• Adweek, Tuesday, August 5, 2008 10:45 AM

MediaVest executives revamped their media planning approach and renamed their planning unit the Truth and Design Group. Since April, the change has helped the agency win the $220 million Schering Plough account, the $160 million TD Ameritrade business and helped it retain a large, unnamed client.

Lisa Donohue, president of the group, says "planning" is a counterproductive term that traditionally means "plodding, rigid and linear." Instead, planning now means design, "which is more creative with less of a building-block approach."

The new design approach also means fewer interdepartmental meetings and more "active inclusion," in which the client convenes more meetings with fewer people and tighter agendas.

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