Plan B® [The Agency Alternative]™ Named Agency of Record for Keiser Corporation

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Keiser Corporation has chosen Plan B® [the agency alternative™] as its advertising agency of record.

Keiser Corporation, a Fresno, California-based fitness equipment manufacturer has chosen Plan B® [the agency alternative™], a Chicago-based creative advertising firm, as its agency of record.

After an international search that started with nearly 700 companies, Keiser Corporation selected Plan B based on the agency’s extensive sports marketing experience, which includes work with companies such as Wilson Tennis and TITLE Boxing Club, along with their unique 4D approach to multi-channel marketing and advertising. With the new partnership, Plan B will offer distinctive branding support to Keiser that will include print, digital, sales support, CRM, social and event advertising.

"Plan B was founded on a philosophy of exceeding expectations," said partner Clay Cooper, "So we were looking to add value from the very start. In this case, we identified what we believed was a real opportunity for them to grow the brand, and although it wasn't requested as part of the assignment, we decided to invest a little to share our vision. We can really get passionate about this kind of stuff, and the thinking that came out of it was well received."

The win was especially gratifying for the Plan B team as Keiser had a very specific vision for an ideal advertising partner, and their search was extraordinarily thorough and rigorous. “Plan B was the obvious choice.” according to Brennon Bynum, Keiser’s Director of Marketing. "Keiser is challenging the fitness industry to look at achieving superior results in a new and different way. We needed a partner that embraced that mindset, and their own business, with a similar, forward-thinking approach. Throughout the pitch process, Plan B demonstrated all the capabilities, strategic planning, creative thinking, passion and enthusiasm for our unique product, and the opportunity to revolutionize the market that we were looking for. Keiser is very excited to be in this partnership and move forward with Plan B."

In addition to answering the assignment specified in the RFP, Plan B provided additional strategic thinking and offered an agency POV that helped Keiser see the market opportunity for their brand in a new way. Plan B's response challenged Keiser to think about their business a little differently, and the extra effort made strong impression on the decision-making team.

“We are truly looking forward to working with Keiser to help build their brand and to better connect with their customers by drawing upon our diverse strategy and creative teams,” added Cooper. “With our unique creative strategy, we are confident that we can help elevate and promote this innovative, growing brand.”

Founded in 1977, Keiser designs, engineers, and manufactures research-backed strength training and fitness equipment. Offering a full range of products from elite testing equipment to strength and stretching machines, Keiser pioneered the use of “air” resistance for safe, smooth exercises at any speed – without weight stacks. Over 100 peer-reviewed, published studies show how Keiser’s Pneumatic Technology provides a safe and effective way for users to get results. Today, Keiser products are used by top trainers, training centers, and professional sports teams including teams in the NFL, MLB, the English Premier League and more.

About Plan B® [The Agency Alternative]™
Chicago-based creative advertising firm Plan B [the agency alternative] is a full-service, on-demand marketing partner—offering forward-thinking marketing managers, a fully transparent, collaborative partnership that blurs the line between corporate brand managers and their own specialized post-digital-age marketing experts, driving efficiency and shortening time to market. Plan B designs, develops and delivers innovative, strategic campaigns across all media platforms with a unique 4D approach that effectively integrates traditional, digital, mobile, and social media marketing solutions in real time. Learn more at ThisIsPlanB.com.

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Julianne Kennelly
Fishman PR
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