Maximilian SCHOENGEN

Global Creative Strategist | SERVICEPLAN

Maximilian considers himself a creative, even though he was educated in a completely

different field. After completing a bachelor’s Degree in Statistics, one in Marketing

Management, a master’s in international business and a Harvard Course he decided to

not go into Strategic Consultancy. He became a surfer and waiter instead, before

following his true passion of advertising. He started his advertising career at kempertrautmann, a Hamburg based Agency,

where he worked on Audi & Commerzbank. He joined the innovation team of

Serviceplan in 2014. 2 Years later, he became a member of the creative board as Global

Creative Strategist. A creative, specialized in Concept & Copy, with a strong strategic

background. He strongly believes in the power of a good story. And that’s what he does. Always

aiming to find the right story for a brand to tell. His stories have been awarded by the

Webby Awards, CLIO, LIA, One Show, AME, ADC, Cresta, Red dot and what not.


What was your very first job? What does it feel like to look back at it now?

My very first job was in a small manufactory for ceramic products. I had to mix and prepare the clay, fill the machines, and to make sure there was no air captured in the clay during the process. Most of the employees did not speak my language and the word safety wasn’t part of anyone’s vocabulary. It was as weird, dangerous and ridiculous as it sounds…But I was 14 and thereby not of legal working age and the guy running the company, was the only one who was willing to hire me. Looking back at it makes me smile and grateful; for the opportunity back then and for the privilege now looking back at it instead of still having to do it.


Please describe, in your own words, what your current job is and what work it entails?

 I am part of Serviceplan’s Creative Board. For the group, we are always aiming for the best possible creative output. In my role, I work with all our agencies around the world on clients, pitches and campaigns. We are always trying to find the right story, the big idea, the strategic thought, that makes sense AND inspires.

Because at the end of the day – You are only as good as your next idea.


How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? and which train of events did bring you to where you are today?

 I never planned on getting into advertising. But sometimes life opens a door for you, and you will only ever find out whether you like what you see behind that door if you walk through it. I did... And absolutely fell in love with it. I believe what got me to where I am, is a lot of people believing in me, quite a bit of luck, uncompromised positivity and glimpse of naivety.

Plus, I don’t sleep much. Sleep really bores me.


In your constantly growing and expanding industry, how and where do you usually find inspiration to keep your work fresh, innovative and relevant?

 I try to quit advertising every Friday and do something completely unrelated. This is the general source of inspiration for me: Anything unrelated to the advertising industry. The fun part is then to apply the unrelated to the advertising industry, The following Monday.


If you had to pick one piece of work or project that you are most proud of, especially for the creative work and innovation it required rather than its recognition or industry success, what would it be?

That would probably be a film we shot last winter with my childhood hero, a director named Steffen Haars. Mostly because the client truly showed courage following our creative advice. The director really amazed me and has made me laugh so often throughout my life. It was always my dream to do a project with him, but there was never an opportunity to work with someone who has a ridiculous sense of humor like he does.

I am very proud and grateful for the trust of my client.


Marketing Director | STRELLSON
Senior Creative | DDB
Creative Director for Mercedes-Benz | ANTONI
Head of Creative Services | ESCADA
Chief Creative Officer | OGILVY & MATHER
Head of Production & Casting | CLOSED
Managing Director | HEIMAT
Senior PR Executive / Owner | ON TIME PR
Creative Director | METADESIGN
CD / Head of Design | KOREFE KOLLE REBBE
Head of Creative | ASOS
Founding Partner & CCO | THE ADVENTURES OF
Head of Art Buying | KOLLE REBBE
Chief Production Officer | BBDO
MD & Partner | SERVICEPLAN Berlin
Head of Art Buying
Creative Director | LEO BURNETT-LAEUFER
Chief Creative Officer | MCCANN
Creative Managing Partner | SERVICEPLAN
Managing Partner | HAUSER LACOUR
Managing Director | BBDO PROXIMITY
Digital Creative & Experience Designer
Executive Creative Director | MARBLES BERLIN
Creative Director | DONKEY
Creative Director | BBDO
Creative Director | BBDO
Creative Head of Marketing | S.OLIVER
Executive Creative Director | PUBLICIS pixelpark
Head of Global Content Marketing | NIVEA
Senior Designer | DDB BERLIN
Executive Creative Director | LEO BURNETT
Head of Art Buying | GRABARZ & PARTNER
Creative Director | DDB BERLIN
Creative Director
Brand Strategist & Mktg | ANDREAS MURKUDIS
Creative Director | AKQA
Creative Director | MARIO LOMBARDO
Creative Director | DANIEL WELLINGTON
Creative Director | ANTONI
Manager Brand Marketing | LIEBESKIND
Head of Brand Design | UBS
Executive Creative Director | SELECT WORLD
Art Director | GQ GERMANY
Head of art buying | SCHOLZ & FRIENDS
Creative Director
Head of Creative | FISCHERAPPELT
Chief Brand Officer | RIMOWA
Head of Art Buying
Creative Producer and Bookings Editor | FARFETCH
Head Of Marketing | STRENESSE
Art Buyer | ANTONI
Head of TV & Film | JUNG VON MATT
VP of Creative | KAYAK
Global Head of Marketing & Digital | LIEBESKIND
Creative Director | CHEIL
Managing Director | ROSENDAHL BERLIN
Head of Marketing | IRIS VON ARNIM
Creative Director | NICOLAS SANTOS
Creative Director | STUDIO SCHILLER
Founder | YES IDEAS
Chief Creative Officer Germany | HAVAS
Global Creative Strategist | SERVICEPLAN
Head of Photo | RED BULLETIN
Director of Photography | GQ GERMANY
Brand Marketing | NIKE
Creative Director & Executive Producer | BBDO CRAFTWORK
Global Head of Creative CCS | SWAROVSKI
CEO / Creative Director | THE GARAGE
Category Director | COCA-COLA
Creative Director | LOVE MAGAZINE
Creative Director | WE ARE SOCIAL
Lead Creative | APPLE
Senior Art Buyer | GRABARZ & PARTNER
Partner & Strategy Director | SIZZER AMSTERDAM
Owner/Partner | SOLOMON WINTER
Head Of Creative Concept & Comms | THOMAS SABO