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the drivers of marketing effectiveness – 7 principles of success - Peter Field
As a proud sponsor of Effie Canada, it was a privilege for thinktv to welcome Peter Field – renowned advertising effectiveness expert – to the virtual stage at the ICA’s Canadian Effectiveness Summit on September 30.
Much of Field’s work focuses on the importance of brand building. In this insightful and practical presentation, Field presents evidence – featuring some new Canadian data – showing the role brand building plays in driving effectiveness, and the top considerations for marketers when developing a campaign, from building mental availability and engaging emotionally, to the importance of reach and the right media balance.