Putting the models to the test: New models of marketing effectiveness
Kate Cox, John Crowther, Tracy Hubbard and Denise Turner
This chapter of the IPA's Datamine report, New Models of Marketing Effectiveness, analyses the IPA Databank with two questions in mind: Is there any evidence that there has been a true paradigm shift in approaches to integration, particularly away from the 'matching luggage' of traditional integration towards a more orchestrated approach? And, if so, what are the implications for effectiveness? Although traditional campaign integration around a creative idea remains the dominant model, it finds that there has been a clear shift to campaigns orchestrated around a more abstract brand idea.