This year the IPA celebrates its Centenary and during the 100 years since it swung open its doors there’s been a mind-boggling amount of ads created. But we believe that it’s possible to catalogue all of these ideas into 10 simple themes, as our Chief Strategy Officer, Matt Willifer, explains in this series of blogs.

Themes covered so far have been ‘Name Fame’, ‘Expressing Personality’, ‘Getting Emotional’, ‘Remaining Rational’, ‘Call to Action’‘Reframing the Debate’ and ‘Going After the Enemy’. Today it’s all about ‘Company Belief’…



Ideas that represent the mission of the brand owner and often have a moral purpose

These ideas have been in vogue over the last ten years, given the cultural desire for authenticity and the internet’s ability to get to the people behind the brand.

These ads can be explicitly ethical, as demonstrated in Dove’s ‘Campaign for Real Beauty’, Chipotle’s ‘Cultivate a Better World’ and the following 1920s ad from Cadburys, which reflected Cadbury’s Quaker owners’ desire to provide good quality low cost homes for workers, and help them escape poverty.


These ideas can also involve consumer championing, as seen in our Sky ‘Believe in Better’ work. When we started working with Sky back in 2006 we found that a big part of Sky’s DNA as a company was a relentless desire to improve, to always keep pushing, to give customers things they didn’t know they wanted until they had them. This lead us to the brand expression ‘Believe in Better’, which now underpins everything Sky does; from its communication to its ‘Believe in Better’ building. And, most importantly, it has helped to deliver impressive business results; with Sky now boasting 12 million subscribers and their highest ever recorded ARPU (Average Revenue Per User).


Tune in tomorrow for theme #9, ‘Making Something Useful’…



Matt Willifer

About Matt Willifer

Chief Strategy Officer at WCRS and Partner at Engine.

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