Proving the effectiveness of campaigns

Ruth Saunders

Ruth Saunders offers advice on writing great papers for the IPA Effectiveness Awards, stating that the best case studies present a campaign with a compelling business case, written clearly and succinctly, and demonstrating that the campaign has been effective beyond reasonable doubt.

Proving the effectiveness of campaigns

Ruth SaundersGalleon Blue

Introduction

As a past writer of IPA papers, I was surprised by how much, as an IPA judge, I willed each paper to be a winner in its own right. As I started to read each one I wanted it to be a good read, a compelling case, packed with fresh new insight and learning. A case that makes me proud to be in the world of brands, and one that makes the time being an IPA judge worthwhile.

This year, we focused on campaigns with less than £2.5m spend. Often,...

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