Agency: Doremus, New York
Campaign name: “Champions of Progress/CFO”
Launch date: March 2013
Why we liked it: Walk a mile in the CFO's shoes and you'll empathize with all that can go wrong. But the banners that feature the intriguing image of the silhouetted backs of CFOs can also be seen as empowering, which is more to the target audience's taste. The online campaign also celebrates the CFO's more positive responsibilities, such as helping make the enterprise more efficient or transparent. The path to those positive attributes lies via Visa's Commercial Services. We like the way this campaign demonstrates deep insight into the challenges facing the target audience. That's a sure-fire way to engage and motivate a prospect or customer to take the next step in the selling process.