The IPA/Gunn Study: A summary of the report

The IPA/Gunn Study of 2010/2011 merged the IPA effectiveness databank with The Gunn Report creative awards databank to explore whether the creativity needed to win major creative awards improved a brand's chances of business success.

The IPA/Gunn Study of 2010/2011 results from merging the IPA effectiveness databank with The Gunn Report creative awards databank. It addresses the question: "Does the creativity needed to win major creative awards improve a brand's chances of business success?" The study was carried out by well-known independent marketing consultant, Peter Field.

Edition 1 of the Gunn/IPA study (May 2010) analysed 213 campaigns over the period 2000-2008. Edition 2 (June 2011) expanded the analysis to examine 435 campaigns over a 15-year period 1996-2010. These 435 cases were broken down into 2 groups: Effectiveness cases which were...

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