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Planit | Agency Profile, Contacts, AOR, Client Relationships

Service: full service

Main Telephone
(410) 962-8500
Primary Address
1414 Key Highway
Suite 100
Baltimore, MD 21202

Planit Contacts

Contacts (5/10)
Name Title State
Ed C. Creative Strategist & Co-Founder MD
Sample of Related Brands
Email: *****@*******.***
Main Phone: (410) 962-8500
Direct Phone: *** **** ***   ext: ****
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 1414 Key Highway
Suite 100
Baltimore, MD

Matthew D. President & Co-Founder MD
Rich F. Director, Operations MD
Adam A. Associate Creative Director MD
Trevor V. Group Creative Director MD

Client Relationships

Brand Service From To Media Spend
**** *********** AOR - digital, social 2012 present *****
*********** digital 2008 present *
********* ********* ********** ** ******** Media Buying, Media Planning unknown present *
*** *** ********* digital 2011 present *
*** *** creative, media buying & planning 2004 present *

See Winmo sales intelligence in action


Parents Media Opps: CareFirst BlueCross BlueShield taps first CMO amid significant digital display ad spend increase (Score 71)

CareFirst BlueCross BlueShield (CBB), the Mid-Atlantic's largest healthcare insurer, named Mack McGee its VP and CMO, effective July 13, concluding an extensive search. As the company's first CMO, McGee will spearhead marketing functions such as communications, public and media relations and customer experience and insights. With nearly 20 years of communications expertise in media, advertising agency and professional services, McGee formerly served as management consulting and accounting firm SC&H, where he also served as VP and CMO. In this previous role, his hands-on approach led the company in a new marketing direction which included shifted marketing strategies, revamped customer relationship management platform and usage strategy and an implemented data visualization strategy.

Additionally, the company appointed senior marketing, outreach & health promotions director Lukeshia Walker in June.

In response to the global pandemic, CareFirst developed a resource center and launched an ad (see video above) encouraging viewers to stay safe by remaining at home.

Despite the existence of this ad spot, iSpot doesn't report any national TV spend for this brand. The aforementioned coronavirus-related ad is running online and locally and has thus far generated around 1.4m impressions.

From July 2019-2020, Adbeat estimates CareFirst allocated $143.3k toward digital display, more than triple the $35.7k spent from July 2018-2019. Its spend in this channel specifically picked up in November 2019 and has not really slowed down since, despite the pandemic, which caused many advertisers to pause their efforts. Most of the past year's spend went toward programmatic ads placed by Google Display Network ($166.8k) onto sites such as ($74k),, and

The usage of sports-related site destinations signals a male target demographic skew, and CareFirst's significant increase in digital display ad spend leads us to believe this demographic primarily consists of Gen-Z and millennials. The company especially targets parents in search of healthcare insurance. Its target demographic and increased digital display ad spend leads us to believe it also utilizes additional digital channels such as paid social and/or OTT.

Agency & martech readers - Considering how often newly-appointed CMOs conduct agency reviews, reach out soon to get on McGee's radar. Winmo states Planit handles media buying and planning.