R-E-S-P-E-C-T FOR BIZ-TO-BIZ

Hank Schwarz, ceo of L.A. agency Haller Schwarz, thinks business-to-business advertising deserves a little respect. To combat what he sees as under-appreciation for trade ads, Schwarz conceived ‘The Official Haller Schwarz Accounting Humor Contest,’ to prove ‘just how good you have to be to write a campaign for, say, a small, local accounting firm.’ Schwarz sent entry forms to agencies and media firms in L.A., inviting them to match HS’ skill at making witty ads for client Zusman, Cameron & Watters, a South Bay accounting firm.