Warc Webinar: The Long and Short of it

12 November 2013


Les Binet
Head of Effectiveness, Adam & Eve DDB

Peter Field
Independent Marketing and Advertising professional


(Subscribers only)

The Long and the Short of It

One of the biggest challenges for marketers is balancing the need for short-term sales improvement with long-term brand success. Les Binet and Peter Field explore how campaign results develop over time as well as providing evidence-based recommendations for businesses to approach investment in advertising more effectively. Based on the results of more than 1,000 advertising campaigns, this webinar will help anyone involved in multi-channel campaign development and evaluation, formulate a winning strategy for long and short term effectiveness.

More insights:

How to balance long-term and short-term strategies
Les Binet and Peter Field, Warc Exclusive, June 2013

Brand success in the digital age
Les Binet and Peter Field, Market Leader, 2013

Planning for digital media
Merry Baskin, Warc Best Practice, September 2013

Trends: Seriously Social (summary) - A casebook of effectiveness trends in social media campaigns
Peter Field and Carlos Grande, Warc Trends, January 2013