WITH more than 45 combined years in the advertising and communications business Sheila Semos and Susan Tang-Petersen, owners of AdVantage Ltd., have seen first hand how the industry has changed over the years in Bermuda.

One thing that hasn't changed, however, is the entrepreneurial spirit and determined work ethic the company prides itself on. Celebrating its 15th anniversary this year since the firm opened its doors, AdVantage has been helping local and international companies alike differentiate and brand their products and businesses.

From their beginnings as colleagues at the advertising firm, AAC, Ms Semos and Ms Tang-Petersen joined forces with two other co-workers, Gerry Brashier and Brenda Playle, as well as adviser Michael Schroter and set off of their own.

Unlike many start-up organisations, for AdVantage, it's been smooth sailing since day one ¿ even turning a very small profit their first year when a deficit was expected.

Today, the privately held company has eight full-time employees who specialise in advertising, flash animation, branding, copywriting, corporate communications, graphic design, marketing, print production, public relations and web site design.

Over the past 15 years, the two women have seen their business grow and watched how the industry and their clients have changed.

"The increased speed with which we work has changed, advertising technologies have advanced and our clients have become more savvy with heightened expectations," said Ms Tang-Petersen, senior vice-president and art director. "All which makes us work harder and provide better service and better business solutions."

If any proof is needed about the level of their services, just take a look at their client roster, which is full of clients that have been with them since the beginning, including Belco, the Bermuda Festival of Performing Arts, Argus and ACE.

Since the retirement of Ms Brashier and Ms Playle, the two women have continued, playing off each other's strengths.

"We've been together longer than most married couples," joked Ms Tang-Petersen.

"Sheila is more studious and calmer, while I'm more gregarious and louder."

"I'm more focused on typographical work, I love the finer details of projects. Susan is the big picture person -she's great with colour and 3-D displays," said Ms Semos, president and creative director. "What makes this all work is that we have the exact same work ethic. We work extremely hard - if we weren't both on the same level, it wouldn't have worked."

An added secret to their success, they say, is flexibility and adaptability along with hiring and retaining staff with a wide-range of expertise.

"We have a great, positive work environment where we rely on everyone's input," said the women. "And, we've been very fortunate with the staff we've hired. Everyone has brought a different skill set to the table and we as well as our clients have benefited as a result."

According to their web site, AdVantage has the lowest staff turn-over rates of any similar sized Bermudian ad and communications agency on the island.

"We have a very collaborative work environment that encourages creative thinking and the open exchange of ideas," said Ms Semos.

"Everyone contributes, and this benefits our clients who like the fact that we aren't afraid to think outside the box and take risks. In the competitive advertising business, delivering excellent service and an exceptional final product is the key to continued success."

Some of the most memorable advertising campaigns include Belco's 100th anniversary two years ago, which included a print campaign featuring archival photography and historical insights to illustrate how far the company has come. For their efforts, Belco and the team received a Silver Creativity Award, an annual international publication that showcases leading-edge advertising and communications design projects.

A second campaign can be seen almost every day on T-shirts and backpacks around the island. The Bermuda End-to-End event's slogan "Fun-raising" was developed by AdVantage helping to brand the annual charity walk and embody the fun spirit of the day.

Each year when people flip through the programmes and promotional materials for the Bermuda Festival of Performing Arts, they may not know that AdVantage was working behind the scenes to develop the ideas and put them together.

"On an annual basis the company provides the face of the Bermuda Festival: the quality of the publications and the variety of the brandings and design are testament to the creativity of the team," Karen Pollard, artistic director of the Festival, said. "It has been my pleasure to work with the staff of AdVantage for the entire 15 years of the company's existence."

The firm has no signs of slowing down, even during this time of economic uncertainty. They welcome the challenge of working with clients to find to strategic solutions

"Even during this time, companies still need their name and their product out there in the public," said Ms Tang-Petersen. "We are creative and can find different ways to stretch clients' dollar."

To mark their 15th anniversary, AdVantage has launched a new website at www.advantage.bm and is holding a special 15th anniversary party to thank loyal clients for all their support over the years.

"Many of our clients have been with us since the company opened 15 years ago," said Ms Semos. "It is a real honour to consider so many long-term clients a part of the AdVantage family."