LES BINET: AVOID PUSHING BRAND AND PERFORMANCE AT THE SAME TIME
13. 7. 2024 Both brand building and performance advertising are vital for growth, but it’s a mistake to try to do two jobs at once, argues effectiveness expert Les Binet. Brands that try to combine brand advertising with performance are at risk of “getting in people’s way” and detracting from the job to be done, says Adam&eveDDB group… Continue reading LES BINET: AVOID PUSHING BRAND AND PERFORMANCE AT THE SAME TIME
OMNICONNECT WILL FOCUS ON ATTENTION, KAREN NELSON-FIELD WILL PERFORM
9. 4. 2024 The second edition of the OmniConnect conference will focus on attention and how the attention approach is influencing creativity, communication and media planning. Omnicom agencies are hosting the second edition of their OmniConnect conference on Thursday 18 April. Aimed at clients of these agencies, the event will be attended by a total of 250 clients… Continue reading OMNICONNECT WILL FOCUS ON ATTENTION, KAREN NELSON-FIELD WILL PERFORM
MOOD MATTERS: REACHING TV VIEWERS AT THE RIGHT MOMENT
30. 5. 2023 Reaching people in positive moods can boost the likelihood that people notice, like and believe our ads. So why do so many marketers ignore its power? Joanna Stanley looks at the behavioural science behind mood, and offers ideas to optimise your next campaign. In the story of the Good Samaritan, a Jewish man is attacked… Continue reading MOOD MATTERS: REACHING TV VIEWERS AT THE RIGHT MOMENT
LES BINET’S FIVE KEYS TO MAXIMISING PROFIT IN TOUGH TIMES
15. 5. 2023 Despite the threat of recession, marketers are not powerless to drive growth, as a new video series from the renowned effectiveness expert explains. Brands today face the combined threats of high inflation, increasing advertising costs and limited business investment – but marketers still have weapons in their armoury to fight back. In a new series… Continue reading LES BINET’S FIVE KEYS TO MAXIMISING PROFIT IN TOUGH TIMES
THE DEMISE OF LINEAR TV IS GREATLY EXAGGERATED
15. 4. 2023 Are we really looking at the end of linear TV? Certainly, the signs don’t seem good if you read headlines about cord-cutting and network and cable ratings declines. Insider Intelligence reports that in 2022, viewing on digital video platforms was just about on par with TV, with consumers averaging 3 hours and 2 minutes per… Continue reading THE DEMISE OF LINEAR TV IS GREATLY EXAGGERATED
BRAND-BUILDING ADS BOOST SHORT-TERM SALES, AND NOW YOU CAN PROVE IT
1. 2. 2023 Ten years since The Long and the Short of It was published, new evidence shows that while sales-driven ads deliver few long-term effects, brand advertising achieves both. Everyone in marketing has heard about The Long and the Short of It (TLATSOI) and its authors Peter Field and Les Binet. But, as their grand theory reaches… Continue reading BRAND-BUILDING ADS BOOST SHORT-TERM SALES, AND NOW YOU CAN PROVE IT
BRAND-BUILDING ADS BOOST SHORT-TERM SALES, AND NOW YOU CAN PROVE IT
1. 2. 2023 Ten years since The Long and the Short of It was published, new evidence shows that while sales-driven ads deliver few long-term effects, brand advertising achieves both. Everyone in marketing has heard about The Long and the Short of It (TLATSOI) and its authors Peter Field and Les Binet. But, as their grand theory reaches… Continue reading BRAND-BUILDING ADS BOOST SHORT-TERM SALES, AND NOW YOU CAN PROVE IT
WHY EVALUATION IS A KEY COMPONENT TO COMMUNICATIONS PLANNING
27. 1. 2023 Channel 4’s Bansri Shah explores why evaluation not only provides the evidence to justify investment into advertising but ensures that money is being spent in the most effective way to ensure continued growth for a brand as part of the IPA Advanced Certificate in Communications Planning. Half my advertising spend is wasted; the trouble is,… Continue reading WHY EVALUATION IS A KEY COMPONENT TO COMMUNICATIONS PLANNING
NOVEMBER’S CHART OF THE MONTH: DURING TIMES OF ECONOMIC UNCERTAINTY, TAKE ADVANTAGE OF COST-EFFECTIVE MEDIA
16. 11. 2022 Given the current economic climate, marketing budgets are increasingly under pressure with every investment needing to be justified. At this year’s IPA EffWorks Global, Les Binet (Group Head of Effectiveness of adam&eveDDB) provided a framework for planning media in economic uncertainty. During the session, ‘Marketing in the post covid economy’, Binet highlighted how short and… Continue reading NOVEMBER’S CHART OF THE MONTH: DURING TIMES OF ECONOMIC UNCERTAINTY, TAKE ADVANTAGE OF COST-EFFECTIVE MEDIA
TV IS AT THE HEART OF CREATIVE EFFECTIVENESS
10. 3. 2021 In advertising, we have always known anecdotally that strong creativity leads to success, but there was little proof of the relationship until 2010, when the IPA, in association with Thinkbox, published ‘The link between creativity & effectiveness’ (updated in 2011). This was an analysis by the distinguished marketing consultant Peter Field of 435 campaigns over… Continue reading TV IS AT THE HEART OF CREATIVE EFFECTIVENESS
THE LONG AND SHORT OF CTV: TURNING THE PROMISE OF SMART TV ADVERTISING INTO A REALITY
24. 7. 2020 In The Long and Short of It, Binet and Field famously posited that brands should aim for a 60:40 split between brand building and performance driving activities to effectively market themselves. For a long time marketers looked to gain the ideal equilibrium between the two to reach consumers effectively, and TV has always been the golden channel… Continue reading THE LONG AND SHORT OF CTV: TURNING THE PROMISE OF SMART TV ADVERTISING INTO A REALITY
PETER FIELD: BRANDS HAVE TO INVEST DESPITE THE CRISIS, OTHERWISE THEY WILL GO WEAK
28. 5. 2020 Investment advantages grow faster in recession, says the expert Peter Field based on experience gained in the previous crisis in 2008/2009. In recession, brands should not cancel their investments in communication and should predominantly focus on brand building rather than short-time activation. This is one of the recommendations given to clients by Peter Field who,… Continue reading PETER FIELD: BRANDS HAVE TO INVEST DESPITE THE CRISIS, OTHERWISE THEY WILL GO WEAK
THE VALUE OF TV IN THE TIME OF CORONAVIRUS
26. 3. 2020 TV advertising has an important role to play in keeping commerce going through the coronavirus crisis. When people’s livelihoods are threatened and we all fear for the people we love, everything else can feel a little beside the point, a bit trivial. So I have to keep reminding myself that there is a point. That life goes on. We… Continue reading THE VALUE OF TV IN THE TIME OF CORONAVIRUS
MARKETING SUPERSTAR MARK RITSON WILL START HIS EUROPEAN TOUR IN PRAGUE
4. 9. 2018 The Association of Commercial Televisions has been continuing their education activities by organizing third conference aimed at marketing professionals in the fall. For the first time they will join forces with the Slovakia’s Association of Independent Radio and TV Stations (ANRTS) to give Czech and Slovak marketers the opportunity to hear one of the most… Continue reading MARKETING SUPERSTAR MARK RITSON WILL START HIS EUROPEAN TOUR IN PRAGUE
