The future of advertising agencies? Becoming a large advertising group thanks to an independent agency mentality, as Serviceplan Spain flag.
The advertising industry is changing. Digitization, data and artificial intelligence today draw a new scenario that puts the sector as we know it in check. Advertisers today demand more agile processes, more personalized communications with their clients and proven effectiveness. Faced with this new scenario, which has already been drawn in recent years, the independent agency It is becoming increasingly important in the industry, thanks to its speed, its adaptability to new processes and the talent it has.
It is clear that independent agencies are on the rise and that they are prepared to take on big projects; But will they succeed in overthrowing the large advertising groups that dominate the sector today?
The key, for many professionals in this industry, is to form a large group while having an independent agency mentality. This is precisely how it works, (formerly Publips); an agency with half a century of experience in Spain that in 2020 has been transformed, becoming part of the largest independent communication group in Europe, which has an important international dimension with 24 offices in 17 countries.
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The jump from independent agency to one of the largest independent groups in the world
Publips was born in Valencia and currently has an office there, but its headquarters are in Madrid. For many years, as an independent agency, large long-term clients such as Carrefour, Amstel or European campaigns marked their destiny and together they achieved great achievements … However, today, Serviceplan Spain manages the communication and campaigns of multiple national and international brands such as Alcampo, Puerto de Indias, Palau de Les Arts Reina Sofía, Manzanas Val Venosta, Salesforce or Lufthansa, among others. The latest achievement of the company is to be the awarded the creativity of the Valencian Community tourism campaign for 2021 and 2022, which will be one of the most important in the history of this Region.
Since 2016, Serviceplan Spain has been part of the German independent communication group, but it was not until the end of 2019 that the full integration was made with the purchase of the majority of the shares by the German group, therefore, Publips Serviceplan was renamed Serviceplan Spain .
2020, a before and after
2020 has been a year of changes and learning. A hectic year that for Serviceplan Spain has been marked by the ambition to Build Better Brands and in which, thanks to this transition from agency to communication group, it is in a position to offer more knowledge and guarantees to its clients.
For Luis Piquer, CEO of Serviceplan Spain, “this 2020 has been a challenge. Going from a local independent agency to being the Spanish branch of one of the largest independent groups in the world, such as Serviceplan, recognized for its innovation, creativity and the multiple companies that make up the integrated service of its Communication Houses, has meant a transformation for the better of our company ”.
From Serviceplan they explain that they have had to reinforce their first headquarters in Madrid with great professionals and that they have had to adapt to new, less anarchic ways of working without losing their identity. “The group respects local management a lot while being very collaborative,” they explain. And it is that a customer of Serviceplan Spain is a customer of the group, so both parties support each other in a real way by sharing resources and know-how. “Such is the degree of collaboration Every Monday we have a status meeting by videoconference between all the agencies in the world for an hour and a half to see what we can help each other. But that does not mean inspection, business decisions are made in each country, “says Piquer.
Bulding Best Brands, el lema de Serviceplan
Innovation and ubercreativity, a concept of the group with which Serviceplan Spain has already worked, based on a new form of innovation that happens when different disciplines, cultures, talents, technologies and media collaborate and interact, along with teamwork, Safety, levels of commitment and quality that must be up to par and the group’s ambition define the way Serviceplan works. “We have grown before thanks to incredible clients with whom we have long-term relationships, thanks to the effort and results with which we have learned; But now we are in a position to offer our clients more knowledge and guarantees, because the group’s standards of quality, creativity and effectiveness are very high. There is a collective ambition in Serviceplan to build better brands”, Asserts the CEO of the company.
Serviceplan also works the concept of Casa de la Comunicación (creativity, media, will or digital development), locating the needs of a brand in an area or business segment and making all the “Ubercreativity” of Serviceplan to generate the best solutions.
Today, Serviceplan Group is one of the most important communication groups in Europe, with 24 agencies all over the world, including China, Rusisa and the USA in addition to Europe. 2020, the year in which the company celebrated its 50th anniversary, everything had to be very different, but Serviceplan has known how to adapt to the circumstances thanks to innovation and the motto that defines the group’s day-to-day life: Bulding Best Brands.
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Source: Marketing Directo by www.marketingdirecto.com.
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