Agency: Grey | Authors: Ollie Gilmore |
Fairy – Fairyconomy: the story of how we used one we made earlier
INTRODUCTION
“IPA Papers conform to the awards logo: a dramatically upwards sales graph. And yet much advertising does not fit this pattern and is no less effective for all that. Many of the major spending brands year after year are examples of this. The benefits they realise from advertising:
a relatively static sales in trend in the face of competitive threat
maintenance of margins in the face of competitive discounting
overall, security and predictability of their business”...