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 people, particularly in the world of tech and digital, have questioned the whole idea of whether you need to advertise at all,” proposed Les Binet, head/effectiveness at London-based agency adam&eveDDB.

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