The IPA Effectiveness Awards - time to move forward?

Winston Fletcher

Argues that, having learnt much from the IPA Advertising Effectiveness Awards, including proof that advertising does work, it is now time to change their structure.

The IPA Effectiveness Awards - time to move forward?

Winston Fletcher looks at what we have learnt and suggests that it is time to focus on profit

Winston Fletcher

The IPA Advertising Effectiveness Awards are the most comprehensive and authoritative collection of advertising case histories that exists anywhere in the world. To those who had the inspiration and vision to found them, in the late 1970s, particularly Simon Broadbent and Chris Hawes, the advertising industry, throughout the world, should be eternally grateful.

I will summarise what we have learned from the Awards, and what we still need to learn -...

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