Short-termism, budget pressure and 'toxic' digital metrics: Peter Field on threats to creative effectiveness

Joseph Clift

Increasing short-termism and pressure on budgets are weakening creative effectiveness, and the digital revolution has exacerbated these trends.

Those are the worrying findings from new research: 'Selling Creativity Short', conducted by marketing consultant Peter Field for the IPA, the UK ad agency trade association. Field launched his research to a packed house at a session organised by Warc, and held at the 2016 Cannes Lions International Festival of Creativity.

Linking creativity and effectiveness

Field is one of the industry's leading proponents of the link between creativity and effectiveness. Along with his co-author, DDB's Les Binet, he published Marketing in the Era of Accountability in 2008 – a seminal study on the topic which analysed 880 case study entrants to the IPA Effectiveness Awards. Binet and Field followed this up in 2013 with The Long and Short of It, which provided guidance on how marketers can balance short-term and long-term (or brand-building) effects.