Go Luck Yourself: How a business book did the business

Lucky Generals, a UK ad agency, wrote and marketed a book to promote their business, resulting in global attention and a very high ROI.

Campaign details

Brand: Go Luck YourselfAdvertiser: Lucky Generals and Commercial BreakEntrant: Lucky Generals / Commercial BreakCategory: Global MarketPrincipal author: Andy Nairn, Lucky Generals

Introduction

OK, so this is going to be a pretty different paper - because it involves a book...created by an ad agency...in partnership with a small social enterprise.1

To put this in perspective: 188,000 new books are published in the UK alone every year2and yet a book has never picked up an IPA Award in the 42 years of the competition. On top of this,...

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