Serviceplan

Europe's largest independent owner-managed agency group, competing with global holding companies like WPP, Publicis, and Omnicom

Serviceplan Group is Europe's largest independent owner-managed agency group, headquartered in Munich, Germany. Founded in 1970, the group operates through its distinctive 'House of Communication' model, which brings together creative, media, digital, and innovation agencies under one roof. This integrated approach allows Serviceplan to offer clients a seamless, full-service advertising and communications solution across all touchpoints. The group operates in over 35 countries and employs more than 4,500 people worldwide. Serviceplan's portfolio encompasses several specialized agency brands including Plan.Net (digital and technology), Mediaplus (media planning and buying), Serviceplan Campaign (creative), and Serviceplan Public Relations, among others. The group serves a wide range of blue-chip clients across industries including automotive, FMCG, retail, and financial services. Its independence from holding company structures is a key differentiator, allowing for more agile decision-making and long-term client relationships. In the AdTech and MarTech ecosystem, Serviceplan has invested significantly in data-driven marketing capabilities, programmatic advertising, and digital transformation services through Plan.Net. The group has also established innovation labs and partnerships with technology companies to stay at the forefront of emerging advertising technologies, including AI-driven creative and media optimization. Serviceplan's combination of creative excellence, media scale, and digital expertise positions it as a formidable competitor to the major global holding companies.