Europe’s leading independent agency group launches a fully integrated House of Communication in Amsterdam


Brussels, 3rd of July 2020 - As of today, independent strategic marketing & media agency Mediaxplain* joins forces with the Dutch branch of Serviceplan/Mediaplus. This merger creates an agency consisting out of 80 media, tech and creation professionals who jointly become the most future-oriented agency in the Netherlands. Europe’s largest independent agency group Serviceplan takes a majority share and will spark digital marketing (media & automation) and data/tech within the Dutch branch. With the equally large Belgian Serviceplan agency, the new Dutch House of Communication offers the widest range of services to brands and organizations in the Benelux. The current Dutch management of Mediaxplain* and Serviceplan/Mediaplus form the daily management of the combination.

The House of Communication driven by Dutch Entrepreneurship

Talks between Mediaxplain* and Serviceplan started last year. Both parties recognized each other in mutual independent thinking, innovation orientation and entrepreneurship, both in driving the agency as in the way in which they work with clients. The unique service portfolio focusing on media, creation, tech & data of both companies will now blend together at the Amsterdam office of Mediaxplain*, which will carry the name House of Communication as of the 1st of July 2020.

Florian Haller, CEO of Serviceplan Group explains: “For Serviceplan Group, the House of Communication in Amsterdam is a milestone on our way to increasing our existing global footprint in order to  be present in the relevant international markets. I am pleased that we can now offer our integrated agency concept with creative & content, media & data and experience & technology under one roof in the Netherlands, and that we have partnered with Mediaxplain* in the Netherlands, an owner-managed agency with core values aligned with those of Serviceplan.”  

Gun Nieuwenhuis and C.C. Hage, founders of Mediaxplain * highlight their journey: “Five years ago, in the growth path of Mediaxplain*, we made a conscious choice to also serve international customers on our own. It has taught us that our services also shine on that podium, but also that our Dutch clients can benefit from initiatives that are developed internationally. In Serviceplan we found that independent entrepreneurial powerhouse that strengthens our position on the Dutch market in terms of digital development power and tooling, and on the other hand enlarges the stage for our services for international clients. Not least in Benelux context.”


Markus Noder, Member of the Executive Board of Serviceplan adds: “The Netherlands and Amsterdam are quickly developing into one of the most important international hubs for media & creativity. For Serviceplan it was already a place where we sparked some of our House of Communication services in recent years. Through talks with Mediaxplain* these plans and our ambitions got amplified. With this step and the unique matching services of Mediaxplain* we offer Dutch and international clients the broadest range of specialized services in the field of communication.”

Peter Vande Graveele, until now CEO of the Serviceplan Group Benelux, considers the merger with Mediaxplain* as a major step in the future development of the Serviceplan-story in the Netherlands, which he started himself in 2015 by bringing some clients from Brussels to Amsterdam, amongst them L’Oréal. In September 2018, he started Mediaplus Amsterdam and started a cooperation with Hornbach (major German player in the DIY-sector) and already client of Mediaplus in different European countries. As off 1st of July Peter will transfer his operational responsibilities for the Amsterdam-branch to the new management team, but he stays shareholder of the new merger and driving force behind the newly born House of Communication in Amsterdam. “I am very proud that we have put Serviceplan Group on the map in these 2 capitals since 2013, and that the group counts today with this merger, almost 200 communication specialists in the Benelux.”



The Serviceplan Group is the leading independent agency group in Europe. Founded 50 years ago as an advertising agency, Serviceplan quickly developed the concept of the "House of Communication" - the only completely integrated agency model in Germany to date that combines all modern communication disciplines under one roof: whether brand strategists, creative, media, digital or technology experts, market researchers, PR consultants or sales professionals. With 24 of its own locations as well as established partnerships, the Serviceplan Group is represented in a total of 35 countries worldwide and all major economic areas.


In addition to the three largest agency brands Serviceplan, Mediaplus and Plan.Net, the group includes the market research institute Facit, the intelligent content production & management agency Solutions and the strategic management consultancy Consulting. Since 2016, Serviceplan is active in the Netherlands as part of the Benelux proposition led from Belgium. In recent years this has expanded into a solid independent agency with 20 employees. This start-up with clients such as L’Oreal, Uniekaas, Flatex, Hornbach, Ancora and De’Longhi is now accelerating and gets its own Dutch profile through the merger with Mediaxplain*.



Mediaxplain* is the independent, full-service marketing and media agency that pioneers the market. The agency's mission: to make clients more successful with the help of media and marketing. They do this by offering them control over the integrated use of all means of communication and always in an effective and high-profile way: innovative and often clearly different. Mediaxplain* is also open 7 days a week: after all, the target group of almost every client is also the target group at weekends. Mediaxplain* works for Bolletje, Storytel, Binck Bank, the Van Gogh Museum and Efteling, among others.




Nancy Delhalle

Chief Marketing Officer

+32 2 774 01 00