TBWA Simons Palmer is to launch its own 48-sheet poster campaign, targeting sites near 100 leading client companies in an effort to win new business.
It is thought to be the first time an advertising agency has launched its own above-the-line advertising campaign. Simons Palmer has employed Manning Gottlieb Media, its preferred media agency, to seek one or two sites near each of the potential client companies. The agency is planning two bursts of ads, one in April and May, and another in September and October.
Paul Simons, the agency’s chief executive, says the creative work is still being developed, but that it will have a strong message both for members of the public, and executives of consumer product companies.
“The theory that has come from research, is that if you look at the level of awareness, client companies have a simplistic and superficial view of advertising agencies. The campaign addresses the top line of awareness,” says Simons.