Cultural Marketing

DE/CODING CULTURE

Unlocking Cultural Relevance for Best Brands

We are Serviceplan Culture - a cultural marketing agency that doesn’t just observe culture but helps brands become an authentic part of it. We identify where brands belong in the cultural landscape, connect them with the right communities, and create meaningful engagement that goes beyond the moment.

With our background in counterculture, storytelling, and advertising for some of the world’s biggest brands, we provide the tools needed to craft an authentic and compelling story that your fans and followers will truly love. We achieve this through cultural engagement strategies, creativity, concepts, connections, and deep cultural knowledge - enabling you to enter new markets and engage new target groups on their terms.

Let´s get in touch! Let´s get in touch!

MEET THE

SERVICEPLAN CULTURE
TEAM

We don’t just watch culture – and we don’t just do marketing. We build bridges between brands, talents, cultural communities, and trends. At Serviceplan Culture, we help brands find their place in the cultural landscape, connect with the right communities, and create moments that truly matter.
Behind it all? Franziska Gregor (Managing Director), Sven Labenz (Managing Director), and Niko Backspin (Chief Cultural Officer)—leading the way under the guidance of a diverse team of consultants known as the Cultural Council, ensuring that every strategy is deeply rooted in real cultural expertise.

The Cultural Shift in Brand Marketing

REASON WHY

Brand marketing has evolved - it's no longer just communication, but cultural impact. The most successful brands don’t just speak to consumers; they shape mindsets, behaviors, and cultural narratives. At Serviceplan Culture, we believe the future of marketing lies in decoding culture. De/Coding Culture is our manifesto - helping brands lead with authenticity, relevance, and purpose.

Beyond Trends: True Cultural Engagement

We go beyond fleeting trends, immersing ourselves in subcultures and communities. Marketing today isn’t about seasonal campaigns; it’s about engaging with emerging movements like Coastal Grandma, Barbiecore, or Dark Academia - trends born from communities, not corporations.

The marketing landscape is shifting. Brands must move beyond awareness to create deep connections through entertainment, storytelling, and participation. Consumers are no longer just buyers - they are fans, co-creators, and communities. Collaboration is the new promotion.

Let’s unlock the full potential of cultural engagement.

WHAT WE DO

At Serviceplan Culture, we decode cultural codes, design cultural relevance, and build genuine connections between brands, talents and communities. Our approach makes cultural engagement not only visible but also measurable and scalable - driving long-term impact and brand loyalty.

SERVICES

Cultural Consulting
Designing Cultural Impact
Empowering & Shaping Cultural Communities
Creating Cultural Movements
Forging Cultural Alliances
Urban Sports Consulting

Cultural Consulting

We analyze cultural dynamics and help brands find their perfect place within the cultural landscape. By decoding cultural codes, values, and rituals, we create strategic pathways for authentic brand integration.

A tattooed man sitting in a retro-styled room wearing sunglasses and a floral swim cap.

Designing Cultural Impact

Cultural relevance isn’t accidental—it’s intentional. We craft data-driven and community-focused strategies that ensure brands don’t just participate in culture but actively shape it, driving deeper engagement and long-term resonance.

Aerial view of a Pride parade carrying a rainbow flag. Representing community-focused strategies.

Empowering & Shaping Cultural Communities

Communities are the heart of culture. We identify, nurture, and empower cultural communities, enabling brands to move beyond transactional relationships and create meaningful, lasting connections with their audiences.

A diverse group at a presentation, listening and taking pictures. Representing the audience connection.

Creating Cultural Movements

Campaigns should not only follow trends but help shape them. We develop narratives and creative concepts that go beyond marketing—sparking cultural conversations, influencing behaviors, and turning brands into cultural catalysts.

A black woman in a cornfield conveying a sense of empowerment and cultural narratives.

Forging Cultural Alliances

Authenticity is built through relationships, not transactions. We connect brands with the right cultural voices, tastemakers, and communities—creating strategic partnerships that generate trust, relevance and long-term value. By aligning brands with the right cultural context, we ensure they don’t just communicate but truly connect—earning their place within culture rather than occupying space in it.

A woman spraying a classic car graffiti on a wall highlighting the connection to urban street art and cultural context.

UNLEASHING THE FULL POWER OF URBAN SPORTS

Urban sports are more than just athletic disciplines. They are a cultural movement, a lifestyle and a platform for authentic brand engagement. Our Urban Sports Consulting offering provides a strategic framework that helps brands tap into this dynamic world, unlocking new opportunities for connection, relevance, and impact. Credo: always courtside, where best brands moves like culture does.

A woman skating up a ramp, representing the connection with youth, urban sport und movement.

Cultural Consulting
Designing Cultural Impact
Empowering & Shaping Cultural Communities
Creating Cultural Movements
Forging Cultural Alliances
Urban Sports Consulting

CULTURAL

COUNCIL

We don’t just analyze culture - we live it.

Our Cultural Council is a network of cultural insiders, tastemakers, and thought cultural leaders who guide our strategic direction, ensuring that everything we do is deeply rooted in real, evolving cultural dynamics and trends.

The Council also serves as a reality check, identifying potential pitfalls and highlighting possible stumbling blocks to ensure our strategies are both authentic and effective.

CULTURAL

INTELLIGENCE

As Cultural Consultants, we make Cultural Marketing measurable.

We bridge the gap between brands, communities, talents, and cultural fields - transforming cultural engagement into a strategic asset that drives real business outcomes. We decode cultural codes, design cultural relevance, and foster genuine connections between brands and communities.

In an agile agency set-up, we are uniquely positioned to respond quickly to changes in social media networks and touchpoints, ensuring that our strategies remain relevant and effective in an ever-evolving digital landscape.

Our approach ensures that cultural engagement is not just visible but also measurable and scalable - creating long-term impact and brand loyalty.

CULTURAL

TARGETING

Traditional generational targeting is outdated.

Labels like Gen Z, Millennials, or Boomers oversimplify audiences, leading to ineffective messaging. People are more than their birth year - they are shaped by values, communities, and cultural movements.

At Serviceplan Culture, together with our friends from Mediaplus, we harness Culture Targeting to create real, lasting connections. Culture - not age - drives behavior, sparks conversations, and builds brand loyalty. From gaming and hip-hop to LGBTQIA+ advocacy and mental health awareness, we help brands tap into the passions that truly move people.

CULTURAL

NETWORK

At Serviceplan Culture, we connect brands with the cultural movements that truly resonate with people.

Our strength lies in a powerful network that we actively leverage for our clients, enabling us to dive deep into relevant communities and create authentic connections. We collaborate with Civey for data-driven insights through precise opinion research, partner with the University of St. Gallen for academically backed strategic excellence, and tap into the influencer ecosystem of Buzzbird and Studio71 to engage audiences through high-reach content creators.

Additionally, we work with a diverse range of national and international talents, artists, and creatives from various subcultures to bring unique cultural perspectives to life. This network allows us to identify the cultural codes that truly matter, ensuring brands engage with their audiences in a way that feels real, relevant, and impactful.

CULTURE

FOR GOOD

We believe in using our expertise to drive positive change.

Every year, we support NGOs and organizations that not only do good but are deeply rooted in culture and community. From empowering young talent at the HipHop Academy Hamburg to advocating for clean water with Viva con Agua, from promoting social impact through Basketball AID to supporting children in need with SOS Kinderdorf - we actively contribute to meaningful initiatives that make a real difference.

Because culture is more than just a marketing tool; it’s a force for good.

HOW WE WORK

Culture First, Campaigns Second

Brands don’t define culture - they earn their place within it. We put communities at the center of every strategy, ensuring marketing efforts don’t just follow cultural movements but actively amplify, support, and enrich them.

Relevance Through Understanding

Cultural relevance isn’t manufactured - it’s earned. By deciphering the unique codes, values, and rituals of subcultures, we create authentic connections that resonate on a deeper, more meaningful level.

Cultural Insight Meets Data Intelligence

True cultural intelligence is a blend of data-driven precision and human intuition drawn from within cultural communities. We merge advanced analytics with the lived expertise of tastemakers and insiders, offering a complete picture of cultural opportunity.

Impact Over Popularity

We prioritize cultural relevance over mass appeal. Our work is designed to build trust, foster loyalty, and create lasting value - for brands, for communities, and for culture itself.