Advertising Works 18, which shows how marketing communications has helped organisations including UKTV, Swinton Group and Halifax, to translate big ideas into impressive results on small budgets, has been published by the IPA today (15th April 2010). For anyone wanting to produce effective campaigns or drive their business to greater success, this book provides an unrivalled source of advice and inspiration.
This latest publication in the IPA’s Advertising Works series contains full versions of the 16 case studies that won Gold and Silver prizes at the 2009 IPA Effectiveness Awards; the industry’s most prestigious and rigorously judged competition, and the benchmark for marketing communications best practice, as well as summaries of the Bronze awards. This year the competition was limited to campaigns with a budget up to £2.5m.
The campaigns discussed are united by their successful demonstration of achieving a return on marketing investment. Each case study details the unique creative, communications and media strategy used to accomplish its objectives.
The book has been edited by Andy Nairn, Executive Planning Director, MCBD, contains a foreword by Tess Alps, CEO, Thinkbox; the Awards sponsor, and features insight and analysis from experts across the advertising industry. The themes include discussions on share of voice, digital and behavioural economics, which complement the invaluable information on brands and markets from the case studies.
New learning chapters include:
• ‘Making better decisions: the role of behavioural economics’, by Rory Sutherland, IPA President and Vice-Chairman Ogilvy Group and Nick Southgate, IPA Behavioural Economics Consultant.
• ‘Why share of voice matters by Robert Whiteford’, Marketing ROI Director (Europe), The Nielsen Company, Nikki Clarke, Marketing ROI Consultant (Europe), The Nielsen Company and Peter Field, Marketing and IPA data-BANK Consultant.
• ‘Effectiveness: a client judge’s perspective’, by Sharon Sawers, Head of Marketing, Strategy and Insight, The Home Office.
• ‘Big lessons from small budgets’. by Andy Nairn, Executive Planning Director, Miles Calcraft Briginshaw Duffy and 2009 Convenor of Judges.
• ‘The digital dilemma’, by Amelia Torode, Head of Strategy & Innovation, VCCP.
• ‘How to write an IPA Effectiveness paper’, by Charlie Snow, Director of Strategy, Delaney Lund Knox Warren and Partners and Deputy Convenor of Judges.
• ‘Thirty years of concentrated greatness’, by David Golding, Founding Partner, Adam & Eve and 2010 Convenor of Judges.
Case studies featured include:
British Heart Foundation — Watch Your Own Heart Attack
British Heart Foundation — Yoobot
Cycling Safety
Don’t be a Cancer Chancer
Eden and Blighty
FRijj
ghd
Halifax
Knorr
London Business School
Maximuscle
Morrisons
Nutella
Resolva 24H
Slendertone
Swinton Taxi Division
Copies of Advertising Works 18, previous editions in the series and online versions of over 1,400 individual case histories from the Awards scheme are also available from are available from the IPA website or from WARC, the official publishers of the IPA Effectiveness Awards cases www.warc.com.
The IPA has also recently launched IPA Databank Online (IDOL - http://idol.ipa.co.uk); an online facility which allows agencies and clients to uncover winning strategies from over 900 IPA Effectiveness Awards papers in every brand, category, and communications channel.
For IPA enquiries contact Katherine Everard on Katherine@ipa.co.uk
For further information about the IPA Effectiveness Awards and to watch brand films, please visit www.ipaeffectivenessawards.co.uk