IPA Effectiveness Masterclass Series - Staging a Comeback presentation

Read the presentation by Bridget Angear, Joint Chief Strategy Officer of AMV BBDO and Convenor of Judges for the 2016 IPA Effectiveness Awards, on how to stage a comeback. Citing cases from the likes of Foster's, Fairy, Cuprinol and ITV from the 2014 Effectiveness Awards, Bridget identifies five principal lessons from studying successful revivals of ailing brands.

She advises confronting brand weaknesses head-on, ensuring there is sufficient investment in the brand to achieve a recovery and being prepared to take risks in order to restore brands to rapid growth rather than settling for good, but not exceptional, performance.