How marketing communications translates big ideas into impressive results
Advertising Works 17
, which shows how marketing communications has helped organisations as diverse as Sainsbury’s, KFC and The Home Office translate big ideas into impressive results, has been published by the IPA today (2nd April 2009). 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 15 case studies that won Gold and Silver prizes at the 2008 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.
The campaigns discussed are united by their successful demonstrations of achieving payback on marketing investment. Each case study also details the unique creative, communications and media strategy used to accomplish its objectives.
The book also features exclusive insight and analysis from experts across the industry including: Effectiveness and two-thirds of the human race
Tim Broadbent, Regional Planning and Effectiveness Director, Ogilvy and Mather Asia Pacific, describes the growth of an effectiveness culture in the Asian market. The new media communication model: a progress report
Nick Manning, Chief Operating Officer, Ebiquity, provides a comprehensive assessment of this new model and highlights the exemplars of best practice among the 2008 winners from the perspective of the two key media principles – consumer touchpoints and engagement planning. Judging the IPA Effectiveness Awards: a client perspective
Jeremy Davies, Director of Brand and Communications, E.on, outlines his experience as a client judge and provides invaluable guidance on what makes an outstanding paper. Payback calculations: How to make sure you get your sums right
Les Binet, European Director, DDB Matrix provides a definitive guide to calculating payback and outlines the potential pitfalls. Tales from the judging rooms: Experience of judging an IPA Effectiveness submission vs writing one
David Golding, Founding Partner, Adam & Eve, contrasts the mindset of the author with that of the judge and provides insight into how to succeed in this competition. The evolution of commercially effective communications
Neil Dawson, Founder, Hurrell Moseley Dawson & Grimmer gives an overview of the 2008 cases and what they tell us about the evolution of commercially effective communications, highlighting the trends and success factors. Effectiveness and digital media – How to avoid the trap of knowing the price of everything and the value of nothing
Greg Grimmer, Partner, Hurrell Moseley Dawson & Grimmer, casts a critical eye over the world of online effectiveness and warns against confusing counting actions and responses with measuring contribution to revenue or profit. Case studies featured include:
Public Awareness Campaign for Helmet Wearing
Copies of Advertising Works 17,
previous editions in the series and online versions of over 1,400 individual case histories from the Awards scheme are available from WARC (www.warc.com/AW17
), the official publishers of the IPA Effectiveness Awards cases and the IPA website.
For further information about the IPA Effectiveness Awards, please visit www.ipaeffectivenessawards.co.uk
Last updated 03/04/2009