The Bailey's Paper, the Most International Paper in the Effectiveness Data Bank, 2022

If you had to read one effectiveness of awards paper from 2022 for pure enjoyment, it would be the Bailey's paper because it's brilliantly written. It is by far the most international paper in the effectiveness data bank, you know, 153 markets. The strategy works not just across all these different markets where it can be flexed, but also works across many different channels. So that really sets it apart. Delighted that the paper was such an enjoyable read and a big shout out to our agencies for making that possible.