Advertising: The Agencies

The 1998 Advertising Club of Greater Boston Resource Book provides a showcase for New England agencies to promote themselves in creative, savvy and sometimes silly ways.
Wallwork Curry’s ad is bound into the 350-page membership directory as a separate section listing “piano movers.” The space highlights the Boston shop’s work for Steinway & Sons.
Holland Mark Martin Edmund in Boston bought the inside front cover, promising to be “Little. Yellow. Different.” (“Yellow” was printed in red.) Creative director Roger Baldacci called it a parody of big agency thinking, then said it lampooned a well-known pharmaceutical campaign, and finally admitted he wasn’t sure what it meant.
Duffy & Shanley in Providence, R.I., took the “sex sells” route, proclaiming: “We’ve got big ones.” Ideas, that is.
The ultimate perspective comes from Devine & Pearson in Quincy, Mass., which bids potential clients to “browse through this directory, then ask yourself, does your agency seem to work harder on their own ads than they do on yours?”
-David Gianatasio