IPA THOUGHT LEADSHIP - ADVERTISING THE LONG AND THE SHORT OF IT

Advertising Week
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Advertising Week Europe. Session from The Agenda Stage on Thursday, 3/21/2013.

New research by the IPA examines the business effects of 1,000 ad campaigns from over 30 years of IPA Effectiveness Awards data and challenges the recent over-reliance on short-term metrics as indicators of long-term business success.

The effects of different advertising approaches over various timescales on business performance across a range of outcomes including profit, sales and price sensitivity, were examined from data of over 700 brands in 83 different categories.

This research is an update from authors Les Binet, Head of Effectiveness at adam&eve DDB, and Marketing Consultant Peter Field’s earlier influential work, ‘Marketing in the era of accountability’, published in 2007. The new report will be published in full in 2013.

This interview between incoming IPA President, Ian Priest and authors Les Binet & Peter Field will reveal evidence based recommendations on how best to approach investment in advertising and considers both the long and short term. LessIan Priest Founding Partner, VCCP & INTERNATIONAL MD CHIME COMMUNICATIONS
Les Binet Head of Effectiveness, ADAM & EVE DDB
Peter Field Marketing Consultant

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