Service Plan
Serviceplan Group Spain is a Madrid-based independent advertising agency network delivering integrated creative, media, strategy, and technology services through its House of Communication model to enterprise clients including BMW, Mercedes-Benz, OPPO, and RTVE.
- Company typePrivate
- Founded2016
- HeadquartersMadrid, Spain
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Service Plan does
Serviceplan Group Spain is the Spanish operation of Serviceplan Group, a Munich-headquartered independent agency network operating globally since 1970, with the Spanish entity established in 2016 and headquartered in Madrid. The firm delivers integrated advertising and marketing services through its proprietary "House of Communication" (HOC) operating model, which consolidates strategy, media, creativity, and technology under a single roof. Its portfolio is organized around three core brands: Serviceplan (creative and strategic communications under the "ÜberCreativity" philosophy), Mediaplus (media planning, buying, programmatic, and data), and TME/Plan-net (digital experience and technology), with cross-cutting AI capabilities delivered through the "House of AI" platform that integrates generative AI, autonomous agents, and process automation into creative and media workflows.
The company serves enterprise brand clients across automotive, broadcasting, consumer electronics, and technology sectors, including BMW, Mercedes-Benz Trucks, RTVE, OPPO, and Cegid. Revenue is generated through professional services engagements—project-based and retainer fees, media commissions, and strategic consulting—delivered via a B2B, sales-led go-to-market motion with dedicated account management. The firm was recognized as Cannes Lions Independent Network of the Year 2025 and Ad Age Independent Agency Network of the Year 2025, and maintains an active product launch cadence including the BMW "Moving Landscapes" campaign (2026) and the OPPO x Moisés Nieto collaboration. The Spanish entity is led by Gerardo Mariñas (CEO House of Communication Spain) and Ainhoa De Las Pozas (CEO Serviceplan Spain), with Mediaplus globally led by Matthias Brüll.
Business model centers on relationship-based enterprise sales and integrated service delivery rather than product sales, with no publicly disclosed standardized pricing. Distribution is entirely direct through strategic consulting engagements; the firm does not operate in retail or digital marketplaces. Operations are concentrated in Madrid across two office locations (Príncipe de Vergara 43 and Infanta Mercedes 90), with global parent backing from the German-domiciled Serviceplan Group SE & Co. KG.
Service Plan firmographics
Firmographics- Name
- Service Plan
- Legal name
- Serviceplan Group SE & Co. KG
- Website
- https://serviceplan.es
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Serviceplan Group Spain is a Madrid-based independent advertising agency network delivering integrated creative, media, strategy, and technology services through its House of Communication model to enterprise clients including BMW, Mercedes-Benz, OPPO, and RTVE.
- Ownership category
- akta.pro rank
Service Plan industry classification
Industry- Product category
- Integrated Marketing Communications
- NAICS
- Advertising Agencies (54181), Advertising Agencies (541810), Media Buying Agencies (54183)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310)
- akta.pro primary industry
- Marketing Technology, AdTech & MarTech Services (BPAFAAAN)
- akta.pro secondary industries
- Full-Service Media Planning & Buying (MPAAABAA), Content Production (Video, Design, Copy, Studio) (BPAFAAAF), Social Media & Community Management (BPAFAAAE)
Keywords
Where Service Plan is headquartered
LocationHeadquarters
- HQ city
- Madrid
- HQ country
- Spain
- HQ region
- Europe
Offices2 records
Markets served
Service Plan business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Professional Services - Integrated Communication: Project-based and retainer-based professional services delivering creative campaigns, brand strategy, media planning and buying, and technology solutions to enterprise clients. Revenue is generated through service fees, media commissions, and project-based engagements.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Service Plan product offering
Product offeringCore offering
Serviceplan delivers integrated advertising and communication services through three core brands: Serviceplan (creative campaigns, brand strategy, and content), Mediaplus (media planning, buying, programmatic advertising, and data), and TME (digital experience and technology solutions). The agency combines strategy, media, creativity, and technology under its proprietary House of Communication model, augmented by its internal House of AI platform for AI-powered campaign development, serving enterprise clients such as BMW, Mercedes-Benz Trucks, RTVE, and OPPO.
Product overview
Serviceplan Group operates as an integrated communication group with a multi-brand portfolio centered around the House of Communication (HOC) operating model. The core brands include Serviceplan (creative excellence and ÜberCreatividad), Mediaplus (media and data expertise), and TME (digital experience and technology). The House of AI platform powers AI-driven capabilities across all brands. The group offers comprehensive services spanning creativity and content, strategy and consulting, innovation and technology, and media and data, all delivered through an integrated approach that combines strategy, media, creativity, and technology under one roof.
Differentiator
Problem solved
Functional benefit
Products and services
- Serviceplan (creative agency brand) Core creative agency offering delivering integrated creative campaigns, brand strategy, and content development under the ÜberCreativity philosophy for enterprise brands such as BMW, Mercedes-Benz Trucks, RTVE, and OPPO.
- Mediaplus (media and data brand) Media and data services brand specializing in media research and insights, media planning and buying, programmatic advertising, commerce and retail media, and social media and influencer marketing for brand clients.
- TME (digital experience and technology brand) Digital experience and technology services brand focused on digital transformation, digital experience solutions, commerce platforms, and technology-driven marketing innovations for enterprise clients.
- House of AI Proprietary AI platform that integrates AI agents and generative AI tools into creative and media workflows, enabling AI-driven campaign development, automated media buying optimization, and personalized brand communications across video, image, and text modalities.
Companies that use Service Plan
Customer profileNamed customers5 records
Segments1 record
Ideal customer profiles1 record
Service Plan technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability8 records
Feature2 records
Service Plan partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights4 records
Service Plan competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks3 records
Key highlights6 records
Customer concentration
Service Plan social profiles
Digital presenceService Plan financial estimates
Financial estimateRevenue estimate
Valuation estimate
Service Plan leadership team
Management profileNumber of profiles
Profiles5 records
Service Plan subsidiaries and ownership
Company hierarchySubsidiaries2 records
Service Plan funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Service Plan M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Service Plan
What does Service Plan do?
Serviceplan delivers integrated advertising and communication services through three core brands: Serviceplan (creative campaigns, brand strategy, and content), Mediaplus (media planning, buying, programmatic advertising, and data), and TME (digital experience and technology solutions). The agency combines strategy, media, creativity, and technology under its proprietary House of Communication model, augmented by its internal House of AI platform for AI-powered campaign development, serving enterprise clients such as BMW, Mercedes-Benz Trucks, RTVE, and OPPO.
Is Service Plan a public or private company?
Service Plan is a private company. It is classified as management employee owned and is currently operating.
When was Service Plan founded?
Service Plan was founded in 2016. It employs 11 to 50 people.
Where is Service Plan based?
Service Plan is headquartered in Madrid, Spain, in the Europe region.
How does Service Plan make money?
One revenue line is on record: professional Services - Integrated Communication.
Does Service Plan have an API?
No public API is recorded for Service Plan.
What industry is Service Plan in?
Service Plan's product category is Integrated Marketing Communications. Its primary akta.pro industry code is BPAFAAAN, Marketing Technology, AdTech & MarTech Services, with a secondary code of MPAAABAA, Full-Service Media Planning & Buying. Its NAICS code is 54181 and its SIC code is 7311.