The Long and the Short of It - Peter Field
In this episode I speak with the "Godfather of Effectiveness", Peter Field. Peter is the co-author of The Long and the Short of It (with Les Binet), which tackles the tensions between short-term and long-term advertising. We speak to why brands are still tackling this and how you can change your marketing to be more effective (both long- and short-term).
Peter Field has spent 15 years as a strategic planner in advertising and has been a marketing consultant for the last 20 years. His pioneering work on the link between creativity and effectiveness – such as Media in Focus with Les Binet - has earned Peter a global reputation as one of the Godfathers of Effectiveness.
What we covered in this episode:
What we covered in this episode:
- How he become ‘Godfather of effectiveness’
- Getting fired from two agencies
- The evidence based approach to marketing
- Creating the IPA database
- Origin of The Long and Short of It
- The curse of short term thinking
- Why brands take time to build
- The power of emotion to create connections
- The window in which you measure effectiveness is vital
- Long term is broad reach emotional creative
- Why the 60/40 ratio works
- Why brand building matters even more for DTC
- The conflation of physical and mental availability on line
- The myth of digital replacing brand
- Convincing the CFO of the role of brand building
- Why investors really get it
- Why the ESOV model matters and what it tells us
- The impact of brand size on ESOV
- The challenge facing new entrants and why challenger brand thinking matters
- How economies of scale benefit market leaders
- The amplification power of creativity
- The tidal wave of disposable creativity
- How award judges are celebrating short term activation
- Even effectiveness awards lack long term results
- The dangers of going dark in a recession
- Why we should be more P&G than Coke
- Why it’s time to celebrate consistency
- The power of strong fluent devices
- What happens when brands stop advertising
- The one thing we should be talking about which we aren’t
- The breakdown in the correlation between media spend and share of voice
- Why we should be measuring share of attention rather than share of voice
- It’s time to start paying for attention
Peter Field
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