TIP Before you embark on a brand awareness campaign, make sure you understand your key brand metrics, so you have something to benchmark against. These could include awareness, familiarity, intent to purchase and loyalty. Don’t have the resource for this? Use Google Trends to measure the increase in organic searches related to your brand. We recently worked with the E&T Team on an integrated campaign for one of the world’s largest science brands. Their attention to detail, ability to understand exactly what we wanted (rather than just selling ad space) and give good advice was really appreciated. I always enjoy working with the IET. Ambrose Communications 15 E&T MEDIA PACK 2018 T: +44 (0)1438 767351 E: advert@theiet.org