Podcast appearances and mentions of Peter Field

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. 

Zeit für ein Interview mit dem Visual Effects-Veteranen Peter Field. Peter sammelte seine ersten Erfahrungen bei Optical Film Effects Ltd in den Pinewood Studios in England, bevor er sich einen hervorragenden Ruf als gefragter Haupt- und Zweitkameramann in der internationalen Film- und Fernsehbranche erarbeitete. Als Assistent seines Vaters, des Oscarpreisträgers Roy Field, arbeitete Peter an „Little Shop of Horrors“ mit und erinnert sich für uns an die 80er-Jahre zurück.

This month the Triple vision team has fun with one of our favorite podcasts, Happy Hour! In this episode we set aside some of the thornier issues about living with blindness in Canada, and tell stories about the lighter side! With guests Kaye Leslie, Sylvia Jonas, Vic Perera, and Triple Vision members Charlie Ayotte, Karoline Bourdeau and Peter Field we relax over a beverage of choice and talk about guide dogs, guide dog schools, travel, trains, and the good, if somewhat misguided, intentions of strangers. Somewhere in the midst of all of this Charlie even talks about what its like to be in the middle of a terrorist attack! So join us in this fun and relaxing trip around the lighter side of blindness. So cheers to happy hour, and have one on us!

This week we released AI from the punishment cupboard in which we've been keeping it in order to win the approval of author, marketing super-brain and AI believer Paul Dervan. As the Head of Brand Marketing at Miro, Paul has been busy bolstering his reputation as one of the industry's smartiest pant-wearers when it comes to marketing effectiveness. Miro is just the latest stop in a marketing career you could only possibly describe as both distinguished and glittering (glittinguished?) and has seen Paul tackle the marketing challenges on behalf of everyone from O2 to Telefonica to the National Lottery in Ireland (scooping, along the way, the title of Ireland's Marketer of the Year in 2022.) He's also the author of Run With The Foxes, a superb book about marketing, mistakes and making much better decisions. This episode is very proudly dedicated to Peter Field. Peter has had a huge influence on Paul's career both as a mentor and advisor. ///// Follow Patrick on LinkedIn. Timestamps: 03:45 - First Job and Proper Job 05:10 - Early Career in Marketing 07:34 - Career Path and Focus 09:30 - Paul's Sweet Spot in Marketing 11:00 - Writing the Book: Run with Foxes 13:27 - Learning from Mistakes 15:51 - Mistakes and AI in Marketing 18:08 - Decision-Making Process 20:40 - Classical vs. Modern Marketing 22:22 - AI's Impact on Marketing 25:06 - Practical Applications of AI 30:05 - Advanced Uses of AI 33:08 - Synthetic Research 34:28 - Skepticism vs. Cynicism 36:42 - Curiosity and Experimentation 39:27 - Admitting Mistakes 43:27 - Listener Questions: Embedding Chapter One  Paul's Book Recommendations are:  Ogilvy on Advertising – David Ogilvy The Anatomy of Humbug – Paul Feldwick Decoded: The Science Behind Why We Buy – Phil Barden /////

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how boring advertising drains marketing budgets and hinders brand growth. They reveal the staggering cost of dull ads and which industries struggle most with creating engaging content.Topics covered:   [01:00] "The Extraordinary Cost of Dull"[03:00] The shocking percentage of neutral ad responses[05:45] How dullness is measured across advertising[06:30] The hidden price tag of boring campaigns[09:00] Which industries create the dullest ads[10:15] The role of AI in creative advertising  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: System1, eatbigfish, Peter Field, & Uncensored CMO. (2023). The Extraordinary Cost of Dull. Retrieved from System1Group.com, UncensoredCMO.com, and EatBigFish.com. Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

A year into the project, what have we learnt about the real price of being dull? Adam opens Season 2 with one of the core collaborators on The Extraordinary Cost of Dull, marketing effectiveness expert Peter Field. Peter and Adam share how the Extraordinary Cost of Dull has grown from an idea that kickstarted our last season to a 3-year research project with multiple contributors. One that has been sparking a vital conversation within the marketing and communications community over the last year. Starting with their reflections on the response to the project so far, they discuss new developments including: Data from the DMA that reveals what dull is costing us not just in TV, but through the whole funnel Upcoming work from Dr Karen Nelson-Field, another core collaborator, on the real cost of choosing lower attention media platforms and channels Peter's latest findings on the business effects of dull, and its impact on brand trust The development of the practical strategic tools to help marketers avoid dull from the start They finish with a look at their ambitions for The Extraordinary Cost of Dull in the year head. ____ The Extraordinary Cost of Dull Project is open to contributors. Do you have a data set to share with the project? Get in touch at hello@eatbigfish.com Follow the project: https://www.eatbigfish.com/the-cost-of-dull Follow Peter's work here: https://www.linkedin.com/in/peter-field-20110120/ Connect with Adam on Linkedin: https://www.linkedin.com/in/adam-morgan-3a473a/ Follow eatbigfish on Linkedin and Instagram Hosted on Acast. See acast.com/privacy for more information.

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.

Since 2010, the efficiency of highly creative campaigns has halved according to research by Peter Field. And the cost of dull advertising? U.S. brands would need to spend an additional $189 billion annually to make underperforming ads as effective as top performers.Elena, Angela, and Rob examine what's driving this creative crisis and how marketers can produce more effective campaigns. From the importance of audience research and strategic planning to creating memorable audio mnemonics and characters, learn what sets successful creative apart. Plus, discover why AI could be the solution to streamlining creative development and improving effectiveness.Topics covered: [01:00] The state of creative effectiveness in modern marketing[04:00] How digital marketing changed creative development[08:00] The role of attention in advertising effectiveness[13:00] Why strategic planning must come before creative[17:00] Key elements of effective TV creative[24:00] Finding powerful insights that connect with audiences[30:00] Recent examples of highly effective creative campaigns  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Another Dull Whitepaper: The Extraordinary Cost of Dull: https://system1group.com/the-extraordinary-cost-of-dullSelling Creativity Short: Creativity and Effectiveness Under Threat: https://ipa.co.uk/knowledge/publications-reports/selling-creativity-short-creativity-and-effectiveness-under-threat Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Hundreds have packed into Washington's National Cathedral to mourn 39th US President Jimmy Carter who died last week aged 100. All five living US Presidents attended the service, before officials began transporting Carter's body to his home state and final resting place - Georgia. Canterbury University Associate Professor Peter Field says Carter signed the 1978 peace treaty between Israel and Egypt. He says the Camp David Accords were significant for getting Israel officially recognised. LISTEN ABOVESee omnystudio.com/listener for privacy information.

In this episode of A Little Bit Radical, host Rob Fawkes talks with Matt Herbert, co-founder and co-CEO of Tracksuit, the brand tracking platform revolutionising how brands measure their impact. Matt shares his journey from an outdoorsy upbringing in New Zealand to co-founding a global tech company. They discuss the challenges of scaling a startup, enabling creativity through data, and making conscious personal choices that align with one's values. This conversation provides inspiring insights into modern marketing, leadership, and the importance of action in turning ideas into reality. In this episode, we discuss: Matt's Entrepreneurial Roots: How growing up with a trailblazing father in New Zealand shaped Matt's fearless and innovative mindset. The Tracksuit Story: How Matt and his co-founders bootstrapped their brand tracking platform and validated it with real customer needs before securing venture capital. Revolutionising Brand Tracking: How Tracksuit is making brand performance data accessible to all businesses, not just corporate giants. Balancing Brand and Performance Marketing: The importance of combining long-term brand building with short-term sales activation to drive sustainable growth. Startup Leadership: Lessons from co-leading a fast-growing startup, including empowering teams, hiring exceptional talent, and keeping the company mission clear. Conscious Personal Choices: Matt's journey to veganism and how personal values can drive meaningful change. Advice for Aspiring Entrepreneurs: The power of starting small, talking to people, and embracing a bias for action. Memorable Quotes: "The world of startups is littered with ideas that never got validated. Talk to people, ask for feedback, and make things happen." "Brands need a common language to show their impact and secure their seat at the boardroom table." "Sustainable growth comes from converting demand today and building demand for tomorrow." Further Reading and Resources: The Long and the Short of It - Les Binet and Peter Field's seminal work on marketing effectiveness. Future Demand - James Herman's book on the importance of brand building for modern businesses. Follow Matt and TrackSuit: Matt Herbert on LinkedIn: Matt Herbert LinkedIn TrackSuit Website: TrackSuit Stay Connected with Rob and 'A Little Bit Radical': Rob Fawkes on LinkedIn: Rob Fawkes LinkedIn A Little Bit Radical Newsletter: Sign Up Here

Targeting only consumers who are ready to buy right now is a recipe for inefficient marketing. According to godfather of effectiveness Peter Field, this approach misses most potential customers.This week, Elena, Angela, and Rob are joined by Peter to discuss the state of marketing effectiveness. Peter shares his thoughts on targeting misconceptions, the power of TV advertising, and why marketers need to focus on long-term brand building. Plus, learn why "waste" in advertising can actually be a good thing.Topics covered:  [01:00] Peter's journey from agency life to independent researcher [04:00] The importance of balancing short-term and long-term marketing strategies [09:30] Why TV remains one of the most effective advertising channels [15:45] Common misconceptions about the 60/40 rule for brand building vs. activation [22:30] The dangers of over-relying on performance marketing and digital metrics [29:00] How to think about marketing effectiveness research and data [35:30] Why broad targeting is often more effective than narrow targeting [40:45] The role of brand building in maintaining pricing power during inflation To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  MarketingWeek Article: https://www.marketingweek.com/peter-field-tv-underpriced/The Long and the Short of it: https://www.amazon.com/Long-Short-Balancing-Long-Term-Strategies/dp/085294134X  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to another episode of the Sleeping Barber Podcast! Join Marc and Vassilis as they dive into the fascinating world of marketing strategy and innovation with a special guest, Adam Morgan. Adam is a pioneer in business and marketing, best known for his book "Eat Big Fish," which has inspired countless brands to adopt a challenger mindset. He's also authored "The Pirate Inside" and "Overthrow" and hosts the podcast "Let's Make Things More Interesting." In this episode, Adam discusses his latest research with System1 and Peter Field on "The Cost of Dull," exploring the financial impact of uninspired advertising. Guest Bio:  Adam Morgan Partner, eatbigfish: Brand and Marketing Consultant On LinkedIn Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Timestamps 0:54 - About Adam 3:23 - Defining Dull 4:28 - The data sources of Dull 6:16 - Mediocrity inspired this research 10:01 - 4 the horseman of the dull-ocolypse  14:10 - Do dull ads influence consumer perceptions 17:33 - Optimizing to the average 18:27 - Sponsor - Quatical: Fractional Marketing Leadership 20:46 - The Smarter we get, the duller we get 22:07 - The financial impact of Dull 24:49 - Is average ad creative actually responsible? 27:34  - What makes impactful communication 30:15  - Emotion is more than tears 34:05 - Insurance industry has raised the B2B bar of creativity 36:19 - The % of B2B ads that are dull 41:07 - Attention & reach are different 43:03 - Dull inputs lead to dull outputs 44:10 - What is Risk and what is responsible 48:21 - Using AI in ad creative  52:52 - More about Adam 54:04 - Post Pod with V & Marc Literature: Risk & Responsibility: A lesson in creative responsibility The Cost of Dull with Peter Field — The Challenger Project | The Home of Challenger Brands Let's Make Your Brand More Interesting | Inc.com The £10m cost of dull advertising | WARC | The Feed

Welcome to another episode of the Sleeping Barber Podcast! Join Marc and Vassilis as they dive into the world of marketing effectiveness with special guest James Hurman. James, the founder of Previously Unavailable and the Masters of Advertising Effectiveness program, shares his deep insights into the startup ecosystem, the importance of balancing customer acquisition costs (CAC) with brand awareness, and the concept of future demand. This episode is packed with valuable knowledge on how to build sustainable marketing strategies that drive long-term success. Enjoy the show! Our Guest: James Hurman - https://www.linkedin.com/in/jameshurman/ Founder Previously Unavailable - Innovation Studio Founder & Programme Director of the Masters of Advertising Effectiveness course with WARC Co-founder of Tracksuit - a SaaS brand health tracking system Co-author with Peter Field on the Cannes Lions / WARC publication called Creative Effectiveness Ladder Author of a new book for startups called Future Demand and The Case for Creativity Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Timestamps: 0:00 - Episode Introduction 3:28 –the trouble with CAC & the startup playbook 6:39 – why future demand (brand building) is important for startups 10:15 – is demand generation possible 15:04 – Why CAC gets worse without brand awareness 17:30 – Split budgets between brand and performance marketing 19:00 – James' journey into effectiveness 24:14 – What is effectiveness? 26:35 – The Creative Effectiveness ladder 32:35 – Do ads wear out or wear in? 37:10 – The customer need behind Tracksuit's brand health tracking SaaS 41:10 – Lessons for early-stage startups 44:53 – The power of industry expertise inside a startup 47:58 – Building Effectiveness knowledge inside companies 51:15 – Much of what marketers are taught is wrong 53:30 – Marketing evidence needs to wear in 54:15 – how to learn more about James 55:09 - Post Pod with V and Marc Background Research & Literature: James on LinkedIn https://www.linkedin.com/in/jameshurman/ Tracksuit https://www.gotracksuit.com/us Previously Unavailable https://www.previously.co/ Creative Effectiveness Ladder https://www.lionscreativity.com/creative-effectiveness-ladder The Principle of Future Demand https://www.previously.co/projects/the-principle-of-future-demand

Peter Field is head of the school of humanities at Canterbury University and joins Emile Donovan to discuss the upcoming US presidential debate.

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.

Tonight on The Panel, Wallace Chapman and panellists Peter Field and Niki Bezzant discuss the progression of the Fair Digital News Bargaining Bill through Parliament and the end of an era in France.

Tonight on The Panel, Wallace Chapman and panellists Peter Field and Niki Bezzant discuss a Christchurch street art initiative that has received funding, some say too much, and a small community radio station fighting to survive. Also, what trip changed your life?

Peter Field said “Any brand with ambitions beyond its budget needs to see this”. He was referring to Bountiful Cows IPA data fueled study which analysed 256 ad campaigns, examining them for Relative Advantage. I tracked down Adam Foley, CEO of Bountiful Cow to ask him more about the analysis and the findings. The research argues that relative advantage campaigns are 15% more likely to show at least one very large brand effect. They are also 60% more likely to have a very large effect on awareness, 22% more likely on differentiation suggesting a longer-term benefit to the brand and the business. As Adam himself has said “When you can't outspend your competition, you have to out-think them. You'll never win by doing the same thing with less money; it's about seizing opportunities that competitors overlook or neglect.” This episode delves into the report with great real life examples of brands that are using these principles of relative advantage. This is episode covers the importance of challenger brands, how a diverse and non-traditional approach to marketing and audience engagement can result in significant company growth and brand awareness, distinctiveness in a saturated market, leveraging social currency, and the critical role of measuring campaign effectiveness. 03:38The Power of Regional Press05:48 Embracing Challenger Brands07:42 The Philosophy of Challenger Brands16:35 The Relative Advantage Framework: A Deep Dive24:42 Exploring the Seven Principles of Challenger Brand Success44:24 The Future of Challenger BrandsThanks to today's show sponsors: The Indie List and Diplomat, the global brand agency Get in touch about sponsorship or content partnerships, email EmailInstagram X YoutubeListen to all episodes here www.thatswhaticallmarketing.com Hosted on Acast. See acast.com/privacy for more information.

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use. In this episode, Elena and Rob explore the reasons behind TV advertising's ongoing success—despite all the buzz around digital. Learn more about Peter Field's insights into why TV ads remain a critical part of successful marketing strategies.Topics covered:  [00:55] “Why TV is at the Heart of Effectiveness... and What it Will Take to Keep it There”[02:15] Is TV dead?[04:45] TV's delivers slow decay attention[07:50] TV's emotional clout[09:25] TV is a trusted media source[10:20] Marketing is like a garden To learn more, visit marketingarchitects.com/podcast  Resources: https://www.thinkbox.tv/research/nickable-charts/effectiveness-and-planning/tv-at-the-heart-of-effectiveness-by-peter-field#   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Traditional (or established) media is having somewhat of a resurgence, the pendulum is certainly swinging to a more balanced view. We have the likes of Nils Leonard celebrating the power of OOH, Mark Ritson telling us that if we allocate 11% of our marketing budget to radio advertising, the entire campaign's effectiveness will double and Peter Field releasing Why TV is at the heart of effectiveness and NeuroInsight showing that a 30-second cinema ad had 1.75 times more chance of having its “intended impact” on memory and engagement than a 30-second TV ad. So it was time for That's What I Call Marketing to sit down with leading industry bodies to get their take on the landscape, the challenges and opportunities faced by traditional media, innovative research studies, and the importance of measurement and effectiveness in advertising. Featuring insights from Jill McGrath of TAM Ireland, Aoibhinn Lennon from the Outdoor Media Association, Cassie Joyce of Pearl and Dean Ireland, and Ciarán Cunningham of Radio Centre Ireland, the discussion delves into how traditional media channels are adapting to digital transformations and the perceived effectiveness of digital vs. traditional advertising. The episode also highlights the need for marketers to be curious, challenge assumptions, and consider a balanced media mix to achieve brand success. Recorded at Poddle Audio00:44 Diving Into the Media Landscape: Challenges and Opportunities01:12 Expert Insights on Traditional Media's Evolution02:59 The Digital Shift: Analysing the Impact on Advertising Spend05:13 Reassessing Media Strategies: A Shift Back to Broadcast?06:52 Breaking Down Misconceptions in Media Planning11:05 The Importance of Diverse Media in Campaigns12:59 Measuring Success Beyond Digital Metrics24:11 Revisiting Event-Based Media and Consumer Engagement27:02 Addressing the Digital Focus in Media Planning and Buying29:51 The Sonic Boom of Audio Media30:06 Marketing Challenges and Strategies36:06 Innovations in Media: A Closer Look38:21 The Future of Media Measurement and Creativity52:10 Busting Myths and Setting New GoalsThanks to today's show sponsors: The Indie List and Diplomat, the global brand agency Thanks to Dee Reddy at Poddle Audio for hosting this episodeGet in touch about sponsorship or content partnerships, email EmailInstagram X YoutubeListen to all episodes here Hosted on Acast. See acast.com/privacy for more information.

To kick off this year's effectiveness series, we talk with Adam Morgan of eatbigfish about his latest work with Peter Field on the cost to brands of producing dull advertising. We talk about what makes dull dull and how we can make it more effective, for less. Thanks to GALE (the business agency for companies that want to drive growth) for sponsoring this year's effectiveness series. Learn more at www.GALE.agency

In this month's podcast Peter Field of the Triple Vision team takes listeners on a tour of his hobby farm in Ashcroft British Columbia. Peter became fascinated about how blind individuals could take up farming following an interview on podcast 22 with Professor Geoffrey Reaume of York University. In that podcast Professor Reaume explained how, prior to the industrial revolution, blind individuals fully participated in the economy by working on farms. Consequently, he and his partner purchased a 20-acre hobby farm in the interior of BC where they manage chickens, sheep, 7 dogs and an intrepid barn cat. Tune in to this month's episode of Triple Vision for this fascinating story about managing life on a farm without vision. --- Send in a voice message: https://podcasters.spotify.com/pod/show/david-best9/message

Tonight on The Panel, Wallace and panellists Sue Kedgley and Peter Field discuss the increase in abuse toward MPs and whether it is a threat to democracy. Plus, they discuss not visiting attractions in your backyard, and tpeak to the man who paddled a giant pumpkin down a river in Australia.

Today on The Panel, Wallace and panellists Peter Field and Ruth Money discuss the long-awaited return of the Auckland Lantern Festival. 

Today on The Panel, Wallace and panellists Peter Field and Ruth Money discuss the Education Ministry replacing the decile system, new research around the Christchurch rebuild and school lunches.

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.

Wallace and panelists Cindy Mitchener and Peter Field talk about what pilots do in the cockpit when they're not landing or taking off - whether that's just looking out the window or chatting to their co-pilots about what's going on in the world. Plus, they tell us what's been bothering them lately.

Today on The Panel, Wallace is joined by panellists Cindy Mitchener and Peter Field to discuss Auckland Council's plans to buyout 700 flood-damaged homes which has left some homeowners feeling underwhelmed. The panellists also debate whether $140,000 is too much to spend providing 'free' Subway sandwiches for workers and whether they prefer a six-inch or footlong.

Today on The Panel, Wallace and guests Cindy and Peter talk about the prospect of getting unlimited workplace leave and what they would do with more time off. The panelists also discuss a new Christmas tree on Courtenay Place in Wellington made from road cones which has got opinions jingling in the capital. Plus, with Black Friday just one day away, they dissect whether supposed sales are all they're cracked up to be or if there's something not quite right about the discounts on offer.

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.

In this opening episode, Adam discusses a new analysis that reveals the real financial cost to a business of being dull with Marketing Effectiveness expert Peter Field. Exactly how much more expensive is it to run dull communications than engaging ones? And what can we learn from people who can't afford to bore their audiences? Adam and Peter's conversation explores: Why we should be much more intolerant of dull external and internal communication than we areA simple test: ‘The six slide rule'How we can make dull itself more interesting to those we need to change - by putting a concrete cost on itPeter's new analysis, and what it revealsSo why is it that so many well-intentioned, smart people are choosing to be dull?A look ahead to the future guests on the podcast: people whose job it is to make dull subjects interesting, and the two kinds of things we'll learn from them3 things you can do tomorrow__Download Peter's slides on The Cost of Dull here: https://thechallengerproject.com/blog/the-cost-of-dull-with-peter-fieldFollow Peter's work here: https://www.linkedin.com/in/peter-field-20110120/Connect with Adam on LinkedIn: https://www.linkedin.com/in/adam-morgan-3a473a/ Follow eatbigfish on Linkedin and Instagram See what's coming up on the podcast at The Challenger Project With thanks to our editor Ruth and producer Ross. Hosted on Acast. See acast.com/privacy for more information.

Marketing waste is one of the biggest issues facing our industry. So when marketing legends Peter Field and Adam Morgan reached out to me to talk about their new work on the impact of dull advertising on brands, I immediately got them on the podcast.In this fascinating episode we discuss why you really can't afford to bore your audience with your ads anymore. What have Adam and Peter learnt over 40 years about the actual cost of dull marketing to businesses, to brands and even to your career?And for those marketers really hellbent on safety, we discuss the role of danger and a new upcoming mastersclass in how to make the dullest ad ever.Links https://thechallengerproject.com/lets-make-this-more-interesting www.orlandonadvertising.com https://theexaminedlife.org/ - Stephen Grosz https://business.linkedin.com/marketing-solutions/b2b-institute Timestamps 00:00 - Intro 01:13 - Who is Adam Morgan? 02:38 - The best challenger brands 03:08 - Has being a challenger changed? 06:25 - The legacy of the long and short of it 11:01 - Who had the higher ranked Uncensored CMO podcast? 11:45 - How Adam and Peter met 12:26 - The inspiration for the extraordinary cost of dull 15:24 - How are there effective, yet dull campaigns (big budgets is the answer) 19:13 - The System1 Data on the cost of dull 22:41 - Why is advertising so dull? 26:21 - Why are the best marketing organisations trending towards more dull? 27:29 - Making demonstratably unskippable ads 30:55 - The role of danger and constraints in getting to great work 33:05 - The % of B2B ads that are dull and the work The LinkedIn Institute is going to reverse this 35:06 - How dull is approached in different categories 39:01 - Orlando Wood's current research 41:48 - How will AI affect dullness 45:27 - Which categories are doing a good job of being interesting? 53:57 - Why we need a masterclass for dull

Wallace Chapman and panellists Ruth Money and Peter Field open the Friday mailbag on a Thursday! Plus, our panellists tell us what has been on their mind this week.

Today on The Panel, Wallace Chapman and panellists Ruth Money and Peter Field discuss if we need a wealth tax or capital gains tax. Also, they discuss whether the reputation of the BBC has been damaged, and why some people value expensive whiskey.

Today on The Panel, Wallace Chapman and panellists Ruth Money and Peter Field discuss the backlog of court cases causing delays. Plus, they discuss rural schools refusing nylon carpet from the Ministry of Education, and what the best country in the world to live is.

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.

Today on The Panel, Guyon Espiner and panellists Anna Dean and Peter Field discuss rent controls and whether restrictions on raising rent more than 3% in one year is fair.  Also, they discuss health insurance and whether you've ever 'dined and dashed'.

The Panel with Anna Dean and Peter Field (Part Two)

The Panel features a range of panellists from across the opinion spectrum, together with expert phone guests.

Rob, Steve and Ryan sit down this week with Peter Field from the Triple Vision Podcast to get an update on their podcast which was created to recount the past, present, and future of blindness in Canada from a lived experience perspective. Show Transcript https://atbanter.files.wordpress.com/2023/06/at-banter-podcast-episode-341-triple-vision-returns.pdf Show Notes Triple Vision Podcast https://triplevision.team/ AT Banter is brought to you by Canadian Assistive Technology, providing sales and training in Assistive Technology and Accessibility with over 30 years of knowledge and experience. Visit them online at www.canasstech.com or call toll-free 1-844-795-8324. Need repairs on your device? Chaos Technical Services offers service and support on almost any piece of Assistive Technology, while also providing parts and batteries. Visit them online at www.chaostechnicalservices.com or call 778-847-6840.

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

Marketing consultants Peter Field and Rob Brittain, and Professor Karen Nelson-Field, founder and CEO of Amplified Intelligence, join Alex Brownsell, WARC Media's Head of Content, to discuss a new report published by the Advertising Council Australia analysing the ability of a media platform to amplify or undermine a campaign's creative strength. Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.

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.

Today on The Panel Wallace and panellists Peter Field and Cindy Mitchener discuss the first ever valuation of New Zealand's museums and art galleries and why a sports programme for kids had half its funding cut. Also, we return to last week's discussion about mandatory lifejackets for kids.

Wallace and panellists Peter Field and Cindy Mitchener discuss Invercargill being voted New Zealand's 'Shit Town of the Year'. Plus, our panellists tell us what is on their mind this week.

Today on The Panel Wallace and panellists Peter Field and Cindy Mitchener discuss how a holiday Covid spike could impact rural medical centres and Donald Trump's referral for criminal prosecution.

This week on the Friday Wire Casper talked to Auckland city counsellor Pippa Coom about the council's finances and recent controversy around cycleway spending, as well as Dr Murat Üngör from the University of Otago about the latest GDP figures and predicting economic recession. Liam spoke to Auckland Central and Green Party member Chloe Swarbrick about her push to pedestrianise Queen street, as well as Greg Harford from Retail NZ to talk about his concerns.  He also discussed the watergate scandal with University of Canterbury's Peter Field to commemorate the fiftieth anniversary of the original break-in.

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.