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‘Shared Beliefs for a new world’ launched at IPA

‘Shared Beliefs for a new world’, an update on 2002’s seminal guide on how advertising works, ‘Shared Beliefs’ was launched tonight (10th April) at the IPA.


For the hugely influential original edition, Hall & Partners’ founder Mike Hall, in collaboration with the IPA, interviewed industry luminaries about their principles on what makes great advertising.

With the media landscape constantly evolving, these principles have now been updated through another series of interviews with some of the world’s leading creative minds, including IPA Director General Paul Bainsfair.

Says Paul Bainsfair: “In 2002, when we first partnered with Hall & Partners on the idea for the original book, we had twenty beliefs about what makes great advertising. All still hold true today, especially ‘all great advertising has a great client’ and ‘it’s not what you spend but what you get that counts’.

“This welcome update goes beyond what you would expect to see on data and technology and now includes more personally driven beliefs: about the importance of participation, being disruptive, celebrating difference and, most significantly, having the courage to live your own values. These are all so important for the times we live in and are to be welcomed.”

IPA members can claim a free print copy of ‘Shared Beliefs for a new world’ – to get yours please email

Last updated 06/08/2018

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