Mine’s smaller than yours

Ian McAteer

Advertisers are often too quick to define their campaigns in terms of the size of the available budget, with the typical response to limited resource levels being that the creative will have to 'punch above its weight'.

Mine's smaller than yours

Ian McAteer

“We didn't have the money, so we had to think!” - Ernest Rutherford

Eight of this year's 18 IPA Effectiveness Awards winners are for brands or clients where the marketing investment was £1m or less. Over 40% of the winners. Is this significant? And what can we learn from these 'low budget' success stories?

It's one of the oldest clichés in the marketing handbook that when the budget is smaller the thinking needs to be smarter. How often have we heard the expression “We need an idea that can punch...

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