Category: strategy

HOW TO WIN AN IPA EFFECTIVENESS AWARD (IN 24 SIMPLE STEPS)

Tom Roach, multiple Gold IPA Effectiveness Award winner and head of effectiveness at BBH, the IPA’s Effectiveness Company of the year 2018, gives some simple, practical tips on how to succeed in advertising’s most rigorous effectiveness awards. Writing an IPA Effectiveness Awards entry is probably the hardest thing you can do in advertising. 4000 people have climbed Everest. But only about...

IGNORE ‘BEST PRACTICE’ AND MAKE COMMUNICATIONS HARDER TO UNDERSTAND

Many brands try to cut-through the cacophony of communication by deliberately asking as little as possible from their intended recipient. John Harrison, Managing Partner at BBH London, argues that the most effective communications are those that force people to make a mental leap. It is sometimes said that there are only two types of people in this world: Those unable...

STOP BUYING REACH AND START EARNING IT

Media is slowly suffocating social media. The relentless optimisation towards media efficiency and mass reach is resulting in shorter, less effective social banner adverts. This is disrupting people’s experience of social and not shifting brand metrics. It is time marketeers shifted their focus away from paid reach and towards organic resonance, writes Jack Colchester, Senior Data Strategist at BBH London....