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OOH Agency Today – Bright Orange Advertising

Stand Out or Fail

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OOH Agency Today – Bright Orange Advertising
Stand Out or Fail



by Will Farmer
Media and Communications Manager
OOH Today



Of the literally thousands of colors on your computer screen, none are more highly visible than bright orange. It’s the color of highway safety cones, hunters’ vests, search-and-rescue boats and helicopters – and advertising that can do something for your product or service.

Since the dawn of the smartphone and other digital advances, we’ve been increasingly bombarded by constant stimuli — and our brains are used to tuning them out. As we crave more and more information, paying attention to, or even noticing, any one thing has become less and less common. This means that companies need to try harder than ever to get through to consumers and grab their attention by standing out. Which bright orange does, both as a color and as a Pittsburgh advertising agency serving clients from Jacksonville to Vancouver.

As a copywriter and creative director in New York, Miami and Richmond, Bruce Goldman has won 414 international, national, regional, local and industry awards for outstanding advertising creativity and effectiveness. He taught at the School of Visual Arts (New York) and the Virginia Commonwealth University School of Mass Communications (Richmond), co-authored Lean Advertising (2003, Oaklea Press), and conducts free marketing workshops as a volunteer speaker for the Richmond chapter of SCORE.

Bruce gave us some insights into how exactly Bright Orange Advertising stands out:


Interview with Bruce Goldman,
Creative Director for Bright Orange Advertising



Will Farmer: Please tell us about Bright Orange Advertising. How long have you been in business? Staffing? Size? Specialties? Billing? Regional Offices?

Bruce Goldman: In 1995, Bright Orange Advertising became one of the first virtual advertising agencies in existence – a strategic alliance of marketing specialists with expertise available on demand. This wasn’t because of any pandemic, but because of a different perspective on doing business. Most of our clients are, and have been, small businesses. As such, they don’t have all kinds of extra money floating around to waste on things that do nothing for their sales. Probably the biggest of those things is overhead, both physical and personal. Brick-and-mortar offices and utilities cost money, which gets factored into the agency’s fee structure. Same with salaries; Whether or not the client needs the services the people earning those salaries perform. If you’re doing OOH, for example, you don’t need a broadcast producer or, say, a blog writer. So at Bright Orange Advertising, you don’t pay for them. What you do pay for is standout advertising that helps build your business.


WF: What would you like brands and the OOH Industry to know about your shop?

BG: Our main emphasis is on advertising that gets noticed (particularly import with OOH), is a bit unexpected, is oriented to consumer needs, and makes people out there like the brand. We don’t follow “best practices,” which are usually a guide to following the conventional wisdom everyone else follows. Instead, we use the creative talents that have won us over 400 Clios, Effies, One Show pencils and other global, national, regional and local awards for creativity and effectiveness.

Also, though we’re small, being virtual has let us serve clients from Jacksonville, FL, to Vancouver, Canada, and from Providence, RI, to Phoenix, AZ. (It also made our 2018 move from Richmond to Pittsburgh seamless.)


WF: Do you work with clients directly and/or through agencies? What is the percentage breakdown?

BG: We’re an agency, working 100% directly with all our clients.


WF: What is your most memorable new business pitch?

BG: I think it was driving up from Richmond to Brooklyn to conduct a workshop for a room full of Orthodox rabbis, who were principals of Jewish day schools, on what was wrong with conventional student recruitment advertising and how to do a better job, more effectively. The sponsoring organization, a national association of Jewish day schools, hired us.


WF: What differentiates your business from others?

BG: Our cost-saving, virtual structure and, I hope, our work.


WF: How do you obtain new business?

BG: Much of our new business comes from referrals. We also conduct workshops and webinars with the local chapter of SCORE (the nonprofit volunteer organization offering free mentoring to entrepreneurs) and free consultations with the small business owners who are SCORE clients.


WF: Please share new business contact information.

BG: Contact either info@BrightOrangeAdv.com or BGoldman@BrightOrangeAdv.com


WF: Discuss or share OOH campaigns by your shop.

BG: Serving mainly small businesses, we use OOH as part of campaigns in several media. Given the budgets, we don’t do visually spectacular, three-dimensional work, but try to use clean graphic design and visual contrast to make short (and, we hope) memorable messages stand out. Location often plays an important role. The Bikram Yoga board, for example, was adjacent to the parking lot of Richmond’s biggest and best-known health food store. The ARC Thrift Store board was visible from a highway onramp that often got backed up during morning rush hour (giving drivers time to stare at the message).


The Virginia Poison Control campaign, in contrast, was all OOH with multiple boards in less densely populated counties without hospitals or poison centers; hence the emphasis on the toll-free phone number.



Markets: Canada, Pennsylvania, Rhode Island, Arizona
Type: Privately Held
Email: info@BrightOrangeAdv.com or BGoldman@BrightOrangeAdv.com


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