Agency: AMV.BBDO Authors: Tom Roach, Craig Mawdsley and Jane Dorsett

Sainsbury's – How an idea helped make Sainsbury's great again

INTRODUCTION: PUTTING A VALUE ON AN IDEA

This case goes further than showing that advertising can 'work', that it can deliver profitable returns, or that integrated communications can work more effectively still.

It isolates the value of an idea – as distinct from the value delivered by the advertising that carried that idea – to our knowledge a first for an IPA case.

In so doing it gets to the heart of our evolving role as an industry: creating business-changing ideas that deliver value to our clients and their shareholders. And answers a question we all too rarely ask: how much is the idea we have planned, created and executed actually worth to our client's business?