Goat or gloat

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Company: Robbins-Gioia, Alexandria, Va. Market: Government executives Quick chase: You've seen lots of hackneyed track-and-field imagery in business ads: The baton being passed to symbolize teamwork, the hurdles to serve as a metaphor for, well, hurdles, and, of course, the pole vault to represent the truly towering challenges. Consultant Robbins-Gioia borrows the pole vault motif to underscore its ability to help a government manager "clear the bar." The message is otherwise solid, but the image has become cliched. Chasers' choice: Goat

Company: Booz Allen Hamilton, McLean, Va. Market: Government executives Quick chase: What we like here is how consultant Booz Allen Hamilton talks to its audience. It sounds like the kind of consultancy that's been serving government for years because of the way it empathizes with all the difficult tasks government officials must execute, including defending against terrorists, ensuring the safety of food and drugs and protecting the environment. The message demonstrates keen insight and should find a receptive audience. Chasers' choice: Gloat

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