Australia & New Zealand

What we know about long-term and short-term effectiveness

Article • WARC Best Practice, December 2020

This article provides marketers with information about how to balance long-term and short-term strategies.
Media in focus: Marketing effectiveness in the digital era

Article • Les Binet and Peter Field, Institute of Practitioners in Advertising, October 2018

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.
How to balance long-term and short-term strategies

Article • Les Binet and Peter Field, WARC Exclusive, June 2013

This article highlights some of the findings and recommendations from The Long and Short of It, a new IPA study authored by Les Binet and Peter Field that provides evidence-based recommendations for businesses on how best to approach investment in advertising, particularly the challenge of balancing short-term sales improvement with long-term brand success.
Long-term advertising: The Higgs boson of creative effectiveness

Article • Brian Carruthers, Event Reports, IPA EffWeek, October 2018

System 1, the research agency, has been looking for the missing link – the Higgs Boson particle – between creative output and effectiveness: this is what it found.
New lessons from Binet and Field - Media in Focus: Marketing effectiveness in the digital era

Article • Sam Peña-Taylor, Event Reports, IPA Effectiveness Week, October 2017, pp. 0-0

Les Binet and Peter Field have undertaken new research based on the IPA Databank, exploring marketing effectiveness in a time of relative digital maturity.
What we know about using emotion

Article • WARC Best Practice, September 2020

Setting out key insights on using emotion, arguing that it helps to build a brand and business, while also giving a sense of the debate on its impact and its relationship to rational persuasion.