Big lessons from small budgets

With the 2009 IPA Effectiveness Awards restricting eligibility to small budget campaigns, this article looks at how creativity infuses all aspects of a marketing campaign and helps save money.

Big lessons from small budgets

By Andy Nairn

Executive Planning Director, Miles Calcraft Briginshaw Duffy 2009 Convenor of Judges

As any reader will have realised by now, this year's winning cases were all about campaigns with a total communications spend of less than £2.5 million.

However, in a year where even the mightiest budgets have been under pressure, a salutary lesson has emerged for all of us: namely that creativity is more important in hard times than ever.

Of course, there's nothing new in this assertion. Similar suggestions were made during the last recession and no doubt the ones before...

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