SP50 - BORN INTEGRATED
SERVICEPLAN GROUP
Issue 55 | July 2020
Agency
SERVICEPLAN GERMANY
Creative Team
Global Chief Creative Officer, SERVICEPLAN GERMANY: Alex Schill Global Executive Creative Director, SERVICEPLAN GERMANY: Michael Wilk Innovation Team, SERVICEPLAN GERMANY: Dennis Fritz, Anton Reim General Manager Creation, SERVICEPLAN GERMANY: Leif Johannsen
Production Team
Photographer, Freelance Photographer: Johann Cohrs Director, Freelance Director: Felix Tonnat Composer, 2WEI Music: Simon Heeger Designer, Studio Oeding: Katrin Oeding Art Director, Studio Oeding: Jana Grabau, Janina Petersen Digital Artist: Michael Seidler Art Director, Freelance Art Director: Trey Florian Zwinge Stylist, Freelance Stylist: Nina Lemm Webdesigner, PLAN.NET GERMANY: Raul Dück
Other Credits
Chairman of the Supervisory Board, SERVICEPLAN GERMANY: Dr. Peter Haller Managing Partners, SERVICEPLAN GERMANY: Florian von Hornstein, Markus Kremer Managing Director, St. Elmos Berlin: Kevin Prösel
Date
January 2020
Background
2020 - Europe's largest, partner-led agency group celebrates its 50th anniversary. 50 years of creation, innovation, independence. When the agency was founded in 1970, the so called "Serviceplan", that gave the agency its name, represented a visionary approach: integrated, holistic communication solutions. How can the leitmotif of integration become the central theme of the anniversary year, involving 4.317 employees at 24 locations worldwide, partners and friends of the company?
Idea
At first the SP50 anniversary logo was created - a clear homage to the logo from the 1970s. Distinctive lines and a high degree of recognition are clearly visible. That inspired an idea that brings Serviceplan's "Born integrated" philosophy to life in the form of a unique arrangement. The anniversary logo was projected onto an arrangement of all communication measures for 2020. Thus, each element received its individual share of the whole. Digital representatives for e.g. social media formats, presentation templates and digital company presentation were integrated as well as haptic counterparts: business equipment, agency furniture, employee and customer gifts. While branding one year of Serviceplans entire communication everybody was reached from colleague to client, to friends and future clients. On- & Offline communications played their anniversary-design, day-to-day content is rooted in the agencies core. Their anniversary got picked up by on- & offline media and gave their celebration the space it deserved. Clients strongly believed their brand-story and appreciated their philosophy. The logo itself, scaled down to each object, serves as a springboard to a microsite. Read out digitally, it leads to the history of the installation and the basic idea behind Serviceplan: integrated communication.
Results
1 installation 1 year corporate branding 1 philosophy: born integrated check out http://www.sp-50.com