Plan B™
The Agency Alternative
RIC VAN SICKLE
CHIEF OPERATING OFFICER
LinkedIn Profile Ric helped found the Plan B team in 1998 after 13 years in the corporate big agency world and 2 years working on a Masters Degree at the Northwestern University Kellogg Graduate School of Management. Ric works across all agency disciplines to develop processes and methodologies that drive access to deeper customer insights, promote collaboration and spark communication strategies that translate into measurable results. From strategic positioning and channel planning, to comprehensive cross-disciplinary consumer activation modeling, Ric has fostered the growth of many of Plan B’s long-term brand success stories. Ric started his career at the Sears national headquarters and quickly moved on to big agency stints at DDB and Euro RSCG, where he worked on a variety of high-profile accounts such as Anheuser-Busch, Hoover, SBC Ameritech, Ralston Purina, Kemper Financial, Kraft Foods, Continental Tire, Pillsbury, Thermos, and new product development for Miller Brewing. Ric is a hard-core cyclist (USCF Cat3 Road), a part-time professor at Columbia College and lives in Chicago's booming South Loop (SoLo) neighborhood.