Thinking 'Glocally,' Unlimited, Serviceplan, Hakuhodo Form Alliance

The Unlimited Group, Serviceplan Group, and Hakuhodo Group are forming a strategic alliance in order to provide clients and potential prospects with global service that each partner can offer in more local markets. No equity or cash has been exchanged between the three partners at this stage. 

The alliance will be led by Unlimited Group’s president Tim Bonnet, Serviceplan’s managing partner international, Markus Noder, and Hakuhodo International’s senior vice president director of branding, Ayami Nakao Peleta. 

“This Global Alliance is the next step to offer a true 'glocal' offer to our clients and prospects," stated Florian Haller CEO Serviceplan, referring to a mix of global and local service.

This partnership grew from informal arrangements that the three firms have formed in the past extending their respective geographical footprints beyond the UK, Germany and Japan to help compete against their larger global holding company rivals. 

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UK-based Unlimited and Germany’s Serviceplan, for instance, have both worked on BMW for a number of years.  Further, Unlimited already has a number of international clients, including Sony, Canon and Danone, and with the help of the new union will now be able to offer improved insights and data in more markets. Meanwhile, Hakuhodo has offices in 20 countries and regions across Asia, employing 10,000 people.

As partners, the three agencies are teaming up for a pan European pitch due to take place in the first quarter of 2019.

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