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SERVICEPLAN – A SUCCESS STORY

Serviceplan has grown continuously since being founded in 1970 by Dr Peter Haller and Rolf O. Stempel. Dr Haller and Mr Stempel recognised at an early stage that integrated communications was a business model with a future: all the modern communication disciplines are therefore united under a single roof at the "Haus der Kommunikation" even now, and they are ideally networked together at all times.

One success factor is Serviceplan's partner participation model, which was developed with the objective of not selling any shares in the agency to international networks. Every individual company in the Serviceplan Group is therefore managed by one or two Managing Directors who are also substantial shareholders. The strings are all pulled together in the holding that was founded in 1995 and is currently managed by Florian Haller, Dr Peter Haller, Ronald Focken, Florian Freiherr von Hornstein and Alexander Schill. In July 2002, Dr Peter Haller passed the role of Chief Executive Officer to Florian Haller. This move completed the restructuring of the Serviceplan Group which had been planned well in advance: Peter Haller and Rolf O. Stempel had decided on this change in management eight years previously.

Around 40 specialist companies are now combined under the umbrella of the Serviceplan Group, and they can be divided into four major agency brands: after Serviceplan, the Mediaplus agency for national and international media planning and purchasing was founded in 1983. This was followed in 1986 by Facit Marketing-Forschung (marketing research) and the founding of Plan.Net in 1997, which is now the digital agency of the Group covering the entire online segment.

Following the change in management in 2002, Florian Haller continued the development of the specialist agencies and at the same time also began establishing the success model of the "Haus der Kommunikation" in other cities: in recent years, Serviceplan has opened offices in Hamburg, Bremen and Berlin.

At the same time, Mr Haller also initiated the international expansion of the Serviceplan Group: with the Plan.Net digital agency, an office was opened in Paris in 2006, in Zurich in 2008 and Vienna, Liège and Dubai followed in 2010. In partnership with the Profero Group, Serviceplan is now represented throughout Europe and all over the world; for example, in London, Madrid and Milan, but also in New York, Sydney, Singapore, Tokyo, Seoul, Beijing and Shanghai.

With regard to creation, too, the agency has moved forward in recent years: for the first time in the history of Serviceplan, the role of Chief Creative Officer for the entire agency group was set up in 2008 – and the position was filled by Alexander Schill, one of the most highly decorated advertisers in the country. Naturally, all the other creative heads in the Serviceplan Group are all pulling in the same direction for this "creative offensive" – with visible success: the Serviceplan Group is today regarded as one of the two most creative agencies in Germany.

For several years, all four of the agency brands – Serviceplan, Plan.Net, Mediaplus and Facit – have generated almost equal turnover volumes, another equally important factor in the success of the agency group.

You can find a detailed table presenting the performance of Serviceplan in our Press Centre.