Plan B™
The Agency Alternative
VAN KAMPEN
Invested With Intelligence www.vankampen.com Van Kampen Funds have tapped Plan B repeatedly for fresh solutions to their marketing challenges, particularly when they needed innovative ways to enhance brand awareness among the independent brokers who sell their funds. We’ve repeatedly responded with ‘big’ ideas inspired by leading-edge technology, yet grounded in the fundamental strength of traditional brand advertising. Integrating direct marketing, interactive web programs and compelling promotional materials, our smart campaigns have helped Van Kampen launch entirely new products, and improved the sales performance of existing programs. For example, our VK Open campaign included a ‘grabber’ direct mail piece and a highly sticky online golf-themed game that educated agents about both the history of Van Kampen and in the benefits of their products, helping to convert them from detached salespeople into informed advocates. It’s a formula that’s proven effective again and again, and it’s a big part of why Plan B is Van Kampen’s go-to agency for next-generation thinking that works.