The Week: People News - IPA's Pringle co-writes book

Hamish Pringle, the director-general of the IPA, and Peter Field, a marketing consultant, have co-written a book called Brand Immortality: How Brands Can Live Long And Prosper.

Using IPA Effectiveness Awards case studies as their basis, the book seeks to challenge accepted theories of marketing, claiming that many work against brand immortality rather than for it.