What exactly is 'proof' anyway?
Merry Baskin
One of the uses of this book is for future authors of IPA Effectiveness entries to scour for tips on how to write a winning paper.
However, there is gold here beyond the planner's next career enhancing case history; lessons about the fundamentals of planning best practice on enhancing the bottom-line growth of our client's business. Lessons that all too often get swept away in the day-to-day 'ad tweaking' of agency life.
Five things conspired to get me to this point of view:
I have just finished co-editing (with Judie Lannon) a compilation...