Creativity, AI and internationalisation as drivers of growth

Brussels, September 8, 2025 – Serviceplan Group closed its 2024/2025 fiscal year on June 30 with another record result, reaching €866 million in revenue, a +6% growth compared to the previous year (€818m to €866m). A remarkable achievement in a context of a slowing global advertising market and economic uncertainty.

As Europe’s largest independent agency group, Serviceplan delivered outstanding results, driven by record client satisfaction, unprecedented creative momentum (crowned with multiple awards at Cannes Lions and other international festivals), and the highest employee satisfaction score in its history.

In 2025, Serviceplan Group entered the Ad Age A-List for the first time and now ranks among the 15 largest global agency networks according to the Ad Age Agency Report. Its continued success is built on creative excellence, the rollout of the “House of AI”, and an ever-expanding international footprint.

Strong growth in Belgium and Luxembourg

In Brussels, Serviceplan Group Belux achieved remarkable progress, with gross margin surpassing €14.5 million. The agency distinguishes itself through a client-centric approach that goes beyond providing “Service” to delivering a true “Plan”. Experts from the House of Communication guide clients at every step of their business journey, from strategy to performance.

With clients such as ALDI, BMW and MediaMarkt, the agency proves its ability to meet the high expectations of leading brands.

Peter Vande Graveele, CEO of Serviceplan Group Belux, highlights:

“In ten years, our House of Communication has become one of the top 10 integrated agencies in Belgium. Despite the financial pressure on our sector, our agency continues not only to grow, but also to remain profitable. We have built solid foundations that allow us to look to the future with optimism, with a vision anchored in innovation and a deep respect for humanity in all its forms.”

Creative excellence and international recognition

The year 2024/2025 was the most creative in the group’s history:

·       Serviceplan and its agencies were named (Independent) Agency/Network of the Year at major international competitions (D&AD, Cresta, Epica, Eurobest, LIA, Clio Awards, Webby Awards).

·       A standout moment: at the 2025 Cannes Lions, the group won 19 Lions and received both Independent Network of the Year and Independent Agency of the Year.

·       The media agency Mediaplus claimed the #1 spot worldwide in the WARC Media 100 ranking.

AI as a strategic pillar: the House of AI

The rollout of the House of AI enabled seamless integration of artificial intelligence into creative, media, and data processes. Key innovations include:

·       Agentic Services, AI agents capable of autonomously managing complex tasks across the entire marketing value chain.

·       The launch of Sōkosumi, an AI agent marketplace compliant with the European AI Act, providing access to internal and third-party solutions via one centralised platform.

·       The creation of the Global Data Hub, a decentralised network connecting Serviceplan agencies worldwide and enabling AI-powered real-time decision-making.

In Brussels, this innovation earned the agency the Gold Award – Best Innovator Agency at the Agency of the Year Awards. In addition, Plan.Net Belux ranked 3rd in the Top 100 Digital Agencies in Belgium (Digimedia).

Recognised corporate culture

For the third consecutive year, Serviceplan Group Belux earned the Great Place to Work label as well as a Silver in the Best Place To Work category at the Agency of the Year Awards, highlighting its commitment to providing an inspiring, collaborative, and people-focused workplace.

Outlook 2025/2026

For the coming year, despite geopolitical uncertainty and cautious media investments, Serviceplan Group adopts a strategy of controlled growth. Key priorities will be:

·       Expanding its global media agency footprint

·       Strengthening internationalisation

·       Fully embedding the House of AI into daily operations

Florian Haller, CEO of Serviceplan Group, concludes:

“We’re not aiming for a record leap, but rather a smart sidestep – with stability as our guiding principle. We’ll continue to invest in innovation, secure operational excellence, and stay focused on delivering value to our clients. The future will require creativity with substance and technological intelligence more than ever.”