Consistency & Chimpanzees
PG Tips' 35 competitive years at the top of the tea market
Nigel Jones, Louise Cook and Clive Cooper
The IPA's Advertising Effectiveness Awards are an agency competition unique to the UK. Both a spur and testimonial to the discipline of sophisticated account planning, they are judged on rigorous and unambivalent evidence of the effects of advertising in successful marketing case histories. The 1990 Awards' new category - 'Longer and Broader Effects' - recognises the often-claimed cumulative effects of good consistent advertising.
The winner of the first prize in this category, and...