IBM Corp.(B to B's Best Creative)

Category: Online

Agency: Ogilvy & Mather, New York

People like a good story, so advertising is especially effective when a campaign features characters that endure trials and tribulations to which the target audience can relate. Such is the case with IBM's "Take Back Control'' campaign, an extensive integrated effort that promotes the company's systems and software products by telling the stories of Ned, a likeable IT guy, and Gil, a bumbling senior manager.

BtoB chose the online component of this campaign as the best in its category because it does a particularly good job of getting the target audience to interact with the ads. The campaign …