Do you have a strategy worthy of a brief? These three questions will tell you

Column geschreven door Mark Ritson

New research shows marketers are terrible at briefing agencies. To start putting that right, ask yourself whether your marketing strategy meets these criteria.

The IPA has been knocking around for over a century and, throughout that time, it has done incredibly important and useful work for advertising agencies. I did a couple of courses with them back in the 1990s and was always struck by their boutique professionalism, which contrasted so positively with so many big, dumb industry groups.

The IPA Effectiveness Awards have long been the high water mark, not just for advertising effectiveness, but for brand strategy in general. Long before Uncle Pete and Uncle Les were famous, the IPA provided a key platform for their work. Most importantly, the IPA’s booklets on all things from agency selection to remuneration were the ultimate industry guide for those of us finding their way back in the day.

Het hele artikel is te lezen op Marketingweek.