effectiveness in context
Peter Field and Les Binet’s report, Effectiveness in Context, explores the damage being done as companies increasingly cut long-term brand investment in favour of short-term sales activation, and highlights how the “60/40 rule” changes depending on the context.
Highlights from the research include:
- There is no context in which short-term sales activation is the primary driver of growth – short-termism in marketing is unwise. Always.
- The more online research that consumers conduct, the more important it is to invest in strong brands to prime choice in advance of purchasing – last minute purchase activation is no substitute for brand building.
- The “60:40” rule for balancing brand and activation expenditure is evolving. Overall, brand spends need to increase, but there are significant variations by sector. Optimum brand investment peaks in Financial Services and is lowest in Perishable Services such as Travel.
- There is no evidence that major brands are losing their appeal and their market strength in the digital era – they continue to enjoy enormous scale advantages that have growing value in all contexts. So long as they continue to invest in brand marketing.
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Marketing Consultant + Effectiveness Expert
Peter started his career in advertising as a strategic planner; he been a marketing consultant for over 20 years. Effectiveness case study analysis underpins much of his work, which includes a number of important marketing and advertising texts: Marketing in the Era of Accountability, The Long & The Short of it, Media in Focus, and Effectiveness in Context (written in partnership with Les Binet). His latest publication is The Crisis in Creative Effectiveness.
Peter writes and speaks regularly around the world about marketing effectiveness. He is an Honorary Fellow of the UK Institute of Practitioners in Advertising.