BtoB

Cut to the Chase

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Company: ShoreTel, Sunnyvale, Calif. Agency: Collaborate Communications, San Francisco Market: IT, telecommunications managers Quick chase: A giant ball of rubber bands and other office detritus rolls across the banner to underscore the headline: “Complexity gets in the way.” On the landing page, ShoreTel explains how its IP phone solutions unspool the complexity. Actually, it leaves the explaining to its clients from the San Francisco office of the Society for the Prevention of Cruelty to Animals. Testimonial videos from the organization's communications director and its IT manager note how ShoreTel allowed it to reduce costs and dramatically improve functionality for its staff and volunteers. The third-party endorsement was credible and convincing. Clue: We liked the kittens and puppies interspersed into the SPCA testimonial. We don't see many of them in b-to-b advertising.
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