Beck's Real Bier
Real Bier. Real Results
INTRODUCTION
One of the judges of the US effectiveness awards' scheme, The Effie Awards, recently wrote an article about his experience judging the submission papers2.
He complained that every paper he read declared 'amazing', 'astounding' and 'almost unbelievable" results. At a time when the world economy was doing it tough, the papers seemed to portray an alternative reality of 'absolutely stupendous consumer response to just about everything'. One paper even claimed a campaign 'forever changed the way the world looked at (brand name)' despite the fact that the ads only ran...