Ten years: Serviceplan celebrates its anniversary in the Hanseatic city

Today the Serviceplan Group, founded in 1970 in Munich, is the largest owner-operated agency group in Europe, represented in more than 30 cities worldwide. Just 10 years ago that was different. When the location in Hamburg was opened on April 1st 2006, it was the very first site besides the one in Munich. Since then, the House of Communication in the Hanseatic city employs roughly 300 experts in creation, technology, and media who devise communications solutions for more than 40 clients, among them AIDA, Audible, BMW, Continental, Europcar, Metro Cash & Carry, Rügenwalder Mühle, and Saturn. The anniversary was celebrated last night with about 350 clients, friends of the company, and employees. Drag queen Olivia Jones presided throughout the evening.

Hamburg, April 8th 2016 — With the establishment of the Hamburg location in 2006, CEO Florian Haller began to realise his vision, which he and all the partners follow down to the present day: “We want to grow Serviceplan into the first independent, owner-operated agency group operating globally and originating in Germany.” Naturally, the first step beyond Munich was of great significance for the agency founded 36 years earlier, and was a first milestone in their growth strategy. “Back then no one would have thought that only 10 years later we would rank among the leading agencies of the city and of northern Germany, that we would be represented with offices in all the great business centres of the world, and that the Group would generate exceptional results each year. We are all proud of this success. And of our employees, without whose engagement and dedication such growth would not be possible.”

Serviceplan started on April 1st 2006 in a town house in Harvesthuder Weg on the Outer Alster with a team of seven employees. “It felt like an adventure as we entered the rooms for the first time: no chairs, no tables, only removal boxes. But a great motivation to build something new in Hamburg. With a strong parent company in Munich behind us,” remembers Alexander Schill, the current worldwide Chief Creative Director of Serviceplan Group, who built up the location together with Jörg Schultheis, his partner at the time – both came from Springer & Jacoby. “What was special from the very beginning, which was never considered in cities or locations – was that all the co-workers immediately cooperated comprehensively to find always the best solutions for our clients.” More than 300 creatives, brand strategists, media planners, as well as digital experts, experts in sales, content, CRM, design and public relations work for the three major agency brands, Serviceplan, Plan.Net, and Mediaplus today.

Furthermore, two subsidiaries of the Group, Saint Elmo’s and hmmh, are accommodated with the House of Communication, which has been located in Elbhof since January 2015. The historic office building at Steinhöft 9, built in 1904, is located in the heart of the city right next to Baumwall metro station, between the Rathausmarkt and HafenCity at the Herrengraben Canal, which has been flowing since 1499.

Works from the Hamburg location have been awarded more than 300 prizes for creativity over the last 10 years – among them, 16 of the sought-after Cannes Lions. Ranking among the best-known works of past years, for example, are the communications for BMW – BMW i8, #BMWstories, BMX X4, as well as international sales literature, etc. – or the campaigns for Saturn with Antoine Monot, Jr. (‘Tech-Nick’). In 2009, the art installation Pro/Contra in the Deichtorhallen garnered international attention, and The Daily Abuse, for the organisation founded by UNESCO, Innocence in Danger, received more than 35 awards worldwide in 2012.

Today, House of Communication Hamburg is led, together with Alexander Schill, by Diana Degraa (Plan.Net), Andreas Fuhlisch (Mediaplus), and Thomas Wallek (Serviceplan), who have formed an interdisciplinary management board since the end of 2015 in order to link closely all the agencies at the site. Alexander Schill: “We’re sitting here on a team which know themselves, work together successfully in an interdisciplinary fashion, and through close interaction know exactly what the market and our clients expect today.”
Hamburg was followed as of 2006 by additional locations within Germany (Berlin, Bremen, Frankfurt, and Cologne) as well as on international terrain: today Serviceplan Group also has offices in Austria, Switzerland, Belgium, the Netherlands, Italy, France, and Spain, as well as Russia, the Middle East, India, China, and South Korea. North and South America, as well as the UK are covered through close partnerships.

In the House of Communication their anniversary was celebrated last night with over 350 clients, friends of the company, and employees. Drag queen Olivia Jones presided over the programme.

Campaigns from the last ten years

Super heroes

Unicef, 2006

Nur gucken, nicht anfassen!

“You can look but do not touch!”
Veltins, 2007

Shen International Advertising

Recruiting Campaign, 2007


Art installation, Deichtorhallen, 2009

BMW Sales Literature

BMW, since 2009

Behind it are 26,600 pages, 42 shootings, 205 concepts, 356 layouts, 287 headlines.
Or speak of seven years Serviceplan Content Hamburg for international BMW sales literature.

xDrive Mountain

BMW, 2011

Builders of Infinity

LEGO, 2012

Martini Royale

Bacardi, 2012

The Daily Abuse

Innocence in Danger, 2012


BMW, 2013

Made by Mittelstand

DZ Bank, 2014

BMW 2er Coupé

BMW, 2014

BMW i8

BMW, 2014

BMW i8

BMW, 2014

BMW i8

BMW, 2014

BMW i8

BMW, 2014


Saturn, since 2013


NUK, 2015

Flowering Tea Bags

Samova, 2015

Embrace the Unknown

BMW X4, 2015

Deutschland Made by Germany

Joint Venture, 2015/2016

The Power of World Vision

World Vision, 2015


Pure fuel
Dextro Energy, 2016

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