We see the bigger picture, simplify complexity and transform ambition into action. Plan B is brought in when visibility is high, complexity rises, and quality is non-negotiable. We thrive at the intersection of strategy, brand, and experience creating bespoke solutions when excellence matters.
Better
Bespoke
Bold
Beyond
Balanced
Bigger Picture
Better Judgement
Brand-Focused
Boardroom-Ready
Built to Deliver
Beyond Standard
Battle-Tested
Balanced Under Pressure
Backed by Experience
Built on Trust
By Your Side
Beyond the Moment
Brilliantly Executed
Built with Intention
Big moments.
Better plan.
Plan B operates across three tightly connected phases: align, shape, execute. Together they cover the full arc, building bespoke solutions for brands. From the first strategic conversation to the moment the idea becomes visible in the world. Plan B can be engaged across the entire journey, for a single phase, prior to agency engagement, and alongside existing partners.
Align
Brand clarity before visibility
Plan B is a thinking partner that works with decision-makers to define positioning, clarify priorities, align internal direction, and sharpen brand intent. This ensures that what becomes visible is coherent, intentional, and better. Clearer direction, better decisions, no friction.
Shape
Strategic experience planning
Once the direction is clear, Plan B turns alignment into a coherent plan. We shape how the brand shows up, making sure the concept, experience and execution align from the start. We’re all about big-picture thinking with uncompromising attention to detail, ensuring flawless execution. Smarter plans equal stronger presence.
Execute
Calm control.
Flawless execution.
This is where we step in and deliver. Plan B brings calm oversight, clear communication, and uncompromising standards.
We stay ahead of moving parts, and solve issues before they grow, so you can stay focused on what matters most. At every step of the way, we represent your brand with integrity, professionalism, and attention to detail. To us, quality is non-negotiable.
Excellence is protected, peace of mind is guaranteed.
Davos
Davos is not an ordinary environment. It’s a compressed business ecosystem of influence, capital and global visibility—where timing, positioning and execution are critical.
For more than a decade, Bernadette has advised organisations operating in and around the Annual Meeting in Davos.
In short, we cut through the noise with clear positioning, seamlessexecution and no wasted opportunity.
About
Bernadette Gauthier,
Founder
Bernadette Gauthier founded Plan B after a sixteen-year track record advising global brands and leadership teams in environments where stakes are high and execution is critical.
She spent more than a decade at Live Lab AG in Zurich, where she became Partner and Chief Growth Officer, leading strategic growth, key accounts and complex national and international mandates. Her client portfolio included ABB, Celonis, Cognizant, Estée Lauder, Salesforce, Tata Consultancy Services, TIME, and others. She is known for her calm judgment, strong instincts, emotional intelligence and the ability to hold the full picture when complexity arises and pressure builds.
A significant part of Bernadette’s experience is rooted in the World Economic Forum – one of the world’s most visible and demanding business environments – where she has worked for more than eleven years. Her ability to work in complex systems, bringing clarity and identifying what matters most, allows her to align business objectives with execution that holds up in practice.
Plan B was built to offer something many organisations lack: one trusted partner who can bridge strategy, creativity, people and execution, areas that are often fragmented across different agencies and consultancies.
Plan B sets out to make both the journey and the result better, with one trusted partner from strategy to execution. For organisations that need bespoke solutions, there’s Plan B.
“Bernadette joined Live Lab as our first employee in 2015. Over more than a decade together, she played a significant role in shaping client relationships, driving growth, and delivering some of our most important projects. She brings sharp instincts, strong leadership, and a level of ownership that is rare to find. I look forward to continuing our collaboration and wish her all the best on her new journey as a founder."
“I’ve had the pleasure of working with Bernadette for more than 11 years, first at Salesforce and now at Celonis. She combines strategic thinking, creativity, and executional excellence, a rare combination in our industry.
Bernadette understands business objectives quickly, turns them into impactful experiences, and delivers with precision and reliability. Above all, she creates trust and operates as a true partner.”
“I’ve had the pleasure of working with Bernadette for many years across different projects in Davos, Cannes, and Abu Dhabi, and she has consistently proven to be a reliable partner who delivers outstanding results. Her experience is reflected in her calm presence, quick thinking, and ability to navigate high-pressure environments with confidence and professionalism. Beyond that, she’s an instinctive connector who brings the right people together and creates momentum around big, bold ideas. She understands what works for a brand, stays focused on solutions, and handles every challenge with integrity and care. She is absolutely someone you want on your side."
Let’s Talk
Big moment ahead. High-stakes project. Complex situation.
This is where Plan B comes in.Your trusted, expert support when it matters most.The first conversation is always just that, a conversation.No sales pitch. No theatre. Just clarity.
Email Us
Tell us what you have in mind
Book a Call
The first step is a conversation.