Sarah Carter

Les Binet, a marketing effectiveness guru and author, joins forces with Sarah Carter, co-author and data analysis expert, to tackle the pressing issues for marketers in 2025. They assert that consistency in advertising is key to success, discussing how the age of purpose may be fading. The duo highlights the disconnect between marketers and their audience, emphasizing emotional connections over trends. They delve into the power of Out of Home advertising, advocating for creativity while maintaining brand integrity.

Join Sarah Carter, Global Planning Partner at Adam and Eve DDB and co-author of 'How Not to Plan,' as she delves into the fascinating world of behavioral science in marketing. She discusses how to effectively encourage healthier choices like eating vegetables and practicing safe sex. With insights on emotional engagement through music and storytelling, Sarah highlights innovative campaigns like 'Eat Them to Defeat Them' that make vegetables appealing to kids. She also explores the significance of empowering agency and tailored messaging in advertising.

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.

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.

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.