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An effective marketing campaign achieves the perfect balance between activation and brand-building. But how can you work out how to invest your marketing budget in the two, when so many factors are at work, influencing the outcome?

By forensically analysing the data from thousands of marketing campaigns Peter Field and Les Binet have been able to produce some of the most granular studies of what actually works in the digital era.

Their most recent book, ‘Effectiveness in context’, demonstrates how to balance your marketing budget between activation and brand-building in different contexts. Peter and Les have refined their analysis of the data so you can see the differences between sectors, brand maturity and a number of other factors. Watch the film for a summary and browse the reading list below it to get into the real detail.

Follow this link to a conveniently filtered version of the Learning and Resources page with all of our content that looks at the impact of digital on marketing practice. If you prefer a bit of guidance, browse the selected pieces below.


Plan your marketing budget, with help from Les and Peter

BUY: ‘Effectiveness in context‘. Not just a book, but a practical tool which will enable you to work out the best balance of budget for your unique brand.

WATCH: Les and Peter present ‘Effectiveness in context’, for the first time at Effweek 2018


Understand how marketing works in the digital era and how different media choices affect success

DOWNLOAD: ‘Media in focus’ by Les Binet and Peter Field

WATCH: Les Binet and Peter Field present ‘Media in focus’ at EffWeek 2016


Hear top marketers and brands discuss the research:

WATCH: a top brand demonstrate how they applied the principles of ‘Media in focus’ and ‘Effectiveness in context’. Tom Sussman, Strategy Director, adam&eveDDB, and Cheryl Calverley, Marketing Director, AA, told us what the organisation has learned from employing both short-term tactics and long-term emotional brand building. (Choose the third video in the carousel).

WATCH: a panel discuss the findings of 2016’s ‘Media in Context’. Led by Mark Earls and including Ian Cairns, Head of Brand and Marketing Services at Easyjet, David Golding, Founder and Chief Strategy Officer at adam&eveDDB and Lorna Hawtin, Disruption Director at TBWA Manchester


Understand the basic principles behind the research:

DOWNLOAD: Ten killer charts from Effectiveness in context

BROWSE: The most important charts from Les Binet and Peter Fields earlier work

INFOGRAPHIC: The metrics that should be used to measure long-term effectiveness as opposed to short-term efficiency

INFOGRAPHIC: The common assumptions that ‘Media in focus’ challenges.

INFOGRAPHIC: The background to ‘Media in focus’.

WATCH: A short interview with Les Binet


Further reading:

There is more. Visit our conveniently filtered version of the Learning and Resources page with all of our content on the impact of digital on the marketer’s role, so you can continue to explore on your own.

“Just what the industry needs, great collaboration between clients and agencies on the topics that drive business growth.”

Bridget Angear, Joint Chief Strategy Officer at AMV BBDO

“It’s great to see the IPA in the UK bring the whole industry and particularly the trade bodies together to focus on effectiveness. This new Marketing Effectiveness initiative will enable people across the industry to work together to build on best practice.”

David Wheldon, Chief Marketing Officer, RBS

“Effectiveness is a team sport, so it was great to see the industry in the widest sense, come together. In an increasingly diverse and fragmented world, only by using all parts of the brain will we solve effectiveness challenges and design our campaigns to deliver short and long term value. That’s why what happens next is important – if the IPA can help facilitate progress on this with a long-term initiative around Marketing Effectiveness, we’ll definitely crack it.”

Bart Michels, Global CEO Kantar Added Value and Country Leader Kantar UK

“The time spent at #EffWeek was extraordinarily effective. It was great to hear the diverse views from all areas of the industry. All tied together with the common themes of accountability and effectiveness.”

Andrew Canter, Global CEO, BCMA

“It has been a privilege to be part of the inaugural Effectiveness Week. The agenda is one which we at O2 UK feel passionately about. To see and hear perspectives across the industry demonstrates how the breadth of marketing effectiveness is increasingly being valued within businesses. Data, insight, social, customer experience, test and learn, ROI, these are all fundamentals and were covered expansively at the event”.

Sandra Fazackerley, Marketing & Consumer, Telefónica UK Limited

“The full week of effectiveness events brought into clear focus the need for marketers to use data and insight to achieve the key business objectives of growth and profits. Marketers today are in a better position to quantify their knowledge of customers and measure the ability of investments in marketing to increase brand and shareholder value.”

Chris Combemale, Group CEO, DMA