Concept/Copy

Cognos is the leader in Business Intelligence (BI) software. These ads follow two separate strategies. The first targets CIOs and IT decision makers on the hunt for the freshest information about BI.

The second ad targets IT Managers and personnel ("influencers" the account people called them). For the software ad (below), there was some concern about the length. From past experience, however, I knew that if we could captivate them in the first two frames, it would work. And it did, as the stats revealed.

- BI Newsletter ad: CIO Target

- BI Software ad: IT Target