Shared Beliefs updated and republished

The republished update of Shared Beliefs is now available to download free through the IPA website. Updated in association with Hall & Partners this revised text still has a number of the original accepted truths about what makes great advertising, but also now includes a few on the importance of personal values.

In the first edition, Hall & Partners’ founder Mike Hall, in collaboration with the IPA, interviewed industry luminaries about what they thought were the defining principles for making great advertising. It was these shared principles that were presented as accepted wisdoms. The shared beliefs. 

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’ 

Last updated 21 January 2022