Allen & Gerritsen's upcoming launch campaign for the revamped Net version of Inc. magazine makes a direct appeal to the entrepreneur in us all.
Print ads and billboards for Inc.com introduce the tagline, "You Incorporated."
Various small-business owners are profiled, including Beth Marcus, founder of Glowdog, a company that makes reflective clothing for dogs, allowing canines to be seen easily by oncoming cars. Copy details how the site helps Marcus and other entrepreneurs.
An effort was made to portray the site as a resource for both relevant advice and helpful products, such as third-party software tested by the client's staff, said Mick O'Brien, creative director at the Watertown, Mass., agency.
Budgeted in the low--to-mid seven-figures, the print component will break in the next two weeks in The Wall Street Journal, Barron's and other publications.
Media chores are being handled by Starcom Media Services, Chicago, a unit of Leo Burnett.