That’s the opinion of Les Binet, head of effectiveness at advertising agency Adam & Eve DDB, who – along with Peter Field – has been studying how advertising works, how to assess it, and how to make it better.
Les gave a very enlightening talk as part of the Financial Services Forum Autumn Members’ Conference recently, entitled “Effectiveness in Context: A Manual for Brand-Building”.
Having researched marketing effectiveness – what really works in bringing in the money and driving growth for an organisation – from the plethora of brand awards data held by the Institute of Practitioners in Advertising (IPA), Binet and Field have discovered that most brands, and therefore marketing teams, have got marketing all wrong.