Cut it CLOSE

REVIEW SUMMARY
Business. Eric Mower and Associates, Sarasota
Industry. Advertising
Key. Firm created an interactive online advertising campaign for Remington, a men's electric and shaving grooming company.

Sarasota advertising executive Patricia Courtois laid out a Rubik's Cube-like dilemma for her staff in January 2009. The task: create a way to advertise to a group of potential customers who, says Courtois, detest “being advertised to.”

It was a perilous time. Ad agencies nationwide were retracting in the face of the recession. Courtois' 14-person firm, the Sarasota division of Syracuse, N.Y.-based Eric Mower and Associates, needed to find its way in the changing advertising industry landscape — without losing too much of its client base in the process.