The Salvation Army: The awakening of a heritage brand and invigoration of an unfashionable medium
Principal authors: Mike Colling, Mike Colling & Co; Helen Weavers, Real World PlanningContributing author: John Eversley, WPN Chameleon
Introduction
This is not a typical IPA Effectiveness Awards case.
Most entries to these Awards involve major change: a brand launch or re-positioning and/or a bold new communications campaign. This case is for a 150 year old brand which has changed neither its creative approach nor its messaging for many years: The Salvation Army.
What has changed during the five years covered by this...