Grand Central Station in NYC, the experiment shows people, as they panic whilst attempting to get out of turnstiles in the subway. It’s designed to illustrate the inhumane conditions faced by the majority of factory farmed animals in the United States. At an average of 270 pounds per person, per year, people in the US eat more meat than almost every other county. This unsustainable, increasing demand for meat forces more and more animals into overcrowded, cruel factory farms with detrimental impacts for animals, people and the environment. 

In the United States more than nine billion chickens are raised for food, the vast majority in overcrowded sheds where they never see the light of day. They are bred to grow abnormally large resulting in short, painful lives. An estimated 95 percent of pigs are raised on factory farms where three out of four mother pigs spend almost their entire lives in a cage, unable to care for their piglets and interact with their fellow pigs. For these social, intelligent animals this is a life of torture. 

Thomas Heyen, Executive Creative Director & Partner, Serviceplan Campaign International commented: “Once a human being forms a habit, it’s a long way to change it. You need drastic measures to open the eyes of the consumer. Especially when it comes to addressing problems like factory farming.”

Alesia Soltanpanah, Executive Director, World Animal Protection US said: “Factory farming is the largest form of animal cruelty in the world. We are grateful for the opportunity to work with Serviceplan to develop this experiment to raise awareness of the suffering that billions of animals experience every day in the United States.”

“This project will assist us in furthering our goal to end factory farming. Industrial farms are the single largest cause of global warming and the conditions in which animals are raised leads to the routine use of antibiotics for animals and the rise of superbugs. Higher welfare farming is better for animals, people and the planet,” continued Soltanpanah. 

The documentation was put into an online film directed by Niklas Warnecke from Instant Waves and music composed by 2WEI Music. The film links to the World Animal Protection US website where people can make a donation or find out more about the vital work of the charity:

2019-02-12 00:00:00
Best Brands 2019: The Top 10 by Category



The strongest brands of the year will be honoured on 20 February 2019 at the 16th Best Brands Awards, which will take place at Munich's Bayerischer Hof hotel. The awards have been presented since 2004 in the categories "Best Corporate Brand", "Best Product Brand", and "Best Growth Brand", as well as in a special category that changes every year, with attention focusing each time on a different key area. The special category for 2019 will be "Best Digital Life Brand". The brands that made it into the top ten from the wealth of potential best brands have now been decided in each category.

Among the prominent guests of this year’s gala, hosted by the German entertainer Klaas Heufer-Umlauf, are the former President of the European Commission José Manuel Barroso as well as Hollywood star Kiefer Sutherland. 

Best Brands – the event that has developed into the most important in the industry calendar since its inception in 2004 – will celebrate the top brands in Germany, as identified in the course of a representative GfK study, for the 16th time on 20 February. The winners will also be honoured this year at a celebratory gala event in Munich's Bayerischer Hof hotel. Awards will be presented in the "Best Corporate Brand", "Best Product Brand", and "Best Growth Brand" categories as well as in this year's special "Best Digital Life Brand" category. The "Best Corporate Brand" has also been analysed regularly at the international level since 2012. The focus for 2019 is on the "Best German Corporate Brand, International".

The growing success of Best Brands over the years since it was first established is the result of professional cooperation between each of its partners: GfK, ProSiebenSat.1 Media SE, WirtschaftsWoche, Markenverband, DIE ZEIT, RMS, and the Serviceplan Group. The coveted marketing prize is now also awarded annually in China, Italy, Belgium, and France. 2019 will also see the awards presented for the first time in Russia. 

2019-01-31 00:00:00