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Kathrin Guethoff takes up a position on the Serviceplan Creative Board, reflecting an increased focus for the Group on globalization and international creativity.

Munich, 1 February 2018 — Serviceplan Group is happy to announce that Kathrin Guethoff, who was Serviceplan China’s Chief Creative Officer for four and a half years, has now joined its Creative Board. Guethoff will bring to the Creative Board 19 years of experience in the advertising industry in Europe and Asia, and award-winning creativity.  She has won awards at the major industry festivals around the world including; Cannes Lions, ROI Festival, Spikes Asia Pacific, Epica and New York Festivals.  

Kathrin Guethoff said of the appointment: “I am excited to be a member of the Creative Board, working with inspiring enthusiastic colleagues in this dedicated team, and to collaborate with our different agencies around the world. In our times of globalization, I consider it to be even more important to look beyond and see different perspectives of cultures, their diversity, insights and new developments, and the inspiration and positive facets that can come with it. Being based in China with years of experience of its culture and advertising scene, I hope to offer a different angle for the Serviceplan Group creatively. I am happy to be part of the global movement that Serviceplan has initiated.”

The Creative Board was formed by Alexander Schill, Global Chief Creative Officer of Serviceplan Group, in February 2016. Members of the Creative Board are part of the Serviceplan Group’s holding company, and not aligned with a sole agency in the group, which enables the Creative Board to work cross-disciplinarily across all agencies and international markets in the Group.  Guethoff joins Creative Board members Wolf-Eike Galle, Peter Gocht, Michael Wilk and Maximilian Schöngen.

Alexander Schill commented:  „I’m delighted to announce that Kathrin Guethoff has joined the Creative Board.  Her track record of creative excellence and global outlook and skillset make her a perfect addition to the Creative Board, whose mantra is to inject creativity and an international outlook into the Group’s work across the globe.“

Notes to Editors

Kathrin was born in Munich, Germany, and took her professional journey beyond the European borders in June 2005, after several years at agencies in Munich and Vienna, serving clients in Germany, Austria, and the East-European market.

Kathrin was Chief Creative Officer at Serviceplan China for four and a half years, with a supporting role in Serviceplan‘s offices between Russia and SE Asia.

She spent 19 years in 4A agencies in Europe and Asia, including 12 years experience in Advertising and Creative Business in Greater China and the APAC region, living and working in Beijing since summer 2005. During her early years in China she headed the Creative Department of BBDO Interone China as the Executive Creative Director in which role she was jointly responsible for the build-up and development of the agency in China, with offices in Beijing and Shanghai, starting with 5 employees in 2005.

With expertise in classic advertising and design, as well as digital, social marketing & CRM, she covers an all-disciplinary field for fully-integrated communication, including branding & strategy. While covering a mix of several industries over the years, her main focus has always been on the Automotive segment as well as premium and luxury brands. Within her long-term engagement for BMW and BMW Group in Mainland China, she worked for BMW in several Asian markets, including Malaysia, Japan, HK, Taiwan & Macau, as well as on global campaigns rolled out in 30+ markets. Besides being in interested in communication in all aspects and finding new perspectives, her passion is Art & Photography, Running, and her Courtyard in Beijing. – Her motto: “Always stay curious, keep a positive & optimistic view on things; it’s all a matter of attitude, the most important source of energy is inside yourself.”

BMW, MINI, WMF, Metro, IKEA, Continental Tires, Shell, Porsche, BSH (Bosch; Gaggenau),VW Group, BOSCH, Canon, Henkel, Castrol, Hilton, Intel, American Express, Telekom Austria, Nestle, Dove/Unilever, SAP, DHL, Pfizer, smart, Allianz Insurance, Gruner & Jahr, McDonald‘s, Sueddeutsche Zeitung (and others);

ROI Festival Gold (Production Craft, 2016), Cannes Gold Lion (Branded Entertainment; 2013), Cannes Bronze Lion (Automotive, Direct; 2012), Spikes Pacific Asia Gold (Integrated Campaign; 2012), Spikes Pacific Asia Silver (Branded Content & Entertainment; 2012), DMA (Silver Automotive, Bronze Viral; 2012), China Greatwall Advertising Award (GrandPrix Media, 2012); ROI festival (Gold Effectiveness, 2012), Digital Agency of the Year by DAMNdigital (2011), CIAF (Print, OOH, 2011), Red Dot Award (2008), London Intl. Festival Finalist (2008), BMW Advertising Award (2007), BBDO Total Work Award (2007), New York Festivals (Silver, Bronze; 2008), New York Festivals (Silver; 2006), Deutscher Dialogmarketingpreis (Shortlist; 2006), Epica Award (Bronce, 2005), DMVOE Columbus (2x Gold; 2005)


Christiane Wolff

Christiane Wolff
Chief Corporate Communications Officer

+49 89 2050 2270

E-Mail: c.wolff(at)serviceplan.com