The pioneering Boston-based law firm Gesmer Updegrove has worked with “serial entrepreneurs” since its inception in 1985. Gesmer clients are the big idea-driven founders and CEOs of start-up and emerging companies who develop and bring new products and services to market. They aim to make their ideas commercially viable and exit the business in a five-year window with a financial transaction. A new positioning campaign and Web site make Gesmer’s unique role as advisor to these companies clear through character sketches of its intriguing client leaders. Since Gesmer is focused on client goals, a flight of three ads is built around the three broad stages of an emerging company: start-up, expansion and financial transaction. The creative offers a tapestry of evidence that Gesmer understands what drives its clients and has the credentials to help them realize those critical objectives and milestones.