Marketing in the Digital Age: Binet and Field on how media choices impact effectiveness

Joseph Clift

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 Marketing in the Era of Accountability highlighted the importance of brand fame for campaign effectiveness. Then, 2013’s The Long and Short of it 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.