Serviceplan Group
Serviceplan Group is Germany's largest independent integrated communications agency, operating across 43 global locations with 6,500+ professionals and serving global enterprise brands through bundled strategy, creative, media, data, and technology services under its House of Communication model.
- Company typePrivate
- Founded1969
- HeadquartersMunich, Germany
- Headcount1,001–5,000
- GTM typeB2B
- OfferingServices
What Serviceplan Group does
Serviceplan Group is Germany's largest independent integrated communications agency group, headquartered in Munich and operating across 43 global locations with 6,500+ professionals. Founded in 1969, the group is organized around the 'House of Communication' model, which bundles strategy and consulting, creative and content, media and data, and platform and technology services under one roof for enterprise clients. It operates through three core wholly-owned agency brands: Serviceplan (creativity and content), Mediaplus (data-driven media with 2,500 experts across 25 locations), and Plan.Net (digital experience and technology), plus the adjacent Plan.Net Studios unit. Customers include major global brands such as LEGO, Adidas, Mazda, Leroy Merlin, AC Milan, Airport Munich, and Techniker Krankenkasse, with segments in Global Enterprise Brands and Healthcare/Pharmaceutical (the latter strengthened by the 2024 majority acquisition of Conseil Média Santé in France). The group is privately held as Serviceplan Group SE & Co. KG with no parent company or external PE/VC backing.
The group's technology stack centers on its proprietary House of AI platform, the digital twin of the House of Communication that integrates AI agents across the marketing value chain. A flagship partnership with Luma AI deploys Uni-1 multimodal agents across text, image, video, and audio for creative workflows, making Serviceplan the first major agency group to standardize AI for creative work at scale. Plan.Net Studios has additionally developed the Masumi Protocol, a decentralized AI infrastructure on the Cardano blockchain providing identity verification and pay-per-use AI access for public-sector organizations. Named operational outcomes include an 80%+ reduction in ad ops processing time and the localization of a $15 million campaign into 170 locally relevant assets in roughly 40 hours.
The business model is professional services: agency fees, media commissions, and project-based engagements on a quote-based, bespoke pricing structure with no publicly disclosed client pricing. Go-to-market is direct enterprise sales via named client development contacts (e.g., Global Client Development CMO Felix Bartels) supported by thought-leadership channels including Cannes Lions participation, the AI Roadshow (Italy edition launched May 2025), the TWELVE content platform, TWELVE Cast podcast, and the Twelve Mail newsletter. The group is independent of any parent, with no funding rounds, no public listing, and no disclosed revenue.
Serviceplan Group firmographics
Firmographics- Name
- Serviceplan Group
- Legal name
- Serviceplan Group SE & Co. KG
- Website
- https://serviceplan.com
- Company type
- Private
- Founded year
- 1969
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Serviceplan Group is Germany's largest independent integrated communications agency, operating across 43 global locations with 6,500+ professionals and serving global enterprise brands through bundled strategy, creative, media, data, and technology services under its House of Communication model.
- Ownership category
- akta.pro rank
Serviceplan Group industry classification
Industry- Product category
- Advertising & Marketing Services
- NAICS
- Advertising Agencies (541810), Public Relations Agencies (54182)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Thought Leadership & Executive Visibility (BPAFADAG)
Keywords
Where Serviceplan Group is headquartered
LocationHeadquarters
- HQ city
- Munich
- HQ country
- Germany
- HQ region
- Europe
Offices7 records
Markets served
Serviceplan Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Integrated Communications Services: Serviceplan Group generates revenue through providing integrated communications services including strategy consulting, creative and content development, media planning and buying, data analytics, and platform technology solutions. Revenue is derived from agency fees, media commissions, and project-based engagements for enterprise clients.
- Healthcare Communications: Revenue from health and pharmaceutical information sectors through acquisition of Conseil Média Santé (digital health communication agency in France), expanding service offerings in specialized vertical.
Go-to-market motion2 records
Distribution channels1 record
Marketing channels7 records
Serviceplan Group product offering
Product offeringCore offering
Serviceplan Group operates an integrated communications agency under the House of Communication model, bundling four service pillars: Strategy & Consulting, Creative & Content, Media & Data, and Platform & Technology. Services are delivered through its core agency brands Serviceplan, Mediaplus, and Plan.Net, with solution offerings spanning sustainability, cultural marketing, gaming, customized agency setups, and a production powerhouse.
Product overview
Serviceplan Group operates as a communications and marketing group organized around the House of Communication model, which provides fully integrated solutions tailored to individual client needs. The group comprises three core agency brands: Serviceplan (creativity and content), Mediaplus (data-driven media with 2,500 experts at 25 locations), and Plan.Net (digital experience and technology including Plan.Net Studios). The group offers specialized solutions including House of AI (integrating AI agents into marketing workflows), Sustainability, Cultural Marketing, Gaming, and Customized Agency solutions. Thought leadership is delivered through Best Brands events, the TWELVE content platform with TWELVE Cast podcast, and the AI Roadshow program. Recent technology partnerships with Luma AI enable standardized AI deployment for creative work across 43 global locations.
Differentiator
Problem solved
Functional benefit
Brands
- Serviceplan: Agency brand focused on creativity and content for brands
- Mediaplus
- Plan.Net
- Plan.Net Studios
- TWELVE
- Best Brands
- AI Roadshow
Products and services
- Serviceplan
- Mediaplus
- Plan.Net
- House of Communication
- Strategy & Consulting
- Creative & Content Creative and content production service line delivering campaigns, brand storytelling, and content assets across channels.
- Media & Data Media planning, buying, and data services line providing analytics, audience insight, and media activation across markets.
- Platform & Technology Technology and platform service line delivering digital platforms, martech, and proprietary technology solutions for clients.
- House of AI Proprietary AI solution suite offered to clients, built on the group's standardized internal AI operating model and third-party AI partnerships.
- Masumi Protocol Sovereign AI and blockchain protocol product positioned for public-sector and regulated-industry buyers with strict data residency and compliance requirements.
- Sustainability Solution Specialized communications solution supporting sustainability positioning and purpose-led brand work for enterprise clients.
- Cultural Marketing Solution area focused on cultural insight-driven brand communications and culturally relevant campaign development.
- Gaming Solution Solution area focused on gaming and gaming-adjacent brand communications, including partnerships and creator-driven activations.
- Customized Agency Bespoke agency setup service in which the group builds dedicated agency operating models inside or alongside client organizations.
- Production Powerhouse Centralized production capability delivering creative and content production at scale across the group's clients.
Quantifiable outcome
- 50% growth over the past year for Mediaplus North America
- +2 more outcomes
Companies that use Serviceplan Group
Customer profileNamed customers7 records
Segments2 records
Ideal customer profiles2 records
Serviceplan Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability10 records
Feature4 records
Serviceplan Group partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered flagship and core.
- Luma AIflagshipStrategic partnership making Serviceplan Group the first of the world's largest agency groups to standardize AI for creative work at scale. Luma AI provides its Unified Intelligence models (Uni-1) enabling creative work across text, image, video, and audio. The partnership embeds AI into professional workflows spanning strategy, creative development, content production, and delivery across 43 global locations and 6,500+ professionals.
- Wefra Life GroupcoreJoint acquisition partnership with Wefra Life Group to acquire Conseil Média Santé (CMS), a digital health communication agency in France, with a majority stake. The acquisition aims to position both groups as market leaders in France and establish a strong presence in the health and pharmaceutical information sectors.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Serviceplan Group competitors and assessment
Company assessmentBroad incumbents
- WPP: World's largest advertising holding company operating networks like Ogilvy, VMLY&R, and GroupM across creative, media, and digital. Directly comparable as a full-service global communications group serving enterprise brands across all of Serviceplan's service categories.
- Publicis Groupe: Paris-headquartered global advertising holding company operating agencies like Leo Burnett, Saatchi & Saatchi, and Publicis Media. Comparable as a large-scale integrated communications group with strong European roots and enterprise client focus similar to Serviceplan.
- Omnicom Group: Major global advertising holding company operating networks including BBDO, DDB, and TBWA across creative, media, and healthcare communications. Comparable integrated service portfolio and multinational enterprise client base.
- Interpublic Group (IPG): Global advertising holding company operating McCann, FCB, and Mediabrands. Provides integrated creative, media, and digital services comparable to Serviceplan's full-service model.
- Dentsu: Tokyo-headquartered global advertising group operating Dentsu Creative, Dentsu Media, and Merkle. Comparable as a multinational integrated communications group, though with stronger Asia-Pacific concentration than Serviceplan.
- Havas: Paris-based global advertising and communications group operating Havas Creative, Havas Media, and Havas Health. Comparable integrated creative-media-health offering with similar mid-scale positioning relative to WPP and Publicis.
- TBWA\\Worldwide: Global creative advertising network within Omnicom Group, known for disruptive creative work and media innovation. Comparable creative-led offering and multinational client base, though structured as a network rather than an independent group.
Direct peers
- Jung von Matt: Germany's largest independent creative agency network with offices across Europe. The closest direct comparable to Serviceplan as a German-headquartered independent creative-led group with international presence and brand-building focus.
- Scholz & Friends: Major German independent advertising agency group operating across creative, digital, and media services. Comparable as a German independent competitor competing for the same enterprise brand clients.
Emerging players
- Accenture Song: The creative, marketing, and commerce arm of Accenture that combines consulting capabilities with creative and media execution. Increasingly competing with traditional agency groups like Serviceplan for end-to-end marketing mandates from enterprise clients.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Serviceplan Group social profiles
Digital presenceServiceplan Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Serviceplan Group leadership team
Management profileNumber of profiles
Profiles3 records
Serviceplan Group subsidiaries and ownership
Company hierarchySubsidiaries5 records
Serviceplan Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Serviceplan Group M&A and investment
M&A and investmentM&A3 records
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Serviceplan Group
What does Serviceplan Group do?
Serviceplan Group operates an integrated communications agency under the House of Communication model, bundling four service pillars: Strategy & Consulting, Creative & Content, Media & Data, and Platform & Technology. Services are delivered through its core agency brands Serviceplan, Mediaplus, and Plan.Net, with solution offerings spanning sustainability, cultural marketing, gaming, customized agency setups, and a production powerhouse.
Is Serviceplan Group a public or private company?
Serviceplan Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Serviceplan Group founded?
Serviceplan Group was founded in 1969. It employs 1,001 to 5,000 people.
Where is Serviceplan Group based?
Serviceplan Group is headquartered in Munich, Germany, in the Europe region.
How does Serviceplan Group make money?
Two revenue lines are on record. Integrated Communications Services are the primary driver. The others are healthcare Communications.
Who are Serviceplan Group's main competitors?
Broad incumbents on record are WPP, Publicis Groupe, Omnicom Group, Interpublic Group (IPG), Dentsu, Havas and TBWA\\Worldwide. Direct peers are Jung von Matt and Scholz & Friends. Accenture Song is listed as an emerging player.
Does Serviceplan Group have an API?
No public API is recorded for Serviceplan Group.
What industry is Serviceplan Group in?
Serviceplan Group's product category is Advertising & Marketing Services. Its primary akta.pro industry code is BPAFADAG, Thought Leadership & Executive Visibility. Its NAICS code is 541810 and its SIC code is 7311.