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...