Five steps to brand growth
In the 1970s, the IPA launched its Advertising Effectiveness Awards in the UK, designed to rigorously demonstrate the role of advertising in brand building and profit generation. We've analyzed the past five volumes of this body of work, and put it into the context of our own brand learnings. The output represents a unique insight into what winning brands have in common. All the brands mentioned in this paper have had successful financial outcomes to their campaigns. While the cases are primarily U.K. based, comparisons with analysis of our global databases demonstrate that the findings...