Peter Field has spent 15 years as a strategic planner in advertising and has been a marketing consultant for the last 20 years. His pioneering work on the link between creativity and effectiveness – such as Media in Focus with Les Binet - has earned Peter a global reputation as one of the Godfathers of Effectiveness. What we covered in this episode:
How he become ‘Godfather of effectiveness’
Getting fired from two agencies 
The evidence based approach to marketing
Creating the IPA database 
Origin of The Long and Short of It 
The curse of short term thinking 
Why brands take time to build 
The power of emotion to create connections 
The window in which you measure effectiveness is vital 
Long term is broad reach emotional creative 
Why the 60/40 ratio works 
Why brand building matters even more for DTC
The conflation of physical and mental availability on line 
The myth of digital replacing brand 
Convincing the CFO of the role of brand building 
Why investors really get it 
Why the ESOV model matters and what it tells us 
The impact of brand size on ESOV
The challenge facing new entrants and why challenger brand thinking matters 
How economies of scale benefit market leaders 
The amplification power of creativity 
The tidal wave of disposable creativity 
How award judges are celebrating short term activation 
Even effectiveness awards lack long term results 
The dangers of going dark in a recession 
Why we should be more P&G than Coke
Why it’s time to celebrate consistency 
The power of strong fluent devices
What happens when brands stop advertising
The one thing we should be talking about which we aren’t 
The breakdown in the correlation between media spend and share of voice 
Why we should be measuring share of attention rather than share of voice  
It’s time to start paying for attention
Peter FieldThe Long and the Short of It