Famed co-author of the globally acclaimed marketing book IPA: The Long & the Short of It, Peter Field, is set to lead an investigation ever into what makes Australian marketing campaigns effective.
Industry body Think TV has announced that Field has partnered with fellow independent marketing expert Rob Brittain to produce a series of Australian studies inspired by The Long & the Short of It and other landmark reports.
Their findings will give marketers and their agencies a comprehensive understanding of what drives advertising and marketing success in Australia through insights gleaned from the Australian Effies database of award-winning marketing campaigns.
The research partnership is the result of a new three-year agreement between The Communications Council and ThinkTV to support and expand the annual Australian Effie Awards program by building a database similar to that used by UK trade body the Institute of Practitioners in Advertising (IPA).
The Effie Awards honour Australia’s most significant achievements in marketing communications. Known by advertisers and agencies globally as the pre-eminent awards in the industry, the Effies recognise any and all forms of marketing communications that contribute to a brand’s success.
Commenting on the research partnership, Peter Field said: “I’m delighted to be involved in this brilliant new venture – something I have encouraged for a number of years.
“Now more than ever, the marketing world needs sound evidence-based thinking to guide best practice and to counter the tsunami of questionable recommendations from powerful vested interests. I look forward to helping to strengthen Australia’s reputation as a thought leader in global marketing.”
TCC CEO Tony Hale said the research partnership presents an exciting opportunity for the industry: “The Australian Effies database will facilitate an evidence-based approach to reviewing the most effective cases on our shores and bring focus to what is really delivering the most effective return on market investment.”
As part of the new three year partnership agreement, ThinkTV will sponsor the annual reports, the Australian Effie Awards, a series of exclusive member events that model the best cases, including the Effies roadshow and ‘Work Behind the Work’ seminars.
ThinkTV CEO Kim Portrate said the research project will reveal factors that make marketing profitable and expose practices and myths that lead to waste and inefficiency.
“This the first study of its kind in Australia, and while there are no off-the-shelf solutions to a successful marketing strategy, the findings will reveal proven success factors that can be adopted in virtually any product category. We are very excited that the Comms Council has secured the guidance of Peter Field, whose pioneering work with Les Binet has been a huge source of value to brands seeking growth.”
Based on their meta-analysis of IPA’s Databank – a database of advertising case studies submitted to every IPA Effectiveness Awards competition in the UK since 1980 – Peter Field and Les Binet recently developed a report, which challenges the industry to reconsider approaches to efficiency in the changing media landscape.
Field has co-authored highly-respected marketing and advertising texts, including: Marketing in the Era of Accountability, The Long & The Short of It, Brand Immortality, The Link Between Creativity and Effectiveness and Effectiveness in Context.
He is one of the authors of the world’s leading online qualification for advertising effectiveness, the IPA Eff Test, available exclusively in Australia through The Communications Council professional development program.
Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia. Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]
An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]
Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]