The theme of the fourth issue of TWELVE, the Serviceplan Group's magazine for customers, employees and friends of the company, is 'Shaping Change'. The review of the year presents the key topics that occupied Europe's largest owner-managed agency group in 2017. All twelve sections of the magazine look at change and transition – largely driven by digitisation. The magazine is enriched by the numerous celebrities and experts who visited the Serviceplan Group last year at events such as Best Brands or Innovation Day – including bestselling author Rolf Dobelli, celebrity chef Sarah Wiener, Hyperloop founder Dirk Ahlborn, and marketing guru Alexander Nix.

Munich, 7th February 2018 – There is no industry in the economy that is not being turned on its head. Traditional business models that have been successful for years are undergoing transformation, whether voluntarily or involuntarily. Everyone is looking for new success strategies, from retail and media to car manufacturers. In the current issue of TWELVE, the Serviceplan Group brings together topics and personalities from the past year in one magazine to shed light on the topic of change and transition from different perspectives. The twelve sections of TWELVE's fourth issue reflect the central importance of change driven by digitisation. This year's leitmotif "Change" is visualised by the works of well-known street artists and a separate art series by street artist Olek.

In TWELVE, bestselling author Rolf Dobelli and celebrity chef Sarah Wiener talk about changing your life for the better. Is artificial intelligence a blessing or a curse? Philosopher Julian Nida-Rümelin and security expert Jay Tuck believe we've got it under control. Form an opinion with Big Data: marketing guru Alexander Nix knows how it works. Hyperloop founder Dirk Ahlborn describes how to launch a disruptive project. Entrepreneur Philipp Riederle explains what Generation Y wants. How do we manage the future? Marketing expert and eminent speaker Professor Christian Blümelhuber has a plan. Politics and brands – this is the subject of an interview with Karl Theodor zu Guttenberg in the magazine. ZEIT Editor-in-Chief Giovanni di Lorenzo describes why brands can set limits on populism. Superstar Anastacia talks about the ups and downs in her life.

Florian Haller, CEO of the Serviceplan Group, comments on this year's motto: "We need to understand changes in all areas. To do this, we need to ask people the right questions and listen to them closely. And we need to talk to those who are driving change. The unyielding driving force behind all the political, social and economic changes is digitisation. Nothing in human history has changed the world so fundamentally and above all so rapidly. No area of our life remains untouched by it and by the change it causes: it doesn't just affect how we work, but how we travel, how we shop, how we learn, even how we fall in love and especially how we communicate with each other."

He explains the vision of the Serviceplan Group: "For the communications industry, this means staying on top of the topics of digitisation and globalisation – and for the Serviceplan Group it means constantly changing. With the acquisition of the strategy consulting firm bemorrow, the expansion of the Serviceplan Consulting Group, the opening of the Plan.Net innovation studio in Munich and the continuing boom in content marketing, we continue to grow globally. This spring we'll be opening our New York office, which I personally am particularly looking forward to. The Mediaplus Group grew just as strongly last year and is now represented in 35 countries, including Poland, Spain and Russia. In addition to Best Brands in Belgium, China and Italy, we also hosted the first "LaFutura" conference in Dubai in conjunction with TrendOne. And in the latest issue of TWELVE we document the change in all areas of communication!"

The Serviceplan Group

The Serviceplan Group is the largest owner-managed agency in Europe, with locations in more than 37 countries. Founded in 1970 by Dr. Peter Haller together with Rolf O. Stempel as a classical advertising agency, Serviceplan has evolved into an agency group that combines all modern communication disciplines under one roof, known as the House of Communication.

TWELVE

The Serviceplan Group is the largest owner-managed agency in Europe, with locations in more than 37 countries. Founded in 1970 by Dr. Peter Haller together with Rolf O. Stempel as a classical advertising agency, Serviceplan has evolved into an agency group that combines all modern communication disciplines under one roof, known as the House of Communication.

The online edition of TWELVE can be found here serviceplan.blog/en/twelve. Starting next Friday, we will be providing another chapter weekly.