It also has a number of chapters by top admen from agencies such as M&C Saatchi and TBWA\London who give their perspective on profitable strategies for tackling core business issues.
Commenting on the book, Sir Martin Sorrell, CEO of WPP says: “This is a rich mine of a book. A 25-year compendium of advertising money-makers; rock-solid case material; wisdom distilled from some of the world’s most successful marketing campaigns; and creative inspiration. Marketing Directors will read it anyway, but so should their CEOs and Financial Directors.”
Review of Advertising Works and How by John Bartle, published in Admap, February 2010:
The IPA Effectiveness Awards must be as important a development as there has been in our industry - real life in action. To learn about communications, and changes over time, you can hardly do better than read the awards volumes and, in particular, the unfailingly fine introductions by the convenor of judges. Here's a highly acceptable shortcut, though. To mark the first 25 years of the awards, all 13 Grand Prix winners gathered together with a series of essays - and very good they are too - by some of the best in the business about what the awards have taught us. Learn, learn and learn.
Priced £32 books can be ordered by calling 01491 411000 or by ordering online at
www.warc.com/awh