PHOTO GALLERY
SPEAKERS
Les Binet
HEAD OF EFFECTIVENESS ADAM&EVEDDB Marketing is both an art and a science. It marries high creativity with ruthless effectiveness; long‑term brand building with immediate business results. But how to get the balance right in today’s changing media landscape?
Based on empirical data, this presentation sets out some general principles for effective marketing, and shows how to get the best out of the ever-changing mix of media on offer.
The research suggests that the digital revolution presents both opportunities and threats for marketers, and shows how to avoid some of the pitfalls.
Katty Roberfroid
DIRECTOR GENERAL EGTA Television has been declared dead many times. Yet, international research on the many parameters that measure the success of a medium, shows that television, through its unequalled capacity to transform and adapt to the digital environment that is now ours, is proving extremely resilient even after a decade of disruption. It also demonstrates that when encompassing all forms of professionally produced premium content regardless of the screens or platforms they are watched on, TV is actually thriving.
Because it feeds itself on all that is shiny and new as well as on the big numbers from the ever-growing online giants such as Facebook and Google, the press and the advertising industry at large may have been premature in disregarding the figures that really count, at comparing apples with pears and at plotting the burial of a very much alive Total Video industry.
egta (association of television and radio sales houses), with the backing of the Global TV Group, is happy to present the real facts and data behind television’s success across many countries and to sketch the promise of a bright future. This presentation aims at restoring some truths and at inviting the audience to think twice when assigning budgets to a campaign.
“There are those that say ‘everything has changed in the digital marketing era’, while those in the opposing camp say ‘nothing important has changed’. Most of us think the truth probably lies somewhere in between, but there is a great deal of room in between – evidence is needed. Les Binet and Peter Field shed some light by mining the IPA database of digital era advertising effectiveness award entries. There are findings here that will surprise, regardless of which of he three camps you belong to.“Byron Sharp, Professor of Marketing Science, University of South Australia and Director, Ehrenberg-Bass Institute for Marketing Science
“Les and Peter have made a huge contribution to our understanding of how marketing drives growth and profit for brands. Marketers everywhere should pay close attention.”Keith Weed, Chief Marketing and Communications Officer, Unilever
“Simply put, it is one of the most important books ever written about marketing. It should be the foundation of knowledge and practice for everyone working in marketing and communications. Without exception.”Adam Morgan, Founder eatbigfish
Location
Hotel Savoy Prague
Keplerova 218/6, 118 00 Praha
