Small Agency Buys Billboard to Congratulate Publicis and Omnicom on Merger

Copacino & Fujikado's Cheeky Way of Pointing out the Difference Between Them and the Much Larger Competition

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In an adland twist, David is celebrating Goliath.

While many small, independent shops are questioning the impact on their business of the proposed merger of Publicis Groupe and Omnicom, Seattle agency Copacino & Fujikado decided to, in a hilarious way, show it's not feeling threatened. The shop took out a high-profile billboard -- a stone's throw away from the city's famed Space Needle -- that congratulates the two ad giants.

As far as the two characters on the board, one is intended to be King Kong-like; the other Godzilla-like, said the shop's creative director, Mike Hayward (though he wouldn't say which was Paris-based Publicis and which is U.S.-based Omnicom).

"We just wanted to let the two big guys know that we're happy for them," said Mr. Hayward, cheekily. "We happen to really like our size, our clients and the work we're doing, but being the biggest definitely has its advantages. For example, I'm sure they get a great bulk discount on office supplies. It's all in good fun though. We have friends at both Publicis and Omnicom agencies. Well, as of today."

For more on Copacino & Fujikado, which last month was named a winner in Ad Age's Small Agency of the Year awards, check out their profile here.

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