Thirty years of concentrated greatness

This article reviews 30 years of IPA Effectiveness case studies, highlighting campaigns that have performed strongly on constrained budgets.

Thirty years of concentrated greatness

By David Golding

Founding Partner, Adam & Eve 2010 Convenor of Judges

There's no such thing as a small budget. I know this is a weird thing to say in a book celebrating the effectiveness of communications on a small budget, but it's true. Actually, I think it might be better to state that there's no such thing as a big budget, and therefore by definition no such thing as a small budget either. When does a client think they have a big enough budget? Everyone in marketing is working with a budget smaller than...

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