Binet and Field’s lessons for digital startups, disruptors and advertising refuseniks

Research by effectiveness experts Les Binet and Peter Field found that advertising can play a vital role for digital-first enterprises, even if these brands often diminish the role of paid-for communications.

As a variety of digital-business models emerge – from direct-to-consumer brands to monthly subscriptions and social commerce – the importance of traditional advertising has been dismissed by many online enterprises.

“I think a lot of...