Shawn Abramowi­itz, a local sales man­ag­er at KESQ in Palm Desert, knew he was in for an uphill bat­tle when he began work­ing with a small HVAC com­pa­ny. The SoCal mar­ket heav­i­ly favored the nation­al­ly-known brands, and so per­suad­ing area res­i­dents to make a change would require a top-notch ad cam­paign.