TWELVE Mail

Informative, up-to-date and entertaining - with our TWELVE Mail Innovation Update we keep readers informed of industry-moving meta trends and throw in a few surprises with background information, opinions and inspiration from wihtin the Serviceplan Group cosmos.

In a world full of change, brands that build trust and offer guidance are the ones that win. The new TWELVE Mail shows what makes brands successful today.

A large, modern indoor atrium of an office building with multiple floors, glass railings, and open work areas. Bright blue horizontal and vertical light lines stretch across the entire space, creating the impression of a digital grid spreading over the floor and through the air.

TWELVE Mail Issue 21 focuses on the CMO Barometer 2026 – and on a clear message: AI has become a key management task in marketing.

Several hot air balloons in various colors and patterns are ascending into the sky. In the foreground, large balloons with red, yellow, and blue striped envelopes are visible, with two baskets carrying people above white fabric sheets. In the background, more smaller balloons float against a clear blue sky.

In this edition of TWELVE Mail, we celebrate what we’ve achieved together – record-breaking results, creative excellence, and bold steps toward AI and internationalization. At the heart of it all are the people and ideas that show why #TogetherWeAreUnlimited is more than just a hashtag – from the “House of AI” to our ambitions in London.

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In this edition of TWELVE Mail, we explore how creativity can connect brands with people in ways that are relevant, lasting — and built to make a difference. We introduce former and new Sparkies and Young Lions who are shaping the creative future. Plus: AI agents as brand guardians – and how we find our bearings amid the rapid evolution of our industry.

Design by Yinka Ilori: Abstract graphic with colourful, curved lines and shapes emanating from a central point, surrounded by numbers and digital elements on a dark background.

As markets fluctuate, supply chains are being reconsidered, and AI is reshaping our lives, we believe in the power of communication. In this issue, you’ll find articles on rising expectations for agencies, CEO positioning, and the future of the Brand “Made in Germany”. We explore key questions: How can brands create emotional resonance? And what strategies should they use to connect with Gen Z?

The image is abstract and depicts a central sphere emitting colorful light bands and lines in all directions, with a mountain of binary numbers in the foreground, symbolizing the connection between technology and creativity.

Faced with the challenge of achieving more with less, CMOs are clearly focusing on the potential of artificial intelligence. But AI has so much more in store for us than just efficiency gains. Everything that will shape the future of CMOs in 2025 is covered in the 17th edition of TWELVE Mail.

AI #BeyondBoundaries: In our 16th issue of TWELVe Mail, our experts from around the world share their perspectives on the boundless impact of AI: across our disciplines, they present state-of-the-art AI-supported solutions and cases, describe developments in our own AI labs and highlight the potential for companies and brand experiences. All visuals were created using our own legally compliant image generation platform "Serviceplan Gen.AI".

Welcome to the age of ÜberCreativity! With Cannes Lions around the corner, we look into the campaigns with the greatest potential, our meaning of ÜberCreativity and ideas that have an impact across various media. Read more about it in our 15th edition of TWELVE Mail.

Ready for a journey through the multifaceted world of brands? In our 14th edition of TWELVE Mail, we get to the heart of ÜberCreativity, navigate dark social and learn how cultural marketing becomes measurable. We also explore the possibilities of virtual onboarding experiences and look at building our agency brand.

The twelfth issue of TWELVE Mail kicks off our 23/24 fiscal year under the motto Expanding Horizons! Challenging times and an unprecedented dynamisation of topics and technologies call for new perspectives and change. We look at our first sustainability report, discuss the relevance of narratives and focus on the game changer AI.

These are not easy times to live in right now with lots of factors coming together to give us cause for anxiety, and to give companies a glimpse of an uncertain future. The eighth issue of our TWELVE Mail Update aims to encourage all of us to see every crisis as an opportunity, irrespective of how difficult this might be in light of current events.

We find ourselves confronted with unpredictable situations and challenges the like of which none of us has ever had to face before. Therefore we now need strategic foresight in addition to speed – but most importantly creativity to expand our horizons and engage with new things. This is the core topic that defines the seventh issue of our TWELVE Mail Update.

Creative and innovative ideas led us through the Corona crisis – the fourth issue of our TWELVE Mail Update is all about our insights and learnings of the past year.