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: IAMS Agency: 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.

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