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BtoB

Philips, Amsterdam

Published on .

Company: Philips, Amsterdam
Agency: DDB, New York
Market: Corporate executives, CIOs
Quick chase: The overpowering headline, "because complexity never made anyone feel better," doesn't actually say much. It borders on the cliché and fails to convey a benefit. The photo of the physician and the young patient, who appears to be headed into an MRI machine, seems to suggest complexity. The photo, however, is far too small to have much impact. Copy is well-phrased, but neither the headline nor the photo is likely to get the audience to read it.
Clue: Goat
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