Stay positive and stay strong!

Francesca Bria: A woman with brunette hair and blonde highlights is talking on a stage in a blue suit with a polka dot chemise underneath.

#1 POLITICS & ECONOMICS

Data is the raw material of the platform economy – it fuels artificial intelligence and is changing the balance of power in society. In urban environments, data is a critical infrastructure, comparable to roads, clean air, energy and water. It should be seen as a public good, vital to the collective intelligence of communities.

Francesca Bria, Honorary Professor at the UCL Institute for Innovation and Public Purpose in London

Nina Matzat, Yves Bollinger & Maik Kähler: The image is a collage of three portraits: on the left, a woman with wavy blonde hair, wearing a coral blazer over a white shirt, sits with her hands clasped; on the top right, a bearded man in a dark blue shirt stands with arms crossed in front of a painting of a person in a helmet smoking a cigarette; on the bottom right, a man with glasses and short brown hair wears a black sweater and smiles at the camera against a plain background.

#2 ARTIFICIAL INTELLIGENCE & NEW REALITIES

The future of brands is immersive. With spatial computing, brands can appeal to customers on a deeper level, evoking unforgettable emotions and telling unique stories. Interactions add to the experience and create positive memories.

Nina Matzat, Yves Bollinger & Maik Kähler, General Manager at Plan.Net Studios

Prof. Christian Schmidkonz: The photo shows the head of a man, who has light hair and wears a navy blazer and white shirt.. He is smiling directly into the camera.

#3 A FUTUREPOSITIVE MINDSET

Happy people are more innovative and creative. Companies need to recognize that personal wellbeing is an important KPI in its own right. So companies also have a financial incentive to create workplace environments where personal wellbeing is respected – and by that I don’t mean the yoga room.

Prof. Christian Schmidkonz, Academic Director of the International Business Master’s programme at the Munich Business School

#4 BRAND MANAGEMENT & EMOTIONAL BRAND BUILDING

The 24/7 approach is successful because today’s customers expect brands to appeal to them in all areas of their lives. Managing the different target groups is also a balancing act, of course. But we shouldn’t forget that, in 2030, Gen Z will be the customer segment with the highest purchasing power. We can’t just ignore them and say that they don’t matter to us. We need to get these customers on board today – with influencers who they’re interested in. At the same time, our old customers are just as important to us. That’s also the reason why our testimonials come from so many different fields, from sport, music, art, etc..

Daniel Grieder, Chief Executive Officer of Hugo Boss

#5 SUSTAINABILITY

Climate protection needs to be political. And I have no doubt that we, as a global community, will eventually manage to turn things around. But until this happens, radical optimism is a must – after all, what other options do we have?

Lilith van Amerongen, Climate Activist

Daan Roosegaarde: Portrait of a man with short, blonde hair and a friendly smile. He is wearing a dark blazer over a black shirt. In the foreground on the right are blurry flowers. In the background is a grey curtain. The man is presenting with a small microphone attached to his cheek.

#6 VISIONS OF THE FUTURE

I’m from the Netherlands and most of the country is actually below sea level. So we live with the water, we fight with the water, we learn from the water. It’s part of our identity and our culture. […] What would happen if the dykes broke? And how will climate change affect them? Using LEDs and lenses, we created virtual floods to illustrate how high the water level could rise if we do nothing. People don’t change because of numbers. If I told them that the average sea level would rise by 2.5 metres by the year 2100, they wouldn’t change. But once you feel it, once you see it, you can share it.

Daan Roosegaarde, Artist, Pioneer and Founder of Studio Roosegaarde

Carina Müller: Portrait of a woman with shoulder-length blonde hair and a subtle smile. She is wearing a light blue blazer over a white blouse with lace trim. The background is solid dark blue

#7 JOURNEY MANAGEMENT & PERSONALISATION

With the use of artificial intelligence and real-time data, individualizing advertising messages and offers is reaching a new dimension. The keyword here is ‘hyper-personalisation’, which goes well beyond standard personalization.

Carina Müller, General Manager of Retail Media & Marketplaces at Mediaplus Performance

Christian Hellinger: Portrait of a man with short, brunette hair. He is wearing a black tshirt and has is arms crossed. He looks into the camera and smiling warmly.

#8 CONTENT CREATION & CHANNELS

We find ourselves seeking positive rituals and routines, often turning to familiar daily companions. And when the tonality is right and the stories hit the spot, there is enormous potential for advertising to become one of those daily companions.

Christian Hellinger, Managing Partner & Chief Creative Officer at Wien Nord Serviceplan

Helmi Abdalhadi: Portrait of a man with short brown hair and a slight smile. He is wearing a white T-shirt under a blue blazer and leans casually against a black pillar. In the background, a black sign with white lettering reads 'House of Communication'.

#9 EMPLOYER BRANDING

Harnessing the power of gaming for employer branding is not just about following trends – it’s about meeting prospective employees halfway, aligning with their passions and creating a compelling narrative that resonates with the next generation of talent.

Helmi Abdalhadi, Manager of the House of Gaming division of Serviceplan Middle East

#10 ENTREPRENEURSHIP

It’s vital that you create a culture in which changes are seen as an ongoing opportunity for making a difference. A lot of people think transformation is finite, as if to say: “If I change things up now, they will calm down again later.” But that’s no longer the case. We have also been experiencing ongoing transformations in the business world for a number of years.

Marc Opelt, Chairman of the Divisional Board at OTTO

Portrait of a man smiling into the camera. He is wearing a light shirt with a huge radish in the middle of it and a brown bucket hat. The background is colorful with a celing in mostly red but also yellow an green.

#11 CREATIVITY

Affirmation has been something that’s always driven my work. Anything that celebrates positivity and affirmation. Within my public work, whether it’s a public playground or a pavilion or a public mural, the question is how can I capture your attention for two or three minutes, and how can it change your mood or your day.

For me, as a young kid, affirmation was how my parents sort of dealt with their own personal experiences and their own personal things that they were going through. And that’s something I’ve been trying to explore through my work – this kind of power of affirmation in the public space and what this affirmation means to different people.

Yinka Ilori, Artist and Designer

Portrait of a woman with long blonde hair, she looks directly into the camera. She is wearing an orange dress with no sleeves.

#12 TALK OF FAME

I think it all comes down to authenticity. Authenticity is crucial for success. Say what you mean and mean what you say. And make sure that the values of your business are aligned with your communication.

Elle Macpherson, Supermodel and Entrepreneur

TWELVE provides an insight into the inspiring personalities and topics that have accompanied us as Serviceplan Group over the past year and presents the portfolio of our agency group in an innovative way. The topics in TWELVE make statements in the industry. The articles inspire, look ahead, move, amaze and also focus on current niche topics.

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