Agency: Saatchi & Saatchi | Author: Craig Mawdsley |
How Norwich Union went under the radar of financial services advertising
INTRODUCTION
This case would not have been possible under the previous IPA Effectiveness Awards structure. It shows the effects of a relatively new type of advertising. The effects are of the 'longer and broader' variety, rather than directly in terms of sales or responses. It seeks to look at the wider effects advertising can have and has unique measures of effectiveness due to the nature of the campaign.
The learning is about how to create mutually beneficial link-ups between commercial...