| It's not as terrifying as it sounds, Scamp.They've just analysed all 800 IPA Effectiveness Awards entries from the last 20 years and drawn the same conclusiomn as Robert Heath that effective campaigns tend to be more emotional. They also found out that the most effective campaigns work due to likeability more than standout. That doesn't mean that it's wrong to pursue original and dramatic campaigns. It just means that they should be something that people will enjoy watching too. Honda, Virgin, Volkswagen are all both emotional and likeable. I |
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