That's What I Call Marketing S2. Ep. 16: 10 Years on: Peter Field & The Long and Short Of It.
Peter Field discusses 10 years of the Long and Short Of It. Peter is known as one of the two Godfathers of Effectiveness - along with Les Binet. And that comes down to the work they have done over the past ten years+ to push for more effective marketing through evidence from the IPA database. Peter and Les authored the influential Long and Short of It Balancing Short and Long-Term Marketing Strategies. And Peter joins me today to mark the 10th anniversary of that publication. We talk about
- what led to the writing of the book,
- the context of when it was written,
- some misconceptions and frustrations
- some things that are holding firm 10 years on.
This is a wonderful episode with someone who has truly re-shaped marketing for the better.
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