An advertising campaign for Marks Paneth & Shron LLP, a New York-based accounting firm with nearly 500 people, launched on March 13, 2008.

The campaign, created by Manhattan ad agency Fly Communications, features ads in a variety of print, transit, and online media, including The Wall Street Journal (NYC regional edition and online), Crain's New York Business, Real Estate New York, The Chronicle of Philanthropy, and The Metropolitan Corporate Counsel. The ads will also be featured on WCBS, WABC, and WINS radio, and in stations and cars of New Jersey Transit, Metro-North, and Long Island Railroad.

Each print and online ad features a puzzle specific to the New York region and involve mathematical equations that relate to iconic New York landmarks, like the Wall Street Bull and the Statue of Liberty. The ads are designed to be thought-provoking and fun - and complement the tagline, "Do the Math."

Said Ben Cruz, Chief Creative Officer at Fly, "We've gotten to know Marks Paneth & Shron. It epitomizes all that's great about business in New York: smart, direct, practical, creative, and fast.

"Even though the firm is large, it's also nimble and extremely client focused. We wanted to produce a campaign that reinforces the sound, savvy advice it gives its sophisticated clients and the hard work and diligence behind that. We believe the campaign underscores the fact that Marks Paneth & Shron's professionals have been tempered in New York, the world's financial capital, and that they `know the numbers' better than anyone else. Their commitment is to really `do the math' for their clients."

Marks Paneth & Shron offers a wide range of accounting, audit, assurance and tax services as well as litigation and corporate financial advisory services to domestic and international clients in selected industries.

The ads are part of Fly's overall brand positioning and marketing communications work with Marks Paneth & Shron.