Fresh thinking works
However beautiful the strategy, you should occasionally look at the results.
The world is full of interesting and original strategies, but how many of them are worthy of your attention? In the case of the 30 IPA Effectiveness Awards 2006 winners, the short answer is simple – they are all based on strategies that, allied to effective execution (both creative and media), led to demonstrable success. And the type of success they demonstrate is that most important to all business endeavour – a return on investment.
These success stories are themselves diverse.