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In this edition of TWELVE Mail, we explore how creativity can connect brands with people in ways that are relevant, lasting — and built to make a difference. We introduce former and new Sparkies and Young Lions who are shaping the creative future. Plus: AI agents as brand guardians – and how we find our bearings amid the rapid evolution of our industry.

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Portrait of Florian Haller, CEO of Serviceplan Group. He is sitting on a sofa, wearing a light blue shirt and a dark blue corduroy jacket. He is looking directly at the camera with a broad, open smile showing his teeth. Vertical dark green structures are visible in the background.

With a result of €866 million, the Serviceplan Group has once again set new benchmarks. CEO Florian Haller shares insights on the secret behind the success, the role of AI, and global expansion plans.
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Digital anime-style illustration of Nina Matzat with medium-length blond hair and green eyes. She is wearing a gray jacket over a light-colored top and a necklace. The background shows a gradient of purple and violet tones with soft shapes. In the lower left corner, the white text “SOKOSUMI” is visible, and in the upper right corner, there is a red seal with Asian characters.

As an AI agent marketplace, Sōkosumi provides straightforward and secure access to the agentic economy – while ensuring Europe's sovereignty.
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Collage of three images. The top image shows various food products with prominent price labels: a bottle of mayonnaise, a pack of flour, a loaf of toast bread, a box of cookies, and a large bag of chips. The bottom left image shows a red car in front of a digital interface, including symbols and a search for charging stations. The bottom right image features a woman with long hair and glasses in a light-colored dress, standing in front of an abstract background with her arms slightly spread.

Some ideas are too bold for the room until they land, and you wonder why no one did it sooner. This piece looks at work that challenged assumptions and made space for creativity where it didn’t seem to belong.
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Portrait of John Wittesaele. He is standing in a modern office building, wearing a light blue shirt and a dark blue blazer. He is leaning slightly against a railing with one arm and looking at the camera with a subtle smile. The background is blurred, showing bright structures and colorful wall art.

From AI to cultural trends: John Wittesaele, COO International Markets at Mediaplus, reveals what it takes for brands to thrive globally while staying locally connected.
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