Articles by Peter
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Marketing in Recession – How are we doing?
Marketing in Recession – How are we doing?
By Peter Field
Activity
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Absolutely love this new column from Faris Yakob on 'quantum advertising' and the trouble with presenting advertising outcomes, including creative…
Absolutely love this new column from Faris Yakob on 'quantum advertising' and the trouble with presenting advertising outcomes, including creative…
Liked by Peter Field
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If you watch one thing today, make it this powerful webinar ‘The Extraordinary Cost of Dull’, in which Jon Evans of System1, Adam Morgan of…
If you watch one thing today, make it this powerful webinar ‘The Extraordinary Cost of Dull’, in which Jon Evans of System1, Adam Morgan of…
Liked by Peter Field
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Don't waste precious media $ with boring creative! - lean into emotion - be distinctive - track! - test! - READ THE REPORT - Thank you Jon Evans…
Don't waste precious media $ with boring creative! - lean into emotion - be distinctive - track! - test! - READ THE REPORT - Thank you Jon Evans…
Liked by Peter Field
Publications
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The Crisis in Creative Effectiveness
IPA
Revealing the growing damage to creative effectiveness caused by short-termism and arguing for a rethink in creative awards
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Eat Your Greens (chapter 4: Short-termism is killing effectiveness)
APG
An eclectic and thought-provoking collection of essays from marketing thought-leaders. Edited by Wiemer Snijders
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Effectiveness in Context
IPA
Examining how the rules of effectiveness flex depending on the context of the brand
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Why aren’t we doing this?
Comms Council New Zealand
A cautionary review of the case for brand building and how to do it.
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Media in Focus
IPA
A controversial look at how new media channels influence effectiveness
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Selling Creativity Short
IPA
This report first revealed the damage of short-termism to creative effectiveness
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Harnessing the Power of Creativity
ADMA Australia
An update of previous reports; revealing the growing threat to creativity posed by short-term metrics
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The Link Between Creativity and Effectiveness edition 2
ADMA Australia
An update of the previous report featuring the latest case studies
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The Link Between Creativity and Effectiveness
ADMA Australia
An all-Australian examination of the link using data from the ADMA awards database
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The Long and The Short of It
IPA
The first report to warn of the dangers of short-termism. Widely cited.
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The Link Between Creativity and Effectiveness
IPA
Update of previous report with more detail on how creativity works
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The Link Between Creativity and Effectiveness
IPA
A pioneering fusion of creative awards data and effectiveness data, the first published study to ever show the link
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Advertising in a Downturn
IPA
A summary of expert opinion on best practice in advertising during recession. Published to guide businesses through the Global Financial Crisis.
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Brand Immortality
Kogan Page
Reaching out to a broader readership with IPA best practice findings
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Marketing in the Era of Accountability
WARC
This first put the IPA databank on the radar of marketing
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Sage Handbook of Advertising (chapter 3.4: learning from case studies of effectiveness)
Sage
The first published use of the IPA databank. Edited by Tellis & Ambler
More activity by Peter
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Since you'll wear headphones all summer anyway, why not return to work refreshed AND smarter? This is my annual reminder to check out my list of…
Since you'll wear headphones all summer anyway, why not return to work refreshed AND smarter? This is my annual reminder to check out my list of…
Liked by Peter Field
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Absolutely buzzing to pick up Thinkbox award for TV ad planning AND the esteemed Grand Prix yesterday for our work with People's Postcode Lottery and…
Absolutely buzzing to pick up Thinkbox award for TV ad planning AND the esteemed Grand Prix yesterday for our work with People's Postcode Lottery and…
Liked by Peter Field
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There are so many big names coming up on That's What I Call Marketing this summer, I had to book a 48 Sheet to fit them all in.
There are so many big names coming up on That's What I Call Marketing this summer, I had to book a 48 Sheet to fit them all in.
Liked by Peter Field
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Your daily reminder that Big Oil spends 99% of its advertising budget promoting alternative energy and exactly the same amount of its overall mining…
Your daily reminder that Big Oil spends 99% of its advertising budget promoting alternative energy and exactly the same amount of its overall mining…
Liked by Peter Field
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Article from The School of Thought: resharing this - such an interesting article and theory - and something we should all bear in mind when planning…
Article from The School of Thought: resharing this - such an interesting article and theory - and something we should all bear in mind when planning…
Liked by Peter Field
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This video is for Jon Evans. If you’re not Jon Evans, please keep scrolling. Hey Jon, I apologise for making my post last week, in your words…
This video is for Jon Evans. If you’re not Jon Evans, please keep scrolling. Hey Jon, I apologise for making my post last week, in your words…
Liked by Peter Field
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There's still time to register for tomorrow's webinar exploring the cost of dull advertising. Join System1's Jon Evans, Adam Morgan of eatbigfish and…
There's still time to register for tomorrow's webinar exploring the cost of dull advertising. Join System1's Jon Evans, Adam Morgan of eatbigfish and…
Liked by Peter Field
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Carl Sarney: Cannes Lions and what marketers can learn from long-term brand platforms “What does it look like to have a long-term campaign made up…
Carl Sarney: Cannes Lions and what marketers can learn from long-term brand platforms “What does it look like to have a long-term campaign made up…
Liked by Peter Field
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Still wish you could've caught 'The Extraordinary Cost of Dull' at Cannes? Well, we've got good news. We've teamed up with System1 to bring you…
Still wish you could've caught 'The Extraordinary Cost of Dull' at Cannes? Well, we've got good news. We've teamed up with System1 to bring you…
Liked by Peter Field
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According to McKinsey & Co, just 6% of CEOs are satisfied with their company's innovation performance. At Miro, we've been researching the barriers…
According to McKinsey & Co, just 6% of CEOs are satisfied with their company's innovation performance. At Miro, we've been researching the barriers…
Liked by Peter Field
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Is data-driven advertising a costly mirage? Brand Traction Pty Ltd's Jon Bradshaw says it is and he's got the receipts. We recently posted about…
Is data-driven advertising a costly mirage? Brand Traction Pty Ltd's Jon Bradshaw says it is and he's got the receipts. We recently posted about…
Liked by Peter Field
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We are very pleased to have attracted Lucy Jameson from the wonderful Uncommon Creative Studio to deliver the opening keynote at the launch event of…
We are very pleased to have attracted Lucy Jameson from the wonderful Uncommon Creative Studio to deliver the opening keynote at the launch event of…
Liked by Peter Field
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