01:05 – Les Binet and Peter Field on the legacy of The Long and the Short of it. 03:34 – How does their work align/diverge from others in the world of marketing effectiveness? 06:50 – The theory, clarified. 08:49 – How to pitch a long-term view on marketing. 13:03 – Defending effectiveness databases. 15:17 – Fiona Blades on the importance of owned media investments.21:25 – A new measurement framework for paid, owned and earned media....
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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.
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