PR WATCH

New York Times: More Demand for Guerilla Marketing

LOOK at this as an art form," said Helen Wallace MacDonald, an energetic "field agent" in a guerrilla marketing street team, as she searched a Manhattan subway station for places to affix static-cling stickers that promote Le Tigre apparel. "I'm serious," she said.

Soon Ms. MacDonald, 25, found an outlet, smoothing the Tigre logo - a sprinting tiger - over part of an ad for a temporary Target store in Bridgehampton, N.Y.

The stickers are easily removed, but Le Tigre is banking on this guerrilla campaign to leave a mark on the minds of young, trend-conscious consumers.

In doing so, Le Tigre joins the front line of guerrilla marketing, a broad range of advertising methods that strives to strike when people least expect it. Though publicity stunts have been turning heads forever, mainstream marketers are increasingly turning to guerrilla tactics as consumers prove more difficult to reach with traditional advertising