Division of Labor likes to gin up interest. Following its 2010 launch, the Sausalito, Calif.-based agency posted fake deli signs outside its building advertising "Overpriced Organic Bananas" and "Grade A-ish Ground Beef." Passersby took notice.
These days the six-person shop, headed by McCann alumni Paul Hirsch and Josh Denberg, earns attention for clients. Immediately after the presidential election and months before Oreo's real-time marketing ploy, the agency and video-streaming-device client Roku erected billboards addressed to Mitt Romney that read "Cheer up Mitt! More time to watch TV." A recent poster campaign for concert promoter Live Nation garnered its own BuzzFeed listicle.
The agency nabbed $2.5 million in revenue last year and expects $4 million in 2013, and doesn't mind promoting itself. This month Mr. Hirsch and Mr. Denberg will release a book titled "Stop Tweeting Boring Sh*t," which they describe as the agency's "official HR manual."