This Creative Agency’s ‘Respectfully Disruptive’ Campaigns Help Brands Shake Up Their Image

Planit keeps its Baltimore neighborhood caffeinated, too


Who Co-founders Matt Doud (l.) and Ed Callahan

What Creative agency

Where Baltimore

In 1994, grade school friends-cum-advertising professionals Matt Doud and Ed Callahan started Planit, a Baltimore-based creative agency that has since grown to 100 employees and specializes in blurring the lines between internal departments and disciplines in order to create compelling campaigns for clients like DeWalt, Marriott and Under Armour. "We like to say that we're respectfully disruptive. The idea is that [clients] need us to bring something else to the table," said Callahan. "What can we do that will be respectful of their brand, yet be really disruptive of their landscape, their customers, their marketing strategy? [We ask], 'How do we get them noticed?'" In April, Kleenex enlisted Planit to create the brand's first digital campaign for the debut of its skin-care product, Kleenex Facial Cleansing. The shop's work included a website with product reviews, testimonials and information that aimed to drive awareness for the marketer's direct-to-consumer site and etailer partners. The agency also dabbles in retail: A dearth of coffee shops around Planit spurred the duo to open Order & Chaos Coffee, housed on the shop's ground floor and open to the public.

This story first appeared in the November 28, 2016 issue of Adweek magazine.

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