Ad firm on brands: ‘I like ’em big’

Summoning the spirit of hip hop artist Sir Mix-A-Lot, the Russo Group launched a YouTube spoof last week using the 1992 hit “Baby Got Back” to make a point about branding. In place of big derrieres, the Lafayette firm extolled the virtues of big brands. Staff members produced and performed in the retro video to fortify Russo’s own brand as a shop that pushes clients to quit relying exclusively on artwork. “We’ve been in business eight and a half years now and we fight this battle on a daily basis,” says co-founder and senior partner Jaci Russo. “The importance should be on the promise behind the brand, not the size of the logo. This parody does a good job of showing our philosophy.” Russo says the video attracted 500 hits in the first 24 hours and has been gaining about 150 more daily. It’s the latest installment in a series of YouTube videos, which the firm also posts on Facebook and Twitter. Russo says 94% of the company’s work comes from outside Lafayette Parish, and she credits the use of social media in attracting 11 new clients and sparking 104% growth between January 2008 and January 2009. To see the video, click here. — Maggie Heyn Richardson