Europe
Research Paper • Marc O'Regan, Kalidas Ashok, Olga Maksimova and Oleg Reshetin, Journal of Advertising Research, Vol. 51, No. 4, 2011, pp. 571-577
Case Study • European Association of Communications Agencies, Silver winner, Euro Effies, 2010
Research Paper • Elaine Karsaklian, ESOMAR, Youth Marketing, Copenhagen, 1997
-
Article • John Sills, WARC Best Practice, April 2018
Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business. -
Article • Ruth Saunders, WARC Best Practice, November 2017
As marketers come under constant pressure to deliver ROI while doing "more with less", they can find efficiencies by adopting strategies that have proven successful for a number of start-ups. -
Article • Sam Peña-Taylor, Event Reports, IPA Effectiveness Week, October 2017
Les Binet and Peter Field have undertaken new research based on the IPA Databank, exploring marketing effectiveness in a time of relative digital maturity. -
Article • Matt Hill, WARC Best Practice, September 2017
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. -
Case Study • Les Binet, Institute of Practitioners in Advertising, Grand Prix and Gold, IPA Effectiveness Awards, 2016
This case study shows how John Lewis, a UK retailer, successfully launched four Christmas campaigns that consolidated its advertising's status as an iconic Christmas event. -
Article • Joseph Clift, Event Reports, Eff Week, November 2016
This report discusses Marketing in the Digital Age, a new work looking into the causes of marketing effectiveness from Les Binet and Peter Field.