Serviceplan Group

Overview

Serviceplan Group is one of Europe's leading independent marketing and communications agencies, founded in 1970 by Rolf O. Stempel and Dr. Peter Haller in Munich. What began as a small advertising agency operating from the back of a clothing department store has evolved into a global powerhouse known for its pioneering "House of Communication" model—a fully integrated agency structure that brings together creative, media, data, strategy, and technology under one roof.

The agency's distinctive approach centers on what they call "ÜberCreativity"—a philosophy that combines over 50 years of experience with a fully integrated way of working. This model unifies three core agency brands: Serviceplan (creative and content), Mediaplus (media and data), and Plan.Net (digital experience and technology). Together, these agencies operate as more than 40 specialist agencies serving clients across every aspect of marketing and communications.

Serviceplan Group remains proudly independent, operating on a partnership model where senior management and managing directors hold shares in the company. This independence allows for long-term strategic thinking and creative risk-taking that has resulted in consistent industry recognition. The 2024-2025 fiscal year was particularly notable, with Ad Age naming Serviceplan Group among the best agencies of 2025 for creative excellence and AI innovation.

The agency has built an impressive track record of helping brands become "Best Brands" through integrated campaigns that combine strategic insight, creative storytelling, and data-driven optimization. Recent wins include major accounts with Burger King, Motel One, and Indeed, while ongoing work spans global clients like BMW, AC Milan, Lufthansa, and Munich Airport.

What Services Does Serviceplan Group Provide?

Serviceplan Group offers comprehensive marketing and communications services organized into four main pillars:

Strategy & Consulting

• Brand strategy and positioning
• Market research and consumer insights
• Business consulting
• Strategic planning
• Employer branding strategy
• Sustainability consulting

Creative & Content

• Advertising campaign development
• Content creation and production
• Public relations
• Social media marketing
• Copywriting and art direction
• Brand experience design
• Cultural marketing

Media & Data

• Media planning and buying
• Performance marketing
• Data analytics and insights
• Digital media optimization
• Programmatic advertising
• Media strategy
• Real-time media optimization

Platform & Technology

• Commerce platforms and e-commerce solutions
• Marketing technology (MarTech)
• Customer relationship management (CRM)
• Digital product development
• Website and app development
• Technology consulting
• Data platform integration

Specialized Solutions

• Artificial Intelligence (AI) integration through "House of AI"
• Gaming marketing
• Trade marketing and shopper activation
• Campaign production through "Make" production powerhouse
• Usage rights and content licensing
• Competitor insights and benchmarking

What Social Platforms Does Serviceplan Group Help With?

Serviceplan Group takes a platform-agnostic approach, developing integrated social media strategies that adapt creative concepts across multiple channels. Their work emphasizes creating authentic, culturally relevant content that resonates with specific platform audiences while maintaining consistent brand messaging.

What Industries Does Serviceplan Group Serve?

Serviceplan Group has developed deep expertise across a wide range of industries:

Consumer Goods & Retail

• Consumer packaged goods
• Fashion and accessories
• Retail brands
• E-commerce

Automotive & Transportation

• Automotive manufacturers
• Motorcycle brands
• Transportation services
• Mobility solutions

Travel & Hospitality

• Airlines
• Hotels and accommodations
• Airports
• Tourism boards

Financial Services & Insurance

• Banking
• Insurance
• Financial technology (FinTech)
• Investment services

Healthcare & Pharma

• Pharmaceutical companies
• Healthcare providers
• Medical devices
• Wellness brands

Communications & Media

• Telecommunications
• Media companies
• Entertainment
• Technology platforms

Energy & Industrial

• Energy providers
• Industrial manufacturing
• Sustainability-focused companies

Public Sector

• Government organizations
• Non-profit organizations
• Public institutions
• European Commission

The agency has particular strength in automotive, travel, and consumer goods sectors, with long-standing relationships with premium brands in these categories.

What Brands Has Serviceplan Group Helped?

Automotive & Transportation

• BMW Motorrad
• Lufthansa

Travel & Hospitality

• Munich Airport
• Motel One

Sports & Entertainment

• AC Milan

Consumer Goods & Fashion

• EMILY & NOAH (MEIER Logistics)

Technology & Employment

• Indeed

Food & Beverage

• Burger King

Public Sector

• European Commission

Notable Campaign Highlights:

• BMW Motorrad "Discover the World": An image campaign featuring unique landscapes that creatively reference national flags through photography, CGI, and the Serviceplan Generate.AI tool, positioning BMW Motorrad as the brand "made for discovery."
• AC Milan "Her Name in the Game": A socially impactful campaign raising awareness of Italy's Article 131, which allows mothers to pass on their surname. Players wore jerseys with their mothers' names to support gender equality and family rights.
• Munich Airport Rebranding: A comprehensive brand refresh that future-proofed Munich Airport's identity for modern media and sustainability demands. The modular system reimagined the iconic "M" and connector as a dynamic pattern while maintaining the airport's premium international hub positioning.
• Lufthansa First Class x Sho Shibuya: An exclusive loungewear collection developed in collaboration with artist Sho Shibuya and textile brand Tekla for Lufthansa's Allegris cabin concept, merging art, comfort, and luxury travel.
• EMILY & NOAH Social Media Campaign: A vibrant social media initiative for EMILY & NOAH bags that brought the brand's colorful personality to life through style-matching content for diverse audiences.

The agency recently won the European Commission's flagship 360° communication campaigns contract (in partnership with Phrenos), managed by the Directorate-General for Communication—a significant validation of their strategic and creative capabilities.

Key Differentiators

• House of Communication Model: Fully integrated structure combining 40+ specialist agencies under one roof, eliminating coordination barriers between creative, media, data, and technology teams
• ÜberCreativity Philosophy: A proprietary creative approach built on 50+ years of experience that emphasizes going beyond conventional creativity
• Independent Ownership: Partnership-based structure ensures long-term strategic thinking without external investor pressure
• House of AI Initiative: Integrated artificial intelligence solution combining data, creativity, and technology through a unified Growth Data Platform
• Global Data Hub: Decentralized data mesh-based system connecting Serviceplan agencies worldwide for seamless data-driven decision making
• Award-Winning Track Record: The 2021-2022 fiscal year was the most successful awards period in the agency's history; recognized by Ad Age as one of the best agencies of 2025
• CMO Barometer: Annual proprietary research study conducted with the University of St. Gallen providing strategic insights for marketing leaders
• Platforms & Events: Hosts industry events like Innovation Day, Best Brands College, and publishes TWELVE Mail newsletter highlighting industry trends