Doing what it takes to pitch a client
September 30, 2008 by Dave Haynes
In a very tight advertising market you do what you gave to do to get a brand or planner’s attention.
Years and years ago, the late-great Elevator News Network not only made sure it installed in buildings with ad agencies, once in a while they ran ads on the screens in those buildings targeting the agency. They even installed in buildings that didn’t really fit plans, but had those elusive media buyers in the elevators everyday.
A Dutch agency, reports AdGabber, knew cold-calling the CEO of GPS gadget maker Tom Tom was a waste of energy. Instead they did some guerilla marketing on road signs and then ran an ad on a large LED board right in from of the Tom Tom offices.