Based on the Advertising Effectiveness Awards, which is the broadest and most respected awards organization in the advertising world, this book provides the key lessons and inspirations derived from the top marketing campaigns and strategies of the past 25 years. The Advertising Effectiveness Awards requires its winners to demonstrate a clear causal link between the marketing strategy, together with its articulation in advertising, and ultimately success of the product/service in the marketplace. Therefore, there is no other source of such rigour. By examining and synthesizing the case studies submitted by the winners, Jonathan Cahill presents an invaluable study of what it takes to create a successful marketing campaign. The lessons and cases come from all over the world. Not only will they offer great marketing advice, but also will surprise many readers at how some companies managed to achieve such success.