A word from our CEO

Back to school, back to business.


The summer of 2021 will be remembered as the worst summer when it comes to weather and climate. People who decided to live a “staycation” in our beloved country definitely had the worse holiday ever: no sun, non-stop rain and unfortunately as a result of the rainy weather, floods causing almost unrepairable physical damage to whole villages in the East of the kingdom of Belgium. Despite these negative events, the summer of 2021 will always be remembered as the end of the COVID-period, which seemed to last forever.

At least for Serviceplan Group the end of the COVID-period coincided with the announcement of good news: significant digit growth for the group internationally despite the difficult COVID-context. The group could grow with 9% in agency revenues and continued to increase its number of colleagues worldwide. Also, in terms of creative success, the Serviceplan Group was hitting another milestone. On the New York festivals Advertising Awards, Serviceplan Group was awarded independent agency of the year. A nice reward for a group who is so proud of its brand values, entrepreneurship and partnership.

Talking about creativity. Also, in Belgium the House of Communication invested in creative culture and creative firepower. The Creative team in the House of Communication more than tripled in one year’s time thanks to the client wins of the last 12 months. To support this creative growth, An Rietjens was appointed as one of the creative leads in the House of Communication. She was already active as senior copywriter and creative in the Brussels’ House, but since early September, she takes the role of Creative Leader. Also, Tony Naudts joins our team in Brussels as Creative Leader on ALDI. Since we acquired the ALDI-account earlier this year, we needed to increase our creative power. Tony will oversee all creative output for ALDI and will co-direct the brand with Max Schöngen, who stays as a creative director/creative strategist active on the brand.

Max Schöngen, Creative Strategist in the Serviceplan Group for many years, with homebase in Hamburg, is one of the exponents of the innovative approaches so typical for our House of Communication in Brussels. Last year, we launched the concept of “Virtual ÜberCreative Team”, mixing creative and innovative spirits from all the different disciplines in the House of Communication, and also combining local creative talent with international creative power of the Serviceplan Group. The result of this? Great innovative creative work and happy clients.

Happy clients gave also good results for the House of Communication in the last fiscal year, ending 30th June 2021. Double digit growth in agency revenues up to almost 8 million euro. Investing in creative power still pays off, if you would ask the question, but you must do it in the right way. How? Combining diversity with a multidisciplinary approach!

At the end of the day, the result is the start of a new post-COVID area, with new energy, new opportunities and a bigger theme, with more experts ready to serve you, my dear clients and potential clients! Enjoy the read of our September Very HOC news!

Serviceplan Group is Building Best Brands
Serviceplan is the largest owner and partner-managed agency group in Europe. In our House of Communication, the only fully integrated agency model, all manner of communication disciplines work under one roof; whether strategists, creatives, media, design or online specialists, CRM experts, market researchers or content specialists - at Serviceplan, everybody works together.The additional corporate brands within Serviceplan Benelux - Plan.Net, Mediaplus, Mediascale, Neverest and Solutions - also rank among the market leaders in their respective fields. What binds us all together is the passion to develop and to coach fascinating brands. Brands that are economically successful and that evoke emotions in the minds of consumers - in other words, Best Brands. Innovative communication is the path to this goal.
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