BtoB

Cut to the Chase

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Company: MasterCard, Purchase, N.Y. Agency: McCann-Erickson, New York Market: Small businesses Quick chase: Balled-up sheets of paper from a legal pad are an apt image to lure an entrepreneur. After all, nothing beats the old-fashioned pen and paper when it comes to brainstorming. MasterCard speaks to a small-business audience just as adroitly as it long has done to consumers with its "Priceless" campaign. There's a sensible match between the visual and the headline: "stick-to-itiveness ... and several dozen legal pads: $37 (having what it takes to run a business: priceless)." We've made much ado about typography in the column this month. The text block is an example of reverse type that works. It's sanserif, it's larger-than-standard and the leading between the lines is generous. Clue: A well-crafted b-to-b ad: priceless.
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