25 Years Of 'Advertising Works'
Laurence Green Fallon London
The UK's IPA Effectiveness Awards are now a familiar fixture in the awards calendar. At launch in 1980, however, they were an audacious counterpart to the accepted wisdom: that advertising effects, although presumed powerful, could not be satisfactorily measured. The awards changed everything. As Charles Channon, the 1986 convenor of judges, concluded: 'It seemed at one time as if the 1970s were likely to develop a folklore of the...