The Marketing Architects Selling in Marketing Effectiveness with Simon Peel
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Jul 15, 2025 Simon Peel, Managing Partner at The Other Lot and former Global Head of Media at Adidas, dives into the complexities of marketing effectiveness. He reveals how Adidas learned that brand activity, not just digital ads, drove 65% of sales. Simon discusses the 'marshmallow effect,' which highlights our struggle with long-term thinking, and the differences in effectiveness adoption between the US and Europe. He also sheds light on the revenue impact of light buyers and warns about AI's potential to worsen media buying practices.
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Adidas' Public Admission of Mistakes
- Adidas publicly admitted over-investment in digital advertising due to flawed focus on short-term ROI and last-click data reliance.
- Simon Peel openly shared Adidas' marketing effectiveness journey to encourage marketers to focus on effectiveness over short-term gains.
Convincing Stakeholders for Change
- Convince internal stakeholders by persistent education using training, newsletters, and presenting financial implications to boards.
- Emphasize that boards often favor short-term gains due to risk aversion and quarterly earnings pressure.
Regional Differences in Effectiveness Adoption
- Europe and Australia adopted marketing effectiveness principles about 10 years earlier than the more reluctant US market.
- The US market is now beginning to change, influenced by prominent effectiveness advocates.
