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Published with the Institute of Practitioners in Advertising, Future Brand Strategies presents a collection of essays from past students of the IPA's Excellence Diploma, who have gone on to become the advertising industry's most celebrated and brightest young stars. Offering each of them the opportunity to evaluate their thesis in light of what they know now, this book allows readers to learn from the best and gain insight into the future of advertising ideas and trends. Covering a multitude of subject areas, from implicit communication to big data, its stellar list of contributors includes practitioners from the best advertising agencies such as Saatchi and Saatchi, Naked Communications and Ogilvy and Mather.
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