The Serviceplan communication group, founded in 1970 in Germany , is the first and largest independent advertising group in Europe. With subsidiaries throughout 12 countries in Europe, the agency employs 5,000 people and collaborates with independent agencies in Asia and South America.
Its shareholding is quite unique: the founder’s family owns the majority of the shares and the balance is held by 250 managers, including Belgian Peter Vande Graveele, CEO of the Benelux entity.Serviceplan Benelux is divided into six different agencies, whose owners are also shareholders, and which employ a hundred employees from 12 different nationalities. Together, these agencies form the “House of Communication”. Four of these six branches are located in a former Stib power plant in Woluwé, Brussels, and the other two are in Amsterdam.
“Serviceplan is a gathering of entrepreneurs,” explains Peter Vande Greveele. (…) I consider myself more like an entrepreneur than an advertiser. And as I am supported by the group, it gives me more daring to undertake. Last year we bought the 20Something agency, which specializes in youth marketing, and we have integrated it as a center of expertise for all our departments.”
The agency also welcomes in Belgium an incubator of start-ups active in disciplines that Serviceplan does not yet fully master.
“We give them access to our office, our services, the expertise of the group and in exchange, I take a 25% option on their capital that I can activate after twelve months,” says Peter.