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BtoB

BtoB's Best - Single Print Ad: IntraLinks

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IntraLinks Agency: Stein+Partners Brand Activation, New York Campaign: “Share Anywhere. Control Everything.” Launch date: February 2012 Creative credits: Chief creative officer: Tom Stein; chief strategy officer: Marianne Moore; creative director: Michael Ruby; associate creative director-art director: E.J. Lee; VP-director of account services: Sue Guerrero; director of creative services: Daniel Santos; senior interactive art director: Shawn Taylor; account supervisor: David Sechko Why we liked it: We liked the mobile version of this ad, and the print didn't disappoint either. The larger format enables the viewer to get a good look at the image of an executive looking out over geographically dispersed structures—the “gherkin” building in London, the Sydney Opera House, the Oriental Pearl tower in Shanghai, the Chrysler Building—ostensibly keeping an eye on his enterprise's content even though it's all over the globe. There's something futuristic and even fanciful about it, and that works for a company attempting to explain how its technology can help businesses succeed. Doing what mobile advertising can't, the print ad offers more detail on why IntraLinks is a good choice and, like the mobile version, tells readers how to get a free white paper on the topic.
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