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BtoB

Goat or Gloat

Published on .

Most Popular

Company: Intel Corp., Santa Clara, Calif. Agency: Hanlon Brown Design, Portland, Ore. Market: Value-added resellers Quick chase: Despite a headline that offers the target audience a reward, the ad may not break through the clutter of a technology-intensive environment. The rather bland image of a motherboard and a stack of servers has a dime-a-dozen quality to it. It lacks the strong visual appeal of the AMD ad. The copy is crisply written and would seem to connect with the customer. But will anyone bother? The ad is just too easy to pass by. Chasers' choice: Goat

Company: Advanced Micro Devices, Sunnyvale, Calif. Agency: The Stephenz Group of San Jose, Calif. Market: Value-added resellers Quick chase: Chips are chips, but AMD smartly adds a human dimension to the selling proposition. It features a customer who needs things fast. AMD assures its target audience of value-added resellers that it can help them meet customer needs. We also like the ad's clean lines and clear sense of art direction as the composition flows from the image to the problem in the headline to the solution in the copy. Chasers' choice: Gloat

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