In the dynamic world of advertising, the marketing landscape is constantly shifting. Driven especially by the rapid evolution of social media platforms, it undergoes constant shift in user behavior, algorithm updates and emerging trends – not to mention the rise of AI. In such a context, traditional advertising methods really do struggle to keep pace. To top it all off traditional approaches are facing a formidable challenger – ÜberCreativity.

ÜberCreativity, our unique Serviceplan Group creative approach, thrives in this world of uncertainty and volatility by adapting and leveraging new opportunities swiftly and ensuring that brands remain relevant and resonant amid the unceasing transformation of the old marketing industry.

While “integration” or “360° communication” have long been mere promises to clients, ÜberCreativity at Serviceplan Group has been a lived reality for decades – not to say since our founding in 1970. In contrast to traditional and one-dimensional briefing-solution-relationships between clients and agency on the one hand and between accountants and creatives on the other hand, ÜberCreativity always strives to take the non-linear solution path. It ventures onto the unexplored, steep ascent and searches for the undiscovered junction to yet unclimbed elevations.

For us, ÜberCreativity describes an evolved form of innovation and is crucial for overcoming the limitations of marketing communication. ÜberCreativity happens when different communication disciplines combine their specific strengths to elevate an idea to an unprecedented creative level. It is never an end in itself, but always serves to unite communication at the highest creative level and efficient marketing planning in a single, highly integrated process.

Breaking the Mold: ÜberCreativity Across Boundaries

ÜberCreativity breaks free from the constraints of traditional thinking, building brands that transcend discipline and genre boundaries. In a world where consumers are fed up with information, ÜberCreativity provides a fresh perspective, generating new impulses that capture attention and resonate with diverse audiences. It is not just about being visible and distinguishable; it is about being genuinely remarkable.

The Deconstruction of Brands: ÜberCreativity in Context

Unlike the conventional belief that brands are only constructed by marketers, ÜberCreativity acknowledges that brands are also formed and deconstructed by the people – always within its inherited context but also constantly adopting the cultural background of its consumers. This comprehensive approach ensures that brands are not detached monoliths but living entities that connect with people on a highly emotional level.

For each Serviceplan Group employee, whether creative director or recruiter, ÜberCreativity means thinking beyond the expected in everything we do, responding to emerging trends, and integrating adaptability, scalability and extraordinary crafting into every project. It is about fostering an environment where each team member is encouraged to explore, experiment, and push the boundaries of creativity. At every single project phase, we are embracing diverse perspectives and stay open to collaboration across disciplines. Whether in ideation sessions, client interactions, or project executions, the essence of ÜberCreativity is translated into top notch execution that redefines how we approach and deliver exceptional work.

ÜberCreativity in Action: Real-World Examples

Let us dive into some of our best-known examples and actual proof points of how ÜberCreativity can substantially and sustainably reshape the advertising landscape as we know it.

For Lufthansa, ÜberCreativity helped us to translate the iconic power of a global brand into a new language – based on a strong and simple universal insight. With this unique approach, we found a key to the hearts and minds of a global audience using words and images that do not need any more explanation. As a result, the global Lufthansa brand will become again part of the worldwide cultural discourse.