Lemon. How the advertising brain turned sour.
A handbook for fixing the crisis in advertising creativity.
How did advertising lose its ability to persuade and make us feel? And how can we get it back?
This ground-breaking book by Orlando Wood, Chief Innovation Officer from System1 Group, shows how the dominance of abstract thinking styles is working against producing great creative campaigns.
With unique insights from neuroscience, cultural history and advertising research, 'Lemon.' will challenge the way you think about advertising. It could change the way you think, full stop.
Copies of the full report are available from www.ipa.co.uk priced at £25 + P&P for IPA members, £50+P&P for non-members.
You can also buy it at the non-member price from Amazon.
The Board Brand Rift
New research we undertook with the FT reveals that over half of business leaders rate their knowledge of brand-building as average to very poor.
And less than a third of companies use brand health metrics, reporting on measures such as salience, distinctiveness and favourability, at boardroom level.
Many of these people are responsible for balancing marketing budgets between long-term and short-term investments, so this could be bad news for brand-building.
The report makes clear recommendations and provides guidance on how to create an organisational environment in which the very real commercial benefits of investing in the long-term health of brands can be realised.
The Crisis in Creative Effectiveness
Peter Field's investigation into the IPA's Effectiveness Databank reveals that the effectiveness of creatively awarded campaigns has fallen to such an extent that they no-longer outperform campaigns that did not win creative awards.
The report covers almost 600 case studies from 1996 to 2018 and argues that a shift in focus towards more short-term and activation-led campaigns is leading to the collapse in creative effectiveness.
It outlines how this slump can be reversed by learning the lessons from creative best practice, and by developing new ways of identifying and rewarding creativity.
Marketing Effectiveness in the Digital Era
Required reading for any marketer who wants to understand how to balance brand building and activation activities across different media, categories and brands for the best results
Les Binet, Head of Effectiveness at adamandeveDDB and Peter Field, Marketing Consultant having been working together for ten years to interrogate the IPA’s Databank - over 1,300 case studies from the IPA Eff Awards.
‘Marketing effectiveness in the digital era’ is a mammoth undertaking in four chapters to forensically examine previous campaigns to extract the most effective balance of brand building and activation activities.
Essential reading for anyone with a role to play embedding marketing effectiveness at their organisation.
Knowing the rules of marketing effectiveness is all very well, but how do you achieve it? You need a business-wide culture that promotes it. This research undertook to find out what that means in practice. In 2018 we built in the inital report with a quantitative study, and a report diving deeper into the relationship between marketing and finance.
Measurement Strategy in the digital era
The what, how and why of measurement is an essential component of marketing effectiveness. Organisations that get it right, get their marketing right.
What should we be measuring, what’s the best way to do it, and most importantly what are we supposed to do with all that data when we’ve got it? How do we turn it into action?
The White Paper ‘Measurement strategy in the digital era', was presented at EffWeek 2018.
Lemon. How the advertising brain turned sour.
How can we reverse the crisis in advertising creativity?...
Video can do it all, just not all at once
New research has shone a spotlight on the effects produced by different types of video....
New research – Creativity for the long-term
How does creativity contribute to long-term growth? New research report....
Peter Field and Les Binet present ‘Effectiveness in Context’
'Effectiveness in focus' is Peter Field and Les Binet's latest foray into the IPA Databank...
Hard news is good news for advertisers
EffWorks partners Newsworks’ latest study with Neuro-Insight shows that hard news is good for ads...
Culture First Quantified – new research on effectiveness culture in agencies and brands
What organisations are doing, or not doing, to improve marketing effectiveness....
Building bridges with finance – Presentation at EffWeek 2018
What are the challenges and opportunities for collaboration between finance and marketing colleagues...
DOWNLOAD: Measurement strategy in the digital era
Download Measurement in the Digital Era, a white paper produced by Gain Theory and EffWorks...
The crawl, walk and run of measurement strategy
How do you start the process of developing a measurement strategy for marketing effectiveness?...
DOWNLOAD: Ten killer charts from Effectiveness in Context by Binet and Field
Ten killer charts on marketing effectiveness from Les Binet and Peter Field's latest research...
Key findings from: Profit Ability: the business case for advertising
"Profit Ability: the business case for advertising" - how advertising delivers profit...
Help shape the future of our industry
The IPA and ISBA are collaborating to run the UK’s biggest effectiveness culture survey...
Interview – Fran Cassidy talks about her new research into marketing effectiveness culture
A short interview with Fran Cassidy about her research for the IPA and CIMA, 'Culture First'...
Watch: Media in Context – Les Binet and Peter Field at EffWeek 2017
'Media in Context' is a sneak preview of Les Binet and Peter Field's latest unpublished research....
How to measure marketing effectiveness – Infographic
The different metrics that can be used to measure marketing effectiveness (Media in Focus)...
Infographic – Media in Focus challenging assumptions in marketing today
An infographic challenging assumptions and marketing rules in today's digitally transformed world....
Interview – Les Binet on long-term brand building
Les Binet has co-authored many seminal texts on marketing effectiveness in advertising....
Interview: John Webb, Gain Theory on new measurement green paper
John Webb, of Gain Theory talks about the new Green Paper on measurement...
Measurement Strategy in the Digital Era: Towards a Green Paper
What should measurement strategy look like in the digital era?...
The uncertain future of prediction – new MRS report released
MRS recently launched their latest Delphi report: Prediction and planning in an uncertain world....
Green Paper – Measurement Strategy in the Digital Era
This Green Paper was written as a provocative think piece on measurement strategy for EffWeek 2017...
“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