DE/CODING CULTURE
We are Serviceplan Culture - a cultural marketing agency that doesn’t just observe culture but helps brands become an authentic part of it. We identify where brands belong in the cultural landscape, connect them with the right communities, and create meaningful engagement that goes beyond the moment.
With our background in counterculture, storytelling, and advertising for some of the world’s biggest brands, we provide the tools needed to craft an authentic and compelling story that your fans and followers will truly love. We achieve this through cultural engagement strategies, creativity, concepts, connections, and deep cultural knowledge - enabling you to enter new markets and engage new target groups on their terms.
We don’t just watch culture – and we don’t just do marketing. We build bridges between brands, talents, cultural communities, and trends. At Serviceplan Culture, we help brands find their place in the cultural landscape, connect with the right communities, and create moments that truly matter.
Behind it all? Franziska Gregor (Managing Director), Sven Labenz (Managing Director), and Niko Backspin (Chief Cultural Officer)—leading the way under the guidance of a diverse team of consultants known as the Cultural Council, ensuring that every strategy is deeply rooted in real cultural expertise.
The Cultural Shift in Brand Marketing
REASON WHY
Brand marketing has evolved - it's no longer just communication, but cultural impact. The most successful brands don’t just speak to consumers; they shape mindsets, behaviors, and cultural narratives. At Serviceplan Culture, we believe the future of marketing lies in decoding culture. De/Coding Culture is our manifesto - helping brands lead with authenticity, relevance, and purpose.
We go beyond fleeting trends, immersing ourselves in subcultures and communities. Marketing today isn’t about seasonal campaigns; it’s about engaging with emerging movements like Coastal Grandma, Barbiecore, or Dark Academia - trends born from communities, not corporations.
The marketing landscape is shifting. Brands must move beyond awareness to create deep connections through entertainment, storytelling, and participation. Consumers are no longer just buyers - they are fans, co-creators, and communities. Collaboration is the new promotion.
Let’s unlock the full potential of cultural engagement.
At Serviceplan Culture, we decode cultural codes, design cultural relevance, and build genuine connections between brands, talents and communities. Our approach makes cultural engagement not only visible but also measurable and scalable - driving long-term impact and brand loyalty.
We don’t just analyze culture - we live it.
Our Cultural Council is a network of cultural insiders, tastemakers, and thought cultural leaders who guide our strategic direction, ensuring that everything we do is deeply rooted in real, evolving cultural dynamics and trends.
The Council also serves as a reality check, identifying potential pitfalls and highlighting possible stumbling blocks to ensure our strategies are both authentic and effective.
As Cultural Consultants, we make Cultural Marketing measurable.
We bridge the gap between brands, communities, talents, and cultural fields - transforming cultural engagement into a strategic asset that drives real business outcomes. We decode cultural codes, design cultural relevance, and foster genuine connections between brands and communities.
In an agile agency set-up, we are uniquely positioned to respond quickly to changes in social media networks and touchpoints, ensuring that our strategies remain relevant and effective in an ever-evolving digital landscape.
Our approach ensures that cultural engagement is not just visible but also measurable and scalable - creating long-term impact and brand loyalty.
Traditional generational targeting is outdated.
Labels like Gen Z, Millennials, or Boomers oversimplify audiences, leading to ineffective messaging. People are more than their birth year - they are shaped by values, communities, and cultural movements.
At Serviceplan Culture, together with our friends from Mediaplus, we harness Culture Targeting to create real, lasting connections. Culture - not age - drives behavior, sparks conversations, and builds brand loyalty. From gaming and hip-hop to LGBTQIA+ advocacy and mental health awareness, we help brands tap into the passions that truly move people.
At Serviceplan Culture, we connect brands with the cultural movements that truly resonate with people.
Our strength lies in a powerful network that we actively leverage for our clients, enabling us to dive deep into relevant communities and create authentic connections. We collaborate with Civey for data-driven insights through precise opinion research, partner with the University of St. Gallen for academically backed strategic excellence, and tap into the influencer ecosystem of Buzzbird and Studio71 to engage audiences through high-reach content creators.
Additionally, we work with a diverse range of national and international talents, artists, and creatives from various subcultures to bring unique cultural perspectives to life. This network allows us to identify the cultural codes that truly matter, ensuring brands engage with their audiences in a way that feels real, relevant, and impactful.
We believe in using our expertise to drive positive change.
Every year, we support NGOs and organizations that not only do good but are deeply rooted in culture and community. From empowering young talent at the HipHop Academy Hamburg to advocating for clean water with Viva con Agua, from promoting social impact through Basketball AID to supporting children in need with SOS Kinderdorf - we actively contribute to meaningful initiatives that make a real difference.
Because culture is more than just a marketing tool; it’s a force for good.
We’re not just marketers - we’re cultural translators, architects, and catalysts. We believe brands that truly understand culture don’t just stay relevant - they lead the future. This is De/Coding Culture - the creative art and science of building real, lasting cultural influence in a world that never stops moving.
De/Coding Culture as a Mantra
