There’s nothing more lethal than the mighty combination of creativity and effectiveness in the ad world. Veterans say that any ad campaign worth its weight in pure gold is not complete without a potent mixture of these two ingredients. In 2006-07, when Hewlett Packard (HP) launched a global integrated communication campaign – Computers are personal again – a first of its kind creative positioning for a PC, Goodby, Silverstein & Partners (its then ad agency) used all forms of traditional media (TV, print, online), which was created for the North American, European and APAC markets. By 2008, not only had brand HP gained 9% in terms of brand value (as per Interbrand), it had also recorded an increase of 15% in net revenues in the quarter-ending January 2008. Despite financial turmoil, year 2009 saw India churn out numerous creative campaigns – Idea’s Walk & Talk, Cadbury’s Pehli Tarikh, Vodafone’s egg-heads, Tata Tea’s Jaago Re, et al – certainly creative campaigns, but were they equally effective? Taking the global benchmark of effectiveness – Effies 2009 – as a selection criterion, 4Ps B&M presents India’s Most Effective Integrated Advertising Campaigns for the year passed by...
Surbhi Chawla & Savreen Gadhoke
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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