Serviceplan Group Launches SPARKS University for Brand and Communications Talent

Munich-based Serviceplan Group is expanding its educational initiatives with the launch of SPARKS University of Applied Sciences, a private university dedicated to training the next generation of brand and communications professionals. The university, a collaboration between Serviceplan Group and Hornbach, is set to begin its first academic year in the winter semester of 2026, operating from the Munich House of Communication.

A New Approach to Creative Education

SPARKS University aims to provide a unique learning environment within the agency world. This initiative builds upon Serviceplan Group’s existing talent development programs, such as the SPARK Academy, which focuses on nurturing young creatives. The SPARK Academy, an internal program, brings together young creatives globally, offering workshops, client pitches, and mentorship opportunities. Recent graduates of the SPARK Academy participated in a program culminating in Cannes, France.

Partnerships and Structure

The university is being developed in partnership with Hornbach, alongside Serviceplan Group. SPARKS University of Applied Sciences GmbH is the legal entity established for this venture. Sabine Gwinner, Global Head of Creative Operations at Serviceplan Group, and Managing Director of Sparks University Kai Fehse are key figures in the university’s development.

Serviceplan Group’s Continued Success

The launch of SPARKS University comes on the heels of significant recognition for Serviceplan Group. In June 2025, the Group was named Independent Network and Independent Agency of the Year at the Cannes Lions International Festival of Creativity, securing a record-breaking 19 Lions. Award-winning campaigns like “Price Packs” for PENNY and “Breastmilk Money” for Herconomy contributed to this success.

Expanding Talent Development

The creation of SPARKS University represents a significant investment in the future of the advertising and communications industry. Serviceplan Group is positioning itself as a leader in talent development, offering a comprehensive pathway for aspiring professionals from education to industry experience.