BORN INTEGRATED AND FUTURE POSITIVE
How we build best brands
As Managing Director of Serviceplan Group Netherlands, Christiaan van Betuw shares his vision on how integrated brand solutions, innovation, and a future positive mindset help brands remain future-proof.
The name Serviceplan has existed for over 53 years. Founded in 1970 in Germany, we carry a name that might sound puzzling to some, but has a fascinating origin. Few people know that our name comes from a flowchart. Dr. Peter Haller, our founder, created this flowchart when he established the agency. He designed a method to provide clients with integrated marketing solutions – from briefing to final result. Media and creation were already combined in that process. This became the “service plan.” In essence, we were named after this flowchart. You could say we were born integrated 53 years ago.
We have since grown into both the largest media agency and the largest advertising agency in Germany. A few years ago, we also opened an office in Amsterdam, where we apply the same integrated approach.
Three labels, one vision
Within Serviceplan Group, we work with three specialized labels. Serviceplan is our creative label, Mediaplus is our media label, and Plan.Net focuses on digital transformation. With these three pillars, we support clients in the areas of media, creativity, data, and digital innovation. A great example of this is our work for BMW MINI, where we contribute across all these areas.
Our international structure, with headquarters in Munich, fosters strong relationships with global brands. At the same time, we place great importance on maintaining a healthy balance between local and international clients.
AI: Opportunities, but also uncertainty
Our perspective on AI is heavily informed by the insights of CMOs. Every year, we conduct the largest European survey among these marketing decision-makers. It shows that Dutch CMOs have a strong drive for innovation. AI ranks high on their list of priorities, but many still don’t know exactly how to apply the technology in practice. Confusion and even fear are common sentiments we encounter.
My advice is clear: break AI down into manageable parts. Don’t view it as one overwhelming whole, but experiment step by step. Within our House of Communication, we have defined five clear areas of application:
- Insights – gaining better insights
- Creative – faster, better, or more personalized creation
- Activate – more effective message activation
- Agents – leveraging smart AI agents
- Data Structure – creating a unified data structure
With clients like Levi’s, Coca-Cola, and BMW & MINI, we have conducted strong experiments in each of these areas. My message to any CMO unsure where to start: choose one area and start experimenting. Want to know more about AI in one of our five fields of application? Feel free to reach out for an initial exploration.
The optimism of Dutch CMOs
What stands out is the strong optimism among Dutch CMOs. They are the most positive in all of Europe regarding the future of the market and their own role within it. This gives me confidence that the Netherlands, despite geopolitical challenges, can continue to lead in brand development and enhancing relevance in consumers’ daily lives.
Europe as a powerful alternative
Europe has the potential to play a leading role. Rather than focusing on conflict and competition, we choose a positive and united approach. That’s why I say: buy European. As the only major European agency group, we are an attractive alternative to the large, non-European network agencies. And I encourage procurement teams: don’t base decisions solely on rational factors—also consider ethical and emotional grounds.
Future Positive: A positive countermovement
At Serviceplan, we follow the motto Future Positive. As an agency group and as marketers, we want to be a positive voice amid today’s challenges. We embrace innovation, our societal role, and a positive mindset. Brands can and should contribute to a better future.
Future Positive is also the theme of our recently published TWELVE magazine. Each year, we release this inspirational coffee table magazine, in which we explore one theme for each month—hence the name TWELVE. Our latest edition is packed with insights and interviews with leading experts, including a former NATO chief. Simply download the digital version of our TWELVE magazine.
In conclusion
The future is not something that happens to us – it’s something we build together. Let’s do so with vision, courage, and a positive outlook!
Author: Christiaan van Betuw, Managing Director Serviceplan Group Netherlands.