The Long and the Short of It - Peter Field

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:

• 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

• The Long and the Short of It