Back in 2013, Les Binet and Peter Field published The Long and the Short of It, a seminal piece of research that drew on the IPA Databank of case studies to argue that the most effective advertising strategies are geared 60% towards long-term brand building...
Beyond 60:40: putting effectiveness in context
The work of Les Binet and Peter Field has established that the most effective advertising is split 60:40 between brand building and activation; their latest research looks in more detail at how this works in the context of different categories and purchase behaviours.
