Michael Kutschinski is new Chief Creative Officer of Plan.Net Group

Cristina Blanaru Business, Creativity, People

Michael Kutschinski is new Chief Creative Officer of Plan.Net Group, replacing Markus Maczey, who is moving on to become the Managing Director of the newly established Serviceplan Campaign X. In March this year Kutschinski made the move from Ogilvy where he most recently held the positions of CCO Germany and Global Creative Leader Customer Engagement & Commerce.

Kutschinski was appointed as the Chief Creative Officer on the agency group’s management board and will lead the creative side of the Group, which includes Europe’s most successful digital agencies.

This means that Michael Kutschinski is responsible for creative production at all Plan.Net agency locations and the Group’s international direction. Together with his team, Markus Maczey, former COO and Creative Managing Director of Plan.Net Campaign is moving under the umbrella of the Serviceplan creative agencies as the future Managing Director alongside Christina Antes, with the newly established Serviceplan Campaign X as a fully integrated lead agency.

Left to right; Manfred Klaus, Michael Kutschinski, Klaus Schwab

Manfred Klaus, Managing Director and Spokesperson for the Plan.Net Group:

As a multi-award-winning creative who is active on digital, platforms, Michael Kutschinski is helping us strengthen our profile. He brings multi-disciplinary creative expertise, a broad understanding of all things digital and many years of experience in an international environment.

Klaus Schwab, Managing Director and partner of the Plan.Net Group, adds:

Together with Michael, we want to boost our development of relevant experiences for large, international brands and drive forwards the interlinking of our four key competence areas of data intelligence, creativity, media and technology.

Michael Kutschinski:

I am really looking forward to taking on my new role as Chief Creative Officer of the Plan.Net Group (…) As well as focusing on internationalization, I particularly want to drive forward the topic of Branded UX. Brand perception is increasingly shaped by the user experience it offers at its digital touch-points with the target group. It is more important than ever for brands to provide an integrated and unique brand experience. Digital experience is coming to the fore, especially when it comes to platforms, apps and digital products.

Michael Kutschinski came to Plan.Net last March as Creation Managing Director of the Plan.Net UX agency, which specializes in user experience. Previously he was Chief Creative Officer of Ogilvy Germany and Global Creative Leader Customer Engagement & Commerce at Ogilvy, Berlin until the end of 2018. Overall, he has spent the last 15 years at the WPP subsidiary, where he joined OgilvyOne as Executive Creative Director in 2004 and rose to become Global Chief Creative Officer Worldwide before integrating OgilvyOne into Ogilvy. During this time, the 53-year-old has supported customers including the likes of BMW, IBM, Nescafé, O2 and Volkswagen. Over his career, Kutschinski has received over 350 awards and has been on the panel for the Cannes Lions, The One Show, the Art Directors Club and the New York Festival.

Founded in 1997 as a subsidiary of Serviceplan, the Plan.Net Group is now one of the leading digital agencies in Germany and is also one of the largest independent digital agencies in Europe. The Group has 24 locations both in Germany and further afield, including Munich, Berlin, Hamburg, Cologne, Bremen, Milan, Paris, Vienna, Dubai and Zurich. Plan.Net is the leading partner for success and future viability in the digital age – with experienced teams of specialists in all relevant areas: from consulting, business intelligence and marketing automation, the design and implementation of digital platforms, products and integrated marketing campaigns and content marketing solutions, to media planning and purchasing, as well as the Connected Commerce area of competence.

Consistently driven by a philosophy of “creating relevance”, over 1,090 employees worldwide work for clients such as BSH Hausgeräte, BMW, Media Markt, Consorsbank, and Reckitt Benckiser.

The expertise and communication solutions provided by the Plan.Net Group are characterized by creativity, innovation and media and technical excellence, based on the use of novel and effective tools and systems, for example, for optimum audience targeting, programmatic advertising or modern newsletter marketing.