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.
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.