‘Effectiveness in context’ is Peter Field and Les Binet’s latest foray into the IPA Databank. In it, they reveal the optimum balance of brand-building vs activation marketing in different types of brands.
Nearly two years in the making (you may remember them previewing it at Effweek 2017) ‘Effectiveness in context’ is fairly staggering in its scope and detail. Peter and Les have built on the work they did to understand how different media impact on brand building and activation in ‘Media in Focus‘.
This newest work studies individual sectors and subsectors, and also looks at how the contexts that different brands exist in effect their approach to effectiveness, such as; how people choose and buy, brand pricing, innovation, category development and brand development.
Throughout Peter and Les have updated their now-famous 60:40 brand-building/activation ratio in the light of each different sector and context. The result is a substantial piece of research, with some solid outputs for marketers and brands to put into action.
“Just what the industry needs, great collaboration between clients and agencies on the topics that drive business growth.”
Bridget Angear, Joint Chief Strategy Officer at AMV BBDO
“It’s great to see the IPA in the UK bring the whole industry and particularly the trade bodies together to focus on effectiveness. This new Marketing Effectiveness initiative will enable people across the industry to work together to build on best practice.”
David Wheldon, Chief Marketing Officer, RBS
“Effectiveness is a team sport, so it was great to see the industry in the widest sense, come together. In an increasingly diverse and fragmented world, only by using all parts of the brain will we solve effectiveness challenges and design our campaigns to deliver short and long term value. That’s why what happens next is important – if the IPA can help facilitate progress on this with a long-term initiative around Marketing Effectiveness, we’ll definitely crack it.”
Bart Michels, Global CEO Kantar Added Value and Country Leader Kantar UK
“The time spent at #EffWeek was extraordinarily effective. It was great to hear the diverse views from all areas of the industry. All tied together with the common themes of accountability and effectiveness.”
Andrew Canter, Global CEO, BCMA
“It has been a privilege to be part of the inaugural Effectiveness Week. The agenda is one which we at O2 UK feel passionately about. To see and hear perspectives across the industry demonstrates how the breadth of marketing effectiveness is increasingly being valued within businesses. Data, insight, social, customer experience, test and learn, ROI, these are all fundamentals and were covered expansively at the event”.
Sandra Fazackerley, Marketing & Consumer, Telefónica UK Limited
“The full week of effectiveness events brought into clear focus the need for marketers to use data and insight to achieve the key business objectives of growth and profits. Marketers today are in a better position to quantify their knowledge of customers and measure the ability of investments in marketing to increase brand and shareholder value.”
Chris Combemale, Group CEO, DMA