HBS BRINGS HOME THE BEEF
By Adnews Staff
Ottawa-based advertising agency HBS Hewson Bridge and Smith Ltd. penned two cows in front of the office of a potential client on Friday. Prior to the agency's pitch to Philsar Electronics Inc. of Ottawa, HBS had two Angus Beef cattle rounded up in a corral in front of Philsar's offices. The cows were draped in vinyl banners that read "Branding that will separate you from the herd." According to Don Hewson, president of HBS, the agency wanted to use the cows as symbols of branding. "Beef cattle are the original symbol of branding and they dramatically represented exactly what HBS wants to do for Philsar, establish a strong brand that separates Philsar from the herd," he said. The cattle round-up was the conclusion of a campaign HBS created to pitch Philsar's business. Earlier last week, executives at Philsar received bottles of barbecue sauce with labels reading "For well-seasoned strategic thinking and creative bite," and carving knives labeled "Branding is all abut carving out your niche in the marketplace." HBS is competing for the Philsar account which includes corporate identity, corporate advertising, corporate repositioning and product advertising, with one other agency Media Plus of Ottawa. A decision is expected in the next few days.