Agency: Miles Calcraft Briginshaw Duffy/MediaCom Authors: Andy Nairn and Matt Buttrick

Trident (Metropolitan Police) – making a small budget go a long way



INTRODUCTION

This paper is all about how you can make a small budget go a long way. As you might expect, creativity is at the heart of our story. But not just in the conventional sense of developing some impactful ads. Instead we will argue that smaller advertisers need to apply creativity in everything they do, from research through strategy to production. Perhaps most of all, we will argue that smaller advertisers need to use media creatively: indeed, we will conclude by proposing a completely different media model than that described by the vast majority of IPA papers.