Marketing in the Digital Age: Binet and Field on how media choices impact effectiveness
Over recent years, marketing consultant Peter Field and Les Binet, head of effectiveness at adam&eveDDB, have released two landmark studies on how advertising works. First, 2007’s highlighted the importance of brand fame for campaign effectiveness. Then, 2013’s focused on the tensions between long- and short-term strategies. Three years later, Binet and Field have worked on a new report focusing on how campaign inputs influence campaign outcomes, which will be released in four separate chapters.