Learnings from the 2016 Effectiveness Awards - Neil Godber

A summary of key lessons from the winning cases in the 2016 IPA Effectiveness Awards from Neil Godber, head of planning at JWT London, and deputy convenor of judges. He points to trends such as the value of a test and learn mindset, tailored targeting and taking a long-term view. Cases cited include papers by Three, Plusnet, Save The Children, and Walls.