Advertising Works 22, edited by Convenor of Judges Lorna Hawtin, showcases nine gold-winning 2014 IPA Effectiveness Awards papers in full, including Foster’s, British Heart Foundation, Mercedes-Benz and Specsavers, along with summaries of the 25 case studies that won silver and bronze.
This year's book takes on a new format to previous publications in the series. The case studies are grouped into chapters around a certain theme, each chapter kicking off with an original piece by a leading marketing industry practitioner, making it easier for readers to access and pull out new learning on current advertising business problems. Themes include the power of behavioural economics, how to stage a brand comeback, the potential of content marketing and why we need to get better at multi-market campaigns. Members receive a 15% discount on this product.
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