Uncensored CMO How Not to Plan in 2026 with Les and Sarah
Jan 7, 2026
Les Binet, a marketing effectiveness expert recognized for his insights on long-term advertising impact, joins Sarah Carter, an experienced planner specializing in brand consistency. They discuss the importance of consistency and disguised repetition in successful campaigns. The duo critiques the misconception that campaigns are merely short ads and emphasizes that big brands must adopt different strategies compared to small ones. They also explore the potential end of the purpose-driven era and the role of AI versus creativity in shaping future advertising.
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Power Of Long-Running Consistency
- Consistent, long-running campaigns build memory and compound advantage over time.
- Ads rarely 'wear out' quickly, so persistence often beats novelty.
Disguised Repetition Works
- 'Disguised repetition' keeps campaigns familiar while feeling fresh each time.
- Great creativity's job is to hide repetition, not erase it.
Scottish Stock Cubes That Became A Classic
- Sarah recalled the NooN Stock Cubes ad in Scotland that ran many times and remained beloved.
- The ad became highly memorable because people saw it repeatedly over years.
