When I interviewed McCann Melbourne ECD John Mescall this year about the secret of his agency’s success he told me there’s one question they always ask when picking an idea to recommend to their clients: ‘will people share it?’
It’s a trick every advertiser in the world would be wise to adopt. Numerous major studies including both the Effie’s and IPA’s inquiries into advertising effectiveness have shown that the most effective campaigns drive ‘viral’ or ‘word of mouth’ or ‘fame’ effects far beyond the norm.
This year’s Cases for Creativity corroborate all of the above. As usual, we’ve scoured the...