Serviceplan Group launches Serviceplan Make: the First Integrated Production Company for Branded Neo-narratives

• With the summer 2022 launch of Serviceplan Make, Serviceplan Group is combining existing with newly structured international implementation and creative competencies in one new core.
• The result is that Serviceplan Make, led by Managing Director Kieve Ducharme, will be able to facilitate production that offers content for brands and products via every media, every technology and all platforms worldwide from a single source.
• The spectrum ranges from tailored individual craft pieces to mass individualised and digitally adapted assets.
• With 800+ talents, Serviceplan Make is deeply integrated in the Group’s creative, digital and media services within the Houses of Communication.

Serviceplan, recently awarded ‘Craft Agency of the Year’ at the Cannes Lions International Festival of Creativity 2022, is now bundling its potential in the new entity Serviceplan Make to create a unique service for clients, brands and products. By combining over 50 years of production experience with completely new innovative services, Serviceplan Make, a new global production company led by Managing Director Kieve Ducharme, will set standards in end-to-end content production and in crafting. The inaugural clients of Serviceplan Make are Ferrero and Lufthansa.

In addition to Kieve Ducharme, Irina Schestakoff holds the position of Managing Director of Serviceplan Make since July 2022. She is responsible for the sectors of growth and content strategy as well as networking with the other Serviceplan agencies.

Alexander Schill, CCO of the Serviceplan Group comments: “A good brand is a story that is continually told. However, future communication behaviour is changing massively – it will happen episodically, being hyper-individualised and used in a large number of different media. With Serviceplan Make we are creating a future-proof global production company for tomorrow’s communication requirements.”

Kieve Ducharme, Managing Director of Serviceplan Make explains further: “We want to respond to the demand for immersive branded stories with a new kind of content: neo-narratives. With Serviceplan Make we are conceiving, creating, realising and adjusting exactly the content successful brands need to inspire target groups and to create unique experiences.”

Till Diestel, CCO of Serviceplan Germany adds: “Innovative narratives can be handcrafted, with iconic content created by masters of their craft, or thousands of assets that will be adapted and delivered for atomic customer journeys. Serviceplan Make uses channels, technologies and creative ideas to reach target groups in an impressive way.”

No matter whether it involves ‘crafted content’ or ‘content at scale’, the new kind of service offered by Serviceplan Make will be centred around content and execution strategy that defines the special features of the essential neo-narratives. Serviceplan Make will always be ready to involve talents and experts from sectors of; film and photography; post-production; CGI; retouching; phygital innovation; scaled productions; print; digital and asset generation; as well as audio, sound and music. This principle guarantees a brand-optimised and client-orientated production quality at a new level, and creates the customer experiences and journeys of the decades to come.

By rolling out all productions via the newly created MakeOS platform, Serviceplan Make can fulfil a high level of transparency and client orientation as end-to-end provider on the brand and corporate side. In order to achieve all of this, over 800 colleagues, spread across all key markets, are already in position for the launch of the new entity: Serviceplan Make.

Serviceplan Make, through its close integration with the Serviceplan Group creative agencies Mediaplus and Plan.Net, far exceeds the usual services of a conventional production house. As a result, the new entity is in a position to roll out excellent craftsmanship or even thousands of assets as unique narratives that are very specifically directed at impact, awareness and strategic goals.

“That’s why Serviceplan Make is anchored completely in our Houses of Communication and integrated with other specialists from the sectors of media, creativity and technology”, explains Vincent Schmidlin, partner and spokesperson of the Serviceplan agencies.

The importance of content services is also reflected in the team composition of the Serviceplan agency holding. In addition to Vincent Schmidlin, Till Diestel, Stefanie Kuhnhen and Holger Scharnofske, Kieve Ducharme is now also responsible for creative asset production in the Serviceplan agencies intermediate holding company itself.

Kieve Ducharme, who led the planning process of Serviceplan Make, has many years of experience in the sectors of production, content and production studios. She came from Mediamonks to the Serviceplan Group, where she was responsible for the area of growth & client solutions. Prior to this, she was Chief Production Officer in the production department of the Publicis Group. In a previous post, she worked on the implementation of the production offers between WPP agencies and Hogarth.

Serviceplan Make’s Joint Managing Director Irina Schestakoff started her career as a creative, worked with agencies such as Ogilvy and Leo Burnett, among others, as Creative Director as well as on the corporate side with Breuninger as Strategic Director Digital. Most recently, she was Digital Content Design Director at Accenture Interactive where she was responsible for content strategy as well as implementation for global clients.

Irina Schestakoff, Managing Director, Serviceplan Make says: “Production involves content strategy, concept, create, connect, customer and controlling at the same time. Serviceplan Make reflects this necessity at all touch points, so that brands address the right clients at the right time – in the right form”