Marketing experts Les Binet and Sarah Carter discuss the evolving landscape of marketing effectiveness, emphasizing the balance between creativity and effectiveness in agencies. They explore premium branding strategies, revolutionizing ad testing methods with AI, and the importance of TV spots and brand building. The podcast delves into the evolution of pre-testing goals to predict real-world outcomes and the need for emotional elements in testing strategies.

In the latest episode of Marketing Week’s podcast series, effectiveness experts Les Binet and Peter Field reflect on the impact of their book The Long and Short of It as it celebrates its 10th anniversary, its legacy and what’s next.

Sarah Carter and Les Binet join the host to review the highs and lows of 2023. They discuss emotional ads, the impact of humor and purpose in advertising, diversity representation, and the strategy behind John Lewis' Christmas ads. They also touch on the power of humor in diffusing sensitive topics, AI in advertising, wear out of ads, and the importance of creative and media in advertising.