Organisations that harness that magic can achieve great things - whether they are trying to change the world or merely sell things.
However, in today's hard-headed world, magic is not enough. That's why the IPA launched the Effectiveness Awards in 1980 to reveal some of the science behind that magic. The aims are simple: prove that marketing communications really do work, show how they work and measure their effects in hard, financial terms.
The competition has evolved over the years. Early entries focused on short-term advertising effects. Now, the competition is open to all forms of marketing communication and the measurement of longer and broader effects is common.
This book marks another step forward.
This year, the IPA launched an effectiveness competition for small to medium-sized agencies. Restricted to those with an income up to £20 million, this will alternate with the original "national" awards scheme.
The aim is to widen the effectiveness franchise and the first year's results look promising. Forty-eight papers were submitted, many from agencies with no previous experience of the IPA Awards.
However, broadening the franchise does not mean dumbing down. These papers have all been scrutinised twice - first by a panel of industry experts, then by a jury of senior clients, led by Lord Heseltine - to ensure effectiveness has been proven beyond reasonable doubt in every case.
The results show that, even with a modest budget, communication can work magic. Small is beautiful, they say. This book shows it can be profitable, too.
Les Binet, European director, DDB Matrix
Convenor of the judges, 2005
INDUSTRY SPECIALIST JURY Left to right Martin Deboo - Business strategy partner, Ingram Dominic Twose - Global head of knowledge management, Millward Brown Julian Spooner - Chief executive, Media Audits Rupert Loader - Senior consultant, AC Nielsen Chris Cowpe - Consultant Robert Shaw - Director, Value Based Marketing Forum Tim Broadbent - Managing director, BrandCon Richard Storey - Head of planning, M&C Saatchi; deputy convenor of judges 2005 Andy Pearch - Chief executive, Billetts Media Consulting Malcolm White - Founder, krow Martin Runnacles - Business development director, Presky Maves Francesca Newland - Deputy editor, Campaign Paul Freeman - Chief executive, Strategies 4 Profits Les Binet - European director, DDB Matrix, and convenor of judges 2005 Terry Prue - Senior partner, HPI Research Edwina Dunn - Chief executive, Dunnhumby CLIENT JURY Les Binet - European director, DDB Matrix and convenor of judges 2005 Helen Stevenson - Director of group marketing, Lloyds TSB Group Justin Sampson - Director of CRM, ITV Sales and chairman of Thinkbox Stephen Grimason - Director of communications for the Information Service in Northern Ireland Rt Hon Lord Heseltine - Chairman, Haymarket Group and chairman of judges 2005 Simon Sheard - Group marketing director, Bupa Jeremy Caplin - Marketing director UK and Ireland, Nestle Purina Petcare Richard Storey - Head of planning, M&C Saatchi; deputy convenor of judges 2005 Ann Francke - Chief marketing officer, Yell plc Peter Buchanan - Deputy chief executive, COI Not pictured: Nick Smith - Former marketing and strategy director, British Gas; chairman, The Marketing Society Chris Searle - External affairs director, Bacardi-Martini