In a last desperate move to maintain forward momentum when the dot com bubble was bursting, ATG launched an expensive advertising blitz attempting to focus on their appropriateness for cash-strapped IT departments who wanted to still launch new web sites under restricted budgets.
ATG's campaign referred to the company as "cost-cutting ninjas." It was plastered all over San Francisco's Embarcadero BART station.
Two months later, ATG was laying off 25% of their workforce, many of whom had to walk past the "cost-cutting ninjas" billboards on the way home.