Strategy and planning must not be compromised when working on small budget campaigns. Instead, a pragmatic approach, which combines media clout and creative inspiration, should be taken.
This is according to Ian McAteer, Group Chairman of The Union.
In his chapter, ‘Mine’s smaller than yours’, written for Advertising Works 16, published on 3rd April, McAteer offers advice and inspiration to agencies working on small budgets campaigns, using supporting evidence from winning IPA Effectiveness Awards case papers.
Campaigns include the Scottish Government’s Organ Donation campaign by The Union, which delivered an ROMI of