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...