The book Shared Beliefs is the culmination of a three-year qualitative study into what makes good and great advertising. The collective view of the study is that there are 20 core principles that apply to all disciplines of marketing communications.
With a cover price of £10, this book is described as being for every client who wants to "maximise the potential of advertising and for everyone who works in an advertising agency".
According to IPA director general Hamish Pringle: "These days, many practitioners are finding that they are having to defend our industry's first principles in the face of almost unbearable pressures on time and budgets. By publishing Shared Beliefs, we've distilled the wisdom of 40 of the most experienced and successful people in our business over a 50-year period into one pot. We hope that it will inspire all past, present and future brand owners and their architects."
The book has already won high praise from industry gurus. John Hegarty of Bartle Bogle Hegarty said of it that "only 10% of advertising is worth talking about. Read this book and we might raise that to 15%", while David Abbott of Abbott Mead Vickers BBDO, commented: "A wise and passionate book that should sit on the desk of anyone who wants to create or buy great advertising".
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