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BtoB

Cut to the Chase

Published on .

Company: Hewlett-Packard, Palo Alto, Calif. Agency: N/A Market: CIOs, Network administrators Quick chase: From top to bottom in this ad, you'll see: white type on an icy-blue background of industrial tubing, black type on a white background, gold type on a black background and gray type on a black background. HP's effort exhausts the eye because of all the distractions. The ad needs to be refocused and redesigned if HP hopes to keep its audience beyond the headline. Chasers' choice: Goat Company: Cisco Systems, San Jose, Calif. Agency: Ogilvy & Mather, Los Angeles Market: CIOs, Network administrators Quick chase: You can emphasize product features or you can emphasize end-user benefits. Cisco Systems clearly does the latter in this ad featuring the warm-and-fuzzy image of mother and child. All the inner workings of the secure, converged network that Cisco helped create for a hospital in Milwaukee are far upstream. The bottom line: an 8 lb., 3 oz. bundle of joy. Chasers's choice: Gloat
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