© Serviceplan Group 2022
Serviceplan Group 2022 / 2023 fiscal year
Serviceplan Group Records Impressive 19% Growth
Europe's largest independent agency network and winner of the Cannes Lions 2022 "Independent Network of the Year"(1) has reported a substantial increase in revenue for the 2022/2023 fiscal year ending in June. Despite global economic downturns, the group continues to grow, fuelled by its commitment to internationalization, digitalization, and its unique, integrated House of Communication approach.
Munich, August 2, 2023 — The Serviceplan Group, incorporating agency brands such as Serviceplan, Mediaplus, and Plan.Net, reported a fee revenue of 739 million euros for the fiscal year 2022/2023 ending in June. This marks a significant 19% increase from the previous year's 623 million euros.
Notably, this growth occurred in what was predicted to be a “high-risk year” for the advertising industry(²), with high inflation rates, consumer restraint, and reduced client budgets amidst ongoing political and economic uncertainties.
Bucking the Trend: Serviceplan Group Continues to Grow
Serviceplan Group CEO Florian Haller puts the current numbers into perspective: “The fact that we were able to hold our own so well in the current difficult environment and close our financial year with a definitive growth in revenue, clear plus fills me with immense pride.”
Haller sees three decisive success factors for growth: “We were able to make significant progress with digitalization across all agency brands. By taking important steps in the internationalization of the agency group, we have also significantly expanded our global footprint, and consequently raised our international profile. Awards such as ‘Independent Network of the Year’ at Cannes Lions in 2022 and ‘Global Independent Network of the Year’ at LIA prove this.”
In addition to Serviceplan Group’s continued internationalization, which was driven further in the 2022/2023 financial year by the opening of the House of Communication in New York in particular, Haller cites the “Houses of Communication” concept as the third contributing factor to success and growth in the fiscal year: “We are growing because we are able to offer complete end-to-end solutions for our clients. Thanks to the interplay of Creative & Content, Media & Data, and Digital Experience & Technology at our Houses of Communication, we are competitive, unique, and ultimately successful.”
Another key milestone was the group’s new holistic sustainability program “The Good Line,” which can be tailored to individual needs along the entire sustainability journey of every company. The program, which covers all consulting and communication services in the fields of data, campaigning, brand, media, and digital across all agencies, is set to be expanded even further.
Outlook for 2023/2024: Cautiously Optimistic
Florian Haller believes that Serviceplan Group is well positioned for the challenges of the future: “We are noticing the continuing high complexity of the issues involved, the rapid pace, and the uncertainties of many people. We confront all of these challenges this with our agility, innovative strength, and genuine curiosity for new things.”
Three future topics are high on the agenda of the Serviceplan Group:
1. Creative Production
Standards were set in the past financial year with the establishment and expansion of the global production unit Serviceplan MAKE, which is deeply integrated within the Group’s creative, digital, and media services. “Our ability to produce creative assets and use Artificial Intelligence (AI) in creation and execution, makes our services in the area of Creative Asset Production fit for the future.” explains Haller.
One focus is on establishing Make.OS, a platform developed in-house that uses AI to ensure efficient communication, real-time feedback, and automated approval processes.
2. Data-based approach
A key component of the Serviceplan Group over the next few years will be the establishment of integrated, data-based, real-time processes, dashboards, and asset production for clients. All data along the client journey, and from all areas of the agency group, is incorporated: creation, media, UX, CRM. “Our aim here is to utilize data-based individual profiles in media with the help of AI and adapt them in real-time.” explains CEO Florian Haller.
3. International Collaboration
Under the umbrella term “International Collaboration,” the Group’s aim is to further scale and establish services and capacities in the area of technology at an international level. Under the banner of “Plan.Net TechNest,” teams are already active in Germany, India, Poland, and Romania, offering customized solutions across locations with a focus on implementation and maintenance.
“On the one hand, we are meeting our clients’ growing demand for digital experience and technology service, whilst at the same time addressing the enormous shortage of skilled workers in this sector. In this way, international collaboration makes the services provided by our Houses of Communication even more attractive for our clients,” says Haller.
In the growing war for talent, the agency group is setting new standards in work and, with the new House of Communication set up in Munich’s Werksviertel complex in 2022, has not only created a unique workplace that demonstrates what integrated agency work looks like. “We are also creating a space in the new HoC that brings the unique Serviceplan culture to life. This – together with the many different content offerings, innovation formats, and general flexibility – gives me the certainty that we are attractive to the talents of tomorrow,” adds Haller.
¹ 2022: Cannes Lions, Cresta Awards, New York Festivals Advertising Award, The One Show, LIA
² According to the German Advertising Federation (ZAW)
Annual Fiscal Year Report: background information
Since the 2022/2023 financial year, the Serviceplan Group has been collecting the agency group’s fee revenue from a global brand perspective. An overarching view of the brands Serviceplan (incl. Saint Elmo’s), Mediaplus (incl. Facit), Plan.Net (incl. The Marcom Engine), and others (HoCs, other companies) creates a clearer picture, and the international setup of the agency group is reflected in the balance sheet figures.
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