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

The Long and the Short of It - Peter Field

Uncensored CMO