S2. Ep. 16: 10 Years on: Peter Field & The Long and Short Of It.

That's What I Call Marketing · Jul 4, 2023 · 1h 5m

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 about

what led to the writing of the book,

the context of when it was written,

some misconceptions and…