# Plan B®

> Plan B® is an independent Chicago marketing and advertising agency offering on-demand brand strategy, creative campaigns, CRM, social media, websites and event support. Its published client work includes McLaren Automotive, Zip Water, Keiser and Goodwin Living. Certified as a B Corporation since May 2023, it positions integrated brand oversight and specialist execution as an alternative to fragmented agency relationships.

- **Founded:** 1998
- **Headquarters:** Chicago, United States
- **Founders:** Ric Van Sickle (Co-founder; Chief Operating Officer), Clay Cooper (Co-founder; Director of Client Services), Don Weaver (Co-founder; Executive Creative Director)
- **Products:** Brand strategy and identity, Integrated advertising, Web and digital experiences, CRM and marketing automation, Social media
- **Notable:** B Lab lists certification since May 2023 and a B Impact score of 89.8., McLaren case study reports 40–60+ qualified leads for participating dealers following a four-market pilot; five vehicle sales or leases was a goal, not a reported completed outcome., Goodwin Living work produced thirteen connected websites; an August 2025 account describes an eighteen-month engagement.

## Products & services

- **Brand strategy and identity** — Discovery workshops, market research, positioning, messaging, identity and sales tools.
- **Integrated advertising** — Print, broadcast, digital, video and experiential creative, plus campaign execution.
- **Web and digital experiences** — UX/UI, usability testing, full-stack development, analytics and virtual-event development and management.
- **CRM and marketing automation** — Data acquisition and analysis, segmentation, automation strategy and system implementation, including automotive lead generation.
- **Social media** — Audits, strategy, content, scheduling, paid social, influencer programs and reporting.
- **Sustainability communications** — Brand and corporate storytelling about sustainability and social responsibility.
- **AI marketing management** — AI-related strategy and data applications with human oversight.

## Achievements

- B Lab lists certification since May 2023 and a B Impact score of 89.8.
- McLaren case study reports 40–60+ qualified leads for participating dealers following a four-market pilot; five vehicle sales or leases was a goal, not a reported completed outcome.
- Goodwin Living work produced thirteen connected websites; an August 2025 account describes an eighteen-month engagement.
- Zip Water launch combined a designer-focused KBIS experience with consumer-facing media; the case study reports a Best of KBIS Silver award for the product.

## Latest updates

- **2025-09** — Published “Marketing to Hispanic Americans: 5 Things to Know.”
- **2025-08** — Published its Culligan Cares website redesign story on August 27.
- **2025-08** — Published the Goodwin Living brand refresh story on August 19, describing eighteen months of work and thirteen websites.

## Links

- Website: https://www.thisisplanb.com/
- LinkedIn: https://www.linkedin.com/company/thisisplanb/
- Twitter/X: https://twitter.com/ThisIsPlanB
- YouTube: https://www.youtube.com/user/planbadvertising
- Instagram: https://www.instagram.com/thisisplanb/
- Facebook: https://www.facebook.com/thisisplanb

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Profile page: https://yespress.io/plan-b
Published by YesPress — https://yespress.io
Last updated: 2026-10-23