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Introduction and methodology

Published on .

Creative excellence in b-to-b advertising is celebrated once again this year with our BtoB Best Awards. Formerly known as the Sawyer Awards, BtoB Best honors are given out in four categories: integrated campaign, TV, print and interactive. BtoB editors chose the winning ads. Chasers Captain Ed Lawler wrote the profiles on the following pages.

Judging is based largely on the Chasers criteria for b-to-b advertising. Good ads must have a high degree of visual magnetism; should select the right audience and invite the reader into the scene; should promise a reward and back it up; need to present the selling proposition in logical sequence; should be easy to read; should speak person to person; must emphasize the service and not the source; and should reflect the company's character. To be considered for an award, the work must have appeared in the current calendar year.

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