Agency: Abbott Mead Vickers.BBDO | Authors: Craig Mawdsley |
Sainsbury's – Making Sainsbury's great again
THE VALUE OF AN IDEA
This case goes further than effectiveness of advertising, or enhanced effectiveness of integrated communication. Instead we define a new role for communication agencies in the age of the idea – to release business changing thoughts to affect how a business operates, not just the way it communicates.
This case responds not to Brand Managers or Marketing Directors, but to the CEO who may legitimately say to their agency – “Of course advertising works, of course I expect a profitable...