IAMS NOSEiD: How planning can broaden its role to find new relevance

IAMS, a pet food brand, launched an app in the US as an essential tool to help reunite lost dogs, and for dog owners to protect their dogs and understand them better.

Campaign details

Brand: IAMSAgency: adam&eveDDB

Summary

This is a paper about making an unrealistic, pie-in-the-sky idea happen.

It's a story more than two years in the making.

It's about how planning can - and should - contribute to business-building utility ideas.

It shows that amazing ideas don't always happen when you're looking for them - sometimes, they're about opportunism; spotting brilliance and nurturing it.

And it shows that making these ideas happen means wearing many different hats, broadening the definition of what planners can be, learning new skills and adapting on the fly.

Throughout this paper, you'll...

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Insights Team
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