Article
•
WARC Best Practice, December 2018
This article provides marketers with information about how to balance long-term and short-term strategies.
News
•
29 April 2019
Many marketers are still making the error of focusing their digital attention on short-term activation and thus neglect the importance of brand building, according to Les Binet, head of effectiveness at agency adam&eveDDB.
Article
•
Geoffrey Precourt, Event Reports, ARF AUDIENCEXSCIENCE, April 2019
Les Binet, an expert in marketing effectiveness, has conducted research that addresses many of the common challenges and misunderstandings that face brands.
Article
•
Geoffrey Precourt, Event Reports, ARF AUDIENCEXSCIENCE, April 2019
While digital media can encourage marketers to prioritize short-term activation, research from Les Binet and Peter Field has shown that brand building remains essential.
News
•
09 April 2019
One of the greatest issues Australian marketers are currently dealing with is effectiveness, according to John Broome, CEO of the Australian Association for National Advertisers.
Article
•
Brooke Hemphill, Event Reports, The Future of Brands Sydney, February 2019
The biggest challenges facing Australian advertisers include effectiveness, measurement, and client-agency relationships.
Article
•
Anna Hamill, Event Reports, Effective marketing in Financial Services, February 2019
Financial services marketing has declined in effectiveness since the mid-00s recession, and marketers must reinvest in long-term brand building to turn it around.
Article
•
Brian Carruthers, Event Reports, The Future of Brands, February 2019
Agencies and advertisers don’t always act on established industry best practice and fail to invest enough in brand building – leading to what Work Research refers to as a “brand gap”.
Article
•
WARC Evidence, February 2019
Looks at the long and short term consequences of a brand going dark and whether its best to cut budgets or keep advertising in a recession.
Article
•
Gareth Price, WPP Atticus Awards, Winner, 2018
The push for quick returns, with pressure from both investors and company management, is jeopardising brands' ability to deliver long-term growth – but forward-thinking organisations could solve this self-defeating cycle, writes Gareth Price, senior planner at J. Walter Thompson London.
Article
•
Orlando Wood, WARC Webinars, January 2019
Orlando Wood, chief innovation officer at System 1 Group, shares how brands can predict the market share growth associated with advertising over the long-term.
Opinion
•
Lisa Ronson, December 2018
The success of the ‘Dundee’ Super Bowl campaign points the way for the future, says Tourism Australia’s Lisa Ronson, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.
Article
•
Brian Carruthers, Event Reports, IPA EffWeek, October 2018
Learn from some common mistakes that marketers make, as a selection of leading figures in the advertising world share their experiences.
Article
•
Mark Evans, WARC Webinars, November 2018
Mark Evans, marketing director at Direct Line Group, shares what marketing effectiveness means atthe insurance group.
Article
•
Brian Carruthers, Event Reports, IPA EffWeek, October 2018
The work of Les Binet and Peter Field has established that the most effective advertising is split 60:40 between brand building and activation; their latest research looks in more detail at how this works in the context of different categories and purchase behaviours.
Article
•
Emma Pengelly, Event Reports, IAB UK Digital Upfronts: JCDecaux, October 2018
A recent study by specialist media consultancy, Work Research, reveals there is disparity between marketers’ desires to pursue long-term brand building strategies and the reality of allocating media money to short-term sales response channels.
Article
•
Les Binet and Peter Field, Institute of Practitioners in Advertising, October 2018
Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.
Article
•
WARC Evidence, October 2018
Addresses how marketers should balance short-term and long-term marketing activity and how these activities work together across different categories.
News
•
19 October 2018
Following extensive measurement of emotional responses to TV ads and the intensity of those emotions, behavioural agency System1 claims to have cracked some long-standing industry conundrums, including how to put a value on creativity.
Article
•
Les Binet and Peter Field, WARC Webinars, October 2018
Les Binet, head of effectiveness at adam&eveDDB, and Peter Field, marketing consultant at Peter Field Consulting, share their new paper "Effectiveness in Context", which was launched at IPA Eff Week.
Article
•
Brian Carruthers, Event Reports, IPA EffWeek, October 2018
System 1, the research agency, has been looking for the missing link – the Higgs Boson particle – between creative output and effectiveness: this is what it found.
News
•
10 October 2018
Marketers around the world are continuing to struggle when it comes to assessing their performance, largely because of uncertainty about optimising their media investment and difficulties in understanding cross-channel behaviour.
Article
•
WARC Best Practice, September 2018
Setting out key insights on using emotion, arguing that it helps to build a brand and business, while also giving a sense of the debate on its impact and its relationship to rational persuasion.
News
•
10 September 2018
MELBOURNE: Online video and TV brought together to create video at scale can make a big impact for brands, according to advertising effectiveness expert Les Binet.
Article
•
Orlando Wood, Admap, September 2018, pp. 10-14
With campaigns with short-term aims on the rise and an ever growing amount of platforms to run them on, this article offers marketers guidance on the best way to create effective multi-platform work.
