"We are raiding our brands, withdrawing our ability to create awareness. It is an immensely damaging and corrosive trend in marketing." – Peter Field
Peter Field is a UK marketing consultant with a focus on Advertising Effectiveness. His breakthrough works include Marketing in the Era of Accountability and The Long & The Short of It.
This presentation outlines key findings from Peter Field’s latest IPA-related research, Effectiveness in an Evolving Media Landscape, produced with effectiveness expert Les Binet.
You can find the presentation here.