Grounded Innovation


Planning Process

At Plan B, our primary concern is the effectiveness of the thinking we produce. To that end we believe that every development process must be grounded in diligent strategic planning.

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That said, the born-in-the-eighties, plug-and-play, ‘proprietary’ planning process templates that the traditional agency world still touts–(the ones that brought us ‘New’ Coke, and probably Jerry Seinfeld for Microsoft)–have become increasingly irrelevant in a marketing landscape that changes at a pace unimagined even ten years ago. Our ‘Grounded Innovation’ approach is a fluid methodology based on the rigorous pursuit of timely and actionable knowledge–of the consumer, the brand, the category and the way potential channel and messaging strategies might positively affect and influence them.