Effectiveness will be top of the agenda next month, as the Account Planning Group (APG) and The Communications Council welcome Peter Field – the UK’s ‘Godfather of Effectiveness’ – to Australia for a week of dedicated training and leadership involving an industry masterclass in Sydney on Thursday 8 September.
A prolific speaker on marketing effectiveness, Field has over 30 years experience in planning and consultancy at iconic agencies such as AMV-BBDO, DDB, Grey and Bates, and has co-authored many highly respected marketing and advertising texts, including: Marketing in the Era of Accountability, The Long & The Short of it, Brand Immortality, and The Link Between Creativity and Effectiveness.
Field is also the author of the world’s leading online qualification for advertising effectiveness, the IPA Eff Test, available exclusively in Australia as part of The Communications Council professional development program.
The masterclass, Road to Results, will expand on themes raised in his recent Cannes Lions presentation, Selling Creativity Short, using up to date intelligence to unpack:
- Short-termism and its impact on creativity;
- Accountability – identifying baselines and the means of measuring a campaign’s impact;
- Investment in business growth vs the seduction of sales spikes; and
- Real-time insights and agile ways of making communications more effective.
Tony Hale, CEO of The Communications Council said, “This masterclass is a unique opportunity for both agency and client marketing teams. It will provide an interactive deep-dive into developing and evaluating effective campaigns in a complex media environment.
“Peter Field’s work is the most highly regarded worldwide with many of the learnings built upon long-term analysis of IPA Effectiveness Awards case studies – the most rigorous awards program in the world. His presence will help drive a better culture of accountability and effectiveness here in the Australian market.”
Field’s trip coincides with The Communications Council’s annual Australian Effies Awards, which will be held on the evening of 8 September. He will also be speaking the same week to industry leaders at the Agency Symposium, with a further announcement to follow in the coming weeks.
The effectiveness program, led by Field’s masterclass and associated appearances, comes off the back of the recent launch of the Advertising Pays study, commissioned by The Communications Council and prepared by Deloitte Access Economics.
The report quantifies the economic value of the industry at a staggering $40bn, with direct and indirect employment figures at 200,000. The first of its kind in Australia, the report highlights the critical role advertising and the industry as a whole, plays in supporting business, community and the economy.