the alchemy of effectiveness: a focus on Canada
Peter Field’s presentation starts at 5:27
At thinktv, we are committed to sharing leading research in advertising effectiveness; in that spirit we partnered with the ICA and Peter Field for a second year of Effie Canada campaign analysis.
There is ample evidence that long-term, brand-building advertising campaigns are more effective and profitable than short-term campaigns – even in a recession. And yet this year’s report is notable for the overwhelming number of short-term campaigns – which Peter Field says is cause for concern.
The economic uncertainty of the past few years forced many brands to redirect their advertising spend more toward short-term activations. Nonetheless, as Field points out, Effie Canada submissions reflect an extreme focus on the short term that is not evident in campaigns in the equivalent UK and Australia databases. Field’s profitability analysis shows that an advertising campaign is twice as likely to increase a company’s profitability if it continues for at least two quarters: Simply stated, brands with a long-term focus will outperform competitors seduced by short-termism.
The fact that television stood out in driving profitability does not surprise us. Campaigns with a larger role for television had a greater long-term impact on the business, and Field found the same thing when evaluating the achievement of companies’ short-term goals. Once again, the evidence shows that television advertising effectively builds brands and influences short-term behaviour.
Field has made a compelling case for brands to increase the number of long-term brand-building campaigns to balance out short-term activations. We hope this research will assist Canadian marketing professionals in advocating for more balanced long- and short-term approaches to help brands achieve and sustain superior business results.
Be sure to read the Effies whitepaper and/or watch Field’s presentation to find out what Canada’s most effective campaigns can teach us about brand building and business growth.
marketing consultant + effectiveness expert
Peter spent 15 years as a strategic planner in advertising and has been a marketing consultant for the last 25 years. Effectiveness case study analysis underpins much of his work, which includes a number of important authored and co-authored marketing and advertising texts: Marketing in the Era of Accountability, Brand Immortality, The Long & The Short of it, Advertising in a Downturn, The Link Between Creativity and Effectiveness, Media in Focus, Selling Creativity Short, Why aren’t we doing this?, Effectiveness in Context, The Crisis in Creative Effectiveness, The 5 Principles of Growth in B2B Marketing and chapters in Eat Your Greens, The Effectiveness Code and the Sage Handbook of Advertising. In April 2020 he updated his research from the 2008 recession with Advertising in Recession – Long, Short or Dark? His recent work in collaboration with Robert Brittain includes Winning or Losing in a Recession (2020) and To ESOV and Beyond (2021). Peter has a global reputation as an effectiveness expert and communicator and speaks and consults on this topic regularly around the world.
Robert Brittain Consulting
Robert Brittain is an independent marketing consultant and strategic advisor to CMOs. A published writer and speaker in his field, Robert is co-author of the Australian Advertising Effectiveness Rules series alongside the globally renowned Peter Field.
Most recently Robert and Peter co-authored “To ESOV and Beyond” (2021), exploring the relationships between media investment (extra share of voice or ESOV), mental availability and business effects. The report proposes an exciting new future for media planning and measurement through the application of attention metrics. Prior to this their June 2020 publication “Winning or Losing in a Recession” provided timely guidance to advertisers and agencies as to how to navigate the COVID recession.
Prior to becoming an independent marketing consultant, Robert led marketing effectiveness at ANZ Banking Group and marketing analytics across the Asia-Pacific region at Mondelez International.