Podcasts about les binet

Live from Cannes Lions, the Sleeping Barber Podcast welcomes back Matthew Herbert and Connor Archbold from Tracksuit. Together, we unpack the standout talks, themes, and campaigns that caught our attention—from Instacart's performance-to-brand pivot to Elf Beauty's billion-dollar playbook. We explore the evolving role of creators, lessons from compound creativity, the power of consistency in B2B marketing, and why media accountability needs to move beyond “viewability.”Also: creative shoutouts from Telstra's puppet-driven Olympics campaign to a perfectly toasted slice of New Zealand.Whether you're on the Croisette or catching up from home, this episode brings you the sights, sounds, and smarts of Cannes.Timestamps00:00 – Introduction01:30 – Instacart's brand transformation journey03:00 – Scott Galloway, Rory Sutherland & Elf Beauty: Ditch the semantics04:30 – Walking the Palais basement: Craft, awards & standout work07:50 – Telstra's puppet-led Olympics campaign08:55 – Toasting the perfect slice: A NZ bread brand goes big10:30 – The power of creative consistency & long-running platforms13:40 – LinkedIn B2B Forum with Marcus Collins & Mimi Turner14:45 – Compound creativity with Andrew Tyndall, Les Binet & Sarah Carter16:00 – Why ads wear out for marketers, not for people17:30 – Repetition, memory, and mental availability18:00 – B2B buying cycles, hidden buyers & trust signals18:45 – Media measurement: Why "seeability" is better than "viewability"19:50 – Finding balance: bravery and humility, brand and performance20:30 – Instacart & the brand-performance multiplier effect21:10 – Highlights from Zappi's Creativity Effectiveness Report23:15 – Kantar's Jane Osler on creator-led marketing & brand equity25:15 – Wrapping up: Cannes takeaways & what's next

This week we're joined by Nate Moran, Senior Director of Growth, Digital Strategy & Analytics at Edgewell Personal Care—the company behind brands like Schick, Banana Boat, Wet Ones, and more. With a career spanning Red Bull, Newell, Unilever, and now Edgewell, Nate brings a sharp perspective on what it takes to turn data into decisions and insights into impact.In this conversation, Nate and host Dave Feinleib explore the evolving relationship between analytics, creative, performance marketing, and AI. They dig into how Nate and his team think about data strategy, omnichannel planning, and the question on every marketer's mind: where should we spend the next dollar?If you're navigating retail media, e-commerce, or digital growth today, this episode offers a smart, candid look at the challenges—and opportunities—of scaling modern brand performance.Key Takeaways & Episode HighlightsWhy profitability, performance, and category management need to work together in an omnichannel world—and how Edgewell ties these functions across the business.What “the next best dollar” means at Edgewell, and how the team balances incrementality, ROAS, and long-term brand health.Lessons from managing 30,000+ SKUs at Amazon (before APIs made it easy) and how those scrappy skills still apply today.The role of a clear, focused data strategy—and why owning your data is critical for AI readiness and true self-serve analytics.How AI and generative tools like ChatGPT and Snowflake are reshaping workflows, and why agentic AI might be the real unlock for the future.Why creative still matters: performance spend alone won't build trust or brand love—and how to balance emotional storytelling with analytics-driven media.Rapid Rundown QuestionsFavorite Edgewell product: Jack Black Dual Defense SPF MoisturizerBrand that's nailing it creatively: Liquid DeathGo-to tech tools: ChatGPT and SnowflakeFavorite read/listen: The Long and the Short of It by Les Binet and Peter FieldFavorite way to recharge: Mountain biking and snowboarding in Bend, OregonConnect with Nate: https://www.linkedin.com/in/nathanmoran/Get the It'sRapid Creative Automation Playbook: https://itsrapid.ai/creative-workflow-automation-playbook/Take It'sRapid's Creative Workflow Automation with AI survey: https://www.proprofs.com/survey/t/?title=ffgvdEmail us at sales@rapidads.io with code “BEYOND2025” to find out how you can save more than $1,000 on our Digital Sell Sheets and Retail Media Automation solutionsTheme music: "Happy" by Mixaud - https://mixaund.bandcamp.comProducer: Jake Musiker

Do you think brand purpose is a tired idea that never truly had relevance in the world of branding and business? Or do you believe that having a brand purpose—and activating it in everything you do—is the most effective way to run a successful company?On this show, we've heard compelling arguments on both sides of the debate. So today, we're bringing together four thought leaders to discuss and explore one big question: Is brand purpose dead, or more alive than ever?Jim is joined by:Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty and President of Keys Soulcare. Kory previously held roles at LVMH, Puig, and Shiseido before joining e.l.f. in 2019.Mark Ritson, former marketing professor, Marketing Week columnist, creator of the Mini MBA in Marketing, and advisor to a range of global brands. Lisa Materazzo, Global Chief Marketing Officer at Ford Motor Company since 2023, following a 20-year marketing career at Toyota.Sara Carter, Global Planning Partner at adam&eveDDB and co-author (with Les Binet) of How Not to Plan: 66 Ways to Screw It Up.Let us know where you stand in the Purpose debate—right here or on social media!See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Paul has been deep in brand diagnosis, strategy and realisation for over 25 years. You need to hear how he thinks about brands.In this episode we discuss:Listening as a superpower for strategistsWhy strategy isn't predicting the future – with a hat tip to JP CastlinMike Tyson on strategyCreators building brandsDefining what a brand isn't helps defines what a brand isThe role of insight in strategyStaying customer focused in strategyAssociated memorable momentsNaming segments- and why we (sort of) disagree!Paul Bailey25+ years professional experience in brand diagnosis, strategy, realisation – improving experience, empowering culture, achieving business objectives.A deep knowledge in brand, strategy, business leadership, marketing and communication. Working with global businesses to fast-scaling startups, across a myriad of industries, with diverse target audiences and business objectives. Supported by academic expertise including MA Brand, Communication & Culture (Goldsmiths, London), Mini-MBA Marketing (Marketing Week), and extensive writing, speaking, and lecturing on brand, strategy & marketing. Find Paul on LinkedInRecommendationsThe Power of Co-Creation by Ramaswamy and Gouillart Brands: Meaning and Value in Media Culture by Adam ArvidssonBeyond Culture by Edward T HallHow Not To Plan by Les Binet and Sarah CarterStrategy Masterclass with Seth GodinI'm doing a series of strategy masterclasses with Seth Godin in Ireland this spring. If you use code Eximo (capital E) then you'll be able to grab a ticket for £225 instead of the full rate of £265.You get to work with Seth, who will be joining remotely from his NYC studio, with me in the room and the team from Horrible Brands to help out with brand strategy. These events have been put together by the Event Queen Treena Clarke. Tickets available from here.Strategy Sessions Host - Andi JarvisIf you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on LinkedIn or Instagram.Make sure you subscribe to get the podcast directly or sign up for it here to have it emailed when it's released. If you enjoyed the show, please give it a 5* rating.A full episode transcription is available from the show page.

A study from Les Binet and Peter Field found that for every 10-point increase in excess share of voice, brands see around a 0.5% annual market share growth on average. But does this marketing principle still hold true in today's fragmented media landscape?This week, Elena, Angela, and Rob are joined by VP of Strategy Dan Cleveland to explore excess share of voice (ESOV) and its enduring relevance. They dive into how ESOV correlates with growth, why it's still a valuable planning tool, and what happens when brands let their share of voice slip below market share. Plus, discover why TV remains crucial for building the top-of-funnel awareness that drives long-term brand performance.Topics covered: [01:00] The history of share of voice and why it matters[03:30] How excess share of voice links to market share growth[08:00] When ESOV doesn't work (and what that reveals)[12:30] Using share of search as a real-time metric[16:00] Why top-of-funnel channels drive brand awareness[21:00] The risks of underspending compared to your share of market[27:00] Practical steps to apply ESOV to your strategy  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources:  2023 IPA Article: https://ipa.co.uk/knowledge/ipa-blog/esov-an-excessive-focus-on-the-wrong-thing/?utm_source=chatgpt.com Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

The Data Behind Great Advertising | Les Binet InterviewWhat's the data behind great advertising? In this Les Binet interview, we explore marketing effectiveness, the 60/40 rule, and how brand-building drives long-term growth.Les Binet, co-author of The Long and the Short of It, breaks down the real metrics that matter in advertising. We dig into the balance between brand and performance marketing, how marketing science can guide strategy, and why the best campaigns are backed by data — not guesswork.The Places We'll Go Show is sponsored by StudioSpace and Marketing Skills Trust.

Effectiveness legend Les Binet and Intuit Mailchimp's Greg Shumchenia join WARC's David Tiltman to discuss how core marketing effectiveness principles apply to growing small and medium brands.Click here to read How to grow your brand.

Les Binet, Dr Grace Kite, Sophie Miller and Calfreezy are just some of the marketing minds who graced the stage at PMW Unlocked 2025, captivating the thousands of attendees with insights, anecdotes and crucially, data.But what were they all talking about? On this episode of the Performance Marketing Unlocked podcast, the PMW editorial team (2:18) discuss the biggest lessons, surprises and themes from the third edition of PMW's annual headline event, PMW Unlocked.From MMM's latest updates and the future of agencies to the cultural shifts occurring within the industry and why you need to meet AI head on, this episode is offers an update on the current state of affairs in adland as we round out the financial year.Also on this episode, as a special treat, enjoy the full recording from one of our headline sessions taken right from the main stage (29:01)! Host Joe speaks with famed youtuber, podcaster and entrepreneur Calfreezy, on how brands can better leverage influencer marketing. An influencer of 15 years, Calfreezy reveals all his best tips and tricks for fostering long-term brand and influencer relationships that deliver for both parties.This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.~ Episode breakdown ~ (1:51) The team reviews PMW Unlocked 2025(20:58) Is a cultural shift incoming for marketing?(29:01) Why your brand needs more than just ads, with guest Calfreezy~ Further reading ~ Why Les Binet hates performance marketing‘Lots of littles': Dr Grace Kite on the future of brand building in the performance era6 questions with… Sainsbury's Head of Digital Marketing, Carla Parry Hosted on Acast. See acast.com/privacy for more information.

Today I'm joined by Les Binet, world-renowned expert in the field of marketing effectiveness, for a fascinating discussion on how marketing and advertising really works and how to create the most effective campaigns.   Sponsored by https://www.b2bframeworks.com   Brought to you in partnership with https://awardsinternational.com

Épisode 1253 : Le branding, ce vieux débat. On nous le vend comme le pilier d'une entreprise, la clé d'une croissance durable… et pourtant, de plus en plus de marques semblent délaisser leur investissement en image pour tout miser sur la performance immédiate. Est-ce encore rentable d'investir dans le branding aujourd'hui ? C'est la question qu'on se pose dans cet épisode.Branding vs Performance : un équilibre perdu en 2025 ?Il y a quelques années, la répartition idéale des budgets était claire :Pour une marque en lancement : 2/3 du budget en acquisition, 1/3 en notoriété.Pour une marque mature : l'inverse !Cette règle elle s'inspire des travaux de Les Binet et Peter Field. Deux experts en efficacité publicitaire, qui ont démontré que les entreprises les plus performantes ont une approche stratégique de leur marketing mix. Un équilibre qui dépend de votre marque.Le branding est un investissement à intérêts composésLe branding, c'est comme les intérêts composés en finance.Plus tu investis régulièrement, plus la valeur s'accroît avec le temps. Comment marche le principe des intérêts composés ? Imagine ceci : Tu mets 10 euros dans une tirelire magique. Chaque année, cette tirelire te donne 10% d'intérêts. Ça veut dire qu'au bout d'un an, tu gagnes 1 euro (10% de 10 euros), et maintenant tu as 11 euros.Mais l'année suivante, la tirelire ne calcule pas les 10% seulement sur les 10 euros de départ, elle les calcule sur tout l'argent que tu as maintenant, soit 11 euros. Du coup, tu gagnes 1,10 euro (au lieu de juste 1 euro). Et l'année d'après, encore plus… Et ainsi de suite !—Le branding, c'est comme les intérêts composés en finance.Plus tu investis régulièrement, plus la valeur s'accroît avec le temps. -Pourquoi les entreprises tombent dans le piège du marketing court-termistePourquoi tant de marques tombent dans le piège de la performance pure ? Trois raisons principales :Le manque de visibilité du branding : difficile de prouver son impact immédiat avec des chiffres concrets.Des Directeurs Marketing de plus en plus instables : en moyenne, un Directeur Marketing reste max 2 à 3 ans en poste. Trop court pour mener une vraie stratégie de marque.La pression des résultats trimestriels : les entreprises veulent du résultat rapide, ce qui pousse à privilégier les campagnes de conversion.—Conclusion : faut-il encore investir dans le branding ?Investir dans le branding, c'est un peu comme semer une graine :À court terme, tu dépenses sans forcément voir d'effet immédiat.À long terme, ta marque pousse seule, et tes coûts marketing baissent naturellement.Retrouvez toutes les notes de l'épisode sur www.lesuperdaily.com ! . . . Le Super Daily est le podcast quotidien sur les réseaux sociaux. Il est fabriqué avec une pluie d'amour par les équipes de Supernatifs. Nous sommes une agence social media basée à Lyon : https://supernatifs.com. Ensemble, nous aidons les entreprises à créer des relations durables et rentables avec leurs audiences. Ensemble, nous inventons, produisons et diffusons des contenus qui engagent vos collaborateurs, vos prospects et vos consommateurs. Hébergé par Acast. Visitez acast.com/privacy pour plus d'informations.

In diesem Gespräch geht es um die Herausforderungen und Strategien im Marketing, insbesondere in Bezug auf Attribution, Branding und die Bedeutung von Personalisierung. Björn & Philipp diskutieren die Rolle von Sichtbarkeit und Branding im Marketing-Mix und hebt die Wichtigkeit kultureller Unterschiede bei der Ansprache von Kunden hervor. Zudem wird die Messbarkeit von SEO im Vergleich zu anderen Marketingkanälen thematisiert. In dieser Diskussion wird die Bedeutung der Kundenzentrierung im Marketing hervorgehoben, wobei betont wird, dass Marketing mehr ist als nur Werbung. Es wird diskutiert, wie Unternehmen Daten nutzen können, um personalisierte Marketingstrategien zu entwickeln und wie wichtig es ist, verschiedene Kanäle effektiv zu integrieren, um eine konsistente Markenbotschaft zu kommunizieren. Praktische Beispiele und Strategien zur Nutzung von Datenanalysen werden ebenfalls vorgestellt. Takeaways Verantwortung ist ein zentraler Wert in Nadines Leben. Die Effektivität von Marketing hängt von vielen Faktoren ab. Kanal und Recency sind nur 30 % der Werbewirkung. Share of Search ist ein wichtiger Indikator für Umsatz. Marke steht für ein Wertebündel beim Konsumenten. Kundensegmentierung ist entscheidend für die Ansprache. Cultural Management ist wichtig für den Erfolg. SEO ist schwieriger messbar als Performance-Kampagnen. Search-Daten zeigen frühzeitig Konsumtrends. Die Botschaften im Marketing sind nicht neu, nur die Kanäle. Marketing ist Kundenzentrierung, nicht nur Werbung. Die Botschaft ist entscheidend für den Erfolg. Datenanalyse ist entscheidend für personalisierte Marketingstrategien. Kampagnen sollten über verschiedene Kanäle konsistent sein. Verstehen, was der Konsument wirklich will, ist entscheidend. CTR-Optimierung allein führt nicht zu mehr Verkäufen. Daten können helfen, Produktionszyklen zu optimieren. Markenbotschaften sollten an den Kanal angepasst werden. Die Integration von Datenanalysen in die Entscheidungsfindung ist wichtig. Kundeneinblicke sind der Schlüssel zu erfolgreichem Marketing. Chapters 00:00 Einführung und persönliche Hintergründe 02:45 Verantwortung und familiäre Geschichte 06:08 Marketing und Attribution08:47Die Rolle von Branding und Sichtbarkeit 11:56 Personalisierung und Kundensegmentierung 15:06 Kulturelle Unterschiede im Marketing 17:54 SEO und die Herausforderungen der Messbarkeit 22:39 Kundenzentrierung im Marketing 25:23 Daten und Personalisierung im Marketing 28:31 Praktische Anwendungen von Datenanalysen 32:02 Markenbotschaften über verschiedene Kanäle 38:31 Kampagnenstrategien und Kanalintegration Korrektur: Philipp bezog sich auf eine Studie von fields bei der Korrelation zwischen Share of Search und Umsatzentwicklung. Die eigentliche Studie kam von Les Binet: https://ipa.co.uk/effworks/effworksglobal-2020/share-of-search-as-a-predictive-measure/

It's our annual tradition to bring Sarah Carter and Les Binet, authors of How Not To Plan, onto the podcast to discuss the hot topics of the year and what marketers need to know in 2025. We've broken this episode into 8 key discussion points, including why consistent advertising is so effective, why the era of purpose is over and another year of the advertising industry needing to remember they are not the customer.00:00:00 - Intro00:00:55 - Reflecting on the agency's year00:05:25 - Point 1: You are not the customer00:19:51 - Point 2: Ignore Price at your peril00:26:13 - Point 3: Consistency but not a lack of creativity00:42:08 - Point 4: Never forget the eyeballs00:50:48 - Point 5: Emotions aren't just about making people cry00:55:08 - Point 6: Is the era of purpose over?01:00:38 - Point 7: Don't just be in culture, stay in culture01:03:48 - Point 8: Don't forget the power of Out of Home

Continúa nuestra aventura en los EFFIE Awards 2024, en su 25° edición. Entrevistamos a más ganadores de este codiciado premio de la creatividad y la innovación en la publicidad, que nos regaló tantos buenos momentos, como ver a Agus perfectamente "starstruck" en su entrevista con Les Binet. En esta segunda mitad, platicamos con Adam Sheridan de IPSOS, para platicarnos sobre la "misfits creativity", un acercamiento hacia la creación de anuncios que parte desde la empatía. Además, el importantísimo tema de la normalización de la comunicación desde el enfoque con Palmira Camargo, VP de Comunicación Corporativa de Essity, una compañía líder en higiene y salud, enfocado especialmente en la mujer; como las toallas SABA, que históricamente han sido pioneras en romper tabús y hablar directo y sin tapujos. ¡Conoce aquí a los anunciantes del año! Gracias a los organizadores de los Effies por invitarnos a ser parte de su gran evento.

In this episode we talk with Les Binet, co-author of The Long and the Short of it about his research into effective advertising. We discuss some of his best-known findings, such as the value of emotional campaigns. But we also cover some lesser-known areas such as whether wear out is a myth, why music in ads should get more attention and finally what he calls the “dark matter of effectiveness”: price effects.

Especial: Effie Awards 2024 - Celebrando la Eficacia en su 25ª Edición En un episodio histórico de Los Dioses del Marketing, nos colamos como media partners en la sala de prensa de los Effie Awards 2024, el reconocimiento definitivo a las campañas más efectivas de la industria. Nos emocionamos un poquito, entonces sacamos muchas entrevistas. Por lo mismo, este será el primero de dos episodios destinados a hablar de este evento. Lo que nos sigue quedando clarísimo es que la creatividad, las tendencias, y la artesanía detrás de los anuncios son un motor poderoso para generar lo más importante: VENTAS. Invitados de LujoEntre los líderes de la industria que nos compartieron su visión, contamos con Héctor Fernández, CEO de VML, quien destacó cómo la creatividad y la simplificación del mensaje impulsan el crecimiento de las marcas. Además, Sergio Guiarte de CitiBanamex y Luis Sordo de Publicis Worldwide compartieron la complejidad detrás de crear campañas para una de las instituciones financieras más grandes del país. Alejandra Higareda de malvestida.com también estuvo presente, abordando temas de inclusión y diversidad, recordándonos que el marketing no solo se trata de ventas, sino de representar con responsabilidad a la sociedad actual. ¡Nos fascinó su perspectiva sobre cómo una visión más inclusiva enriquece la creatividad! Por otro lado, el equipo de BBVA México, con su CMO Enrique Cordis y Pablo Cárdenas (Director Creativo Ejecutivo), nos hablaron de su innovadora campaña de game show, un proyecto sin precedentes en el banco que involucró a equipos de antifraude, legal y marketing para transmitir un mensaje de prevención de fraude de una forma creativa y entretenida. Representando a las Nuevas GeneracionesLa joven ganadora de la categoría College Brand, Joanna Centeno, destacó el talento emergente en la industria. Con un equipo comprometido y el respaldo de mentores, esta futura estrella del marketing nos mostró que la creatividad joven tiene un gran futuro en México. Nuestro lado fangirl Nuestro querido Agustín no pudo contener su emoción al llegar uno de sus ídolos máximos en la historia del marketing: Les Binet, Head of Effectiveness at adam&eveDDB en Londres, quien nos regaló una perspectiva verdaderamente privilegiada de cómo las ideas poderosas mueven a una industria entera. Nuevas Propuestas y TendenciasOscar Vargas de Casa Pedro Domecq nos sorprendió con el lanzamiento de Presidente Sandía Chile, una innovación que combina la herencia de la marca con la frescura y picardía que busca la nueva generación de consumidores. Con un portafolio que incluye marcas legendarias como Brandy Presidente, Azteca de Oro, y Don Pedro, Domecq sigue liderando en el mercado de licores y vinos en México. Premios y ReconocimientosLos premios Effie 2024 nos recordaron el poder de una comunicación efectiva y su impacto en los resultados de negocio. Desde categorías tradicionales como Automóviles hasta especiales como David contra Goliat, los ganadores destacaron por su innovación y su habilidad para conectarse con audiencias de todas las plataformas. Inspírate. Genera. ¡Despierta! ¡Escucha ahora y conoce a los protagonistas de la noche! #PremiosEffie2024 #MarketingEficaz #PublicidadCreativa #Inclusión #Innovación #BBVA #CitiBanamex #MalVestida #CasaDomecq #LosDiosesDelMarketing #BrandyPresidente #Branding #Effie25 #MarketingDigital

In this episode, Dom Hawes continues his conversation with Dominic Rodgers, Head of Marketing at Frog Capital, focusing on how purpose is practically applied to scale businesses. Dominic discusses Frog Capital's use of AI-driven toolkits and how engaging executives in content creation strengthens their impact. The episode also explores how these innovative methods create a unique competitive advantage for purpose-driven companies.AI-driven toolkits as a resource for business scalingThe impact of executive collaboration on content effectivenessPurpose-driven approaches that differentiate in the marketLong-term benefits of aligning purpose with growthDiscover how these methods can enhance your business for sustained success.Links Full show notes: Unicorny.co.uk LinkedIn: Dominic Rodgers | Dom Hawes Website: Frog CapitalSponsor: Selbey Anderson Other items referenced in this episode:Frog Capital: How to Scale up resourcesFrog Capital: How to Scale.aiGeoffrey Moore's Unicorny episodesBen BensaouThe Long and the Short of it by Les Binet, Peter FieldThinking, Fast and Slow by Daniel KahnemanEhrenberg-Bass Institute95:5 ruleChapter summariesIntroduction to purpose-driven growthDom Hawes kicks off the episode by introducing the focus on how purpose-driven businesses can achieve sustainable growth. He sets the stage for a deep dive into Frog Capital's unique approach.Frog Capital's AI-driven toolkitsDominic Rodgers introduces the AI-driven toolkits developed by Frog Capital, which are designed to help businesses scale. These toolkits are made publicly accessible, aligning with Frog's purpose of supporting broader business growth.Innovation through open accessDominic discusses the innovative decision to make their toolkits available to the public, highlighting how this approach not only serves their portfolio but also acts as a magnet for the right types of companies.The Godfather strategy: Giving to getDominic introduces the "Godfather Strategy", where businesses add value by sharing their resources and knowledge openly, creating a halo effect that strengthens their brand.Co-creation with operating partnersDominic explains how Frog Capital co-creates content and toolkits with their operating partners, ensuring that the resources are practical and address the most pressing challenges faced by their portfolio companies.Building a virtuous cycle in marketingThe

In this episode, Dom Hawes continues his conversation with Dominic Rodgers, Head of Marketing at Frog Capital, focusing on how purpose is practically applied to scale businesses. Dominic discusses Frog Capital's use of AI-driven toolkits and how engaging executives in content creation strengthens their impact. The episode also explores how these innovative methods create a unique competitive advantage for purpose-driven companies.AI-driven toolkits as a resource for business scalingThe impact of executive collaboration on content effectivenessPurpose-driven approaches that differentiate in the marketLong-term benefits of aligning purpose with growthDiscover how these methods can enhance your business for sustained success.Links Full show notes: Unicorny.co.uk LinkedIn: Dominic Rodgers | Dom Hawes Website: Frog CapitalSponsor: Selbey Anderson Other items referenced in this episode:Frog Capital: How to Scale up resourcesFrog Capital: How to Scale.aiGeoffrey Moore's Unicorny episodesBen BensaouThe Long and the Short of it by Les Binet, Peter FieldThinking, Fast and Slow by Daniel KahnemanEhrenberg-Bass Institute95:5 ruleChapter summariesIntroduction to purpose-driven growthDom Hawes kicks off the episode by introducing the focus on how purpose-driven businesses can achieve sustainable growth. He sets the stage for a deep dive into Frog Capital's unique approach.Frog Capital's AI-driven toolkitsDominic Rodgers introduces the AI-driven toolkits developed by Frog Capital, which are designed to help businesses scale. These toolkits are made publicly accessible, aligning with Frog's purpose of supporting broader business growth.Innovation through open accessDominic discusses the innovative decision to make their toolkits available to the public, highlighting how this approach not only serves their portfolio but also acts as a magnet for the right types of companies.The Godfather strategy: Giving to getDominic introduces the "Godfather Strategy", where businesses add value by sharing their resources and knowledge openly, creating a halo effect that strengthens their brand.Co-creation with operating partnersDominic explains how Frog Capital co-creates content and toolkits with their operating partners, ensuring that the resources are practical and address the most pressing challenges faced by their portfolio companies.Building a virtuous cycle in marketingThe

The effectiveness “revolution” is colliding with the AI-spawned efficiency uprising and it's leaping the early consensus AI use cases in marketing around automating personalised content and communications. So much so Mark Ritson choked on his Wellfleet oysters when Jon Lombardo and Peter Weinberg told him they were leaving top jobs at the LinkedIn-backed thinktank, the B2B Institute. Then they told him why. Ritson promptly joined their venture, along with what Weinberg calls “the advisory board to end all advisory boards”.  Thus the synthetically-enhanced AI marketing outfit Evidenza was born. The founders argue their new piece of “synthetic customer” tech, which starts with creating AI copies of target customers, can create an annual marketing strategy, category entry points, messaging and positioning at a fraction of the cost of traditional market research and in a fraction of the time it takes for a marketing team to do the same. They claim it completes major research projects in minutes – and have proven their digitally synthetic customers match real customer responses it took some of the world's biggest brands long cycles to gather. “It can imitate essentially anyone by gathering and synthesizing massive amounts of data,” per Weinberg, including almost impossible-to-reach professionals, like airline chiefs, or the bosses of mining companies. Which is exactly what Evidenza did in a head-to-head test with EY Americas CMO Toni Clayton-Hine's actual survey data – and “reached 95 per cent of the same conclusions,” per Weinberg. EY “has been a fantastic client ever since.” But as well as synthesizing customers, the system also synthesizes marketing strategy and science: Imagine on one side a synthetic combination of Mark Ritson, Professor Byron Sharp teamed with ad effectiveness maestros Peter Field and Les Binet. Then on the other side, hundreds of synthetic CEOs, CFOs, CTOs, CIOs, CMOs and each of those functions linked to the nuances of different industries and categories. Put them all into an AI blender, and you get what Lombardo and Weinberg think is an efficiency revolution in marketing fused with the effectiveness revolution from the marketing academics. The upshot for marketers? “A finance-friendly marketing plan that used to take months now takes maybe minutes, but more likely, a day,” per Weinberg. According to Lombardo that's good news even for traditional market researchers. “Everyone is going to get better. Average is over.” So what's left for the humans? The synthetic duo say the smart stuff - experience, strategic frameworks and brand and category nuance, for instance - that makes the machines do better. See omnystudio.com/listener for privacy information.

Omar Oakes and Maria Iu digest the big stories of the week and Les Binet talks to The Media Leader about why he's created an AI version of himself. Binet, group head of effectiveness at Adam & Eve/DDB and a renowned ad authority, talk to Oakes at Cannes Lions about his long history with AI, his Cannes diary and his battle against the industry's "shiny object" syndrome.Highlights:2:30: What will change in media and advertising under Labour?7:20: What analysts are saying about the economy under Labour10:00: Commissions from Netflix and Amazon are up – confidence returning to TV?12:30: Fox launches Tubi in the UK – is the market saturated?15:10: London's most attention-grabbing bus shelters – where and why?16:45: What to do about election leaflets posing as fake newspapers20:00: Les Binet interview---Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

In Ep#2 of our 2024 Effectiveness Series, we talk with Les Binet and Sarah Carter about what's next in effectiveness and about the landscape of pre-testing. Thanks to GALE (the business agency) for sponsoring this series. Learn more at GALE.agency.

Luego de ayudar a +120 empresas a vender por Facebook e Instagram Ads, he encontrado 7 errorres que se repiten una y otra vez. En este episodio, te compartiré cuáles son y cómo puedes arreglarlos para que obtengas la mayor cantidad de ventas posibles con tus campañas. 0:00 Intro 1:17 Objetivo de campañas equivocadas 6:07 Usar la estructura 1-1-1 9:54 Creer que los públicos son lo más importante 12:14 Editar campañas muy rápido 15:27 No revisar el destino de los anuncios 18:46 No nombrar correctamente las campañas 20:48 No saber el ROAS o Costo por resultado objetivo 24:40 Libro recomendado Libro recomendado: The Long and the Short of it - Les Binet https://amzn.to/3SvyTgr --------------------------------------------------

In this episode we're joined by Tom Roach, VP of Brand Strategy at Jellyfish – a digital marketing agency. If you read Tom's blog you'll see he has over 20 years' experience as a strategist in the world's best marketing and communications agencies – AMV BBDO, Leo Burnett, BBH, adam&eveDDB – working with amazing brands including McDonald's, The BBC, Mercedes-Benz, Deloitte, Tesco, Barclays and John Lewis. Tom has worked with the ‘Godfather of Effectiveness' Les Binet, as well as sitting on the IPA's effectiveness advisory board and being a columnist for Marketing Week. Tom is an expert in all thing's digital effectiveness. He walks us through some recent examples of campaigns he found interesting and how they were effective at growing the brand. Stay tuned till the end for wise words from a pro.

One of the most popular episodes of all time was my first with Sarah Carter and Les Binet, so I'm bringing them back to do a review of 2023. We talk about what makes Les cry and if AI is going to take over our jobs.Timestamps00:00:00 - Intro00:01:05 - Les' favourite ads of 202300:04:45 - Sarah's favourite Christmas ads00:07:15 - Wear out00:12:30 - Why familiarity breeds contentment00:17:42 - Have we rediscovered homour in 2023?00:19:47 - The role of purpose in advertising00:29:17 - Diversity and representation00:34:53 - Kevin the carrot and characters00:41:52 - Fluent devices and consistency00:49:01 - Why do John Lewis run christmas ads every year00:50:40 - How did the first ad to ever air score?00:52:51 - The highest performing advertising categories00:55:04 - Lowest performing advertising categories01:00:12 - Outperforming your category01:03:08 - US Superbowl vs UK Christmas01:04:02 - Les and Sarah's thoughts on AI01:14:03 - How reliable is ESOV01:15:52 - MMM Models01:19:32 - The best performing Adam and Eve ad01:21:42 - Predictions for 2024

Camilla Pang si sente un alieno atterrato per sbaglio sulla Terra. La sindrome di Asperger unita ad altri due disturbi, ADHD e DAG, le rendono la vita quasi impossibile. Tuttavia ha una straordinaria mente scientifica che le permette di ottenere un dottorato in biochimica e infine di farsi un'idea su come funzionano gli esseri umani. Le sue conclusioni sono di grande aiuto per farci un'idea di come possiamo capire le persone (e fare branding) attraverso i dati. Ospite della puntata: Catarina Sismeiro, Managing Director di Annalect, la divisione di Omnicom Media Group che si occupa dell'analisi avanzata dei dati, e professoressa associata alla Business School dell'Imperial College di Londra. Prossima puntata (a gennaio 2024): Il brand, nella mente delle persone, con Mariano Diotto, brand strategist, docente universitario, direttore della collana Neuromarketing di Hoepli e autore di numerosi libri tra cui il manuale Neurobranding. Bibliografia - La storia di apertura è tratta dal libro C. Pang, Explaining Humans. What Science Can Teach Us about Life, Love and Relationships, Penguin 2020. - Il libro di riferimento su euristiche e bias e sul concetto di «sistema uno» e «sistema due» è D. Kahneman, Pensieri lenti e veloci, Mondadori 2012. - Lo studio di Les Binet e Peter Field si intitola The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies, Institute of Practitioners in Advertising 2013.

Godfathers of effectiveness Les Binet and Peter Field talk to Alison Hoad, CSO at Publicis Poke at EffWorks Global 2023 about the seminal publication 'The Long and the Short of it' ten years on.

This week, we went meep meep past Contagious HQ to catch an ACME wielding Alex Jenkins.  As Managing Partner at Contagious, Alex's industry knowledge encompasses a treasure trove of past campaigns, current narratives, and future predictions. Part editorial, part consultancy, part research, Contagious believes in the best version of our industry, one where creativity wins.  After trying to crush us with a Greco-Roman catapult, Alex talks to us on his wonderfully wiggly career path, having his marketing budget poached by Girls Aloud, feeling like Wile E. Coyote after education, Contagious as a triaging function, walking around a problem, the current state of creativity, anti-creative forces, Most Contagious 2023, David Lynch, and French supermarkets.  That's not all folks, he also explains what we've always known deep down...that Les Binet and Peter Field are one of your 5-a-day.   Follow Alex on LinkedIn and Twitter  Here's Contagious  Get your tickets to Most Contagious (use promo code "GASPMOCO" for 30% off the full price of a ticket)  Go gorge on our episodes with Bob Hoffman and Richard Huntington Here's the ad by Ruavieja  And a clip of Angelo Badalamenti explaining how he wrote the Twin Peaks soundtrack  Timestamps (01:44) - Quick fire questions (03:04) - His first jobs, music, creativity, and feeling like Wile E. Coyote after  (09:25) - Having his marketing budget stolen by Girls Aloud  (10:45) - His role at Contagious, triaging, and how they stay objective  (16:49) - The state of creativity in advertising, anti creative forces, and why Les Binet might be one of your five a day  (30:40) - Most Contagious 2023  (38:40) - Listener questions  (46:46) - 4 pertinent posers  Alex's book recommendations are:  R.U.R. by Karel Capek  The Human Use Of Human Beings by Norbert Wiener  Essays by George Orwell  Invisible Ink by Brian McDonald  Lynch on Lynch by David Lynch  Good Strategy Bad Strategy by Richard Rumelt 

The second of three daily episodes of the WARC Podcast from EffWorks 2023. Anna Hamill, WARC's senior editor for brands, is joined by marketing effectiveness legends Les Binet and Peter Field to discuss the state of the industry 10 years on from their groundbreaking research study, ‘The Long and the Short of it'. Fiona Blades, President and Chief Experience Officer at MESH Experience explains the importance of owned media channels in the marketing mix. Finally, Pawan Marella, Strategy Director at Unilever and Nilam Atodaria, Global Product Director at The GOAT Agency, talk about all things retail media, social commerce and influencers. Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.

Cummins&Partners CEO Michael McConville returned home to Australia last year after five years at the helm of adam&eveDDB, home of effectiveness guru Les Binet – and where he was steeped in econometric modelling with the likes of John Lewis and Volkswagen. One marketer within the Volkswagen Audi Group, Benjamin Braun, nailed econometrics to the point that he could “forecast within 32 units [i.e. cars] what their campaign spend was going to get them in terms of sales”, per McConville. He's aiming to go one better, probably with clients like Jeep and McCain although he won't say just yet, after inking an exclusive creative agency deal with Mutinex for econometric modelling in real time. “We'll be looking to beat Audi,” says McConville. “This is a step ahead of what I'd been using in the past by a long way … This is the beginning of an industry repositioning. This is a form of applied marketing science … and agencies won't have excuses anymore to not put this sort of thing forward to clients.” Plus, he's using it to change Cummins&Partners fee structures: less upfront, more of the client business upside later. “Creativity won't be talked about as a big bet anymore,” reckons McConville. “It's a sure thing.” And that, he says, will make marketing a growth centre once again.See omnystudio.com/listener for privacy information.

When I was growing up, I could never change the opinion of my mother by saying, “But everyone else is doing it.”My mom had the courage and confidence to believe that Everyone Else's mother was wrong.That's a high level of courage and confidence. I'm hoping that you have it, too.When I speak to advertising professionals on the subject of advertising, I often find myself having to explain how certain widely-held beliefs are wrong. I will patiently produce the evidence, the case studies, and scientific documentation. In most instances, the audience will concede that I am right. Then someone will say, “But everyone else is doing it,” as though it is impossible for “everyone else” to be wrong.Here's an example: most people believe in tightly targeting the right customer. They are convinced that the secret of successful advertising is to “reach the right people.”I believe targeting is essential if you are in a business that sells to other businesses.If you sell computer chips, you need to reach computer manufacturers, so send a letter, an email, a salesman to knock on their door. If you sell cardboard boxes by the traincar load, you need to reach companies that sell things packaged in cardboard boxes. Send a letter, an email, a salesman to knock on their door. The world of B2B lives and dies with their ability to “reach the right people.”But when you are selling a product or service to the public, “targeting the right customer” works only about 10% better than reaching the untargeted masses.If the cost of targeting is less than 10% higher than the cost of not targeting, go ahead and target. But I am confident you will find that targeting usually costs considerably more than that.“But everyone else is doing it.”Please excuse me while I bang my head against the wall.Nielsen is the highly scientific organization that measures television and radio audiences.D2D is cloud based, and leverages open source technology designed to collect, manage, and analyze complex data.Les Binet is a highly respected data scientist.In the summer of 2020, Les Binet published a huge, longterm study on the effectiveness of marketing. Here is one of the many things he learned:“In many ways, online marketing and online media has done itself a disservice by focusing on targeting more than reach. A couple of very interesting studies are out there. One was a study by Nielsen, about the relative contributions of reach versus targeting in effectiveness, and they concluded, with a survey of about 500 econometric models, that targeting only adds about 10% to the effectiveness of the campaign on average. A very similar result came from some work by D2D, where they looked at over 200 econometric models, from a wide range of categories, and they concluded that targeting of a campaign adds only about 10% to effectiveness. So the same numbers, two very different methods.”Have you been following the news about Phenylephrine, the decongestant that was proven to be ineffective in 2007 and in multiple studies since then, but is still on the shelf 16 years later?According to a recent news story by Sarah Zhang,“Americans collectively shell out $1.763 billion a year for cold and allergy meds with phenylephrine, according to the FDA, which also calls the number a likely underestimate. That's a lot of money for a decongestant that does not work.”Generally speaking, I'm in favor of government staying out of the way of business, but this seems to be a case where the Federal Trade Commission might ought to step in

This week, we caught something Contagious. Luckily for us, it's their Co-Founder Paul Kemp-Robertson. A chap with serious smarts for global marketing communications, Paul is the brain behind Contagious. Part editorial, part consultancy, part research, they get their kicks helping brands and agencies be more creative, get smarter, and deliver better work.  Paul spreads his smarts across a tonnes of topics, including; being the intern who became editor at Shots, thinking Saatchi & Saatchi was an investment bank, creativity as giving the world something it didn't know it was missing, Nordic socks on Instagram, zero based creativity, the manic unlock, question storming, drunken nights at the Gutter Bar, AI and the meh-taverse, agencies as outside agitators, ageism, and a whole lot more.  ///// Follow Paul on LinkedIn  Sign up for the Contagious newsletter  Check out Contagious IQ Here's his book The Contagious Commandments  Bag a seat at Most Contagious London 2023 on 7 December And here's  Paul's TED Talk  Timestamps (02:00) - Quick fire questions (04:25) - Going from intern to editor at Shots   (12:54) - Creativity is giving the world something it didn't know it was missing  (20:00) - Zero-based creativity  (21:44) - What we learned about AI from Cannes Lions    (33:45) - The real value of agencies  (38:28) - Asking heretical questions  (46:38) - Listener questions  (50:57) - 4 pertinent posers  Paul's book recommendations are:  Atomic Habits by James Clear  Good Strategy Bad Strategy by Richard Rumelt  The Choice Factory by Richard Shotton How Not to Plan by Les Binet and Sarah Carter How Brands Grow by Byron Sharp  Anatomy of Humbug by Paul Feldwick Shy by Max Porter  /////

Welcome to The Nonlinear Library, where we use Text-to-Speech software to convert the best writing from the Rationalist and EA communities into audio. This is: The cost of (not) taking marketing seriously, published by James Odene [User-Friendly] on August 11, 2023 on The Effective Altruism Forum. TLDR: EA organisations are forfeiting impact if they don't take marketing seriously. User-friendly are offering a free and friendly 'sense-check' consultancy call to all EA-aligned organisations. Email Letstalk@userfriendly.org.uk to enquire. Introduction By not properly addressing the role of marketing in the effective altruism movement, there is substantial impact being forfeited; potentially ~20% impact loss, though in some cases, likely even more. Our efforts, no matter how rational or impact-seeking, can only create the desired change if they are effectively communicated and disseminated to our intended audience. Marketing provides us with the tools to bridge the gap between intention and action, between knowledge and support, and between ideas and real-world impact. If we continue to communicate without adequate marketing consideration, we are consistently short-changing our impact. The effective altruist approach is highly analytical. Due to this, we often assume that our intended audience won't be impacted by marketing, however, everyone is (yes, even you are) impacted by aesthetic, by language choice, by an interface and experience quality. You may not think of your organisation as a 'brand' with a 'customer-base' trying to 'sell', but you are still beholden to all the same rules that consumer facing brands are as these are derived from human-nature and our shared (biassed) psychology. Below I will highlight some key research and how EA organisations can take advantage of the findings. 5 key pieces of research on why marketing matters; "The Long and Short of It" by Les Binet and Peter Field: This influential research study analysed over 1,400 advertising campaigns and demonstrated the importance of long-term brand building and balancing it with short-term activation. The findings indicate that organisations that invest in long-term brand building experience significant increases in brand-related key performance indicators, market share growth, and profitability. How can EA organisations benefit from this: Firstly, it's important to note that most organisations don't have a marketing budget - so this is step one. What this should be will vary for each organisation, but I would expect a rough gauge of 10-30% of your annual budget to be on marketing. For companies that allocate 60% or more of their marketing budget to long-term brand building activities achieve a 140% increase in brand-related metrics. Additionally, organisations that strike the right balance between long-term and short-term campaigns experience 2.5x higher market share growth and 3x higher profitability growth compared to those with an unbalanced approach. For EA organisations, this could translate into higher donation volumes, fellowship applications or related organisational objectives. Even less directly public-facing organisations will rely on long-term brand building as without being known or being salient, the organisation objectives will suffer no matter how effective your core work is. "How Brands Grow" by Byron Sharp and the Ehrenberg Bass Institute: Sharp's research challenges traditional marketing assumptions and provides evidence-based insights into brand growth and audience behaviour. The study emphasises the significance of reaching a broad audience and creating strong mental availability through consistent and distinctive branding. The research findings indicate that organisations focusing on broadening their audience base can achieve a 60% to 80% increase in brand penetration and a 25% to 50% increase in market share. Moreover, improving mental availability through consistent and distinctive branding contributes to a 10% to 25% increase in m...

A little bit of fertilizer is ok. Doing some sales promotions is ok.Too much fertilizer and you'll fry your lawn.Too many promotions, and you'll fry your brand.Les Binet's comments on price promotionshttps://www.marketingweek.com/les-binet-price-promotions-recession/Consumer behavior information from Michelle Klotzhttps://insidebe.com/articles/the-dangers-of-discounting/

Peter Field discusses 10 years of the Long and Short Of It. Peter is known as one of the two Godfathers of Effectiveness - along with Les Binet. And that comes down to the work they have done over the past ten years+ to push for more effective marketing through evidence from the IPA database. Peter and Les authored the influential Long and Short of It Balancing Short and Long-Term Marketing Strategies. And Peter joins me today to mark the 10th anniversary of that publication. We talk aboutwhat led to the writing of the book,the context of when it was written,some misconceptions and frustrationssome things that are holding firm 10 years on.This is a wonderful episode with someone who has truly re-shaped marketing for the better. Find all previous episodes on www.thatswhaticallmarketing.com, or follow us on instagram @thatswhaticallmarketing and on twitter @thats_marketing. And now you can watch our episodes back on You Tube, search for thatswhaticallmarketing Hosted on Acast. See acast.com/privacy for more information.

Following on from the IPA EffWorks and WARC session on the Terrace Stage in Cannes, I speak to effectiveness legends, Les Binet, Grace Kite and Tom roach to outline the big shifts in advertising effectiveness in the digital era, suggesting that we're leaving the trough of disillusionment and moving onto the plateau of productivity.Register for the IPA webinar: https://ipa.co.uk/events-listing/the-3rd-age-of-effectiveness Digital once promised so much in terms of effectiveness, efficiency, tracking, and accountability. But the reality didn't live up to the hype. And now we're entering a new era - one where the best understanding about things have always worked are being blended with new ways of doing things, and the evidence suggests things are beginning to work better as a result.  They challenge the narrative that creativity is declining and digital is the culprit. On the contrary, analysis of the ARC database shows effectiveness is improving in some places, (less so in others). It will also shine a light on brand-building in the platform world, specifically, creativity within the platforms. Tom talks about how clients, agencies and creators are getting to grips with the new environment, showcasing examples of effective creativity from around the world.

Anna Hamill hosts the second of WARC's daily podcasts from Cannes Lions 2023. We hear about a major new presentation from Les Binet, Dr Grace Kite and Tom Roach. Jocelyn Tse, Chief Strategy Officer for UM Worldwide in China, offers insights from the Creative Data Lions judging room. And WARC's Sam Pena-Taylor reports on ChatGPT making a splash at the Festival.

Today's guest is Benjamin Fishlock. Benjamin is the Head of Client Strategy at Global Street Art, a platform and organization that brings together artists, brands, and enthusiasts to promote and support the street art culture around the world. Check out the May the 4th Global Street Art video hereThroughout the episode, Ben and I discuss the different jobs that out-of-home advertising can do for a brand, and how the environment plays a crucial role in shaping consumer behavior and ultimately…outcomes. He stresses the importance of simplicity and creativity in outdoor advertising, and how creating celebrity status can be a force multiplier in the ongoing battle for share of voice and market.Leonardo da Vinci said that ‘simplicity' is the ultimate sophistication, so the big idea I'd like you to consider during this episode is:How you can simplify something that unlocks incredible value today? Key MomentsWhy Outdoor Works [00:02:08] Benjamin Fishlock explains why outdoor advertising works and the unique social proof and the cultural imprinting piece that makes it hugely effective.Share of Voice, Share of Market, and Fame [00:08:14] Benjamin discusses the relationship between share-of-voice, share-of-market, and fame in outdoor advertising, and how adding fame to share of voice materializes as a brand's market share.Excess Share of Voice and Creativity [00:16:56] Fishlock talks about the concept of excess share of voice (ESOV) and how creativity can amplify its impact, leading to greater market share gain for brands. He also mentions the importance of dwell time and costly signaling in outdoor advertising.Top of Funnel vs Bottom of Funnel Out of Home [00:20:28] Benjamin and Tim discuss the different roles of out-of-home advertising, from top of funnel to bottom-of-funnel, and how brands should plan their campaigns accordingly.Creating a Stop and Share Moment [00:24:05] The conversation shifts to the importance of creativity in out-of-home advertising and how it can lead to a higher return on investment. They discuss the concept of creating a "stop and share" moment, where people not only stop to look at the ad but also engage with it.Hand-Painted Advertising and Environment [00:30:50] Benjamin talks about how the environment influences consumer behavior and how hand-painted advertising creates a unique environment that drives a different level of behavior.Social Proof and Congratulatory Culture [00:38:20] Benjamin and Tim discuss how out-of-home advertising is a public promise from a brand and how it creates a cultural imprinting that goes beyond just brand awareness. They also talk about the unique congratulatory culture surrounding out-of-home advertising.Visual salience in outdoor advertising [00:42:02] Benjamin Fishlock talks about the importance of visual salience in outdoor advertising and how the brain can only contend with five visual elements in the first four or five seconds.Want to stay on the cutting edge? Subscribe to the Insider Daily Brief and read what I'm reading - https://www.oohinsiderdaily.com/subscribe

How do you balance broad reach and highly targeted marketing efforts? Angela and Elena are joined by Chief Creative Officer Rob DeMars to talk about the challenges and opportunities marketers face in finding the right balance for their businesses. Learn how the HurryCane became the best-selling cane in the US only after reaching broad audiences, the history of performance marketing, and the team's thoughts on Les Binet and Peter Field's 60/40 rule for balancing brand and sales activation. Hint: there's not a one-size-fits-all answer. But many marketers lean too far in one direction. Topics covered: [00:45] Developing the HurryCane, the number one cane in the US[05:21] Brand marketing vs performance marketing[09:28] The challenges of highly targeted marketing[13:20] Reviewing the 60/40 rule[22:10] How to choose marketing channels for your business To learn more, visit marketingarchitects.com/podcast. Resources: 2021 MarketingWeek Article 2021 MarketingWeek Article 2021 LinkedIn Article Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

In the latest episode of Marketing Week's podcast series, effectiveness experts Les Binet and Peter Field reflect on the impact of their book The Long and Short of It as it celebrates its 10th anniversary, its legacy and what's next.

Les Binet and Sarah Carter are planning royalty. Starting out at the iconic BMP, the agency which evolved over time to become adam&eve today, they are the planners behind many famous campaigns. Not least John Lewis which lasted an impressive 14 years. A few years ago their popular myth busting column turned into the well known book ‘How Not to Plan' taking conventional wisdom and turning it on its head. I catch up with the dynamic duo to pick their considerable brains on the topics they think marketers least understand.Talking points from this episode: The real godfather of effectiveness How John Lewis changed Christmas Les & Sarah pick a favourite ad Why vignette ads are a cop out What the John Lewis econometrics reveals about the campaign Why you should make people feel something not show them feeling Jon discovers the Long & the Short of it The best way to really upset Les That famous key visual Can you ever achieve both long & short at the same time Why consumers don't give a s**t How myth busting inspired the book Being turned down by Marketing Week Why there are more P's than Promotion How to involve planners early The BMP Philosophy of planning How not to get caught Short Why 60% of campaign results are long term How not to be consistent Knowing what to change and when to change it What advertisers can learn from designers A little plug for Orlando's fluent device work It's only advertising and no-one died The case for animals and music How not to make sense How not to change your pricing Why EPOS data switched spend from communication to price promotion Digital attribution is the new price promotion The more detailed the measurement the worse the marketing has got Jon shares his only Effie case study How not to be different Why how you say something matters more than what you say Les takes down the idea of loyalty The one topic which wasn't covered in the book Finding things to get angry about

In this episode of Enterprise Sales Development podcast, we speak with Brenden Dell, President of Brenden Dell Inc. and best-selling author of “The 12 Immutable Laws of High-Impact Messaging.” Branden discusses some of the effective principles that he's found to provide people a rubric on messaging that will break through the noise and help achieve outcomes. He breaks down the three core questions to help determine positioning and messaging and how to think through a differentiator. He also talks about how brands should think about creating a famous brand.  WHAT YOU'LL LEARN Where messaging consulting starts Three core questions to determine positioning and messaging How to approach pre-product market fit vs post-product market fit How Brenden coaches clients on thinking through a differentiator The three demand types How brands should think about creating a famous brand The 12 laws of high-impact messaging as discussed in Brenden's book QUOTES “We are undoubtedly in the noisiest period of human history right now between phones and Slack and email and everything else.” -Brenden Dell [02:37] “One of the things I say to clients all the time is that ‘It's better that half the market love you and half the market hate you than no one have any opinion at all.' And for most of us, that's the biggest problem is people have no idea who we are at all, so they subsequently don't care and don't investigate and so forth.” -Brenden Dell [03:56] “Being deliberate about what you want people to know just makes sales easier.” -Brenden Dell [20:47] “Sales is transferring trust. Messaging is transferring trust.” -Brenden Dell [26:59] “At the end of the day, everything basically is sales and communication. And that's whether you're trying to win an election or you're trying to sell a product or you're trying to convince your spouse on where to go to dinner, how you say things really affects the success of what you're doing.” -Brenden Dell [31:08] TIMESTAMPS [00:01] Intro [00:33] This week's guest: Brenden Dell [01:26] Core starting places for positioning and messaging [06:19] Pre-product market fit vs post-product market fit [07:29] Thinking through a differentiator [10:41] Asking customers for feedback [13:19] New concepts and paradigm [20:07] The elements of fame [29:00] Anchoring bias [30:33] About Brenden's book [41:55] How to contact Brenden RESOURCES Gong 5 Principles Of Growth In B2B Marketing by Les Binet and Peter Field SiriusDecisions, acquired by Forrester Getting Back to the Basics (Three types of demands) The $1B Pitch Drift Lavender Enterprise Sales Development with Will Allred Enterprise Sales Development with Josh Braun Predictably Irrational, Revised and Expanded Edition: The Hidden Forces That Shape Our Decisions by Dan Ariely Seth Godin CONNECT Brenden Dell's website Brenden Dell on LinkedIn Brenden Dell on Twitter Brenden Dell on Instagram Billion Dollar Tech podcast CIENCE website CIENCE on LinkedIn CIENCE on Facebook CIENCE on Twitter CIENCE on Instagram

This week all it took was a tasty tipple of classic TV ads to trap tenor turned top strategist, and alliteration aficionado, Tom Roach.  Currently VP of Brand Planning at Jellyfish, Tom has worked at some brilliant acronyms agencies like AMV BBDO, Leo Burnett, BBH, and adam&eveDDB, creating pitch-perfect campaigns for McDonald's, Sainsbury's, and the BBC to name a few.  He gets vocal on a ton of topics, including his early days as a choral scholar, his first agency job, what account people and snow ploughs have in common, The Guardian Points of View ad, why funnels getting flack is unfair, whether advertising will ever die, freedom within a framework, why media, strategy and creative shouldn't be siloed, a dedication to Les Binet, and more.  ///// Follow Tom on Twitter and LinkedIn  Here's his blog Make sure to read:  Most marketing is bad because it ignores the most basic data Why advertising will never die The sales funnel is wrong but it's here to stay, so let's fix it. And his Marketing Week column  Check out Jeremy Bullmore on Plonk and Placebos   If you enjoyed this episode, please do share and review the pod and help more marketers feel better about marketing. Tom also asks that you check out the brilliant work of Dr. Grace Kite (who'll be on Call to Action very soon) and CTA alumni Professor Karen Nelson-Field.  Here's your starting point:  The wrong and the real of marketing effectiveness by Dr. Grace and Tom And here's a thread from Tom on Professor Karen's research  Timestamps (01:59) - Quick fire questions  (04:23) - His beginnings as a choral singer (07:19) - First proper job in an agency (09:41) - Why account people are often unsung heroes  (17:51) - What makes Jellyfish different from other agencies? (20:41) - His adapted sales funnel and adopting freedom within a framework (23:29) - Why media, strategy and creative shouldn't be siloed  (32:40) - Advertising will never die  (36:49) - Incredible value of brands  (38:20) - Listener Questions from Jonny McGrath-Smith, Nick Ellis and Will Humphrey (48:55) - 4 Pertinent Posers Tom's book recommendation is: The Anatomy of Humbug by Paul Feldwick /////

Ez a könyv a célok meghatározásától és a 4P-től kezdve a kutatáson, a briefingen, a kreatív fejlesztésen, és a médiatervezésen át a hatékonyság és a hatásosság méréséig minden területen hasznos információt nyújt. Les Binet és Sarah Carter - elismert kommunikációs stratégák - átfogó, mégis könnyen követhető gyakorlati útmutatót adnak a hatékony marketingstratégia tervezéséhez. Szabó Bélával, a Magyar Telekom márka- és kereskedelmi kommunikációs igazgatójával beszélgetünk a szerzők néhány különösen fontos üzenetéről, megállapításáról, és az is kiderül, miért kezdeményezte és támogatta a Telekom épp ennek a szakmai könyvnek a magyarországi kiadását.

Key Points: How Alexander and his co-founder got their start with Spryker (01:20) How Spryker adjusted to marketing to multiple decision makers after they passed the $1M ARR mark (05:06) My advice on managing your marketing while addressing a large stakeholder base, with a quote from Ismail Madni (08:21) Alexander discusses Spryker's different competitive strategies for addressing incumbent companies vs. up-and-comers (09:48) How Spryker is competing on brand to become the "Tesla of the commerce industry (11:15) I weigh in on the importance of branding, with a quote from Lattice's Alex Kracov (12:48) Alexander explains why experience and years in the industry are such a powerful moat for Spryker (14:34) Alexander discusses how difficult it is to pin down which sales efforts are working most effectively (16:04) I explain why it is nearly impossible to identify the causal factors of success, with a quote from Les Binet (18:08) Alexander explains why Spryker benefitted from getting their start in Germany (22:13) My advice on how to hire the best team members (24:14) Wrap up (28:05) Mentioned:Alexander Graf LinkedInSpryker LinkedInSpryker WebsiteIsmail Madni TwitterHow Alex Kracov made Lattice a go-to name for HR professionals"The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies" byLes Binet and Peter FieldBig 5 personality testMy Links:TwitterLinkedInWebsiteWynterSpeeroCXL

In his new book, Look out, Orlando builds on the work of Jenni Romaniuk, Les Binet, Peter Field, Byron Sharp and others with his research on how we can better ensure we are producing work that works.

Research from Les Binet and Peter Field:https://ipa.co.uk/knowledge/ipa-blog/the-greatest-hits-of-binet-field/Their book, The Long and the Short of it:https://ipa.co.uk/knowledge/publications-reports/the-long-and-the-short-of-it-balancing-short-and-long-term-marketing-strategies/Mark Ritson article on price promotions:https://www.marketingweek.com/ritson-era-price-promotions-over/

Key Points: David talks about category creation and conversational marketing (01:05) I give my thoughts on category creation and category design, with a quote from Chris Lochhead (03:50) David talks about the downsides of category creation, and Drift's success was a bet (4:50) I give my thoughts on the pitfalls of category creation, with a clip from Gainsight CEO Nick Mehta (07:40) David discusses the cost of category creation, and how Drift had to look for low-cost, high-reward ways to build mental availability (09:45) I give my thoughts on the surround sound effect, with a quote from Alex Birkett (15:10) I give my tops tips on generating mental availability, with a clip from Les Binet on the 60/40 rule(17:10) David gives his thoughts on commoditization and competition emerging in the category (20:25) David talks about the cycle of technology in SaaS (21:55) David discusses the death of product-based differentiation (23:30) I give my thoughts on product-led growth as a transient competitive advantage (24:15) David discusses Drift's failure to create a 'revenue acceleration' category (24:55) I give my thoughts on Drift's learnings and strategic narrative, with a clip from Andy Raskin (26:30) David gives his thoughts where the market is going next (27:50) David talks about how SaaS has to pivot to become customer-centric, not business-centric (29:20) David discusses their next milestones and the value of teams and the human component (30:10) Wrap Up (31:00) Mentioned:HubspotGainsightSlackGoogle AdsFacebook AdsSaaStrChris LochheadMy Links:TwitterLinkedInWebsiteWynterSpeeroCXL

The 42courses team share their stand out books of the past year. 2021 year in review part 2 released tomorrow, where we discuss our top learnings of the year and Chris talks about the plans for 2022. Jake's Best Books of 2021 Richer, Wiser, Happier: How the World's Greatest Investors Win in Markets and Life by William Green Work the System: The Simple Mechanics of Making More and Working Less by Sam Carpenter Optionality: How to Survive and Thrive in a Volatile World by Richard Meadows ------------------------------------- Irene's Best Books 10 minutes 38 seconds in this strange world by Elif Shafak Blink by Malcolm Gladwell ------------------------------------- Aliza's best books The Spy and The Traitor by Ben Macintyre The Tyranny of Merit: What's become of the common good? by Michael Sandel ------------------------------------- Bren's best books Absolute Pandemonium by Brian Blessed (audiobook) 26.2 Miles to Happiness by Paul Tomkinson (audiobook) How not to plan by Les Binet and Sarah Carter Winning Minds: Secrets from the language of leadership by Simon Lancaster How words kill: You are not human by Simon Lancaster Invisible to Invaluable by Jane Evans and Carol Russell ------------------------------------- Chris' best books No Rules Rules: Netflix and the Culture of Revolution by Reed Hastings and Erin Meyer Brave new work: Are you ready to reinvent your organisation by Aaron Dignan Humankind: A hopeful history by Rutger Bregman Nudge: Improving decisions about health, wealth and happiness by Richard Thaler and Cass Sunstein (New Edition) Bomber Mafia by Malcolm Gladwell (Audiobook)

NRMA Insurance was “tanking” before IAG CMO Brent Smart returned from New York and appointed Accenture's The Monkeys, without a pitch, in an early Australian textbook execution of Les Binet and Peter Field's work around the business impact of investing long-term in brand. Smart went further but was unwavering from the get-go – as were The Monkeys - about returning to “HELP" in late 2017, according to a redacted entry submission to the Effies seen by Mi3. A series of brand-led campaigns, spearheaded by The Monkeys, took out the Advertising Council's Grand Effie Award last month for returning the ailing insurance company to category-leading growth. But just how bad were things at NRMA Insurance, and how and why did they return to a 20-year-old idea? Smart and The Monkeys' CEO Mark Green and Chief Strategy Officer Fabio Buresti get brutally honest.   See omnystudio.com/listener for privacy information.

This week, Karen is joined by Sheila Byfield, who has led a successful career specialising in research and data analysis within media and advertising. In this episode, Sheila shares what she has learnt over the years as well as her frustration over the direction that the advertising sector has taken - frustration which ultimately led her to write a book called ‘In with the old. In with the new'. She talks about how promises to change the interruption model were not kept, how time pressure impacts ads' effectiveness, and how digital advertising could benefit from learnings from the past. Most importantly, she highlights the significance of human intervention and common sense in technological and data developments as well as their applications.  Enjoy!  *****************************   Show notes:   *****************************  Sheila's book: https://www.amazon.co.uk/old-new-Sheila-Byfield/dp/0244501955/ref=sr_1_1?dchild=1&keywords=sheila+byfield&qid=1634586146&sr=8-1  Reading recommendations: The Attention Economy by Karen Nelson-Field  The long and the short of it: Balancing long and short-term marketing strategies by Les Binet and Peter Field.  Hello world by Hanah Fry  Invisible women by Caroline Criado-Perez  Podcasts recommendations The digital human: https://www.bbc.co.uk/programmes/b01n7094/episodes/player  Marketing Week's podcast: https://www.marketingweek.com/marketing-podcasts/ 

Peter Field has spent 15 years as a strategic planner in advertising and has been a marketing consultant for the last 20 years. His pioneering work on the link between creativity and effectiveness – such as Media in Focus with Les Binet - has earned Peter a global reputation as one of the Godfathers of Effectiveness. What we covered in this episode: How he become ‘Godfather of effectiveness' Getting fired from two agencies  The evidence based approach to marketing Creating the IPA database  Origin of The Long and Short of It  The curse of short term thinking  Why brands take time to build  The power of emotion to create connections  The window in which you measure effectiveness is vital  Long term is broad reach emotional creative  Why the 60/40 ratio works  Why brand building matters even more for DTC The conflation of physical and mental availability on line  The myth of digital replacing brand  Convincing the CFO of the role of brand building  Why investors really get it  Why the ESOV model matters and what it tells us  The impact of brand size on ESOV The challenge facing new entrants and why challenger brand thinking matters  How economies of scale benefit market leaders  The amplification power of creativity  The tidal wave of disposable creativity  How award judges are celebrating short term activation  Even effectiveness awards lack long term results  The dangers of going dark in a recession  Why we should be more P&G than Coke Why it's time to celebrate consistency  The power of strong fluent devices What happens when brands stop advertising The one thing we should be talking about which we aren't  The breakdown in the correlation between media spend and share of voice  Why we should be measuring share of attention rather than share of voice   It's time to start paying for attention Peter FieldThe Long and the Short of It

A branded keyword is one in which the name of your company appears. When a customer types the name of your company into a search string, they are looking for you, they believe in you. A friend might have recommended you, but usually it was your advertising that won them over. Either way, you have done well. Unbranded keywords include phrases like “air conditioning repair” and “diamond engagement rings.” When a shopper types an unbranded keyword into a search engine, it is a clear signal that they have no preferred provider in your category. No one has won them over. The best online marketers track their branded and unbranded keywords separately because they know that when you follow unbranded keywords all the way from the search string to the gross profit made on those sales, you will often find you spent more money on unbranded keywords than you made on the sales they brought in. That's when you should drop them like a hot rock. Look at the case study at the top of this page. I have removed the name of the company, the category, and the cities, but the data is real, it is recent, and it is accurate. We spent $37,398 in unbranded keywords in City 1 so that we might have the privilege of losing $8,299. We spent $30,008 in unbranded keywords in City 2 so that we might have the privilege of losing $17,238. We spent $6,273 in unbranded keywords in City 3 so that we might have the privilege of losing $6,409. After losing $31,946 we grew tired of feeling privileged. Meanwhile, in City 1 our investment of just $7,452 in branded keywords made us a gross profit of $49,480 after deducting the cost of our branded keywords. In City 2 our investment of just $14,648 in branded keywords made us a gross profit of $62,976. In City 3 our investment of just $2,998 in branded keywords made us a gross profit of $9,042. But all the young digital weasels tell me I'm not looking at it correctly. They scold me for tracking branded and unbranded keywords separately, and smugly point out, “When you combine them into one big package, the return on investment is perfectly acceptable.” Some of my closest friends are world-famous online marketing experts who know how to create campaigns that allow you to monetize all the customer enthusiasm that has been generated through your radio and TV and outdoor advertising. None of my friends is young enough or smug enough to be a digital weasel. Digital weasels always fail to deliver what they proudly promised. Back when I was a 14-year-old boy on the wrong side of a little Oklahoma town, I would have pulled these weasels aside, put my arm around their shoulders and whispered in their ears, “Be careful not to let your alligator mouth overload your mockingbird butt.” But I have mellowed and matured. Or at least I pretend I have. Les Binet and Peter Field did what data scientists do; they monitored the advertising of more than 1,000 businesses for more than 15 years, then published the data.Binet and Field are not digital weasels. I smile every time I listen to them. A Les Binet says, “If you build your business, or try to build your business, using short-term efficiency measures – cost per response, click-through rates, that kind of thing – you're on a hiding to nothing. You're going to run your business into the ground, we believe, because those are not the things that grow the business, long-term.” Les Binet goes on to say, “You need to talk to people, not just who are in the market right now, but people who might come to market over the next two to three years. You need to engage them with things that are more humanly relevant, more general, more universal, and crucially, you need to engage them at the emotional level… So if you want really disproportionately large marketing effects, if you want big sales and big profits, aim for fame.” Is it fame you want? I can give it to you with 3 simple bits of advice:Make your radio and TV ads unpredictable and entertaining....

What we covered in this episode: What is Econometrics and why you do it? The critical role of people in any econometric project Cristiano, Coke and the complete misattribution of data Importance of senior buy-in to an Econometrics project Making econometrics like art on a Friday not maths on a Monday Marketing as an investment not a cost How the data captures the behaviour of people What Grace learnt when rebranding her business Why Grace has been turning business down How Jon created the Uncensored CMO brand in 45mins Why every tech company has a blue logo Traditional vs Modern marketing and who is right Is creative effectiveness really in decline? How life stage influences media choice more than anything The Wrong and the Right of it and what the data really says Why ‘it depends' is usually the right answer The importance of evidence over opinion on social media Does paid search actually lead to sales? The role of search as a window into consumer demand Does Share of Search actually predict demand for your brand The one thing Marketers are not talking about but should be About Dr Grace KiteWith more than 20 years' experience, Dr Grace Kite is a business economist who's worked on more than 120 econometrics projects across all the main advertising buying categories. In each of these categories, she has developed deep knowledge on market trends and the true nature of competition.Grace is a columnist at marketing week and WARC and a regular speaker on marketing effectiveness. With over 4,000 social media followers, she now appears alongside the likes of Mark Ritson and Les Binet. She believes that knowledge that arises from effectiveness analysis doesn't get fed back to the people that plan campaigns often enough. Her writing and talks set out to ‘lift the lid' in a way that normal people can understand.After earning a PhD in Economics, Grace took on increasingly senior roles at Mindshare, Millward Brown, Holmes & Cook, Mediacom, PHD and OMD. In 2010 she founded the business now known as magic numbers.Her work has led to twelve IPA Effectiveness award winners plus a Cannes Grand Prix. She was a technical judge for the 2020 IPA awards, and will judge for WARC in 2021.

What makes B2B marketing effective? Find out why acquisition is more important than loyalty, why B2B creative should be more emotional, why financial metrics are critical and why brand awareness is a terrible measure of performance.  Please join our host Marc Binkley for this incredible interview with Peter Weinberg, one of the worlds most important voices in B2B marketing.BioPeter Weinberg is the Head of Development and co-founder of The B2B Institute at LinkedIn which is a think tank that partners with leading experts to research the future of B2B marketing.  Along with partners like global thought leaders Jenni Romaniuk, Les Binet, Peter Field, Mark Ritson and Rory Sutherland, they study the laws of growth in B2B and work with LinkedIn's largest clients to put these principles into practice.Timestamps 1:26 – Introduction to Peter Weinberg2:33 – What is the LinkedIn B2B Institute4:38 - A background on the world's leading marketing effectiveness databases8:07 – What makes the IPA and Ehrenberg-Bass data so meaningful9:30 – The differences, and similarities between B2B and B2C marketing16:18 – Acquisition or loyalty? Answers to the most controversial debate in B2B marketing 18:44 – The one way to grow B2B (or B2C) brands - the double jeopardy law20:40 – The trouble with word of mouth23:56 – Wide reach v. going deep on niche audiences27:22 - How the length of purchase cycle effects B2B marketing30:27 - The place for Account Based Marketing (ABM) in the B2B landscape34:10 – The common sense approach to B2B growth36:00 – Why Share of Voice matters and why Click Thru Rate doesn't37:40 – The financial metrics marketers need to track41:31 – The revenue opportunity of the 95:5 mental model44:10 - The benefit of realizing nobody cares about your brand45:31 - The 3 rules of effective creative in B2B marketing48:47 – Why brand awareness isn't the best idea for marketers51:10 – Why all marketers need to track Category Entry Points instead of awareness52:48 – What's next and how to connect with PeterOther LinksPeter on LinkedinB2B Marketing InstituteEhrenberg-Bass Institute for Marketing ScienceIPA - Institute of Practitioners in Advertising Article: Measuring things that matterArticle: B2B marketers bet big on going longArticle: 3 Rules for more effective B2B MarketingBlockbuster Marketing for B2BB2B Playbook

In this episode, I talk with James Hankins, Consulting Strategist, and Founder @ Vizer Consulting. James has had a busy year, coining (together with Les Binet) concepts like Share of search and the Hankins Hexagon. We get into the weeds of Share of search and how to apply it to your brand. Some interesting links:James on Twitter: https://twitter.com/jcphankinsOn share of search: https://www.contagious.com/news-and-views/share-of-search-the-new-most-important-metric-for-brands-googleFree tool to measure: Google trendsPaid tool to measure more exactly: https://mytelescope.io/Hankins Hexagon: https://www.marketingweek.com/forget-funnels-new-model-path-to-purchase/Hankins Hexagon by Dan White: https://www.linkedin.com/posts/danwhite1000_marketing-media-advertising-activity-6783297596300505088-CQkR/That's it! If you'd like to watch the Youtube version, go here: https://www.youtube.com/channel/UCPKxzVyOVf_KxS2Ep1LcJogSubscribe to the newsletter here: https://www.letstalkbranding.be/

In this episode, our host Marc Binkley interviews James Hankins, Founder at Vizer Marketing & Strategy Consulting. In 2020, James' novel ideas on Share of Search, the Hankins Hexagon and Digital Availability were featured by Marketing Week, IPA and WARC.  James was recognized for his contribution of leading change in the marketing world when he was named as one of Marketing Week's Change Makers in 2020. Prior to starting his own consulting company, James was the Strategy Director and Head of Integrated Planning at a number of agencies. He is a contributor at Marketing Week Magazine, WARC and Mentor at IPA (International Practitioners of Advertising). Finally, he's an In-demand speaker on all of the topics we’ll be discussing today.Timestamps 1:40 – Introducing James Hankins 4:04 – The shortcomings of the traditional purchase journeys like the AIDA sales funnel, McKinsey’s consumer decision journey and growth through customer loyalty10:46 – The problem the Hankins Hexagon tries to solve13:19 – The nodes and metrics of the Hankins Hexagon21:46 – How the Hankins Hexagon can help increase marketing effectiveness25:05 - What is Share of Search and where does it fit in the customer journey?29:55 - How exactly to use Share of Search35:51 – The challenges with Share of Search data and how to overcome data variability38:08 – How search data insights can be used as an opportunity for any company40:01 – How to use Share of Search if you’ve got more than 4 competitors41:32 – An example for how SaaS companies can use Share of Search to track impact43:41 – Digital Availability: digital ads may not be advertising at all48:25 – Why digital ads are more like physical stores than advertising51:10 – How some Direct-To-Consumer (DTC) brands manage Digital Availability54:33 - The three different levers to grow brands: Mental, Physical and Digital Availability58:52 – Find out more about James HankinsLinks and Referenceshttps://www.linkedin.com/in/james-cp-hankins/https://theeqplanner.wordpress.com/https://www.warc.com/newsandopinion/news/why-marketers-should-embrace-share-of-search-as-a-metric/43942https://www.warc.com/newsandopinion/news/why-the-availability-duo-needs-to-become-a-trio/44529https://www.marketingweek.com/forget-funnels-new-model-path-to-purchase/https://www.warc.com/newsandopinion/opinion/seven-powerful-research-insights-that-brands-need-to-know-in-2021/4020 

Wie funktioniert erfolgreiches Measurement aus Sicht einer Mediaagentur? Dieser vermeintlich einfachen Fragestellung widmen sich die beiden Facebooker Sven (Marketing Science Partner) und Stella (Agency Partner) gemeinsam mit Tobias Schwarz (Director Brand Analytics bei Crossmedia) in der 23. Folge der Facebook Marketing Experten. Die drei zeigen auf, warum KPIs, wie z. B. Reichweite und Impressionen zwar wichtige Wirkungsindikatoren sind, aber noch nicht mit Kampagnenerfolg gleichzusetzen sind. Sie analysieren die Unterschiede in puncto Werbewirkung bei Performance und bei Branding-Kampagnen. Auch differenzieren sie zwischen kurzfristiger Erfolgsmessung und Studien zur Langzeitwerbewirkung (Longterm Brand Equity). Stella zitiert dabei u. a. auch Les Binet und seine Thesen zur “Wirksamkeit im Kontext”. Tobias schildert immer wieder beispielhaft aus Forscherperspektive, während Stella die größten Herausforderungen für Werbetreibende und Agenturen analysiert. Dabei thematisieren sie Brand Lift, Multi-Cell Brand Lift und Marketing Mix Modelling. Abschließend betont Tobias noch, dass es im Bereich der Werbewirkungsforschung nicht DIE eine Wahrheit bzw. das eine Tool gibt, das auf alle Fragen eine Antwort hat und Measurement auch permanentes Lernen bedeutet. Wenn ihr Lob, Kritik, Anregungen oder Rückfragen zu dieser Folge oder zum gesamten Podcast-Kanal habt, schreibt gern per Mail an dasfacebookupdate@fb.com. Unter fb.me/facebookmarketing findet ihr neben den Podcasts außerdem auch alle Webinare. Meldet euch dort gerne bei unserem Newsletter an. So bleibt ihr immer up to date, zu allen Themen rund ums Digital Marketing bei Facebook.

If you're great at sales and generating leads that way the...what does brand marketing do and is it something you need to be thinking about?The shorter answer is yes...the long answer is this podcast episode ;)We've all heard the analogy sales people use about the importance of building a relationship that goes something like this."You don't walk up to a stranger and ask them to sleep with you"But today I want to take that analogy further and extend it to brand building.I see so many entrepreneurs and small businesses so heavily focused on optimising their sales activities that they miss out on the activity that will not only enhance their sales but will ultimately become the primary driver of growth.We're going to get super nerdy in this episode, so buckle up for some maths and science as we explore the value of brand building together!Follow along with the screen shares on this podcast episode:Visit my new home page here: https://www.laurenkress.comAnd to nerd out on the Media In Focus White paper by Les Binet and Peter Field head to: https://www.effworks.co.uk/download-media-in-focus/Thanks to our regular listeners who support the show on ko-fi - you can become a supporter show for the small fee of a price of coffee once a month here: https://www.ko-fi.com/laurenkress

Traditional and digital media have long operated in silos, and with an ever increasing number of screens and platforms it can seem overwhelming and bring a temptation to revert to old media habits rather than try to master a new art. In our final episode of the series, two industry heavy hitters share their recipe for tasty media ROI. As always, the secret is in how they mix their ingredients! Welcome to Rethink, a podcast by Think with Google. We’ve been through so much together this season!  We’ve looked at how to grab people’s attention, we’ve highlighted how diverse creatives and workplaces are smart business and we’ve worked out that people will actually watch your ads, as long as they’re good!   And in the final episode we’re focused on the media mix and how to make sure you get the best bang for your buck. Today’s challenge is all about the best mix for a mid/post covid world... “I get how we now have 10x more media options than there are hours in the day, which I guess reflects how consumers spend their time now. But everyone seems to have an opinion on the ‘right mix’ to drive effectiveness.  To help work out the best way to divvy up your marketing budget in this fragmented media landscape we chat to Rachael Powell, Google’s Head of Consumer and Market Insights. Brent Smart, Chief Marketing Officer for IAG, shares why emotional storytelling needs to play out over a variety of screens if you're really going to hit people in the feels and connect with them. And to bring it home, we check in with Mark Lollback, CEO of Group M Australia who shares his experience of getting the mix right using the three C’s - channel, context and creative planning.  If you’re ready to give things a stir and rethink the mix, check out this episode... FURTHER READING For advice on how to put together the optimal media mix check out the latest from Think with Google… Check out the latest trends and insights to rethink your mix – g.co/rethinkthemix Les Binet, Mark Ritson and Paul Sinkinson talk marketing effectiveness in our latest Think with Google virtual brekkie. Catch up on demand here. What you should be doing right now to rethink your media mix.  For even more great insights head to thinkwithgoogle.com.au  CREDITS This podcast was brought to you by Think with Google Host and Consulting Producer: Rachel Corbett Created by: The Hallway & Eardrum in partnership with Google Produced by: Eardrum Executive Producer: Ralph van Dijk Producer: Sarah Mashman Project Manager: Jessie Williams Theme: Taka Perry Engineer: Adrian Walton See omnystudio.com/listener for privacy information.

Traditional and digital media have long operated in silos, and with an ever increasing number of screens and platforms it can seem overwhelming and bring a temptation to revert to old media habits rather than try to master a new art. In our final episode of the series, two industry heavy hitters share their recipe for tasty media ROI. As always, the secret is in how they mix their ingredients! Welcome to Rethink, a podcast by Think with Google. We’ve been through so much together this season!  We’ve looked at how to grab people’s attention, we’ve highlighted how diverse creatives and workplaces are smart business and we’ve worked out that people will actually watch your ads, as long as they’re good!   And in the final episode we’re focused on the media mix and how to make sure you get the best bang for your buck. Today’s challenge is all about the best mix for a mid/post covid world... “I get how we now have 10x more media options than there are hours in the day, which I guess reflects how consumers spend their time now. But everyone seems to have an opinion on the ‘right mix’ to drive effectiveness.  To help work out the best way to divvy up your marketing budget in this fragmented media landscape we chat to Rachael Powell, Google’s Head of Consumer and Market Insights. Brent Smart, Chief Marketing Officer for IAG, shares why emotional storytelling needs to play out over a variety of screens if you're really going to hit people in the feels and connect with them. And to bring it home, we check in with Mark Lollback, CEO of Group M Australia who shares his experience of getting the mix right using the three C’s - channel, context and creative planning.  If you’re ready to give things a stir and rethink the mix, check out this episode... FURTHER READING For advice on how to put together the optimal media mix check out the latest from Think with Google… Check out the latest trends and insights to rethink your mix – g.co/rethinkthemix Les Binet, Mark Ritson and Paul Sinkinson talk marketing effectiveness in our latest Think with Google virtual brekkie. Catch up on demand here. What you should be doing right now to rethink your media mix.  For even more great insights head to thinkwithgoogle.com.au  CREDITS This podcast was brought to you by Think with Google Host and Consulting Producer: Rachel Corbett Created by: The Hallway & Eardrum in partnership with Google Produced by: Eardrum Executive Producer: Ralph van Dijk Producer: Sarah Mashman Project Manager: Jessie Williams Theme: Taka Perry Engineer: Adrian Walton See omnystudio.com/listener for privacy information.

Tom Roach is a well-recognised marketing strategist who has been in the advertising industry for just over 20 years. Tom has worked with many infamous and successful brands, but perhaps his most proud campaign was Sainsbury’s “Try something new today” that delivered 1.9 billion pounds of sales. Tom has established himself as a champion for the commercial power of creativity through his work in London at AMVBBDO, Leo Burnett, BBH and recently adam&eveDDB.Tom also writes his own blog discussing well known marketing ideas with a modern twist.In this episode, we discuss: Marketing effectiveness; how do you define it and how does it link to creativity'The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies’ – by Les Binet and Peter FieldThe correspondence between the level of creativity deployed and advertising effectiveness as well as the commercial impact of emotional creativityHow long-term brand building and short-term sales activation are not mutually exclusive and how the 60/40 rule should be adapted to each bespoke brandTom’s most recent blog post - ‘The wrong and short of it’, and how it champions for a radical middle path that looks at finding a balance between brand and performance marketersThe culture of binary opposition in marketing and how to find unity and a common enemyThe prevalence of short-termism in today's world and the impact of social platforms.Three Quick Questions: A business Book you recommend? ‘Good Strategy Bad Strategy’ by Richard RumeltPerson to follow on social media or digital media? Tom Goodwin @tomfgoodwinOne on one dinner with a living person? Tom’s wife Jane.To follow Tom on twitter - @tomroachTo find out more about Tom’s blog or to contact him, visit https://thetomroach.com/

This week we talk to Zaid Al-Qassab, the Chief Marketing Officer of Channel 4. Zaid leads the marketing and digital teams, and 4creative, Channel 4's award-winning in-house creative agency. Channel 4 is a publicly-owned and commercially-funded UK public service broadcaster, with a statutory remit to deliver high-quality, innovative, alternative content that challenges the status quo. We talk brand management, building teams, education the P&G way, being authentic with diversity and inclusion and discuss the bight future that Channel 4 has - even in a world where streaming dominates the discussion. We've got a T.O.P.T.I.P from Laura Hogan aimed at account managers and people in client facing roles. As always, a big thanks to our sponsor, Moyee Coffee. I'm a big fan of the coffee and the work they're doing to help farmers in Ethiopia and Kenya achieve a living income. Show Notes Zaid Al-Qassab Zaid is also a Director and Council member of the Advertising Standards Authority, and a Board Trustee of WaterAid. He was previously the Chief Brand & Marketing Officer of BT plc, where he led the BT, EE, Plusnet & Openreach brands. Zaid was educated at Oxford University, where he read PPE (Philosophy, Politics & Economics), and has also completed the Financial Times Non-Executive Director Diploma. He spent 20 years at Procter & Gamble, in marketing & commercial roles, including as Managing Director of the Health & Beauty division for the UK & Ireland. Following that, he was Chief Marketing Officer of HouseTrip, a digital start-up which was bought by TripAdvisor in 2016. He is committed to diversity and inclusion. Zaid's book recommendations were: Thinking, Fast and Slow by Daniel Kahneman Predictably Irrational: The Hidden Forces That Shape Our Decisions by Dan Ariely Factfulness: Ten Reasons We're Wrong About The World - And Why Things Are Better Than You Think by Hans Rosling The Perils of Perception: Why We're Wrong About Nearly Everything by Bobby Duffy The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies by Les Binet and Peter Field you can find the best charts from the research here: https://effworks.co.uk/ten-best-charts-binet-field/ The award winning C4 Complaints Welcome campaign is worth 90 seconds of your time. T.O.P.T.I.P from Laura Hogan Laura is a dog fanatic who runs Jelly Bean, an agency based in Birmingham delivering sweet results (geddid?!) Find Laura on Twitter or LinkedIn. Andi Jarvis I'm hosting another live podcast for agency owners and directors on Monday 7 September. Following on from the great discussion with Carrie Rose (Rise At Seven) and Tom Etherington (Evolved Search), I'll be chatting to Stacey MacNaught (MacNaught Digital) and Paddy Moogan (Aira). We're discussing how to grow an agency, what its like leading an organisation through a global pandemic and what the secret is to a great agency/client relationship. This live podcasts takes place from 12.00 - 1.00pm on Monday 7th September. It's free but you do need to sign up for a ticket. Register for your ticket today. If you enjoyed the show, please give it a 5⭐️ rating!

0.00 - 2.18:  An introduction into the podcast, us and  our credentials - what have we done and why are we qualified to have opinions.2.19 - 4.05:  A discussion on who this podcast is aimed at.4.06 - 18.58: The meat of the podcast where we discuss the delusions of grandeur marketers have about the importance of their brand, how different marketers are to rest of society, how dangerous it is to assume you're like everyone else and the concept of Market Orientation.18.59 -  21.18: We share what we're loving this week - tools and resources that we have found useful and that listeners might too.External links referenced:Thinkbox survey of variances between customers and the marketing/advertising industry. CLICK HERE'The Long and Short of it' by Les Binet and Peter Field. CLICK HERE.'Effectiveness in Context: A Manual for Brand-Building’ by Les Binet and Peter Field. CLICK HERE.'Be less Zombie' by Elvin Turner. CLICK HERE.Our website at everybodyhatesyourbrand.com. CLICK HERE.Audio-Visual assets:Imagery: Photo by Matthew Brodeur on UnsplashMusic: Hot Thang by Daniel Fridell. CLICK HERE.

Was haben John D. Rockefeller, Richard Branson, Les Binet und eine Studie der Harvard Universität gemeinsam? Sie alle liefern wertvolle und praxisnahe Learnings für den Umgang mit der kommenden Rezession. Und das sowohl für den Umgang mit Mitarbeitern und Teams, als auch im Hinblick auf die in dieser Zeit notwendige Marketingaktivitäten und Investitionen in neue Produkte und Angebote. Wieso darüber hinaus auch Jay-Z und Beyoncé eine Rolle spielen und welche die beiden Lieblingsfussballvereine der beiden Moderatoren sind, erfahrt ihr exklusiv in der ersten Folge von „Lrnings“, dem neuen Podcast von Orange by Handelsblatt.

Orlando Wood is the Chief Innovation Officer of System 1. System 1 is a research company that has built its reputation in advertising testing and has a proven methodology that links emotional response to marketplace impact. Orlando is also the author of Lemon- published by the IPA, the book examines the world from left and right brain perspective and takes that learning into an evaluation of television advertising which Orlando proves and demonstrates has become a lot more left-brained in recent years. Building on the work of Peter Field and Les Binet, Orlando argues that this is leading to less memorable and less impactful advertising. In the episode, we explore the genesis of the idea, the research work that went into the book and Orlando's thoughts on why we have ended up with more left brain work and some thoughts on where all this might be heading. Sadly, Orlando's talk with the ARF at SXSW was canceled, so I am hoping those who planned to attend can listen to this and get and a very good idea of the great work that Orlando has done. The book Lemon can be found here.https://ipa.co.uk/knowledge/publications-reports/lemon

In deze aflevering van Bakkie Media bekijken we of Engeland al Brexit Ready is. Vriend van de show Willem-Albert Bol en Les Binet hebben het over balans in de media. Bol.com wordt net als de Intertoys en geeft voor het eerst een speelgoedboek uit. En de nieuwste commercials van Volkswagen en Philadelphia worden verbannen in de VS door nieuwe genderneutrale wetgeving. En deze keer met een speciale gast-quoter aan het woord. Bakkie Media is uiteraard ook te vinden op social media: Twitter: @bakkiemedia Instagram: @bakkiemediapodcast Facebook: facebook.com/bakkiemedia Of kijk op onze website: www.bakkiemedia.nl Shownotes: https://www.telegraaf.nl/financieel/722125815/ook-bol-com-komt-met-speelgoedgids-voor-sint https://www.marketingfacts.nl/berichten/waarom-bol.com-het-beste-marketingbedrijf-van-nederland-is https://www.thedrum.com/opinion/2019/05/23/exclusive-look-binet-and-field-s-new-b2b-marketing-research https://www.theguardian.com/media/2019/aug/14/first-ads-banned-for-contravening-gender-stereotyping-rules https://www.nytimes.com/2019/08/14/world/europe/uk-sexist-ad-ban.html https://www.adformatie.nl/privacy/video-het-verhaal-achter-de-sexy-suitsupply-ophef https://www.businessinsider.nl/suitsupply-verliest-13-000-instagramvolgers-na-campagne-met-zoenende-mannen/ https://www.adformatie.nl/campagnes/inhakers-op-bloemkool-reclame-van-new-york-pizza https://www.marketingweek.com/ad-land-no-deal-campaign/ https://www.marketingweek.com/harry-lang-brexit-campaign/

**Hot on the heels of our maiden podcast, we collar JP Hanson. ** **He is the CEO and co-founder of Rouser, an international strategic consultancy firm headquartered in Stockholm, where he works making client brands better, not just bigger, and stresses that his singular goal is to build client profit. ** If this wasn’t enough, he contributes to outlets such as The Drum and the IPA’s EffWorks, and is increasingly delivering entertaining, no-nonsense talks across the globe, as well as being a qualified lawyer. The Rouser Manifesto, built on; ‘Strategy First, tactics Later. Brand Always’, is something we regularly dive and dip into at Gasp, so we are box-of-frogs excited that our kindred spirit is on the podcast. /////  **JP Hanson:** Twitter: [@RouserJP](https://twitter.com/rouserjp) [The Rouser Manifesto](https://rouser.se/manifesto/): A Proposal for How to Get Marketing Back to the Boardroom The Drum [His methods still matter – a response to ‘David Ogilvy must die’](https://www.thedrum.com/opinion/2018/01/25/his-methods-still-matter-response-david-ogilvy-must-die) [The Halo Effect](https://www.amazon.co.uk/Halo-Effect-Business-Delusions-Managers-ebook/dp/B000NY128M) by Phil Rosenzweig [How Brands Grow](https://www.amazon.co.uk/How-Brands-Grow-What-Marketers/dp/0195573560) by Byron Sharp [Eat Your Greens](https://www.amazon.co.uk/Eat-Your-Greens-Wiemer-Snijders/dp/1789016754/ref=sr_1_1?s=books&ie=UTF8&qid=1550828070&sr=1-1&keywords=eat+your+greens) by Wiemer Snijders [The Long and the Short of It](https://ipa.co.uk/knowledge/publications-reports/the-long-and-the-short-of-it-balancing-short-and-long-term-marketing-strategies) by Les Binet & Peter Field **Gasp:** [Gasp](https://www.gasp4.com) Agency Website [Causing Mayhem. What Does it Take to Create a Great Advert?](https://www.gasp4.com/blog/causing-mayhem-what-does-it-take-create-great-advert) [Strategy & Tactics](https://www.gasp4.com/blog/strategy-tactics) /////

  Denna vecka (den 8–12 oktober 2018) pågår EffWeek i London. Det är en vecka då mätbar effekt av marknadskommunikation står i centrum. Höjdpunkten är en konferens där Les Binet och Peter Field presenterar sina senaste rön efter att ha studerat tusentals bidrag till Storbritanniens motsvarighet till 100-Wattaren. En del av rönen överraskar, som till exempel att reklam i traditionella medier har högre verkningsgrad (ger mer "bang for the buck") än digitala medier. Det berättar Mats Rönne som är på plats i London. Han har en hel del annat att berätta. Och det gör han i avsnitt 197 av Kntnt Radio. Lyssna nu! Läs mer på www.kntnt.se/18280. Musik: All Alone © Ivan Chew (CC BY 3.0) Musik: LastTrain © Tab (CC BY-NC-ND 3.0)

När all digital marknadsföring fokuserar på att snäva ned målgrupper eller hitta spetsigare kanaler för konvertering så diskuteras vikten av att bygga varumärke i digitala medier. Vi diskuterar bland annat varför budgetfördelningen förflyttas mer mot aktivering och mindre till att bygga varumärke och varför fördelningen 60/40 är så viktig. Vi undrar om digitalt någonsin kommer kunna gå om TV som medie för att bygga varumärke och bred kännedom. Mycket av samtalet denna vecka baseras på ”How Brands Grow” av Byron Sharp och IPA studierna ”Media in Focus” och ”The Long and the short of it” av Les Binet och Peter Field. Tre böcker vi varmt rekommenderar lyssnarna att läsa!