TORONTO—Ad agency The BrainStorm Group has used a little humour in response to these gloomy economic times with a full-page ad it ran in The Globe and Mail last month. The ad shows a $40,000 off coupon on all advertising agency fees for its present and potential clients. BrainStorm’s list of customers includes Kenneth Cole, Jones New York and Popeyes Chicken. Bob Froese, president and COO, admits the idea sprung from the Toronto company’s goal to target more clients in the food and beverage industry, a sector known for offering discount coupons.

He says, "We were looking for opportunities to increase awareness for our company."



Froese says the funny ad, which also appeared on BrainStorm’s website, created an influx of phone calls from different clients and much media attention. “It sparked discussions about two things. One is the merit of advertising in a recession and the other conversation is the idea of advertising agencies advertising.” The company president thinks there is no better time to make a bold statement than during an economic downturn. “As everybody else cuts back, you have a progressively better opportunity to get attention for yourself,” he says. “As an agency it shows your clients that you believe in what you’re talking about; you believe in what you do.”

BrainStorm plans on releasing more attention-seeking ads soon that will be geared to the U.S. market, but Froese wants to keep mum on the details. The company president, however, encourages other ad agencies to follow the same path. He says, “I think it’s a great time to examine your company, how you do business and reinvent yourself if necessary. It’s definitely not the time to sit back and wait it out. It’s the time to step forward and do something more assertively.” Contact: www.brainstormgroup.com