Planit was founded 30 years ago by two creatives—Matt Doud and Ed Callahan—with the goal of building a full-service agency. Starting in a basement, the agency has grown into a robust operation with 80 team members.
Based in Baltimore, Planit takes a unique approach to its thinking. The agency draws inspiration from the city’s working-class roots and proximity to major cities like Philadelphia, Washington D.C., and New York.
“Baltimore has a chip on its shoulder, and that feeds into our entrepreneurial spirit,” Jed explained, comparing Baltimore’s pride and grit.
We caught up with Jon Gregory and Jed Jecelin to discuss the agency’s journey, its philosophy, and its approach to creative work.
Agency stats
- Founded: 1995
- Location: Baltimore
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Gregory and Jecelin identified three key strengths that have helped the agency stand out:
Great People: “Our clients actually look forward to meeting with us,” Jecelin explained. The agency’s people-centric approach creates an enjoyable and effective working relationship with clients, something Planit sees as a core strength.
Respectful Disruption: Planit excels in what Jecelin describes as “respectfully disruptive” creativity. They focus on respecting a brand’s identity while finding innovative ways to push boundaries and challenge conventional perceptions.
Strategic Flexibility: As an independent agency, Planit can be nimble, innovative, and solutions-oriented. “We’re ready to take on new challenges and embrace innovation,” Gregory shared, emphasizing that Planit’s independence allows them to avoid bureaucratic red tape and move quickly to meet client needs.
Why the agency loves being indie
One of the main themes of the interview was the value of independence in today’s advertising landscape. Independence allows Planit to move at its own pace, take creative risks, and adapt quickly to client needs without being held back by external shareholder pressures.
“Being indie means we can embrace innovation, adapt to our clients, and focus on providing solutions without the constraints of overly engineered processes,” Gregory said. This freedom has enabled Planit to thrive over the past 30 years, allowing them to build long-term relationships with clients who value their ability to deliver creative and practical solutions.
Why brands should work with this agency
“We respect your brand, but our job is to find new ways to engage your consumers, even if the ideas seem a little scary at first.” This “respectfully disruptive” approach is paired with the agency’s ability to make the process enjoyable for clients, making them a reliable partner and a fun one to work with.
Why talent should put this agency on their list
“We foster a culture of growth and development,” Gregory said, emphasizing the agency’s strong internship program and ability to allow employees to explore different disciplines. Jecelin added, “People know that when you join Planet, you’ll start working right away and get the chance to contribute meaningfully.”
Marketer shout out
- Doug Thielen, CMO, Selkirk Sport
- Matt Lemman, CEO, Jones Sports Co.
“I have become prey to the pickleball craze. Damn proud of it. It’s such a fun sport and game, and anyone can play. And so there’s a lot of brands that have gotten big in the space. And there’s one called Selkirk. I’ve worked in sports for a really long time, so that’s always something I’m like keeping my eye on. But man, I would love to meet them.”—Jed Jecelin
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- Phone: 410-962-8500
- About the Author
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
