Serviceplan Group for Cardano

We just submitted our budget proposal: "The Marketing-Powered Demand Engine for Cardano." Here's what it is, what it costs, and why it matters. THE PROBLEM Cardano stands on strong technical foundations. Yet for enterprise decision-makers, it's not an obvious "yes" — not because the technology can't deliver, but because they're missing use-case clarity, proof, and engagement paths. The business world sees Cardano as a respected ecosystem. Not yet as first choice for enterprise infrastructure. THE SOLUTION A complete enterprise demand generation system that repositions Cardano as "The Blockchain for Serious Business." The system operates through a three-stage funnel: Attention →Proof → Qualified Leads. Two recommended blueprint verticals: Institutional DeFi and Supply Chain Traceability — final selection to be validated with the GMC. Three pilot markets: UK, Germany, Switzerland. A central Cardano Hub serves as the evidence and engagement environment. Directly aligned with the Cardano 2030 Strategy Framework — Pillar 2 (Adoption & Utility) and Pillar 4 (Community & Ecosystem Growth), supporting core KPIs: TVL, monthly transactions, and monthly active users. THE INVESTMENT 12-month pilot. Four milestone-gated work packages — each one only unlocked when the previous one delivers. WP4 (V2 Supply Chain) is only released after the Q3 KPI checkpoint passes. Total investment: €2,978,738 (53% media, 47% agency — within industry benchmark). ADA surplus gets returned to the Treasury. WHO WE ARE Serviceplan Group — the only globally ranked agency that has built live Cardano infrastructure, deployed it in production, and holds a formal Cardano Foundation partnership. Official Intersect member. Masumi Network has been on mainnet since November 2024 with 25,000+ on-chain transactions. Independent Network of the Year at Cannes Lions 2025 (19 Lions). #1 globally on WARC Creative 100 and Media 100. 6,500 people, 40+ countries, €866M revenue. Full proposal and brochure in the reply below.👇

@ItsDave_ADA @adamKDean @HAtutxa @Indigo_protocol @IntersectMBO @nimuepool Thank you!

@adamKDean @HAtutxa @SPforCardano @Indigo_protocol @IntersectMBO @nimuepool I really like how this is all now presented. It's extremely easy to analyse. Massive improvement. Great job.

Thanks to @SPforCardano and @Indigo_protocol for being our first two guinea pigs to publish their @IntersectMBO Budget Proposals on the new Ekklesia proposal module. Couple of minor bugs but we're getting the squished. Also thanks to @nimuepool for being our first commenter and testing our @CardanoKoios DRep name lookup! 🙏🍻 Check it out, go publish your proposal(s) and/or leave comments and feedback so the team can refine and get the critical feedback needed BEFORE moving to voting/treasury withdrawals. Now is your time: hydra-voting.intersectmbo.org/votes/cardano-…

@3threeMMM Thanks! As we have spent significant ressources in the past years to build the Sumi Ecosystem, this is no get a foot in the door but to support Cardano in its positoning and to generate awareness and ultimately leads for the enterprise business. -Yves

@SPforCardano You are doing this to get a foot in the door in blockchain space or what are the intentions? Btw I think this is what Cardano needs.

We just submitted our budget proposal: "The Marketing-Powered Demand Engine for Cardano." Here's what it is, what it costs, and why it matters. THE PROBLEM Cardano stands on strong technical foundations. Yet for enterprise decision-makers, it's not an obvious "yes" — not because the technology can't deliver, but because they're missing use-case clarity, proof, and engagement paths. The business world sees Cardano as a respected ecosystem. Not yet as first choice for enterprise infrastructure. THE SOLUTION A complete enterprise demand generation system that repositions Cardano as "The Blockchain for Serious Business." The system operates through a three-stage funnel: Attention →Proof → Qualified Leads. Two recommended blueprint verticals: Institutional DeFi and Supply Chain Traceability — final selection to be validated with the GMC. Three pilot markets: UK, Germany, Switzerland. A central Cardano Hub serves as the evidence and engagement environment. Directly aligned with the Cardano 2030 Strategy Framework — Pillar 2 (Adoption & Utility) and Pillar 4 (Community & Ecosystem Growth), supporting core KPIs: TVL, monthly transactions, and monthly active users. THE INVESTMENT 12-month pilot. Four milestone-gated work packages — each one only unlocked when the previous one delivers. WP4 (V2 Supply Chain) is only released after the Q3 KPI checkpoint passes. Total investment: €2,978,738 (53% media, 47% agency — within industry benchmark). ADA surplus gets returned to the Treasury. WHO WE ARE Serviceplan Group — the only globally ranked agency that has built live Cardano infrastructure, deployed it in production, and holds a formal Cardano Foundation partnership. Official Intersect member. Masumi Network has been on mainnet since November 2024 with 25,000+ on-chain transactions. Independent Network of the Year at Cannes Lions 2025 (19 Lions). #1 globally on WARC Creative 100 and Media 100. 6,500 people, 40+ countries, €866M revenue. Full proposal and brochure in the reply below.👇

The verticals we are suggesting in the proposal are aligned with the Cardano 2030 Strategy framework. However, we state that the final verticals need to be defined in close cooperation with the GMC and represented stakeholders. In other words: the ones suggested now are just that, suggestions based on data and on feedback we had gotten before the submittal. They make sense but can be changed. However, the underlying mechanism will be the same, no matter the vertical.

@phil_uplc @NicolasC3rny @SPforCardano thoughts?

The first proposal for the Intersect Budget Process has been submitted and it's a big one from Serviceplan Group. They request ~21 million ada for a "Marketing Powered Engine for Cardano" I'll review it in a bit. What are your thoughts?

@KilluShine @Padierfind Thank you!

@SPforCardano @Padierfind I've not read everything yet but I really appreciate your structured and thoughtful approach here! Great overview / benchmark!

Good Morning Cardano Serviceplan Group, the marketing agency who also works for companies like BMW, Netflix, Amazon, etc. has just submitted an official Marketing proposal for the Intersect Budget process. After 1.5 years of building Masumi & becoming closer & closer to Cardano, they've decided that they want to become Cardanos official Marketing partner. Some disclaimers first: 1) I am an unpaid advisor to this proposal. Yes, unpaid. I do not get any money if it wins but I've decided to give some of my time & help Serviceplan with connections into the ecosystem because I believe that professional marketing like this is very much needed in Cardano. 2) This is a joint proposal coming from multiple different agencies from inside the Serviceplan Group. Serviceplan has around 6000+ employees. The team working on this is a different team than the one working on Masumi. 3) This proposal is not a grant or some speculative investment or so. It's an actual proposal for very specific work package that will be carried out. It's the first time SP has ever done "public pitch" like this, normally they're used to pitching in front of marketing departments of large enterprises. 6 months of work went into drafting this proposal. So please be nice, even when you have criticism. :) 4) Serviceplan is the only entity that I know of from outside of Cardano that has invested a Multi-Million dollar amount into Cardano development in recent years. I'm not sure I'm allowed to say the exact number but let's just say this: If they win this proposal + the Catalyst proposals they've received for Masumi, it will still be less than what they've invested into Cardano so far. That alone should be reason to take a very serious look at this. Now about the proposal itself: The goal of this proposal is to broadly "reposition" Cardano as the Blockchain for serious business. It's specially built so it captures Leads & distributes them into the ecosystem. The main pillars that the proposal focuses on are 1) DeFi and 2) Supply Chain. Now I highly recommend everyone for read through the full proposal, I will put the link to the PDF into the comments.

@Jennycitalinda I just did -Yves

@SPforCardano Hello!! Thanks for submitting this proposal. I would love to talk to you more about it. Can you please DM me? Your DMs are closed. Thanks!!

@Gnobudyspecial Overall, we plan to work closely with the GMC, the leads will be funneled through the hub. Lead management will than be on Cardano side with the Enterprise Group and/or New Business. The details will be discussed once the project starts.

@SPforCardano Who is the proper team on the Cardano side that you direct leads to? Is there a shortlist of teams that you’ll send leads to? Or one central team at the foundation?

Please have a look at the proposal here: drive.google.com/file/d/1Mrq7FN… You will indeed find some highly targeted OOH and also the rational behind it. 13% of the total media budget go to OHH. If you would like to dig even deeper, have a look into the appendix drive.google.com/file/d/1qHyWFK… to get a better feeling of where exactly we use OOH and why. -Yves

@JaromirTesar It’s a weak proposal tbh. I know this is at an early stage but we really don’t need ambient media ideas or billboards. Feels pretty much outdated. As @avaxgator said we should have several agencies pitching for becoming Cardano’s lead agency.

In the Intersect Budget Process, there is the first proposal requesting 20.8M ADA for marketing. Link: hydra-voting.intersectmbo.org/votes/cardano-…

We tried to put the budget into perspective with data from the industry. You can find it here drive.google.com/file/d/1Mrq7FN… (please see p. 51 ff). We have selected UK, Switzerland and Germany also based on data in terms of audience potential, crypto maturity and operational feasability for the first push. But yes, there are other markets as well that might be very interesting once the system has proven itself. -Yves

@NicolasC3rny Certainly big considering it only targets What, it’s only targeted to UK, Germany and Switzerland…

@pdjordje81 @NicolasC3rny Having built the Sumi Ecosystem (Masumi, Kodosumi and Sokosumi) together with @nmkr_io and now building on it might serve as a hint that we are not in it skim the treasury. We have a vital interest in strengthing Cardano -Yves

@NicolasC3rny Anyone showing interest in withdrawing ADA from treasury need to show us that they have some skin in the game. Do the work, push the price of ADA up, get your ADA from the treasury... Skin in the game is the work you put upfront to prove you are comitted to the coin value.

@Leo_pxlz @NicolasC3rny We are here. And here: house-of-communication.com/de/de.html youtube.com/channel/UCixiG… linkedin.com/company/servic… @serviceplangroup" target="_blank" rel="nofollow noopener">tiktok.com/@serviceplangr… instagram.com/serviceplan/

@NicolasC3rny what are the socials of this Serviceplan Group?

@drini_kasmot Thanks!

@SPforCardano Thanks for clarifying! Regardless of how this gets deliberated and voted upon, this proposal is definitely a step up not only in its purpose and quality, but also with the company behind it. Goodluck!

I briefly read the document. Some points. THE GOOD: 1. This is a serious proposal. For those not familiar with how ad agencies operate, this is a pitch deck for a B2B marketing execution. 2. It is well thought of. Serious people who have done this before made it. From business issue, solution, concepts, KPIs, etc. 3. It addresses something I have talked about in the past about needing to win over institutions. THE BAD 1. It is quite costly. For a multi-M proposal, it only covers 3 markets. The way they cost it, it looks like they’re also using it to fund their company by having only 1 client: Cardano Treasury. 2. These types of executions need a “client”, or a governing body monitoring and making sure the agency is accountable. This should be clearer. No agency can be given full unadulterated freedom to do whatever they want. That’s how you get stupid Cardano towels and calendars. 3. There’s a large overlap between this proposal and what @Cardano_CF and @emurgo_io are doing. MOVING FORWARD 1. IMO, this should be funded by CF and Emurgo, not treasury. There has to be a governing body overseeing to make sure they deliver. 2. There is a risk that the only thing we’ll get are leads. Solid leads, but still leads. What happens if their services are over? The potential clients just disappear? 3. Also, if they win institutions over, they are probably working with them directly as well. So they can in theory be paid twice, one by treasury and one by their clientelle. 4. How DReps talk about this will determine how mature we are as a community. This is a serious proposal. Do we have the critical ability to think beyond just “treasury withdrawal bad”? We shall see. Thanks for reading. I may have missed certain details so please clarify if I missed some details. It’s a long doc after all.

@riskoffsky @DaveXCrypto They certainly do not. But good communication and the right eyeballs may at least help to solve some problems. To illustrate, we have some client cases in the proposal: drive.google.com/file/d/1Mrq7FN… (p.49 ff.) - Yves

@DaveXCrypto Creative names don't solve problems

Cardano are you ready to spend nearly 21 Million ADA on a marketing proposal (Roughly $5M USD)

Hey Rami, this is a buffer we applied to get things going even if the exchange should drop from where it is today, at the day of submittal: "...The ADA amount requested is based on a 30% conversion buffer applied to the current ADA/EUR rate. Should ADA and FX rates remain stable, any surplus ADA beyond the campaign budget of €2,978,738 / $3,518,917 will be returned to the Treasury..." -Yves

@DaveXCrypto Why is $ada being priced at $0.17c ?

Hello Jose, we have stated in the proposal (quote) "The ADA amount requested is based on a 30% conversion buffer applied to the current ADA/EUR rate. Should ADA and FX rates remain stable, any surplus ADA beyond the campaign budget of €2,978,738 / $3,518,917 will be returned to the Treasury.." -Yves

@DaveXCrypto At an ada exchange rate or .17 with no comms on if they will return excess. Honestly intersect should just start doing the exchanges for people we can’t trust people to return to the treasury very few out of the 40+ did last year

@staunch2068 @DaveXCrypto We have integrated some cases and award wins in the proposal and appendix. Even better proof might be the efficiency gains we could realize for our clients. You can find some examples in the proposal (p. 49) drive.google.com/file/d/1Mrq7FN… -Yves

@DaveXCrypto Cardano definitely needs enterprise level marketing, but this is a lot of money! Seviceplan has been a partner since 2024, what level of earth shattering marketing have they been sitting on for the last 2 years that is worth 20 mil? Let's see the evidence!

@wolftribe8 @DaveXCrypto Thanks! In terms of the cost, we have put some data from the industry together to put them into perspective, please find them at Page 51 ff. of the proposal. In addition this is a step-by-step approach. No result, no money. -Yves

@DaveXCrypto I like the proposal, solid plan, but the price is too high. Such entry prices usually get negotiated and end up being 50-70%. But there is no mechanism to negotiate prices, too bad?

@session_cruz @DaveXCrypto We agree. Please have a look at page 49 ff. of the proposal: drive.google.com/file/d/1Mrq7FN… we have put together some client benchmarks we felt fit the case (BMW, Bosch, DeLonghi) there are some more in the appendix. -Yves

@DaveXCrypto Anyone putting forth a marketing proposal, should be able to show us a portfolio of brands and companies it has successfully worked with in the past. Without that, all these words are simply ChatGPT.

@Gnobudyspecial We will work closely with the GMC. The leads will go through the hub and will be routed to the proper team on Cardano side. The details of Lead Management will need to be aligned when the project starts. -Yves

@SPforCardano Looks good. Who will be doing the day to day work on this from the Cardano side? Who are the experts on the Cardano side that you’ll be connecting the new business contacts that you make?

@FabioCosta73825 Thank you for the warm welcome! Yes, here to try to answer all questions that come up. -Yves

@SPforCardano As you can see, things are a bit shaky at the moment inside the “ecosystem of Cardano X ( different species are born everyday) but please do understand that you are welcomed and that we need your help. We just need a bit of understanding.

@InputEndorsers Please do. Let me know if you have any questions -Yves

@SPforCardano The more proposals are submitted by credible players the more choice we have. Thanks for submitting a proposal, I will read it carefully.