TL;DR: Les Binet (and Peter Field ) = superhero. :) I’ve seen so many companies take these principles on board or use them to sell brand building to their organisations. Nice to know it’s happening across the industry.
Communicating data well creates change. It really does. The Long and the Short of It is famous, much quoted, and talked about. But what not many people know is that it actually changed behaviour in a big way. The chart shows an indicator of short-termism in advertising planning. Up until 2013 when TLATSOI was published short-termism growing fast. But afterwards, slowly, one advertiser at a time, we changed the planning horizon. The indicator of short-termism had a turning point and began to fall. It’s down a whole 10 percentage points since its 2014 peak! It’s because of the stonking work done by the authors and publishers Les Binet, Peter Field, and IPA. 📈But it’s also because TLATSOI had a killer chart – the yellow and orange one with steps and spikes - and a killer stat – 60% brand, 40% activation. A good bit of data, communicated well is powerful. It can absolutely bring change. Good change. Progress. And you don’t have to be a super hero like Les Binet and Peter Field either. If you want to be able to make killer charts and stats that make change happen in your organisation you can learn on our Data Works course, next intake 8th October. It's all about numbers. What marketing people should do with them, how to do it, and how to make people listen. 🚩Read more and sign up here: https://lnkd.in/eY6jK_Pj or email Imogen Howard via [email protected] for group bookings or questions. If you’re interested in analytics or consultancy, drop me a message. #marketing #data #training