Franziska Gregor

Franziska Gregor is the Managing Director and co-founder of Serviceplan Culture, Germany’s leading Cultural Marketing agency, operating internationally. Her expertise spans cultural strategy, community building, brand experiences, trend intelligence, innovation & plattform economy.

She began her career in the United States and later worked for agencies including TBWA/Heimat, DDB and Jung von Matt, before co-building Serviceplan Culture. Over the years, Franziska has worked with brands such as NIKE, L’Oréal, Ferrero, Coca-Cola, KFC, Kaufland and many more.

Before founding Serviceplan Culture, she built the Creative Partnerships team for the DACH and Netherlands markets at TikTok, shaping creator-led initiatives and innovative hook-driven content approaches across fast-growing communities.

Franziska speaks regularly at international industry events, including Cannes Lions, ADC, OMR, The Worshipful Company of Marketors London and Amplify Edinburgh - championing how brands can move beyond content and meaningfully participate in culture.