Podcast appearances and mentions of Peter Field

Tonight, on The Panel, Wallace Chapman is joined by panellists Jo McCarroll and Peter Field. First up, youth unemployment is at its highest level in 30 years. So what's is being done about it? The government is doubling the number of places in trades academies. The panel talks to Kylee Jefferies, Principal at Alfriston College, in Manukau, Auckland asks is this the solution? Then, one in twelve clubs have shut up shop since a rewrite of the Incorporated Societies Act took effect in April. Some clubs have said the new rules, including the requirement to re-register, were the nail in the coffin of the admin burden. Rod King, who leads Nelson Stand Up Paddle board club talks to the panel about that burden and why they decided not to register.

In part two, "Organised Thuggery" - that's the description New Plymouth mayor Max Brough used to describe a mass burnout event involving nearly 100 vehicles. he's had enough and is looking for a fix to the problem. Then, in a social media video produced to promote funding to tackle the spread of wilding pines, ACT MP and former fed Farmers Andrew Hoggard appears to start a chainsaw by pulling on the cord with one hand while holding the main handle mid-air with the other hand. he's using the drop-start method and it's not approved work practice according to Worksafe. The panel hears from Lisa Kendall, a three-time Northern Young farmer of the year and a chainsaw expert, about the safest best way to get your chainsaw humming.

Tonight, on The Panel, Wallace Chapman is joined by panellists Zoe George and Peter Field. First up, a new political party has entered the fore: Te Tai Tokerau Party, lead by former Te Pāti Māori MP, Mariameno Kapa-Kingi. Then, what would hurt New Zealand more than the blockage of the Strait of Hormuz? A blockage of the Taiwan Strait. Independent journalist Anna Fifield explains.

In part two, a reference to the Duke of York will be removed from a commemorative plaque in Nelson, but not all councillors agree. Then, there's no time like a fuel crisis to consider ditching the car for the daily commute. Co-founder and co-director of the Wednesday Challenge, Heidi Hughes, makes the case for wheels and walking one day a week.

Most marketers believe brand purpose drives growth.The data says otherwise.In this episode of The Sharp Cut, we take on one of marketing's most widely accepted ideas and put it under a microscope. Drawing on research from the Ehrenberg-Bass Institute, Peter Field's IPA databank analysis, and perspectives from Mark Ritson and Roger Martin, we unpack a simple but uncomfortable truth:Brand purpose works… rarely.We explore why purpose has become so dominant despite weak commercial evidence, how industry incentives have turned it into a “comfort blanket,” and why the outliers like Patagonia and Dove don't translate to most brands.Along the way, we break down:The “say–do gap” between what consumers claim and how they actually buyWhy most purpose strategies show little to no impact on market shareThe hidden downside of poorly executed purpose campaignsHow purpose often replaces the harder work of real positioningThe three conditions required for purpose to actually work (and why most brands don't meet them)This is not a takedown for the sake of it. It's a reframing.Because the real question isn't whether purpose is good or bad.It's whether your organization has earned the right to use it.If not, you may be trading growth for a story that simply sounds good.Enjoy the show!TakeawaysConsumers often express a desire for brands with purpose, but this doesn't always translate to purchasing behavior.Brand purpose has become an unfalsifiable idea in marketing, often lacking robust evidence.The say-do gap highlights the difference between consumer sentiment and actual buying decisions.Purpose campaigns can generate emotional engagement but may not lead to increased market share.Most brands adopting purpose strategies do not see meaningful commercial outcomes.The effectiveness of purpose campaigns varies significantly based on execution quality.Patagonia and Dove are often cited as successful purpose-driven brands, but their models are not easily replicable.Real purpose requires genuine commitment and often involves sacrifices.Purpose can enhance employee satisfaction and brand loyalty, but it is not a direct marketing strategy.The industry often conflates purpose with marketing effectiveness, leading to misconceptions about its value.Chapters:00:00 - Introduction02:29 - The Evolution of Purpose in Marketing06:31 - Research Findings on Brand Purpose10:51 - The Complexity of Purpose Campaigns14:40 - The Outlier Problem: Patagonia and Dove20:00 - Understanding the Value of Purpose23:16 - Conclusion: The Reality of Brand PurposeReferencesTait, V., Beal, V., Dawes, J., & Sharp, B. (2025). Brand purpose awareness: Evidence from 14 leading purpose brands. Ehrenberg-Bass Institute for Marketing Science.Dawes, J., Tait, V., Beal, V., & Sharp, B. (2026, March 31). Does having a brand purpose actually lead to growth? Marketing Week. https://www.marketingweek.com/purpose-brands-actually-grown/Ritson, M. (2022, January 19). Good purpose, bad purpose: Marketers shouldn't oversimplify the arguments. Marketing Week. https://www.marketingweek.com/mark-ritson-good-purpose-bad-purpose/Ritson, M. (2019). Brand purpose doesn't require a commercial excuse. Marketing Week. https://www.marketingweek.com/ritson-brand-purpose-commercial-excuse/Ritson, M. (2019). A true brand purpose doesn't boost profit, it sacrifices it. Marketing Week. https://www.marketingweek.com/mark-ritson-true-brand-purpose-doesnt-boost-profit-sacrifices/Field, P. (2021, October). The effectiveness of brand purpose [Conference presentation]. IPA EffWorks Global 2021. https://ipa.co.uk/news/power-of-brand-purposeShotton, R. (2021). Critique of IPA purpose methodology. Twitter/LinkedIn commentary, October 2021. As reported in The Drum, 14 October 2021.Field, P. (2019). The crisis in creative effectiveness. IPA / WARC. https://ipa.co.uk/knowledge/publications-reports/the-crisis-in-creative-effectivenessSharp, B. (2010). How brands grow. Oxford University Press.Sinek, S. (2009). Start with why. Portfolio/Penguin.

Alexader Fleming ha scoperto per caso la penicillina – o almeno così viene solitamente raccontato. In realtà quella casualità è stato deliberatamente cercata, lasciando che alcuni vetrini si contaminassero liberamente per poi analizzare rigorosamente le conseguenze.La creatività spesso funziona in questo modo: ha un elemento di imprevedibilità che va accettato, ma che può essere governato quando avviene all'interno di un processo.Ne parliamo con Erik Kessels, artista, curatore e designer, creative partner dell'agenzia KesselsKramer, che l'anno scorso è entrato nella Hall of Legends dell'Art Directors Club Italiano.Questa puntata è realizzata in partnership con l'Art Directors Club Italiano.***Fonti:- E. Kessels, Che sbaglio! Come trasformare i fallimenti in successi mandando tutto all'aria, Phaidon 2017.- La vicenda di Alexander Fleming è tratta soprattutto da K. Lalchhandama, Reappraising Fleming's snot and mould, Science Vision, Volume 20, issue 1, pages 29-42, 31 March 2020.- La vita di Fleming nella sua casa di campagna è raccontata in Alexander Fleming's Country Home, https://eafa.org.uk/work/?id=1043537- Gli esperimenti di Charlan Nemeth sono raccontati in S. Johnson, Dove nascono le grandi idee. Storia naturale dell'innovazione, Rizzoli 2011.- L'articolo di Paul Dyson sui fattori moltiplicativi è Top 10 Drivers of Advertising Profitability, Admap 2014. I dati più aggiornati si trovano in The drivers of profitability, Thikbox 2023, https://www.thinkbox.tv/research/thinkbox-research/the-drivers-of-profitability - L'analisi delle banche dati di System1 ed Effie è in A. Tindall, The Creative Dividend. Advertising That Pays Back, 2026. Un riassunto delle critiche all'approccio metodologico del libro è nell'articolo di Daniel Gilbert, The "Most Important Advertising Thinking in 10 Years" is actually a Masterclass in How Not do Marketing Research, https://www.linkedin.com/pulse/creative-dividend-masterclass-everything-wrong-research-gilbert-bkckc/- I dati più solidi su questo tema sono ancora quelli di Les Binet e Peter Field, a partire da The Long and the Short of It, IPA 2013.

Alexander Fleming discovered penicillin by accident—or at least, that's the usual story. In reality, that serendipity was deliberately sought, by allowing some slides to become freely contaminated and then rigorously analyzing the consequences.Creativity often works this way: it has an element of unpredictability that must be accepted, but it can be governed when it occurs within a process.We discuss this with Erik Kessels, artist, curator, and designer, creative partner at the agency KesselsKramer, who last year entered the Hall of Legends of the Italian Art Directors Club.This episode is produced in partnership with ADCI, the Italian Art Directors Club.Sources:E. Kessels, Failed It! How to turn mistakes into ideas and other advice for successfully screwing up, Phaidon 2016.The story of Alexander Fleming is mainly taken from K. Lalchhandama, Reappraising Fleming's Snot and Mould, Science Vision, Volume 20, issue 1, pages 29-42, 31 March 2020.Fleming's life in his country home is recounted in Alexander Fleming's Country Home, https://eafa.org.uk/work/?id=1043537.Charlan Nemeth's experiments are described in S. Johnson, Where Good Ideas Come From. The Natural History of Innovation, Riverhead 2011.Paul Dyson's article on multiplicative factors is Top 10 Drivers of Advertising Profitability, Admap 2014. The most updated data is in The Drivers of Profitability, Thinkbox 2023, https://www.thinkbox.tv/research/thinkbox-research/the-drivers-of-profitability.The analysis of System1 and Effie databases is in A. Tindall, The Creative Dividend. Advertising That Pays Back, 2026. A summary of criticisms of the book's methodological approach is in Daniel Gilbert's article, The "Most Important Advertising Thinking in 10 Years" is actually a Masterclass in How Not to do Marketing Research, https://www.linkedin.com/pulse/creative-dividend-masterclass-everything-wrong-research-gilbert-bkckc/.The most solid data on this topic are still those from Les Binet and Peter Field, starting with The Long and the Short of It, IPA 2013.

Tonight, on The Panel, Wallace Chapman is joined by panellists Cindy Mitchener and Peter Field. First up, the number of electric car charges available to use is about to double, following a $50 million government boost. Ed Harvey founded the EV smart charger manufacturer Evnex, and joins the programme. Then, new bill seeks to remove minimum size limits for commercial fishing. Former commercial fisher and ocean advocate Darren Shields shares his reaction.

In part two, elections run a little differently, thanks to a law with strict requirements about truth in political advertising. Todd Farrell is a senior tutor at the University of Melbourne, and he explains. Then, remember the glory days of trams? Tony Messenger does - he's spent decades along with a team of volunteers restoring one at MOTAT, and it had it's first ride over the weekend.

Host: Nadia Cameron, Publisher | Editor – Marketing Last year, one of the world’s leading minds on attention, Amplified founder Dr Karen Nelson-Field, set out to put a figure on the eye-watering cost of dull media. The job followed on from the esteemed Dr Peter Field and Eatbigfish consultancy lead, Adam Morgan’s original work ascertaining the cost associated with dull creative. The media work was based on attention volume – a metric that compares how much attention an ad actually gets versus how much is theoretically possible (the total time in view). Globally, the tariff exposed was huge: US$198bn per year is being spent to make up for shortfall of dull media choices as attention collapses tenfold and the mental availability opportunity is lost. That’s an average of $0.43 in every dollar spent. And it’s even higher than the $189bn wasted on dull creative per the former research. Now for the first time, the true cost of dull media has been revealed in Australia, and yep, it’s equally shocking: $6bn in annual wasted media budget. That’s over 20% of the nearly $30 billion Australian marketers reportedly spent on advertising in 2025. The numbers behind the dollar headline are stark: Very dull media makes advertising up to 12× less efficient, meaning every dollar has to work dramatically harder to generate the same outcome. Only 38 per cent of viewers are reaching the crucial 2.5-second memory threshold – the point when advertising is encoding in memory, per Dr Nelson-Field – from the media choices brands are marketing right now. That means brand impact falls 35%, weakening brand growth – something marketers cannot afford to do. “These are sticker shock moments for people because … we're not codifying the value, we're codifying the loss. And it makes people really gasp, quite frankly, because they don't really realise it at an aggregate level,” Dr Field says. “What that technically means is you need the same amount of money again, Australia, to get the same outcomes in non-dull if you continue to advertise in extremely or very dull media.” An underlying conundrum is too many are chasing the cheapest CPM and reach, thinking that’s both efficient and effective, when in fact it’s an illusion: Too often the brand is sacrificing being seen to simply being served, says Dr Nelson-Field. For Peita Pacey, chief strategy and behaviour change officer, Hearts & Science Australia, part of the Omnicom Media Group, Dr Field’s data finally puts a price on something many planners, strategists and marketers have felt intuitively. “This is not about vilifying different channels, just to be really clear, it’s actually about understanding the role very specifically of channels in order delivering to specific objectives,” she says. “It’s also not about necessarily chasing a new metric. We have a number of different metrics we use when we're planning and when we're negotiating, and maybe some of them aren't as fit for purpose as they used to be, because we have more data now. But it's really about giving us the tools in our armour so we can go and more effectively plan to cognition and think about human processing, rather than just exposure or opportunity to see.” Val Morgan MD, Guy Burbidge, goes further, arguing obsession with reach and CPMs has led too many down the garden path to media choices that do not pay off. “I don't think it's any secret that something like $0.75 cents or $0.80, and the dollar is going into the big platforms. That's really what the problem is,” he says. “What we see is proxies like reach and CPM overtaking some of the other more important and more valuable proxies, like outcomes, windows of time – what we're all trying to actually deliver as marketers. An awful lot of channels, ours included, are being debased to those two very simple things.” Listen to the full conversation here. See omnystudio.com/listener for privacy information.

Why do smart marketing teams keep optimizing for the wrong things?In Part 1 of this Sharp Cut series, we explored Goodhart's Law — when a measure becomes a target, it stops being a good measure.But the real problem doesn't start on the marketing dashboard.It starts two floors above it.In this episode of The Sharp Cut, Marc Binkley and Vassilis Douros trace the incentive problem all the way from the boardroom to the media buy, showing how the pressure to maximize shareholder value, hit revenue targets, and prove short-term ROI cascades through the organization — eventually shaping how marketing is measured.Drawing on insights from seven past Sleeping Barber guests, including Roger Martin, Peter Field, Avinash Kaushik, Dale Harrison, Herman Simon, Augustine Fou, and Koen Pauwels, this episode breaks down why marketing metrics often drift away from real business outcomes.We explore:Why shareholder value maximization may distort strategic decision-makingThe difference between revenue growth and real competitive growthHow efficiency metrics like ROI and ROAS can mislead organizationsWhy marketing dashboards are often 90% activity and only 10% outcomesWhy CPM may be one of the most dangerous metrics in media planningHow platform data quietly shapes the decisions marketers makeWhen incentives reward the wrong signals, even brilliant organizations can optimize themselves into decline.TakeawaysGoodheart's Law illustrates how metrics can become targets, leading to poor decision-making.Shareholder value maximization is a flawed approach that can harm long-term business health.Revenue growth does not equate to market growth; understanding this distinction is crucial.Short-term metrics can mislead organizations into making detrimental decisions.Effective marketing requires a balance between efficiency and effectiveness.Dashboards often reflect activity rather than meaningful outcomes, leading to misinterpretation of success.CPM is a dangerous metric that can create a false sense of accountability.Data reporting without context can lead to 'data puking' and poor decision-making.Organizations must evaluate whether their primary metrics truly reflect business health.Good measurement practices should focus on long-term outcomes rather than short-term gains.Chapters00:00 - Introduction to the Incentive Series01:00 - Understanding Goodheart's Law and Its Implications03:02 - The Shareholder Value Maximization Trap04:56 - Revenue vs. Growth: A Misunderstanding09:04 - The Dangers of Short-Term Metrics12:08 - The Role of Dashboards in Marketing Decisions14:59 - The Need for Better Measurement Practices

Digital assets are have for several years been the main growth drivers for most media owners. This is as true of TV – ITV just announced it saw 10% growth in digital revenues compared to flat overall revenue growth – as it is in publishing, as seen in the latest consumer ABC figures, as it is OOH, as it is in, of course, social media and search.So it was little surprise that, according to IAB UK's latest digital adspend report, in 2025 the UK's digital ad market grew 10% to £40.5bn pounds. It's a staggering number, especially when you consider that AA/Warc estimated the total UK ad market reached £46.9bn pounds last year.Adspend on social media grew 21% year on year to £11.5bn, even as industry leaders at both agencies and competing media owners made the case to "turn down the toxic" by divesting from social and reinvesting in more trusted media channels.Elizabeth Lane is the head of insight at IAB UK. She sat down with host Jack Benjamin her to unpack the latest adspend report, and why video in particular was a driving force for digital growth last year.The duo also discussed how AI is changing search to the detriment of publishers, what to watch out for in retail media, and why gaming and digital OOH also saw double-digit growth in 2025.Highlights:1:21: Toplines from IAB UK's 2025 Digital Adspend Report3:41: Social's pivot to video helps explain its 20% growth rate13:39: Search, retail media and gaming: disruption and missed opportunities24:06: How AI could change digital investmentRelated articles:UK adspend expected to surpass £50bn for first time in 2026High-attention media is more profitable, finds Peter Field, Lumen and NewsworksReddit looks to scale through search, performance and insightWhy audio is embracing video — with News Broadcasting's Dave Wilcox and Russell Pedrick---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

When budgets tighten, marketers are told to find efficiency.Cheaper CPMs.Lower cost impressions.More targeting.Shorter ads.It looks smart in a spreadsheet.But according to Peter Field — often called the “Godfather of Effectiveness” — CPM may be one of the most dangerous metrics in modern marketing.In this episode of The Sleeping Barber Podcast, hosts Marc Binkley and Vassilis Douros unpack their conversation with Peter Field and explore why marketers may be optimizing for the wrong things.They discuss:Why CPM can distort media planning decisionsThe difference between impressions and real attentionWhy chasing cheap media can damage long-term brand growthHow brand and performance marketing must work togetherWhy metrics like price elasticity and market share growth matter more than dashboards full of clicksIf you're being asked to “do more with less,” this episode challenges how marketers define efficiency — and what truly drives long-term growth.Key Takeaways:CPM is often a misleading metric that can harm marketing effectiveness.Attention should be prioritized over impressions in advertising.Search strategies should integrate both SEO and SEM for better results.Long-term metrics are essential for understanding true marketing impact.Brand building is crucial for influencing consumer behaviour and decision-making.The conversation around marketing needs to shift from cost savings to value creation.Understanding the relationship between brand and performance marketing is vital.Effective marketing requires a balance between short-term and long-term strategies.Engagement metrics should reflect actual consumer behaviour, not just superficial data.Creativity in using marketing tools can lead to better outcomes. Chapters:00:00 Introduction to CPM and Marketing Metrics03:14 The Dangers of CPM: A Deep Dive05:59 The Shift in Marketing Metrics: From Impressions to Attention09:04 Understanding Search Strategies and Tools11:55 The Importance of Long-Term Metrics15:02 The Role of Brand Building in Marketing17:47 Changing the Conversation: From Cost Savings to Value21:12 Final Thoughts and Key Takeaways

In this episode, the "Godfather of Effectiveness" Peter Field joins the show to discuss why the pursuit of efficiency is making marketing less effective. He breaks down the "Triple Jeopardy" facing modern marketers: over-investing in the bottom of the funnel, producing dull rational creative, and purchasing low-attention media. Field provides an evidence-based case for why the industry must move away from CPM and toward "cost per attentive second" to drive real profitability.Key TakeawaysThe Triple Jeopardy: Effectiveness is being squeezed by three factors: a lack of brand investment, a decline in creative "magic," and the rise of low-attention media platforms.The 60% Waste: Choosing media based on low CPMs often results in zero attention, effectively wasting the majority of the investment.The One-Second Brand Fail: You cannot build brand memory or mental availability in one second.The Recession Playbook: Economic uncertainty is the best time to "go long" as media costs for brand building decrease, providing a massive competitive advantage for the recovery.The CFO Dialogue: Use evidence and case studies to prove that brand health is the primary driver of conversion efficiency.Guest BioPeter Field is a world-renowned marketing consultant and researcher. He is the co-author of several seminal works on marketing effectiveness, including The Long and Short of It and The Five Principles of Growth in B2B Marketing.Peter Field on LinkedInTimestamps00:04 – The Rant: Stop buying on CPM.04:11 – Defining the Triple Jeopardy of Media.08:44 – Why "going short" in a recession is the riskiest move.15:30 – The "Science-ification" of creative and why it's failing.22:07 – Why CPM is a "bad drug."31:15 – The difference between "Active" and "Passive" attention.42:10 – How to talk to your CFO about brand investment.51:21 – Closing thoughts: Fixing the number one problem in media.Reference LinksBinet, L., & Field, P. (2013). The Long and the Short of It: Balancing Short and Long-Term Marketing Strategies. Institute of Practitioners in Advertising.Field, P. (2024). The Cost of Dull: How boring advertising is costing brands billions. eatbigfish & System1.Field, P., & Binet, L. (2021). The 5 Principles of Growth in B2B Marketing. LinkedIn B2B Institute.Field, P., & Nelson-Field, K. (2022). The Triple Jeopardy of Attention. Amplified Intelligence.Trading Economics. (2026). Canada Consumer Confidence Index. Retrieved from https://tradingeconomics.com/canada/consumer-confidence

Tonight, on The Panel, Wallace Chapman is joined by panellists Penny Ashton and Peter Field. First up, the government has just announced a policy to give more power to Police to move on rough sleepers. The Panel talks to Paul Gilberd, CEO of Community Housing Aotearoa. Then, Parliament says it will no longer post on X (former known as Twitter). What does this mean for official communications from the government? Is X just simply dead? The Panel talks to social media strategist Anna Rawhiti-Connell.

In part two, columnist Martin van Beynen says it's a national disgrace that after 15 years Cathedral Square is still a building site. Then, Wellington Volunteer Fire Support has offered to help clean the outside of houses affected by the recent storms. The Panel hears more about this lovely community imitative to help people who can't do the cleanup themselves.

Tonight, on The Panel, Wallace Chapman is joined by panellists Verity Johnson and Peter Field. First up, the Government has confirmed it will hold its own inquiry into the Bay of Plenty landslides. A risk assessment expert examines what the terms of reference should be and if anything will come of it. Then, the government says a Liquefied Natural Gas import facility in Taranaki will save New Zealanders about $265 million a year. hang on, says our guest, shouldn't the power companies be paying for this?

In part two, Auckland Mayor Wayne Brown pulled a stunt in protest at the incoming ceiling on rates - putting on his so-called 'rates cap' during discussions of the topic. Christchurch councillors approved their draft annual plan this week. How re they faring with the rates cap breathing down their neck? Then, Hannah is on a mission to find love after ditching the dating apps. just how difficult is it to meet potential paramours?

Peter Field, who is Associate Professor and Head of the School of Humanities at Canterbury University, joins Emile to discuss.

Send us a textIn this episode, Jes Scholz joins Greg Sterling and Mike Blumenthal for a deep dive into the forces reshaping search: AI agents, the rise of conversational interfaces, the 60/40 brand-activation model, content freshness, multimodal distribution, and why your database — not your website — may determine your competitive future.Jes explains what marketers must do now: update your content strategy, test your site with agents, fix your UX friction, and prepare your database for natural-language inputs. Essential listening for SEOs, CMOs, and local businesses navigating the next wave of digital change.Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

In this episode, Jon Lombardo, Co-Founder of Evidenza, unpacks the counterintuitive truth about B2B buying behaviour. Drawing on research from the Ehrenberg-Bass Institute, Jon reveals why most B2B marketers fundamentally misunderstand their audience. The 95-5 rule shows that 95% of potential buyers aren't in the market right now, which means the traditional focus on short-term lead generation is missing the bigger picture.  Jon also explains how AI-powered synthetic research is transforming market intelligence, why B2B needs more brand building than B2C, and what marketers should do about it.  If you're stuck chasing in-market buyers whilst your competitors build future demand, this conversation will change how you think about growth. Guest Introduction Jon Lombardo is Co-Founder of Evidenza, a synthetic AI market research platform that surveys AI-generated customer copies to build evidence-based marketing plans in hours rather than months. Previously, Jon was Head of Research at LinkedIn's B2B Institute, where he helped establish the 95-5 rule and commissioned pioneering research on how B2B brands grow. Key Topics The 95-5 rule: why 95% of B2B buyers are out of market at any given time, and why that matters more than the 5% who are ready to buyThe 11X rule: how B2B buying cycles are 11 times longer than B2C, making brand building even more critical in B2B than consumer categoriesThe evolution from the 60-40 rule to 95-5: how research with John Dawes from Ehrenberg-Bass Institute challenged conventional wisdom about marketing budget allocationMental and physical availability in B2B: creating brand-relevant memories that activate when buyers eventually come into the marketAI and synthetic research: how Evidenza uses AI to interview synthetic customers, delivering market research in hours that would traditionally take monthsBootstrapped growth: how Evidenza launched with paying customers from day one without venture capital, growing to over 100 clientsThe future of AI in marketing: why AI is underrated and will transform marketing beyond what most people imaginePractical applications: how to use AI for execution whilst keeping strategic thinking human Resources & Links People Mentioned: Mark Ritson - Marketing professor, columnist, and founder of Marketing Week Mini MBAJohn Dawes - Professor at Ehrenberg-Bass Institute for Marketing ScienceLes Binet - Marketing effectiveness researcher and econometricianPeter Field - Marketing consultant and authorPeter Weinberg - Co-Founder of EvidenzaBrian Watroba - Co-Founder of EvidenzaJenny Romaniuk - Professor at Ehrenberg-Bass Institute for Marketing ScienceRachel Kennedy - Professor at Ehrenberg-Bass Institute for Marketing ScienceNicole Hartnett - Professor at Ehrenberg-Bass Institute for Marketing ScienceByron Sharp - Professor of Marketing Science at Ehrenberg-Bass Institute Companies & Organisations: Evidenza - Synthetic AI market research platformEhrenberg-Bass Institute for Marketing Science - The World's largest centre for research into marketingLinkedIn B2B Institute - Marketing think tank (Jon's former employer) Key Frameworks: The 95-5 Rule - Research on B2B buying behaviour shows that only 5% of buyers are in marketThe 11X Rule - How B2B buying cycles differ from B2CThe 60-40 Rule - Les Binet and Peter Field's framework for balancing brand building and sales activation Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC:https://xgrowth.com.au/newsletter Contact & Credits Hosts: Shahin Hoda and Vinnie Romano Guest Jon Lombardo Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth

In part two: Northland has always been notorious for its power cuts, but havoc wreaked by recent outages has called into question the robustness of the network. Far North Mayor Moko Tepania says a 'detailed investigation' into the cause of the power cuts is needed. Then, while many of you are preparing for the Metallica concert in Auckland we talk to one New Zealander who has an amazing story to tell about the band and their lead singer James Hetfield.

Tonight, on The Panel, Wallace Chapman is joined by panellists Denise L'Estrange Corbet and Peter Field. First up, ultra processed food has been linked to harm in every major organ system of the human body. That's according to the world's largest review just published in The Lancet. In New Zealand how is our food policy? is it protecting us from UPFs? Then, the Supreme Court ruled on Monday that four Uber drivers were employees in a test case, entitling them to benefits such as sick leave, holiday pay and a minimum wage. A win for them, but does this have any implications for future cases?

Mark Ritson is one of the most distinctive voices in marketing today. He's been a marketing professor at top business schools around the world for more than twenty years, won numerous awards for his writings, and he is the creator of the Mini MBA in Marketing and Brand Management with Mark Ritson — courses that have given thousands of marketers worldwide the knowledge to up their game in making better decisions everyday and the confidence to argue their case in boardrooms. Among other topics we discuss ...

There's a lot of marketing effectiveness research out there. Binet and Field. Byron Sharp. Jenni Romaniuk. The Ehrenberg-Bass Institute. Karen Nelson-Field. Peter Field. System1. The Effies and the IPA databank. If you're trying to absorb all of this while doing your actual job, it's overwhelming.So we're making it simple: Eight fundamentals. These aren't tactics or channels. They're the underlying truths that emerge when you look at decades of research across thousands of brands, dozens of categories, and 50+ countries.In this episode, V and Marc break down:Strong Force vs. Weak Force - Why only 5% of buyers are ready to purchase right now, and why you need to build memory with the other 95%Growth Comes From Reach, Not Loyalty - Why big brands aren't more loved, they're just more boughtEasy to Mind, Easy to Find - Mental and physical availability: being thought of and being findableBothism: Balance Short & Long - Why you need both brand building (60%) and sales activation (40%)Creativity & Emotion Multiply Effectiveness - Why emotional campaigns are 11x more effective than rational onesFame & Consistency Build Memory - Why you should stop rebranding and commit to distinctive assets for decadesMaking Promises & Building Trust - Why your entire organization needs to deliver on what marketing promisesInvestment Drives Return - Why share of voice predicts share of marketThe pattern across all eight? They require playing a longer game than most marketers are willing to play. Time and consistency win. These are the laws of gravity for marketing—you can ignore them, but they're still operating.Whether you're in B2B or consumer, whether you're a CMO or running a small marketing team, these fundamentals apply. The question isn't "Do these apply to my business?" It's "How do I apply these to my specific context?"Chapters00:00 - Introduction & Overview"We took 39 sources... synthesized it all into eight fundamental principles"01:04 - Episode OpeningV and Marc introduce the episode and explain what fundamentals mean03:36 - List of 8 FundamentalsQuick overview of all eight principles04:36 - Fundamental #1: Strong Force vs. Weak ForceHow advertising actually works - the 5/95 rule11:46 - Fundamental #2: Growth Comes From Reach, Not LoyaltyWhy penetration beats retention19:06 - Fundamental #3: Easy to Mind, Easy to FindMental and physical availability27:45 - Fundamental #4: Bothism - Balance Short & LongThe 60/40 split and why you need both38:03 - Fundamental #5: Creativity & Emotion Multiply EffectivenessWhy emotional campaigns are 11x more effective46:31 - Fundamental #6: Fame & Consistency Build MemoryDistinctive assets and the danger of rebranding54:14 - Fundamental #7: Making Promises & Building TrustWhy your whole organization owns the brand promise01:00:11 - Fundamental #8: Investment Drives ReturnShare of voice predicts share of market01:08:22 - Synthesis & Wrap-UpThe pattern across all 8: Time and...

At The Media Leader's Future of Media Manchester event last week, effectiveness expert Peter Field and Newsworks insights director Heather Dansie presented new research that shows investing in high-attention media channels — TV, cinema, radio, news brands and magazine brands — is more profitable than investing in low-attention ones.And yet, over the past decade, adspend has flowed to social media and pure-play internet, and away from those channels.What accounts for this? And what would happen if marketers heeded effectiveness research that repeatedly indicates a severe over-investment in ineffective, short-termist digital media inventory?During the conference, Field and Dansie sat down with Lumen CEO and report co-author Mike Follett for a special live edition of the podcast with Jack Benjamin.The trio of industry-leading researchers unpacked the findings and criticised media planners for failing to responsibly invest their clients' money in media placements with long-term benefits."My suggestion to media planners is: do your fucking job," said Follett. "Don't take the easy thing. Actually think: where am I going to get the best result for my clients?"Highlights:1:12: Topline takeaways from the research5:38: Methodology and why smaller brands must embrace advertising beyond performance12:25: Why has ad investment shifted away from high-attention media? CFOs driving the agenda and lazy media planners19:05: Are all news brands equal?24:25: Why aren't evidence-based arguments sinking in?Related articles:High-attention media is more profitable, finds Peter Field, Lumen and NewsworksDigital adspend to grow by double digits in 2025 and 2026One-third of indie publishers could shut down by next year as AI search hits trafficAre advertisers ‘swimming in a sea of garbage'?---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit 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

Tonight, on The Panel, Wallace Chapman is joined by panellists Jennie Moreton and Peter Field. First up, we take the pulse on a petition to deport Neo Nazi Thomas Sewell back to New Zealand which has reached 50,000 signatures in Australia. Shoudl we take him? Or can Australia deal with him? Then, a new chaper in water reforms begins today as councils deliver their water delivery plans. Now it appears more than 40 water providers will emerge with many councils choosing to keep water in house. The Panel talks to Gary Kircher, Mayor for Waitaki. Finally, Denmark has 25 ministerial portfolios, NZ has 81. The NZ Initiative think tank thinks we need to follow Denmark.

In part two, the Finance Minister has rejected a call to make employer KiwiSaver contributions compulsory for their over-65 workers. And the Panel talks to Aaron Martin who runs East Skate Club, which is a charity in Auckland providing a space for young and old to skate.

Episode #152. Today's focus is a technical skill on advertising – specifically the significant implications of uninspired advertising and how to overcome dullness in your work.  Abby's guest expert is Adam Morgan, legendary marketing strategist, speaker, podcast host and author of Eating The Big Fish (which first popularised the term challenger brands some 20 years ago). As founder and partner of Eat Big Fish, an international consultancy that specializes in bringing a challenger mindset to client problems in the area of strategy, culture and innovation, he is passionate about helping brands overcome mediocrity. His latest project, The Extraordinary Cost of Dull, a collaboration with Peter Field, Jon Evans and Dr Karen Nelson-Field, delves into just how costly it is for brand owners and marketers to be dull. In his podcast entitled ‘Let's make this more Interesting' Adam speaks to fascinating people who excel at engaging their audience.  In this episode, Adam shares the background to his ‘cost of dull' project and research showing that dull campaigns require higher media spend to achieve results. He discusses the reasons why dullness persists, five key questions to help marketers create more engaging, distinctive work, and embracing the mindset of a challenger.  Plus, his career highs and lows and advice for marketers of tomorrow.    00:00:00 Welcome and Introduction to Advertising and the ‘Cost of Dull' project  00:03:19 Defining the Cost of Dull   00:04:39 Dullness as Exclusion & Societal Impact   00:06:33 Why Tackle Dullness  00:10:57 Prioritizing Where to Be Interesting Framework   00:13:30 Findings from the ‘Cost of Dull' Research   00:18:24 Why Dullness Persists: The Five Drivers   00:25:52 How to Avoid Being Dull  00:26:20 The Five Questions to Ensure Engaging and Effective Communication.  00:38:31Challenger Brands Mindset   00:42:31 Career Highs and Lows  00:45:04 Advice for Marketers of Tomorrow     Links Lets Make This More Interesting — eatbigfish.    Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: Adam Morgan | LinkedIn   The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

For our 52nd episode of THE LIST MAKERS, friend of the show Peter Field has asked us for our top remakes of Doctor Who stories using the original cast, but with a Disney-esque budget. An interesting idea to be sure!  What are our top stories? What are yours? Why not write in and let us know? Contact us: X / Twitter: @theDWshow Bluesky: @thedwshow.net Facebook: facebook.com/theDWshow Email: hello@theDWshow.net

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 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. 

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.

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

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.

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 

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.