Agency Spotlight


Baltimore, Maryland
Friends since second grade, Matt Doud and Ed Callahan founded Baltimore-based Planit in 1994 with one client and one computer. Their goal: to create a different kind of ad agency—a place where ideas were central and business-changing…even life-changing. As one of the MidAtlantic’s top advertising and digital agencies, Planit is home to 60 of the most talented artists, strategists, planners, buyers, inventors, writers and programmers in the area.

What is your Secret Sauce?

Planit has never lost its startup culture, even during a global pandemic. Its founders Matt and Ed believe in passionate, driven people, and they are not afraid to try new things, like moving to a fully remote work situation practically overnight. Great work is born out of its entrepreneurial, creative and adaptive culture.

What are you awesome at?

Planit vehemently adheres to a philosophy of “respectful disruption,” continually fostering bold new ideas and pushing the limits of creativity. This philosophy is carried across all of its disciplines, which include brand strategy, design, digital marketing, public relations, social media, media planning and buying, website development and video production.

What's a recent success story?

Planit has built a strong partnership with Royal Building Products, one of North America's leading home exteriors manufacturers, over the past eight years. In that time, it has helped what was once perceived as a commodity vinyl siding brand, become a category pioneer, and steal market share from larger competitors in the process. In fact, Royal's marketing caused the entire exteriors industry to pivot its messaging. With a tagline of "Build Bold" and bright, stylish and premium-looking campaigns, plus a market-leading website, it compelled consumers to pay as much attention to the outside of their homes as they do to the inside.

Why do you want to be a part of sAm?

Planit believes that small agencies are drivers of innovation, creativity and disruption and is excited about the chance to be included in the SAM initiative.

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