AMW gives B2B, lawyers consumer treatment

Toronto's Axmith McIntyre Wicht is challenging the staid B2B/professional services advertising formula with the launch of two new campaigns this month for corporate clients NewAlta and Osler Hoskin Harcourt.
AMW contracted renowned photographer Shin Sugino to shoot breathtaking photos of large, powerful, dirty hands wringing the last drop out of various machinery for NewAlta, an Alberta-based company that recycles the byproducts of the oil and gas industry. The firm is trying to gain attention from potential investors across the country. The print ads broke yesterday, and will run for three to six months in national publications like the Globe and Mail, National Post and ROB Magazine.
By Annette Bourdeau
March 17, 2005

Toronto’s Axmith McIntyre Wicht is challenging the staid B2B/professional services advertising formula with the launch of two new campaigns this month for corporate clients NewAlta and Osler Hoskin Harcourt.

AMW contracted renowned photographer Shin Sugino to shoot breathtaking photos of large, powerful, dirty hands wringing the last drop out of various machinery for NewAlta, an Alberta-based company that recycles the byproducts of the oil and gas industry. The firm is trying to gain attention from potential investors across the country. The print ads broke yesterday, and will run for three to six months in national publications like the Globe and Mail, National Post and ROB Magazine.

To help launch law firm Osler Hoskin Harcourt’s new logo, AMW decided to incorporate humour into print ads that will run in magazines like ROB, National Post Business and American Lawyer. The ads feature abstract, amusing images accompanied by provocative headlines like ‘The answer vs. an answer.’ AMW CD Brian Howlett thought it was about time law firms used some argumentative lines in their ads. Both the ads have sparse copy in an effort to drive readers to company Web sites.