This book contains three sections. The most important comes first: how to produce successful campaigns. To be clear, the ten new ways are not rules. We hate rules. They are reports on how consumers respond to stimuli. Ignore them at your peril, but never give up on innovation. The first section shows that analysis has finally caught up with intuition. We have always suspected that highly creative campaigns sell more than average campaigns, and now — at last — there are statistical methods to prove it. The difference that creativity makes to effectiveness can be measured. And what a huge difference it is! Follow the ten new ways and the chances are you will get more effective work. The second section tells you how to evaluate a campaign’s effectiveness. Perhaps the main message is that payback is usually underestimated. Campaigns can be much more effective than they are given credit for. Don’t just measure the sales blip. Include other effects such as maintenance and long-term brand building too (and, sometimes, shareholder value). The total payback may be surprisingly large. The final section is about entering and winning effectiveness competitions. The best advice is to read and study previous winners. Creatives study great campaigns in order to do better, and strategists should study great case histories. This isn’t just good effectiveness advice, it’s good career advice. Ogilvy & Mather has a grand ambition: to be both the most creative and the most effective agency network in the world — to conquer the Twin Peaks. The Twin Peaks are the two sides of the same coin. Creativity leads to effectiveness, and focus on effectiveness allows clients to buy highly creative work. 6