Serviceplan Group
Integrated independent agency group for brands and marketing teams.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Serviceplan Group SE & Co. KG
- Entity type
- COMPANY
- Founded
- 1970
- Headquarters
- Germany
- Company size
- >5,000
- Market role
- Agency & Consultancy
- Official website
- serviceplan.com
What Serviceplan Group does
Serviceplan Group operates a diversified agency and consultancy model. It wins client budgets by offering integrated communications, media, consulting and technology services through specialised units under one group structure. Value is created by combining strategic planning, creative development, media execution, analytics, CRM and digital implementation into bundled or adjacent engagements, increasing client wallet share and retention. The group supplements labour-based service revenue with proprietary technology-led offerings such as House of AI, which strengthen delivery efficiency and differentiation inside broader client contracts.
Category differentiation
Serviceplan Group is an integrated agency and consultancy group, not a standalone adtech platform or software vendor. Its AI and technology offerings support broader managed client services rather than replacing its core agency model.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Serviceplan Group SE & Co. KG is a private German advertising and consulting group that operates an integrated agency model across creative, media, digital experience, CRM, PR and strategy. Its main operating brands include Serviceplan for creative and content, Mediaplus for media planning and buying, and Plan.Net for digital platforms and experience delivery. The group also offers House of AI, a proprietary AI-enabled marketing workflow platform used within client engagements. The company sells primarily to brands, CMOs, marketing teams, corporate communications leaders and enterprise digital teams. It generates revenue through agency retainers, project fees, consulting engagements, media planning and buying fees, and technology-enabled service contracts. Its value proposition is the ability to combine brand strategy, creative production, media execution, data, CRM and platform implementation within one coordinated operating structure.
Company news briefing
Briefing updated:
Serviceplan Group continues to strengthen its market position, securing Porsche's global marketing mandate as its new lead agency effective January 2027. Additionally, subsidiary Saint Elmo's has been appointed as the creative agency for ING Germany, while Mediaplus ranked third in the German H1 2026 new business ranking with a net volume of USD 37 million.
Business model & monetisation
Serviceplan Group monetises through fee-based agency and consultancy services. Core pricing mechanisms include ongoing retainers, project-based fees, consulting fees, production fees, media planning and buying fees, and performance-linked compensation tied to campaign execution. Media services also support planning and optimisation income, while proprietary technology such as House of AI is commercialised through enterprise engagements, platform-enabled delivery and broader integrated client contracts rather than a pure self-serve public SaaS model.
- Integrated agency retainers
- Service Fee
- Project-based creative, consulting and production work
- Service Fee
- Media planning, buying and optimisation fees
- Service Fee
- Technology implementation and platform delivery engagements
- Service Fee
- AI-enabled platform usage within enterprise contracts
- Software Subscription
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Technology
Service
Subsidiaries & acquisitions
- Plan.Net
Digital agency for consulting, CX, commerce, CRM and performance marketing.
- Saint Elmo's
German full-service agency for brand, media, performance and digital.
- Mediaplus
Global media agency offering planning, buying, analytics and AI-enabled consulting.
Featured market maps
- Media Agencies Landscape (Germany)
A structural overview of Media Agencies operating in Germany, grouped by their global Holding Groups and independent status.
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Serviceplan Boosting Health appoints Christian Necker as co-CEO
Hiring · Recorded impact score: 1/5
Serviceplan Boosting Health, the healthcare agency of the Serviceplan Group, is expanding its leadership with a dual leadership structure. Christian Necker is joining Dörthe Besse as co-managing director. Necker, who previously worked as a freelance marketing and communications consultant for the past six months, will be responsible for driving artificial intelligence initiatives within the agency. The appointment is part of Serviceplan's strategy to strengthen its healthcare offering with AI expertise. Necker is a familiar face, having previously worked at Serviceplan.
- Christian Necker appointed co-Managing Director at Serviceplan Boosting Health.
- Necker joins Dörthe Besse to form new dual leadership.
ING Germany Appoints Saint Elmo's as Creative Agency
Agency Pitch / Client Win · Recorded impact score: 2/5
ING Germany has appointed Saint Elmo's, a subsidiary of the Serviceplan Group, as its new creative agency following a competitive pitch against several participants. The decision comes as part of ING's ongoing efforts to refresh its brand communications and creative strategy. Saint Elmo's will be responsible for developing and executing creative campaigns for the financial services provider, with the first project already in progress. The pitch win marks a significant addition to Saint Elmo's client portfolio and reinforces the agency's position in the German market. The move is seen as part of broader trends in the banking sector to modernize their marketing approaches and engage with customers through more compelling creative content.
- Saint Elmo's, a subsidiary of the Serviceplan Group, has won the creative pitch for ING Germany.
- The pitch involved multiple unnamed participants competing for the account.
Julian Uhlhaas named Vaude Head of Marketing
Hiring · Recorded impact score: 1/5
Julian Uhlhaas took over as Head of Marketing at Vaude on August 1, 2026, succeeding long-serving marketing chief Manfred Meindl. The Tettnang-based outdoor outfitter appointed the 40-year-old after about 15 years in brand management and communications, most recently serving as General Manager at Serviceplan Group’s agency model The Marcom Engine, where he led campaigns for BMW and Mini across 24 markets. Vaude owner and CEO Antje von Dewitz said Uhlhaas brings the strategic and creative experience needed to develop the brand for existing and new audiences. He joins to strengthen Vaude’s positioning in core and growth markets. Jonas Hirscheider will take over Uhlhaas’s markets and campaign responsibilities at The Marcom Engine. The appointment was reported by HORIZONT on August 4, 2026.
- Julian Uhlhaas assumed the Head of Marketing role at Vaude on 2026-08-01.
- He succeeds Manfred Meindl, who shaped Vaude's brand over the past 15 years.
Jägermeister promotes Ann‑Kathrin Reiher to Marketing Chief
Hiring · Recorded impact score: 1/5
Ann‑Kathrin Reiher will become Director Brand & Digital at Mast‑Jägermeister Deutschland GmbH on 1 August 2026. The promotion formalises an internal succession: she succeeds Paul Ramser, who after roughly five years in the role left Mast‑Jägermeister to join Eckes‑Granini. Reiher began her career at Jägermeister as an apprentice, has worked for the company for more than eight years in total, and—after a stint as Account Director at Serviceplan Group in Hamburg—returned in early 2024 as Teamlead Customer Marketing On‑Trade. In her new role she will lead brand strategy and digital brand communications for the German market, continuing Jägermeister's focus on consumer and on‑trade marketing. The appointment was announced on the company's LinkedIn channel and reported by Tim Theobald (HORIZONT) in Lebensmittelzeitung on 29 July 2026.
- Ann‑Kathrin Reiher will assume the role of Director Brand & Digital at Mast‑Jägermeister Deutschland GmbH on 2026-08-01; the appointment was announced on LinkedIn and reported by Tim Theobald (HORIZONT) in Lebensmittelzeitung on 2026-07-29.
- She succeeds Paul Ramser, who had been Director Brand & Digital for roughly five years and left Mast‑Jägermeister to join Eckes‑Granini.
Careers & open positions
Open positions indexed from verified career portals and applicant tracking systems.
| Position | Department | Location | Posted |
|---|---|---|---|
| (Junior) Marketing & Project Manager (all genders) - SPARKS University(Junior) | Marketing | München | |
| Account Manager (all genders)(Mid-Level) | Account Management | Berlin | |
| Senior/Team Lead Copy (all genders)(Senior) | Creative | Nürnberg | |
| (Senior) Copywriter (all genders)(Mid-Level) | Creative | München | |
| Senior Copywriter (all genders)(Senior) | Creative | Berlin |
Explore company relationships
Questions about Serviceplan Group
What is Serviceplan Group?
Serviceplan Group is a private integrated advertising, media, consulting and digital services group headquartered in Germany.
Who uses Serviceplan Group?
Its customers are brands, marketing teams, media planners, corporate communications leaders, executives and enterprise digital teams.
How does Serviceplan Group make money?
It earns revenue from retainers, project fees, consulting work, media planning and buying fees, production services and technology-enabled client engagements.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
18 publicly documented primary sources and citations linked across the market graph.
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