Plan B® Advertising Goes Half Crazy in Chicago’s West Loop

Share Article

Advertising agency Plan B has created a local marketing tactic in the West Loop district of Chicago. A billboard was designed by the full-service agency to cleverly display their philosophy and creativity.

Chicago-based advertising firm Plan B® [The Agency Alternative] is getting local attention with an innovative new outdoor board in the city’s busy West Loop district. Located at the corner of Des Plaines and Lake, the 14’ X 48’ board confidently dispenses the folk business wisdom: “It’s not what they cut, it’s what you do with what’s left.”

While the message is insightful in its own right, it is the design of the ad that carries the weight of the statement. (A photo of the board can be seen at

To further pique curiosity, the ad doesn’t clearly identify the name of the advertising company. There is only the URL “thisIsPlanB,” completed with the standard web extension “.com” and the phone-friendly “.mobi,” to indicate the website has been optimized for mobile devices.

According to Clay Cooper, Partner and Director of Client Services, the placement, timing and message were strategic in two regards. “Plan B just recently presented to a local, publicly-funded transportation provider and wanted to follow that meeting with a demonstration of, not only our creativity, but our philosophy as well. We looked for a board adjacent to public transportation, then created an ad that clearly says, ‘Plan B knows how to work effectively within the confines of a tight budget.’ We do it all the time, and we’re really good at it.”

In addition to coinciding with their recent pitch, the board also speaks to a wider business community charged with maximizing cost-efficiency.

“That was one of the things we liked best about the concept,” said Cooper. “It specifically met our objective of speaking directly to our key prospect, but was general enough that it could appeal to a much broader audience. Pretty much everyone is dealing with budget cuts these days, and many are wondering how they can be expected to succeed with less. Our feeling is that less can be more if you’re smart about it. And the ad is proof of that.”

Plan B, Inc. is a next-generation marketing firm servicing both the consumer and business-to-business markets. Plan B’s unique operating model is built around a “Tradition and Technology in Balance” platform — designed to deliver truly integrated strategy and creative, across both traditional and new technology-driven media marketing programs.

Some of Plan B’s clients include Volvo of North America, Wilson Tennis, and Paper Mate.


Share article on social media or email:

View article via:

Pdf Print

Contact Author

Visit website