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Goat or Gloat

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Company: PricewaterhouseCoopers, New York Agency: Hill Holliday, New York Market: CEOs Quick chase: PricewaterhouseCoopers' ad has an important message about findings from an audit committee symposium it hosted in Washington, D.C. The findings are valuable for the target audience, but it's hard to believe anyone will actually read this ad. The headline "There's no free lunch in the boardroom," as well as the photo of a clock lack any sort of pulling power. The layout of the text makes no sense. If there's any clever method to this madness, it's completely lost on us. Chasers' choice: Goat

Company: Grant Thornton, Chicago Agency: Coil Counts Ford & Cheney, Chicago Market: CEOs Quick chase: It's an unexpected image that stops the show. A bespectacled, bald man who looks as dull as an accountant clasps a fiery red rose in his teeth. The contrast between the man's deadpan look and the implied passion of a red rose is delicious. The tango between the image and the headline-"A passion for the business of accounting"-is graceful. Copy follows through the headline/ image combination by reinforcing the key point that the accountants at Grant Thornton truly love working for their clients. Chasers' choice: Gloat

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