Jungle Formula: From repellent to compelling or how Jungle Formula took the sting out of summer
Principal Author: Andrew Perkins, VCCPContributing Authors: Amy Whittaker, VCCP; Elspeth Fisher, Total Media
Introduction
This paper is, unapologetically, a work in progress.
Or, to slip into the more fashionable jargon, it's real-time.
A quick read through some of the most successful ‘Odd Year’ IPA Effectiveness Awards shows that, very often, it's organisations with a bigger marketing infrastructure that are best able to prove their case - whether that's an isolated campaign of an otherwise big-spending brand, a brand that has maintained...