“Outsider Advertising” is what it was referred to by some in the building industry.
When we won the account, with (literally) a last minute pitch, we had no experience in the building arena. Our ideas were therefore unencumbered by tradition or the ‘norm’. As a result we made a BIG impact on the industry, an equally big ripple in the building press and our adverts generated more enquiries than the client had ever known.
A great account to work on but sadly when people move jobs, agencies often struggle to keep the account. We struggled :(