(Business 2.0) – Great marketing is one of the mysteries of business. You know it when you see it. But a brilliant campaign takes hold of you at such a subliminal level that it's often hard to say why or how it works. Business 2.0, as the only business magazine devoted to uncovering what works, dedicates its second annual Sweet Spot Awards to great marketing's secret weapon--its ability to harness the squishy thing called inspiration to achieve a wholly practical goal: results.

The contest this year drew 135 submissions, including many from some of the world's most successful companies, such as Nike, Toyota, and Electronic Arts. However, our panel of seven judges--from agencies, advertisers, and academe--found themselves most impressed by small campaigns conceived by boutique agencies. Clearly, innovation isn't confined to the richest sponsors or to the top firms of Madison Avenue. We take that as proof that creativity is indeed thriving, despite today's grim economics.

But enough of the commercial. Let's get on with the show.