Serviceplan Group Launches Web3 and Metaverse Studio: Serviceplan DCNTRL

• Serviceplan Group is expanding its range of services and investing in the development of a full-service Web3 studio.
• Serviceplan DCNTRL – short for “decentral“ and referring to the decentralised nature of Web3 – collaboratively develops holistic brand experiences and business models for Web3 and the metaverse.
• Former Google manager Nina Matzat and Yves Bollinger, previously Head of Digital Strategy and Innovation at DDB Düsseldorf, will lead the studio as General Managers. As a new integrative hub, Serviceplan DCNTRL brings together the Web3 expertise within the Serviceplan Group.

The team leading the newly launched Serviceplan DCNTRL combine a deep understanding of culture, communities and trends within Web3, with creative and technical expertise to develop sustainable business models. The full-service portfolio includes training, strategy, concept, creation, execution and legal advice and offers complete support: from the first steps in Web3 to market entry and community management. An essential element at the beginning of the cooperation are discovery workshops, in which the current status is elaborated together with the clients and the potential and options in Web3 and Metaverse are explored for their individual needs on the basis of relevant use cases.

With Serviceplan DCNTRL, Nina Matzat and Yves Bollinger bring together the Web3 expertise within the Serviceplan Group in an integrative hub, and will collaborate closely with national and international experts from the Serviceplan Group.

In this way, Matzat and Bollinger combine their expertise with the know-how from the teams around Plan.Net CXO Christian Waitzinger, Alex Turtschan, Director Innovation at Mediaplus, and XR specialist Kevin Prösel, Managing Director of Saint Elmo’s Experiential, as well as the units specialising in Web3, VR/AR/XR development and gaming in Asia, the USA, Dubai and Poland.

Florian Haller, CEO Serviceplan Group said: “With Serviceplan DCNTRL, we combine a clear strategy, which has innovative business models in mind, with the possibility of implementing projects in Web3 completely ourselves. Together with the tight integration within the Serviceplan Group, our offer provides the highest possible level of expertise and efficiency for our clients.”

Nina Matzat and Yves Bollinger explained: “Web3 is developing rapidly and will change the relationship between brands and customers permanently. This transformation demands long-term strategies from companies as well as a deep understanding of the culture in Web3. We therefore think and develop always coming from the communities in order to enable a two-way value creation by brands.”

The Serviceplan DCNTRL Studio is launched as part of Serviceplan, with a close connection to Serviceplan Chief Strategy Officer Stefanie Kuhnhen and Chief Creative Officer Germany Till Diestel.

Also part of the DCNTRL team is Katsche Platz. As Creative Director, he coordinates and manages all creative tasks across the team. Katsche Platz comes from antoni team x, where he was Lead Digital Creative & UX and responsible for Web3 and Metaverse projects, for example for Mercedes-Benz. A further expansion of the team is planned.

Stefanie Kuhnhen comments: “What does it mean for one’s own business model when people spend the majority of their time on the internet? Every CEO and CMO need to ask themselves this question. And we help them to find individual answers to the many questions that are currently still evolving, to rethink their own brand ecosystem from a new perspective, to try out pilots or to further develop their own operating models. In this way, we are truly a long-term partner for the future business of our clients.”

Till Diestel adds: “With the full-service set-up of a fully-fledged studio, Serviceplan DCNTRL enables us to develop our own business models and virtual products for the Serviceplan Group. This is an incredible asset and offers a tremendous potential for our creative work.”

For the last five years, Nina Matzat has been working as an Independent Digital Creative Consultant on the agency and corporate side, specialising in digital storytelling and creative effectiveness. Before that, she worked as a Strategist and Creative Agency Manager at Google for eight years and was part of the global creative team “Unskippable Labs”.

Yves Bollinger comes to Serviceplan from DDB Düsseldorf, where he worked as Director Digital Strategy & Innovation for the past nine years and helped to set up FTW, DDB’s global gaming unit, in Germany. Prior to that, he was an Independent Consultant in the areas of digital strategy, UX and product development.