Introduction

Les Benet and Peter Field have been described by our very own Mark Ritzson as the Godfathers of Effectiveness. Their book The Long and Short of It, which this year celebrates its 10th anniversary, interrogated the secrets behind the success of award-winning campaigns. In doing so, delivered a template for campaign effectiveness, as well as a cautionary tale. Focusing only on activity designed to deliver instant wins is a considerable consequence, they argued. You need long and short.