The Volkswagen Golf 1984-1990

Second prize in 'longer and broader effects' category. Presents the history of Volkswagen advertising 1984-90.
Agency: BMP DDB NeedhamAuthors: Gavin MacDonald and Antony Buck

The Volkswagen Golf 1984-1990

INTRODUCTION

In the IPA booklet How to Win - A Guide to Authors it is stated that, 'Allowance is made for how difficult it is in each case to isolate advertising effect. In some cases, eg car campaigns, it is fiendishly difficult.'

In the introduction to a number of recent Advertising Works volumes, comment is made about the need for new ways of looking at how advertising works and how to proveadvertising works: 'Over time we must...

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