Challenge: Position a startup agency called Barnato as a solution to a problem faced by medium-sized clients or even just medium-sized projects. Namely, they need top-tier expertise, but can't afford it.

Solution: Develop a website that clearly establishes Barnato as a specialist shop catering to these very clients and their needs.

Result: Copy that embraces a friendlier, more approachable tone than typical of an experienced agency. The idea was to convey a legitimate desire to help growing businesses and underserved accounts, and so far Barnato is the most successful small ad agency in New York with a P.O. Box near the recycling bins at the north side of the FDR Station post office second floor atrium.