Product-service strategy

About

Product strategy specialists
in Mobility & Technology
and Food & Beverage

Plan is a consultancy that specialises in product experiences. We help companies to think and act more strategically at the intersection between design, technology and business. The result: products and services that people connect with in meaningful ways, that are easy and pleasing to use, and ready to scale for mass production and distribution.

Since its inception in 2004, Plan has pioneered the field of product strategy for global brands in consumer technology, transportation, consumer goods, and healthcare.

As strategy specialists, our clients count on us for authoritative, opinionated and independent advice.

Who we are

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    Founder

    Kevin McCullagh

    Design strategist and thought-leader with a 20-year track record for breaking new ground

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    Founder

    Kevin McCullagh

    Design strategist and thought-leader with a 20-year track record for breaking new ground

    Kevin founded Plan in 2004. Prior to this he was director at the product design consultancy Seymourpowell, where he set up one of the first dedicated design strategy teams in Europe. Over the past 20 years his clients have included: Samsung, Ford, HP, Lenovo, Mars, Nokia, Orange, O2, P&G, Shell, Tefal, Toyota, Unilever and Yamaha.

    With a background spanning design, engineering, marketing and social forecasting, he’s never short of an opinion or three. Kevin writes, speaks, and curates and chairs conferences on design, business, and society. His writing and opinions have appeared in publications including Fast Company, Design Management Review, Core77 and Blueprint.

    Insider information:

    • Die-hard modernist
    • Typography geek
    • Tennis veteran
    • MECE freak
    • Dark roast & 70% cocoa

     

    Read Kevins news and views ›
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    Director

    Tim Perry

    Strategy, Innovation and Design leader, with over 20 years experience

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    Director

    Tim Perry

    An accomplished strategy, innovation and design leader with over 20 years of industry experience

    Tim worked at a number of advertising and design agencies prior to joining Webb deVlam. The following year he helped establish a new US office, before returning to the UK to lead the London studio’s design team.

    He then joined Nokia, where he was responsible for Design Strategy and Portfolio Management, before returning to Webb deVlam as Managing Partner. Following a period of rapid growth, he oversaw the successful sale of the agency.

    In addition to Tim’s specialities in strategy, brand architecture and portfolio management, he enjoys building and leading creative teams to meet the varied needs of a global clientele.

    Tim studied Industrial Design at Coventry University, has been a Visiting Lecturer and a D&AD and Creativepool Awards judge. He has lived and worked in the UK, Netherlands and United States.

    Insider information:

    • Morning coffee, afternoon tea
    • Lego builder
    • Cyclist (MAMIL)
    • Simplicity lover
    • Left hander
    Read Tims news and views ›
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    Associate Director

    Andy Fayle

    Specialising in strategic value creation to drive business growth

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    Associate Director

    Andy Fayle

    Specialising in strategic value creation to drive business growth

    Andy specialises in the translation of insight into differentiated propositions that offer new value for customers and businesses. His background in product and service development, as both a designer and engineer, ensures his strategic thinking is backed by an anticipation of commercialisation realities that is crucial to delivering front-end innovation results.

    Before joining Plan, Andy helped introduce a customer-centred innovation process at JCB, followed by leading design strategy engagements for a prominent UK design agency specialising in consumer technology. These experiences have developed an ability to thrive when navigating the ambiguity of front-end innovation challenges.

    During his career, Andy has collaborated with clients including PepsiCo, BT, Samsung and Deutsche Telekom; helping them enter new markets and launch award-winning products that contributed to business growth.

    Insider information:

    • Mountain biker
    • Excessive tea drinker
    • Spice-constrained chef
    • Commuting novice
    • Star Wars geek  
    Read Andys news and views ›
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    Senior Consultant

    Vanessa Mayneris

    Product and innovation management expert

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    Senior Consultant

    Vanessa Mayneris

    Product and innovation management expert

    Vanessa is a product and innovation management expert with consulting and client-side experience spanning the food, Pharma and cosmetics sectors for over 20 years.

    Vanessa’s talents lie in inspiring and leading teams and putting consumer needs at the heart of innovation. She recently leads a European team of Innovation Managers at Abbvie Pharmaceuticals, helping brand teams to co-create with patients innovative solutions beyond the pill. Previously she held progressive innovation and product development roles within Danone Dairy and L’Oréal in London, Paris and Singapore. Having worked alongside and within R&D departments, she loves bringing different expertise together and exploring early on, the product experience.

    As a consultant, Vanessa helped companies like McDonalds, PepsiCo, Unilever, Pfizer in the creation of new ideas through strategic and creative thinking, insight identification and product prototyping.

    A tri-lingual English, French and Italian speaker with an MBA from the HEC Business School in Paris 

    Insider information

    • Enthusiast Food Innovation Blogger
    • Strawberry Yoghurt Guru (tasted 60 yoghurts across 3 continents!)
    • (semi) Marathon runner
    • Well-being & Stress Management  Practitioner
    • Survived raising twins
    Read Vanessas news and views ›
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    Consultant

    Josh Allsopp

    FMCG Front-end innovation and design strategy

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    Consultant

    Josh Allsopp

    FMCG Front-end innovation and design strategy

    Josh is passionate about buyer behaviour and finds the innovation complexities of everyday products to be both fascinating and diverse. He specialises in consumer packaged goods supporting Plan’s FMCG team with Front-end innovation and design strategy, as well as, workshop design and facilitation. 

    He has consulted for leading global brands owned by Mars, Wrigley, Coca-Cola, Pentland and Unilever and regularly writes about hot topic surrounding their industries.

    Josh holds a first class BA (Hons) in Design for Industry from Northumbria University where he interned at Mars Wrigley Confectionery, uncovering his passion for strategy in the FMCG sector.

    Insider information:

    • Northerner navigating London
    • Health and fitness enthusiast
    • Extreme extrovert
    • Netflix addict
    • Lover of lists

     

    Read Joshs news and views ›
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    Client Services Manager

    Elizabeth McDonald

    A keen eye for quality client experience

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    Client Services Manager

    Elizabeth McDonald

    A keen eye for quality client experience

    Elizabeth ensures we never lose sight of our clients’ ultimate needs and priorities. Always on hand to help make our clients’ lives easier.

    Over the past 20 years she has worked in marketing, communications and creative industries, both on the client and agency side.

    Insider information:

    • Secret soul girl
    • Style maven
    • Rugby mum
    • Monmouth coffee devotee
    • Proud owner of West Highland Terrier
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    Finance Controller

    Deepa Nayar

    Our operations and finance expert

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    Finance Controller

    Deepa Nayar

    Our operations and finance expert

    Deepa is our Operations Manager with Olympic juggling skills. Having the first hand creative experience Deepa understands the in and outs of Design studio. Along with the creative nature Deepa brings 15 years of management, HR, finance & operations skills. Deepa joined Plan in 2012 after working for an art museum, a logistics company and a software firm.  After obtaining a 1st class BA in Economics and English at Delhi/Meerut University, she moved on to study Textile Design, CAD and finally Information and Systems management. She is fluent in Hindi and Punjabi.

    Insider information:

    • Mother hen
    • Oasis of calm
    • Secret designer
    • Clean freak
    • Truth teller
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    Consultant

    Abby Lockwood

    Design management and Front–end innovation specialist

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    Consultant

    Abby Lockwood

    Design management and Front–end innovation specialist

    Abby is driven by the growing relationship between design and business; in particular how design thinking approaches and methodologies can be applied to transform businesses and encourage cross-functional innovation.

    She specialises in design management, innovation education training and course design, as well as, workshop design and facilitation.

    She supports Plans’ FMCG team with Front-end innovation projects, including; scoping and framing challenges, market and consumer research, and opportunity identification through critical analysis and sensemaking. She has consulted for Virgin, Mars and Wrigley’s and writes features for Perspective Magazine.

    Abby holds a 1st Class Honours degree in Design for industry from Northumbria University where her final project involved designing and delivering a Retail Training programme.

    Insider information:

    • Vanilla latte lover
    • Aspiring kick-boxer
    • Hot yoga enthusiast
    • Chef in the making
    • Versace muse
    Read Abbys news and views ›
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    Design Planner

    Inês Simões

    A design researcher and strategist, focusing on the food and beverage sector

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    Design Planner

    Inês Simões

    A design researcher and strategist, focusing on the food and beverage sector

    Ines is passionate about everything to do with the consumer – their behaviours, needs and mindsets and balances her time with market research and forecasting, in order to inform innovations that can break new ground for our clients and their customers. 

    Before joining Plan, Ines spent time at Path, supporting the strategy team in design research, trend forecasting and brand strategy for a range of FMCG clients, such as Ferrero Rocher, Oppo, Aril and JTI.

    She graduated in Product Design at Central Saint Martins, where her final project investigated how to encourage Millennials to look ahead and save for their retirement.

    Insider information:

    • Member of a Secret Comedy Club
    • Native Portuguese
    • Savile Row brogue aficionado (ask her about Daniel Day – Lewis)
    • Impulsive book buyer
    • Happiest on the beach
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    Consultant

    James Scott

    A design strategist and trends analyst focusing on emerging tech, service design and the smart home

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    Consultant

    James Scott

    A design strategist and trends analyst focusing on emerging tech, service design and the smart home

    James is fascinated by new technologies and their implications for the wider world, and brings this knowledge and passion to the team at Plan.

    He has worked for a range of clients including Samsung, Deutsche Telekom, Ford, Coca-Cola and BBC. As well as designing new concepts, he also tracks and writes on notable developments in technology trends, especially his passion in VR.

    James holds a 1st Class Honours degree in ‘Design for Industry’ from Northumbria University, where he developed his skills as a confident designer and researcher. After winning a Design Innovation in Plastics award, he went on to intern at several respected design companies including SeymourPowell.

     

    Insider information:

    • Techno optimist
    • Too Tall
    • Spice Collector
    • Clay Shooter
    • Passionate about playlists
    Read Jamess news and views ›
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    Designer

    Yoori Lee

    User experience designer bridging digital and physical experience

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    Designer

    Yoori Lee

    User experience designer bridging digital and physical experience

    Yoori is passionate about designing future experiences by defining, planning and conducting speculative design activities. Her strengths lie in a wide range of conceptual design techniques including Experience,  Industrial, Digital and visual design.

    Yoori graduated with a first class honours degree from the Design for Industry course at the Northumbria University in 2015 and then expanded her speciality into UX and service design while studying in MA Industrial Design at Central Saint Martins. Her final year project used critical design as an approach to address the issue of data security and data ownership.

    Since joining Plan Yoori has worked on a range of clients including Emmi, Ford, Mars, Deutsche Telekom and Carl Zeiss.

    Insider information:

    • Crazy plant lady
    • A celebrated Macaroon baker
    • UX baby unicorn
    • Ninja footsteps
    • Owner of  the comfiest office chair
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    Consultant

    Ben Ackerley

    A design strategist with a focus on FMCG, specialising on food and beverage, front-end innovation, consumer packaging and sustainability

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    Consultant

    Ben Ackerley

    A design strategist with a focus on FMCG, specialising on food and beverage, front-end innovation, consumer packaging and sustainability

    Ben is motivated by human centred design and insight based design and is passionate about packaging and sustainability.
    He specialises in consumer packaged goods and works within Plan’s FMCG team.

    Before joining Plan Ben worked for Mars Wrigley and has also freelanced at various agencies, Tin Horse and Straight Forward to name a few.

    He achieved a first class BA ( Hons ) in Design for Industry from Northumbria University and was shortlisted for awards with RSA, Pentland and Innovations in Plastic.

    Insider information:

    • Frustrated Explorer
    • Drummer
    • Vinyl collector
    • Mechanically minded
    Read Bens news and views ›
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    Design Planner

    Joel Hayes

    User experience and service design strategy

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    Design Planner

    Joel Hayes

    User experience and service design strategy

    Joel has a keen interest in how businesses can utilise design to create the best experiences for those interacting with their products and services.

    His ability to holistically consider all the elements that form services enables him to envision opportunity. Since joining Plan, Joel has worked for a range of clients including Samsung, Zeiss and Ford. An eye for detail and experience in graphic design & marketing permits him to communicate in a captivating manner.

    Studying Design for Industry BA (Hons) at Northumbria University enabled Joel to develop his skills as a designer, building on his interests in technology and mobility which resulted in him acquiring various awards such as being a finalist of the Autocar-Courland Next Generation Award.

    Insider information:

    • Scottish, minus the accent
    • In-house photographer
    • Pinterest aficionado
    • Fashionista
    • Scandi drama fanatic
    Read Joels news and views ›

Plan life

  • Airy office in the heart of Clerkenwell

  • Never short of an opinion or three

  • Plenty of quality headphone time

  • Mad for maps, models and MECE frameworks

  • Tea, coffee, chocolate and nut fueled

  • Well crafted words, photography and graphics

  • 'Plan came with fresh perspectives, crystal clear insights and some difficult “home truths” - and they left us with a clear direction, a stronger sense of purpose and new capabilities. They did all of this in a humble, respectful and genuine way, making the whole project a pleasure to work on.'

    Head of Innovation: People Development

  • 'It's hard to find consulting firms that are well balanced between creativity and smartness. Plan is peerless in research and design strategy.'

    Senior manager,
    Technology Strategy Team

  • 'Consultancies are often guilty of playing back what clients want to hear, but in Plan’s case they worked closely with us and really listened to understand the real problem and challenge our assumptions, constructively. The quality of the end output was truly exceptional, and has significantly moved on our approach to this new proposition.'

    Head of Energy Propositions

How to get in touch

Address

3rd Floor,
32 Great Sutton Street
London EC1V 0NB
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