Hall & Partners Revisit 'What Makes Great Advertising'

Omnicom-owned brand and comms research specialist Hall & Partners has teamed up with the UK's IPA and America's 4A's to capture the ad industry's views on what makes great advertising.

The initiative was first conducted about ten years ago by Hall & Partners' founder Mike Hall and the IPA (Institute of Practitioners in Advertising), when they talked to industry figures and distilled feedback into a book called 'Shared Beliefs'. Now working also with the 4A's (American Association of Advertising Agencies) the research firm is gathering the 'collective wisdoms' of the global advertising community to see how many of the original beliefs still hold true today.

As part of the new initiative, figures across the industry are being invited to share their views on what they believe makes great marketing, while evaluating the merit of the original 'shared beliefs'. Based on their responses, the book will be re-written containing suggestions for any new inclusions.

Hall & Partners CEO Vanella Jackson (pictured) comments: 'Brand relationships, advertising and communications have transformed immensely over the past decade. For that reason, we were interested to look back and see how many of these beliefs still hold true today and how many need to be re-told or created as the new 'shared beliefs.' We are thrilled to be partnering up with IPA again and to be working with the 4A's on this initiative.'

Web site: www.hallandpartners.com .