Serviceplan posts steady growth in challenging year

The company said its integrated business model helped maintain growth in a market marked by cautious client spending

Serviceplan Group increased its fee revenue to 873 million euros in the 2025/26 financial year, up 1 percent from the previous year's record of 866 million euros. The agency group attributed the result to international expansion, new client wins and continued investment in artificial intelligence despite ongoing economic uncertainty.

The company said its integrated business model helped maintain growth in a market marked by cautious client spending and volatile conditions, while positioning the business for further expansion in the coming years.

Media business drives revenue growth

Media & Data, led by Mediaplus, recorded the strongest performance, with fee revenue increasing 2.7 percent to 378 million euros. Experience & Technology, represented by Plan.Net, grew 1 percent to 235 million euros, while cross-divisional revenue rose 5 percent to 21 million euros. Creative & Content revenue declined 2.4 percent to 239 million euros.

Florian Haller, CEO, Serviceplan Group: "In a market characterized by uncertainty, postponed budgets, and enormous pressure to transform, stability is a strong sign of substance. I am proud of our international teams: They have achieved strong results for our clients in a challenging environment while continuing to invest boldly in innovation, AI, and new client value. That is precisely where our strength lies."

International expansion remains a priority

The agency group identified three strategic priorities during the financial year: expanding Mediaplus internationally, strengthening its London operations and implementing its House of AI initiative.

Mediaplus expanded its leadership team with the appointments of Costin Mihaila as Global Chief Market Officer and Thomas Le Thierry as Global Chief Growth Officer. The agency also extended its presence in Asia through offices in Singapore and China. In the UK, the integration of Total Media as Mediaplus UK created a fully integrated House of Communication alongside Serviceplan, Plan.Net, Silverside and Ace of Hearts.

AI strategy expands across the business

Serviceplan also continued the rollout of its House of AI, which connects AI tools and agents across marketing workflows. The initiative includes Plus.AI, Mediaplus's AI-based management platform that combines media planning, data, insights and workflow management within a single environment.

Florian Haller: "We are convinced that our House of AI offers the best solution on the market. Unlike other approaches, we deliver solutions that are consistently tailored to the needs of each individual client. This allows us to offer stronger creative solutions, faster responsiveness, and greater efficiency."

New client wins support outlook

Looking ahead, Serviceplan expects growth opportunities as companies seek more efficient, data-driven and AI-enabled marketing operations. Recent client wins include MediaMarktSaturn, Changan, DB, Die Techniker, Hornbach and Westwing. The MediaMarktSaturn partnership includes the development of MOMENTUM, an AI-powered production and content organisation supporting marketing activities across 11 European markets.

The group has also launched Plan.Net Agentic AI, a dedicated business unit focused on AI-powered marketing transformation for enterprise clients.

Creative agencies maintain momentum

Serviceplan's creative agencies reported stable performance during the year through new business wins, expanded client relationships and investment in specialist capabilities. New assignments included work for MediaMarktSaturn, Techniker Krankenkasse, Jägermeister, Miles & More and Indeed, covering creative, content, retail, loyalty and digital marketing.

The agency group also highlighted campaigns for Hapag-Lloyd, DATEV, Lufthansa, Uber and AIDA Cruises, alongside continued investment in cultural marketing, healthcare communications, public affairs and AI-supported production services. According to the company, Serviceplan remained Germany's highest-ranked agency group in the national creative rankings during the financial year.

www.house-of-communication.com

Follow Marketing Report on LinkedIn