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Article

Les Binet and Peter Field have undertaken new research based on the IPA Databank, exploring marketing effectiveness in a time of relative digital maturity.

Research Paper

This study investigates the optimal advertising-allocation rules for sequentially released products. The authors used both analytical and empirical approaches to derive and validate the rules using theatrical prerelease, postrelease, and DVD advertising and sales data in the movie industry.

Article

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.

Research Paper

This paper describes a US research project investigating the role of emotion in digital advertising, specifically to test whether interactive formats ('high-impact ads') deliver more long-term profit-driving effects than standard banner ads.

Case Study

This case study looks at how TAL, an Australian life insurer, launched an unknown brand into a mistrusted category without changing any aspect of the product.

Case Study

This case study looks at how Wrigley Pacific's brand 'Extra', partnered with The Bachelor and Woolworths, used an emotional strategy and real-time messaging to record growth in a declining market of gum buyers in Australia.

Article

This article explores current thinking and writing on the subject of rational advertising, a technique known for driving short-term behaviour and sales, and an effective tool in a marketing mix.

Article

This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.

Case Study

This case study shows how Ariel, a detergent brand, used a social campaign to engage with its Indian audience and increase brand awareness.

News

LONDON: To exploit the full potential of marketing in the changing media landscape, brand owners must strike a better balance between the long and short term, a new study claims.

Article

This article looks at the factors that drive growth in a world of fragmented audiences, and the reasons why targeting is struggling to deal with these factors.

Article

This article explores how brands can build cultural resonance through storytelling and engage with people on both TV and social media, using the example of pop singer Justin Bieber.

Article

This article examines why creative effectiveness has halved since 2011 and how marketing needs to change to focus on long-term brand health with improved creative effectiveness.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Article

This article describes key learnings from the use of facial coding to assess ad responses to understand how advertising success is affected by emotional response, and to understand how that response can be measured.

Article

This exclusive report analyses the most effective social media campaigns, including an in-depth review of how social strategy drives effectiveness and practical suggestions for other brands to follow.

Case Study

This case study shows how Officeworks, Australia's largest office products retailer, took a combined approach to sales activation and brand building to increase its sales and brand awareness.

Case Study

This case study shows how Pepsi Max, a carbonated drinks brand, used a content led digital strategy focusing on an existing product to build sales in the UK.

Case Study

This case study shows how Snickers, a chocolate brand, used an internationally recognisable movie character to revive its long-running previous campaign globally.

News

LONDON: Use of mass-reach paid media is increasingly important for delivering long-term effectiveness, but many marketers are instead concentrating on short-term activations with short-term results, according to a new report from Les Binet and ...

Article

This report discusses Marketing in the Digital Age, a new work looking into the causes of marketing effectiveness from Les Binet and Peter Field.

Article

This article explores the position of a brand as challenger - a state not necessarily conferred by not-market-leader status; traditions won't do so the rules must be re-written.

Article

This event report highlights the findings of new research by leading marketing consultant Peter Field, who has previously demonstrated strong links between creativity and effectiveness in advertising.

Case Study

This case study shows how Whiskas, a cat food brand, successfully repositioned itself in the Australian market by developing a new Instagram-based product.

Case Study

This case study looks at the soft-drink Pepsi Max's campaign in the UK to regain relevance among a millennial audience by putting a YouTube channel at the heart of their strategy.