The Long and the Short of It - Peter Field

Peter Field has spent 15 years as a strategic planner in advertising and has been a marketing consultant for the last 20 years. His pioneering work on the link between creativity and effectiveness – such as Media in Focus with Les Binet - has earned Peter a global reputation as one of the Godfathers of Effectiveness.

What we covered in this episode:

• How he become ‘Godfather of effectiveness’
• Getting fired from two agencies 
• The evidence based approach to marketing
• Creating the IPA database 
• Origin of The Long and Short of It 
• The curse of short term thinking 
• Why brands take time to build 
• The power of emotion to create connections 
• The window in which you measure effectiveness is vital 
• Long term is broad reach emotional creative 
• Why the 60/40 ratio works 
• Why brand building matters even more for DTC
• The conflation of physical and mental availability on line 
• The myth of digital replacing brand 
• Convincing the CFO of the role of brand building 
• Why investors really get it 
• Why the ESOV model matters and what it tells us 
• The impact of brand size on ESOV
• The challenge facing new entrants and why challenger brand thinking matters 
• How economies of scale benefit market leaders 
• The amplification power of creativity 
• The tidal wave of disposable creativity 
• How award judges are celebrating short term activation 
• Even effectiveness awards lack long term results 
• The dangers of going dark in a recession 
• Why we should be more P&G than Coke
• Why it’s time to celebrate consistency 
• The power of strong fluent devices
• What happens when brands stop advertising
• The one thing we should be talking about which we aren’t 
• The breakdown in the correlation between media spend and share of voice 
• Why we should be measuring share of attention rather than share of voice  
• It’s time to start paying for attention

Peter Field

• The Long and the Short of It