Hannah Wren, Sara Holt, Julia Jordan, Amy Greatbatch, Mark Stonehouse, Laura Bryce, Sarah Goldman and Dino Myers-Lamptey, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards 2009
This paper shows how UKTV Documentary and UKTV People were transformed into two exciting new brands, Eden and Blighty, bringing in new viewers and advertising revenue.
Laura James, WARC Exclusive, November 2008
WARC Online's media editor, Laura James, provides an analysis of the creative strategies behind the 2008 IPA Effectiveness Awards winners, and identifies four key themes that have emerged as drivers of success.
Amanda Feve, Karl Weaver and David Hartley, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards 2008
Cadbury is one of Britain's best-known chocolate brands. In 2007, Burton's Foods was looking to build its biscuit business, and decided to invest in advertising for Cadbury Milk Chocolate Digestives for the first time, having seen the brand register slow but steady growth since it was launched in 2004.
Marcus Boyland, Iain Janes and Howard Barber, ESOMAR, Technovate 2, Barcelona, January 2004
This paper will argue that eye tracking has a place in usability research. As part of bringing the consumer into the heart of the website design process, the use of eye tracking technology has now evolved to become a necessary tool to use as part of the web design process, providing web marketers and designers with insights that qualify the effectiveness of a website in its ability to grab the attention of the visitor as they attempt to navigate through its pages.
Sally Blair and Richard Auton, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1986
Discusses the relaunch of Instant Horlicks in September 1985, three years after its original launch. The campaign used existing brand values (relaxing)and combined them with a new 'healthy' element, low fat content.