The evolution of commercially effective communications

The author gives an overview of the 2008 cases, from brands such as Audi and Lucozade, and what they tell us about the evolution of commercially effective communications, highlighting the trends and success factors.

The evolution of commercially effective communications

Neil Dawson

The IPA Effectiveness Awards exist to celebrate and reward commercial payback for investment in marketing communications. The judging criteria demand a high-level of proof, making these Awards more rigorous than any other effectiveness scheme in the world. Twenty-eight years of competitions have yielded a databank of over 1,200 cases covering a myriad of problems, categories, audiences, creative ideas, channel selections and supporting evidence. All are united by the common cause of demonstrating that the investment made in communications is either profitable or has delivered value.

Ideas are at the heart of each...

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