Welcome to Plan B - Where Tradition and Technology Find Balance

An embarrassingly high percentage of the marketing communications that our industry creates and disseminates — harass, annoy or interrupt the very same people we're working so hard to try and impress.

Broadcast television commercials get TiVo’d. ‘Junk’ mail gets trashed without having been opened. Email blasts fill our spam boxes before being auto-deleted. Guerrilla marketers force themselves into our recreational lives. We’re chasing customers so aggressively, that we risk alienating them completely. Today’s fragile marketplace makes it imperative that we revise this operating methodology.

At Plan B we believe that forward thinking marketers must learn that future marketing success will come, not by aggressively pushing our messages at customers, but by pulling them in. We’ve reached a stage where it’s no longer about ‘share of voice’ – reaching the most people – but about how to attract people that believe in a brand and believe in what it does, even if attracting those customers calls for less marketing.

The next-generation formula for marketing success requires a highly nuanced sensitivity to delivering a more ‘balanced’ combination of tradition and technology to build brands that project a more attractive mix of messaging, media placement and active listening.

To do this, we think you need more than genius creatives (check) a smart, responsive account team (double check) and insightful, imaginative planners (check mate.) You need a bone-deep cultural focus on getting it right that permeates everything an agency does.

That’s why there’s a need for a Plan B; a marketing partnership grounded by the belief that truly successful innovation in marketing communications should be measured in belief-worthiness – not buzz-worthiness.

At Plan B we’ve got traditional branding science in our DNA. We’ve kept the best and thrown away the rest. But unlike the legacy agencies – our management team came of age during the digital media revolution. We saw potential in some technologies, hype in others. We were early adopters of many innovations that served our purposes, and proudly skeptical of many fads that flamed out. We’ve always felt that hounding customers just because you can – leads to avoidance instead of engagement.

This 20-year immersion in convergence is the foundation of our belief that no matter where you place your message, when your brand respects customers the way you would like to be respected, you create within that man, woman or child, a clear and lasting definition of how your company views it’s relationships.

Brands that market with this balance in mind, successfully marry the head and heart, the emotional with the rational, to create true brand differentiation in a world of aggressively-pushed, sameness. The magnetism inherent in this approach attracts customers who will rave about you and remain loyal to your brand.

The formula for this type of balance has always seemed obvious to us: A media neutral operating structure with centralized strategic and creative management across all tactical channels – allowing us to objectively employ exactly the right channel balance to convey the right message to the right audience at the right time.

It is our mission to understand more intimately what motivates customers to align themselves with a certain brand, and to develop the more intimately balanced creative marketing solutions to attract and keep them.

If you’re attracted by this idea, maybe it’s time to consider your own Plan B.

We would like to provide you with our portfolio samples that are most relevant to your industry and the type of advertising services you require.