An Agency Apart?

Ideas man: Serviceplan boss Florian Haller. Source: Serviceplan

It’s a truism in the marketing industry that companies don’t sell a product – they sell a lifestyle.

But in an era of hyper-individualization in which consumers have more choices than ever before, how can a money-driven CEO be convinced to buy the same product as, say, a stay-at-home parent?

The answer sounds as innovative as it does esoteric: “Dynamic Creative” is a new marketing strategy, crafted by German ad agency Serviceplan, which foresees selling the same product to different groups of people.

“The target group oriented approach is one of the biggest trends in the industry,” said Florian Haller, head of Munich-based Serviceplan, which developed the concept for the car maker Mini.

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