Serviceplan

Serviceplan Group SE & Co. KG
IndustryAdvertising
FoundedMunich, Germany, 1970
FounderPeter Haller
Headquarters
Munich
,
Germany
Key people
Florian Haller, CEO
Revenue866 million Euro (2024/2025)[1]
Number of employees
6500+ (2025)[2]
SubsidiariesServiceplan Americas[3]
Websitewww.house-of-communication.com/de/en.html

Serviceplan Group SE & Co. KG is the largest owner-operated advertising agency groups in Europe, headquartered in Munich, followed by Jung von Matt.[4][5] Serviceplan includes more than 60 specialized agencies and employs more than 6,500 people.[6]

History

The agency was founded in 1970 by Dr. Peter Haller and Rolf O. Stempel. In addition to the traditional advertising area the agency developed other areas of business. So in 1983 “Mediaplus” for media planning and procurement and in 1986 “Facit” marketing research were founded. 1995 Serviceplan was restructured to a business organization with a holding company. In 1997 “Plan.Net” was launched.[7]

1998 Rolf O. Stempel resigned as CEO but remained shareholders. On 1 July 2002 Dr. Peter Haller handed over the position as CEO to his son Florian Haller but remained managing director of the group holding company. Since 2002 Serviceplan operates as Serviceplan Group für Innovative Kommunikation. In 2004 the agency launched the Best Brands Awards in cooperation with GfK, SevenOne Media, Wirtschaftswoche, GWP media-marketing and the German Markenverband (brand association). In 2005, the “Innovation Day” was launched taking place annually. After opening offices in Hamburg in April 2006 and in Berlin at the end of 2007, the establishment of new branches as well as entering into partnerships with other communication agencies continues.

Serviceplan Solutions was founded in 2012 with a focus on implementing advertising for international markets.[8] In March 2016, the Serviceplan Consulting Group was established to advise clients on brand and communication strategy, digital business, and digital transformation.[9]

In 2019, the company’s official name was changed to Serviceplan Group SE & Co. KG, reflecting its international orientation. At the same time, the group introduced a new governance structure with the formation of a supervisory board. The board initially included company founder Peter Haller (who stepped down from the management board), Sybille Stempel (daughter of co-founder Rolf O. Stempel), and former RTL executive Anke Schäferkordt.[10] The current members of the supervisory board are Peter Haller, Anke Schäferkordt, Jerry Buhlmann, and Christoph Jung.[11]

In July 2020, the Serviceplan Group announced that its German offices would become climate neutral by the end of that year, with international locations expected to follow by 2022.[12]

In July 2022, the Serviceplan Group moved from its old headquarters in Brienner Straße to Friedenstraße 24. The new site houses around 1,700 employees. A section of the premises, referred to as the ‘überlab’, is designated for use by external organisations.[13]

In October 2022, the Serviceplan Group began working on Web3 technologies, including blockchain and the metaverse. As part of this initiative, the studio ‘Serviceplan DCNTRL’ was founded, which now operates under the name Plan.Net Studios.[14][15]

Serviceplan Group Board Members[16]

  • Florian Haller, CEO Group
  • Matthias Brüll, Mediaplus
  • Markus Noder, Serviceplan + International
  • Dr. Fabian Prüschenk, Finance & Operations
  • Karin Maria Schertler, Corporate Strategy
  • Sanja Scheuer, People & Culture
  • Alexander Schill, Creative & Innovation
  • Christian Schmitz, Plan.Net

Supervisory board members[17]

  • Dr. Peter Haller, Chairman of the supervisory board
  • Jerry Buhlmann
  • Christoph Jung
  • Anke Schäferkordt

Clients (Selection)

ADAC, AOK, AIDA, Bacardi Germany, Beiersdorf, Bitburger[18], BMW, Bosch[19], BSH, Federal Government of Germany, Carglass, Castrol, CDU, Condé Nast, Continental, Cortal Consors, DATEV[20], Degussa, De’Longhi[21], Deichmann, Europcar, E.ON, HiPP, KFC, LEGO, Liftstar[22], Lufthansa, Media Markt Saturn, Miele, MINI, Minijob-Zentrale, Novartis, Paulaner, Penny, Rolf Benz, Rügenwalder Mühle, Siemens, Sony Ericsson, ThyssenKrupp, Trilux, UNICEF, Weight Watchers, ZDF[23].

Internationalization

In 2006, CEO Florian Haller began with the internationalization of the Serviceplan group: In addition to the German offices in Munich, Hamburg, Bremen and Berlin six own international offices in Paris (2006), Zurich (2008), Vienna, Brussels, Dubai (all 2010) and Milan (2011) were added. As of 2024, the global agency network of the Serviceplan group comprises a total of 26 cities.[24]

References

  1. ^ Serviceplan legt Zahlen für 2024/25 vor, on Newsbusiness.com, retrieved on 06. August 2025
  2. ^ Serviceplan Group Website, on house-of-communication.com, retrieved on 06. August 2025
  3. ^ "Serviceplan Group | Serviceplan Americas". serviceplan.com.
  4. ^ Scheppe, Michael (2024-09-05). "Serviceplan - Größte Agentur Europas trotzt Werbeflaute – und fürchtet AfD". www.handelsblatt.com. Retrieved 2025-08-11.
  5. ^ W&V 16/2014, page 28
  6. ^ "House of Communication". www.house-of-communication.com. Retrieved 2025-08-11.
  7. ^ "Serviceplan Geschichtsueberblick".
  8. ^ "European Companies Search Engine". Retrieved 2025-08-20.{{cite web}}: CS1 maint: url-status (link)
  9. ^ Verkaufen, Werben & (2016-03-21). "Serviceplan gründet Consulting Group | W&V". www.wuv.de (in German). Retrieved 2025-08-20.
  10. ^ "Serviceplan: Ex-RTL-Chefin Anke Schäferkordt wird Aufsichtsrätin - HORIZONT". www.horizont.net (in German). Retrieved 2025-08-20.
  11. ^ "Serviceplan Group: Venture-Capital-Experte Christoph Jung zieht in den Aufsichtsrat ein - HORIZONT". www.horizont.net (in German). Retrieved 2025-08-20.
  12. ^ Mattauch, Christine (2020-07-22). "Serviceplan wird klimaneutral - Ziehen andere Agenturen nach?". absatzwirtschaft (in German). Retrieved 2025-08-20.
  13. ^ "Serviceplan Group | House Of Communication Munich". www.house-of-communication.com. Retrieved 2025-08-20.
  14. ^ Tanaskovic, Damjan. "Serviceplan Embraces Web3 by Launching a New Studio". DesignRush. Retrieved 2025-08-20.
  15. ^ Verkaufen, Werben & (2023-10-06). "Innovationszentrum für Web3: Serviceplan Group startet Plan.Net Studios | W&V". www.wuv.de (in German). Retrieved 2025-08-20.
  16. ^ "House of Communication". www.house-of-communication.com. Retrieved 2025-08-11.
  17. ^ "House of Communication". www.house-of-communication.com. Retrieved 2025-08-11.
  18. ^ meedia.de. "Serviceplan und David+Martin lösen bei Bitburger-Gruppe Deepblue ab". MEEDIA (in German). Retrieved 2025-08-20.
  19. ^ Verkaufen, Werben & (2024-10-09). "Mediaplus gewinnt internationalen Mediaetat von Bosch | W&V". www.wuv.de (in German). Retrieved 2025-08-20.
  20. ^ "Startkunde Datev: Serviceplan eröffnet eine Niederlassung in Nürnberg - HORIZONT". www.horizont.net (in German). Retrieved 2025-08-20.
  21. ^ "Pitch-Entscheidung: Mediaplus gewinnt internationalen De'Longhi-Etat - HORIZONT". www.horizont.net (in German). Retrieved 2025-08-20.
  22. ^ "Serviceplan setzt Lifta-Kampagne fort". www.healthcaremarketing.eu (in German). Retrieved 2025-08-20.
  23. ^ "Zwei Agenturpartner: ZDF arbeitet mit Jung von Matt und Serviceplan zusammen - HORIZONT". www.horizont.net (in German). Retrieved 2025-08-20.
  24. ^ "House of Communication". www.house-of-communication.com.
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