The Challenges of the Baby's Brand

When done well, bursting out of seasonal constraints can unlock new routes to growth. Here with me today is Jennifer English, global brand director for Bailey's and Carlos Grande, effectiveness editor at the IPA. We were talking as we were warming up about how challenging it can be to write a paper for the IPA effectiveness awards. But that challenge really pays dividends because it forces you to look at your story as a whole. It helps us actually learn ourselves about what's working and not working in our campaign.