Aussie expat Jason Romeyko takes up worldwide ECD role at Serviceplan Group as part of the German network’s global expansion aims

CB Exclusive – Aussie expat Jason Romeyko (pictured on left) has been promoted to the newly created role of Worldwide Executive Creative Director at the German-headquartered independent global network, Serviceplan International.

Romeyko’s new role involves the creative leadership of 34 Serviceplan agencies – Amsterdam, Bremen, Brussels, Delhi, Dubai, Frankfurt, Cologne, Lyon, Madrid, Milan, Moscow, Paris, Peking, Rennes, Seoul, Shanghai, Valencia, Vienna and Zürich.

Global Chief Creative Officer Alexander Schill explained Romeyko’s appointment will see the Serviceplan footprint accelerate further into different markets creatively, and continue to work in the unique integrated model of the Serviceplan House of Communication.

“With the new role for Jason and the recent appointment of Dimitri Guerassimov and Fabien Teichner as Joint Partners/ CCO’s of Serviceplan France, Serviceplan is becoming a hotbed of world-class creative talent”, said Schill. “This recognition of the importance of creativity, combined with the attractive Independent model of Serviceplan that encourages creative freedom and bravery, is important as we expand our global footprint. Serviceplan is already the No.1 agency in Germany, and with 62 Cannes Lions including 2 Grand Prix under our belts already, we are on a quest to add to our tally of international awards, and eventually become the No.1 Independent agency group in the world.”

With Serviceplan International Managing Partner Markus Noder (pictured on the right), Romeyko will oversee the acceleration of Serviceplan International’s globalization, which will gradually roll out globally Serviceplan’s ‘House of Communication’.

Serviceplan International has a digital arm (Plan.net), media arm (Mediaplus) and creative arm (Serviceplan) under the umbrella of House of Communication. Romeyko’s new role involves overseeing creative, media, PR and digital agencies, enabling Romeyko and Noder to improve the creative product of every arm of the “Haus of Kommunikation”.

Romeyko told Campaign Brief his dream is to take the diversity of international cultures and agency profiles to transform Serviceplan into an industry and household name: “Not just in every country we are located in but beyond. I want to leave a legacy of meaningful ideas that stay in people’s memories. In expanding our global footprint, I would like to create a unique Serviceplan creative experience that clients love to participate in everyday. I know all of this will not just come from talent. We will have to work harder than everyone else. That’s why I am thankful for the roots of the group. I am hoping some German efficiency will be mixed into the magic.”

Serviceplan has already established a successful business in France, Italy, Belgium, Spain, Russia and China, and Europe’s largest owner-managed independent network have designs on North America. A key factor in Serviceplan’s success is its partnership model, which was developed with the objective of preventing sales of agency shares to international networks, combined with the integrated model of House of Communication, where specialists of classical and digital advertising collaborate under one roof.

The next phase for Serviceplan International involves plans to expand into North America, and emulate the success of the move into China three years ago – when a Serviceplan agency in Beijing was shortly followed by a second Serviceplan China agency in Shanghai.

The digital arm, Plan.net, will be introduced to China this year, and it has taken only three years for Serviceplan International to become a serious player in the Chinese market. Significantly, Plan.Net Group is celebrating its 20th Anniversary as Plan.Net Concept and Plan.Net Media were the first agencies of the Plan.Net Group, which were founded in 1997 and is now one of the largest independent digital agencies in Europe with more than 25 locations worldwide.

Romeyko joined Serviceplan Group in October 2016. Prior to joining Serviceplan, Romeyko was Saatchi & Saatchi World Wide ECD for Deutsche Telekom and GSK Saatchi & Saatchi, and ECD of Saatchi & Saatchi Switzerland. He spent a total of 23 years at Saatci. Born in Australia, and fluent in 7 languages, Romeyko brings a distinctly international attitutude and globally creative vision to Serviceplan International.

Markus Noder said: “The Serviceplan International model is really about high intensified integration, followed by innovation. Serviceplan International is effectively the only independent agency group with a truly integrated model that offers clients the benefits of creative, digital and media in one package.”

Serviceplan was established in Munich in 1970 by Dr. Peter Haller, and his son Florian Haller is Chief Executive Officer. Serviceplan Group is only 3 years away from its Golden Jubilee, and is now the largest owner-managed group of agencies in Europe, and the most awarded agency in Germany. Today there are Serviceplan locations in 36 cities around the world, with more than 3,600 employees. In the financial year now ending (June 30), sales are expected to add up to around 375 million euros. Clients include; BMW, Beck’s, Continental, Deutsche Bahn, Deutsche Telekom, Deutsche Lufthansa, Europcar, Eurowings, Hornbach, IKEA, L’Oreal, Media Markt, Metro, MINI, Saturn, Sky, Unicef and WMF.