The best marketing comes from businesses that commit. I learnt a lot as 2020 Convenor of the IPA Effectiveness Awards. The intense (most intense in advertising worldwide?) judging process begins with reading thousands of words.  Over 60 papers of 4000 words plus appendices.  Then as convenor I attended three rounds (6 afternoons) of judging on…

To craft a strong effective media plan you have to challenge everything, including yourself. We are all subject to confirmation bias.  This means that when we hear something that we have heard before, or that we would like to believe, we are more likely to have faith in it.  We are not as rational or…