Driving Top-Line Growth
How to Grow Your Brand - Lessons from the IPA Winners
Dominic Twose Millward Brown
The job of the marketer has never been tougher. Globalisation, massive media fragmentation, and market saturation are just three challenges today. While there is plenty of advice for brand owners, much of it is based on empirical evidence of success.In the 1970s, the UK's Institute of Practitioners in Advertising (IPA) launched its Advertising Effectiveness Awards, designed to rigorously demonstrate the role of advertising in brand building and profit generation. This unique body of work, covered in the thirteen volumes of...