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Goat or Gloat

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Company: Hyperion, Santa Clara, Calif.
Agency:
Doremus, San Francisco
Audience:
Corporate executives, managers
Quick chase:
The visual of a CEO against a colorful montage of electronic images is a grabber. But we had to read the headline—"Deliver business intelligence that inspires everyone, even your CEO"—and the copy more than once to be sure we had things straight. The headline suggests everyone benefits, but the copy seems to say that only top executives are the beneficiaries of the service.

Chasers' choice: Goat

Company: Business Objects, San Jose, Calif.
Agency:
Godfrey Q and Partners, San Francisco
Audience: Corporate executives, managers
Quick chase: This ad puts the spotlight on a team of business intelligence experts working its way through the numbers and some Chinese carryout. It's a friendly looking crowd that's sure to pique readers' curiosity. The copy is brief and to the point as it notes that Business Objects can help organizations make better decisions, faster. It then invites readers to join a free webinar.

Chasers' choice: Gloat

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