HBS SNUGGLES UP TO DY 4
By Adnews Staff
As part of a creative pitch Wednesday to potential client DY 4 Systems of Kanata, Ontario, the top staff of Ottawa-based ad agency Hewson Bridge and Smith Ltd. dressed in nightcaps and bunked down in a bed set up in front of DY 4's offices. HBS is competing with an unconfirmed number of agencies to become the branding agency for DY 4, which provides real-time embedded computing solutions. An agency spokesperson said they played on the words "embedded" and getting "in bed" to create the theme "We'd be great embedded together." Additional efforts to win the business included radio spots aimed at DY 4 employees in the days leading up to the presentation. Employees were urged to come to work early Wednesday morning by X FM radio personality Booker Kincaid, who was hired by HBS to do a live remote feed for the station's morning show. HBS pulled a similar stunt last fall in pursuit of the account of Philsar Electronics Inc. of Ottawa, setting up two Angus Beef cattle in a corral in front of Philsar's offices. The cows were draped in banners reading "Branding that will separate you from the herd." HBS eventually won that account. DY 4 expects to make a decision regarding its account by mid-July.