the alchemy of effectiveness: a focus on Canada
Having a clever ad is great, but having an effective ad is great for business.
While there is a wealth of outstanding research on this topic coming from the UK and US markets, we believe there’s much more to be done in Canada, which is why we were delighted to partner with the ICA on this in-depth analysis of Effie participants’ business outcomes.
And who better to lead this research than Peter Field, the guru of advertising effectiveness? Peter has spent years evaluating similar case studies from brands in the UK and Australia, and we’re thrilled that he and his collaborator Rob Brittain are now using their expertise to provide insights on the effectiveness of Canadian campaigns.
Check out the Effies whitepaper and presentation to find out what Canada’s most effective campaigns can teach us about brand building and business growth.
download presentation deck download the whitepaper
the drivers of marketing
the crisis in creative
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.