|Agency: Abbott Mead Vickers BBDO||Authors: Clare Roberts and Lucy Edge|
Meeting the needs of the modern cave person
Identifying the role for advertising
Business Pages is a work thing, not a play thing. A business-to-business phone directory. You use it to find what you need, or want, at work. Yawning yet? Exactly. Business Pages isn't a blockbusting page-turner.
When you are at work you don't want to spend any time thinking about what you are going to use to find what you need. You are a sleepwalker, reaching for what you know, the one you have always used.