Watch the related session from the Cannes Lions festival here.
Ad effectiveness faces a “triple jeopardy” threat of short-termism, failing to include real-life human behaviour in media strategies, and creative that appeals to the wrong side of the brain.
Peter Field, a marketing consultant who has produced severalgroundbreakingpieces of effectiveness research based on case studies in the Institute of Practitioners in Advertising’s (IPA) extensive database, noted this trio of problems share a key characteristic.
“They all, in a sense, have a common starting point, which is the tendency of marketing these days to undervalue...