Title	TWELVE - A MAGAZINE BY THE SERVICEPLAN GROUP
Brand	SERVICEPLAN
Product/Service	TWELVE MAGAZINE
Category	B01. Publications & Brand Collateral
Entrant	SERVICEPLAN Munich, GERMANY
Idea Creation	SERVICEPLAN Munich, GERMANY

Name	Company	Position
Alexander Schill	Serviceplan	Global Chief Creative Officer
Beate Gronemann	Serviceplan	Executive Creative Director
Alexandra Berger	Freelancer	Copywriter
Hajo Depper	Freelancer	Copywriter
Emiliano Ponzi	Freelancer	Illustrator
Christiane Wolff	Serviceplan	Head of corporate communications
Julia Becker	Serviceplan	Group Head Corporate Marketing

The Campaign

As well as the individuality of its content, our aim is also to impress with TWELVE’s design. We create every issue together with an upcoming artist who designs the intro pages for the different chapters for us. For our second edition of TWELVE we worked with German illustrator Frank Höhne. As well as the chapter intro pages his illustrations appear throughout the magazine and, together with the neon orange colour scheme, give the magazine its own personality. This issue’s surprising innovation is the specially compiled TWELVE soundtrack, which is referenced in the cover illustration and is the common thread running through the individual chapters. Reading the articles therefore becomes an emotional experience. “Get the music! Get the TWELVE feeling!”

Creative Execution

The larger format, the fun illustration of a guitarist with rocket engine on the cover, sending his music and therefore our idea of a TWELVE playlist from the universe out across the world, and the eye-catching, modern neon orange colour scheme and thread-stitched binding all instantly attract the readers’ attention and underline our innovativeness and arouse curiosity. Circle Premium White uncoated paper ensures the magazine feels good in the hands. For the cover we use 350 g/m² and for the inside pages 100 g/m². The design of the articles is always based on their content. Sleek layouts with photos alternate with unusual typography, or the use of playful illustrations that visualise the contents in an original way. Every issue of TWELVE features an extensive artwork series designed by a different artist. This year it was the internationally renowned painter Jonathan Meese, who artistically expressed his passion for Mr Spock.

Indication of how successful the outcome was in the market

TWELVE is different to other annual reviews: it is personal, inspiring and trendsetting; neither a trade journal nor a corporate brochure, but a coffee table magazine and collector’s item that will accompany its readers throughout the year and beyond. The trade press is praising us for having managed to creatively showcase the Serviceplan Group without actively promoting its services or using the typical hard-sell approach. We receive many letters from clients and colleagues who are impressed by both the interesting combination of topics and also the creative way they are presented. The magazine won a Red Dot Award in 2015 and 2016, as well as a Bronze in the BOB Award 2015 (“Best of Business-to-Business”).

The result is a magazine with twelve chapters – based on the twelve months of a year – that cover the twelve relevant megatrends of the communications industry: from e-commerce and employer branding, brand and innovation management to sustainability. In articles and interviews the personalities we met that year provide fascinating insights into their thoughts on these topics. Partners of the Serviceplan Group explain the most relevant developments in brand communication and present their most outstanding, innovative projects of the year. This enables us to indirectly communicate our expertise and know-how. TWELVE has a print circulation of 6500 copies and is available in both English and German. As well as our most important industry contacts, interested Serviceplan employees worldwide also received a copy to promote internal networking. TWELVE is sent out within Germany as well as to Austria, Switzerland, Russia, the Middle East, Italy, France, Korea, India, China and Spain.