What Serviceplan Group Italia does

Serviceplan Group Italia is the Italian operating unit of the Serviceplan Group's House of Communication, founded in 2012 and headquartered in Milan. The company operates a multi-brand integrated agency structure consisting of four core brands: Serviceplan (creativity and content), Mediaplus (media and data), Plan.Net (digital experience and technology), and Make (production and realisation), plus the TWELVE Mail publication brand. Its underlying capability is anchored by the proprietary ÜberCreativity methodology, which integrates strategy, creative, and content development across ATL, BTL, digital, and social channels for multi-channel communication campaigns.

The company serves enterprise clients across diverse verticals including retail (MediaWorld, MediaMarktSaturn, Pinalli), food and beverage (Bialetti, Jägermeister, Paulaner, De Matteis, Consorzio del Grana Padano DOP), automotive (BMW), entertainment (UCI Cinemas), insurance (Unipol), fashion (Humana), media (Il Sole 24 Ore), and non-profit (ActionAid). Notable campaign engagements include the BMW iX3 exhibition at Rinascente Piazza Duomo, the UCI Cinemas myUCI loyalty program, and the Il Sole 24 Ore 160th anniversary campaign. The agency employs 56 experts and delivers services through dedicated account teams within the House of Communication model.

Go-to-market is enterprise-focused B2B with custom pricing based on project scope, service requirements, and client size — no public pricing exists. Revenue mechanics follow professional services across three core streams: Creative & Content Services, Media & Data Services (via Mediaplus), and Digital Experience & Technology (via Plan.Net). Recent strategic moves include the 2026-02 global creative AI partnership with Luma AI and the 2026-06 MediaWorld/MediaMarktSaturn Creative Solutions Partner appointment covering Europe. The agency was recognized as Independent Network and Independent Agency of the Year at Cannes Lions 2025.

Name

Serviceplan Group Italia

Legal name

Serviceplan Group Italia

Website

https://serviceplan.it

Company type

Private

Founded year

2012

Operating status

Operating

Short description

Serviceplan Group Italia is a Milan-based multi-brand integrated agency (founded 2012) within the Serviceplan Group's House of Communication, delivering strategy, creative, media, digital, and production services to enterprise clients across retail, F&B, automotive, entertainment, and other verticals.

Ownership category

akta.pro rank

Product category

Advertising & Marketing Services

NAICS

Advertising Agencies (541810), Advertising Agencies (54181), Media Buying Agencies (54183), Media Buying Agencies (541830)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

akta.pro secondary industries

Brand Campaign & Integrated Communications Agencies (MPAAAAAC), Social Media & Community Management (BPAFAAAE), Content Production (Video, Design, Copy, Studio) (BPAFAAAF), Full-Service Media Planning & Buying (MPAAABAA)

Keywords

• Integrated marketing communications
• Creative advertising agency
• Media planning buying
• Brand strategy consulting
• Digital experience design

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Creative & Content Services: Full-service creative agency revenue from ideation, campaign development, design, content creation, and production services for enterprise clients
2. Media & Data Services: Media planning, buying, and data analytics services delivered through Mediaplus brand
3. Digital Experience & Technology: Digital transformation, platform development, and technology services through Plan.Net brand

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Serviceplan Group Italia is a full-service creative agency providing strategy, creativity, and content services for integrated multi-channel communication campaigns across ATL, BTL, digital, and social channels. Operating under the House of Communication model, the agency delivers end-to-end services spanning brand strategy, media planning and buying, digital platform development, and content production through its specialized brands (Serviceplan, Mediaplus, Plan.Net, Make). The Milan-headquartered agency serves enterprise clients including BMW, MediaWorld, Bialetti, Unipol, and Jägermeister with campaign ideation through execution.

Product overview

Serviceplan Group Italia operates as a multi-brand agency structure within the House of Communication model, consisting of four core brands: Serviceplan (creativity and content), Mediaplus (media and data), Plan.Net (digital experience and technology), and Make (production and realisation). The agency offers integrated communication services spanning strategy, creative campaigns, media planning, digital platforms, and AI-powered solutions. TWELVE Mail represents an additional publication brand. Services include brand strategy, social media marketing, public relations, performance marketing, commerce platforms, and artificial intelligence solutions.

Differentiator

Problem solved

Functional benefit

Brands

• Serviceplan: Creativity & Content agency within House of Communication
• Mediaplus
• Plan.Net
• Make
• TWELVE Mail

Products and services

• Serviceplan (Creativity & Content) Core creativity and content agency brand within House of Communication, focused on integrated communication campaigns, brand storytelling, and multi-channel creative development for enterprise clients.
• Mediaplus (Media & Data) Media and data agency brand specializing in media planning, media buying, data analytics, and performance marketing for enterprise clients.
• Plan.Net (Digital Experience & Technology) Digital experience and technology agency brand offering GEO services for generative search engines, digital platforms, commerce platforms, and technology solutions for enterprise clients.
• Make (Production & Realisation) Production and realisation brand handling content production, post-production, adaptations, and CGI for marketing campaigns.
• Strategy & Consulting Service line offering brand strategy consulting for enterprise clients across integrated marketing communications needs.
• Creative & Content Service line delivering social media marketing, public relations, and creative content production across channels.
• Media & Data Service line providing media planning, buying, and performance marketing with data-driven analytics.
• Platform & Technology Service line offering commerce platforms, digital infrastructure, and AI-powered creative technology solutions.

Quantifiable outcome

• 16 awards/recognitions (metals) won in 2023
• +1 more outcomes

Named customers14 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature1 record

Partnerships

Five partnerships are on record, tiered core, flagship and minor.

• MediaMarktSaturncoreStrategic or Co-development Partner · 1 June 2026Serviceplan Group Italia and MediaMarktSaturn developed together a new integrated marketing model for Europe. The partnership includes a dedicated integrated structure for operations, services, and technology, where the company and agency collaborate on managing and evolving communication activities.
• MediaWorldcoreStrategic or Co-development Partner · 1 June 2026MediaWorld chose Serviceplan Group Italia as Creative Solutions Partner for the entire marketing process. The partnership involves creating an integrated structure dedicated to operations, services, and technology for comprehensive marketing collaboration.
• Luma AIflagshipTechnology or Integration · 1 February 2026Serviceplan Group implemented creative AI globally in partnership with Luma AI. This strategic partnership enables the integration of AI-powered creative capabilities across the global network.
• Università di San GallominorStrategic or Co-development PartnerResearch partnership for CMO Barometer study, conducting research on marketing leadership trends in collaboration with Heidrick & Struggles.
• Heidrick & StrugglesminorStrategic or Co-development PartnerExecutive search and leadership consulting firm partnering on CMO Barometer research study with Serviceplan Group and University of St. Gallen.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• WPP (GroupM / Ogilvy Italy): WPP's Italian operations (GroupM media agencies and Ogilvy) provide integrated creative, media and technology services to enterprise clients. Comparable in scope and target market, with deeper international coordination.
• Publicis Italy: Italian operations of Publicis Groupe, offering creative, media, digital and production services across enterprise clients in Italy. Comparable end-to-end capability stack via Leo Burnett, Publicis, Saatchi & Saatchi and Zenith brands.
• Dentsu Italy: Italian operations of Dentsu, providing creative, media and digital services through brands including Dentsu Creative and Dentsu Media. Direct overlap with Serviceplan Italia's House of Communication model.
• Havas Italy: Italian operations of Havas offering creative, media and digital services through Havas Creative and Havas Media. Comparable integrated agency model targeting similar Italian enterprise clients.

Others

• Serviceplan Group (parent): Parent organization and global communication group operating the House of Communication network. Comparable in capability stack (creative, media, digital, production) and provides the international network reach that the Italian office plugs into.

Direct peers

• TBWA\Italia: Italian arm of TBWA Worldwide, operating as an integrated creative and media agency in Milan. Comparable as a full-service agency delivering integrated campaigns to major Italian and multinational enterprise clients.
• Armando Testa: One of the largest independent Italian creative advertising agencies, headquartered in Turin with a Milan office. Directly comparable as a homegrown Italian full-service creative network competing for the same enterprise brand budgets.
• Independent Ideas: Italian independent agency offering integrated brand communication, creative and digital services. Comparable as a homegrown independent creative shop competing for Italian enterprise creative budgets.
• DDB Italy: Italian operations of DDB Worldwide, providing integrated creative, digital and media services to enterprise clients in Italy. Direct competitor for integrated multi-channel campaigns.

Emerging players

• Anomaly: Independent creative and media agency network with strong integrated creative+media offering. Comparable as an independent alternative competing for the same type of brand-building, multi-channel enterprise engagements.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCixiGXHR1cN4WDXW6isJIWA
• Facebookfacebook.com/ServiceplanGroupIT
• LinkedInlinkedin.com/company/serviceplangroupit
• Instagraminstagram.com/serviceplangroup.it/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Serviceplan Group Italia