The human story behind business succession.

Business succession is usually communicated through charts and step-by-step frameworks. Serviceplan’s latest campaign for DATEV takes a different approach: less explanation, more lived experience.
The new film addresses one of the most urgent but often overlooked business issues in Europe – generational transition in small and medium-sized enterprises (SMEs). In Germany alone, development bank KfW estimates that several hundred thousand businesses will need to change hands in the coming years. Across Europe and North America, similar demographic shifts are putting pressure on founder-led companies.
DATEV, a Nuremberg-based IT cooperative providing software and advisory infrastructure for tax consultants, accountants and SMEs, wanted to move the conversation away from technical process and toward the human reality of transition.
Instead of explaining succession planning, the campaign observes it.
At the center of the film is a young entrepreneur taking over her parents’ business. The narrative follows her through the expectations, uncertainties, and decisions of her first year in charge. The camera remains close to the protagonist, capturing moments of responsibility and reflection with a calm, authentic visual language.
DATEV appears as a reliable partner, working alongside tax advisors to support commercial decision-making and provide orientation during a complex phase of transformation.
Simone Wastl, Member of the Executive Board & Head of Corporate Communications at DATEV eG, says: “The campaign captures the essence of what business succession means for many of our members and clients. It makes the topic emotionally accessible without overlooking its complexity, while also highlighting the important interplay between SMEs, the tax advisory profession and DATEV during this exciting and challenging time.”
To bring cinematic authenticity to the project, Serviceplan enlisted Fabian Möhrke, currently receiving significant attention for the series KRANK Berlin and recipient of the 2025 German Television Award for Best Fiction Director. Known for precise character direction and a strong commitment to realism, Möhrke’s approach shapes the film’s observational tone.
“Business succession is a deeply personal process. That defines the way we tell this story,” adds Till Diestel, Chief Creative Officer at Serviceplan Germany. “Our goal was to convey the role of tax advisors – DATEV’s members – in the way companies experience them: as partners who provide security and are there when it matters. With an observational approach and a clear narrative signature, this attitude becomes not only factually understandable, but emotionally tangible.”
The campaign is designed as a long-term platform, launching first in cinemas and on YouTube, with additional channels to follow.
Serviceplan Nuremberg has worked with DATEV since 2019 and has served as its creative lead agency since 2023. Production was handled by Serviceplan Make, with media strategy and planning led by Mediaplus International.