In this debut episode of The Effectiveness Files, IPA Director of Effectiveness Laurence Green is joined by Douglas Lamont, CEO at Tony’s Chocolonely. They explore the history of Tony’s (and Tony), the importance of creativity in an impact business and how the brand has grown without relying on traditional advertising.

The Effectiveness Files: RSPCA

The IPA is the professional body for advertising, media and marketing communications agencies in the UK. We represent over 300 agencies, which are responsible for 85% of UK advertising and communication spend.&nbsp;Our shows, AdTalk with Paul Bainsfair, The Effectiveness Files with Laurence Green, Making Sense, New Business Diaries, and IPA On... Talent Matters break down the big issues facing the advertising and communications business.