Marketing legends Peter Field and Adam Morgan discuss the impact of dull advertising on brands. They explore the cost of dull marketing to businesses, brands, and your career. They also touch on the role of danger and a mastersclass in making the dullest ad ever.

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.

Peter Field, an esteemed independent researcher known for his expertise in marketing effectiveness, joins the conversation. He discusses the pitfalls of narrow targeting, asserting that inefficient marketing often fails to reach potential customers. Field highlights TV advertising's enduring power and its necessity for brand trust, even amid the digital age. He underscores the importance of balancing short-term and long-term strategies and explains how broad targeting can actually yield better results. Additionally, he provides insights on maintaining brand power during inflation.