How to avoid marketing’s compartmentalisation trap

Les Binet and Peter Field’s seminal paper, ‘Long & The Short of It’, has been integral in establishing the importance of balancing longer-term brand building efforts with shorter-term activation campaigns.

Rules mask nuance

Over the course of the past decade, Binet and Field’s 60:40 rule has captured the imagination of the industry. The notion that 60% of your advertising budget should be spent on ‘brand’ advertising and 40% on ‘activation’ is now established...

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