Plan-It Picks Up Momentum

Plan-It Marketing celebrated its first anniversary since spinning out of Hill, Holliday, Connors, Cosmopulos by pulling in a trio of diverse assignments.
The four-person marketing communications shop in Boston has landed projects from juice maker Fresh Samantha in Scarborough, Maine; Swatch Watch U.S.A. in Weehawken, N.J.; and software company Northern Light Technology in Cambridge, Mass.
Plan-It has teamed with Warner Public Relations, Manchester, Mass., to develop a positioning strategy and packaging concepts for Fresh Samantha’s natural juices, which compete with Veryfine and Nantucket Nectars.
For Swatch, Plan-It has been charged with researching new markets for the client’s Irony watches.
“The major work is trying to help them carve out a strong position in the U.S. market,” explained Plan-It president Cindy Tungate. “They’re really strong worldwide. In the U.S., [Swatch] was very popular in the 1980s, but people associate it with the plastic watch. They have a lot of equity in terms of their name, but they need to change perceptions.”
Northern Light Technology last year created a new Internet search engine, and Plan-It was tapped to help the company market and launch the product.
Billings for the assignments were not disclosed. The agency claims total billings of $2 million.
Tungate, former co-director of Hill, Holliday’s research department, launched Plan-It with Mary Kelley and Madeline DeSouza, former researchers at the Boston-based shop. The spinoff works on projects for some of Hill, Holliday’s clients.