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,...