Business Services Industry
Cut to the Chase: Internet.(Cable and Wireless PLC internet site found to be confusing)(Brief Article)
B to B, April, 2002
Company: Cable & Wireless plc Agency: In-house Market: CIOs, telecommunications managers Chase: We recently found a popular business site plastered with banners and skyscrapers for Cable & Wireless. The ads combine pictures of historical figures-Abraham Lincoln, most prominently-with messages such as ``Increase your organizational effectiveness'' and ``Conquer your communications challenges.'' Click on the banners and you're taken to the Cable & Wireless main Web page.
Clue: While the ads did use a few bells and whistles, the Chasers found them alarmingly enigmatic, featuring tired, obtuse sales pitches and barely recognizable photos. The company undoubtedly hopes to generate buzz with these banners, but instead they leave viewers scratching their heads. Even...
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