Strategy: fresh thinking works

Neil Dawson

Neil Dawson, of Hurrell & Dawson and deputy convenor of the judges for the 2006 IPA Effectiveness Awards, looks at the lessons that can be drawn from the entries of the 30 winners.

Strategy: fresh thinking works

Neil Dawson

'However beautiful the strategy, you should occasionally look at the results' (Winston Churchill).

The world is full of interesting and original strategies, but how many of them are worthy of your attention? In the case of the 30 2006 IPA Effectiveness Awards winners, the answer is simple – they are all based on strategies that, allied to effective execution (both creative and media), led to demonstrable success. And the type of success they demonstrate is that most important to all business endeavour – a return on investment.

The success stories themselves are diverse.

  • They...

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