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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Les Binet, head/effectiveness, adam&eveDDB

Few people are as well placed to assess this claim as Binet, who, along with marketing consultant Peter Field, has authored several publications taking a numerically-driven approach to discern the secrets of effectiveness. Their source material is the IPA Databank, a collection of over 1,000 case studies gathered together by the Institute of Practitioners of Advertising (IPA), a trade body in the United Kingdom.