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Allen & Gerritsen’s first branding campaign for SilverStream Software uses silver-tinted photography and poses the question, “Are you ready to do e-business?”
Targeting senior-level executives and other corporate decision makers, the effort makes the point that “there are certain things as a leader of a business that you [normally] wouldn’t accept, but these things are happening in the e-business world,” said Mick O’Brien, creative director at Allen & Gerritsen, Watertown, Mass.
One ad shows a bow-tied, bespectacled, frightened-looking young man beneath the headline, “Would you send this sales rep to meet one of your best clients?” Copy continues: “Doing business successfully has always meant putting your best foot forward—and today, that includes your Web strategy.
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