Agency: Abbott Mead Vickers BBDO | Author: Mike Teasdale |
British Telecommunications
Extra Telecoms: How ET Enabled BT to Be Greater Than the Sum of its Marketing Parts
INTRODUCTION
The IPA has almost 700 case histories in its data bank. In almost every case they demonstrate 'a better understanding of the crucial role advertising plays in marketing' by stripping away all other marketing efforts and leaving advertising to bask in the spotlight of what it has achieved in isolation.
But, advertising in the real world rarely works in isolation. Advertising's role in marketing is not just that of a highprofile...