Advertising works… in the short term
By Nigel Gilbert
Former Group Marketing Director, Lloyds Banking Group
To most clients, the IPA Effectiveness Awards are the ‘gold standard’ of awards. The ones that reflect most clearly the outcomes to which they aspire. Whilst most of us realise and respect the importance of creative awards to drive the highest standards and to attract, recognise and reward the best creative talents in the industry, every marketing director is under pressure to deliver positive results for their brands and their businesses, as efficiently as possible. Today that pressure is greater than ever.