Making The Rugby World Cup 2015 too big to miss
Introduction
Generating enduring value to a brand is typically the focus of IPA effectiveness papers. But this isn't a story with a sequel to look forward to.
The Rugby World Cup 2015 in England was a one-off. Just like the teams participating in the event, a squad of specialists was carefully selected. This partnership was led by England Rugby 2015. (ER 2015), a super-smart start-up. They recruited a team including BBH, Zenith...