WARC x IPA EffWorks: 10 years of Long & Short, plus Unilever on retail media

The second of three daily episodes of the WARC Podcast from EffWorks 2023.

Where to listen


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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