With fee revenue of €818 million, Europe’s largest owner-managed agency group unveils its strongest result ever. In this interview, we ask CEO Florian Haller what is behind this enormous growth, which is defying the industry trend, what issues he will be focusing on in the coming year and why he is consistently #FuturePositive.

Best Trends: Low economic growth, consolidations in the agency business, restrained consumer spending – how was Serviceplan Group able to grow by 11% internationally?

Florian Haller: We have invested in the future, questioned the future viability of structures and have always remained open and curious about trends and innovation issues. This has paid off. I still remember my interview a year ago – even then, despite the ongoing high level of complexity in business and society and general uncertainties, I was optimistic about the year ahead. And as you can see, the plan to face the challenging situation with agility, innovation and pure curiosity has paid off.

Best Trends: What are you particularly proud of – are there areas that stand out?

Florian: I am particularly proud to be proud of EVERYONE. After all, we were able to grow across all agency divisions. I would therefore like to thank each and every colleague around the world who has made this possible and whose dedication contributed to our growth initiatives. What’s more, I’m proud of the fact that this is also recognised by the outside world: we have been named ‘(Independent) Agency of the Year’ and ‘(Independent) Network of the Year’ multiple times (including D&AD Awards, ADC Europe, Eurobest, LIA, Cresta Awards). First places in the Horizont and W&V creative rankings, in the Internet agency rankings of the German Association for the Digital Economy (BVDW) and in the quality rankings of RECMA show that we are able to excel across all agency divisions. This is also reflected in superb new client acquisitions (such as Lufthansa, Bitburger Braugruppe, OTTO, and E.ON).

Best Trends: You often say that 2023/2024 was about making the agency group #FutureReady. This financial year is about being #FuturePositive for what's to come – what does that mean for you?

Florian: That’s right, I think we’re really well positioned for the coming financial year. Even though the macroeconomic situation remains mixed, I am #FuturePositive about the years ahead for the agency group. What do I mean by that? Well, #FuturePositive is more than just a slogan or a headline to me. After all, when a feeling of hopelessness and paralysis becomes increasingly widespread in society – and in the world of marketing in particular – it is time for a change of perspective. Ultimately, only those who look to the future with a positive attitude and focus their thoughts and actions on new opportunities and chances can find positive solutions and ultimately achieve positive results. With an attitude built on curiosity, confidence and courage, we help shape our own future and that of companies and brands – something I firmly believe in. And that’s why #FuturePositive is the perfect watchword for the year.

Best Trends: Speaking of which, what else do you have planned for the group this year?

Florian: My aim is for us to be able to further consolidate the structures and achievements of 2023/2024 and bring them to fruition. I am thinking, for example, of the further expansion of our location in the UK and our commitment to our three fields of innovation: cultural marketing, first-party data and spatial computing. We are pursuing global growth with targeted initiatives. With our AI labs in San Francisco and Munich, we aim to harness the enormous opportunities offered by AI more than ever and to implement specific use cases from pilot and individual projects within our business. We have big plans.

Best Trends: Thank you, Florian.

Florian: Thank you!