Lowe kicks out the planners - to live with the punters.

Lowe London have started something called lowe Groundwork, a sceme where 24 planners will be sent to live, shop and breathe with the punters.

Every fortnight, two Lowe planners will be 'relocated' to live in one of the areas that have the most typical population of a distinctive consumer types, from single mothers in council flats to families of four living in suburban semis, inner-city Asian families and wealthy countryfolk in rural areas.



The groundwork began this June when a team of planners from the agency's Knightsbridge offices relocated to Hastings, a tourist and fishing community. The planners will be activly engaged in the community, even completing tasks like managing a local supermarket shop on a budget, and joining the communities in their daily routines. Future locations in the study include the Scottish Highlands, Morpeth North, Aberaman in South Wales, Beckton in London's East End, North Norfolk, Solihull, Glasgow and even the Isles of Scilly.

Russ Lidstone, the Planning Director of Lowe