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A new book published by the IPA sets out for the first time the winning communications strategies for business.


A new book published by the IPA sets out for the first time the winning communications strategies for business.

Published to mark the 25th anniversary of the IPA Effectiveness Awards and edited by Laurence Green, Planning Partner at Fallon, 'Advertising Works and How' guides the reader through the thirteen Grand Prix winners to date and reveals what made these campaigns so successful. It also has a number of chapters by top admen from agencies such as M&C Saatchi and TBWA\London who give their perspective on profitable strategies for tackling core business issues.  

Neil Dawson, Executive Planning Director of TBWA\London writes about how to add value to your brand through communication
David Golding, Planning Director of Rainey Kelly Campbell Roalfe/Y&R shows how to use advertising to orientate your organisation
Guy Murphy, Deputy Chairman of Bartle Bogle Hegarty shows how to influence the size of your market
Richard Storey, Planning Director of M&C Saatchi writes on defying commoditisation in your market
Richard Warren, Director of Strategy at Delaney Lund Knox Warren writes about how to revitalise your brand
Malcolm White, Deputy Chairman of Euro RSCG London writes about launching into an established market

Other contributors include John Bartle, co-founder of Bartle Bogle Hegarty, Tim Broadbent, Director of Brandcon, Will Collin, Partner at Naked, Paul Feldwick, Strategic Learning Officer at DDB University, Niall FitzGerald KBE, Chairman of Reuters and the book’s editor Laurence Green who provides a perspective on adding value through branding and communication.

Commenting on the book, Sir Martin Sorrell, CEO of WPP Plc says: “This is a rich mine of a book. A 25 year compendium of advertising money-makers; rock-solid case material; wisdom distilled from some of the world’s most successful marketing campaigns; and creative inspiration. Marketing Directors will read it anyway, but so should their CEOs and Financial Directors.”

“This book … provides critical clues for the future” says Alan Rutherford, Global Media Director, Unilever

Priced £32 'Advertising Works and How' can be ordered by calling 01491 411000 or by ordering online at

For further information contact: Laurence Green, Editor of 'Advertising Works and How' and Planning Partner at Fallon on 020 7494 9120


Last updated 11/06/2008

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