What exactly is ‘proof’ anyway?

This paper analyses papers from the 2007 IPA Effectiveness Awards to discover the lessons they offer about the fundamentals of planning best practice, and which can go on to enhance the bottom-line growth of a client's business.

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:

  1. I have just finished co-editing (with Judie Lannon) a compilation...

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