How Serviceplan Cut Concept Time From 2 Months to 3 Days With Luma

Serviceplan Group runs more than 60 agencies and over 6,500 people across creative, media, and technology. Its traditional pitch process, storyboards and written treatments that left clients guessing whether the finished work would match the promise, moved slowly and rewarded style over substance: the kind of one-off presentation Global CCO Alex Schill calls "very old school."

Schill also saw a pricing problem coming. As AI made concept work faster and better, billing by the hour would only undervalue it. Rolling a new way of working out to thousands of people, without losing craft or consistency, needed more than a licensed tool.

Serviceplan built its relationship with Luma as a partnership rather than a licensing deal. Creatives complete monthly trainings, and when a team hits a wall, they call Luma and solve it together. Serviceplan and Luma present to clients side by side, co-designing safe, brand-specific production environments that meet each client's data and creative requirements.

Junior creatives and senior strategists across markets now work on the same board in real time, which let Serviceplan roll AI out across the full organization instead of keeping it inside a specialist team.

Work that used to take about two months and roughly €50,000 to visualize now reaches a near-finished form in about three days, changing how Serviceplan pitches and how it prices. Schill argues the firm can no longer charge for hours when the work itself has gotten faster and better; it has to charge for the quality of the idea. Teams are using the added capacity to take on more work, not to cut people.

• Cut concept visualization time from roughly 2 months to about 3 days
• Rolled Luma out across 60+ agencies and 6,500+ people through structured monthly training
• Shifted pricing conversations from hours billed to the quality of the idea, without reducing headcount