Goat or Gloat

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Company: CIT Group, Livingston, N.J. Agency: N/A Market: CEOs, CFOs Quick chase: As a rule, we like case studies. They crackle with credibility, and they often make the reward appear more attainable. But sometimes the advertiser gets lost in the shuffle, which seems to be the case here. In the vibrant image, celebrity chef and founder of the NapaStyle media company Michael Chiarello is flipping shrimp. He's using cookware from Analon, a company financed by CIT. It's all too complicated for our taste. Chasers' choice: Goat

Company: KeyBank, Cleveland Agency: GSW Worldwide, Columbus, Ohio Market: CEOs, CFOs Quick chase: A world-beater this ad is not, but it's clear that KeyBank is the company that bought the space. KeyBank all but steps into the shoes of its target reader by noting in bold text all that motivates him like "outperforming your competition." KeyBank makes the point in the closing paragraph that it's got the kind of innovative thinking to help CEOs and their companies move forward. The target audience should find that reassuring. Chasers' choice: Gloat

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