Effectiveness and two-thirds of the human race

Effectiveness is becoming more important in Asia, and Asia is becoming more important in effectiveness.

Effectiveness and two-thirds of the human race

Tim Broadbent

WHY ASIA TODAY IS LIKE BRITAIN IN THE 1970S

British advertising had a problem. It was too creative. British agencies won more awards at Cannes than any other country for five straight years in a row in the 1970s. Why was that a problem? Because, to quote Jeremy Bullmore, they were 'doing work designed just to win awards', not to sell products.1They had lost their compass bearings. If the work was less effective, clients would turn to other ways of stimulating sales. Agencies were committing hara-kiri. The IPA Effectiveness...

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