PRIOR MAY MAKE AGENCY DECISION THIS WEEK
By Adnews Staff
PRIOR of Ottawa will decide which agency it wants to use by next week. Hewson Bridge and Smith of Ottawa is taking some unique steps again to win a piece of business. The agency team went to PRIOR this week wearing Zorro costumes and brandishing swords to prove their point about the power of identity. "We need to show PRIOR that we understand their current positioning and where they want to be, which comes down to taking a close look at their identity, how they see themselves and how the market perceives them," HBS president Don Hewson says in a release. "We chose Zorro because he was a hero and he was recognized by the symbols of his identity, his mask and sword. It's a strong way to demonstrate just how powerful an identity can be, because marketing is essentially how to use symbols to build a brand. PRIOR specializes in software engineering and systems integration. Until now, the company has used small agencies on a project basis. PRIOR decided to hire an agency because it is under new ownership and wants to re-brand its products.
This isn't the first time HBS has used unusual methods to capture a new client. In the agency's 23-year history, staff have donned tutus and sent out heart-shaped pizzas on Valentine's Day to get the attention of potential clients. During a successful pitch to JetForm Corp. of Ottawa last fall, HBS sent the company message-bearing cakes followed by toothbrushes to ward off cavities, and posted messages in bus shelters outside JetForm's headquarters.