Les Binet and Peter Field have produced two landmark studies into 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.

During 2017's IPA Effectiveness Week (London, October 2017), the two unveiled new work into how digital is changing media choices. As with the previous research, Media in Focus: Marketing effectiveness in the digital era is based on insights drawn from the IPA's databank and updates the findings of the two earlier analyses.