Dive Brief:
- Serviceplan Group, Europe’s largest partner owned independent agency network, is expanding its U.S. footprint and opening Serviceplan Americas, according 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 will open a local office for digital Plan.Net to suuport its goal of bringing together creativity, technology and media for single-source communication development.
Dive Insight:
Serviceplan Group wants to replicate a model it says has proven successful in Europe for the U.S. market, promising agencies and clients an avenue to keep their independent spirit alive while tapping into additional resources. In general, independent agencies have been an important force in the U.S. market, in part because of their ability to be nimble.
The 2022 Cannes Lions Independent Network of the Year brings together creative, digital and media resources as 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 will be CEO and CCO, respectively, and the agency’s CFO, Nancy Daum, will be COO. All will retain their roles at Pereira O’Dell.
“We look forward to working together, as a group of independents, to continue to push the boundaries of marketing excellence and great outstanding results for our clients,” said Andrew O’Dell, CEO of Serviceplan Americas, in a statement.
