Showing it works - the IPA's 1990 Ad Effectiveness Awards

A review by the Convenor of the sixth series of IPA Advertising Effectiveness Awards - the winning cases from 1990.

Showing it works

- the IPA's 1990 Ad Effectiveness Awards

Paul Feldwick

Advertising Works 6, the winning 1990 case histories from a unique and rigorous UK industry competition, is published this month. Paul Feldwick describes what this important project shows, how it works, and some of the lessons.

The first IPA Effectiveness Awards competition in 1980 set out to do two things which would be of long-term benefit to the advertising industry. First, to demonstrate through case histories that successful advertising campaigns could make a tangible contribution to business success. This may seem a modest enough ambition for an...

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