- Serviceplan Group, Europe’s largest partner owned independent agency network, is expanding its U.S. footprint and opening Serviceplan Americas, in response to information shared with Marketing Dive.
- The network has also acquired a minority stake in independent agency L&C NYC, a Top 5 Independent agency at Cannes Lions 2022 whose clients include Dole, P&G, General Electric and Diageo.
- Serviceplan Group hopes to translate its House of Communication integrated agency model for the U.S. and can open a neighborhood office for digital Plan.Net to suuport its goal of bringing together creativity, technology and media for single-source communication development.
Serviceplan Group wants to copy a model it says has proven successful in Europe for the U.S. market, promising agencies and clients an avenue to maintain their independent spirit alive while tapping into additional resources. In general, independent agencies have been a very important force within the U.S. market, partially due to their ability to be nimble.
The 2022 Cannes Lions Independent Network of the Year brings together creative, digital and media resources as a part of its integrated House of Communication model. Clients include IHOP, Mini, Zelle, Adobe, De’longhi and Siemens.
Pereira O’Dell, L&C NYC and Plan.Net and media agency Mediaplus will support the network’s U.S. presence.
The leadership team of agency Pereira O’Dell will lead Serviceplan Americas. The agency’s co-founders Andrew O’Dell and PJ Pereira shall be CEO and CCO, respectively, and the agency’s CFO, Nancy Daum, shall be COO. All will retain their roles at Pereira O’Dell.
“We look ahead to working together, as a bunch of independents, to proceed to push the boundaries of promoting excellence and great outstanding results for our clients,” said Andrew O’Dell, CEO of Serviceplan Americas, in a press release.
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