This article reviews the 2006 IPA Awards from a media perspective. Two types of entry are shown: the first selects media to optimise the distribution of the message, placing the brand/service message at the centre of their thinking, and working out from this to understand the best approach to contact the chosen target; the second (which is much rarer) does not take a `brand out' approach but uses media, packaging, retail and technology to draw the consumer in to the brand proposition.
The media revolution will be televised (and broadcast on the internet, mobile ...)
Iain Jacob
There can be little doubt that we are living in revolutionary times. On the one hand, we have never had more control over the information that we consume. Technology-empowered...
