Small Ad Agency Advertises Itself in the New York Times

New York Times Ad

New York Times Ad

Small agency does the unusual by practicing what it preaches.

Barrie D’Rozario Murphy, a small-ad agency in Minneapolis, took out a full-page ad in the New York Times touting the 2009 O’Toole Award that BDM just received as the best small agency in America. The American Association of Advertising Agencies hands out the O’Tooles annually to honor the nation’s finest small, medium and large agencies.

Lewis Lazare, Sun-Times Columnist writes,

The BDM ad was unusual because it is an example of something we rarely see in the ad world nowadays, namely ad agencies advertising themselves. “It’s what we tell our clients to do, so we figured that we should, too,” explained Stuart D’Rozario, the founding partner at BDM who wrote the copy-heavy ad seen in the N.Y. Times. The ad cost the small shop a solid five-figure sum to run, but it did what it was intended to do — attract attention. “We’ve gotten many e-mails,” D’Rozario said.

Click here to read the entire article

The ad congratulates its fellow O’Toole winners, but also issues them a forewarning: “Congratulations BBDO and Bartle Bogle Hegarty. We’re coming after you.”


About Michael Gass

Consultant | Trainer | Author | Speaker

Since 2007, he has been pioneering the use of social media, inbound and content marketing strategies specifically for agency new business.

He is the founder of Fuel Lines Business Development, LLC, a firm which provides business development training and consulting services to advertising, digital, media and PR agencies.


  1. Good catch and I love the article. Advertising is something all “advertising agencies” should do but is all to often forgotten. I love the analogy of the airplane… if the mask comes down we are instructed to put it on ourselves first and then our children. Using that example, how can we help others businesses if we are not first helping ourselves.


  2. Good point Matthew. Thanks for taking the time to comment.

  3. Jeff Jones says:

    These guys may be the best agency in the country. Period. Bob Barrie is one of the most awarded creatives over the past 20 years and BD’M just swept the local ad show beating out much larger Minneapolis shops. The reason this ad works so well is they aren’t joking. They could do as good, if not better work than these larger shops. The message for agencies is ” do great work and you’ll have a better chance at success”. Pretty simple.

  4. Long live the “small-agency” mentality. Pure passion for what we do is a powerful commodity.

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