{"id":145941,"date":"2019-10-03T06:00:01","date_gmt":"2019-10-03T04:00:01","guid":{"rendered":"https:\/\/www.mediaspecs.be\/?p=145941"},"modified":"2019-10-04T09:30:22","modified_gmt":"2019-10-04T07:30:22","slug":"la-strategie-de-serviceplan-des-hubs-agiles-federant-toutes-les-competences","status":"publish","type":"post","link":"https:\/\/www.mediaspecs.be\/fr\/la-strategie-de-serviceplan-des-hubs-agiles-federant-toutes-les-competences\/","title":{"rendered":"La strat\u00e9gie de Serviceplan : des hubs \u00ab agiles \u00bb f\u00e9d\u00e9rant toutes les comp\u00e9tences"},"content":{"rendered":"<p>Serviceplan Group, le groupe d\u2019agences publicitaires qui a son berceau en Allemagne, a cl\u00f4tur\u00e9 son dernier exercice avec des revenus mondiaux en croissance de 7% par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente, \u00e0 442 millions d\u2019euros. Une progression qui d\u00e9passe largement la moyenne du secteur, estim\u00e9e \u00e0 2% selon le classement Ad Age 2018. <em>\u00ab Nous nous r\u00e9jouissons de ces performances, particuli\u00e8rement au vu de l\u2019environnement de plus en plus difficile dans lequel nous \u00e9voluons. Les clients font preuve de retenue, les budgets publicitaires sont r\u00e9duits et partiellement int\u00e9gr\u00e9s dans la construction d\u2019infrastructures num\u00e9riques propres \u00bb<\/em>, a comment\u00e9 CEO Florian Haller.<\/p>\n<p>Serviceplan Group doit largement son succ\u00e8s au d\u00e9veloppement de Maisons de la Communication qui r\u00e9unissent depuis toujours sous un seul toit toutes les comp\u00e9tences n\u00e9cessaires pour \u00e9laborer des solutions de communication int\u00e9gr\u00e9es et innovantes. Ce concept s\u2019\u00e9tend progressivement aux 24 sites du groupe \u00e0 travers le monde. La client\u00e8le internationale de Serviceplan comprend notamment Amazon, BMW, Beck\u2019s, Burger King, Danone, L\u2019Or\u00e9al et Metro. En mai dernier, Serviceplan a \u00e9t\u00e9 sacr\u00e9e Independent Agency of the Year au New York Festivals Advertising Awards et cette semaine comme Independent Network of the Year par CRESTA.<\/p>\n<p><strong>Le Benelux g\u00e9r\u00e9 depuis Bruxelles<\/strong><\/p>\n<p>Serviceplan Group Benelux figure parmi les cinq premi\u00e8res agences internationales du groupe et est pilot\u00e9 depuis Bruxelles par le CEO belge <strong>Peter Vande Graveele<\/strong> (photo). Il emploie actuellement une centaine de collaborateurs et r\u00e9alise un chiffre d&rsquo;affaires de pr\u00e8s de 30 millions d&rsquo;euros.<\/p>\n<p>Lov\u00e9e dans une minuscule ruelle de Woluwe-Saint-Pierre, la Maison de la Communication de Bruxelles est une ruche bourdonnante et agile, avec des \u00e9changes permanents entre les diff\u00e9rents d\u00e9partements. Ce hub regroupe sept agences sp\u00e9cialis\u00e9es : Serviceplan (cr\u00e9ation et strat\u00e9gie), Plan.Net (digital et technologie), Mediaplus (solutions m\u00e9dias), Mediascale (programmatique et data), 20Something (agence de pub autog\u00e9r\u00e9e par des \u00e9tudiants en marketing et ciblant les youngsters), Solutions (marketing intelligence) et Neverest (motion design). Weight Watchers, Torfs, Lactalis, Samsonite et F\u00e9d\u00e9rale Assurance font partie de ses clients historiques ou plus r\u00e9cents. <em>\u00ab Nous fonctionnons de mani\u00e8re autonome, avec une structure horizontale, mais en capitalisant sur les avantages d\u2019un groupe international. Sans les logiciels de Solutions, par exemple, nous ne pourrions pas r\u00e9aliser toutes les adaptations des campagnes de L\u2019Or\u00e9al pour les march\u00e9s du Benelux, soit plus de 6.000 missions par an \u00bb<\/em>, explique Peter Vande Graveele.<\/p>\n<p>La gestion des data est un autre point fort de Serviceplan. Depuis octobre, Mediascale organise House of Data : cinq lunchs en compagnie d\u2019experts de la data science de renomm\u00e9e internationale. En partenariat avec GfK, Serviceplan d\u00e9cerne aussi annuellement les Best Brands Awards. Best Brands est une \u00e9tude annuelle (5.000 r\u00e9pondants et 350 marques analys\u00e9es) qui combine deux facettes du marketing : le succ\u00e8s \u00e9conomique et l\u2019impact \u00e9motionnel d\u2019une marque.<\/p>\n<p>\u00c0 Amsterdam, une autre Maison de la Communication d\u00e9cline le mod\u00e8le d\u2019int\u00e9gration du groupe, avec une vingtaine de collaborateurs \u00e0 son bord. Celle-ci poursuit son d\u00e9veloppement avec le lancement r\u00e9cent de Mediaplus aux Pays-Bas.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Serviceplan Group a cl\u00f4tur\u00e9 son exercice avec des revenus mondiaux en croissance de 7%. Le groupe doit son succ\u00e8s au d\u00e9veloppement de Maisons de la Communication qui r\u00e9unissent sous un seul toit toutes les comp\u00e9tences.<\/p>\n","protected":false},"author":7,"featured_media":145938,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[25],"tags":[11104,13061,9199,13062,10719,11106,8383],"class_list":["post-145941","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media-fr","tag-20something-fr","tag-florian-haller-fr","tag-mediaplus-fr","tag-mediascale-fr","tag-peter-vande-graveele-fr","tag-plan-net-fr","tag-serviceplan-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La strat\u00e9gie de Serviceplan : des hubs \u00ab agiles \u00bb f\u00e9d\u00e9rant toutes les comp\u00e9tences<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediaspecs.be\/fr\/la-strategie-de-serviceplan-des-hubs-agiles-federant-toutes-les-competences\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La strat\u00e9gie de Serviceplan : des hubs \u00ab agiles \u00bb f\u00e9d\u00e9rant toutes les comp\u00e9tences\" \/>\n<meta property=\"og:description\" content=\"Serviceplan Group a cl\u00f4tur\u00e9 son exercice avec des revenus mondiaux en croissance de 7%. Le groupe doit son succ\u00e8s au d\u00e9veloppement de Maisons de la Communication qui r\u00e9unissent sous un seul toit toutes les comp\u00e9tences.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mediaspecs.be\/fr\/la-strategie-de-serviceplan-des-hubs-agiles-federant-toutes-les-competences\/\" \/>\n<meta property=\"og:site_name\" content=\"MediaSpecs\" \/>\n<meta property=\"article:published_time\" content=\"2019-10-03T04:00:01+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-10-04T07:30:22+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mediaspecs.be\/wp-content\/uploads\/2019\/10\/Peter-Vande-Graveele.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2508\" \/>\n\t<meta property=\"og:image:height\" content=\"2832\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"@Wim\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"@Wim\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.mediaspecs.be\/fr\/la-strategie-de-serviceplan-des-hubs-agiles-federant-toutes-les-competences\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.mediaspecs.be\/fr\/la-strategie-de-serviceplan-des-hubs-agiles-federant-toutes-les-competences\/\"},\"author\":{\"name\":\"@Wim\",\"@id\":\"https:\/\/www.mediaspecs.be\/#\/schema\/person\/e7abfbc9d625b3ef13e2253554a61317\"},\"headline\":\"La strat\u00e9gie de Serviceplan : des hubs \u00ab agiles \u00bb f\u00e9d\u00e9rant toutes les comp\u00e9tences\",\"datePublished\":\"2019-10-03T04:00:01+00:00\",\"dateModified\":\"2019-10-04T07:30:22+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.mediaspecs.be\/fr\/la-strategie-de-serviceplan-des-hubs-agiles-federant-toutes-les-competences\/\"},\"wordCount\":549,\"image\":{\"@id\":\"https:\/\/www.mediaspecs.be\/fr\/la-strategie-de-serviceplan-des-hubs-agiles-federant-toutes-les-competences\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.mediaspecs.be\/wp-content\/uploads\/2019\/10\/Peter-Vande-Graveele.jpg\",\"keywords\":[\"20Something\",\"Florian Haller\",\"Mediaplus\",\"Mediascale\",\"Peter Vande Graveele\",\"Plan.net\",\"Serviceplan\"],\"articleSection\":[\"Media - 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