Making small successful: small budgets; big effects

This article looks at how brands can make a big success, while having a small budget, and what lessons can be learned from successful brands in this area.

The IPA Effectiveness Awards have long provided succour and inspiration for any advertiser with a small budget.

There are case histories in every competition that demonstrate the disproportionate returns 'the little guy' can achieve if (s)he marshals resources wisely and executes with imagination.

Although industry Goliaths tend to snatch the bigger prizes, the roll call of Effectiveness Award-winning Davids is a long one.

Indeed, my formative years as a strategist were informed as much by the small budget winners as the large ones. Campaigns and case studies as varied as Clark's desert boots; the impassioned defence of the Greater London...

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