Maxus has launched a new planning approach, Change Planning, that it claims will allow the agency to incorporate advanced media planning techniques, using data to devise communications strategies.

Change Planning, which is being delivered via an open-source web-based platform, aims to encourage collaboration, using localised and global data sources to give a good idea of key performance indicators at all stages of the planning process.

It has been embedded throughout the GroupM agency, with staff from 55 markets training in September 2015.

“Change Planning enables us to gain unparalleled understanding of consumer behaviour and to establish what change is needed to bring about the desired behaviour,” said Maxus UK head of strategy and planning Jen Smith.

“It marks a return to fundamental marketing principles, powered by a suite of stellar research resources – and we are excited to implement it to create experiences that deliver for clients.

“The fundamental objective of marketing is to impact the behaviour of your audience in a way that’s good for the brand – and that begins with insightful planning.”

Maxus worldwide head of planning Nick Vale added: “We felt that the pace of change in marketing required a reinvention of the planning discipline, to something that was much simpler and focused on driving great execution quickly,”

“We’re delighted by the results we are seeing from Change Planning. The tool is highly engaging and intuitive, and we have seen solid adoption throughout the agency – it is being used for over 400 active campaigns in 38 global markets.

“Combining an outstandingly simple ‘Why? How? What?’ framework with sophisticated new tools and technology, allows Maxus to bridge the growing gap between old-world planning techniques and ad-tech driven execution.”