Where is Serviceplan located?

In Sint-Pieters-Woluwe, Belgium.

How big is Serviceplan?

Around 33 full-time equivalents (financial year 2025).

Which sectors does Serviceplan work for?

Automotive & mobility, Retail & e-commerce, Food & beverage.

Who are the clients of Serviceplan?

Among others Aldi, BMW/MINI, Galbani, De'Longhi, L'Oréal.

Review: Serviceplan

Q: What is Serviceplan specialised in?

Campaign concepts & big ideas, Campaign execution, Content strategy & editorial, Copywriting & long-form content, Paid social, Search advertising (SEA).

Sinds 1977 is Serviceplan actief als creatief bureau uit Sint-Pieters-Woluwe. Het team telt ongeveer 33 medewerkers (VTE). Het bureau bundelt 2 vennootschappen; de cijfers hierboven tellen ze samen. De focus ligt op creatie & reclame, paid media (sea/social/display) en content & copy. Sectoren waar het bureau vaak werkt: grote (inter)nationale merken, fmcg, automotive en retail. Tot de publiek bekende klanten behoren Aldi, BMW/MINI, Galbani en De'Longhi. Het bureau maakt deel uit van Serviceplan Group.

Awards

2× Agency of the Year

2× IAB MIXX Awards

2× Effie Awards Belgium

1

How this agency makes money

Revenue, margin and what an hour of work brings in. Everything on the earning side sits together here.

Revenue trendgross margin per financial year

20212022202320242025

Latest year: € 2,36 mln gross margin, growth +35,9% against a sector median of -0,2%.

At or above sector pace

MarginEBITDA / gross margin · value-added coverage

20212022202320242025

ServiceplanSector median

EBITDA margin 5,3%, sector median 21,9%. Value-added coverage 1,06 (median 1,23). Value-added coverage sits in the sector-wide grey zone (0.95-1.15): context, not an alarm.

Below sector level

Revenue per headGross margin per FTE, against payroll cost

€ 71.083

Median (2025) € 78.663

Against a payroll cost of € 68.188 per FTE. The ratio between the two is the coverage rate above.

Below the median

Yield levelYield per hour worked, against payroll cost

€ 45

Median (2025) € 49

52.828 hours worked, 1.591 per FTE. Against that sits € 43 of payroll cost per hour worked, leaving € 2 for premises, equipment, depreciation and profit.

Below the median

No hourly rate follows from this. Gross margin is already net of services and sundry goods, which mixes rebilled production with the agency's own overhead, and the accounts do not say how many hours were billable. Deriving a rate from this systematically understates it.

2

Can the agency take a hit

Buffer, cash position and payment behaviour side by side, so you can see where they disagree.

Bufferequity in months of payroll

Buffer: -13,2 months. Equity in the latest year: € -2,50 mln.

Group entity - see note

Cash positionAvailable cash, and whether it covers short-term debt

Cash € 81.274. Liquidity ratio 0,85: current assets cover short-term debt not in full. Solvency -17,2%.

Not covered

Payment behaviourTowards suppliers and towards the NBB

Trade payables correspond to 567 days of supplier credit, sector median 85. The accounts were filed 245 days after closing; the legal deadline is seven months.

Filed late

3

Signals and strengths

Events from the CBE and the Official Gazette over the past 24 months, plus positive markers derived from the figures.

Continuity

Points to ask about

Signals in the last 24 months

Zichtbaarheid verschoven · 1 Oct 2026 · Google Autocomplete
Zichtbaarheid verschoven · 1 Oct 2026 · Google Autocomplete
Zichtbaarheid verschoven · 1 Sep 2026 · Google Autocomplete
Zichtbaarheid verschoven · 1 Sep 2026 · Google Autocomplete
Zichtbaarheid verschoven · 1 Aug 2026 · Google Autocomplete
Zichtbaarheid verschoven · 1 Aug 2026 · Google Autocomplete
+ 5 older signals within 24m

Click a signal for a plain-language explanation. Each signal is a fact from a public source, without the agency's own context. Best to ask them directly.

What this agency does well

Outgrew the sector median 3 years running
Team grew (+23,0% FTE in the latest year)

Each point is a fact from the filed annual accounts, measured against the same thresholds and sector medians as the signals above.

4

All the figures

Reference material, not a starting point. Expand it if you want to read the series yourself.

5 financial years, 2021 to 2025Result, staff and balance sheet

	2021	2022	2023	2024	2025
Result
Gross margin	€ 1,11 mln	€ 873.989-21,1%	€ 1,74 mln+99%	€ 1,74 mln-0,1%	€ 2,36 mln+35,9%
EBITDA	€ 367.674	€ -451.712	€ 375.298	€ 214.853	€ 125.765
EBITDA margin	33,2%	-51,7%	21,6%	12,4%	5,3%
Staff
FTE	21,1	22,0+4,3%	20,8-5,5%	27,0+29,8%	33,2+23%
Gross margin per FTE	€ 52.528	€ 39.727	€ 83.631	€ 64.335	€ 71.083
Payroll cost per FTE	€ 48.179	€ 60.953	€ 65.758	€ 60.998	€ 68.188
Balance sheet
Equity	€ -2,74 mln	€ -3,26 mln	€ -3,15 mln	€ -3,13 mln	€ -2,50 mln
Cash	€ 5.662	€ 544.802	€ 677.449	€ 9.392	€ 81.274
Liquidity ratio	0,34	0,50	0,58	0,59	0,85

Payroll cost per FTE comes from the social report where available, otherwise from the Remuneration line. Both are gross costs including employer contributions.

Group entity. This agency is a subsidiary of an (international) group. Thin equity at network subsidiaries is often group policy (management fees, dividends to the parent) rather than a distress signal. The buffer dimension is therefore not assessed.

What this factsheet does not know

How good the work is. Figures do not measure creativity, strategy or chemistry.
How the client portfolio is spread. Concentration is not in the accounts.
Freelancers and subcontractors are not in the FTE figures. An agency with 40 staff may in practice run with 70 people.
The figures cover financial year 2025, filed on 02/03/2026. At a fast-moving agency reality today may differ.

Based on publicly filed annual accounts (NBB) and official records (CBE, Belgian Official Gazette). An indication, not financial advice. Sector medians calculated on 2 Nov 2026. Sector medians based on financial year 2025: the last year for which nearly all accounts have been filed.

What the agency actually does 6 services

Advertising & Campaigns

Campaign concepts & big ideas Campaign execution

Content & Production

Content strategy & editorial Copywriting & long-form content

Media

Paid social Search advertising (SEA)

Sector focus

Grote (inter)nationale merkenFMCGautomotiveretail

From our own research. The agency hasn't listed its sectors yet.

Publicly known clients

AldiBMW/MINIGalbaniDe'LonghiL'Oréal

Based on IKAg research and public sources. Incomplete or outdated? Let us know.

1

People 3 people mapped

FB

Felix Bartels

CMO

NS

Nina Stechl

SR

Sabine Rössing

Based on public profiles. Something wrong? Let us know.

2

Seniors or juniors?

Payroll cost per FTE is the best public proxy for a team's experience level. Higher is not automatically better, but it says something about who sits at the table.

Payroll cost per FTE

€ 68.188

+6% versus the median

Team composition

33,2 FTE

56% women
44% men

€ 68.188

Median Creatief bureau (2025) € 64.418All agencies (2025) € 62.294

Read with care. Directors and partners invoicing through a management company are not in the payroll cost. At small agencies this skews the picture downwards considerably.

3

Will your team stay?

Inflow and outflow from the social report. This series only counts people on the payroll: freelancers who invoice do not appear in it. A low figure therefore means two very different things, a stable permanent team or a small core with heavy outsourcing. A high figure usually points to short contracts. Compare only within the same type of agency.

Exits 2025

35,2%

Median for this type of agency (2025): 34,5%

Inflow 2025

35,8%

11,9 FTE in, 11,7 FTE out

Net team change

+0,2 FTE

20212022202320242025

Source: annual accounts and social reports (NBB), collected by IKAg. Financial year 2025. Calculations by IKAg; an indication, not financial advice. Sector medians based on financial year 2025: the last year for which nearly all accounts have been filed.

Award-winning work 6 award(s)

2026

Agency of the Year GoldBest Place to Work · source ↗

2025

Agency of the Year GoldInnovator · source ↗
IAB MIXX Awards SilverSocial Media · “ALS Liga” · source ↗
IAB MIXX Awards GoldBest Belgian Tool · “L'Oréal” · source ↗

2024

Effie Awards Belgium Bronze“Gaston le Chicon — ALDI Belgique” · source ↗

2022

Effie Awards Belgium Bronze“Gaston le Chicon — ALDI” · source ↗

As published by the organising award shows, collected by IKAg.