Serviceplan Group Reports 11% Revenue Growth in 2023/24, Driven by Innovation and Strategic Expansion

In a year marked by economic uncertainty and global challenges, Serviceplan Group, Europe’s largest independent agency group, has reported an 11% increase in revenue, reaching €818 million for the 2023/24 fiscal year. This result, driven by client gains, international recognition, and bolstered by growth in global presence, underscores the Group’s emphasis on innovative approaches and strategic planning. 

Florian Haller, CEO of Serviceplan Group, commented on the results, “We were able to achieve significant growth across all agency areas. This makes me extremely proud. My thanks go to all colleagues worldwide who made this possible. Together, we focused on our strengths, advanced digitalization, and launched important growth initiatives. 

Our investments in future-oriented structures, such as AI Labs, and our commitment to trends and innovations have paid off, culminating in strong results. With this growth, the Serviceplan Group not only exceeds the international industry average but also continues its consistent growth trajectory of recent years.”

Key Growth Areas and Strategic Wins

Serviceplan Group’s success this fiscal year is attributed to several key factors, including significant client and account gains, cross-brand collaborations, and a series of international awards across all agency brands. The integrated agency group operates under its Houses of Communication(1) model, where all agencies and talents from various disciplines work together under one roof, fostering a culture of creativity and innovation.

Among the main three agency brands, Mediaplus showed a 21% increase in global revenue, reaching €313 million. This growth was bolstered by Mediaplus’s transformation into a data driven agency with a strong focus on AI, highlighted by the acquisition of the Laya Group in April 2024. The expansion of Mediaplus into new markets, including the acquisition of Total Media Group in the UK, Equmedia in Spain, and CMS Media agency in France, further solidified its position as a leader in the industry. 

Serviceplan agencies also reported robust growth, with a fee volume of €228 million, representing an increase of over 5%. Key client wins, such as Lufthansa, Bitburger, and MediaMarkt Saturn, played a significant role in this success. Notable campaigns like the Lufthansa "Every Story Starts with a Yes" film, the Bitburger EURO 2024 campaign, the #StopRepeatingStories initiative by Serviceplan Berlin and the PENNY Christmas film by Serviceplan Munich showcased the agency’s creative excellence. 

Plan.Net, the Group’s digital powerhouse, continued to secure its top position among digital agencies with a 7% increase in fee revenue, reaching €262 million. The success was driven by growth in transition and data strategy consulting, as well as advancements in Customer Interaction Management, Commerce, and Mar-Tech. Plan.Net’s focus on emerging fields such as Sustainability, Spatial Computing, and AI positions it for continued success in the upcoming fiscal year. 

A Year of Industry Recognition 

Serviceplan Group’s achievements were further validated by numerous accolades from prestigious industry awards. The Group was named Independent Network of the Year by CRESTA, Global Independent Network by LIA, and Independent Agency Network of the Year at D&AD 2024. Additionally, Serviceplan Group ranked 3rd among "Independent Networks" in the WARC Creative 100, highlighting its creative leadership on a global scale. 

Mediaplus also excelled in media, being crowned the world's best independent agency by RECMA. In the international "Media 100" WARC Ranking, Mediaplus ranked 3rd in the "Agencies Overall" category and 1st among "Independent Agencies." This recognition underscores the Group’s strength in media planning and buying, further enhancing its reputation in the industry. 

Outlook for 2024/25: Staying #futurepositive 

Despite mixed economic conditions and modest upward revisions in global growth forecasts by the OECD and IMF(2), the Group embraces the challenges and opportunities of the ever evolving market, remaining committed in its #futurepositive approach. 

CEO Florian Haller elaborates: “#futurepositive is more than just a slogan or a headline. When a sense of hopelessness and paralysis begins to spread – especially in society and the marketing world – it signals the need for a shift in perspective. Those who approach the future with a positive mindset and focus on new opportunities and possibilities are far more likely to find solutions and achieve meaningful results. By embracing curiosity, confidence, and courage, we can shape not only our own future but also the future of the companies and brands we represent – and I am deeply convinced of this.” 

For the 2024/2025 fiscal year, Serviceplan Group aims to build on its successes by focusing on key areas such as continuing to drive the AI initiative, establishing a House of Communication in the UK, and advancing in Cultural Marketing, 1st Party Data, and Spatial Computing. 

"Through targeted initiatives, we are concentrating on global growth: expanding our European media agency network, broadening our healthcare offerings, and driving advancements in Cultural Marketing, 1st Party Data, and Spatial Computing. With our AI Labs in San Francisco and Munich, our goal is to leverage the enormous potential of this technology, moving from pilot projects to concrete use cases that deliver tangible business results," concluded Florian Haller.

1 House of Communication is the name for the Serviceplan Group locations where all three key brands – Serviceplan, Mediaplus, and Plan.Net – are present. 

2 Highlights of Economic Policy, Federal Ministry for Economic Affairs and Climate Action, 28.5.2024