Agency: BMP DDB Needham | Author: Ian Forth |
ScotRail: how to win friends and influence people
INTRODUCTION
This paper attempts to explain the contribution an advertising campaign in the daily press made to its client's performance. The client is ScotRail.
Before we start, some prefatory comments might be useful.
- This case study is highly unusual. In the past, some IPA papers have dealt with campaigns in which the press were of equal importance as the end ...