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Brand Immortality

Properly managed, no brand need decay and die - immortality is within the reach of all. If the right decisions, the right resources and the right imagination are brought to bear, brands can renew continuously and outlive their creators. "Brand Immortality: How brands can live long and prosper" is a practical health manual, written by Hamish Pringle and Peter Field, for brands of all types and ages that seek immortality. Drawing on the renowned IPA Effectiveness Awards case histories, and full of examples including Nokia, Sony, Nike, Apple and Virgin, it examines how the nature of brands has changed over time and continues to evolve, and the implications this has for marketing.

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About the Authors


Hamish Pringle, Director General of the IPA, and respected consultant Peter Field have joined forces to create a publication which proves that brands do not have to die but can renew themselves continuously and even outlive their creators. Brand Immortality, published by Kogan Page Ltd on Wednesday, 26th November, uses case studies from the renowned  IPA Effectiveness Awards  to prove that, when handled correctly, brands do not have to have a finite life-cycle but can live forever.


"Pringle and Field provide grounds for debate but, more importantly, a feast for thought."
Tim Ambler, Senior Fellow, London Business School and co-editor of The Sage Handbook of Advertising

"Hamish Pringle and Peter Field deserve our thanks for this challenging and convincing book.  It makes a uniquely valuable contribution."
Tim Broadbent, Regional Planning Director, Ogilvy & Mather Asia Pacific

"Brand Immortality uses solid case evidence to show how we mere mortals can achieve a sort of proxy immortality by investing our brands with the gift of eternal life."
Jeremy Bullmore, WPP

"Unlike in life, brand death is merely an option - not an inevitable conclusion.  Brand Immortality proves this point with impressive clarity and confidence."
Sir John Hegarty, Chairman and Worldwide Creative Director, Bartle Bogle Hegarty Ltd

"Pringle and Field expertly use theory and cases to demonstrate that brands can remain alive and healthy indefinitely if handled with competence and imagination."
Philip Kotler, S.C.Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University

"Brand Immortality puts the responsibility for managing a brand's longevity squarely back where it belongs: with its owners.  And then it helpfully shows them how to do it."
Sir Martin Sorrell, CEO, WPP

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The book can be pre-ordered from by clicking on this link:


Marketing, 11th November 2008

Admap, December 2008

Market Leader, January 2009

Esquire, January 2009

Brand Mix, February 2009 

Neuro Science Marketing, July 2009

About the authors

Peter Field

This is an image of Peter Field Peter graduated from St John’s College, Cambridge with an MA in Engineering and spent 15 years as a strategic planner in advertising, starting his career in 1982 at Boase Massimi Pollitt (now DDB London). He spent nine years working for Abbott Mead Vickers BBDO Ltd, leaving to join the management team of Bates London (now absorbed into WPP) and, subsequently, Grey London.
In 1997, Peter left advertising to pursue a consultancy role supporting both clients and their agencies as well as founding Express Train, a training partnership for the advertising and marketing industries. In 1999, he helped start Eatbigfish, the challenger brand consultancy, and supported it in its early years.
Peter was a member of the IPA Effectiveness Awards Committee for five years and helped set up and run the IPA Databank. He has been a judge of the prestigious IPA Effectiveness Awards and has contributed over many years to IPA education and training programmes, most recently as a module editor for the Excellence Diploma – a role that has involved selecting and reviewing a wide range of marketing and advertising literature.
Peter contributed a chapter to Advertising Works 10 on learning from the IPA Databank and to the Handbook of Advertising, which attempts to bring together an extensive body of collective learning from the Databank. Most recently he co-authored the second IPA dataMINE monograph, Marketing in the Era of Accountability, with Les Binet – based on the most complete meta-analysis of the 880 case studies of the Databank yet conducted. In this book, he extends that analysis further. Peter has written widely for the various journals of the marketing and communications sectors and has undertaken many public speaking engagements for the IPA and others. In 2006, he was elected an honorary Fellow of the IPA.

Hamish Pringle

This is an image of Hamish Pringle Hamish graduated from Trinity College, Oxford with a BA in PPE and joined Ogilvy, Benson & Mather as a graduate trainee in 1973. After spells at McCormick Richards, Boase Massimi Pollitt, McCormick Intermarco-Farner/Publicis, Abbott Mead Vickers, his own agency Madell Wilmot Pringle, and Leagas Delaney, Hamish joined KHBB in 1992 and became Chairman and CEO in 1995. Following the re-launch as K Advertising and the subsequent merger in 1997, he became Vice-Chairman, and Director of Marketing of Saatchi & Saatchi.
During this 26-year period in the advertising industry, Hamish had a variety of involvements with the IPA, including being Chairman of the IPA Effectiveness Awards Committee. He was also Chairman of NABS, the industry charity (1996–98), and a recipient of its Ron Miller Award. After two years running his own branding and marketing communications consultancy, Brand Beliefs, he became Director General of the IPA in 2001.
He has co-authored two books, Brand Spirit: How cause related marketing builds brands with Marjorie Thompson, and Brand Manners: How to create the self-confident organisation to live the brand with William Gordon. His third book, Celebrity Sells, was published in April 2004.
Hamish is a Fellow of the IPA, a Fellow of the Marketing Society, a member of the Marketing Group of Great Britain, and a member of the Editorial Board of Market Leader .

Last updated 06/04/2010

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