Polaris
From unknown computer nobody to well-known contender in a single campaign.

Case History
When we started working with them, Polaris, a computer services company, had just hired a president who was taking ‘his’ company in new directions. For the most part, Polaris provided corporations with computer programmers and analysts for overload and expansion assignments; the president wished to expand into "total outsourcing" (an innovative concept for the time) and other potentially more profitable areas.

With one highly unusual, highly visible advertising campaign directed at corporate management, Polaris went from unknown to well-known. What made it unusual? We ran the brochure in the Globe & Mail by booking twelve 10-inch square advertisements that ran on sequential pages. We did it twice. The president was heard to say, "Before the program, people said, 'who's Polaris?' Afterwards, the question was never raised."