Shared Beliefs                                                                              January 15, 2002
    from Institute of Practitioners of Advertising (U.K.)   Email otto@ipa.co.uk to order your hard copy

The IPA (U.K.) launched Shared Beliefs a small hardback which explains the industry's core principles.

A culmination of 3 years' qualitative effort to find out what makes good and great advertising and marketing communications, it sums up the following 20 core principles that apply to the advertising & communication industry.

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20.

Start with an end in mind. Ultimately the aim is for somebody to do something. A brand isn't a brand without advertising. It's not what you spend but its what you get that counts. Creative thinking is the lifeblood of advertising. It ain't (just) what you say but the way that you say it. The more people get into your advertising the more they get out of it. Identify a target response not just a target audience. Media should be at the centre not at the end. Find a truth and make it matter. The best advertising has a single-minded idea. Be different. You don't have to be in the centre break of Coronation Street. Consistency is a key to success. Keep your finger on the pulse. Don't patronise your audience. Branding comes from the whole of the idea not just the logo. "It's on brief" and "I like it" doesn't mean you've got good advertising. The idea is only the start of the execution. All great advertising has a great client.