Strategic and targeted
Specialty publications are a great way to reach a segmented audience — if your approach is creative and brand-aware. When the Baton Rouge Business Report published a special issue on the city’s 30-year development arc, Fishman Haygood asked us to help promote its market-leading public-private partnership (3P) work. The ad we created couldn't have been more different from the tired stock photos of skylines and hard hats that often populate this space. Instead, it featured an unexpected hero image: a mobile that showed the delicate balance of financing, property, government, law and public interests that successful P3 projects require. Although the ad was created for a narrow audience, it relied on and reinforced the firm's overall brand strategy.