Company: FedEx, Memphis, Tenn. Agency: BBDO New York Market: Shipping and logistics managers Quick chase: Good ads promise a reward. Even better ads are specific about the rewards. This eye-catching banner for FedEx Kinko's might have said: "Save money by using ground shipping." But it went one better by stating: "Pay up to 35% less for ground shipping at FedEx Kinko's." Quantifying the product or service's reward makes it more memorable, especially for shipping and logistics managers who live and die by the numbers. Clue: Just be honest about the numbers. Customers will hold you to them.