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BtoB

Cut to the Chase

Published on .

Company: RMT, Madison, Wis. Agency: Cohesion, St. Louis Market: Environmental consulting, engineering and design/construction professionals Quick chase: While RMT seems to be offering readers a cigar, it really wants to share a story about how it helped a client operate more efficiently and in a way that's more environmentally friendly. RMT, an environmental services company, tells the tale of an unnamed client in the tobacco business that wanted to increase production while complying with environmental regulations. The case study copy goes on to credibly describe how RMT created a system that filtered out the byproducts that would pollute the atmosphere. Copy looks long, but it reads short thanks to crisp writing and frequent use of personal pronouns. Clue: It's a straightforward, hardworking ad that makes its point without blowing a lot of smoke.
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