Serviceplan Group

Serviceplan Group. Founded in Munich in 1970 by Peter Haller, it has grown from a local advertising agency into one of the largest and most awarded independent communication groups in Europe. The group is renowned for its integrated "House of Communication" model, which combines diverse marketing disciplines under one roof to provide holistic solutions for international clients. Its expansion has included establishing offices in major global hubs and acquiring specialized agencies to bolster its service offerings.

History

The company was established in 1970 in Munich by Peter Haller, initially operating as a traditional advertising agency. A significant strategic shift occurred in the 1990s under the leadership of Florian Haller, the founder's son, who pioneered the integrated "House of Communication" concept. This model broke down silos between creative, media, and digital marketing services. Major international expansion began in the 2000s, with the opening of offices in key cities like Hamburg, Berlin, Paris, London, New York City, and Shanghai. Growth was further accelerated through strategic acquisitions, such as the Swedish agency INGO and the UK-based customer engagement agency Live & Breathe, solidifying its presence across Europe, North America, and Asia.

Structure and operations

The organization operates on its proprietary "House of Communication" model, an integrated structure that consolidates various expert partners within a single ecosystem. Core disciplines typically housed together include creative development, media planning and buying, digital and technology solutions, and data analytics and customer relationship management. This structure is replicated in its major international offices, including those in Zurich, Milan, Madrid, Warsaw, and Singapore. The group maintains operational independence while being part of the larger Serviceplan Group International network, which also encompasses specialized entities like the consultancy Solutions and the experience marketing agency C3 Creative Code and Content.

Notable campaigns and clients

The agency has created influential campaigns for a prestigious portfolio of global brands across multiple sectors. In the automotive industry, long-standing work for BMW, MINI, and Opel has been highly recognized, including the iconic "BMW Films" series. Other significant clients include Lufthansa, Allianz, IKEA, Danone, and Hugo Boss. Award-winning projects span from integrated launches for Hyundai to innovative digital initiatives for Deutsche Telekom and social awareness campaigns for non-profits. Its work often leverages deep market research and brand strategy to produce culturally resonant activations in markets from the DACH region to Greater China.

Awards and recognition

The group is consistently ranked among the most creative and effective agency networks globally by major industry competitions and publications. It has frequently topped the German Creative Rankings and has earned top-ten network status at international festivals like the Cannes Lions International Festival of Creativity, The One Show, and the Clio Awards. Individual agencies within the network, such as Serviceplan Health and Mediaplus Group, also regularly win accolades in their respective fields, including at the Eurobest and Effie Awards for marketing effectiveness. Recognition often highlights its success in integrated campaigning for clients like Siemens and Mercedes-Benz Group.

Leadership and culture

Since 1993, Florian Haller has served as CEO, steering its strategic vision and international growth. The corporate culture emphasizes entrepreneurial spirit, innovation, and the interdisciplinary collaboration inherent to the "House of Communication" model. This is supported by internal initiatives like the Serviceplan Innovation Foundation and dedicated units for emerging technologies such as artificial intelligence and sustainable development. The leadership promotes a flat hierarchy and invests in talent development programs, fostering a reputation as a leading employer within the European advertising and marketing consultancy landscape.

Category:Advertising agencies of Germany Category:Companies based in Munich Category:Marketing companies of Germany