Strategy: fresh thinking works

Neil Dawson, of Hurrell & Dawson and deputy convenor of the judges for the 2006 IPA Effectiveness Awards, looks at the lessons that can be drawn from the entries of the 30 winners.

Strategy: fresh thinking works

Neil Dawson

'However beautiful the strategy, you should occasionally look at the results' (Winston Churchill).

The world is full of interesting and original strategies, but how many of them are worthy of your attention? In...

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