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An Interview With Michael Wilk, Global Creative Director At Serviceplan Group

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Below is our recent interview with Michael Wilk, Global Creative Director at Serviceplan Group:

Q: Could you provide our readers with a brief introduction to your company?

A: Serviceplan Group is one of the largest independent, partner-managed agency groups worldwide. Serviceplan Group has developed the concept of the “House of Communication” — a fully integrated agency model that combines all modern communication disciplines from the areas of creative and content, media and data, and experience and technology commerce under one roof. Serviceplans vision is to create sustainable, economically successful and fascinating brands for clients. To do so, Serviceplan always uses the most innovative communication strategies and concepts designed to spark consumer emotions. This also means anticipating changes that characterise our world today and finding extraordinary ways to convey messages to the hearts and minds of consumers. Serviceplan creates innovative, medial and technological relevance for our clients’ target groups and guarantee modern, efficient and target-group-specific customer journeys. This vision, making brands Best Brands, is the force that drives Serviceplan.

Q: Any highlights on your recent announcement?

A: GreenGRP is an open initiative that offers media to offset the CO2 emissions of all campaign components with certified climate protection projects. When booking a campaign, advertisers can choose to have their advertising impact (GRP = Gross Rating Point) be climate neutral.

In order to provide a suitable basis for our strategy, we collaborated with Germany‘s largest media companies and publishing houses. The calculation algorithm was fed with data collected over many years from numerous media partners. The datasets for material, distribution and production of all media channels were made available by our partners.

After become climate-neutral in 2020 it was the right time to offer our clients a easy-to-use tool for clients,too.

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Q: Can you give us more insights into your offering?

A: The Serviceplan Group is the largest and most diversified owner- and partner-managed agency group globally. Founded in 1970 as a traditional advertising agency, Serviceplan quickly developed its “House of Communication” concept, creating the only fully integrated agency model in Germany, combining all communication disciplines under one roof. Whether brand strategists, creative, experience designers, marketing-technology experts, CRM experts, data scientists, market researchers, PR consultants or sales professionals, at Serviceplan, everyone works together to achieve a common goal. The Serviceplan Agency Group is represented in 34 countries worldwide with 23 agency locations plus additional local partnerships. The media agency Mediaplus, our digital agency Plan.Net and our market research institute Facit, rank as market leaders in their respective competitive environments. The precisely coordinated interaction of more than 40 specialist agencies focused on creativity, technology and media, makes Serviceplan the leading agency group for innovative communication.

Q: What can we expect from your company in next 6 months? What are your plans?

A: Over the next 6 months, we will address the challenges of our existing clients and new business. In a few months, the Cannes Advertising Festival will take place – an annual highlight for creatives and their work. It is part of our corporate culture to prove ourselves in competition and we look forward to participating. Furthermore, we are expecting some decisions for projects we have been working on in the last few months.

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Q: What is the best thing about your company that people might not know about?

A: Serviceplan simply offers an incredible number of opportunities. Like a Swiss army knife, there are experts everywhere in AI, media, digital, out-of-home, virtual experiences, design, product development just to name a view.

The challenge – just like on a fleamarket: you have to find those people and get them behind your project.

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